Consulting Spotlight

In this episode of Consulting Spotlight, host Michael Bernzweig interviews Richard Lowe Jr., founder of The Writing King and a ghostwriting expert. Richard shares his unique journey from a corporate career to becoming a successful ghostwriter, emphasizing the importance of storytelling and personal experiences in writing. He discusses the value of having a book for professionals, the steps involved in the writing process, and the significance of marketing and distribution. Richard also addresses the evolving landscape of ghostwriting in the age of AI, highlighting the irreplaceable human touch in storytelling.

Sound Bites

• "Don't live in fear."
• "A book gives you credibility."
• "You need to know your audience."
• "Don't publish directly on Amazon."
• "Your story is important."
• "Ghostwriting is an art form."

Takeaways

• Don't live in fear; build up savings and confidence.
• Life's a journey; make it fulfilling and fun.
• A book gives you credibility and differentiates you.
• Know your audience before writing a book.
• Most books don't sell due to poor marketing or cover design.
• Consider a book an investment, not a cost.
• Avoid trying to write a book yourself if you're not a writer.
• The writing process should start with audience analysis.
• Marketing is crucial for book success; hire professionals if needed.
• AI cannot replicate the emotional depth of human writing.

Chapters

1. 00:00 Introduction to Richard Lowe and His Journey
2. 04:05 Lessons Learned from a Unique Career Path
3. 09:59 The Value of Ghostwriting for Professionals
4. 15:58 Navigating the Book Writing Process
5. 21:56 Marketing and Distribution Strategies for Authors
6. 29:53 The Future of Ghostwriting in the Age of AI

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In this episode of Consulting Spotlight, host Michael Bernzweig sits down with Ameet Khabra, the founder of HopSkip Media, a leading digital advertising agency. Ameet shares her inspiring journey of breaking into the digital marketing world at just 19 and building an agency that has managed over $4.3 million in ad spend.

Ameet discusses how she transitioned from running an event planning company to becoming a Google Ads expert, eventually founding HopSkip Media. She recounts her early days managing up to 68 accounts solo and navigating the complexities of Google Ads, including trips to Silicon Valley to collaborate with Google itself. Along the way, she developed a reputation for simplifying paid advertising strategies and delivering exceptional results for her clients.

This episode dives into Ameet’s unique approach to client retention, her insights on the evolving landscape of PPC (pay-per-click) advertising, and her thoughts on how AI and automation are shaping the future of digital marketing. Whether you're a business owner looking to optimize your ad spend or a marketer eager to stay ahead of industry trends, this conversation is packed with actionable advice and expert insights.

Key Discussion Points:

• Building an ad agency from scratch: Ameet’s journey from freelancing to managing millions in ad spend.
• The importance of tracking conversions: Why businesses must avoid "blind" advertising.
• Negative keywords and their role in optimizing ad performance.
• Why Google Ads isn’t “set it and forget it”: The critical need for daily monitoring.
• How Ameet's team balances automation with human oversight in PPC campaigns.
• The challenges and opportunities presented by AI in digital advertising.
• Differences between Google Ads and Meta Ads: Choosing the right platform for your business.
• Common mistakes businesses make when running ads—and how to avoid them.
• Why communication is key in client-agency relationships.
• The future of PPC: Insights into upcoming trends like Performance Max and Search Max.

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In this episode of Consulting Spotlight, host Michael Bernzweig sits down with Lorrie Thomas Ross, founder and CEO of Web Marketing Therapy, to explore her transformative journey from luxury retail sales to becoming a renowned marketing therapist. Lorrie shares how her early career in sales at Saks Fifth Avenue unexpectedly led her into the fast-paced world of internet marketing during the dot-com boom. She discusses the evolution of her business, from its inception to becoming a trusted partner for intentional leaders seeking clarity and results in their marketing strategies.

Lorrie delves into the art and science of marketing, emphasizing the importance of aligning branding with values and purpose. She explains how her firm’s unique approach—focused on credibility, usability, visibility, sellability, and scalability—has helped clients achieve remarkable results, including doubling revenues and creating sustainable growth strategies. With nearly two decades of experience, Lorrie also highlights the role of personal branding, digital PR, and AI in today’s marketing landscape.

Whether you're a solopreneur or part of a large organization, this episode is packed with actionable insights to help you optimize your marketing efforts while staying true to your brand's mission.

Key Discussion Points:

• Transitioning from luxury retail to digital marketing during the dot-com boom
• Founding Web Marketing Therapy and creating a values-driven agency
• The five-factor framework for marketing success: credibility, usability, visibility, sellability, scalability
• The importance of personal branding and thought leadership in modern marketing
• How AI is reshaping search and content strategies
• Common mistakes businesses make when hiring marketing professionals
• The role of long-term investment in advertising and programmatic channels
• Real-life client success stories: from rebranding to doubling revenue
• Balancing creativity with analytics for effective campaigns
• Tips for identifying the right marketing partner for your business

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 In this episode of Consulting Spotlight, host Michael Bernzweig sits down with Marla Ballard, CEO of U2 Shine, a pioneer in quantum personal development. Marla shares her transformative journey from navigating personal trauma to becoming a top-performing entrepreneur and leader in the field of quantum coaching.

Raised on a Kentucky farm and later facing immense challenges as a military spouse, Marla reveals how she rebuilt her life after her husband’s injury in Iraq. She started a wellness business, became a top producer in her field, and eventually discovered the power of quantum personal development. This led her to work with U2 Shine founder Victoria Rader, where she not only healed but also unlocked new levels of personal and professional success. Today, Marla leads U2 Shine’s team of 17 coaches, serving clients globally with innovative programs that blend energy work, universal laws, and practical strategies.

Marla explains how quantum personal development helps individuals align their energy with their goals, overcome limiting beliefs, and achieve holistic success. From expanding mental faculties to leveraging gratitude and universal laws, she shares actionable insights for anyone looking to unlock their potential. Whether you’re a business leader or someone seeking personal growth, this episode offers valuable lessons on resilience, empowerment, and transformation.

Key Discussion Points:

• Understanding quantum personal development: blending energy work with practical strategies
• Overcoming limiting beliefs using universal laws and energy alignment
• Marla’s journey from trauma to becoming CEO of U2 Shine
• The role of gratitude in achieving goals and manifesting success
• How U2 Shine’s Abundant Me program helps clients expand mental faculties
• Customizing coaching for diverse client needs across industries
• The importance of aligning personal energy with professional aspirations
• Practical tools like the Empower Me app for daily empowerment
• Insights into working with veterans and small business owners
• The impact of healing trauma on unlocking leadership potential

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In this episode of Consulting Spotlight, host Michael Bernzweig sits down with Derek Hales, founder of NAPLAB, a groundbreaking platform for data-driven mattress testing and reviews. From his humble beginnings testing mattresses in his one-bedroom apartment to building a thriving business that has tested over 420 mattresses, Derek shares his inspiring entrepreneurial journey.

Derek recounts how a personal need for an affordable, high-quality mattress led him to create a website that quickly gained traction and evolved into a full-fledged business. With a focus on objective, quantifiable data, NAPLAB has transformed the way consumers shop for mattresses by providing transparent, unbiased reviews. Derek also highlights the critical role of his wife, who leveraged her expertise in mathematics to develop advanced tools and processes that power NAPLAB's operations.

Throughout the conversation, Derek delves into the evolution of the mattress industry, from the rise of direct-to-consumer brands to advancements in materials and manufacturing. He also offers practical advice for consumers navigating the overwhelming world of mattress shopping and explains how NAPLAB's data-driven approach simplifies the decision-making process.

Whether you're an entrepreneur seeking inspiration or a consumer curious about what goes into finding the perfect mattress, this episode is packed with insights you won't want to miss.

Key Discussion Points:

• Launching NAPLAB: From weekend hobby to thriving business
• Testing over 420 mattresses: How Derek built a data-driven review system
• The rise of direct-to-consumer mattresses: A $15 billion industry transformation
• Key factors in choosing a mattress: Firmness, price, and materials
• Scaling operations: Leveraging automation and tools like WordPress and Google Sheets
• The role of data: How objective metrics ensure unbiased reviews
• Manufacturing insights: Behind-the-scenes at U.S.-based factories
• The importance of branding in a competitive market
• Lessons from transitioning from corporate SEO to entrepreneurship
• How AI and automation are shaping e-commerce businesses

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In this episode of Consulting Spotlight, we sit down with Nicole Whittle, Vice President of Operations at Outforce AI, a groundbreaking B2B marketplace that connects clients with over 80,000 vetted agencies worldwide. With more than 25 years of experience in software technology consulting, Nicole has been at the forefront of innovation in industries such as insurance, healthcare, and artificial intelligence.

Nicole shares her journey from traditional consulting to leading operations at Outforce AI, where she helps businesses find the perfect teams for their projects through a rigorous 10-step vetting process. She discusses the challenges organizations face when scaling technology solutions and how Outforce AI’s unique approach ensures success by matching clients with teams that align not just on technical expertise but also on culture and communication styles.

Throughout the conversation, Nicole highlights the importance of data-driven decision-making, how her team leverages GenAI to enhance processes, and why creating “wow moments” for clients is integral to their mission. Whether you're a startup looking to scale or an enterprise seeking innovation, Nicole’s insights will inspire you to rethink how you approach team-building and project execution.

Key Discussion Points:

• Discovering Nicole’s career path from consulting to VP at Outforce AI
• How Outforce AI’s marketplace connects clients with 80,000 vetted agencies
• The 10-step process that ensures clients find the right team in just 15 days
• The role of culture and communication in building successful partnerships
• Real-world examples of transformation before and after working with Outforce AI
• How GenAI tools are revolutionizing software development and operations
• Why data-driven insights are critical for aligning operations with business strategy
• Overcoming internal resistance to technological change
• The balance between innovation and execution in scaling businesses
• Key industries driving growth at Outforce AI: fintech, health tech, agritech, and more
• Practical advice for companies navigating digital transformation

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In this episode of Consulting Spotlight, host Michael Bernzweig sits down with Travis Fox, the visionary co-founder of Build Your Fortress, to explore how innovative building technologies are transforming the construction industry. Travis shares his journey from real estate and psychology to spearheading a revolution in housing through high-performance panels. These advanced materials, inspired by military applications, promise faster construction, reduced waste, and unparalleled durability—offering a lifeline for disaster recovery and affordable housing. 

Travis discusses his passion for empowering veterans and first responders by providing them with opportunities to rebuild their communities while creating sustainable housing solutions. From addressing America’s 8-million-home deficit to tackling inefficiencies in traditional construction methods, Travis outlines a bold vision for rebuilding America’s infrastructure. 

Tune in to learn how Build Your Fortress is combining mobility, innovation, and community-driven efforts to reshape the future of housing. Whether you’re a developer, investor, or simply curious about cutting-edge construction trends, this episode delivers actionable insights and inspiration. 

Key Discussion Points:
- Revolutionizing construction with high-performance panels 
- How Build Your Fortress reduces construction waste by 30% 
- Speed-to-build: Completing homes in hours instead of weeks 
- Addressing the 8-million-home deficit in the U.S. housing market 
- Empowering veterans and first responders with career opportunities 
- The role of mobile manufacturing units in disaster recovery 
- Cost savings: Up to 70% reduction in HVAC energy use 
- Building stronger, greener homes that withstand extreme weather 
- Partnering with Habitat for Humanity for large-scale developments 
- Challenges in navigating government bureaucracy and capital constraints 
- The future of attainable housing and community building 

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In this episode of Consulting Spotlight, host Michael Bernzweig sits down with Kristi Mitchell, founder of Marketing Uncomplicated and host of the Unfudge Your Marketing podcast. Kristi shares her inspiring journey from corporate marketing to entrepreneurship, celebrating six years of helping over 100 businesses streamline their marketing strategies. With a background in higher education and corporate marketing, Kristi’s transition to consulting was driven by her desire to balance family priorities and professional fulfillment.

Kristi discusses her evolution from offering full-service marketing execution to focusing exclusively on strategic consulting. She highlights how she helps service-based businesses overcome marketing overwhelm by building a solid organic foundation before diving into paid advertising. Through her signature two-month consulting package, Kristi provides actionable strategies tailored to each client’s unique needs, enabling them to attract leads, nurture relationships, and close deals effectively.

Listeners will gain valuable insights into Kristi’s four-phase Marketing Funnel Framework—Attract, Convert, Nurture, and Close—and learn how to optimize their digital presence for measurable results. Whether you're a business owner struggling with disjointed tactics or seeking to build a cohesive marketing strategy, this episode is packed with practical advice and success stories.

Key Discussion Points:
- Transitioning from corporate marketing to entrepreneurship
- Overcoming challenges as a solo entrepreneur during the pandemic
- The importance of building an organic marketing foundation
- Breaking down the four phases of the Marketing Funnel Framework
- Why businesses should focus on strategy before execution
- Common mistakes in social media and how to avoid them
- How Kristi’s clients achieved results like increased website leads
- The role of data in refining marketing strategies
- Managing overwhelm by prioritizing actionable steps
- The benefits of focusing on quality over quantity in audience engagement
- Insights into Kristi’s Unfudge Your Marketing podcast
- Why forward-thinking businesses invest in strategic marketing 

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In this episode of Consulting Spotlight, we feature Alex Yaroslavsky, founder of Conflict Yes and a certified mediator specializing in workplace dispute resolution. Born in the Soviet Union and immigrating to the US at age 10, Alex transformed his early experiences with cultural adaptation into expertise in conflict resolution and leadership coaching.

Starting his career as an IT consultant, Alex developed a unique approach to understanding human psychology and negotiation. His journey from studying car deal negotiations to becoming a certified mediator demonstrates the evolution of his expertise in transforming workplace disputes into collaborative solutions.

Today, Alex works with technology professionals and executives, coaching them to become more effective leaders while helping organizations establish conflict-resolution frameworks. His approach combines individual coaching with team facilitation, offering both personalized guidance and organizational conflict mediation.

Key Discussion Points
- The Three Pillars of Conflict: Logical/rational, relationship/trust, and nature/nurture perspectives
- Impact of Remote Work: How virtual platforms have made conflict resolution more accessible and cost-effective
- The Four C's Framework: Care, Clarity, Curiosity, and Choice in conflict resolution
- Cultural Influence: How personal background shapes conflict handling approaches
- Executive Coaching: Working with reluctant clients and "coaching jail" scenarios
- Process Implementation: Strategies for minimizing organizational conflict
- Leadership Communication: Common mistakes in handling team conflicts
- Corporate Client Focus: Working with doctors, lawyers, and professional organizations

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In this episode of Consulting Spotlight, Michelle Weinstein, founder of The Abundant Accountant and renowned sales strategist, shares her transformative journey from financial analyst to successful business coach. Her expertise lies in helping accounting, tax, and bookkeeping firm owners transform their practices through value-based pricing and strategic sales processes.

After starting her career at Moss Adams in M&A, Michelle's entrepreneurial spirit led her through various ventures, including a pivotal appearance on Shark Tank with her health food company, Fitzy Foods. Though faced with rejection, this experience became a stepping stone to her current success in helping accounting professionals master high-ticket sales.

Since 2018, Michelle has dedicated herself to helping countless firm owners double their revenue while achieving better work-life balance. Her approach focuses on eliminating hourly billing, moving away from demanding clients, and implementing value-based pricing strategies that reflect true worth.

Key Discussion Points
- Transitioning from corporate finance to entrepreneurship
- Building and scaling a food company that reached Costco and major sports teams
- Overcoming Shark Tank rejection and pivoting to business coaching
- Implementing value-based pricing in accounting firms
- Creating effective sales workflows for professional services
- Converting free consultations into paid diagnostic reviews
- Leveraging AI while maintaining human connection in accounting
- Developing premium pricing strategies for accounting services

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