If you’re anything like me, emails, systems, and teams are aspects of business that you dread. Personally, I always want to skip twelve steps ahead to things that are more exciting to me. But today, I’m chatting with someone that has made it her personal mission to make these elements of business so solid that we don’t have to run on a hamster wheel of client attraction that will ultimately burn us out. 

Today, I have the pleasure of speaking with an incredible business coach, Kirsten Roldan. Kirsten is a master at helping entrepreneurs, coaches, and service providers make email marketing work for their businesses. She does this through two main programs: Million Dollar Email and Million Dollar CEO. Let’s dive into the nitty-gritty of branding the so-called “boring” aspects of business like email, systems, and teams—and making them exciting.

Branding the ‘Boring’ Aspects of Business

Let’s be real—branding systems, teams, and emails? It’s the kind of stuff most entrepreneurs avoid. I consider myself pretty organized, but these are definitely tasks that no one wants to prioritize. They often feel icky and uncomfortable to work on. So I asked Kirsten how she makes these things sexy, because that’s exactly what she does.

Kirsten laughs as I say this and admits it herself: “Why do I sell things people hate? People hate email, they hate systems, and they hate team stuff.” But she quickly follows up by saying that once she sold herself on these things, she was able to see the opportunity that no one else was talking about.

For Kirsten, it all started with selling the “boring stuff” to herself. She shares that she genuinely believes in the power of email, team, and systems—and this conviction shines through in her programs. It wasn’t about making it work because she had to, but because she wanted to. 

Kirsten’s belief in email is so strong that she jokes “if you asked me what would solve world hunger, I’d find a way to tie it back to email.” While that’s obviously not true, it shows the energy and commitment she brings to what she teaches. Once she sold herself on the power of email, team, and systems, it naturally flowed into her brand and how she marketed those things.

When I asked Kirsten how she took these boring elements and turned them into something people would want to invest in, she highlighted a key point: she saw a gap in the market. No one was branding these aspects of business in a sexy or appealing way, and that’s where she knew she could stand out.

It wasn’t just about making email and systems more attractive; it was about making them essential to a successful business. She says, “I felt the same way about team and systems—there was such an opportunity there.”

I had to agree with her on this. Before I met Kirsten, email was the last thing I wanted to work on in my business. I thought email was tedious and complicated—something for funnel builders and tech-savvy entrepreneurs. But Kirsten made email cool again! She made it simple, effective, and appealing to people like me, who don’t want to deal with endless templates or complicated segmentation.

Kirsten’s strategy isn’t just about sending emails; it’s about making email the number one tool for growing a peaceful, scalable business.

Finding Your Unique Angles in Marketing

One of the standout lessons from Kirsten was how she developed her marketing angles. It starts with what she calls “deciding the hills you’ll die on.” This means finding what you truly believe in and selling yourself on those beliefs. For Kirsten, it was her belief in email as the most peaceful and scalable marketing strategy.

She encourages entrepreneurs to ask themselves, “If I never used social media again, could I do it? What would I do?” Kirsten realized that for her, email was the only strategy she needed. Once she sold herself on this idea, her marketing angles just poured out of her.

Kirsten also emphasized the importance of listening to your clients when developing your angles. She shared how some of her best ideas came directly from her clients’ feedback. When clients would say things like, “I’m so glad we don’t have templates,” it became clear to her that templates were not necessary for success. That’s where she coined her now-famous line, “Templates don’t change industries.”

Kirsten also advises entrepreneurs to stop looking so hard for the perfect angle. She tells her clients to let their ideas breathe. Write more emails, serve more clients, and the angles will naturally reveal themselves. As she explained, many of her popular angles came from simply answering client objections and addressing real concerns that her audience had.

Creating a Seamless Client Experience

She’s all about consistency—her clients get what they see. In Million Dollar Email, for example, the program lives up to its promises. Social media is truly optional, and this message is reinforced throughout her curriculum. She shares that this consistency not only builds trust but helps her clients quickly adapt to the program and get results faster.

Branding doesn’t stop once someone buys into your program. It continues through every part of the client experience. She recently announced monthly writing retreats in her Million Dollar Email program—a perfect on-brand feature that adds value and keeps clients engaged. She’s always thinking about ways to improve and enhance the client experience in a way that aligns with her core message.

With the explosion of Million Dollar Email over the past year, Kirsten’s CEO identity has naturally evolved. I asked her about the highs and lows of growing her business, and she shared some candid insights. One of the most significant shifts has been digging deeper into her core brand values and making sure those are reflected in every aspect of her business.

Kirsten has also had to deal with criticism. Some people don’t agree with her email strategies, but she stands firm in her conviction. “Call me when you’ve made a million with email,” she jokes, underscoring the confidence she has in her approach.

As Kirsten continues to scale her brand, she’s staying true to the values that have brought her success. She’s all about creating a peaceful, scalable business—one where email plays a central role. Watching her grow Million Dollar Email to where it is today has been inspiring, and I can’t wait to see how her brand continues to evolve.

Turning Criticism into Opportunity: A Journey of Growth

As a coach and business owner, she has experienced her fair share of feedback. In the early stages of her business, she took this criticism personally, often questioning her approach. She wasn’t firmly rooted in my values back then, which made her vulnerable to doubts. But over time, she learned to shift her perspective.

Now, instead of seeing negative feedback as an attack, she views it as a selling opportunity. When someone expresses concern, she realizes they simply haven’t been sold on the conviction behind her methods. 

It’s a signal to dive deeper into communicating why she does things the way she does—whether it’s not using templates or sending frequent emails. This mindset shift has empowered her, and she now approaches feedback with neutrality and clarity. It’s no longer personal; it’s a chance to reinforce my brand values.

Navigating Entrepreneurship and Depression

She’s also been open about her struggles with depression. For her, depression isn’t an occasional visitor—it’s a constant companion. Yet, she has built a business that can thrive even on her worst days. In fact, one of her core values is creating a business that continues to run while she’s depressed. 

She has had to figure out how to still be a good coach, still make money, and still serve my clients when she’s not feeling her best. This all ties back to why she started her business in the first place. She had a panic attack at my healthcare job, which led her to take mental health days—days that were met with ridicule. 

She knew then that she wanted a career where she could give herself unlimited mental health days. But more than that, she wanted a business that could operate even when she was struggling. Her journey with depression is intertwined with her brand, and it’s something she’s passionate about sharing.

A major focus in her mastermind is helping clients work hard while working part-time. The goal isn’t to hustle non-stop but to build systems that allow for balance. She believes in creating a peaceful business, but that doesn’t mean you’re always offline. It’s about finding peace even while you’re working, and being able to step away when necessary.

The Power of Email for Done-for-You Service Providers

If you’re not utilizing email, you’re missing out. Kirsten started as a done-for-you service provider and built her business by being the only one emailing her leads regularly. She never used a service guide, and she strongly advises against it. You want leads who already know your pricing and offerings—those who are ready to commit, not just curious.

Another tip? Ditch the generic email subject lines. Be creative, be on-brand, and go deeper than just promising to save time and money. People will always want that, but what makes you different? Talk about your unique angles, and don’t be afraid to stand out.

Working with Kirsten as her creative director has been so gratifying because I’m watching her evolve in real time.