More than a Few Words

It started the way so many good ideas do, in conversation.Jen Edds, Lisa Mitchell, CFI, and I started talking about creating something different. Not another conference. Not another room where people talk at you. We wanted a space where smart women could actually talk with each other.And then, on March 26, we did it.This conversation is a bit of a celebration, a look back at what happens when you take an idea out of the group chat and bring it to life. Because honestly, that leap from “we should” to “we did” is where most ideas stall out.Here’s what stuck with me.Takeaways:• Pick one thing and go all inI’ll admit it, even as a marketer, I needed this reminder. One clear call to action, one place to send people. When everything matters, nothing stands out. Simpler really is smarter.• Borrow boldly and share freelySome of the best ideas in the room weren’t “original.” They were tested, tweaked, and passed along. That’s the magic. Less guarding, more sharing. We all get better faster.• Real conversations beat polished presentationsWe kicked things off by talking about what we’d messed up. And just like that, the walls came down. No posturing, no pretending. Just honest lessons and a lot of “oh good, it’s not just me.”• Create the room you wish existedDon’t wait for an invite. Build your own table. We kept it local, kept it small, and invited a mix of people we knew and people we didn’t. • Let the agenda breatheInstead of locking into a rigid schedule, we let the group shape the conversation. People voted on topics, and the discussion flowed from there. It felt more like a conversation and less like a conference.• Community doesn’t end when the event doesThe real opportunity is what happens next. Staying connected, sharing resources, continuing the conversation. That’s where the long term value lives.If you’re listening and thinking, “I wish I’d been in that room,” you might get your chance. We’re doing it again on June 11.Reach out. Raise your hand. Pull up a chair. Because the next great idea might be yours, and it deserves a room like this.   Links to our podcasts: Jen Edds https://brassybroad.com/podcast/Lisa Mitchell https://divorcecurious.buzzsprout.comLorraine Ball www.morethanafewwords.com   Everyone else in the room. .These are all podcasts you should check outAlly Brettnacher https://athletebouquets.com/pages/the-podcastAmanda Smith https://shareyourgenius.com/Ericka Young, AFC®, CFEI® www.forbetterandworth.comIris Goldfeder https://podcasts.apple.com/us/podcast/the-cookbook-recipes-for-marketing-business-success/id1627107453Jennifer Denney 📈 https://elevatedmarketing.solutions/digital-marketing-podcastsJennifer Longworth www.bourbonbarrelpodcasting.comJulie Kratz https://nextpivotpoint.com/podcastKara Kavensky https://www.karakavensky.com/podcasts/Tiffany Sauder https://www.tiffanysauder.com/podcastRachel Randolph https://open.spotify.com/show/7GZgWJyTOcaVYNnSWXAqJm?si=tKRAKBA8R9uCC58itABUYAKatherine Coble https://borshoff.biz/in-the-loop/

When I moved from Texas to Indiana one of the things I loved best was the color of the seasons. Spring brings bright pastels which morph into the rich greens of summer. Then comes fall with the bring oranges, yellows and a few shades of brown. The only exception is winter filled with dreary colorless days which seem bland bland when compared to the vibrancy of colors throughout the rest of the year. I think that is why I appreciate  evergreen trees and the bright spot of colors they bring all year long. Just as these wonderful trees bring consistent color to my yard, evergreen content brings spots of color to a marketing calendar. What is Evergreen Content?  Evergreen content, unlike seasonal content or breaking news, this information is always relevant to your readers. Frequently asked questions, simple how-to blog posts, or product reviews make great evergreen content. These posts can be researched and written well in advance and be ready whenever you need some fresh content Start with the questions customers ask Look in your email folder for those long answers you have already written. This is a great starting point for a blog post. If one customer has the question, others will as well.  And these posts tend to index well on Google, as prospective customers search for answers. Include Key Words Brainstorm a list of keywords you want to rank for. Use a keyword tool such as Google Trends or Google Search Console to find alternatives and ideas. Look for niche words and phrases. which will have a better shot at rising to the top because there will be less competition Quality over Quantity If you want your post to stand the test of time, you can’t just slap up a 500 word article and call it a day. If you do, another article will come along pretty quickly and knock you down. Take extra time when you write evergreen content. Research the topic, add unique examples, and your perspective. Create an article which isn’t just another “5 Ways to Do This….”. Update Your Evergreen Content  I know, I said this would be the kind of blog post that would stand the test of time, it wouldn’t age and it would live on forever. All of that is true, but if it is a great traffic draw for your website, go back occasionally and add new content, a different image, and maybe a new CTA to keep it fresh.  

Sometimes the best way to explain marketing is with a good story. In this episode, I chatted with Ryan Ross, head of marketing at BrokersBloc and author of the novel Benefits with Friends. The book follows a very unlikely hero, Al Dente, a pasta manufacturer who suddenly inherits his father’s benefits brokerage. As Al tries to figure out how to grow the business, he learns some very real marketing lessons along the way. Ryan wrapped those lessons in humor, food puns, and a cast of memorable characters, but the marketing advice is solid and surprisingly practical. Here are a few ideas that really stuck with me. • Pick a niche before you pick a tacticAl starts with nearly a hundred clients but no clear direction. His mentor pushes him to choose a specific audience instead of trying to serve everyone. Because of his background, he understands manufacturing. Once he focuses there, everything else becomes easier. The message is clearer, the prospects make sense, and the marketing finally has direction. • Borrow credibility while you build itAl is still learning the benefits business, so he builds authority by creating content and connecting with experts. Speaking at industry events, hosting conversations, and sharing what he learns helps him build visibility faster than waiting until he feels like an expert. Teaching and learning at the same time can be a powerful combination. • Turn education into a marketing toolOne of the smartest strategies Ryan shared was creating continuing education content for licensed professionals. If your audience needs CE credits to keep their license, offering approved educational sessions can dramatically increase participation. Even better, those sessions position you as a trusted resource while you help your audience solve a real problem. At the heart of Ryan’s story is a simple reminder. Marketing works best when you know who you want to help, show up where they gather, and share something useful. Turns out the recipe for good marketing is not that different from good pasta. Start with the right ingredients and keep it simple. About Ryan  Ryan Ross has is head of marketing at BrokersBloc, a GA for independent benefits brokers. He is the author of Benefits with Friends, a fictional book about a benefits broker, Al Dente, as he navigates reviving his father's benefits brokerage. Ryan spent 10 years in marketing and sales at Dow Jones, the Financial Times, and BrightTALK. He has completed 3 Ironman triathlons. Pre-order the book 

This week thousands of podcasters around the world take part in Podcastathon, a global effort that shines a spotlight on nonprofit organizations doing meaningful work in their communities. For one week, hosts swap their usual topics for stories about causes they care about and invite their listeners to learn more, get involved, or lend support. This episode is my contribution to that global event, and it gave me the perfect excuse to talk about one of my favorite nonprofits. Sometimes the hardest part of marketing isn’t getting attention. It’s helping people feel comfortable enough to try something new. That is exactly the challenge when you run a Fringe theater festival. In this episode, I chatted with Paul Daly, Executive Director of the IF Theatre in Indianapolis. IF Theatre is the home of the Indy Fringe Festival, one of the largest fringe festivals in the world, bringing dozens of performers and hundreds of shows to Mass Ave every summer. The festival celebrates creativity, experimentation, and the kind of performances you will not see anywhere else. But that same freedom can make newcomers hesitate. When audiences are not quite sure what they are getting into, they may stay home. Paul shared a simple marketing approach designed to make the experience easier to say yes to. Takeaways Give people a path into the experienceFringe festivals can feel overwhelming. With so many shows and styles, first timers do not always know where to start. This year IF Theatre plans to introduce curated show lists. Want a day of comedy? There is a list for that. Prefer serious drama or an eclectic mix? There are paths for those too. Instead of asking people to sort through dozens of options, the festival gives them a starting point. • Help people understand what to expectYounger audiences especially want clarity before they commit. What will this experience feel like? Is it funny, thought provoking, weird, or a little bit of everything? Clear descriptions and curated experiences remove uncertainty and make it easier for someone to buy that first ticket. • Tell the bigger story behind the brandMany people know Indy Fringe as a ten day festival. What they may not know is that IF Theatre runs year round programs, classes, and performances. One key message they continue to repeat is simple. IF Theatre is the organization. Indy Fringe is its biggest event. The lesson here is straightforward. When people feel unsure, they hesitate. When you guide them, they step forward. And sometimes all it takes is showing them where to start.              

We all love a good story. But here is the twist. If you are the hero, you are doing it wrong. In this conversation, I chatted with John Elbing, creator of the Story Building Method and author of a new book on the topic. We dug into the difference between storytelling and story building. It is not a play on words. It is a shift in perspective that can change how your marketing connects. John believes storytelling has turned into a coat of paint. Hooks. Tricks. Presentation tips. All fine. But before you polish the story, you need to decide which story you are telling. And here is the big idea. It is not your story. It is your customer’s. A few takeaways you can use right away: • Recognition comes firstBefore someone cares what you do, they need to see themselves in your message. In your words. In your images. In the problems you describe. When they think, “That’s me,” you have their attention. Skip this step and they scroll right past you. • Perception shapes your valuePeople want to quickly understand what you do and where you fit. If they cannot put you in a category, they get confused. And confused people do nothing. Be clear about what makes you different and why that difference matters. • Projection closes the gapHelp them imagine life after they work with you. What changes? What feels easier? What problem goes away? When they can picture that future, they are already moving toward a yes. One of my favorite examples John shared was about lawn care. You can say, “I mow lawns.” Or you can talk about the exhausted homeowner who wants to feel proud of her yard again. Same service. Completely different story. That is the shift. When you build your story around your customer’s aspirations, struggles, and trigger moments, your marketing feels less like a pitch and more like a conversation. And that is when people lean in. If your message is not landing, maybe it is time to stop being the hero and start being the guide.