Supermetrics is an industry-leader in building user-friendly data analytics tools anyone can use. Marketing Director Edward Ford says they do that by harvesting data from marketing platforms on one side and finding ways to integrate it on the destination side with product-led growth. He says a key to this is content for inbound marketing. “The philosophy of content is that you’re just there to help,” Edward says. “The best marketing is when you help your customers be more successful in whatever it is they do. If you take that into the heart of your marketing strategy you can’t really go wrong.” Supermetrics’ 400,000 users worldwide agree.

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It’s fun to listen to Clay Manley talk his walk. He’s the founder of Speakeasy Sales Copy, and when you listen to him talk about what he does for businesses that hire him, it’s easy to see why he has a long string of successes and awards: he’s genuine about wanting to help clients succeed. “People are doing amazing things, even during COVID,” he says. “Maybe they lost their jobs and they’re moving online; maybe they have an offline business and now they’re venturing online; maybe they have something incredible that they’re passionate about that’s not selling, and it should be. I want to help those people get to the next level.” Listen. Learn.

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Lexy Romano isn’t blinded by the spotlight. She’s been a stage performer  most of her life, singing and dancing on stages around the world,  performing off-Broadway in NYC and opening for Katy Perry and Tim  McGraw. So you’d expect she’s at home on camera, too. But when Lexy  created her own online program in Phoenix, “Phx Finds,” even she was  surprised at how much effort and time — especially time — it takes to do  it right. Now, besides sharing what she finds in Phoenix, she offers  coaching for people who want to get in front of the camera for their own  business. Lexy started “Phx Finds” from square 1. She has lots to  teach. 

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While the pandemic changed the way many of us work, imagine handling the marketing for a business that suddenly had no market. Christine Ferris of True Food Kitchen says the restaurant business shut down overnight, and their capacity for 100% online orders and delivery wasn’t ready. “We went from having a marketing plan for the whole year to having no money,” she says. Today, as things seem poised to open back up. Christine says the crisis changed the way she looks at her role. “Pivoting was really the key, in terms of what are really effective marketing and communications strategies we could use with a minimal budget.”

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Tim Fitzpatrick set a simple mission when he created his mobile marketing company, Rialto Marketing, in 2012: helping service businesses simplify marketing so they can grow with less stress. And he speaks from 20+ years of experience when he says, “People overcomplicate marketing.” You don’t need a 20-page plan that’s irrelevant in three months. Tim shares his outline of a six-step, 90-day marketing plan — and only 90 days — because, “You need a marketing plan that’s simple and that you can make course-corrections to along the way.” And after 90 days? Look at what worked and what didn’t, make adjustments, and start over.

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In his 30+ year career, Hans Schatz has watched a lot of corporate leaders, read their books, and read the books they’re reading. Two of the more important lessons he shares are: 1) Lots of them talk about the four C’s of leadership: credibility, competence, character, courage. But no matter how successful your business is, if you don’t have good character, it doesn’t mean anything. And 2), People can get blinded by their passion. Like it says in “Good to Great,” you have to be willing to pick up the rocks in your business, look at the squiggly things underneath — and deal with them. Be committed to your purpose, but be willing to alter your route.

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Are you starting a business? Dallin Huso says the first question to ask yourself is, “Why?” But don’t stop there. Also ask yourself, “OK, but why do you want that?” and keep asking and answering until you figure out exactly why you’re doing what you’re doing. For example, Dallin knew why it made sense for him to start a pool care company. He knew the business from 10 years of working for his dad’s company. But Dallin says he doesn’t necessarily have a passion for pools. What he does have are goals: “financial freedom and control over my schedule so I have time to create strong relationships. And the road to those goals is building my business.”

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When lifestyle publisher Cynthia Sassi created Fabulous Arizona, she staked out a territory as big as the state. She says, “Some people focus just on food or fashion. We cover all aspects of Arizona, like a magazine.” That’s her background after all — national and local magazines. She likes that versatility. She likes being able to use it to support local businesses. And she likes that advertisers are willing to support her efforts. But she cautions, you can’t help everybody. “At some point you have to start saying no, and that was a game changer for me.” And that’s allowed her to make money and still feature, as she says, “everything fabulous!”

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A post on Alecia Grant’s homepage, VivaKolor, is titled, “Putting what you want out in the universe.” And that’s what Alecia’s been doing for six years. She started as a blogger specializing in nails. Because she made good use of hashtags she was contacted by a brand to promote their products. More visibility, and lots more hashtags, brought more brands and more deals. Alecia evolved from nail blogger to fashion and lifestyle influencer, and VivaKolor went from hobby to career. She says, “Whatever we think about the most, believe in the strongest, expect on the deepest levels, or imagine the most vividly shall be our experience.”

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“You can keep being frustrated, or you can realize you’re doing something wrong.” Garret Schwartz doesn’t claim to have answers for your business, because he’s still finding them for his — every day. And that’s refreshing. Business model? “We don’t know yet. We’re still figuring it out. We know we’re solving a problem. We know we’re making a difference in people’s lives. How do we monetize what we provide?” Garret and his brother founded Resinate to do something about plastic waste, and they selected the rapidly expanding cannabis industry as their source for materials. Now they’re refining a business that melts and repurposes plastic. Garret’s journey is still young, so maybe it has some lessons for yours.

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