Faye Helps Moms Ask for Help Without Guilt, episode 162

EP 162.  Sarah Panus sits down with Liz Hernandez, Head of Marketing at Faye, to unpack how the brand is helping moms ask for help without guilt. Liz shares how Faye is reimagining personal assistance for families, what tasks busy moms are most eager to outsource, and the surprising mindset barriers that keep many from seeking support. You’ll also hear how Faye builds trust in a deeply personal category, sparks authentic word-of-mouth and organic influencer partnerships without massive budgets, and communicates value in a way that feels empowering instead of pressure-filled. A must-listen for marketers who want to serve moms with empathy while driving real growth.

As every marketer knows, connecting authentically with moms isn’t easy—especially in today’s noisy, high-pressure landscape. This week on Marketing With Empathy®, Sarah Panus goes behind the scenes with Liz Hernandez from Faye, the platform redefining how moms can outsource life’s constant to-do lists and reclaim their time. If you want expert insights on building trust in a deeply personal space and driving smart, organic word-of-mouth that genuinely resonates, you’ll want to keep reading.

Key Highlights

• Outsourcing, Redefined: Faye connects busy moms with advisors who help manage everything from summer camps and holiday gifting to household repairs and professional tasks.

• Breaking Stigma: Many moms resist asking for help due to societal pressures but Faye’s authentic, relatable approach helps normalize outsourcing.

• Trust Building: Word-of-mouth and hyper-local connections—especially real, unpaid influencer advocacy—drive Faye’s success.

• Content That Converts: Faye’s marketing leans into practical, example-driven storytelling and member video profiles that demystify their service.

• Empathy-Driven Communication: Listeners get actionable ways to position their own brands as empowering—and not guilt-inducing—for moms.

What Is Faye and How Does It Help Busy Moms?

Faye is more than just a personal assistant—it’s a lifeline for moms juggling countless responsibilities at home and beyond. As Sarah Panus shares, moms control 85% of all household spending, making them a critical market to understand, yet many brands fall short in delivering truly useful solutions.

According to Liz Hernandez, Faye's signup process is refreshingly simple: moms share details about their family and needs, and Faye uses its “matchmaking magic” to connect them with an advisor whose expertise fits their unique situation. The advisors handle a broad range of tasks, including:

• Researching and organizing kids' camps and lesson schedules

• Arranging home repairs and scheduling appointments

• Curating thoughtful and meaningful holiday gifts

• Handling tasks for those in major life transitions (moving, expecting a child, etc.)

• Even occasional help with business-related to-do’s

This breadth and flexibility make outsourcing instantly more accessible—and less intimidating—for moms.

The Mindset Shift: From Multitasking Moms to Empowered Delegators

One of the most powerful insights in the episode is the real, often unspoken stigma around asking for help. As Liz Hernandez shares, some potential clients worried about friends finding out they’ve outsourced a birthday party, feeling pressure to be “super moms.” Faye addresses this by openly finding and elevating advocates who model healthy resourcefulness—and who freely admit that their balanced lives are made possible by outsourcing.

Faye doesn’t just want to help moms; it wants to change the conversation. By showcasing relatable role models and normalizing “delegation as a strength,” Faye is breaking down barriers so more women feel comfortable seeking support.

Building Trust: Real Connections and Organic Advocacy

Trust is everything when inviting someone into the intimate details of family life. Faye’s approach is deeply personal—starting local, with coffee chats and in-person focus groups, then expanding via authentic connections. Rather than pursuing traditional “paid influencer” models, Faye finds true advocates who naturally align with its mission.

An example is the partnership with tech mom Catherine Brown, which was cultivated with patience and genuine value, not just a product pitch. By providing free services and building real relationships, Faye’s word-of-mouth has blossomed with credibility—and value. As Liz Hernandez notes, this scrappy, community-driven strategy is especially effective for newer brands and highly personal services.

Content & Channels: How Faye Communicates What Moms Actually Need

Because Faye is creating a “new category,” clear communication is crucial. The company prioritizes sharing real-life task examples on social media—many curated by a mom advisor—and features video profiles that showcase how real families integrate Faye into their lives. This specificity helps potential clients visualize how Faye can fit into their own routines.

Podcasts, longer-form content, and testimonials have proven effective channels. Faye makes it easy for moms to start: a simple form connects them directly to an advisor, with text, email, or even weekly calls—no clunky portal or friction.

Actionable Insights for Marketers Targeting Moms

Ready to apply these lessons to your own brand? Liz Hernandez leaves marketers with two actionable tips:

1. Get Specific: Define your target mom audience narrowly and speak directly to their unique routines and challenges.

2. Choose Your Best Channel: Don’t be seduced by “flashy” options; select the format where you have time and space to showcase your value (audio/podcasts work well for nuanced, service-based brands).

How to Connect with Faye and Liz Hernandez — Plus Your Exclusive $50 Discount Code

Want to learn more or try Faye for yourself? Here’s how:

• Website: findfaye.com — Explore Faye’s services and see if they fit your family’s needs.

• Instagram: @tryfaye — See real-life task examples and member profiles.

• Exclusive Offer for Marketing With Empathy® Listeners:  Use code EMPATHY50 for $50 off your first month when you sign up!

• Contact Liz Hernandez: Email her directly at liz@findfaye.com for questions, partnership opportunities, or to connect with a fellow marketing leader.

Faye isn’t just another tool—it’s a movement toward normalizing asking for help, reclaiming time, and empowering moms to be present for what matters most. If this episode resonated, share it with others who want to serve moms in a truly thoughtful way. 

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About Marketing With Empathy® Podcast Host, Sarah Panus

Marketing With Empathy® is the podcast for brands that want to target & engage mom customers. Moms influence or control 85% of ALL household purchases, but without the right content strategy many brands are missing out on sales. Sarah Panus helps busy marketers build clear content plans that reach more moms – and other key customers – to drive more leads and sales. Top 5% of all podcasts, and member of Marketing Podcast Network.

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With 20+ years of experience, Sarah understands how hard it is to juggle all the demands coming at you. She’s a mom, content marketing strategy consultant, Certified StoryBrand Coach, 2x podcast host of Marketing With Empathy® and KEEP KIDS SAFE, a speaker, and owner of Kindred Speak®. Sarah’s helped clients of all sizes including: Sleep Number, SHEFIT, American Express, LegalZoom, Katie Couric Media, Thrive Global, Nestle Waters, Lindt Chocolate, Starbucks, Western Green, JHL Turf Pros, Christos Bridal, University of St. Thomas, American Heart Association, + numerous small businesses.

Podcast Produced by Sarah Panus