Modern Marketing Made Simple with Lori Ervin

Building a business doesn’t always start with a strategy, sometimes it starts with solving a problem you are personally living through.

In this episode of Modern Marketing Made Simple, I sit down with Michele Hooper-Latin, the founder behind Mom Sidekick, to talk about how she turned her own overwhelm as a mom into a business that now supports families and helps other women create flexible income doing meaningful work.

Michele shares the story behind becoming a “mother’s helper,” how the idea was inspired by superheroes and sidekicks, and why so many families today are craving more support at home. We also dive into how she is now teaching other women to build their own mother’s helper businesses through simple, practical systems and guidance.

In the second half of the episode, we shift into a powerful conversation around entrepreneurship and ADHD. Michele openly shares how she has learned to build a business that works with her brain instead of against it, including the systems, tools, and mindset shifts that have helped her succeed over the last eight years.

We also talk about:

→ Why modern motherhood feels heavier than ever
→ The growing need for “mother’s helpers” in today’s families
→ Building a flexible service-based business from scratch
→ Why traditional business advice does not always work for ADHD entrepreneurs
→ The importance of outsourcing and asking for help
→ Simple systems that reduce overwhelm and create consistency
→ Creating routines that support your energy instead of perfection
→ Why “good enough” is sometimes the key to moving forward

Connect with Michele:

Instagram: Mom Sidekick - www.instagram.com/mom_sidekick
Podcast: The MOM Sidekick Podcast

This episode is such an honest reminder that support is not a luxury - it is often the thing that allows families, businesses, and women themselves to thrive.

In this episode of Modern Marketing Made Simple, I sit down with Diana, founder of Be Empowered with Diana, to talk about two incredibly important topics for women in business right now: building a coaching business rooted in trust and clarity, and navigating entrepreneurship during midlife and menopause.

Diana shares how she created her signature CLEAR Method to help women better understand what is happening in their bodies during menopause and how to create sustainable wellness habits that actually fit their real lives. We also dive into the business side of building a coaching brand - from creating a signature framework to using one-on-one calls and educational content to build trust and connection online.

Then we shift into a very honest conversation about what it feels like to run a business while navigating hormonal shifts, stress, brain fog, exhaustion, and the mental load so many women carry every single day. Diana shares practical strategies for protecting your energy, reducing decision fatigue, improving sleep, and building systems that support you during this season of life.

We also talk about:

→ Why creating your own framework instantly builds authority in your business
→ The power of one-on-one connection calls in service-based businesses
→ How blogs and educational content can build trust and visibility online
→ Why women in midlife struggle more with stress and decision fatigue
→ Protecting your peak energy windows as an entrepreneur
→ Simple systems that reduce overwhelm at home and in business
→ Why sleep becomes even more important during menopause
→ Learning to let go of perfection and unrealistic expectations
→ Why midlife can actually become one of the most empowering seasons for women

Connect with Diana:

Instagram: www.instagram.com/bempowered_withdiana
Website: https://dianaempowered.ca/

If you are building a business while also trying to take care of yourself through midlife, this episode will leave you feeling seen, understood, and supported.

In this episode of Modern Marketing Made Simple, I sit down with Kathy, the founder of Sassy Kathy’s Vanilla Shop, to talk about what it really looks like to build a product-based business through creativity, pivots, and persistence.

What started during the pandemic as a simple experiment making homemade vanilla quickly turned into a growing business built around pure ingredients, thoughtful gifting, and supporting other small businesses along the way. Kathy shares how she went from corporate life and homeschooling three young children to building a business that now includes vanilla, infused honey and maple syrup, custom favours, cookie kits, gift baskets, and more.

We talk about the realities of running a handmade product business, learning through trial and error, navigating markets and seasonality, and how collaborations and community have played a huge role in her growth. Kathy also shares how she approaches creativity, networking, repeat customers, and building a business that works for her family and lifestyle.

We also talk about:
→ Starting a business during the pandemic
→ Why pure, high-quality ingredients matter
→ Expanding from one product into multiple revenue streams
→ Learning what works (and what doesn’t) through markets
→ Collaborating with other small businesses to grow your audience
→ Building relationships that lead to repeat customers and referrals
→ The challenges of shipping handmade products
→ Why flexibility and pivots are essential in entrepreneurship
→ Creating a business that fits around family life

Connect with Kathy:

Instagram: Sassy Kathy’s Vanilla Shop - https://www.instagram.com/sassy_kathys_vanilla_shoppe
Website: https://www.sassykathysvanillashoppe.com/ 

If you love hearing honest conversations about building businesses in real life, this episode will remind you that growth often comes from trying new things, staying open, and continuing to evolve.

Sometimes the thing you're meant to build isn't what you started building at all.

In this episode of Modern Marketing Made Simple, I sit down with Amanda Otterman, registered nurse, personal trainer, and menopause coach to talk about what it really looks like to follow the unexpected path your experience creates for you.

Amanda shares how burnout in frontline nursing led her to explore entrepreneurship through fitness coaching, only to discover an entirely different calling helping women navigate perimenopause and menopause with evidence-based education, fitness, and lifestyle support.

What started as a few conversations with women her own age quickly evolved into workshops, speaking opportunities, online coaching, a thriving Instagram community, and most recently, a book deal to write the next edition of Menopause For Dummies.

We talk about the power of authenticity, overcoming imposter syndrome, building a personal brand around your expertise, and why sometimes the opportunities that change your life start with simply giving yourself permission to be in the room.

→ How Amanda transitioned from nursing into entrepreneurship

→ The moment she realized there was a huge gap in menopause education and support

→ Why finding the right rooms and communities can change everything

→ The mindset shift that helped her overcome imposter syndrome

→ The viral Instagram Reel that grew her audience from 7,000 to over 70,000+ followers

→ Why authenticity is one of the most powerful marketing tools available

→ How social media opened doors to speaking opportunities, collaborations, and national recognition

→ The surprising story behind landing a book deal with Menopause For Dummies

→ Why women deserve better support during perimenopause and menopause

→ Amanda's advice for anyone struggling to put themselves out there online

Instagram: @menohealthnurse 

Website: www.menohealthnurse.com

If you've ever questioned whether you belong in the room, whether you're qualified enough to share your expertise, or whether it's too late to build something meaningful, Amanda's story is a reminder that sometimes the biggest breakthroughs happen when you stop trying to fit into someone else's path and start fully stepping into your own.

In this episode of Modern Marketing Made Simple, I sit down with naturopathic doctor Dr. Margot Lattanzi to talk about what it really looks like to build a modern personal brand while running a service-based business.

Dr. Margot shares how moving her business from Hamilton to Toronto forced her to rebuild, reassess, and ultimately elevate her brand in ways she never expected. We talk about the realities of starting over, the power of branding and aesthetics online, and why your brand should actually attract the right people into your world.

This conversation also dives into how she uses AI as a brainstorming tool for content, branding, blogs, newsletters, and SEO, while still keeping her voice authentic and personal.

We also talk about:
→ Why branding photos can completely change your business presence
→ How to use AI without losing your authenticity
→ Creating a simple brand guide that saves time and money
→ Turning one piece of content into blogs, newsletters, Instagram posts, and LinkedIn content
→ Why consistency matters more than perfection
→ Building passive income streams through digital resources and freebies
→ The importance of creating content that “warms people up” before they work with you
→ Cortisol, burnout, and why entrepreneurs often live in fight-or-flight mode
→ Creating treatment plans that actually work in real life
→ Learning to simplify instead of trying to do everything at once

If you’ve ever felt overwhelmed trying to grow your business online, or wondered how to create a brand that genuinely feels like you, this episode is packed with practical insights and refreshing honesty.

Connect with Dr. Margot:

Instagram: www.instagram.com/doctormargotnd
Website: www.doctormargotnd.com 

Whether you’re building a business, navigating burnout, or simply trying to feel better in your everyday life, Dr. Margot’s approach is approachable, realistic, and deeply empowering.

Building a business doesn’t always start with a plan… sometimes it starts with a feeling that the life you’re living no longer fully fits who you are becoming.

In this episode of Modern Marketing Made Simple, I sit down with Laura Cocuzzi, the founder behind Divine Fem Healer, to talk about what it really looks like to navigate identity shifts, build a business from the inside out, and create a life that feels aligned with who you truly are.

Laura shares her journey from a successful corporate leadership career into the world of wellness, retreats, mentorship, and soul-led entrepreneurship. But what makes her story so powerful is that she didn’t simply walk away from one world to enter another. Instead, she intentionally built a bridge between the two.

Through years of planning, self-discovery, and learning to trust herself, Laura created a life that allows her to combine consulting, wellness work, international retreats, and remote living between Canada and Italy.

We talk openly about the fears that come with being seen, the imposter syndrome so many entrepreneurs face, and how difficult it can feel to admit that you want something different for your life.

We also talk about:
→ Why identity shifts are often the hardest part of entrepreneurship
→ The fear of being seen when starting something new
→ Learning to trust your intuition and follow what lights you up
→ Building a business while still working full-time
→ How Laura intentionally created a remote lifestyle that aligned with her vision
→ Why community and support matter so much during periods of growth
→ The emotional highs and lows of entrepreneurship
→ Letting go of old versions of yourself to step into something new
→ The power of retreats, healing spaces, and transformation work
→ Why personal growth never really “ends”

This conversation is such a beautiful reminder that entrepreneurship is not only about building a business - it is also about becoming the person capable of building the life you truly want.

Connect with Laura:

Instagram: Divine Fem Healer - www.instagram.com/divinefemhealer
Instagram: Retreats With Laura - www.instagram.com/retreatswithlaura
Website: retreatswithlaura.com

Laura’s work is centred around helping people navigate transformation, reconnect with themselves, and create space for healing, growth, and possibility in every season of life.

In this episode, I’m sitting down with Shannon, the owner of Smithery Style, to talk about what it really looks like to acquire a business, rebuild community trust, and innovate during challenging economic times.

After experiencing corporate burnout following a long career in PR and marketing, Shannon stepped into entrepreneurship through acquisition and took over a fashion business she had actually been a customer of for years. What followed was not just learning retail, but learning how to build loyalty, connection, and sustainable growth in a completely new chapter of life.

We talk about how Shannon has built one of the most thoughtful customer loyalty systems I’ve seen, from private “Inner Circle” communities using Instagram Close Friends, to exclusive time-bound offers, in-person shopping experiences, and creating “Smithery Staples” to simplify online shopping for busy women.

We also dive into navigating uncertainty as a product-based business owner, finding creative ways to adapt in a difficult economy, and why empathy, innovation, and community matter more than ever in business right now.

→ Why customer loyalty should be treated like a layered community, not just a mailing list
→ How Shannon uses Instagram Close Friends as a real-time focus group for her business
→ The power of creating “ownable events” instead of constantly paying to attend other people’s events
→ Why time-bound offers work so well for online businesses
→ The importance of building and protecting your email list
→ How to innovate during hard economic seasons instead of waiting for things to “go back to normal”
→ Why simplifying buying decisions can actually increase sales
→ The mindset shift from scaling quickly to surviving and adapting strategically
→ How empathy can become one of your strongest business strategies

Follow along and support Smithery Style:

Instagram: Smithery Style - https://www.instagram.com/smitherystyle/
Website: https://www.smitherystyle.com

If you are a woman looking for thoughtfully curated fashion, body-shape focused styling, and a more intentional shopping experience, Shannon and her team are building something truly special.

In this episode, I am sitting down with Rebecca Ogilvie, the founder behind The Detour Co., to talk about what it really looks like to build a business that evolves alongside your life, your values, and your family.

Rebecca shares how her entrepreneurial journey began with women’s retreats, meditation, and wellness work before unexpectedly pivoting into natural skincare after becoming frustrated with the lack of truly natural products available for her family. What started as handmade body butter and bug spray at local farmers markets has evolved into a growing Canadian skincare brand focused on helping women bring their skin back into balance naturally.

We talk about the realities of building a handmade product-based business while raising young children, how she tested and refined her products through real conversations with customers, and why some of the biggest breakthroughs in business come from allowing yourself to pivot. Rebecca also opens up about walking away from products that no longer aligned with her vision, redefining success on her own terms, and building a slower, more intentional business that supports both her family and her values.

This conversation is filled with honest insight for small business owners, especially those navigating growth, change, and the tension between scaling and staying aligned.

Key Takeaways:

→ Why testing your products in real life conversations can shape your brand faster than perfection ever will
→ How Rebecca used farmers markets to gather feedback, build community, and refine her product line
→ The importance of allowing your business to evolve as your life changes
→ Why fast scaling is not the only definition of success
→ How to make difficult decisions about products, pivots, and brand direction using both intuition and numbers
→ The role of face care and self-care in reconnecting women back to themselves
→ Why getting your products in front of real people matters more than relying only on social media
→ The power of collaborations and strategic partnerships for small business growth
→ What Rebecca believes women over 40 are truly looking for in skincare and self-care today

Connect with Rebecca:

Follow along and support The Detour Co.:

Instagram: @thedetourco.muskoka

Website: thedetourco.com

If you are navigating your own detours in business or life, this episode is such a beautiful reminder that sometimes the unexpected path ends up becoming exactly where you were meant to go.

Some women build businesses …and some women build rooms that change other women’s businesses. And today we’re talking to someone who is doing both.

In this episode, I’m sitting down with Sandra Lisi, the founder behind The Azzura Collection and the community ‘She Means Business’, to talk about what it really looks like to build multiple layers of a business… without waiting for perfect.

Sandra brings over 30 years of corporate leadership experience into everything she’s building today, from a European-inspired jewelry brand to a growing community of women entrepreneurs across Canada.

What started as a love for Italy and accessories turned into The Azzura Collection - a curated, affordable jewelry brand designed to make women feel like they’re living their everyday lives with a touch of European luxury.

But this conversation goes far beyond product.

We talk about how Sandra built a thriving women’s networking community from scratch, why she believes you don’t have to be “just one thing,” and how she’s stepping into a new chapter of her life by going all-in on what she’s truly meant to build.

If you’ve ever felt pulled in multiple directions, unsure where to start, or like you’re waiting for the “right time”… this episode will give you the clarity and push you need to move forward.

Key Takeaways:

→ You don’t have to be just one thing - you can build multiple aligned paths
→ Stop waiting for perfect - momentum comes from action
→ Community is one of the most powerful growth strategies in business
→ If you have multiple ideas, pick your top 3 and prioritize them
→ Identify the problem your business solves before anything else
→ Outsourcing can unlock your next level of growth
→ There is a difference between a hobby and a business - and clarity matters
→ The most successful women are willing to do things imperfectly

Connect with Sandra:

Follow along and support Azzura Collection and She Means Business:

The Azzura Collection:

 www.instagram.com/the.azzura.collection
www.theazzuracollection.ca 

Sandra in the City:

www.instagram.com/sandrainthesity_thecoach 

Sandra is building more than a brand - she’s creating spaces where women can connect, collaborate, and grow together. Follow along to be a part of it.