Last week I shared on social media that one of the best ways to figure out what kind of business you want is by diving into business models that you admire.

Maybe there’s someone on Instagram you follow, and you see how they show up. What does this person sell? How do they promote it? This is the foundation of their “model.”

Looking at businesses where you can see yourself being happy doing every phase of their model is a great place to start—because YOU will have to do those same things if you choose to emulate it.

This idea really stuck with me as I started noticing all the get-rich-quick marketers showing up in my ads.

What I’ve realized is that they have a template—a formula—for their content:

• A reel showing them walking dogs, sitting on the beach, drinking coffee (or a mai tai)—while the sales roll in.
• One product that they promote incessantly through ads and on every post
• Constantly talking about money with no real value in their posts

The goal? To make you feel envious of their lifestyle so you’ll buy their solution.

But the REALITY is nothing like those reels, I guarantee it.

You have to step back and really LOOK at what they’re likely doing day-to-day to make that kind of money. What they’re marketing in their posts and ads is their lifestyle, not their actual business. Behind the paywall, what they’re selling is essentially a pyramid scheme:

• You buy their course, which teaches you how to create a $37 course.
• Inside the course are instructions for creating your own course… on how to create a $37 course.

And if you followed it all the way through, that’s the reality of what you’d have. They repeat over and over that you don't need to do things like spend time on social media or 'work hard'.

But they leave out the entirety of what it takes to do this style of business.

Here’s the tough truth about this model:
It only works if you run ads.

Do you know how to run ads?
Probably not. Most people don't! That’s another course—another 1:1 coaching program that costs 4-5 figures. And even *with* this training, it's really hard to master ads, make them seen by the right people, and not spend a fortune in the process of figuring it all out.

At this point, you’re trapped. If you want to keep going, you might feel like you HAVE to invest more to “get it to work.”

What I Did Instead

When I started in 2016, I never saw ads like this. I’m not sure if anyone was promoting this type of thing or if I was just blissfully unaware.

Looking back, I didn’t have a “formula” or shortcut. I just knew I needed to build an audience—and I did it the slow way.

I started a podcast. I researched and found incredible, real PEOPLE to have meaningful conversations with. I uploaded those conversations every two weeks.

My podcast was about creating unique, inspiring careers in the music world. These were creative careers built on the creator’s terms, reflecting their personality, passions, and talents. It was amazing to pick their brains and hear how they built something so authentic.

I shared these interviews on social media. I also hosted weekly podcast conversations with a friend, where we discussed what it takes to create a meaningful career—things like mindset shifts, money beliefs, and even new ideas about investing and accounting (concepts I wished I’d learned in school).

At the same time, I learned how to write and started sharing my thoughts online. I posted about what I thought needed to change in my industry, things I didn’t learn in school, and realizations I was having in real time and in my own experiences working.

While I was doing all of this, I was on a personal growth journey like no other. I was skilling up, facing fears around being seen and speaking my mind, all while I was creating something I could call my own.

And an amazing side effect: stuff that used to bother me about my career and at my gigs no longer mattered as much because I had a new focus.

That was the biggest shift for me: because of the work I was doing online, I was becoming known, and I was improving my own life.

And all of this happened before I made a cent.

When I finally started making offers, I was ready. I had confidence. I had an audience. I had the skills (tech, writing, etc.) to bring my offers to life.

I didn’t take a quick-fix approach. Maybe because I didn’t know those existed at the time! But what I’m sharing with you now is this: the way I did it back then is still the way to do it NOW.

Start Building a Sustainable Audience Today

If you understand business models, you’ll know what type of model fits your lifestyle. You won’t get roped into someone else’s flashy Instagram ad.

I'll get into that in another newsletter.

But for now, here's how to start:

1. Shift Your Mindset
   • Think long-term. Ask yourself: What do I want my business to look like in 5 years? What impact do I want to create? Who do I want to reach?
   • Focus on serving your audience, not just selling to them. Selling will come, and faster than you think.
2. Start Small, but Start Strong
   • Pick one thing you can do today to connect with your audience. Believe me, you do have one—if you’re on Facebook, your friends and family count! Share a thought or post something that inspired you.
3. Grow with Purpose
   • Build a small but engaged audience. A few loyal followers who trust you are worth more than 10,000 who don’t care.
   • Remember: shortcuts attract shortcut-seekers. What kind of audience do you want to build?
4. Stay Consistent
   • Show up every day, even if it’s small. It’s like exercise—you’re building a habit. When I committed to growing on Instagram, I set alarms to share something simple, like my view, what I was working on, or my coffee. Those small actions add up over time.

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​A Quick Thought

I’m seriously thinking about creating a simple, inexpensive course for people just starting on social media. It would focus on meaningful advice to help you start where you are—not on trends or the hardest stuff.

If that sounds like something you’d love, hit reply and say YES!

In the meantime, stay tuned for more on this topic and other topics that mean a lot to me as you get going creating something meaningful to you.

And the next time you see an ad promising quick success, scroll past it. You don’t need what they’re selling.

Tracy

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