Ep.98/ Tori Dunlap of HerFirst100k & Financial Feminist On Empowerment, TikTok & What to Share Online
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*Superstar alert* Tori Dunlap of the platform Her First $100K and hit podcast and book Financial Feminist is here! She drops tons of advice about how to charge what you're worth as entrepreneurs, digs in on the difference in how we treat male business owners versus female business owners, how understanding your numbers can turn your passion into a thriving business and offers her top 3 tips to people wanting to grow their bank account. We also dive into maintaining authenticity online while setting personal boundaries - she has over 5 million followers and shares how she learned from her mistakes of posting about a romantic relationship.
Plus, Tori gave us a peek behind the curtain of her own journey to success — from viral TikTok strategies to the wisdom of knowing when to say 'yes' and how to find balance by taking a day off. Tune in for an inspiring session that's all about empowerment and actionable advice for every entrepreneur out there!
About Tori:
Tori Dunlap is an internationally-recognized money and career expert, bestselling author, and podcast host. After saving $100,000 at age 25, Tori quit her corporate job in marketing and founded to fight financial inequality by giving women actionable resources to better their money. She has helped over four million women negotiate salary, pay off debt, build savings, and invest. She is the author of the instant New York Times bestselling book “Financial Feminist”; host of the #1 Business Podcast, Financial Feminist; a Forbes 30 Under 30 honoree; and co-creator of Treasury, an investing education platform that has over $60M invested (featured on New York Times Business front page), Tori's work has been featured on Good Morning America, the Today Show, the New York Times, CNN, BBC and more.
Tori now travels the world writing and speaking about personal finance, online businesses, and confidence for women.
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Do you want to get your finances under control but also make more money?
Welcome back to our latest episode where I had the incredible opportunity to sit down with Tori Dunlap, financial literacy advocate and the brain behind her first 100k movement. She shared deep insights on maintaining authenticity online while setting personal boundaries. We delved into why it's vital to charge what you're worth as entrepreneurs and how understanding your numbers can turn your passion into a thriving business. Plus, Tori gave us a peek behind the curtain of her own journey to success — from viral TikTok strategies to the wisdom of knowing when to say 'yes' and how to find balance by taking a day off. Tune in for an inspiring session that's all about empowerment and actionable advice for every entrepreneur out there!
In this episode you will learn:
Financial tips you should know as a business owner (5:30)
Personal boundaries in online branding (10:17)
Transparency in business and personal finances (16:05)
Setting boundaries for yourself in your business (24:10)
Quotes from our guest:
"Authenticity is so important on social media, being the version of you that feels right and feels authentic, but also understanding that you are talking to people who have never met you, who have no idea what's going on in your life, and deciding where to let them in can be really tricky."
Privacy Boundaries in the Public Eye: "I have been with my partner for about two years now, and I used to share a lot more openly about my dating life and who I was dating. And I decided once I became a bigger public person, someone who's, you know, gets recognized on the street and is doing all these interviews and shows up online, like, that's not a part of my life I wanted to share, especially since he is a civilian."
"I have been with my partner for about two years now, and I used to share a lot more openly about my dating life and who I was dating. And I decided once I became a bigger public person, someone who gets recognized on the street and is doing all these interviews and shows up online, like that's not a part of my life I wanted to share, especially since he is a civilian."Follow host Kim Rittberg on Instagram
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TORI’S LINKS:
Connect with Tori on Instagram
Listen to her podcast
Kim (00:02):
You are in for a treat. Tori Dunlap is here. She is known as Her First 100 K Financial Feminist bestselling book, top reading podcast, and she is here dropping so much knowledge with you about financial education for business owners, what she will and won't share online. She's got millions of followers. She has educated literally 4 million women about financial literacy and helping them make more money, negotiate their salaries, and so much more. She shares her most embarrassing work moment and talks about the double-edged sword for when women start making money, but then get judged for it. Make sure to stick around.
(00:36):
Welcome to the Exit interview with Kim Rittberg. Do you work for yourself and want to supercharge your business while still having fun? Well, this is your go-to podcast part MBA Part Cheer Squad. Every week I'll be joined by top business owners who share the secrets to their success. After I found myself working during childbirth true story, I quit my executive media job to bet on myself fighting the fear and imposter syndrome to eventually earn six awards, an in-demand speaking career and features in Fast Company and Business Insider. Now I'm here to celebrate all you rock stars betting on yourself, and I want to help you win. Tune in every Wednesday to hear from remarkable founders and don't miss our Solo Friday episodes, a treasure trove of video and podcasting mini masterclasses with me. Exit the Grind, enter success on your own terms. Don't forget to subscribe today and grab my free video tips at my website, kimrittberg.com.
(01:37):
We have Financial superstar, Tori Dunlap of her first 100 K and Financial Feminist, she knows so much is a bestselling author, podcast host, superstar online on social media. And we're talking all about finances. And in that vein, I know for those of you who are looking to show up better online, to bring in clients, to bring in money, to bring in speaking engagements, to bring in press, I have a super exciting opportunity. I only have five spots and it's only once a year, so if this is interesting, apply right now before they get taken. It's called the Thought Leader Accelerator. It is the perfect combination of a VIP video and photo shoot day. All done for you, meaning you show up and we do it all for you. So it's really impactful so you can get the professional brand online, super fast, VIP video and photo shoot, day on camera, media training and messaging and pitching package.
(02:28):
It's a one day shoot in New York City plus the pitching package and the on-camera media training. It is incredible. It helps you get clients speak engagements and press. If you are like, oh my God, I know what I do, I'm really good at it, but not enough people know it, or I'm having a hard time explaining what I do cogently or I just don't have those high quality video and photo materials to showcase the leader that I am online. This is it. And I have to say I'm so passionate about this because literally video has changed my life, not just because I worked in video, but when I was pregnant and working in the hospital delivering my second child, I was like, oh my God, I want to take control. I want to work for myself, but I was invisible basically. And so if you're invisible, it's really hard to bring in clients.
(03:15):
It's really hard to be seen as a thought leader until you're showing up with that messaging. And I applied my thought leadership strategy to myself and now I teach it to people across the country and only once a year do I have this done for you package. Basically, as soon as I started showing up with really high quality content, but also the messaging piece, explaining to people who I am and why I'm great at what I do and how I help transform them, that's when it started falling into place. So I've been speaking around the country. I spoke at the Fast Company Innovation Festival, other conferences around the country like the Berkshire Hathaway Home Services Pod Fest and so much more, but it's not about me, it's about you because I now am super excited to help you grow into being the thought leader that you are and showcase that.
(03:55):
So do not wait, don't sleep. There's only five spots. Apply today. It is in early May. Applications have to be in by next Friday, so click in the show notes to apply and I will connect with you. Then you might follow her on Instagram. You might've read her podcast. You might've read her book. Tori Dunlap is here. She's an internationally recognized money and career expert, bestselling author and podcast host. After saving a hundred thousand dollars at age 25, Tori quit her corporate job in marketing and founded her first 100 K to fight financial inequality by giving women actual resources to better their money. She's helped over 4 million women negotiate salary, pay off debt, build savings, and invest. Author of the Instant New York Times bestselling book, Financial Feminist, host of the number one business podcast Financial Feminist, a Forbes 30 under 30 honoree, and a co-creator of treasury, an investing education platform that has over $60 million invested featured on the New York Times Business front page.
(04:52):
Her work has been featured in Good Morning America. The Today Show, the New York Times, C-N-N-B-B-C and More. She now travels the world writing and speaking about personal finance, online businesses, and confidence for women. I am so beyond excited to have Tori here. We talk about what business owners should do financially. Obviously she tells you not me. We talk about what she will and won't post online because sometimes it can be awkward. What's oversharing? She shares her point of view. She's got millions of followers. So I love her input on this and she shares her most embarrassing work moment and the double-edged sword of when women start making money, but we get judged for it. It is a great conversation. So stick around. You are a business owner and a financial expert. What are the top three tips that you would give to another business owner?
Tori (05:37):
This is so obvious, but I see so many people not do this. If you're not setting aside 30% of your revenue for taxes, we need to do that. We need to set aside money every single time you get paid in something like a high-yield savings account that just waits until it's tax time. Yeah, especially newbie business owners, you're paid differently as a business owner than you're paid in a nine to five W2 job. If you're getting a paycheck at a nine to five, the taxes have already been taken out, but if you get paid, let's call it a thousand dollars, as a business owner, you haven't paid any tax on that. And you also have expenses on top of that to think about. So I say set aside money for taxes, but the sub tip in that is also charge accordingly. Like price your services knowing that, oh, I got expenses to take out and I have to pay taxes on this money and a thousand dollars that I get paid does not mean a thousand dollars in my pocket.
(06:24):
So that's a big one. The second one is you really need to know your numbers. I talk to a lot of creative people who are like, I'm right brained and I'm not really left-brained. And I'm like, okay, then you either need to hire someone or start knowing your numbers even better. I really view it as a game, and I think that's actually one of the most healthy things we can do is if it's five days from the end of the month, I'm like, how can we make 10 K in these next five days? That's just fun for me. And that's really, again, the gamification of that. We were talking before about seriousness, taking ourselves seriously, but also okay, it's just really great to know, yes, I'm a serious business owner, but also this is kind of fun. And then, yeah, know your numbers, track your numbers, know your cashflow, know what's coming in and know what's coming out.
(07:09):
And then three, as much as you can predict your numbers, that's going to be really helpful. There's a lot of businesses that are seasonal, or for me, a huge chunk of our job is content creation, and so that kind of ebbs and flows, but there is a certain amount of money that I can expect every month or January is really big for us because it's like new year, new you time, and everybody wants to get their financial shit together. So we always know that we're not going to get paid out in January, but February and March typically do really well for us. So that's just something to think about. December is like, shit, nobody wants to think about this right now. Everybody's at home with their families for the holidays. So you can start to, after you've been doing this for a little bit, you can start to predict cashflow, where it's going to come from and start planning your business accordingly.
Kim (07:51):
This is the first year I've actually gotten out of calendar and planned out when I'm launching things, when I'm promoting things and I'm like, wow, I can actually take vacations and not worry. What a shot. How crazy is this? Talk to me about that moment where you were like, oh, this isn't a blog, this isn't a side hustle. This is a real business and it's going to be this real thing. What was that moment?
Tori (08:11):
I'm going to be honest. I knew that this business had legs even when it was a side hustle and even when it was a blog. That's again, another thing that I think society does is you talk about your business and people go, oh, your little hobby. And I'm like, no, this is a business. This is an established business. But really, I mean the kind of point of takeoff, there's two big ones. 2019 was me rebranding the business to her first a hundred K. It was a blog for 20 something women before then. And then I got really focused of, okay, we're going to talk about money and career. So that rebrand plus me hitting my a hundred K and quitting my job, quit my job in late 2019 after I hit that a hundred K about three weeks after I was on Good Morning America for the first time.
(08:56):
That was a big pivot for me of like, okay, we're going all in. We're going to see if this has legs. And of course it did. And then 2020, getting on TikTok, that was a big deal is I think a lot of people were on TikTok early in the pandemic. I was there just as a consumer of content, and then the fifth or sixth video we ever posted went crazy, mega viral, changed our business overnight, and we saw similar kind of viral moments throughout the past couple of years that, yeah, there was one in April of 2021. We literally, and this is something I'm so proud of, I love consulting about this. I love talking about this. I teach people how to do this. It was just insane. My background's in marketing, when I say these numbers, they're nuts, but from one organic TikTok video in April of 2021, we turned that video in a week to a hundred thousand email subscribers.
(09:45):
Took one video that I filmed off the cuff and no makeup and a sweatshirt, and literally turned that one video into email subscribers that we still talk to this day. No money behind that post. It was completely organic. We've never paid a dime for ads, actually. And so that's something that was a huge shift for us of just using these platforms at the top of the funnel, but then getting people off the platform. So yeah, there's been a couple of those moments that are just really fun. And again, the gamification of it, of like, okay, great.
Kim (10:17):
You have built this incredible brand which teaches millions of people, and I'd love to know how do you decide what's too personal to share? What's the right level of personal? What's your filter? How do you decide that?
Tori (10:30):
Yeah, this is something that I've thought a lot about that I get a lot of questions about. We have a community of about 5 million social media followers across TikTok and Instagram and our newsletter and our Facebook page. And it's great because we get to connect with a lot of people and get to talk to a lot of people. And it's also terrible because everybody has access to you all the time and all of the opinions and the feedback. And so one of the things that is murky when you do start growing a following is we were talking about this right before we jumped on, but authenticity is so important on social media being the version of you that feels right and feels authentic, but also understanding that you are talking to people who have never met you, who have no idea what's going on really in your life and deciding where to let them in can be really tricky.
(11:17):
So it really depends on the person, depends on what kind of content you're sharing. I talk about money for a living, I'm going to be pretty open about my money. I'm going to say I'm a multimillionaire. I'm going to say that unabashedly, you Google me, and that's the first thing that pops up. Other people might not be so transparent about that. The kind of barometer I found is, and I've heard psychologists talk about this, you sometimes only discover there's a boundary because you accidentally cross it and you realize, oh, there was a boundary there. You do something and it feels kind of gross or it feels weird, or it just doesn't feel right, it doesn't sit right for you. Then you go, oh, okay. That is a boundary that I have. For instance, I have been with my partner for about two years now, and I used to share a lot more openly about my dating life and who I was dating, and I decided once I became a bigger public person, someone who's gets recognized on the street and is doing all these interviews and shows up online, that's not a part of my life I wanted to share, especially since he is a civilian, he is not an entrepreneur, he doesn't do any of social media.
(12:24):
And so that was a boundary that I set because in my previous relationship I had shared it. And then when that relationship ended, it was very difficult for me when people were asking, Hey, where's this person? What's going on with you? And I'm like, I am grieving a breakup. I don't want to talk about this. So that's one instance where if people know I have a partner, I say partner, but I don't talk about who this person is, what they do for a living, I don't show their face. So yeah, I think sometimes you only realize there's a boundary there because something doesn't feel right and you have to then establish, oh, that's not something I'm going to do again,
Kim (12:57):
I love that the boundary is don't talk about people who might not be there in the future. It'll be awkward. Can you give me an example of a recent post? So I love that example about the boyfriend slash has there been some posts where you were actively running through a filter recently where you're like, should I post this? Should I not? Is it an overshare? This is something I also get sometimes. Would someone recognize themselves in this story? That's what I get sometimes from people. They're like, you want to share client wins? And they're like, are they going to see themselves in this story? So how do you put things through that of will people recognize it or is it too personal and things like that?
Tori (13:32):
Yeah, I mean, I think just financial conversations. They're really difficult to have, but they're really necessary. I've had conversations with my parents who are very private people. I get a lot of requests from community members of, I would love to have your parents be interviewed on your podcast. And I remember three years ago I brought that up with them and they were like, no, no, there's no world in which we're doing that. And I was like, okay. So that's one where if I am going to post about them, if they're coming to an event with me, I try to clear that with them. And sometimes I push it. They don't have social media, and sometimes I push it probably where they're comfortable pass where they're comfortable, like it's fine, it's fine. I'm trying to think of any other instances. Oh, I don't even want to talk about it.
(14:11):
I want to keep it to myself. But I was a theater major growing up. I did arts and performance, and it's something I haven't done since I graduated college with a theater degree, and I miss it very much. And so I actually promised myself that I was going to do something just for me this year that was artistic, and I wasn't going to talk about it on social media. And I can't tell you how difficult that has been to be like, Nope, we're just doing this for me. We're not going to perform it online. We're not going to talk about it. Even though it would be great content, and I know it would go viral and I know it would do really well, I'm just like, you know what? Nope, you made this promise for you. And I actually did that on purpose because I knew it would be challenging for me. I knew as someone who's an entrepreneur and has spent so of her time building a business, really building content and building a following, it's just like, nah, okay, we're just going to keep this to ourselves.
Kim (14:58):
By the way, I talk a lot about balance on my podcast for entrepreneurs. I think I really commend you on that because one of the promises I made to myself, I used to do art a lot when I was younger and I committed. I have to do something tactile and making art once every six months if I'm good once a quarter, but really once every six months just for me. And it's the same thing. It's just something that just feeds my soul. But I think it's super important as people strive to build a business but still live a life. So I love that. And about the personal thing, my kids, someone saw me on the street and someone's like, oh, your trip to Columbia looked awesome. And my little six and a half son goes, how'd she know about Columbia? And I said, oh, I posted it. And he's like, was I in the pictures? And I said, if you don't want to be in the pictures, you won't be in the pictures. Yeah,
Tori (15:41):
Totally. And
Kim (15:41):
I was like, to that point. Okay, so I got this recently. I think this is a perfect question for you actually. A lot of times you have these business owner communities and they talk about growing their wealth, growing their business, but it's a part of their marketing. What are your thoughts on sharing financials? But when you are a business person, you're sharing your financials, you're sort of sharing it with your clients too, who invested in you. So what are your thoughts on that?
Tori (16:05):
I actually literally just got off an episode recording of my own podcast called Financial Feminist with Hannah Williams who runs Salary Transparent Street, and she interviews people and asks their salary on Man on the street type interviews. And one of the things we were talking about is you get to a certain level where pay transparency is usually important, but it can almost bite you in the ass at some point. And so I am transparent in saying I'm a multimillionaire, but I literally used to blur out the numbers, but share screenshots of my bank account when I first started her first a hundred K back in when it really took off in 2019, I was sharing my journey to save a hundred K and I was sharing screenshots. And I don't do that shit anymore. And I don't do it because we live in a system and a society where we applaud men for the pursuit of wealth and we actively punish women.
(16:55):
So if you are a business owner who is doing good money, what happens is when men go on Instagram and they talk about their Rolex or they talk about, oh, I made 500 K dropshipping, the comments are like, oh my God, you must be doing well for yourself, bro, that's so cool. How do I do it? And if a woman does something similar, it is, you should be just doing this for free because why would you charge it if you really cared about it? Or that must be your husband or your daddy's money, or why aren't you donating more? It's rich people like you that the problem with society. So I do feel like you get to a certain level where even for me, my whole platform is on talk about money, talk about money, talk about how much you're getting paid, and the very system I'm trying to change still affects me, which is the sexism of talking about money and the difference in how we treat male business owners versus female business owners.
Kim (17:46):
That's so interesting. It was something like I was asked recently was giving a testimonial for my business financial coach who's helped me so much in my business. She's like, would you say how much you're making? I'm like, no. And I'm like, no. And one of the things I speak about a lot, I speak at conferences and stuff, and I'm a big advocate of, I call it bragging, but it could be self-advocacy, but I think women especially just don't brag
Tori (18:09):
Enough. No, because we punish women who do. That's what happens. And so no, speaking of boundaries or brand values, that was something that from very early on, and my team knows this of in our content, we are unabashedly pursuing money, and it's not because we want to be billionaires and we want to exploit people. It's because when I have money, I have options. The pursuit of wealth is not wrong, but it's only wrong for women. And so if I can unabashedly pursue wealth, if I can lead by example, that's the feeling I want for every single woman is money giving you the options and the choices and the flexibility for your life. So that's for me, the version of transparency, which is like, no, I'm going to charge for my work and you're going to be upset about it sometimes, and there's nothing I can do.
(18:52):
Those are not my people. Those are not the people who understand what we're trying to do here. It would be very hypocritical of me to feel ashamed for charging my worth for taking free labor or doing free labor. And so I think that, yeah, again, we exist in a system, and this is the entire thesis of my book Financial Feminist, is that we exist in a system that applauds men talking about money, earning money, getting more money, and we actively keep women playing small from the pursuit of wealth, from investing, from talking openly about money because money means power. And systemically society doesn't want women to have power.
Kim (19:28):
Yeah, no, I mean, I totally agree with you. It's very interesting because one of the things that keeps coming up, I do a lot of workshops and I do a lot of speeches and stuff specifically about bringing forth your accomplishments, which I think is very parallel to talking about and being open about success and ambition. I will never forget, I was leading a 17 person team at US Weekly. I launched their video unit and I was leading a 17 person team doing great early video executive. Great. And some vendor came in and asked for feedback on their product. I gave him a four page sheet with all these notes, and I took him through it, and he was like, so what's your role in the video unit? And I was kind of young. I look a little young and I have long brown hair, whatever.
(20:13):
And I'm like, is it not clear to you that I'm the head of this unit? Oh my God. Wow, okay. And I think it was that moment where I'm like, you know what? I have to let people know. I'm like, I'm going to tell people I'm an award-winning marketer because how would they know that it's a data point. It's my job to tell them what I've done and how I can help them. But I think it's a same with money is that why should I be afraid or embarrassed of the things that I've done? Those are my things. I'm not lying. It's just information. But we put such weight on it in the same way that money has weight on it, and those weights are in our heads, they're in our communities. I just think it's such a parallel of speaking up, getting what you're worth, asking for what you're worth, not being ashamed of it, and when you get it, when you amass it, not hiding behind it. But I think to the original point of I'm a business owner and people hire me, and I don't necessarily want to say I earned X last year because I don't want people to feel like, did I pick him too much or whatever. You know what I mean? It makes me feel,
Tori (21:17):
Yeah, I feel the same way, but there is a certain level of, okay, if you are a client of somebody's and you don't want to see them succeed, that for me feels like the concern there. Again, there are some people who join our community who are newer and who maybe I'm transparent about this, and then they're like, oh, well, you're charging for your services and you're making multimillions off charging us. And I'm like, that's how this works. That's how this works. And also, but there's a certain, I don't mean that in a mean way, but it is just a certain level of the community we have understands like, oh, I want to support this woman owned business because I know that one, she's offering really good services, and two, she's passing the wealth along and turning the world into hopefully the kind of more equitable place we want to see.
(22:12):
Yeah, maybe the first part didn't come out. I have every understanding and respect for somebody who's like, yeah, I don't want to ever exploit somebody this. That's just the whole conversation of there's no ethical consumption under capitalism and to get really into it. But I struggled with this when writing my book because especially when you're teaching women or anybody how to navigate money, there's a certain, you realize that at a certain point, you can't just say budget. You can't budget your way out of poverty. So I don't want to win capitalism. It means I've exploited somebody, but I can't lose capitalism either, because that means suffering to myself and to my community and to the work that we do. So all of us are just trying to survive capitalism to the best of our ability and to do good work and to compensate to pay people well and to also get paid well.
Kim (22:57):
Yeah. Amen to that. I love that. Okay. Rapid fire before I lose you. Sure. Worst job or weirdest job you've ever had?
Tori (23:05):
I've had a lot of bad jobs. It's tied between two, both of them. I talk about in my book, the intro to my book is all about me quitting a job without another lined up because it was so toxic after only two or three months. And then my first job out of college was a good job, but the culture was horribly toxic. And I met my best friend there and I'm really thankful I met her. But we still talk about there should be multiple lawsuits for that company and maybe there will be someday
Kim (23:29):
Keep an eye on the news. Can you share a funny or embarrassing work moment?
Tori (23:33):
Oh, I would say this is so common, but anytime I spell somebody's name wrong, I feel awful about it. And then I'm really bitter when somebody spells my name wrong. So it's, it's not fair of me. I understand the hypocrisy there, but no, anytime that I spell somebody's name wrong or say somebody's name wrong, oh, that's actually a big one, is we record. Obviously we've recorded over 150 episodes of my podcast, and every single time when we sit down to record the intro, I'm always like, even if it's John Smith, I'm always like, oh, am I pronouncing this correctly? I'm so scared of butchering somebody's name.
Kim (24:08):
I'm the same way. I'm like, is it Jane Doe? They're like, yes. I'm like, thank you. Thank you so much. Last question. Do you feel like you have balance and what always gets a yes and what always gets a no in your life?
Tori (24:19):
Ooh. I feel like I'm finding it. I feel like I did not have it for the past couple of years. Launching a book as anybody who's launched a book will tell you is that if you go all in, you'll never work harder for less money in your entire life. But yeah, I sacrificed a lot to be able to do that. So I feel like we're just finding that now. I feel like what's always a no is any sort of opportunity where you're not going to compensate me. We still get so many, hi, can you do this for exposure? And I'm like, absolutely not. And then a yes for me, I take every Friday off. Sometimes it doesn't happen, but I really try to be good about it, and that's the day I spend with my partner and started doing that about a year and a half ago, and I look forward to Fridays every single week.
Kim (25:04):
That's amazing. Thank you so much for your time, Tori.
(25:10):
Thank you for joining us. Don't forget to exit the grind and enter success on your own terms. This is the exit interview with Kim Rittberg. Don't forget to grab my free download, how to Grow Your Business with Amazing video at kimrittberg.com and linked out in the show notes. I love to hear your feedback. Make sure to submit to me what you learned from the show and how you are crushing it on your own terms. Connect with me on Instagram or LinkedIn at Kim rittberg, R I T T B E R G. And this show is edited by Jillian Grover and produced by Henry Street Media. I'm your host and executive producer, Kim Rittberg.