More than a Few Words – Détails, épisodes et analyse

If you've been around here for a while, you already know—I’m an email marketing geek. Not the kind of geek who builds robots in her basement, but the kind who gets excited about subject lines and open rates the way some folks get excited about the first tulips of the season. That’s why chatting with Ellen McDowell Strauss felt like talking to an old friend who also happens to alphabetize her spice rack. Ellen and I first connected over our mutual affection for email, but our latest conversation had a more urgent tone—thanks to Microsoft’s recent announcement that could throw a wrench in the way we all send emails. If email is your small business’s secret weapon, it’s time to sharpen it.

Main Points from the Conversation:

1. Microsoft’s Email Policy Changes Microsoft has announced stricter deliverability rules—emails that don’t get opened or clicked may not make it into inboxes at all, even if the sender is marked safe. This shift will force marketers to pay more attention to engagement metrics like never before.

2. List Hygiene is No Longer Optional Holding onto disengaged subscribers could hurt your deliverability. Cleaning out your list—removing folks who haven’t opened or clicked in 6–12 months—isn’t just good housekeeping, it’s mission critical.

3. Quality Over Quantity Big lists are out, and meaningful lists are in. A smaller, engaged audience is far more valuable than a bloated list of people who aren’t paying attention.

4. Smaller Campaigns, Better Results Ellen suggests sending smaller, staggered campaigns to improve sender reputation. Large blasts might raise red flags, even if your content is solid.

5. Strategic Email for Every Stage Email can’t be one-size-fits-all anymore. You need tailored messages for prospects, new clients, and past clients—each stage should feel intentional and personal, not like you're just checking a box.

Actionable Takeaways:

• Audit Your List: Check who’s been opening and clicking. If someone’s been snoozing for over 6–9 months, it may be time to let them go—or offer a re-engagement path.

• Segment Your Sends: Break your list into smaller groups and stagger your email sends to improve visibility and avoid being flagged.

• Lean on Third-Party Tools: Ditch BCC blasts. Use trusted email marketing platforms (like Constant Contact, Mailchimp, or Robly) that work hand-in-hand with email providers to boost deliverability.

• Craft Content with a Purpose: Make every email part of a bigger story. Whether it’s educating, engaging, or asking for a review, know your audience and meet them where they are.

• Rethink “Set It and Forget It”: Email marketing isn’t a crockpot dinner. It’s more like sourdough—needs regular attention, care, and a little love.

You know, I’ve spent years telling business owners to get laser-focused. Find your niche, talk to your niche, sell to your niche. It’s like that old saying: “You can’t please everyone, so pick your people.” But every once in a while, someone comes along and flips my perfectly organized marketing world on its head.

That someone was Matt Diamante, founder of Hey Tony, a marketing agency that helps small business owners tackle SEO and social media in ways that actually work. When Matt pitched me the idea of going broad to find your niche, I raised an eyebrow — and then I leaned in. Because sometimes, you have to plant wildflower seeds everywhere before you find out which patch of soil will let your business bloom.

Start Broad to Get Noticed Matt shared how narrowing his content too quickly meant missing out on visibility. Early SEO how-to videos flopped because algorithms didn’t know where to send them. By widening his content to appeal to a broader audience, he started generating massive reach — and, surprisingly, attracting the exact people he wanted.

Make Social Content Personal and Entertaining The trick isn’t just broad topics, it’s how you deliver them. Matt started adding humor, behind-the-scenes moments with his wife, and simple SEO tips framed like secret hacks. This authentic, entertaining style helped his videos go viral while quietly establishing his expertise.

Convert Viral Attention with Consistent, Niche-Focused Follow-Ups Even though viral videos brought millions of eyeballs, the real strategy was in publishing one to three pieces of content daily, mixing broad appeal with posts targeted to DIY business owners. Those niche posts turned casual viewers into inquiries and, eventually, paying clients.

Work Within Your Capacity, But Stay Consistent Matt emphasized that your content output depends on your business goals and available time. When he had more time, he posted several times a day. But the real advice is to do as much as you realistically can, because marketing is often the first thing people drop — and the last thing they should.

People Buy from People, Not Logos Matt’s final nugget: don’t outsource your social media presence. Especially for small businesses, people want to see the face behind the brand. A good example? Judy’s Family Cafe, where the owner turned goofy viral clips into personal invitations to her restaurant. It’s proof that personality-powered content connects.

Try These Simple Steps to Launch Your Go Broad Campaign

Test wide topics to see what gets attention, even if it feels unrelated to your core niche at first.

Infuse humor, personal moments, and relatable scenarios into your content. People want to connect with people, not textbook tutorials.

Balance broad reach with targeted follow-up posts aimed at your ideal customer. Viral reach brings them in — niche content converts.

Commit to a realistic, consistent posting schedule. If you can manage a post a day, great. If it’s twice a week, start there. Just don’t disappear.

Own your presence. Your followers want you, not a generic brand. Show up, be seen, and let them get to know the person behind the 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.

I had a wonderful conversation with Josh Elledge about strategies for generating inbound leads and moving away from outdated, spammy marketing tactics. Here are the key points from their conversation:

1. Shift from Outbound to Inbound Marketing:

   • Traditional outbound methods like sending unsolicited emails are no longer effective. Consumers, including business decision-makers, are overwhelmed and turned off by spam.
   • Josh emphasizes the importance of creating an inbound funnel that attracts potential clients naturally, reducing the emotional toll on marketers.

2. Noble Intent and Authenticity:

   • Success in modern marketing requires leading with noble intent and genuine empathy. Businesses should prioritize the needs and desires of their customers over their own sales goals.
   • Transparency and authenticity are crucial. Consumers can detect when a business's primary motive is self-serving, which can drive them away.

3. Utilizing Platforms for Networking:

   • Platforms such as podcasts, YouTube channels, or Facebook groups can be powerful tools for building authority and networking. By highlighting and celebrating others, businesses can create reciprocal relationships with leaders and potential clients.
   • Josh has successfully launched many B2B podcasts, which he describes as the ultimate networking tool for building relationships and authority without needing to sell aggressively.

4. Generosity as a Strategy:

   • Leading with generosity and providing value upfront is essential in today's business environment. Creating a "butterfly garden" of valuable content and resources can attract clients more effectively than chasing them down with aggressive sales tactics.
   • This approach involves understanding and empathizing with the target audience's values and pain points, offering solutions that resonate with them.

5. The Power of a Platform:

   • Building and leveraging a platform allows businesses to earn time with high-level leaders and create opportunities for collaboration. This can be done by using one's own platform or collaborating with others.
   • The key is to focus on serving and celebrating others, which naturally leads to reciprocity and business growth.

If you’ve enjoyed this conversation sign up for a weekly newsletter get links to episodes you might have missed and other resources for your business   https://morethanafewwords.com/avoid-fomo/

​I am an email marketing fan so I was excited to invite Kendra Corman to join me for a conversation on how to make email marketing effective.

She started by explaining why email is so important.  Sure it is great to build a community on social media, but what will you do if Facebook goes down or cuts off your profile. You are stuck.  But if you have email addresses, you  own those contacts and can take them wherever you want.

You have the flexibility to contact them when you want and to share information  they want and need to know.

If you’ve enjoyed this conversation sign up for a weekly newsletter get links to episodes you might have missed and other resources for your business   https://morethanafewwords.com/avoid-fomo/

Every parent knows, It takes a village to raise a child. Each of the adults in the child’s life, relatives, teachers, coaches, brings a different perspective. The same is true for your business. No matter how smart you are or how much you know about your business, there are gaps in your skill-set.

Your business village should be filled with smart, talented subject matter experts to help you fill in the gaps. If you are running a small business your village won’t be comprised of employees, but an advisory board comprised of professionals, who provide information and guidance in their areas of expertise.

Who Do You Need in Your Business Village? (On your advisory board)

Your attorney’s primary objective is to protect you and your business from risk. As you start you business your attorney can advise you on the right structure for your business and submit appropriate state and federal documents. As you business grows turn to your attorney for a range of legal documents such as contracts, non-disclosure agreements, and non-compete agreements with employees. An attorney who is familiar with your business makes the process of creating new documents much more efficient because you won’t have to start each review by explaining what your business is about.

There are bookkeepers, financial accountants and tax accountants. Which do you need? Well that depends on your comfort level with the numbers of your business. A bookkeeper keeps your day to day operations on track, paying bills and invoicing clients. A financial accountant is someone who can provide guidance not just bookkeeping assistance.

Your accountant should prepare financial reports on a monthly basis and review key numbers with you. Your accountant should be able to help you predict if you have enough cash to meet future obligations and growth goals.

A tax accountant does more than just prepare your tax returns, understanding your business, he/she can help you make decisions about when to invest, when to pull back, and how to avoid paying more than you should in taxes each year.

The worst time to establish a banking relationship is when you need money. As you start your business get to know your local business banker. He/she will advise you on the types of accounts you will need, develop a cash management strategy, and secure funding when you need it.

For many small business owners, the business is your retirement plan. The question is will this be enough? Don’t guess. A good financial planner will look at both your personal and business finances to make sure you have what you need when you are ready to walk away from the business.

Sure, you can manage your computers and software on your own. You can post content on social media and call it marketing, but just like every other element of your business, you need to stop and ask yourself, should you? Is this the best use of your time, and do you really have the expertise to manage those roles in house. If not, it is time to add these professionals to your team. In both cases, the industry is changing rapidly. You need people on your advisory board who understand both the trends and your business objectives. Lean on them to make the right suggestions about where and when to invest so you can focus on growing your business.

Sure you may own your own business, but you don’t have to do it all on your own. Start building your village today. Don’t try to do it all at once. Find someone in one of these categories and enlist their aid in filling the other slots on your advisory board.

If you’ve enjoyed this conversation sign up for a weekly newsletter get links to episodes you might have missed and other resources for your business   https://morethanafewwords.com/avoid-fomo/

Mickey Kennedy, founder of eReleases joined me for another conversation about building your authority and online visibility.  This time we talked about the importance of using surveys and studies to stand out as a subject matter authority.

Why does this strategy work?  First of all the media loves data.  Fresh data from industry-specific surveys can attract media attention. You can use a platform like SurveyMonkey to create a 16-question survey, including some fun or unusual questions to capture interest.

You don't need to do it on your own.  consider partnering with small or independent trade associations to distribute your survey. These associations often seek media attention and can help amplify your survey in exchange for being mentioned in the press release.

This strategy works because the survey results helps position you as an industry expert so once you are done conducting the survey, create a dedicated page on your website with all questions and responses. Highlight key findings in your press release and direct journalists to this page, potentially leading to more coverage. . Share resulting media coverage on your website, social media, and newsletters to build trust and credibility with potential customers as well. 

If you’ve enjoyed this conversation sign up for a weekly newsletter get links to episodes you might have missed and other resources for your business   https://morethanafewwords.com/avoid-fomo/

What is the fastest least expensive way to get clients? Guest, Gall Doby suggests  there is one strategy that people often ignore, and it’s right in front of them.

Looking for new sales? Start with your current clients. Almost every single client ( assuming you are doing a good job) will be willing to do business with you in a different way. Maybe it is an add-on to their project, a few more things and they hadn’t originally considered or an entirely different project.

It’s so much easier to go to your current clients and try to add something on to a project.  Then right behind that group are your past clients. Both of these groups know, like and trust you so it is one of the easiest, fastest and the cheapest ways to get more business.

If you’ve enjoyed this conversation sign up for a weekly newsletter get links to episodes you might have missed and other resources for your business   https://morethanafewwords.com/avoid-fomo/

Let’s go on a buying journey. Think about the last item that you bought, where you spent more than $100. Maybe it was something for your business or home. Write down the item you bought and work backwards through your buying journey. Describe why you chose that particular product. Did you see an ad? Did someone recommended it? Was there information on social media which made you curious? Write down all of the things you remember related to that purchase.

For example, we recently installed new windows in our house. Before we bought the windows, we talked to a few of our neighbors, checked. Angie’s List, and then we went to the company website.

Do this exercise two or three times for different types of purchases, so you get a better picture of your typical buying process.  What information sources to you rely on and what influenced you?

Next, build your customer’s buying journey the same way. Evaluate your marketing based on  your typical buying process. If you were a customer for your product or service, would you notice your marketing? If the answer is yes, that’s great. if you are your target customer.

If you’re not your target customer, you got some work to do.  Ask several of your customers about their buying journey and see how that lines up with your marketing.  Make sure you are spending money on marketing to enhance their buying journey.

The trick for small business owners is not to spend more money, but to spend well, making investments designed to motivate customers to pay attention to you.

If you’ve enjoyed this conversation sign up for a weekly newsletter get links to episodes you might have missed and other resources for your business   https://morethanafewwords.com/avoid-fomo/

Janine Liston, a business strategist and pricing expert, joined me for a conversation about the complexities and strategies behind setting the right price for products and services.

Here are a few key takeaways:

• One common myth is that the lowest price always wins. Many business owners believe this, but it’s not true for most products and services. Targeting the right customer who values your product is more important than simply offering the lowest price.
• When you set your price, you need to put the customer first. Rather than developing a product and then finding customers, businesses should understand their customers' problems and create solutions tailored to them. This approach ensures that prices reflect the value delivered to the customer.
• What's a fair price?  It is actually a balance between what customer are willing to pay, and what is profitable for the business. Many businesses overlook customer value and willingness to pay, focusing too much on costs and competition.  Sometimes, customers are willing to pay much more than you think.
• Price can often communicate messages about your quality.  A higher price signals higher quality, but this only holds if the product or service meets those expectations.
• Pricing is not a one-time task but a continuous process. Be open to adjusting pricing over time and don't be afraid to raise them when necessary. 

If you’ve enjoyed this conversation sign up for a weekly newsletter get links to episodes you might have missed and other resources for your business   https://morethanafewwords.com/avoid-fomo/