Because many small business owners have never had the opportunity to develop an understanding of just how branding and marketing works, they will often choose coupons and discounts as their chosen way to attract customers. In this episode, we break down how coupons work and how they can often have the exact opposite effect they hope for.

The terms "Advertising" and "Sponsorships" are often used interchangeably, but they means very different things and work in very different ways. They are both forms of marketing that involve putting your name in front of potential customers; that's where the similarities end. Advertising tends to be intrusive and take away from the life experiences of the consumer. Sponsorships, on the other hand, actually enrich the consumer in one way or another. This can significantly affect the impact your marketing campaign has on your brand.

If you ask 100 people on the street to name the "Most American Beer", they will all immediately blurt out "Budweiser". Most have no idea why. There is nothing inherently "American" about almost all of their ad campaigns. Yet, we think of them as not only "American" The most American". In this episode, I take a look at how often what you say in your message is not nearly as important as where you say it.

Most business were built because the owner saw a need in the community and built a company to address that need. As a result, they often design their business with themselves in mind as the "perfect customer". However, when it is time to buy advertising they forget that. This episode reminds folks that you need to take your own buying habits in mind when considering your customers' buying habits.

Google and other online search engines are very powerful forces in today's consumer world. When we need something, we "Google" it. However, just being listed in the search results doesn't get you customers. As mentioned in the previous episode, it just means you are one of the choices. This episode takes a closer look at what it takes for you to be the one chosen.

Many small business owners think advertising and marketing are all about getting your name out there. They are half right. Getting a new customer is a two-step process. Customers have to know you exist before they can choose you. However, you also have to give them a reason to choose you above all your competitors they also know exist.

In the inaugural podcast, John Preston introduces himself, the goals for the podcast, and why this project is important to him. He goes into detail about how one simple moment of learning changed the course of his family's business and his life. For many business owners, a little bit better understand of their customers can be the difference between prosperity and failure.