More Perfect Marketing

In the home services industry, success isn;t measured by racking up leads... it's about building solid, long-lasting customer connections through smart marketing. Many businesses in this space chase after new leads while overlooking a goldmine of potential in the relationships they already have. In this episode we're chatting about how these businesses can shift their focus to not just ring the phone, but also keep it ringing with the right strategies. Our guest, Phil Risher, has been in the digital marketing trenches, especially for home services. Since 2019, he’s been helping businesses step up their marketing game, focusing on tactics that are all about long-term success. Phil is the owner of Phlash Consulting which helps local service businesses increase their sales and keep their schedules full through data-driven digital marketing consulting. After helping a 20-year-old $3M service business scale to $5M in 24 months and sell to private equity, Phil took that blueprint and now helps other home service businesses grow. Phil’s efforts in technology and small business have been featured on Jobber's Masters of Home Service, Forbes, CNBC, Yahoo Finance, The Wall Street. Links Mentioned: https://phlashconsulting.com https://www.youtube.com/@phlashconsulting

As the digital landscape evolves, one core marketing component remains crucial: how effectively you communicate with your audience. Email marketing, especially automated campaigns, can be a game-changer for businesses. But what happens when the “set it and forget it” approach morphs into a “set it and neglect it” reality? Spoiler alert: It's not good news. On this episode of "More Perfect Marketing," we explore the delicate balance between automation and careful management in email marketing. This topic is essential for anyone striving to optimize their marketing efforts without falling into common traps. Automation promises efficiency and scalability. Imagine sending thousands of personalized emails without lifting a finger. Sounds perfect, right? However, without proper oversight, these automated systems can become silent saboteurs, causing missed opportunities and revenue leaks. And let's not forget the dreaded cold email outreach issues that many marketers face—emails undelivered, unclicked, or worse, marked as spam. Our guest is MV Braverman, the founder of Inbox Welcome, where email deliverability gets done right. MV’s all about making sure your emails actually land in the inbox—because if they don’t, what’s the point? With a gift for cutting through the forest of jargon, MV helps solopreneurs and small businesses send emails people love to receive and mailbox providers love to deliver. Links Mentioned: inboxwelcome.com/automationcpr

Ever found yourself frustrated by how hard it can be to make a purchase or book a service? On this episode of More Perfect Marketing Live, we explore a crucial yet often overlooked aspect of business success: making it as easy as possible for your customers to say "yes." This concept can dramatically impact your business, whether you're an independent contractor or a large corporation. We often overlook how minor obstacles in the purchasing or booking process can create significant friction. For instance, imagine heading to an online store only to abandon your cart because the checkout process is too complicated. Or consider an ultra-busy home service provider who misses calls, resulting in losing potential clients. These small inconveniences could drive customers away and cost you dearly. Simplifying the customer journey is more than just making a good impression; it’s about enhancing efficiency and boosting sales. This episode explores how businesses, large and small, can identify and remove these roadblocks, fostering a smoother transaction funnel and ultimately driving greater success. Links Mentioned: thepreparedgroup.com/book

For marketing agencies, clarity, expectation-setting, and strategic business insights aren't just nice-to-haves; they're crucial for success. On this episode of "More Perfect Marketing," we explore the transformative power of setting clear roles, effective communication, and strategic thinking with our guest, Colby Wegter. If you’re struggling with managing client expectations or finding yourself bogged down by unnecessary meetings, this is an episode you won't want to miss. How often do you find yourself saying "yes" to clients just to keep them happy, only to realize later that it leads to muddled roles and unmet expectations? This episode sheds light on the importance of valuing clarity over happiness by defining roles and setting milestones that hold both parties accountable. After all, satisfaction stems from understanding and agreement, not just from over-delivering. My guest is Colby Wegterm, a seasoned marketing professional on a mission to help agency owners scale to seven figures while reducing their work hours. Plus Colby also focuses on developing customized systems and coaching that address individual business needs. Through his work with Autonomy Agency, he aims to impact thousands of clients by aiding just a handful of agency owners, a strategy he believes brings more value and freedom to the table. Links Mentioned: autonomyagency.com

Ever wonder why some marketing strategies fail to make a real impact despite substantial investment and effort? On this episode of "More Perfect Marketing," we explore the often overlooked, yet crucial elements that can make or break a marketing campaign. Whether it's the need for a more holistic approach, the role of strategic investment, or understanding the importance of marrying tactics with a strong underlying strategy, this conversation shines a spotlight on the complexities and criticalities of modern marketing. It's easy to get bogged down with the day-to-day tasks of marketing – building websites, running ads, crafting content – but without a cohesive strategy, these efforts can be like trying to tune an orchestra without a conductor. In this episode, we're breaking down what it takes to orchestrate a successful marketing strategy that not only drives results but also aligns perfectly with broader business goals. I'm joined by Jeremy Haselwood, the founder of Ampla Marketing, a consultancy noted for its meticulous blending of marketing services and strategic consulting. Jeremy's journey is as enlightening as it is inspiring. After a stint in the music industry, he pivoted to marketing, driven by the desire to make meaningful changes in how businesses engage with their audiences. His background gives him a unique perspective that combines creativity with strategic acumen, making him one of the most multifaceted marketers today. To say Jeremy is experienced would be an understatement. His work ranges from spearheading marketing efforts for large corporate brands to driving impactful campaigns for nonprofits. Over the past decade, Ampla Marketing has grown primarily through quality work and referrals, mirroring Jeremy's emphasis on building relationships and delivering exceptional results. Links Mentioned: JeremyHaselwood.com

In an era where the digital marketplace is teeming with strategies to win over customers, one approach often remains overlooked: leveraging your existing satisfied clients to bring in new business. It's more than just a strategy; it's about creating a self-sustaining engine that turns your delighted customers into your most effective salespeople. On this episode of More Perfect Marketing Live, we explore the untapped potential of referral marketing and how it can transform your business's revenue channels. Building a strong, reliable stream of referrals can be a game-changer for your business. Not only does it cost less than traditional advertising, but it also brings in high-quality leads who are more likely to convert. However, it’s not just about asking your clients to “tell a friend." It involves a systematic approach to building trust and leveraging social capital. Imagine turning every happy customer into an advocate who can't stop talking about your services. That's the real power of referral marketing. In the episode, we explore the different ways you can build a robust referral system. It's about understanding the practical elements as well as the psychological aspect behind the relationships you build with your clients. By the end, you'll not only want to revamp your referral strategy, but you'll also understand why it’s crucial for the longevity and growth of your business. Links Mentioned: https://thepreparedgroup.com/book

In an age where digital platforms shape the success of businesses, one cannot overstate the importance of crafting a robust online presence and marketing strategy. For entrepreneurs and business leaders, understanding how to effectively leverage platforms like Instagram can be groundbreaking. But there’s more to successful marketing than just posting online—it's an intricate dance between strategy, trust, and a relentless drive to innovate. On this episode we explore these vital elements with our special guest, Damiano Raveenthiran. Known for his pioneering work in radical marketing, Damiano has a reputation for pushing the boundaries in ways that capture attention, drive engagement, and create lasting brand loyalty. His unique approach is not just about meeting business goals but smashing through them with daring and creative marketing initiatives. In our conversation, Damiano shares his journey from designing websites in his adolescence to building a multifaceted career as a serial entrepreneur, mentor, and investor. His insight into Instagram as a key platform for marketing and branding is just a glimpse of the depth of knowledge he brings. As someone who started building sites at age 13 and saw his skills evolve alongside the internet, Damiano’s perspective is both seasoned and fresh. Links Mentioned: brandbutter.me linkedin.com/in/damianor instagram.com/damianor

How is it that some businesses thrive while others struggle to stay afloat, even when they offer similar products or services? The answer often lies in how a business positions itself. This episode of More Perfect Marketing Live explores an insightful concept: the importance of making your business distinctive by focusing on a specific problem for a specific audience. This episode will make you rethink your approach to problem-solving and how you market your business. As I recently observed at a conference in Oregon, businesses that carve out a niche or a specific problem to solve are often more successful than those that try to be all things to all people. Why is that? When you try to appeal to everyone, you end up diluting your brand and making it challenging for potential clients to remember what sets you apart. However, when you focus on a single problem or target a specific audience, your brand becomes memorable and attracts customers looking for exactly what you offer.

Businesses often jump straight into marketing without a clear strategy. They see someone else's success and assume the same approach will work for them, but that's rarely the case. On this live-streamed episode of More Perfect Marketing Live, I discuss the importance of a tailored marketing strategy and explore several key elements that should be at the forefront of your marketing efforts: Understand Your Goals: Before launching any marketing campaign, you need to clearly define what you want to achieve. Are you looking to attract new customers, increase your revenue, or something else? Knowing your objectives will guide your strategy.Assess Existing Resources: Evaluate your current marketing efforts and their effectiveness. Look at what’s working and what isn’t. This evaluation helps in reallocating resources to strategies that are more likely to succeed.Know Your Audience: Understanding who you are marketing to is essential. This involves knowing their needs, preferences, and behavior. Are you targeting a general audience or a specific niche? Tailoring your message to the right audience increases the chances of success.Metrics and Evaluation: Setting up metrics to measure the success of your campaigns is crucial. Determine what numbers you should be monitoring to evaluate the effectiveness of your marketing activities. This might include metrics like conversion rates, customer acquisition costs, or engagement rates.Strategic Planning: A well-thought-out marketing plan can save you from unplanned expenses and efforts that yield little to no results. Focus on strategic initiatives that align with your business challenges and have a clear purpose. I encourage you to explore these concepts further with the help of our new book, "The Prepared Marketing System." Links Mentioned: thepreparedgroup.com/book

Entrepreneurs and small business owners often face a unique blend of challenges and opportunities, where the stakes are high and the journey is filled with both excitement and uncertainty. But what if there was a set of practices or habits that could guide you towards consistent growth and success? On this episode of we explore just that. My guest is NY Times best-selling author, the CEO and co-founder of Keap, Clate Mask. Keap, the leader in small business automation software, is an 8-time Inc 5000 winner and is widely used by savvy small businesses to grow with automation. Clate’s passion is helping small businesses conquer the chaos and grow their business using the Six Keys to Success. When Clate isn’t serving entrepreneurs and building Keap, he loves to spend time with his wife, Charisse, their six kids, and their grandkids. He also loves playing golf and watching sports, with serious passion for the Arizona pro sports teams. He is intimately familiar with the balancing act of entrepreneurs, which is what drove him to discover and teach the Six Keys. Because success as an entrepreneur means having a great business and a great life. In our discussion, you don’t just get a list of to-dos from Clate; you get a roadmap for creating a more organized, strategic, and inspired approach to your business and life. Habit-forming and consistency are key, but it’s the strategic planning and leadership components Clate shares that truly set this episode apart. Automated processes in customer interactions are discussed not as a way to strip away personal touch but to enhance efficiency while maintaining genuine connection. For more insights and practical tips, make sure to listen to this engaging and enlightening episode. Clate’s wisdom and actionable advice are simply too valuable to miss. Links Mentioned: Conquer the Chaos Book: https://conquerthechaosbook.com/ Keap Playbook: https://www.keap.com/playbook

The essence of genuine human connection in marketing is at risk of fading into oblivion. How do we build meaningful relationships in an age where a personal touch seems like an endangered species? On this episode we explore exactly that, diving into why cultivating relationships with leads is far more valuable than simply acquiring them. We’ve seen this landscape evolve drastically over the years. Gone are the days when a simple web design service could make you stand out. With no smartphones and Google still a fledgling entity in 2003, traditional methods held sway. Today, the rules have changed. If you're stuck relying on outdated tactics, you're not leveraging the immense potential that comes from nurturing leads into valued clients. Yet, knowing the difference between a cold lead and a ready-to-buy prospect is crucial in this equation. Not all leads are created equal, and treating them as such might just spell disaster for your business growth. The secret sauce lies in understanding the journey from lead to prospect and the importance of building relationships along the way. So often, businesses fall into the trap of thinking lead generation spells success. But what happens next? How do you transform a lead into a loyal prospect? It’s about more than just sales techniques—it’s about thoughtful communication and repeated, authentic messaging that builds trust over time. Joining us to shed light on these fascinating insights are Mike Schmidt and AJ Rivera, the dynamic duo behind Agency Coach, a coaching team using real world experience and expertise to propel digital agencies to unparalleled success. Their collective mission at Agency Coach is to revolutionize the agency landscape by equipping entrepreneurs with the tools, strategies, and mindset necessary to thrive in the ever-evolving digital sphere. Links Mentioned: http://agencycoach.com/moreperfect

Businesses are constantly vying for attention, and standing out can seem nearly impossible. The secret? It's all about finding your unique selling proposition (USP). This mysterious yet crucial element can spell the difference between your business merely surviving and truly thriving. On this episode of More Perfect Marketing Live, we explore the intriguing concept of the USP and why it's a game-changer for any business looking to set itself apart. Understanding what makes your business unique isn't just about flashy slogans or catchy ads. It's about genuinely identifying what sets you apart in a meaningful and compelling way. It's about effective communication—helping potential customers understand why they should choose you over anyone else. Think of it as the cornerstone of all your marketing efforts, providing a clear and concise message that resonates with your target audience. Links Mentioned: https://thepreparedgroup.com/book

What if I told you that the key to a successful marketing strategy might lie in something as simple, yet profound, as sticking to your values? On this episode we explore the revolutionary potential of ethical marketing with Cat Valverde, a marketing professional who turned a burnout moment into a powerful business driven by ethics, integrity, and authenticity. These days marketing is often treated with skepticism, so Cat’s approach is a breath of fresh air. Her story is deeply personal and rooted in a quest for authenticity. Cat believes that intertwining personal values with business practices is not only possible but essential for long-term success. This is a topic worth considering, especially if you are tired of the cutthroat, often unscrupulous tactics that have come to define much of the marketing landscape. With joy in her heart, a Harvard MBA in progress and over $5 million in direct revenue created for clients to date; Cat Valverde is excited to laugh, take a deep breath and crack open the spreadsheets with us. Her focus is digital revenue strategy in the post-ads economy. She's most curious about the part we tend to talk about least in the digital business space: How's it (really) going financially? Founder of Profeshh and a digital marketing expert, Cat is on a mission to bring transparency and fairness into the marketing world. Growing up knowing that her father pioneered the unsavory telemarketing scams of the '80s and '90s—schemes that preyed on the elderly and vulnerable—Cat developed a deep-seated commitment to ethical and equitable business practices. This background fuels Cat's passion for creating marketing programs built on transparency, trust, and authenticity. With her latest program, she helps small businesses reengage and reactivate their email lists, bringing tailored, data-driven strategies to help them thrive. She's most excited to connect with SaaS, course creation, agency and eCommerce teams. Cat believes that there's enough sunshine for everyone. No matter what the economy looks like. When you're dedicated to ethical marketing, equanimity and bring a unique impact to the marketplace, you win. She and her team at Profeshh are here today with real cashflow solutions that you can implement right now, at no cost. Links Mentioned: https://emailrevamp.com

Marketing is a super-competitive activity... and many businesses inadvertently adopt a haphazard approach, hoping that something—anything—will stick and bring in customers. But what if the "spray and pray" and "throwing spaghetti at the wall" techniques are not just ineffective, but detrimental to your business? On this episode of More Perfect Marketing Live, we explore this critical topic and provide a roadmap to ensure your marketing dollars are well spent. Haphazard marketing, often described with terms like "random acts of marketing" or "throwing spaghetti at the wall," can drain resources without yielding meaningful results. These scattershot efforts miss the mark because they lack strategic focus. It's a common trap for businesses to fall into, especially when bombarded with numerous marketing channels promising the world with minimal effort. Understanding why this approach fails and learning to replace it with a systematic, customer-centric strategy is essential for the success of any enterprise. When businesses operate without a clear plan, they risk enormous waste—of time, money, and effort. For small businesses, this waste can be particularly catastrophic, affecting not just the bottom line but the overall quality of life of business owners. Imagine sacrificing personal goals, such as a family vacation, to fund a marketing campaign that ultimately flops. It’s not just frustrating; it’s avoidable. Tune in to discover just how to avoid this fate. Links Mentioned: https://thepreparedgroup.com/book

Sometimes, it’s not what you’re selling but how you’re telling the story that determines success. For many businesses these days, standing out involves more than just showcasing a product's features. Consumers are becoming more sophisticated and selective, often looking for more than just the utilitarian aspects of what’s on offer. That's why integrating personal stories and emotional connections into your business can make all the difference. These stories resonate with your audience on a deeper level, forging bonds that transcend mere transactions. On this episode of More Perfect Marketing, I’m joined by Brad Bucceri, who shares an incredible insight into the power of emotional storytelling in business marketing and how it can redefine success. Brad Bucceri, a seasoned marketing expert, has dedicated many years to the world of marketing, guiding small business owners through the evolving landscape of digital platforms. Frustrated by the complacency instilled by the Internet, Brad believes traditional unique selling propositions (USPs) have lost their impact. His mission is to educate entrepreneurs on the importance of standing out in a crowded market, not by claiming superiority, but by showcasing their unique identity. Through his work, Brad aims to transform marketing strategies, helping businesses position themselves as the only choice for their target audience. Links Mentioned: Find Brad Bucceri on LinkedIn at linkedin.com/in/bradbucceri

Many businesses overlook the crucial middle phase of the sales funnel, fixating instead on attracting new leads or closing sales. But, neglecting the middle can lead to missed opportunities and wasted efforts. By focusing on the middle of the funnel (MoFu), you can refine leads and ensure smoother transitions to the final purchase decision, ultimately boosting your conversion rates.  On this episode I explore the significance of the middle of the sales funnel and how businesses can effectively engage with prospects during this critical phase. The middle of the funnel acts as a bridge between initial engagement and the final sale, nurturing leads to ensure they are ready to convert. By maintaining continuity and delivering relevant communications at every stage of the buyer's journey, businesses can significantly enhance their chances of successful conversions. Joining me in this exploration is Brandi Starr, a marketing powerhouse with over 20 years of experience shaking up B2B and B2B2C companies. As COO at Tegrita, a consultancy that unlocks the power of email, she's all about transforming processes, enhancing go-to-market strategies, and ensuring smooth customer experiences. Named one of the Top 50 Women in MarTech, Brandi blends strategic vision with operational savvy. She's also the co-author of "CMO to CRO" and the host of the Revenue Rehab podcast, known for turning ideas into action and inspiring others in the marketing world. Links Mentioned: revenuerehab.live tegrita.com

It’s something every business owner, whether managing a small enterprise or a large corporation, has experienced but rarely talks about— the unpredictable and often nerve-wracking revenue roller coaster. Why is revenue one month booming and the next plummeting? On this episode of More Perfect Marketing Live, we tackle this very issue, providing actionable insights and practical advice for maintaining steady, predictable growth. Understanding the reasons behind fluctuating revenue isn't just for the number crunchers. It's crucial for anyone looking to build a sustainable business. The unpredictability of revenue can lead to sleepless nights and anxiety, distracting from your core mission. Worse yet, constant revenue swings can put your business at risk, blocking you from planning effectively, investing wisely, and ultimately growing your venture to its full potential. In this episode, my guest and business partner Ken Cook, who has years of experience working with small and large businesses alike, explains why this phenomenon happens and shares expert advice on how to break free from this cycle. With proven strategies and straightforward steps, Ken reveals how setting aside time to work on the business, not just in it, can set the foundation for stability. He emphasizes the unparalleled importance of sales pipeline management and maintaining consistent sales efforts, no matter how overwhelming your to-do list may become. Links Mentioned: thepreparedgroup.com/book

Ever wondered why some businesses seem to have seamless marketing and operational processes while others constantly struggle with data issues? On this episode I explore this crucial topic with tech and marketing expert, Kronda Adair. We discuss the importance of having access to and control over your business data and how this can significantly enhance your automation efforts and overall business efficiency. Kronda Adair has a rich background in web development and marketing. She transitioned from creating websites to offering marketing education and technology consulting. With her "Million Dollar Systems" service, Kronda helps businesses audit and improve their tech foundations to better support their marketing efforts. To learn more about Kronda and her services, you can visit her website at karveldigital.com. She’s also active on social media, sharing more tips and insights. Links Mentioned: https://karveldigital.com

In an era where marketing messages bombard us from every direction, how can businesses stand out and build meaningful connections with their audience? On this episode of More Perfect Marketing, we explore the power of humanizing customer relationships to not only capture attention but build trust that leads to lasting success. Picture a world where every ad you see is relevant and resonates with your needs and values. Imagine never rolling your eyes at another misaligned ad again. It sounds nearly impossible, right? Yet, this is exactly what we explore as Nick Smith, our guest from Loud Canvas Media, shares his expertise on tailoring marketing efforts to diverse customer segments. Understanding and connecting with your customer's unique needs is essential in today's market. Nick discusses why businesses must go beyond generic messaging and genuinely communicate with their audience in a way that matters. By delivering the right message to the right person at the right time, businesses can move from being just another brand in the crowd to a trusted advisor and problem solver. Nick Smith is a seasoned digital marketing expert and the President of Loud Canvas Media, where he supports over 1,000 websites and 400 active clients. With a unique journey from being a pastor to leading strategic marketing campaigns in the Pharma industry, including work on three of the top 10 most expensive drugs globally, Nick brings a deep understanding of purpose-driven leadership, rare disease strategy, and impactful storytelling. Links Mentioned: www.loudcanvas.com

If you’ve ever wondered why your business isn’t performing well on digital platforms or, worse, had your ad account suspended unexpectedly, then this episode is for you. We explore why digital platforms like Google and Meta have become the new gatekeepers of advertising and how this impacts your ability to reach your audience. On this episode, I'm joined by John Horn, who shares invaluable insights into the ever-evolving landscape of digital advertising. Understanding how these platforms regulate ads can mean the difference between a thriving online presence and frustrating limitations that stifle growth. John Horn is the CEO of StubGroup, where he helps small business owners and marketing teams struggling with paid ads to achieve real ROI. John combines expert ad management with a personalized, boutique approach that fosters close client relationships and ensures sustainable growth without the risk of unexpected setbacks like ad disapprovals or suspensions. Links Mentioned: https://stubgroup.com/free