The Defiant Business Podcast

Ep. 20: The Big Mistake You're Making in Your Podcast Guest Pitches

An episode of The Defiant Business Podcast

By Ruthie Bowles
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
More places to listen

More places to listen

Ep. 26: What Business Are You In?
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:
September 18, 2019
Ep. 25: Content Marketing For Your Business Events
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:
September 17, 2019
Ep. 24: Attention Spans Decreasing or Something Else?
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:
September 16, 2019
Ep. 23: Don't Make the French Digital Tax Mistake in Your Biz
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:
September 13, 2019
Ep. 22: Secondary Customers, Are You Taking Care of Them?
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:
September 12, 2019
Ep. 21: "New Media and DIY PR" with Jennifer McGinley
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:"new-media-and-diy-pr"-with-jennifer-mcginley/
September 11, 2019
Ep. 20: The Big Mistake You're Making in Your Podcast Guest Pitches
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:
September 10, 2019
Ep. 19: Under the Microscope: XM Phone Cleanse
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:
September 9, 2019
Ep. 18: Where Have All of the Great Clients Gone?
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:
September 6, 2019
Ep. 17: Can You Believe These Marketing Gaffes?
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:
September 5, 2019
Ep. 16: "12 Months of Public Relations - Credibility and Relationships" with Jennifer McGinley
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:
September 4, 2019
Ep. 15: Marketing Deception - Bad Marketers Vs. The Rebellion
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:
September 3, 2019
Ep. 14: Under The Microscope: IBM's Content Cantina
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:
August 30, 2019
Ep. 13: Why You Should Read Simon Sinek's Start With Why
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:
August 29, 2019
Ep. 12: Defining Your Company's Core Ideology: Discovery
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:
August 28, 2019
"6 Months with Your PR Pro. What Now?" with Jennifer McGinley
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:
August 27, 2019
Ep. 10: Defining Your Company Ideology: Purpose
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:
August 26, 2019
Ep. 9: Defining Your Company Ideology: Values
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:
August 23, 2019
Ep. 8: Building Your Company Credibility
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:
August 22, 2019
Ep. 7: Knowing Your Offering's Business Value
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:
August 21, 2019
Ep. 6: "How Do You Start Working with a PR Professional?" with Jennifer McGinley
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:
August 20, 2019
Ep. 5: The Value of Content
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:
August 19, 2019
Ep. 4: Why You Get So Many No's
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:
August 16, 2019
Ep. 3: Outsource Content for Better Performance
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:
August 15, 2019
Ep. 2: Where to Find Content Ideas
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:
August 14, 2019
S2, Ep. 1: What is Public Relations?, with Jennifer McGinley
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:
August 13, 2019
Ep. 30: Appealing to Event Sponsors
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:
July 29, 2019
Ep. 29: Using UGC in Your Content Marketing
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:
July 26, 2019
Ep. 28: What is User Generated Content?
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:
July 25, 2019
Ep. 27: Yes, You Can Grow Too Fast
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:
July 24, 2019
Ep. 26: Hourly Fees: Bad for You, Bad for Your Clients
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:
July 23, 2019
Ep. 25: The Two Types of Outsourcing
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:
July 22, 2019
Ep. 24: How to Handle Slow Periods
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:
July 19, 2019
Ep. 23: The Importance of Content Variety
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:
July 18, 2019
Ep. 22: Ranking #1 on Google Isn't as Important Anymore
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:
July 17, 2019
Ep. 21: Case Studies: More Than Just A Testimonial
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:
July 16, 2019
Ep. 20: Top 3 SEO Ranking Factors
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:
July 15, 2019
Ep. 19: Customer's in Control. How Do You Market?
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:
July 12, 2019
Ep. 18: Optimal Morning Routine
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:
July 11, 2019
Ep. 17: Types of People at Networking Events
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:
July 10, 2019
Ep. 16: Missing Client/Customer Connections?
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: 
July 9, 2019
Ep. 15: Pitching Tips from Startup Grind Baltimore's Aaron Hsu
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!
July 8, 2019
Ep. 14: Free Keyword Research Tools, Yay or Nay?
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. 
July 5, 2019
Ep. 13: Marketing Your Blog for More 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:
July 3, 2019
Ep. 12: How Much Should I Pay Freelancers?
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:
July 2, 2019
Ep. 11: Your Business Needs Your Belief
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!
July 1, 2019
Ep. 10: Content Repurposing
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:  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!*
June 28, 2019
Ep. 9: Content Writing: For Search Engines or Humans?
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!
June 27, 2019
Ep. 8: Try Consistency Instead of Quitting
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. 
June 26, 2019
Ep. 7: The Employee Mindset is Bringing Down Your Business
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!
June 25, 2019
Ep. 6: Why You Should Read Profit First
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!"
June 24, 2019
Ep. 5: LinkedIn for Your Business
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: 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. 
June 21, 2019
Ep. 4: The Quick and Dirty on White Papers
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:
June 20, 2019
Ep. 3: Top Reason Small Businesses Struggle
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:
June 19, 2019
Ep 2: Crazy Numbers on Conscious Consumerism
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. 
June 18, 2019
Ep 1: Why Defy The Status Quo?
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:
June 17, 2019
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