Join business strategist Tina Tower as she explore's how to build your empire by packaging your expertise into online courses, speaking, content, podcasting and credibility.
Tina will be sharing practical tips and insights that helped her to build her company to a 7 figure a year business as well as interviewing the worlds best course creators!
Tina has over 18 years of experience in starting, building and selling companies, she's a speaker, teacher, mama and traveller.
She's unapologetic about living an intentionally big life and if you want to, this show is designed to show you many different options to help you gain clarity over YOUR version of awesome.
Find out more at tinatower.com
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Tina Tower sits down with her favorite coach, Barrett Brooks, for a deeply personal and transformative conversation about business, personal growth, and the journey of self-discovery. Tina shares how working with Barrett brought unparalleled clarity, contentment, and alignment to her life and business, while Barrett opens up about his transition from the COO of ConvertKit to becoming a world-class coach.
Key Topics Covered:
The Power of Coaching: Tina describes the enormous value she's received from working with coaches throughout her 20+ year career, and how having Barrett as her coach was particularly life-changing.
Why Barrett Left Tech Leadership: Barrett shares the story behind his decision to leave ConvertKit, citing burnout, misaligned values, and the importance of honoring what truly works for him.
Reinventing Yourself: Barrett discusses the “progressive surrender” to his authentic self and letting go of other people’s expectations. He emphasizes the courage required to walk away from prestigious roles to pursue work that is deeply aligned with one’s true nature.
Internal Work and Self-Awareness: Both Tina and Barrett talk about how internal family systems, therapy, and somatic practices helped them process old beliefs, trauma, and self-imposed pressure, unlocking new levels of happiness and productivity.
Burnout and Boundaries: Barrett shares how he intentionally structures his coaching business to avoid burnout, setting clear boundaries and focusing on a select number of clients to maintain excellence and energy.
Entrepreneurial Mindset: Insights into why entrepreneurs often feel compelled to do more, the importance of embracing ease, and how to find fulfillment beyond relentless hustling.
Masculine & Feminine Energies in Business: Discussion around societal expectations of men and women, provider roles in relationships, and the importance of balancing masculine and feminine energies for healthy organizations and partnerships.
Coach vs. Mentor vs. Therapist: Barrett explains the distinct roles of a coach, mentor, and therapist, and how they can complement each other in an entrepreneur’s personal and professional growth.
Navigating a Changing World: Barrett talks about setting boundaries with news and technology, his approach to AI, and the importance of focusing on what one can control and contribute, even in times of uncertainty.
Defining Success: Both discuss redefining success as loving and being loved, showing up authentically, and embracing the impact of deep personal connection over superficial metrics.
This episode is a masterclass in personal and professional transformation. Whether you’re an entrepreneur craving clarity, or a leader seeking deeper purpose and healthier boundaries, you’ll find actionable wisdom and heartfelt encouragement in Tina and Barrett’s conversation.
In this episode, Tina Tower dives deep into the world of masterminds—what makes them magical, how they differ from memberships, and how to create an unforgettable mastermind experience within your course creator business.
Key Topics Covered
Membership vs. Mastermind:
Memberships are scalable, group-focused, and often larger in size with less personal touch.
Masterminds are smaller, more curated, higher touch—and while less scalable, they foster deep connections and high transformation.
Tina’s Offer Suite and Ascension Model:
Starts with a low-cost, high-volume evergreen offer → signature offer → back-end membership → high-level mastermind
This tiered system has helped many hit the million-dollar mark in their businesses.
Real-life Evolution:
Her Empire Builder started as a mastermind, evolved into a scalable membership model as numbers grew.
Original small group became the Empress Circle Mastermind for higher touch and intimacy.
Curriculum and Facilitation:
The Empress Circle is more information-heavy, with teaching and small group accountability.
The Impact Mastermind is peer-to-peer focused and supports 7-figure+ business owners with connection and facilitation rather than explicit teaching.
Designing Your Mastermind:
Get crystal clear on your ideal (“hell yes!”) mastermind client.
Curate members through an application process for group harmony and energy.
Decide on the purpose: connection, strategy, or support.
Transformational Experiences:
Psychological safety is a must—what’s shared in the mastermind stays in the mastermind.
282: Growing your business with Evergreen Funnels with Kate McKibbin
Season 6 · Episode 282
Tuesday, May 6, 2025 • Duration 43:07
On today’s episode, Tina Tower sits down with Kate McKibbin, the “super-nerd” behind HelloFunnels.co, to bust myths and clear the air about evergreen sales funnels for course creators. If you’ve ever felt icky or confused about funnels, or wondered if you can grow your business the “sleaze-free” way, this episode is for you! Learn how to design sales systems that feel good, align with your values, actually work, and can help you make more money—without burning out.
Key Topics Discussed:
Navigating Funnels Without the Sleaze: Kate shares her journey from blogging to funnels, how she fell in love with automation, and why you don’t have to use sales tactics that feel out of alignment.
Value-Aligned Automation: Learn how to create sales funnels that respect your values and your audience. The episode dives into how to avoid “bro marketing” and build trust with your audience.
What’s Working Now With Evergreen Funnels: Kate reveals the importance of testing, knowing your numbers, and why classic strategies like tripwires are making a comeback, especially as ads and acquisition costs shift.
Simple vs. Complicated Funnels: Advice for resisting the temptation to overcomplicate. Kate recommends starting with the simplest version possible that matches your business goal, then layering on more later.
Overcoming Tech Resistance: For anyone who feels overwhelmed by tech, Kate offers advice for overcoming mindset blocks, starting small, and building skills (or hiring help) without letting tech fears hold you back.
Numbers to Know:
Lead Magnet Opt-in Rate Benchmark: Aim for 35%+
Sales Conversion Rate Benchmark: 2% of opt-ins
Know your “return on ad spend” (ROAS) and how long it typically takes for buyers to convert
What’s Hot in 2025: Tripwires, low-ticket front-end offers, and cultivating a customer list (not just a subscriber list) are powerful tools for increasing trust and long-term sales.
281: Lessons from SXSW - My Fav Tech Conference
Season 6 · Episode 281
Tuesday, April 29, 2025 • Duration 28:28
In this episode, Tina Tower takes listeners behind the scenes at South by Southwest (SXSW), her favorite tech conference. Having attended eight times, Tina shares her biggest takeaways, standout sessions, and key emerging tech trends—all with her signature candor and enthusiasm. This episode dives deep into AI trends, the loneliness epidemic, balancing technology and human connection, the environmental impact of AI, cybersecurity, and so much more. If you're keen to stay on the cutting edge of tech but also crave a more connected, fulfilling life, this one's for you.
Key Takeaways:
SXSW Overview:
SXSW combines tech, music, and film; Tina focused on the tech track.
It’s a hub for learning, inspiration, and connecting with like-minded change makers.
AI Everywhere:
AI dominated the conference, but Tina questions whether mainstream desire matches tech-world hype.
Small language models are emerging as more eco-friendly than large ones like GPT-4.
AI agents, avatars, and robo-taxis are evolving fast—commercial fast-learning robots may be here by 2030.
Human Connection & Loneliness:
Keynote by Kasli Kalam emphasized the "loneliness epidemic."
Her "5-3-1 Game": Connect with 5 people weekly, maintain 3 close relationships, and have 1 hour of quality interaction daily.
Even introverts need meaningful connection, though the ideal amount varies.
AI, Tech & Health:
The paradox of embracing convenience tools while ensuring they support—not replace—human connection and mental health.
Future health may involve mindset coaches as common as personal trainers.
Ethics & Future Threats:
280: Google Ads Made Simple with Aaron Young
Season 6 · Episode 280
Tuesday, April 22, 2025 • Duration 40:07
In this episode, Tina Tower welcomes Aaron Young to the Her Empire Builder Show to demystify Google Ads for course creators. Aaron, an expert in digital marketing and founder of the Define Digital Academy, shares his insights on making Google Ads simple and effective. He explains the importance of having a good Google Ads campaign, a converting landing page, and a strong offer. This episode is filled with valuable strategies and clarifies common misconceptions about Google Ads.
Key Topics Discussed:
Introduction to Google Ads for Course Creators: Aaron Young explains how Google Ads can become a powerful tool for course creators, distinguishing it from other ad platforms like Meta ads.
Strategies for Google Ads: Understanding the importance of warming up your audience and going beyond the immediate sale is crucial for course creators to succeed with Google Ads.
Tracking and Metrics: Aaron emphasizes the importance of patience and tracking the right metrics over a period of at least three months to evaluate the effectiveness of your Google Ads campaigns.
Budgeting and Planning: Learn realistic expectations for monthly ad spend and how to reverse engineer your budget based on desired outcomes.
YouTube and Google Ads Integration: Aaron discusses the growing opportunity with YouTube ads and how course creators can leverage this platform for cheaper yet impactful advertising.
The Transition from Agency to Educator: Aaron shares his journey from running a digital agency to teaching business owners directly, empowering course creators to manage their own Google Ads effectively.
Monetization and Community Engagement: Engaging with platforms like Kajabi and adapting strategies for community engagement is covered, providing insights into Aaron's own course offerings.
This episode is perfect for those who are completely new to Google Ads or looking to enhance their existing strategies. It offers clarity, calm, and actionable strategies, with a strong emphasis on long-term planning and realistic expectations.
279: Freedom, Funnels & Real Talk: Jill Stanton’s Unfiltered Guide to Online Success
Season 6 · Episode 279
Tuesday, April 15, 2025 • Duration 57:26
In this dynamic episode, Tina Tower welcomes the vibrant Jill Stanton, a maven in the online business space. Together, they explore the essence of building businesses that are not only successful on paper but deeply fulfilling in life. The conversation dives deep into scaling without the hustle, selling with integrity, and creating irresistible offers—all while ensuring personal freedom and authenticity.
Key Takeaways:
Jill’s Entrepreneurial Journey
Evolution from starting with "screw the 9 to 5" to her current ventures.
Emphasis on non-traditional paths and the shift to personal empowerment within business.
Importance of Courage and Alignment in Business
Jill discusses making bold decisions in business.
The necessity of staying aligned with personal values and goals.
Scaling and Balancing Life
How to scale a business while keeping it fun and freeing rather than stressful.
Jill’s personal strategies for maintaining energy and enthusiasm.
Differentiate in the Online Course Market
Importance of working on personal magnetism and messaging.
Tips on attracting the right audience who are ready to buy.
Launch Strategies and Energy
Jill shares insights on conducting successful launches.
The significance of unique and specific messaging.
Thoughts on Money Mindset and Personal Growth
Jill talks about the energy of wealth creation and breaking past financial limitations.
Developing a mindset that supports financial success and expansion.
278: Protect Your Empire: Legal Must-Knows for Course Creators with Autumn Witt Boyd
Season 6 · Episode 278
Wednesday, April 2, 2025 • Duration 38:00
Course Creators: Don’t Wait Until It’s Too Late!
You’ve poured your heart into your course, but is it legally protected? In this episode of Her Empire Builder, I sit down with Autumn Witt Boyd, an expert copyright and trademark attorney, to break down everything course creators need to know about protecting their business, brand, and content.
We cover: ✅ The biggest legal mistakes course creators make (and how to avoid them) ✅ When to trademark your course name & protect your brand ✅ What to do if someone steals your content 😳 ✅ How AI-generated content affects copyright & ownership ✅ Contracts every course creator must have in place
If you’ve ever wondered, Do I really need legal protections for my course?—this episode is for you! Tune in now and safeguard your business like a pro.
As a firm exclusively working with online businesses, we have a front seat to the latest trends, regulations, and potential pitfalls that coaches, creatives, service providers, and course creators need to know about. From text message marketing, to knowing if you really need that trademark registration, you need the The Legal Checkup Report: What Online Business Owners Need To Know To Stay Compliant and Protected
277: Building a business with high profit, not just revenue
Season 6 · Episode 277
Tuesday, March 18, 2025 • Duration 30:40
In this episode, Tina Tower dives into the vital difference between revenue and profit in the world of online business. She emphasizes the importance of focusing on profit to ensure the sustainability and longevity of a business rather than being solely impressed by high revenue figures. Tina shares her favorite saying: "Revenue is for vanity, profit is for sanity, and cash flow is reality," highlighting her belief that cash flow is crucial for a business's health.
Key Takeaways:
1. Importance of Profit: - Profit creates sustainability and freedom in a business. - High revenue with low profit can lead to burnout and resentment.
2. Common Profit Killers: - Hiring too soon or having bloated expenses. - Spending on marketing without seeing a return on investment (ROI). - Underpricing or overpricing offers.
3. Strategies for Profit: - Set a profit goal before setting a revenue goal. - Implement a profit-first accounting strategy. - Create high profit offers and monitor your margins.
4. Mindset and Psychology: - Bigger isn't always better. - Having a financial buffer provides a psychological advantage and allows for better decision-making.
Tina also encourages listeners to focus on creating a business that aligns with their personal goals and provides the life they want, reminding them not to judge their success by others' standards.
276: Making Your First Million Dollars as a Course Creator
Season 6 · Episode 276
Wednesday, March 12, 2025 • Duration 33:25
This is the third and final episode in our Making Money in Online Business series, and we’re diving deep into what it takes to go from six to seven figures—without working 24/7. Spoiler alert: It’s all about smart strategy, not just hustling harder.
Key Topics Discussed:
Introduction to the Series:
This episode is the third in a three-part series about making money in online business.
Previously, Tina discussed starting from zero to your first dollar and then growing to your first $100,000.
Mindset and Strategy for Scaling:
Transitioning to a CEO mentality is crucial when scaling to seven figures.
Scaling to a million dollars involves working smarter rather than harder.
Four Steps to Achieving $1M in Revenue:
Step 1: Offer Suite: Developing a strategic product offering, including a signature course, high ticket offers, a membership for recurring revenue, and a low-ticket evergreen offer.
Step 2: Traffic and Lead Generation: Focus on creating a proven evergreen webinar, implementing paid traffic strategies, and having an automated sales machine.
Step 3: Team and Systems to Scale: Hiring teams for growth, investing in the right people, and establishing robust systems, such as managing tasks with SOPs.
Step 4: Scaling Without Burnout: Emphasizing simplicity, protecting energy, maintaining boundaries, and regularly evaluating tasks for optimization.
Common Roadblocks:
Not investing in the right team.
Overcomplicating the offer suite.
Ignoring crucial data for decision-making.
Underpricing expertise.
275: How to go from $0 to $100K in your online course business
Season 6 · Episode 275
Thursday, March 6, 2025 • Duration 26:19
In this episode, Tina Tower guides listeners on how to scale from their first dollar to their first hundred thousand dollars in the world of online course businesses. This is part two of a three-part series on making money online. The focus is on creating a sustainable and scalable business model.
Key Points:
Milestones and Expectations:
Understanding the journey from $0 to $100,000 is vital.
Emphasizing the challenge and necessity of getting past the $100k mark to reach sustainable growth.
Game Plan for $100k:
Create a scalable offer and price it for growth.
Decide between high price, low volume versus low price, high volume, based on what fits your business model.
Consider upselling to increase revenue per customer.
Building an Evergreen Funnel:
Importance of having a consistent revenue stream rather than solely depending on live launches.
Components of a successful funnel include a lead magnet and an evergreen sales process.
Marketing Strategies:
Leveraging organic growth before considering paid ads.
Consistency in content and engagement is crucial.
When considering ads, start small and focus on ROI.
Customer Experience Focus:
Deliver excellent transformation and use word-of-mouth referrals.
Consider implementing an affiliate program to encourage referrals.
Avoiding Common Mistakes:
Track key metrics and know your numbers to drive growth.
Avoid waiting for perfection before launching.
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Live retreats and in-person events are crucial for creating lasting bonds, especially in the age of AI.
Personal touches like favorite snacks, drinks, and personalized gifts (hello, monogrammed pajamas!) make members feel truly seen.
Structure & Flow:
Strike a balance between structured learning and downtime at live events.
Prioritize generous break times and early finish for dinners to accommodate different lifestyles.
Keeping Connection Alive:
Use platforms like Slack, WhatsApp, or Voxer (Tina’s favorite!) for ongoing relationship building.
Encourage collaborations, celebrate wins, and recognize growth privately.
Onboarding and Engagement:
Thoughtful onboarding with surveys, welcome gifts, and public shout-outs help new members feel valued from day one.
Tina’s insights serve as a practical guide for course creators considering adding masterminds to their offer suite and emphasize that, with the right structure and intention, masterminds can provide transformational experiences that go beyond business strategy, nurturing long-term relationships and personal growth.
If you have a successful course or membership, adding a mastermind might just be the next logical step in your business ascension model—and as Tina says, when you pay attention to all the details, that’s where the real magic happens.
Scaling Strategies: The path to a million-dollar funnel is iterative! Learn how to scale responsibly, monitor your numbers, and stay patient as conversion cycles play out.
This episode is a must-listen for anyone wanting to build ethical, effective funnels that honor both your values and your audience. From simplifying your tech stack to mastering evergreen strategies, Kate offers a refreshing, practical take on scaling with integrity in 2025.
A growing divide: people embracing vs. avoiding advanced tech (think brain chips and body-embedded sensors).
Issues around trust in information and the growing need for credible journalism.
Cybersecurity:
Meredith Whitaker from Signal warned about privacy risks as AI agents start connecting all your personal information.
Tips: Enable end-to-end encryption, especially for sensitive accounts like iCloud.
Wonder & Curiosity:
Beyond tech, nurture your community, stay curious, and deliberately step out of your echo chamber.
The Need for Balance:
Leverage AI for productivity, but use the gained time for real connection and human experiences.
Draw boundaries with tech—seek more “off time” for happiness and well-being.
Whether you're a tech enthusiast or just trying to make sense of the digital world we’re living in, this episode offers a grounded perspective with heart. Tune in to feel inspired, informed, and reminded that the future is human—tech is just the tool.
Jill shares her personal definition of success and what it looks like in her life.
Emphasis on freedom, family, and personal fulfillment.
The episode wraps up with Jill’s powerful insights about life, success, and the courage to make bold moves. Her journey inspires listeners to rethink conventional paths and embrace a life and business that feels authentically theirs.
Don't rely solely on launches; focus on consistent audience growth.
If you're interested in scaling your business and learning more, consider joining "Her Empire Builder." The program provides step-by-step strategies, templates, and guidance to accelerate your journey to $100k and beyond.
Reaching $100k is challenging but achievable with the right strategies and consistency. Once surpassed, the journey to a million is much more streamlined. Stay tuned for part three, which focuses on scaling to $1 million in online courses.
