Hey Tori! Answering Your Digital Marketing Questions for Creative Entrepreneurs

Tori McElwain
  • 5.0 (1)
  • Marketing

You've got a quilting business, a craft you love, and a marketing to-do list that makes you want to close your laptop and go sew. Hey Tori! is where digital marketing coach and fellow quilter Tori McElwain answers the real questions creative entrepreneurs are asking - from "where are my customers actually coming from?" to "do I really need to be on Instagram every day?" Each episode breaks down one marketing topic into something you can actually use: a strategy, a framework, a 20-minute assignment, and AI prompts you can copy and paste today. No jargon. No seventeen-step funnels. Just clear, practical guidance built for quilters, pattern designers, teachers, and makers. Sign up with your email to get new episodes delivered straight to your podcast app. You'll also be the first to hear about free resources, live coaching opportunities, and what's happening inside the Digital Marketing Magic Coaching Program.

  1. 4d ago

    Hey Tori! When Do I Do What? (Without Feeling Overwhelmed)

    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

  2. Jul 31

    Hey Tori! What is a Launch?

    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 thingThe launch as a countdown, not a liftoff — the rocket metaphor from Workshops UnleashedEmail launch vs. webinar launch, and how to pickHow long your launch should run, based on what you're sellingThe 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

  3. Jul 24

    Hey Tori! Do I Need Another Class? Why You Keep Buying Marketing Classes

    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

  4. Jul 17

    Krista's Five Year Journey from Maker to Teacher and Shop Owner

    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

  5. Jul 15

    Special Release: How Tonya Dunning Went From “Someday” to Teaching Fidget Quilts

    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 atMemory Barn Studio Instagram @memorybarnstudio Facebook Workshops Unleashed Book ClubGrab the book: Workshops UnleashedSubmit 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

  6. Jul 10

    Hey Tori! How do I Market My New Workshop? Two Paths to Start

    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/workshopsunleashedJoin the Free Book Club: heytori.tech/wubookclubDigital Marketing Magic Coaching Program: heytori.tech/dmmcBook a Free Strategy Session: calendly.com/quilt_patch/30minSubmit 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

  7. Jul 3

    Season 2! “Someday” Is Today: Why Teaching Is Your Fastest Path

    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/workshopsunleashedJoin the Free Book Club (July 18 – Sept 5, 2026): heytori.tech/wubookclubFree Workshop Guide: heytori.tech/freeguideDigital Marketing Magic Coaching Program: heytori.tech/dmmcWorkshops 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

  8. Mar 31

    Hey Tori! What do I know what to focus on? Season 1 Finale

    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.

See All (17)

Trailer

About

You've got a quilting business, a craft you love, and a marketing to-do list that makes you want to close your laptop and go sew. Hey Tori! is where digital marketing coach and fellow quilter Tori McElwain answers the real questions creative entrepreneurs are asking - from "where are my customers actually coming from?" to "do I really need to be on Instagram every day?" Each episode breaks down one marketing topic into something you can actually use: a strategy, a framework, a 20-minute assignment, and AI prompts you can copy and paste today. No jargon. No seventeen-step funnels. Just clear, practical guidance built for quilters, pattern designers, teachers, and makers. Sign up with your email to get new episodes delivered straight to your podcast app. You'll also be the first to hear about free resources, live coaching opportunities, and what's happening inside the Digital Marketing Magic Coaching Program.

Information