Imperfect Marketing

Kendra Corman
  • 5.0 (21)
  • MARKETING
  • UPDATED WEEKLY

Join Kendra Corman and her guests as they provide small business owners and solopreneurs actionable tips and insights about how to do more effective and efficient marketing that drives results.

  1. 1D AGO

    329: How Do You Turn Podcast Listeners Into Paying Clients?

    Send us a text In this episode of Imperfect Marketing, I sit down with Virginia Elder, podcast strategist and founder of a podcasting-for-business agency. We talk about how podcasting builds trust, drives leads, and becomes a powerful growth tool—without chasing perfection. We cover: Why Imperfection Builds Trust How over-editing hurts connectionWhy pauses, breaths, and authenticity matterThe danger of sounding “too polished”Podcasting for Business (Not Just Downloads) Why podcasts should support your core businessHow podcasting turns listeners into leadsWhy sponsorships aren’t the best fit for most service businessesThe C.R.A.F.T. Framework Content: Speak directly to your ideal client’s real concernsRepurpose: Turn episodes into video clips, emails, blogs, and postsAsk: One clear call to action—every timeFeature: Guests who serve your audience and business goalsTrack: Measure leads, referrals, speaking gigs, and opportunitiesPractical Podcasting Advice Start monthly if weekly feels overwhelmingUse tools like Riverside or Descript to simplify productionChoose a podcast name people actually search forIf you’re using (or considering) a podcast as part of your marketing strategy, this episode will help you stop overthinking and start using it intentionally. Connect with Virginia Elder: Website: https://podcastabundance.com/ LinkedIn: https://www.linkedin.com/in/virginiaelder/ Facebook: https://www.facebook.com/podcastabundance 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

    33 min

  2. JAN 29

    328: Why Pick Just One? Lessons from the Classroom on Integrated Marketing

    Send us a text In this episode, Kendra Corman shares a powerful classroom story that turned into a real-world lesson on integrated marketing communications. What started as a nonprofit fundraising case study became a master class—taught by her students—on how marketing channels work best when they work together. Kendra walks through how three student teams tackled a struggling nonprofit gala and what their insights reveal about building a smarter, more intentional marketing mix. The Classroom Experiment That Changed the Conversation Students were asked to defend one of three fundraising strategies for a nonprofit facing rising costs and declining attendance: Keep the traditional annual galaPivot to digital-first campaignsReplace the gala with smaller community eventsEach team had to consider donor segments, demographics, and capacity—and challenge one another’s assumptions. The surprising outcome wasn’t which strategy “won,” but what the students realized next. The Big Insight: It’s Not Either/Or The breakthrough moment came when a student asked: Why do we have to pick just one? That question reframed the entire exercise. The final recommendation combined: A smaller, more focused gala for older donors and sponsorsCommunity events to engage younger and niche audiencesDigital marketing to expand reach and accessibilityInstead of abandoning what worked, they built around it.  What Integrated Marketing Actually Looks Like Kendra connects the classroom lesson to real client work, sharing how successful nonprofits: Keep core efforts that still serve a specific audienceAdd complementary channels based on donor segmentsGrow intentionally without overwhelming their teamsThe key isn’t doing everything—it’s choosing the right mix and scaling with purpose. A Simple Framework to Evaluate Your Marketing Kendra offers three questions to help evaluate whether your current marketing mix makes sense: Is it working—or just comfortable? Signs of “comfortable but not working” include declining results, increasing effort, and doing things out of habit.If it’s working, do you have capacity to grow? If you do, consider one small addition that reaches an audience you’re currently missing.Is it working, but exhausting you? If you’re drowning to maintain it, something needs to change—working smarter matters.This framework helps you decide whether to refine, add, or replace parts of your strategy without burning everything down. Key Takeaways Don’t abandon what works just because something new appearsDon’t rely on one channel if it leaves you vulnerableBe intentional about your marketing mix—not reactiveCapacity is a constraint, not a strategyKendra closes by inviting listeners to reflect on their own “why pick one?” moment and consider how their marketing channels could work better together. If you’ve ever felt stuck choosing between what’s familiar and what’s new, this episode offers a smarter 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

    12 min

  3. JAN 22

    327: How Much Should Small Businesses Spend on Marketing?

    Send us a text In this episode of Imperfect Marketing, I sit down with Danielle Hayden, founder of Kickstart Accounting, to talk about healthy business spending—and how investing in the right places can actually improve your profitability (instead of living in “cut back” mode forever). Danielle shares her journey from hairstylist to corporate accounting to building Kickstart Accounting, and breaks down the benchmarks business owners under $500K/year can use to spend smarter and grow sustainably. We discuss: The Truth About “You Have to Spend Money to Make Money” Why entrepreneurs often assume the answer is always “spend less” (and why that’s not usually the fix)How money stories from personal life can mess with business decisionsWhat “healthy spending benchmarks” reveal about what’s normal—and what’s notHealthy Spending Benchmarks That Support Growth Advertising + marketing: why you should group everything visibility-related together (including podcasts + marketing tools)Outside services: when hiring experts (bookkeeping, tax, attorney, VA, ops) becomes essentialPayroll + paying yourself: why not paying yourself creates resentment (and can impact relationships at home)Cash Flow + Systems That Keep You in Business Why “bill early, bill often” is a CEO-level moveHow better tools and automations can reduce chaos and stabilize cash flowWhy relying on manual invoicing and checks keeps businesses stuck in survival modeProfit, Growth, and the Reality of Seasons What it means if you’re highly profitable but exhausted (and why that’s a red flag)Why breaking even can be okay for a season—but not foreverThe long-term goal: building a healthy business with 10–15% profit after expensesBiggest Marketing Lesson Learned “Do it anyway”: how showing up imperfectly builds confidence and momentum over timeWhether you’re trying to grow, hire support, or simply stop feeling tense every time you look at your numbers, this episode will help you rethink spending as a strategy—not a punishment.  Connect with Danielle Hayden: LinkedIn: linkedin.com/in/danielle-hayden-kickstartaccounting 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

    29 min

  4. JAN 15

    326: How to Balance Marketing Tech and Authenticity

    Send us a text In this episode of Imperfect Marketing, host Kendra Corman sits down with Audrey “Tech Diva” Wiggins—an early tech adopter with deep marketing instincts—to talk about how entrepreneurs can use technology without losing the human touch.  Audrey shares how her love of innovation started long before today’s tools, and how business owners can stay focused, credible, and authentic while navigating constant change. We discuss: The Tech + Human Balance in Modern Marketing Why you should evaluate what you’re already using before chasing the “next shiny thing”How to keep the “human factor” front and center through messaging and real customer accessWhy customer service is still a core marketing strategy—inside companies and outHow to Avoid Getting Overwhelmed by Trends The “pick 1–2 things and work them hard” approach (then automate as you grow)Why choosing platforms you actually enjoy helps you stay consistent and authenticWhen to delegate to tech vs. when it’s time to bring in a VA or support teamA Real Transformation Example The “Frankenstein website” problem: patchwork sites that look old, cluttered, and confusingWhy a modern website isn’t just prettier—it’s functional, cleaner, and improves the customer journeyThe importance of mobile-friendly design (because your clients live on their phones)Branding Mistakes That Quietly Cost You Business Why using Gmail/Yahoo/AOL for a business email hurts credibility—and what to do insteadHow a clean email signature supports your brand without being “chunky” or overwhelmingThe self-promotion gap: why many entrepreneurs hesitate to post their own content (even when their audience is already engaged)A Hard Marketing Lesson Learned How choosing the wrong advertising channel can waste money fastWhy “liking the salesperson” isn’t a strategy—knowing your market and ROI isWhen advertising does make sense without ROI: “passion investments” that support causes you care aboutIf you’ve ever felt torn between keeping up with tech and staying authentic—or you’ve been tempted by marketing opportunities that don’t actually match your audience—this episode will give you a sharper, calmer way forward. Connect with Audrey: Subscribe to her weekly newsletter:  https://www.altogether.biz Her weekly newsletter, packed with actionable marketing insights, tech trends, and resource tools designed to sharpen their skills and fuel business growth. 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

    28 min

  5. JAN 8

    AI Work Slop And How To Stop It

    Send us a text Work Slop: Why AI Shortcuts Are Costing Teams More Than They Save Ever get an email, doc, or deck from someone and instantly think, “This is… not it”? In this episode, we’re digging into the rise of work slop—the vague, messy, low-quality output that shows up when AI is used as a replacement for thinking instead of a tool for support. Kendra sits down with Sue Justice, founder of Emory HR, to talk about why this isn’t just an AI problem—it’s a performance, communication, and leadership problem that businesses can’t afford to ignore.  We explore: What “Work Slop” Is (and Why It’s Growing) How AI-generated work becomes unclear, incorrect, or incompleteWhy “slapping something together” shifts work to the next personThe difference between using AI as an assistant vs. letting it do the job This Isn’t a Tool Issue—It’s a Behavior Issue How people have always “phoned it in,” but AI makes it faster and more visibleWhy audiences and teammates can sense when work lacks human touchThe real question leaders must ask: workload problem or character problem?What Leaders Should Do About It When to coach and when to treat it as a performance issueWhy a Performance Improvement Plan (PIP) matters before cutting tiesHow industry risk, trust, and legal exposure shape your response  Where AI Helps—and Where It Shouldn’t Lead Using AI for brainstorming or templates vs. high-stakes decisionsWhy contracts and policies need human tone, context, and accountabilityThe risk of letting AI output become “authority” without review Sue’s Biggest Marketing Lesson Why business owners shouldn’t try to do everything themselvesHow doing the wrong work wastes more time than it savesThe sustainability link between delegation and quality Whether you’re leading a team, outsourcing work, or using AI in your own business, this episode is a clear reminder: AI can save time, but only if humans own the standard. If the quality drops, the cost doesn’t disappear—it just lands on someone else.  “AI is meant to be an assistant… not the end-all ‘I’ll do it for you’ solution.” – Sue Justice  00:00:00  Introduction to Sue Justice and why HR belongs in this conversation  00:02:06  What “work slop” is and how it shows up at work  00:03:39  Why AI misuse is really a people/performance issue  00:06:53  Skill gap vs. character flaw: how to tell the difference  00:09:57  When work slop becomes a firing-level problem  00:13:05  Transparency, AI policies, and setting clear standards  00:19:01  AI adoption is everywhere—whether companies admit it or not  00:23:04  Sue’s biggest marketing lesson as a business owner Connect with Sue Justice: LinkedIn: https://www.linkedin.com/in/susanajustice/ Website: https://emeryhr.com/ 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

    25 min

  6. JAN 1

    My Word of the Year for 2026 is No

    Send us a text In this New Year’s episode, Kendra Corman gets candid about why she’s heading into 2026 tired, excited… and fiercely committed to one word: no. After a 2025 defined by “forge” (building, growing, expanding), a family crisis and an overload of opportunities forced her to re-evaluate sustainability, boundaries, and what it really takes to preserve creative focus. Kendra shares the behind-the-scenes story of her year—what went right, what went sideways, and why the systems and people you build now are what save you later. What 2025 Taught Kendra About Growth and Overload Kendra went into 2025 with momentum, capacity, and big goals—and hit them hard. A strong first quarter with focused, energized work timeA goal of 25 speaking gigs that turned into 35+ eventsMovement on major business projects, including a second edition of her bookA huge personal “yes”: becoming a full-time assistant professor at Rochester Christian UniversityThe Moment Everything Changed A serious fall and ICU stay for Kendra’s mom pulled her into months of caretaking and travel. What stood out most wasn’t just the disruption—it was the proof that what she’d built actually held up: Her assistant (Carol) triaged inboxes, managed tasks, and kept clients supportedSystems like Asana and strong relationships prevented a total business collapseThe experience reinforced how vital support structures are—even for solopreneursKendra realized: capacity isn’t just about time. It’s about what you’ve built to hold you when life happens. When “Forge” Turned into “Fracture” Even with major wins, Kendra stretched too far. Weeks with multiple speaking events, including one with four in a single weekDrift from a 4–5 day workweek back to 7 daysFeeling like she was working constantly but not moving forwardBook revisions stalled, and recovery time evaporatedThe truth she landed on: success without boundaries becomes burnout in disguise. Why “No” Is Her Word of the Year (Again) Kendra revisits a tool that once helped her escape burnout in 2022: saying no first. So in 2026, “no” is back as the guardrail. Her challenge to listeners: Block vacations nowProtect pre- and post-travel buffersPut the important stuff on the calendar before it gets crowded outKey Takeaways Systems and support are what keep your business stable when life interrupts.Saying yes is exciting—but on 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

    19 min

  7. 12/25/2025

    Stop Tracking These Marketing Metrics (They're Costing You Money!)

    Send us a text Why Vanity Metrics Are So Tempting Clicks, impressions, and giant top-line numbers feel good—and they’re easy to measure. Anthony explains that brands and agencies often lean on these because they make progress look “sexy” in a deck, even when they don’t connect to business outcomes. The Metrics That Actually Matter Kendra presses on what marketers should track instead. Anthony breaks it down by funnel stage and business model: For B2B and lead-gen teams: Lead volume and lead qualityConversion behavior after the click (time on site, page depth, engagement paths)Feeding those quality signals back into ad algorithmsFor e-commerce: Revenue per campaignCost per acquisition (CPA) vs. customer lifetime value (LTV)Target CPA thresholds to ensure profitabilityAnthony’s bottom line: The two most important metrics are CPA and LTV—and every other KPI should support them. When Algorithms Work Against You A huge chunk of the episode is about how campaigns go sideways when the wrong signals are optimized. If you optimize for clicks, the algorithm finds more clickers—not buyers. They dig into how metrics aren’t bad—they’re just often misused. Examples Anthony gives: ROAS is critical for shopping/e-commerce conversion campaigns.Video view-through rate matters for awareness campaigns, since the goal is warm-audience building.Target impression share is valuable in branded search as a defensive move, ensuring competitors don’t steal your brand traffic.  Competitor Bidding: Old Advice vs. Now Kendra asks about the old-school thinking that bidding on competitor names doesn’t work. Anthony clarifies the difference between: Branded defense campaigns (protecting your own name)Competitor conquesting campaigns (showing up as an alternative in a buyer’s search)He argues conquesting can be effective because you only pay on clicks, yet still gain impression value and market-share opportunities. Balancing Short-Term Pressure with Long-Term Growth B2B cycles are long, and clients want fast wins. Anthony recommends a full-funnel budget split: Some spend for the 1% ready to buy now (lower funnel)Significant investment to warm the other 99% (awareness + consideration)Biggest Lesson Learned: Simplicity Scales Anthony closes with his core marketing takeaway:  The best campaigns aren’t the busiest—they’re the clearest. When you focus on the right audience, the right offer, and the right KPIs, everything improves: creative, reporting, and results that compound over time.  If you want to connect with Anthony or learn more about Volo Media, check out the links below.  And if you’ve ever been sold a pretty dashboard full of meaningless numbers… this one’s for you.  Connect with Anthony: Website: https://www.vallomedia.com/ LinkedIn: https://www.linkedin.com/in/anthonychi 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

    27 min

  8. 12/18/2025

    Turn Words Into Wealth: The Neuroscience of Marketing That Actually Works

    Send us a text 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 minutesProgress 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 goSkin 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 daysBooks 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 trainingStorytelling 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-explainingAurora’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 businessConnect with Aurora Winter: 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.comAurora Winter Website: https://www.aurorawinter.comSame Page Publishing: https://www.samepagepublishing.comMarketing Fastrack: The Little Book That Launched a New Business by Aurora Winter- on Amazon: https://a.co/d/8xrIglKTurn Words Into Wealth: Blueprint for Your Business, Brand and Book by Aurora Winter - on Amazon: https://a.co/d/7RRkVYbMagic, Mystery, and the Multiverse Book 1 Amazon: https://a.co/d/5cmA6UmLinkedIn: https://linkedin.com/in/AuroraWinterYouTube: https://www.y 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

    28 min
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About

Join Kendra Corman and her guests as they provide small business owners and solopreneurs actionable tips and insights about how to do more effective and efficient marketing that drives results.

Information

  • Creator
    Kendra Corman
  • Years Active
    2022 - 2026
  • Episodes
    329
  • Rating
    Clean
  • Copyright
    © 2026 Imperfect Marketing
  • Show Website
    Imperfect Marketing