The CEO Mindset Archives - Rick Mulready

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Business Coach, Online Ads Expert & Podcast Host

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Understanding Your Target Audience Is Everything When It Comes to Ads

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OWN a Niche

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Today’s episode is going to be a “best of” replay of one of the most highly downloaded episodes in 2020.  

My guest on this episode is Kate Dillon.  Kate is in a very niche market.  In fact, she’s known as the “Girl Who Sells Race Car Parts” and she has an e-commerce business that at the time of this recording was projected to break 7-figures in 2020. 

In this episode, we cover her journey in starting and growing her online training business in 2019, and all the lessons that she’s learned along the way. 

Kate initially created an online course for race car drivers, which she turned into a membership site in the latter part of last year. You’ll hear about the first webinars she did to promote her offering, and what happened when she got intentional with her Facebook ads marketing (and stopped just boosting posts)! 

She admits that running ads in the beginning was “freaky and scary”, but as you will hear, Kate has done an amazing job on them!  

Kate uses a ton of videos in her business and is super effective at using Facebook groups in her overall marketing strategy.  She knows her target audience very well, which allows her to drive all of her messaging and marketing to an audience that isn’t used to purchasing online course offerings. 

Kate knows how to own a niche. I gained so much insight from what she had to say in this conversation so I am excited to bring it back in case you missed this episode the first time!  Stay tuned because I am excited to have her back on for an update in 2021!

On another note, have you taken my business blindspot quiz yet? We all have blind spots in our business and this quiz will help you identify what your main blind spots are and give you strategies for how to overcome them.  The feedback from this quiz has been awesome, so be sure to check it out at


On the Show Today You’ll Learn:

  • How Kate got into the race car business after getting her degree in interior decorating 
  • What really opened her eyes to the amazing opportunities available in the online space
  • The lessons Kate took from a previous “failure” and the ultimate dream she has for her online business
  • What the process of launching her first course looked like, and why she says that creating it was the “easy part”
  • The way she pivoted to offering a membership program, what her first webinar experience was like, and the way she upped her Facebook ads game for the second one
  • All the stats from her webinar, including ad spend, cost per lead and her insane conversion rate
  • What to consider when determining what audiences to target and messages to use with them
  • The challenges Kate faced in her marketing to her own niche
  • How Kate is continuing to build her email list 


Links & Resources Mentioned in this Episode: 


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Other Episodes You’ll Enjoy:

“Best Of” Quick Tip: Understanding Your Target Audience Is Everything When It Comes to Ads

8 Must-Read Business and Mindset Books

Inside My Daily Schedule (With a 2yr Old)

Q&A with Rick: Optimizing Your Business (and Ads)


read shownotes

“Best Of”: [Case Study] How to OWN a Niche Slow & Steady w/ Kate Dillon

December 2, 2020

  Are you looking for a simple way to work on your mindset? Nothing beats a good book, right?  Today I am sharing with you eight business and mindset books that have completely changed my life. I know that’s a bold statement, but it’s true.  I get asked all the time what books I recommend, […]

8 Must-Read Business and Mindset Books

November 25, 2020

Business and Mindset Books

Want to figure out how to optimize different aspects of your business including your ads? You’re in the right place.  In this episode, I am doing a Q&A to answer some of the common questions that are asked in my Optimized CEO Facebook Group. From conversion percentages to hiring a virtual assistant to the ad […]

Q&A with Rick: Optimizing Your Business (and Ads)

November 18, 2020

Optimizing Your Business

I am back with another quick tip episode.  These episodes have tips or strategies you can use to help you grow your online business so you can have a bigger impact and increase your revenue in the process.  Want to know the secret to achieving your goals? Today I’m sharing the three systems every course […]

Quick Tip: 3 Systems Every Course Creator Needs In Their Business

October 30, 2020


We all have highs and lows in business, right?  Today, I want to share with you three things that I did in my business to hit my first six figures and three mistakes I made along the way.  I want you to learn from my successes as well as my mistakes because we’re always going […]

3 Lessons (and Mistakes) to My First 6-Figures

October 28, 2020

Lessons And Mistakes

I am back with another quick tip episode. These episodes have tips or strategies you can use to help you grow your online business so you can have a bigger impact and increase your revenue in the process.  Do you look at other course creators and wonder how they manage to create so much content?  […]

Quick Tip: How to Repurpose One Piece of Content Into Seven

October 23, 2020


What fears are holding you back from going after your dreams?  My guest today is Ana Katz who is here to share how she overcame her fears and built a thriving business.  Ana is a Facebook & Instagram Ads Strategist who works with online course creators and e-commerce businesses that have an eye on the […]

Coach, Ads Manager, Course Creator: How Ana Katz Overcame Fear to Build a Successful Business

October 14, 2020

Overcame fear

I am back with another quick tip episode. These episodes have tips or strategies you can use to help you grow your online business so you can have a bigger impact and increase your revenue in the process.  Have you ever told yourself that you’re not qualified to be doing this work? That someone else […]

Quick Tip: How to Deal with Imposter Syndrome

October 9, 2020

Everybody talks about revenue, right? But what no one really talks about is profit.  I’ve invited on my bookkeeper, Emily Sandberg. In addition to being a bookkeeper, she’s a Certified Life Coach through the Life Coach School. She has completely transformed how I look at the numbers in my business, and we’ve never been more […]

How to Create More Profit In Your Business with Emily Sandberg

October 7, 2020

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