Imperfect Marketing

Kendra Corman
  • 5.0 (23)
  • 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

    How a Weekend Book Became My Best Marketing Asset

    Send a text 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 pitchingHow a physical book creates instant credibility—even if it’s not readThe psychology behind why authors are trusted faster than “experts” without booksUsing AI to Write Faster (Without Losing Your Voice) How I used AI to assist—not replace—the writing processRepurposing podcasts, workshops, emails, and trainings into book contentWhy AI helped me write the book in weeks instead of monthsThe Real Value of a Short, Imperfect Book Why your book doesn’t need to be long—or a bestseller—to be effectiveHow a short book can outperform blogs, white papers, and lead magnetsWhy perfectionism is often the biggest thing standing in the wayWhat I’d Do Differently Next Time Why I’d take more time (and hire an editor)What I learned about publishing, design, and launch strategyHow I’d approach a second edition with clearer goalsKey Takeaways for Business Owners & Experts Why credibility compounds when your content is tangibleHow books differentiate you in crowded speaking and consulting marketsThe importance of creating marketing assets that keep working long-termIf 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

    17 min

  2. FEB 19

    What Does It Really Cost to Self-Publish a Quality Book?

    Send a text 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 makeHow treating a book like a passion project instead of a business asset leads to poor resultsThe 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 sidewaysThe hidden downside of hybrid publishers that charge upfront and take royaltiesWhat “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 GrammarlyWhy nonfiction books cost more to produce than fictionWhat 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 talentThe risks of hiring freelancers without knowing what to look forCommon problems authors face after using bargain services or template-based designsHow 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—unexpectedlyWhy books make exceptional lead magnets in an overwhelmed digital worldHow publishing can lead to speaking opportunities, authority positioning, and new revenue streamsWhy 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: Listen to your customers. Even when the feedback is uncomfortable—especially then. 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

    24 min

  3. FEB 12

    330: How Do You Build Visibility When You Hate Being on Camera?

    Send a text 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 marketingWhy visibility doesn’t require perfection, polish, or confidence on day oneHow consistency and repetition help you “get over yourself” and show up as you truly areWhere 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 burnoutHow to choose platforms based on business goals, not trends or pressureThe importance of understanding where your audience is actively looking for solutionsCreating 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 piecesWhy 15 minutes a day can be enough when you have the right structureHow content creation, repurposing, and email marketing work togetherThe Role of Video, AI, and Authenticity We also explore: Why video remains one of the most powerful tools for building trustHow AI can support your content without replacing youWhy AI-generated avatars and videos can hurt credibility if overusedHow to use tools like ChatGPT as a creative partner—not a replacementCommon Content Mistakes (and How to Fix Them) Ed highlights one of the biggest mistakes entrepreneurs make: Posting content without a clear call to actionWhy storytelling matters more than everHow to guide your audience instead of leaving them hangingKey Takeaways Visibility isn’t about doing more—it’s about doing what mattersYour personal brand grows when you show up, not just your contentMessy action beats perfect silence every timeSystems create freedom, not rigidityWhether 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 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

  4. FEB 5

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

    Send 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

  5. JAN 29

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

    Send 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 way 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

  6. JAN 22

    327: How Much Should Small Businesses Spend on Marketing?

    Send 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

  7. JAN 15

    326: How to Balance Marketing Tech and Authenticity

    Send 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

  8. JAN 8

    AI Work Slop And How To Stop It

    Send 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
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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
    332
  • Rating
    Clean
  • Copyright
    © 2026 Imperfect Marketing
  • Show Website
    Imperfect Marketing