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

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

The Evolution of SEO in the Age of AI

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

Kyle explains:

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

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

The Right Way to Approach SEO Strategy

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

Kyle describes the smarter approach:

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

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

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

Does Blogging Still Matter for SEO?

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

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

Effective blog content should:

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

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

Why Your Website Strategy Matters More Than Ever

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

Kyle explains why this can create problems:

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

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

The Most Important Marketing Lesson

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

“If you c

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

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

We discuss:

Why Most Businesses Struggle with Their Ideal Customer

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

The “Moose” Framework Explained

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

Strategy Before Tactics

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

The Power of Offline & Differentiation

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

Key Takeaways for Marketers

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

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

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

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

Resources & Links

Connect with Kay:

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

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

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

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

We dive into:

The Turning Point: From Invisible to Impactful

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

What Brand Strategy Actually Is (And Isn’t)

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

Why Mission, Vision, and Values Matter

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

The Biggest Branding Mistake Entrepreneurs Make

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

Rob shares his biggest marketing lesson learned:

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

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

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

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

Tune in to rethink how you approach your brand.

Connect with Rob:

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

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

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

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

We cover:

How a Book Becomes a Silent Sales Tool

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

Using AI to Write Faster (Without Losing Your Voice)

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

The Real Value of a Short, Imperfect Book

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

What I’d Do Differently Next Time

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

Key Takeaways for Business Owners & Experts

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

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

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

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

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

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

Why Most Self-Published Books Miss the Mark

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

Traditional Publishing vs. Self-Publishing vs. Hybrid Models

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

What It Actually Costs to Publish a Professional Book

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

One-Stop Shop vs. Piecing It Together Yourself

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

How a Small Book Can Create Big Business Results

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

A Marketing Lesson That Still Holds True

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

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

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

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

Connect with Michele Defilippo:
Website:

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

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

From Fear to Visibility

Ed opens up about:

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

Where to Show Up (and Where Not To)

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

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

Creating a Visibility System That Fits Your Life

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

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

The Role of Video, AI, and Authenticity

We also explore:

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

Common Content Mistakes (and How to Fix Them)

Ed highlights one of the biggest mistakes entrepreneurs make:

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

Key Takeaways

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

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

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

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

 🎧 Tune in and start s

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

We cover:

Why Imperfection Builds Trust

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

Podcasting for Business (Not Just Downloads)

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

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

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

Practical Podcasting Advice

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

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

Connect with Virginia Elder:

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

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

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

The Classroom Experiment That Changed the Conversation

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

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

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

The Big Insight: It’s Not Either/Or

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

The final recommendation combined:

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

Instead of abandoning what worked, they built around it. 

What Integrated Marketing Actually Looks Like

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

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

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

A Simple Framework to Evaluate Your Marketing

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

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

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

Key Takeaways

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

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

If you’ve ever felt stuck choosing between what’s familiar and what’s new, this episode offers a smarter way forward—one

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

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

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

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

Healthy Spending Benchmarks That Support Growth

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

Cash Flow + Systems That Keep You in Business

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

Profit, Growth, and the Reality of Seasons

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

Biggest Marketing Lesson Learned

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

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

Connect with Danielle Hayden:

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

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

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

The Tech + Human Balance in Modern Marketing

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

How to Avoid Getting Overwhelmed by Trends

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

A Real Transformation Example

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

Branding Mistakes That Quietly Cost You Business

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

A Hard Marketing Lesson Learned

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

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

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

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