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Every few years, someone in the marketing world tries to declare that email is dead. After knowing each other for over a decade and working through the trenches of digital marketing, my friend John W. Hayes and I are still here, we are both a little grayer, and email is stronger than ever. John is the Product Marketing Manager at Upland Adestra, a content strategist, and the author of Becoming the Expert. On this episode of the HMBT Podcast, we dive into the realities of the modern inbox: moving away from spammy cold outreach, navigating tighter spam filters, and building media channels you actually own.

Why Cold Email Fails and Warm Outreach Wins

Buying a list of 100,000 names and hitting send is a fast track to getting your domain burned. Mailbox providers are increasingly aggressive with content fingerprinting and reputation tracking. As John points out, cold email has always been an uphill battle because business runs on human relationships. Instead of blasting strangers, your focus should be on building familiarity. By the time an email lands in someone’s inbox, they should already recognize your name, know your face from social platforms, or know your content from an industry community.

The Discipline of Consistency: Keep Pedaling

Visibility does not happen by accident. John uses a cycling analogy: you do not get anywhere unless you keep pedaling. Whether you are posting practical lessons on LinkedIn, participating in communities on Reddit, or publishing on Substack, you have to establish a steady cadence. John highlights a realistic truth: 80% of what you put out might fall flat, but the 20% that connects will build the relationships and pipeline you need.

Rented Channels vs. Owned Media

Publishers and brands are learning a hard lesson: search algorithms and social platforms can wipe out your traffic overnight. Relying purely on rented reach leaves your business vulnerable. That is why media companies and independent creators are turning toward owned platforms like Substack, Beehiiv, and dedicated email newsletters. Readers and customers are willing to support high-value, original content.

Key Takeaways

Conclusion

Building a real brand is a marathon, not a sprint. Stop chasing quick automation shortcuts that treat prospects like numbers, and focus on delivering genuine value across platforms.

If you’re looking for a cost-effective transactional and broadcast email platform, check out Anypost.

For ongoing business growth discussions, join our community at SMB Marketing and Business Tips on Skool.

Connect with John on Linkedin
Check out Upland Adestra
Check out John’s Book, Becoming the Expert

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Leaving corporate America after 16 years taught me a big lesson: having an existing network and diverse income streams is essential. With so many professionals navigating career changes, layoffs, or launching their own consulting gigs, finding proven ways to grow without blowing a massive ad budget is critical.

To help break this down, I sat down with Stephen Somers, founder of Marketplace Superheroes. Stephen has spent 16 years in e-commerce, building companies that have generated over $50 million in sales and helping more than 10,000 students get started. In this conversation, we talk about the massive shift happening in online selling, how to tap into audiences that already exist, and why real business success comes down to simple consistency.

The Explosion of Live Stream Commerce on Whatnot

While Amazon and eBay remain foundational platforms, live stream commerce is rapidly changing how consumers interact with sellers. Stephen shared how his business jumped onto Whatnot, a platform that hit $11 billion in gross merchandise volume in 2025. By hosting live streams and auctioning items directly to viewers, his team produced over $247,000 in sales within their first 100 days.

The key to Whatnot is not being a slick salesperson. It comes down to presenting products people already want, bringing high energy, and creating an engaging, fun atmosphere. While static marketplaces like eBay still serve a purpose for vintage or searchable inventory, live streaming allows sellers to build immediate relationships and community with buyers.

Tapping into Other People’s Audiences (OPAs)

When you are starting out or launching a new service, you rarely have a massive email list or audience. Stephen explained how he generated his first sales by hanging out in communities where his ideal clients already gathered. By sharing his actual journey, offering free value, and building relationships, clients started approaching him directly.

This model applies to both product sellers and service providers. Instead of relying entirely on paid ads, which carry high acquisition costs, identify the events, groups, and platforms where your audience spends time. When you build real goodwill and solve problems without immediate expectations, you position yourself as the authority.

The True ROI of Networks and Strategic Partnerships

A personal brand and a trusted network will always outperform short-term tactics. Stephen noted that out of his career revenue, tens of millions of dollars originated directly from attending events and building a strong network. When I transitioned out of full-time employment, almost every consulting client I picked up came directly from referrals and connections I spent years building on LinkedIn.

Stephen also broke down the economics of strategic partnerships and the Dream 100 framework. Paying to acquire individual customers through ads is expensive and slow. In contrast, building a relationship with one key partner can place your offer in front of an entire established audience, creating a win-win scenario that yields long-term dividends.

Embracing Routine, Focus, and the Daily Grind

Real success in business is often surprisingly repetitive. It requires doing the foundational tasks day in and day out, even when the excitement fades. Stephen discussed how embracing business meditations, such as booking a hotel room with just a notebook and pen to think strategically, helps you step back from the day-to-day rush.

We also touched on navigating neurodiversity, including harnessing ADHD as a superpower to channel creativity, find leverage, and structure daily work for sustained progress. Consistency wins the race every single time.

Key Takeaways:

Conclusion

Building a sustainable business takes grit, patience, and a willingness to stay the course when things get tough. If you enjoyed this episode, please subscribe, leave a review on your favorite podcast app, and share this conversation with a friend who is looking to start or scale their business!

If you’re looking for a cost-effective transactional and broadcast email platform, check out Anypost.

For ongoing business growth discussions, join our community at SMB Marketing and Business Tips on Skool.

Connect with Stephen:

Website: marketplacesuperheroes.com/start
Free Go Live Get Paid Training: which teaches people how to build a side income through live-stream selling on Whatnot: https://vimeo.com/1182911149?fl=ls&fe=ec
Free Guide: https://drive.google.com/file/d/1JdaKCq3m1Jx9JNalhUZUys1_pnxF9AAb/view?usp=drive_link

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Business law might not sound like the spiciest topic we tackle on the podcast, but it might be one of the most critical. Too many entrepreneurs rush into the market excited to build, only to rely on advice from a friend or a quick prompt from an LLM. Before they know it, they are facing messy partnership disputes, copyright infringement claims, or compliance headaches. In this episode of Hank’s Marketing and Business Tips, I sit down with business law attorney Matthew Fornaro to break down what founders actually need to protect their livelihoods, how to stay proactive, and why the human element still matters when the stakes are high.

Building the Right Foundation

Starting a business requires far more than heading to a Secretary of State website to register an entity. Matthew explains why assembling your core team of professionals early, including a business focused attorney, an accountant, and a commercial banker, makes all the difference. Having a solid written business plan alongside clear governing documents ensures uniform operations. When every external and internal relationship is backed by a written agreement, you avoid costly gray areas if things go sideways later.

AI Is an Intern, Not Your Legal Counsel

While AI tools offer incredible efficiency for content generation, site creation, and business workflows, relying on them for unsupervised legal or tax matters is playing with fire. Large language models are designed to please the user, which means they can sound confident even when they are catastrophically wrong. Think of AI as an eager intern whose work always requires a double check. Nuanced, regulated decisions require human expertise and accountability.

The Rise of Digital Traps: Cookies, Wiretaps, and Image Rights

The legal landscape online has spawned aggressive cottage industries targeting website owners. In places like California, businesses are getting hit with claims alleging that tracking cookies or chat bots storing data act as illegal wiretaps. At the same time, traditional threats like copyright infringement from grabbed web images and trademark oversights continue to catch business owners off guard. Getting your intellectual property protected early, including securing trademarks for programs like BIMI email authentication, keeps competitors and predatory litigators from pulling the rug out from under your brand.

Key Takeaways

Conclusion

Running a successful business is about playing offense with your marketing while having a solid defense in place to protect what you build. Take the time to audit your legal foundation, secure your digital assets, and consult real professionals before small oversights turn into expensive problems.

If you’re looking for a cost-effective transactional and broadcast email platform, check out Anypost.

For ongoing business growth discussions, join our community at SMB Marketing and Business Tips on Skool.

Connect with Matthew Fornaro:

Website: https://fornarolegal.com
Linkedin: https://www.linkedin.com/in/matthewfornaro/

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The post HMBT #312: Your Cookie Wiretapped Me appeared first on .

On episode 311, I sat down for round two with Rion Haber, CSO of Catalyst Marketing Agency. We originally recorded this conversation earlier, but a tech hiccup meant the video did not capture. Rion was kind enough to return for a mulligan, and honestly, this conversation turned out even better. We walked away from rigid scripts and talked through the raw reality of AI, changing search engines, brand trust, and how modern companies actually get noticed online today.

Finding Attention When Search Flips Upside Down The old playbook of stuffing keywords and chasing backlinks does not cut it anymore. Rion pointed out that discovery has largely shifted away from traditional search engines toward social platforms and earned media. Search itself is becoming more brand-focused and lower in the funnel. With generative AI tools summarizing answers across the web, your online reputation, customer reviews, and actual public relations matter more than trying to outsmart an algorithm.

Authenticity Beats the Content Machine One of the biggest mistakes business owners make today is treating AI like an endless, generic content generator. The lower the cost of creating content becomes, the higher the value of genuine authenticity gets. Consumers and prospects can spot empty, automated copy immediately. Whether you are running a scrappy startup or scaling a mature brand, real relationships are built by showing up on camera, talking to people like adults, and consistently offering upfront value without expecting an immediate sale next week.

The Reality of Vibe Coding and In-House Tools From building custom screen resizers to connecting internal models to platforms like HubSpot, building your own lightweight tools has never been easier. However, there is a catch. Spending 40 hours wrestling with code or yelling at Claude takes you away from your actual job: talking to human beings and shaking hands. AI can handle the repetitive background tasks, but relying entirely on it to replace proven platforms or write your core strategy will quickly leave you frustrated.

Key Takeaways

Conclusion Success in marketing still comes down to the basics: understanding your audience, delivering massive value upfront, and treating people like human beings. Don’t let new tech distract you from the work that actually moves the needle. If you enjoyed this conversation, be sure to subscribe to the podcast, share this episode with a friend, and leave a review. Check out Catalyst Marketing Agency to see how Rion and his team help brands scale.

If you’re looking for a cost-effective transactional and broadcast email platform, check out Anypost.

For ongoing business growth discussions, join our community at SMB Marketing and Business Tips on Skool.

Connect with Rion and Catalyst Marketing:

Website: https://catalystmarketingagency.com
Linkedin: https://www.linkedin.com/in/rionhaber/

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In this episode, I speak with Adam Tsang, a serial entrepreneur with various business ventures including restaurants, a media production company, a PR firm, and an e-commerce product. Adam discusses his journey from owning a single restaurant to managing multiple businesses, emphasizing the importance of people and processes. He shares insights on identifying entrepreneurial talent, the necessity of having a clear problem-solving approach, and the benefits of e-commerce.

Website: https://adamtsang.com

X: https://twitter.com/adamtsang

Youtube: https://www.youtube.com/channel/UCAheIUJLk47iW_lueDVNN7A

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

Spotify: https://open.spotify.com/show/3Z4FPVzEh3M9dBQ5YWMhAH

Instagram: https://www.instagram.com/uknowadamtsang/

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The post HMBT #290: Saucy Shrimp appeared first on .

In this episode, I am joined by Jennifer Best, Vice President of Marketing at AAE Speakers Bureau. Under her leadership in 2022, AAE launched the inaugural Speaking Industry Benchmark Report, bringing transparency to the speaker booking process between both the meeting organizers who book them and the speakers who delight audiences.

Top Takeaways:

Remember, public speaking is a continuous learning journey, and each opportunity contributes to your growth. Whether you’re just starting or aiming for larger stages, the key is to be authentic, practice consistently, and embrace the journey of becoming a confident and impactful speaker.

Download the latest Speaking Industry Benchmark Report and to be notified in January when the next survey launches, vist https://go.aaespeakers.com/speaking-industry-benchmark-report/

To learn more about AAE Speakers, visit https://www.allamericanspeakers.com.

To submit a speaking profile for consideration on AAE’s website, go to https://aae.link/add-speaker

Articles:

7 Speaking Topic Trends to Watch in 2024: https://www.allamericanspeakers.com/blog/7-speaking-topic-trends-to-watch-in-2024/

Impactful Communication: Jennifer Best Of AAE Speakers Bureau On 5 Essential Techniques for Becoming an Effective Communicator: https://medium.com/authority-magazine/impactful-communication-jennifer-best-of-aae-speakers-bureau-on-5-essential-techniques-for-a76b560a8cf0

Find AAE on the socials @aaespeakers

Learn more about Kickbox and get 100 free validation credits: https://kickbox.com

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The post HMBT #284: The Best Way to Grow appeared first on .

In this episode, I speak with George Kocher about growing a business.

Key takeaways:

Overall, this content provides insights into the mindset and strategies needed to successfully grow a business and improve marketing campaigns, emphasizing the importance of adaptability, analysis, and authenticity.

George Kocher is a data-driven leader with experience building and managing high-performance sales and marketing teams. George serves as the CEO of Brand North digital marketing agency. 

After graduating from Cornell University, George worked as an Analyst at Barclays Capital and VP of Business Development at Sunspire Health where he helped to grow the organization to 16 locations and an eventual sale to Kohlberg Private Equity. 

After Sunspire Health, George took over as VP of Business Development for Lakeview Health, a portfolio company of The Riverside Company where he also helped within their healthcare fund.

He currently serves as the Founder and CEO of Brand North, a digital marketing & growth consulting agency that focuses on applying sophisticated marketing strategies and technical solutions to local businesses and national businesses within behavioral healthcare. 

In addition, George is also very active in crypto, web3, and NFTs as the Founder and CEO of 3zy Labs.

LinkedIn: https://www.linkedin.com/in/george-kocher/

Bio: https://georgekocher.com/about/

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The post HMBT #283: All The Things appeared first on .

Karese Laguerre RDH, OMT. Myofunctional therapist and author joins me to talk about the importance of good health, wellness and sleep.

Self care is the foundation in success in business and life. 

Make sure to get a good night’s sleep. We discuss the myth of getting eight hours of sleep. Do you need eight hours?

We then discus C.A.R.E: consistency, airway management, relax, and efficient. Listen to the episode to hear about this great method of getting a great night’s sleep!

Karese mentions she really likes what she does because she  has an unexpected impact on others. We should all love our jobs so much that we affect others in a positive manner.

Link to my LinkedIn post about my standing desk.

About Karese:

Karese, like many parents, suffered in silence while her children struggled with the symptoms of undiagnosed sleep and breathing issues. One visit to a pediatric dentist changed the trajectory of their lives. Already a Registered Dental Hygienist (RDH), Karese, trained with Sandra Holtzman, Lois Laynee and Sarah Hornsby to establish her orofacial myology knowledge. With this initial training and numerous others, in a few short years she has not only resolved all her children’s issues, but helped hundreds of patients, children and adults alike, discover how great life can be functioning on full. Her private practice, The Myo Spot is now a leader in the quest for myofunctional therapy awareness and public education. Her latest published book, Accomplished, delves into how to sleep better, eliminate burnout, and execute goals. Karese’s mission is to transform and positively impact as many households as possible through dynamic breath, brain and body work. 

Accomplished: How to Sleep Better, Eliminate Burnout, and Execute Goals can be found on Amazon: https://www.amazon.com/dp/B084F7HMK3#

Website: www.themyospot.com

The post HMBT #230: Karese Laguerre – Health, Wellness, and Sleep appeared first on .

I know that it has been a while since I have created an episode. This is because I have been traveling internationally. I either had some time or technology challenges that hindered me from pushing out some content.

Today, I would like to share a few tips on working while traveling.

1. Check internet speeds prior to arrival for hotels, Air BNBs and Gites

Make sure to check out my new podcast on iContact located at www.icontact.com/podcast

Read my latest blog about co-working in France at www.hankhoffmeier.com/blog

[youtube] https://www.youtube.com/watch?v=fd9UI3qleqI[/youtube]

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The post HMBT #143: Work Travel Tips appeared first on .

In this short episode, I cover reaching your customer first and lifestyle marketing.

When it comes to reaching your customer first, before your competition, make that you provide value through blogging, customer service, and social media. This can be knowledge, information or tips. You can provide information about a product or service. Create engagement and trust for when someone is ready to buy, they would want to buy from you.

Use automation to get in front of your audience first. Use information and data to help trigger messages at the right time. Take advantage of your customers’ emotion or even time of day to help convince people to buy from you. You can also trigger a message when someone visits your website. This might mean that they are interested in working with you our wanting to buy a product.

With customer service, greet people right away, use proper etiquette, and provide helpful and valuable information. If you use a chat, look into chatbots to help improve response rate and help save you time. If you interact with customers quickly and make life easier for them, you will set yourself apart from your competition. It is hard to find companies that put customer service first these days.

With lifestyle marking, you want to appeal to people and how they live. It is the things they like and how they want to be treated. Solve a pain.

Develop personas, which is identifying the “type” of person that buys from you.

Make life easy for your customers by catering to there lifestyle. Do not make them go through numerous steps to learn something or buy from you. Appeal to the emotions of your personas and that you understand them. Help them make a decision.

Use lifestyle marketing to appeal to your audience and make sure that you are the first to reach your customer!

[youtube] https://www.youtube.com/watch?v=mOD4M_uTMnk[/youtube]

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The post HMBT #125: Reach Your Customer First and Lifestyle Marketing appeared first on .