Marketing today can feel overwhelming with endless platforms, ads, and tactics pulling you in different directions. This week on 2 Regular Guys, Terry sits down with Aaron to unpack an uncommon approach to marketing that cuts through the noise. The conversation is based on a seminar Aaron was scheduled to give at GPX Long Beach before GPX shifted away from real education and toward sales-driven sessions. Instead of chasing every new trend or burning out on busywork, you’ll discover a framework that helps small business owners simplify their message, attract the right customers, and build momentum with confidence. Whether you feel stuck, inconsistent, or just tired of guessing, this conversation will show you a clearer path to marketing better in 2025 and beyond.

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Better Marketing Strategies

You were scheduled to present this seminar at GPX Long Beach, but GPX pulled back from education. Can you share a little about what happened there and why you still wanted to bring this message to people?

GPX made a decision after I announced working with APAS to terminate their commitment to bring me out for shows as education. They wanted APAS to pay for the time, and that is not what this is about: trying to sell someone something. I respect their choice, but here’s the thing: small business owners are craving real strategies, not product demos disguised as classes. I felt strongly that this message still needed to be shared, so instead of leaving it behind, we’re bringing it right here to the 2 Regular Guys.

You’ve been working with small business owners for nearly 30 years. Why do you think so many still feel overwhelmed or stuck when it comes to marketing?

Most education, when it comes to marketing, focuses on the strategies. That’s great when people have a foundation, but most small businesses don’t, so for them, marketing feels like a moving target. There are so many options—social media, email, ads, networking, SEO now AI, and they are all changing daily. People end up dabbling here and there but never feeling confident. And the reality is, it’s not that they’re bad at marketing. It’s that they don’t have a clear plan or foundation. That’s what leads to inconsistency and frustration and what feels like wasted time and money on marketing.

So what is the answer? How can we all market better in 2025 and beyond?

The way I’ve simplified it is by focusing on three core elements that every business can apply, no matter its size or industry. It’s not about copying someone else’s exact formula. It’s about having a framework that works for you. And once you see it, marketing becomes much less about overwhelm and much more about consistency and connection. In the seminar, I call it our marketing superhero plan and it is 3 simple C’s
CLARITY – Define WHO you serve and WHY they should choose you. I have borrowed a saying that I like to use to remind myself of how important this is. “When you try to be all things to everyone, you end up becoming nothing to no one.” Who specifically is your ideal customer? Get crystal clear on your ideal customer and what they truly need, not what you sell.
CONNECTION – Shaping how you market and going away from marketing being about selling, but instead about awareness that builds trust and relationships. Your customers aren’t just buying your product—they’re buying into your story, your values, and how you help them.
CONSISTENCY – Marketing works when you show up consistently, not when you try to do everything at once. All the shiny objects, new fancy strategies can be blinding. But they are easy to sell because of our instant gratification need. But real long-term success comes from being consistent.

Let’s start with the first part plan, clarity. What’s the biggest shift small business owners need to make here?

We try to market to everyone, trying to make the biggest fly trap to catch everyone, and as the saying goes, when you try to be all things to everyone, you end up being nothing to no one. It’s just too noisy out there for that wide net. The key is to get crystal clear about who you serve, what problem you solve for them, and why they would choose you. Once you have that clarity, your message stops blending into the noise.

Once they make that shift, what changes in how they market their business?

They realize it is much more important to have a conversation with one specific person so there is clarity and connection quickly. The flip from trying to convince people, and instead, they start attracting the right people. You stop chasing customers and start connecting with them, because your message is now speaking directly to their needs and their transformation. And that one person you are trying to connect with becomes the magnet that draws in all of the right customers for you.

Definitely makes sense. It seems counterintuitive at first, but it is definitely a better and less costly use of a business’s resources. The second C is CONNECTION. Once they have clarity, what is a mistake when it comes to connection, and what’s a better way?

The mistake is trying to copy this marketing guru or relying on hacks and tricks, like fear-based messaging, transactional offers, or just making the most noise. That doesn’t build trust or connection. The better way is to focus on genuine connection. I use what I call the I3 Formula: Be Interesting, Be Interested, Be Inviting. That could be a whole day session, but think about the 3 I’s in that order. What makes YOU stand out = interesting. Show that you care ABOUT THEM = interested and then invite people to take the next step. A clear, specific call to action is not salesy; it’s actually inviting. If you focus on the 3 Is, you build relationships instead of just pushing sales.

The last C is consistency, and I know business owners tend to struggle with this due to all the hats they have to wear. How do you recommend they simplify it?

You’re exactly right, it is the number of responsibilities with marketing just being another thing on the list. They try to do everything at once and see some new “strategy” that makes sense in the ad, so they buy the system, and it doesn’t work for them. People are telling them they have to get out there more, so they’re posting on five platforms, running ads, sending emails, networking, and they burn out. Or they give up too soon because results feel slow. My advice is simple: pick one strategy that matches your strengths and commit to it for 90 days. Stick with it. That’s how momentum builds. Obviously, there is some groundwork to do in this, as I said, pick a strategy that matches your strength. But I’m happy to help anyone through this. Sign up for an SVP Sessions osg.link/svp

Lets make sure that listeners have a very practical takeaway. Can you give us an example of a simple 90-day action someone could commit to that would move the needle for their business?

Let’s say that writing is your strength and you love to do that. Commit to a weekly email or blog for 90 days. If you love teaching, run a short live workshop series or do a daily “lesson” on social media. If you love face-to-face, focus on networking and referrals. Make sure you