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Stop Waffling, Start Selling - the seasonal podcast in which we dive deep into the world of persuasive storytelling, effective sales techniques, and practical strategies to help you grow your business.
26 Episodes
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Welcome back to the next Series of Stop Waffling and Start Selling. In this episode I am joined by Dawn Baxter, founder and owner of Beyond the Dawn Digital, who helped me to see the power of podcasting and who's team produces these episodes each release. I wanted to give some context to why I am opening up my Substack Membership and how this method of resources came to be from origin right down to what plans we have for the future. Whether you are listening through your favourite...
This conversation breaks selling down into three elements that actually matter. Not hacks. Not pressure. Not performance. I talk through clarity, connection, and conversion, and why missing even one of these keeps so many capable entrepreneurs stuck. Clarity starts with knowing who you’re speaking to and what you’re really offering. Without that, everything else becomes noise. Connection is about resonance, not persuasion. It’s what happens when your message reflects the lived experience of t...
This conversation is about the mission behind Stop Waffling, Start Selling and why it has evolved. When I first started this podcast, the goal was simple: help entrepreneurs find clarity around sales. What I quickly saw was something deeper. Many business owners, especially women at this stage of life, weren’t just confused about selling. They were overwhelmed by myths, rules, and now the added pressure of AI telling them how they should sound, show up, and perform. This episode explains why ...
This episode is for anyone who keeps circling the same ideas, second-guessing their voice, or feeling like their story should be working harder than it is. I walk you through what’s inside the Stop Waffling, Start Selling membership and, more importantly, why it exists. This isn’t about more noise, more tactics, or chasing the next marketing trend. It’s about creating consistency, clarity, and confidence through deliberate action. Inside the membership, you get early access to podcast episode...
I talk about the structure behind the podcast, the pace, and the choices that might feel quieter than what the online world usually pushes. This show isn’t designed to compete with noise or chase trends. It’s designed to support clarity, confidence, and consistency through real storytelling. I share why personal narrative still matters in a world increasingly filled with AI-generated content, and why your lived experience will always carry more weight than perfectly generated words without me...
This episode is about the book, but it’s also about everything that led to it. I share the story behind Do Not Try HIM at Home and why this book needed to exist. Not as a memoir for entertainment, but as a lifeline for women who recognise pieces of themselves in my story. I talk about growing up between cultures, early family dynamics, and the insecurities that quietly shaped my choices long before I understood them. How success in my professional life ran parallel to confusion and harm in my...
This moves into territory where discomfort quietly crosses into danger. I share what unfolded in a relationship built on misplaced trust and long-standing familiarity. A man who had been part of my life since childhood. Someone who knew my history, my vulnerabilities, and how to present himself as safe. What followed was manipulation that hid in plain sight. Lies that unravelled slowly. Financial deceit. Boundary violations that escalated into stalking. And the disorientating experience of re...
I sat down with Cindy Hunting for a conversation about building a business that works in the real world, not just on paper. Cindy started her career as an assistant and went on to found her own company in the compliance sector five years ago. Today, she works closely with both candidates and companies, providing compliance and intermediary services that go far beyond matching profiles to roles. What stood out in this conversation was Cindy’s deep respect for the human side of her work. She ta...
The comments brushed off as harmless. The behaviour explained by sympathy. The quiet voice inside that knows something is wrong, long before the evidence appears. In this episode, I share what unfolded as my relationship began to bleed into friendships, family dynamics, and my sense of self. How dishonesty didn’t arrive loudly, but drip by drip. How betrayal rarely looks dramatic at first. And how trust, once fractured, is often repaired by denial rather than truth. I talk about the times I i...
I sat down with Kate for a conversation that went far deeper than business strategy. We talked about what happens when coaching evolves beyond frameworks and into something more human. More honest. More embodied. Kate is a counsellor psychologist, mind strategist, and someone who works confidently with the unseen. Her work is rooted in helping women take full control of their internal world by understanding how the mind, energy, and subconscious actually operate, not how we’ve been told they ...
Sales and Story Strategist. Certified Persuasion Expert. Corporate lawyer turned truth teller. For years, I lived two lives. By day, I was closing multi-million-pound deals, advising at board level, and being praised for my competence and composure. At home, I was surviving toxic relationships. Emotional abuse. Financial control. Physical violence. Including an attack that nearly cost me my life. I wrote Do Not Try HIM at Home because too many professional, high-achieving women believe abuse ...
In this episode of Stop Waffling & Start Selling, I’m joined by the brilliant Sarah Cooke, business and marketing coach, former corporate high-flyer, and someone who knows exactly how to build a business that feels as good as it performs. We talk all things alignment, ease, and what it really looks like to grow a business without selling your soul in the process. Sarah shares her journey from corporate sales and marketing (with a dash of high-level sport thrown in!) to creating a business...
Authenticity in business storytelling and navigating ethical challenges take centre stage in this thought-provoking conversation with a group of inspiring female entrepreneurs. One guest shares how revealing personal stories in her book helped raise awareness about toxic relationships and inspired meaningful change. Another recounts the shocking experience of a competitor cloning her LinkedIn profile, only to highlight that true success can’t be imitated. The value of trademarks and the frust...
In this fascinating episode, I sit down with Tom Stanhope, a video content producer with over two decades of experience. Since 2001, Tom has seen it all, but lately, his focus has shifted toward the world of podcasting, long-form storytelling, and the transformative role of AI in content creation. We dive deep into how these changes are reshaping the landscape of sales, marketing, and media. Tom highlights the importance of storytelling even when using AI-driven content. He shares how tools l...
In this episode, I tackle the issue that holds so many of us back in business – waffling. You know what I mean, the endless over-explaining, overthinking, and complicating things that don’t really need to be complicated. When we waffle, we lose our audience and waste time. The episode focuses on stripping all of that away and getting to the heart of what truly matters in business: simplicity, authenticity, and action. I talk about how selling isn’t about fancy jargon or trying to impress. It’...
In this episode I dive into what might just be the most crucial part of your marketing and sales strategy—the call to action, or CTA. It’s one thing to capture someone’s attention with your message, but without a clear and compelling CTA, you might be leaving potential sales on the table. I explore the art of crafting CTAs that are concise, simple, and most importantly, urgent. One of the biggest mistakes I see entrepreneurs make is overwhelming their audience with too many options. In this e...
In this episode, I delve into the often-overlooked power of visuals on sales pages and how they can dramatically enhance engagement, trust, and perceived value. As we know, a picture is worth a thousand words, and when it comes to sales, it’s worth even more. High-quality images and graphics don’t just make your page look pretty – they play a critical role in speaking to your audience on a deeper level. I discuss how visuals need to be thoughtfully aligned with your target market. For example...
In this powerful episode, I sit down with Kate S Lindup, Elite energy master and spiritual advisor, who opens up about her incredible journey from personal hardship to spiritual empowerment. Kate shares how she transformed her life after leaving an abusive marriage and coping with the profound loss of close family members, which ultimately led her to connect deeply with spirit. Together, we explore how Kate’s unique combination of spiritual guidance and practical, actionable advice is helping...
In this episode I tackle one of the most crucial, yet often nerve-wracking, aspects of running a business—actually asking for the sale. It’s something that many entrepreneurs shy away from, but it’s absolutely essential if you want to see your business thrive. I explore why being upfront and transparent about pricing is not just good practice, but a necessity. When your clients are left guessing or feeling confused about what they’ll actually need to invest, it creates frustration and can ult...
I dive into one of the most overlooked yet crucial aspects of crafting effective sales copy: understanding and communicating the benefits behind the benefits. As entrepreneurs, it’s easy to get caught up in the fine details of our products or services—what they do, how they work, the features we’re so proud of—but often, we miss the mark by not addressing the real question our clients are asking: How will this improve my life? In this episode, I share my insights on why it’s not enough to sim...
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