Yes, we’re talking about AI again because, let’s be honest, it’s everywhere, everyone is using it and most people are using it wrong. It’s easy to feel like you’re just throwing AI at problems without a real plan. That’s why I was excited to talk to Melissa Reeve, an expert in agile marketing, about her TRISS framework—a simple way to decide where AI can make the biggest impact in your business.

If you’ve ever caught yourself bouncing from one AI tool to another, hoping something sticks, Melissa calls that “random acts of AI.” And just like random acts of marketing, they rarely lead to success. Instead, the TRISS framework (Time, Repetition, Importance, Satisfaction, and Standardization) gives business owners a way to filter through the hype and focus on AI applications that actually save time and improve efficiency.

Here are the key takeaways from our conversation:

1. Time Matters – If a task doesn’t take much time, it’s probably not worth automating. But if something eats up hours of your week, AI might be the perfect solution. Before jumping in, do a quick cost-benefit analysis.
2. Repetition is Key – AI works best for tasks you do over and over again. Think about activities like writing social media posts or summarizing documents. The more predictable the process, the better AI can handle it.
3. Importance and Risk – Not every task is created equal. If something is high-stakes (like legal or financial summaries), you may want to keep AI in the background and add a human review step. But for low-risk tasks, AI can be a huge time-saver.
4. Satisfaction Counts – We all have those tedious tasks we dread. If something drains your energy, it’s a great candidate for automation. But if it’s a task you love and excel at, AI might not add much value.
5. Standardization Simplifies Everything – AI thrives on consistency. If your process follows a clear set of steps, it’s easier to automate. The more standardized your workflow, the better AI can support your business.

Melissa’s advice is clear: AI isn’t about jumping on the latest trend—it’s about making smart choices that help you work more efficiently. If you start by evaluating your tasks with the TRUST framework, you’ll avoid random acts of AI and focus on real improvements that free up time for what truly matters.

Want to learn more? Check out Melissa’s free five-day email course on identifying high-impact AI use cases and follow her on LinkedIn for even more insights.

Most small business owners dream of growing our small businesses into something bigger. But scaling comes with challenges—hiring, infrastructure, and managing processes without losing control.

I sat down with Anthony Franco, a serial entrepreneur who has launched, scaled, and sold multiple businesses. He’s also the host of How the Founder, a podcast where he and his co-host dive deep into the challenges business owners face. In this conversation he shares his insights on scaling the right way.

1. Ask Yourself: Do You Really Want to Scale? – Growth isn’t for everyone. Some businesses thrive at 5-10 employees, and scaling beyond that requires a different mindset and willingness to delegate.

2. Systems and Processes Are Essential – Once you decide to grow, you need to document how things are done. A business can’t scale if key processes exist only in the founder’s head.

3. Communication and Organization Matter – As teams grow, structured communication through tools like Slack, Teams, and shared knowledge bases ensures everyone stays aligned.

4. Founders Must Learn to Let Go – The biggest roadblock to scaling is often the founder. Delegation is crucial, and tasks don’t have to be done exactly how you would do them—just well enough to keep things moving.

5. Hire for Culture and Performance – Bringing in the right people is vital. Prioritizing A-players and being quick to remove underperformers keeps your business strong.

My guest today is Iris Goldfeder, founder of Gas Stove Creative. Iris and I are two out-of-sync New Yorkers who somehow ended up in Indiana, crossing paths in the small business community for years. But today, instead of swapping stories about pizza and city life, we’re talking about something every business owner faces at some point: the growing pains of change.

Iris recently had a lightbulb moment—she’d evolved her business, but she’d forgotten to tell people! So while she had moved on to working with established companies, her network was still sending her the startups she used to serve. This realization kicked off a strategic shift, one that every business owner can learn from. How do you reposition yourself without alienating past clients? How do you make sure people know what you do now? And how do you avoid pricing conversations that make you want to bang your head against the wall?

1. Communicate Changes Early & Often: Don’t assume people know your business has evolved. Proactively update referral partners, past clients, and your online audience.

2. Use Video & Social Media: A simple video post explaining your shift can go a long way in reshaping how people think of your brand.

3. Create Structured Packages: Offering clear service levels makes it easier for clients and referral sources to understand where they fit.

4. Be Confident in Your Value: If a potential client balks at your pricing, they may not be the right fit. Stick to your worth and don’t be afraid to refer out.

5. Learn From Every Experience: If you learn something, it’s not a mistake—it’s a lesson. And next time you shift, you’ll know to start the conversation sooner!

We’ve all done it—Googled ourselves or our businesses, only to find something outdated, inaccurate, or just plain wrong. And the scary part? Most people believe whatever Google tells them. If Google says you’re permanently closed (even when your business is booming), potential customers won’t bother double-checking. They’ll just move on. That’s why it’s so important to take control of what Google says about you. I sat down with Andrew Laws founder of Yeseo, to talk about how business owners can make sure Google gets it right—because if we don’t do it, who will?

So how do you do that? Andrew Suggested:

1. Google Isn't Always Right – While we rely on Google for information, even Google admits its results aren’t always accurate. This means businesses need to take control of their own online presence.

2. Claiming & Maintaining Your Google Business Profile Matters – Business owners can significantly improve how their company appears online by ensuring their Google Business Profile is up-to-date and consistent across all platforms.

3. Consistency Is Key – Small variations in how your business name, address, and phone number (NAP) appear online can confuse Google’s algorithm, making it harder for customers to find you.

4. Engagement Builds Trust – Regularly updating your profile, responding to reviews (good and bad), and keeping business details accurate helps Google and potential customers see you as a reliable business.

5. Respond to Reviews – Whether they’re glowing or grumpy, replying to reviews signals to both Google and potential customers that you’re engaged and trustworthy.
6. Download the Google Business App – It makes updating your profile easy, plus Google will prompt you to keep your information fresh.
7. Audit Your Online Presence Regularly – Don’t assume Google will always get it right. If something looks off, fix it before it costs you business.

Marketing is all about connections, but too often, we skip over the most important piece—people. Sure, we love talking about product, price, place, and promotion, but what about the humans behind the strategy? That’s why I brought back Dave Dave Charest, Director of Small Business Success at Constant Contact, for a lively chat about the Four P’s of People—peers, pros, patrons, and promoters. Spoiler: your next marketing breakthrough might come from focusing less on what you’re posting and more on who you’re talking to.

Peers Are Your Marketing Wingmen Think of your peers as your brainstorming buddies—the business owners and marketers walking the same path. Sure, they might be in your industry, but they’re not your competition. Instead, they’re allies who can share insights, lessons learned, and even a little encouragement. As Dave put it, peers can help you grow by sharing their own roadmaps to success.

Pros: Your Marketing Role Models These are the businesses that make you say, “I want to do that someday.” Dave suggested following pros for inspiration—whether it’s how they craft campaigns or how they interact with their audience. Even better, engaging with their content can lead to new connections with like-minded people. Think of pros as your north star for what’s possible.

Patrons Keep the Lights On Your customers are your patrons, the folks who not only pay the bills but also provide a goldmine of feedback. Whether you’re creating posts to entertain, educate, or answer their questions, keeping this group engaged can spark deeper loyalty. And when they engage with your content, their networks notice, bringing you closer to your next batch of clients.

Promoters Are Your Secret Weapon Promoters are the people who sing your praises, often loudly and without being asked. They may not even be customers themselves, but they believe in what you’re doing and love sharing it with their communities. Dave reminded me that it’s worth nurturing those relationships—comment on their posts, cheer them on, and show them the love they show you.

Remember, success isn’t about shouting your message into the void. It’s about listening, building relationships, and connecting with the people who matter most to your business.

Dave Charest is the Director of Small Business Success at Constant Contact, the online marketing leader trusted by millions of small businesses. In his role, Dave acts as an educator and an advocate for small business leaders, marketing professionals, and nonprofits by providing practical marketing advice to help them achieve their goals.

He is a dynamic leader, speaker, creator, and award-winning marketer who strives to inspire small businesses by simplifying the complex world of online marketing. Dave also hosts the Be a Marketer podcast, a 2024 Webby Awards Honoree.

Tina Bakehouse is living proof that even the best teachers are always learning. As an intuitive communication coach, she’s built a reputation for helping others communicate with confidence and authenticity. But as she shares in this conversation, her early days in business were filled with valuable lessons—especially about getting clear on her offers. Like many of us, Tina learned that trying to be everything to everyone only leads to confusion. It’s a little like showing up at a potluck with five half-baked dishes—your guests won’t know where to start, and chances are, nothing gets devoured.

Here are some key insights from Tina’s journey:

1. The Power of One Clear Offer: When Tina launched her first five-day workshop, she tried selling both group and individual coaching simultaneously—at the same price. The result? Mixed signals and fewer sales. Her big takeaway? Pick one lane, get crystal clear on your ask, and make it easy for people to say yes.
2. Align Offers to the Audience and Platform: Tina now tailors her approach depending on the audience—whether it’s small business owners, corporate teams, or C-suite executives. It’s about tuning in and delivering what feels right for the moment.
3. Seasonal Strategy: Business has rhythms, just like nature. Tina takes a softer approach in the summer, reserving her high-energy keynotes and workshops for colder months. That shift keeps her inspired and energized throughout the year.
4. Stay True to Yourself: Above all, Tina believes in showing up authentically. By leaning into her identity as an intuitive communication coach, she naturally draws in the right clients and builds meaningful connections.

For business owners juggling multiple products or services, Tina’s journey is a reminder that less is often more. Get clear on your offer, tailor it to the moment, and align your work with what fuels your energy. When you do, success stops feeling like a chaotic balancing act and starts to flow naturally.

Tina Bakehouse is passionate, experienced, intuitive communication consultant & coach, storyteller, creative, and NEW AUTHOR of the book Discovering Our Magnetic Speaker Within.

A few years ago I sat down with Wayne Mullins, founder of Ugly Mug Marketing, to dive into his unique “3-5-3” formula for turning your website from a static space into a real business driver. If you missed the original release of this episode, you want to be sure to catch it now.

His approach is all about honing in on what users need, and it starts with capturing attention in the first three seconds. The truth is, visitors aren’t "browsing" anymore—they’re "hopping" from one page to the next, and you need a hook to keep them around.

Next up are the five critical questions to ask on every page. Who’s visiting this page? What’s the exact action you want them to take? And maybe most importantly, why would they take that action, from their perspective? This exercise of stepping into the visitor’s shoes can completely transform how each page is designed to serve them.

The final three elements, or “three C’s,” of effective design wrap it all together: composition, contrast, and content. Wayne’s big takeaway here? Lead with the content. Instead of designing for looks first, start with what you’re trying to communicate, then build the design around it. Simple and actionable tips like these make the 3-5-3 formula a powerful way to evaluate your site and start getting better results right away.

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Sometimes, as business owners and marketers, we get so wrapped up in what excites us about our products or services that we lose sight of what matters to our audience. That’s exactly what Brad Koch, a coach and business strategist, discovered the hard way.

Brad talks about what went wrong as he shared a story of a marketing campaign that fell flat—and the lessons he learned about crafting messaging his customers really cared about.

Key Takeaways:

1. Shift the focus to your audience’s needs. Brad’s original campaign focused on features and specs that excited his team but didn’t address the real pain points of his target audience. The "aha" moment came when he realized his messaging needed to solve his customers' problems, not highlight his product’s capabilities.

2. Be the guide, not the hero. Effective marketing positions your customer as the hero of the story and your business as the guide who helps them succeed.

3. Clarity beats complexity. Trying to say everything in your marketing only dilutes your message. Narrow your focus, be clear, and trust that a simple, specific message will have more impact than a long list of features.

4. Get an outside perspective. Brad emphasized the value of fresh eyes. Whether it’s a trusted colleague, a coach, or an external consultant, feedback from someone outside your organization can help you see what your audience sees—and spot the gaps you’re too close to notice.

Actionable Insights: Before launching your next marketing campaign, ask yourself:

• Does this message solve a problem for my audience?
• Am I guiding them toward their success?
• Is my message clear and focused?
• Have I sought feedback from someone outside my team?

Learn more about Brad

And if you have enjoyed this conversation, be sure to check out all the resources for small business owners at More than A Few Words