Coaching episodes are some of my favorites to record because what you get to witness is a real conversation — not a polished presentation, not a perfectly packaged lesson, but the actual moment where something clicks for someone. And in this episode, there's a really good click.
My guest is Elise Armitage, an OG content creator and travel and lifestyle influencer who has been in this industry for 14 years. She left a career in branding and events at Google to run her blog What The Fab full time, and about a year ago launched What The Fab Media — a wedding and event content creation business based in Napa Valley.
Elise came into this conversation feeling something I think a lot of you will recognize: she was stretched thin, generating real momentum, full of ideas about what else she could be doing — more platforms, a blog, Pinterest, a new lead magnet, an agency model — and yet something still wasn't quite clicking the way she wanted it to.
What we uncovered together is that Elise didn't have a marketing problem. She had a conversion and connection problem. The leads were coming in. What wasn't happening was the kind of nurturing, follow-up, and human touchpoints that actually close a high-ticket, high-trust sale. And when you're talking about being present at someone's wedding — arguably the most emotionally significant day of their lives — that's about as high-touch as it gets.
We also got into something that comes up a lot with business owners who are genuinely talented at what they do: she was selling the service when she should have been selling herself. Her eye, her point of view, her 14 years of experience, her personality — those are what people are actually paying for. The clients who booked her fastest already knew that intuitively. The work is making sure everyone else feels it too.
Here's what you'll get from tuning in:
- Why feeling scattered and stretched thin is often a signal that you're in "add more" mode when what you actually need is to optimize what's already working
- How to tell the difference between a marketing problem and a conversion problem — and why that distinction completely changes where you put your energy
- What it looks like when your lead magnet is attracting the wrong person at the wrong stage, and how to think about building something that meets people where they actually are
- Why high-touch, human follow-up is non-negotiable in a high-ticket service business — and how to build it into your process without it feeling like chasing
- How to stop selling your service category and start selling you — your gifts, your perspective, the thing that genuinely cannot be replicated
- A conversation about platform strategy and where searchable platforms fit into a lead generation ecosystem
Elise walked away from this conversation with something I think you'll feel too — not a longer to-do list, but a clearer lens. The question she came in asking was what should I be doing that I'm not doing? And the answer, as it so often is, had nothing to do with doing more.
Connect with Elise
Instagram: @wtfab and @wtfabmedia
Websites: https://www.whatthefab.com and https://weddings.whatthefab.com/
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