327 - She Almost Died at Her Desk, Then Built a Business Around Why People Buy with Lola Oyafemi

From Comfort To Courage · 47:50

Show by Jen Josey

What if the thing standing between you and your next client isn't your price or your product, but the story your business is telling? Lola Oyafemi was working four jobs at a toxic radio station for one paycheck when a series of asthma attacks put her in the hospital. The doctors told her that if she had waited a little longer, she would have died. That was the month she started planning her exit. In this episode, Lola shares how she walked away with no business idea, no safety net, and a website for a company she hadn't figured out yet. Her first client was a nonprofit with a cause that was hard to sell, and that challenge launched a 10 year career in messaging and buyer psychology. Lola breaks down the power of framing in marketing, why people buy what they already want to buy, how experts can use AI to extend their work instead of competing with it, and her CNA method (Constraints, Nature, Agency) for taking any business to the next level using what you already have. She even puts Witty Goods on the spot with a live messaging breakdown you can apply to your own brand. If you're an entrepreneur who knows your offer is valuable but your marketing isn't landing, or you're stuck in a job that's draining the life out of you, this conversation is for you. You'll walk away with a clearer understanding of how buying decisions happen, a simple framework to find your next move, and a Courage Challenge that could create a ripple effect of joy this week. 5 Powerful Takeaways Marketing is the art of creating a frame. Learn how the same product, like the same news story, can be seen in completely different ways depending on the perspective you give it. People buy what they already want to buy. Discover how to uncover the deeper desire behind a purchase (confidence, belonging, identity) and position your offer around it. AI won't replace you if you know your craft. See how Lola "teaches the class twice" so AI extends her expertise instead of producing generic, forgettable content. Use the CNA method to find your next level: list your Constraints, your Nature, and your Agency, then build the path forward with the assets you already have. Burnout is a signal, not a badge of honor. Hear how a near-death moment became the turning point that pushed Lola from a toxic job into a business built on her own terms. 00:00 Courage Is Contagious 01:31 Rest Without Quitting 04:35 Meet Lola Oyefemi 07:20 Marketing Framing Explained 09:29 Messaging for T-Shirt Sales 11:35 Standing Out With AI 14:57 Corporate Radio Burnout 17:19 Breaking Point and Exit Plan 22:08 Finding the Business Idea 24:20 Early Doubts and Job Search 25:32 From Products to Teaching 27:05 Why People Buy 29:39 Trends You Can't Automate 31:22 CNA Growth Framework 35:01 Building Long-Term Offers 37:04 Courage Challenge Gratitude 39:27 Badass Rapid Fire 44:52 Success and Where to Find Lola 46:23 Final Farewell About the Guest Lola Oyafemi is a business and messaging strategist who helps entrepreneurs communicate their value, build authority, and attract the right clients. After starting her career in radio, she left the corporate world in 2016 to build a business alongside her husband with no guarantee it would work. Over the past decade, she has served more than 700 clients across a wide range of industries, blending neuroscience and behavioral economics with business strategy to understand how people make buying decisions. Lola is the founder of Create Evidence, a long-term messaging program for entrepreneurs building authority in their space, which welcomed 75 members in its first year. She also writes Backed By Science, a twice weekly newsletter that translates neuroscience and behavioral economics into strategies for selling, leadership, and business growth. Resources & Websites Mentioned Backed By Science: https://backedbyscience.co Create Evidence: https://createevidence.com Connect with Lola on Facebook (send her a DM and let her know you heard her on Comfort to Courage) Connect with Lola on Instagram Book: Acres of Diamonds Witty Goods: https://www.shopwittygoods.com/ Connect With Jen Josey To learn more about Jen Josey, visit https://www.therealjenjosey.com/ If you enjoy Jen's Witty Shirts, shop the whole collection at https://www.shopwittygoods.com/ New episodes drop every Monday Morning at 6am EST. See you next time.

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