More than a Few Words

Andrew Laws has back in my guest chair (if you missed our first conversation, find it here) it, you'll find the link in the show notes). This time we shifted away from SEO tips and took a different route—down a bumpy road lined with good intentions, disastrous mistakes, and a hacker with way too much free time. Andrew's story is packed with humor, hard-earned lessons, and a healthy reminder that if a business idea sounds too easy, it probably isn't really Chasing “Easy Money” Was the First Mistake: Andrew thought starting a web hosting company would be a simple, hands-off business. Instead, he discovered that businesses built on the idea of “set it and forget it” rarely turn out to be easy—or hands-off. The Danger of Blurring Business Boundaries: Hosting friends' and acquaintances' websites felt natural at first, but quickly became overwhelming. When you don't set clear expectations with clients, small favors snowball into major responsibilities. When Things Go Really, Really Wrong: A hacker infiltrated Andrew's server, and when Andrew instinctively shut the server down, it triggered a full-blown meltdown. What followed was a two-year criminal investigation and a front-row seat to the importance of cybersecurity. The Impact of Reputation Damage: Even though the hack wasn't his fault, Andrew's relationships with clients suffered. He learned that when you run a business, you're not just managing services—you're managing trust. Life Lessons Beyond Business: After everything collapsed, Andrew realized he didn't want a business that consumed his entire life. The experience shaped how he approaches work and parenthood today, favoring businesses that align with the life he actually wants to live. Conclusion with Takeaways: Andrew's story is a master class in why there are no shortcuts in business. If it sounds too easy, it probably hides a pile of trouble just waiting to unravel. Set clear expectations with clients early and often, especially about what you will—and won't—support. Understand the real risks behind your business model, and protect not just your income, but your reputation. Most of all, build a business that supports your life, not one that devours it.

If you've been around here for a while, you already know—I'm an email marketing geek. Not the kind of geek who builds robots in her basement, but the kind who gets excited about subject lines and open rates the way some folks get excited about the first tulips of the season. That's why chatting with Ellen McDowell Strauss felt like talking to an old friend who also happens to alphabetize her spice rack. Ellen and I first connected over our mutual affection for email, but our latest conversation had a more urgent tone—thanks to Microsoft's recent announcement that could throw a wrench in the way we all send emails. If email is your small business's secret weapon, it's time to sharpen it. Main Points from the Conversation: Microsoft's Email Policy Changes Microsoft has announced stricter deliverability rules—emails that don't get opened or clicked may not make it into inboxes at all, even if the sender is marked safe. This shift will force marketers to pay more attention to engagement metrics like never before. List Hygiene is No Longer Optional Holding onto disengaged subscribers could hurt your deliverability. Cleaning out your list—removing folks who haven't opened or clicked in 6–12 months—isn't just good housekeeping, it's mission critical. Quality Over Quantity Big lists are out, and meaningful lists are in. A smaller, engaged audience is far more valuable than a bloated list of people who aren't paying attention. Smaller Campaigns, Better Results Ellen suggests sending smaller, staggered campaigns to improve sender reputation. Large blasts might raise red flags, even if your content is solid. Strategic Email for Every Stage Email can't be one-size-fits-all anymore. You need tailored messages for prospects, new clients, and past clients—each stage should feel intentional and personal, not like you're just checking a box. Actionable Takeaways: Audit Your List: Check who's been opening and clicking. If someone's been snoozing for over 6–9 months, it may be time to let them go—or offer a re-engagement path. Segment Your Sends: Break your list into smaller groups and stagger your email sends to improve visibility and avoid being flagged. Lean on Third-Party Tools: Ditch BCC blasts. Use trusted email marketing platforms (like Constant Contact, Mailchimp, or Robly) that work hand-in-hand with email providers to boost deliverability. Craft Content with a Purpose: Make every email part of a bigger story. Whether it's educating, engaging, or asking for a review, know your audience and meet them where they are. Rethink “Set It and Forget It”: Email marketing isn't a crockpot dinner. It's more like sourdough—needs regular attention, care, and a little love.  

You know, I've spent years telling business owners to get laser-focused. Find your niche, talk to your niche, sell to your niche. It's like that old saying: “You can't please everyone, so pick your people.” But every once in a while, someone comes along and flips my perfectly organized marketing world on its head. That someone was Matt Diamante, founder of Hey Tony, a marketing agency that helps small business owners tackle SEO and social media in ways that actually work. When Matt pitched me the idea of going broad to find your niche, I raised an eyebrow — and then I leaned in. Because sometimes, you have to plant wildflower seeds everywhere before you find out which patch of soil will let your business bloom. Start Broad to Get Noticed Matt shared how narrowing his content too quickly meant missing out on visibility. Early SEO how-to videos flopped because algorithms didn't know where to send them. By widening his content to appeal to a broader audience, he started generating massive reach — and, surprisingly, attracting the exact people he wanted. Make Social Content Personal and Entertaining The trick isn't just broad topics, it's how you deliver them. Matt started adding humor, behind-the-scenes moments with his wife, and simple SEO tips framed like secret hacks. This authentic, entertaining style helped his videos go viral while quietly establishing his expertise. Convert Viral Attention with Consistent, Niche-Focused Follow-Ups Even though viral videos brought millions of eyeballs, the real strategy was in publishing one to three pieces of content daily, mixing broad appeal with posts targeted to DIY business owners. Those niche posts turned casual viewers into inquiries and, eventually, paying clients. Work Within Your Capacity, But Stay Consistent Matt emphasized that your content output depends on your business goals and available time. When he had more time, he posted several times a day. But the real advice is to do as much as you realistically can, because marketing is often the first thing people drop — and the last thing they should. People Buy from People, Not Logos Matt's final nugget: don't outsource your social media presence. Especially for small businesses, people want to see the face behind the brand. A good example? Judy's Family Cafe, where the owner turned goofy viral clips into personal invitations to her restaurant. It's proof that personality-powered content connects. Try These Simple Steps to Launch Your Go Broad Campaign Test wide topics to see what gets attention, even if it feels unrelated to your core niche at first. Infuse humor, personal moments, and relatable scenarios into your content. People want to connect with people, not textbook tutorials. Balance broad reach with targeted follow-up posts aimed at your ideal customer. Viral reach brings them in — niche content converts. Commit to a realistic, consistent posting schedule. If you can manage a post a day, great. If it's twice a week, start there. Just don't disappear. Own your presence. Your followers want you, not a generic brand. Show up, be seen, and let them get to know the person behind the business.

We've all had those “seemed like a good idea at the time” moments. Hers involved a Voxer coaching program, and in the spirit of learning from those detours, we unpacked what happened, what she learned, and how there might still be life in that idea yet. Main Points: Great ideas don't always land the way you expect. Danielle created a Voxer-based coaching program for personal brand support between sessions. Despite promotions and enthusiasm from peers, it never gained traction with clients. Sometimes it's not the audience — it's the offer. Danielle realized her clients come to her for hands-on, real-time messaging work, not asynchronous voice messages. There was a disconnect between what she offered and what her brand promised. Experimentation is always valuable, even when it “fails.” Danielle isn't sad she tried it. Every experiment, whether it works or not, is a chance to learn, adjust, and discover what truly fits your business and community. Ideas can evolve. Lorraine suggested reframing the Voxer access not as a standalone product but as an add-on to existing branding packages — a “bonus touchpoint” for clients craving extra access and faster feedback. Never give up on a good idea too soon. Danielle's takeaway was that an idea that flops in one format might thrive in another. It's all about the packaging, pricing, and timing. Actionable Takeaways: If a new offer isn't resonating, ask yourself whether it aligns with how clients see you and your core strengths. Surround yourself with a trusted business circle — fresh eyes can spot opportunities and blind spots you'll miss. When something doesn't work, don't toss it immediately. Consider whether it belongs as part of something else, or if a tweak in messaging or positioning could turn it around. Remember: there's no such thing as a wasted experiment. Every trial leaves breadcrumbs for your next big win. 

In this edition of What Went Wrong, I got a chance to explore mistakes, missteps, and the humbling reality that even seasoned pros can land flat on their face with repeat guest Robin Waite. This time, he didn't come with a polished pitch or a shiny success story. He brought a cautionary tale about Facebook ads, cold leads, and a £9,000 lesson in what happens when you trust the algorithm more than your instincts. Key Points from the Conversation with Robin Waite Even Experts Trip Up Robin isn't new to marketing—he ran an agency for 12 years. But when it came to Facebook ads for his own coaching business, he got caught in the allure of automation and scale. What started strong eventually crashed, all because the warm audience he'd been nurturing for years dried up. Your Audience Isn't Infinite Facebook ads worked—until they didn't. The moment his familiar, friendly audience was exhausted, the leads stopped flowing. Robin kept the campaign running for three more months, hoping it would fix itself. It didn't. Turns out, if you don't refill your marketing funnel, it doesn't matter how clever your copy or shiny your creative. Know Enough to Stay Dangerous Robin outsourced the nitty-gritty to so-called ad experts, trusting they'd fix the problem. But no one could explain what was going wrong. That blind spot cost him. The lesson? You don't need to be the expert, but you need to know enough to ask the right questions. When in Doubt, Go Back to What Works With his budget blown and confidence shaken, Robin went back to basics—his podcast, speaking gigs, and book. Instead of chasing cold leads, he rebuilt slowly by focusing on brand-building and trust, knowing that meaningful connections take time. Marketing is Just One Big Science Fair Like any good experiment, sometimes things blow up. And that's okay. Robin reminded us that failure is part of the formula—especially in marketing. The trick is not to avoid mistakes, but to make better ones next time. Takeaways for Business Owners Warm audiences are wonderful—but they won't last forever. Always be adding new people to the top of your funnel. Facebook ads can be powerful—but only if you understand the mechanics. Don't hand over your entire budget without oversight. Track what's working, and don't be afraid to pivot. If your gut says something's off, it probably is. When the fancy stuff fails, go back to your roots. Relationships, conversations, and trust still matter most. And maybe most important of all: Marketing isn't magic. It's messy, imperfect, and beautifully human—just like us. About Robin Waite Robin is the founder of Fearless Business, a Business Accelerator for Coaches, Consultants and Freelancers. Having spent 12 year's running a digital marketing business, Robin pivoted in 2016 to focus on the part of his business he liked the best; training business owners how to be better in business. In 2016 Robin founded Fearless Business, a unique Business Growth Accelerator for Coaches, Consultants and Freelancers so help free them from the sales cycle of doom! LEARN MORE ABOUT ROBIN And be sure to look for Robin's new book THE FEARLESS BUSINESS OWNER'S BLUEPRINT  

You know, I've always believed marketing should feel more like a warm hug than a high-pressure sales pitch. So when Alesia Galati and I got to chatting about social media burnout (oh yes, that nagging, energy-draining beast), it was like she reached into my cluttered content calendar and whispered, “There's a better way.” We laughed, we nodded, and somewhere between SEO tips and podcast rants, I found myself ready to trade reels for real conversations. If you're teetering on the edge of social media fatigue, wondering if there's an off-ramp that doesn't lead to oblivion—good news. There is. And Alicia's got the roadmap. Main Points from the Conversation: Podcasting as a Stress-Free, Strategic Alternative to Social Media Alicia hit a nerve with so many of us—social media can feel like a hamster wheel with no off switch. Podcasting, by contrast, offers a calmer, more intentional way to share content, connect with your audience, and still build your brand without dancing in front of your phone. Guest Appearances as Powerful SEO and Exposure Tools You don't have to do it all yourself. By guesting on other people's shows, you tap into new audiences who already trust the host—and just might trust you too. Bonus? Those appearances show up on Google, helping your digital footprint grow without a single trending hashtag. The Magic of Names and Smart SEO Practices Don't underestimate the power of your own name in a podcast title. Whether it's your show or a guest spot, making your name searchable helps you get found. Retitling old episodes or refreshing descriptions is like giving your content a second wind—and Google loves it when you freshen things up. Newsletter Love and Thoughtful Repurposing Alicia and I both agreed: newsletters are the unsung heroes of content marketing. Sharing new and old episodes, linking to guest features, and curating themes gives your audience a reason to stick around—and gives your podcast episodes a longer shelf life. Pick Your Lane, and Stay There (Happily) You don't need to be everywhere. Really. Pick one platform you like (mine's LinkedIn), build a cozy corner on your website, and focus on podcasting and newsletters to draw people in. When you stop chasing the algorithm and start owning your message, marketing becomes a whole lot more enjoyable

When a Great Idea Doesn't Get a Second Chance This is another one of my What Went Wrong? conversations, and I love these because we all have ideas that don't turn out the way we hoped. Sometimes, they're just bad ideas. Other times, we give up too soon. That's exactly what happened to Nina Froriep, who had a smart, scalable concept for video production—but abandoned it after a rough first attempt. Years later, she watched someone else build a thriving business using the same model. What Happened Nina came up with the idea of a video assembly—a streamlined production process where multiple business owners could shoot professional videos in a single session, saving time and costs. It seemed like a brilliant, efficient approach. She lined up her first participants, booked a location, and prepped everything. Then reality hit. Clients showed up late, skipped the pre-work, or ignored the schedules entirely. The result? Chaos. A few usable videos, a ton of frustration, and an idea that never got a second chance.   Key Takeaways from Our Conversation: Preparation Sets the Stage for Success – Nina assumed experienced business owners would come prepared, but they didn't. In hindsight, she realized they needed more structured guidance before the shoot, including clear deadlines and rehearsals. Investment Creates Commitment – The low-cost nature of the offer meant clients weren't as invested. If they had paid more—or had to complete the required pre-work—they might have taken it more seriously. Persistence Matters – Nina scrapped the idea after one frustrating attempt, only to realize later that it could have worked with some adjustments. Success often comes from iteration, not perfection on the first try. Timing Can Be Everything – Sometimes, an idea is solid, but the execution or the market isn't quite ready. A little patience and a few tweaks can make all the difference. Learn From the First Failure—Then Try Again – Instead of assuming the concept was doomed, Nina could have analyzed what went wrong, adjusted, and given it another shot. Many great ideas need a few failed attempts before they take off. The Bottom Line: Just because something doesn't work the first time doesn't mean it won't work at all. The real trick is knowing when to refine and try again versus when to walk away.

Yes, we're talking about AI again because, let's be honest, it's everywhere, everyone is using it and most people are using it wrong. It's easy to feel like you're just throwing AI at problems without a real plan. That's why I was excited to talk to Melissa Reeve, an expert in agile marketing, about her TRISS framework—a simple way to decide where AI can make the biggest impact in your business. If you've ever caught yourself bouncing from one AI tool to another, hoping something sticks, Melissa calls that “random acts of AI.” And just like random acts of marketing, they rarely lead to success. Instead, the TRISS framework (Time, Repetition, Importance, Satisfaction, and Standardization) gives business owners a way to filter through the hype and focus on AI applications that actually save time and improve efficiency. Here are the key takeaways from our conversation: Time Matters – If a task doesn't take much time, it's probably not worth automating. But if something eats up hours of your week, AI might be the perfect solution. Before jumping in, do a quick cost-benefit analysis. Repetition is Key – AI works best for tasks you do over and over again. Think about activities like writing social media posts or summarizing documents. The more predictable the process, the better AI can handle it. Importance and Risk – Not every task is created equal. If something is high-stakes (like legal or financial summaries), you may want to keep AI in the background and add a human review step. But for low-risk tasks, AI can be a huge time-saver. Satisfaction Counts – We all have those tedious tasks we dread. If something drains your energy, it's a great candidate for automation. But if it's a task you love and excel at, AI might not add much value. Standardization Simplifies Everything – AI thrives on consistency. If your process follows a clear set of steps, it's easier to automate. The more standardized your workflow, the better AI can support your business. Melissa's advice is clear: AI isn't about jumping on the latest trend—it's about making smart choices that help you work more efficiently. If you start by evaluating your tasks with the TRUST framework, you'll avoid random acts of AI and focus on real improvements that free up time for what truly matters. Want to learn more? Check out Melissa's free five-day email course on identifying high-impact AI use cases and follow her on LinkedIn for even more insights.

Most small business owners dream of growing our small businesses into something bigger. But scaling comes with challenges—hiring, infrastructure, and managing processes without losing control. I sat down with Anthony Franco, a serial entrepreneur who has launched, scaled, and sold multiple businesses. He's also the host of How the Founder, a podcast where he and his co-host dive deep into the challenges business owners face. In this conversation he shares his insights on scaling the right way.   Ask Yourself: Do You Really Want to Scale? – Growth isn't for everyone. Some businesses thrive at 5-10 employees, and scaling beyond that requires a different mindset and willingness to delegate. Systems and Processes Are Essential – Once you decide to grow, you need to document how things are done. A business can't scale if key processes exist only in the founder's head. Communication and Organization Matter – As teams grow, structured communication through tools like Slack, Teams, and shared knowledge bases ensures everyone stays aligned. Founders Must Learn to Let Go – The biggest roadblock to scaling is often the founder. Delegation is crucial, and tasks don't have to be done exactly how you would do them—just well enough to keep things moving. Hire for Culture and Performance – Bringing in the right people is vital. Prioritizing A-players and being quick to remove underperformers keeps your business strong.

My guest today is Iris Goldfeder, founder of Gas Stove Creative. Iris and I are two out-of-sync New Yorkers who somehow ended up in Indiana, crossing paths in the small business community for years. But today, instead of swapping stories about pizza and city life, we're talking about something every business owner faces at some point: the growing pains of change. Iris recently had a lightbulb moment—she'd evolved her business, but she'd forgotten to tell people! So while she had moved on to working with established companies, her network was still sending her the startups she used to serve. This realization kicked off a strategic shift, one that every business owner can learn from. How do you reposition yourself without alienating past clients? How do you make sure people know what you do now? And how do you avoid pricing conversations that make you want to bang your head against the wall?  Communicate Changes Early & Often: Don't assume people know your business has evolved. Proactively update referral partners, past clients, and your online audience. Use Video & Social Media: A simple video post explaining your shift can go a long way in reshaping how people think of your brand. Create Structured Packages: Offering clear service levels makes it easier for clients and referral sources to understand where they fit. Be Confident in Your Value: If a potential client balks at your pricing, they may not be the right fit. Stick to your worth and don't be afraid to refer out. Learn From Every Experience: If you learn something, it's not a mistake—it's a lesson. And next time you shift, you'll know to start the conversation sooner!

We've all done it—Googled ourselves or our businesses, only to find something outdated, inaccurate, or just plain wrong. And the scary part? Most people believe whatever Google tells them. If Google says you're permanently closed (even when your business is booming), potential customers won't bother double-checking. They'll just move on. That's why it's so important to take control of what Google says about you. I sat down with Andrew Laws founder of Yeseo, to talk about how business owners can make sure Google gets it right—because if we don't do it, who will?   So how do you do that?  Andrew Suggested:  Google Isn't Always Right – While we rely on Google for information, even Google admits its results aren't always accurate. This means businesses need to take control of their own online presence. Claiming & Maintaining Your Google Business Profile Matters – Business owners can significantly improve how their company appears online by ensuring their Google Business Profile is up-to-date and consistent across all platforms. Consistency Is Key – Small variations in how your business name, address, and phone number (NAP) appear online can confuse Google's algorithm, making it harder for customers to find you. Engagement Builds Trust – Regularly updating your profile, responding to reviews (good and bad), and keeping business details accurate helps Google and potential customers see you as a reliable business. Respond to Reviews – Whether they're glowing or grumpy, replying to reviews signals to both Google and potential customers that you're engaged and trustworthy. Download the Google Business App – It makes updating your profile easy, plus Google will prompt you to keep your information fresh. Audit Your Online Presence Regularly – Don't assume Google will always get it right. If something looks off, fix it before it costs you business.  

Marketing is all about connections, but too often, we skip over the most important piece—people. Sure, we love talking about product, price, place, and promotion, but what about the humans behind the strategy? That's why I brought back Dave Torrez, Director of Small Business Success at Constant Contact, for a lively chat about the Four P's of People—peers, pros, patrons, and promoters. Spoiler: your next marketing breakthrough might come from focusing less on what you're posting and more on who you're talking to. Peers Are Your Marketing Wingmen Think of your peers as your brainstorming buddies—the business owners and marketers walking the same path. Sure, they might be in your industry, but they're not your competition. Instead, they're allies who can share insights, lessons learned, and even a little encouragement. As Dave put it, peers can help you grow by sharing their own roadmaps to success. Pros: Your Marketing Role Models These are the businesses that make you say, “I want to do that someday.” Dave suggested following pros for inspiration—whether it's how they craft campaigns or how they interact with their audience. Even better, engaging with their content can lead to new connections with like-minded people. Think of pros as your north star for what's possible. Patrons Keep the Lights On Your customers are your patrons, the folks who not only pay the bills but also provide a goldmine of feedback. Whether you're creating posts to entertain, educate, or answer their questions, keeping this group engaged can spark deeper loyalty. And when they engage with your content, their networks notice, bringing you closer to your next batch of clients. Promoters Are Your Secret Weapon Promoters are the people who sing your praises, often loudly and without being asked. They may not even be customers themselves, but they believe in what you're doing and love sharing it with their communities. Dave reminded me that it's worth nurturing those relationships—comment on their posts, cheer them on, and show them the love they show you. Remember, success isn't  about shouting your message into the void. It's about listening, building relationships, and connecting with the people who matter most to your business.         Dave Charest Dave Charest is the Director of Small Business Success at Constant Contact, the online marketing leader trusted by millions of small businesses. In his role, Dave acts as an educator and an advocate for small business leaders, marketing professionals, and nonprofits by providing practical marketing advice to help them achieve their goals. He is a dynamic leader, speaker, creator, and award-winning marketer who strives to inspire small businesses by simplifying the complex world of online marketing. Dave also hosts the Be a Marketer podcast, a 2024 Webby Awards Honoree.  

Tina Bakehouse is living proof that even the best teachers are always learning. As an intuitive communication coach, she's built a reputation for helping others communicate with confidence and authenticity. But as she shares in this conversation, her early days in business were filled with valuable lessons—especially about getting clear on her offers. Like many of us, Tina learned that trying to be everything to everyone only leads to confusion. It's a little like showing up at a potluck with five half-baked dishes—your guests won't know where to start, and chances are, nothing gets devoured. Here are some key insights from Tina's journey: The Power of One Clear Offer: When Tina launched her first five-day workshop, she tried selling both group and individual coaching simultaneously—at the same price. The result? Mixed signals and fewer sales. Her big takeaway? Pick one lane, get crystal clear on your ask, and make it easy for people to say yes. Align Offers to the Audience and Platform: Tina now tailors her approach depending on the audience—whether it's small business owners, corporate teams, or C-suite executives. It's about tuning in and delivering what feels right for the moment. Seasonal Strategy: Business has rhythms, just like nature. Tina takes a softer approach in the summer, reserving her high-energy keynotes and workshops for colder months. That shift keeps her inspired and energized throughout the year. Stay True to Yourself: Above all, Tina believes in showing up authentically. By leaning into her identity as an intuitive communication coach, she naturally draws in the right clients and builds meaningful connections. For business owners juggling multiple products or services, Tina's journey is a reminder that less is often more. Get clear on your offer, tailor it to the moment, and align your work with what fuels your energy. When you do, success stops feeling like a chaotic balancing act and starts to flow naturally. Tina Bakehouse is passionate, experienced, intuitive communication consultant & coach, storyteller, creative, and NEW AUTHOR of the book Discovering Our Magnetic Speaker Within.  

A few years ago I sat down with Wayne Mullins, founder of Ugly Mug Marketing, to dive into his unique “3-5-3” formula for turning your website from a static space into a real business driver. If you missed the original release of this episode, you want to be sure to catch it now.  His approach is all about honing in on what users need, and it starts with capturing attention in the first three seconds. The truth is, visitors aren't "browsing" anymore—they're "hopping" from one page to the next, and you need a hook to keep them around. Next up are the five critical questions to ask on every page. Who's visiting this page? What's the exact action you want them to take? And maybe most importantly, why would they take that action, from their perspective? This exercise of stepping into the visitor's shoes can completely transform how each page is designed to serve them. The final three elements, or “three C's,” of effective design wrap it all together: composition, contrast, and content. Wayne's big takeaway here? Lead with the content. Instead of designing for looks first, start with what you're trying to communicate, then build the design around it. Simple and actionable tips like these make the 3-5-3 formula a powerful way to evaluate your site and start getting better results right away.   If you've enjoyed this conversation sign up for a weekly newsletter get links to episodes you might have missed and other resources for your business   https://morethanafewwords.com/avoid-fomo/

Sometimes, as business owners and marketers, we get so wrapped up in what excites us about our products or services that we lose sight of what matters to our audience. That's exactly what Brad Koch, a coach and business strategist, discovered the hard way. Brad talks about what went wrong as he shared a story of a marketing campaign that fell flat—and the lessons he learned about crafting messaging his customers really cared about.  Key Takeaways: Shift the focus to your audience's needs. Brad's original campaign focused on features and specs that excited his team but didn't address the real pain points of his target audience. The "aha" moment came when he realized his messaging needed to solve his customers' problems, not highlight his product's capabilities. Be the guide, not the hero. Effective marketing positions your customer as the hero of the story and your business as the guide who helps them succeed.   Clarity beats complexity. Trying to say everything in your marketing only dilutes your message. Narrow your focus, be clear, and trust that a simple, specific message will have more impact than a long list of features. Get an outside perspective. Brad emphasized the value of fresh eyes. Whether it's a trusted colleague, a coach, or an external consultant, feedback from someone outside your organization can help you see what your audience sees—and spot the gaps you're too close to notice. Actionable Insights: Before launching your next marketing campaign, ask yourself: Does this message solve a problem for my audience? Am I guiding them toward their success? Is my message clear and focused? Have I sought feedback from someone outside my team? Learn more about Brad And if you have enjoyed this conversation, be sure to check out all the resources for small business owners at More than A Few Words  

Let's face it: whether it's a middle school rumor or a scathing online review, negative feedback stings. As business owners, those harsh words often hit close to home because they're not just about our work—they're about us. In this episode of More Than a Few Words, I chatted with David Oates, a seasoned crisis communications expert, about how to handle negative reviews and comments with grace. David shared practical advice on how to respond with "empathy and action"—a simple yet powerful approach to defuse tension, protect your brand, and show others that you care about making things right. Key Takeaways: Empathy and Action Are Key: When responding to negative reviews or comments, show understanding without immediately accepting blame. Apologize for the experience and offer to make things right, which reassures current and potential customers of your commitment to service. Avoid Ignoring or Arguing: Ignoring negative feedback implies indifference, while arguing online escalates conflict. Both approaches can harm your reputation. Instead, focus on resolving the issue calmly and professionally. Use Reviews as Insights: Positive and negative reviews are goldmines for understanding your customers. Positive reviews can inspire marketing language, while negative ones offer valuable lessons to improve. Solicit Feedback Proactively: Regularly ask for customer feedback and make it easy for satisfied customers to leave reviews on platforms like Google or Yelp. This helps balance out any negative comments with authentic, glowing endorsements. Think Old-School, Act Online: Just as local shopkeepers once chatted with customers over the counter, business owners today can build relationships and trust through online interactions. Approach these conversations with the same care and humanity you'd show in person. Actionable Tips: Monitor reviews and social media mentions regularly to stay on top of feedback. Respond promptly and empathetically to negative comments, signaling your commitment to customer care. Encourage happy customers to leave reviews to showcase your strengths. Remember: every interaction, even online, is a chance to build trust and loyalty. Want more great advice? Check out David's  website and connect with him on LinkedIn. For additional resources to grow your business, head over to More Than a Few Words.

We've all been there, when a great idea turns out to be, well, not so great? We've all been there, right? That lightning bolt moment where we think, “This is it! This is the idea that's going to change everything.” And then reality sets in. To share her own “What Was I Thinking?” moment, I've invited my friend Jen Edds, the head brassy boss at Brassy Broadcasting Company. Jen had a vision of launching a daily podcast—short, punchy, and everywhere. But just before jumping in, she took a step back and asked herself the tough questions: Was this the right show? Was this sustainable? And most importantly, was this for her audience? What she discovered might just save you from your next over-ambitious content plan. So, grab a cup of coffee and get ready for some laughs, lessons, and a little tough love on making your marketing work for you. Key Takeaways: Just because an idea is exciting doesn't mean it's the right fit—evaluate sustainability before diving in. Content should serve your ideal audience, not just chase algorithms. Marketing your content is just as important as creating it—don't forget to promote! Be flexible! You can always pivot and adjust your content strategy as you learn more about what works. Whether you're launching a podcast, writing a blog, or creating video content, Jen's story is a reminder that strategy matters more than sheer volume. And sometimes, the best decision is to scale back before you burn out. Jenn Edds is the Head Broad in Charge at the Brassy Broadcasting Company

Let's face it—if you've been in business for a while, you've got knowledge people would pay for. Years of experience, hard-won lessons, and insights that could save someone else time, money, and frustration. But turning that wisdom into a profitable business? That's where things get tricky. It's not enough to just “know stuff.” You need a structure, a system, and a way to package your expertise so that it delivers real transformation—not just another downloadable PDF gathering dust on someone's hard drive. That's exactly what Mary Henderson and I tackled in this conversation. She breaks down why the wisdom economy is booming and how experts can build e-learning businesses that are more than just scattered courses and offers. The key? Start with a strong foundation. Instead of jumping straight into selling, take the time to unpack your full inventory—your skills, experiences, and even personal challenges—because that's where real value lies. Then, create a framework that simplifies complex ideas, delivers results, and ultimately builds a business that can scale. If you've ever thought about monetizing what you know, Mary offers a roadmap to get started. Focus on solving a macro-level problem, define who you serve (beyond a single niche), and build a structured path that leads clients to real outcomes. Because in the end, people don't just pay for information—they pay for transformation. About Mary Henderson Mary Henderson is an internationally recognized Online Business Coach and Digital Business Specialist, helping clients build personal brands. Mary helps Service Based Business Owners, Coaches, and Consultants systematize, digitalize, and commercialize their knowledge, wisdom, and skills into a scalable and profitable online business and brand so they become an authority in their niche or industry. Mary Henderson has 20+ years' experience building 7 and 8-figure businesses and building high-performance sales teams in the IT sector and 15 years delivering online solutions for large and small businesses. She has been featured in many publications and is regarded as a thought leader in the Digital sector. Mary's point of difference is her Personal Branding technology, a SaaS Platform that can define a person's brand essence with the precision that can be applied across all communication touch points. She is also the founder of Lights Cameras Action an end-to-end coaching program that delivers tangible outcomes. When you engage with Mary Henderson, you access 39,000+ hours of experience, knowledge, and wisdom in Personal Branding, client profiling, lead generation strategies, online course development, sales leadership, content development, and digital acumen. Mary embraces technology and social media in a big way, and her followers are growing daily. Mary is a heart-centered, compassionate, and tenacious entrepreneur who thrives on human transformation and witnessing people fulfill their dreams.  

As a business owner, decision-making comes with the territory. But some people do it better than others. What sets them apart? That's what I talked about with Andrea Liebross, a business and life coach who helps female entrepreneurs think and manage like CEOs. She shared insights from her book She Thinks Big: The Entrepreneurial Woman's Guide to Moving Past the Messy Middle and Into the Extraordinary, breaking down what it really takes to be a big thinker. 4 Steps to Thinking Big Choose Your Thoughts Intentionally Your thoughts aren't fixed—they're options. Andrea compares them to hors d'oeuvres at a party: you get to pick what you consume. If a thought isn't serving you, swap it for one that leads to confidence, determination, or action. Identify the Real Problem We tend to blame external factors—bad timing, the economy, difficult clients—when, in reality, the real issue is often our own discomfort. Avoiding hard decisions because they make us uneasy only keeps us stuck. Embrace Uncertainty Business ownership comes with unknowns—there's no getting around it. Instead of waiting for perfect clarity, big thinkers move forward despite uncertainty, knowing they'll never have all the answers. Find Support Entrepreneurs don't have the safety net of a boss or corporate structure, which makes a strong support system essential. Whether it's mentors, coaches, or peer communities, surrounding yourself with the right people helps navigate challenges with confidence. Big thinking isn't about having all the answers—it's about making decisions based on where you want to be, not where you are. If you're ready to think bigger, Andrea's book She Thinks Big is a great place to start. You can find it at shethinksbigthebook.com.

In another of my continuing What Went Wrong series I chatted with Tracy Brinkman, a business success coach, podcast creator, and host of the Dark Horse Entrepreneur podcast. Tracy shared a story that every business owner can relate to: the time he created something he was certain people would love—only to be met with silence. Years ago, Tracy poured his heart into developing a goal-setting seminar. He thought he had all the pieces in place—a clear concept, valuable insights, and a hungry audience. But when he launched, there wasn't a ripple of interest. Why? Tracy realized he had skipped the most crucial step: asking his audience what they actually needed. It's a classic trap. Like Tracy, many entrepreneurs try to appeal to everyone, believing that casting a wide net will bring in more fish. But in reality, it's the focused approach—speaking directly to a specific audience—that truly resonates. Tracy's story is a powerful reminder that vague messaging and generic offers often get lost in the noise. His hard-won lesson? Focus on a niche. The smaller your target, the sharper your message, and the more likely you are to connect with those who matter. For Tracy, this meant shifting from talking to “all entrepreneurs” to addressing parents balancing corporate jobs and side hustles. He found that by narrowing his focus, he wasn't just reaching people; he was solving their specific problems, turning listeners into raving fans. Know your audience before you create. Talk to potential customers, ask questions, and listen. Insights from these conversations will guide your product or service in the right direction. Be specific in your messaging. A narrow focus on a well-defined audience leads to stronger connections and better results. Instead of shouting to the crowd, speak directly to the people you're best positioned to help. Resist the urge to please everyone. Trying to appeal to everyone dilutes your impact. Focus on solving a specific problem for a specific group. Show your value clearly. If your product or service has unique benefits, highlight them. Don't assume your audience will figure it out on their own. Start small to grow big. Building a loyal niche audience may seem limiting at first, but it's the foundation for sustainable growth. Whether you're starting a podcast, launching a product, or marketing your services, Tracy's journey is a great example of why less is often more. If you're looking for inspiration and practical tips, be sure to check out The Dark Horse Entrepreneur podcast! And if you are looking for more resources for your business check out all the Tools at More than a Few Words 

  Using AI to add a neighborhood feel to your marketing may sound contradictory, but it's possible when approached with the right mindset and structure. In this conversation with Peter Murphy Lewis, a fractional CMO and founder of StrategicPete.com, we explored how AI can actually make your messaging more authentic and personal. Peter shared actionable strategies for turning AI into a trusted assistant that speaks in your voice and resonates with your audience. Key Points from the Conversation: Ask the Right Questions: Start by compiling questions that generate the best AI responses. Document both the questions and the resulting answers to build a repeatable process. This is like creating a cheat sheet for future prompts that keeps your AI interactions consistent and productive. Create Standard Operating Procedures (SOPs): Develop clear instructions for different content types, whether it's a LinkedIn post, newsletter, or blog. Think of this as choosing the right outfit for the occasion—what works for a networking event is different from a casual weekend gathering. Define Your Voice: Record yourself answering key questions about your business, approach, and audience. This raw audio becomes an invaluable resource to train AI to mimic your voice and tone. It also makes fantastic content for marketing if you're up for a little editing. Tailor Communication to Different Audiences: Just as you adjust your language and attire depending on the crowd, your messaging should adapt too. Peter highlighted the importance of speaking differently to a private equity client versus a startup founder while staying true to your core personality. Select the Right Tools: Peter recommended several AI and marketing tools.  His advice? Keep experimenting, but maybe limit the subscriptions to avoid upsetting your spouse! Actionable Takeaways: Document Everything: Create a context library with your best prompts and responses to streamline AI usage. Record Your Voice: Answer questions about your business on audio—it's gold for both AI training and raw content creation. Segment Your SOPs: Different tasks need different instructions. Fine-tune your processes for content types and audience segments. Stay Curious: With new tools emerging constantly, explore options to find the ones that best fit your workflow—but keep that budget in check! About Peter Murphy Lewis Peter Murphy Lewis, founder of StrategicPete.com and seasoned fractional CMO, steps in when CEOs are swimming in data but struggling to convert it into growth.   Known for his dynamic approach and hands-on expertise—built from scaling and selling companies across continents—Peter specializes in turning metrics into revenue across industries like travel, software, media, banking, and even zoos.   With two TV shows and documentaries to his name, Peter's credibility in driving impactful narratives is unmatched. Supported by his team of 15 specialists, he partners with clients to break through growth barriers, establish powerful strategies, and leave behind a self-sustaining marketing system.    

I know you think you know everything there is to know about LinkedIn, but trust me—there's always more to learn. That's exactly what I found when I chatted with Sam Swirsky, a LinkedIn coach and writer who's helped some of the biggest content creators build hyper-engaged fan bases. He shared actionable advice on how small business owners can do more than just collect followers—they can cultivate real, engaged communities on the platform. Key Takeaways and Actionable Insights: Engagement is a Two-Way Street: Comment thoughtfully, respond to messages, and create posts that invite genuine discussions. Make your audience feel seen and valued—relationships build loyalty. Try This: Start or end your next post with a question that sparks conversation. Avoid Engagement Pods: They might give you vanity metrics, but they won't build meaningful relationships or generate business results. Try This: Focus on interacting authentically with five new people every week. Go Live (Even if it Scares You): Whether live or pre-recorded, streams are a great way to showcase expertise and start meaningful conversations. Try This: Plan a 10-minute live session with 3 talking points. Invite a colleague or client to keep the conversation natural. Sharpen Your Profile: Be specific about who you help and the results you deliver. Try This: Review your profile headline—does it clearly state your offer? If not, rewrite it with a focus on outcomes. Consistency Beats Perfection: Showing up regularly builds trust. Aim for good, not flawless. Try This: Commit to posting at least once a week, even if it's a simple post sharing a lesson learned or industry tip. Whether you're fine-tuning your profile or experimenting with live streams, the key is showing up as your authentic self and focusing on meaningful connections. Those relationships are the foundation for real growth on LinkedIn. LEARN MORE ABOUT SAM He has been a LinkedIn coach & writer since 2021 & have worked with many of the largest creators on the platform, including: Justin Welsh (Currently ranked as the #1 creator on LinkedIn), Alex & Leila Hormozi, & Tasleem Ahmad Fateh who recently named me as the “Hardest Working Creator” on LinkedIn. My specialty is in growing a hyper-engaged fanbase for businesses & founders.

In every sales conversation, there comes that moment when you're so excited about what you do, you want to share everything you know. But that is often a mistake, as Janice Porter, a LinkedIn trainer and relationship marketing strategist explained in our conversation, for the What Went Wrong Series Janice found herself giving away premium insights during free webinars and initial consultations. Like many of us who started as educators, her natural instinct to teach was getting in the way of building a sustainable business.    During our conversation, Janice shared her journey of learning to balance generosity with strategy, walking the fine line between offering value and undervaluing your own work. Here are the key takeaways from our discussion: Stop Giving Away the Store - The key is to give enough value to demonstrate expertise while leaving room for clients to want more. Finding Balance in Presentations - Instead of solving every problem upfront, focus on sparking curiosity. Let potential clients see what you can do without showing them how to do it all themselves. Master the Art of Listening - Whether you're pitching a product or networking, ask thoughtful questions and tailor your responses to what the other person truly needs. It's not about overwhelming them with information but finding the right “hook” to keep them engaged. Don't Be Afraid to Ask for the Sale -  Set expectations early in a conversation, like letting prospects know you'll be discussing next steps, makes that final question feel natural instead of pushy. Actionable Takeaway If you find yourself “giving away the store,” step back and evaluate how much value you're offering in your initial interactions. Practice holding back just enough to leave clients curious, and don't shy away from asking for the sale. Balance teaching with selling, and you'll see your efforts turn into results. Looking for more resources for your business - check out all the tools at  MoreThanaFewWords.com  

  If you've been playing around with ChatGPT to write a few social posts or even draft a blog, congratulations—you're off to a good start. But let's be honest, that's just the tip of the iceberg. In this conversation with Stephen Lewis, a seasoned marketer and head of Sydney-based agency Tailist, we explore how to make ChatGPT your marketing partner rather than just a copy assistant. With insights drawn from years of experimenting with AI tools, Stephen shares practical advice on turning ChatGPT into a research powerhouse, a strategic consultant, and a creative collaborator for your business. Here are a few key takeaways from our conversation: ChatGPT as a Research Tool: Most people think ChatGPT just mimics human writing, but it's also a brilliant research assistant. Since it has "read" countless blog posts, forums, and articles, it can provide deep insights into audience preferences, fears, and motivations that people might not even admit in a traditional interview. Ask Better Questions: If you want valuable answers, start asking ChatGPT more thoughtful questions. For example, don't just ask why your target audience might want to buy your product—ask about the reasons they wouldn't admit to their friends or the hidden objections holding them back. Turn ChatGPT into a Consultant: Instead of treating ChatGPT like a task-driven assistant, let it ask you questions. Stephen emphasizes how this two-way conversation can reveal what's missing in your messaging and strengthen your overall marketing strategy. Synthetic Data for Customer Personas: ChatGPT can simulate interviews with your ideal customers, offering insights that are surprisingly comparable to real-life focus groups. This synthetic data can help you craft more accurate and compelling customer personas. It's a Partnership: AI isn't magic—it's a partnership. To get the most out of ChatGPT, you need to know what to ask and be ready to collaborate actively. Stephen describes this approach as "working in partnership" with the tool rather than expecting it to hand over all the answers effortlessly. Ready to take your AI game up a notch? Stephen even offers a resource called the "Clarity Engine" to help business owners solve their biggest marketing problems with ChatGPT's help. It's a great next step if you're eager to see just how much more this tool can do for your business.

E-mail marketing has changed, and so must your approach if you want to reach your audience in 2025. I chatted with MV Braverman, founder of Inbox Welcome, to talk about e-mail deliverability—a topic often overlooked but absolutely essential. While we all obsess over catchy subject lines and beautiful designs, none of that matters if your e-mails never make it to the inbox. MV shared practical advice to help you understand deliverability and improve your results. Here are a few of the key takeaways: Authentication is Non-Negotiable To combat spam, providers like Google and Yahoo now require senders to authenticate their e-mails. Tools like SPF, DKIM, and DMARC ensure your e-mails are verified and trustworthy. But here's the catch: while platforms like MailChimp can help you authenticate campaign emails, that's only part of the puzzle. MV recommends a comprehensive setup covering all your email streams—like invoices, auto-responders, and proposals. Reporting Matters DMARC doesn't just verify your emails—it also provides detailed reports about where your emails are landing (inbox vs. spam) and how they're being perceived by providers like Microsoft. These insights are invaluable for spotting problems early. Focus on the Reader's Experience Your emails should be accessible, mobile-friendly, and readable in both light and dark modes. MV pointed out that ignoring dark mode—a preference for up to one-third of email users—can make your emails nearly impossible to read. Don't Rely Solely on Images While image-only emails may look appealing, they're a disaster for accessibility. Many readers (including me!) block images by default, and with AI tools summarizing content, text is more important than ever. Always include descriptive, clear text in your emails. What You Can Do: Review your email authentication settings across all platforms, not just your email marketing tool, to ensure full coverage. Download MV's DMARC guide to learn how to set up reporting and spot deliverability issues before they become major problems. Email marketing isn't just about what you say—it's about making sure people actually receive it.  

I sat down for a conversation with Vince Warnock, an 11-time bestselling author and one of Adobe's top 25 marketers in the world. But what made our chat truly special wasn't his impressive credentials - it was his willingness to share his biggest mistakes and what he learned from them. Main takeaways from our conversation: 1. Even accomplished professionals battle imposter syndrome. Vince shared how he sabotaged his first book launch by canceling major media interviews with Forbes and Entrepreneur because that inner voice kept telling him he wasn't good enough. The lesson? Those feelings are normal - even Seth Godin and other marketing giants experience them. 2. The key to managing self-doubt isn't eliminating it - it's building a support network. Vince learned to surround himself with people who understand these challenges and can step in before self-sabotage takes hold. As he put it, "Imposter syndrome isn't bad. What's bad is what you choose to do with that information." 3. Lead magnets need strategic alignment. Vince attracted 30-40,000 signups with a free marketing tools guide, but these leads weren't interested in his actual services. He transformed his approach by creating content that guides potential clients through their journey - from choosing what book to write, to learning how to write it, to getting help with the writing process. The big lesson here? Success isn't about avoiding mistakes - it's about learning from them and building systems to handle challenges better next time. Whether it's imposter syndrome or marketing missteps, the path forward is through honest self-reflection and smart adjustments to your approach. Actionable Takeaways: - Before your next big launch or project, identify 2-3 trusted mentors who can support you when self-doubt creeps in - Review your lead magnets: Do they attract people who want what you actually sell? - Create a clear path from your free content to your paid offerings - When collecting information from prospects, only ask for what you truly need right now - Build your marketing funnel around solving your customers' real barriers and challenges at each step Looking for more conversations and ideas for your small business?  Check out www.morethanafewwords.com

I love podcasts! As a host and a guest, I've seen firsthand how they spark connections, showcase expertise, and open doors to new opportunities. But being a podcast guest isn't just about showing up—it's about building relationships, adding value, and promoting your appearance long after the recording ends. That's why I was so excited to chat with Angel Tuccy, who knows the podcasting world inside and out. With 15 bestselling books and a knack for connecting hosts and guests through her Need a Guest Facebook community, Angel shared some practical, no-nonsense advice on how to make the most of podcast guesting as a marketing strategy. Key Points from the Conversation: Quality Over Quantity in Podcast Pitches: Instead of cold-emailing dozens of podcast hosts, focus on building genuine relationships. Engage with hosts by listening to their shows, sharing their content, and interacting meaningfully before pitching yourself as a guest. Promote Your Appearances: Don't let your podcast interviews fade into obscurity. Angel suggests creating a Google spreadsheet to track your appearances and repurposing the content through blog posts, social media, and email campaigns to keep the buzz alive long after the episode airs. Be Relatable and Authentic: Great podcast conversations aren't perfectly polished—they're human. Be ready for unscripted moments, embrace the quirks of live dialogue, and let your personality shine through. Add Value to the Audience: Whether it's sharing actionable insights or telling stories that resonate, focus on providing meaningful content that helps listeners. This builds trust and encourages them to follow both you and the podcast host. Leverage Communities Like Need a Guest: Joining networks where podcast hosts actively seek guests can dramatically improve your booking rate. Being part of a vetted community often leads to more natural connections and opportunities. Your Next Steps: Build a database of your podcast appearances to reuse content creatively across platforms. Prioritize meaningful connections with podcast hosts rather than sending generic pitches. Promote your interviews through posts, emails, and even bundled articles on related topics. Let go of perfection during interviews—authenticity wins over a polished script every time. Explore communities like Need a Guest to streamline your efforts and connect with hosts. If you enjoyed this conversation sign up for our newsletter at MoreThanaFewWords.com - There you will find hundreds of conversations, just like this, along with white papers, webinars and so much more. 

Consistency, Community, and Credibility There's this common myth that as a business owner, you've got to do it all. LinkedIn can feel overwhelming, but today, Nina Froriep debunked that myth and showed us how to simplify and thrive on the platform. Her approach is a breath of fresh air—practical, doable, and built for business owners who'd rather spend time serving clients than battling algorithms. Key Takeaways: Consistency Beats Frequency: Posting once a week at the same time and day yields better results than flooding the platform randomly. Think of it as training both the algorithm and your audience—regularity builds recognition. Engagement Builds Credibility: Your LinkedIn feed is a virtual business card. Posts with thoughtful comments and genuine engagement show potential clients and collaborators that you're active and respected in your field. Small Groups, Big Impact: Nina's LinkedIn engagement group thrives because members prioritize reciprocity and accountability. They comment on each other's posts within an hour, creating authentic connections and visibility. Invest in the Process: Paid groups tend to see higher participation. People value what they pay for, and Nina's group offers more than just engagement—it's a supportive community with resources and learning opportunities. Actionable Next Steps: Start by posting once a week consistently. Choose a day and time that works for you. Build a small, engaged network of LinkedIn connections who genuinely support each other's content. Prioritize quality over quantity—focus on meaningful interactions, not just likes. If you're ready to elevate your LinkedIn strategy, connect with Nina Froriep on LinkedIn to see how her approach could work for you. Looking for more resources for your business?  Check out the MTFW Resource Page

You know that sinking feeling when you realize you've been ignoring great advice or giving up on something that actually worked? We've all been there, myself included. That's why I loved this conversation with Matt Nettleton. As my most frequent podcast guest, Matt brought his signature blend of insight and candor to our “What Went Wrong?” series. Together, we revisited the missteps that taught us valuable lessons—like ditching a successful accountability group, setting goals that feel more like a prison sentence than a roadmap, and stubbornly resisting good advice. If you've ever tripped over your own decisions, this one's for you. Actionable Takeaways Stick With What Works: If a process, group, or habit is driving success, don't abandon it just because things are going smoothly. Consistency beats complacency. Shrink Your Timeframe: Break those massive annual goals into manageable chunks. Try a “12-week year” approach to stay motivated, track progress, and pivot as needed. Listen to Advice (Even When It's Hard): Pay attention to the advice of trusted colleagues and mentors—and maybe your spouse, too. The sooner you act on good suggestions, the faster you'll see results. Celebrate and Course-Correct: Mark your milestones, reassess your direction, and give yourself permission to change the plan if it's no longer serving you. Want to hear the full conversation and laugh along at our shared “oops” moments? Tune in to this episode—it might just save you from making the same mistakes! Look for more: https://podfollow.com/more-than-a-few-words

When I was Vice President of Creative Services at Conseco, we were always out of literature for key products. In the insurance business literature is all you have to sell, so these outages would cripple our sales team. Out out of stock list was routinely close to 300 different items and climbing. While we had numerous meetings on the subject nothing ever changed. So I stopped talking about procedures and policy and asked a simple question "If our goal was a back order level of 100 what would we do?" Defining a specific target, instead of vague "get better" gave a focus to our discussions. Every day we knew exactly how far we were from our target. As an added incentive, I offered to take the print team to any restaurant in town if we reduced our back orders to 100  by September. 1. The date gave us the sense of urgency we needed to keep this in the forefront of our discussions. We kicked off every production meeting with a brief conversation about the back-order list and the ideas started flowing.  We instituted a "red flag" for any project associated with back order items. Every team, editors, designers, writers and account executives agreed if a red tag landed on their desk it was their first priority. Slowly the numbers started to improve;  We posted the daily results on the way so we could see our progress in real time. . On September 1, we went to lunch at Cafe Nora. There are several important lessons for small business owners in this story: Define your goals, with a specific time line If you are serious create and follow an action plan Track your progress Involve others, do not assume you can do it on your own.  We would never have succeeded with out the support of the printer, inventory team, and other managers.  

I love games. Whether it's playing cards with family, a quick round of trivia, or even the occasional video game, there's something so engaging about the world of play. But I've never really thought about applying the principles of games to business—until I spoke with Rob Alvarez of Professor Game. Gamification, as Rob explains it, is about using elements of play to motivate action and achieve goals, and it's not just for big companies. From language apps to skincare quizzes, the possibilities are endless. Gamification Defined: At its core, gamification uses elements of play and game design to achieve goals that would otherwise be difficult to reach. It's not just about entertainment; it's about motivating people toward meaningful actions. Two Approaches to Gamification: Rob shared examples of gamification in action: Duolingo: This language-learning app gamifies the process with streaks, leaderboards, and rewards, encouraging daily engagement in small increments rather than overwhelming sessions. Skin Care Quiz: A simple questionnaire that mimics personality quizzes (e.g., “Which Disney princess are you?”) to recommend tailored skincare routines, combining fun with practical marketing. The Player-Centric Perspective: Effective gamification starts by understanding what motivates your audience—what excites and moves them to action. Viewing your audience as "players" or protagonists can shift the way you design experiences and tailor your strategies. Psychological Strategies: Small changes can have a significant impact. For example, LinkedIn's progress bar motivates users to complete their profiles step by step, illustrating how even simple features can enhance engagement. Designing for Connection: Gamification can foster community and social interaction. Whether it's forming teams in Fortnite or creating shared experiences at a gym or salon, the sense of connection can be a powerful motivator. LEARN MORE   If you have enjoyed this conversation, subscribe wherever you listen to podcasts - or to MoreThanAFewWords.com

Good marketing isn't all one thing or another. It's really about creating a hybrid approach, pulling together the best elements of different strategies to move your brand forward. In today's episode, I spoke with Alex Thoric, a seasoned digital marketer and entrepreneur, about how combining organic content and paid advertising can create a winning formula. Our conversation reaffirmed something I've believed for a long time: successful marketing isn't just about tools and tactics; it's about understanding people—how they think, what they trust, and how they engage. Here are the key points from our conversation: Trust Takes Time and Touchpoints Alex shared a fascinating framework: on average, it takes 7 hours of content, 11 interactions, and 4 different channels for a potential customer to trust your brand enough to make a purchase. This means marketers need to think long-term, building relationships over time rather than chasing quick wins. Short Content for Quick Wins, Long Content for Loyalty Short-form content, like Instagram Reels and TikToks, captures attention quickly and builds initial interest. Longer-form videos, though, are where deep engagement happens. Alex found that people who stick around for 5- or 10-minute videos are much more likely to convert into loyal customers. Boost Organic Content with Paid Ads Organic content is essential, but it's a guessing game in terms of reach. Adding ad spend to your best-performing posts ensures your message gets in front of the right audience, giving you more control and consistency. Plus, combining the two helps address today's trust issues by showing up repeatedly for potential customers in authentic and helpful ways. Hooks Are Everything The first 3–5 seconds of any video are critical. Whether it's a surprising visual, a bold question, or simply calling out your audience, grabbing attention early ensures your content has a fighting chance. Retarget Strategically Retargeting works best when it feels personal. For example, Alex suggested calling out the viewer directly with messages like, “Looks like you enjoyed our content—here's something else you might love.” This approach makes your ads feel like an extension of your content rather than just another pitch. Actionable Takeaways: Think beyond the immediate click or sale—build relationships with consistent, trustworthy content across multiple platforms. Experiment with both short and long-form videos to see what resonates with your audience. Use paid ads strategically to amplify your organic efforts and build trust faster. Always start your videos with a compelling hook—attention spans are shorter than ever. Make retargeting personal and helpful, not pushy. Hybrid marketing isn't just a strategy; it's a mindset. It's about meeting your audience where they are and guiding them step by step. If you're curious about Alex's work, check out his website https://www.buildingincomeondemand.com/ And if you are looking for other resources for your business check out https://morethanafewwords.com  

Failure can feel like a four-letter word for entrepreneurs, but it doesn't have to be. It can also be an opportunity to learn and grow, but let's face it failure is painful, so sometimes it is nice to learn from other people's mistakes. That's why I decided to launch the What Went Wrong series, I wanted to create a space for honest conversations about missteps and miscalculations—and the incredible lessons they teach us. For the first episode, I invited Emily Aborn, a copywriter, speaker, and podcast host, to share her entrepreneurial journey. From opening a non-toxic mattress store to building a successful women's entrepreneurship community before finding her true calling, Emily's experiences are a masterclass in learning to pivot, listen to your gut, and embrace the opportunities hiding in what might feel like a dead end. Key Points from the Conversation Follow Your Passion, Not Someone Else's Path: Emily's entrepreneurial journey began in health education but veered into unexpected territory when she ignored her instincts and tried to conform to others' expectations. Her advice? Be honest about what excites you—and what doesn't. Mistakes Are a Roadmap: Whether it was running a retail mattress store or managing a large entrepreneurial community, Emily's ventures taught her valuable lessons about boundaries, focus, and what she truly loves to do. Pivot When It's Not Working: Closing her store wasn't a failure—it was a realization that led Emily to rediscover her passion for writing and helping others with their messaging. She emphasizes the importance of assessing what's working and what isn't before moving forward. Test the Waters First: Before diving headfirst into a new business idea, gain hands-on experience. Emily credits working in a mattress store for showing her the potential—and pitfalls—of the retail world. Create a Business That Aligns With You: Emily encourages entrepreneurs to design businesses that reflect their strengths and preferences, rather than forcing themselves into roles they dislike. Actionable Takeaways Assess Your Strengths and Interests: Take the time to understand what you love and what drains you before launching a business. Learn from Others: Work in a similar business or shadow an expert to understand the industry's day-to-day realities. Embrace Mistakes: Look for lessons in every misstep. Each failure is an opportunity to refine your approach. Be Willing to Pivot: If something isn't working, don't be afraid to change course. Closing one door often opens another. Trust Your Gut: Listen to your instincts when making big decisions, even if they lead you away from the original plan. Entrepreneurship isn't about avoiding mistakes—it's about learning from them. Emily's journey proves that even when things go sideways, there's always a way forward. If you enjoyed this conversation, subscribe or sign up for a newsletter, and never miss another episode https://morethanafewwords.com/avoid-fomo

Stand Out by Finding Your Unique Flavor How often have you been told that the first step to creating marketing is getting crystal clear on your customer. Who are they? What do they need?   That's just the starting point. The real magic happens when you figure out how to be different. And I'm not talking about different for the sake of being different. I'm talking about leaning into what makes you unique.   It's like choosing what kind of apple you want to be. If you just say you're an "apple" in general, you'll get lost in the crowd. But if you decide, "You know what? I'm going to be a Honeycrisp" - now you're really getting somewhere. Because the pears and oranges of the world can't compete with your Honeycrisp flavor. You've carved out your own niche, and you're owning it.   The same goes for your business. When you get clear on what makes you special - your origin story, your values, your signature process - that's when the magic starts to happen.   Sure, it might mean turning away some customers along the way. But you can't be everything to everyone. And the funny thing is, when you stop trying to blend in and instead lean into your unique flavor, that's when the perfect-fit clients start to find you.   They're drawn to your authenticity, your confidence, your refusal to be like everyone else. And there's nothing more powerful than working with people who truly "get" you.   So, the next time you're tempted to play it safe, ask yourself - what makes me different? Because that's where the real magic lies. If you've enjoyed this conversation sign up for a weekly newsletter get links to episodes you might have missed and other resources for your business   https://morethanafewwords.com/avoid-fomo/    

If you're like me, you've probably found yourself working so hard on your business that burnout feels inevitable. That's why I was excited to talk with Rob Tracz, a performance coach who helps entrepreneurs transition from burnout to breakthrough. With his holistic Prime Performance Coaching framework, Rob tackles the physical, mental, and emotional hurdles entrepreneurs face. Together, we unpacked strategies for navigating burnout, building resilience, and sustaining success. 3 Key Insights from the Conversation Avoiding Burnout Starts with Awareness Rob shared that the first step in overcoming burnout is recognizing where you are on your journey. Reflect on the stressors you've been managing, how long you've been juggling them, and how much longer you can keep going. Setting clear deadlines can create a mental finish line, helping you endure challenges more effectively. As Rob reminded me, you've survived 100% of your tough moments so far—you're stronger than you think. The Team Triangle: Your Built-In Support System Rob's "Team Triangle" framework is a game-changer. At the top, you have your coach—a mentor to guide and inspire you. In the middle, there are captains—peers who collaborate and keep you moving forward. At the base is your crowd—cheerleaders who provide motivation and encouragement. Each plays a unique role, and knowing who to lean on and when can make all the difference. Slowing Down to Break Through When life feels overwhelming, Rob advocates for slowing things down and focusing on what's essential. Prioritize the tasks that matter most and set your own timelines to regain control. This approach not only prevents burnout but ensures you're working smarter, not harder. His mantra? Don't let timelines dictate your life—take control and build your business on your terms. Actionable Takeaways Set Clear Deadlines: Whether it's a short-term goal or a break in sight, having an endpoint can give you the stamina to keep going. Identify Your Team: Lean on your coach, captains, and crowd for guidance, collaboration, and encouragement. Prioritize and Simplify: Focus on one or two tasks that move the needle, and don't hesitate to delegate when needed. Invest in Yourself: Rob's “looking good, feeling good, doing great things” philosophy reminds us to prioritize physical and emotional well-being. Fuel your body with nutritious food and your mind with uplifting media to stay strong and focused. Rob's insights are a reminder that success isn't about grinding endlessly—it's about creating a sustainable path forward. If you want to learn more about his Prime Performance Coaching program, you can find Rob at robtracz.com and across social media. Feeling inspired? Look for conversations and so much more at www.morethanafewwords.com for practical advice and insights to grow your business.

Why did I invite Lisa McDonald, a certified career coach  to join me for a conversation?  You are not looking for a job, but you are probably looking for employees, And Lisa is probably working with those potential employees, telling them not to apply for a job with your company. In this lively conversation, we talk about the mistakes employers make starting with job descriptions that don't really reflect the company to interviews that go completely off the rails. This is one conversation you need to listen to, before you try to hire your next employee.   Lisa explains that crafting a compelling job description is as much about storytelling as writing a great ad for your business. It's not just a list of tasks; it's your chance to paint a picture of what it's like to work with you. And let's be honest, if you're on the hunt for a “purple squirrel,” you're setting yourself up for frustration. Here are the key takeaways: Ditch the Bucket List: Stop trying to find the impossible candidate who checks every box. Instead, focus on the core skills and values you need. Hiring for potential can often yield better results than sticking to an unrealistic wish list. Think Like a Candidate: Just as you'd tailor your resume to highlight your strengths, craft your job description to attract the right person. Use language that reflects your company's personality, values, and culture. A good job description should read more like an invitation than a set of rules. Avoid the Extremes: Don't sound too outdated or overly trendy. The goal is to sound authentic—like the kind of team a candidate would actually want to join. It's All Marketing: Your job description isn't just a list of responsibilities; it's an ad for your company. Think about the words you'd use to sell your product or service and apply the same principles to your hiring process. Remember, you're selling the idea of working with you. Mirror Your Culture: Make sure your job description aligns with how your team communicates and operates. If your workplace is warm and collaborative, let that shine through in your wording. If you're struggling to hire, take a hard look at your job descriptions. Are they telling the right story? Or are they pushing people away before you've even had a chance to meet them? Start fresh, focus on the essentials, and don't be afraid to let your company's personality come through. You might just find that the right candidate has been waiting for a job posting that finally speaks their language.   If you enjoyed this conversation, look for More - more conversations like this, workbooks, whitepapers, webinars and so much more https://www.morethanafewwords.com  

I bet you're thinking this is going to be another marketing tip. Well, not today. Instead, I want to tell you about something I'm working on that I'm really excited about.  We all learn best from our mistakes, but mistakes can be painful. So I want to help you learn from other people's mistakes. That's why I'm inviting back some of my favorite guests to share stories of their adventures through entrepreneurship. We will talk about what were they hoping would happen, what went wrong, and what did they learn. Curious? Ready for a couple of lessons? Then join me every Sunday morning for a new series called What Went Wrong.  Then be sure to check out the other conversations during the week filled with marketing tips to help you grow your business. NEVER MISS ANOTHER CONVERSATION     

Content Co-Creation with AI: The Human Touch Makes It Greater You know, when it comes to creating standout content these days, the real magic happens when you get humans and AI working together. Now, I know what you might be thinking - "But Lorraine, won't the AI just do it all?" Well, let me tell you, that's not the case at all. You see, while AI is getting smarter every day, there's still one thing it can't quite replicate - the unique human perspective. And that's the secret sauce of content co-creation. If you just hand an AI a prompt and let it go, sure, you might end up with something slick and well-written. But is it going to have that special something that really resonates with your audience? Probably not. That's where you, the human, come in. By collaborating with the AI, by guiding it, by infusing your own experiences and creativity, you can take that initial AI-generated output and turn it into something truly remarkable. It's like baking a cake - the AI can give you the recipe, but it's up to you to add that secret family ingredient, that perfect pinch of spice, that artful decorative flourish. That's what takes it from good to great. So, the next time you're staring at a blank screen, don't be afraid to lean on AI for a little creative boost. But remember, the real power lies in that human-machine partnership. Because 50% human + 50% AI is always greater than 100% AI alone. That's the kind of content that's going to leave a lasting impression on your audience. And that's the kind of content I'm here to help you create. If you've enjoyed this conversation sign up for a weekly newsletter get links to episodes you might have missed and other resources for your business   https://morethanafewwords.com/avoid-fomo/  

There's a common myth that as a business owner, it's your business, so you must do it all. Carolyn Bisaleeski's journey shows just how limiting that mindset can be. A former accountant turned coach and author, Carolyn shared her story on More Than a Few Words about breaking free from micromanagement, finding clarity, and creating a business aligned with her true purpose. Her insights are a must-listen for anyone feeling stuck in a role they've outgrown. Here are the key takeaways from our conversation: Recognizing the Red Flags Carolyn explained how feelings of dread, stress, and misalignment with her work signaled that she was no longer in the right place. For her, the daily grind became unbearable, and she realized it was time to reevaluate what she truly wanted. The Power of Clarity Once Carolyn became clear on her goals, she made decisions quickly. Within a month, she let go of her accounting firm, resolved her commitments, and transitioned to a career that felt meaningful. Clarity, she said, makes decision-making straightforward. Trust and Delegation A major hurdle for Carolyn was learning to trust others with her business. Her micromanaging tendencies were both a cause of stress and a barrier to growth. Letting go and building trust created space for transformation. Creating a ‘Shopping List' of Dreams Carolyn's practical advice for gaining clarity? Write a “shopping list” of everything you want, even the seemingly impossible. This act helps push beyond comfort zones and visualize new possibilities. Balancing Masculine and Feminine Energies Carolyn emphasized the importance of balancing action-driven "masculine" approaches with intuition and flow. This holistic mindset shift empowered her to navigate change and find joy in her work again. Actionable Takeaway: If your business no longer feels like the right fit, start by carving out 30 minutes to reflect. Write down your goals—no matter how far-fetched they seem. Use this clarity to make decisions that honor both your vision and yourself. Remember, you can build a business that works for you. For more inspiration, check out Carolyn's podcast, Inspired Choice, and her new book, Inspired Chronicles. And if you enjoyed this conversation, be sure to check out More than a Few Words.     

Every great story starts with a spark—an idea that captures attention and draws people in. But to tell a story that truly connects, you need more than just inspiration. You need a clear picture of your audience and the problem you're solving for them. Whether you're talking to customers, your team, or the world at large, a good story is your secret weapon for building relationships that matter. These conversations, full of practical tips and real-life example will help you unlock the art of crafting a great story.    Feedback in our listener survey indicated an interest in deeper dives on specific topis.  So what do you think?  Do you like the format?  I would love to hear from you!  https://lp.constantcontactpages.com/sv/AWHOIJ0/MTFW

You know the feeling - you're staring at a blank screen, desperately searching for inspiration. The creative well has run dry, and no matter how hard you try, you just can't seem to come up with any fresh, innovative ideas. Been there, done that, right? Well, my friend, the solution is simpler than you might think. Just like your car needs gas to keep going, your creative engine needs a little fuel to really get revved up and running. So, how do you fill up that creative tank? Let me share a few of my favorite tips: Listen More, Talk Less  It may seem counterintuitive, but one of the best ways to spark new ideas is to actually talk less and listen more. You see, when you're constantly running your mouth, you're not leaving any room for new information to seep in. And trust me, you never know when that random tidbit of knowledge could be the missing puzzle piece you need to solve a thorny problem. So, practice being a better listener. Ask thoughtful questions, lean in, and soak up everything the other person is saying. You might be surprised by how quickly the creative juices start flowing once you get out of your own head and start paying attention to the world around you. Visit Alien Cultures  Don't just stick to your own little corner of the business world. Instead, make it a point to learn from people and companies that seem completely foreign to what you do. Pick up a magazine about an industry you know nothing about. Chat with the barista at your local coffee shop. Heck, strike up a conversation with the stranger next to you at the airport. You never know what little nugget of inspiration you might uncover. And speaking of airports, why not turn your commute into a rolling "university on wheels"? Pop in those earbuds and listen to audiobooks or podcasts that have nothing to do with your day job. It's amazing how quickly your brain can make unexpected connections when you expose it to new and different information. Creative Environments  Of course, it's not just about what goes into your brain - your physical environment plays a big role in stoking your creative fire too. That's why I always encourage the folks I work with to create dedicated "idea hubs" in their offices. Fill these spaces with comfy chairs, colorful decor, and all sorts of inspiring materials - from books and magazines to videos and technical samples. Then, make sure your team knows they're free to escape to these zones whenever they need mental refresh. And don't forget to sprinkle in a little fun too. I'm talking about the occasional water gun battle or impromptu dance party. Because when you create an atmosphere that's equal parts productive and playful, that's when the real magic starts to happen. If you have enjoyed this marketing tip, look for longer episodes, wherever you listen to podcasts .https://apple.co/3O3sJmt

If you're trying to grow your business, one of the best places to go is where other businesses hang out—and that's LinkedIn. But maybe you're there already and just not getting the results you want. That's exactly where Deanna Russo, founder of Leverage Up, comes in. Deanna took her LinkedIn following from a modest 400 to an impressive 30,000 and counting. She joined me to share her best tips for building a LinkedIn presence that actually works—no jargon, no gimmicks, just practical advice grounded in her own success. As someone who's been experimenting with LinkedIn myself, I couldn't wait to learn more . Here's what I learned from our conversation: Start with Your Profile Your LinkedIn profile isn't just a page—it's your billboard. Deanna emphasized the importance of customizing your profile to speak directly to your target audience. Think of it as the foundation for all your LinkedIn activity; without a solid base, everything else wobbles. Understand the LinkedIn Triangle Deanna's LinkedIn strategy revolves around three pillars: profile, engagement, and content. Your profile draws people in, engagement builds connections, and content amplifies your voice. But here's the kicker—they all depend on each other. You can't skip one without weakening the whole structure. And for long-term success, consistency is the secret ingredient that transforms this triangle into a sturdy pyramid. Engage Like You're at a Networking Event LinkedIn engagement isn't about throwing out generic comments like "Great post!" It's about starting real conversations. Deanna encouraged listeners to comment as if they were chatting in person—ask thoughtful questions, share insights, and be genuine. Consistency Beats Quick Wins Growth on LinkedIn doesn't happen overnight. Deanna shared how sticking to a twice-weekly content schedule—and showing up in the comments—helped her build momentum. The key is to stay visible without obsessing over views and likes, which she called the “gremlins” that derail your focus. Think Organic, Not Spammy Tagging random people in posts for visibility? Hard pass. Deanna prefers organic growth through meaningful interactions. Instead of spamming tags, send a direct message to someone genuinely interested in your content or topic. Actionable Takeaways: Treat your LinkedIn profile like your elevator pitch—clear, concise, and targeted. Show up consistently, both in your posts and in the comments. Engage like a human. Ask questions, answer thoughtfully, and skip the jargon. Focus on building relationships, not just growing numbers. Want to see Deanna in action?  Be sure to follow her on LinkedIn.

As a small business owner or consultant, creating consistent marketing content can feel like yet another task on your already long to-do list. That's why I invited Sally Loftus, an expert in human resources and organizational improvement, to share her practical approach to using themes to simplify content creation. By organizing her marketing around key topics tied to her work, she developed a system that keeps her messaging clear and aligned with her audience's needs throughout the year.  Whether you're a one-person operation or managing a team, her tips are easy to adapt and implement. Key Points from the Conversation: Use Themes to Anchor Your Marketing: Sally structures her marketing around a few central themes tied to her expertise. This helps her create consistent, targeted content throughout the year that speaks to her audience's evolving needs. Adapt to Timing and Trends: By aligning her themes with seasonal shifts and key industry dates, Sally ensures her content stays relevant and timely, such as focusing on pay equity during Equal Pay Day or lighter topics during summer months. Repurpose and Recycle Content: Long-form pieces, like blogs or newsletters, serve as a foundation. Sally breaks them into bite-sized content for social media, email, and other platforms, maximizing visibility without constantly reinventing the wheel. Tailor Content for Each Platform: Recognizing different audience preferences, Sally adapts her content for platforms like LinkedIn (professional tone), Instagram (personal and visual), and YouTube (a mix of short and long videos). Engagement Fuels Visibility: Sally emphasizes the importance of being active on social media—commenting, sharing, and reacting—to boost her content's reach. Regular updates to older content with new insights also help maintain its relevance. Actionable Takeaways: Identify 2–3 core themes that align with your expertise and your audience's interests. Use these themes to guide your content planning for the year. Repurpose long-form content into smaller pieces to save time and reach audiences on different platforms. Align your marketing efforts with seasonal trends and industry milestones for maximum relevance. Engage with your audience by responding to comments and staying active on your chosen platforms—it's not just about posting but participating. Keep a mix of evergreen and timely content in your arsenal, ensuring a balance between enduring value and immediate impact. With thoughtful planning and a touch of creativity, your marketing can feel less like juggling torches and more like conducting a symphony. About Sally Sally Loftis, a consultant specializing in human resources, organization improvement, and social change, has made significant contributions in the realm of pay equity. This includes her new book, The Pay Equity Guide for Nonprofit Organizations Sally's mission is to co-create workplaces where humans feel valued through living wages and healthy human connections. Her work with Loftis Partners emphasizes racial and pay equity, appreciative inquiry, and building on human strengths within organizations.   Learn More - https://www.loftispartners.com/ Connect with Sally on LinkedIn - https://www.linkedin.com/in/sallyloftisloftis/    

On a cold rush hour morning, a good looking man, dressed in jeans and a baseball cap walked into a train station, carrying a violin case. He opened the case, dropped a few dollars in to encourage others to do the same.  Over the next 45 minutes, he earned less than $35 for his performance.  Most people simply walked by, barely stopping to listen to the classical violin piece, played flawlessly by the young man. Who was he?  Joshua Bell, one of the world's most renowned musicians.  As part of a social experiment, arranged by a writer from the Washington Post, he played for 45 minutes to see what would happen.  The results are depressing.  More than 1,000 people walked by missing a chance to hear this amazing musician perform.  Depressing not just because they missed a once in a life time chance to hear Joshua Bell, but because their behavior is very typical of how we live our lives.  We get so focused on the end game; we miss so much along the way. So the lesson for today, is not strictly business. Take a few minutes to listen to the music, explore something new, you and your business will be better for it. If you've enjoyed this conversation sign up for a weekly newsletter get links to episodes you might have missed and other resources for your business   https://morethanafewwords.com/avoid-fomo/  

What if managing your marketing was  more like hosting a party? That's the premise behind the Party Principle, a concept Dave Charest of Constant Contact shared with me. As someone who loves both a good metaphor and a well-organized shindig, this approach clicked immediately. Social media becomes the lively main event, email is the cozy afterparty, and SMS? That's your VIP lounge, reserved for your most engaged fans. Each channel plays its role, ensuring that your marketing not only entertains but also builds genuine relationships. The Party Analogy Social media is where your audience gathers, much like guests at a bustling party. It's about meeting new people and sparking initial connections. From there, email brings a more intimate setting—your “afterparty”—where relationships deepen. SMS steps in as the exclusive VIP lounge, offering a direct, timely way to connect with your most loyal customers. Tailoring Content to Each Channel Avoid the mistake of treating all platforms the same. Just as you wouldn't serve chips at a VIP lounge, your content on social, email, and text should fit the unique strengths of each medium. Social posts can drive discovery, email builds loyalty with in-depth value, and SMS stands out for its immediacy and exclusivity. Building Relationships Gradually Transitioning your audience from one channel to the next requires intentionality. Social posts can include calls to action for email signups, offering something valuable like discounts or guides. Similarly, SMS should deliver time-sensitive, exclusive perks to make it feel special—not just another notification. Keep It Strategic Your marketing channels should complement one another. For instance, use email to share resources about a webinar, social media to create buzz, and SMS to send timely reminders. Aligning your efforts amplifies your message without overwhelming your audience. Actionable Steps: Create a Value Ladder: Start by offering engaging content on social media, followed by incentives for email signups like discounts or helpful resources. For SMS, save it for urgent, high-priority messages that your audience will appreciate. Map Your Party Flow: Think about how each channel leads naturally to the next, just as a host guides guests from appetizers to dessert. Respect Each Space: Tailor your tone and content for each channel. Give your audience a reason to engage in multiple ways, keeping their experience dynamic and rewarding. By reimagining your marketing as a well-hosted party, you'll not only draw people in but also make them want to stay. And let's be honest—who doesn't love a great party?   Dave Charest Dave Charest is the Director of Small Business Success at Constant Contact, the online marketing leader trusted by millions of small businesses. In his role, Dave acts as an educator and an advocate for small business leaders, marketing professionals, and nonprofits by providing practical marketing advice to help them achieve their goals. He is a dynamic leader, speaker, creator, and award-winning marketer who strives to inspire small businesses by simplifying the complex world of online marketing. Dave also hosts the Be a Marketer podcast, a 2024 Webby Awards Honoree.  

From The Archive -  Online advertising can feel like navigating a dense forest without a map—especially for businesses trying to sell nationally without the resources of big-name competitors. That's why I invited Krystal Covington,  to share her expertise. Originally released in September 2022, Krystal's tips are still relevant today.  Together, we explored how businesses can use geo-targeting and smart collaborations to stretch their advertising dollars further and stand out in targeted markets. Here are the highlights of our conversation: Focus Your Efforts With Geo-Targeting Even for businesses that can sell anywhere, narrowing the focus to specific regions can make a big impact. Tools like Google Trends help identify where demand is strongest, allowing companies to allocate their budget effectively. For instance, a $500 geo-targeted ad campaign in high-interest areas can yield better results than a $3,000 national campaign competing against industry giants. Collaborations and Partnerships Pay Off Building "power partnerships" with complementary businesses can expand your reach without blowing your budget. From co-branded sweepstakes to shared promotions, partnerships allow you to tap into each other's audiences and grow your contact lists while creating mutual value. Creative Strategies for Audience Growth Krystal shared her experience using tools like Gleam.io to run contests that reward participants for actions like visiting websites, following social media accounts, or joining email lists. This approach not only engages audiences but also helps both partners grow their visibility in meaningful, measurable ways. Adapt These Strategies Locally or Nationally Whether you're targeting your hometown or a far-off market like Baltimore, the principles are the same. Find either local partners in your target area or collaborate with nearby businesses to enter new regions together.

I teach marketing at a local university, and this week I was talking to my students about Ansoff's Marketing Matrix. In this structure, he identifies four ways that you can grow your business. 1) Sell more of what you're already selling to your existing customers. 2) Sell more of what you're selling, but to new customers. 3) Develop a brand new product and sell that to your existing customers. 4) Sell a new product to a new group of customers. Of the four strategies, that last one, diversification is really hard to do because you're in uncharted waters with people who don't know and love you. So my recommendation if you're ready to grow, figure out whether you have a product that has broader appeal and you just haven't introduced people to it, or if your current customers are ready for something new. What did you think of the episode? I would love to hear from you.  Please take a quick minute to complete the listener survey I can create shows that  that keep you coming back, with a few laughs and a lot of practical tips along the way. https://lp.constantcontactpages.com/sv/AWHOIJ0/MTFW

Whether you're running a business, managing a nonprofit, or just trying to share your message with the world  a good story is the key to connecting with people. Stories bring ideas to life, giving them color and shape that facts and figures alone just can't match. That's why I was so excited to chat with Shaté Hayes .   She is a creative strategist with a fascinating background as a professional dancer and choreographer. Her career has been built on crafting stories—first on the stage and now as a tool for business leaders looking to inspire action. Our conversation was a wonderful reminder that, whether you're working on a stage or in a boardroom, storytelling is one of the most powerful tools in your toolkit.  Here are the key takeaways from our chat:  Start by Collecting Your Puzzle Pieces Before you can craft a great story, you need to gather all the raw materials. Building a story is like assembling a puzzle—laying out data, testimonials, and even permissions to use specific anecdotes. The more pieces you collect, the easier it is to see the full picture and decide what's most compelling.  Choose Stories That Align with Your Purpose Not every story or element you collect will make the cut. Pick stories that reflect your business's core mission and goals. Think of it like packing for a trip: you don't need to bring everything, just the essentials that will get you where you want to go.  Focus on the Human Element Some of the most impactful stories aren't about big numbers or dramatic events—they're about small, relatable moments. Look for human moments that connect people, it is not about a bland testimonial of how they liked working with your, but a compelling explanation of how you helped them solve a problem and how that felt for both of you.   Tailor Stories to the Right Platforms From Instagram Reels to LinkedIn posts, stories shine when they're shared in a way that fits the platform. Shaté reminded me that we don't need to be everywhere—just where our audience is—and to play to each platform's strengths, like video for TikTok or text posts for LinkedIn.  Every Business Has a Story Worth Sharing Forget the myth that stories must be extraordinary to be meaningful. Even seemingly simple experiences—like how you overcame a challenge or found a creative solution—can resonate with your audience. It's about being real and relatable.   

In this episode, I sat down with Johnny Cooper to tackle a big question: Who is your ideal client? If you're like most business owners, you've probably wrestled with this at some point, worrying about whether narrowing your focus means missing out on other opportunities. Johnny, who runs the popular community Johnny Hates Marketing, had a refreshingly straightforward take on the subject. With his British wit and practical insights, he laid out a simple approach to targeting the right people without overcomplicating things or getting stuck in “what-if” thinking. Here are the big takeaways from our conversation: The Value of Defining an Ideal Client: Aiming to please everyone dilutes a brand's appeal. Instead, identifying a specific group with distinct needs creates a stronger, more targeted message. Overcoming Fear of Exclusion: Business owners often fear losing out on clients if they narrow their focus. Defining an ideal client doesn't exclude others—it simply helps businesses attract the most compatible clients. Adjustments can be made over time if necessary. Johnny's Three-Legged Stool for Ideal Clients: He outlines three essential traits for an ideal client: They have a pressing, significant problem you can solve. They are visible or identifiable by certain markers, making it easy to connect with them. They have the financial means to invest in your services. Simplicity in Targeting: Take a straightforward approach, avoid over-complication and make adjustments  If you've enjoyed this conversation sign up for a weekly newsletter get links to episodes you might have missed and other resources for your business   https://morethanafewwords.com/avoid-fomo/

 You probably don't want to hear this. I'm going to do it SEO wrong. You're spending all your time focused on what search engines want, worrying about stuffing your pages with keywords, inbound links, and outbound links. But search engines don't buy from you, people do So I want you to think about SEO differently. Start focusing on content that answers questions real people have about your product and service. If you do that, and you do that, well, the search engines will pay attention. LEARN MORE ABOUT BUILDING YOUR OWN CONTENT BASED SEO PROGRAM

Sometimes, managing social media can feel like you are on a hamster wheel. As a small business owner you're running fast, but it doesn't seem as if you are getting anywhere? In my chat with Peg Fitzpatrick, we focused on simple and practical tips.  From rethinking which platforms are worth your time to using Pinterest as a hidden traffic booster,  we covered a lot of ground in just 10 minutes   Here's what Peg had to say: Skip TikTok—It's Not Worth the Hassle Peg tackled TikTok head-on and made a great point: while TikTok can be fun, it's also a huge time commitment. And with ongoing political concerns around the platform, it could disappear tomorrow. If you're already stretched thin, focus on Instagram Reels or YouTube Shorts instead. Both offer the same short-form video format but require less time and carry fewer risks. It's like choosing a dependable truck over a flashy sports car—you know it'll get you where you need to go. LinkedIn: Your Secret Networking Goldmine LinkedIn isn't just for job hunters; it's a hidden gem for business networking, especially if you're a local business owner. Peg's advice? Update your profile, use a recent photo, and write a bio that clearly tells people what you do. Then, connect with other local businesses. You may find partners, collaborators, or even just a circle of business friends who get what it's like to run a small business. Think of LinkedIn as your digital chamber of commerce—you never know who you'll meet. Pinterest: The Platform That Keeps on Giving Now, here's a platform many of us overlook. Unlike the high-maintenance world of Instagram or Facebook, Pinterest is like planting a garden. You plant a pin, and months later, people are still finding it, clicking on it, and visiting your website. And the best part? Every pin links directly to your site, making it one of the few places on social media where traffic flows your way. Peg described Pinterest as a slow simmer—it might not be the flashiest way to build traffic, but it's steady and long-lasting. If you're already creating content, pinning it on Pinterest is a simple, low-effort way to extend its reach. Perfect the Art of Short-Form Content Don't let short videos fool you—creating great short-form content takes skill. Peg pointed out that keeping things concise is actually harder than it seems. Think of it like writing a postcard instead of a letter; you need to get to the heart of your message fast. But with people's attention spans shrinking, investing the time to master short videos can make a big difference. Whether it's Reels, YouTube Shorts, or those Pinterest clips, focus on being clear and engaging in 10-20 seconds.