A business podcast produced by Defy The Status Quo for forward-thinking businesses looking to defy the status quo of mediocre customer experiences, barely surviving businesses, and haphazard business development.
We'll explore: Best marketing and sales practices Improving business processes Attracting your ideal clients/customers Striking YOUR perfect work-life balance Business basics Outsourcing for sanity And so much more
So last week, I opened up LinkedIn on my phone, and low and behold, what did I see? I have LinkedIn Stories now. LinkedIn has been rolling out LinkedIn Stories in different countries for the last several months, but I was actually pretty pumped when I saw it. What should you post in LinkedIn Stories? I like to do quick tips myself, and I've been actually doing this for a couple of weeks. I’ll find questions on Facebook or LinkedIn, and I'll create a quick 20-second video responding to them.
Today we are going to talk about content resonance. This topic is interesting because if you google it, there isn't actually anything there. And that's because this was an idea I stumbled upon when I was talking to Jennifer McGinley about what it takes to make great content. This was a bit before I got firmly entrenched with the idea of radical authenticity. So content resonance was actually a concept that came to me even before radical authenticity.
Show notes: https://defythestatusquo.com/2020/10/02/content-resonance-content-creation-sweetspot/
When we're talking about my method - the Radically Authentic Authority Marketing Method - I refer to something called the Expert’s Portfolio. Some people call this a speaker's resume, but it doesn't quite do it justice. I would recommend that you use a speaker's resume when it's requested, but you also want to use your Expert’s Portfolio. And most of the time, I default to the Expert's Portfolio.
Show notes: https://defythestatusquo.com/2020/09/25/experts-portfolio/
Today we’re going to be talking about a phrase I've been dropping a lot; radical authenticity. What does that mean? Well, let's think about what authenticity means. Authenticity means you're being genuine.
What makes it so radical is that - especially in the spaces where I work, as a professional B2B person - we don't have a lot of authenticity. We talk about being authentic in such a way that "authentic" is almost a trite word among marketing professionals nowadays. That's why I felt like I needed to qualify that it needs to be radical authenticity.
Show notes: https://defythestatusquo.com/2020/09/18/radical-authenticity-the-key-to-standing-out-online/
Today, we’re going to talk about repurposing webinar content. So you came up with your idea, you marketed the webinar, you delivered it. It was great. The value was huge, and you're so happy with it. What now? Shouldn't you just create a gated, evergreen webinar?
The big thing is that it’s evergreen and you're like, “This is so great!” It's wonderful, but there's no deadline.
There's no scarcity. There's no compulsion. So what's going to drive people to watch that? So what if it's a lead gen piece?
I think if you've built up some authority and you have a reputation for creating amazing content, then yes. That could potentially work out really well for you.
But like I said, once the event is done, you hibernate. Once you're done hibernating, then you have to ask yourself, “How do I repurpose all of this wonderful content that I have?”
So I'm going to share with you what I recommend to my clients, from what consumes the least amount of resources to the most.
Show notes: https://defythestatusquo.com/2020/09/18/5-ways-to-repurpose-webinar-content/
Today, we’re going to talk about virtual event marketing. This has been a crazy weakness and we've seen a lot more virtual events lately. There were a lot of webinars at the start of quarantine. And that was okay, but...I'm willing to bet you have been in a boring webinar in the last like 6 months. I have, though I didn't stay there very long. I’m sure I am not alone.
Today, I wanted to talk about how many people and businesses are struggling due to the continued lack of in-person events. I am an extrovert and I want to go to events as much as the next person, but my husband has a high risk for COVID-19. So it's just not a risk I'm really willing to take. So we're struggling with this lack of in-person events.
Me and Sílvia, my virtual assistant & social media manager, were discussing crossing over one particular type of content from Instagram to LinkedIn. This isn't a type of content I've seen a whole bunch of on LinkedIn, but due to a recent algorithm change, I think it could do very well there.
I’m talking about carousel posts. This is the type of post with several photos that you can swipe through. I'm sure you've seen it. If you haven't, you probably did and didn't realize what you were looking at.
Ruthie: Today is our last episode, and Ana Reisdorf of Reisdorf Writing Services and I cannot pass up the opportunity to talk to you about something that has been steadily growing in importance. I’m talking about Google's E-A-T: Expertise, Authority, and Trust evaluation.
When it first hit the search engines, it changed rankings for the health and finance sites that were at the top. All of a sudden, they weren't. So I wanted to talk with you about that because you work in one of those industries where it's incredibly important. On top of that, you have the credentials to stand head and shoulders above people who do not.
Show notes: https://defythestatusquo.com/2020/08/06/googles-eat-expertise-authority-and-trust/(opens in a new tab)
Today, Ana Reisdorf, of Reisdorf Writing Services, and I are going to talk about something that many freelancers dream about, but can't quite figure out how to achieve; expanding your business with a team. While we'll be talking about it from a freelance writer’s perspective, I think anything we talk about here would apply to any freelancer who's looking to scale their business by adding team members.
Show notes: https://defythestatusquo.com/2020/08/05/building-a-team-from-a-freelance-business/
Today, I'm going to talk with Ana Reisdorf of Reisdorf Writing Services about boosting passive income through courses. If you're in a service-based business, you've probably seen ads for this all over social media. I’ve always been really interested in courses, but it just seems like a hard thing to get into. Ana revealed at the end of our last episode that she sold a mini-course and earned $2,800.
Show notes: https://defythestatusquo.com/2020/08/04/courses-as-a-revenue-stream/
I am thrilled to introduce my next season 5 guest, Ana Reisdorf. She is a registered dietician, nutritionist, and freelance writer with 12 years of experience in the field of nutrition and dietetics. She's the founder of a content agency made up entirely of registered dieticians called Reisdorf Writing Services. She also teaches other RDs how to become freelance writers.
Show notes: https://defythestatusquo.com/2020/08/03/ana-reisdorf-the-registered-dietician-writer/
In our final episode with Shelley Brown of ROI Mindfulness, we discuss the common misconceptions and mistakes made in mindfulness today. We have to learn exactly where mindfulness fits into a healthy well-being practice.
Shownotes: coming soon
In today's episode, Shelly Brown of ROI Mindfulness and I dive in a little bit into the notion of identity. I had to ask her, if I'm not who I think I am, then who am I? Shelley talks about shedding the trappings and not tying your sense of identity to temporary things.
Show notes: Coming soon
Welcome back! Shelly Brown of ROI Mindfulness is joining me again today to talk about how we can be more mindful in our lives and our businesses and what this looks like when she helps her clients actually employ her techniques. Additionally, she's going to be telling us about an update to her business, and I can not wait to share that with you. So let's dive in.
Show notes: Coming Soon
My next guest, Shelly Brown, founder of ROI Mindfulness, believes mindfulness is not what we've all been led to believe. It's often seen as woo-woo weird and uncomfortable approaches. She knows it's a practice of rockstars, a practice that can transcend calm, a practice that trains our brains to embrace and extend time in the present.
Shelly spent over two decades in the corporate world. She remains connected to her corporate roots as a speaker and webinar and workshop facilitator, inviting leaders and executive committees to frontline managers around the United States to a practice that trains our brains to achieve remarkable, calm, focus, and resilience. The end result? we can show up better for our lives and better together.
Show notes: coming soon
Today, I'm going to be speaking with Dr. AJ of AJ Rao, LLC about something thought-provoking. We're going to be talking about masculine and feminine traits, and the myriad of labels that are out there. I feel like those labels are really empowering for people who now have a way to articulate their human experience and be understood by the people who take the time to learn them. What's something you've noticed regarding people's perception of masculine and feminine traits?
Dr. AJ: It's so interesting that you phrased it that way. Traits and energies don't actually have gender. Over time, the stereotypes which have been created over the evolution of our society have led people to categorize certain traits as masculine and feminine, even if they have nothing to do with your gender expression.
By using those 2 labels, we actually end up falsely dichotomizing traits and energies that shouldn't be dichotomized; they're actually on a spectrum. That's where a lot of our current leadership stereotypes come from. When a woman is being confident and assertive, she gets called the B-word. A man does the exact same thing, and he’s called a powerful leader.
Read the show notes: https://defythestatusquo.com/2020/07/23/masculine-and-feminine
Ruthie: Yes, I'm very excited for this episode! I attended one of Dr. AJ’s webinars and she said the phrase, ”Disaggregate the data to find intersectionalities.” And I was like, “Yes, that's it! That's it right there!” I have a ton of data-minded people in my network and I’m really into this topic. I'd like to start with the value. So what types of things do you find when you disaggregate data?
Dr. AJ: Well, when you disaggregate the data you actually find that people are far more diverse than you realize, and that diversity is not being included.
Read the show notes: https://defythestatusquo.com/2020/07/22/tearing-the-data-apart/
For our next segment, Dr. Aparajita Jeedigunta of AJ Rao LLC and I are going to talk about inclusion. The topic of this episode is that inclusion isn't a zero-sum game. Could you elaborate what you mean by that?
Dr. AJ: Absolutely. There’s this concern that by including more people, you're actually taking away power and privilege from those who already have it. Like when we talk about white privilege. There are white people who are not affluent saying, “I grew up poor.” I’m not denying that at all, but you're still white. There's still some privilege that comes with that.
Just like me being Indian American; people assume that my parents are filthy stinking rich, but they're not. I do have the privilege of having the support of my parents, a stable family structure and a commitment to family. Those are my privileges.
That's really where this “inclusion is not a zero-sum game” comes from. When we think of inclusion, we tend to think of these sacrifices and privileges, but it's not like that. The universe theoretically started from the Big Bang, and it's still expanding. The power and energy in the universe is still expanding. That's sort of how inclusion is. It's still expanding. By including more people, we don't destroy that energy. We just convert and amplify that power exponentially by adding more voices. It's not even linear. When we look at it like a win-loss, zero-sum game, we're just shooting ourselves in the foot.
Read the shownotes: https://defythestatusquo.com/2020/07/21/inclusion-is-not-a-zero-sum-game/
I’m really excited to introduce my next guest, Dr. Aparajita Jeedigunta of AJ Rao LLC, a social-personality psychologist and certified professional executive coach. She's also a published author, podcaster and a traumatic brain injury survivor turned mental wellbeing advocate. She helps ambitious working women overcome self-doubt and imposter syndrome to build thriving careers and thrive as visible business leaders who are seen, heard, valued, respected, and recognized.
She also consults and partners with corporate organizations to create custom-made, comprehensive solutions that help them break their silo cultures and create interconnected, inclusive organizational cultures where their talent can fully belong and thrive. Thank you so much Dr. AJ for being here with me today.
Read the shownotes here: https://defythestatusquo.com/2020/07/20/dr-aj,-building-inclusion-and-belongingness-into-company-cultures/
In this episode, Rob and I are going to talk about how automation and wearable tech can play a role in coaching. I was surprised when he recommended this subject to me - I can't say that I've consumed a single thing that connects this tech and coaching.
So if this sounds interesting to you too, definitely give it a listen!
Read the show notes: https://defythestatusquo.com/2020/07/16/how-automation-and-wearables-could-play-a-role-in-coaching/
I have a lot of coaches in my network, so in this episode, I wanted to ask Rob to give them some insight.
Like what qualities should a coach have? And should you be aware of working with newer coaches?
Read the shownotes: https://defythestatusquo.com/2020/07/15/the-power-of-working-with-a-coach/
Today, Rob Scott and I are going to talk about identity shifting, which is a huge part of his coaching methodology.
According to Rob "We're actually much more than we think we are. I'm here to tell you that you're a much bigger deal than you think you are. We tend to get locked down into specific problems, and life can feel very small. However, a big part of what we are is a bunch of unconscious narratives."
Read the shownotes: https://defythestatusquo.com/2020/07/14/identity-shifting-impossible-to-im-possible
Rob Scott is a master-level coach, and I'm really excited to have him on the show. He's the founder of Fundamental Shift, LLC. His work has influenced hundreds of thousands of people to shift their identities, achieving levels of success once thought impossible to reach.
He helps them evolve their consciousness and create profound changes in all important areas of life. His coaching programs take you through proven processes that will get you past your biggest, deepest, most limiting beliefs.
Read the shownotes: https://defythestatusquo.com/2020/07/13/rob-scott-the-identity-shifter
Here's another random thoughts episode. I was talking with a friend, and I had a kind of epiphany. What if the perfect content that resonated with your audience didn't just take them into account?
Hear me out. What if the perfect content for your audience also resonated with you? How much more genuine could you be in your content if you were actually excited to make it?
Listen in as I walk through this light bulb moment I had.
In Takia Ross's last episode with me, she tells me the story of how a local policy technicality paired with bad information severely damaged an arm of her business, Accessmatized. As business owners, we have to look at our local laws as they impact us on a personal and professional level. What Takia experienced was largely due to outdated policies and outdated technology.
Show notes: https://defythestatusquo.com/2020/06/12/local-state-and-federal-policies-and-procedures-that-negatively-affect-small-businesses/
Takia Ross of Accessmatized joins me today as we talk about WHY women of color-owned businesses are so underfunded. Based on her observations, a lot of it stems from unconscious bias on one side and a lack of trust on the other side. I'm very happy to be able to publish this episode now, when a lot more people are paying attention.
Show notes: https://defythestatusquo.com/2020/06/11/understanding-and-funding-businesses-owned-by-women-of-color/
Takia Ross of Accessmatized explains how her social media experimentations have created more business for her during quarantine. Never ask which content will generate revenue for you. Instead as what content your audience wants, and find the answer to that question. You can't go wrong then.
Show notes: https://defythestatusquo.com/2020/06/10/marketing-during-a-pandemic/
I'm speaking with Takia Ross, of Accessmatized, to find out whether or not WOC businesses, which are already grossly underfunded, have something to worry about in the post-COVID-19 world. According to her, we still have options if we know where to look. You may have to get unconventional and learn how to pitch your business, but there are still funding sources to explore.
Show notes: https://defythestatusquo.com/2020/06/09/not-business-as-usual-accessing-capital-and-doing-business-post-covid-19/
Her book, "So You Want To Pitch": https://www.accessmatized.com/online-store/Books-c30210570
Join me, Ruthie Bowles, as Takia Ross, owner of Accessmatized, talks about being a businesswoman who happens to be in the beauty industry. As a savvy businesswoman full of energy, Takia brings fun and energy into her interview as we learn about the different arms of her business. She also begins to share a bit more about her pitch competition experience and her book "So You Want to Pitch."
Show notes: https://defythestatusquo.com/2020/06/08/makeup-as-a-business-with-takia-ross/
In our final episode with Sarah Noel Block of Tiny Marketing, we talk about the future of meetings and in-person events. Sadly, she says she foresees a lot more Zoom meetings in our future. We also talk about how many webinars might as well have been recorded videos, and some of the things we've seen that make for great interactive webinars. Oh, and you're not going to want to miss what Sarah has to say about going live!
Show notes: https://defythestatusquo.com/2020/06/04/online-vs-in-person-networking/
Sarah's Tiny Tech Stack: https://mailchi.mp/5514bfb0258e/techstack
If you have a small marketing budget, then you want to hear what Sarah Noel Block has to say on making your budget go as far as possible with automation. Leveraging automation in your marketing processes can actually help you bring costs down or even make money. How? Because you aren't spending time on a $25/hr task when you could be out there making $150/hr.
Show notes: https://defythestatusquo.com/2020/06/03/small-budgets-and-automation/
Sarah Noel Block, the founder of Tiny Marketing, talks to us about integrating digital marketing for the first time into your marketing strategy. If you relied strongly on events and in-person networking, you might be wondering how to generate leads now. We talk about the different platforms you can use, and Sarah's Tiny Tech Stack costs less than $200 per month!
Show notes: https://defythestatusquo.com/2020/06/01/lets-go-digital/
Sarah's Tiny Tech Stack: https://mailchi.mp/5514bfb0258e/techstack
We're starting a new series today with the one-and-only Sarah Noel Block! The founder of Tiny Marketing, she either becomes your marketing team or builds one for you. Sarah is a 10+ year marketing veteran, and she has experience building marketing momentum during a recession. She also tells us what she looks for in freelancers and contractors when she's building teams.
Show notes: https://defythestatusquo.com/2020/06/01/marketing-team-curation/
I ask Nettie Owens of Sappari Solutions one of my burning questions in today's episode, "Is it possible to do all of the work and still fail?" When businesses fail, we often chalk it up to them not trying hard enough. They didn't work hard enough, so their business didn't survive. But is that always true? Nettie levels with us about failure and hustle culture.
Show notes: https://defythestatusquo.com/2020/05/29/failure-and-hustle-culture/
Join us as Nettie Owens of Sappari Solutions explains her process for being tough on accountability while still creating space for her clients to come as they are. Through a specific process for each tier of client, Nettie helps her clients do one of two things:
Blast through their goals by keeping them on track
Assess new goals if there is something getting in their way
Show notes: https://defythestatusquo.com/2020/05/28/tough-on-accountability-without-shaming/
In today's episode, Nettie Owens, founder of Sappari Solutions and Momentum Accountability, shares the top 3 mistakes people make when visualizing. She also shares whether or not she thinks it's possible to have the wrong vision, which is something I've been struggling with!
Show notes: https://defythestatusquo.com/2020/05/27/top-3-visualization-mistakes/
Nettie Owens, founder of Sappari Solutions, says you should toss out your to-do list. Then she gets really specific about what she wants us to do instead. I'll admit, I was a little taken aback and a lot intrigued when Nettie said she wanted to tell my business audience that our to-do lists are holding us back. But after listening to her, I'm a believer!
Join us as Nettie Owens, founder of Sappari Solutions, walks us through how she transitioned from residential organizing to business coaching. She describes what it was like being a professional residential organizer (and even being on TLC's Hoarding: Buried Alive). She describes her transition to business coaching, and her hopes for the future of her in-person events as the world deals with COVID-19.
Not all of us are okay right now. And that's fine! You might have good day, but then you have a bad one right after. The episodes preceding this one, with Stefanie, do a wonderful job of helping us wade through the hip-deep pressure and stress we're all feeling right now. Even good things can be stressful.
So if you're business is booming because you provide essential products or services, that's still a boatload of stress that wasn't on you before.
If business has tanked because you rely on foot traffic or in-person events to keep revenue coming in, that's certainly stress you weren't counting on.
So today, consider this episode a space that gives you permission to not feel okay. Then head over to Stefanie's 4th episode and do the visualization exercise.
Today we close out Stefanie Booker-Atchison's interview series with a discussion about the future of the hypnosis industry. She talks about the increased interest from the medical community and laypeople and the new research being done every day to measure the efficacy and test the applications of hypnosis! Fascinating stuff, especially considering hypnosis is finally breaking through into the mainstream.
Get Stefanie's 30-minute free consultation here.
Download the 10-minute chakra meditation here.
Join us today as Stefanie Booker-Atchison of Heartwise Holistics walks us through a short guided visualization that will help you seem bigger than your problems. Visualization is one of the top techniques you can use to let go of some of the tension you're holding. Plus, you can use it almost anywhere (not while you're driving though!)
You can also download a free 10-minute guided visualization from Stefanie here.
According to Stefanie Booker-Atchison of Heartwise Holistics, you don't manage stress. It's unmanageable. Stress is a part of our human experience. However, that doesn't mean that we're all destined for a state of overwhelm 24/7. She told me the key to managing the unmanageable, and it ties to our humanity.
Show notes here: https://defythestatusquo.com/2020/05/20/stress-managing-the-unmanageable/
Join us as Stefanie Booker-Atchison, clinical hypnotherapist and certified life coach from Heartwise Holistics, explains how hypnosis can be used to overcome professional development challenges and achieve goals such as:
Improve peak performance
Reduce stress-related work injuries
Improve interdepartmental communications
Shownotes are here: https://defythestatusquo.com/2020/05/19/hypnosis-for-professional-development/
Join us for Stefanie's 1st Defiant Business Podcast episode to learn a bit more about resiliency in business and the compelling statistics of work-related stress. Due to the quarantine, Stefanie has had to accelerate the timeline of moving her business online. She also shares some serious statistics related to global healthcare costs and the real cost of stress in the workplace.
How does social media fit into your B2B marketing strategy? Well, you're going to have to look carefully, because it's not all about LinkedIn (although you know I have a love affair with LinkedIn). B2B social media marketing needs a shake up!
Link to shownotes: https://defythestatusquo.com/2020/02/26/how-does-social-media-fit-into-your-b2b-marketing-strategy/
Authority marketing helps you stand out as a thought leader in your industry. This distinction allows you to sign more clients and charge higher fees.
Link to shownotes: https://defythestatusquo.com/2020/02/20/authority-marketing-signing-more-clients-by-promoting-your-expertise
Link to the Expert's Authority Marketing Method Interactive Content: http://bit.ly/2V8zNmY
Why are IRL networking events becoming so popular? Our need for social connection is driving these in-person meetups. Take advantage to build your business.
Link to shownotes: https://defythestatusquo.com/2020/02/24/why-are-networking-events-becoming-more-popular/
Like almost everything else, selfie videos have a time and a place. Kurt Schneid, an executive producer at Brand Ready Media, gives us some insight into the phenomenon.
Link to shownotes: https://defythestatusquo.com/2020/02/23/selfie-videos-in-b2b-with-kurt-schneid/
Is a website necessar for a business? When you consider that not having a website makes people question the legitimacy of your company, then the answer is yes! Take it a step further, and the research shows that your website could influence how capable people believe you are.
Link to shownotes: https://defythestatusquo.com/2020/02/23/is-a-website-necessary-think-of-its-purpose/
Is blogging still relevant in 2020? Well, the era of easy blogging has long since past. But we're in the era of sophisticated blogging, which means no, blogging is not dead.
Link to the shownotes: https://defythestatusquo.com/2020/02/18/is-blogging-dead/
Google is going to keep making changes, and if you want to stay on top of (or get to the top of) the SERPs, then you need to pay attention. Hint: same place Google has been trying to get to since the beginning.
Link to shownotes: https://defythestatusquo.com/2020/02/17/seo-in-2020/
In today's episode, we talk about the power of culture videos with Kurt Schneid, an executive producer at Brand Ready Media, a video marketing and production firm. A culture video works for you in a lot of ways, from speaking to customers to speaking to future employees.
The future of video marketing lies in the exploration of mixed reality technologies, and Kurt pulls in a sci-fi example I love!
Think that augmented reality is only for the B2C audience? Think again. Here are some ideas for augmented reality applications in B2B marketing and consulting firm training.
Link to the shownotes: https://defythestatusquo.com/2020/02/13/augmented-reality-for-b2b-marketing/
Audience segmentation is how we move forward with better and more effective email marketing. Start sending emails your audience loves with this tactic!
Link to shownotes: https://defythestatusquo.com/2020/02/12/audience-segmentation-for-email-marketing/
We interview Kurt Schneid about all things video marketing. In today's episode, we focus on some of the negative impacts of video marketing on our society. This is part 2 of our 5 part series with Kurt.
Link to shownotes: https://defythestatusquo.com/2020/02/11/negative-impacts-of-video-marketing/
In this episode, we look at the growth of podcasting and 3 possible future trends as more companies and individuals make podcasts.
Read the shownotes here: https://defythestatusquo.com/2020/02/10/podcasting-trends-whats-next/
Are you ready to leverage video marketing for your consulting firm? Kurt Scheid tells you how in this interview "Getting Started with Video Marketing!"
Link to shownotes: https://defythestatusquo.com/2020/02/07/getting-started-with-video-marketing-kurt-schneid/
B2B SMS marketing is becoming a thing. But how can your consulting firm take advantage of this new marketing channel? Read this post for some fresh ideas.
Link to shownotes: https://defythestatusquo.com/2020/02/06/b2b-marketing-via-text-seriously/
Will marketing automation replace marketers? We've certain seen it replace some jobs, but will companies like DTSQ be out of work soon?
Link to shownotes: https://defythestatusquo.com/2020/02/05/will-marketing-automation-replace-the-marketer/
Keep your critical business assets safe. Consider your digital security while outsourcing to agencies and freelancers. Never send creds in emails!
Link to shownotes: https://defythestatusquo.com/2020/02/04/security-while-outsourcing/
Are you using the golden rule in your marketing? Why don't you try focus on your audience instead of yourself with the platinum rule?
Link to the shownotes: https://defythestatusquo.com/2020/02/03/using-the-golden-rule-in-marketing-use-this-instead/
What business are you in? What industry are you in? With all of the disruption and innovation going on in practically every industry, you can't afford not to closely examine your answer to these questions. Marketing myopia is real, and here's how it affects every business, no matter their size or industry.
Here are the shownotes and video: https://defythestatusquo.com/2019/10/01/marketing-myopia-what-business-are-you-in/
You've posted on social media about your next business event, but no one is registering. Why isn't your content working? Well you can't do it haphazardly. You need a plan. Here, I list out some recommendations for content marketing before, during, and after your event.
Here are the shownotes and video: https://defythestatusquo.com/2019/09/27/content-marketing-for-business-events/
We've all heard it before "the human attention span is only 8 seconds long." That's why you have to snag their interest with a great headline, blah, blah, blah. But what if it isn't our attention spans? What if it's something else, and it ties more directly to your content quality?
Here are the shownotes and video: https://defythestatusquo.com/2019/09/16/attention-spans-decreasing-or-something-else/
What does the French digital tax have to do with your business? Maybe nothing, but the thought process behind the decision is definitely a mental trap you need to avoid to be a healthy successful business.
Here are the show notes and video: https://defythestatusquo.com/2019/09/23/dont-make-the-french-digital-tax-mistake-in-your-biz/
Are you taking care of your secondary customers? That may not be a question you're ready to answer just yet. Who are your secondary customers, and why should you care? Those are all questions we answer in this podcast episode.
Here are the shownotes and video: https://defythestatusquo.com/2019/09/12/secondary-customers/
You don't want to miss this episode! Jennifer McGinley, CEO of JLM Strategic Communications, comes back one last time to talk to us about new media in public relations and how small businesses and start ups can DIY their public relations. We want to take this opportunity to thank Jenn for being our very first guest. She really went above and beyond and set the standard for The Defiant Business Podcast's guests!
Here are the shownotes: https://defythestatusquo.com/2019/09/05/"new-media-and-diy-pr"-with-jennifer-mcginley/
Now that I have a podcast, I've received some pretty lackluster requests to be a guest. What makes them so lackluster? What makes any marketing lackluster? This innate drive to talk about ourselves. That's not what podcast hosts want to hear from you. They want to know why their audience would be interested in you. So that's what you need to focus on.
Here are the shownotes and video: https://defythestatusquo.com/2019/09/19/podcast-guest-pitches-mistakes/
All right, we're taking another campaign Under the Microscope! Today, we're looking at Xfinity Mobile's Phone Cleanse campaign. As a relatively new mobile service provider, Xfinity Mobile needed to increase their brand awareness. They needed to get their name out there, and get people interested. And boy, did they ever! Learn more about this interesting campaign and its results.
Here are the shownotes and video: https://defythestatusquo.com/2019/09/19/xfinity-mobile-phone-cleanse-campaign/
Where have all of the great clients gone? It's a question we ask ourselves at various points in our business growth. Business naturally cycles up and down. But sometimes it's not natural. Sometimes, we've done it to ourselves. I know, that isn't what you want to hear. But it's what you need to hear. Listen up, and learn the value of marketing and selling consistently. I also give you my top tip for making sure this happens every day.
Here are the shownotes and video: https://defythestatusquo.com/2019/09/19/where-have-all-of-the-great-clients-gone/
Can you believe these marketing gaffes? Really, the most important thing is what we can learn from these marketing missteps. How do big companies make these sorts of mistakes though? I can only think of 4 really good reasons, and I share them with you in this episode.
Here are the shownotes and video: https://defythestatusquo.com/2019/09/05/marketing-mistakes-gaffes/
Public relations is all about relationships. After 12 months of working with a public relations professional, Jennifer McGinley, CEO of JLM Strategic Communications, says you should expect to see some real traction. At this point, she aims for higher profile opportunities. Learn how Jenn uses her 25 years of relationship building in PR to get the best opportunities for her clients in today's episode.
Here's the shownotes: https://defythestatusquo.com/2019/09/05/public-relations-credibility-and-relationships-jennifer-mcginley/
How are marketers deceiving consumers these days? In fact, according to this research paper, there are 6 different types of marketing deception, or stealth marketing. How stealthy is your marketing? Have you engaged in any of these types of marketing deception types? We have to make sure our marketing is ethical and honest. Great business is about building great relationships. Great relationships are built on honesty.
Here's the shownotes: https://defythestatusquo.com/2019/09/03/marketing-deception-bad-marketers-vs-the-rebellion/
I wanted to try something new on the podcast. There's a lot to be learned from past campaigns, so that's what Under the Microscope is about. Once per week, we'll take a look at a company's marketing campaign and talk about the good, the bad, and the ugly. This week, I examined IBM's Content Cantina campaign. This campaign isn't over yet, but it's already generated some amazing results!
Here's the transcript and video: https://defythestatusquo.com/2019/08/30/ibms-content-cantina/
I promise, this is the last episode about your company's ideology. I couldn't really conclude it without recommending this business book to you. When you can infuse your "why" into your marketing, sales, and operations, you can create customers for life.
Here's the transcript and video: https://defythestatusquo.com/2019/08/29/simon-sinek-start-with-why/
Your ideology is made up of your business' values and purpose. But you can't create it. It's a journey of discovery. Once you've begun this journey though, you'll find business decisions easier to make. You'll prevent yourself from making poor business decisions, and you'll motivate your employees.
Here's the transcript and video: https://defythestatusquo.com/2019/08/28/company-ideology-discovery/
This is part three of my interview with Jennifer McGinley, CEO of JLM Strategic Communications. In today's episode, we talk about what you should expect to see after 6 months of working with a public relations professional. PR is a lot like content in that 6 months isn't a whole lot of time depending on your goals. However, there are micro-signs of success if you know what to look for. Jenn also explains why she starts out with local PR opportunities first, and it's to safeguard the future of your business.
Here are the shownotes: https://defythestatusquo.com/2019/08/27/6-months-with-your-pr-pro/
Goals, strategies, and tactics all change, but your purpose should stay the same. Today we're going over the second part of your company ideology, and that's your company's purpose. Why does your company exist, beyond wanting to make money? Why is this important? We'll find out.
Here is the transcript and video: https://defythestatusquo.com/2019/08/26/defining-your-company-ideology-purpose/
Your company's core ideology is your business' identity. Strip away the business goals, strategies, methodologies, and more, and this is what's left. Your ideology is made up of your core values and purpose. Today, we're going over values and how you can develop them for your company.
Here is the transcript and video: https://defythestatusquo.com/2019/08/23/defining-company-ideology-values/
Credibility is often underestimated. But it can help you start conversations on a positive note. Credibility helps dispel some of our natural distrust when we deal with new business partners. Your company's credibility can open doors for you. But if your credibility isn't quite there yet, there are ways to borrow on the credibility of others. Make sure you deliver though!
Here is the transcript and show notes: https://defythestatusquo.com/2019/08/22/building-company-credibility/
It's critical to understand how your service offerings can impact your potential clients. You need to speak to your client and understand what's in it for them. That's what people care about. They may know they need your services, but maybe they don't understand how much. Maybe it's not a hardcore need, but once they understand the business value, it becomes a need.
Here is the transcript and video: https://defythestatusquo.com/2019/08/21/knowing-your-offerings-business-value/
How do you start working with a PR professional? We're continuing on with Jennifer McGinley's, CEO of JLM Strategic Communications, interview. In today's episode, she tells us what to expect when you first start working with a PR professional. As you'll hear from her, a lot of trust is involved. Jenn seems to thrive in that place where opportunity meets preparedness.
Here is the transcript: https://defythestatusquo.com/2019/08/20/working-with-a-pr-professional-jennifer-mcginley/
Many people start with the content before establishing the value, but this ain't the chicken and the egg. One of them definitely comes first if you want to create high-value content that generates serious ROI for your company. Learn how to set clear expectations based off of business objectives to ensure no content efforts are wasted.
Here are the shownotes and video: https://defythestatusquo.com/2019/08/19/value-of-content/
If you're a service or consulting firm, you're going to get more no's than yes's. So that's not really the problem. The problem is how long it takes you to get to that no. Instead of taking the expressway, you're meandering through the hills, unnecessarily extending your sales process. Learn what you need to do instead.
Here's the transcript and video: https://defythestatusquo.com/2019/08/16/stop-wasting-so-much-time-to-get-no/
Content marketing doesn't seem like a big deal until you trip down the rabbit hole of keyword research or try to tie your content to business objectives. Once you do, you'll find that employees are more likely to abandon the project and never look back.
Don't let your company's blog be one of those website fixtures that never gets dusted off. Learn why you outsourcing your content to a trusted partner may bring you the success you were looking for.
Here is the transcript and video: https://defythestatusquo.com/2019/08/15/outsource-content-for-better-business-performance/
Sometimes, you'll feel inspired and all of the content ideas will come to you. Other times, you can't think of a single thing to write about or make a video out of. Where can you find content ideas when you feel like this? Let me tell you about my favorite content ideas when my creativity has run a bit dry.
Here is the transcript and video: https://defythestatusquo.com/2019/08/14/find-content-ideas/
For Season 2's premiere, I had the honor of interviewing the wonderful Jennifer McGinley, CEO of JLM Strategic Communications and PR Professional. She went over what PR actually is, so you really want to listen to this episode. Once you're done, you won't have to keep that vague notion of PR in your mind any longer!
Here is the transcript: https://defythestatusquo.com/2019/08/13/public-relations-with-jennifer-mcginley/
Interested in how to actually appeal to event sponsors? It begins with understanding what value you can provide to the sponsor, from marketing the event to the actual execution. What can you offer the sponsor in exchange for their financial or resource support? Turns out, you can offer plenty they would be interested in.
This is the final episode for Season 1 of The Defiant Business Podcast, how crazy is that? We're taking a one week break, but you'll be so excited when we come back! We're featuring Jennifer McGinley, CEO of JLM Strategic Communications. She has amazing experience, which led her to share amazing insights and advice!
Here is the video and show notes for this episode: https://defythestatusquo.com/2019/07/29/appealing-to-event-sponsors
Concluding the series we started yesterday, User Generated Content is an incredibly valuable resource that you should incorporate into your strategy. In today's episode, we go over the difference between reviews and endorsements, and different ways you can use UGC in your content marketing strategy.
Here is the transcript and video: https://defythestatusquo.com/2019/07/26/user-generated-content-marketing
What is user generated content (UGC)? User generated content comes as text, photo, or video content from your clients or customers. The kind you should get excited about is positive, since you can use it in your marketing. Over 2/3 of consumers trust UGC more than branded company content. But you can't control UGC, so you just have to keep your ear to the ground.
This is a two part series, so be sure to tune into tomorrow's episode as well!
Here is the transcript for today's episode: https://defythestatusquo.com/2019/07/25/what-is-user-generated-content
I know, it sounds like a nice problem to have. But growing too fast can put a strain on your personnel and infrastructure. This is true whether you have a product-based or service-based business. Here's what you need to do in order to guard against this business-crippling possibility.
Here are the transcript and video: https://defythestatusquo.com/2019/07/24/business-grow-too-fast
I figured out early on in my business growth that hourly fees are not my friend. Hourly rates tie your services to your hours, something that can be itemized. But your value goes well beyond just those hours.
This is why you have to get away from charging hourly. Recently, I came to understand that hourly fees aren't just bad for you. They place you and your client at odds.
Here is the podcast transcript and video: https://defythestatusquo.com/2019/07/23/hourly-fees-bad/
When we use the term "outsourcing", people typically only think of one kind. There are in fact two (at least)!
In today's podcast episode, we're going to go over the two types of outsourcing, and why one is so much more expensive than the other. AND... why you need both to help run your business.
Here's the video and podcast transcript: https://defythestatusquo.com/2019/07/22/types-of-outsourcing/
Unless you're an enterprise level company, you're probably expecting to experience slow periods. Besides the dip in revenue, you're also just dreading it in general. Slow periods attack a business owner's confidence.
Instead of dreading slow periods, I've come up with a recommendation for you. You might actually begin to look forward to slower periods. Or at least you won't dread them anymore!
Here is the video and podcast transcript: https://defythestatusquo.com/2019/07/19/handle-slow-periods/
Why should you worry about content variety on your website? Well, first of all, people don't want to see the same stuff over and over. But certain types of content are more effective depending on where your client or customer is at on their buyer's journey.
One type of content goes from 73% effectiveness at the start of the journey, and drops to 6% at the end!
Here is the transcript and video: https://defythestatusquo.com/2019/07/18/content-variety-importance/
Yes, I hate to tell you, but ranking #1 on Google isn't as important as it used to be. Don't get me wrong, I think dedicated businesses can get there for many keywords. However, there are a lot of other considerations you need to take into account before you pay that SEO company to get you to the "top".
Here is the transcript and video: https://defythestatusquo.com/2019/07/17/ranking-1-on-google
You need to put your client or customers' success front and center. How do you do that? With an awesome case study that shows how your product or service helped improve their business or life.
What is a case study though? A case study is typically a 1-2 page document that showcases the problem that your company solved.
Writers create compelling success stories through interviews, data, and creative writing.
Here are the video and transcript: https://defythestatusquo.com/2019/07/16/case-study/
SEO. Search Engine Optimization. It's been a buzzword for a long time. If you're going to run a successful blog for your business as part of your content marketing strategy, then you need to learn about it. I'm sorry, it can't be avoided. But it doesn't have to be super hard! There are over 200 SEO ranking factors, but some matter more than others.
In today's podcast episode, we're going over the top three factors that you should worry about (at least once you get the one time factors out of the way). I keep things simple, but you're going to walk away with some good information!
Here are the transcription and video: https://defythestatusquo.com/2019/07/15/seo-ranking-factors/
When your customers or clients are in control, how are you supposed to market? Are you still using archaic methods that people have become blind to? If your target market includes younger demographics, then you need to be aware of the "ad blindness" trend.
Businesses no longer control the marketing narrative. But we can contribute to it. Learn more in today's episode.
Want the transcript? Here are this episodes video and transcript: https://defythestatusquo.com/2019/07/12/customer-controls-marketing/
Do you really have to get up before the sun to have a great morning routine? No! In today's episode, I'll tell you the real key.
I asked my network which activities were critical to their morning routines, and wow, the response was overwhelming. Instead of trying to detail every activity, I noticed a few themes. Those themes are what I address in today's podcast episode.
Link to the shownotes: https://defythestatusquo.com/2019/10/03/optimal-morning-routine/
People often bemoan networking events. There are coaches who's entire premise is "never go to another marketing event again!" So what makes me bring it up? We all know that in person interactions are more effective that interactions over the phone. Video comes closer, only because so much of communication is nonverbal.
If you've had a bad experience at a networking event, it's probably because that event wasn't for you. It doesn't mean that all events are bad. When you attend networking events, you need to go with a plan in mind, just like any other type of marketing. This means understanding the sorts of people you will meet at events.
In this podcast episode, I've identified the four types of people you typically run into at events.
Do you have a networking event that you just love? How about a horror story to share?
Read the shownotes here: https://defythestatusquo.com/2019/10/01/types-of-people-at-networking-events/
Business is getting crowded, which means you have to look for meaningful ways to stand out. You should always be looking for opportunities to create real connections with your customer or clients.
The inspiration behind this post came from a campaign text I received asking me for another donation. I started considering whether or not I felt compelled to do so. Then I realized, they missed a lot of opportunities to prime me for this question.
They missed a lot of opportunities to make me want to say yes. Instead, I just asked "Why should I?"
Here's the link to the Twitter thread I sent to the Senator: https://twitter.com/annaruthus/status/1145126442856067073
I attended an event organized by Startup Grind Baltimore. The topic was pitching competitions, and I learned so much. Aaron talked to us about the differences between the pitching competitions you'll likely come across during research.
He also talked to us about ways we can make winning more likely, which I thought was very insightful. He knows because he's done it after all. Aaron Hsu is the founder of Clearmask, an innovative company that wants to bring a better surgical mask into the world. One that happens to be transparent.
We strayed a bit into things like product development and market research as well. Overall, great presentation, and I'm looking forward to putting his recommendations into practice myself!
Some people say that you shouldn't use free keyword research tools. I have a different opinion though. I explain in today's podcast why this view isn't in alignment with most business owners' budgets and I give you my favorite FREE keyword research tools.
Content marketing without keyword research is like shooting around in a dark room. You may occasionally hit something, but it probably won't be what you're aiming for.
You can start using these tools today to create a more targeted and informed content marketing strategy for your business.
Okay, so you're sold on using a blog to attract more business. How do you go about marketing it? In today's episode, I focus on one technique out of many that you can use to market your blog for more business.
For many small businesses, it's about building relationships. And you can use your blog to do just that. Take a listen as I dive into this subject.
What do you think? Would you use guest posting to attract more business? Before you discount this method, LISTEN all the way through!
If you still need help creating a strong content marketing strategy, you'll want to take a look at our Blogging for Business Toolkit: http://bit.ly/2YaBUpi
If you're outsourcing any work, how much you should pay freelancers probably enters your mind a lot. As someone who takes on outsourced work (I'm a content marketer and writer), and someone who outsources, I have a perspective many small business owners don't.
Short answer? It depends.
If you listen to this episode, you'll learn that there are a lot of factors that go into pricing freelance work. At a minimum, you'll know how to temper your expectations when you consider your budget.
If you want to learn how to hire the best freelancers you can afford, check out this blog post: http://bit.ly/2PY7Byy
It seems a bit woowoo, but your business will not succeed if you don't believe in it. In this podcast episode, I reference how Think and Grow Rich altered my perception of my successes and failures.
Sometimes, I didn't believe enough in a goal for it to succeed.
Listen to today's episode, and try to push that doubt aside. You've got this!
Gary Vaynerchuck recently shared his 86 slide content repurposing slidedeck. I thought it would be great to see what a lower scale version of this looks like for small business owners. So in this episode, we explore content repurposing, and how you can do it with as much or as little effort as you need to.
I mentioned Designrr, a great content repurposing tool that I use. It even turns video and audio into text! *This is my affiliate link: http://bit.ly/2WZhiir
I take you from start (audio, video, or blog post) to finish (many different types of micro content). This technique can save you so much time! Let me know what you think!
*If you choose to get Designrr for yourself, I'll receive a small commission, but it doesn't affect the price for you!*
Do you write for search engines or people? A lot of people are vocally in support of the latter. But I don't think there is a difference. You have to remember that your priority is always the people. Specifically the people in your target audience. HOWEVER, search engines play a role too.
Listen to this episode to see why you should be writing for BOTH!
When you quit something, what has been the usual reason?
Lack of ROI?
Need to spend your time elsewhere?
..... what other reason?
In this episode, I talk about what consistency instead of quitting can do for you.
Consistency instead of quitting for blogging, social media, or any other business endeavor can be a huge difference between your glorious success and someone else taking the opportunity.
We were discussing the "employee mindset" during one of the networking meetings I go to, and it struck me as something many of us struggle with at various points in our entrepreneur development. It's a real struggle for service professionals.
How does the employee mindset effect your business engagements? Find out in this episode!
The book Profit First is by Michael Michalowicz is a great book that I used to transform my business money management at the start of the year. I recommend it to everyone.
It will change the way you view your business finances, and it will help you keep your business healthy. Listen to this episode to hear about why this book is the key to transforming your business "from a cash-eating monster to a money-making machine!"
Show notes: https://defythestatusquo.com/2019/06/24/why-you-should-read-profit-first/
Have you heard that LinkedIn is another platform you should be looking for leads on? Hold on now, all of you who have B2C businesses. I'm still talking to you. Yes, you can carve out a space for yourself on LinkedIn, even if your business is B2C. How? Listen to this episode, because I give some great examples.
I mentioned the LinkedIn Infographic that Defy The Status Quo published last month. Here is the link: https://defythestatusquo.com/2019/05/29/optimize-linkedin-profile-business-infographic/
Be sure to check that out as you prepare to update your LinkedIn profiles! Don't worry, we'll explore LinkedIn more as time goes on.
Maybe you've heard the term white paper tossed about, but what IS a white paper? Why are companies willing to spend so much on them?
In today's podcast episode, we explore what white papers are and who they're for. They aren't just for B2B companies, although that can be the most obvious use case. I also talk about what you can expect from the white paper creation process and why white papers deserve a spot in your content marketing strategy.
Here's the link for the shownotes: https://defythestatusquo.com/2019/06/20/the-quick-and-dirty-on-white-papers/
What's the top reason small businesses struggle? It has a lot to do with inconsistency in the functions you need to perform to develop your business: marketing, sales, and business development.
When we fail as business owners to be consistent in those tasks, we open ourselves to "feast or famine" cycles that prevent us from enjoying consistent income from our entrepreneurial endeavors.
If you'd like to learn more about outsourcing, you can watch the video or read the post here on the Defy The Status Quo website: https://defythestatusquo.com/2019/06/10/outsourcing-virtual-assistant/
No matter the size of your business, you need to pay attention to the conscious consumerism trend sweeping the Millennial and GenZ generations. They know money talks, and they're paying attention to how you spend yours.
Why did I name my company Defy The Status Quo? One way or another, it has to do with your business. I was inspired to change my company name to Defy The Status Quo because of you! So many of the large and small businesses I work with, consult for, and just associate with, have a lot of the same issues.
In this episode, I talk about the knowledge that inspired my business name, and why proper business development, sales, and marketing are so important to us here at Defy The Status Quo.
Want to learn more about us, or maybe check out our other resources? Go to: https://defythestatusquo.com/resources/