Send us Fan Mail

In this episode of Imperfect Marketing, I sit down with Patrick Van Der Burght, a Cialdini Certified Trainer and expert in ethical persuasion. We explore how understanding the psychology of decision-making can transform the way we approach marketing, sales, and communication.

Patrick shares how discovering the science behind persuasion helped him move from struggling sales results to becoming a trusted authority on ethical influence.

We discuss:

How People Actually Make Decisions

• Why most decisions happen subconsciously
• The difference between intuitive thinking and logical thinking
• How short attention spans affect modern marketing

The Seven Principles of Persuasion

• Reciprocity, liking, unity, and social proof
• Authority, consistency, and scarcity
• Why these principles work across cultures and industries

Practical Persuasion Strategies

• How testimonials and social proof influence buyers
• Why framing messages around avoiding loss can be more persuasive
• The surprising power of leading with a weakness

Key Takeaways for Marketers

• Ethical persuasion builds trust and long-term relationships
• Small language changes can dramatically increase results
• Understanding human psychology makes marketing more effective

Whether you're in marketing, sales, or leadership, this episode reveals how small shifts in messaging can lead to stronger influence and better outcomes.

Connect with Patrick:
Website: https://ethicalpersuasion.com.au/
Facebook: https://www.facebook.com/ethicalpersuasion/
LinkedIn: https://www.linkedin.com/in/patrick-van-der-burght/

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

Send us Fan Mail

In this episode of Imperfect Marketing, Kendra talks about the growing misuse of AI in marketing and why relying on it too heavily can actually damage your credibility and connection with your audience. While AI can be a powerful tool, Kendra explains why it should support your ideas—not replace your thinking, voice, or experiences.

Drawing from real examples with clients and her own marketing experiments, Kendra explores the difference between AI-generated content and AI-assisted content—and why that distinction matters more than ever.

The Problem with “AI Slop”

• How businesses are using AI to generate content without reviewing or editing it
• Why generic AI-written blogs and posts weaken credibility
• What happens when marketing strategy is replaced by automation

AI as a Tool, Not a Replacement

• Why AI still needs human insight, direction, and editing
• The difference between AI-assisted content and AI-generated content
• How AI can save time without sacrificing authenticity

The Power of Human Stories in Marketing

• Why personal stories and experiences connect with audiences
• How unique moments—like real-life anecdotes—create authenticity
• Why AI can’t replicate your quirks, voice, or lived experiences

What Happens When You Trust Your Voice

• How Kendra saw stronger engagement after shifting from AI-generated to AI-assisted emails
• Why audiences respond to content that feels human and personal
• How authentic marketing leads to better results and new clients

Key Takeaways for Marketers

• Why strategy and audience understanding must come from you—not AI
• The importance of reviewing and editing every piece of AI-assisted content
• How to audit your recent marketing to make sure your voice is still present

If you’re using AI in your marketing—or wondering if you’re relying on it too much—this episode offers a practical reminder that the real value in your content comes from your perspective, stories, and strategic thinking.

AI can help you move faster, but your voice is what makes your marketing meaningful.

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

Send us Fan Mail

In this episode of Imperfect Marketing, Kendra Corman sits down with SEO expert Kyle Bailey to explore how artificial intelligence is changing the search landscape—and what businesses should really focus on to stay visible online.

Kyle shares his journey from growing up around construction trades to building an SEO agency focused on helping home service businesses succeed online. Along the way, the conversation dives into the realities of modern SEO, the myths around AI replacing search, and why understanding your customer still matters more than any algorithm update.

The Evolution of SEO in the Age of AI

AI tools like ChatGPT are changing how people search for information—but they haven’t replaced traditional search engines.

Kyle explains:

• Why Google still has a major advantage because it can crawl and understand websites more effectively
• How AI platforms currently rely on signals like reviews and third-party sources (Yelp, Google Reviews, etc.)
• Why businesses need to expand their reputation across multiple platforms—not just Google
• The risks of “gaming the system” with SEO shortcuts that create short-term gains but long-term damage
  
  

The takeaway? Solid SEO fundamentals still matter—and probably always will.

The Right Way to Approach SEO Strategy

One of the biggest mistakes businesses make is chasing SEO “cheat codes.”

Kyle describes the smarter approach:

• 80% solid SEO fundamentals
• 20% experimentation with new tactics

This balance allows businesses to stay competitive without risking their entire marketing strategy on short-lived hacks.

If you put all your effort into shortcuts, you may see quick wins—but you’ll likely lose everything when algorithms update.

Does Blogging Still Matter for SEO?

The answer, like many things in marketing, is: it depends.

Blogging isn’t just about stuffing keywords anymore. Instead, it should help customers make better decisions.

Effective blog content should:

• Address customers’ biggest fears about working with your business
• Explain how your process prevents common problems
• Educate buyers so they feel confident choosing you
• Demonstrate expertise through real-world examples

When content answers real questions, it improves both the customer experience and your search visibility.

Why Your Website Strategy Matters More Than Ever

Many businesses try to save money by piecing together website tools or building sites themselves using drag-and-drop builders.

Kyle explains why this can create problems:

• DIY website builders often lack advanced SEO capabilities
• Businesses may not truly own their domains or data
• Piecemeal marketing strategies lead to inconsistent results
• A holistic approach—website, content, reviews, and SEO—creates stronger long-term growth

In other words, your website shouldn’t just exist. It should function as the foundation of your entire marketing strategy.

The Most Important Marketing Lesson

At the end of the episode, Kyle shares a powerful question every business should ask:

“If you c

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

Send a text

In this episode of Imperfect Marketing, I sit down with Kay Miller — sales expert, author of Uncopyable Sales Secrets, and co-creator of the “Be Uncopyable” movement. Kay shares how businesses can stop blending in and start standing out by identifying their ideal customer — or as she calls it, their “moose.”

From her early days in male-dominated sales industries to building a brand around differentiation, Kay breaks down why strategy must come before tactics — and why chasing everyone often leads to serving no one.

We discuss:

Why Most Businesses Struggle with Their Ideal Customer

• The danger of trying to be “all things to all people”
• Why having business doesn’t always mean having profitable business
• How defining your “moose” clarifies your message and increases results
• The power of focusing on the 20% that drives 80% of your revenue

The “Moose” Framework Explained

• What a moose is — and why you shouldn’t waste time chasing squirrels
• How to identify customers who bring both revenue and long-term value
• Why some audiences may look ideal but lack motivation to buy
• When and how to pivot if you’ve targeted the wrong market

Strategy Before Tactics

• Why sending a mailing without clear strategy is a mistake
• The temptation to “just do something” in marketing
• How to evaluate your ideal customer through a dollars-and-cents lens
• Why profitability and alignment matter more than volume

The Power of Offline & Differentiation

• Why physical, offline marketing stands out more than ever
• How targeted “shock and awe” packages can create major ROI
• Why branding goes beyond your product or service
• How to position yourself as uncopyable — even in crowded markets

Key Takeaways for Marketers

• Start with strategy, not tactics.
• Define your ideal customer before refining your offer.
• Being different is not optional — it’s essential.
• The right customers make your business more profitable and more enjoyable.
• Marketing works best when it’s aligned, intentional, and focused.

Whether you’re just starting your business or re-evaluating your direction, this episode is a reminder to pause, reassess, and ask:

Who is my moose — and am I actually speaking to them?

If you’re ready to stop blending in and start building a business that’s truly uncopyable, this conversation is for you. Tune in and rethink the way you approach your marketing strategy.

Resources & Links

Connect with Kay:

🎁 Website: https://www.linkedin.com/in/millerkay/
📌 LinkedIn: https://www.linkedin.com/in/millerkay/
👉 Download: https://www.beuncopyable.com/action-steps

📚 Uncopyable Sales Secrets by Kay Miller: https://amzn.to/4ljeQA9

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

Send us Fan Mail

In this episode of Imperfect Marketing, I sit down with Rob Genovesi to unpack what branding really means — and why most entrepreneurs are getting it wrong.

Rob shares his journey from corporate creative director to brand strategist, including the pivotal moment that transformed his business (and his identity). After years of layoffs and playing it “corporate safe,” Rob discovered that branding isn’t about polished logos or clever gimmicks — it’s about clarity, authenticity, and alignment.

We dive into:

The Turning Point: From Invisible to Impactful

• Why being “corporate polished” made Rob invisible
• The contractor client that changed everything
• How asking the right foundational questions led to real business growth
• Why profitability — not just clients — is the real goal

What Brand Strategy Actually Is (And Isn’t)

• Why a logo is not a brand
• The difference between branding and marketing
• Why “just posting on LinkedIn” isn’t building a personal brand
• The foundational elements every brand needs: mission, vision, values, messaging, and ideal client clarity

Why Mission, Vision, and Values Matter

• Why mission fuels long-term motivation
• How vision acts as your business compass
• The role values play in building trust and culture
• Why these aren’t “check-the-box” exercises — and how to make them meaningful

The Biggest Branding Mistake Entrepreneurs Make

• The danger of having one foot in and one foot out
• Why inconsistency erodes trust (even subconsciously)
• How misalignment between visuals, messaging, and personality costs you clients
• Why going “all in” is essential to long-term success

Rob shares his biggest marketing lesson learned:

• There is no single “perfect” framework
• Email, funnels, offers — they can all work
• Stop copying someone else’s path
• Stay on your path long enough to make it work
• Learn, adjust, refine — and keep going

As Rob says, success isn’t about chasing the latest tactic — it’s about clarity, consistency, and committing to your own journey.

Whether you’re building a personal brand, rebranding your business, or wondering why your marketing feels scattered, this episode will help you refocus on what truly matters.

Are you building a logo… or are you building a foundation?

Tune in to rethink how you approach your brand.

Connect with Rob:

Website: https://www.linkedin.com/in/robertgenovesi/

LinkedIn: https://www.linkedin.com/in/robertgenovesi/

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

Send us Fan Mail

In this episode of Imperfect Marketing, I break down how writing a short, imperfect book became one of the most powerful credibility and lead-generation tools in my business—without aggressive promotion or chasing speaking gigs.

I share the real story behind my book Mastering AI and Communications and how it quietly opened doors to speaking, training, and workshop opportunities I never pitched for. We talk honestly about what worked, what I’d absolutely do differently, and how you can use content you already have to create a book that works for you long after it’s published

We cover:

How a Book Becomes a Silent Sales Tool

• Why my book landed speaking gigs without cold pitching
• How a physical book creates instant credibility—even if it’s not read
• The psychology behind why authors are trusted faster than “experts” without books

Using AI to Write Faster (Without Losing Your Voice)

• How I used AI to assist—not replace—the writing process
• Repurposing podcasts, workshops, emails, and trainings into book content
• Why AI helped me write the book in weeks instead of months

The Real Value of a Short, Imperfect Book

• Why your book doesn’t need to be long—or a bestseller—to be effective
• How a short book can outperform blogs, white papers, and lead magnets
• Why perfectionism is often the biggest thing standing in the way

What I’d Do Differently Next Time

• Why I’d take more time (and hire an editor)
• What I learned about publishing, design, and launch strategy
• How I’d approach a second edition with clearer goals

Key Takeaways for Business Owners & Experts

• Why credibility compounds when your content is tangible
• How books differentiate you in crowded speaking and consulting markets
• The importance of creating marketing assets that keep working long-term

If you’ve ever thought, “I could never write a book” or “It wouldn’t be perfect enough,” this episode will challenge that belief—and show you how to start small, stay strategic, and still create something powerful.

If speaking, training, credibility, or long-term visibility is part of your growth plan, this conversation will help you see books differently.

Ready to rethink how your content could work harder for you? Tune in and start looking at what you’ve already created through a whole new lens.

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

Send us Fan Mail

In this episode of Imperfect Marketing, I’m joined by Michele DeFilippo, founder of 1106 Design and a publishing industry veteran with more than 50 years of experience. We dive into the realities of book publishing—what most people get wrong, what actually matters, and how a well-done book can completely transform your business.

From traditional publishing to self-publishing and hybrid models, Michele breaks down the landscape with clarity and candor, helping authors avoid costly mistakes and disappointing outcomes

Why Most Self-Published Books Miss the Mark

• Why skipping market research is one of the biggest (and most expensive) mistakes authors make
• How treating a book like a passion project instead of a business asset leads to poor results
• The danger of cutting corners on editing, design, and production quality

Traditional Publishing vs. Self-Publishing vs. Hybrid Models

• Why landing a traditional publishing deal is harder than ever (and what publishers really want now)
• How Amazon changed publishing forever—and where things went sideways
• The hidden downside of hybrid publishers that charge upfront and take royalties
• What “true” self-publishing was originally meant to be

What It Actually Costs to Publish a Professional Book

• The difference between real editing and running a manuscript through Grammarly
• Why nonfiction books cost more to produce than fiction
• What goes into professional cover design (and why it’s never a “5-minute job”)
• Realistic investment ranges for publishing to traditional industry standards

One-Stop Shop vs. Piecing It Together Yourself

• Why project management matters just as much as creative talent
• The risks of hiring freelancers without knowing what to look for
• Common problems authors face after using bargain services or template-based designs
• How working with an experienced team protects both your book and your sanity

How a Small Book Can Create Big Business Results

• How Michele’s 88-page guide became a powerful lead generator—unexpectedly
• Why books make exceptional lead magnets in an overwhelmed digital world
• How publishing can lead to speaking opportunities, authority positioning, and new revenue streams
• Why a book doesn’t need to be long to be impactful

A Marketing Lesson That Still Holds True

Michele closes the episode with a timeless reminder that applies to publishing, marketing, and business as a whole:

It’s a lesson that has guided her work for decades and continues to pay dividends today

If you’ve been sitting on a book idea, a half-finished manuscript, or the sense that a book could open doors for you—this episode will help you think about publishing strategically, not emotionally.

🎧 Tune in to learn how a well-crafted book can become one of the most powerful marketing assets in your business.

Connect with Michele Defilippo:
Website:

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

Send us Fan Mail

In this episode of Imperfect Marketing, I’m joined by Ed Troxell, visibility strategist and organic marketing expert, for a real, practical conversation about showing up online—without overwhelm, perfectionism, or burning yourself out.

Ed shares his unexpected journey from stage fright (yes, literal panic attacks) to becoming a trusted guide for business owners who want to increase visibility, attract the right audience, and build a sustainable personal brand. Together, we unpack what visibility really means in today’s noisy digital world.

From Fear to Visibility

Ed opens up about:

• His early fear of being seen and heard—and how that shaped his approach to marketing
• Why visibility doesn’t require perfection, polish, or confidence on day one
• How consistency and repetition help you “get over yourself” and show up as you truly are

Where to Show Up (and Where Not To)

We dive into the overwhelm many entrepreneurs feel around social media and discuss:

• Why being “everywhere” is the fastest path to burnout
• How to choose platforms based on business goals, not trends or pressure
• The importance of understanding where your audience is actively looking for solutions

Creating a Visibility System That Fits Your Life

Ed introduces his GPS framework—Goal, Plan, System—and explains:

• What a visibility “system” actually is (and why it doesn’t need to be complicated)
• How to break marketing into bite-sized, manageable pieces
• Why 15 minutes a day can be enough when you have the right structure
• How content creation, repurposing, and email marketing work together

The Role of Video, AI, and Authenticity

We also explore:

• Why video remains one of the most powerful tools for building trust
• How AI can support your content without replacing you
• Why AI-generated avatars and videos can hurt credibility if overused
• How to use tools like ChatGPT as a creative partner—not a replacement

Common Content Mistakes (and How to Fix Them)

Ed highlights one of the biggest mistakes entrepreneurs make:

• Posting content without a clear call to action
• Why storytelling matters more than ever
• How to guide your audience instead of leaving them hanging

Key Takeaways

• Visibility isn’t about doing more—it’s about doing what matters
• Your personal brand grows when you show up, not just your content
• Messy action beats perfect silence every time
• Systems create freedom, not rigidity

Whether you’re relying on referrals that have slowed down, struggling with social media overwhelm, or trying to figure out how to be visible without it taking over your life, this episode offers grounded, honest guidance you can actually use.

Ready to stop hiding behind the screen and build visibility that works for your business?

Connect with Ed:
Website: https://edtroxell.com/
LinkedIn: https://www.linkedin.com/in/edtroxell/

🎧 Tune in and start s

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