The Sustainable Creator

Jo & Lyndon
  • 5.0 (5)
  • Entrepreneurship

The Sustainable Creator is for creative service providers who want to build businesses that last, without burning out in the process. Each week, we dig into the real conversations behind sustainable growth: smart marketing, confident selling, thoughtful pivoting, and designing offers that actually work for your life (not just your bank account). Through candid chats with experts and behind-the-scenes insights, you’ll get practical ideas, outside-of-the-box thinking, and the occasional tough love to help you scale with clarity, creativity, and sanity. 

  1. 12h ago

    #50 - Should You Be Running Instagram Ads? with Jess Gleim

    Have you ever considered running Instagram ads for your business, but the thought of throwing money at Meta and hoping it turns into clients makes you a little nervous? 😅 Or maybe you've tried boosting a few posts, gotten some extra views, and wondered... okay, but did that actually do anything for my business? This week we're sitting down with paid ads expert and profit-first growth strategist Jess Gleim to break down how to use Facebook and Instagram ads to generate qualified leads and actual sales, rather than just paying for more eyeballs on your content. And Jess has a pretty strong opinion: If your business isn't converting clients organically, you probably shouldn't be running ads yet. We LOVE this perspective because so often marketing advice focuses on getting more leads without considering whether the business model, offer, or sales process can actually turn those leads into paying clients. In this episode, we're getting into: Are you ready to run ads? The signs that paid advertising makes sense for your creative service business (and when to hold off).Lead generation ads vs. boosted posts: Why paying for profile views isn't the same as paying for leads, and what to prioritize instead.The math behind profitable ads: How profit margins, customer acquisition cost, and client lifetime value determine what you can actually afford to spend.What makes a good lead magnet? How to turn cold traffic into qualified prospects without immediately pushing everyone onto a sales call.Why your ads aren't converting: How to identify whether the problem is your ad creative, messaging, offer, or landing page.Meta ads for beginners: Setting up tracking, choosing your campaign objective, and using your best-performing organic Instagram content as ad creative.Testing without wasting your budget: How many ads to test, what to measure, and why Jess recommends evaluating performance over roughly 14 days.We also talk about why Jess, despite being an ads expert herself, doesn't currently run ads for her own business. Because sometimes the most profitable marketing decision is knowing what you DON'T need to spend money on. One of our favorite analogies from this conversation? Paid ads are like gasoline on a fire. They can make an existing fire bigger, but they can't create the fire in the first place. If you've been wondering whether it's time to invest in Meta ads for your service business, this conversation will help you think through the strategy, numbers, and systems you need before spending your first dollar. WANT TO MAKE YOUR ORGANIC CONTENT WORK HARDER? Before putting money behind your Instagram content, let's make sure you're creating content that actually attracts and converts the right clients. Our 30 Day Content Plan helps you build an intentional content strategy around your business, offers, and ideal clients. DM us on Instagram and ask about the 30 Day Content Plan! https://www.instagram.com/joandlyndon/ CONNECT WITH JESS GLEIM Instagram: https://www.instagram.com/jessgleim/ Website: https://www.jessgleim.com/ Newsletter: https://jessgleim.myflodesk.com/weekly-newsletter CONNECT WITH THE SUSTAINABLE CREATOR Podcast Instagram: https://www.instagram.com/thesustainablecreator/ Jo & Lyndon: https://www.instagram.com/joandlyndon/

  2. Nov 3

    #49 - Instagram's Latest Updates: What Service Providers Actually Need to Know

    Instagram keeps rolling out new features, and if you’re a creative service provider trying to market your business, it can feel like there’s always something else you should be doing. But does every Instagram update actually deserve a place in your content strategy? Probably not. Jo recently sat in on a webinar with Instagram’s VP of Product, Tessa Lyons, hosted by Rachel Karten of the Link in Bio newsletter. We had a LOT of takeaways, so in this episode we’re talking through what they could mean for service providers using Instagram to build relationships, nurture potential clients, and sell their services (not just collect views). In this episode, we get into: Why shares and reshares are an important signal for Instagram Reels—and what makes content worth sending to a friend.How carousel swipes signal engagement, why your second slide needs a good hook, and how storytelling helps people keep reading.Where Reels, feed posts, Stories, DMs, broadcast channels, and Instagram Lives fit into the journey from discovering you to trusting you.Why Instagram is leaning into content series, plus ideas like weekly client case studies, industry roundups, and documenting a personal or business journey.What the planned desktop version of Instagram Edits could mean for your creative workflow.And maybe the most important takeaway? You do not need to rebuild your Instagram strategy every time the app announces something new. If carousels are working for you, keep making carousels. Experiment when you have the capacity, not because you feel like you're falling behind. Want more Instagram series ideas? We shared 18 ideas for your business in episode #29: https://thesustainablecreator.riverside.com/e/29-18-instagram-series-ideas-you-can-do-today-for-your-business Need an actual content plan? If you’ve got ideas but no time to pull them into a consistent strategy (or you're stuck in a content rut), we create personalized 30 Day Content Plans to help you know what to post and when. Send us a DM on Instagram and ask about the 30 Day Content Plan. We’ll send you the details, including what’s included and pricing: https://www.instagram.com/joandlyndon/ Follow The Sustainable Creator: https://www.instagram.com/thesustainablecreator/

  3. Oct 27

    #48 - How We Doubled Our Instagram Story Views in 8 Days

    If your Instagram Story views have been looking a little tragic lately… same. 😂 We were averaging just 60–100 views on an account with nearly 5,500 followers. And after a whole lot of posting (sometimes 25+ Story slides in a day 👀), we decided to stop throwing content at the wall and actually test a strategy. Eight days later, we doubled our Instagram Story views. Our new range? Roughly 120–200 views on most days. And the most surprising part? We started posting less. In this solo episode, we're sharing the Instagram Stories strategy we tested, what our analytics showed us, and why getting more views isn't just about the numbers. For creative service providers, Stories can be one of the best places to deepen relationships, start conversations, and turn warm followers into potential clients. In this episode, we're talking about: Why we cut back from 8–25+ Story slides a day to just 1–5How we identified our most engaging Instagram Stories (and started repeating what worked)Why we're testing fewer link stickers and more Story replies and DMsWhat changed when we stopped automatically resharing feed posts to StoriesHow Threads, tagging people, and genuine engagement may help bring viewers backWhy we started batching Stories and using more photos with text instead of long talking-to-camera videosOur “Story Flow” approach to making Stories feel like a cohesive experience—not a random content dumpHow we used Stories to talk about a new offer and sign three clients in 24 hoursAnd we're not just looking at views. We're paying attention to Story retention, too. With fewer, more intentional slides, we're now seeing about 70% of viewers make it from the first Story to the last. Three things to try on your own account: First, open your Story archive and find the posts that got the most replies and likes. What do they have in common? Next, pick ONE action you want someone to take after watching: reply, visit your profile, learn about an offer, or start a conversation. Then build a simple Story Flow around that action. Fewer slides, more intention. You don't need to make Instagram another full-time job. One important note: these are observations from our own account, not secret rules about the Instagram algorithm. We changed multiple things during this experiment, so we can't isolate exactly what caused the jump. Test what makes sense for your audience. Want a 30 Day Content Plan for your own Instagram? We're offering Instagram strategy calls where we'll audit your account, look at what's working, identify opportunities to improve engagement, and build a 30 Day Content Plan around your business goals. Because the goal isn't just more Story views—it's content that warms up the right buyers and leads to sales. Send us a DM on Instagram and ask about the 30 Day Content Plan. We'll send you the details: https://www.instagram.com/joandlyndon/ Come hang out with The Sustainable Creator for more practical marketing and business strategy for creatives: https://www.instagram.com/thesustainablecreator/ And if you try any of these Instagram Story strategies, DM us and tell us what worked. We love a good experiment!

  4. Oct 20

    #47 - How to Build a Personal Brand People Remember with @marissaonbrand

    Do you need a personal brand to grow your creative service business? And does building one mean posting every day, sharing your entire life on Instagram, or investing in a new logo? (Spoiler: no.) This week we're joined by Marissa Garcia (@marissaonbrand), a brand advisor for founder-led companies, to talk about what personal branding actually is and how creative entrepreneurs can use it to build trust, attract the right opportunities, and make selling feel more natural. Marissa's approach is refreshingly simple: clarity, consistency, and connection. Get clear on what you stand for and what you want to be known for. Reinforce it through your content, decisions, and client experiences. Then build real relationships with the people you want to work with. Because your personal brand isn't just what you say about yourself. It's what other people remember about you. In this episode, we get into: What a personal brand actually is (and why you already have one)Why consistent messaging matters more than just posting consistentlyHow to show up authentically without putting on a performanceBuilding a personal brand beyond social mediaSetting boundaries around what you share about your personal lifeBuilding relationships that lead to referrals, collaborations, and paying clientsHow to measure whether your brand is working, beyond follower countsMarissa also shares a surprisingly useful test: Can someone else explain what you do and what you stand for? If not, it might be time to revisit your brand clarity before creating more content. And if you're feeling stuck on where to start, listen for her questions about the people you want to attract, the experience you want to create, and why you started the business in the first place. WORK WITH US 1:1 If you're ready to connect your positioning and personal brand to offers that sell and marketing that attracts the right clients, we'd love to help. Our 1:1 business coaching combines Jo's creative and marketing perspective with Lyndon's business strategy, plus weekly support to actually put the plan into practice. Learn more about coaching: https://www.joandlyndon.com/coaching CONNECT WITH US Marissa: https://www.instagram.com/marissaonbrand/ The Sustainable Creator: https://www.instagram.com/thesustainablecreator/ Jo & Lyndon: https://www.instagram.com/joandlyndon/ Have a takeaway? Share it on Instagram Stories and tag us and Marissa. We love seeing what sticks with you.

  5. Oct 13

    #46 - 10 Ways to Find More Leads for Your Creative Business

    Ever sit down to send sales follow-ups and realize you've officially made it through your entire lead list? That's exactly what happened during one of our monthly Sales Sprint calls inside Creative Maven Society. One of our members had reached out to everyone on her list and asked, "How do I find more leads?" We immediately had five ideas for her. And then we thought, this deserves its own podcast episode. In this episode of The Sustainable Creator, we're breaking down 10 practical ways to find leads and get more clients for your creative service business, without assuming you need to post more content, run ads, or start cold pitching strangers. Because your best potential clients might already be paying attention to you. You just haven't recognized them as leads yet. 10 Ways to Find Leads for Your Creative Business We break down lead generation into three categories based on their proximity to your business. 1. Find the warm leads already in your audience Identify potential clients watching your Instagram Stories.Pay attention to who's consistently liking and commenting on your content.Create "hand raiser" content that helps people signal when they're ready for your offer.Use strategic lead magnets that naturally connect to your services.2. Re-engage people who already know you Revisit old Instagram DM conversations.Follow up with past inquiries that never converted.Identify potential clients hiding in your email subscriber list.Reconnect with previous clients who might be ready to work together again.3. Find new leads outside your existing audience Build relationships and add value through conversations with complementary businesses and referral partners.Find people actively looking for your services on platforms like Threads, Reddit, and Facebook groups.And because finding leads is only half the equation, we're also talking about what to actually say when you reach out. How do you turn an Instagram Story view into a genuine conversation? How do you follow up with someone you haven't talked to in six months without sounding salesy? And when is it better to skip the small talk and simply tell someone you'd love to work with them? We'll walk through how to approach these conversations in a way that feels human, including the three In's of sales follow-ups: invitations, insights, and introductions (from ep.45). The biggest takeaway? You don't need to do all 10 things. In fact, we'd rather you choose two or three lead generation strategies that make sense for your business, practice them consistently, and figure out what's actually working. Whether you're a photographer, web designer, creative agency owner, or another service-based entrepreneur looking for more clients, this episode will help you build a healthier sales pipeline without turning marketing into another full-time job. Want help turning those leads into actual clients? Inside Creative Maven Society, we host monthly Sales Sprint calls where we set aside dedicated time to send pitches, follow up with leads, and get support on the conversations you're navigating. Plus, you'll have access to hot seat coaching, resources, and a community of creative service providers growing their businesses alongside you. See the details here: https://www.joandlyndon.com/creative-maven-society Let's connect on Instagram! https://www.instagram.com/thesustainablecreator/ https://www.instagram.com/joandlyndon/

  6. Oct 6

    #45 - How to Qualify Leads & Create Predictable Sales with Andrea of Be Salesy

    If your sales follow-up strategy is basically “just checking in 👋” and hoping for the best… this episode is going to change how you think about sales. We’re sitting down with Andrea Mac, founder of Salesy and a revenue strategist with 25+ years of experience, to talk about how creative service providers can build a sales process that feels human AND creates more predictable revenue. Because sales doesn’t have to mean pushing harder, chasing people, or trying to close someone on the first call. (Andrea compares that to meeting someone on Tinder and immediately asking them to marry you 😂.) Instead, we dig into what actually moves a potential client from interested → ready to buy: better lead qualification, intentional follow-up, stronger relationships, and knowing exactly what information you still need before an opportunity can move forward. In this episode, we talk about: Why most people give up on sales follow-up way too earlyThe 6 things you need to know to properly qualify a leadWhy “circling back” and “just checking in” aren’t great follow-up strategiesGrowth Play’s 3 in’s framework for adding value when you follow up: invitations, insights + introductionsHow to know when someone is actually ready for a sales conversationThe difference between your target market and your ideal buyerHow to track prospects, connectors, champions + dream clientsWhy relationship capital matters more than having the “perfect” sales scriptHow often you should follow up after a sales callWhy sales is ultimately about listening, not convincingWhat parts of your sales process you can automate — and what should stay humanOne of our favorite reframes from the conversation: everything you do during the sales process is an audition for what it feels like to work with you. So if following up feels awkward, you’re worried about being annoying, or you’re sitting on a list of leads you KNOW you should probably reach back out to… start here. CONNECT WITH ANDREA MAC Andrea Mac / Salesy: https://www.besalesy.com/ Connect with Andrea on LinkedIn: https://www.linkedin.com/in/andrea4thewin CREATIVE MAVEN SOCIETY If you’re a creative service provider and want support building a stronger marketing + sales system for your business, come hang out with us inside Creative Maven Society. It’s our coaching membership for creative entrepreneurs who want strategy, feedback, accountability, and a room full of people who actually get what it’s like to grow a service business. https://www.joandlyndon.com/creative-maven-society COME SAY HI Jo & Lyndon: https://www.instagram.com/joandlyndon/ The Sustainable Creator: https://www.instagram.com/thesustainablecreator/

  7. Sep 29

    #44 - How to Turn Your Portfolio Into Better-Fit Clients with Briana of @BrightenMade

    What if your portfolio could do more than show people you’re talented… and actually help bring the right clients into your business? In this episode of The Sustainable Creator, we’re sitting down with Bri Summers of Brighten Made to talk about portfolio marketing, Instagram content strategy, and what it actually takes to turn creative work into qualified leads. Because a beautiful portfolio post getting a bunch of likes is nice. A portfolio post helping the right person think, “Yep, I need to work with them”? Even better. Bri shares how her approach to marketing has evolved over nearly a decade in business, from posting polished design work and hoping it performed to intentionally using storytelling, strong hooks, behind-the-scenes content, experimentation, and subtle selling to attract better-fit clients. We get into the difference between content designed for reach and content designed to convert, why going viral isn’t always the goal, and how creative service providers can market their work without making every post feel like a giant BOOK NOW button. We also talk about: • Using storytelling to make your portfolio more compelling • Viral content vs. content that generates qualified leads • Writing stronger hooks for portfolio and Instagram content • Creating content throughout your client process instead of starting from scratch later • Educating potential clients without primarily attracting your peers • Using your portfolio to communicate strategy—not just aesthetics • Tracking marketing when clients may follow you for months (or years) before booking • Instagram, TikTok, Pinterest, referrals, and deciding which marketing channels deserve your energy • Building a portfolio when you don’t have many client projects yet • Marketing sustainably when you’re balancing creativity, business growth, a team, and real life Timestamps 01:39 — Why “pretty portfolio posts” stopped being enough 04:02 — Going viral vs. attracting paying clients 09:20 — Where portfolio content fits in your marketing funnel 17:00 — Why the hook can make or break your content 18:37 — Calls to action, subtle selling & starting conversations 23:42 — Using your portfolio to educate potential clients 33:10 — Tracking leads when the sales cycle is long 44:13 — How to build a portfolio when you’re starting from zero 55:46 — Building a business for the season of life you’re actually in Connect with Bri: Brighten Made: https://www.instagram.com/brightenmade/ ☕ Want to grab a virtual coffee? We’re Jo & Lyndon, business coaches for creative service providers, and we help creatives build businesses that grow without requiring them to burn themselves out in the process. We work with creative service providers through 1:1 coaching and Creative Maven Society, our coaching membership for creatives who want hands-on support with marketing, sales, positioning, offers, and sustainable growth. DM us on Instagram to set up a coffee chat and get to know each other. No weird hard-sell coffee required. ☕ Jo & Lyndon: https://www.instagram.com/joandlyndon/ The Sustainable Creator: https://www.instagram.com/thesustainablecreator/

  8. Sep 23

    #43 - Meeting Emma Grede & Takeaways from Create and Cultivate Festival

    Jo went to Create & Cultivate Festival in LA with one goal: make the most of it without trying to be everywhere at once. She came home with new relationships, a very unexpected interaction with Emma Grede, a few paradigm shifts about business and visibility, and a reminder that sometimes the best networking strategy is simply being fully present with the person in front of you. In this episode, Lyndon interviews Jo about her Create & Cultivate 2026 experience, from how she approached a massive women-in-business event without getting completely overwhelmed to the conversations that changed how she thinks about showing up online. And yes… we need to talk about the moment Emma Grede looked at Jo and told her she recognized her. 👀 But the bigger takeaway wasn’t the photo or the surreal interaction. It was watching someone with that level of influence make one person feel like the only person in the room. We’re getting into: → How Jo set intentions for Create & Cultivate before she arrived → Why she prioritized relationships over trying to “do everything” → Her unexpected interaction with Emma Grede → What the experience taught her about playing bigger and letting herself be seen → Why you might not be as “behind” as you think you are → The connection between personal branding, authenticity, and business growth → Why showing more of who you are can actually make your marketing more effective → How to turn conference networking into real relationships after the event → What Jo would, and wouldn’t, do differently at the next Create & Cultivate Festival One of the biggest themes Jo came home with? People need enough context to know how they want to connect with you. That applies at a networking event, but it also applies to your marketing as a creative service provider. Your expertise matters. Your values matter. Your personality matters. And hiding the pieces that make you you can make it harder for the right people to recognize that they want to be in your world. ☕ Want to get to know each other? DM US TO SET UP A COFFEE CHAT. Seriously. We love meeting other creative service providers, entrepreneurs, founders, and generally interesting humans. Send us a DM, tell us you listened to this episode, and let’s see where the conversation goes. Connect with Jo & Lyndon on Instagram: https://www.instagram.com/joandlyndon/ Follow The Sustainable Creator: https://www.instagram.com/thesustainablecreator/ In this episode: 00:28 — What is Create & Cultivate Festival? 02:01 — Setting intentions before a huge networking event 05:21 — What Jo’s day at the festival actually looked like 09:45 — The unexpected Emma Grede moment 20:48 — Learning to play bigger and be seen 24:45 — “You’re not behind” and redefining the timeline 27:02 — Bringing more personality and values into your marketing 29:12 — Following up and turning networking into relationships 30:20 — Jo’s favorite conversations and biggest takeaways 32:28 — Would she go again, and what would she do differently?

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out of 5
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About

The Sustainable Creator is for creative service providers who want to build businesses that last, without burning out in the process. Each week, we dig into the real conversations behind sustainable growth: smart marketing, confident selling, thoughtful pivoting, and designing offers that actually work for your life (not just your bank account). Through candid chats with experts and behind-the-scenes insights, you’ll get practical ideas, outside-of-the-box thinking, and the occasional tough love to help you scale with clarity, creativity, and sanity. 

Information

  • Creator
    Jo & Lyndon
  • Years Active
    2026
  • Episodes
    50
  • Rating
    Clean
  • Copyright
    © 2026 Jo & Lyndon
  • Show Website
    The Sustainable Creator

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