The Credible Brand Podcast

In this episode of the Credible Brand Podcast, Lindsey Wigfield interviews Jay Moore, the co-founder of Beyond Freedom Financial, Strategic Tax Services, and the creator of The Healthy Accountant persona. They discuss the importance of showing personality in marketing, strategies for reducing taxes, and balancing work and personal life as an entrepreneur. Jay shares his social media strategy and upcoming projects, including a book and a small business community. He emphasizes the need for intentionality and thought leadership in business and life.

Connect with Jay Moore (Guest):

• Instagram
• Podcast
• Youtube
• Visit Jay's website

Connect with Lindsey Wigfield (Host):

• LinkedIn
• Instagram
• Facebook
• Visit Lindsey's website

Takeaways

• Showing personality in marketing can help build stronger relationships with your audience.
• Being intentional about reducing taxes can lead to significant savings for business owners.
• Documentation is key when it comes to dealing with audits from the IRS.
• Creating an ideal life that merges business and personal aspects can lead to a more fulfilling and balanced lifestyle.
• Thought leadership and providing valuable content can help establish credibility and attract clients.
• Upcoming projects for The Healthy Accountant include a book and a small business community.

Chapters
00:00 Introduction and the Power of Personality in Marketing
03:10 Strategies for Reducing Taxes and Saving Money
06:00 Balancing Work and Personal Life as an Entrepreneur
11:49 Building Thought Leadership and Providing Value

David Hawkins Jr., CEO and founder of Hawkins Landscaping, shares the story behind his family-owned business and how it has evolved over the past 50 years. He started with just $100 and a pickup truck and now has a team of 35 employees. Hawkins Landscaping sets itself apart with its honesty, quality work and customer care. David discusses the challenges of the industry, such as drainage issues and the need for proper engineering. He offers advice for aspiring entrepreneurs and emphasizes the importance of hard work and dedication.

Connect with David Hawkins (Guest):

• Hawkins Landscaping Inc
• Office Number
• Hawkins Landscaping Facebook

Connect with Lindsey Wigfield (Host):

• LinkedIn
• Instagram
• Facebook
• Visit Lindsey's website

Takeaways

• Hawkins Landscaping started with just $100 and a pickup truck and has grown into a successful family-owned business over the past 50 years.
• The company sets itself apart with its honesty, quality work, and customer care.
• Challenges in the industry include drainage issues and the need for proper engineering.
• David Hawkins Jr. advises aspiring entrepreneurs to want success more than anyone else and be willing to make sacrifices.
• Hard work and dedication are key to building a successful business.

Chapters
00:00 Introduction and Background of Hawkins Landscaping
08:28 Hawkins Landscaping's Commitment to Honesty and Customer Care

In this episode, Lindsey Wigfield discusses the challenges of differentiating eggs in a crowded market and highlights the Honest Eggs Co. campaign as an example of effective differentiation. The campaign uses a step tracker for chickens to prove that their hens are free-range, providing transparency and credibility to the brand. Lindsey explores how service-based businesses can draw inspiration from this campaign by sharing data, using technology and telling stories. The episode emphasizes the importance of credibility and differentiation in marketing.

Learn more about the Honest Eggs Co. campaign:

• Instagram
• Facebook
• Visit Honest Eggs Co. Website

Connect with Lindsey Wigfield (Host):

• LinkedIn
• Instagram
• Facebook
• Visit Lindsey's website

Takeaways

• Differentiating products in a crowded market can be challenging, but it is essential for building a credible brand.
• Sharing data, such as customer reviews or satisfaction scores, can demonstrate exceptional service and build credibility.
• Incorporating technology in unique ways can generate buzz and differentiate a business.
• Telling specific stories and examples of how a service-based business goes above and beyond can set it apart from competitors.
• Awards and recognition can provide additional publicity and credibility for a business.

Chapters
00:00 Cracking the Egg: Differentiating in a Crowded Market
01:18 The Honest Eggs Co. Campaign: Transparency and Credibility
06:25 Drawing Inspiration: Sharing Data, Using Technology, and Telling Stories
10:18 Building a Credible Brand: Differentiation and Recognition

In this episode, Lindsey Wigfield discusses her decision to close her Facebook group, the Credible Brand Community. She explains that the group was initially created as a resource for readers of her book, but she faced challenges in creating and maintaining content for the group. Additionally, she realized that the group's focus on tactical marketing topics did not align with her expertise as a marketing strategist. Lindsey also highlights the changing algorithm and platform behavior of Facebook, which led to decreased visibility for groups. Ultimately, she decided to prioritize her podcast and focus on her platform of choice, LinkedIn.

Connect with Lindsey Wigfield (Host):

• LinkedIn
• Instagram
• Facebook
• Visit Lindsey's website

Takeaways

• Creating and maintaining content for a Facebook group can be time-consuming and challenging.
• It is important to align the focus of a group with one's expertise and interests.
• Changes in algorithms and platform behavior can impact the visibility and effectiveness of Facebook groups.
• Prioritizing and focusing on a specific platform or channel can lead to better results and efficiency in marketing efforts.

Chapters
00:00 Introduction and Background of the Facebook Group
01:33 Misalignment of Group Focus and Expertise
08:59 Impact of Algorithm and Platform Changes

Nicole Mason, CEO of Ivory and Beau, shares her journey in the wedding industry and how she built a successful one-stop shop for brides. She started as a wedding planner and then expanded into floral design and bridal gowns. Nicole emphasizes the importance of being fast on your feet and solving crises quickly in the wedding industry. She also highlights the need for inclusivity and diversity in her business. Nicole discusses the challenges of balancing work and motherhood and the importance of not feeling guilty when focusing on each role. She shares her social media strategy of showing authenticity and inclusivity and her plans for the future of Ivory and Beau.

Connect with Nicole Mason (Guest):

• LinkedIn
• Company's Instagram
• Company's Facebook
• Company's TikTok
• Visit Ivory and Beau

Connect with Lindsey Wigfield (Host):

• LinkedIn
• Instagram
• Facebook
• Visit Lindsey's website

Takeaways

• Building a successful one-stop shop for brides requires a combination of wedding planning, floral design, and bridal gowns.
• In the wedding industry, it is important to be fast on your feet and able to solve crises quickly.
• Inclusivity and diversity are crucial in creating a welcoming and comfortable environment for clients.
• Balancing work and motherhood requires letting go of guilt and seeking support when needed.
• Authenticity and inclusivity are key elements of a successful social media strategy.
• The future of Ivory and Beau includes expanding their reach, offering higher-end options, and exploring new possibilities.

Chapters

00:00 Introduction to Ivory and Beau
04:19 Nicole's Journey in the Wedding Industry
09:06 The Unique Vibe of Ivory and Beau
14:16 Embracing Inclusivity and Diversity

In this episode, Lindsey Wigfield discusses the importance of overcoming objections in marketing content. She uses the example of the real estate industry to highlight how agents often fail to effectively market themselves and address objections. Lindsey emphasizes the need to focus on efforts that make a sale easier, rather than just measuring the number of leads. She also explains the concept of lead nurturing and the importance of engagement rates. Lindsey encourages businesses to create content that addresses objections and educates their audience about their value. She suggests being transparent, honest, and using expertise to teach the audience why they are the best choice.

Connect with Lindsey Wigfield (Host):

• LinkedIn
• Instagram
• Facebook
• Visit Lindsey's website

Takeaways

• Marketing should aim to overcome objections before they become concerns.
• Efforts that make a sale easier, such as lead nurturing, are important.
• Engagement rates should be considered as a measure of marketing success.
• Content should address objections and educate the audience about the value of the product or service.
• Transparency and expertise are key in addressing objections and convincing prospects.

Chapters
00:00 Introduction: Overcoming Objections in Marketing Content
04:09 Addressing Objections and Educating the Audience

Tony Mantor, a singer-songwriter, producer, and pianist, shares his insights on entrepreneurship and pushing through tough times. He emphasizes the importance of networking and building a reputation in the music industry. Tony discusses his approach to songwriting and the process of developing a song for radio. He also talks about the evolution of his business, from focusing on production to adding additional services like management. Tony shares his belief in never giving up and the importance of having a five-year plan. He offers networking tips for beginners and highlights the value of integrity and quality in his work. Tony Mantor discusses the difference in recording quality in Nashville compared to other areas, the excitement of hearing his productions on the radio, and the impact of social media on the music industry. He also talks about his podcast, "Why Not Me, The World?" which focuses on autism awareness. Tony shares his perspective on awards and the importance of giving back. He emphasizes the need to adapt to the changing music industry and the challenges of streaming services. Despite the challenges, Tony remains dedicated to producing high-quality music and helping others.


Connect with Tony Mantor (Guest):

• LinkedIn
• Instagram
• Facebook
• Podcast
• Visit Tony's website

Connect with Lindsey Wigfield (Host):

• LinkedIn
• Instagram
• Facebook
• Visit Lindsey's website

Takeaways

• Networking and building relationships are crucial in the music industry.
• The songwriting process starts with the song and then moves to production.
• Having a five-year plan is important for long-term success.
• Integrity and quality are key factors in building a reputation.
• Never give up, even during challenging times. Recording quality in Nashville is significantly better than in other areas, thanks to the talented musicians and producers in the city.
• Hearing his productions on the radio brings Tony Mantor a sense of pride and accomplishment.
• Social media has both positive and negative effects on the music industry, providing exposure but also impacting artists' income.
• His podcast, "Why Not Me, The World?" focuses on autism awareness and has gained significant popularity.
• Tony believes that awards are nice to receive, but the true reward is knowing that you're doing good work and making a positive impact.
• The music industry has changed with the rise of streaming services, which has affected artists' income.
• Emphasizes the importance of adapting to the changing industry and using every available platform to promote and share music.
• Tony's dedication to producing high-quality music and helping others is evident in his work and his podcast.

Chapters
00:00 Introduction and Tony's Journey of Entrepreneurship
03:25 The Power of Networking and Building a Reputation
07:00 The Evolution of Tony's Business: From Production to Management
10:41 The Importance of Having a Five-Year Plan
21:16 Never Giving Up
21:20 The Difference in Recording Quality in Nashville
22:58 The Excitement of Hearing Productions on the Radio
26:28 The Impact of Social Media on the Music Industry
29:49 "Why Not Me, The World?" Podcast and Autism Awareness
33:18 The Perspective on Awards and Giving Back
36:11 Adapting

In this episode, Guy Fletcher, the editor-in-chief of Frederick Magazine, talks about the rebranding process the magazine underwent. The conversation covers the background of Frederick Magazine, their mission, the decision to proceed with the redesign despite the challenges of COVID-19, the changes in content and design, the impact on readers and advertisers, the shift in social media strategy, and the lessons learned from the rebrand process. Overall, the rebranding has been well-received, with readers appreciating the increased content and improved design.

Connect with Guy Fletcher (Guest):

• Guy's LinkedIn
• Frederick Magazine's LinkedIn
• Frederick Magazine's Instagram
• Frederick Magazine's Facebook
• Visit the Frederick Magazine website
• 2023 Brand
• 2024 Rebrand

Connect with Lindsey Wigfield (Host):

• LinkedIn
• Instagram
• Facebook
• Visit Lindsey's website

Takeaways

• Gradually introducing changes can help maintain a loyal readership while making the magazine more relevant.
• The rebranding process requires careful consideration and planning, as well as a willingness to discard ideas that don't work.
• Visual elements, such as imagery and design, play a crucial role in the success of a magazine rebrand.
• Engaging with readers and adapting to their preferences is essential for building a successful brand.
• Using social media to share content and increase brand visibility can be a valuable strategy in a rebranding effort.

Chapters
00:00 Introduction and Background
02:12 Mission of Frederick Magazine
02:49 Gradual Introduction of Changes
04:54 Delaying the Redesign Due to COVID-19
06:13 Decision to Proceed with Redesign
07:15 Changes in Content and Design
10:12 Importance of Imagery
11:36 Positive Feedback from Readers
13:40 Impact on Sales and Advertisers
14:51 Ensuring Consistency in the Rebrand
16:31 Shift in Social Media Strategy
18:47 Advice for Businesses Considering a Rebrand
19:48 Building upon the Success of the Rebrand
20:18 Lessons Learned from the Rebrand Process
21:33 How to Access Frederick Magazine
21:54 Conclusion

Kristen Shelton, owner of Hometown Attorney, shares her journey of starting and growing her law firm. She discusses the challenges she faced in the early days and the importance of delegating tasks to focus on her expertise. Kristen also emphasizes the significance of creating a unique brand and attracting the right clients by showcasing her personality and style. She shares her strategies for lead generation and client acquisition, including the power of referrals and the importance of providing an exceptional client experience. Kristen also provides insights into the decision-making process of leasing vs. buying a commercial property and offers tips for lease negotiation and minimizing risk. Lastly, she shares valuable advice she would give to her younger self she first started.

Connect with Kristen Shelton (Guest):

• Instagram
• Facebook
• TikTok
• Visit Kristen's website

Connect with Lindsey Wigfield (Host):

• LinkedIn
• Instagram
• Facebook
• Visit Lindsey's website

Takeaways

• Delegate tasks that are not your area of expertise to focus on what you do best.
• Create a unique brand that showcases your personality and style to attract the right clients.
• Referrals and exceptional client experiences are key for lead generation and client acquisition.
• Consider the financial implications and responsibilities when deciding between leasing and buying a commercial property.

Chapters
00:00 Introduction and Background
00:55 Starting Your Business and Hiring the First Employee
09:19 Lead Generation and Acquiring Clients
12:50 Changes in Lead Generation and Client Acquisition
20:36 Budgeting When Renting and Lease Negotiation
26:32 Minimizing Risk as a Business Owner
30:58 Advice for Younger Self
31:42 Conclusion and Contact Information

In this episode, Tracy Lindley shares her unique approach to using LinkedIn to build a referral engine and grow her business. She provides insights on optimizing your LinkedIn profile, searching and connecting with dream clients, and communicating in a non-spammy way. Tracy emphasizes the importance of personalizing invitations and creating engaging content on LinkedIn. She also discusses the benefits of building client relationships and overcoming fears when posting authentically. Tracy's LinkedIn strategy has helped her attract bigger clients and generate 10 years of business success.

Connect with Tracy Lindley (Guest):

• LinkedIn
• Instagram
• Facebook
• Website
• The LinkedIn Edge Courses

Connect with Lindsey Wigfield (Host):

• LinkedIn
• Instagram
• Facebook
• Visit Lindsey's website

Takeaways

• Optimize your LinkedIn profile by including an eye-catching photo, a background graphic with contact information, and a headline that showcases how you help clients.
• Use LinkedIn's advanced search features to find and connect with your dream clients, focusing on building common ground.
• Communicate with potential clients using short messages that highlight what you do and how you can help.
• Make the most of limited personalized invitations by optimizing your profile before reaching out and posting engaging content.
• Building client relationships on LinkedIn can lead to bigger opportunities and referrals, so focus on providing value and maintaining continuity in your messaging.
• Overcome fears and post authentically on LinkedIn, sharing personal stories and experiences that resonate with your audience and showcase your expertise.

Chapters
00:00 Introduction and Background
02:30 Getting Started with LinkedIn
06:41 Optimizing Your LinkedIn Profile
12:43 Searching and Connecting with Dream Clients
18:11 Communicating in a Non-Spammy Way
20:02 Creating Engaging Content on LinkedIn
22:02 Building Client Relationships and Getting Bigger Clients
25:43 Overcoming Fears and Posting Authentically
27:13 Conclusion and Call to Action