What the heck is social selling? Can you use it as a service? Is it even right for service providers? 


I am joined by Lattice Hudson, and we are jumping into the world of social selling to answer all of these questions.


Lattice is a business coach, leadership mentor and social sales expert.  She is on a mission to help women make more money and increase their impact all while living a life that they love. “A woman with wealth is a woman with power”.  


Lattice specializes in helping online coaches scale past that coveted 6-figure mark by leveraging high-ticket evergreen group coaching offers. In her free time, she enjoys relaxing on the beach, dancing to the latest TikTok trend and investing in digital real estate online!


We focus a lot in this episode on the importance of relationship-building in social selling, and I love that because so many of us think of social selling as something that isn’t authentic. That really isn’t true.

Value Bombs:


  • What social selling is
  • The importance of relationship-building in social selling
  • How to use social selling for service providers
  • The social selling process
  • How to step into social selling as a service provider
  • Tips for overcoming objections


At the end of the day, social selling is all about helping someone else, and that is no different than what we do as service providers!


You can provide social selling as a high-end service, and use the formula that Lattice walked us through in this episode.


Did you know that social selling is actually one of the first things we teach in Beta to Biggie? If you want to see that in action and learn more, apply for our training. Visit betatobiggie.com to apply!

Resources Mentioned: 


Lattice’s Facebook Group for Women Entrepreneurs

Follow Lattice on Instagram



Additional Resources:


Beta to Biggie Application

Subscribe to the Podcast

Follow Brandi on Instagram 

Follow Brandi on Facebook

Read Full Transcript

Brandi Mowles: [00:00:00] On today's episode, we are diving into the world of social selling with Lattice Hudson, and I'm super excited about this conversation because I was like, isn't social selling just, hey, girl? But it's so much more than that. And Lattice is going to bring it all down for us. Can you use this as a service? Is it right for service providers and what the heck is it? So let's jump on it.

Speaker2: [00:00:25] Welcome to the Serve Scale Soar podcast, the podcast dedicated to helping service based entrepreneurs scale their online business to five figure months so they can soar into six figure years. Your host, Brandi, is a wife, mom and in less than one year created a six figure business and now she is spilling all her secrets. So you can to.

Brandi Mowles: [00:00:52] Hey, Serve Scale Soar family, I am so excited to have my friend Lattice on the podcast, when I reached out to Lattice to ask you to be on, I was like, fingers crossed that he says yes, because I still want to dig into this topic of social selling and what the heck it is and like who can use it. And so you are like the queen of social selling. So I'm super excited to have this conversation. But before we dig into all the juicy details, can you let my audience know who you are as a person and a little bit about your business?

Lattice Hudson: [00:01:25] Yeah. Thanks so much, Brandi, for having me. I was so honored when he reached out to me. I was I absolutely want to be on your podcast, so thanks for having me. So I'm Lattice everyone. I'm an online business coach, but personally, I live here in Scottsdale, Arizona, sunny Scottsdale. But originally from Chicago, I find my time outside of business. I really enjoy trying new restaurants. I love dancing. I love traveling. And honestly, I'm a pretty chill person. I'm really outgoing, but I don't have any kids or anything. So it's just me right now. But I just enjoy, like going on different experiences and just really exploring all that life has to offer. So that's a little bit about me personally. As far as business, I primarily focus on working with online coaches to scale their businesses, leveraging high ticket group coaching programs. I'm all about creating a freedom based lifestyle that is really important to me. So that's what I do inside of my business.

Brandi Mowles: [00:02:25] I love that. I love Scottsdale one. So I love Scottsdale, I love exploring. I love travel and I love restaurants. I do not love to dance. So we'll have to get together soon and just no dancing involved, please.

Lattice Hudson: [00:02:37] Sounds good.

Brandi Mowles: [00:02:39] OK, so let's jump on in and chat about this, but we need to start the conversation. What the heck is social selling?

Brandi Mowles: [00:02:48] Yeah, social selling is like this new wave. It's been around for a while, but really the term social selling and the last I would say the last like year to two years has really become super prevalent. So essentially, social selling is the art of selling. But on social so typical sales are like, you know, direct cold outreach or phone sales. But as we've gotten more social, as we've gotten more connected, really selling through Ms. Messenger, even email have become much more popular these days because all of us are always on the go. So social selling is really the new wave. It's the best way and my favorite way to sell. And it really starts with building authentic relationships and connections and then really building on the relationship from there and identifying whether you can help that person or not, and then seeing if they'd be a good fit for your service or your offer. So that's really like social selling in a nutshell.

Brandi Mowles: [00:03:44] I love that you said it's about relationship building that's so important to me. And I will tell you, when I first heard people talking about social selling, I was like, this is not a new thing. Drug sales have been doing this forever. Like I equated this to the hey girl messages, which I hated doing when I was in drug sales. Stop doing it very quickly. And I know that a lot of people associate social selling with like these hey girl messages that we get on Instagram, Facebook and now on LinkedIn. And so what? Let's chat about that. So it's all social selling. And really when we're talking about this, we're talking about in Messenger. So either Diomedes or Facebook Messenger. So can you tell us how are some ways that you've seen, like what direct sales do? And I'm not bashing all drug sales. I'm sure there's people who do it well, but equated to like selling your services or your course in the DM's.

Lattice Hudson: [00:04:41] Yeah. So for so long, direct sales network marketing has gotten a really bad rep just because of those hey girl messages. And I always like to paint a picture like treat others how you want to be treated in the DM's. So I know personally I hate getting that. Hey girl or hey lady, join me for your Facebook group or buy my product. What have you and I used really. Again, gross like you want to go take a shower. So really when we think about proper social selling, it really starts with the most innermost connection piece, which is getting to know somebody by their first name. So I always like when I teach my clients to really focus on addressing people by their names, spelling it correctly, and then really building a connection point. So you really want to focus on building rapport and then you kind of want to go into relationship building phase. So that's really the first part of social selling. And I would say when we think about it from a big picture on how to actually make this work properly, to sell your course or your service, it's really all about getting situated in front of an audience that wants to buy what you have to offer, because no matter what you say or what you do, it's if they're not if you're not in front of the right audience, it's not going to work either way. So it's. Really ensuring that you leverage other mechanisms like live video or live video is really my favorite way to get people warmed up and then bringing the conversation from, like live video or long-form content into DM's.

Brandi Mowles: [00:06:05] I love that. So it's not just like finding someone on Instagram, sending them that message. It's about let's provide value and then continue that value over into the DMS. And I've seen a lot of people doing and I've done it as well on clubhouse, like we're providing the value and then directing them to let's continue this conversation in the DM. So I love that. So I know my listeners are like I'm a service provider. How the heck do I use this for my services? And my question to you is, is this like good for done for you service providers, or is this really just a way for coaches and, of course, creators to sell their programs?

Lattice Hudson: [00:06:41] Yeah, that's a great question. So in the last few months, we've been really working with a lot more service providers that sell higher end packages on retainers or larger done-for-you packages. So graphic designers, Facebook ads managers and what we have found that it absolutely works. The biggest difference that a lot of service providers that want to really leverage the social selling method is that you have to kind of be visible, right, so people can start to build trust with you. So instead of being more behind the scenes, you're really going to want to build a more of a personal brand, because when people get to connect with you, when they get to see you, they can almost like touch you and feel you. So therefore, when you go into messenger, it doesn't feel so icky and cold. It feels like a friend getting to know another friend. So that's really the conversation that you want to have. You don't want to go from completely cold to not knowing anyone to having a conversation. So it'll absolutely work for done for you service providers, especially if you have where you're getting people on discovery calls or enrollment calls as the back end of the sales funnel process. So absolutely, it works. We've seen a lot of success with our, you know, our clients and our service providers.

Brandi Mowles: [00:07:49] I love this. So I'm seeing this now working really well for in scale with simplicity. We teach the number four pillar is elevate your services. And I feel like this goes really well into that where like you already know how to get client, you're landing discovery calls, but you're ready to take that next step. And so adding visibility and then doing this in the dorm, because like you said, if you're not showing up, then it's going to feel like those icky messages that you're just like cold pitching people. And that's not what we want because this is much more of a long term strategy. This isn't like going to a Facebook group, see a job, respond to it, get a client type deal. This is more long term and I appreciate that because sometimes you need that relationship building, especially when you're selling like two thousand dollars a month retainer packages and things like that. So I love that. So tell me, like, what is your process that you do when you go into social selling?

Lattice Hudson: [00:08:42] Yeah, so we really take it from two different perspectives so you can outreach cold leads, but it's going to be a little bit of a longer game. And again, it's back to having like strong visibility on social. So whether just different forms of content, I typically say it's like a good 20 to 30 percent content and the rest is going to be the conversation. So the first portion is if you are like brand new, I would really recommend leveraging content, specifically video on long form to be able to build up your social proof in your value letter to show people that you're actually an expert. So that's a first portion. And when we think about it, I'm just going to use like Facebook for an example. You can also do this on Instagram, Clubhouse or wherever. But Facebook is my favorite place to do social selling. So when you're doing it completely cold on Facebook, you really need to get into spaces where your ideal clients already are. So whether that's different Facebook groups, whether that's building up your personal profile, things of that nature to get people where you are already and I always like to say, like go into Facebook groups, add tons of value, and that doesn't just look like like spamming posts. That looks like starting a conversation, asking really powerful questions and then getting them back to your ecosystem. And then if it's a good bet, right after a day or two, you can become friends and start the conversation there. And really what the conversation will look like, whether they're cold or warm lead, is you can do the outreach as yourself and just, hey, like, hey, Brandi, how are you? Like, it's so I'm so happy to be connected.

Lattice Hudson: [00:10:13] That's a really great first time. And then from there, typically, like I would say, anywhere from 50 to 70 percent of people will respond back. And then you kind of go into this rapport building phase. So you're really getting to know who they are. You're complimenting them on something that you saw in their profile that you really liked. And you want to make it really genuine. Like if they have a dog that you don't think is cute, don't go compliment the dog. So make it really genuine and authentic. Next phase is really building a relationship. So this is taking the rapport building phase a little bit deeper. So this is where you're starting to ask questions about maybe some of their challenges, some of the things that they're working on in their business or their life or their. Shep, what have you, whatever it is that you do or if you're an ax manager, hey, like I see that you have a a lot. How is that working for you? How is that converting? So asking questions that are not too invasive, but a little bit more open ended so that you will get a response back. And then the next part of this like big one liner that always blows people away is after you've kind of done that relationship building, that rapport building is you want to ask, like if you get to a point at this point, they would have broken their barriers down. That's really the goal, is to get people to feel really comfortable for you so really quickly. You always want to make it about them.

Lattice Hudson: [00:11:25] It's not about you. That's the biggest thing that goes wrong in social selling, is that you're either dropping a link too early or you are talking about yourself. It's not about you. It's about the prospect. So that's another big tip. After you've done like this report and relationship building and at the point where you feel like they're really good, that they're really engaged, you can ask them this simple question. Would you like some help with that? Right. Because at that point, they've already kind of told you all the things about, you know, their challenges and their goals and where they want to be with whatever it is that you help them with. Now, you can ask them if they want to help with that. And what that does is it qualifies or disqualifies them. Right? You want them to self opt in or self opt out throughout this whole process. Because the thing is, by the time that you get to offering them a free phone call, if you do do a sales call or you want to take it further in the DM, you've asked for permission every step of the way. So that's really the process in a nutshell. And you can do that completely cold, or you could leverage warm leads that are maybe engaging with you on your Instagram or on your Facebook or in if you have like I have a really engaged Facebook group and we have a social selling team that goes in and engages with our our leads instead of our Facebook group. So it definitely works cold or warm. It just is a little bit longer of a time frame with cold leads.

Brandi Mowles: [00:12:45] I love this and I just want to break this down so everyone has the five steps really quick. Create content of value, outreach, rapport, relationship building and the ask. I love, love, love that. That's such a great process. And I love that you said you have a team because this brings me back to my next question. So I have seen the social selling come up a lot lately and service provider, we're in a program together and we always see people like can I outsource this, can outsource this and outsource. I'm like, oh, this is a really cool service that could be added. And so as I'm thinking about this, there's all these people who want to outsource their social selling. And I'm like, I feel like this is a like a missing gap in the market because I don't know what kind of service providers who are offering social selling. So tell me your opinion. Do you think this is a good place for people to step into? And what qualities would they need to have to be able to do this?

Lattice Hudson: [00:13:39] Yeah, absolutely. And there's two ways that you could step into it. So you can either step into it as a solo social seller that offers retainer services or you could even take it at the next step further and build an agency. And it's actually something that we're considering or to come about that. But essentially, if you want to get started with social selling, I would say some of the biggest qualities is that you have to be willing to ask questions. You have to be willing to enjoy talking to strangers, because a lot of it is talking to you. Not complete strangers necessarily, but people that you've never met before. So you have to be willing to be open and ask tough questions. Now, that doesn't mean ask like overly invasive questions. That means ask questions to get people to their truth. Whatever that truth is, is that if they need ads, management services, and that's their truth and they need to make that happen in their business. So also being inquisitive, being open, being willing to, like I said, take the next step and move the prospect along the journey. And it's it's really a lot of, like I would say, customer service, but not in the traditional way. I really think about taking it, not Chick fil A, how they have extremely great customer service. I would say it's like being the Chick fil A of the online industry, right, when you're social selling, because people are getting inundated with messages all day long. So what about you stand out? What about you make somebody wants to continue to talk to you, right. Because the goal of social selling process is to get people to open up and to get people to share. And you have to be really confident and be willing to take people where they've never been before. So those are some of the qualities that you need to have to be an excellent social seller.

Brandi Mowles: [00:15:16] I think it also comes down to like you have to be able to sell. Like that to this relationship, but you also have to be able to sell because clients aren't going to pay you to be friends with people. They want you to actually get the end goal is to sell their programs. And so what are some tips that you have for overcoming objections that people like? I don't have enough time. I don't have enough money like those common objections. When they say that, do we shut down and stop or do we keep going?

Lattice Hudson: [00:15:45] Yes, I have a rule of three that we use for our team and our social seller. So we will. Do we'll ask three different ways, so we have this, like method like three layers deep. So typically when people are those objections are coming up, money time partner. Those are the most common. And so we have to really look three layers deep. So the first layer is like they typically don't believe in themselves. Right. They don't believe if they could make this happen or that they don't believe that they need this service, what have you. The next layer is really they don't believe in the offer. They don't believe that the offer has enough value. And that's where you can really step in and say, well, what about the offer or the service? Can I clarify for you? And that's a really straightforward question. But you want to make this open ended, especially if you're selling higher end services. You don't want any gaps of communication when you are portraying the value to the client. And then the last layer, which is not really common, but it does come up from time to time. The person doesn't believe you are who you say you are. So or, you know, the business is who they say they are. So that's where you can really step in and show social proof in case studies.

Lattice Hudson: [00:16:52] I know, Brandi, you talk a lot about, you know, working for the case study. So it's going to be really important that you have those case studies. And if you're a news service provider or a course creator, that's OK. You can use your own story or your own beta clients as a case study. So those are really the three layers that you have to break through. And that's why we do a rule of three. Now, we're not in the business to be spammy or to pressure anybody because we want people to make decisions out of a place of empowerment. But my social tellers know that they have to ask three times. Right. And there's different ways to do that. There's different ways to use your language. Not manipulative, but use the language that the prospect has shared that I want to be here by day. But what you're telling me right now is that you're nervous. So let's talk about that. What is it look like on the other side of you getting these results that you want inside of this program that's done for you, service, etc.? So it's really just breaking down the layers, getting them to be really comfortable and not taking no for an answer the first time.

Brandi Mowles: [00:17:49] And I love this because I think that this is where people stop and I'm one hundred percent guilty of this not going to lie and say like I'm perfect at this because that is so far from the truth. And I think it's just really knowing the place that you're coming from, like you said, and knowing that you're using the words that they've already said. So you're not putting words into their mouth or anything. You're just like being there to listen and help them work through this. And I think that when we come from a place of like, OK, we're actually helping them, then we can actually get through these hard questions or objections that come up. But I would think that if you're not willing to come up, like overcome the objections and social selling is not for you.

Lattice Hudson: [00:18:29] Exactly. It definitely won't be for you. So you may want to look for something else. But if you're willing, again, to ask us tough questions and have that conversation, it definitely is going to be a good fit for you.

Brandi Mowles: [00:18:40] So where do you kind of see the future of social selling? I know this was not a question that I asked you, but now I'm really intrigued.

Lattice Hudson: [00:18:46] Oh, I see it taking over like I really do is the more that people are busier, the more that we want connection. I definitely see social selling taking over the online space for sure.

Brandi Mowles: [00:18:58] And one thing that I just recently changed is we use social selling for beta to biggie by. We I mean, it's me. I'm in the dorms answering the questions. But and this will bring me back to another question. But we even added it to our Evergreen Serve Scale Soar training where it says, do you have questions? DM me. And so we're actually opening that up for even a lower cost product instead of just making it for the high one, which I think is just some people use it, some people won't, and that's totally fine. But I think just getting that connection. But that brings me to this point of do you believe that like the person who is selling the program, so in this case, me selling beta to biggie, do I need to be the one social selling or is I know we've talked about this can be something that we hand over, but how do we like are we selling from the person? You see what I'm saying? Like where integrity come into this and things like that.

Lattice Hudson: [00:19:55] One hundred percent. That's a really great question. It's something that it took us a while to try to figure out what works for our flow in our business. But I would say if it's a new offer, you're still working on validating it. Maybe it's your first six months. I definitely would say if you have more time than money or if it's like a new offer, then yes, the person that created the offer or the service should be doing the social selling. Now, as you scale. Right, just like other businesses have sales teams, you have to eventually do other things as a CEO of your company in your business. So what we've done in the last six to nine months is really focus on getting me out of the day to day sales so I can run our operation and really kind of build that transfer of trust with our social. So we have separate accounts, we have team accounts, and we also use my account as well. But we always address it from a place of, hey, it's so-and-so from witnesses team. Through our funnels, in our content, there's always this notion of we it's never just Lattice like, we are an entity, it's all of us in it together. So on the other side, the expectation is that you may not necessarily be talking to Lattice, but there's a transfer of trust and it's somebody from her team that is well versed and well trained that can serve you. So we definitely like from an integrity standpoint, we will use our social seller's names. And we've had no issues. And people absolutely love it because they're just excited to talk about the programs and the offer. So, yeah, it definitely will work. You know, you just have to do it from a place of when it makes sense for you and your business.

Brandi Mowles: [00:21:29] And I think that this is the thing that one, it reminds us the people want the result. They don't want us. Like, that's a big thing. And I'm so guilty of it. Like they want me. It's me, but it's not me. It's the offer. And I think that that's always a good reminder. And I was reminded of this when someone DM and they were like Brandi or team, because I know you don't do this alone. And I was like, my ideas, you know, but maybe I don't need to. So I love this conversation about this. So what we're going to wrap up with Rapid Fire, but I would love to know, like, do you have any other final tips or words for my audience?

Lattice Hudson: [00:22:07] Yeah, I would say go for it. If you want to offer social selling as a service or if you want to build an agency, there's not a lot out there. I would say go for it because it definitely has a future. The online education industry is like still in its early stages and there's so much opportunity. So definitely take up space and get after it because it really is a game changer in the way of the future of doing all sales online, really.

Brandi Mowles: [00:22:32] And I would say probably the best way to get experience doing this is doing it for your service, like before you go and do it for other people, like do this for your service, get some clients and then start offering this once you've kind of got the flow down, because it's also not just about selling in the DMS, but like you also have to be organized, like there has to be a system. So creating your system that works for you. I know we use their table for follow up. I think you use editable as well, but like creating some kind of back in organization because then you're also taking that to your potential clients and being like, look, I have this whole organization system that's also going to help you get more people because we're going to know exactly where they are. So it's not just about selling in the teams, it's also the backend, which are your systems, which we always encourage you to have. So this has been so fantastic. But before we wrap up, we have to do some rapid fire. So this is not the first question that comes to your mind, but the first answer that you have for me. Ok?

Lattice Hudson: [00:23:29] Sounds good, I'm ready.

Brandi Mowles: [00:23:31] All right. What is your favorite part of your business?

Lattice Hudson: [00:23:33] Serving my clients.

Brandi Mowles: [00:23:36] I love it. And what is the best piece of advice you've ever been given?

Lattice Hudson: [00:23:39] You can't build a business alone and don't even attempt to do that by yourself because it's not worth it. So, you know, get some support and whatever capacity that you need.

Brandi Mowles: [00:23:48] I love that in. Let me ask you, are you a fan of, like, one on one group or like program like a course, or do you want some type of, like, group coaching? Are you a one on one? Like, what do you like to receive for your coaching.

Lattice Hudson: [00:24:02] Oh, group coaching all the way 100%.

Brandi Mowles: [00:24:04] I like group coaching too and a lot of people want one on one. So why are you more group than one on one?

Lattice Hudson: [00:24:10] Honestly, I love the community aspect and what doors it opens. I have opportunities and not just for that, but you just learn so much from everybody involved. And I'm just I call myself a lifelong learner. So for me, having that community is always more to learn. So it's definitely group coaching all the way.

Brandi Mowles: [00:24:26] I'm the same way. I always feel like if I only have this one person's view, then my world is like limited. Yeah. Like I don't know what other views there are. This is the way and the only way when you have one on one coaching. So that's how I've always felt. OK, love that. So what does success mean to you?

Lattice Hudson: [00:24:43] Success means to me that, you know, every day that I lay my head down, I asked myself this question, did I impact somebody's life? If the answer is yes, I know that I've done my job for the day. So that's what success looks like for me every single day.

Brandi Mowles: [00:24:56] Oh, that's so beautiful. And what choices has your business opened up for you?

Lattice Hudson: [00:25:00] Well, I've gotten to meet you, of course. Honestly, it just it's changed like the trajectory of my entire life. So especially being a black woman in America. Right? There's already so much adversity against me. But I've recognized that in order to change the stigma, to change, you know, like what society says, I should be right. My business has allowed me so much freedom, so much flexibility and so many beautiful relationships. So honestly, I'm forever grateful for my business and I really am just getting started. So I'm just I'm grateful every day.

Brandi Mowles: [00:25:35] And I'm so grateful for you because in the online business, because especially you're talking about being a black woman, because of you sharing your experiences, that's opened up my world to like never knowing what you go through, but knowing like. Oh, man, this is something I need to recognize that I've never thought about and how to grow and learn and be better not only as a white woman, but also as a business owner with a platform. And so thank you for everything you do. I truly appreciate it. And I know so many people do, and you probably don't hear that enough. So I just want to make sure that I thank you for your time and everything that you give to the online community.

Lattice Hudson: [00:26:17] Thanks, Brandi.Much appreciated.

Brandi Mowles: [00:26:18] And where my audience. Connect with you?

Lattice Hudson: [00:26:22] Yeah, you can find me over on Instagram. I hang out there and the teams or my team, but you'll definitely know who it is. But usually I'm the one responding, at least on the first instant. So hit me up over on Instagram @latticehudson.

Brandi Mowles: [00:26:34] I love it. Thank you so much y'all. That was so good. Lattice broke down her five days for social selling, which is create content of value, outreach, report relationship building and the ask and such a great formula for us to use with social selling. She also told us we want to be the chick flurry of online social selling, which I thought was genius, and that you can totally provide this as a service and this would be a high in service. So y'all so much to think about how you can use this for your own services, how you can offer this services and if you want to get into course, how you could even use it to sell your courses. So social selling is one of the things that we teach the very first module in beta to Biggie. And I am super excited for y'all to see my social selling in action when you apply for Beta to Biggie. So if you're ready to create a second stream of revenue, then head to BetatoBiggie.com and apply for our free training. In this training, you're going to learn how to create a second revenue stream for your service based business with, of course, our membership. So if you're ready to take that next step in your business and start offering leveraged content, then head BetatoBiggie.com to apply today. And while you're at it, make sure to head over to Letizia's Instagram and tell her what your biggest AHA's were. And until next week, y'all go out, serve your clients, scale your business and soar into the six figure year you deserve.

Speaker2: [00:28:08] Thanks again for tuning in to the Serve Scale Soar podcast with your host, Brandi. If you loved our podcast, please be sure to leave a comment or review and be sure to tune in next time.

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Meet Brandi

Brandi Mowles is the host of the Serve Scale Soar podcast which is a podcast dedicated to helping service-based entrepreneurs scale their online business to five-figure months so they can soar into six-figure years. Brandi is a wife, mom and in less than one year, created a six-figure business.   Now she is spilling all her secrets so you can too.

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