Hey Tori! Answering Your Digital Marketing Questions for Creative Entrepreneurs

Stop scrambling. You have multiple things to promote—patterns, classes, workshops, services—and you don't know what to launch when. So you react, improvise, and feel overwhelmed.

Here's a proven planning method I've used in DMMC coaching for years: the promotion calendar. It's not rigid, it builds in rest, and it sets your entire content strategy without the overwhelm.

In this episode, I walk you through exactly how I build mine—the framework, the timing, why you keep abandoning planning calendars, and how this one works with your life instead of against it. You'll see how one client went from juggling multiple business arms (subscription boxes, patterns, classes) to following a clear sequence—and how the stress just melted away. Plus, why starting with just 90 days might be exactly what you need right now.


Chapters

00:00 Introduction to the Promotion Calendar

02:02 Why Creative Entrepreneurs Need a Promotion Calendar

04:48 What Is a Promotion Calendar and Why It Matters

08:34 How to Build Your Promotion Calendar

10:37 Listing Your Offers and Big Events

12:41 Scheduling Launches and Rest Periods

17:01 Understanding Your Business Rhythm

19:12 Client Success Stories with Promotion Planning

22:55 Starting Small with a 90-Day Plan

24:20 Using Your Promotion Calendar to Guide Content and Marketing

Enjoying the show? Leave a quick review and tell me your favorite episode so far.

Got a question you want answered on the podcast? Click here — I read every one.

Resources & Programs

Learn more: heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Self-Publishing Incubator — An 18-month guided program for craft and fiber arts authors. We handle the publishing side while you focus on writing and platform building. 

Blog — Monthly breakdown of what's new in social media for creative businesses at heytori.tech/blog

You posted "It's here — link in bio," refreshed your sales page about forty times, and… it was quiet. A couple of sales from the same handful of people who always buy. You didn't do anything wrong. You didn't launch — you announced. And those are two very different things.

This week we get clear on what a launch actually is, where the whole idea came from, and why sending one email and calling it done leaves so much sitting on the table. Tori breaks down the launch as an event with a build and a countdown (not a single moment), the two roads you can take — an email launch or a webinar launch — and which one fits teachers and designers best. Then she opens the books on her own Workshops Unleashed Book Club launch: the real numbers, including the parts that didn't go to plan.

In this episode:

• Why announcing and launching are not the same thing
• The launch as a countdown, not a liftoff — the rocket metaphor from Workshops Unleashed
• Email launch vs. webinar launch, and how to pick
• How long your launch should run, based on what you're selling
• The unfiltered numbers from Tori's own book club launch

Check out Launch by Jeff Walker

Enjoying the show? Leave a quick review and tell me your favorite episode so far.

Got a question you want answered on the podcast? Click here — I read every one.

Chapters

00:00 Introduction to Launching and Its Importance

02:11 What is a Launch? Defining the Concept

07:59 Common Mistakes: Confusing Announcement with Launch

10:02 The Full Launch: Building a Timeline

15:05 Rocket Launch Metaphor: Building Anticipation

18:50 Root of Launch Strategies: Jeff Walker’s Book

20:14 Pre-Launch, Launch, and Post-Launch Phases

21:55 Choosing Your Launch Method: Email vs Webinar

26:00 Planning Your Launch: Dates and Content

29:58 Case Study: Workshop Unleashed Book Launch

Resources & Programs

Learn more: heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses at heytori.tech/blog

Four classes on email marketing. A Pinterest course you never finished. And 41 people on your list who haven't heard from you in months.

Nothing is wrong with you. But something is going on, and this week we name it.

I'm telling on myself a little in this one. I used to sell a course. I pivoted to coaching on purpose, because I watched too many people buy a whole program when what they actually needed was one person telling them which single thing to do next.

So we get into why buying another class is the most socially acceptable way there is to avoid marketing your work — and why procrastination isn't a time management problem at all. It's an emotion regulation strategy. Then there's the fluency illusion, which is my curriculum-and-instruction background talking: the study methods that feel best are the ones teaching you the least.

Underneath all of it sits one sentence. Marketing requires you to say out loud, in public: I made this, and I think it's worth your money. A class never asks that of you. That's exactly what makes it such a good hiding place.

Shownotes for this episode click here

Chapters

00:00 Tori's shift from courses to coaching

00:53 What coaching focuses on: next steps and action

01:45 The problem with endless course buying

02:20 Introduction to the podcast and Tori's background in learning

03:10 The common issue: procrastination and learning

07:02 Marketing fears: claiming your work and visibility

08:34 The safety of taking classes versus marketing

10:23 Learning methods that build durable skills

11:26 The importance of action over learning

12:35 Decision fatigue and choosing the right next step

13:26 The five stages of the Digital Marketing Magic Coaching Program

14:46 Why courses can't replace accountability

16:01 The value of training with a date and action plan

17:07 Evaluating whether you need another course

18:05 Using past courses effectively for your next step

21:54 The sequence of action: from learning to implementation

24:21 Success story: shifting from service to teaching

25:47 The importance of taking action before more learning

26:54 Making decisions based on action, not just learning

27:48 Introducing the Digital Marketing Magic Coaching Program

29:59 Final encouragement: take action now

Resources & Programs

Learn more: heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses at heytori.tech/blog

Krista Russell went from her first sewing machine to running a long-arm quilting business, writing patterns, teaching classes, and operating a quilt shop—all in five years. She's the kind of person who sees an opportunity and figures it out. But building that fast creates a specific problem: you keep moving without designing. That's where accountability changed everything.

In this episode, Krista shares how the Workshops Unleashed book club kept her moving forward during a massive life transition (literally moving provinces mid-move), why deadlines matter more than inspiration for action-takers, and how she went from intimidated by curriculum design to launching evergreen mystery quilt series.

If you're juggling multiple income streams, building quickly, or wondering how to scale intentionally instead of just reacting, this episode is for you.

Show Note Blog Post for Krista's Five Year Journey

Connect with Krista:

Visit her Website

Follow her on Facebook

Join the Book Club:

Buy the book Workshops Unleashed

Join the Book Club

Chapters

00:00 Introduction to Krista's Quilting Journey

03:06 From Hobby to Business: The Evolution of Krista's Quilting

06:02 Building a Community: The Importance of Local Connections

08:46 Joining the Book Club: A Step Towards Growth

11:59 Taking Action: The Impact of the Book Club on Krista's Business

14:55 Designing Workshops: Overcoming Challenges in Teaching

18:08 Creating a Curriculum: Tailoring Classes to Community Needs

21:07 Future Plans: Expanding Online and In-Person Offerings

24:25 The Journey of Teaching and Learning

27:32 Crafting Effective Teaching Strategies

30:00 The Importance of Student Perspective

31:56 Transitioning from Learner to Teacher

34:49 Marketing and Growing a Quilting Business

40:00 Navigating Challenges in Business Development

47:09 Future Projects and Innovations

Resources & Programs

Learn more: heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Self-Publishing Incubator — An 18-month guided program for craft and fiber arts authors. We handle the publishing side while you focus on writing and platform building.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses at heytori.tech/blog

My first-ever guest! Tonya of Memory Barn Studio makes fidget quilts for people with dementia, Alzheimer's, autism, and stroke recovery — and for years, people kept asking her, "Do you teach?" In this episode, she shares how she went from "someday" to eleven students signed up for her first class at a regional quilt show.

We talk about why she went through the Workshops Unleashed Book Club twice before she was ready (and why that's not failure), the free test class that gave her real feedback before anyone paid her, the library community room that solved her "no space to teach" problem, and the playful email marketing game she's using to grow her list. If you've been standing at the edge of teaching, this one's your nudge.

See the Accompanying Blog Post "Tonya Kept Saying "Someday I'll Teach" Then 14 Students Signed up".

Links:

• You can find Tonya at

  Memory Barn Studio

  Instagram @memorybarnstudio

  Facebook

• Workshops Unleashed Book Club
• Grab the book: Workshops Unleashed
• Submit a question for the podcast

Chapters

00:00 Introduction to the Podcast and Guest

03:00 Tonya's Business Journey and Fidget Quilts

06:00 Transitioning from Hobby to Business

08:57 The Impact of the Book Club on Teaching

12:01 Feedback and Class Development

14:58 Conducting Test Classes and Community Engagement

17:53 Reflections on Teaching and Class Dynamics

21:49 Understanding Class Management and Student Engagement

23:58 Preparing for the Upcoming Class

26:15 Marketing Strategies for Classes

29:12 Growing Your Email List

32:25 Creating Engaging Activities for Students

34:55 The Importance of Community in Teaching

39:46 Advice for Aspiring Teachers

Resources & Programs

Learn more: heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Self-Publishing Incubator — An 18-month guided program for craft and fiber arts authors. We handle the publishing side while you focus on writing and platform building.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses at heytori.tech/blog

Your workshop is built — now what? Tori breaks down the two real paths to filling it: the Program Path (borrowing an audience through guilds and events) and the Content Launch and Newsletter Path (building your own). Plus a look at where to find the launch framework in the book Workshops Unleashed and in the Digital Marketing Magic Coaching Program using CELA, who drafts a full launch sequence. Join the Workshops Unleashed Book Club by July 18th.

Links Mentioned

• Get the Book, Workshops Unleashed: heytori.tech/workshopsunleashed
• Join the Free Book Club: heytori.tech/wubookclub
• Digital Marketing Magic Coaching Program: heytori.tech/dmmc
• Book a Free Strategy Session: calendly.com/quilt_patch/30min
• Submit Your Question

Chapters

00:00Launching Your Workshop: The Excitement Begins

02:50Marketing Strategies for Your Workshop

06:07Choosing the Right Path: Program vs. Content Launch

08:58Building Your Audience: The Importance of Email Lists

11:56Taking Action: Your First Steps to Success

This Week's Hey Tori Takeaway

Pick one path. Write one pitch email to a guild (Program Path) or the first “something's coming” email in your sequence (Content Launch Path). Twenty minutes, one email.

Resources & Programs

Learn more: heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Self-Publishing Incubator — An 18-month guided program for craft and fiber arts authors. We handle the publishing side while you focus on writing and platform building.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses at heytori.tech/blog

Episode Keywords

how to market a quilting workshop, guild lecture marketing, quilt teacher email launch, workshop launch sequence, newsletter for quilt teachers, digital marketing for quilt teachers, Workshops Unleashed book

You've said it before: “Someday, I'll teach a class.” In this Season 2 opener, Tori kicks off a 3-part series built around her book, Workshops Unleashed, breaking down why teaching is one of the fastest ways to turn your craft skill into income — and what's actually inside the book to help you do it.

Links Mentioned

• Get the Book: heytori.tech/workshopsunleashed
• Join the Free Book Club (July 18 – Sept 5, 2026): heytori.tech/wubookclub
• Free Workshop Guide: heytori.tech/freeguide
• Digital Marketing Magic Coaching Program: heytori.tech/dmmc
• Workshops Unleashed: The Community (Facebook Group): facebook.com/share/g/1DwRGr4uDq/
• Submit Your Question: Here

This Week's Hey Tori Takeaway

Finish this sentence: “People already ask me how to _____.” Write down the real answer — that's the seed of your workshop.

Resources & Programs

Learn more: heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Self-Publishing Incubator — An 18-month guided program for craft and fiber arts authors. We handle the publishing side while you focus on writing and platform building.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses at heytori.tech/blog

Episode Keywords (SEO)

how to teach quilting workshops, monetize quilting skills, workshop design for crafters, quilt guild workshop marketing, Workshops Unleashed book, quilting business book club, how to start teaching quilting, digital marketing for creative entrepreneurs

What does a complete digital marketing system actually look like for a creative business? In this season finale of Hey Tori, Tori McElwain lays out the three pillars every quilter, crafter, and creative entrepreneur needs - Lead Strategy, Nurture Strategy, and Launch Strategy - and shows how they work together to grow your business sustainably. Plus a look inside the DMMC Program Navigator and real results from program members. If you have been piecing your marketing together and wondering what the full picture looks like, this one is for you.

Links Mentioned:

Book a Free Strategy Session: Click here to book.

Digital Marketing Magic Coaching Program: Click here for more Info about Digital Marketing Coaching and to Sign Up

See more about the Creative's Clarity Report

Resources & Programs

Learn more: heytori.tech

Digital Marketing Magic Coaching Program — For creative entrepreneurs building a real lead and launch strategy. Whether you're just starting or scaling what's working, we work through strategy together.

Self-Publishing Incubator — An 18-month guided program for craft and fiber arts authors. We handle the publishing side while you focus on writing and platform building.

Workshops Unleashed — My book on turning your expertise into live events. Available wherever books are sold.

Blog — Monthly breakdown of what's new in social media for creative businesses at heytori.tech/blog

Hey Tori! Podcast with Tori McElwain | Digital Marketing for Quilters & Creative Entrepreneurs

Hey Tori LLC and Tori McElwain cannot guarantee results for digital marketing strategies as outcomes are based on subjective factors that cannot be controlled by Hey Tori LLC.

You know you need to send a newsletter, but every time you sit down to write one it takes two hours and still does not feel right. In this episode, Tori McElwain breaks down how to build a reusable newsletter template based on your goals and values, so you can stop starting from scratch and start sending consistently. If you are a quilter, crafter, or creative entrepreneur who wants a newsletter system that actually works for a one-person business, this one is for you.

Links Mentioned:

Click here to see the Episode Blog Post

Submit Your Question: Click Here for the Google Form to Submit a Question

Book a Free Strategy Session: Click here to book.

Digital Marketing Magic Coaching Program: Click here for more Info about Digital Marketing Coaching and to Sign Up

See more about the Creative's Clarity Report

Hey Tori! Podcast with Tori McElwain | Digital Marketing for Quilters & Creative Entrepreneurs

Hey Tori LLC and Tori McElwain cannot guarantee results for digital marketing strategies as outcomes are based on subjective factors that cannot be controlled by Hey Tori LLC.

heytori.tech | About & Contact | Book a Free Strategy Session

What do you do when you only have 30 to 60 minutes a week for marketing - and you can't even share what you're working on?

In this episode of Hey Tori, digital marketing coach Tori McElwain answers one of the most common struggles she hears from creative entrepreneurs: how do you keep your audience warm when life is just full?

Tori breaks down the difference between nurture and lead growth, explains why separating those two jobs is the key to working smarter with limited time, and walks through how to build an evergreen nurture email sequence - one you can pause during a launch and restart when you're done.

She also walks through the DMMC Time Study Worksheet: a two-week exercise that helps you find the time you didn't know you had by identifying tasks you can delegate, delete, or systematize. It's the exercise that has to come before the strategy.

If you've been putting off your marketing because you think you don't have enough time - this episode will change that.

Send in your question! It could be the next episode.

Links Mentioned:

Submit Your Question: Click Here for the Google Form to Submit a Question

Book a Free Strategy Session: Click here to book.

Digital Marketing Magic Coaching Program: Click here for more Info about Digital Marketing Coaching and to Sign Up

See more about the Creative's Clarity Report

Hey Tori! Podcast with Tori McElwain | Digital Marketing for Quilters & Creative Entrepreneurs

Hey Tori LLC and Tori McElwain cannot guarantee results for digital marketing strategies as outcomes are based on subjective factors that cannot be controlled by Hey Tori LLC.

heytori.tech | About & Contact | Book a Free Strategy Session