Imperfect Marketing

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Are you marketing what you want to sell, or what your customers actually value?

In this episode of Imperfect Marketing, Kendra Corman talks with twin sisters Jillian Reece and Jordan Truster, founders of Lovely Loops, about how listening more closely to their customers transformed their offers, messaging, and membership experience.

Jillian and Jordan originally focused their marketing on teaching calligraphy techniques, providing worksheets, and helping students improve their skills. Over time, customer surveys, community conversations, and Zoom calls revealed something much more meaningful.

Most customers were not trying to become master calligraphers. They wanted a calming creative hobby, a way to make thoughtful gifts, an opportunity to connect with others, or something fulfilling during retirement, burnout, grief, or a major life transition.

That insight led Jillian and Jordan to simplify their offers, rename their membership, and shift their messaging away from perfection and mastery. Instead, they began focusing on creativity, enjoyment, confidence, connection, and the role calligraphy could play in someone’s everyday life.

In this conversation, you’ll learn:

• How to uncover what customers truly value
• Why surveys only work when you listen without looking for confirmation
• How customer conversations can reveal better marketing language
• Why too many offers can create confusion and reduce sales
• How to use testimonials to communicate outcomes and transformation
• Better questions to ask when collecting customer feedback
• Why confidence and excitement matter when promoting an offer
• How simplifying your marketing can improve clarity for everyone

Jillian and Jordan also share practical ways to collect stronger testimonials, including asking for feedback at the end of a defined experience and giving customers specific questions instead of an intimidating blank page.

The biggest takeaway is simple: customers are rarely buying only the product, course, or service itself. They are buying the experience, feeling, identity, or outcome they believe it will create in their lives.

About Our Guests

Jillian Reece and Jordan Truster are twin sisters and the founders of Lovely Loops, an online calligraphy education business they have operated since 2017.

They are also the creators of Calligraphy Together, a membership community where approximately 500 members learn, practice, and enjoy calligraphy in a supportive, low-pressure environment.

Connect with Jillian and Jordan
Jillian Reece LinkedIn: linkedin.com/in/jillianreece/
Jordan Truster LinkedIn: linkedin.com/in/jordantruster/

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Your profit and loss statement says the business is doing well, so why does it feel like there is never enough cash available?

In this episode of Imperfect Marketing, Kendra Corman talks with Emily Bowie, partner at Thorne Advisors, about the critical difference between business profit and actual cash flow.

Emily explains why the number at the bottom of your profit and loss statement does not always reflect what is sitting in your bank account. Owner distributions, credit card payments, loans, payment plans, and other financial activity can all affect the amount of cash you truly have available.

They also discuss why trying to reduce your taxable profit as much as possible can sometimes work against your larger goals. A low profit number may save money on taxes, but it can also make it harder to qualify for a mortgage, obtain a business loan, or secure a line of credit.

Another major focus of the conversation is pricing. Many business owners base their rates on what competitors charge or what they used to earn as an employee. They may not account for overhead, administrative time, software, subscriptions, or the full cost of delivering their services. The result is a business that looks busy but struggles to produce predictable margins.

In this episode, you will learn:

• Why profit and cash flow are not the same
• What your profit and loss statement may be missing
• How payment plans and owner distributions affect available cash
• Why your tax strategy should support your future goals
• How outdated bookkeeping limits strategic decision-making
• Why your pricing must include overhead and direct costs
• How underpricing can lead to frustration and resentment
• Why consistency, visibility, and imperfect action matter in marketing

Better financial visibility helps you make decisions based on facts instead of assumptions. When you understand how money moves through your business, you can price more confidently, build predictable margins, and create a business that supports your life.

About Emily Bowie

Emily Bowie is a partner at Thorne Advisors, where she helps business owners turn profit into cash, reduce taxes strategically, and build long-term wealth and legacy.

Connect with Emily

LinkedIn: linkedin.com/in/emilyvbowie/
Website: go.thorneadvisors.com 

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What if the biggest reason your projects stall isn't because people lack motivation, but because they don't know what success actually looks like?

In this episode of Imperfect Marketing, Kendra Corman shares one of the simplest, yet most powerful, changes you can make when delegating work to your team or using AI. Instead of asking whether something is "done," she explains why defining success upfront leads to better results, fewer revisions, and much less frustration.

Drawing from her own experience, including a marketing analysis that sat unfinished for seven months because expectations weren't clearly defined, Kendra reveals why clarity is one of the most valuable leadership and productivity skills you can develop.

You'll also discover why people and AI make the same mistakes when given vague instructions, and how a few extra seconds of planning can save hours of rework later.

In this episode you'll learn:

•  Why "done" is often the wrong goal. 
•  The difference between giving someone a task and giving them a target. 
•  How to create better AI prompts by defining success first. 
•  Why unclear expectations create paralysis, not laziness. 
•  Two simple ways to communicate what a successful outcome looks like. 
•  A practical exercise you can use before your very next project. 

Whether you're leading a team, working with freelancers, or relying on AI to help you create content and complete projects, this episode will help you communicate more effectively and get better results the first time.

Connect with Kendra

LinkedIn: kendracorman.com/linkedin

Website: kendracorman.com

If you enjoyed this episode, be sure to follow Imperfect Marketing, leave a review, and share it with another business owner who could use a little more clarity in their workflow.

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Can AI really run your Google Ads campaigns without a human ever logging in? And if it can, does that mean marketing knowledge is becoming optional?

If you're enjoying the show, follow or subscribe wherever you're listening. It helps more marketers find these conversations.

For the last year, "AI will replace marketers" has been one of the loudest claims in the industry. David, founder of Groas, actually built the thing that was supposed to prove it: a fully autonomous ad platform where you connect a campaign once and never log in again. So this episode isn't theory. It's what happened when someone tried to remove the human completely, and what he learned when it didn't work the way he expected.

David walks through how Groas evolved from a simple dynamic landing page tool into an end-to-end autonomous ad system, and why he changed his mind about humans being optional in the process. He also explains why Groas recently closed off self-serve signups after nearly a year of accepting anyone who wanted in, and what that decision revealed about where AI genuinely replaces people and where it still can't.

If you're building an agency, running ads for clients, or just trying to figure out which of your skills are actually future-proof, this conversation gives you a real answer instead of a hot take.

This episode will show you:

• Why dynamic landing pages built to match search intent can lift conversion rates significantly
• The moment David's stance on "AI replaces marketers" flipped, and why
• Where AI genuinely outperforms human account managers, and where it still falls short
• Why Groas stopped accepting self-serve signups and started requiring applications
• The two skills David says matter most for anyone starting in marketing or agency work today

If you're an agency owner or marketer trying to figure out how much of your work AI can actually take off your plate, this episode gives you a founder's-eye view of exactly where that line sits right now.

About our guest David is the founder of Groas, a platform that started as a dynamic landing page tool and evolved into a fully autonomous Google Ads system. 

Website: https://origin-www.groas.com/
LinkedIn: https://www.linkedin.com/in/davidpourquery/

#AIMarketing #GoogleAds #MarketingPodcast #DigitalMarketing #AgencyLife #MarketingStrategy #AIandMarketing #GrowthMarketing

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

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From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.

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What if the biggest thing holding your marketing back isn't your ads... but your brand?

In this episode of Imperfect Marketing, Kendra Corman sits down with Matt Raminick, founder of Sunnyside, to explore what branding really means and why so many businesses miss the mark by focusing on logos, colors, and visual identity before understanding their customers.

Matt shares the four foundational questions every business should answer before investing in marketing, explains why customer research should guide every decision, and discusses how data, curiosity, and real conversations help brands stand out in crowded markets. You'll also hear why AI is a powerful tool for analyzing information, but it can never replace genuine customer insights.

Whether you're launching a new business, refreshing your brand, or trying to improve your marketing results, this conversation will help you build a stronger foundation that supports long-term growth.

In this episode, you'll discover:

✔ Why branding is much more than your logo

✔ The four-part framework for building a memorable brand

✔ How to identify and understand your ideal customer

✔ Why talking to customers is still one of the best marketing strategies

✔ How surveys and customer feedback can improve your messaging

✔ Why trying to market to everyone usually hurts your business

✔ Matt's biggest marketing lesson after more than 20 years in the industry

Your brand isn't what you say it is. It's what your customers remember and why they choose to come back.

About Matt Raminick

Matt Raminick is the founder of Sunnyside, a marketing agency that helps lifestyle brands grow through strategic branding, paid advertising, and customer-focused marketing. 

If you enjoyed this episode, please subscribe, leave a review, and share it with another business owner or marketer who could benefit from the conversation.

LinkedIn: https://www.linkedin.com/in/mattraminick/
Website: sunnysidecalifornia.com 

Connect with Kendra Corman:
Linkedin: https://www.linkedin.com/in/kendracorman/

#branding #marketingstrategy #smallbusinessmarketing #digitalmarketing #brandstrategy #businessgrowth #entrepreneurship

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

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From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.

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Have you ever wondered why some businesses seem to scale effortlessly while others hit a wall, even after investing more money into marketing?

In this episode of Imperfect Marketing, Kendra Corman welcomes growth strategist Kathie Feng to discuss one of the biggest mistakes entrepreneurs make: trying to scale before they've truly validated their product, audience, and pricing.

Kathie shares her Winning Triangle framework, a simple but powerful way to evaluate whether your business is actually ready for growth. Drawing from her experience implementing Fortune 500 growth strategies for small and medium-sized businesses, she explains why product-market fit is only one piece of the puzzle and how pricing and customer feedback often determine whether a business thrives or stalls.

The conversation also dives into the realities of paid advertising. If you've ever felt frustrated after spending money on Meta ads that didn't produce results, you'll appreciate Kathie's practical approach to diagnosing what's really happening inside your marketing funnel. From creative strategy and audience targeting to A/B testing and conversion optimization, she shares actionable insights that help business owners make smarter marketing decisions based on data instead of assumptions.

In this episode, you'll learn:

✔️ Why businesses plateau even after increasing their marketing budget

✔️ The three elements of the Winning Triangle and why they matter

✔️ How to tell whether your product, audience, or pricing is holding your business back

✔️ Common mistakes entrepreneurs make with Meta advertising

✔️ How A/B testing helps improve marketing performance

✔️ Why customer feedback should guide your marketing strategy

✔️ The balance between creativity and data in successful marketing

About Kathie Feng

Kathie Feng is the Founder and Growth Architect of Signal Growth, where she helps entrepreneurs and small to mid-sized businesses build scalable growth using AI-powered systems and proven Fortune 500 frameworks. 

Connect with Kathie:

Website: https://signalgrowth.webflow.io/

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

If you enjoyed this episode, please subscribe, leave a review, and share it with another entrepreneur who is ready to grow their business with greater confidence and clarity.

Connect with Kendra Corman for more practical marketing strategies and conversations with industry experts who believe progress beats perfection every time.

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

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From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.

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Have you ever looked up and realized it's been weeks, or even months, since you last posted?

You're not alone.

Many business owners don't stop marketing because they don't care. They stop because they're exhausted, overwhelmed, and trying to do everything themselves. Unfortunately, when your audience stops seeing you, they may assume your business has disappeared too.

In this episode of Imperfect Marketing, Kendra Corman shares a personal story about the time she unintentionally went completely dark and nearly lost business opportunities because people assumed she had closed her business. She explains why consistent visibility matters more than constant content and offers a practical framework for marketing that works in real life, especially when you're a team of one.

You'll discover how to simplify your marketing, stop chasing every platform, and create a sustainable plan that keeps your business visible without leading to burnout.

In this episode, you'll learn:

• Why disappearing from your marketing can quietly cost you business
• The hidden pressure of being a one person marketing team
• How to choose one primary marketing channel and use it effectively
• Why batching content can save time and reduce stress
• How to build a minimum viable marketing routine you can maintain
• Smart ways to use AI to support your marketing while keeping your authentic voice
• Three simple action steps to help you stay consistently visible

If you've ever felt overwhelmed trying to keep up with marketing, this episode will help you focus on what truly matters so you can show up consistently and confidently.

Connect with Kendra Corman

If this episode resonated with you, subscribe to the podcast, leave a review, and share it with another entrepreneur who could use a reminder that sustainable marketing always beats burnout.

Learn more about Kendra and her marketing resources at her website, and connect with her on LinkedIn for more practical marketing strategies.

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

Check and see how I am using it for FREE on YouTube.

From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.

Watch here

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Are you charging for your time instead of your expertise?

Many entrepreneurs fall into the trap of hourly pricing because it feels like the obvious place to start. But as your skills grow, charging by the hour can actually hold your business back, leading to burnout, resentment, and an income ceiling.

In this episode of Imperfect Marketing, Kendra Corman sits down with Joel Miller, co-founder of SkyFloor, to discuss how businesses can shift from selling hours to selling outcomes. Joel shares the lessons he and his twin brother learned while building their agency, including the mistakes they made with pricing, how they transitioned to value-based pricing, and why positioning is the foundation of premium pricing.

They also dive into the role AI plays in today's service businesses. Rather than replacing expertise, Joel explains how AI can become a powerful collaborative tool that helps professionals deliver better results more efficiently, while reinforcing the importance of human experience, strategic thinking, and client trust.

In this episode, you'll learn:

• Why hourly pricing often creates burnout and limits business growth.
• How to determine the true value of your services.
• The importance of asking better questions during discovery calls.
• How positioning influences pricing more than most business owners realize.
• Why raising your prices can temporarily reduce leads, and why that's often a good sign.
• How AI can enhance your work without diminishing your value.
• The mindset shifts needed to confidently charge premium prices.

About Joel Miller

Joel Miller is the co-founder of SkyFloor, a digital strategy and web agency he has built alongside his twin brother for more than 17 years. Joel helps businesses clarify their positioning, develop effective digital strategies, and create websites that focus on measurable business outcomes. 

Connect with Joel

Website: https://www.theskyfloor.com/
LinkedIn: https://www.linkedin.com/in/joelelliottmiller/

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

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Trying to keep up with every social media platform can feel like a full-time job. The truth is, your best marketing strategy may not be posting more. It may simply be showing up in the right place.

In this episode of Imperfect Marketing, Kendra Corman talks with travel advisor Ali Raymer about how she rebuilt her marketing strategy after COVID by asking one simple question:

Where are my best clients making buying decisions?

Instead of chasing every new platform, Ali focused on understanding her ideal clients, choosing platforms that aligned with both her audience and her own strengths, and creating a marketing system she could actually sustain.

Whether you're a business owner, marketer, or entrepreneur feeling overwhelmed by social media, this conversation will help you simplify your approach and build a strategy that attracts the right customers without burning you out.

In this episode, you'll learn:

• Why you don't need to be on every social media platform
• How to determine where your ideal clients actually make purchasing decisions
• The importance of consistency over constant expansion
• How to know when a platform is worth investing your time in
• Why your current clients are your best source of marketing research
• Practical ways to build a marketing routine that supports your business instead of taking it over

Ali also shares the story of how one missed client opportunity completely changed the way she approached branding and marketing, ultimately helping her attract the exact type of clients she wanted.

If you've ever wondered whether you're spending time on the wrong platforms, this episode will give you a fresh perspective and actionable ideas you can put into practice immediately.

Connect with Ali Raymer
LinkedIn: linkedin.com/in/alipicturethistravel
Website: www.peaceandpearltravel.com

If you enjoyed this episode, be sure to subscribe to Imperfect Marketing and leave a review. It helps more business owners discover practical, honest marketing conversations that actually make a difference.

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

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From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.

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Have you ever felt like people just don't "get" what your business does?

You tweak your website. Rewrite your copy. Experiment with AI. Yet somehow your message still isn't connecting with the right people.

In this episode of Imperfect Marketing, Kendra Corman welcomes messaging strategist Katie Turner to unpack why messaging problems are rarely about finding better words. Instead, they often begin with unclear positioning, an evolving audience, or an offer that's no longer aligned with what buyers actually need.

Katie shares why storytelling isn't about telling your personal story. It's about helping customers clearly see the journey from the challenge they're facing today to the transformation they'll experience by working with you.

Together, Kendra and Katie discuss:

• Why messaging problems usually start long before copywriting begins.
• The connection between your offer, audience, positioning, and messaging.
• How storytelling creates clarity and trust in B2B marketing.
• Why AI is only as good as the context you provide.
• How to differentiate your business, even in crowded industries.
• Why understanding your buyer is the most valuable marketing skill you can develop.
• Katie's biggest marketing lesson after more than 20 years in the industry.

Whether you're a consultant, coach, agency owner, or service-based business, this episode will help you think differently about your messaging and give you practical ideas to make it resonate with the people you most want to serve.

About Katie Turner

Katie Turner is a messaging strategist and marketing consultant who helps B2B professional service firms clarify their positioning, strengthen their storytelling, and create messaging that attracts the right clients. 

Connect with Katie:
Website: https://kateturnermarketing.com/
LinkedIn: https://www.linkedin.com/in/kateturnermarketing/

If you enjoyed this episode, be sure to subscribe to Imperfect Marketing and leave a review. Your support helps us reach more business owners looking for practical marketing strategies that actually work.

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

Check and see how I am using it for FREE on YouTube.

From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.

Watch here