UNDERESTIMATED: The Small Business Advantage Podcast Sun, 07 Jun 2026 08:05:14 -0400 https://redcircle.com/shows/underestimated en © 2026 UNDERESTIMATED: The Small Business Advantage Podcast yes a1e48467-77ad-4fac-94f9-d4a7750b155a Shawna Suckow episodic false Small businesses have been underestimated for decades. That turns out to be their greatest advantage.


Underestimated is the small business podcast for entrepreneurs, owners, and marketers ready to win without pretending to be bigger. Hosted by ‘The Buyer Insider’ Shawna Suckow, the show explores practical small business marketing strategies, customer behavior, sales tactics, and growth ideas that actually work—leaning into what big brands can't: trust, transparency, speed, and human connection.


Through sharp insights and candid conversations with experts, Underestimated breaks down small business marketing, customer retention, leadership, and operations—without big budgets, bloated teams, or corporate nonsense.


Because small businesses don't need to act big to win. They just need to use what big companies can't. RSSVERIFY

]]> Buzzsprout (https://www.buzzsprout.com) Small business, Marketing strategy, Entrepreneurship, Business growth, Small business owner, Marketing tips, Business advice, Competitive advantage, Getting Customers, Business podcast, Small business marketing, Underestimated Shawna Suckow https://storage.buzzsprout.com/758hto141hesr3wvvag8kxva296l?.jpg UNDERESTIMATED: The Small Business Advantage Podcast https://redcircle.com/shows/underestimated How Can My Small Business Compete on More Than Just Price? EP17 How Can My Small Business Compete on More Than Just Price? EP17 If customers can’t tell the difference between you and your competitors, you’re competing on price, whether you realize it or not. In this episode of Underestimated, Shawna Suckow breaks down how small businesses can stand out in crowded, highly commoditized markets without racing to the bottom on pricing. You’ll learn how niching down builds trust faster, why generic marketing language makes businesses invisible, how to attract fiercely loyal customers, and why being the specialist beats being the cheapest every time. If you’re tired of customers price shopping your business, this episode will change how you market yourself forever.


Why Customers Price Shop Small Businesses

Most businesses sound exactly alike.

“Great service.”
“Friendly staff.”
“Family owned.”
“Trusted partner.”
“Over 20 years of experience.”

The problem: your competitors are saying the exact same things.

When customers hear identical messaging from every company in your market, they stop looking for meaningful differences. They compare prices instead. That’s when businesses become interchangeable, and loyalty disappears.

In this episode, Shawna explains why so many small business owners accidentally market themselves like commodities, even when they are dramatically better than their competitors.

If you’ve ever wondered:

  • How do I stop competing on price?
  • Why do customers keep price shopping my business?
  • How can a small business stand out in a crowded market?

...this episode is for you.


The Real Reason Customers Can’t Tell Businesses Apart

Most businesses focus heavily on features and benefits, but customers are overwhelmed with marketing messages every single day. Generic language gets filtered out almost instantly.

Customers don't remember polished slogans. They remember businesses that feel specific, trustworthy, and relevant to their exact situation.

This episode explores why phrases like:

  • “We go above and beyond”
  • “We care about our customers”
  • “Professional and reliable service”
  • “Knowledgeable staff”
  • “Attention to detail”

actually weaken your positioning when everybody else is saying the same thing.

Shawna explains how businesses unknowingly train customers to shop on price by sounding too broad and too safe. For small business owners trying to improve marketing results in 2026, this shift matters more than ever.


Why Specialists Win More Business

People seek out specialists because specialists reduce uncertainty. When customers are nervous about making the wrong decision, they look for expertise that feels tailored to their exact need.

Shawna shares examples from industries like:

  • Plumbing
  • Real estate
  • Car dealerships
  • Promotional products
  • Service businesses

You’ll hear why a plumber who specializes in old homes becomes more valuable than a plumber who simply advertises “fast, friendly service.”

You’ll also hear the story of a young realtor who discovered her niche by serving the tattoo community she already knew and trusted, instead of trying to compete against every established realtor in her city.

This is one of the most important marketing shifts small business owners can make in 2026 and beyond.

Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-17 

CONNECT WITH SHAWNA: 

#SmallBusinessMarketing #Differentiation #Branding #Entrepreneurship #SmallBusiness #Underestimated 





Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> If customers can’t tell the difference between you and your competitors, you’re competing on price, whether you realize it or not. In this episode of Underestimated, Shawna Suckow breaks down how small businesses can stand out in crowded, highly commoditized markets without racing to the bottom on pricing. You’ll learn how niching down builds trust faster, why generic marketing language makes businesses invisible, how to attract fiercely loyal customers, and why being the specialist beats being the cheapest every time. If you’re tired of customers price shopping your business, this episode will change how you market yourself forever.


Why Customers Price Shop Small Businesses

Most businesses sound exactly alike.

“Great service.”
“Friendly staff.”
“Family owned.”
“Trusted partner.”
“Over 20 years of experience.”

The problem: your competitors are saying the exact same things.

When customers hear identical messaging from every company in your market, they stop looking for meaningful differences. They compare prices instead. That’s when businesses become interchangeable, and loyalty disappears.

In this episode, Shawna explains why so many small business owners accidentally market themselves like commodities, even when they are dramatically better than their competitors.

If you’ve ever wondered:

  • How do I stop competing on price?
  • Why do customers keep price shopping my business?
  • How can a small business stand out in a crowded market?

...this episode is for you.


The Real Reason Customers Can’t Tell Businesses Apart

Most businesses focus heavily on features and benefits, but customers are overwhelmed with marketing messages every single day. Generic language gets filtered out almost instantly.

Customers don't remember polished slogans. They remember businesses that feel specific, trustworthy, and relevant to their exact situation.

This episode explores why phrases like:

  • “We go above and beyond”
  • “We care about our customers”
  • “Professional and reliable service”
  • “Knowledgeable staff”
  • “Attention to detail”

actually weaken your positioning when everybody else is saying the same thing.

Shawna explains how businesses unknowingly train customers to shop on price by sounding too broad and too safe. For small business owners trying to improve marketing results in 2026, this shift matters more than ever.


Why Specialists Win More Business

People seek out specialists because specialists reduce uncertainty. When customers are nervous about making the wrong decision, they look for expertise that feels tailored to their exact need.

Shawna shares examples from industries like:

  • Plumbing
  • Real estate
  • Car dealerships
  • Promotional products
  • Service businesses

You’ll hear why a plumber who specializes in old homes becomes more valuable than a plumber who simply advertises “fast, friendly service.”

You’ll also hear the story of a young realtor who discovered her niche by serving the tattoo community she already knew and trusted, instead of trying to compete against every established realtor in her city.

This is one of the most important marketing shifts small business owners can make in 2026 and beyond.

Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-17 

CONNECT WITH SHAWNA: 

#SmallBusinessMarketing #Differentiation #Branding #Entrepreneurship #SmallBusiness #Underestimated 





Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> https://www.thebuyerinsider.com/podcast/episode-17 Shawna Suckow Buzzsprout-19249828 Sun, 07 Jun 2026 07:00:00 -0500 1500 small business, marketing, differentiation 1 17 full false Why Do Customers Trust Small Businesses Less in 2026 (And How Do You Fix It)? EP16 Why Do Customers Trust Small Businesses Less in 2026 (And How Do You Fix It)? EP16 If your marketing feels harder than it used to, you’re not imagining it. Today’s customers are more skeptical, more informed, and far less tolerant of vague or overly polished messaging. In this episode of Underestimated, Shawna Suckow breaks down how buyer behavior has shifted and what small business owners must change to stay relevant. You’ll learn how to market to skeptical customers, why transparency builds trust faster than perfection, what messaging to stop using immediately, and how to adapt your strategy for today’s low-trust environment. If you want more conversions and stronger customer relationships, this episode shows you exactly where to start.

Take the Free Trust Assessment: https://www.thebuyerinsider.com/trust-assessment

Why Small Business Marketing Feels Harder Right Now

Small business owners across industries are noticing the same pattern. Marketing is not producing the same results it used to. Engagement is lower, trust takes longer, and customers are slower to make decisions.

This is not random. Buyer behavior has fundamentally changed. Customers are more cautious, more research-driven, and more skeptical of anything that feels unclear or overly polished.

What Changed in Buyer Behavior

Today’s customers do not rely on marketing claims alone. They look for proof, consistency, and signals of credibility before they take action.

They read reviews. They compare options. They question messaging.

If your marketing lacks clarity or feels generic, it creates hesitation instead of confidence.

Here's what we'll answer today

  •  Why customers trust businesses less than they did 5–10 years ago 
  •  What changed in buyer behavior and decision-making 
  •  Why traditional marketing language is losing effectiveness 
  •  How skeptical customers evaluate businesses before buying 
  •  What builds trust faster in today’s market 
  •  How small businesses can compete with larger companies 
  •  What messaging mistakes are reducing conversions 
  •  How to create marketing that feels clear, real, and credible 

If you're searching for answers on these topics, check out this episode!

  •  small business marketing strategy 2026 
  •  how to build trust with customers 
  •  why customers are more skeptical today 
  •  buyer psychology trends for small businesses 
  •  how to compete with big brands as a small business 
  •  how to increase conversions without lowering prices 
  •  trust-based marketing strategies 
  •  how to stand out in a crowded market 
  •  customer trust and loyalty strategies 
  •  how to improve small business marketing results 

The Real Competitive Advantage for Small Businesses

Small businesses do not win by competing on price, speed, or scale. Larger companies will always have an advantage in those areas.

The advantage for small businesses is the ability to be more human, more responsive, and more transparent.

Customers today are not looking for perfect. They are looking for clarity and authenticity. When your messaging is specific and your communication is direct, trust builds faster and conversions follow.

Key Marketing Shifts to Make Now

To stay competitive in today’s environment, small businesses need to:

  •  Simplify messaging so customers immediately understand the offer 
  •  Replace vague claims with specific, concrete details 
  •  Show how decisions are made and how work actually happens 
  •  Use transparency to reduce uncertainty and build confidence 

These shifts help customers move forward faster and feel more confident choosing your business.

Who This Episode Is For

This episode is for small business owners, entrepreneurs, and marketers who are navigating a more skeptical and cautious customer base. It is especially relevant if you are seeing slower sales cycles, lower engagement, or more hesitation from potential buyers.

Final Takeaway

Customers have changed, and that shift is not temporary. The businesses that grow are the ones that adjust how they communicate, how they build trust, and how they connect with their audience.

Small businesses have a unique advantage in this environment. When used correctly, it becomes the reason customers choose you over larger competitors.

Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-16 

CONNECT WITH SHAWNA: 

#SmallBusinessMarketing #MarketingStrategy #CustomerTrust #BuyerBehavior #EntrepreneurMarketing #SmallBusinessTips #Marketing2026 #BusinessGrowth #CustomerExperience #BrandTrust #DigitalMarketingStrategy #MarketingForSmallBusiness 

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> If your marketing feels harder than it used to, you’re not imagining it. Today’s customers are more skeptical, more informed, and far less tolerant of vague or overly polished messaging. In this episode of Underestimated, Shawna Suckow breaks down how buyer behavior has shifted and what small business owners must change to stay relevant. You’ll learn how to market to skeptical customers, why transparency builds trust faster than perfection, what messaging to stop using immediately, and how to adapt your strategy for today’s low-trust environment. If you want more conversions and stronger customer relationships, this episode shows you exactly where to start.

Take the Free Trust Assessment: https://www.thebuyerinsider.com/trust-assessment

Why Small Business Marketing Feels Harder Right Now

Small business owners across industries are noticing the same pattern. Marketing is not producing the same results it used to. Engagement is lower, trust takes longer, and customers are slower to make decisions.

This is not random. Buyer behavior has fundamentally changed. Customers are more cautious, more research-driven, and more skeptical of anything that feels unclear or overly polished.

What Changed in Buyer Behavior

Today’s customers do not rely on marketing claims alone. They look for proof, consistency, and signals of credibility before they take action.

They read reviews. They compare options. They question messaging.

If your marketing lacks clarity or feels generic, it creates hesitation instead of confidence.

Here's what we'll answer today

  •  Why customers trust businesses less than they did 5–10 years ago 
  •  What changed in buyer behavior and decision-making 
  •  Why traditional marketing language is losing effectiveness 
  •  How skeptical customers evaluate businesses before buying 
  •  What builds trust faster in today’s market 
  •  How small businesses can compete with larger companies 
  •  What messaging mistakes are reducing conversions 
  •  How to create marketing that feels clear, real, and credible 

If you're searching for answers on these topics, check out this episode!

  •  small business marketing strategy 2026 
  •  how to build trust with customers 
  •  why customers are more skeptical today 
  •  buyer psychology trends for small businesses 
  •  how to compete with big brands as a small business 
  •  how to increase conversions without lowering prices 
  •  trust-based marketing strategies 
  •  how to stand out in a crowded market 
  •  customer trust and loyalty strategies 
  •  how to improve small business marketing results 

The Real Competitive Advantage for Small Businesses

Small businesses do not win by competing on price, speed, or scale. Larger companies will always have an advantage in those areas.

The advantage for small businesses is the ability to be more human, more responsive, and more transparent.

Customers today are not looking for perfect. They are looking for clarity and authenticity. When your messaging is specific and your communication is direct, trust builds faster and conversions follow.

Key Marketing Shifts to Make Now

To stay competitive in today’s environment, small businesses need to:

  •  Simplify messaging so customers immediately understand the offer 
  •  Replace vague claims with specific, concrete details 
  •  Show how decisions are made and how work actually happens 
  •  Use transparency to reduce uncertainty and build confidence 

These shifts help customers move forward faster and feel more confident choosing your business.

Who This Episode Is For

This episode is for small business owners, entrepreneurs, and marketers who are navigating a more skeptical and cautious customer base. It is especially relevant if you are seeing slower sales cycles, lower engagement, or more hesitation from potential buyers.

Final Takeaway

Customers have changed, and that shift is not temporary. The businesses that grow are the ones that adjust how they communicate, how they build trust, and how they connect with their audience.

Small businesses have a unique advantage in this environment. When used correctly, it becomes the reason customers choose you over larger competitors.

Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-16 

CONNECT WITH SHAWNA: 

#SmallBusinessMarketing #MarketingStrategy #CustomerTrust #BuyerBehavior #EntrepreneurMarketing #SmallBusinessTips #Marketing2026 #BusinessGrowth #CustomerExperience #BrandTrust #DigitalMarketingStrategy #MarketingForSmallBusiness 

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Shawna Suckow Buzzsprout-19210034 Sun, 31 May 2026 07:00:00 -0500 1358 full false How to Have the Hard Talk with Employees, Vendors, or Customers | EP15 How to Have the Hard Talk with Employees, Vendors, or Customers | EP15 Avoiding difficult conversations might feel easier in the moment, but it almost always makes things worse over time. In this episode, Shawna Suckow sits down with communication expert Dr. Janel Anderson to break down how small business owners can handle tough conversations with employees, customers, and vendors without triggering defensiveness or escalating conflict. You'll learn how to recognize when it's time to speak up, how to start conversations without putting people on edge, and how to guide discussions toward real solutions. If you've ever delayed a hard conversation and paid for it later, this episode gives you a better way forward. 

Most small business owners don't avoid difficult conversations because they lack courage -- they avoid them because they understand the stakes. The relationship, the tone, the risk of things going sideways. But delay doesn't protect any of that. It amplifies the problem while quietly draining your focus and energy. In this episode, Shawna and Dr. Janel Anderson of Working Conversations break down a practical, research-backed framework for the conversations most small business owners keep putting off -- with employees, customers, and vendors. 

WHAT YOU'LL LEARN: 

  • The one signal that tells you it's time (or past time) to have the conversation 
  • Why "we need to talk" is the worst possible opener -- and what to say instead 
  • How to start from facts the other person agrees with, so defensiveness drops before it starts 
  • Why you should stop talking after you state the issue -- and let silence do the work 
  • How to handle employees who throw excuses, deflect, or bring up unrelated issues 
  • How to de-escalate an upset customer using mirror neurons (no "calm down" required) 
  • How to address vendor problems without blowing up a relationship you can't afford to lose 
  • Why co-creating the solution -- instead of prescribing it -- leads to lasting accountability 
  • The one step most leaders skip: scheduling the follow-up before you leave the room 

IF YOU'VE BEEN SEARCHING FOR: 

- how to have difficult conversations at work 

- how to give feedback to employees without conflict 

- dealing with upset customers as a small business owner 

- conflict resolution strategies for small business 

- leadership communication skills for managers 

...this episode gives you a step-by-step approach you can use in your next conversation. The dread beforehand is almost always worse than the conversation itself. 

Take Dr. Janel Anderson's Conversation Style Quiz to find out if you're an Avoider, Improviser, Escalator, or Deflector -- and get clarity on your go-to pattern under pressure. https://www.janelanderson.com/quiz 

GUEST: Dr. Janel Anderson | Founder, Working Conversations LLC | Author of Head On: How to Approach Difficult Conversations Directly www.janelanderson.com 

Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-15 

CONNECT WITH SHAWNA: 

#DifficultConversations #SmallBusinessCommunication #ConflictResolution #EmployeeManagement #LeadershipCommunication #Entrepreneurship #SmallBusiness #Underestimated 

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Avoiding difficult conversations might feel easier in the moment, but it almost always makes things worse over time. In this episode, Shawna Suckow sits down with communication expert Dr. Janel Anderson to break down how small business owners can handle tough conversations with employees, customers, and vendors without triggering defensiveness or escalating conflict. You'll learn how to recognize when it's time to speak up, how to start conversations without putting people on edge, and how to guide discussions toward real solutions. If you've ever delayed a hard conversation and paid for it later, this episode gives you a better way forward. 

Most small business owners don't avoid difficult conversations because they lack courage -- they avoid them because they understand the stakes. The relationship, the tone, the risk of things going sideways. But delay doesn't protect any of that. It amplifies the problem while quietly draining your focus and energy. In this episode, Shawna and Dr. Janel Anderson of Working Conversations break down a practical, research-backed framework for the conversations most small business owners keep putting off -- with employees, customers, and vendors. 

WHAT YOU'LL LEARN: 

  • The one signal that tells you it's time (or past time) to have the conversation 
  • Why "we need to talk" is the worst possible opener -- and what to say instead 
  • How to start from facts the other person agrees with, so defensiveness drops before it starts 
  • Why you should stop talking after you state the issue -- and let silence do the work 
  • How to handle employees who throw excuses, deflect, or bring up unrelated issues 
  • How to de-escalate an upset customer using mirror neurons (no "calm down" required) 
  • How to address vendor problems without blowing up a relationship you can't afford to lose 
  • Why co-creating the solution -- instead of prescribing it -- leads to lasting accountability 
  • The one step most leaders skip: scheduling the follow-up before you leave the room 

IF YOU'VE BEEN SEARCHING FOR: 

- how to have difficult conversations at work 

- how to give feedback to employees without conflict 

- dealing with upset customers as a small business owner 

- conflict resolution strategies for small business 

- leadership communication skills for managers 

...this episode gives you a step-by-step approach you can use in your next conversation. The dread beforehand is almost always worse than the conversation itself. 

Take Dr. Janel Anderson's Conversation Style Quiz to find out if you're an Avoider, Improviser, Escalator, or Deflector -- and get clarity on your go-to pattern under pressure. https://www.janelanderson.com/quiz 

GUEST: Dr. Janel Anderson | Founder, Working Conversations LLC | Author of Head On: How to Approach Difficult Conversations Directly www.janelanderson.com 

Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-15 

CONNECT WITH SHAWNA: 

#DifficultConversations #SmallBusinessCommunication #ConflictResolution #EmployeeManagement #LeadershipCommunication #Entrepreneurship #SmallBusiness #Underestimated 

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> https://www.thebuyerinsider.com/podcast/episode-15 Buzzsprout-19209221 Sun, 24 May 2026 07:00:00 -0500 2249 15 full false SEO vs GEO: Your Business Is About to Become Invisible | EP14 SEO vs GEO: Your Business Is About to Become Invisible | EP14 Search is changing faster than most small businesses realize, and the shift from SEO to GEO is not subtle. It is a complete rewrite of how customers find you. In this episode, Shawna Suckow breaks down why traditional search engine optimization is losing ground and how generative engine optimization is already deciding which businesses get recommended and which ones disappear. You will learn how AI tools like ChatGPT and Google's Gemini are changing customer behavior, what signals actually matter now, and how to restructure your website and visibility so your business is trusted, surfaced, and chosen. 

If your business relies on being found online, this is a shift you cannot ignore. SEO is no longer the primary way customers discover businesses. AI tools like ChatGPT and Google's Gemini are now deciding which businesses get recommended — and which ones are never seen. This is where GEO, or Generative Engine Optimization, comes in. In this episode, Shawna breaks down how AI-driven search is reshaping visibility for small businesses and why traditional SEO strategies are losing ground fast. 

WHAT YOU'LL LEARN: 

- The difference between SEO and GEO 

- Why ranking on Google is becoming less important 

- How AI tools decide which businesses to recommend 

- What signals actually matter for visibility now 

- How to structure your website for AI-driven search 

- Why small businesses have a real advantage in this shift 

IF YOU'VE BEEN SEARCHING FOR: 

- SEO vs GEO explained 

- Generative engine optimization for small business 

- How AI is changing search results 

- How to get found in ChatGPT or Gemini 

- Small business marketing strategy 2026 

- How to increase online visibility with AI ...this episode will show you exactly what is changing and what to do next. The businesses that win won't be the ones that rank. They'll be the ones AI trusts enough to recommend.

FREE EPISODE RESOURCE: SEO vs. GEO 90-Day Guide:

https://www.thebuyerinsider.com/seo-vs-geo-guide

CONNECT WITH SHAWNA: 

Subscribe: https://www.youtube.com/@ShawnaSuckow 

Visit: https://www.thebuyerinsider.com 

Newsletter: https://www.thebuyerinsider.com/newsletter 

Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault 

#SEOvsGEO #GenerativeEngineOptimization #SmallBusinessMarketing #AISearch #OnlineVisibility #Entrepreneurship #SmallBusiness #Underestimated 

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Search is changing faster than most small businesses realize, and the shift from SEO to GEO is not subtle. It is a complete rewrite of how customers find you. In this episode, Shawna Suckow breaks down why traditional search engine optimization is losing ground and how generative engine optimization is already deciding which businesses get recommended and which ones disappear. You will learn how AI tools like ChatGPT and Google's Gemini are changing customer behavior, what signals actually matter now, and how to restructure your website and visibility so your business is trusted, surfaced, and chosen. 

If your business relies on being found online, this is a shift you cannot ignore. SEO is no longer the primary way customers discover businesses. AI tools like ChatGPT and Google's Gemini are now deciding which businesses get recommended — and which ones are never seen. This is where GEO, or Generative Engine Optimization, comes in. In this episode, Shawna breaks down how AI-driven search is reshaping visibility for small businesses and why traditional SEO strategies are losing ground fast. 

WHAT YOU'LL LEARN: 

- The difference between SEO and GEO 

- Why ranking on Google is becoming less important 

- How AI tools decide which businesses to recommend 

- What signals actually matter for visibility now 

- How to structure your website for AI-driven search 

- Why small businesses have a real advantage in this shift 

IF YOU'VE BEEN SEARCHING FOR: 

- SEO vs GEO explained 

- Generative engine optimization for small business 

- How AI is changing search results 

- How to get found in ChatGPT or Gemini 

- Small business marketing strategy 2026 

- How to increase online visibility with AI ...this episode will show you exactly what is changing and what to do next. The businesses that win won't be the ones that rank. They'll be the ones AI trusts enough to recommend.

FREE EPISODE RESOURCE: SEO vs. GEO 90-Day Guide:

https://www.thebuyerinsider.com/seo-vs-geo-guide

CONNECT WITH SHAWNA: 

Subscribe: https://www.youtube.com/@ShawnaSuckow 

Visit: https://www.thebuyerinsider.com 

Newsletter: https://www.thebuyerinsider.com/newsletter 

Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault 

#SEOvsGEO #GenerativeEngineOptimization #SmallBusinessMarketing #AISearch #OnlineVisibility #Entrepreneurship #SmallBusiness #Underestimated 

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> https://www.thebuyerinsider.com/podcast/episode-14 Buzzsprout-19171979 Sun, 17 May 2026 07:00:00 -0500 1123 SEO, GEO, Small Business, Marketing 1 14 full false Small Businesses: Do THIS to Make Selling Easier | EP13 Small Businesses: Do THIS to Make Selling Easier | EP13 Small business sales doesn't have to feel awkward. Sales coach Bethany George introduces the Trust Styles framework—four dog breeds that reveal your natural sales personality. Learn why traditional sales strategies fail small business owners, how to hire salespeople whose style complements yours, and why being yourself is the most effective selling strategy. Includes Shawna's real hiring mistake and the 10-year partnership that actually works. Discover which breed matches your personality and how to stop fighting your natural style.

Many small business owners follow sales advice that doesn't fit. Outreach feels uncomfortable. Conversations feel strained. Hiring a salesperson backfires. Why? You're trying to sell like a Husky when you might be a Golden Retriever.

In this episode, Shawna and Bethany George of Sales Mystique break down the Trust Styles framework—revealing your natural sales personality and how to hire salespeople whose style complements yours.

WHAT YOU'LL LEARN:
• The four Trust Style breeds: Golden Retriever, German Shepherd, Doberman, Husky
• Why traditional sales strategies fail small business owners
• How your natural communication style is your superpower
• What to look for when hiring your first salesperson
• How to position yourself with the right people
• Why being yourself in sales is the most effective strategy
• Real examples of each breed in action
• Trust style assessment and deeper archetypes

Take Bethany's Trust Styles Quiz to discover which breed matches your personality—and stop fighting your natural selling style.

GUEST: Bethany George | Founder & Sales Coach | Sales Mystique
www.thesalesmystique.com (http://www.thesalesmystique.com/) | Instagram: @salesintrovert

RESOURCES:
Take the Trust Styles Quiz: https://www.thesalesmystique.com/quiz
Free Assessment: https://www.thesalesmystique.com (https://www.thesalesmystique.com/)
Full Episode & Transcript: https://www.thebuyerinsider.com/podcast/episode-12

CONNECT WITH SHAWNA:
Subscribe: https://www.youtube.com/@ShawnaSuckow
Visit: https://www.thebuyerinsider.com (https://www.thebuyerinsider.com/)
Newsletter: https://www.thebuyerinsider.com/newsletter
Free Resources: https://www.thebuyerinsider.com/vault

#SmallBusinessSales #SalesStrategy #TrustStyles #PersonalityTypes #B2BSales #Entrepreneurship #SmallBusiness #Underestimated

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Small business sales doesn't have to feel awkward. Sales coach Bethany George introduces the Trust Styles framework—four dog breeds that reveal your natural sales personality. Learn why traditional sales strategies fail small business owners, how to hire salespeople whose style complements yours, and why being yourself is the most effective selling strategy. Includes Shawna's real hiring mistake and the 10-year partnership that actually works. Discover which breed matches your personality and how to stop fighting your natural style.

Many small business owners follow sales advice that doesn't fit. Outreach feels uncomfortable. Conversations feel strained. Hiring a salesperson backfires. Why? You're trying to sell like a Husky when you might be a Golden Retriever.

In this episode, Shawna and Bethany George of Sales Mystique break down the Trust Styles framework—revealing your natural sales personality and how to hire salespeople whose style complements yours.

WHAT YOU'LL LEARN:
• The four Trust Style breeds: Golden Retriever, German Shepherd, Doberman, Husky
• Why traditional sales strategies fail small business owners
• How your natural communication style is your superpower
• What to look for when hiring your first salesperson
• How to position yourself with the right people
• Why being yourself in sales is the most effective strategy
• Real examples of each breed in action
• Trust style assessment and deeper archetypes

Take Bethany's Trust Styles Quiz to discover which breed matches your personality—and stop fighting your natural selling style.

GUEST: Bethany George | Founder & Sales Coach | Sales Mystique
www.thesalesmystique.com (http://www.thesalesmystique.com/) | Instagram: @salesintrovert

RESOURCES:
Take the Trust Styles Quiz: https://www.thesalesmystique.com/quiz
Free Assessment: https://www.thesalesmystique.com (https://www.thesalesmystique.com/)
Full Episode & Transcript: https://www.thebuyerinsider.com/podcast/episode-12

CONNECT WITH SHAWNA:
Subscribe: https://www.youtube.com/@ShawnaSuckow
Visit: https://www.thebuyerinsider.com (https://www.thebuyerinsider.com/)
Newsletter: https://www.thebuyerinsider.com/newsletter
Free Resources: https://www.thebuyerinsider.com/vault

#SmallBusinessSales #SalesStrategy #TrustStyles #PersonalityTypes #B2BSales #Entrepreneurship #SmallBusiness #Underestimated

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Shawna Suckow Buzzsprout-19097088 Sun, 10 May 2026 07:00:00 -0500 2267 1 12 full false Are You Wasting Small Business Week? EP12 Are You Wasting Small Business Week? EP12 Small Business Week is the biggest visibility opportunity of the year for small business owners, yet most don’t use it effectively. In this episode of Underestimated, Shawna Suckow shares seven quick, no-cost marketing strategies to help you stand out, attract customers, and build stronger connections with your community. From increasing local visibility and re-engaging past customers to building trust through behind-the-scenes content and leveraging free PR opportunities, these simple tactics are designed for real-world execution. If you want practical small business marketing ideas that drive awareness, engagement, and growth during Small Business Week and beyond, this episode gives you a clear plan.

Small Business Week only happens once a year, and it’s one of the rare moments when people are already thinking about supporting businesses like yours. The question is whether you’re giving them a reason to notice you.

In this episode, you’ll walk through seven simple, practical actions you can implement immediately without spending money or adding hours to your schedule.

You’ll learn how to:

  •  Remind your community why your business matters and the role you play locally 
  •  Reconnect with past and current customers in a way that feels natural and timely 
  •  Build trust faster by showing the real, human side of your business 
  •  Use behind-the-scenes content and team stories to create stronger connections 
  •  Collaborate with other local businesses to expand your reach organically 
  •  Position your business as a meaningful alternative to large corporations 
  •  Turn Small Business Week into ongoing momentum instead of a one-week spike 

This episode also breaks down how to get more visibility by tapping into existing conversations, including how to use Small Business Week messaging, local organizations, and community partnerships to extend your reach.

You’ll also hear simple ways to approach local media for potential press coverage, even if you’ve never done PR before, and how to create a relevant angle that increases your chances of being featured.

If you’ve ever felt like marketing takes too much time, costs too much money, or requires constant creativity, this episode is a reminder that some of the most effective strategies are also the simplest.

The goal is not to do more. It’s to do what works, at the right time, when attention is already in your favor.

Use this week to show up, be visible, and remind people why small businesses like yours are worth choosing.

Full Episode & Transcript: https://www.thebuyerinsider.com/podcast/episode-12

CONNECT WITH SHAWNA
Vault Resources: https://www.thebuyerinsider.com/vault

Subscribe to Underestimated: https://www.youtube.com/@ShawnaSuckow
Visit The Buyer Insider: https://www.thebuyerinsider.com (https://www.thebuyerinsider.com/)
Get the Newsletter: https://www.thebuyerinsider.com/newsletter


#SmallBusinessWeek #SalesStrategy #SmallBusiness #Entrepreneurship #Marketing #SmallBusinessMarketing #Underestimated

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Small Business Week is the biggest visibility opportunity of the year for small business owners, yet most don’t use it effectively. In this episode of Underestimated, Shawna Suckow shares seven quick, no-cost marketing strategies to help you stand out, attract customers, and build stronger connections with your community. From increasing local visibility and re-engaging past customers to building trust through behind-the-scenes content and leveraging free PR opportunities, these simple tactics are designed for real-world execution. If you want practical small business marketing ideas that drive awareness, engagement, and growth during Small Business Week and beyond, this episode gives you a clear plan.

Small Business Week only happens once a year, and it’s one of the rare moments when people are already thinking about supporting businesses like yours. The question is whether you’re giving them a reason to notice you.

In this episode, you’ll walk through seven simple, practical actions you can implement immediately without spending money or adding hours to your schedule.

You’ll learn how to:

  •  Remind your community why your business matters and the role you play locally 
  •  Reconnect with past and current customers in a way that feels natural and timely 
  •  Build trust faster by showing the real, human side of your business 
  •  Use behind-the-scenes content and team stories to create stronger connections 
  •  Collaborate with other local businesses to expand your reach organically 
  •  Position your business as a meaningful alternative to large corporations 
  •  Turn Small Business Week into ongoing momentum instead of a one-week spike 

This episode also breaks down how to get more visibility by tapping into existing conversations, including how to use Small Business Week messaging, local organizations, and community partnerships to extend your reach.

You’ll also hear simple ways to approach local media for potential press coverage, even if you’ve never done PR before, and how to create a relevant angle that increases your chances of being featured.

If you’ve ever felt like marketing takes too much time, costs too much money, or requires constant creativity, this episode is a reminder that some of the most effective strategies are also the simplest.

The goal is not to do more. It’s to do what works, at the right time, when attention is already in your favor.

Use this week to show up, be visible, and remind people why small businesses like yours are worth choosing.

Full Episode & Transcript: https://www.thebuyerinsider.com/podcast/episode-12

CONNECT WITH SHAWNA
Vault Resources: https://www.thebuyerinsider.com/vault

Subscribe to Underestimated: https://www.youtube.com/@ShawnaSuckow
Visit The Buyer Insider: https://www.thebuyerinsider.com (https://www.thebuyerinsider.com/)
Get the Newsletter: https://www.thebuyerinsider.com/newsletter


#SmallBusinessWeek #SalesStrategy #SmallBusiness #Entrepreneurship #Marketing #SmallBusinessMarketing #Underestimated

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Shawna Suckow Buzzsprout-19110385 Fri, 01 May 2026 15:00:00 -0500 650 1 12 full false Why You're Stuck (and How to Finally Move Forward) | EP11 Why You're Stuck (and How to Finally Move Forward) | EP11 As a small business owner, do you ever feel paralyzed by a big goal, a tough decision, or just...life? Life and business coach Maren LaFollette of The Clarity Buzz joins Shawna to talk about what actually gets people unstuck—and it's not motivation. Maren shares how she went from a burned-out content creator to building a career rooted in her values, strengths, and honest self-reflection. They dig into why we make emotion-based decisions (and why that's holding us back), how to tackle impossible tasks, and why the accountability gap is the real enemy of progress. If you've been spinning your wheels, this one's for you. Maren's Instagram: @TheClarityBuzz

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> As a small business owner, do you ever feel paralyzed by a big goal, a tough decision, or just...life? Life and business coach Maren LaFollette of The Clarity Buzz joins Shawna to talk about what actually gets people unstuck—and it's not motivation. Maren shares how she went from a burned-out content creator to building a career rooted in her values, strengths, and honest self-reflection. They dig into why we make emotion-based decisions (and why that's holding us back), how to tackle impossible tasks, and why the accountability gap is the real enemy of progress. If you've been spinning your wheels, this one's for you. Maren's Instagram: @TheClarityBuzz

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Buzzsprout-19061076 Sun, 26 Apr 2026 13:00:00 -0500 1367 small business,business coach,decision making,accountability,getting unstuck,underestimated 1 11 full true 5 Marketing Myths That Are Costing You Money | EP10 5 Marketing Myths That Are Costing You Money | EP10 Are these 5 marketing myths draining your small business budget? In this episode, Shawna Suckow busts five common myths — from needing a big budget or a polished brand to requiring a marketing agency — and shows what actually works instead. From the discount trap (CVS and Kohl's have trained customers to never pay full price) to why Gen Z has already figured out what took the rest of us decades to learn, this episode is a practical gut-check for any small business owner ready to stop throwing money at the wrong things.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Are these 5 marketing myths draining your small business budget? In this episode, Shawna Suckow busts five common myths — from needing a big budget or a polished brand to requiring a marketing agency — and shows what actually works instead. From the discount trap (CVS and Kohl's have trained customers to never pay full price) to why Gen Z has already figured out what took the rest of us decades to learn, this episode is a practical gut-check for any small business owner ready to stop throwing money at the wrong things.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Buzzsprout-18897432 Mon, 20 Apr 2026 11:00:00 -0500 1029 small business,marketing,underestimated,marketing myths,authentic marketing 1 10 full false How to Get FREE Media Coverage for Your Small Business | EP9 How to Get FREE Media Coverage for Your Small Business | EP9 Editor Barbara Scofidio brings 30+ years of media expertise...and the real-world experience of owning four retail stores...to this candid conversation. She and Shawna break down exactly how small business owners can earn free press: building genuine relationships with editors, creating newsworthy events, using LinkedIn, pursuing awards, and pitching articles that actually get picked up. Plus, what to do when negative coverage hits. No PR budget required. If getting your business in the news has felt out of reach, this episode changes your approach completely.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Editor Barbara Scofidio brings 30+ years of media expertise...and the real-world experience of owning four retail stores...to this candid conversation. She and Shawna break down exactly how small business owners can earn free press: building genuine relationships with editors, creating newsworthy events, using LinkedIn, pursuing awards, and pitching articles that actually get picked up. Plus, what to do when negative coverage hits. No PR budget required. If getting your business in the news has felt out of reach, this episode changes your approach completely.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Buzzsprout-18920142 Sun, 12 Apr 2026 07:00:00 -0500 1799 small business,marketing,media coverage,PR,free press,LinkedIn,awards 1 9 full false Weird Collaborations That Get New Customers and Tons of Media Coverage | EP8 Weird Collaborations That Get New Customers and Tons of Media Coverage | EP8 Have you ever done a collaboration with another small business to drive business to both of you? In this episode, Shawna Suckow takes it a giant step forward -- talking about weird, unusual collaborations that stop scrolls, earn free media coverage, and build community. From taxidermy and cheese to donuts and beer (and bikes and beer, and dogs and beer) to kids and mortgages, crafts and car washes, death and coffee, and more. No big budget required.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Have you ever done a collaboration with another small business to drive business to both of you? In this episode, Shawna Suckow takes it a giant step forward -- talking about weird, unusual collaborations that stop scrolls, earn free media coverage, and build community. From taxidermy and cheese to donuts and beer (and bikes and beer, and dogs and beer) to kids and mortgages, crafts and car washes, death and coffee, and more. No big budget required.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Shawna Suckow Buzzsprout-18951946 Sun, 05 Apr 2026 07:00:00 -0500 1435 small business, marketing, collaboration, community, partnerships 8 full false Stop AI Overkill! Here's All You Need| EP7 Stop AI Overkill! Here's All You Need| EP7 If you feel like you're drowning in AI tools, you're not alone. In this episode of Underestimated: The Small Business Advantage Podcast, Shawna Suckow cuts through the noise and shares the only five AI tools small business owners actually need. No tech overwhelm. No complicated setups. Just practical tools that save time, sharpen decision-making, and help you move faster.You'll learn how to build your own AI board of directors, streamline daily operations, simplify your finances, define your brand, and create smarter systems that support real growth. If AI has felt like too much, this episode will show you how to make it simple -- and actually useful.Full episode + show notes: https://www.shawnasuckow.com/podcast/episode-7Listen on:- Spotify: https://open.spotify.com/show/52IdRfqWyIlhuigXP3c3yg- Apple Podcasts: https://podcasts.apple.com/us/podcast/underestimated/id1879825557- Amazon Music: https://music.amazon.com/podcasts/3269147e-25d7-41e4-a069-626aef30ad5e/underestimated-the-small-business-advantage-podcast- iHeart: https://lnkd.in/gjYhsmiq- Podcast Addict: https://lnkd.in/g58_aX-c- Pandora: https://lnkd.in/gwzGGvz2Subscribe to Underestimated: The Small Business Advantage PodcastNow is the time to be small. New episodes weekly.https://www.shawnasuckow.com

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> If you feel like you're drowning in AI tools, you're not alone. In this episode of Underestimated: The Small Business Advantage Podcast, Shawna Suckow cuts through the noise and shares the only five AI tools small business owners actually need. No tech overwhelm. No complicated setups. Just practical tools that save time, sharpen decision-making, and help you move faster.You'll learn how to build your own AI board of directors, streamline daily operations, simplify your finances, define your brand, and create smarter systems that support real growth. If AI has felt like too much, this episode will show you how to make it simple -- and actually useful.Full episode + show notes: https://www.shawnasuckow.com/podcast/episode-7Listen on:- Spotify: https://open.spotify.com/show/52IdRfqWyIlhuigXP3c3yg- Apple Podcasts: https://podcasts.apple.com/us/podcast/underestimated/id1879825557- Amazon Music: https://music.amazon.com/podcasts/3269147e-25d7-41e4-a069-626aef30ad5e/underestimated-the-small-business-advantage-podcast- iHeart: https://lnkd.in/gjYhsmiq- Podcast Addict: https://lnkd.in/g58_aX-c- Pandora: https://lnkd.in/gwzGGvz2Subscribe to Underestimated: The Small Business Advantage PodcastNow is the time to be small. New episodes weekly.https://www.shawnasuckow.com

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Buzzsprout-18902365 Thu, 02 Apr 2026 14:00:00 -0500 1203 small business,AI tools,artificial intelligence,underestimated,AI for small business,ChatGPT,business productivity 1 7 full false Why Your Marketing Is Everywhere and Getting You Nowhere: How to Fix Chaotic Marketing and Start Getting Results | EP6 Why Your Marketing Is Everywhere and Getting You Nowhere: How to Fix Chaotic Marketing and Start Getting Results | EP6 If your marketing feels scattered, that's because it probably is. Josh Anderson, founder of MKTG Reboot and fractional CMO to growing businesses, walks Shawna through the exact framework he uses to bring clarity to chaotic marketing operations. From cutting 25-30% of what most businesses are doing (because it isn't working) to building the one messaging document that gets your whole team speaking the same language... this episode is a masterclass in doing less, saying more, and finally getting traction. Whether you're a solo founder or leading a small team, you'll walk away knowing exactly where your marketing is leaking and how to plug it.



Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> If your marketing feels scattered, that's because it probably is. Josh Anderson, founder of MKTG Reboot and fractional CMO to growing businesses, walks Shawna through the exact framework he uses to bring clarity to chaotic marketing operations. From cutting 25-30% of what most businesses are doing (because it isn't working) to building the one messaging document that gets your whole team speaking the same language... this episode is a masterclass in doing less, saying more, and finally getting traction. Whether you're a solo founder or leading a small team, you'll walk away knowing exactly where your marketing is leaking and how to plug it.



Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Shawna Suckow Buzzsprout-18881388 Sun, 22 Mar 2026 07:00:00 -0500 1865 1 6 full false Why Emotion Beats Logic in Small Business Marketing: How to Stop Getting Crickets and Start Getting Customers | Ep5 Why Emotion Beats Logic in Small Business Marketing: How to Stop Getting Crickets and Start Getting Customers | Ep5 You've posted. You've waited. And all you got back were crickets. If your social media is a list of features and benefits, that's exactly the problem ... and Shawna breaks it down in this solo episode. Science is clear: facts don't stick. Stories do. Emotion makes things memorable, and memorable makes you money. Shawna walks through the exact formula for turning any boring feature into a story that stops the scroll, builds trust, and makes you unforgettable. From "family owned since 1952" to "family owned since disco was in style" ... small tweaks, massive results. Listen now.

Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> You've posted. You've waited. And all you got back were crickets. If your social media is a list of features and benefits, that's exactly the problem ... and Shawna breaks it down in this solo episode. Science is clear: facts don't stick. Stories do. Emotion makes things memorable, and memorable makes you money. Shawna walks through the exact formula for turning any boring feature into a story that stops the scroll, builds trust, and makes you unforgettable. From "family owned since 1952" to "family owned since disco was in style" ... small tweaks, massive results. Listen now.

Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Shawna Suckow 8724880d-65bb-4707-aedc-79f831808193 Sun, 15 Mar 2026 06:00:50 -0500 519 1 5 full false How Small Business Owners Can Beat Overwhelm and Focus on What Actually Matters | Ep4 How Small Business Owners Can Beat Overwhelm and Focus on What Actually Matters | Ep4 Every small business owner knows the feeling: too many things on the list, all of them screaming urgent, none of them obviously most important. Clarity expert Debbie Peterson joins Shawna to break down why overwhelm is a choice problem, not a time problem. Debbie shares her Clarity Compass framework, starting with the single most powerful question you can ask yourself, plus her Do It/Delete It/Delegate It tool for weeks when everything feels equally critical. If you're spinning your wheels instead of moving the needle, this episode is exactly what you need. 

Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Every small business owner knows the feeling: too many things on the list, all of them screaming urgent, none of them obviously most important. Clarity expert Debbie Peterson joins Shawna to break down why overwhelm is a choice problem, not a time problem. Debbie shares her Clarity Compass framework, starting with the single most powerful question you can ask yourself, plus her Do It/Delete It/Delegate It tool for weeks when everything feels equally critical. If you're spinning your wheels instead of moving the needle, this episode is exactly what you need. 

Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Shawna Suckow 89b0bdc5-1c9b-41a2-af7e-0eff07d61939 Fri, 13 Mar 2026 14:10:47 -0500 1808 1 4 full false STOP THE SOCIAL MEDIA CHAOS! DO LESS, WIN MORE | Ep3 STOP THE SOCIAL MEDIA CHAOS! DO LESS, WIN MORE | Ep3 Social media feels overwhelming for a reason. You’re trying to be everywhere — LinkedIn, Instagram, Facebook, YouTube, TikTok — all while running a business. For small business owners with limited time and resources, that approach isn’t sustainable, and it’s quietly hurting your results. In this episode of Underestimated, Shawna Suckow explains why competing everywhere like large brands is the wrong strategy and how narrowing your focus can dramatically improve performance. This isn’t about shrinking visibility; it’s about increasing effectiveness. You’ll learn why scattered marketing dilutes impact, how to choose the right platform, and why focused consistency builds stronger trust.

Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Social media feels overwhelming for a reason. You’re trying to be everywhere — LinkedIn, Instagram, Facebook, YouTube, TikTok — all while running a business. For small business owners with limited time and resources, that approach isn’t sustainable, and it’s quietly hurting your results. In this episode of Underestimated, Shawna Suckow explains why competing everywhere like large brands is the wrong strategy and how narrowing your focus can dramatically improve performance. This isn’t about shrinking visibility; it’s about increasing effectiveness. You’ll learn why scattered marketing dilutes impact, how to choose the right platform, and why focused consistency builds stronger trust.

Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Shawna Suckow 62d30f40-3cf0-481b-8654-9f5953897289 Sun, 01 Mar 2026 14:25:37 -0600 1479 1 3 full false Customers Have Changed. Here’s What To Do About It | Ep2 Customers Have Changed. Here’s What To Do About It | Ep2 Your customers are not the same as they were five years ago. They’re more skeptical. More informed. More impatient. And far less tolerant of corporate-sounding marketing. In this episode of Underestimated, Shawna Suckow breaks down what has actually changed in buyer behavior — and what small business marketing must do differently to stay relevant. This is not just mindset; It’s tactics. You’ll learn 1) How to market to a more skeptical buyer, 2) Why transparency now outperforms polish, 3) What to stop saying immediately, 4) How to adjust messaging to build faster trust. If your marketing feels harder than it used to, it’s not random. Customers evolved. Your strategy needs to evolve with them.

Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Your customers are not the same as they were five years ago. They’re more skeptical. More informed. More impatient. And far less tolerant of corporate-sounding marketing. In this episode of Underestimated, Shawna Suckow breaks down what has actually changed in buyer behavior — and what small business marketing must do differently to stay relevant. This is not just mindset; It’s tactics. You’ll learn 1) How to market to a more skeptical buyer, 2) Why transparency now outperforms polish, 3) What to stop saying immediately, 4) How to adjust messaging to build faster trust. If your marketing feels harder than it used to, it’s not random. Customers evolved. Your strategy needs to evolve with them.

Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Shawna Suckow c852e1af-2f2b-4ac2-9839-8b7566842538 Sun, 01 Mar 2026 14:25:23 -0600 1467 1 2 full false WHY ACTING BIG IS HURTING YOUR SMALL BUSINESS | Ep1 WHY ACTING BIG IS HURTING YOUR SMALL BUSINESS | Ep1 Small businesses have been told for decades that they need to “act big” to compete. Bigger systems. Bigger messaging. Bigger presence. But that advice is quietly draining energy, resources, and the very advantage small businesses have today. In this first episode of Underestimated, Shawna Suckow breaks down why pretending to be bigger than you are is slowing growth — and why owning your size is now a competitive edge. You’ll learn how agility, proximity, clarity, and authenticity outperform polish, complexity, and corporate positioning in today’s buyer landscape.



Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Small businesses have been told for decades that they need to “act big” to compete. Bigger systems. Bigger messaging. Bigger presence. But that advice is quietly draining energy, resources, and the very advantage small businesses have today. In this first episode of Underestimated, Shawna Suckow breaks down why pretending to be bigger than you are is slowing growth — and why owning your size is now a competitive edge. You’ll learn how agility, proximity, clarity, and authenticity outperform polish, complexity, and corporate positioning in today’s buyer landscape.



Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Shawna Suckow bf1358eb-3ac2-4b62-9ab3-e5df564cb703 Sun, 01 Mar 2026 14:00:19 -0600 1271 1 1 false Welcome to Underestimated (Trailer) Welcome to Underestimated (Trailer) You didn’t start your business to become the overworked employee of your own company. Yet somehow you’re the CEO, head of marketing, operations, HR, and customer service—all before lunch. In this trailer episode of Underestimated, buyer behavior expert Shawna Suckow explains why small businesses don’t lose because they’re small—they lose when they try to act big. In a low-trust economy, small is no longer a liability. It’s leverage. This podcast is built for small business owners who want smarter marketing, operations, finances, leadership, and real strategy—without burnout, hustle culture, or pretending you have a forty-person team.



Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> You didn’t start your business to become the overworked employee of your own company. Yet somehow you’re the CEO, head of marketing, operations, HR, and customer service—all before lunch. In this trailer episode of Underestimated, buyer behavior expert Shawna Suckow explains why small businesses don’t lose because they’re small—they lose when they try to act big. In a low-trust economy, small is no longer a liability. It’s leverage. This podcast is built for small business owners who want smarter marketing, operations, finances, leadership, and real strategy—without burnout, hustle culture, or pretending you have a forty-person team.



Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault. 

]]> Shawna Suckow d4f023d8-5b92-4566-828c-b886e7918569 Tue, 24 Feb 2026 13:31:09 -0600 127 false