More than a Few Words

“Yes, the world feels like a hot mess right now. But what if the real power lies not in fixing the chaos ‘out there,’ but in finding our footing ‘in here’?” That was the heart of my recent conversation on More Than a Few Words with the always wise and wonderfully grounded Deborah Sunderland. We didn’t talk strategy or spreadsheets this time—we talked soul. How we, as women business owners, can navigate the storms of our external world by coming back to the steady center within ourselves. Because let’s be honest: things are weird out there. Between the economy, politics, and everything in between, it’s easy to feel like we’re being tossed around in a storm we didn’t sign up for. But as Deborah gently reminded me—and now, I’ll remind you—we’ve been through a lot, and we’re still standing. That resilience? It’s no small thing. Key Takeaways for Women Business Owners: You’ve already weathered storms. Recognize your resilience. The past few years have tested everyone, and you’ve made it through. That alone deserves a moment of appreciation. Your mindset is your power tool. Our brains are sneaky little things—they’ll default to fear and scarcity unless we redirect them. When you catch yourself spiraling, pause and ask: “What thought is driving this feeling?” and then: “How might this actually be for me?” Emotions aren’t the enemy—resistance is. Don’t stuff it down. Feel it fully. Most emotions pass in 90 seconds if we stop wrestling with them. Anger, fear, frustration—they're signals, not stop signs. Shift the conversation with yourself. The most important conversations aren’t in the boardroom—they're in your own mind. Be kinder, more curious, and less judgmental toward yourself. And hey, extend that grace to others too (yes, even the annoying customer service rep). Your breath is free medicine. Use it. Three deep breaths can shift your entire nervous system. It’s not woo—it’s biology. Take those moments of calm and reclaim your focus. Try This Today: About Debra Debra’s genius is creating a clear vision for CEO’s and their teams – making that vision a reality. With decades of C-level executive and team coaching, Debra challenges leaders by inviting them to create a collaborative, vibrant, responsible, and joy-filled culture, which fosters highly desirable results. Her practice is shared in a diverse range of industries: hi-tech, wealth management, engineering, healthcare, marketing and more. Debra specializes in awakening leaders to transformatively solve their upper limiting beliefs, sabotaging behaviors, and unconscious biases, moving them into sustainable excellence and self-awareness. She coaches through the tough and uncomfortable work of removing the blockages preventing leaders from fully living their genius, equipping them with the thoughts and skills to bring their goals to fruition. She challenges leaders to own their results in all areas of life, to be present in the here and now, stepping out of leading with reactivity and into conscious leadership. The CEO’s chief purpose is to raise up their teams to practice radical responsibility and curiosity. Organizations achieve their optimal outcomes when they shift out of drama and create win-for-all solutions. Debra graduated from Miami University, holds a degree in Psychology and is certified in The 15 Commitments of Conscious Leadership, the Integrative9 Enneagram, Corporate Goal Coaching, and CTI Co-Active training. Debra’s work has been featured on Fox National/Local News, Crain’s Chicago Business, the Chicago Tribune, Chicago Sun- Times, and 190 N Television. As a continual learner, Debra is a graduate of the Inner MBA – Mindful NYU program. Her base is Nashville and Chicago.

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 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: 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.

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: 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: 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

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. 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