The Sustainable Creator

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.

The Sustainable Creator is a business podcast hosted by Jo & Lyndon, with 35 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Jo & Lyndon hosts The Sustainable Creator, a business show with 35 episodes published.

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  Episode #36

  #36 - How to Write Conversational Website Copy That Actually Converts w/ Kinfolk Creative

  Aug 18, 20261 hour

  Writing website copy often feels so overwhelming that it's tempting to just regurgitate competitors or let AI spit out something "good enough." But that beige, copy-and-paste text costs you the deep connection required to actually book your dream clients. Enter Priscilla, the copy girl and one half of the duo behind Kinfolk Creative. She specializes in helping creatives ditch the generic jargon to write conversational, connection-focused copy that feels deeply human. In this episode, we break down Priscilla's five-step copywriting framework, Roots, People, Landscape, Offers, and Path Forward, to help you craft messaging that converts. We discuss why copy must come before design and how to identify your industry "icks" to confidently stand out. If you’ve been hiding behind professional-sounding but boring text, this conversation will give you the strategy to finally show up authentically and build a website that filters for the clients you genuinely want to work with. In This Episode Why writing your website copy before hiring a designer is the secret to a seamless project that doesn't restrict your messaging. Priscilla's 5-step framework for uncovering your roots and mapping a clear path forward for readers. How to define your ideal client based on the emotional crossroads they are facing right now. Why leaning into your industry "icks" helps you build brand authority and differentiate your offers. The real reason people fear being visible online and how copy acts as a natural filter for the wrong clients. Work with us: Is your current messaging attracting your dream clients, or is it just echoing the rest of your industry? If you're struggling to figure out how to stand out and confidently position your offers, we can help. Between Jo's right-brain creative strategy and Lyndon's left-brain business strategy, we'll walk you through testing, iterating, and launching (or iterating) an offer that actually feels good. Book a discovery call for coaching with us: https://www.joandlyndon.com/coaching Priscilla's Links Website/Offer: https://thekinfolkcreative.com/ Instagram: https://www.instagram.com/thekinfolkcreative/ Our Links Join our coaching membership, Creative Maven Society: https://forms.gle/G1WHBK84vPXzB4gw9 Get actionable creator tips in your inbox (Sign up for the email list): https://joandlyndon.kit.com/645369a50f Connect with us on Instagram! Tag us if you loved this episode: Jo & Lyndon: https://www.instagram.com/joandlyndon/ The Sustainable Creator: https://www.instagram.com/thesustainablecreator/

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  Episode #35

  #35 - The "Content Iceberg": Why Your Posts Aren't Converting (and How to Fix It)

  Aug 13, 202621 min

  Are you staring at a blank screen, wondering what on earth to post today? If you have been feeling stuck with your content or aren't quite sure how to post consistently lately, this episode was created specifically for you. We know what it feels like to dread the content treadmill, so we're shifting the focus away from generic advice and moving toward strategies that actually fit your unique creative business. In this episode, we are breaking down what a content routine actually is and how to build one that doesn't lead to burnout. We dive below the surface of the "content iceberg" to uncover the foundational strategy you need to have in place before you start posting. We discuss the importance of setting clear goals, identifying the specific action you want people to take, and meeting your dream clients at the "crossroads" where they are actively trying to make a decision. Right now, generic marketing just doesn't work, and trying to create content for "everyone" means you are ultimately creating for no one. By systemizing your approach through practical routines, like labeled days, content quotas, or relying on your natural go-to formats, you actually give yourself much more creativity. When you get this right, you stop boiling the ocean for ideas every single day and start building an ecosystem that naturally guides clients to confidently invest in you. In This Episode Why treating your content like the tip of an iceberg completely changes how you approach your underlying business strategy. The three foundational questions you absolutely must answer to understand the true goal and desired outcome of your content. How to pinpoint the specific "crossroads" your dream clients are facing so they immediately see their own problems reflected in your content. Why proving "ROI" to potential clients isn't always about dollars, and how they might actually be measuring returns through time, capacity, or organization. Three highly actionable frameworks for building a content routine: labeled days, quota systems, and leaning into your go-to formats. How building out a reliable system actually unlocks more creativity and trains your brain to automatically collect fresh content ideas. If you've been sitting on an idea for too long or feel completely unsure of how to build out an offer ecosystem that meets your dream clients at their "crossroads," this is where 1:1 coaching really shines. Between Jo's right-brain creative strategy and Lyndon's left-brain business strategy, we will walk you through building, testing, and launching systems that actually feel good for your life and your business. Book a discovery call for coaching with us: https://www.joandlyndon.com/coaching Join our coaching membership, Creative Maven Society: https://forms.gle/zk4xc2NWXzcsyo1A6 Get actionable creator tips in your inbox (Sign up for the email list): https://joandlyndon.kit.com/645369a50f Connect with us on Instagram! Tag us if you loved this episode: Jo & Lyndon: https://www.instagram.com/joandlyndon/ The Sustainable Creator: https://www.instagram.com/thesustainablecreator/

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  Episode #34

  #34 - How to Structure a Video Sales Letter (websites 3 of 5) w/ Andrew Ellis

  Aug 11, 202659 min

  "When they read a landing page, it's just text; they're gonna skim most of it." We have a problem. As creative entrepreneurs, you already feel the sting of inconsistent revenue and the isolating grind of trying to stand out online. You spend hours agonizing over website copy, only for potential clients to bounce because they don't feel a personal, human connection to your services. Enter Andrew Ellis, a video marketing strategist who builds high-converting Video Sales Letters (VSLs) for top-tier creators like Jay Clouse. In this episode, Andrew breaks down exactly how to put a face to your offer, build a parasocial relationship before you ever hop on a Zoom call, and systematically close the gap between casual browser and paying buyer. Stop guessing why your offers aren't selling and let us help you build a system that works. If you're unsure where to start or how to make the math work, we'll walk you through testing, iterating, and launching your offer. Book a discovery call: https://www.joandlyndon.com/coaching Inside this episode, we cover: The VSL Definition: A Video Sales Letter is a dedicated video designed to explain your offer, showcase your value, and convert viewers by building immediate trust. When to Implement a VSL: Wait until you have launched and validated an offer so you understand exactly who is buying and what specific pain points you need to address. The Perfect VSL Framework: Hook your audience with a common misconception, establish your credibility, explain the transformation, sprinkle in client testimonials, and end with a clear invitation. Finding the Right Length: Aim for three to five minutes to respect viewer time, but take as long as necessary to effectively communicate the total value of your offer. The Best Tech Platforms: Avoid embedding via YouTube to prevent distracting suggested videos from pulling leads away; instead, use premium tools like Wistia or Vidalytics that are optimized for sales pages. Andrew's Links & Examples: Website/Offer: https://ellismediacollective.com Instagram: https://www.instagram.com/iamandrewellis/ VSL - Patrick O'Connell: https://patrickoconnell.com.au/ VSL - Viral Coach: https://www.viralcoach.com/get-started/about-you VSL - Creator Science: https://join.creatorscience.com/ Connect with Us Join our coaching membership, Creative Maven Society: https://forms.gle/6BvH3L7zycWuAiPm9 Get actionable creator tips in your inbox (Sign up for the email list): https://joandlyndon.kit.com/645369a50f Connect with us on Instagram! Jo & Lyndon: https://www.instagram.com/joandlyndon/

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  Episode #33

  #33 - Working With Your Spouse: Boundaries, Roles, and How To Communicate

  Aug 6, 202628 min

  Bringing your partner into your business sounds like the ultimate dream -until you're trying to figure out who was supposed to email a client, interrupting each other's flow state, and realizing you haven't talked about anything except work. In this special solo episode, we are pulling back the curtain on the past five years of working together as a married couple. We break down the five biggest lessons we had to learn the hard way, from why you desperately need an onboarding process for your spouse, to separating decision-making authority so you can actually move faster. Whether you are actively working with your partner, thinking about bringing them on, or just want a behind-the-scenes look at how we run the business, this episode will help you build a sustainable foundation. Because protecting your relationship outside of work hours is just as important as growing your bottom line. What You'll Learn Why skipping a formal onboarding process is a massive mistake, and how to use "body doubling" to teach systems instead. How implementing a corporate "RACI" chart eliminated our bottleneck of "shared responsibility". The exact weekly and daily communication rhythms we use to protect our focus and avoid interrupting each other. Why having personal hobbies is actually a crucial connection strategy when you spend 95% of your time with your partner. The "wealthy life" exercise: Why aligning your personal dreams is the secret to independent decision-making and moving faster in your business. Feeling stuck in your business? Navigating the messy middle of building a sustainable creative business isn't something you have to figure out alone, especially if you are trying to untangle roles, build better systems, or integrate life and work without burning out. If you want a fresh set of eyes on your strategy so you can build a business that actually feels good, we would love to support you. Book a discovery call to see if we're the right coaches for you: https://www.joandlyndon.com/coaching Our Links: Join our coaching membership, Creative Maven Society: https://forms.gle/mwfCfMUpfaBuct3M6 Get actionable creator tips in your inbox (Sign up for the email list): https://joandlyndon.kit.com/645369a50f Connect with us on Instagram! Tag us if you loved this episode: Jo & Lyndon: https://www.instagram.com/joandlyndon/ The Sustainable Creator: https://www.instagram.com/thesustainablecreator/

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  Episode #32

  #32 - How to Structure a High-Converting Sales Page (Websites pt. 2 of 5) w/ Martin Chris

  Aug 4, 202644 min

  You know that feeling when you finally finish designing a beautiful sales page, launch it to your audience, and hear... crickets? It’s frustrating. You’ve got a fantastic offer that you know gets results, but translating its value onto a single web page without sounding completely unnatural or pushy is a whole different skill set. Today, we are joined by Martin Chris, an absolute genius when it comes to crafting sales pages for creatives. We had the privilege of meeting him in person a couple of months ago, and he is truly one of the most genuine, down-to-earth humans doing this work. He’s built high-converting pages for some of the top creators in the industry, and he knows exactly what makes people click "buy". In this episode, we are diving deep into the psychology and anatomy of a great sales page. Martin breaks down why structure and copy matter infinitely more than your design. He also walks us through the exact sections you need (from the hero to the guarantee), and explains why you need to stop making your sales page all about you. If you’ve been putting off launching an offer because writing the copy feels too overwhelming, or if your current page just isn’t converting the way you want it to, this conversation is going to give you the exact roadmap you need to fix it. What You'll Learn The "house" analogy: Why your sales page has a completely different job than the rest of your website. How to craft a hero section that hooks your dream client in under 10 words. The exact chronological structure of a high-converting sales page. Why adding a conditional guarantee can actually increase your clients' success rates. The biggest "fluff" mistake creators make is talking too much about their own journey instead of the client's needs. Why you need to write your copy and establish a structure before you ever open your website builder. Before you go outline your new sales page, you need to make sure the offer itself is actually irresistible. If you've been unsure where to start, how to price your services, or how to get it in front of your dream clients, let's map it out together. Book a discovery call for 1:1 coaching with us: https://www.joandlyndon.com/coaching Martin's Links Connect with Martin Chris: Lead Magnet: https://martincris.com/sales-page Instagram: https://www.instagram.com/themartincris/ Our Links Apply to join our coaching membership, Creative Maven Society: https://forms.gle/W2vfU5hGosdM2RkcA Get actionable creator tips in your inbox (Sign up for the email list): https://joandlyndon.kit.com/645369a50f Connect with us on Instagram! Tag us if you loved this episode: Jo & Lyndon: https://www.instagram.com/joandlyndon/ The Sustainable Creator: https://www.instagram.com/thesustainablecreator/

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