Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)

Cathy Heller on Radical Empathy and Finding Work You Love | Entrepreneurship | YAPClassic

Mar 17, 2023
Cathy Heller, podcast host, author, songwriter and coach who helps creatives get paid for work they love. She recounts moving to LA to pursue music, finding song licensing and course launches as sustainable paths, and explains radical empathy, messy action, resourcefulness, and how to scale work so you earn more while working less.
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ADVICE

Serve Buyer Needs First

  • Find out what buyers need by asking specific questions about their projects.
  • Build relationships and tailor your work to those needs instead of guessing.
ANECDOTE

Breakthrough Licensing Win

  • Cathy spent 18 months low on funds before landing her first sync license for $58,000.
  • That placement opened ongoing TV and ad opportunities and sustained her music career.
ADVICE

Launch Messily And Iterate

  • Launch with imperfect, live formats: Cathy used a free webinar then sold a year-long course.
  • Start small, test offers, and iterate rather than waiting for perfection.
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