Money & Marketing: The SheEO Way

by Jessica Crane

When my son Hunter was a newborn and my daughter Harley was a toddler, I knew I couldn’t keep hustling. I didn’t want to live-launch forever, riding the rollercoaster of feast and famine.

So I built my first evergreen sales funnel, what I now call the Elegant Evergreen Engine. That one funnel has generated over £3 million in sales.

It works because it’s not about pushing harder. It’s about building environments where people naturally want to buy from you.

It’s probably the biggest missing piece most people have in their business 

“An Environment to buy” 

Here is how it works:

STEP 1: Attract

Use a mix of organic content, paid ads, PR, and events to bring people into your world.

Step 2: Nurture

Create valuable environments, emails, funnels, webinars, VSL’s, challenges, summits, lives, sales pages, and content that builds trust and answers objections.

Step 3: Convert

Craft seamless experiences where buying is the obvious next step.

From women’s hostels to multi-million-pound empires, Jessica Crane shares her Wealth Cycle framework and how marketing can become your greatest asset.

“Marketing isn’t a cost. Done right, it’s an asset that builds you money on repeat.”

From Hostels to Multi-Millions

If you’d told me, as a little girl spending weekends in women’s hostels, that one day I’d be running multi-million-pound businesses, I would’ve laughed. Back then, money felt like something other people had.

But that upbringing gave me grit. It gave me fire. And it gave me the determination to build a life where my kids would never experience the same.

Today, I run multiple businesses across coaching, property, and e-commerce. I’ve spoken on international stages, built an evergreen sales system that’s generated over £3 million, and I’m proud that a portion of my profits now supports Women’s Refuge.

And if you’re wondering how I made that leap? It came down to mastering two things: money and marketing.

“It’s not about pushing harder. It’s about building environments where people naturally want to buy from you.

✨ Jessica’s Top 3 Marketing Moves

1. Build evergreen assets.

Stop chasing, start compounding. 

ASSETS = INCOME 

2. Diversify your channels. 

Never rely on one source of leads.

MORE LEADS = MORE SALES 

3. Think in environments. 

Make the buying process effortless.

“One income stream is a risk, not a strategy.”

🚫 3 Wealth Mistakes to Avoid

• Relying on one product or client. Diversify or you’re exposed.

• Treating marketing as a cost. It’s an asset, build it once, let it work forever.

• Spending instead of reinvesting. Cashflow without reinvestment doesn’t build wealth.

The Wealth Cycle: 

Turning Sales Into Assets

Here’s where most entrepreneurs stop: they get the sales, but they don’t know how to turn it into long-term wealth.

That’s where my Wealth Cycle Framework comes in, the exact process I’ve used to go from cashflow to financial freedom.

Step 1 – Increase Revenue

It all starts with marketing. You’ve got to bring in more sales by creating environments where people are excited to buy from you. The more consistent and predictable your revenue, the stronger your foundation.

Step 2 – Increase Profit

Revenue means nothing if there’s nothing left at the end of the month. This is where you manage cashflow like a CEO, price for profit (not just survival), and make sure your margins are healthy. Profit is what fuels your growth.

Step 3 – Diversify

Once the profit is flowing, it’s time to branch out. For me, that meant moving beyond coaching and building into other streams like property and e-commerce. One income stream is a risk, not a strategy, diversification is your safety net.

Step 4 – Acquire Assets

With diversification comes the power to acquire assets that pay you back. Think properties, investments, or scalable business models that generate income without you needing to trade hours for pounds.

Step 5 – Income & Impact

This is where true wealth is built, when your assets create sustainable income. For me, that not only means financial freedom for my family, but also the ability to support causes close to my heart, like Women’s Refuge. Wealth isn’t just about numbers. It’s about legacy.

And here’s the magic: the cycle never stops. Each stage fuels the next, compounding over time and creating generational wealth

Why Diversification is Freedom...

Just as you diversify marketing strategies, you must diversify your income. Relying on one offer, one social platform, or one client type is the fastest way to burn out.

When one slows, another carries you. That’s why I built across three industries. It’s not about doing everything at once, it’s about stacking over time. That’s where real freedom comes from.

“Wealth done right isn’t just about money in your account. It’s about impact, choice, and legacy.”

Money and marketing aren’t reserved for the chosen few. They’re skills you can learn and assets you can build. 

I started with no roadmap, no contacts, no silver spoon. Just grit, vision, and a refusal to quit.

And if I can do it, so can you.

✨ Treat marketing as your most valuable asset.

✨ Build evergreen sales environments.

✨ Use the Wealth Cycle to turn profits into multiple streams.

✨ Diversify your strategies so your empire stands strong.

That’s how you build with choice and voice. That’s how you conquer with grit and glam.

💎 Want more? 

Follow @she_eo_collective for daily inspiration. And if you’re serious about building your empire, join us this November in Manchester for the SheEO Collective™ Annual Event, where women in business gather to build, lead, and conquer together.