Declaration of


Is it possible to use aspiration as a marketing tool, without being dishonest or unethical?
Is it possible to reach and engage with many people online, without exposing your vulnerabilities and relentlessly selling your feelings?
Is it possible to authentically represent yourself so that people don’t just notice you, they feel like they know you and are drawn to you?



Share your stories

You don’t need to go out and acquire a life, in order to tell compelling stories about yourself. You just need to understand what makes a great story, what intrigues people, and how to give your hot take on old things. We all share stories, all day. Learn how to become a great storyteller in business, leaving space for your audience.

Know what makes for fascination, charisma, and that ‘special something’

What does it mean to say something worth listening to? What’s your personal charisma and charm? (Yes, even as a sensitive introvert.) How do you turn up the volume on what makes you fascinating and magnetic to your ideal clients, you you can magnetise them to you?

Promoting your new identity

It’s normal (and good!) to evolve over time. The longer you’ve been in business for yourself, the harder this can be, as it’s old habits die hard. As you evolve, and your business evolves, your marketing must evolve too. Learning how to integrate your evolving identity means no more self-sabotage, and no more attracting bad fit clients who you know longer want to work with. We cover your bios across social media, your website and beyond.

YOU get to declare who you are

Brook McCarthy
Your Intrepid Guide, Business Coach & Digital Marketing Trainer

Hi! I’m Brook McCarthy.

I’m head trainer and business coach here at Hustle & Heart.

If you’re a small business owner or sole trader who’s keen to build your digital marketing and sales skills to grow your business, then welcome! I’m a business coach and communications trainer who’s been self-employed since early 2008.

I’ve been working in online communications and Public Relations for more than 18 years and have always worked in small businesses.

Our courses are the result of years spent in the trenches, helping small business owners across all sectors and industries, to create compelling marketing and widen their reach.

Our training course promise? No fluff. No hype. Just highly practical, actionable, up-to-the-minute marketing and sales courses to help you magnify your impact.

Everything changes, all of the time. Change on purpose.


Where is all this wonderfulness taking place?

In the comfort of your home/office/park bench. If you prefer to get smarter while on the go, you can enjoy our private podcast, to listen to through your favourite podcast reader, such as Apple Podcasts or Spotify.

Do I get to keep this training foreverafter?

Look, nothing is forever, so we can’t promise that, but for as long as this business is in existence (16 years and counting), you have access to this training! Drop in and review the recordings and content – because you’re not some miracle worker. You might need a few swings at it before it properly hits. But don’t forget to follow through and DO STUFF. Because business learning without implementation is just a fancy form of procrastination.

What kinds of business owners is this for?

Smart ones! Ones who know this is excellent value for money and unlikely to be repeated, and who hate fence sitting (it’s very uncomfortable.

We specialise in values-based service businesses. Which means we tend to attract awesome folks who are consultants, teachers, helath professionals, coaches, creatives.

Most are online business owners, though some have staff and bricks-and-mortar businesses. All are keen on no-fluff, no-hype, highly practical and actionable education that doesn’t treat you like a fool.

Does this apply to small or large businesses?

This course is predominantly for small businesses and micro enterprises. Which means that I’m teaching for people who are likely wearing many hats, with little or no team to delegate to. This is why we start with minimum viable marketing, and go from there.

However, the same principles of marketing apply no matter what industry, sector, business size or type. Many people come to learn about digital marketing so that they’re far better equipped to outsource and manage others who will be implementing. Outsourcing to others when you don’t have a solid understanding of what’s what is a recipe for disaster.