Small Stage, Big Impact

The Call to Action (CTA) is often seen as a necessary evil in marketing. But while it is necessary, it doesn't have to be evil.

The reality of marketing is that, ultimately, you are asking people to give you money. (Sometimes their time, or a positive review, but usually it's money.)

The reality of running a business is that you need money to operate. As I've talked about before, sales cure everything when it comes to accomplishing the goals you've set for yourself and your business.

But it's not uncommon for marketers to balk when it comes time to ask potential clients to take action. It seems easier to allude to what we want rather than risk seeming scammy and underhanded.

In values-driven marketing, crafting compelling CTAs doesn't have to be difficult. In today's episode, we talk about how to change your perspective when it comes to making that call to action.

How can you avoid the manipulative tactics that go against your values?

View CTAs as empowering your audience to take action to improve their lives - because that's exactly what you're doing.

As a values-driven marketer, you've already created goods, services, or content that will help your audience in some way. Now it's your job to encourage them to do what they need to do to access those things.Maybe it's giving you money.Maybe it's downloading an ebook.Maybe it's listening to your podcast.But here's the thing: They won't know what to do until you ask.

It's a general rule that objects at rest tend to stay at rest. Potential clients, especially those who are new to us, can seem incredibly hard to reach without resorting to underhanded tactics. Even persuading them to share their email can seem like a Herculean task.

In this episode, I will give you specific steps for creating effective, values-driven CTAs that move your audience to action.

And of course, we have a checklist to help you remember all the little details and stay consistent in your practices. You can download your Landing Page Scorecard here.

Are you ready to revolutionize your marketing strategy with CTAs that inspire without manipulation?

Listen to episode 55 now!

• [4:40] What a CTA is and why it doesn't have to be manipulative to be effective
• [7:34] The two types of CTAs and where CTAs show up in the digital world
• [10:37] Why clarity is the most important part of writing an effective CTA
• [14:15] How to avoid a disconnect between the CTA and the landing page so you don't lose clients
• [16:38] The importance of making "small asks" with your CTAs that build trust over time
• [22:09] How "Content Bingo" can help you create and manage more effective CTAs

• Download the Landing Page Scorecard to improve your CTAs and landing pages
• Explore the Dear Grown Ass Women community.
• Check out YourSuper.com.
• Grab the Copy and Formatting Checklist from episode 53 here

• Leave a review on iTunes.
• Connect with Renia on LinkedIn.
• Email Renia with questions or feedback.
• Don't miss an episode of season 5 of Small Stage, Big Impact.

When it comes to building a blog, creating content is only the first step. You also have to make that content accessible.

Values-driven marketing is about putting people first. You've worked hard to create blog posts that provide value for your audience. But your job isn't done. Your digital strategy must consider two questions:

How will your audience find your blog?

How will your audience consume your content?

Blogs that keep these two concerns in mind can be greatly beneficial to a marketing strategy. Done right, blogs can

• Improve your search rankings,
• Drive traffic to your site, and
• Grow your email list.

There is a lot of noise out there in the digital space. In the last episode, I explained why the most effective marketing strategy puts copy first. But that doesn't mean mindlessly adding to the noise. A values-driven, copy-first digital strategy means being intentional with every word your brand puts out.

In today's episode, I give you 5 steps that will make your blog stand out above the rest and keep your audience coming back for more.

These 5 steps are the exact steps our copywriters and formatters use for every piece of content we create. Generally speaking, we

• Employ keywords in strategic places so that the intended audience can find what they're looking for,
• Use carefully chosen "power words" to get our audience's attention without being manipulative, and
• Structure our content a particular way so that even when people are in a hurry, they can still get value from what we've created.

We'll go over the "why's" and "how's" of exactly what to do in today's episode. Be sure to download our free Copy and Formatting Checklist, because there's a lot to remember. We refer to this checklist with every piece we create to ensure we remain consistent and use best practices.

Are you ready to transform your blog posts to make them work for you?

Listen to episode 54 now!

• [3:03] Why blogs still matter in the video world of 2021
• [6:06] Why being intentional with your headline is a vital step to creating a blog that works for you
• [11:54] What Power Words are and how to use them to increase traffic to your site
• [23:53] How to write a meta description that will increase your click-through rate
• [25:18] Tips for creating people-friendly content that your audience will engage with
• [30:44] Tips for creating SEO-friendly content that will improve your site's rankings on search engines

• Download our checklist for copy and formatting
• Checkout episode 53 to learn more about a copy-first digital strategy
• Leave a review on iTunes.
• Connect with Renia on LinkedIn
• Email Renia with questions or feedback.
• Don't miss an episode of season 5 of Small Stage, Big Impact.

Are you underinvesting in the most critical piece of your digital strategy?

In today's episode, we discuss why a copy-first digital marketing strategy makes the most sense, even in a video world.

Copy is the words you use to market your brand and sell your product. It's the number one thing that connects you to your audience and convinces them to take the action you want them to take. Without good copy, your digital strategy has no foundation to stand on.

You're probably thinking, "What about design? And a good-looking website? And all the technical stuff?"

While those things are important, without good copy, none of that matters. It doesn't take more than a few minutes on the internet to see that even ugly things sell. But bad copy undermines even the best-laid designs.

Today we talk about how to create good copy and where to pay attention to it in your strategy.

Copywriting is not the same as creative writing. Copy is a conversation between you and your clients, and it must follow some general formulas to be effective.

I've said before that I only have a few hard rules when it comes to digital marketing. One of them is this:

Marketers need to either learn how to write good copy or hire someone who does.

Many of our clients do a mix of both.

A great copywriter is an investment, and you often get what you pay for. If you're not at a place where you can hire a full-time copywriter, you'll need to learn a few things about writing at least some of it yourself. Today I'll be giving you tips on how to get the most out of either route.

And for those who've got this copy thing down, you'll still want to check out today's episode for all the unexpected places where the words you choose matter. Have you considered:

• Voice search?
• Video tags?
• The FAQ page?
• SRT files?

In values-driven marketing, we put people first. That means thinking through every connection point between you and your audience.

Are you offering value every step of the way?

Is your message clear and accessible?

I've packed a lot into today's episode, so we're sharing a free checklist to help you keep things straight. We use this checklist with our own projects to make sure the copy aligns with our values and standards.

Get your Free Copy and Formatting Checklist here.

Are you ready to #DoBetterDigital with accessible, compelling copy?

Listen to episode 53 now!

In episode 53 of Small Stage, Big Impact we discuss:

• [7:31] Tips for choosing a great copywriter who will get results
• [12:56] Tips for writing effective copy that will move people to act
• [18:19] Why video content still needs effective copy
• [22:30] How to make the most out of voice search with a copy-first strategy
• [26:10] Why FAQs and question-based headlines are essential for optimal search rankings
• [28:04] Why you should get comfortable with Schema to mark up your content
• [30:50] How mobile-first, local-centric copy can increase visibility and traffic
• [32:08] How formatting for styling can hurt your digital strategy and how to fix it

Resources mentioned by Renia in the episode:

• Download our Copy and Formatting Checklist
• Leave a review on iTunes.
• Connect with Renia on LinkedIn
• Email Renia with questions or feedback.
• Don't miss an episode of season 5 of Small Stage, Big Impact.

What if I told you it was possible to have fun with your digital strategy and not feel overwhelmed by it?

In today's episode of Small Stage, Big Impact, we'll discuss the Trinity Principle. This strategy

• takes the overwhelm out of digital marketing,
• gives you back control over where and how you engage your audience, and
• leads to better marketing outcomes.

For those who've been following along for a while, you've heard me speak about the Trinity Principle before. But it can be a difficult perspective shift, especially for those of us who've listened to all the gurus telling us to be everywhere and everything for everybody on social media. Or we've taken some coaches' advice and sunk everything we have into a single platform, taking a big risk in hopes of a big payoff.The Trinity Principle is an approach to digital marketing that doesn't leave you exhausted or require you to take unnecessary risks with your business. You get to do less but do it better. You get to have more control, more time, and more connection with your audience. And you get a higher return on your investment.

So what is the Trinity Principle? It is simply this:

You only need three platforms - executed well- to get all of the leads and sales your business needs to prosper.

Yes, you read that right. Three.

I can almost hear the "But what about…" on the tip of your tongue. That's why I decided to dive deeper into the Trinity Principle in today's episode.First, I'll explain why the Trinity Principle is so important for values-driven marketers. We do a disservice to our audience and ourselves when we spread ourselves too thin. The Trinity Principle lets us engage our audiences with integrity.

Then I'll give you some pointers on choosing those three platforms. As an SEO nerd, I've got a pretty strong opinion about what your first two should be. (I've also got the data to back it up!). But the third platform is where you have room to play, and we can help you figure out what's best for you.

I'll also talk about why focusing on only one platform is not a wise risk to take. The Trinity Principle helps you to mitigate risk while also giving space for courage and creativity to grow your business.

As a strategic planning consultant, I've helped clients evaluate their businesses to decide the best place for them to be in the digital space.

Are you ready to take a step back, take a deep breath, and then achieve more than you ever thought possible?

Listen to episode 52 now!

In episode 52 of Small Stage, Big Impact we discuss:

• [2:58] What the Trinity Principle is and why some marketers find it difficult to use
• [5:43] How values-driven marketing relates to the Trinity Principle
• [11:08] What trips up traditional marketers when they try to use social media
• [14:23] Why you should consider an email list as one of your three platforms
• [16:23] The problem with focusing on one single platform for all of your marketing needs
• [20:24] Why you should consider Search Engine Marketing as one of your three platforms
• [25:44] The different options available for your third platform
• [30:06] How to know which platform to choose for your third platform
• [38:02] The three platforms Genevieve Digital uses and why we chose them
• [43:49] One last thing to consider that might be blocking you from breaking up with social media platforms

Resources mentioned by Renia in the episode:

• Leave a review on iTunes
• Connect with Renia on LinkedIn
• Email Renia with questions or feedback.
• Don't miss an episode of season 5 of Small Stage, Big Impact.

Learn how to toss manipulative Bro Marketing tactics to the curb in this episode of SSBI. Grow your business with equity and kindness at its core. Listen now.

When it comes to breaking up with Bro Marketing, identifying it is the first step.

How do you know if you've been using Bro Marketing tactics? It's simple: if you've ever felt manipulative when trying to make a sale, you've participated in Bro Marketing.

Bro Marketing is like a bad relationship. It makes a lot of promises and even seems to deliver on them - for a while. But its tactics leave us feeling like dirt, shamed into thinking we aren't trying hard enough.

Ultimately, Bro Marketing is not sustainable. But how do we escape?

In Season 5 of Small Stage, Big Impact, we are going to give you the tools you need to break up with Bro Marketing for good.

Last season, we talked a lot about #DoBetterDigital. Digital marketers have shaped the world, and we have a responsibility to fix the damage we've done. If we can make the mess, we can clean it up.

How? With Bro Marketing's better looking, harder working, more empathetic alternative: values-driven marketing.

Unlike Bro Marketing, values-driven marketing leads to sustainable success. Also unlike Bro Marketing, values-driven marketing requires hard work and sacrifice.

Is it worth it? With over a decade of experience backing me up, I can answer confidently: Yes!

I'm not offering a quick-fix solution. Values-driven marketing is not a prescription - it's a practice. But with each episode, I'll share with you proven practices that will lead to the type of success you can be proud of.

You may find that you've already been incorporating the values-driven mentality in your marketing practices. To help you determine where you are on your values-driven marketing journey, we've created a downloadable quiz. Use it to take notes, do some journaling, or help you focus on where you want to go.

And if it turns out you're more entrenched in Bro Marketing than you thought you were, don't worry. As Dr. Maya Angelou so famously said,

"Do the best you can until you know better. Then when you know better, do better."Are you ready to know how to #DoBetterDigital and make an impact you can be proud of?

Listen to episode 51 now!

In episode 51 of Small Stage, Big Impact we discuss:

• [5:15] How marketers really do have the power (and responsibility) to shape the world
• [13:26] The lesson we can learn from Facebook about the impact we have as marketers
• {16:00] One of Renia's few hard rules for values-driven marketing and why it's so important
• [17:47] The difference between sales and marketing and why it matters
• [19:22] What you can expect to learn during Season 5 of SSBI
• [21:58] Renia's personal story and how she knows values-driven marketing is worth the work
• [31:12] How to get the most from this journey to learn how to #DoBetterDigital
• [35:30] How to know where you are on your values-driven marketing journey
• [43:26] What is Bro Marketing?

Resources mentioned by Renia in the episode:

• Learn more about Dear Grown Ass Women.
• Leave a review on iTunes.
• Connect with Renia on LinkedIn
• Email Renia with questions or feedback.
• Don't miss an episode of season 5 of Small Stage, Big Impact.

It's our 50th episode y'all! And we can't wait to share what we've learned with you.

We've been in business for 12 years, and we've never had a year like 2020. (Has anyone?)

This year has been a watershed moment for many businesses, ours included. The events of the past twelve months have stretched us in ways we never could have imagined. But as I've mentioned a few times before, this year has taught us to focus on what truly matters.

We work with many individual clients and businesses to realign their digital strategy. But this podcast is our voice and connection to our wider audience. We've strived to become leaders in the digital space, to be a platform that champions empathy, equity, and accessibility in marketing.

Along the way, we've stumbled. But we're committed to this work, so we're committed to continuous improvement.

In today's episode, I share what we've learned in our first year of podcasting.

We've grown as a business and as people through this work. I hope we've made an impact on your lives and businesses as well.

I'm pretty excited about where Genevieve Digital is headed in 2021. We're recommitting ourselves to breaking up with manipulative sales hacks that compromise our values. Join me in today's episode to find out why that means more free content for you.

From all of us here at Genevieve Digital, may you find time to rest and rejuvenate this holiday season. Here's to another year to #DoBetterDigital!

• [3:00] How the trajectory of a project can change for the better from the impact of a single person or experience
• [5:01] How not doing enough research to prepare for a podcast can come back and bite you.
• [7:07] How we learned to put our money where our mouth is in terms on online accessibility
• [8:54] The importance of respecting your audience's intelligence in your content offerings
• [9:42] The value of intentional slow growth and production in taking care of your team
• [10:53] Intention vs impact and how to really be the change we want to see
• [13:33] Why we are so grateful for our clients and listeners who've been with us on this journey
• [14:48] What you can expect to see from Genevieve Digital in 2021

• 2026 Update: Check out The $250K Club
• Watch this episode on Youtube
• Leave a review on iTunes to help us make a bigger impact
• Follow LoreniaC on Instagram
• Don't miss an episode of Small Stage, Big Impact

Have you thought about the types of people who make up your team?

Our team at Genevieve Digital is made up of women from diverse backgrounds, talents, and experiences. They each bring a unique perspective that enriches the work we're doing.

Recently, we went through an exercise that opened my eyes to the valuable assets I have on my team. Each of these women shows up in special ways that broaden my view of the world and how we're impacting it.

In today's episode, I'm sharing with you the results of that exercise. Each team member, myself included, shared the podcast episode that most influenced them this year. They could choose from any podcast, and their answers were as individual as they are.

If you're looking for unconventional perspectives that challenge the norm, we've got what you need.

The podcasts that made the list cover a wide range of topics.

• What if our view of what it means to be creative is too narrow?
• What if the effectiveness of popular gurus is actually an illusion?
• What if we saw our struggles not as personal flaws but as signs that something needs to change?

These episodes challenged us to forge new paths as we continue to work for a more equitable world. After the year we've had, our world will never be the same. It can't be.

I hope today's episode inspires you to approach this coming year with a mind open to possibility. Listen now.

• [4:01] How Christina S's favorite podcast helped her to not feel so jaded about some big issues she's been grappling with
• [7:56] How Christina G's favorite podcast reinforced a view on marketing that is unconventional and controversial
• [11:11] How Liz's favorite podcast helped her see what creativity really looks like even for those not in "creative" fields
• [15:27] How Renia's favorite podcast helped her to see areas she personally needed to work on to have a more effective impact on the world
• [20:31] How Renia has found freedom operate differently in the world of marketing and to allow her clients and employees to do the same

• Listen to the podcast episode mentioned by Christina S, The Authenticity Delusion from Lawrence Lanoff's podcast, The Optimized Mind
• Revisit the episode mentioned by Christina G, Neutrality is Bad for Business, episode 41 of Small Stage, Big Impact
• Listen to the podcast episode mentioned by Liz, How to Become More Creative - Even If You Think You Aren't from Building a StoryBrand with Donald Miller
• Listen to the podcast episodes mentioned by Renia: Brene Brown with Sonya Renee Taylor, Search Off the Record, and Decolonizing Professionalism
• Watch this episode on Youtube
• Apply for a 2021 digital partnership with Genevieve Digital
• Leave a review on iTunes
• Follow LoreniaC on Instagram
• Don't miss an episode of season 4 of Small Stage, Big Impact

If a picture is worth a thousand words, then what are your images saying about your brand?

My struggle to find images and photography that accurately portrays me and my brand started several years ago. I don't like the way I appear on camera, and I've been told several times that I'm just not photogenic. Plus, each stock image I found seemed sterile, and I couldn't find a photographer who could capture the energy I wanted for my brand.

As an able-bodied, cis-gendered white woman, I realize that I am more privileged than many. But I've worked as a coach and a strategist with many different types of people. What I've learned from their struggles, as well as my own, is the power images have to send messages without our need to say a word.

Sometimes they send messages we never intended.

But images also have the power to tell the world exactly what - and who - we stand for.

It's easy to grab stock photos to fill out our ads and webpages. They're free or at least inexpensive, and they're easy to get..

But do they speak to who we are and what we're trying to accomplish?

In today's episode, I talk about the importance of evaluating the message we are sending with the visuals of our brand.

Are our photos a little sterile? Are our pictures a little safe?

In our campaign to #DoBetterDigital, we've talked about the importance of having the courage to step outside the norm. We've discussed the need to offer the unexpected to honor our audience and ourselves.

If we want our brands to be inclusive, diverse, and accessible, we can't ignore the imagery we choose to represent them.

Are your images inclusive, diverse, and accessible?

Do your visuals make you the hero of the story, or does it focus on your audience?

Does your imagery show you as a service provider, or as a celebrity?

If we want our audience to see themselves in our brand, we need to show them that they already have a place. Join me in today's episode as we discuss how to line up our imagery with our intentions to #DoBetterDigital.

Listen now.

• [6:46] Where Renia's journey into inclusive imagery started for herself and for her business
• [11:50] How the type of brand you are informs the types of images you need to convey your brand message
• [15:39] How diverse imagery improves your marketing because it focuses on your audience
• [17:00] Tips for how to build your image library to best reflect your brand
• [19:45] The benefits of creating a custom image library instead of relying only on stock images
• [21:46] How and why to choose a great photographer who can support your goals of inclusivity and diversity

• Watch the Diversity in Photography TEDtalk
• Read The Photographer's Guide to Inclusive Photography
• Discover how inclusivity is changing the world of photography
• Check out this inclusive list of photographers
• Subscribe to a more diverse collection of stock photos
• Watch this episode on Youtube
• Leave a review on iTunes
• Follow LoreniaC on Instagram
• Don't miss an episode of season 4 of Small Stage, Big Impact

Does talking about conversion funnels make you feel a little sleazy?

Many of us flinch at the idea of asking someone for money. But we know that without sales our businesses cannot survive. Traditional marketing tactics leave us feeling like we need a shower. But we aren't sure of any other way to get the word out about what we have to offer.

What if I told you there was a different way to view funnels that honors both you and your customer?

What would happen if you stopped viewing the buyer's journey as a funnel that squeezes customers for cash? What if you viewed it as a leisurely walk with a friend whose life you want to make better?

How would that perspective impact your marketing approach?

In today's episode, I walk you through how it's possible to #DoBetterDigital with each step of the buyer's journey. Being great at marketing and sales doesn't have to involve questionable sales tactics.

Being great at marketing and sales means being great at solving problems.

What problem does your audience have that you are uniquely situated to solve? How can you ethically guide your potential client to discovering the solution you have to offer?

Join me in today's episode to find out how to create a journey that benefits both you and your customer. Listen now!

• [7:13] The first essential step of the buyer's journey that you can't afford to ignore
• [10:55] Why manipulative ads are a bad idea if you want long-term audience buy-in
• [13:26] What must be included in your content to establish a relationship with your audience
• [15:16] How a clear, value-driven opt-in builds trust between you and your customers
• [19:39] Why the follow-up needs to be carefully thought out before asking your audience to take a risk
• [21:50] A special message for healers and coaches when creating your follow-up system
• [25:49] How the delivery method of your main offer is another chance to strengthen the relationship with your clients
• [27:41] The crappy things digital marketers do that are not necessary for effective sales funnels

• Revisit episode 38 "How to Kick Ass at Metadata"
• 2026 Update: Get mentorship and community with The $250K Club
• Watch this episode on Youtube
• Leave a review on iTunes
• Follow LoreniaC on Instagram
• Don't miss an episode of season 4 of Small Stage, Big Impact

Have you thought about what the new normal will look like in a post-pandemic world?

Have you thought about how you can influence what that new world will look like?

In today's episode, I talk about what my team and I have learned in 2020, and how we're planning to use those lessons to transform the digital world in 2021.

When this podcast was launched a year ago in December 2019, I had an idea of what I wanted 2020 to look like.

And then we all got a year that no one could have predicted.

Out of the chaos and upheaval of this past year, we have a chance to create something better. To form a world that amplifies the voices of the marginalized. To shape a marketplace with empathy, equity, accessibility at its center.

We've had to realign our business strategies in 2020 to meet the moment. And we'll be taking some of those strategies into the new year because they line up with our goal to impact the world for the better.

The biggest lesson I've learned this year is this:

When you take away what is easy, sometimes you're left with what is right.

2020 has pushed us all outside of our comfort zones, personally and professionally. Hopefully, that push has helped us to see what truly matters. What's worth holding on to. What's worth pursuing. What's worth giving up.

In 2021, Genevieve Digital is going to give up a few things to jump wholeheartedly into the #DoBetterDigital campaign. We're going to focus on our people, our passions, and our promise.

Did you know that as entrepreneurs, we have made a sacred promise?

What it is might surprise you, but I have a feeling it will inspire you to adjust your focus for the coming year.

What is this promise, and what can you expect from us in 2021? Join me in today's episode to find out - and then let me know what impact YOU will be making this year.

• [5:30] How and why we made the shift away from focusing only on local businesses
• [10:44] How we have learned to go deep, not wide to better spread the message of #DoBetterDigital
• [18:00] Why we are making the shift away from coaching toward digital strategy
• [21:12] How and why we are focusing less on doing it all and more on doing what we love

• [26:26] The sacred duty of entrepreneurs, and how that's affected the direction of Genevieve Digital
• [30:42] Why we are stepping away from social media for now in order to cultivate relationships in other areas
• [34:27] What you can expect from us in 2021

• Purchase Emergent Strategy by Adrienne Maree Brown
• Apply for a 2021 digital partnership with Genevieve Digital
• Watch this episode on YouTube
• Learn more about business author and speaker Mike Michalowicz
• Check out the Dear Grown Ass Women community
• Revisit Naomi Hattaway's episode where she discusses a "slow campaign"
• Leave a review on iTunes
• Follow LoreniaC on Instagram
• Don't miss an episode of season 4 of Small Stage, Big Impact