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Most people want a strategy before building capacity first.

In this episode, I sit down with Amy Benjamin Moore, a former teacher of 31 years who knew she wasn’t finished educating, and followed what she calls her second calling.

Amy shares what it looked like to start over in midlife while managing menopause symptoms like brain fog, forgetting names, and exhaustion—and how she built courses, apps, and a book through it.

This is a raw conversation about playing the long game, building confidence in midlife, and trusting yourself even when you don’t have it all figured out.

Key Takeaways

• The counterintuitive approach that led to Amy’s first $10K month
• Why Amy posted 7 days a week for two years before seeing momentum
• How to trust YOUR long game in entrepreneurship

Connect with Amy:

Instagram: @amybenjaminmoore

Website: amybenjaminmoore.com 

_____________________________________

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Your reviews and feedback will not only help us continue to deliver great, helpful content, but it will also help us reach even more amazing entrepreneurs just like you.

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READ THE EPISODE TRANSCRIPT

Amy Benjamin: I said, I don’t wanna learn a whole new platform. So go high level is what I’m talking about at this point.

Emily Hirsh: I think a lot of people feel that, like everyone’s recommending different things. Yeah. There’s different things for different, pieces of your marketing that can be a huge barrier for people to move forward.

You’ve gotta be willing to put yourself out there and be like, what if people don’t like it? And you’ve continually done that work. And faced the things that you needed to face. And seeing that transformation, which obviously has a direct impact in your business, not enough people realize that.

But then if you don’t have the confidence and the clarity and the ability to go execute it, and like all of that, it’s not gonna matter. Embodied CEOs don’t chase trends. They pave the way they lead from within. Move by purpose, unshaken by noise. When you are the source, you do not need permission. All right.

Welcome to the podcast. Oh my gosh. My first Not in the studio podcast, but still in person. How fun is this? This

Amy Benjamin: is fun. It’s been a great day.

Emily Hirsh: Yeah. So for context, for people tuning in today’s day, one of Embodied Marketing Live, Amy flew in for Embodied Marketing Live and. We’re like, we have to do an in-person podcast.

My studio right now is too far out from downtown, so I’m like, I’ll bring my studio to the venue. And so like a crazy person where like 20 minutes after the live event, set up a studio and here we are.

Amy Benjamin: Yeah. And here we are.

Emily Hirsh: Yeah. I am so excited. Let’s start with who you are. Tell us a little bit about you and your business.

Amy Benjamin: So Amy Benjamin Moore and I help women go from Dr. Google and guesswork to reclaiming themselves and allowing themselves to feel like they’re themselves again. I love it. And yeah, so I’m a retired, recently retired again teacher 31 years. And so I just am not finished. Educating, I guess because I feel like this is a topic that needs to be said, and I feel like I’m the person to do that.

Emily Hirsh: So how’d you start? How’d you decide? This is it?

Amy Benjamin: I’ve always had a little bit of an entrepreneurial spirit about me. I’ve done network marketing. I’ve done, side businesses, crafts and selling. I’ve done so many of those type of things. I’ve always dreamed that I could like, have my own course and I could educate in a different way.

So when I was going through the menopause journey, which I didn’t understand that I was even in it as in my probably mid forties. Would experience things that I’m like, this doesn’t seem right. And I’m b I’m managing my family. I have three children, so they’re teenagers at this time.

I am in leadership roles at school, so I, on several committees, district wide building wide, and. I just kept coming up upon different things that were happening in my life, like a frozen shoulder. Like why am I forgetting things? I am usually someone that just is on top of everything. And I think, teaching in a middle school. I would know I had over 275 students every, like over a two day period. I’d have 275 kids. I knew all their names. And then when it would come time for. Like during this time of being forgetful, I’m like, why am I not remembering that kid’s name, this is not me. So I would say I was starting to, I was starting to put some pieces together.

I was doing my own research. My doctors weren’t telling me what was going on, so I did my own research. So Dr. Google was definitely my friend, but it wasn’t always correct. I wasn’t dying of typhoid fever. It was a menopause symptom, i, as I was going through that, I realized that I’m not alone.

There are so many other women that need the information that I’m finding and I’m figuring out. And I started thinking like, Hey, I think this is what I’m meant to do. And when I started building information, teaching others, then I realized too, there’s also a need for, a certification for people to, take me seriously too, because I’m like I’m a teacher.

What else other than lived experience would I be able to offer? So I did go and receive a certification in being a menopause coaching specialist and, that was about a year ago. And then I decided, this is, I really wanna go all in on this. And I feel like I’m still teaching. I don’t know if I can leave that behind, which I know retirement, you’re supposed to retire, but I feel like this is my second calling.

Emily Hirsh: And so when did you officially retire that your teaching job?

Amy Benjamin: In just this year.

Emily Hirsh: May. I was like, that was recent. May ’cause I had, I saw you in July. Yes. And you had just officially retired.

Amy Benjamin: Yeah.

Emily Hirsh: And your main offer is you have a program, right?

Amy Benjamin: I do. I have a course and but I also have, I have built two apps and I have to say coming from your event in JU in July, it was like, ai yes is where we need to help us to make things easier, have tools to help us.

And make it easier for our customers, our clients as well. And so I built a menopause tracking app stays private on their phone and it will actually take the information from the tracking. It’ll say, Hey, did I add. Protein, did it affect any of my symptoms? Did I increase my fiber? How did it affect those symptoms?

And then it’ll give you a report that you can actually take to a doctor after so that you can say, Hey, here’s all the graphing for one month or 90 days. And what were some of the strategies I had, which is really difficult for a woman to go to her doctor and remember. On the fly, what has been happening.

Emily Hirsh: That is so cool. Have you launched that officially?

Amy Benjamin: It has been launched. I have a women’s wellness center that they’re like, we want our women to come in with this. It’s now a QR code in one of the women’s wellness centers too.

Emily Hirsh: That’s right. You, so you’ve leveraged some in-person connections as well to grow your business.

I remember us talking about that. That is such a great idea. I just love it because. Obviously you’re retired. This is like your next phase of what you’re doing, and there’s so many people who would use that as like an excuse to not get into the tech and the ai. And I remember you left the event and you were like, I’m building my app, and I built it like I’m using rep lit.

Yes. And

Amy Benjamin: yes.

Emily Hirsh: I think that’s just such a lesson of taking the action, obviously doing what you didn’t know how to do, but taught yourself how to do it on discomfort.

Amy Benjamin: Not saying it’s easy,

Emily Hirsh: right? No, it’s definitely not easy.

Amy Benjamin: No. I built another app as well, and it’s basically your menopause toolkit and in there I actually go through, I’d had it in PDF form 88 pages.

Nobody’s gonna probably go through all of that, and so the app really brings it in for them so they can say, okay, for instance, say, let’s say they’re having hot flashes. First they have to decide which phase am I in. They have to do a little quiz and so it helps you with that part.

And then you track your symptoms for a short time. But then it is so if you’re needing some support with, hot flashes, then it can say, Hey, here’s some strategies and here’s some possible supplements. Here’s the pros and cons of that supplement. Here’s what the typical dosage is. And I don’t pretend to be a doctor.

I am not certified to be a doctor. But it’s just suggestions to then take to your doctor and then you can clarify that. I love it. But that app. Is definitely much more approachable than if I had given them 88 pages.

Emily Hirsh: Yeah. And it’s it is where everybody needs to go in that direction of what are people gonna consume today?

But I love how you implemented that. You faced what was unknown for you and built something anyways. So tell me a little bit about just like your entrepreneur journey. You have a book that’s launching this week as we’re recording it. Yeah. So it will be launched once this comes out.

And just I don’t know, the overview of your experience of deciding, okay, this is what I’m meant to do. I’m gonna create, ways to support women with this, to now where you are today.

Amy Benjamin: So I have to go back. Another part I was really fortunate to land in an opportunity that I jumped on and I just, I feel if you feel something in your heart that you should do, and I know you’ve been there that you just need to go for it. So there was a menopause cruise, which I’m like, yes.

Emily Hirsh: Yeah.

Amy Benjamin: But the people on that cruise were people that I had been following on social media. They were launching a book Mary Claire Haver.

There were some that have been working with Oprah, like I am, I wanna be in that space. And if I’m able to be on a cruise with these people, then I’m getting in the room with those people and having conversations. So I have to say that I’ve always been someone who loves to network and be able to talk to people.

And so being able to be in those spaces and talking to those women really helped me launch. Now she was. Releasing the new menopause book. And it was the Pause life cruise. And it also gave me an idea that, there are a lot of scientific books out there about menopause, and they’re fabulous.

I’ve read so many. But for the typical woman day to day, they may not want to dive into a big, thick book. Over a period of time. So I decided I love using humor in my in my content and just in conversation because yes, menopause can be taken very seriously, but we also need to laugh about the funny parts about it.

So I decided to write a book of my own, but it was going to have. The basic things like the manual you were never given is basically how I put it. This is the manual you were never given. So with a little bit of humor strategies and so it’s a brief overview of menopause and what’s it all about.

So it’s called hot flashes and cold truths, and I am so super excited that it’s finding. And so

Emily Hirsh: do you have, are you self-publishing it? Did you get it public? I do, yes. Okay, so you’re self-publishing it? Yes. And. She gonna be on like a billboard. So tell me about that pro. I have no idea. I wanna write a book, I have no idea.

The process, like how have you, how has that journey been?

Amy Benjamin: The billboard is like a completely different thing, but I feel like my book is going to come into several things that are coming up. I was part of a million dollar room event out in LA in. This fall and it very nerve wracking as far as walking a red carpet.

And you had to give your spiel on who are you, what are you about? And you’re all glammed up on a red carpet. It’s part of a docuseries that’ll come out in March. And so then the retreat part and the networking, all of that was in the docuseries. So any questions that you are asking panelists or speakers that would be in there.

After the event, I decided, I really do focus on social media, but I feel like I need to be in more spaces where I can be seen. And so my kind of, my word this year is being visible. With that group, they are launching their own new magazine and. I’m going to have the opportunity on their inaugural magazine to be on the back cover, which, just being a part of a magazine is very uplifting.

And then. I’m also going to be able to write four different articles, have ad copy, and then I will be on the cover of that magazine in September. Part of their offer was also to, Hey, do you want your hair, makeup have the copy written for you for the ad? All of those things, and I’m like, yes, because I don’t, I’m not a, I don’t participate in the magazine world.

I don’t pretend to know that I know what I’m doing. I’m like, yeah, I’m on this, but I don’t know how to do it. So the cherry on the top was to have my picture on a times square billboard. And so I’m planning on going to New York during that time. I plan on having my book as part of my cover. I plan on arriving in New York and hopefully having some opportunities to network with some women that I know in New York, but then also go to some mom and pop bookstores and then maybe do some sign copies and things and make.

You make it what you want it to be. It I don’t, I’m not pretending that when you look at someone on a Times Square billboard, you are immediately like, oh, I need to go follow that person. It’s not that they’re gonna immediately come in my world because of it, but it’s what I make of that after. How do I promote that?

That’s what happened. That’s how do I promote it that. I was on a cover. Yeah. You know what I mean?

Emily Hirsh: Yeah. And then the, and the credibility that that creates for you. So would you say in growing your business so far, it sounds like networking is a huge. Strategy ’cause you’ve got the in-person a retreat center that hired you and brought you in, like what do you feel like has led to the most success so far in your business and growing it?

Amy Benjamin: I still feel that social media helped me get started.

Emily Hirsh: Yeah.

Amy Benjamin: Because three years ago. The menopause space is really relatively new, which is ridiculous because we’ve had menopause forever.

But it really has come on to its own within the last three to five years. And I feel like I was in one of those pioneer spots at the beginning, and I am building that credibility there. And the starting to have women reach out and help in my Facebook group where they’re.

They’re struggling with symptoms and how can I find a doctor? How do I get them to listen to me? Like those are all real questions and the more I’m helping face to face rather than speaking to it on social media makes more sense for me.

Emily Hirsh: Yeah. So social media was a big big growth in driver for you.

Yes. What is your content kind of strategy looked like?

Amy Benjamin: Yeah. We’ve talked about pillars. Yeah. And I do have pillars and entertainment is one of my pillars because I, like I had said I tend to lean to the humor in menopause as well. Education busting myths. Are some of my other pillars. And so I tend to go around

Emily Hirsh: those. And what was your like cadence and volume of creating content in the beginning and now?

Amy Benjamin: Oh, in the beginning, when you’re so nervous and I have to say that’s, I am a ham, so I get that maybe it wasn’t as hard for me that it is for some other women of, especially around my age, but I wanna push you to say, Hey, you can do this.

And learning all the tech and doing all the things, it’s just setting yourself forward to say, I am gonna do it. I am gonna do it. But go ahead and reflect that question back to me again.

Emily Hirsh: Yeah. What was your cadence like your, you started, are you posting every day?

Amy Benjamin: So not initially. I was happy like two to three times a week.

And then I did seven days a week for a long time. A long time a couple of years probably. And then I’m like, this is not necessarily what I am wanting to do. I wasn’t necessarily I would batch a little bit, but I wasn’t very good at that. I’m, I am a last minute person doing them on the fly was more my style at that time.

And. Now I am like, I’m not doing that on the weekends. I am spending time with my family. I’m trying to save my energy and be, not when you’re a little bit older and you’re doing the menopause thing brain energy is really important. That you haven’t burned yourself out by all the energy that you’re spending.

And I know that’s a reality for all women, but I have to say it gets even a little more difficult. So having to structure your time in a way that, that you can manage that brain burnout is really important. So now I tend to batch more. I’ve hired a VA to do, I’ve given, I give the VA a month ahead.

The B roll and then what text, what captions, and now I’m guaranteed I have something every day for a month that I don’t have to think about. But then I’m also going ahead and batching my own content as far as, having the information education and the humor ones are the side piece to go in there because they do love that.

It’s like a meme on a Friday that they can relate with, yeah.

Emily Hirsh: So

Amy Benjamin: Whitney Houston singing and you’re in the background and it’s going over and over again. Like peop people like humor.

Emily Hirsh: Yeah. Especially on social. It’s entertainment now. So you said a couple of years. So when did you start?

Creating content around menopause? Like how long ago?

Amy Benjamin: I think it’s been two and a half years ago.

Emily Hirsh: And when would you say that your business started to get momentum? Like when did you even have your offer? You’re solidified.

Amy Benjamin: So my very first offer was like, this kind of dates it in a way because it was like the six steps.

Emily Hirsh: Yeah. The six steps to feeling better in menopause kind of thing. So that actually it did really, it did well.

How long after you did you have an audience when you launched it?

Amy Benjamin: No, I did not. And so I would try to, I would drive to it in social media, didn’t have many chat, didn’t have any of those.

Tools. So it’s just strictly being in those dms and trying to build an audience that way. And again, during COVID, like I’m starting like right after COVID too.

Emily Hirsh: And that a lot of times that is what I teach, like how you get your first few sales. It’s like your messaging, your content, your offer, and then having conversations.

So you did follow that formula and then scaled it. But I’m, I want people to see the level of consistency that you have. And how you’ve stuck with something to grow your business. And even now, like your mindset on the book is I know that this alone isn’t gonna be just this like magic, explosion for my business, but it’s a piece to it.

And I’m putting all these pieces together and they’re gonna compound. And I’ve known you for a while. Like you, you stay very committed and consistent. Even if you don’t see exactly like an overnight result from it. And I think that has definitely contributed to your growth.

Amy Benjamin: I think one of the big things that, one of the phrases that just always stuck in my head was that it takes three, it takes three years-ish.

To actually start to build that profit. And so even though I might’ve been discouraged at times, it was like, I, but I’m not at that mark yet. And I, even if I am failing, I might be failing up. You know what I mean? Yeah. Yeah, so trying to I really, I guess I had that drive that wanted to be able to succeed.

And and you

Emily Hirsh: weren’t gonna

Amy Benjamin: accept

Emily Hirsh: going anything else? You were like

Amy Benjamin: going.

Emily Hirsh: I’m doing this like no matter what. What has been some of the unexpected parts of the journey for you?

Amy Benjamin: Oh I would say the unexpected parts. I think at the beginning you’re trying to piecemeal everything together, and so you would grab you would be part of one program and they would say, Hey, you need, I’m gonna say Kajabi.

So you are like I guess I need that. So you get on there and then, oh, we use ConvertKit. Here’s this, I trust. And so I’m like, oh I had all of my things in so many different places, and so this year as well as I was starting to end my teaching career, I’m like, I need to get my stuff all in.

More of a one, one place to be able to, so my brain width, my bandwidth again, is not scattered and I have to check this platform for this or this. And that has also been very helpful to hire someone to then pull to an, because I said I don’t wanna learn a whole new platform.

So go high level is what I’m talking about at this point. So trying to get everything into a platform, one shop for me. And that was huge.

Emily Hirsh: I think a lot of people feel that, like everyone’s recommending different things. Yeah. And there’s different things for different, pieces of your marketing that can be a huge barrier for people to move forward is just the overwhelm and then that creates this paralyzed in in making decisions.

Amy Benjamin: So even if we speak about ai, I could have taken that as this is just yet another tool I’ve gotta try to figure out. And when you approach it in a different way and say, okay, this is a tool, but this is how that’s gonna help me to save my time to, and it’s not, using it just for your content, it’s.

Giving you a list of ideas and then you develop them and that kind of thing. And I think that that could also be something that could be prohibiting some women from jumping in for sure. How do I use, I don’t even know what AI is really.

Emily Hirsh: Yeah. There’s so much unknown too.

And then you went from being a teacher, like literally in person, in a classroom to building this online business, which is completely different. How did you navigate? Is it just a decision I’m just gonna do this anyways? Like, how did you navigate those frustrating moments?

Amy Benjamin: While I was teaching and doing this yes, I would, I might have had some other later nights, but it was also exciting to me. I get, I’m trying to build something and I, I had a great support system of friends and like-minded people that I was able to talk to and I still continue to talk to. I think those entrepreneur friends that you build that are starting where you’re starting and you build with them, even Amy Porterfield talks about her core people that were going through the courses at the beginning and learning how to do this.

They were so important. It. Yes. And then there were kids that were actually finding my content

Emily Hirsh: as you were teaching,

Amy Benjamin: as I was teaching. They’re like we just found you on TikTok. And I’m like, what?

Emily Hirsh: Oh, that’s so funny. That’s like a different level of visibility.

Amy Benjamin: I’m just gonna say, so this is a seventh grade boy, and I’m just gonna say right now that first of all, you’re not of the age that you’re supposed to be even.

On this app. And then second of all this topic, menopause is really not something you’re going to be into. I, so then I have to, then I go through and make sure that students aren’t able, yeah, follow me. But that was a reality I didn’t expect.

Emily Hirsh: Yeah. And yeah I think that’s such a great point on, the community. And having people in it with you helps when you’re in those moments of the tech frustration, the overwhelm. You’ve really graduated from that and now have like your VA and a proven offer. And a business. But I definitely want people to hear like you did that.

With a job as a teacher, like you could have been like, I’m retiring and that’s it. Like you, you very much could have chosen that, that route. But you knew No, I’m, there’s more that I’m here for and. We’re willing to navigate the discomfort of all that for this that you have created. And also it’s a long game.

Like you said, around COVID or just after COVID, we’re in 2026 now. Like you’ve played the long game, the slow burn of creating the content and building the audience and the networking and the relationships. And that starts to compound. And I think it’s important for people to see that. Like it’s not one funnel.

It’s not oh, I just launched a lead gen and ran that for four years. Sometimes it’s people’s story, but rarely is it that.

Amy Benjamin: And I have to say too, that when I started approaching the funnel process, I was in a network marketing company, but the network marketing company was saying, Hey, but if you have a funnel of this kind of thing to bring people into your world, then, and then I left that me I left that.

I’m like this is more what I wanna do. Not the network marketing part and have someone else have my business, right? Like I wanted them to own my own business and this is my intellectual property. This is my, these are my people. I wanna serve them. So I have to say that was a little bit of it too, at the very beginning.

Emily Hirsh: Yeah.

Amy Benjamin: So

Emily Hirsh: everything, all of the experience also builds on the journey. And adds to it, yeah. That makes sense. I wanna talk about, so you’ve been, Amy has been to every one of my events. Yes. She came to the very first one that I did, which was our free Ultimate Entrepreneur experience when we changed the company name.

And I hosted an amazing race.

Amy Benjamin: Amazing race, yes.

Emily Hirsh: How was that? How was that for you? That was the first time we met in person.

Amy Benjamin: I, it was the first time we met and I don’t know that I knew what I was in for during the Amma. I’m like, oh, and then the cold plain. Did you? Cold plus I’m terrifying. We actually had I had an amazing person, very athletic in our group.

The, he’s I’m already been cold punching, so I’ll just take the hit for all of you. You don’t have to. So he did the entire, all the seconds, I

Emily Hirsh: forget how many minutes? How many minutes did I say? It was like a group.

Amy Benjamin: Oh, it was a minute per person or something like that. So

Emily Hirsh: it was like six minutes total.

Amy Benjamin: Yeah. And he did it for, so

Emily Hirsh: there’s a group and I made them get a certain amount of minutes, but everyone didn’t have to do it. So you had someone who did the full six minutes? Yes. And you didn’t have to plunge.

Amy Benjamin: I am so competitive. And but I didn’t necessarily have the physical stamina as some of a physical therapist, athlete person, but so at the very beginning we were in a library, right? So at the library people were running. We knew that it was. Some kind of clue on like maybe the third floor. And so we’re all like heading to the elevator and there was like four of us in there and I’m like, shut the door. Shut the door. And so they’re like, there’s people, I’m like, what?

It’s a race.

Emily Hirsh: That’s the amazing race.

Amy Benjamin: I’m like, should I get off the elevator? I feel like I need to get off the elevator.

Emily Hirsh: I’m taking the stairs. Yeah. I think the Austin library was not happy with me that day. I did not get permission for that. I had entrepreneurs running through the downtown Austin Library.

Yes. That was such a fun event.

Amy Benjamin: So it so was and you gave us like insight to Austin downtown that we never would’ve had otherwise. And then obviously building friendships with your teammates that were all randomly picked. So none of us knew anybody. So it was great.

Emily Hirsh: I gotta do that again. I gotta do it again.

That was the first event I ever hosted. I was sharing today at the live event. Like that set the bar and I’m like, every other event after that is a piece of cake because. Coordinating an amazing race and all the clues and everything. It was so fun. But, so you came to that event. Yes. And then you’ve been at Every Embodied Marketing Live.

And I wanna talk about you were sharing today we did a rating, a business and life audit. And Amy was sharing, like, when I came before this, I would’ve rated, I dunno what you said, like a two, like a five or a five. Yeah. Yeah. And now it’s a nine. So let’s talk a little bit about your personal transformation and the work that you’ve done.

Amy Benjamin: So coming to your first event after the Amazing Race event, and I have to say like that first event beyond to the dinner and the introduction of Embodied Marketing, there were friendships built that day too, and I felt like there was a connection with the people that were there for sure.

That we all felt a great connection. So when the next event came, I’m like, I’m on, I’m in, and several people from the original event were at the first event doing breath work I had never done before, and it was pretty amazing for me. I would say, unfortunately I’d been going through some grieving of some loss in my life at that time and having the having during the breath work actually really lifted some weight off my shoulders, which I think every time that I’ve come and we’ve done the breath work, I have come that much closer to being as strong as.

I am right now. I feel like at the beginning I knew this is what I wanted, but I wasn’t quite sure how, or do I have the capacity? Do you know, those kinds of things. But through the events and your deep diving the extras that you’ve provided. It’s embodied and it was like, you have to go back inside yourself and go why do you think that?

Do you think you’re self-sabotaging yourself? What is making that happen? And like digging deeper. And we don’t think about that as entrepreneurs at all. And so I think that was that’s highly valuable. And it was basically why I wanna keep coming back is I’m like, I’m growing every time I’m coming.

Emily Hirsh: Yeah. It’s like a really cool mile marker. Yeah. Of like where you were before and so you shared today, you said last time we made we did some sort of plan focus in one years was health. And it was go work out three times a week. And you came back today and you’re like,

Amy Benjamin: do it.

Emily Hirsh: I’m doing it.

I rated myself a nine out 10 on health and energy because of it.

Amy Benjamin: Yeah, because I coming away my, we have a plan for the, like the next three months, the next six months, all of that. But I’m like, how am I gonna make this different because I don’t wanna have the brain burnout. I can go hardcore and go to the wall, but it doesn’t always serve me.

Being able to say that, putting myself in limitations. I even went through a period of time that I didn’t wanna be in my office anymore, like I decided. The energy in my office wasn’t serving me because I’d worked so many hours and worked so hard in there that I just didn’t want that same mindset every time I went in.

So I literally left my office for about a year and I did the work else elsewhere, and I’m building back into my office. So I’m like, Nope, I’m reorganizing this space, and. Like seeing some good energy.

Emily Hirsh: Yeah. Because you’ve changed in there, you’ve changed so much. Yes. And you’ve gone through also the evolution of the hustling beginning, solopreneur time to a sustainable business that is sustaining your health and your relationships and your life. What do you feel like has been you’ve been to all these events, you’ve done the different audits and plans and things that we do. What has been the biggest shift for you?

Amy Benjamin: I think it comes personally, and I think it comes from the things that we’re doing embodied, as a whole entrepreneur. Because I can get strategies all day and I’m willing to follow, good strategy. But if you don’t have some of the other work done around that. You may not still be successful.

I feel, again, I feel like that’s been part of my success. Even writing the book, that’s been a year. Process. And there were times, I’d work really hard on it and other times I wasn’t. But I wasn’t giving myself a hard time about it. It was like, it’s gonna get done. I have a goal, I want it done within a year, and maybe I had to work a little harder in the last couple months.

But, it again was like saving that energy for the times that you really need that energy.

Emily Hirsh: Yeah. What I see too is like you have become the person. Who got to write the book and publish the book and have that confidence, like we’ve talked about that. That takes the confidence of getting better at putting yourself out there on video, like writing a book in and of itself.

You’ve gotta be willing to put yourself out there and be like, what if people don’t like it? And you’ve continually done that work. And faced the things that you needed to face and seen that. Transformation, which obviously has a direct impact in your business. Not enough people realize that.

Like you’re like, gimme the marketing strategy, gimme this. And it’s like you can have that all day long, but then if you don’t have the confidence and the clarity and the ability to go execute it and like all of that, it’s not gonna matter.

Amy Benjamin: And I have to say, there’s one little thing that was just strange when you see the cover with your name on it.

And like the right vision comes forward with a book. It was like huge butterflies. Like it just was like, wow. And the other thing is that teachers in general, we. We work really hard for the credentials that we have. And so a master’s degree, there’s several teachers, many teachers have a master’s degree, but we’re never asked to use it and be recognized that we have had it.

So they’re not on name plates, they’re not in staff directories that we have this. But there it was on my book and I’m like that it was like, oh my gosh, I finally get to have credit that I did that hard work.

Emily Hirsh: Yeah.

Amy Benjamin: Yeah.

Emily Hirsh: That is so cool,

Amy Benjamin: right?

Emily Hirsh: Yeah. And again you became the person who got to have that

Amy Benjamin: Yeah.

Emily Hirsh: In your, a year ago in your, when we do the intros and you say the one year was a book on your radar, then

Amy Benjamin: it was

Emily Hirsh: starting, you were already working on it. Did you say in a year I’ll have a published book?

Amy Benjamin: I do. Or

Emily Hirsh: no

Amy Benjamin: know, but

Emily Hirsh: I did. Would that

Amy Benjamin: be cool? ’cause I was, I know, I’ll have to go back and look.

Emily Hirsh: Yeah.

Amy Benjamin: But I know that it’s been on my radar, but did I actually write it? Down, I’m not hundred percent. Yeah. But I love rereading the

Emily Hirsh: Right and going back. And then it’s like you created that reality that you were here a year ago.

Amy Benjamin: Yes.

Emily Hirsh: To create.

Amy Benjamin: The apps. I know one of ’em for sure. I did write that down.

I’m like doing it. Yeah. And then I ca back and within two days I was already pounding it out.

Emily Hirsh: And that’s the takeaway. It’s ’cause here’s the thing. You can also go to an event leave and not change. You can go to an event leave and not implement. And take action. And you’ve got the combo of you’re coming to the events.

You’re pulling yourself out of the day to day, you’re going into the unknown, into pushing your edge, but you’re then you’re going to implement. And that’s the piece I can’t do for you. Like I can give you all the event and the experience. And so I think that’s important for people to also see, because whenever I do interviews, it’s like there’s always seats to success.

Implementing and going after it. And even when you don’t know and it’s not all figured out and you don’t have the perfect plan, because rarely do we have, that is such a key. And you’ve done that, like you figured out publishing your book and building a freaking app, I love it.

Amy Benjamin: Yeah. Even a simple thing like I cover basically, the education of menopause, but I break it down into basically your body, your mind.

But then and a lot of other influencers do that as well, but then I also hit relationships and also how do you manage it during work? And so those are my, those what make me stand out, I think. And so when it was one of your podcasts that I was like. You need to dial in, like what was your final product?

What do you cover? And then you go back to your lead gen are you building in the same way? And so I know I told you this, but I went back and I went ahead and just redid the whole thing. I have to say this time when we’ve had the conversation today. It is if people aren’t taking action on that, even though if it’s amazing, a lead gen, but they’re not opening it or they’re not doing something like you had mentioned today, there was is there an actionable thing that they can do right away that takes no brain power?

It’s delivered right away. So I’m thinking I need to have some kind of a three question. Three strategies, boom, enter. And so that’s one of my takeaways that I’m gonna take this time. Yeah.

Emily Hirsh: It’s a constant refinement. And then you come and you’re building off of what you had done the last six months.

And built since you’re here and we’re at the event, someone considering coming to an event, what would you say?

Amy Benjamin: I would say a hundred percent do it. Even if you’re not quite sure what’s going to come of it. I love seeing the new people that come and I’m like, you just wait.

Emily Hirsh: You just

Amy Benjamin: wait. I know. Yes. I’m like you think, oh, you’re just learning some strategies. It is not. It’s not. And you get to know, you will come away with more understanding of yourself and how you can be a better entrepreneur for it.

Emily Hirsh: Yeah.

Amy Benjamin: Yeah.

Emily Hirsh: It’ll change your life. That’s for sure. What else would you like to share?

Any other big takeaways from your journey so far and what you’ve accomplished? And I know you really wanna inspire also women, to just do it and to go after their dream.

Amy Benjamin: So I think confidence in this period of our life can be affected. And I have to say that menopause can. It hits during the most opportune time in your life.

Like most women are leaders in this period of their life between like 45 and 55. Those are pinnacle years, and some women lose the confidence that they had because of symptoms or it just, it is, it’s a reality. A lot of women leave during that time when they’re actually at the highest part of their career.

I encourage you to get support. I also encourage you to, if that career is actually not fulfilling for you, that you do look for something else. And it’s not too late. It’s not too late, like you’re asking us to do a tenure. 10 year plan, and I’m like, oh shit, I’m gonna be 70. I’m like, what? And I’m like maybe I’ll be selling my business at that time. There you

Emily Hirsh: go. There you

Amy Benjamin: go. But I also, when I’m like, today I was like I’m going to have the impact of what I’ve done. And that’s something that will be, something I look back on and I can be really proud of how many women I’ve been able to help just as much as.

Teaching and how many students I had an impact with.

Emily Hirsh: Yeah.

Amy Benjamin: Yeah.

Emily Hirsh: I love it. And where can everyone go to get your book and learn more about your work?

Amy Benjamin: You can find my resources on Amy Benjamin moore.com Instagram. I’m at Amy Benjamin Moore on all of my socials. And yeah, so I also just think there’s one other thing that I’m doing that I think will be impactful.

Like I wanna be more in person, right? There is a, there was a menopause movie that came out last year and it was that M factor. And this year is the prequel. The prequel being perimenopause. And so I’m going to do a local screening in the Des Moines, in the Des Moines Metro for women to calm free.

And building sponsorship around that. So people can be on a panel with me and discuss it or fun. There’s other ways. So fun. Yeah. So I think that’s another way I’m getting, trying to be seen in person and have those relationships built.

Emily Hirsh: Community. Yeah. You have a local network too in community, which I think is so smart.

I love it. Thank you so much. It was so fun recording. I’m so

Amy Benjamin: appreciative.

Emily Hirsh: I will never take for granted someone who comes to all my events and implements your dream.

Amy Benjamin: Yes.

Emily Hirsh: Thank you so much for everything.

Amy Benjamin: I appreciate you so much.