Start Simple

Friend, if you're feeling overwhelmed by the social media algorithm game and wondering if there's a better way to grow your business, this episode is for you.

I recently sat down with Lana Pummill, a visibility strategist and cold pitch expert who helps entrepreneurs get seen without relying on social media algorithms. As a mom of four who built her business from a place of genuine need and determination, Lana's story is both inspiring and incredibly practical.

From Survival Mode to Thriving Business

Lana's journey into entrepreneurship started in the summer of 2019. Like many of us, she was looking to find herself again after motherhood and bring in some extra income. But everything changed in December 2021 when she became a single mom of four with three-month-old twins.

Sometimes our biggest breakthroughs come from our most desperate moments.

By December 2023, Lana found herself struggling. She was visiting food banks twice a month to feed her kids and worried that losing just one client meant she couldn't pay rent. Instead of giving up, she did something that changed everything.

The Email That Changed Everything

In her moment of need, Lana sent a brutally honest email to six people whose newsletters she had been following. She reached out to Heather Ferris and said:

“I'm a single mom of four. I'm struggling. This is what I can offer you. I want to teach my kids that anything is possible. So I'm taking a leap.”

Out of six emails sent, one person responded. Just one. But that one response was enough.

Heather didn't want to hire Lana for the services she was offering. Instead, she said, “I want to hire you for what you just did. I want to hire you to cold pitch for me.”

Lana didn't even realize there was a term for what she had done. She just sent an authentic email when she needed help most. That one connection led to a thriving business helping others do the same thing.

What makes Lana different is that her approach stems from real-world experience, not theory. She's built her own business and helped other entrepreneurs land collaborations, clients, and opportunities without relying on social media algorithms or huge audiences. Her style is practical and transparent—she gives people step-by-step systems they can actually use the same day.

Lana's 4-Part Visibility System

Lana doesn't just send random emails and hope they stick when she works with clients. She's developed a systematic approach that she calls her 4-Part Visibility System:

1. Research: Find the right opportunities. This isn't about pitching everyone—it's about finding the people and platforms that align with your mission and serve your ideal clients.

2. Relevance: Align your pitch with what the other person needs. This is where so many pitches fall flat—they're all about what you want instead of how you can serve their audience.

3. Relationship: Build connection before and after the pitch. Visibility isn't transactional—it's relational. The follow-up and continued connection matter just as much as the initial outreach.

4. Repeat: Consistency and follow-up that actually converts. This isn't a one-and-done strategy. It's about creating a repeatable process you can maintain week after week.

This system turns pitching from a scary, random act into a confident, repeatable process. And that's exactly what busy wellness coaches need—something systematic, not scattershot.

The Connection-First Approach

Within this framework, Lana starts with a questionnaire to really get to know her clients. Her goal? To craft emails and messages that sound exactly like you. She wants your close friend or family member to read it and think, “I know this is theirs.”

Here's what she recommends focusing on:

• Own who you are. Share what makes you different. Whether you're a single mom, raised by a single mom, or have a unique perspective on your industry, own it. Your people will find you when you show up authentically.
• Start with connection, not pitch. Don't lead with what you want from them. Start with a genuine compliment or connection point. Show them you've actually engaged with their content.
• Only pitch to people you actually want to work with. Don't waste time pitching to someone whose content you wouldn't consume yourself. It'll come through in your email that you don't actually care.

A Simple System for Busy Coaches

I'm guessing you're thinking, “Michele, this sounds great, but I'm already juggling client sessions, program development, and trying to maintain a household. Where do I find the time?”

Lana gets it. She's been there, working through the night when her kids were little. Here's her recommendation for someone just starting out:

Begin by setting one goal. It could be landing one podcast interview, one collaboration, or landing one new client. Starting with a big goal and not reaching it immediately will make you feel defeated.

Spend just 45 minutes a week:

• 15 minutes on Monday: Research who you want to pitch to
• 15 minutes on Wednesday: Craft your perfect pitch or DM
• 15 minutes on Thursday: Send your emails and follow up

Lana recommends avoiding Mondays and Fridays for sending emails. On Mondays, people are catching up from the weekend. Fridays, they're already checked out. Thursday or Tuesday tends to work best.

The Easiest Place to Start

Here's something I love that Lana shared: Start by hitting reply to newsletters from people you already follow and respect.

Think about it. You're already consuming their content. You already know their vibe. You are their audience, or you would have unsubscribed long ago. This makes crafting an authentic message so much easier than starting with a stranger you found on the internet.

When you reply, tell them your story. Share why you've stayed on their list. Be honest about what you could offer them. The connection is already there because you've been in their world for weeks, months, or even years.

Here's how to think about responses:

• No response: They probably get dozens of similar emails. Move on to the next one.
• A “no” response: Actually, this is good news. They felt something enough to take time to respond. Plus, look at it as “not yet” instead of “never.” Keep them on your list to circle back to in 2-3 months.
• A “yes” response: Celebrate it! And know that more yeses are coming as you stay consistent.

Lana shared a powerful story about this. In 2019, she reached out to someone who said no because Lana didn't have enough experience at the time. But she didn't let that rejection define her. She continued to build her business and serve her clients well. In March of this year, the same person hired her because a mutual client had given her name. The timing just wasn't right back in 2019.

Building Your System

Lana is big on organization because the more notes you take along this journey, the more you'll learn what works and what doesn't. She recommends creating a simple spreadsheet to track:

• Who you pitched and when
• Their response (or lack of response)
• When to follow up or circle back
• What approach seemed to resonate

This way, you're not just throwing stones in the dark. You're learning and refining your approach with each pitch.

The Power of Nurturing Relationships

One thing that really stood out to me in our conversation was Lana's emphasis on nurturing relationships before pitching. She doesn't just find someone and immediately ask for something.

When Lana meets people through summits, networking events, or mutual connections, she adds them to a list. But instead of pitching right away, she starts checking in on them. She supports their content. She builds an actual relationship.

Then, when she does pitch later, there's already that connection. She can reference their work together, the summit they both participated in, or the conversations they've had. It's warm, not cold.

This is so much more than just a business strategy. This is about building genuine relationships with people who share your values and your mission.

Quality Over Quantity

I think so many of us get sucked into the social media numbers game. We think we need 10,000 followers before we can be successful. But Lana reminds us of something crucial:

Ten people who will show up for you every time are worth more than 10,000 followers who never engage with your content.

She's built her entire business without paying for ads. It's been word of mouth, reputation, and authentic connections through email. She hasn't had to rely on algorithms or worry about whether her post will reach her audience.

It's not about the numbers. It's about the connections and being authentic. When you show up as yourself, your people will find you.

Visibility as Your Growth Strategy

Here's what I want you to really hear: Pitching yourself can open doors to collaborations, podcasts, summits, and press features. It gets you in front of aligned audiences faster than social media ever could.

When you're showing up on someone else's podcast or in their summit, you're being introduced to people who already trust that host. You're borrowing their credibility and reaching an audience that's already primed to hear your message.

That's so much more powerful than hoping your Instagram post reaches three people beyond the algorithm.

Protecting Your Peace

Something else Lana shared that is so important for Christian Business Owners to hear: You have to protect your peace.

She's now at a place where she can be selective about who she works with. And she recommends that when you have the option, only work with people whose content you would actually consume. People whose mission aligns with yours. People who energize you rather than drain you.

If you're feeling anxious just thinking about reaching out to a client, that's a red flag. There's everyday deadline stress, and then there's the stress of working with someone who doesn't align with your values. Learn to recognize the difference.

Your family can pick up on it when you're carrying that weight. That calling you have to help people heal deserves systems and relationships that support it, not stress you out.

Taking That First Leap

If you're sitting there with an email draft that's been waiting to be sent, or a DM typed up but not delivered, I want to encourage you the same way Lana encouraged our listeners:

Pray about it if that's your practice. But then at some point, you're just going to have to hit send.

Lana's email to Heather wasn't perfect. She typed it in 10 minutes. Looking back now, she sees grammar mistakes and things she would change. But you know what? The authenticity is what got through. Heather could feel the genuine need and determination in that message.

You're either going to get a no, a no response, or a yes. And all it takes is one yes to change everything.

Lana is also always open to answering questions, even if you're not yet ready to invest in her services.

You can:

Visit her website

Connect on Instagram: @lanapummill

Listen to the Full Episode

Want to hear more of Lana's story and practical tips? Listen to episode 147 of the Content Systems for Growth podcast wherever you get your podcasts. And if this episode helped you, I'd be grateful if you could leave a five-star review and send me a screenshot on Instagram. I'm running a giveaway through the end of the year, where I'll be giving away a free repurposing package every month to someone who DMs me their review screenshot at @micheleduweobm.

You've got this, friend. I'm cheering you on as you take that leap and start building those authentic connections that will grow your business and your impact.

I pray this blesses you and the lives you're called to serve.