PR and marketing may work together, but they are not the same thing.

In this episode of Imperfect Marketing, Kendra Corman talks with PR expert Lauren Cockerell about what public relations actually does for a business, how it differs from marketing, and why getting media attention takes much more than sending out a press release. Lauren describes PR as a function of reputation, while marketing is more directly connected to sales and measurable ROI.

They also dig into one of the most important questions in PR: Who cares? Lauren explains how businesses can determine whether a story is truly newsworthy, find the angle behind the announcement, and connect what matters to the company with what matters to the audience.

You’ll also hear practical advice for building a realistic PR strategy, choosing the right channels, staying consistent, and recognizing when it may be time to bring in professional support.

Highlights

• The difference between PR and marketing, and why businesses need both

• Why reputation is at the heart of effective public relations

• How to use the “Who cares?” test to evaluate whether a story is newsworthy

• Why a company anniversary, sale, or announcement may need a stronger story behind it

• How podcasts, contributed articles, and thought leadership can help you start building visibility

• Why consistency matters more than trying to show up everywhere

About Our Guest

Lauren Cockerell has spent more than two decades in public relations, beginning her career as an intern at a PR firm and eventually rising to vice president. After several years working in-house, she launched her own firm, where she helps businesses uncover the stories that make them distinctive and communicate those stories in a clear, compelling way.

Connect with Lauren:

Website: kwedarco.com/
Linkedin: linkedin.com/in/laurenkwedar/

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Are you marketing what you want to sell, or what your customers actually value?

In this episode of Imperfect Marketing, Kendra Corman talks with twin sisters Jillian Reece and Jordan Truster, founders of Lovely Loops, about how listening more closely to their customers transformed their offers, messaging, and membership experience.

Jillian and Jordan originally focused their marketing on teaching calligraphy techniques, providing worksheets, and helping students improve their skills. Over time, customer surveys, community conversations, and Zoom calls revealed something much more meaningful.

Most customers were not trying to become master calligraphers. They wanted a calming creative hobby, a way to make thoughtful gifts, an opportunity to connect with others, or something fulfilling during retirement, burnout, grief, or a major life transition.

That insight led Jillian and Jordan to simplify their offers, rename their membership, and shift their messaging away from perfection and mastery. Instead, they began focusing on creativity, enjoyment, confidence, connection, and the role calligraphy could play in someone’s everyday life.

In this conversation, you’ll learn:

• How to uncover what customers truly value
• Why surveys only work when you listen without looking for confirmation
• How customer conversations can reveal better marketing language
• Why too many offers can create confusion and reduce sales
• How to use testimonials to communicate outcomes and transformation
• Better questions to ask when collecting customer feedback
• Why confidence and excitement matter when promoting an offer
• How simplifying your marketing can improve clarity for everyone

Jillian and Jordan also share practical ways to collect stronger testimonials, including asking for feedback at the end of a defined experience and giving customers specific questions instead of an intimidating blank page.

The biggest takeaway is simple: customers are rarely buying only the product, course, or service itself. They are buying the experience, feeling, identity, or outcome they believe it will create in their lives.

About Our Guests

Jillian Reece and Jordan Truster are twin sisters and the founders of Lovely Loops, an online calligraphy education business they have operated since 2017.

They are also the creators of Calligraphy Together, a membership community where approximately 500 members learn, practice, and enjoy calligraphy in a supportive, low-pressure environment.

Connect with Jillian and Jordan
Jillian Reece LinkedIn: linkedin.com/in/jillianreece/
Jordan Truster LinkedIn: linkedin.com/in/jordantruster/

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Your profit and loss statement says the business is doing well, so why does it feel like there is never enough cash available?

In this episode of Imperfect Marketing, Kendra Corman talks with Emily Bowie, partner at Thorne Advisors, about the critical difference between business profit and actual cash flow.

Emily explains why the number at the bottom of your profit and loss statement does not always reflect what is sitting in your bank account. Owner distributions, credit card payments, loans, payment plans, and other financial activity can all affect the amount of cash you truly have available.

They also discuss why trying to reduce your taxable profit as much as possible can sometimes work against your larger goals. A low profit number may save money on taxes, but it can also make it harder to qualify for a mortgage, obtain a business loan, or secure a line of credit.

Another major focus of the conversation is pricing. Many business owners base their rates on what competitors charge or what they used to earn as an employee. They may not account for overhead, administrative time, software, subscriptions, or the full cost of delivering their services. The result is a business that looks busy but struggles to produce predictable margins.

In this episode, you will learn:

• Why profit and cash flow are not the same
• What your profit and loss statement may be missing
• How payment plans and owner distributions affect available cash
• Why your tax strategy should support your future goals
• How outdated bookkeeping limits strategic decision-making
• Why your pricing must include overhead and direct costs
• How underpricing can lead to frustration and resentment
• Why consistency, visibility, and imperfect action matter in marketing

Better financial visibility helps you make decisions based on facts instead of assumptions. When you understand how money moves through your business, you can price more confidently, build predictable margins, and create a business that supports your life.

About Emily Bowie

Emily Bowie is a partner at Thorne Advisors, where she helps business owners turn profit into cash, reduce taxes strategically, and build long-term wealth and legacy.

Connect with Emily

LinkedIn: linkedin.com/in/emilyvbowie/
Website: go.thorneadvisors.com 

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What if the biggest reason your projects stall isn't because people lack motivation, but because they don't know what success actually looks like?

In this episode of Imperfect Marketing, Kendra Corman shares one of the simplest, yet most powerful, changes you can make when delegating work to your team or using AI. Instead of asking whether something is "done," she explains why defining success upfront leads to better results, fewer revisions, and much less frustration.

Drawing from her own experience, including a marketing analysis that sat unfinished for seven months because expectations weren't clearly defined, Kendra reveals why clarity is one of the most valuable leadership and productivity skills you can develop.

You'll also discover why people and AI make the same mistakes when given vague instructions, and how a few extra seconds of planning can save hours of rework later.

In this episode you'll learn:

•  Why "done" is often the wrong goal. 
•  The difference between giving someone a task and giving them a target. 
•  How to create better AI prompts by defining success first. 
•  Why unclear expectations create paralysis, not laziness. 
•  Two simple ways to communicate what a successful outcome looks like. 
•  A practical exercise you can use before your very next project. 

Whether you're leading a team, working with freelancers, or relying on AI to help you create content and complete projects, this episode will help you communicate more effectively and get better results the first time.

Connect with Kendra

LinkedIn: kendracorman.com/linkedin

Website: kendracorman.com

If you enjoyed this episode, be sure to follow Imperfect Marketing, leave a review, and share it with another business owner who could use a little more clarity in their workflow.

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Can AI really run your Google Ads campaigns without a human ever logging in? And if it can, does that mean marketing knowledge is becoming optional?

If you're enjoying the show, follow or subscribe wherever you're listening. It helps more marketers find these conversations.

For the last year, "AI will replace marketers" has been one of the loudest claims in the industry. David, founder of Groas, actually built the thing that was supposed to prove it: a fully autonomous ad platform where you connect a campaign once and never log in again. So this episode isn't theory. It's what happened when someone tried to remove the human completely, and what he learned when it didn't work the way he expected.

David walks through how Groas evolved from a simple dynamic landing page tool into an end-to-end autonomous ad system, and why he changed his mind about humans being optional in the process. He also explains why Groas recently closed off self-serve signups after nearly a year of accepting anyone who wanted in, and what that decision revealed about where AI genuinely replaces people and where it still can't.

If you're building an agency, running ads for clients, or just trying to figure out which of your skills are actually future-proof, this conversation gives you a real answer instead of a hot take.

This episode will show you:

• Why dynamic landing pages built to match search intent can lift conversion rates significantly
• The moment David's stance on "AI replaces marketers" flipped, and why
• Where AI genuinely outperforms human account managers, and where it still falls short
• Why Groas stopped accepting self-serve signups and started requiring applications
• The two skills David says matter most for anyone starting in marketing or agency work today

If you're an agency owner or marketer trying to figure out how much of your work AI can actually take off your plate, this episode gives you a founder's-eye view of exactly where that line sits right now.

About our guest David is the founder of Groas, a platform that started as a dynamic landing page tool and evolved into a fully autonomous Google Ads system. 

Website: https://origin-www.groas.com/
LinkedIn: https://www.linkedin.com/in/davidpourquery/

#AIMarketing #GoogleAds #MarketingPodcast #DigitalMarketing #AgencyLife #MarketingStrategy #AIandMarketing #GrowthMarketing

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What if the biggest thing holding your marketing back isn't your ads... but your brand?

In this episode of Imperfect Marketing, Kendra Corman sits down with Matt Raminick, founder of Sunnyside, to explore what branding really means and why so many businesses miss the mark by focusing on logos, colors, and visual identity before understanding their customers.

Matt shares the four foundational questions every business should answer before investing in marketing, explains why customer research should guide every decision, and discusses how data, curiosity, and real conversations help brands stand out in crowded markets. You'll also hear why AI is a powerful tool for analyzing information, but it can never replace genuine customer insights.

Whether you're launching a new business, refreshing your brand, or trying to improve your marketing results, this conversation will help you build a stronger foundation that supports long-term growth.

In this episode, you'll discover:

✔ Why branding is much more than your logo

✔ The four-part framework for building a memorable brand

✔ How to identify and understand your ideal customer

✔ Why talking to customers is still one of the best marketing strategies

✔ How surveys and customer feedback can improve your messaging

✔ Why trying to market to everyone usually hurts your business

✔ Matt's biggest marketing lesson after more than 20 years in the industry

Your brand isn't what you say it is. It's what your customers remember and why they choose to come back.

About Matt Raminick

Matt Raminick is the founder of Sunnyside, a marketing agency that helps lifestyle brands grow through strategic branding, paid advertising, and customer-focused marketing. 

If you enjoyed this episode, please subscribe, leave a review, and share it with another business owner or marketer who could benefit from the conversation.

LinkedIn: https://www.linkedin.com/in/mattraminick/
Website: sunnysidecalifornia.com 

Connect with Kendra Corman:
Linkedin: https://www.linkedin.com/in/kendracorman/

#branding #marketingstrategy #smallbusinessmarketing #digitalmarketing #brandstrategy #businessgrowth #entrepreneurship

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Have you ever wondered why some businesses seem to scale effortlessly while others hit a wall, even after investing more money into marketing?

In this episode of Imperfect Marketing, Kendra Corman welcomes growth strategist Kathie Feng to discuss one of the biggest mistakes entrepreneurs make: trying to scale before they've truly validated their product, audience, and pricing.

Kathie shares her Winning Triangle framework, a simple but powerful way to evaluate whether your business is actually ready for growth. Drawing from her experience implementing Fortune 500 growth strategies for small and medium-sized businesses, she explains why product-market fit is only one piece of the puzzle and how pricing and customer feedback often determine whether a business thrives or stalls.

The conversation also dives into the realities of paid advertising. If you've ever felt frustrated after spending money on Meta ads that didn't produce results, you'll appreciate Kathie's practical approach to diagnosing what's really happening inside your marketing funnel. From creative strategy and audience targeting to A/B testing and conversion optimization, she shares actionable insights that help business owners make smarter marketing decisions based on data instead of assumptions.

In this episode, you'll learn:

✔️ Why businesses plateau even after increasing their marketing budget

✔️ The three elements of the Winning Triangle and why they matter

✔️ How to tell whether your product, audience, or pricing is holding your business back

✔️ Common mistakes entrepreneurs make with Meta advertising

✔️ How A/B testing helps improve marketing performance

✔️ Why customer feedback should guide your marketing strategy

✔️ The balance between creativity and data in successful marketing

About Kathie Feng

Kathie Feng is the Founder and Growth Architect of Signal Growth, where she helps entrepreneurs and small to mid-sized businesses build scalable growth using AI-powered systems and proven Fortune 500 frameworks. 

Connect with Kathie:

Website: https://signalgrowth.webflow.io/

LinkedIn: https://www.linkedin.com/in/kathiefeng/

If you enjoyed this episode, please subscribe, leave a review, and share it with another entrepreneur who is ready to grow their business with greater confidence and clarity.

Connect with Kendra Corman for more practical marketing strategies and conversations with industry experts who believe progress beats perfection every time.

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Have you ever looked up and realized it's been weeks, or even months, since you last posted?

You're not alone.

Many business owners don't stop marketing because they don't care. They stop because they're exhausted, overwhelmed, and trying to do everything themselves. Unfortunately, when your audience stops seeing you, they may assume your business has disappeared too.

In this episode of Imperfect Marketing, Kendra Corman shares a personal story about the time she unintentionally went completely dark and nearly lost business opportunities because people assumed she had closed her business. She explains why consistent visibility matters more than constant content and offers a practical framework for marketing that works in real life, especially when you're a team of one.

You'll discover how to simplify your marketing, stop chasing every platform, and create a sustainable plan that keeps your business visible without leading to burnout.

In this episode, you'll learn:

• Why disappearing from your marketing can quietly cost you business
• The hidden pressure of being a one person marketing team
• How to choose one primary marketing channel and use it effectively
• Why batching content can save time and reduce stress
• How to build a minimum viable marketing routine you can maintain
• Smart ways to use AI to support your marketing while keeping your authentic voice
• Three simple action steps to help you stay consistently visible

If you've ever felt overwhelmed trying to keep up with marketing, this episode will help you focus on what truly matters so you can show up consistently and confidently.

Connect with Kendra Corman

If this episode resonated with you, subscribe to the podcast, leave a review, and share it with another entrepreneur who could use a reminder that sustainable marketing always beats burnout.

Learn more about Kendra and her marketing resources at her website, and connect with her on LinkedIn for more practical marketing strategies.

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Are you charging for your time instead of your expertise?

Many entrepreneurs fall into the trap of hourly pricing because it feels like the obvious place to start. But as your skills grow, charging by the hour can actually hold your business back, leading to burnout, resentment, and an income ceiling.

In this episode of Imperfect Marketing, Kendra Corman sits down with Joel Miller, co-founder of SkyFloor, to discuss how businesses can shift from selling hours to selling outcomes. Joel shares the lessons he and his twin brother learned while building their agency, including the mistakes they made with pricing, how they transitioned to value-based pricing, and why positioning is the foundation of premium pricing.

They also dive into the role AI plays in today's service businesses. Rather than replacing expertise, Joel explains how AI can become a powerful collaborative tool that helps professionals deliver better results more efficiently, while reinforcing the importance of human experience, strategic thinking, and client trust.

In this episode, you'll learn:

• Why hourly pricing often creates burnout and limits business growth.
• How to determine the true value of your services.
• The importance of asking better questions during discovery calls.
• How positioning influences pricing more than most business owners realize.
• Why raising your prices can temporarily reduce leads, and why that's often a good sign.
• How AI can enhance your work without diminishing your value.
• The mindset shifts needed to confidently charge premium prices.

About Joel Miller

Joel Miller is the co-founder of SkyFloor, a digital strategy and web agency he has built alongside his twin brother for more than 17 years. Joel helps businesses clarify their positioning, develop effective digital strategies, and create websites that focus on measurable business outcomes. 

Connect with Joel

Website: https://www.theskyfloor.com/
LinkedIn: https://www.linkedin.com/in/joelelliottmiller/

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Trying to keep up with every social media platform can feel like a full-time job. The truth is, your best marketing strategy may not be posting more. It may simply be showing up in the right place.

In this episode of Imperfect Marketing, Kendra Corman talks with travel advisor Ali Raymer about how she rebuilt her marketing strategy after COVID by asking one simple question:

Where are my best clients making buying decisions?

Instead of chasing every new platform, Ali focused on understanding her ideal clients, choosing platforms that aligned with both her audience and her own strengths, and creating a marketing system she could actually sustain.

Whether you're a business owner, marketer, or entrepreneur feeling overwhelmed by social media, this conversation will help you simplify your approach and build a strategy that attracts the right customers without burning you out.

In this episode, you'll learn:

• Why you don't need to be on every social media platform
• How to determine where your ideal clients actually make purchasing decisions
• The importance of consistency over constant expansion
• How to know when a platform is worth investing your time in
• Why your current clients are your best source of marketing research
• Practical ways to build a marketing routine that supports your business instead of taking it over

Ali also shares the story of how one missed client opportunity completely changed the way she approached branding and marketing, ultimately helping her attract the exact type of clients she wanted.

If you've ever wondered whether you're spending time on the wrong platforms, this episode will give you a fresh perspective and actionable ideas you can put into practice immediately.

Connect with Ali Raymer
LinkedIn: linkedin.com/in/alipicturethistravel
Website: www.peaceandpearltravel.com

If you enjoyed this episode, be sure to subscribe to Imperfect Marketing and leave a review. It helps more business owners discover practical, honest marketing conversations that actually make a difference.

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Have you ever felt like people just don't "get" what your business does?

You tweak your website. Rewrite your copy. Experiment with AI. Yet somehow your message still isn't connecting with the right people.

In this episode of Imperfect Marketing, Kendra Corman welcomes messaging strategist Katie Turner to unpack why messaging problems are rarely about finding better words. Instead, they often begin with unclear positioning, an evolving audience, or an offer that's no longer aligned with what buyers actually need.

Katie shares why storytelling isn't about telling your personal story. It's about helping customers clearly see the journey from the challenge they're facing today to the transformation they'll experience by working with you.

Together, Kendra and Katie discuss:

• Why messaging problems usually start long before copywriting begins.
• The connection between your offer, audience, positioning, and messaging.
• How storytelling creates clarity and trust in B2B marketing.
• Why AI is only as good as the context you provide.
• How to differentiate your business, even in crowded industries.
• Why understanding your buyer is the most valuable marketing skill you can develop.
• Katie's biggest marketing lesson after more than 20 years in the industry.

Whether you're a consultant, coach, agency owner, or service-based business, this episode will help you think differently about your messaging and give you practical ideas to make it resonate with the people you most want to serve.

About Katie Turner

Katie Turner is a messaging strategist and marketing consultant who helps B2B professional service firms clarify their positioning, strengthen their storytelling, and create messaging that attracts the right clients. 

Connect with Katie:
Website: https://kateturnermarketing.com/
LinkedIn: https://www.linkedin.com/in/kateturnermarketing/

If you enjoyed this episode, be sure to subscribe to Imperfect Marketing and leave a review. Your support helps us reach more business owners looking for practical marketing strategies that actually work.

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For years, podcasters have treated clips as marketing.

Record the episode. Pull out a few highlights. Share them on social media. Hope people click through to listen to the full conversation.

But what if that's no longer how audiences consume content?

In this episode of Imperfect Marketing, Kendra shares a story that completely changed her perspective on podcasting and content creation. After hearing a fellow podcast host describe being recognized for his clips rather than his actual podcast episodes, Kendra realized something important: for many people, the clip is the show.

Today's audiences are discovering creators through TikTok, Instagram Reels, YouTube Shorts, and LinkedIn video. Many will never listen to a full episode, yet they still become part of your audience through short-form content.

That realization raises an important question:

If clips are often someone's first and only experience with your content, why are so many creators treating them as an afterthought?

In this episode, Kendra explores:

• Why podcast clips have evolved from promotional assets into primary content
• The mindset shift every podcaster and content creator needs to make
• Why "finding clips in editing" isn't a reliable content strategy
• How to identify your strongest clip moments before you hit record
• Creating hooks that capture attention and stop the scroll
• Using intentional clip cues during recording
• Building self-contained ideas that work both inside and outside the full episode
• How short-form content is becoming the new discovery engine for podcasts

Whether you're creating podcasts, videos, webinars, or social media content, this episode will help you rethink how your audience discovers and consumes what you create.

Connect with Kendra

What makes you stop scrolling and watch a podcast clip?

Kendra would love to hear your thoughts. Connect with her on LinkedIn or send her a message and share what grabs your attention when you're consuming content online.

If you found this episode helpful, share it with another podcaster, marketer, or business owner who is looking to get more value from their content.

Remember: the clips aren't just marketing anymore. They're the content.

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What if your biggest marketing challenge isn't your strategy, your website, or even your content?

What if it's a lack of clarity?

In this episode of Imperfect Marketing, Kendra Corman sits down with Charlie Sells, founder of Clarity Over Everything, to explore how unclear messaging creates confusion for customers, frustration for teams, and inconsistency across your brand.

Charlie shares his unique journey from ministry to marketing and explains why so many business owners get stuck trying to perfect their messaging before taking action. Together, they unpack the difference between clarity and certainty, why leaders often assume they're being clear when they aren't, and how businesses can stop relying on random acts of marketing and start making intentional decisions.

You'll also hear practical advice on creating consistency across your website, emails, social media, and customer experience. Plus, Charlie explains why successful brands don't need more tactics. They need better alignment.

Whether you're a solopreneur, small business owner, marketing leader, or someone trying to make sense of AI-generated content and marketing noise, this conversation will help you simplify your message and strengthen your brand.

In This Episode You'll Learn:

• Why clarity matters more than certainty in marketing and leadership

• The common ways businesses unintentionally create confusion

• How unclear messaging impacts customer trust and brand growth

• Why consistency is one of the most powerful marketing tools available

• How to identify and eliminate "random acts of marketing"

• The role leadership plays in creating alignment across teams

• A simple framework for making better branding and marketing decisions

About Charlie Sells

Charlie Sells is the founder of Clarity Over Everything, where he helps businesses reduce confusion, improve positioning, and create messaging that connects with the right audience. 

Connect with Charlie

Website: https://www.clarityovereverything.com/
LinkedIn: linkedin.com/in/charlie-sells

Be sure to check the links in the show notes to connect with Charlie and learn more about his work.

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Is cold email still one of the most effective ways to generate leads, book meetings, and grow your business?

In this episode of Imperfect Marketing, Kendra Corman sits down with Adam Rosen, Founder and CEO of EOC Works, to discuss why cold email continues to deliver results even as marketing channels become more crowded and AI-generated content floods inboxes.

Adam shares how he used cold email to land customers like Amazon, Apple, Disney, Goldman Sachs, and BlackRock, raise funding, grow his first startup, and ultimately sell the company. He also explains what has changed dramatically in the email landscape over the past few years and why businesses need a much more sophisticated approach than they did even a few years ago.

Together, Kendra and Adam explore the importance of deliverability, targeting, messaging, lead nurturing, and patience. They discuss why email remains one of the few marketing channels where businesses can directly reach their ideal prospects and why relevance is the key to getting responses.

In this episode, you'll learn:

• What cold email marketing is and how it differs from traditional email marketing

• Why deliverability is now one of the biggest challenges marketers face

• The three essential components of a successful cold email strategy

• How to identify and target the right prospects

• Why lead nurturing often generates results long after a prospect first enters your pipeline

• Common mistakes that can damage your domain reputation

• Why patience is one of the most important factors in marketing success

Whether you're a business owner, marketer, consultant, or entrepreneur looking for new ways to generate qualified leads, this conversation offers practical insights you can apply immediately.

About Adam Rosen

Adam Rosen is the Founder and CEO of EOC Works, a cold email marketing agency that helps businesses generate qualified meetings through strategic outbound email campaigns. After building and selling his first startup, Adam launched EOC Works and has since helped nearly 200 clients improve their lead generation through modern cold email strategies.

Connect with Adam:
Website: https://eocworks.com

LinkedIn: https://www.linkedin.com/in/adamirosen/

If you enjoyed this episode, be sure to subscribe, leave a review, and share it with a colleague who wants to improve their marketing and lead generation efforts.

#EmailMarketing #ColdEmail #LeadGeneration #B2BMarketing #DigitalMarketing #MarketingStrategy #BusinessGrowth #Entrepreneurship #SalesStrategy #MarketingPodcast

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Why People Don't Decide: The Science of Ethical Persuasion with Patrick Van Der Burght

Have you ever presented a great idea, made a compelling offer, or shared a logical argument only to hear... nothing?

Many people assume a lack of action means someone said "no." But what if they simply didn't make a decision?

In this episode of Imperfect Marketing, Kendra Corman welcomes back persuasion expert Patrick Van Der Burght to explore the science behind how people actually make decisions and why understanding that process can dramatically improve your communication, marketing, sales, leadership, and business results.

Patrick is a Founding Member of the Cialdini Institute, a Cialdini Certified Trainer and Coach, business partner of Dr. Robert Cialdini, and author of How to Hear Yes More Often. Drawing on decades of research and real-world experience, he explains why most decisions are made intuitively rather than logically and how businesses can ethically influence outcomes without manipulation.

Together, Kendra and Patrick discuss:

• The difference between System 1 and System 2 thinking

• Why logical arguments alone often fail to persuade

• The hidden cost of customer indecision

• The Seven Universal Principles of Persuasion

• Practical ways to apply persuasion in presentations, marketing, sales, and leadership

• How reciprocity, social proof, authority, liking, unity, consistency, and scarcity influence behavior

• Why ethical persuasion builds long-term trust and loyalty

• Common mistakes businesses make when trying to influence decisions

• How to communicate value without sounding pushy

• The dangers of manufactured scarcity and misleading marketing tactics

One of the biggest takeaways from this conversation is that influence isn't about convincing people to do something they don't want to do. It's about understanding how people naturally make decisions and communicating in ways that help them confidently move forward when your solution aligns with their needs.

Whether you're a business owner, marketer, salesperson, leader, speaker, or entrepreneur, this episode offers practical insights you can start applying immediately.

Be sure to listen to Patrick's previous appearance on Imperfect Marketing (Episode 337) for even more examples and strategies from the world of ethical persuasion.

Connect with Patrick Van Der Burght

Patrick Van Der Burght is a Founding Member of the Cialdini Institute, Cialdini Certified Trainer and Coach, and author of How to Hear Yes More Often. Since 2000, he has helped organizations and professionals apply the science of ethical persuasion to improve communication, influence, leadership, and business performance.

Website: https://ethicalpersuasion.com.au/
LinkedIn: https://www.linkedin.com/in/patrick-van-der-burght/
Youtube: https://www.youtube.com/@ethicalpersuasion

For more marketing insights, business strategies, and expert interviews, subscribe to Imperfect Marketing and never miss an episode.

#Persuasion #Marketing #BusinessGrowth #Leadership #Sales #Communication #Influence #Entrepreneurship #CustomerPsychology #MarketingStrategy

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Most business owners know email marketing matters.

So why are so many still avoiding it?

In this episode of Imperfect Marketing, Kendra shares two recent conversations with business owners from completely different industries who were facing the exact same challenge: email marketing. One business wasn't sending emails at all because they were worried about annoying customers. The other, a multi-million-dollar company with a long sales cycle, viewed email continuity as one of their most important marketing priorities.

The lesson? Whether your customers buy every few weeks or every few years, staying top of mind matters.

Kendra breaks down the biggest misconceptions business owners have about email marketing, why open rates aren't the whole story, and how simply showing up consistently can make a significant difference in your growth.

In this episode, you'll learn:

• Why email marketing remains one of the most effective marketing channels available

• The real purpose of email marketing beyond clicks and conversions

• Why fear of being annoying is holding many businesses back

• How staying visible helps customers remember and choose you

• A simple action step you can take this week to reconnect with your audience

If you've been putting off sending emails because you don't know what to write, you're worried about bothering people, or you're waiting for the "perfect" message, this episode is for you.

Subscribe to Imperfect Marketing for practical marketing strategies that help you grow your business without chasing perfection.

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What happens when AI starts doing the work humans used to spend hours on every week?

According to longtime tech innovator Scott Abbott, the answer isn’t that humans become less important. It’s the opposite.

In this episode of Imperfect Marketing, Kendra Corman sits down with Scott Abbott to explore the intersection of AI, leadership, communication, and human connection. After nearly four decades in technology, Scott has witnessed the rise of the internet, mobile technology, social platforms, and now AI. His perspective brings both excitement and realism to the conversation around where business and leadership are headed next.

Together, they unpack why soft skills are becoming more valuable in an AI-driven world, why companies may be failing younger employees instead of developing them, and how systems and automation can actually create more freedom, creativity, and connection.

You’ll hear practical insights on:
• Why communication and professionalism still matter more than ever
• The growing importance of human-centered leadership
• How AI can free up time for deeper thinking and better collaboration
• Why companies should reinvest AI efficiencies back into employee development
• The difference between work-life balance and work-life harmony
• How personal branding impacts leadership and career growth
• Why systemization can help businesses scale without burnout

Scott also shares lessons from more than 10,000 coaching sessions with leaders and business owners, revealing the common struggles people face with communication, confidence, burnout, accountability, and growth.

If you’ve been curious about how AI and humanity can work together instead of against each other, this episode offers a grounded and refreshing perspective.

About Scott Abbott:
Scott Abbott is a technology leader, systems strategist, coach, and founder of Boss Up Coaching Solution Academy. With nearly 40 years in tech, Scott has worked at the forefront of major technological shifts including the internet, social media, mobile innovation, and AI. Today, he helps leaders and organizations combine systems, leadership, AI, and human-centered growth to build stronger businesses and better teams.

Connect with Scott Abbott:
Website: https://scottabbottabc.com/
LinkedIn: https://www.linkedin.com/in/scottabbottabc/

#AILeadership #ArtificialIntelligence #LeadershipDevelopment #FutureOfWork #BusinessGrowth #LeadershipSkills #SoftSkills #PersonalBranding #WorkplaceCulture #Entrepreneurship

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Are missed phone calls quietly costing your business customers and trust?

In this episode of Imperfect Marketing, Kendra sits down with Laurent to talk about the rapidly evolving world of AI, specifically voice AI, and why it’s becoming one of the most important tools for small businesses.

Laurent shares his perspective after more than 20 years in digital marketing, SEO, e-commerce, and technology. Together, they explore how businesses are using AI to improve customer communication, create stronger trust, and avoid losing opportunities through missed calls and poor customer experiences.

This conversation goes beyond prompts and automation. It dives into the human side of AI, including emotional intelligence, customer trust, and why understanding your audience still matters more than any tool.

You’ll also hear:

1. Why voice AI is making a comeback in business communication
2. How AI receptionists can support local businesses
3. The surprising SEO benefits of voice AI
4. Why AI should enhance humans, not replace them
5. Practical advice for business owners who feel overwhelmed by AI

Laurent also shares one of the best perspectives on AI adoption we’ve heard yet: if you missed one wave of technology, don’t worry, another train is always coming.

If you’ve been wondering how AI can actually help your business in a practical, customer-focused way, this episode is packed with insight.

About Our Guest

Laurent is an entrepreneur and AI innovator specializing in voice AI technology for local businesses. With more than two decades of experience in digital marketing, SEO, SEM, e-commerce, and web ventures, he now focuses on helping businesses improve customer trust and communication through AI-powered voice solutions.

Connect with Laurent

Laurent welcomes questions and conversations from listeners. Visit the website above to connect through their social channels.

🔗 Learn more at: https://getoblick.com

LinkedIn: https://www.linkedin.com/in/laurent-cohen-usa/

Youtube: https://www.youtube.com/@GetOblic

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What are you actually known for… and is it helping or hurting your business?

Are you trying to do too many things—and confusing your audience in the process?

What if narrowing your focus could actually bring you more opportunities, not fewer?

If this episode helps you rethink your marketing and positioning, be sure to follow the show and share it with a business owner who needs more clarity in their message.

Most entrepreneurs resist narrowing their focus. It feels risky. It feels limiting. And if we’re honest—it can feel like turning away opportunities.

In this episode, Kendra and Ed unpack why being known for one thing is actually the fastest way to grow your business. Instead of trying to be everything to everyone, the real power comes from clarity—because clarity makes you memorable, referable, and easier to trust.

They also dive into the practical side of this: how to figure out what you’re already known for (even if you don’t realize it yet), how to spot patterns in your conversations, and why documenting your interactions can unlock insights you’ve been missing. This isn’t about guessing—it’s about paying attention and building simple systems that support your growth.

This episode will show you:

• How to become more memorable and referable in your business
•  A simple framework for discovering what you’re already known for
•  A strategy to identify patterns in client conversations and messaging
•  Why focusing on one thing actually expands your opportunities
•  How to build habits and systems that support long-term marketing success

If you’ve been trying to do all the things and still not seeing consistent results, this approach gives you a clearer, more focused path to growth.

About our guest

Ed Troxell is a strategic advisor who helps entrepreneurs simplify their business, clarify their message, and focus on what truly moves the needle. Starting his journey in tech support and web design, Ed evolved into a marketing and visibility expert, now known for helping clients identify what they should be known for—and how to leverage that for sustainable growth.

LinkedIn: https://www.linkedin.com/in/edtroxell/
Website: EdTroxell.com

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Are your “beautiful” emails actually hurting your results?
When was the last time you replied to a perfectly designed newsletter?
What if the thing you’re spending the most time on… is the reason your emails aren’t working?

If this episode shifts how you think about email marketing, be sure to follow the show and share it with a business owner who needs to simplify their strategy.

For years, we’ve been told that email marketing should look polished, branded, and visually impressive. But what if that’s exactly what’s getting in the way?

In this episode, Kendra breaks down why she stopped sending “pretty” emails—and started seeing better results. Instead of spending time on templates, graphics, and formatting, she focused on writing simple, text-based emails that feel like a real conversation. The shift led to more engagement, more replies, and stronger connections with her audience.

When emails look like marketing, people treat them like marketing—they skim, ignore, or delete. But when your message feels personal and direct, it creates a different experience. People read it. They respond. And they stay connected to you over time. 

This episode will show you:

• How to increase engagement without spending hours on design
• A simple framework for writing emails that feel personal and natural
• Why plain text emails often outperform designed newsletters
• The mindset shift from “email blast” to meaningful conversation
• How to get more replies and stay top of mind with your audience

If you’re tired of overthinking your emails and still not seeing results, this approach offers a simpler, more effective way to connect and convert.

About the host

Kendra Corman is a marketing strategist and host of Imperfect Marketing, where she helps business owners simplify their marketing and focus on what actually works. With over 20 years of experience, she shares practical, no-fluff strategies that help entrepreneurs take action and get results. 

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Are you forcing productivity… when your body is asking for something different?

What if your “inconsistent” energy is actually your biggest advantage?

And what if working with your body—not against it—could make everything easier?

If this episode changes how you think about productivity and business, be sure to follow the show and share it with someone who needs to hear this.

Most business advice tells you to stay consistent, push through, and keep going—no matter how you feel. But what if that approach is exactly what’s holding you back?

In this episode, we dive into a completely different way of working—one that aligns your business with your natural energy cycles instead of fighting against them. Renae shares how understanding hormonal rhythms can transform how women approach content creation, decision-making, and productivity.

This isn’t about doing less—it’s about doing the right things at the right time. When you start aligning your work with your body, everything shifts. You gain clarity, confidence, and a more sustainable way to grow your business without burnout. 

This episode will show you:

• How to work with your energy instead of constantly pushing through
•  A simple framework for aligning your business with your cycle
•  The best times to create content, plan, and execute
•  Why traditional productivity advice often fails women
•  How to feel more confident and effective in your work

If you’ve ever felt like you’re doing everything “right” but still not getting the results you want, this approach offers a smarter, more aligned way forward.

About our guest

Renae Fieck is a coach and entrepreneur who helps women align their businesses with their natural hormonal rhythms. After experiencing burnout while trying to do it all, she discovered a more sustainable way to work—one that honors how women’s bodies actually function. Today, she teaches women how to use their cycles as a powerful tool for productivity, clarity, and success

Website: https://renaefieck.com/
Facebook: https://www.facebook.com/risingmoms
Instagram: https://www.instagram.com/renaefieck

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Are you trying to grow your business… but feel like no one is paying attention?
Do you think you need a big audience before you can build real momentum?
What if the real secret to growth isn’t more followers—but stronger community?

If you’ve been chasing growth but craving connection, this conversation will shift how you think about marketing—follow the show for more real, practical insights.

What if everything you’ve been told about growing your business is backwards?

In this episode, Kendra sits down with Elizabeth Henson to unpack why community is marketing—and why the most successful entrepreneurs aren’t the loudest or most polished… they’re the most intentional. Elizabeth shares how she built her first six-figure business by documenting her journey (not perfecting it) and how that same approach still works today.

You’ll learn why “magnetic leadership” isn’t about charisma, why showing up for one person matters just as much as showing up for one hundred, and how letting go of perfection can actually accelerate your growth. If you’ve ever felt stuck waiting for the “right moment” or a bigger audience—this conversation will give you a new way forward.

This episode will show you:
• How to build a business through community (even with a small audience)
• A simple framework for “magnetic leadership” that attracts people naturally
• Why sharing your journey builds trust faster than polished content
• The mindset shift that removes fear of judgment and rejection
• How small, intentional connections lead to real growth and referrals

Opportunity positioning sentence
If you’re ready to stop chasing algorithms and start building meaningful connections that actually convert, this episode will show you how.

About our guest
Elizabeth Henson is a business coach, community builder, and host of the Messy Success Podcast. She helps creatives and entrepreneurs build profitable businesses by embracing imperfection, sharing their journey, and creating intentional communities that drive real growth.

LinkedIn: https://www.linkedin.com/in/elizabethhensonco/
Website: https://elizabethhenson.co/

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Are you still relying on Google alone to get found?
Wondering why your website traffic is shifting—but your leads aren’t?
Or why your marketing feels like it’s working… but you can’t quite track it anymore?

If this episode resonates with you, make sure to follow Imperfect Marketing so you don’t miss future conversations that break down what’s actually working right now.

SEO hasn’t disappeared—but it has evolved in a big way. In this episode, Kendra talks with Wes Towers about the shift from traditional search engine optimization to what he calls “search everywhere optimization.” Today’s buyers aren’t just Googling—they’re using AI tools, voice search, and multiple platforms to find answers, often before they ever visit your website. 

That shift means the old playbook—keywords, rankings, and traffic reports—doesn’t tell the full story anymore. Instead, it’s about building quality content, simplifying your message, and creating trust signals that validate your business when someone is ready to buy. From reviews to website clarity to consistent visibility, this episode breaks down how to stay relevant and competitive in a noisy, fast-changing digital world. 

This episode will show you:
• How SEO is evolving in the age of AI and multi-platform search
• A smarter approach to creating content that actually gets found
• The role of trust signals (like reviews) in driving conversions
• Why simplifying your website can increase leads
• How consistency and personality impact your marketing results

If you stop chasing rankings and start focusing on clarity, trust, and consistency, you’ll create a marketing strategy that not only gets you found—but gets you chosen

👤 About Our Guest – Wes Towers:
Wes is the founder of Uplift 360, a digital agency specializing in websites and search optimization. While his agency works across industries, he’s recently niched into construction—helping companies stand out in a highly competitive space through smarter, more strategic online visibility.
Website: https://uplift360.com.au/
LinkedIn: https://www.linkedin.com/in/westowers/
Facebook: https://www.facebook.com/Uplift360Aus

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In this episode of Imperfect Marketing, I’m pulling back the curtain on how I’ve actually been using AI in my day-to-day marketing work—beyond the hype, beyond the shiny tools. I share what’s in my current tech stack, what didn’t live up to expectations, and what genuinely made me more efficient (and what didn’t). 

If you’ve ever felt overwhelmed by the constant stream of new AI tools, this episode will help you cut through the noise and focus on what actually matters.

The Reality of Today’s AI Landscape

•  New AI tools are launching constantly—sometimes faster than we can evaluate them 
•  It’s easy to get distracted by “shiny object syndrome” 
•  You don’t need every tool—you need the right tool for the job 
•  The goal isn’t to use AI everywhere, but to use it where it truly helps 

What’s in My Current AI Stack

I break down the tools I’m consistently using and why:

• Claude: My main workhorse for writing, strategy, and even presentations 
• Perplexity: Go-to for research, comparisons, and step-by-step answers 
• ChatGPT: Primarily for building and sharing custom GPTs with clients 
• NotebookLM: Powerful for handling large amounts of context and research 
• Built-in AI (Loom, Riverside): Helpful for content production workflows 

Surprising AI Tools Worth Exploring

Some tools exceeded expectations:

• Branding 5: A strong positioning tool that helps clarify messaging 
• Vocable AI: Useful for generating social content ideas (especially for clients) 
• NanoBanana Pro: Solid for image generation 
• Claude for presentations: Surprisingly powerful—even rivaling tools like Gamma 

What Didn’t Work (or Didn’t Stick)

Not every tool is a win—and that’s okay:

• AI assistants that lacked context or usefulness 
• Asana AI: Underwhelming (possibly due to limited input/context) 
• Ubooks: Poor experience for nonfiction writing 
• Gamma.app: Still useful, but possibly being replaced by Claude 
• Microsoft Copilot: More of a habit issue than a tool issue 

Key insight: Sometimes it’s not the tool—it’s fit, timing, or how you’re using it.

How to Actually Use AI Effectively

•  Test tools on real work, not demo projects 
•  Compare tools against each other to find the best fit 
•  Give tools a fair shot—but don’t force them into your workflow 
•  The best tools become invisible—they just work

AI Isn’t Replacing You—It’s Enhancing You

•  AI won’t replace thinking—it enhances it 
•  Use AI for: 
  •  Brainstorming 
  •  Strategy pressure-testing 
  •  “Shadow boxing” ideas to find gaps 
•  Your expertise and judgment still matter more than ever 

Practical Advice to Get Started

If you’re feeling stuck or overwhelmed:

•  Pick one task that drains you each week 
•  Test one AI tool on that task 
•  Don’t try five tools at once 
•  Give yourself permission to drop what doesn’t work 

Key Takeaways

•  You don’t need one perfect tool—you need the right mix 
•  AI should support your thinking, not replace it 
•  Efficiency comes from alignment, not accumulation 
•  The goal is smarter work, not more tools 

Curious how AI could fit into your workflow without adding more overwhelm?
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In this episode of Imperfect Marketing, I sit down with Jonny Holsten of BridgeSelling to unpack why sales gets such a bad reputation—and how to fix it. We dive into what actually works in modern sales conversations (hint: it’s not scripts or pressure).

Jonny shares his journey from marketing into sales strategy and how that shift led to his book Fix Your Broken Sales Calls. Together, we explore how to move from chasing leads to building meaningful, problem-solving conversations.

Here’s what we cover:

From Leads to “Best Fit” Clients

•  Why all leads are not worth your time 
•  The 4-part framework for identifying a true “best fit” customer 
•  How narrowing your focus actually increases conversions 

Why Sales Feels “Icky” (and How to Fix It)

•  The real reason selling feels uncomfortable for so many people 
•  Why belief in what you’re selling changes everything 
•  The difference between pushing a sale and solving a problem 

The Power of Better Questions

•  How great sales conversations start with curiosity, not pitching 
•  Why most salespeople skip identifying the real problem 
•  A simple technique to get prospects to open up more 

Handling Inbound Leads the Right Way

•  Why inbound leads aren’t always qualified (and that’s okay) 
•  How to guide conversations like a consultant, not a salesperson 
•  The importance of setting expectations and taking control early 

Knowing When to Walk Away

•  How to gracefully exit conversations with poor-fit prospects 
•  Why referring someone elsewhere can actually grow your business 
•  The mindset shift: serving first, selling second 

Improving Sales Without More Leads

•  Why most teams lack a clear plan for sales calls 
•  How small tweaks to discovery calls can drive massive revenue growth 
•  The importance of reviewing and learning from your own calls 

Key Takeaways

•  Selling should feel like helping—not convincing 
•  Clarity in your message makes everything easier 
•  The better your questions, the better your results 

Connect with Jonny:
LinkedIn: https://www.linkedin.com/in/jonnyholsten/

If sales has ever felt uncomfortable, awkward, or forced—this episode will change how you think about it.

Ready to make sales feel natural (and actually work)? Tune in.

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In this episode of Imperfect Marketing, I sit down with Stephanie Sylvestre, founder of Avatar Buddy, to explore how AI is reshaping the way businesses operate—and why human skills matter more than ever.

Stephanie shares her fascinating journey from corporate IT leadership to building an AI-powered company, along with the lessons she’s learned along the way (including a few hard-earned ones she hopes you won’t have to repeat).

We dive into how businesses can actually use AI effectively—without losing their values, their culture, or their competitive edge.

In this conversation, we discuss:

The Human Skills That Matter Most in an AI World

•  Why resilience is essential when working with AI (hint: your first output isn’t your best) 
•  How creativity and resourcefulness give you a competitive advantage—especially in fast-changing environments 
•  The critical role of problem-solving and critical thinking when AI sounds right… but isn’t 
•  Why these “human skills” are becoming the real differentiator in an AI-driven world 

Demystifying AI for Businesses

•  What AI agents actually are—and how they can streamline your workflows 
•  How AI can save massive amounts of time when used strategically 
•  Why understanding your data is just as important as understanding the technology 
•  The biggest mistake organizations make when adopting AI too quickly 

Responsible AI: Where Ethics Meet Execution

•  Why responsible AI starts with people—not the technology 
•  How your data directly shapes your AI outcomes (for better or worse) 
•  Practical ways to build ethical guardrails into your AI systems 
•  Why transparency, ownership, and respect for content matter more than ever 

AI, Leadership, and Company Culture

•  How AI can actually strengthen (not weaken) your company culture 
•  Why leaders need to treat AI like any other business initiative—with clear goals and strategy 
•  The importance of starting small, iterating, and evolving your AI implementation 
•  How AI can reduce internal friction and improve team dynamics 

Key Takeaways for Marketers and Leaders

•  You’re not selling AI—you’re selling trust 
•  AI won’t replace people, but people who use AI effectively will have a clear advantage 
•  Your values should guide how you implement and use AI 
•  Success with AI comes from clarity, strategy, and continuous iteration 

Whether you're just starting to explore AI or looking to refine how you’re using it in your business, this episode offers a grounded, practical perspective on what it really takes to succeed.

Are you ready to use AI in a way that actually supports your business—and your values? Tune in to learn how to make AI work with you, not instead of you.

Connect with Stephanie
Website: https://avatarbuddy.co/
Instagram: https://www.instagram.com/avatar_buddyai/
Tiktok: https://www.tiktok.com/@avatar_buddyai?lang=en

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In this episode of Imperfect Marketing, I sit down with Patrick Van Der Burght, a Cialdini Certified Trainer and expert in ethical persuasion. We explore how understanding the psychology of decision-making can transform the way we approach marketing, sales, and communication.

Patrick shares how discovering the science behind persuasion helped him move from struggling sales results to becoming a trusted authority on ethical influence. 

We discuss:

How People Actually Make Decisions

• Why most decisions happen subconsciously
• The difference between intuitive thinking and logical thinking
• How short attention spans affect modern marketing

The Seven Principles of Persuasion

• Reciprocity, liking, unity, and social proof
• Authority, consistency, and scarcity
• Why these principles work across cultures and industries

Practical Persuasion Strategies

• How testimonials and social proof influence buyers
• Why framing messages around avoiding loss can be more persuasive
• The surprising power of leading with a weakness

Key Takeaways for Marketers

• Ethical persuasion builds trust and long-term relationships
• Small language changes can dramatically increase results
• Understanding human psychology makes marketing more effective

Whether you're in marketing, sales, or leadership, this episode reveals how small shifts in messaging can lead to stronger influence and better outcomes.

Connect with Patrick:
Website: https://ethicalpersuasion.com.au/
Facebook: https://www.facebook.com/ethicalpersuasion/
LinkedIn: https://www.linkedin.com/in/patrick-van-der-burght/

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In this episode of Imperfect Marketing, Kendra talks about the growing misuse of AI in marketing and why relying on it too heavily can actually damage your credibility and connection with your audience. While AI can be a powerful tool, Kendra explains why it should support your ideas—not replace your thinking, voice, or experiences. 

Drawing from real examples with clients and her own marketing experiments, Kendra explores the difference between AI-generated content and AI-assisted content—and why that distinction matters more than ever.

The Problem with “AI Slop”

• How businesses are using AI to generate content without reviewing or editing it
• Why generic AI-written blogs and posts weaken credibility
• What happens when marketing strategy is replaced by automation

AI as a Tool, Not a Replacement

• Why AI still needs human insight, direction, and editing
• The difference between AI-assisted content and AI-generated content
• How AI can save time without sacrificing authenticity

The Power of Human Stories in Marketing

• Why personal stories and experiences connect with audiences
• How unique moments—like real-life anecdotes—create authenticity
• Why AI can’t replicate your quirks, voice, or lived experiences

What Happens When You Trust Your Voice

• How Kendra saw stronger engagement after shifting from AI-generated to AI-assisted emails
• Why audiences respond to content that feels human and personal
• How authentic marketing leads to better results and new clients

Key Takeaways for Marketers

• Why strategy and audience understanding must come from you—not AI
• The importance of reviewing and editing every piece of AI-assisted content
• How to audit your recent marketing to make sure your voice is still present

If you’re using AI in your marketing—or wondering if you’re relying on it too much—this episode offers a practical reminder that the real value in your content comes from your perspective, stories, and strategic thinking.

AI can help you move faster, but your voice is what makes your marketing meaningful.

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In this episode of Imperfect Marketing, Kendra Corman sits down with SEO expert Kyle Bailey to explore how artificial intelligence is changing the search landscape—and what businesses should really focus on to stay visible online.

Kyle shares his journey from growing up around construction trades to building an SEO agency focused on helping home service businesses succeed online. Along the way, the conversation dives into the realities of modern SEO, the myths around AI replacing search, and why understanding your customer still matters more than any algorithm update.

The Evolution of SEO in the Age of AI

AI tools like ChatGPT are changing how people search for information—but they haven’t replaced traditional search engines.

Kyle explains:

• Why Google still has a major advantage because it can crawl and understand websites more effectively
• How AI platforms currently rely on signals like reviews and third-party sources (Yelp, Google Reviews, etc.)
• Why businesses need to expand their reputation across multiple platforms—not just Google
• The risks of “gaming the system” with SEO shortcuts that create short-term gains but long-term damage 
  
  

The takeaway? Solid SEO fundamentals still matter—and probably always will.

The Right Way to Approach SEO Strategy

One of the biggest mistakes businesses make is chasing SEO “cheat codes.”

Kyle describes the smarter approach:

• 80% solid SEO fundamentals
• 20% experimentation with new tactics

This balance allows businesses to stay competitive without risking their entire marketing strategy on short-lived hacks. 

If you put all your effort into shortcuts, you may see quick wins—but you’ll likely lose everything when algorithms update.

Does Blogging Still Matter for SEO?

The answer, like many things in marketing, is: it depends.

Blogging isn’t just about stuffing keywords anymore. Instead, it should help customers make better decisions.

Effective blog content should:

• Address customers’ biggest fears about working with your business
• Explain how your process prevents common problems
• Educate buyers so they feel confident choosing you
• Demonstrate expertise through real-world examples

When content answers real questions, it improves both the customer experience and your search visibility.

Why Your Website Strategy Matters More Than Ever

Many businesses try to save money by piecing together website tools or building sites themselves using drag-and-drop builders.

Kyle explains why this can create problems:

• DIY website builders often lack advanced SEO capabilities
• Businesses may not truly own their domains or data
• Piecemeal marketing strategies lead to inconsistent results
• A holistic approach—website, content, reviews, and SEO—creates stronger long-term growth

In other words, your website shouldn’t just exist. It should function as the foundation of your entire marketing strategy.

The Most Important Marketing Lesson

At the end of the episode, Kyle shares a powerful question every business should ask:

“If you could clone your perfect customer 1,000 times, who would they be?”

When you clearly define your ideal customer:

• Your marketing becomes more focused
• Your content becomes more relevant
• Your messaging becomes easier to create

Instead of trying to attract everyone, you build a strategy around the people who benefit most from your work.

Key Takeaways for Marketers

• AI is changing search, but SEO fundamentals still matter
• Avoid short-term SEO hacks that risk long-term visibility
• Use content to educate and build trust with your audienc

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In this episode of Imperfect Marketing, I sit down with Kay Miller — sales expert, author of Uncopyable Sales Secrets, and co-creator of the “Be Uncopyable” movement. Kay shares how businesses can stop blending in and start standing out by identifying their ideal customer — or as she calls it, their “moose.”

From her early days in male-dominated sales industries to building a brand around differentiation, Kay breaks down why strategy must come before tactics — and why chasing everyone often leads to serving no one.

We discuss:

Why Most Businesses Struggle with Their Ideal Customer

• The danger of trying to be “all things to all people”
• Why having business doesn’t always mean having profitable business
• How defining your “moose” clarifies your message and increases results
• The power of focusing on the 20% that drives 80% of your revenue

The “Moose” Framework Explained

• What a moose is — and why you shouldn’t waste time chasing squirrels
• How to identify customers who bring both revenue and long-term value
• Why some audiences may look ideal but lack motivation to buy
• When and how to pivot if you’ve targeted the wrong market

Strategy Before Tactics

• Why sending a mailing without clear strategy is a mistake
• The temptation to “just do something” in marketing
• How to evaluate your ideal customer through a dollars-and-cents lens
• Why profitability and alignment matter more than volume

The Power of Offline & Differentiation

• Why physical, offline marketing stands out more than ever
• How targeted “shock and awe” packages can create major ROI
• Why branding goes beyond your product or service
• How to position yourself as uncopyable — even in crowded markets

Key Takeaways for Marketers

• Start with strategy, not tactics.
• Define your ideal customer before refining your offer.
• Being different is not optional — it’s essential.
• The right customers make your business more profitable and more enjoyable.
• Marketing works best when it’s aligned, intentional, and focused.

Whether you’re just starting your business or re-evaluating your direction, this episode is a reminder to pause, reassess, and ask:

Who is my moose — and am I actually speaking to them?

If you’re ready to stop blending in and start building a business that’s truly uncopyable, this conversation is for you. Tune in and rethink the way you approach your marketing strategy.

Resources & Links

Connect with Kay:

🎁 Website: https://www.linkedin.com/in/millerkay/
📌 LinkedIn: https://www.linkedin.com/in/millerkay/
👉 Download: https://www.beuncopyable.com/action-steps

📚 Uncopyable Sales Secrets by Kay Miller: https://amzn.to/4ljeQA9 

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In this episode of Imperfect Marketing, I sit down with Rob Genovesi to unpack what branding really means — and why most entrepreneurs are getting it wrong.

Rob shares his journey from corporate creative director to brand strategist, including the pivotal moment that transformed his business (and his identity). After years of layoffs and playing it “corporate safe,” Rob discovered that branding isn’t about polished logos or clever gimmicks — it’s about clarity, authenticity, and alignment.

We dive into:

The Turning Point: From Invisible to Impactful

• Why being “corporate polished” made Rob invisible
• The contractor client that changed everything
• How asking the right foundational questions led to real business growth
• Why profitability — not just clients — is the real goal

What Brand Strategy Actually Is (And Isn’t)

• Why a logo is not a brand
• The difference between branding and marketing
• Why “just posting on LinkedIn” isn’t building a personal brand
• The foundational elements every brand needs: mission, vision, values, messaging, and ideal client clarity

Why Mission, Vision, and Values Matter

• Why mission fuels long-term motivation
• How vision acts as your business compass
• The role values play in building trust and culture
• Why these aren’t “check-the-box” exercises — and how to make them meaningful

The Biggest Branding Mistake Entrepreneurs Make

• The danger of having one foot in and one foot out
• Why inconsistency erodes trust (even subconsciously)
• How misalignment between visuals, messaging, and personality costs you clients
• Why going “all in” is essential to long-term success

Rob shares his biggest marketing lesson learned:

• There is no single “perfect” framework
• Email, funnels, offers — they can all work
• Stop copying someone else’s path
• Stay on your path long enough to make it work
• Learn, adjust, refine — and keep going

As Rob says, success isn’t about chasing the latest tactic — it’s about clarity, consistency, and committing to your own journey.

Whether you’re building a personal brand, rebranding your business, or wondering why your marketing feels scattered, this episode will help you refocus on what truly matters.

Are you building a logo… or are you building a foundation?

Tune in to rethink how you approach your brand.

Connect with Rob:

Website: https://www.linkedin.com/in/robertgenovesi/

LinkedIn: https://www.linkedin.com/in/robertgenovesi/

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In this episode of Imperfect Marketing, I break down how writing a short, imperfect book became one of the most powerful credibility and lead-generation tools in my business—without aggressive promotion or chasing speaking gigs.

I share the real story behind my book Mastering AI and Communications and how it quietly opened doors to speaking, training, and workshop opportunities I never pitched for. We talk honestly about what worked, what I’d absolutely do differently, and how you can use content you already have to create a book that works for you long after it’s published

We cover:

How a Book Becomes a Silent Sales Tool

• Why my book landed speaking gigs without cold pitching
• How a physical book creates instant credibility—even if it’s not read
• The psychology behind why authors are trusted faster than “experts” without books

Using AI to Write Faster (Without Losing Your Voice)

• How I used AI to assist—not replace—the writing process
• Repurposing podcasts, workshops, emails, and trainings into book content
• Why AI helped me write the book in weeks instead of months

The Real Value of a Short, Imperfect Book

• Why your book doesn’t need to be long—or a bestseller—to be effective
• How a short book can outperform blogs, white papers, and lead magnets
• Why perfectionism is often the biggest thing standing in the way

What I’d Do Differently Next Time

• Why I’d take more time (and hire an editor)
• What I learned about publishing, design, and launch strategy
• How I’d approach a second edition with clearer goals

Key Takeaways for Business Owners & Experts

• Why credibility compounds when your content is tangible
• How books differentiate you in crowded speaking and consulting markets
• The importance of creating marketing assets that keep working long-term

If you’ve ever thought, “I could never write a book” or “It wouldn’t be perfect enough,” this episode will challenge that belief—and show you how to start small, stay strategic, and still create something powerful.

If speaking, training, credibility, or long-term visibility is part of your growth plan, this conversation will help you see books differently.

Ready to rethink how your content could work harder for you? Tune in and start looking at what you’ve already created through a whole new lens.

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In this episode of Imperfect Marketing, I’m joined by Michele DeFilippo, founder of 1106 Design and a publishing industry veteran with more than 50 years of experience. We dive into the realities of book publishing—what most people get wrong, what actually matters, and how a well-done book can completely transform your business.

From traditional publishing to self-publishing and hybrid models, Michele breaks down the landscape with clarity and candor, helping authors avoid costly mistakes and disappointing outcomes

Why Most Self-Published Books Miss the Mark

• Why skipping market research is one of the biggest (and most expensive) mistakes authors make
• How treating a book like a passion project instead of a business asset leads to poor results
• The danger of cutting corners on editing, design, and production quality 

Traditional Publishing vs. Self-Publishing vs. Hybrid Models

• Why landing a traditional publishing deal is harder than ever (and what publishers really want now)
• How Amazon changed publishing forever—and where things went sideways
• The hidden downside of hybrid publishers that charge upfront and take royalties
• What “true” self-publishing was originally meant to be 

What It Actually Costs to Publish a Professional Book

• The difference between real editing and running a manuscript through Grammarly
• Why nonfiction books cost more to produce than fiction
• What goes into professional cover design (and why it’s never a “5-minute job”)
• Realistic investment ranges for publishing to traditional industry standards 

One-Stop Shop vs. Piecing It Together Yourself

• Why project management matters just as much as creative talent
• The risks of hiring freelancers without knowing what to look for
• Common problems authors face after using bargain services or template-based designs
• How working with an experienced team protects both your book and your sanity 

How a Small Book Can Create Big Business Results

• How Michele’s 88-page guide became a powerful lead generator—unexpectedly
• Why books make exceptional lead magnets in an overwhelmed digital world
• How publishing can lead to speaking opportunities, authority positioning, and new revenue streams
• Why a book doesn’t need to be long to be impactful 

A Marketing Lesson That Still Holds True

Michele closes the episode with a timeless reminder that applies to publishing, marketing, and business as a whole:

Listen to your customers.
Even when the feedback is uncomfortable—especially then.

It’s a lesson that has guided her work for decades and continues to pay dividends today 

If you’ve been sitting on a book idea, a half-finished manuscript, or the sense that a book could open doors for you—this episode will help you think about publishing strategically, not emotionally.

🎧 Tune in to learn how a well-crafted book can become one of the most powerful marketing assets in your business.

Connect with Michele Defilippo:
Website: https://1106design.com/
LinkedIn: https://www.linkedin.com/in/michele-defilippo-824247/
Facebook: https://www.facebook.com/1106design

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In this episode of Imperfect Marketing, I’m joined by Ed Troxell, visibility strategist and organic marketing expert, for a real, practical conversation about showing up online—without overwhelm, perfectionism, or burning yourself out.

Ed shares his unexpected journey from stage fright (yes, literal panic attacks) to becoming a trusted guide for business owners who want to increase visibility, attract the right audience, and build a sustainable personal brand. Together, we unpack what visibility really means in today’s noisy digital world.

From Fear to Visibility

Ed opens up about:

• His early fear of being seen and heard—and how that shaped his approach to marketing
• Why visibility doesn’t require perfection, polish, or confidence on day one
• How consistency and repetition help you “get over yourself” and show up as you truly are

Where to Show Up (and Where Not To)

We dive into the overwhelm many entrepreneurs feel around social media and discuss:

• Why being “everywhere” is the fastest path to burnout
• How to choose platforms based on business goals, not trends or pressure
• The importance of understanding where your audience is actively looking for solutions

Creating a Visibility System That Fits Your Life

Ed introduces his GPS framework—Goal, Plan, System—and explains:

• What a visibility “system” actually is (and why it doesn’t need to be complicated)
• How to break marketing into bite-sized, manageable pieces
• Why 15 minutes a day can be enough when you have the right structure
• How content creation, repurposing, and email marketing work together

The Role of Video, AI, and Authenticity

We also explore:

• Why video remains one of the most powerful tools for building trust
• How AI can support your content without replacing you
• Why AI-generated avatars and videos can hurt credibility if overused
• How to use tools like ChatGPT as a creative partner—not a replacement

Common Content Mistakes (and How to Fix Them)

Ed highlights one of the biggest mistakes entrepreneurs make:

• Posting content without a clear call to action
• Why storytelling matters more than ever
• How to guide your audience instead of leaving them hanging

Key Takeaways

• Visibility isn’t about doing more—it’s about doing what matters
• Your personal brand grows when you show up, not just your content
• Messy action beats perfect silence every time
• Systems create freedom, not rigidity

Whether you’re relying on referrals that have slowed down, struggling with social media overwhelm, or trying to figure out how to be visible without it taking over your life, this episode offers grounded, honest guidance you can actually use.

Ready to stop hiding behind the screen and build visibility that works for your business?

Connect with Ed:
Website: https://edtroxell.com/
LinkedIn: https://www.linkedin.com/in/edtroxell/

 🎧 Tune in and start showing up—imperfectly and consistently.

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In this episode of Imperfect Marketing, I sit down with Virginia Elder, podcast strategist and founder of a podcasting-for-business agency. We talk about how podcasting builds trust, drives leads, and becomes a powerful growth tool—without chasing perfection.

We cover:

Why Imperfection Builds Trust

• How over-editing hurts connection
• Why pauses, breaths, and authenticity matter
• The danger of sounding “too polished”

Podcasting for Business (Not Just Downloads)

• Why podcasts should support your core business
• How podcasting turns listeners into leads
• Why sponsorships aren’t the best fit for most service businesses

The C.R.A.F.T. Framework

• Content: Speak directly to your ideal client’s real concerns
• Repurpose: Turn episodes into video clips, emails, blogs, and posts
• Ask: One clear call to action—every time
• Feature: Guests who serve your audience and business goals
• Track: Measure leads, referrals, speaking gigs, and opportunities

Practical Podcasting Advice

• Start monthly if weekly feels overwhelming
• Use tools like Riverside or Descript to simplify production
• Choose a podcast name people actually search for

If you’re using (or considering) a podcast as part of your marketing strategy, this episode will help you stop overthinking and start using it intentionally.

Connect with Virginia Elder:

Website: https://podcastabundance.com/
LinkedIn: https://www.linkedin.com/in/virginiaelder/
Facebook: https://www.facebook.com/podcastabundance

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In this episode, Kendra Corman shares a powerful classroom story that turned into a real-world lesson on integrated marketing communications. What started as a nonprofit fundraising case study became a master class—taught by her students—on how marketing channels work best when they work together.

Kendra walks through how three student teams tackled a struggling nonprofit gala and what their insights reveal about building a smarter, more intentional marketing mix.

The Classroom Experiment That Changed the Conversation

Students were asked to defend one of three fundraising strategies for a nonprofit facing rising costs and declining attendance:

• Keep the traditional annual gala
• Pivot to digital-first campaigns
• Replace the gala with smaller community events

Each team had to consider donor segments, demographics, and capacity—and challenge one another’s assumptions. The surprising outcome wasn’t which strategy “won,” but what the students realized next.

The Big Insight: It’s Not Either/Or

The breakthrough moment came when a student asked: Why do we have to pick just one?
That question reframed the entire exercise.

The final recommendation combined:

• A smaller, more focused gala for older donors and sponsors
• Community events to engage younger and niche audiences
• Digital marketing to expand reach and accessibility

Instead of abandoning what worked, they built around it. 

What Integrated Marketing Actually Looks Like

Kendra connects the classroom lesson to real client work, sharing how successful nonprofits:

• Keep core efforts that still serve a specific audience
• Add complementary channels based on donor segments
• Grow intentionally without overwhelming their teams

The key isn’t doing everything—it’s choosing the right mix and scaling with purpose.

A Simple Framework to Evaluate Your Marketing

Kendra offers three questions to help evaluate whether your current marketing mix makes sense:

1. Is it working—or just comfortable?
   Signs of “comfortable but not working” include declining results, increasing effort, and doing things out of habit.
2. If it’s working, do you have capacity to grow?
   If you do, consider one small addition that reaches an audience you’re currently missing.
3. Is it working, but exhausting you?
   If you’re drowning to maintain it, something needs to change—working smarter matters.

This framework helps you decide whether to refine, add, or replace parts of your strategy without burning everything down.

Key Takeaways

• Don’t abandon what works just because something new appears
• Don’t rely on one channel if it leaves you vulnerable
• Be intentional about your marketing mix—not reactive
• Capacity is a constraint, not a strategy

Kendra closes by inviting listeners to reflect on their own “why pick one?” moment and consider how their marketing channels could work better together.

If you’ve ever felt stuck choosing between what’s familiar and what’s new, this episode offers a smarter way forward—one grounded in strategy, not trends.

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In this episode of Imperfect Marketing, I sit down with Danielle Hayden, founder of Kickstart Accounting, to talk about healthy business spending—and how investing in the right places can actually improve your profitability (instead of living in “cut back” mode forever).

Danielle shares her journey from hairstylist to corporate accounting to building Kickstart Accounting, and breaks down the benchmarks business owners under $500K/year can use to spend smarter and grow sustainably. We discuss:

The Truth About “You Have to Spend Money to Make Money”

• Why entrepreneurs often assume the answer is always “spend less” (and why that’s not usually the fix)
• How money stories from personal life can mess with business decisions
• What “healthy spending benchmarks” reveal about what’s normal—and what’s not

Healthy Spending Benchmarks That Support Growth

• Advertising + marketing: why you should group everything visibility-related together (including podcasts + marketing tools)
• Outside services: when hiring experts (bookkeeping, tax, attorney, VA, ops) becomes essential
• Payroll + paying yourself: why not paying yourself creates resentment (and can impact relationships at home)

Cash Flow + Systems That Keep You in Business

• Why “bill early, bill often” is a CEO-level move
• How better tools and automations can reduce chaos and stabilize cash flow
• Why relying on manual invoicing and checks keeps businesses stuck in survival mode

Profit, Growth, and the Reality of Seasons

• What it means if you’re highly profitable but exhausted (and why that’s a red flag)
• Why breaking even can be okay for a season—but not forever
• The long-term goal: building a healthy business with 10–15% profit after expenses

Biggest Marketing Lesson Learned

• “Do it anyway”: how showing up imperfectly builds confidence and momentum over time

Whether you’re trying to grow, hire support, or simply stop feeling tense every time you look at your numbers, this episode will help you rethink spending as a strategy—not a punishment. 

Connect with Danielle Hayden:

LinkedIn: linkedin.com/in/danielle-hayden-kickstartaccounting

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In this episode of Imperfect Marketing, host Kendra Corman sits down with Audrey “Tech Diva” Wiggins—an early tech adopter with deep marketing instincts—to talk about how entrepreneurs can use technology without losing the human touch. 

Audrey shares how her love of innovation started long before today’s tools, and how business owners can stay focused, credible, and authentic while navigating constant change. We discuss:

The Tech + Human Balance in Modern Marketing

• Why you should evaluate what you’re already using before chasing the “next shiny thing”
• How to keep the “human factor” front and center through messaging and real customer access
• Why customer service is still a core marketing strategy—inside companies and out

How to Avoid Getting Overwhelmed by Trends

• The “pick 1–2 things and work them hard” approach (then automate as you grow)
• Why choosing platforms you actually enjoy helps you stay consistent and authentic
• When to delegate to tech vs. when it’s time to bring in a VA or support team

A Real Transformation Example

• The “Frankenstein website” problem: patchwork sites that look old, cluttered, and confusing
• Why a modern website isn’t just prettier—it’s functional, cleaner, and improves the customer journey
• The importance of mobile-friendly design (because your clients live on their phones)

Branding Mistakes That Quietly Cost You Business

• Why using Gmail/Yahoo/AOL for a business email hurts credibility—and what to do instead
• How a clean email signature supports your brand without being “chunky” or overwhelming
• The self-promotion gap: why many entrepreneurs hesitate to post their own content (even when their audience is already engaged)

A Hard Marketing Lesson Learned

• How choosing the wrong advertising channel can waste money fast
• Why “liking the salesperson” isn’t a strategy—knowing your market and ROI is
• When advertising does make sense without ROI: “passion investments” that support causes you care about

If you’ve ever felt torn between keeping up with tech and staying authentic—or you’ve been tempted by marketing opportunities that don’t actually match your audience—this episode will give you a sharper, calmer way forward.

Connect with Audrey:
Subscribe to her weekly newsletter:  https://www.altogether.biz
Her weekly newsletter, packed with actionable marketing insights, tech trends, and resource tools designed to sharpen their skills and fuel business growth.

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Work Slop: Why AI Shortcuts Are Costing Teams More Than They Save

Ever get an email, doc, or deck from someone and instantly think, “This is… not it”? In this episode, we’re digging into the rise of work slop—the vague, messy, low-quality output that shows up when AI is used as a replacement for thinking instead of a tool for support.

Kendra sits down with Sue Justice, founder of Emory HR, to talk about why this isn’t just an AI problem—it’s a performance, communication, and leadership problem that businesses can’t afford to ignore. 

We explore:

What “Work Slop” Is (and Why It’s Growing)

• How AI-generated work becomes unclear, incorrect, or incomplete
• Why “slapping something together” shifts work to the next person
• The difference between using AI as an assistant vs. letting it do the job 

This Isn’t a Tool Issue—It’s a Behavior Issue

• How people have always “phoned it in,” but AI makes it faster and more visible
• Why audiences and teammates can sense when work lacks human touch
• The real question leaders must ask: workload problem or character problem?

What Leaders Should Do About It

• When to coach and when to treat it as a performance issue
• Why a Performance Improvement Plan (PIP) matters before cutting ties

How industry risk, trust, and legal exposure shape your response 

Where AI Helps—and Where It Shouldn’t Lead

• Using AI for brainstorming or templates vs. high-stakes decisions
• Why contracts and policies need human tone, context, and accountability
• The risk of letting AI output become “authority” without review 

Sue’s Biggest Marketing Lesson

• Why business owners shouldn’t try to do everything themselves
• How doing the wrong work wastes more time than it saves
• The sustainability link between delegation and quality 

Whether you’re leading a team, outsourcing work, or using AI in your own business, this episode is a clear reminder: AI can save time, but only if humans own the standard. If the quality drops, the cost doesn’t disappear—it just lands on someone else. 

“AI is meant to be an assistant… not the end-all ‘I’ll do it for you’ solution.” – Sue Justice 

00:00:00
 Introduction to Sue Justice and why HR belongs in this conversation
 00:02:06
 What “work slop” is and how it shows up at work
 00:03:39
 Why AI misuse is really a people/performance issue
 00:06:53
 Skill gap vs. character flaw: how to tell the difference
 00:09:57
 When work slop becomes a firing-level problem
 00:13:05
 Transparency, AI policies, and setting clear standards
 00:19:01
 AI adoption is everywhere—whether companies admit it or not
 00:23:04
 Sue’s biggest marketing lesson as a business owner

Connect with Sue Justice:
LinkedIn: https://www.linkedin.com/in/susanajustice/

Website: https://emeryhr.com/

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In this New Year’s episode, Kendra Corman gets candid about why she’s heading into 2026 tired, excited… and fiercely committed to one word: no. After a 2025 defined by “forge” (building, growing, expanding), a family crisis and an overload of opportunities forced her to re-evaluate sustainability, boundaries, and what it really takes to preserve creative focus.

Kendra shares the behind-the-scenes story of her year—what went right, what went sideways, and why the systems and people you build now are what save you later.

What 2025 Taught Kendra About Growth and Overload

Kendra went into 2025 with momentum, capacity, and big goals—and hit them hard.

• A strong first quarter with focused, energized work time
• A goal of 25 speaking gigs that turned into 35+ events
• Movement on major business projects, including a second edition of her book
• A huge personal “yes”: becoming a full-time assistant professor at Rochester Christian University

The Moment Everything Changed

A serious fall and ICU stay for Kendra’s mom pulled her into months of caretaking and travel.

What stood out most wasn’t just the disruption—it was the proof that what she’d built actually held up:

• Her assistant (Carol) triaged inboxes, managed tasks, and kept clients supported
• Systems like Asana and strong relationships prevented a total business collapse
• The experience reinforced how vital support structures are—even for solopreneurs

Kendra realized: capacity isn’t just about time. It’s about what you’ve built to hold you when life happens.

When “Forge” Turned into “Fracture”

Even with major wins, Kendra stretched too far.

• Weeks with multiple speaking events, including one with four in a single week
• Drift from a 4–5 day workweek back to 7 days
• Feeling like she was working constantly but not moving forward
• Book revisions stalled, and recovery time evaporated

The truth she landed on: success without boundaries becomes burnout in disguise.

Why “No” Is Her Word of the Year (Again)

Kendra revisits a tool that once helped her escape burnout in 2022: saying no first.

So in 2026, “no” is back as the guardrail.

Her challenge to listeners:

• Block vacations now
• Protect pre- and post-travel buffers
• Put the important stuff on the calendar before it gets crowded out

Key Takeaways

• Systems and support are what keep your business stable when life interrupts.
• Saying yes is exciting—but on

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Why Vanity Metrics Are So Tempting

Clicks, impressions, and giant top-line numbers feel good—and they’re easy to measure. Anthony explains that brands and agencies often lean on these because they make progress look “sexy” in a deck, even when they don’t connect to business outcomes.

The Metrics That Actually Matter

Kendra presses on what marketers should track instead. Anthony breaks it down by funnel stage and business model:

For B2B and lead-gen teams:

• Lead volume and lead quality
• Conversion behavior after the click (time on site, page depth, engagement paths)
• Feeding those quality signals back into ad algorithms

For e-commerce:

• Revenue per campaign
• Cost per acquisition (CPA) vs. customer lifetime value (LTV)
• Target CPA thresholds to ensure profitability

Anthony’s bottom line:
The two most important metrics are CPA and LTV—and every other KPI should support them.

When Algorithms Work Against You

A huge chunk of the episode is about how campaigns go sideways when the wrong signals are optimized. If you optimize for clicks, the algorithm finds more clickers—not buyers.

They dig into how metrics aren’t bad—they’re just often misused.

Examples Anthony gives:

• ROAS is critical for shopping/e-commerce conversion campaigns.
• Video view-through rate matters for awareness campaigns, since the goal is warm-audience building.
• Target impression share is valuable in branded search as a defensive move, ensuring competitors don’t steal your brand traffic. 
  
  

Competitor Bidding: Old Advice vs. Now

Kendra asks about the old-school thinking that bidding on competitor names doesn’t work. Anthony clarifies the difference between:

• Branded defense campaigns (protecting your own name)
• Competitor conquesting campaigns (showing up as an alternative in a buyer’s search)

He argues conquesting can be effective because you only pay on clicks, yet still gain impression value and market-share opportunities.

Balancing Short-Term Pressure with Long-Term Growth

B2B cycles are long, and clients want fast wins. Anthony recommends a full-funnel budget split:

• Some spend for the 1% ready to buy now (lower funnel)
• Significant investment to warm the other 99% (awareness + consideration)

Biggest Lesson Learned: Simplicity Scales

Anthony closes with his core marketing takeaway:
 The best campaigns aren’t the busiest—they’re the clearest.
When you focus on the right audience, the right offer, and the right KPIs, everything improves: creative, reporting, and results that compound over time. 

If you want to connect with Anthony or learn more about Volo Media, check out the links below.  And if you’ve ever been sold a pretty dashboard full of meaningless numbers… this one’s for you. 

Connect with Anthony:

Website: https://www.vallomedia.com/

LinkedIn: https://www.linkedin.com/in/anthonychiaravallo/

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In this episode of Imperfect Marketing, I sit down with Aurora Winter—media coach, author, and neuroscience-driven marketing expert—to explore how the brain actually processes messages and why that matters for selling, storytelling, and authority-building. Aurora shares how a neuroscience-focused MBA in Italy shaped her work helping entrepreneurs craft clear, compelling messages that turn words into wealth.

We discuss:

The Neuroscience Behind Messaging

• The brain’s 3-part filter: croc brain (hook), midbrain (status/social proof), cerebral cortex (content)
•  Why most marketers skip the midbrain step—and lose trust fast
•  How attention is expensive, so your message needs to re-earn focus every few minutes

Progress Over Perfection in Marketing

• Why waiting until you’re “ready” keeps you stuck
•  How real market feedback beats imagined feedback every time
•  The power of launching messy and refining as you go

Skin in the Game Marketing

• Why totally free offers often get ignored
•  How even a small payment creates commitment and consistency
•  Aurora’s “free book + small shipping cost” test that generated $250K in 90 days

Books as Business Growth Tools

• Why being an author instantly boosts perceived status
•  The surprising truth: best-selling authors earn most revenue from back-end offers, not book sales
•  How a book opens doors to speaking, consulting, coaching, and training

Storytelling That Sticks (and Converts)

• Why humans are wired to learn and survive through stories
•  Aurora’s “Hell to Heaven” story blueprint for simple, high-impact marketing
•  How stories help handle objections without pushing or over-explaining

Aurora’s Biggest Marketing Lesson

• Why a strong YES requires a strong NO
•  The importance of choosing ideal clients you can confidently help get a 10x return
•  Letting go of energy-drainers and misaligned opportunities to protect your business

Connect with Aurora Winter:

1. Gift for Your Audience - Includes your Turn Words-to-Wealth starter library and a video masterclass on how to attract capital, clients, and media coverage.: https://turnwordsintowealth.com
2. Aurora Winter Website: https://www.aurorawinter.com
3. Same Page Publishing: https://www.samepagepublishing.com
4. Marketing Fastrack: The Little Book That Launched a New Business by Aurora Winter- on Amazon: https://a.co/d/8xrIglK
5. Turn Words Into Wealth: Blueprint for Your Business, Brand and Book by Aurora Winter - on Amazon: https://a.co/d/7RRkVYb
6. Magic, Mystery, and the Multiverse Book 1 Amazon: https://a.co/d/5cmA6Um
7. LinkedIn: https://linkedin.com/in/AuroraWinter
8. YouTube: https://www.youtube.com/AuroraWinter
9. Linktree: https://linktr.ee/AuroraWinter

Whether you’re a coach, consultant, author, or business owner who wants your marketing to land with more clarity and impact, this episode is a practical, brain-based guide to getting attention, building trust, and using stories to grow revenue.

Ready to make your message sharper—and your marketing easier? Tune in to learn how neuroscience and storytelling can transform the way you communicate and sell.

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In this episode of Imperfect Marketing, I sit down with Joshua Thompson, a local SEO specialist with more than a decade of experience helping businesses show up where it matters most: in Google’s local search results and Google Maps.

We dive deep into why local SEO is evolving faster than ever, how AI is changing search behaviors, and what businesses should actually focus on instead of chasing shortcuts.

From Accidental Marketer to Local SEO Expert

Josh shares his unique path—from building websites for financial leads to helping friends and family rank locally to eventually building and selling his own company. His entrepreneurial background shaped the customer-first, no-gimmicks SEO approach he uses today.

Understanding Local SEO vs. Traditional SEO

Josh breaks down what makes local SEO its own ecosystem:

How Local SEO Differs

• Google Maps and the Local Pack often matter more than organic rankings
• Local SEO relies heavily on trust signals (reviews, name-address-phone consistency, location data)
• Traditional SEO leans more on authority signals (backlinks, content depth)

What Actually Matters for Local SEO

• Reviews—the biggest local ranking driver
• Accurate listings (especially high-impact ones like Google, Yelp, Bing)
• Customer engagement signals
• Building trust through consistent information

Josh emphasizes that directory listings aren’t about gaming Google—they’re about confirming your legitimacy.

Cutting Through the Noise: AI, Voice Search & “Gaming the System”

We tackle the recent buzz (and myths) about AI influencing search:

AI “Hacks” & Gimmicks

Josh calls out trends like having “AI parties” in ChatGPT to influence rankings—explaining why tactics like these don’t create real, lasting visibility.

AI Search Is Still Search

• AI tools still rely heavily on Google’s results
• If you show up in Google, you’ll show up in AI responses
• The fundamentals haven’t changed: content + trust + authority still win

Voice Search Déjà Vu

Josh compares today’s AI panic to the voice-search hype a decade ago—reminding us the sky didn’t fall, and SEO fundamentals remained the same.

The Rise of No-Click Searches & What It Means for Businesses

Local businesses are seeing:

• More direct calls from Google Business Profiles
• Fewer website visits
• Greater reliance on reviews and verified info

Josh explains why this is good news, especially for service-based businesses where customers want immediate answers—not long website visits.

Preparing for What’s Next

Josh’s advice for staying ahead is refreshingly simple:

• Stick to fundamentals: content, relevance, authority, and trust
• Optimize your Google Business Profile: reviews, photos, accuracy
• Build momentum: keep improving in one direction instead of chasing every new trend
• Avoid shortcuts: they cost more time than they save

As he puts it: “You don't get time back while you’re searching for shortcuts.”

Josh’s Biggest Marketing Lesson

Don’t undervalue time.
Momentum beats shortcuts—every time.
Today’s effort compounds, and you can’t go back and capture opportunities you put off.

Key Takeaways for Marketers

• Local SEO is still the least disrupted by AI
• Reviews are the strongest trust and ranking signal
• Google Business Profile often drives 65–75% of local leads
• AI won’t replace the fundamentals of search anytime soon
• Customer-centric SEO will always beat hacks and shortcuts

Whether you're a small busines

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In this episode of Imperfect Marketing, host Kendra Corman dives into a common challenge many businesses face—getting people to actually register for events. From galas to webinars, it’s easy to assume that a few social posts will do the trick. But as Kendra reveals, likes don’t equal registrations, and engagement doesn’t always lead to action.

She shares a real-life client story that sparked this conversation—one where a business expected 150 signups but only had three, just two weeks before the event. Through this story, Kendra breaks down what went wrong and how to fix it.

The Problem with Relying on Social Media

• Why social engagement doesn’t translate to registrations
• How algorithms limit visibility even when people “love” your brand
• The danger of assuming that posting equals inviting

The Power of Direct Communication

• Why email marketing still delivers the highest ROI
• The unmatched impact of showing up in someone’s inbox
• How physical invitations can cut through the noise of the digital world
• Why you own your email list, but not your social audience

Creating an Effective Event Promotion Strategy

• How to balance social, email, and direct mail for maximum impact
• The importance of storytelling and multiple touchpoints
• Why you should think of event promotion as relationship building, not just announcement making
• How to plan and audit your 2026 event communications strategy

Key Takeaways for Marketers

• Stop treating social media as your main event driver—it’s a support channel
• Use email to reach your audience where they actually take action
• Craft a holistic plan that combines storytelling, repetition, and relevance

Whether you’re planning your next gala, golf outing, or webinar, this episode is a wake-up call to rethink your promotional approach.
 Are you ready to turn your next event from under-attended to unforgettable?
 Tune in to learn how to create a strategy that connects—and converts. 

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In this episode of Imperfect Marketing, host Kendra Corman sits down with Dr. Christiane Schroeter — marketing professor, wellness advocate, and TEDx speaker — to explore how intentional, bite-sized actions can help entrepreneurs and professionals create lasting change without burnout.

Dr. Schroeter shares her journey from a fascination with advertising in Germany to teaching marketing, innovation, and entrepreneurship in the U.S., blending her academic expertise with her passion for wellness. Together, she and Kendra dive into how mindful, structured habits — what Dr. Schroeter calls petite practices — can transform not only your business but your life.

🌱 The Power of Petite Practices

• Why sustainable change comes from small, intentional steps — not all-nighters and burnout
• How 15-minute bursts of focus can create real momentum
• Practical tools to manage time and avoid distraction (including Dr. Schroeter’s favorite timer hack!)
• How to infuse joy and balance into your workday to stay aligned and productive

🎙️ The 3P System: A Framework for Visibility

• Dr. Schroeter’s 3P System — Podcasting, Publishing, and Presenting — as a roadmap to greater visibility
• How to turn your ideas into impact, starting with simple writing
• Why sharing your story authentically (not perfectly) helps you connect and grow
• Building confidence from writing → guest podcasting → public speaking

🔥 The TEDx Experience: Turning Your Story Into a Message

• What it really takes to prepare for a TEDx talk — and why it’s more intense than you think
• How to craft a story that resonates with an audience and inspires change
• The key mindset shift every aspiring speaker needs: it’s not about you, it’s about who you help

💡 Marketing Lessons You’ll Want to Steal

• The importance of a runway before and after every launch
• Why behind-the-scenes storytelling matters just as much as the final reveal
• How visibility, vulnerability, and consistency build trust and connection
• The reminder every marketer needs: people don’t buy products — they buy stories

Connect with Christiane Schroeter:

LinkedIn: https://www.linkedin.com/in/christianeschroeter/

Whether you’re building your brand, preparing to share your message, or simply trying to balance business and wellness, this episode is full of actionable insight and inspiration to help you grow with purpose — one petite practice at a time.

🎧 Tune in to learn how small, intentional steps can lead to powerful, sustainable change in both your business and your life.

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In this episode of Imperfect Marketing, host Kendra Corman sits down with Nathalie Doremieux, co-founder of a family-run tech and e-learning business, to discuss how artificial intelligence can help accelerate business results and amplify impact—without losing the human touch.

Nathalie shares her 20-year entrepreneurial journey from Silicon Valley software engineer to e-learning innovator, and how she began integrating AI into her business long before it became mainstream. 

Together, she and Kendra explore:

AI as a Problem-Solving Tool

• Why you should start with identifying the problem before choosing a tool
• How Nathalie and her husband created an AI tool to make course replays searchable—boosting engagement and client results
• The importance of focusing on outcomes and client success, not just shiny new tech

Finding the Gaps in Your Business

• How to spot inefficiencies and pain points in your customer journey
• Using data, testimonials, and client feedback to identify opportunities for AI integration
• Why success metrics should focus on transformation and retention—not just revenue

Human + AI: A Powerful Partnership

• How to combine AI’s analytical power with human creativity and empathy
• Why AI works best when used to personalize and connect rather than replace human interaction
• Nathalie’s “Podcast Lead Flow” tool—using AI to analyze podcast episodes, generate personalized listener follow-ups, and turn audiences into leads

Marketing Lessons Learned

• The importance of running structured marketing experiments—test, measure, and iterate
• Why “imperfect action” beats waiting for perfection
• How clarity in what you measure helps drive smarter marketing strategies

Key Takeaways for Entrepreneurs

• Start with the why—AI is only as good as the problem it’s solving
• Use AI to enhance, not replace, human experience and connection
• Embrace experimentation: marketing and innovation are both art and science

Whether you’re an online course creator, podcaster, or small business owner curious about integrating AI, this episode will help you reframe how to use technology strategically—without losing the heart of your business.

Connect with Nathalie:
Website: https://themembershiplab.com/
LinkedIn: https://www.linkedin.com/in/nathaliedoremieux/
Facebook: https://www.facebook.com/profile.php?id=61568147271872

🎧 Tune in to learn how to combine AI’s power with your human creativity to scale faster and smarter.

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In this episode of Imperfect Marketing, host Kendra Corman sits down with Amir Elion, founder of Think Big Leaders and a global expert on innovation and AI strategy. Together, they unpack how artificial intelligence is transforming innovation, marketing, and the way businesses think about creativity and efficiency.

Amir shares his journey from leading innovation initiatives at Amazon Web Services to helping organizations around the world use AI to scale ideas faster and smarter.

🚀 The New Face of Innovation

• AI as a Catalyst for Innovation – Why Amir believes AI doesn’t replace creativity—it amplifies it.
• Systematic Innovation – How innovation is more science than magic, with best practices, methodologies, and even ISO standards.
• Scaling Creativity with AI – How AI tools like ChatGPT, Claude, and Gemini can help teams ideate, prototype, and role-play with personas 10x faster.

💡 AI in Marketing and Business

Amir shares real-world examples of how companies are applying AI to streamline marketing processes and drive efficiency:

• Automating SEO and Content Workflows – How a gaming company now processes and localizes thousands of new titles using AI-powered workflows.
• Smarter Marketing Research – Why tools like ChatGPT, Perplexity, and Claude have become Amir’s personal “research assistants.”
• Avoiding the ‘AI Slop’ Trap – The importance of human oversight, editing, and providing examples to teach AI your brand’s tone and standards.

⚠️ The Risks and Responsibilities of AI

• “Human in the Loop” Principle – Why every AI workflow still needs human review, editing, and approval.
• Ethical and Compliance Challenges – How organizations can balance innovation with data privacy and risk management.
• Three-Tier Risk Model – Amir’s framework for identifying low-, medium-, and high-risk AI use cases to guide safe adoption.

🧰 Tools and Tips for Getting Started

• Don’t try every AI tool—pick one or two and learn them deeply.
• Master your tools before scaling: tweak settings, explore model options, and learn how to “squeeze the lemon.”
• Start small, focus on use cases that save time and amplify creativity, not replace human input.

🧭 Lessons from Amazon on Innovation

Drawing from his time at Amazon Web Services, Amir reveals how Amazon’s “Working Backwards” approach fuels innovation:

• Start with the customer, not the product.
• Write an imaginary press release describing your future product before you build it—if it’s not clear and compelling, you’re not ready to launch.
• Always focus on delighting the customer, not just building something new.

🎯 Amir’s Biggest Marketing Lesson

Amir admits his biggest mistake was falling in love with the product instead of the customer. Early in his VR/AR startup days, he focused on selling technology rather than solving customer pain points—a mistake that taught him the importance of clarity, audience insight, and consistency.

🔑 Key Takeaways

• Innovation is a system, not a spark.
• AI can accelerate creativity when used with intention and oversight.
• Always start with the customer—not the technology.
• Pick tools that align with your goals, learn them deeply, and evolve as they do.

Whether you’re a marketer curious about AI or a business leader looking to scale innovation, this episode offers a practical roadmap for leveraging technology without losing the human touch.

Connect with Amir:

LinkedIn: https://www.linkedin.com/in/amirelion/

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In this episode of Imperfect Marketing, host Kendra Corman tackles one of her biggest marketing pet peeves — believing that artificial intelligence can replace truly knowing your audience. With AI tools like ChatGPT, Claude, and Gemini becoming everyday marketing helpers, many professionals are skipping the fundamentals of understanding their customers. Kendra explains why that shortcut leads to bland, ineffective content and what to do instead.

The Problem with Skipping the Basics

• Many marketers use AI to generate content without doing the essential groundwork of understanding their audience.
• AI tends to “make you happy” — it tells you what you want to hear, not necessarily what your target market is actually thinking.
• When you rely solely on AI, you end up with generic, emotionless copy that fails to connect.

Understanding Your Audience: The Real Marketing 101

• Knowing your audience isn’t just about demographics — it’s about visualizing the person you’re talking to.
• Kendra shares a story about working with a local business that used detailed data to build realistic customer personas—down to shopping habits, lifestyle, and motivations.
• You don’t need expensive software to do this. Start by thinking about your favorite client and what makes them unique.

How to Really Learn About Your Audience

• Skip the surveys—people edit themselves when writing responses.
• Have real conversations with your audience instead. 

Ask questions like:

• What’s keeping you up at night?
• What frustrates you most about your business or life?
• What do you wish you had a solution for?

These conversations give you the exact words and emotions that resonate with your audience — words you can later feed into AI for far more powerful results.

Using AI the Right Way

• Once you understand your audience, AI becomes a powerful tool — not a replacement for human connection.

AI can help you:

• Brainstorm ideas and refine your voice
• Draft faster and polish existing content
• Create consistent, audience-specific messaging

The difference between “Write me an email” and “Write me an email for this audience, in this voice, about this problem” is night and day.

Key Takeaways for Marketers

• AI isn’t the enemy — but it’s not magic either.
• You are the strategist. AI can only amplify what you already know.
• Know your audience better than anyone else, and your marketing will never sound forced or fake.

Whether you’re a business owner, marketer, or content creator, this episode will challenge you to return to the roots of great marketing: understanding people.

👉 Grab Kendra’s free “Define Your Dream Audience” guide and start using real audience insights to make your AI tools work for you — not the other way around.

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In this episode of Imperfect Marketing, host Kendra Corman sits down with Berlyn, founder of Planted Marketing and creator of The Greenhouse community, to explore what it truly takes to build a strong and sustainable brand in today’s digital-first world. From simplifying your marketing strategy to embracing what works best for you, this conversation is full of practical insights for business owners at every stage.

The Evolution of a Modern Marketer

Berlyn shares her journey from photographer to agency owner—how creativity, curiosity, and a desire to make an impact led her to launch Planted Marketing in 2020 and later, The Greenhouse in 2025. The Greenhouse supports solopreneurs and small business owners in the DIY phase of marketing, helping them grow confidently with practical strategies and community support.

Building a Strong Brand Foundation

We dive into the three essential pillars every business needs before they dive headfirst into digital marketing:

• Clarify Your Brand Identity: Beyond logos and colors—define your mission, values, and why. Putting this on paper creates alignment across everything you do.
• Own Your Online Space: Your website is more than a link in bio. It’s your home base for traffic, email collection, and long-term growth.
• Create a Marketing Wheel: Don’t rely solely on one channel. Develop a balanced strategy across multiple touchpoints—like SEO, Pinterest, LinkedIn, or email—so your business doesn’t collapse if one channel falters.

Simplifying the Marketing Process

With endless platforms and strategies available, Berlyn emphasizes the importance of choosing what fits your strengths:

• Do you love creating videos? Lean into Reels or TikToks.
• Prefer writing? Focus on blogs or newsletters.
• Thrive in conversation? Build through networking and community events.

Consistency, not ubiquity, is the goal. You don’t have to be everywhere—just show up where you enjoy creating.

Community as a Growth Engine

Community building, both online and offline, is a key growth driver. Berlyn highlights:

• Using social media as a nurturing tool—not just for visibility but for deepening relationships.
• Engaging authentically through DMs, comments, and Threads to strengthen visibility and trust.
• Creating systems to stay connected beyond initial meetings—through intentional engagement, coffee chats, or follow-up messages.

Email Marketing: The Underrated Powerhouse

Both Kendra and Berlyn agree—email is your most valuable marketing asset.
Social media algorithms change, but your email list is yours to own. It’s the most reliable channel for building ongoing relationships, sharing updates, and staying in front of your audience.

The Rise of AI in Discovery

Berlyn shares a surprising trend: businesses being found through ChatGPT search—even without formal SEO strategies.

Her advice? Make sure your keywords and messaging are consistent across all platforms. Even a single optimized landing page can make a difference in how AI tools surface your brand.

Key Takeaways for Marketers

• Marketing isn’t one-size-fits-all—your strategy should reflect you.
• Build a solid brand foundation early—it saves time (and confusion) later.
• Diversify your marketing channels to avoid overreliance on social media.
• Engage in communities and relationships that align with your values.
• Email is still the cornerstone of sustainable marketing.
• AI and search trends are evolving—optimize your presence everywhere.

Whether you’re a solopreneur, small business owner, or marketing strategist, this episode will inspire you to simplify your approach,

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In this episode of Imperfect Marketing, I sit down with Shayna Davis, host of The Influence Economy, to talk about why podcasting is more than just a visibility tool—it’s a powerful way to position yourself, land bigger opportunities, and turn influence into profit.

Shayna shares her journey of podcasting for over five years, growing her show into the top 3% of all podcasts worldwide, and how she uses it as a cornerstone strategy for credibility and corporate client acquisition. Together, we dive into the shift from being “just visible” to being intentionally profitable in your business.

We explore:

The Influence Economy

• Why influence is no longer just for celebrities.
• The difference between visibility for visibility’s sake and visibility that creates real, tangible results.
• Why so many entrepreneurs—especially women—are living beneath their profit potential.

Podcasting as a Positioning Tool

• How a podcast can become the “modern-day media vehicle” to reach bigger and better buyers.
• Why a podcast without a business model is just a hobby.
• The unique credibility podcasting brings when working with corporations and media.

Building an Ecosystem Around Visibility

• How to pair your visibility strategy with the right monetization methods.
• Why bigger opportunities often come from corporate contracts and sponsorships.
• The importance of building a transcendent brand that extends beyond your niche.

Practical Lessons for Marketers

• Why being “busy” is not the same as being scalable or sustainable.
• The myth of consistency—and why you need to be consistent at the right things, not just anything.
• Why clarity beats cleverness when it comes to messaging.

Key Takeaways

• Visibility without strategy doesn’t equal profitability.
• Podcasting offers unmatched positioning and credibility when done intentionally.
• Your broader brand positioning matters—frame your expertise in a way that has mass market appeal.
• Don’t just be consistent—be consistent with the right strategy, at the right time.

Connect with Shayna:

Links to Book: Unchained: Breaking Free from Broken Marketing Models: How Small Businesses Can Finally Take Control of Their Marketing, Lead with Strategy, and Scale with AI: 

https://unchainedmodel.com/

https://a.co/d/6aLtopF

LinkedIn: https://www.linkedin.com/in/shaynarattler/

Whether you’re considering starting a podcast, refining your visibility strategy, or looking for ways to land bigger clients, this episode will give you the tools and perspective to think beyond visibility and into sustainable profitability.

Are you ready to transform your visibility into real results? Tune in now and learn how to leverage podcasting as your most powerful positioning tool.

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From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.

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In this episode of Imperfect Marketing, I sit down with Sara Nay, CEO of Duct Tape Marketing, to dive deep into the connection between business strategy, marketing execution, and the evolving role of AI.

Sara shares her journey from intern to CEO over her 15 years at Duct Tape Marketing and offers powerful insights on why strategy must always come before tactics and technology. Together, we explore how small businesses can future-proof their marketing and teams in an ever-changing digital world.

The Foundation of Effective Marketing

• Why business strategy must drive marketing strategy
• The “Marketing Strategy Pyramid”: business, marketing, and team strategy layers
• How to align marketing goals with revenue, mission, and values

The Role of AI in Modern Marketing

• Why AI is a tool, not a replacement—and how to introduce it without fear
• Common mistakes businesses make when adopting AI without strategy
• Exercises to help teams identify tasks AI can support vs. areas to develop human strengths

Shaping the Future of Marketing Leadership

• The growing divide in the marketing industry: AI adopters vs. AI skeptics
• Why agencies and consultants must shift from execution to leadership and strategy
• How AI allows more focus on creativity, empathy, and critical thinking

Mapping the Customer Journey

• Introducing the Marketing Hourglass: know, like, trust, try, buy, repeat, refer
• How businesses can identify gaps and opportunities along the customer journey
• Why great client experiences naturally lead to stronger referral business

Lessons Learned in Marketing

• Why “more” is not always better when it comes to channels and tactics
• The importance of focusing on what works and making it sustainable
• How simplifying your approach reduces burnout and creates consistent results

Key Takeaways for Marketers

• Start with strategy before adding tactics or tools.
• Use AI to support—not replace—human creativity and leadership.
• Focus on where your audience is and what’s sustainable for you.
• Great client experiences lead to natural referrals and long-term growth.

Connect with Sara Nay:

Links to Book: Unchained: Breaking Free from Broken Marketing Models: How Small Businesses Can Finally Take Control of Their Marketing, Lead with Strategy, and Scale with AI: https://unchainedmodel.com/

Amazon: https://a.co/d/6aLtopF

LinkedIn: https://www.linkedin.com/in/saranay/

Whether you’re a small business owner overwhelmed by technology or a marketing consultant navigating the rise of AI, this episode will help you rethink your approach and focus on what truly matters.

👉 Ready to align your marketing with your business goals? Tune in and learn how to lead with strategy for long-term success.

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

Check and see how I am using it for FREE on YouTube.

From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.

Watch here

In this episode of Imperfect Marketing, host Kendra Corman dives into a common challenge many business owners face: the constant pursuit of new leads at the expense of nurturing existing relationships. Drawing from multiple client experiences, Kendra shares why hiring another salesperson isn’t always the answer—and how email marketing can be a game-changing solution.

We explore:

The Burnout of Always Chasing

• Why relentless networking can drain your time and energy
• The hidden costs of depending on a salesperson to replicate your passion
• How inconsistent follow-up causes valuable connections to slip through the cracks

The Power of Nurturing

• Why your best salesperson will always be you
• How email marketing bridges the gap between networking events and lasting relationships
• The difference between one-to-one meetings and building relationships at scale

Making Email Marketing Work for You

• The importance of writing like you’re talking to one person—your ideal client
• How consistency (weekly or bi-weekly emails) keeps you top of mind
• Using stories, examples, and even AI to make the writing process easier
• Why “B+ work” and consistency beat waiting for perfection every time

Key Takeaways for Business Owners

• Great relationships beat relentless hustle—every single day
• Systems will always outperform people when it comes to consistency
• Email marketing is not automation—it’s relationship building at scale
• Staying visible and top of mind means being the first call when clients are ready

Whether you’re an introverted business owner tired of nonstop networking or a leader wondering if you should hire a new salesperson, this episode will inspire you to rethink your approach. Instead of chasing, learn how nurturing your existing connections through email marketing can transform your business.

Are you ready to stop chasing and start nurturing? Tune in now and discover how consistent, authentic communication can help you grow without the burnout.

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

Check and see how I am using it for FREE on YouTube.

From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.

Watch here

In this episode of Imperfect Marketing, I sit down with Eric Smith, President & COO of Incremental Media, to explore the world of podcast advertising and how businesses can leverage it effectively.

Eric shares his journey from Vox Media to building Incremental Media’s podcast division from the ground up. We discuss:

The Evolution of Podcast Advertising

• How podcast ads connect to traditional marketing like package inserts
• Why host-read endorsements deliver stronger trust and engagement
• The rise of podcasts as a core channel for brands seeking diversification

Demystifying Podcast Attribution

• Why promo codes only tell part of the story
• How tools like Podscribe bring digital-style tracking to podcasts
• Understanding the real ROI of podcast campaigns

Finding the Right Fit for Brands

• Why “considered purchases” outperform impulse buys
• How niche podcasts often deliver stronger results than large shows
• The importance of testing across multiple categories—not just your own industry

Getting Started with Podcast Advertising

• Practical steps to launch a test campaign
• Budget flexibility and how to avoid overspending
• Why partnering with experts can help you identify the right shows

Key Takeaways for Marketers

• Storytelling and authenticity make podcast ads powerful
• Data and attribution tools are critical for measuring success
• Diversification matters—sometimes the best-performing shows aren’t what you expect

Connect with Eric Smith:
LinkedIn: https://www.linkedin.com/in/eric-smith-a0a07b54/

Website: https://www.incrementalmedia.com/

Whether you’re a small business owner curious about podcast advertising or a seasoned marketer looking to diversify your media mix, this episode offers valuable insights into harnessing the power of podcast audiences.

Are you ready to explore how podcast advertising could transform your business? Tune in to learn how to navigate this fast-growing and effective marketing channel.

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

Check and see how I am using it for FREE on YouTube.

From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.

Watch here

In this episode of Imperfect Marketing, I sit down with Alex Love—VP of Marketing and Communications, adjunct professor, and co-host of the podcast Mastering the Art of Failing. We dive into her unexpected journey into marketing, the lessons learned from failure, and the art of building small but mighty teams.

Alex shares how her career evolved from writing grants at a nonprofit to leading marketing teams and teaching the next generation of marketers. We explore:

The Power of Learning and Teaching

• Why a love of learning keeps marketers adaptable and relevant
• How Alex turned her passion for education into a teaching role at GW
• The challenges (and joys) of engaging students who just want to “check the box”

Lessons in Failure and Resilience

• The rise and fall of Digital District, a pioneering social media community
• Why Alex considers it both her biggest success and her biggest failure
• How failure becomes fuel for future opportunities and growth

Building and Leading Lean Teams

• Why relationship-building is the secret weapon of small marketing departments
• The importance of hiring for ambition and drive over technical skills alone
• How to communicate that no single marketer can “do it all”
• Why outsourcing and specialized support free teams to focus on strategy

Creativity, Risk-Taking, and Viral Wins

• How one “crazy idea” born on a dog walk turned into an award-winning campaign
• Why sometimes the riskiest ideas resonate the most with your audience
• Redefining what “going viral” really means for niche organizations

Key Takeaways for Marketers

• Marketing is as much about relationships as it is about tactics
• Lean teams thrive when curiosity and problem-solving lead the way
• Failure is inevitable—but also invaluable in shaping future success
• Sometimes the boldest, quirkiest ideas lead to the greatest impact

Whether you’re a solo marketer, part of a lean team, or leading communications at a larger organization, this conversation is full of insights into how to stay creative, scrappy, and resilient in an ever-changing landscape.

Connect with Alex Love:
LinkedIn: https://www.linkedin.com/in/alexslove/
Website: https://rivasolutionsinc.com/

🎧 Ready to rethink failure and lean into creativity? Tune in now to hear Alex’s inspiring journey and actionable lessons.

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

Check and see how I am using it for FREE on YouTube.

From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.

Watch here

In this episode of Imperfect Marketing, I sit down with Zack Zeller, an expert in email marketing, AI, and copywriting. We dive into the evolving role of email as a marketing powerhouse—why it’s still one of the most effective strategies for businesses today and how to do it well.

Zack shares how his journey began by accident, sending daily emails to support his college’s fitness club (without the pizza bribes). From there, he built a thriving career working with major names like Jay Shetty, Jordan Belfort, and Agora, discovering firsthand the power of consistent, high-value email communication
.

The Power of Email Marketing

• Why email remains the single tactic that works for nearly every business
• How even a small list of 600 can generate $15,000 in a month
• Why sending three emails a week hits the sweet spot for most businesses
• The underrated role of email in building deep relationships versus the fast reach of social media

Using AI the Right Way

• Why AI can speed up content creation but can also push you backwards if misused
• The “dirty sponge” effect of repetitive, low-quality AI-driven content
• How Zack uses AI to track patterns, test subject lines, and refine campaigns
• Why real expertise, experience, and thought leadership must still shine through

Real Results from Real Campaigns

• A client with just 600 subscribers who saw $15K in sales in 30 days
• An agency owner whose daily emails turned $3K into $181K in just 90 days
• How nurturing leads over time (30, 60, 90+ days) consistently drives 4–5x more sales

Key Takeaways for Marketers

• Don’t fear being “salesy”—the problem is usually not enough marketing, not too much
• Email accelerates the know, like, and trust factor
• Consistency, case studies, and valuable insights are what make your emails worth opening
• The sales question changes from if they’ll buy to when they’ll buy

Whether you’re sending monthly newsletters or considering moving to three times a week, this episode will show you why email marketing is still the backbone of lasting success.

Are you ready to rethink how often and how well you’re showing up in inboxes? Tune in and discover why email may be the most valuable marketing channel you’re not fully leveraging yet.

Connect with Zack:
LinkedIn: linkedin.com/in/zackzeller22
Website: https://thisshouldntwork.com/test

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

Check and see how I am using it for FREE on YouTube.

From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.

Watch here

In this episode of Imperfect Marketing, I share how I cut presentation prep time from two days to just twenty minutes by leveraging AI tools and workflows. What used to feel overwhelming and time-consuming has become streamlined, consistent, and—dare I say—fun.

We explore the common mistakes most people make when creating presentations, why AI is a game-changer, and the exact five-step process I use to create polished, professional decks without losing days of productivity
.

The Problem with Presentations

• Why most people waste hours designing slides manually
• How perfectionism and starting from scratch slows everything down
• The pitfalls of relying only on minimal AI features in PowerPoint or Google Slides
  
  

The Two Biggest Mistakes with AI

• Not using AI at all, sticking to manual work
• Not giving AI enough content and context (remember—AI is not psychic!)
  
  

My Five-Step Presentation Workflow

1. Feed AI everything you have: old decks, transcripts, blogs, emails, or even a quick brain dump
2. Build and refine the outline: let AI create the structure, then adjust for audience and flow
3. Format in Markdown: create a clean hierarchy for importing into tools
4. Import to Gamma.app: edit slides, swap visuals, and customize to your style
5. Export to PowerPoint or Google Slides: finalize, add extras, and present offline with confidence
   
   

Pro Tips for Saving Time

• Use dictation to brain-dump ideas into ChatGPT or Claude on the go
• Always verify AI-sourced information (tools like Perplexity can help)
• Edit primarily in Gamma.app before exporting for the smoothest workflow
• Repurpose your presentations into worksheets, handouts, or future content
  
  

Key Takeaways for Marketers