Psst! There’s a lot of noise out there about what it really takes to make money in business—and much of it is built on outdated ideas or straight-up lies. So in this episode, we’re calling it out..

Fi is joined in-studio by two powerhouse businesswomen—Nataleigh Elzein, founder of Pinch Studios, and Mia Fileman, founder of Campaign Del Mar—for a grounded and energising conversation about the true relationship between strategy, marketing, and sales.

Listen to Episode 23

What You’ll Learn in This Episode

“Money is hard to get” is a lie: Nataleigh shares how cultural conditioning shaped her beliefs about money—and why those old narratives no longer serve us as business owners today.
Business is hard—but not impossible: Fi and Mia reflect on the social media myth of overnight success and the reality of building a business over years, not weeks.
Know your numbers: If you’re scared to look at your finances, that’s your first red flag. Tracking your revenue, profit, and expenses is a non-negotiable if you want to make more money.
Mindset matters as much as strategy: Nataleigh’s turning point came when she invested in personal development. You can’t confidently sell your services if you don’t first believe in your own value.
The hustle myth is outdated: More work doesn’t always equal more money. It’s not about doing more, it’s about doing what actually moves the needle—like refining your strategy, ideal client targeting, and offer positioning.
Small business isn’t for everyone—and that’s okay: Mia offers a refreshingly honest take on why not everyone is cut out for entrepreneurship, and why there’s no shame in choosing a stable career path instead.
Make the obvious, obvious: One of the biggest sales blockers? Not clearly communicating what you do, who it’s for, and what results it delivers. Don’t let clever branding get in the way of clarity.

Transcript: Ep#23 The lies we're told about money: with Mia and Nataleigh.

Money Secrets Podcast – Episode 23

Introduction

We've made a lot of progress as a society in many areas, but one thing that hasn’t changed enough is our relationship with money. If we want to tip the scales in favour of marginalised people, we need to understand the secrets to making money in small business.

The more we talk about money — especially the secrets that usually stay behind closed doors or on the golf course — the more empowered we become. My mission is to get more money into the hands of good people, specifically business owners like you.

Because I believe small business can change the world. And to do that, we need to be making more money.

Acknowledgement of Country

This episode was recorded on the lands of the Wurundjeri People of the Kulin Nation. I’d like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on.

I pay my respects to Elders past and present, and recognise that sovereignty has never been ceded. This always was, and always will be, Aboriginal and Torres Strait Islander land.

Money Myths, Mindset & Making It: A Studio Conversation with Fi, Mia & Nat

Guests:

Natalie Elz (Pinch Studios): Marketing & sales strategist for industry disruptors (with an improv twist)
Mia Fileman (Campaign Del Mar): No-BS marketing mentor helping founders build smarter campaigns
Host: Fi Johnston (Peach Business) — Chartered Accountant, founder of Peach & Good Money Club, co-founder of Ripple Festival

The big lies we’re told about money

Lie 1: “Money is hard to get.”
Nat grew up with the immigrant narrative of grinding forever for “not much.” Now? She’s seeing full discovery calendars and buyers ready to invest—especially heading into 2025. The “there’s no money” story keeps you passive; data and demand say otherwise.

Lie 2: “It’s the economy, no one’s buying.”
Mia’s take: stop defaulting to macro-blame. Campaigns are converting, people are pre-purchasing non-essentials (hello Ripple Festival tickets), and the right offers for the right people are selling.

Lie 3: “The only way to make more is to work harder.”
Fi’s lens: Australia’s money culture is a mosaic—migrant hustle, First Nations values, and old-guard wealth from mining/media/gambling. But in small business, more money rarely comes from more hours. It comes from better positioning, clear messaging, tighter sales, and prices that match value.

Mindset (the quiet engine)

Proximity > pity spirals: Curate your inputs. Five friends who “no one is buying” will become your ceiling.
Ownership: Look for opportunities everywhere—open your inbox like it’s a lead list.
Seasons: Year 4 is easier than Year 1. (Mia spent 10 months overseas and grew revenue—because foundations compound.)

Know your numbers (or you’re guessing)

Mia’s non-negotiable: if you don’t know your EBIT, monthly revenue mix, or subscriptions burn, you’re flying blind.
Quick rhythm:

Reconcile monthly (first week)
Review product performance & costs
Double down on what sells; trim what doesn’t

Fi’s add: financial literacy isn’t scary—it’s liberating. The data tells you where to push.

Practical plays to make more (without burning out)

Tighten positioning: Speak to the buyer who values outcomes (and has budget).
Raise prices with proof: Show the transformation; back it with case studies/process.
Sell like you help: Clear CTAs. Make it easy to engage.
Track weekly: Leads, calls, proposals, close rate. Adjust quickly.
Curate community: Sit with people two–three steps ahead—borrow their belief while you build yours.

Good Money Club

Are you a female or LGBTQIA+ business owner who wants to make more money and create meaningful change? My 6-month program, Good Money Club, is designed to help you do exactly that.

We work on your pricing, positioning, business model, and mindset — so you can build your bank account and your impact. Read more about Good Money Club.

Your “Charlies Angels” path (who to work with, when)

Start with Fi (Peach Business): Money psychology, pricing, financial clarity, strategy.
Then Mia (Campaign Del Mar): Build the marketing engine and campaigns that convert.
Then Nat (Pinch Studios): Scale your message, creative, and sales systems—and get it off your plate.

Learn enough to be dangerous → make marketing work → outsource with confidence.

Pull quotes to steal

“When you assume you have no power over money, you stop taking action—and prove yourself right.” —Fi
“I wake up and look for opportunities. Every inbox is a lead list.” —Nat
“If you’re afraid to look at your numbers, you’re not ready to scale.” —Mia

Outro

Thank you for listening to Money Secrets. If you loved this episode, please subscribe, share it with a friend, or leave a review. Your support helps us get these conversations into the hands of more good people who deserve to thrive in business.

We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business.

In this podcast, Money Secrets, host Fiona (Fi) Johnston—Chartered Accountant, small business advocate, and impact enthusiast—dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open.

Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money.

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Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.business

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