The One Small Change That Made the Biggest Impact on My Business
...and how you can make that change too.
When I first launched Dear FoundHer…, I showed up speaking to all women business owners. Any age, any stage, any background. I figured that any woman who owned a business would benefit from our content.
And while my content was good—I was proud of it—it wasn’t landing as deeply as I knew it could.
At the same time, I was starting to teach workshops and group programs. I was fielding calls from many women who were reaching out, wanting to work with me.
And I quickly realized that they all had one thing in common: They were all over the age of forty.
When I looked at the women in my programs, and the women who were reaching out for help, it was evident that the simple business and marketing strategies I shared were landing with women who were starting their 2.0. They had a lot of work experience and they were creating businesses to fit their lifestyle.
So I decide to make one intentional change that shifted everything:
I started speaking directly to women entrepreneurs and business owners over the age of forty.
I started by changing our bio on Instagram: “Building successful businesses for women 40+. No fluff. No gatekeeping. We’re better together.”
And that one change altered my business in ways I never expected.
Why I Made the Shift
The truth? I made the shift because I realized something important: I am this woman.
I’m in my 40s. I’ve raised babies and businesses. I worked for a full decade in corporate America before taking a chance on an idea, and leaving to pursue entrepreneurship. I built my company over the next decade and sold it, only to return to corporate America, before exiting and starting all over again. I had two full careers before starting over again.
And, I know the kind of confidence, perspective, and power that comes after 40.
When I looked at who was showing up in my world—the women enrolling in mentorship, engaging in my community, booking calls—they weren’t in their 20s or early 30s.
They were women over forty. They were me.
Women navigating career pivots. Women launching purpose-driven businesses. Women craving support that wasn’t surface-level.
These weren’t women chasing trends on social media, or dancing on TikTok. They weren’t looking to create an overnight success. They want to build businesses that last until they decide to stop working forever.
By naming that—and speaking directly to that woman—I started to see a major shift.
The Impact of Getting Specific
Here’s what happened when I narrowed my focus:
Podcast downloads grew—because women heard themselves in my words.
Engagement increased—women weren’t just following, they were connecting.
My mentorship program filled—with over 90% of members being 40+.
My networking community launched with 100+ women in just the first month.
Word of mouth exploded—because when someone feels truly seen, they tell their friends.
We sold out three live events with 400 women in the room each time—and secured sponsors who wanted to reach this exact demographic.
My revenue increased 2x in the year that I put the stake in the ground and declared that Dear FoundHer… was for women over forty.
Most importantly? I was finally talking to the right people in the right way.
Why Targeting Matters
Here’s the thing: when you talk to everyone, you’re actually talking to no one.
But when you commit to understanding a specific group of people—you build trust. You create resonance. You become relevant.
For me, that group was women over forty who are building businesses.
For you, it could be:
New moms launching side hustles
Creatives leaving a 9–5
Second-career founders
Women who want to work 20 hours a week—not 60
Whoever it is—find them. Know them. Speak their language.
How to Hone In on Your Ideal Customer
If you’re thinking, “Okay, I need to do this too… but where do I start?” I want to give you a simple roadmap:
Start with yourself. Your ideal customer is often a past version of you—or someone you deeply understand. Often, you’re creating a business doing something that you wish you had.
Look at who’s already showing up. Who’s engaging with your content? Who’s buying? Patterns are clues.
Ask them. Talk to the people you want to serve. Learn their pain points, media habits, and even what TV shows they binge.
Listen to their language. Use the words they actually use to describe their struggles and needs.
Test your message. Speak directly to them and watch what happens.
Commit to consistency. Once you find your people, keep talking to them. Don’t dilute your message—get clearer.
The Bottom Line
Often clients ask me: “But if I niche down, aren’t I leaving clients (and money) on the table?”
The answer is no. When you talk to a specific person, the connection becomes clear and MORE of this person is going to show up to connect with you.
I also have people ask me, “But I’m not forty, can I still be here?” And the answer is OF COURSE. I don’t have a hard fast rule about being forty in our community, but by saying this is who we talk to, I’m letting you know that most of the people inside are women business owners who happen to be, OVER forty.
Making this one small shift—focusing on women business owners over forth, has made the single biggest impact on my business.
It aligned me with who I truly serve.
It deepened connections.
It brought more of you here.
So here’s my challenge to you:
Who is the person you’re here to serve?
Not everyone. Not “all women.” Not “all small businesses.”
But the one person you can help most.
Start talking to them—directly—and watch what happens.
Have a great start to the week,
Lindsay
P.S. Do you want a community where women 40+ are building, growing, and scaling together? That’s why I created the Dear FoundHer Forum—a space for support, mentorship, and resources without the gatekeeping or overwhelm.
Just this week, one of our founding members texted me that she landed two new clients directly from inside the Forum—15x her investment this year.
For just over $1 a day, you can join us inside. Use code FOUNDHER at checkout.
👉 Join the Dear FoundHer… Forum HERE
Because you can’t build your business alone. None of us can.
From the amazing women inside the Dear FoundHer… Forum, to the incredible brands we feature on the podcast and some of our FoundHer Finds and Faves, here’s a SHOUTOUT TO SOME OF THE WOMEN OWNED BUSINESSES + PRODUCTS WE LOVE… Make sure that you check them out and show them some love by giving them a follow and sharing them with your friends!
Jessica’s Natural Granola: I honestly can’t remember if I’ve shared her before, but this granola is my favorite and honestly worth mentioning on repeat. BUT, part of why I’m sharing today is because they just relaunched new packaging! This is a HUGE deal for any CPG brand and I wanted to say congrats to Jessica. If you love granola as much as I do, I promise you will LOVE Jessica’s Natural. Check it out and SHOW HER SOME LOVE.
Pvolve: This science-backed and Jennifer Aniston supported workout is making a huge splash across the country. I did it at home for years after Founder Rachel Katzman was on our podcast. But now, franchises are popping up everywhere—including on Chicago’s North Shore! Dear FoundHer… is honored to be co-hosting a pop-up class this Friday with Sophia James Designs! Last we checked, there were still a few spots! RSVP HERE
Taja Collection: The Design Your Own Candle has become one of my go-to gifts after it was given to me by a dear friend. You can customize the outside, the scent, everything. Check it out and SHOW THEM SOME LOVE.
EVEREVE Camp Jacket: This is a staple in my wardrobe for all seasons, but EVEREVE is a store I head to whenever I need any staple for my wardrobe. Not only is the selection curated for women just like me, but the customer service is top notch. If you don’t have one near you, you can head to their website to SHOW THEM SOME LOVE. (P.S. If you want to hear an amazing founder story, check out Megan Tamte’s on our podcast.)
Parke Official: This one is for my girls—-they’re OBSESSED with these sweats and BEGGING Me to have Chelsea Parke Kramer on the show. I keep telling them that I’m working on it. In the meantime, check it out and SHOW HER SOME LOVE.
Today’s guest is so impressive, I cannot wait for you to meet Ara Katz, Founder of Seed Health, a microbiome science company translating breakthrough research into clinically validated, gut-directed products. Her story is fascinating, and I know that you’ll love it too.
LISTEN TO TODAY’S EPISODE HERE
We have so much more coming your way. When you upgrade to our premium edition, you can join our chat + submit your questions. Plus, get access to discounts from us and our favorite female founded brands, and a live Q+A with some of our favorite podcast guests once a month starting in September.