The Warm Up with Kelsey McCormick
Jun 3, 2026 · 32 min · 10 segments
In our first-ever Q&A episode of *The Warm Up* podcast, we're diving into listener questions about audience building, visibility, and launching. We chat about what it looks like to pivot into a new…
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"Hi, Kelsey.
I recently pivoted my business to a different niche within my field, so I'm no longer serving most of the audience I previously built.
Um, for context, I went from being a family photographer to a brand photographer.
I've been creating strategic, helpful content for the type of audience I'm looking to serve, but mostly I feel like I'm just talking to myself and then losing my previous followers at the same time.
What would you suggest I be doing to create and warm up my audience in this situation? Thanks."
So many people have dealt with this because we've all started from zero at some point, right? And essentially, even though you do have a previous audience, you've completely pivoted your ideal client, so you are kind of starting from scratch again.
A really great episode I would listen to is the one that I recorded with Michelle.
She was in a very similar situation, where she pivoted away from working with brick-and-mortar fitness studios to service providers and basically had to start warming up from scratch.
And she mentions in that episode something that I, too, have experienced as someone who has pivoted quite a few times.
There's always a gap between when you make this decision that you're going to make a change in your business, whether it's with your audience or your offers or just the way you're doing things in general, to actually finding the audience, the ready-to-buy community there that is going to be inquiring on the regular.
But of course, there's ways to more quickly bridge that gap, and one of those ways is with having a really strategic warm-up campaign that leads into some sort of a launch of an offer.
I hear this a lot from creative service providers, "I feel like I'm shouting into a void." To me, that just means you need to maybe zoom out a little bit and look at your overall strategy.
First of all, like, what are your sales goals coming up? How, how much do you actually want to be selling on a regular basis of any of your offers and services? Where are you right now? Like, how many are you actually selling at the moment? There's this theory that I talk a lot about that James Clear talks about in Atomic Habits called the lagging measure.
Your current results in your business are just a lagging measure of the habits that have brought you up until today.
So your sales, your marketing, whatever your results are today are a result of what you've been doing the past six months, 10 months, year.
And your results in another three, six, 12 months are going to be a result of what you do today.
So if you want to get to, say, 10K a month in sales, how many offers do you need to actually be selling to get there? And then I would just reverse engineer.
The first thing I would do is plug in a potential launch date for one of your offers.
When could you ideally run a campaign inviting people to purchase? I would base that date on when you wanna start booking.
I would also base that date on how much time you need to warm up your audience.
From your voice message, it sounds like you actually need a good amount of time to warm up your audience, which is totally fine.So maybe you give it a couple of months.
That doesn't mean you won't be booking anything between now and when you launch.
"Hi, Kelsey.
I recently pivoted my business to a different niche within my field, so I'm no longer serving most of the audience I previously built.
Um, for context, I went from being a family photographer to a brand photographer.
I've been creating strategic, helpful content for the type of audience I'm looking to serve, but mostly I feel like I'm just talking to myself and then losing my previous followers at the same time.
What would you suggest I be doing to create and warm up my audience in this situation? Thanks."
So many people have dealt with this because we've all started from zero at some point, right? And essentially, even though you do have a previous audience, you've completely pivoted your ideal client, so you are kind of starting from scratch again.
A really great episode I would listen to is the one that I recorded with Michelle.
She was in a very similar situation, where she pivoted away from working with brick-and-mortar fitness studios to service providers and basically had to start warming up from scratch.
And she mentions in that episode something that I, too, have experienced as someone who has pivoted quite a few times.
There's always a gap between when you make this decision that you're going to make a change in your business, whether it's with your audience or your offers or just the way you're doing things in general, to actually finding the audience, the ready-to-buy community there that is going to be inquiring on the regular.
But of course, there's ways to more quickly bridge that gap, and one of those ways is with having a really strategic warm-up campaign that leads into some sort of a launch of an offer.
I hear this a lot from creative service providers, "I feel like I'm shouting into a void." To me, that just means you need to maybe zoom out a little bit and look at your overall strategy.
First of all, like, what are your sales goals coming up? How, how much do you actually want to be selling on a regular basis of any of your offers and services? Where are you right now? Like, how many are you actually selling at the moment? There's this theory that I talk a lot about that James Clear talks about in Atomic Habits called the lagging measure.
Your current results in your business are just a lagging measure of the habits that have brought you up until today.
So your sales, your marketing, whatever your results are today are a result of what you've been doing the past six months, 10 months, year.
And your results in another three, six, 12 months are going to be a result of what you do today.
So if you want to get to, say, 10K a month in sales, how many offers do you need to actually be selling to get there? And then I would just reverse engineer.
The first thing I would do is plug in a potential launch date for one of your offers.
When could you ideally run a campaign inviting people to purchase? I would base that date on when you wanna start booking.
I would also base that date on how much time you need to warm up your audience.
From your voice message, it sounds like you actually need a good amount of time to warm up your audience, which is totally fine.So maybe you give it a couple of months.
That doesn't mean you won't be booking anything between now and when you launch.
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