Making marketing more artful and creative: Office Hours with Dusty Hegge
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During this week’s Office Hours, a theme kept rising to the surface—one that I think is the quiet answer so many entrepreneurs are looking for:
You don’t need a “better marketing strategy.” You need to embody the leadership God has asked you to carry.
And that, my friend, requires intentionality AND surrender. But it also requires a willingness to play, experiment, and put yourself in places that maybe you wouldn’t have otherwise. Because the fact of the matter is, most often a quality social media strategy or any visibility strategy that leads to more sales doesn’t come from just thinking about or brainstorming or strategizing all day - there NEEDS to be more DOING. More testing and playing and trying and pivoting.
So, today, in my Office Hours session with Leah Fruth (Percolator cohort 002 member!), we talked a lot about how to bring in more paying coaching clients in a way that suits her capacity and is in alignment with her values and actually brings her joy!
Because leading from a place of obligation and forced effort will NEVER be as effective as leading from a place of joyfulness, humility, and play!
The hard truth is that if it’s painful for you to create chances are consuming it isn’t great either.
It’s not about forcing content.
It’s not about perfectly polished reels and posts.
It’s not even about a highly strategic launch plan! (Coming from the Queen of Strategy herself)
It’s about showing up in a way that reflects the work you actually do and the transformation you actually believe in.
And the more we talked, the clearer it became:
THIS is the marketing strategy.
This is how trust gets built.
This is how objections get answered.
This is how the right-fit clients recognize you.
Everything else—Instagram reels, objections, hooks, content ideas—flows straight out of that posture.
So let’s break it down, pulling from our conversation transcript. If you’d like to listen to the full conversation, I highly recommend! Or you can carry on reading for the overview!
Office Hours is a segment on Voice Memos from Dusty.
Think of it like a live mini Strategy Session that you get to eavesdrop on! I have been so blessed to listen in on other men and women be consulted or coached and I hope it blesses you too.
LISTEN + SUBSCRIBE ON: SPOTIFY | APPLE PODCASTS | SUBSTACK | MY WEBSITE
1. Leadership starts with clarity: What do people think you do?
At one point, I said:
“If I hear ‘health coach,’ I’m either thinking crystals and manifestation or gym-rat energy. You’re going to have to fight a lot of preconceived notions about what your industry even is.”
This is true for every niche: Your people think they know what you do. Buttttt chances are, they don’t.
Leadership begins by naming where you plan to LEAD people to! And that’s going to start from understanding your values and the outcomes you’re helping them to reach.
It starts with telling the truth about what the work actually looks like. A leader doesn’t have to come up with new ideas - but you DO have to use their unique voice and experience to share why these ideas are important to you, to me, and to the world at large.
You’re not reinventing the wheel. But you are reminding me why the wheel matters in the first place and how the wheel can benefit me in XYZ ways.
This is one beautiful way that your content can become ministry.
It’s an opportunity to address limiting beliefs and replace them with gospel truths.
It’s a chance to refute lies your community believes about themselves, others, the industry you’re in, or even the topic at hand, and replace themwith truth - and, more importantly, invite them to wrestle with these topics themselves!
Because a leader (and as a Christian entrepreneur, you ARE a leader) doesn’t TELL people what to think, they guide people into a space where they can uncover that for themselves!
And here’s where we start to lean more into the strategy of content creation and content topic in particular.
Because your community will more than likely have a slew of objections and symptoms that SEEM like the reason they need support, guidance, or your help solving whatever it is they want solved, whether through a book, 1:1 services, a product, or anything else you might offer.
But symptoms are surface-level. Symptoms hurt, they bother us, and they are top of mind - so they get the most attention. But the transformation lies in speaking to the root cause of the symptoms.
Whether you’re coaching, consulting, designing, mentoring, or handmaking products, you’re inviting people into a deeper, more holistic version of the thing they THINK they’re asking for.
Just like the example I gave about houseplants:
“When I was running Revive Nursery and Houseplant Academy, people often told me they were plant killers. They simply wanted to know exactly when and how much to water their plants! They felt like that would solve their issues. But in reality, I knew that’s not what they needed at all - and it’s actually probably the reason their plants died in the first place!
What they NEEDED was to understand how a plant grows and how the growing conditions affect its growth. They needed to understand some simple principles that would then allow them to understand and cater to the needs of the plants, RATHER THAN forcing their needs onto the plant. …if that makes any sense.
Your people will always ask for the symptom-level fix.
Leadership means teaching them the root-level truth.
That doesn’t mean we don’t address the symptoms. We absolutely do! The first step IS to address the symptoms and get really clear on what exactly those symptoms are. Then, from there, we can lead them to understand the deeper need, desire, or problem. And you’ll be poised at the ready to offer them to deeper-level solution when the time comes - but at this stage in the game? They probably aren’t ready for solutions. They need more time to understand the deeper-level problem first.
Which leads me to the next point!
2. Use common objections as the starting point for the content you create
This is where the conversation was GOLD - and I HIGHLY recommend you listen in.
We talked about several big objections that her potential clients share with her over and over again, two in particular:
COMMON OBJECTION NO. 1: “I don’t have time.”
Which, as I said on the call, is almost never about time:
“Are you living a life that’s in alignment with your actual values?”
People “don’t have time” for rest, movement, cooking nourishing food, creativity, strategy, spiritual formation, etc.
…but they do have time for scrolling, worrying, saying yes to everything, and over-functioning.
THAT is what your content needs to speak to.
There were three incredible content angles that came directly from the conversation:
A. Give low-stakes, five-minute wins.
Like the moment she said:
“That took five minutes. Do you realize that took five minutes? We have time for that.”
Your people need to see what’s possible in the margins.
B. Call out the deeper issue gently.
Time objection → values misalignment → disbelief about self-worth.
When someone says, “I don’t have time,” what they often mean is:
“I don’t believe I’m allowed to matter.”
THAT is where your leadership shines.
C. Show examples from your real life.
Your actual patterns.
Your decisions. The ways YOU implement what you teach (this is embodiment!)
Because when leadership is embodied, people understand it without needing a sales pitch.
3. Name the misconceptions about your industry and call out the problems
Attention spans are shorter than ever. I don’t need to tell you that. Honestly, if you’re still reading this, go ahead and give yourself a high-five! Because most people will have left by now.
But the fact that you ARE here? It tells me something important - that you’re CARE about clarity and serving your people well.
My guess is that you feel called to lead a movement, to carry a message, and you’re eager to earn a sustainable living doing exactly that! Which I love about you.
BUT / AND
Because attention spans are so short, a title means way more than it once did. The words you choose and even the industry you work in, we all already have preconceived notions or ideas about what that means.
This is a direct quote from the transcript:
“If I hear somebody say “health coach”, immediately, I am not going to a Christ-centered health coach. I’m going to somebody with stones and gems and a lot of manifestation and mantras… or the like gym-rat, only-workout, hyper-focus-on-food version. That’s immediately where my brain goes.”
And my guess in your industry, people have ideas about your industry and title already - but this is a great opportunity to speak to objections, embody leadership, and welcome new people into your community that maybe wouldn’t have otherwise joined!
When I told her what I think of when I hear “health and wellness coach,” she replied with:
“It’s whole person… your soul, your emotions, your purpose, your mindset… they all feed each other.”
That is a piece of content in itself.
In the episode, she spoke so beautifully and soulfully about what a health coach ACTUALLY means in general and specifically to her. This is her differentiator - and you need to find yours.
You need to speak to common misconceptions in your industry, answer common questions, and take the time to educate and define what the heck it ACTUALLY means.
Truthfully? And I didn’t say this in the episode, but I took AGES to book a service I was wanting (maybe needing)for ages because they used the word “vision” a lot in their copy, and I had a completely different understanding of what they meant by that than what they ACTUALLY intended to communicate! When I did finally book her, I was AMAZED and loved the entire experience! 10/10 recommend.
BUT / AND
This illustrates why it’s so important to practise talking about your industry and defining what YOU mean by certain word choices, titles, or even common trends within your industry. Plus, it’s a wealth of content topics you can expand on!
Use it as a chance to handle objections and showcase YOUR unique point of view! And challenge your audience to wrestle with this concept too, because like I said earlier - your job isn’t to tell people what to think, but to guide them into a deeper understanding through pointing them to Christ and supporting them as they wrestle through topics. In ANY industry!
Because SELLING is SERVICE! Your job is to show the truth of your work through lived experiences, thoughts, and points of view!.
When you do this, your content becomes more fun, educational, invitational, challenging, save-worthy, and it will start more conversations and foster the kind of community I know you long to create!
4. Reclaiming Instagram as a space to foster community and inspiration
One of my favorite moments from the conversation was when we landed on this line:
“If we want to create a village, we have to be a villager.”
It came up while we were talking about how Instagram can so easily turn into a place that feels noisy, overwhelming, or discouraging. But it doesn’t have to be. In the transcript, I talked about how I recently went through my feed and basically hit reset. I got ruthless about what I wanted my Instagram experience to actually be.
I said:
“I took the time to be more intentional while curating an algorithm that I actually want.”
And it mattered, because my feed had convinced itself that I only wanted videos of celebrities. Not because I care about celebrity culture, but because I love watching people be interviewed — so the algorithm decided I must want every espresso-martini-making pop star on the planet to show up in my For You page. “That’s not my brand,” I told her, “but Instagram was like, wait, I thought I knew you.”
So I went through my feed with fresh eyes and asked myself:
Does this inspire me?
Does this spark creativity?
Does this align with what I want to create?
Does this feel like the kind of community I want to be part of?
If it didn’t? I unfollowed. Or hit “not interested.” if it was a suggested post.
Then I intentionally searched for the kind of content I actually wanted more of — “how to film cinematic reels,” cooking, painting, art, business strategy with depth, theology. And when Instagram delivered something that matched?
I didn’t just scroll past.
I engaged. I saved posts that sparked ideas.
I commented with intentionality, not just “cute!” or an emoji. I told her:
“I’ll comment like a real human. I’ll say, ‘Wow, that looks really delicious, I’m going to try this later.’ I talk like I would if that person was standing in front of me.”
Because all of that — the saving, the commenting, the thoughtful engagement — teaches the algorithm what you value.
It shapes the atmosphere you walk into every time you open the app.
It reinforces the kind of creative, grounded leadership you want to embody.
And it builds community.
Not just vanity metrics… but real, human connection.
For me, reclaiming Instagram isn’t just about having a nicer, more asthetic feed.
It’s about remembering that you are not just consuming — you are shaping the space you show up in.
You are creating the kind of environment that fuels:
inspiration
creativity
community
curiosity
artistry
Not dread. Not pressure. Not comparison.
When you curate your inputs, you strengthen your outputs.
When you take responsibility for your digital environment, you naturally show up with more clarity, purpose, and joy!
And that kind of presence — the embodied, intentional kind — is magnetic and SO much more fun!
5. Creating content that connects and embodies leadership (Especially on Instagram)
A big part of embodying leadership is remembering that your content doesn’t need to be polished or performative. It simply needs to reflect the truth of what you do and the depth of what you believe.
During the call, we talked about how Instagram content works best when it feels human, grounded, and honest—not overly curated. I said something that surprised her, but it’s true:
“Either go all in on hyper-polished or just post the thing as it is. That middle ground most of us aim for? It doesn’t perform.”
So when you’re creating content on Instagram, here’s what actually matters (all rooted in the transcript):
A. Start with a visual hook
You have about two seconds before someone scrolls. Simple mid-task moments pull people in:
sipping coffee
lighting a candle
rolling up a yoga mat
stirring your lunch
closing your journal
These tiny, ordinary visuals communicate presence and humanity without trying too hard. Try and choose things that will speak to your audience - activicties they’ll see themselves in OR see who they hope to become/are working towards.
B. Pair it with a text hook that speaks to objections
This came straight from our conversation:
“You think you don’t have time…”
“You say you want peace…”
“You think wellness means strict routines…”
“You believe you have to ‘be ready’ before you start…”
These speak directly to the worries your people don’t know how to articulate.
As a side note - I really love THIS membership for weekly content hooks and topics! So you can use your time more startgically WHILE STILL creating in a way that’s fun for you!
C. Mix long and short content
Talking-head reels are great for depth. But sprinkle in three-to-five-second looping videos.
As I said in the call:
“Short reels are for visibility. Long reels are for depth and trust.”
The real objective here is to understand the goal of the post. Is the post meant for deeper connection? You’ll probably get less views but more people watching all the way through. Is the goal for visibility? You’ll probably get a lot of views but followers won’t feel more connected in the same way. Both have value! But expectign one post to accomplish ALL of those things is gonna set you up for failure.
D. Don’t underestimate carousels
Especially if you lean artistic.
From the transcript:
“High-quality photos generate more saves and shares.”
Add simple text overlays and you’ve created something that feels thoughtful, artistic, and deeply aligned with your brand.
E. Save inspiration with intention
Don’t just scroll—analyze what catches your attention.
Ask:
Why did this hook me?
Was it the editing?
The first sentence?
The tone?
This helps you create from clarity rather than comparison.
How to Apply These Concepts on ANY Platform
The platforms may differ, but the principles don’t.
Here are the core concepts pulled straight from the transcript that work everywhere—from Substack to YouTube to Facebook to your email list:
1. Speak to the deeper objection
Every platform has room for reframes like:
“Are you living in alignment with your values?”
“What story are you believing about what’s required of you?”
“Is the problem really time… or is it permission?”
2. Show your lived methodology (embody leadership!)
Whether through photos, stories, voice memos, or written posts—
show how you embody the work you teach.
The transcript emphasized this so clearly:
“You’re online to embody the leadership you already live out.”
3. Keep your content grounded and human
People don’t want a production. They want presence.
Leaning into simplicity makes your message more relatable everywhere.
4. Use micro-stories and examples
The plant analogy? SO transferable to other platforms.
Every “symptom vs. root” story works well in:
newsletters
long-form posts
workshops
speaking
podcasts
Roots > symptoms is universally compelling.
5. Curate your digital environment
Whether it’s Instagram, YouTube, or even your email inbox. Remember that your inputs shape your outputs.
6. Intentionality and surrender
Toward the end of our conversation, the most meaningful part came through:
“God is teaching me so much about patience and waiting on Him… showing me to keep going.”
And my response:
“That speaks to your willingness to be faithfully obedient and show up when it’s hard.”
This is the heart of leadership: Not hustle. Not noise. Not strategy for strategy’s sake. But faithful obedience. Leah shared how richly God has blessed her after years and years of waiting and taking wobbly steps forward.
And it was a beautiful reminder that:
Our job is faithful obedience, one shaky step forward at a time. And God’s job? It’s outcome! Within his perfect sovereignty, timing, and good grace.
As you work towards implementing these principles for more joyful, artful marketing and leadership - I hope you do so with discernment, take a deep breath, and let yourself have FUN with it!
The kind of leadership that is truly empowering, encouraging, and effective online - and in any space - does not come from our merit, but by God’s grace alone. I can’t count how many times I’ve said this in the last few weeks, maybe it’s because I need this reminder myself, but - If we hope to create kingdom impact than we MUST be in communion with the King.
Your next steps
If you’re ready to embody your leadership in a more grounded, integrated way:
Book a Strategy Session: https://dustyhegge.com/strategy-sessions
A 90-minute solution-focused consulting session to help you create a strategic plan that fuels business growth and kingdom impact.
Join us at Company Retreat: https://dustyhegge.com/company-retreat
Where deep rest meets strategic renewal: a five-day retreat and year-long sisterhood for kingdom-minded leaders ready to build what God has placed on their hearts.
Join the Percolator Waitlist: https://dustyhegge.com/percolator
A group mastermind where biblical discipleship meets business development in real time. You’ll get live strategy, personalized feedback, and the accountability of a faith-driven community— so your shaky sales become steady, your systems finally serve you, and your task list starts to energize you again.
Voice Memos is a part business newsletter, part excitable voice note, and entirely unfiltered. It’s a safe space where business and faith intersect with real life. I talk strategy, discipleship, mindset, parenthood, and whatever else is currently filling up my notes app that week. | Subscribe below for free to get new episodes (and posts) straight to your inbox - no need to have the Substack app.
