The Fordyce Letter recently chatted with Tory Johnson about her Spark & Hustle conference, scheduled for July 29-31 in Atlanta.

As the CEO of Women For Hire and Workplace Contributor on ABC’s Good Morning America, she has a significant following among career management professionals. She is offering Fordyce Letter readers who may need help turning their ideas into cash a discount to attend (use code FORDYCE to save $200; leave a note that you’ve registered so she can flag it for her staff and she can include you in the after-hours get-togethers).

Tell me more about the agenda and “inner circle” of experts. Also, is this designed mostly for female business owners?

While the contents of the three-day conference would apply equally to men and women, our market is primarily women. Don’t get me wrong, we love men — and they’re welcome to register to attend — but truthfully it’s largely a women’s event by default!

The core focus of the agenda is turning passion and potential into PROFIT. The current and aspiring small business owners and solopreneurs I meet are generally really good at what they do. Where they fall short is how to SELL their services. How to PROMOTE their businesses. How to EXPAND their platforms. This isn’t an event to come discover your passion. Our attendees will arrive knowing exactly what their passion is—that is their SPARK. And they’ll leave having gained the tools and tactics for turning that passion to profit—that’s the HUSTLE part! It’s all about making money right now.

Readers of The Fordyce Letter are motivated by becoming or maintaining their status as “Big Billers”; along those lines, what tactics do you teach at these events to MAKE MONEY NOW?

That’s my kind of crowd!

In no particular order, attendees will learn how to build their digital identities, how to overcome sales objections, how to write compelling copy that sells without being sleazy, how to generate media coverage that’s for profit not just for vanity, how to form complementary alliances, how to generate multiple revenue streams to enhance the core business, and so much more. All of these things can be put to work Monday morning after the event.