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If you're a small, mission-led business, you might believe your strongest marketing advantage is the unique solution you offer.

Usually we think of a unique solution as a technical advantage or a process advantage. And a unique solution is valuable, absolutely.

However, in these ultra connected times, there really isn't such a thing as a unique solution. It's just too easy to quickly learn what everyone in your industry is doing.

One thing no one can copy is your mojo. That unique "something" that makes you and your business absolutely unique in a very crowded marketplace.

In this podcast I share what mojo is, why we might avoid using it, and how to get your mojo working in your business.

If you find the Marketing Root Work podcast valuable, please become a subscriber! 

My mission is to change the way small business owners market themselves and it’s very important to me that I reach as many people as possible.

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A lot of mission-led business owners dream of writing a book. They imagine the big advance they will receive from their publisher, the tours, the publicity, the book signings.

Alas, those days are over my friends. Today anyone can put their content into the world and this has changed the publishing industry forever.

But I have good news for those of you who have written books or aspire to write books.

You don’t need your book to become a bestseller in order to grow your business and gain a following. You just need to learn how to use your book as the wonderful marketing asset it actually is.

In my conversation with Kristen White of Orange Cat .. she shares her game plan for how she helps her clients earn (a lot) more money, create raving fans, and become a known expert in their field.

Learn more about Kristen and her work at Orange Cat Content | Kristen White Media.

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My mission is to change the way small business owners market themselves and it’s very important to me that I reach as many people as possible.

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Marketing is not about making a sale. Marketing is about creating a relationship based in trust and safety so that a sale can occur.

And the quality of sincerity is key to creating trust, safety, and credibility.

I know sincerity can feel like one of those "mushy" qualities that is hard to quantify but one thing I know for sure: if you're not sincere, people can tell and you're creating a large, unnecessary obstacle between your business and getting the sales you desire.

If you find the Marketing Root Work podcast valuable, please become a subscriber! 

My mission is to change the way small business owners market themselves and it’s very important to me that I reach as many people as possible.

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When you hear “trailer parks” what comes to mind?

I doubt you think of the American Dream.

And yet my guest, Leo Young, thinks trailer parks are a great representation of the American Dream and shares how he sells trailer parks as an attractive investment opportunity. Everybody wins: the investors, the parks, and the park residents.

We had a great, uplifting conversations.

Learn more about Leo Young and his work here and here.

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My mission is to change the way small business owners market themselves and it’s very important to me that I reach as many people as possible.

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You have a great introduction and when a prospective client asks you "What do you do" you make the mistake many expert service providers make; you immediately launch into a detailed explanation about exactly what you do to help you clients.

You have entered "Processland" and your prospect's eyes glaze over. You've lost them.

Here's a better idea: tell your prospect a story about how you've helped other people just like them. And remember, to make your client the hero of the story. You are the wise guide who helps your hero client overcome daunting obstacles and attain success.

You are Obi-Wan Kenobi. Your client is Luke Skywalker. 

May the force be with you.

If you find the Marketing Root Work podcast valuable, please become a subscriber! 

My mission is to change the way small business owners market themselves and it’s very important to me that I reach as many people as possible.

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I had a great conversation with Janette Spiezio of Sustainable Haus Mercantile. Janette is a maker and champion of creating products that make our planet a more sustainable, healthier place. In this podcast Janette shares the opportunities and challenges of being a eco entrepreneur. What has worked for her and what she’s still figuring out.

If you’re interested in living a more sustainable lifestyle, I encourage you to visit Sustainable Haus Mercantile here.

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My mission is to change the way small business owners market themselves and it’s very important to me that I reach as many people as possible.

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If you’re asking yourself “what’s the big deal” or “who am I to...?” you are not only doing yourself a disservice--you are doing a grave disservice to the many people and organizations that need your services and products. 

Plus, you’re sabotaging your marketing because you’re broadcasting a mixed message to your audience (My service will help even though it’s not all that great).

For tips on getting clear about “why you” and how to use this information in your marketing without sounding like a jerk, this podcast episode is for you!

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My mission is to change the way small business owners market themselves and it’s very important to me that I reach as many people as possible.

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I have an uneasy relationship with AI. On the one hand I’m finding more and more ways to use AI in ways that help my business and the people I serve. On the other hand I still don’t feel entirely comfortable using AI (it’s almost too easy) and there’s the whole “AI will replace all of our jobs” thing.

For this reason, I really enjoyed talking to Piper Martz of Table Stakes Media. Piper is deeply involved in using AI in her digital marketing company AND she cares deeply about how AI technology affects individuals and communities. I love her balanced approach!

If you find the Marketing Root Work podcast valuable, please become a subscriber! 

My mission is to change the way small business owners market themselves and it’s very important to me that I reach as many people as possible.

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If you are a purpose-led expert service provider, you probably feel challenged to talk about what you do in one or two sentences.

It's hard!! I know.

The problem is that our potential clients need to hear our message in a clear, simple way. This helps them quickly recognize "Oh, this person has something valuable that I need."

This inspired me to look for better ways to help my clients create their marketing message. And guess what? I discovered by interviewing my customer's ideal clients, I could turn those interviews into powerful, clear marketing content!

The best thing? Your marketing content is based on what your ideal clients love about you!

Read the BrandScript I created for my own business (based on interview my ideal clients) here.

If you find the Marketing Root Work podcast valuable, please become a subscriber! 

My mission is to change the way small business owners market themselves and it’s very important to me that I reach as many people as possible.

Send us Fan Mail

If you find the Marketing Root Work podcast valuable, please become a subscriber! 

My mission is to change the way small business owners market themselves and it’s very important to me that I reach as many people as possible.