27. Money Mindset for Entrepreneurs: How to Build Confidence, Attract Clients & Grow Your Business with Jennifer Jakobsen
Updated: Sep 15
Building a business can mess with your head in ways you don't necessarily expect.
You can have a great offer.
Know exactly how to help people.
Post consistently.
Attend networking events.
Create the freebie.
Build the website.
Do all the things you're "supposed" to do.
And still find yourself wondering: Why am I not making the money I thought I would be making by now?
Sometimes the problem is strategic.
Your messaging might be unclear. Your offer might need work. Maybe you're not reaching enough of the right people.
But sometimes the thing getting in your way isn't another strategy.
It's your money mindset.
The thoughts you have about charging for your work.
Whether you genuinely believe your offer is valuable.
How comfortable you are promoting yourself.
What you believe someone will think when you tell them your price.
Whether you invest in support or convince yourself you need to figure everything out alone.
And whether one quiet launch makes you think: "Well, apparently I'm terrible at business." 😅
That's what I talked about with Jennifer Jakobsen, a certified life and business coach for female entrepreneurs with a master's-level background in mental health therapy.
If we haven't met yet, I’m Brittany, a mom, an Amazon bestselling author, podcast host and online marketing strategist for female entrepreneurs. I teach women how to make their entrepreneurial dreams a reality through smart, actionable marketing strategies that get them seen, loved, and paid. Whether you’re eager to DIY your way to success or hire professionals to help you along the way–my goal is to make sure you walk away with the clarity you need to see the results you desire and build a life you love.
Meet Jennifer Jakobsen
Jennifer Jakobsen is a certified life and business coach for female entrepreneurs and a Master’s Level Mental Health Therapist. She helps female entrepreneurs create clarity and confidence in their businesses and life so they can generate more cash. She does this using her signature “Clarity to Cash” system. Her clients call her their business therapist since she helps them get out of their head so they can actually solve the problems in their businesses.
As a wife and mom of three girls, who’s worked for many years in the mental health field as a psychotherapist, and a business owner, she has a unique perspective on how to ditch the overwhelm and negative self talk so they can feel clear, confident and in control.
Her passion is to take female entrepreneurs from the place of feeling doubtful of themselves, confused, and overwhelmed, to feeling balanced, confident, and free in their lives so that they can effectively make money without stress and build a business they love.
Jennifer offers both VIP individual coaching as well as small group coaching in Power Groups. Both get you clear on how to have your dream business while helping you overcome any blocks in your way.
Because you can have the best strategy in the world.
But you still have to believe in yourself enough to use it.
Table of Contents
What Is Money Mindset?
Your money mindset is essentially the collection of beliefs, emotions and habits you have around money.
In business, that can show up in how you think about:
Earning.
Charging.
Selling.
Receiving money.
Investing.
Pricing.
Success.
And your own value.
Money mindset isn't about convincing yourself you'll become a millionaire if you just think positively enough.
You still need an offer people want.
You still need marketing.
You still need to sell.
You still need to manage your money.
But your beliefs influence whether you actually do those things.
For example:
You know you should talk about your offer—but you're afraid people will think you're pushy.
You know your prices aren't sustainable—but you're terrified everyone will leave if you raise them.
You know you need support—but spending money on your business feels scary.
You know you have experience—but imposter syndrome keeps telling you somebody else is more qualified.
Those aren't necessarily strategy problems. They're mindset problems affecting your strategy.
And that's why working on your money mindset can matter just as much as learning another marketing tactic.
How Self-Sabotage Affects Your Business
One of the things Jennifer helps entrepreneurs identify is their particular flavour of self-sabotage.
And unfortunately, there are plenty to choose from. 😂
You might struggle with imposter syndrome, constantly questioning whether you're qualified enough to charge for what you do.
Maybe it's procrastination, especially around revenue-generating activities like following up with a lead, promoting your offer or sending the sales email.
Maybe you're a perfectionist, so nothing gets launched until it's approximately 847% ready.
You could be overcommitting, saying yes to everything until you're too overwhelmed to focus on the work that actually moves your business forward.
Or maybe you're dealing with shiny object syndrome, abandoning your strategy every time somebody on Instagram tells you about a newer, better way to build your business.
And then there's comparison.
Someone else launches.
Signs a client.
Hits a revenue goal.
Raises their prices.
And suddenly their success becomes evidence that you're behind.
The first step isn't judging yourself for doing these things. It's noticing them.
Instead of: "I'm lazy."
Ask: Why am I avoiding this?
Instead of: "I'm bad at selling."
Ask: What do I believe will happen if I promote this offer?
Instead of: "Nobody will pay that."
Ask: What evidence do I actually have for that belief?
Sometimes you don't need another planner, productivity app or Canva template. You need to figure out why you keep avoiding the action you already know you need to take. Jennifer shares more about this in our full conversation on the Go Get Great podcast that you can listen to here:
Why Relatability Can Be Better Than Perfection
Business content can make it look like everybody is doing amazingly well at all times.
Perfect branding.
Perfect office.
Perfect launch.
Perfect morning routine.
Perfect confidence.
Meanwhile you're sitting there thinking: "I cried because my website wouldn't connect to my email platform today, but okay." 😂
Jennifer and I talked about how powerful relatability can be in business.
People don't necessarily need you to look perfect. They need to trust you.
That doesn't mean turning your business account into your personal diary or sharing things you'd rather keep private.
It means letting people see the person behind the expertise.
Talk about what you've learned.
Share relevant mistakes.
Use your actual personality.
Explain things like a human instead of trying to sound "professional."
Your credibility isn't destroyed because you've had a difficult day or because you don't know everything.
In fact, pretending you've never struggled with the problem you're helping someone solve can sometimes make you harder to connect with.
A healthy mindset isn't: "Everything is amazing all the time!"
It's: "Something can be hard without it becoming evidence that I'm failing."
Define What Business Success Means to You
This is one of my favourite parts of the conversation because it's something I think about more and more.
What actually makes a business successful?
Revenue obviously matters. A business needs money to continue existing.
But is that the only measurement?
Maybe success to you is:
Making $100,000.
Working 20 hours a week.
Being available when your kids get home.
Having location freedom.
Creating something meaningful.
Building a team.
Not building a team.
Having 100 clients.
Having five really good clients.
There isn't one correct answer.
And if you don't define success for yourself, it's incredibly easy to borrow somebody else's definition.
Then you're chasing a revenue goal, business model or lifestyle you don't even really want because it looked impressive online.
Jennifer made an important point in our conversation: you can be successful before your income has reached the level you eventually want it to reach.
You might love your work.
Know you've found the right business.
Be helping people.
Feel energized by what you're creating.
And still be in the process of figuring out how to turn that into consistent revenue.
Both things can be true. Your business can be meaningful and you can want it to make more money.
Jennifer's Clarity to Cash Method
Jennifer's Clarity to Cash method connects mindset with the practical pieces required to grow a business.
The basic progression is: Clarity → Confidence → Connections → Consistency → Cash & Clients
And mindset sits over all of it.
Because each stage requires you to notice the thoughts that could prevent you from taking the next action.
1. Clarity: Know What You're Selling
Before someone can buy from you, they need to understand what you do.
Seems reasonable. 😂
But when you're deep inside your own business, what's obvious to you isn't necessarily obvious to everyone else.
Can someone quickly understand:
Who you help?
What problem you solve?
What you sell?
How it helps?
Whether it's for them?
How to take the next step?
If your messaging is vague, potential clients have to work too hard to figure it out. And confused people usually don't buy.
Mindset can sneak into this stage too.
You may avoid niching because you're scared of excluding someone.
You may water down your messaging because you're afraid someone will disagree.
You might describe every possible thing you could do rather than confidently explaining the thing you actually want to be known for.
Clarity requires choosing, and sometimes choosing feels scary.
2. Confidence: Believe in the Value You Provide
Once you're clear about what you do, you have to actually talk about it.
Enter imposter syndrome.
"Who am I to teach this?"
"There are people with more experience."
"Maybe I need another certification first."
"What if someone realizes I don't know everything?"
Spoiler alert: You don't know everything.
Neither does anyone else. 😅
Jennifer recommends gathering evidence when your brain starts telling you you're a fraud.
Look at:
Your experience.
Education.
Client results.
Testimonials.
Skills.
Things you've accomplished.
Problems you've successfully solved.
Keep a folder of positive feedback.
Confidence doesn't mean you never doubt yourself. It means self-doubt doesn't automatically get the deciding vote.
And confidence grows through action.
Every time you explain your offer, help a client, make a sale or receive positive feedback, you're collecting more evidence.
3. Connections: Business Is Built Through People
Entrepreneurship can get lonely. Especially when you're working online. But businesses are ultimately built through relationships.
Networking groups.
Communities.
Social media conversations.
Collaborations.
Referrals.
Clients.
Business friends.
The goal isn't to walk into every conversation thinking: "How can I turn this person into a customer?"
Please don't do that!
Instead, build genuine relationships.
Ask questions.
Be interested in people.
Offer value.
Some connections may become clients.
Some become referral partners.
Some become collaborators.
Some become friends.
And some simply become people who remember you six months later when somebody says: "Do you know anyone who does ___?"
A scarcity-based money mindset can make every interaction feel like it needs an immediate financial return.
It doesn't. Relationships compound too, and they're always worth investing in.
4. Consistency: Give Your Strategy Time to Work
This one hurts a little.
You create an offer.
Post about it three times.
Nobody buys.
And naturally conclude: WE NEED TO BURN THE ENTIRE BUSINESS DOWN AND START AGAIN.
Been there. More than once 😂
Sometimes an offer genuinely needs to change.
But sometimes you simply haven't given it enough time or enough visibility to know.
Jennifer talked about giving strategies roughly three to six months of consistent effort before making major conclusions, while recognizing that's not a rigid rule.
Before declaring an offer doesn't work, ask:
Have I clearly explained it?
Can people easily find it?
Have I talked about the benefits?
Have I actually asked people to buy?
Have I promoted it consistently?
Have I gathered enough feedback?
If the answer to most of those is no, you may not have an offer problem yet. You may have a consistency problem.
5. Cash & Clients: You're Allowed to Want Both
Eventually, business needs clients. And clients create cash.
There's sometimes a strange discomfort among purpose-driven entrepreneurs around admitting: I want to make money.
You can want to help people.
Make an impact.
Do meaningful work.
Support your community.
And get paid well.
Those things aren't mutually exclusive.
Money allows a business to continue.
It can support your family.
Pay contractors.
Fund new ideas.
Create jobs.
Buy back your time.
Let you serve more people.
A healthier money mindset doesn't require money to become the only measurement of success.
It means you don't need to feel guilty for wanting your business to be financially successful either.
Investing in Your Business Without Making Decisions From Fear
This is where money mindset becomes very literal. Spending money on your business can feel terrifying when revenue isn't completely predictable.
You think: "I'll invest once I'm making more money."
Sometimes that's absolutely the correct decision .And sometimes the thing you aren't investing in is exactly what could help you move forward.
The answer isn't: "Invest in yourself at all costs!"
I don't like that advice.
No coach, course, mastermind or program is worth putting yourself or your family in an unsafe financial position.
Instead, evaluate the investment.
Does this solve the problem I actually have?
Do I trust this person?
What kind of support will I receive?
Am I prepared to implement what I learn?
Does this stretch me financially—or harm me financially?
Would personalized support be more useful right now than access to a huge group?
Free resources can be fantastic. You're reading one right now.
But sometimes paying for support creates a different level of commitment and gives you access to feedback you can't get from consuming another free podcast episode.
The goal is to make the decision from clarity rather than fear.
Use Your Future Self to Change Your Money Mindset
Another concept Jennifer and I discussed was becoming your future self.
Not in a: "Pretend you're a millionaire and buy the designer handbag now!" kind of way.
Please don't use this blog as financial justification for a shopping spree.
Instead, picture the version of yourself who has built the business you're working toward. Ask yourself:
How does she behave?
How does she talk about her work?
What does she believe?
What boundaries does she have?
How does she respond when something doesn't work?
How does she spend her time?
Then choose one small behaviour you can practice now.
Maybe your future self:
Promotes her offers consistently.
Gets out of bed after one alarm.
Protects focused work time.
Stops saying yes to everything.
Asks for help.
Follows up.
Speaks about her work confidently.
Doesn't abandon a strategy because one person didn't like it.
You don't need to transform your entire life tomorrow.
Pick one thing. Practice it. Then build from there.
Small changes are much easier to sustain than attempting a complete personality transplant every January, or September.
How to Promote Your Business Without Feeling Salesy
This is one of the most common mindset blocks I see with entrepreneurs.
"I don't want to sound salesy."
Usually said by someone who has mentioned their offer approximately once in the past four months. 😂
If you genuinely care about helping people and respect their ability to make their own decisions, you're probably much less likely to become the aggressive salesperson you're imagining.
Instead of thinking: "How do I convince someone to buy this?"
Try: "How do I help the right person understand what this could do for them?"
One of the simplest tools Jennifer shared was adding: "so that…"
Don't only say what you do.
Explain the outcome.
Instead of: "I create social media strategies."
Try: "I create social media strategies for busy business owners so that their marketing feels clearer, more manageable and connected to their goals."
The first tells me what you sell.
The second tells me why I should care.
Selling doesn't have to mean manipulating someone. Sometimes selling is simply making sure the person who needs your solution understands that it exists.
Money Mindset FAQs
What is money mindset?
Money mindset refers to your beliefs, emotions and habits around earning, receiving, charging, spending and growing money. In business, those beliefs can affect things like pricing, selling, investing, visibility and how confidently you communicate the value of your work.
How can I improve my money mindset?
Start by noticing the thoughts that appear around money-related business decisions. When you avoid promoting an offer, raising a price or making an investment, ask what you believe will happen. Look for evidence rather than automatically treating the fear as fact, and practice taking small actions that challenge unhelpful beliefs.
How does money mindset affect business?
Your beliefs about money can influence how much you charge, how frequently you sell, whether you invest in support and whether you believe you're capable of reaching larger goals. Mindset isn't a substitute for business strategy, but it can determine whether you're willing to consistently implement that strategy.
Is wanting to make more money in business selfish?
No. A business needs revenue to operate sustainably. You can care deeply about your clients, community and impact while also wanting to earn well. Your definition of success can include financial goals alongside flexibility, family time, meaningful work and other priorities.
How can imposter syndrome affect my income?
Imposter syndrome can make you hide your expertise, avoid promoting yourself, undercharge, postpone launches or continually seek more qualifications before feeling "ready." Gathering evidence of your experience, results, testimonials and skills can help challenge those beliefs.
How do I sell without feeling pushy?
Focus on clearly communicating the problem you solve and the transformation your offer provides. Explain what you do so that your audience understands why it matters. Selling can be an invitation rather than pressure.
How do I know when to invest in my business?
Evaluate whether the investment addresses a genuine problem, whether you trust the provider, what support you'll receive, whether you're prepared to implement it and whether the expense is financially responsible for your current situation. A useful investment may stretch you, but it shouldn't put you in financial danger.
Final Thoughts: Your Money Mindset Is Built One Decision at a Time
Your business doesn't need you to become perfectly confident. It doesn't need you to eliminate every limiting belief. And it definitely doesn't need you to wake up tomorrow with a magical "six-figure mindset."
It needs you to keep moving.
Get clear about what you do.
Build evidence that you're good at it.
Connect with people.
Promote the offer.
Stay consistent long enough to learn something.
Ask for help when you need it.
And notice the stories you tell yourself every time money enters the conversation.
Your money mindset isn't changed by reading one motivational quote.
It's changed in the tiny moments when you decide:
I'll send the email.
I'll tell them the price.
I'll follow up.
I'll promote it again.
I'll stop comparing.
I'll ask for support.
I'll give this enough time to work.
You don't need to make every change today. Pick one.
Because clarity builds confidence.
Confidence makes it easier to connect.
Consistency gives those connections time to become clients.
And yes—clients create cash.
So now that you've improved your money mindset, it's time to go get great!
For more marketing insights and support growing your business, tune into the other 100+ episodes of the Go Get Great podcast and follow me on Instagram as I share my business and home renovation journey as a mom of 7.
Episode References
Connect with Jennifer https://www.instagram.com/jjakobsenlifecoach/
Come say hi!
Give us a follow if you're ready to take life from good to great, you'll be the first to know when we share more about motherhood and business. If it really resonated, the kids and I would do a happy dance if you left us a review 💗 ~ Brittany
If you're ready to elevate your marketing game, I’d love to work with you. Whether you need help with social media strategy, email marketing, or creating a podcast of your own, Brittany Miller Socials is here to support you every step of the way. Visit my website at https://www.brittanymillersocials.ca to learn more about how we can work together.
00:00 Intro
5:30 What's Your Self-Sabotage Speciality Quiz
8:00 Relatability and how it benefits entrepreneurs
13:40 How to define success
16:00 The clarity to cash method
26:00 How we help
30:00 Investing in your business
35:00 Becoming your future self
42:30 Promoting your business
49:25 Offers
52:00 Wrap up
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