<a target="_blank" href="https://www.buzzsprout.com/1974786/fan_mail/new">Send us Fan Mail</a>In this episode of Imperfect Marketing, Kendra Corman sits down with SEO expert Kyle Bailey to explore how artificial intelligence is changing the search landscape—and what businesses should really focus on to stay visible online.Kyle shares his journey from growing up around construction trades to building an SEO agency focused on helping home service businesses succeed online. Along the way, the conversation dives into the realities of modern SEO, the myths around AI replacing search, and why understanding your customer still matters more than any algorithm update. The Evolution of SEO in the Age of AIAI tools like ChatGPT are changing how people search for information—but they haven’t replaced traditional search engines.Kyle explains:<ul><li>Why Google still has a major advantage because it can crawl and understand websites more effectively</li><li>How AI platforms currently rely on signals like reviews and third-party sources (Yelp, Google Reviews, etc.)</li><li>Why businesses need to expand their reputation across multiple platforms—not just Google</li><li>The risks of “gaming the system” with SEO shortcuts that create short-term gains but long-term damage  </li></ul>The takeaway? Solid SEO fundamentals still matter—and probably always will.The Right Way to Approach SEO StrategyOne of the biggest mistakes businesses make is chasing SEO “cheat codes.”Kyle describes the smarter approach:<ul><li>80% solid SEO fundamentals</li><li>20% experimentation with new tactics</li></ul>This balance allows businesses to stay competitive without risking their entire marketing strategy on short-lived hacks.  If you put all your effort into shortcuts, you may see quick wins—but you’ll likely lose everything when algorithms update.Does Blogging Still Matter for SEO?The answer, like many things in marketing, is: it depends.Blogging isn’t just about stuffing keywords anymore. Instead, it should help customers make better decisions.Effective blog content should:<ul><li>Address customers’ biggest fears about working with your business</li><li>Explain how your process prevents common problems</li><li>Educate buyers so they feel confident choosing you</li><li>Demonstrate expertise through real-world examples</li></ul>When content answers real questions, it improves both the customer experience and your search visibility. Why Your Website Strategy Matters More Than EverMany businesses try to save money by piecing together website tools or building sites themselves using drag-and-drop builders.Kyle explains why this can create problems:<ul><li>DIY website builders often lack advanced SEO capabilities</li><li>Businesses may not truly own their domains or data</li><li>Piecemeal marketing strategies lead to inconsistent results</li><li>A holistic approach—website, content, reviews, and SEO—creates stronger long-term growth</li></ul>In other words, your website shouldn’t just exist. It should function as the foundation of your entire marketing strategy. The Most Important Marketing LessonAt the end of the episode, Kyle shares a powerful question every business should ask:“If you c Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From &quot;Holy cow, it can do that?&quot; to &quot;Wait, how does this work again?&quot; – I&apos;ve got all your AI curiosities covered. It&apos;s the perfect after-podcast snack for your tech-hungry brain. <a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;si=31keH2pIFOvfWWkz'>Watch here</a>

<description>&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/1974786/fan_mail/new"&gt;Send us Fan Mail&lt;/a&gt;&lt;/p&gt;&lt;p&gt;In this episode of &lt;em&gt;Imperfect Marketing&lt;/em&gt;, Kendra Corman sits down with SEO expert Kyle Bailey to explore how artificial intelligence is changing the search landscape—and what businesses should really focus on to stay visible online.&lt;/p&gt;&lt;p&gt;Kyle shares his journey from growing up around construction trades to building an SEO agency focused on helping home service businesses succeed online. Along the way, the conversation dives into the realities of modern SEO, the myths around AI replacing search, and why understanding your customer still matters more than any algorithm update. &lt;br/&gt;&lt;b&gt;&lt;br/&gt;The Evolution of SEO in the Age of AI&lt;/b&gt;&lt;/p&gt;&lt;p&gt;AI tools like ChatGPT are changing how people search for information—but they haven’t replaced traditional search engines.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Kyle explains:&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why Google still has a major advantage because it can crawl and understand websites more effectively&lt;/li&gt;&lt;li&gt;How AI platforms currently rely on signals like reviews and third-party sources (Yelp, Google Reviews, etc.)&lt;/li&gt;&lt;li&gt;Why businesses need to expand their reputation across multiple platforms—not just Google&lt;/li&gt;&lt;li&gt;The risks of “gaming the system” with SEO shortcuts that create short-term gains but long-term damage &lt;br/&gt;&lt;br/&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;The takeaway? Solid SEO fundamentals still matter—and probably always will.&lt;/p&gt;&lt;p&gt;&lt;b&gt;The Right Way to Approach SEO Strategy&lt;/b&gt;&lt;/p&gt;&lt;p&gt;One of the biggest mistakes businesses make is chasing SEO “cheat codes.”&lt;/p&gt;&lt;p&gt;Kyle describes the smarter approach:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;b&gt;80% solid SEO fundamentals&lt;/b&gt;&lt;/li&gt;&lt;li&gt;&lt;b&gt;20% experimentation with new tactics&lt;/b&gt;&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;This balance allows businesses to stay competitive without risking their entire marketing strategy on short-lived hacks. &lt;br/&gt;&lt;br/&gt;If you put all your effort into shortcuts, you may see quick wins—but you’ll likely lose everything when algorithms update.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Does Blogging Still Matter for SEO?&lt;/b&gt;&lt;/p&gt;&lt;p&gt;The answer, like many things in marketing, is: &lt;b&gt;it depends.&lt;/b&gt;&lt;/p&gt;&lt;p&gt;Blogging isn’t just about stuffing keywords anymore. Instead, it should help customers make better decisions.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Effective blog content should:&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Address customers’ biggest fears about working with your business&lt;/li&gt;&lt;li&gt;Explain how your process prevents common problems&lt;/li&gt;&lt;li&gt;Educate buyers so they feel confident choosing you&lt;/li&gt;&lt;li&gt;Demonstrate expertise through real-world examples&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;When content answers real questions, it improves both the customer experience and your search visibility. &lt;br/&gt;&lt;br/&gt;&lt;b&gt;Why Your Website Strategy Matters More Than Ever&lt;/b&gt;&lt;/p&gt;&lt;p&gt;Many businesses try to save money by piecing together website tools or building sites themselves using drag-and-drop builders.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Kyle explains why this can create problems:&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;DIY website builders often lack advanced SEO capabilities&lt;/li&gt;&lt;li&gt;Businesses may not truly own their domains or data&lt;/li&gt;&lt;li&gt;Piecemeal marketing strategies lead to inconsistent results&lt;/li&gt;&lt;li&gt;A holistic approach—website, content, reviews, and SEO—creates stronger long-term growth&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;In other words, your website shouldn’t just exist. It should function as the foundation of your entire marketing strategy. &lt;br/&gt;&lt;b&gt;&lt;br/&gt;The Most Important Marketing Lesson&lt;/b&gt;&lt;/p&gt;&lt;p&gt;At the end of the episode, Kyle shares a powerful question every business should ask:&lt;/p&gt;&lt;p&gt;&lt;b&gt;“If you c&lt;/b&gt;&lt;/p&gt; &lt;p&gt;&lt;b&gt;Looking to leverage AI? Want better results? Want to think about what you want to leverage?&lt;/b&gt;&lt;br/&gt;&lt;br/&gt;Check and see how I am using it for FREE on YouTube. &lt;br/&gt;&lt;br/&gt;From &amp;quot;Holy cow, it can do that?&amp;quot; to &amp;quot;Wait, how does this work again?&amp;quot; – I&amp;apos;ve got all your AI curiosities covered. It&amp;apos;s the perfect after-podcast snack for your tech-hungry brain. &lt;br/&gt;&lt;br/&gt;&lt;a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;amp;si=31keH2pIFOvfWWkz'&gt;&lt;b&gt;Watch here&lt;/b&gt;&lt;/a&gt;&lt;/p&gt;</description>

Send us Fan Mail In this episode of Imperfect Marketing, Kendra Corman sits down with SEO expert Kyle Bailey to explore how artificial intelligence is changing the search landscape—and what businesses should really focus on to stay visible online. Kyle shares his journey from growing up around construction trades to building an SEO agency focused on helping home service businesses succeed online. Along the way, the conversation dives into the realities of modern SEO, the myths around AI repla...

Is AI Killing SEO? What Small Businesses Need to Know Now

<a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms">Send a text</a>In this episode of Imperfect Marketing, I sit down with Kay Miller — sales expert, author of Uncopyable Sales Secrets, and co-creator of the “Be Uncopyable” movement. Kay shares how businesses can stop blending in and start standing out by identifying their ideal customer — or as she calls it, their “moose.”From her early days in male-dominated sales industries to building a brand around differentiation, Kay breaks down why strategy must come before tactics — and why chasing everyone often leads to serving no one.We discuss:Why Most Businesses Struggle with Their Ideal Customer<ul><li>The danger of trying to be “all things to all people”</li><li>Why having business doesn’t always mean having profitable business</li><li>How defining your “moose” clarifies your message and increases results</li><li>The power of focusing on the 20% that drives 80% of your revenue</li></ul>The “Moose” Framework Explained<ul><li>What a moose is — and why you shouldn’t waste time chasing squirrels</li><li>How to identify customers who bring both revenue and long-term value</li><li>Why some audiences may look ideal but lack motivation to buy</li><li>When and how to pivot if you’ve targeted the wrong market</li></ul>Strategy Before Tactics<ul><li>Why sending a mailing without clear strategy is a mistake</li><li>The temptation to “just do something” in marketing</li><li>How to evaluate your ideal customer through a dollars-and-cents lens</li><li>Why profitability and alignment matter more than volume</li></ul>The Power of Offline &amp; Differentiation<ul><li>Why physical, offline marketing stands out more than ever</li><li>How targeted “shock and awe” packages can create major ROI</li><li>Why branding goes beyond your product or service</li><li>How to position yourself as uncopyable — even in crowded markets</li></ul>Key Takeaways for Marketers<ul><li>Start with strategy, not tactics.</li><li>Define your ideal customer before refining your offer.</li><li>Being different is not optional — it’s essential.</li><li>The right customers make your business more profitable and more enjoyable.</li><li>Marketing works best when it’s aligned, intentional, and focused.</li></ul>Whether you’re just starting your business or re-evaluating your direction, this episode is a reminder to pause, reassess, and ask:Who is my moose — and am I actually speaking to them?If you’re ready to stop blending in and start building a business that’s truly uncopyable, this conversation is for you. Tune in and rethink the way you approach your marketing strategy.Resources &amp; Links Connect with Kay: 🎁 Website: <a href='https://www.linkedin.com/in/millerkay/'>https://www.linkedin.com/in/millerkay/</a> 📌 LinkedIn: <a href='https://www.linkedin.com/in/millerkay/'>https://www.linkedin.com/in/millerkay/</a> 👉 Download: <a href='https://www.beuncopyable.com/action-steps'>https://www.beuncopyable.com/action-steps</a> 📚 Uncopyable Sales Secrets by Kay Miller: <a href='https://amzn.to/4ljeQA9 '>https://amzn.to/4ljeQA9 </a> Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From &quot;Holy cow, it can do that?&quot; to &quot;Wait, how does this work again?&quot; – I&apos;ve got all your AI curiosities covered. It&apos;s the perfect after-podcast snack for your tech-hungry brain. <a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;si=31keH2pIFOvfWWkz'>Watch here</a>

<description>&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms"&gt;Send a text&lt;/a&gt;&lt;/p&gt;&lt;p&gt;In this episode of &lt;em&gt;Imperfect Marketing&lt;/em&gt;, I sit down with Kay Miller — sales expert, author of &lt;em&gt;Uncopyable Sales Secrets&lt;/em&gt;, and co-creator of the “Be Uncopyable” movement. Kay shares how businesses can stop blending in and start standing out by identifying their ideal customer — or as she calls it, their “moose.”&lt;/p&gt;&lt;p&gt;From her early days in male-dominated sales industries to building a brand around differentiation, Kay breaks down why strategy must come before tactics — and why chasing everyone often leads to serving no one.&lt;/p&gt;&lt;p&gt;&lt;b&gt;We discuss:&lt;/b&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;Why Most Businesses Struggle with Their Ideal Customer&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;The danger of trying to be “all things to all people”&lt;/li&gt;&lt;li&gt;Why having business doesn’t always mean having profitable business&lt;/li&gt;&lt;li&gt;How defining your “moose” clarifies your message and increases results&lt;/li&gt;&lt;li&gt;The power of focusing on the 20% that drives 80% of your revenue&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;The “Moose” Framework Explained&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;What a moose is — and why you shouldn’t waste time chasing squirrels&lt;/li&gt;&lt;li&gt;How to identify customers who bring both revenue and long-term value&lt;/li&gt;&lt;li&gt;Why some audiences may &lt;em&gt;look&lt;/em&gt; ideal but lack motivation to buy&lt;/li&gt;&lt;li&gt;When and how to pivot if you’ve targeted the wrong market&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Strategy Before Tactics&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why sending a mailing without clear strategy is a mistake&lt;/li&gt;&lt;li&gt;The temptation to “just do something” in marketing&lt;/li&gt;&lt;li&gt;How to evaluate your ideal customer through a dollars-and-cents lens&lt;/li&gt;&lt;li&gt;Why profitability and alignment matter more than volume&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;The Power of Offline &amp;amp; Differentiation&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why physical, offline marketing stands out more than ever&lt;/li&gt;&lt;li&gt;How targeted “shock and awe” packages can create major ROI&lt;/li&gt;&lt;li&gt;Why branding goes beyond your product or service&lt;/li&gt;&lt;li&gt;How to position yourself as uncopyable — even in crowded markets&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Key Takeaways for Marketers&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Start with strategy, not tactics.&lt;/li&gt;&lt;li&gt;Define your ideal customer before refining your offer.&lt;/li&gt;&lt;li&gt;Being different is not optional — it’s essential.&lt;/li&gt;&lt;li&gt;The right customers make your business more profitable &lt;em&gt;and&lt;/em&gt; more enjoyable.&lt;/li&gt;&lt;li&gt;Marketing works best when it’s aligned, intentional, and focused.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Whether you’re just starting your business or re-evaluating your direction, this episode is a reminder to pause, reassess, and ask:&lt;/p&gt;&lt;p&gt;Who is my moose — and am I actually speaking to them?&lt;/p&gt;&lt;p&gt;If you’re ready to stop blending in and start building a business that’s truly uncopyable, this conversation is for you. Tune in and rethink the way you approach your marketing strategy.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Resources &amp;amp; Links&lt;/b&gt;&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;b&gt;Connect with Kay:&lt;/b&gt;&lt;br/&gt;&lt;br/&gt;🎁 &lt;b&gt;Website:&lt;/b&gt; &lt;a href='https://www.linkedin.com/in/millerkay/'&gt;https://www.linkedin.com/in/millerkay/&lt;/a&gt;&lt;br/&gt; 📌 &lt;b&gt;LinkedIn:&lt;/b&gt; &lt;a href='https://www.linkedin.com/in/millerkay/'&gt;https://www.linkedin.com/in/millerkay/&lt;/a&gt;&lt;br/&gt;👉&lt;b&gt; Download&lt;/b&gt;: &lt;a href='https://www.beuncopyable.com/action-steps'&gt;https://www.beuncopyable.com/action-steps&lt;/a&gt;&lt;br/&gt;&lt;br/&gt;📚 &lt;b&gt;Uncopyable Sales Secrets by Kay Miller:&lt;/b&gt; &lt;a href='https://amzn.to/4ljeQA9 '&gt;https://amzn.to/4ljeQA9 &lt;/a&gt;&lt;/p&gt; &lt;p&gt;&lt;b&gt;Looking to leverage AI? Want better results? Want to think about what you want to leverage?&lt;/b&gt;&lt;br/&gt;&lt;br/&gt;Check and see how I am using it for FREE on YouTube. &lt;br/&gt;&lt;br/&gt;From &amp;quot;Holy cow, it can do that?&amp;quot; to &amp;quot;Wait, how does this work again?&amp;quot; – I&amp;apos;ve got all your AI curiosities covered. It&amp;apos;s the perfect after-podcast snack for your tech-hungry brain. &lt;br/&gt;&lt;br/&gt;&lt;a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;amp;si=31keH2pIFOvfWWkz'&gt;&lt;b&gt;Watch here&lt;/b&gt;&lt;/a&gt;&lt;/p&gt;</description>

Send a text In this episode of Imperfect Marketing, I sit down with Kay Miller — sales expert, author of Uncopyable Sales Secrets, and co-creator of the “Be Uncopyable” movement. Kay shares how businesses can stop blending in and start standing out by identifying their ideal customer — or as she calls it, their “moose.” From her early days in male-dominated sales industries to building a brand around differentiation, Kay breaks down why strategy must come before tactics — and why chasing ever...

Are You Marketing to the Wrong People? How to Find Your Moose

<a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms">Send a text</a>In this episode of Imperfect Marketing, I sit down with Rob Genovesi to unpack what branding really means — and why most entrepreneurs are getting it wrong.Rob shares his journey from corporate creative director to brand strategist, including the pivotal moment that transformed his business (and his identity). After years of layoffs and playing it “corporate safe,” Rob discovered that branding isn’t about polished logos or clever gimmicks — it’s about clarity, authenticity, and alignment.We dive into:The Turning Point: From Invisible to Impactful<ul><li>Why being “corporate polished” made Rob invisible</li><li>The contractor client that changed everything</li><li>How asking the right foundational questions led to real business growth</li><li>Why profitability — not just clients — is the real goal</li></ul>What Brand Strategy Actually Is (And Isn’t)<ul><li>Why a logo is not a brand</li><li>The difference between branding and marketing</li><li>Why “just posting on LinkedIn” isn’t building a personal brand</li><li>The foundational elements every brand needs: mission, vision, values, messaging, and ideal client clarity</li></ul>Why Mission, Vision, and Values Matter<ul><li>Why mission fuels long-term motivation</li><li>How vision acts as your business compass</li><li>The role values play in building trust and culture</li><li>Why these aren’t “check-the-box” exercises — and how to make them meaningful</li></ul>The Biggest Branding Mistake Entrepreneurs Make<ul><li>The danger of having one foot in and one foot out</li><li>Why inconsistency erodes trust (even subconsciously)</li><li>How misalignment between visuals, messaging, and personality costs you clients</li><li>Why going “all in” is essential to long-term success</li></ul>Rob shares his biggest marketing lesson learned:<ul><li>There is no single “perfect” framework</li><li>Email, funnels, offers — they can all work</li><li>Stop copying someone else’s path</li><li>Stay on your path long enough to make it work</li><li>Learn, adjust, refine — and keep going</li></ul>As Rob says, success isn’t about chasing the latest tactic — it’s about clarity, consistency, and committing to your own journey.Whether you’re building a personal brand, rebranding your business, or wondering why your marketing feels scattered, this episode will help you refocus on what truly matters.Are you building a logo… or are you building a foundation?Tune in to rethink how you approach your brand.Connect with Rob:Website: <a href='https://www.linkedin.com/in/robertgenovesi/'>https://www.linkedin.com/in/robertgenovesi/</a>LinkedIn: <a href='https://www.linkedin.com/in/robertgenovesi/'>https://www.linkedin.com/in/robertgenovesi/</a> Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From &quot;Holy cow, it can do that?&quot; to &quot;Wait, how does this work again?&quot; – I&apos;ve got all your AI curiosities covered. It&apos;s the perfect after-podcast snack for your tech-hungry brain. <a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;si=31keH2pIFOvfWWkz'>Watch here</a>

<description>&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms"&gt;Send a text&lt;/a&gt;&lt;/p&gt;&lt;p&gt;In this episode of &lt;em&gt;Imperfect Marketing&lt;/em&gt;, I sit down with Rob Genovesi to unpack what branding really means — and why most entrepreneurs are getting it wrong.&lt;/p&gt;&lt;p&gt;Rob shares his journey from corporate creative director to brand strategist, including the pivotal moment that transformed his business (and his identity). After years of layoffs and playing it “corporate safe,” Rob discovered that branding isn’t about polished logos or clever gimmicks — it’s about clarity, authenticity, and alignment.&lt;/p&gt;&lt;p&gt;&lt;b&gt;We dive into:&lt;/b&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;The Turning Point: From Invisible to Impactful&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why being “corporate polished” made Rob invisible&lt;/li&gt;&lt;li&gt;The contractor client that changed everything&lt;/li&gt;&lt;li&gt;How asking the right foundational questions led to real business growth&lt;/li&gt;&lt;li&gt;Why profitability — not just clients — is the real goal&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;What Brand Strategy Actually Is (And Isn’t)&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why a logo is not a brand&lt;/li&gt;&lt;li&gt;The difference between branding and marketing&lt;/li&gt;&lt;li&gt;Why “just posting on LinkedIn” isn’t building a personal brand&lt;/li&gt;&lt;li&gt;The foundational elements every brand needs: mission, vision, values, messaging, and ideal client clarity&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Why Mission, Vision, and Values Matter&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why mission fuels long-term motivation&lt;/li&gt;&lt;li&gt;How vision acts as your business compass&lt;/li&gt;&lt;li&gt;The role values play in building trust and culture&lt;/li&gt;&lt;li&gt;Why these aren’t “check-the-box” exercises — and how to make them meaningful&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;The Biggest Branding Mistake Entrepreneurs Make&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;The danger of having one foot in and one foot out&lt;/li&gt;&lt;li&gt;Why inconsistency erodes trust (even subconsciously)&lt;/li&gt;&lt;li&gt;How misalignment between visuals, messaging, and personality costs you clients&lt;/li&gt;&lt;li&gt;Why going “all in” is essential to long-term success&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Rob shares his biggest marketing lesson learned:&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;There is no single “perfect” framework&lt;/li&gt;&lt;li&gt;Email, funnels, offers — they can all work&lt;/li&gt;&lt;li&gt;Stop copying someone else’s path&lt;/li&gt;&lt;li&gt;Stay on your path long enough to make it work&lt;/li&gt;&lt;li&gt;Learn, adjust, refine — and keep going&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;As Rob says, success isn’t about chasing the latest tactic — it’s about clarity, consistency, and committing to your own journey.&lt;/p&gt;&lt;p&gt;Whether you’re building a personal brand, rebranding your business, or wondering why your marketing feels scattered, this episode will help you refocus on what truly matters.&lt;/p&gt;&lt;p&gt;Are you building a logo… or are you building a foundation?&lt;/p&gt;&lt;p&gt;Tune in to rethink how you approach your brand.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Connect with Rob:&lt;/b&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;Website&lt;/b&gt;: &lt;a href='https://www.linkedin.com/in/robertgenovesi/'&gt;https://www.linkedin.com/in/robertgenovesi/&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;LinkedIn: &lt;/b&gt;&lt;a href='https://www.linkedin.com/in/robertgenovesi/'&gt;https://www.linkedin.com/in/robertgenovesi/&lt;/a&gt;&lt;/p&gt; &lt;p&gt;&lt;b&gt;Looking to leverage AI? Want better results? Want to think about what you want to leverage?&lt;/b&gt;&lt;br/&gt;&lt;br/&gt;Check and see how I am using it for FREE on YouTube. &lt;br/&gt;&lt;br/&gt;From &amp;quot;Holy cow, it can do that?&amp;quot; to &amp;quot;Wait, how does this work again?&amp;quot; – I&amp;apos;ve got all your AI curiosities covered. It&amp;apos;s the perfect after-podcast snack for your tech-hungry brain. &lt;br/&gt;&lt;br/&gt;&lt;a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;amp;si=31keH2pIFOvfWWkz'&gt;&lt;b&gt;Watch here&lt;/b&gt;&lt;/a&gt;&lt;/p&gt;</description>

Send a text In this episode of Imperfect Marketing, I sit down with Rob Genovesi to unpack what branding really means — and why most entrepreneurs are getting it wrong. Rob shares his journey from corporate creative director to brand strategist, including the pivotal moment that transformed his business (and his identity). After years of layoffs and playing it “corporate safe,” Rob discovered that branding isn’t about polished logos or clever gimmicks — it’s about clarity, authenticity, and a...

Is Your Brand Just a Logo? What Real Brand Strategy Looks Like

<a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms">Send a text</a>In this episode of Imperfect Marketing, I break down how writing a short, imperfect book became one of the most powerful credibility and lead-generation tools in my business—without aggressive promotion or chasing speaking gigs.I share the real story behind my book Mastering AI and Communications and how it quietly opened doors to speaking, training, and workshop opportunities I never pitched for. We talk honestly about what worked, what I’d absolutely do differently, and how you can use content you already have to create a book that works for you long after it’s published We cover:How a Book Becomes a Silent Sales Tool<ul><li>Why my book landed speaking gigs without cold pitching</li><li>How a physical book creates instant credibility—even if it’s not read</li><li>The psychology behind why authors are trusted faster than “experts” without books</li></ul>Using AI to Write Faster (Without Losing Your Voice)<ul><li>How I used AI to assist—not replace—the writing process</li><li>Repurposing podcasts, workshops, emails, and trainings into book content</li><li>Why AI helped me write the book in weeks instead of months</li></ul>The Real Value of a Short, Imperfect Book<ul><li>Why your book doesn’t need to be long—or a bestseller—to be effective</li><li>How a short book can outperform blogs, white papers, and lead magnets</li><li>Why perfectionism is often the biggest thing standing in the way</li></ul>What I’d Do Differently Next Time<ul><li>Why I’d take more time (and hire an editor)</li><li>What I learned about publishing, design, and launch strategy</li><li>How I’d approach a second edition with clearer goals</li></ul>Key Takeaways for Business Owners &amp; Experts<ul><li>Why credibility compounds when your content is tangible</li><li>How books differentiate you in crowded speaking and consulting markets</li><li>The importance of creating marketing assets that keep working long-term</li></ul>If you’ve ever thought, “I could never write a book” or “It wouldn’t be perfect enough,” this episode will challenge that belief—and show you how to start small, stay strategic, and still create something powerful.If speaking, training, credibility, or long-term visibility is part of your growth plan, this conversation will help you see books differently.Ready to rethink how your content could work harder for you? Tune in and start looking at what you’ve already created through a whole new lens. Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From &quot;Holy cow, it can do that?&quot; to &quot;Wait, how does this work again?&quot; – I&apos;ve got all your AI curiosities covered. It&apos;s the perfect after-podcast snack for your tech-hungry brain. <a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;si=31keH2pIFOvfWWkz'>Watch here</a>

<description>&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms"&gt;Send a text&lt;/a&gt;&lt;/p&gt;&lt;p&gt;In this episode of &lt;b&gt;Imperfect Marketing&lt;/b&gt;, I break down how writing a short, imperfect book became one of the most powerful credibility and lead-generation tools in my business—without aggressive promotion or chasing speaking gigs.&lt;/p&gt;&lt;p&gt;I share the real story behind my book &lt;em&gt;Mastering AI and Communications&lt;/em&gt; and how it quietly opened doors to speaking, training, and workshop opportunities I never pitched for. We talk honestly about what worked, what I’d absolutely do differently, and how you can use content you already have to create a book that works for you long after it’s published &lt;br/&gt;&lt;b&gt;&lt;br/&gt;We cover:&lt;/b&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;How a Book Becomes a Silent Sales Tool&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why my book landed speaking gigs without cold pitching&lt;/li&gt;&lt;li&gt;How a physical book creates instant credibility—even if it’s not read&lt;/li&gt;&lt;li&gt;The psychology behind why authors are trusted faster than “experts” without books&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Using AI to Write Faster (Without Losing Your Voice)&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;How I used AI to assist—not replace—the writing process&lt;/li&gt;&lt;li&gt;Repurposing podcasts, workshops, emails, and trainings into book content&lt;/li&gt;&lt;li&gt;Why AI helped me write the book in weeks instead of months&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;The Real Value of a Short, Imperfect Book&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why your book doesn’t need to be long—or a bestseller—to be effective&lt;/li&gt;&lt;li&gt;How a short book can outperform blogs, white papers, and lead magnets&lt;/li&gt;&lt;li&gt;Why perfectionism is often the biggest thing standing in the way&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;What I’d Do Differently Next Time&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why I’d take more time (and hire an editor)&lt;/li&gt;&lt;li&gt;What I learned about publishing, design, and launch strategy&lt;/li&gt;&lt;li&gt;How I’d approach a second edition with clearer goals&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Key Takeaways for Business Owners &amp;amp; Experts&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why credibility compounds when your content is tangible&lt;/li&gt;&lt;li&gt;How books differentiate you in crowded speaking and consulting markets&lt;/li&gt;&lt;li&gt;The importance of creating marketing assets that keep working long-term&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;If you’ve ever thought, &lt;em&gt;“I could never write a book”&lt;/em&gt; or &lt;em&gt;“It wouldn’t be perfect enough,”&lt;/em&gt; this episode will challenge that belief—and show you how to start small, stay strategic, and still create something powerful.&lt;/p&gt;&lt;p&gt;If speaking, training, credibility, or long-term visibility is part of your growth plan, this conversation will help you see books differently.&lt;/p&gt;&lt;p&gt;Ready to rethink how your content could work harder for you? Tune in and start looking at what you’ve already created through a whole new lens.&lt;/p&gt; &lt;p&gt;&lt;b&gt;Looking to leverage AI? Want better results? Want to think about what you want to leverage?&lt;/b&gt;&lt;br/&gt;&lt;br/&gt;Check and see how I am using it for FREE on YouTube. &lt;br/&gt;&lt;br/&gt;From &amp;quot;Holy cow, it can do that?&amp;quot; to &amp;quot;Wait, how does this work again?&amp;quot; – I&amp;apos;ve got all your AI curiosities covered. It&amp;apos;s the perfect after-podcast snack for your tech-hungry brain. &lt;br/&gt;&lt;br/&gt;&lt;a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;amp;si=31keH2pIFOvfWWkz'&gt;&lt;b&gt;Watch here&lt;/b&gt;&lt;/a&gt;&lt;/p&gt;</description>

Send a text In this episode of Imperfect Marketing, I break down how writing a short, imperfect book became one of the most powerful credibility and lead-generation tools in my business—without aggressive promotion or chasing speaking gigs. I share the real story behind my book Mastering AI and Communications and how it quietly opened doors to speaking, training, and workshop opportunities I never pitched for. We talk honestly about what worked, what I’d absolutely do differently, and how you...

How a Weekend Book Became My Best Marketing Asset

<a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms">Send a text</a>In this episode of Imperfect Marketing, I’m joined by Michele DeFilippo, founder of 1106 Design and a publishing industry veteran with more than 50 years of experience. We dive into the realities of book publishing—what most people get wrong, what actually matters, and how a well-done book can completely transform your business.From traditional publishing to self-publishing and hybrid models, Michele breaks down the landscape with clarity and candor, helping authors avoid costly mistakes and disappointing outcomes Why Most Self-Published Books Miss the Mark<ul><li>Why skipping market research is one of the biggest (and most expensive) mistakes authors make</li><li>How treating a book like a passion project instead of a business asset leads to poor results</li><li>The danger of cutting corners on editing, design, and production quality </li></ul>Traditional Publishing vs. Self-Publishing vs. Hybrid Models<ul><li>Why landing a traditional publishing deal is harder than ever (and what publishers really want now)</li><li>How Amazon changed publishing forever—and where things went sideways</li><li>The hidden downside of hybrid publishers that charge upfront and take royalties</li><li>What “true” self-publishing was originally meant to be </li></ul>What It Actually Costs to Publish a Professional Book<ul><li>The difference between real editing and running a manuscript through Grammarly</li><li>Why nonfiction books cost more to produce than fiction</li><li>What goes into professional cover design (and why it’s never a “5-minute job”)</li><li>Realistic investment ranges for publishing to traditional industry standards </li></ul>One-Stop Shop vs. Piecing It Together Yourself<ul><li>Why project management matters just as much as creative talent</li><li>The risks of hiring freelancers without knowing what to look for</li><li>Common problems authors face after using bargain services or template-based designs</li><li>How working with an experienced team protects both your book and your sanity </li></ul>How a Small Book Can Create Big Business Results<ul><li>How Michele’s 88-page guide became a powerful lead generator—unexpectedly</li><li>Why books make exceptional lead magnets in an overwhelmed digital world</li><li>How publishing can lead to speaking opportunities, authority positioning, and new revenue streams</li><li>Why a book doesn’t need to be long to be impactful </li></ul>A Marketing Lesson That Still Holds TrueMichele closes the episode with a timeless reminder that applies to publishing, marketing, and business as a whole:<blockquote>Listen to your customers. Even when the feedback is uncomfortable—especially then. </blockquote>It’s a lesson that has guided her work for decades and continues to pay dividends today If you’ve been sitting on a book idea, a half-finished manuscript, or the sense that a book could open doors for you—this episode will help you think about publishing strategically, not emotionally.🎧 Tune in to learn how a well-crafted book can become one of the most powerful marketing assets in your business.Connect with Michele Defilippo: Website: <a href='https://1106design.com/'></a> Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From &quot;Holy cow, it can do that?&quot; to &quot;Wait, how does this work again?&quot; – I&apos;ve got all your AI curiosities covered. It&apos;s the perfect after-podcast snack for your tech-hungry brain. <a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;si=31keH2pIFOvfWWkz'>Watch here</a>

<description>&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms"&gt;Send a text&lt;/a&gt;&lt;/p&gt;&lt;p&gt;In this episode of &lt;em&gt;Imperfect Marketing&lt;/em&gt;, I’m joined by &lt;b&gt;Michele DeFilippo&lt;/b&gt;, founder of &lt;b&gt;1106 Design&lt;/b&gt; and a publishing industry veteran with more than 50 years of experience. We dive into the realities of book publishing—what most people get wrong, what actually matters, and how a well-done book can completely transform your business.&lt;/p&gt;&lt;p&gt;From traditional publishing to self-publishing and hybrid models, Michele breaks down the landscape with clarity and candor, helping authors avoid costly mistakes and disappointing outcomes &lt;br/&gt;&lt;br/&gt;&lt;b&gt;Why Most Self-Published Books Miss the Mark&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why skipping market research is one of the biggest (and most expensive) mistakes authors make&lt;/li&gt;&lt;li&gt;How treating a book like a &lt;em&gt;passion project&lt;/em&gt; instead of a &lt;em&gt;business asset&lt;/em&gt; leads to poor results&lt;/li&gt;&lt;li&gt;The danger of cutting corners on editing, design, and production quality &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Traditional Publishing vs. Self-Publishing vs. Hybrid Models&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why landing a traditional publishing deal is harder than ever (and what publishers really want now)&lt;/li&gt;&lt;li&gt;How Amazon changed publishing forever—and where things went sideways&lt;/li&gt;&lt;li&gt;The hidden downside of hybrid publishers that charge upfront &lt;em&gt;and&lt;/em&gt; take royalties&lt;/li&gt;&lt;li&gt;What “true” self-publishing was originally meant to be &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;What It Actually Costs to Publish a Professional Book&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;The difference between real editing and running a manuscript through Grammarly&lt;/li&gt;&lt;li&gt;Why nonfiction books cost more to produce than fiction&lt;/li&gt;&lt;li&gt;What goes into professional cover design (and why it’s never a “5-minute job”)&lt;/li&gt;&lt;li&gt;Realistic investment ranges for publishing to traditional industry standards &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;One-Stop Shop vs. Piecing It Together Yourself&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why project management matters just as much as creative talent&lt;/li&gt;&lt;li&gt;The risks of hiring freelancers without knowing what to look for&lt;/li&gt;&lt;li&gt;Common problems authors face after using bargain services or template-based designs&lt;/li&gt;&lt;li&gt;How working with an experienced team protects both your book &lt;em&gt;and&lt;/em&gt; your sanity &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;How a Small Book Can Create Big Business Results&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;How Michele’s 88-page guide became a powerful lead generator—unexpectedly&lt;/li&gt;&lt;li&gt;Why books make exceptional lead magnets in an overwhelmed digital world&lt;/li&gt;&lt;li&gt;How publishing can lead to speaking opportunities, authority positioning, and new revenue streams&lt;/li&gt;&lt;li&gt;Why a book doesn’t need to be long to be impactful &lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;A Marketing Lesson That Still Holds True&lt;/b&gt;&lt;/p&gt;&lt;p&gt;Michele closes the episode with a timeless reminder that applies to publishing, marketing, and business as a whole:&lt;/p&gt;&lt;blockquote&gt;&lt;b&gt;Listen to your customers.&lt;/b&gt;&lt;br/&gt; Even when the feedback is uncomfortable—especially then.&lt;br/&gt;&lt;br/&gt;&lt;/blockquote&gt;&lt;p&gt;It’s a lesson that has guided her work for decades and continues to pay dividends today &lt;/p&gt;&lt;p&gt;If you’ve been sitting on a book idea, a half-finished manuscript, or the sense that &lt;em&gt;a book could open doors for you&lt;/em&gt;—this episode will help you think about publishing strategically, not emotionally.&lt;/p&gt;&lt;p&gt;🎧 &lt;b&gt;Tune in to learn how a well-crafted book can become one of the most powerful marketing assets in your business.&lt;/b&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;Connect with Michele Defilippo:&lt;/b&gt;&lt;br/&gt;&lt;b&gt;Website: &lt;/b&gt;&lt;a href='https://1106design.com/'&gt;&lt;/a&gt;&lt;/p&gt; &lt;p&gt;&lt;b&gt;Looking to leverage AI? Want better results? Want to think about what you want to leverage?&lt;/b&gt;&lt;br/&gt;&lt;br/&gt;Check and see how I am using it for FREE on YouTube. &lt;br/&gt;&lt;br/&gt;From &amp;quot;Holy cow, it can do that?&amp;quot; to &amp;quot;Wait, how does this work again?&amp;quot; – I&amp;apos;ve got all your AI curiosities covered. It&amp;apos;s the perfect after-podcast snack for your tech-hungry brain. &lt;br/&gt;&lt;br/&gt;&lt;a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;amp;si=31keH2pIFOvfWWkz'&gt;&lt;b&gt;Watch here&lt;/b&gt;&lt;/a&gt;&lt;/p&gt;</description>

Send a text In this episode of Imperfect Marketing, I’m joined by Michele DeFilippo, founder of 1106 Design and a publishing industry veteran with more than 50 years of experience. We dive into the realities of book publishing—what most people get wrong, what actually matters, and how a well-done book can completely transform your business. From traditional publishing to self-publishing and hybrid models, Michele breaks down the landscape with clarity and candor, helping authors avoid costly ...

What Does It Really Cost to Self-Publish a Quality Book?

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