Courage & Clarity Podcast with Steph Crowder

Episode 148: Stop Obsessing Over the Wrong Stuff — These 3 Levers Actually Make You Money
Date: August 25, 2025

Episode Overview

In this episode, host Steph Crowder dives deep into the overwhelm entrepreneurs often feel when trying to decide which activities truly move the needle in their businesses. She introduces a simple, memorable framework—DTC: Demand, Trust, and Conversion Skill—to help listeners focus on what actually brings in revenue, instead of getting distracted by busywork or shiny objects. The goal? To help more capable, smart, and passionate people build sustainable businesses and avoid burnout and quiet-quitting.

Key Discussion Points & Insights

The Overwhelm of Entrepreneurship & Money-Making Activities

• Identifying Busywork vs. Effectiveness: Many entrepreneurs, especially women balancing multiple roles, fill their plates with tasks but aren't always moving their business forward. Steph emphasizes the difference between being busy and being effective.
  • Quote: “Entrepreneurs are super good at being busy, busy, busy, but they're not necessarily effective.” (03:07)
• Common Pitfalls: Tweaking logos, agonizing over fonts, or rewriting offerings—these are examples of non-money-making activities.
• Mission: Helping business owners recognize their “true drivers” and spend scarce work time where it counts.

The DTC Framework: Three Money-Making Levers

Steph introduces a handy mnemonic: DTC (“Down to Close”)—the three levers that actually make you money.

1. D = Demand

Key Questions:

• Do enough of the right people want what you're selling?
• Do enough people even know your offer exists?

Subtopics & Insights:

• Messaging vs. Visibility: Most entrepreneurs either have a messaging problem (the way they talk about their offer) or a visibility problem (not enough people seeing it).
  • Quote: “I would say...upwards of 90%, if not more, of the clients that I work with have a Visibility problem.” (07:47)
• “Get Outside of the Building”: Don’t solve demand issues by endlessly reworking messaging alone. The fastest feedback comes from direct customer conversations—hearing from people in their own words.
  • Story: Steph refers to Steve Blank's advice for startups: genuine connection with prospects happens outside the “think tank.”
• Selling What's Desired, Not Just What Exists:
  • “One of the most mind blowing, life altering sales principles I ever learned back in the day at Groupon is that people buy on emotion and justify with logic.” (13:06)
  • Appeal to the emotional transformation, not just the features.
• Visibility Solution: Show up more than you think is necessary—but each message should add value, not spam.

Action Steps:

• Regular, storytelling-driven communication.
• Make regular, deliberate offers—not just during “launch.”

2. T = Trust

Key Questions:

• Do clients believe YOU can help?
• More subtly, do they believe THEY can succeed (with your help)?

Subtopics & Insights:

• Trust is Multidimensional: Goes both ways—customers must trust you, your offer, and themselves.
  • Quote: “Y'all know I've talked about this before. They need to believe in themselves.” (18:38)
• Beyond Tips and Tricks: In the age of cheap information (thanks, AI!), trust comes from authenticity, transparency, and stories of real transformation.
  • “Tips and tricks are out in 2025 into 2026, they're out. Stop with your how to content... Information is cheap.” (17:52)
• Building Trust Through Content: Showcase client stories and emphasize how you handle setbacks and support growth.
• Objection Handling: Address what happens if things go wrong—don't ignore customers’ fears about failing, quitting, or not following through.

Action Steps:

• Share real success stories.
• Clearly answer “what if I fail?” and “what happens if I get stuck?” in your materials and sales conversations.

3. C = Conversion Skill

Key Questions:

• Do you know how to walk someone to a “Yes”?
• Are you confident converting interest into sales, even with a small audience?

Subtopics & Insights:

• Sales Skills Can Be Learned: Conversion is a muscle—practice and reps improve it.
  • Quote: “When I do sales calls, I have nearly a 100% close rate on my sales calls. Is it sorcery, is it magic wizardry or coercion? It is none of the above. It's because I have built the skill of sales and that is why I teach it now.” (24:08)
• Small Audience ≠ Small Business: Highly skilled converters don’t need a massive following to make six figures.
• Practical Approach:
  • Recognize buying signals (even in casual DMs).
  • Know the structure of an authentic and effective sales call.
  • Consistent practice—falling on your face is part of it!
  • “Just be having more conversations...when you have more conversations, you can...know where your skill gap is.” (27:24)

Action Steps:

• Have more 1-1 conversations—practice is crucial.
• Use conversions as a feedback loop to improve your approach.

Practical Applications & Takeaways

• Run All Your To-Do’s Through DTC: If your activity doesn’t create demand, build trust, or sharpen your conversion skill, deprioritize it.
  • Quote: “If it's not creating demand, it's not building trust and it's not increasing your conversion skill, it's not going to be one of the tippy top things that makes you money.” (25:00)
• Apply DTC at Both Macro and Micro Levels: Use DTC as a lens for both audience-wide strategy and individual conversations.
• Stop Tinkering, Start Connecting: Momentum and real progress are built through direct, purposeful conversations, not endless tweaking.
  • “You gotta get out of the building and practice your DTC.” (27:45)

Notable Quotes & Memorable Moments

| Timestamp | Quote | Speaker | |-------------|--------------------------------------------------------------------------------------------------|--------------| | 03:07 | “Entrepreneurs are super good at being busy, busy, busy, but they're not necessarily effective.” | Steph Crowder| | 07:47 | “Upwards of 90%...of the clients that I work with have a Visibility problem.” | Steph Crowder| | 13:06 | “People buy on emotion and justify with logic.” | Steph Crowder| | 17:52 | “Tips and tricks are out in 2025 into 2026, they're out. Stop with your how to content...” | Steph Crowder| | 18:38 | “They need to believe in themselves.” | Steph Crowder| | 24:08 | “When I do sales calls, I have nearly a 100% close rate...because I have built the skill of sales.” | Steph Crowder| | 25:00 | “If it's not creating demand, it's not building trust and it's not increasing your conversion skill, it's not going to be one of the tippy top things that makes you money.” | Steph Crowder| | 27:24 | “Just be having more conversations...you can...know where your skill gap is.” | Steph Crowder| | 27:45 | “You gotta get out of the building and practice your DTC.” | Steph Crowder|

Key Timestamps

• 02:30 – The overwhelm of “a hundred things to work on”
• 06:00 – Introduction of DTC framework
• 07:37 – Demand: messaging vs. visibility explained
• 13:06 – Sales principle: emotion vs. logic in buying
• 15:36 – The importance of regular visibility, not just launches
• 17:03 – Trust: beyond KLT (know-like-trust) clichés
• 21:06 – Deep dive on trust issues: in the coach AND client
• 24:08 – Conversion skill: learn to close, regardless of audience size
• 27:24 – The necessity of frequent sales conversations
• 28:24 – Applying DTC for scalable, freedom-filled entrepreneurship

Final Takeaway

Steph’s DTC approach reframes business focus for entrepreneurs, encouraging them to pare back on “stuff” that doesn’t matter and spend precious hours on activities proven to drive revenue: cultivating demand, building trust, and mastering conversion. Her advice is actionable, down-to-earth, and rooted in real-world sales wisdom, making this episode a must-listen (or must-read!) for anyone serious about sustainable, fulfilling self-employment.

For more, follow Steph on Instagram at @heystephcrowder or visit stephcrowder.com for her offerings and upcoming trainings.