Business has changed

The old ways of marketing don’t work anymore.

Twenty-first century business is values-based, generous-spirited, lean and agile.

Twenty-first century business leaders need to be bold.

It’s not enough to be great at what you do. It would be nice if our work spoke for us, but that’s not realistic. Building your professional reputation is essential to making your business strong, straightforward, and sustainable.

Your values and principles are twin engines for business growth

Are you?


A self-employed service professional who’s tired of just getting by and ready to make more money?

Wanting to grow your professional reputation, build your business profile and better position your business, without paying a substantial sum for public relations and publicity?

Ready to stop working so hard and start enjoying work more?

Looking for greater clarity on what to prioritise in your business?

Needing greater numbers of ready-to-buy clients who appreciate you and what you do?

I’ve had enough of seeing over-confident people with far fewer qualifications and next-to-no experience succeed in business over people with talent, integrity, insight and intelligence, who hold themselves back due to lack of clarity, inconsistent actions and self-doubt.

You don’t need another ‘follow the leader’ template. You need the tools to create your own template, plus the perspective and attitude to implement and grow.

Hustle & Heart group coaching program will teach you:

How to change your attitude to money – so that you can make far more.

How to crush competitors with kindness and class so that you’re no longer and energy worrying about them and can become far greater together.

How to keep all your business balls in the air without losing sleep, sanity, or working weekends.

How to stop procrastinating, self-doubt and indecision so that you get way more done in far less time (and angst!).

How to better identify and target your ideal clients, to increase word-of-mouth referrals and make your marketing far more targeted and effective (and way more fun).

How to do get your hustle on, through simple sales techniques, low- or no-cost public relations tools, strategic networking, pitching, and finding and seizing opportunities.

How to build your professional reputation, enhance your credibility and cultivate trust, to attract far more opportunities so that you can reach far more people and create a much bigger impact by doing your best work.

Make boldness your business strategy

Hi! I’m Brook McCarthy.

I’m the creator of the Hustle & Heart program.

I’m a digital marketing trainer, business coach and writer, who’s been self-employed for nine years now. I’ve been working in online communications and Public Relations for more than 11 years and have always worked in small businesses.

Within a few months of starting my own business, digital marketing consultancy Yoga Reach, in early 2008, I had more work than I could handle. This was right at the start of social media marketing and my timing was excellent. In 2009, I was setting up Facebook groups for businesses and Facebook pages the following year. I wrote and executed the Twitter strategy for Jump on It, Australia’s first daily deals website, rolling out channels across Australia and New Zealand until Jump On It was bought by Living Social for a reputed $40 million.

I knew that the internet offered sole traders and small businesses – who didn’t have much money to spend on marketing – highly effective options at a fraction of the cost of traditional marketing. So in 2012, I began running intensive marketing courses for sole traders and small business owners around Australia, on how to use compelling communication, values-based marketing and cutting-edge digital strategy, to grow their businesses to meet financial, lifestyle and values goals.

I spent the first two years in business learning and growing rapidly. I was reacting and responding, running from one client emergency to the next. I knew that I wasn’t working as smartly as I should but I struggled to find information and support that was relevant to my situation.

Normal business seminars and courses were so focused on maximising profits, they left me feeling cold. There was little talk about the daily realities of running a small business and next-to-no mention of the challenges – including stress and burn-out, self-doubt and uncertainty. And despite being a long-time yoga and meditation teacher, I wasn’t interested business courses that felt like a hippie love-in, with way too much navel gazing and little, if any, about the techniques and strategies to run and grow a busy business.

I needed to find my own way through business development – where I could harness my values and broader purpose to grow my business my way, while doing my best work.

Build your business
Your way

The most common challenges in business

Since starting my business nine years ago, I’ve met and worked with hundreds of service professionals who are running small businesses or are sole traders. Time and again, I meet good people with plenty of integrity and a generous dollop of skills, passion and experience, who are working way too hard for way too little.

I see people – largely from the health sector as well as businesses from industries including the arts, not-for-profit and professional services – struggling to communicate their value and make a good income. I see people who want to make a bigger and more meaningful impact, but are too often overworked and plain exhausted for proactive decisions about their business’s development.

I want to support good people doing great work – but we don’t become great by following what everyone else is doing. Growing your business can provoke lots of angst – which often undermines and derails the whole process. So how do we ride the fickle beasts of ambition, desire, competitiveness, and high expectations, without being thrown-off by stress, anxiety, procrastination and self-doubt?

That’s why I created this program. This is not another online course teaching you how to blog, optimise your website, or pitch for new business.

We focus on what I believe are the most effective digital marketing skills and strategies for small business, as well as the attitude and perspective re-set that we all need from time-to-time, to continue to thrive in business (for many more years to come).

I’m obsessed with people taking action. When I transitioned from being a marketing consultant who did a million things – from setting up social media accounts, managing website designs, optimising websites and sales funnels, and writing blog posts, sales pages and marketing plans – to business coaching, it was clear that one giant thing was required.

As a marketing and PR consultant, the buck stopped with me. But as a business coach and digital marketing trainer, I’m only as good as I’m able to motivate my clients to action. Hustle & Heart brings together my skills and experience in digital marketing, PR and copy writing with business coaching and training, to motivate you to get stuff done. Because ultimately, we all need to know how to better motivate ourselves – for many more years to come.

The most common challenges in business

Since starting my business nine years ago, I’ve met and worked with hundreds of service professionals who are running small businesses or are sole traders. Time and again, I meet good people with plenty of integrity and a generous dollop of skills, passion and experience, who are working way too hard for way too little.
I see people – largely from the health sector as well as businesses from industries including the arts, not-for-profit and professional services – struggling to communicate their value and make a good income. I see people who want to make a bigger and more meaningful impact, but are too often overworked and plain exhausted for proactive decisions about their business’s development.

I want to support good people doing great work – but we don’t become great by following what everyone else is doing. Growing your business can provoke lots of angst – which often undermines and derails the whole process. So how do we ride the fickle beasts of ambition, desire, competitiveness, and high expectations, without being thrown-off by stress, anxiety, procrastination and self-doubt?

That’s why I created this program. This is not another online course teaching you how to blog, optimise your website, or pitch for new business.

We focus on what I believe are the most effective digital marketing skills and strategies for small business, as well as the attitude and perspective re-set that we all need from time-to-time, to continue to thrive in business (for many more years to come).

I’m obsessed with people taking action. When I transitioned from being a marketing consultant who did a million things – from setting up social media accounts, managing website designs, optimising websites and sales funnels, and writing blog posts, sales pages and marketing plans – to business coaching, it was clear that one giant thing was required.

As a marketing and PR consultant, the buck stopped with me. But as a business coach and digital marketing trainer, I’m only as good as I’m able to motivate my clients to action. Hustle & Heart brings together my skills and experience in digital marketing, PR and copy writing with business coaching and training, to motivate you to get stuff done. Because ultimately, we all need to know how to better motivate ourselves – for many years to come.

If you’re ready to stop playing second-fiddle and be bigger and bolder in business, then it’s time!
Join a like-minded community of business owners who’ll help remind you of why you ever had this crazy dream of starting your own business in the first place.

Hustle & Heart aims to do the following:


Understand your business’s profitability (not just revenue) so that you can make far more money.

Build your professional reputation and profile so that prospects are drawn to you and trust you.

Design a business that works for your income goals, lifestyle, personal values and integrity.

Women remain on

the back foot in business

Self-employed women aren’t earning enough – a study by the Australian Women’s Chamber of Commerce and Industry found that the majority aren’t paying themselves at all, and only 37% of women pay themselves a market wage. We tend to launch our businesses with personal savings, with less than an average of $7,000, and can remain forever on the back foot, reacting and responding to client demands and market pressures.

We need to talk about women in business – not just the few women running big businesses that are already thoroughly covered by the media coverage. We need to talk about the day-to-day realities – how we deal with self-doubt, set-backs and criticism, how we can minimise the dreaded ‘juggle’, and the practical strategies we can must place to keep improving as we go. There are plenty of long lunches, feel good hugs and high-fives for women in business. We want more.

Most of us fall into running our own business. We may not have a business background or learn about how to develop our business. We aren’t taught how to sell ourselves, and this doesn’t always come easily, especially for women. For many of us, promoting or marketing can feel pushy, conniving, or downright excruciating. So what do we do? Inconsistent marketing, little or no PR, and haphazard sales.

Confidence in business is essential. Hustle & Heart shares the practical tools and techniques to get your business out there, then I’ll show you how to approach confidence as a muscle, so that you can quickly and easily implement what you’ve learnt. When we practice confidence, it becomes stronger until it’s habitual – and as a byproduct of this, we gain invaluable new experience that continues this process.

If you believe in what your business offers, love your clients (and they love you right back) but aren’t earning what you want, you need Hustle & Heart.

Hustle & Heart combines values-based business with crucial skills in digital marketing, sales and PR, to help you magnify your impact and do your best work. This is the program for women who are ready to combine up-to-the-minute tools and techniques, with the emotional resilience and insight to help them take calculated risks and define success on their own terms.

I want you to succeed. And I’m here to help you do just that.

Digital marketing
+ simple sales
+ PR =
Your business, accelerated

Working for yourself isn’t easy. Contrary to prevalent propaganda, self-employment is not a licence to make money while you sleep, spending your days pool-side and tripping around the world.

Perhaps you’ve invested in business coaching or taken part in online courses and have been disappointed. Hopefully you don’t believe that it’s you that’s the problem. Too often, courses and coaching are either filled with tools and techniques, with no mention of the psychology that trips us up from actually implementing. Or, they’re deeply wedded in magical, wishful thinking, with few practical techniques to actual get stuff done.

Make working for yourself actually work


Hustle & Heart is a comprehensive program which brings together the most effective business growth techniques and tools, and combines these with self-knowledge, insight, and psychology. Because both ‘hard’ and ‘soft’ skills are essential to ensuring you succeed in business. We examine your personal strengths and propensities so that you can choose the tactics that will fit like a glove, while giving you the results you’re looking for.

You can move past enduring stress, cash flow issues, unreasonable customer demands, and endless admin. You can stop wasting time on tactics that aren’t working for you while focusing on doing the right things at the right time, to get maximum results.

Hustle & Heart enables you to double your revenue by reinventing the way you offer your services. Your lead generation will be ongoing and easy as we build your professional reputation in ways which are authentic, effective, and repeatable. We streamline administration of your business so you focus on your plan – the plan you wrote yourself.

Life’s short. We minimise your effort while magnifying your effect – leveraging your natural assets and resources so that you can stop working weekends and start enjoying your business all over again.

If you’re ready to multiply your profits, step up and start over, I’d love you to join us. Rediscover the joy and passion which led you into going into business for yourself in the first place.

The brave new world
of marketing
is here

Clarity

We need to slow down in order to speed up: clarity makes business far easier and far more effective

Acceleration

Acceleration is essential!
This is where it gets intense, as we pitch, grow, and get our hustle on.

Integration

Integrating the program
into our personal life and business ensures it has enduring impact.

8 marketing and sales modules delivered over 9 weeks

Easy-to-understand, fluff-free content delivered every Monday. I know you’re busy! Each lesson takes no more than 40 minutes to complete.

Each module is action-based – we implement as we go and you’ll have my full support (as well as my little black book of trusted creative contacts).

Ask me any sales, marketing, branding or PR questions on your 30-minute, one-to-one coaching call with me. I’ll help you see your blind spots, give you short-cuts and get you laser-focused!

Join our three group calls to get on-the-spot coaching and advice, and ask me any questions.

My eyes on your work! Get professional feedback from me on three pieces of homework, with no expiry. You’ll have a choice about what you submit and can do get my personal feedback for as long as the program is running.

All materials are updated regularly and are fully downloadable to your computer, so you can keep learning and gaining insight as technology develops.

Learn at your own pace: you have a year from when we start to access the membership portal, which includes upgrades and additions; download all materials to keep forever after, and you’re a lifetime community member in our private membership group.

Bonus materials for quick implementation, including checklists and cheat-sheets, templates, and resources for further information.

We kick off on March 6.

Module 1: A new money model

Learn a new, radically reasonable model for money and take charge of earning the money you want to earn

Module 2: Values-based business

Infuse your values into your branding, messaging, operations and customer service to stand out from the rest.

Module 3: You and me

Get inside the heads of your ideal client so that your story and their stories interweave.

Module 4: Building your reputation

Learn a new, radically reasonable model for money and take charge of earning the money you want to earn

Module 5: Simple sales

Learn to pitch, communicate value, deal with objections and upsell.

Module 6: Building community

Being seen and heard, through email marketing, blogging and social media.

Week off: A break or a catch up

This week enables you to catch up on any lessons, test, experiment, refine and iterate. Or take a rest.

Module 7: Banking confidence

Build momentum, create robust plans, and deal with oscillating self-confidence, change and uncertainty.

Module 8: Thriving in business

Explore how to best handle your own ambition, expectations, competitiveness and productivity.

What past participants say …


The Hustle & Heart course exceeded any expectations! I used to cringe at the idea of marketing which I believed compromised my integrity. I felt that integrity and marketing were mutually exclusive. But the reality is that I needed to get my business out there and I needed help from someone who understood my market and my mindset. This program changed my whole outlook and gave me the tools to get in the game. Through doing the program, I was able to realise that I could indeed keep my integrity and do some serious hustling. Hustle & Heart took me to some unexpected places within myself and I was able to clear out some useless junk that was holding me back from my business potential. Brook’s enthusiasm creates a wonderful buzz and an energy of doing! She’s supportive, generous and keeps it real. It was great to be able to connect with Brook and the other ‘Hustlers’ online and to be able to share how we were going on our marketing journeys. Brook’s personal, real-life examples of methods in action inspired me to get over my fears and take action on things I’d been putting off. Do yourself a favour and get on it!

Natalie Windsor

Psychologist

Brook is completely committed to her students. Her approach is genuine and always straight to the point, enabling me to find solutions that are simple and systematic. The wealth of information Brook shared is humungous and relevant to today’s values-based business approach. The content shared during the program will keep me learning and applying throughout the next year. Thank you!

Donna Zaffino

The Roofless Shala

Hustle and Heart is a ‘real’ coaching program with plenty of community support. I’ve been in other coaching-type groups when there has been virtually no interaction with the facilitator or other members. I loved the interaction with Brook. She is excellent at touching base each day and keeping the group on-track and motivated!

Since the program, I have more clarity for my clients in setting expectations for doing business with me, new ideas, inspiration and motivation, and a far greater understanding of marketing/communications and how to build my professional reputation. In fact, I’m in the process of rebranding, renaming and repositioning my business to work better and attract the perfect clients who are made for me.

Gina George

Kindred Spirit Collective

I really appreciated Brook’s way of understanding my obstacles to being the best business person I can be, and giving me practical strategies to address those obstacles. The program has helped me ‘get my hustle on’ and have the courage to turn ideas into action. Highly recommended!

Janet Lowndes

Psychologist, Mind Body Well

The Hustle and Heart program encouraged me to stay focussed on what was important.

I realised that our business was not projecting far enough ahead and that we were getting caught up in unnecessary details. Also allowing our plans to change to suit a potential new market was something that I needed to learn all over again. I love the community of other small business owners who were doing the program with me.

Kaye Tribe

Academy of Yoga Learning

Brook, once again you’ve opened up the process of reflection and direction setting for me. I have some great resources to refer to and definitely feel that I have a clearer direction on where to take my business over the coming years so that I offer products which are of real value to people.

I have a plan and goals I’m excited by and far more clarity in what I’m doing. Having an online community of support is really useful and I look forward to spending more time here in the years to come.

Leonie Lockwood

Leonie Lockwood Yoga

This course is for you if you’re serious about growing your business and moving into doing your best work. Brook is direct, knowledgeable, passionate, enthusiastic and very generous. The course content is brilliant, delivered in very user-friendly formats. Brook, I cannot thank you enough for this course. Best online course I’ve ever done. And the learning and implementing has only just begun. I highly recommend Hustle & Heart!

Bettina Pfannkuch

The Art of Balance

This program reminded me that all the tools and opportunities are here within me as well as ‘out there’, to kick ass at growing my business filled with passion and serious hustle. You don’t have to trade one for the other like we are constantly told! I feel excited and positive about my business now. When sharing and hearing others’ stories and facing my fears head-on, I’ve made a plan of how to work through them and they’ve lost their power (thank god!).

A couple of months later, I put my prices up, which everyone embraced. I sold out my new course that I charged at premium and and have attracted pretty much all new people beyond my small community. I’ve made more profit from changes made that were inspired by the program. I feel fabulous about it all. Your work has enabled me to move forward with clarity and confidence. Thanks so much for putting this out into the world!

Helen Wilkes

The Collaborative, Maroubra

We start on March 6.
Spots are strictly limited due to the coaching element of the program.

Got questions?


When does the program start?

We commence the program on March 6 and it runs until May 7. You don’t need to be available for the entire duration of the program, though it’s useful to attend the three group calls (recordings are available and you can submit your questions beforehand if you’re unable to make the call times).

Do I need to be in business already?

Although this program is best for people who have been in business for at least two years, this isn’t essential. If you’ve just got an idea for a business, then this is the perfect time to launch. There’s a big emphasis on doing – we’ll be implementing the lessons as we go – so this could be the perfect program to help you launch your idea.

Do I need to attend the live group calls?

No – each live session is recorded and the recording will be available within 24 hours. If you have a burning question but can’t make the live session time, you can submit it beforehand and listen to my response at your leisure.

I’ve already done X, Y, Z course. How is this different?

This program is a unique blend of digital marketing, public relations and sales techniques combined with the deeper frameworks and psychological approaches that means you’ll actually implement what you’re learning. If you’re ready to challenge the assumptions and beliefs that are unconsciously hindering your progress, and act on these lessons rather than just play follow the leader, then this program will be a game-changer.

Is this program women-only?

Men are welcome but this program will refer to women in business because our challenges can be particular. If you’re easily offended by this or don’t believe that women have additional, very different challenges to men in business, then please go elsewhere. Otherwise, we’d love to welcome you.

I don’t really fit into a box. I’m one-of-a-kind.

Excellent! You’ve come to the right place then. This is not a formulaic join-the-dots undertaking where participants are taught to follow the leader. To take your business to the next level, you need to embrace your unique difference, communicate this and amplify it. There’s no use conforming to someone else’s plan for your business – you are in the driver’s seat. I’ll show you how to uncover your unique strengths so that you can build – and maintain – your own momentum.

I’m not sure I’m ready.

That old chestnut! Here’s something I’ve noticed: people with high expectations of themselves and bucket-loads of integrity typically don’t feel they’re ready. It’s your call whether you’re ready to change or happy to wait. But know that not taking action is also a decision.

How is the program delivered?

The program is delivered online via a membership portal. Lessons are in various formats – PDFs and Word documents to download, read and fill in, audio files to listen on the go, as well as videos. There are reflective writing exercises, check-lists and templates and technical instruction.

How much time do I need to do this program?

Approximately 3-4 hours per week. This program is not adjacent to your day-to-day work but central to it. Think of this program as a compass, to guide your focus and activity throughout your days and weeks.

What if it’s not for me? Do you give a refund?

Yes! You have my 100% risk-free, money-back guarantee within the first 14 days of the program commencing, during which two modules and one group call are delivered. If you read or listen to the lessons, do your homework, and still don’t see any results in your business or how Hustle & Heart will help you, then I’ll gladly refund 100% of the cost. However, there are conditions: you must contact us within 14 days of the program commencing and share your homework before a refund is given. The reasons for these conditions are two-fold: first, this program is about action, not passive observance; second, I am committed to the continuous improvement of the program and participants’ feedback is critical to this. I want to see you succeed. And I’m here to make sure this program gets you results (or else I don’t deserve your business).

How interactive is the program?

You’ll have one 30-minute one-to-one private coaching call with me where we can talk about what you’re doing or thinking to do and you may ask any curly questions that are keeping you up at night. We’ll also have three group calls to discuss the topics and lessons. In addition, we have an active, supportive community online where you can check in any time of the day or night and you’ll have lifetime access to this. Plus, you’ll also receive detailed, specific feedback from me on three different homework projects, which can be completed and submitted any time – there’s no expiry on this.

Is there a Hustle & Heart community?

Yes there is. It’s hard work being self-employed. Just because you’re capable and independently-minded, doesn’t mean you don’t need community. Our Hustle & Heart community is here when you need support, are seeking recommendations or want to talk through your ideas and actions.

Who are you and why should I believe you can help me?

I’m a small business owner with more than eleven years’ experience in digital marketing and online communications and five years in public relations. I’ve been self-employed full-time for eight years now. In the last four years, I’ve focused on training and business coaching because I see a need to empower small business owners to become more proactive in their marketing and business development. Unlike many other coaches and trainers who’ve only ever trained or coached, I’ve had many years of hands-on marketing and public relations experience working closely in other people’s businesses. So I talk from real-world experience, not within an online marketing bubble of what worked for me.

I’ve got another question not answered here.

I appreciate you don’t want to make a decision that you later regret. If you have any questions that aren’t answered here, please reach out and email me at brook@brookmccarthy.com I promise I’ll answer your questions and concerns honestly. The success of Hustle & Heart is due to participants’ progress, so I don’t want to take your money unless I’m one hundred per cent confident that this program is right for you. I hope to see you inside the program!

Are you ready?


If you want to become the market-disrupting, trail-blazing, memorable leader that you know you’re capable of being, join us now. Yeah.

Earnings disclaimer

I’ve taken every effort to accurately represent this program and its ability to grow your income. However, there is no guarantee that you will reach a particular income by participating in this program. Nothing on this site is a promise or guarantee of earnings. Your level of success is dependent on a number of factors and because these factors vary according to each individual, I cannot and do not guarantee your success, income level, or ability to earn revenue.

You are responsible for the results you achieve. I make every effort to provide you with quality information, strategy, training and guidance to achieve the results you want, but in the end it’s up to you. You need to make the decision that this is what you want and that you’re going to embrace the opportunities of this program to get you there. Agreed?