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In this episode of Imperfect Marketing, I sit down with Aurora Winter—media coach, author, and neuroscience-driven marketing expert—to explore how the brain actually processes messages and why that matters for selling, storytelling, and authority-building. Aurora shares how a neuroscience-focused MBA in Italy shaped her work helping entrepreneurs craft clear, compelling messages that turn words into wealth.

We discuss:

The Neuroscience Behind Messaging

• The brain’s 3-part filter: croc brain (hook), midbrain (status/social proof), cerebral cortex (content)
• Why most marketers skip the midbrain step—and lose trust fast
• How attention is expensive, so your message needs to re-earn focus every few minutes

Progress Over Perfection in Marketing

• Why waiting until you’re “ready” keeps you stuck
• How real market feedback beats imagined feedback every time
• The power of launching messy and refining as you go

Skin in the Game Marketing

• Why totally free offers often get ignored
• How even a small payment creates commitment and consistency
• Aurora’s “free book + small shipping cost” test that generated $250K in 90 days

Books as Business Growth Tools

• Why being an author instantly boosts perceived status
• The surprising truth: best-selling authors earn most revenue from back-end offers, not book sales
• How a book opens doors to speaking, consulting, coaching, and training

Storytelling That Sticks (and Converts)

• Why humans are wired to learn and survive through stories
• Aurora’s “Hell to Heaven” story blueprint for simple, high-impact marketing
• How stories help handle objections without pushing or over-explaining

Aurora’s Biggest Marketing Lesson

• Why a strong YES requires a strong NO
• The importance of choosing ideal clients you can confidently help get a 10x return
• Letting go of energy-drainers and misaligned opportunities to protect your business

Connect with Aurora Winter:

1. Gift for Your Audience - Includes your Turn Words-to-Wealth starter library and a video masterclass on how to attract capital, clients, and media coverage.: https://turnwordsintowealth.com
2. Aurora Winter Website: https://www.aurorawinter.com
3. Same Page Publishing: https://www.samepagepublishing.com
4. Marketing Fastrack: The Little Book That Launched a New Business by Aurora Winter- on Amazon: https://a.co/d/8xrIglK
5. Turn Words Into Wealth: Blueprint for Your Business, Brand and Book by Aurora Winter - on Amazon: https://a.co/d/7RRkVYb
6. Magic, Mystery, and the Multiverse Book 1 Amazon: https://a.co/d/5cmA6Um
7. LinkedIn: https://linkedin.com/in/AuroraWinter
8. YouTube: https://www.y

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In this episode of Imperfect Marketing, I sit down with Joshua Thompson, a local SEO specialist with more than a decade of experience helping businesses show up where it matters most: in Google’s local search results and Google Maps.

We dive deep into why local SEO is evolving faster than ever, how AI is changing search behaviors, and what businesses should actually focus on instead of chasing shortcuts.

From Accidental Marketer to Local SEO Expert

Josh shares his unique path—from building websites for financial leads to helping friends and family rank locally to eventually building and selling his own company. His entrepreneurial background shaped the customer-first, no-gimmicks SEO approach he uses today.

Understanding Local SEO vs. Traditional SEO

Josh breaks down what makes local SEO its own ecosystem:

How Local SEO Differs

• Google Maps and the Local Pack often matter more than organic rankings
• Local SEO relies heavily on trust signals (reviews, name-address-phone consistency, location data)
• Traditional SEO leans more on authority signals (backlinks, content depth)

What Actually Matters for Local SEO

• Reviews—the biggest local ranking driver
• Accurate listings (especially high-impact ones like Google, Yelp, Bing)
• Customer engagement signals
• Building trust through consistent information

Josh emphasizes that directory listings aren’t about gaming Google—they’re about confirming your legitimacy.

Cutting Through the Noise: AI, Voice Search & “Gaming the System”

We tackle the recent buzz (and myths) about AI influencing search:

AI “Hacks” & Gimmicks

Josh calls out trends like having “AI parties” in ChatGPT to influence rankings—explaining why tactics like these don’t create real, lasting visibility.

AI Search Is Still Search

• AI tools still rely heavily on Google’s results
• If you show up in Google, you’ll show up in AI responses
• The fundamentals haven’t changed: content + trust + authority still win

Voice Search Déjà Vu

Josh compares today’s AI panic to the voice-search hype a decade ago—reminding us the sky didn’t fall, and SEO fundamentals remained the same.

The Rise of No-Click Searches & What It Means for Businesses

Local businesses are seeing:

• More direct calls from Google Business Profiles
• Fewer website visits
• Greater reliance on reviews and verified info

Josh explains why this is good news, especially for service-based businesses where customers want immediate answers—not long website visits.

Preparing for What’s Next

Josh’s advice for staying ahead is refreshingly simple:

• Stick to fundamentals: content, relevance, authority, and trust
• Optimize your Google Business Profile: reviews, photos, accuracy
• Build momentum: keep improving in one direction instead of chasing every new trend
• Avoid shortcuts: they cost more time than they save

As he puts it: “You don't get time back while you’re searching for shortcuts.”

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

Check and see how I am using it for FREE on YouTube.

From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.

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In this episode of Imperfect Marketing, host Kendra Corman dives into a common challenge many businesses face—getting people to actually register for events. From galas to webinars, it’s easy to assume that a few social posts will do the trick. But as Kendra reveals, likes don’t equal registrations, and engagement doesn’t always lead to action.

She shares a real-life client story that sparked this conversation—one where a business expected 150 signups but only had three, just two weeks before the event. Through this story, Kendra breaks down what went wrong and how to fix it.

The Problem with Relying on Social Media

• Why social engagement doesn’t translate to registrations
• How algorithms limit visibility even when people “love” your brand
• The danger of assuming that posting equals inviting

The Power of Direct Communication

• Why email marketing still delivers the highest ROI
• The unmatched impact of showing up in someone’s inbox
• How physical invitations can cut through the noise of the digital world
• Why you own your email list, but not your social audience

Creating an Effective Event Promotion Strategy

• How to balance social, email, and direct mail for maximum impact
• The importance of storytelling and multiple touchpoints
• Why you should think of event promotion as relationship building, not just announcement making
• How to plan and audit your 2026 event communications strategy

Key Takeaways for Marketers

• Stop treating social media as your main event driver—it’s a support channel
• Use email to reach your audience where they actually take action
• Craft a holistic plan that combines storytelling, repetition, and relevance

Whether you’re planning your next gala, golf outing, or webinar, this episode is a wake-up call to rethink your promotional approach.
Are you ready to turn your next event from under-attended to unforgettable?
Tune in to learn how to create a strategy that connects—and converts.

Looking to leverage AI? Want better results? Want to think about what you want to leverage?

Check and see how I am using it for FREE on YouTube.

From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.

Watch here