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More than a Few Words

Business & Economics Podcasts

A marketing podcast for business owners. The brief conversations of this marketing podcast are filled with practical tips from business owners and marketing professionals from around the world.


Indianapolis, IN


A marketing podcast for business owners. The brief conversations of this marketing podcast are filled with practical tips from business owners and marketing professionals from around the world.






#992 What is Your Problem Solving Style? | Kris Ward

Kris Ward is back in the guest chair, this time with a lively conversation about entrepreneurial personalities. She delves into her unique approach of categorizing entrepreneurs into five distinct personalities based on their problem-solving and process management styles. From the "Rushaholic" who thrives on speed but may overlook details, to the "Sufferpreneur" who excels at crisis management but struggles with burnout, each personality has its strengths and weaknesses. As Kris introduces each personality type, she highlights the common pitfalls and misconceptions associated with them. You probably won't change your type so it is important to understand your tendencies and find a balance between the strengths and weaknesses of your personality. Kris encourages entrepreneurs to lean into their unique traits effectively, whether it's the meticulousness of the "Perfectionizer" or the multitasking prowess of the "Jugglerrama." Mastering your personality starts with self-awareness and Kris has offer listeners the opportunity to explore their own entrepreneurial personality with this simple quiz. ​


#991 Social Media Chef

My husband is an amazing cook. He reads recipes, comes up with his own variations, blending and layering ingredients in new and delicious ways. Even though he is amazing in our kitchen, he could not own a restaurant. Why? He knows how to time a meal with three dishes for eight people, but expanding that to thirty dishes, for one hundred people requires skills he does not have. What does it take to be a social media chef? The same challenge exists when it comes to professional social media. Lots of people are good on social media. They are funny and engaging. They have a large following and interact regularly. But just because they are great at managing their own accounts does not mean they have the skills to be a successful social media chef. Precise Recipes It is easy to improvise when you are cooking for a few people. A pinch of this, a dash of that. If you don’t have enough potatoes you can substitute with carrots. When you are cooking for a larger group and they expect a potato, that is what you have to serve. Slight variations will dramatically change your dishes when you are cooking on a large scale, so a precise recipe is required to order the food you need in bulk. In professional social media, that recipe is your content calendar. It outlines the ingredients (types of content) and the schedule (how often and when you will post). It is also used to create your shopping list. A professional doesn’t just grab a random stock image at the last minute. Posts are planned, appropriate images and Gifs are selected, or created and scheduled to drop in the timeline at exactly the right time. While many experts have conducted research to find the exact right time, Sprout social has a terrific post on this topic. A professional social media chef knows how to use the industry standards, individual client data, and their own experience honed across a range of clients to create the ideal schedule. Manage the Kitchen When my husband is cooking the rest of the family stays out of the kitchen. He manages his time, switching from pot to pot so every dish arrives on the table at the same time. That works on a small scale, but restaurant chefs must create standard practices, train their staff, delegate tasks, and stay on top of everything that is happening at the same time. They can let go because they have laid the groundwork. A professional social media chef will do the same thing. Whether they are part of your marketing team or an outside expert, their first task must be to create standard practices. Next, social media won’t work if you are relying on just one person to put messages out there. Everyone on your team needs to be trained and know how to engage in order to support the company’s social media program. Non-profit organizations with small staffs and large volunteer groups should extend this training to the loyal external community. When it comes to social media, the more people supporting the chef, the more delicious the result. Walk into any restaurant kitchen during the dinner rush and it feels a bit like managed chaos. Somehow, in this chaos, the chef knows what is going on at each station. Social media management can feel that way as well. This is especially true as you widen your team, allowing multiple people to share and even post directly to your social pages. A good social media chef is continually training, coaching, providing guidance to marshall the resources of their entire team.


#990 Selling on LinkedIn with Karen Yankovich

In this episode, I am joined by LinkedIn strategist and CEO of Uplevel Media, Karen Yankovich. A seasoned expert with over 30 years of experience, Karen talks about how LinkedIn can be instrumental in empowering women entrepreneurs and guiding individuals towards becoming industry thought leaders. The conversation begins with Karen elaborating on her approach to marketing based on relationship selling, a concept deeply ingrained in her due to her rich background in sales. By focusing on forming connections and creating mutually beneficial solutions, she explains how businesses can significantly benefit. Highlighting the platform’s positioning as a hub for all things business, she shares her views on why LinkedIn holds significant potential for wealth creation, personal branding and facilitating high-level business deals. She insists on investing even just 15 minutes a day building strategic relationships on LinkedIn can pave way for big contracts. Karen notes that to use LinkedIn effectively, it is crucial to have an appealing profile containing keywords related to your field of work. This way, your LinkedIn profile begins to attract suitable business prospects, thus creating a magnet-like effect. She further unpacks her networking strategies, discussing how to create impactful connections with potential clients, people with a similar target audience as yours, and journalists or influencers in your field. As a final note, Karen emphasizes consistency during this outreach process - connecting with a small number of people every week, rather than trying to meet everyone at once. Users are encouraged to apply Karen’s recommendations on their LinkedIn strategies to reach their business growth objectives. Tune in to this episode for game-changing insights from Karen Yankovich!


#989 The Confirmation Process

Join this insights-packed episode as we welcome Janet Falk, a seasoned communication professional, and the chief strategist at Falk Communications and Research. She brings over 30 years of experience and discusses her innovative approach to understanding the buyer's journey, diverging from the traditional perspectives. Janet challenges the common belief that the buyer's journey is a passive process. She proposes an alternative idea she dubs "the confirmation process". Through this lens, the buyer undertakes a more active role, seeking to validate the identity, skills, and credibility of the professional or vendor they consider. The episode delves deep into this confirmation process and its three critical steps: Confirming the identity of the vendor, the adequacy of their skills and experience, and social proof from others. Janet further explores how professionals can facilitate these steps, increasing their chances of positively influencing the buyer's journey. Moreover, this episode emphasizes the crucial role of client-focused content and the science of online presence in creating an effective buyer's journey. Janet neatly ties these concepts together, outlining a roadmap that optimizes both the vendor's showcase of expertise and the buyer's needs.


988 - The Dangers of Marketing Wallpaper

Has your brand become like background noise in the marketing landscape? Repeatedly saying the same thing has value as you try to establish a consistent brand . However, when it becomes a monotonous drone, your audience tunes out. If your message has lost its flavor and faded into the sea of sameness, it’s time to rekindle interest in your brand through subtle adjustments. Introduce a fresh hue into your visual palette or refine your verbiage to highlight a singular aspect of your message. These subtle shifts within the familiar can jolt your audience out of complacency and reignite their attention. It is like giving your brand a fresh coat of paint, revitalizing its presence in the minds of your audience.


#987 A Name You Can Own with Samantha Bradshaw

I had a great conversation with Samantha Bradshaw, a seasoned small business and intellectual property lawyer, about the process of naming a business. Yes, you want a cool name, but you also want one you can own and protect. Proactive Legal Prevention: Samantha emphasizes the importance of proactive measures to keep creative service providers out of legal entanglements. She highlights how businesses often encounter challenges when they receive "angry lawyer letters" or court documents, underscoring the necessity of building strategies to prevent such issues from arising in the first place. Balancing Uniqueness and Descriptiveness: Samantha discusses the delicate balance between creating a business name that is both unique and descriptive. While marketing professionals may advocate for SEO-friendly names that directly describe the services offered, Samantha explains the limitations of trademark protection for such generic terms. Instead, she encourages business owners to explore names that strike a balance between suggesting the nature of the business while remaining distinct and protectable. Trademark Protectability Spectrum: Samantha introduces the concept of a spectrum of trademark protectability, ranging from generic to fanciful names. She elucidates how names that are overly descriptive or generic, such as "Photographer Marketing Services," are unlikely to receive trademark protection. Conversely, names that are arbitrary or fanciful, like "Apple" for computers, hold significant trademark power due to their uniqueness. Creative Naming Strategies: Samantha shares practical advice on how to generate creative and trademarkable business names. She suggests brainstorming sessions where business owners can combine suggestive elements related to their industry to create distinctive names. By leveraging word-mashing techniques and considering tangentially related concepts, businesses can craft memorable and protectable brand identities. Trademark's Role in Business Growth: Finally, Samantha underscores the broader implications of trademark protection beyond legal compliance. Trademarks serve as essential assets that facilitate business growth, franchising, licensing opportunities, and brand recognition. By securing a trademark for their business name, entrepreneurs lay a solid foundation for future expansion and success. About Samantha Bradshaw Samantha Bradshaw is a small business and IP lawyer. After spending 5 years in Beirut, Lebanon, she came back to the US in 2018 and founded InLine Legal, the only 100% virtual Virginia-licensed law firm that keeps creative service providers out of the courtroom and in the studio with chief legal officer services for Virginia’s small businesses. Learn More:


#986 Imposter Syndrome

Zach Montroy dropped by for a discussion about imposter syndrome, particularly among founders and business leaders leaders. It is a common experience in the entrepreneurial journey and Zach emphasizes the role of self-compassion in combating imposter syndrome, suggesting that individuals should treat themselves with the same kindness and understanding they would offer to others. He offers practical strategies discussed include prioritizing tasks, practicing mindfulness, and developing emotional literacy to better understand and navigate one's own emotions. The discussion delves into the origins of imposter syndrome, often stemming from the transition into roles of leadership or entrepreneurship without formal training in those areas. Zach suggests that the weight of responsibility and the fear of failure can trigger imposter feelings, leading individuals to doubt their abilities and competence. Practical strategies are also discussed, including the importance of prioritizing tasks and focusing on one's unique contributions. Montroy suggests using tools like the Eisenhower matrix to identify essential tasks and avoid becoming overwhelmed by the multitude of responsibilities inherent in leadership roles. Additionally, he advocates for the practice of mindfulness as a means of developing emotional resilience and awareness. By observing thoughts and feelings without judgment, individuals can better navigate through moments of self-doubt and uncertainty. The conversation concludes with a call to action for listeners to explore further resources on imposter syndrome and leadership development. Montroy's insights serve as a valuable reminder that imposter feelings are a shared experience and that cultivating self-compassion and mindfulness can empower individuals to overcome these challenges and thrive in their leadership roles.


#985 Zero Click World

These days we're living in a zero click world. What that means is all of the social media platforms and even Google are trying to get you to stay on the platform. They're encouraging you to find the answers you need with them and they're discouraging people from clicking through to your website. Unless of course you're going to pay for an ad. So when you're not advertising. What do you do? How do you play in this zero click world. There's several things to keep in mind as you map your strategy in this zero click environment. The first is you need to adjust your expectations. In some ways, we are back to the early days of social media, where you evaluate your success based engagement and the interaction on the platform. You may not necessarily clicks through to your website. And with shifting privacy rules you may not be able to measure that even if you do. With these revised criteria you need to think about your content differently. Each piece of content is a stand-alone unit that tells a story from beginning to end. But it needs to do so, quickly because your audience has a short attention span. Put the punchline up front. Use compelling headlines, hook the audience in the first thee seconds of the video or the first image of a carousel. Get right to the point right away, entertain the audience to they stay with you and engage with everyone who interacts with the content. Ask questions, take polls and tell people if they want your special offer to simple leave a comment or dm you instead of clicking through to your website. If you've enjoyed this conversation follow me on LinkedIn. You'll see lots of marketing tips, videos and tools. Put a comment in the notes so I know you dropped


#984 Build Authority with Authenticity

I had so much fun chatting with Amy Singleton, about building authority with authentic content. Amy is the CEO and owner of Hite Digital Norman, an Inc. 5000 digital and branding agency. Amy's mission is to empower individuals to reconcile their personal and professional aspirations without compromise, and today, we're tapping into her expertise to explore how businesses can authentically engage with Google's algorithms to stand out in a world inundated with AI-generated content. Understanding Google's Desires As we kick off our conversation, Amy emphasizes the importance of understanding what Google truly wants. "Google wants things that are fast, relevant, and profitable," she explains. The search engine giant aims to provide users with quick, accurate answers to their queries, fostering repeat engagement and loyalty. Crafting Relevant Content So, how can businesses ensure their content resonates with Google's algorithms? Amy suggests several strategies, starting with optimizing Google business profiles and local listings. Consistency across these platforms builds credibility and trust, key factors in Google's ranking system. Additionally, Amy highlights the significance of backend structures, such as schema markup and metadata, in enhancing a website's visibility. By providing clear signals about the content's relevance, businesses can improve their chances of appearing in relevant search results. Answering the Right Questions Understanding user intent is crucial in crafting effective content. Amy illustrates this point with an anecdote about a successful blog post on her previous company's website. Despite its seemingly mundane topic—how much painters make per hour—the article addressed a common query among homeowners, driving significant traffic to the site. Embracing Authenticity In a landscape saturated with AI-generated content, authenticity emerges as a competitive advantage. While AI can offer valuable insights and inspiration, Amy emphasizes the importance of infusing content with a human touch. Whether through storytelling or personalization, businesses can create a unique connection with their audience. Building Authority To further assert relevance and authority, Amy recommends leveraging press releases and securing backlinks from reputable sources. These tactics not only enhance a website's credibility but also demonstrate its expertise within its niche. A Call to Action As our conversation draws to a close, Amy extends a generous offer to our audience: a complimentary website audit to identify areas of opportunity and improvement. This gesture exemplifies her commitment to supporting businesses on their digital journey. Conclusion These days, it is all about authenticity and relevance. When you understand Google's preferences and create content to match their strategy you can navigate the complexities of organic marketing with confidence. As Amy Singleton reminds us, success lies not in mimicking AI-generated content but in harnessing the power of human connection to engage and inspire.


983 Build Your Brand with AI

Laura Templeton dropped by for a conversation about using AI to build your brand. , an author and international speaker, discusses using AI to build your brand with Lorraine Ball. At first, the idea might sound a bit out there, but Laura dives into how AI, specifically ChatGPT, can be customized to reflect your brand's voice and values. Laura explains the concept of "custom instructions" in ChatGPT, where you can teach it about your brand, your audience, and your preferred tone. She likens it to teaching a child; it takes patience and guidance to get it right so the tone doesn't feel stiff or overly casual. With practice and clear feedback, ChatGPT can generate valuable content for various purposes, such as website copy, social media posts, blogs, and lead magnets. Laura stresses the importance of reviewing and editing the generated content to ensure it aligns with your brand's message and style. The conversation also touches on SEO concerns, with Laura reassuring that ChatGPT can be beneficial for SEO as it understands your brand's keywords and can incorporate them naturally into the content it generates. If you enjoyed this conversation, be sure to check out my other chat with Laura - BETTER NETWORKING RESULTS


982 Everyone is a Storyteller

These days everyone is telling you you need to be a storyteller. You need to be a storyteller in sales and in marketing. There are some people who are just natural storytellers, with the ability to pull you in with their words and leave you sitting on the edge of the seat. Then there is everyone else. So maybe you don’t feel like you’re a storyteller and this whole storytelling thing isn’t for you. Instead when you meet someone you leap right into the facts. “I’ve been in business twenty years, I’ve done this, blah, blah, blah. Don’t do that. Nobody wants to hear that You don’t have to be a great storyteller to talk about a customer you helped or what it is like to work with you. A great story, isn’t about the teller. It is about what it is like to work with you, when everything is going right for you and more importantly for your customers. So go ahead, tell me a story.


#981 Selling on Amazon

Can you still make money on Amazon? That's the question I asked Lesley Hensell, co-founder of Riverbend Consulting, Amazon, once characterized as the Wild West of online selling, has undergone significant evolution. Success on this platform now necessitates a more strategic and disciplined approach. However, with proper guidance, achieving success is possible. So, you have a product ready to debut on Amazon. An organized is approach is required. Gone are the days of haphazardly listing products; today, approaching Amazon as a bona fide business entity with comprehensive records, invoices, and refined marketing strategies is mandatory. Lesley had some great tips for marketing your products. Start with a comprehensive product detail page which serves as your digital shopfront on Amazon. Craft compelling copy and captivating visuals to attract the shopper. Lifestyle imagery featuring infants, pets, and even models can significantly enhance your product's appeal. But the journey doesn't conclude there! Video content holds immense sway on Amazon. Even with modest resources, you can produce engaging videos showcasing your product's features and benefits, effectively capturing potential buyers' attention. Now, onto a critical yet often overlooked facet—advertising. While advertising on Amazon can yield substantial returns, it necessitates meticulous planning and continual monitoring. Leverage tools such as Jungle Scout or Helium 10 to conduct keyword research and optimize your ad campaigns for optimal visibility. Here's a noteworthy tip: prioritize long-tail keywords to establish a unique niche for your product and avoid direct competition with industry behemoths. One common mistake Leslie frequently encounters? The fallacy of the "set it and forget it" mindset. Achieving success on Amazon requires monitoring adjustments. Looking for more information on setting up your Amazon store? Go to to learn more.


#980 Adapt Your Sales Process to Your Customer's Personality

Imagine you're sitting across the table from someone, trying to figure out if they're the right fit for your business. But here's the catch, people don't come with instruction manuals telling you exactly who they are and if they're a good match for you. The key having productive conversations lies in understanding personality types. A few years ago, I had a great conversation with Benjamin Bressington, an expert in sales and communication, who shared invaluable insights gained from years of experience and trial and error. The conversation was so good, I knew I needed to rerelease it. So if you missed it, you can catch it now. Over the years Benjamin has discovered four main personality types. Identifying who he is talking to improves communication and creates connections that lead to sales, or improved relationships with employees. When you know who you are talking to you can tailor your approach to build rapport and establish effective connections. The bottom line? Mastering conversations isn't just about what you say—it's about understanding who you're talking to and how to speak their language.


#979 Commit to LinkedIN

This year I decided to follow my own advice and commit to one social media platform. Sure I still post content in lots of places, but I am spending time every day on only one platform - LinkedIn. And, I am not just showing up, posting an update, liking a few things and leaving. I did some research to find out what the LinkedIn algorithm likes and adjusted my approach accordingly. Working Together to Expand Reach Let's face it, one of the most frustrating things about sharing content on any social platform, is not getting engagement. While the algorithm certainly controls some of that, you can influence the algorithm. On LinkedIn, the more engagement your post gets in the first few hours, the more visibility it will have. So, you need a community that responds when you post. One way to increase engagement is to start talking to other individuals so you see their content and they see yours. Tag a few select people in the comments, ask a question that encourages their response. Then respond to people who comment. No simple likes or thumbs up. You need to keep the conversation going. Does this extra attention pay off? It as only be about six weeks, but so far I am satisfied with the results. I have doubled the amount of traffic to my website from LinkedIn. Given the push to a zero click environment, this growth is pretty impressive. I have added about 400 connections. Not just random spammers, but people I am actually talking to. which make the time I spend on this platform more interesting and productive. So for now, I am going to invest more time on this platform. If you enjoyed the tip - connect with me on LinkedIn


#978 Finding the Right Marketing Partner

When you are ready to take the next step in your business you will need a marketing partner, but how do you find the right one? That's what I talked to Behdad Jamshidi, founder of CJAM Marketing about. In this lively conversation he shared insights into navigating the process of selecting the ideal marketing team. Behdad defines a marketing partner as an agency, freelancer, or contractor who helps businesses execute marketing strategies while allowing them to focus on core operations. He emphasizes the need for alignment between business goals and the capabilities of the marketing partner. One common mistake highlighted is the tendency for businesses to jump on trendy marketing tactics without a long-term strategy. Instead, He advises businesses to establish clear goals and seek partners with proven track records and solid foundations. When evaluating potential marketing partners, Behdad suggests asking key questions about the agency's history, core competencies, and client retention rates. He emphasizes the importance of finding a partner with experience and expertise relevant to the business's needs without being overly niche. Behdad and I agree that is is important to find the right-sized partner for the current stage of the business, rather than aiming too high or too low. By focusing on alignment, experience, and scalability, businesses can establish successful, long-term partnerships with their marketing teams. LEARN MORE ABOUT CJAM Marketing


#977 The Four "C"s of Accountability

In this terrific conversation from my archive Don Markland shared his powerful story of transformation from an unhealthy lifestyle and lack of clarity about his purpose to a successful life and business. He realized there are two fundamental rules of accountability—starting with oneself and leaving ego at the door—set the stage for the four C's. Critique success - never settle for good enough, always striving for improvement. Don emphasizes the importance of surrounding ourselves with honest feedback and continuously refining our approach. Correct failure. Rather than dwelling on mistakes, analyze them, learn from them, and keep pushing forward. It's all about progress, not perfection. Celebrate growth. Embrace discomfort, push our limits, and revel in our achievements. Whether it's running a marathon or mastering a new skill, growth deserves to be recognized and celebrated. Crush mediocrity. Don paints a vivid picture of squashing those pesky bugs of complacency with relentless determination. It's about recognizing and eliminating mediocrity wherever it lurks, propelling us toward excellence in all aspects of life.


#976 Find the Best Solution

Everyone likes to be right and to see their ideas put into practice but sometimes your ideas are not the best it. If, as a leader you are more focused on proving you're right and winning every argument people around you will acquiesce. You will have a solution but it won't necessarily be the best solution. This is tough, because it means you have to give up control. If you've hired the right people they will have good opinions about projects and about the way the company is run, so you need to be prepared to listen and let others win. When multiple viable solutions are proposed to a problem choose the one suggested by a passionate team member. Why? If it's their idea they're will work to ensure it is implemented properly and it sends a strong message that you are serious about finding the best alternatives. If you want to find the best solutions to every problem my advice is to sit back and listen to others.


#975 Find Your Niche

Carolyn Patrick dropped by for a conversation about one of my absolute favorite topics—niche marketing. Carolyn’s a seasoned consultant and non-executive director hailing all the way from Australia, bringing a wealth of experience in customer brand and marketing across diverse industries like banking, wealth management, insurance, retail, and government. To explain why she thinks it’s crucial for businesses to identify their niche Carolyn shared a personal story of working with specific niche markets like the police and emergency services, highlighting the power of understanding your audience to tailor messaging and develop products and services that truly resonate. She emphasizes the importance of connection and the ability to get into the heads of your customers for high retention rates.


#974 - A New Approach to PR

Did you miss this conversation from my archive? Every business owner knows an article in the news can be a great boost to a business. The question is how do you get the media to notice you. My guest Mickie Kennedy explains it is not by sending another boring release about your product or service. You need to be creative, finding a unique angle. One way to do that is with a survey that uncovers an unusual data point or piece of information which might be the beginning of a great story. Another tip is to look for industry blind spots, things no one in the industry is writing about.


#973 - The Three Truths of Marketing

I have been talking about marketing for a long time. And then funny thing? Although it is a big topic, managing marketing boils down to three simple truths. The first is that marketing hasn’t really changed in 50 or 60 years. The basics of marketing are about what they were half a century ago. What has changed are the tools. And that’s the second truth, there are always new tools on the horizon, new ways of doing things. And the third truth is that the most effective marketing is marketing that is authentic and unique to your brand, your business and to you. And so if you want to be successful, remember those three truths.