Today, I am speaking with Madison Tinder, a marketing and business strategist who helps entrepreneurs to scale and expand their businesses online. 

Madison is a multi-passionate entrepreneur, which is just so freaking cool. She runs two businesses under her company – a coaching business and an e-commerce business, Soulful Scrunchies.

In this episode, she shares what it’s like running the two businesses, how she balances both and behind the scenes of what it’s like. We talk about her journey into business, the struggles and accomplishments along the way, as well as some really juicy, amazing tips and tricks when it comes to the strategy behind building a personal brand and growing your visibility. 

If you want to learn more about that, then you are honestly going to love this episode. Make sure that you listen in and take notes because she shared so much value, it’s insane! 

If you finish this and just want to soak up more of me and Madison talking, then jump over to her podcast and check out her interview with me when it goes live.


In this episode, we talk about:

  • How Madison built an amazing personal brand to launch not one, but two businesses!
  • Tips to balance being a multi-passionate entrepreneur
  • Content strategies to build your brand and scale your business
  • The interplay of strategy and mindset – and why you can’t have one without the other


Tune in to the episode here:

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The Episode Breakdown:

Elley: Today, I have the wonderful Madison Tinder with me. Madison, welcome to the podcast!

Madison: Hi! Thank you so much for having me, I’m so excited.

Elley: You’re so welcome, I’m so excited too. Can you tell us a little bit about yourself and what you do in your two businesses?

Madison: I own Madison Tinder LLC and Soulful Scrunchies, which is Soulful Social Brands LLC. 

It all started 3 years ago around May 2018. I’ve always wanted to work in sports and graduated with a Masters in Sports Management. First, I wanted to be a sports reporter because I love broadcast journalism, then I transitioned to doing sports marketing. I was actually just trying to find a part-time job because I was living in Dallas and it was expensive. I couldn’t live in a big city and not make money, I needed to find a part-time job while I was looking for a full-time job. That’s how I stumbled across social media management. 

I took a part-time job as a social media manager just to get my foot in the door in the sports industry. I fell in love with it and that client turned into 8 clients over time. I found that I was capped and couldn’t make any more income. I was bringing in $2k a month and my rent was $2.5k, it was really hard. So I turned to the online space where I could get into online consulting. I actually really wanted to do corporate consulting and have an agency. I started with social media consulting and charged nothing at first until I was able to charge, and then I transitioned more into coaching as I was able to get more experience. 

At the end of the day, I’ve always just called myself a strategist because that’s what I’m into. Now I do business marketing and visibility coaching/mentoring/strategy.

I launched Soulful Scrunchies in October 2020. I’ve grown a strong brand presence and a personal brand from visibility, so I was able to launch it from that. So now I’m running two businesses – it’s so fun and they relate to each other so well. 

Elley: I love the background of that. At the time, you probably didn’t see it all working one after the other – the sports work into social media management, then into consulting. But looking back, you can see the thread of how you got to where you are.

Madison: It all relates somehow. I would say the one thing I did right was I just went for it. When I turned social media management into a business, I knew it had to work or I would be stuck trying to find a full-time job, and deep down I didn’t want one unless it was the right one. So I just went headfirst, worked really hard and made lots of connections to grow the business. I didn’t let anything get in the way – that was one thing I feel like I did right. We all fail, we all make mistakes, but it all relates to each other. It’s just been a crazy journey. 

Elley: So this was only just 3 years ago to where you are today. That is amazing. That is such quick success and quick growth. 

Were there times during that journey that you felt like it was just too hard and wasn’t working, but you kept going? What was it like when those moments came up? 

Madison: Yeah, definitely. I hit a part of my business where I scaled really fast. It was moreso in the beginning of my business when I was still working with my social media management clients. It was hard. I think all in all, I didn’t really have the skills to run a business yet. I needed the money and I still had it in the back of my mind that I was going to have a full-time job. 

That was the mentality I had, but there were a lot of times when I was scared of the future – How am I going to sustain this? How am I going to be able to scale this? Where do I see my business going? I scaled fast and had pretty quick success, but in the back of my mind, I was always asking myself where this business was going to go. 

Being multi-passionate, I just knew at the time that I wasn’t going to be doing coaching when I was 40 or 50. I had a fear of success because if I had a full-time job, I would have a 401k, I would be able to match my bonus, I would just have a paycheck. I wouldn’t have to worry about any of that. 

That was always in the back of my mind until I created a business plan and realised that I have a coaching business, but I know I’m going to have more. What I had to decide was – what is that ‘more’? That’s when the fear of the future was lessened for me. It was all about deciding where I wanted to take this. 

Elley: So it was just shifting how you were looking at the future – rather than looking at it as frightening and scary to think about, it was shifting your perspective and creating a business plan to make it feel lighter, less stressful and less worrisome. 

Madison: Yeah. I do notice a lot of people in the online space really focus on the quick fixes and on the now. I don’t mean this in any way towards anyone, but some people just decide to f*ck around on the internet to make money. 

I think there’s a difference between running a business and running a company. A lot of people are so quick to decide how they’re going to make money this month and next month, but if you think about the future and set your business plan for the future, the money will come but it comes more sustainably. 

Elley: Absolutely. That’s the thing when you focus on just the now – every month you’re starting from square one and have to ramp back up again. Whereas what you’re saying is to focus on that long-term, sustainable growth because that’s where the results come without you having to hustle and burn out. 

You’re multi-passionate, which plenty of people listening can relate to. You mentioned that starting that second business was really about you having a personal brand that you’d built, which made it a lot easier for you to launch. Could you share a bit about that experience and that journey of starting the second business and how you think it took off in the way that it did? 

Madison: Definitely. I think the one thing that carries with you through each stage of your business is your brand. 

Think about the biggest influencers out there – they start business because they have a brand. Look at the Kardashians – SKIMS, Kylie Cosmetics, Good American were all started from their huge personal brands. And no, not a lot of us are on the same level as the Kardashians, but we have to think about that. 

The more that we focus on our brand and build that ‘know, like and trust’ with our audience, the more that we’re able to expand that brand in the future. I used my love for hair accessories. I always wear my hair up in scrunchies and people knew me for that, so I developed a business from my brand. 

When you’re developing a second business, it’s about finding a gap in the market. For me, I wanted to target scrunchies to empower women, whether they’re in corporate or speaking at events. Scrunchies aren’t just for working out, going to bed or being lazy – they can be empowering. So I developed that from my brand and found the gap in the market to create the second business. 

When you’re multi-passionate, it’s okay to do multiple things, but you can’t do it all. That’s when you have to get support from your personal life, business or outsourcing so that you’re able to manage multiple things. 

Elley: What is it actually like running the two businesses? Do you have a support network and people that you rely on? Do you spend certain days working on each of the businesses? Can you share a bit of a sneak peek of what that’s like? 

Madison: I have a team for my coaching and consulting business and in the second business I have a content manager who supports me in everything – content, emails, affiliates, etc. 

The thing about starting a second business is that you’re going to fund that with your current business until you’re able to get the schedule to be able to balance both. I’m continuously learning how to balance both, but getting that help in the second business until one of your businesses can run on its own is crucial. 

When it comes to outsourcing and hiring, it’s baby steps, you don’t have to go all in. But by the time you think about having a second business, you’re probably at the stage where your current business is thriving but you can’t do that second business by yourself. It’s impossible. It will be hard at first because you’re funding that business, but getting the support that you need is going to pay off in the long run. 

Elley: That’s very true. It’s the initial setup, organising and managing both businesses, and even just getting used to running two businesses comes with its own obstacles and lessons. 

You said that you’re more of a strategist than anything, so I want to talk about the strategy side of things. When it comes to growing visibility, have you noticed any particular patterns or themes, or even just have your personal favourite strategies that work but don’t burn you out? 

Madison: Great question. I think that as you scale your business, you have to be open to wanting and doing more. I see a huge pattern of people just relying on Instagram, which is fine – a lot of people start and scale their business from Instagram and I’m one of those people. But I remember I used to say that most of my sales came from Instagram Stories. Thinking back, that’s great but that’s not great at the same time, because I’m relying on one platform.

Here’s what I always suggest: 

  1. Think about your goals. Do you want more income, do you want more visibility, or do you want both? 
  2. Determine your platform. Think about which platform is going to relate the most to your industry and drive in the most qualified leads. 
  3. Keep up with the trends on that platform & repurpose your content. Have your main content hub and repurpose that content on your next platform whilst keeping up with that platform’s trends. 

For example, Instagram is where I produce the most content, but my podcast is where I repurpose all my Instagram content but I go more in-depth. At the end of the day, you’re not creating new content, you’re repurposing it to fit with the mould of that platform. 

Elley: It’s about working smarter, not harder. I think one of the coolest things about repurposing content is not just that it’s good to get the message out there, but that not everyone reads your Instagram posts or listens to your podcast. Being able to get that same message out to everyone gives more people the opportunity to hear that piece of content. We put so much time and energy into creating content, so why not repurpose it? 

Madison: 100%. So many people might be on your email list but don’t follow you on Instagram or vice versa. I think so many people are scared to repurpose content, but I look at it as my ideal customer needs repetition. I know that when I read something from one of my mentors, I know I need more on that topic if I need help with it, so I don’t mind seeing or reading it a few times. But so many people don’t think of it that way. 

I think repetition is key both online and for content in general, but in many different types of content. 

Elley: You said before that you need to decide your goal, whether it’s making sales, growing visibility, or doing both. Are there any key strategies to grow our brand and visibility, with the goal being to make sales and bring in clients? 

Madison: The first thing you have to keep in mind is your organic content funnel. Where do you want people to end when they find you? Visibility is all about calling in new leads and that means those people are cold, they’re not ready to buy yet. The end goal would be that they’re really hot and ready to buy. 

When you think about visibility, it’s all about thinking of your blind spots and where you can improve. I always have the end goal as the link in my Instagram bio, but if you’re just focusing on Instagram then you’re missing a lot of potential leads. 

An example of this is having a podcast. In your episode, you might say, “DM me the word ‘visibility’ to get my 5-part visibility plan on Instagram.” The end goal is Instagram, they move to Instagram and they become warm. You could do the same thing from Instagram to Facebook groups if that’s where your end goal is. You’re moving people to get exclusive content, then from that exclusive content to a funnel where they buy from you. 

It’s all about thinking of your organic funnel – where you want new, cold leads to start with you and how long the process is to take them from cold to warm to hot. 

It’s really like running ads. Ads are probably the number one way to get visibility because you’re paying to get in front of cold leads. They’re opting in to what you’re offering, they’re getting warm, they’re moving down that funnel to get hot, and then they’re purchasing from you at the end. It’s the same as that but it’s organic. It can be harder to do organic because you’re not paying for cold leads and it will require you to be on multiple platforms, but just be smart about the repurposing. 

Elley: Like you said in the beginning, it’s about building a sustainable business and thinking about the long-term. If it’s paid ads, it’s a much quicker result, whereas organic can take a little bit longer but you’re building sustainable visibility, growth and sales. 

When it comes to growing a brand, are there any misconceptions or mistakes that you see people making that stops them from making sales? Would you say that it’s just being on the one platform, or is there anything else that you find holds people back? 

Madison: At the end of the day, people buy from people. People buy from your expertise, your framework, your unique methods, etc. but people also buy from *you*. 

I think that people lack being themselves. People lack putting out personal content, personal connection points and showcasing their core values and beliefs. People are just so focused on their offers when they should be splitting that energy and focusing on putting out content that’s going to grow their personal brand. That’s why it’s called ‘personal’ – it’s you. 

I think people have a hard time being vulnerable or authentic, which does take time, but you have to look at your ideal customer – if it’s between you and someone else, your ideal customer is going to buy from the person they know more. 

Elley: Absolutely, that’s so true. When it comes to showing up and creating content that builds a personal brand, showcases our values and shows who we are, what are some of your personal favourite ways to do that? 

Madison: Firstly, think about your personal connection points. I always have three personal connection points, mine are wine, scrunchies and the colours red and pink. People know me for that. I constantly post every month or week about TV shows, things I’m doing, my workout – people love that type of stuff. I try to weave that in mostly on my Instagram Stories on a daily basis. 

Secondly, leadership style content. I hate to say it’s opinionated content, but it’s content that people don’t talk about a lot. It showcases your values and beliefs. That type of content will help you stand out more amongst other competitors who are just talking about the same things over and over again. 

Finally, make sure you have a unique offer suite that’s unlike anyone else online. So many people are focused on getting offers out there really fast but they’re not focused on actually making them good and different. There are so many people moving online, you have to constantly keep up with the trends on how you can make your brand stand out and be different. 

Elley: It’s keeping up with the trends but understanding that at the core of it, people buy from people. People are going to choose the person that they trust the most to work with, so show up, share the vulnerable content and be yourself. 

People do struggle with sharing vulnerable content. When I first got into coaching, I thought that if I shared my struggles, people wouldn’t trust me to help them with their businesses. Have there been times in your business where you’ve shared vulnerable things that were hard for you? 

Madison: I always say that if I’m scared to post it, it’s going to be one of my favourite posts. If I’m nervous to post something, I know it’s going to do the best, because people love that stuff. 

I’m always aiming to be vulnerable at least a few times a month in some capacity, because it’s really aspirational to your ideal customer. I remember when I was really new, I needed to hear those struggles. It was so refreshing to hear how a mentor struggled with something because it helped me realise that everything’s not like a social media highlight reel. Sometimes we lose focus of that as we grow and scale our businesses. We don’t want to showcase the struggles because we think it’s going to make us look some type of way, but really it’s all about your ideal customer and not letting our ego get in the way. 

Elley: If you could go back to the very beginning of when you got into coaching and choose one strategy to focus on or one key thing to implement in your business, what would it be? 

Madison: That’s a good question. I did a lot of good things in the beginning of my business, but strategy only gets you so far. For me, it was less about strategy and more about mindset. 

I hardly worked on mindset at all. I just let it build up because I kept thinking I’d worry about it later, and I started paying the price. Even now, I still work with a spiritual and mindset coach because everything that I put off caught up with me and affected my strategy. 

In the beginning of our businesses, we can get so caught up – let’s do this, go go go. We put off any noise, but it will potentially affect your strategy. That was one thing I regret and would do differently. I would have hired a mindset coach right in the beginning because I think that it would have really helped and changed some of the trajectory of my business. I focused so much on strategy with no mindset at all that it caught up to me when I was scaling, even in the multiple 6-figure phase, and it affected my strategy a lot. 

Elley: I think the majority of people listening can probably relate and have had a stage in their business where they’ve focused so much on the strategy and then the mindset stuff has caught up. I really appreciate you sharing that it caught up with you and that it can affect the strategy, because you can’t have mindset without strategy or strategy without mindset. They’re just the perfect pair. 

Madison: They really are, and so many people would think differently. The more that you scale, the less that your business is about strategy and more that it is about you and the internal work. Strategy is repeatable. You can keep doing it. It’s not the strategy that doesn’t work, it’s your belief system and the internal work. 

Strategy works when you’re growing, building and scaling. Internal work should always be done in every phase, but we think that as we get higher, it’ll be more strategy when it’s actually less. 

Elley: It’s nailing the strategy that’s already working for us, but it’s about who you’re being. 

In your opinion and your personal experience with growing two incredibly successful businesses, what do you believe would be 1-2 characteristics or habits of an empowered CEO? 

Madison: First is discipline, but not discipline in the way you might think, like waking up every morning and doing XYZ. I mean discipline with your structure, moving towards your goals and with your team. I think a trait of a true leader is discipline and being consistent in all areas of their life, whatever that looks like for them.

Next is management skills. If you want to run a company, you have to know how to manage and you have to be a leader. Work on those skills, even in the beginning of your business. Something that really helped me to become a better communicator is a podcast. It helped me so much with asking questions, being a better communicator and getting out of my shell. To work on management, take classes on teams, hiring, company building, growth and things like that. 

I really think discipline and management/communication are huge for leadership, especially if you want to run a company with employees. 

Elley: Build those skills long-term by starting in the very beginning. In the very beginning of your business, you were so disciplined – you just kept going and trying things, and you were growing a brand before you even realised it. 

Madison, thank you so much for coming on the podcast, I’ve absolutely loved it. I can’t wait for everyone to come and soak up your content because it’s so freaking good! 


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