The Guiding Brands Podcast

Karen Vick
  • 5.0 (14)
  • MARKETING
  • UPDATED BIWEEKLY

The Guiding Brands Podcast hosted by Chief Guide Karen Vick is for small business owners who want to learn more about how to use marketing to grow their businesses. Each episode offers practical tips, strategies, and insights from Karen and guests that will help you take your business to the next level. Whether you're just starting out or looking to improve your marketing efforts, The Guiding Brands Podcast is the go-to resource for small business owners looking to succeed. Join us as we explore the latest trends, best practices, and success stories in the world of small business marketing.

  1. FEB 4

    Words That Win: Turning Website Visitors into Customers Part 1

    In this episode: Karen Vick is joined by Sarah Guilliot, a Seattle-based website designer, copywriter, and brand strategist, to unpack the essentials of copywriting and brand voice for service-based small businesses. With a background in UX and web design at companies like Microsoft, Amazon, T-Mobile, and GoDaddy, Sarah Guilliot shares her entrepreneurial journey and actionable tips for crafting copy that connects and converts. Sarah’s Career Pivot: From 20 years in corporate tech and design roles to launching her own business, including the Coach Lift Off service for coaches wanting an easy, all-in-one website and marketing solution. Copywriting 101: What copywriting is—and isn’t. The difference between content writing (blogs, social media) and copywriting (websites, sales pages, emails). Why your website is not just a digital brochure. Brand Voice Essentials: Why your copy should sound like you, not a robot (or a generic AI!). How reading your copy out loud helps you catch awkward or stiff language. The importance of consistency and authenticity across all touchpoints. Copy Misconceptions: Common mistakes, like using old brochure copy or product descriptions as web copy. Why your copy needs to fit its platform—social posts, blogs, or website pages all have different needs. SEO & Standing Out Online: The balance between writing for people and ranking for search engines. How being authentic and using real client language can boost your SEO naturally. Market Research Tips: Using conversations and testimonials from real clients to inspire and refine your copy. “Copy stalking”—a method for gathering actual phrases and words your audience uses. Coach Lift Off (Sarah’s signature program for coaches – details forthcoming in her network) EEAT by Google (Experience, Expertise, Authority, Trustworthiness): https://searchengineland.com/e-e-a-t-and-seo-392924 “Copy stalking” concept credited to Mariah Coz Read Your Copy Aloud: Sarah's top tip—record yourself or read website/email copy out loud to spot unnatural or stiff language. Gather Customer Feedback: Review testimonials and set up discovery calls to understand the language your clients use when talking about your services. Customize for Your Audience: Adjust your brand voice to be true to yourself, while still clear and relatable to your customers—especially if you serve a multi-cultural/multi-lingual audience. Don’t Rely Solely on AI: Use AI as a draft or brainstorming assistant, but personalize and humanize all final copy. Repeat Key Info: It’s OK to reinforce core messages on different pages of your website—users might land anywhere! Guiding Brands Podcast listeners can schedule a call with Sarah at https://www.sarahdesign.com/guiding, to get personalized insights about your brand. You can also find Sarah on Instagram at https://www.instagram.com/sarahdesignagency Listen to more episodes, subscribe, and leave a review at:The Guiding Brands Podcast: https://guidingbrandspodcast.com Thank you for listening! Don’t forget to subscribe and join us next week for more bite-sized branding & marketing wisdom.

    34 min

  2. 11/12/2025

    Understanding Why People GivePart 2

    Why emotional marketing—and authentic storytelling—bring donors and customers back, again and again. In this value-packed episode of The Guiding Brands Podcast, host Karen Vick sits down with marketing leader Adam Ortman to reveal what truly makes your marketing, messaging, and fundraising campaigns unforgettable. Are you struggling to stand out amid the year-end rush or Giving Tuesday? Wondering how to build deeper connections and keep supporters coming back? Get ready for a practical, human-centric blueprint that’s tailor-made for service-based small businesses and nonprofits. Join us to: Learn how to craft messages that resonate and inspire action Gain donor retention strategies that actually work Explore cost-effective ad tools (including step-by-step advice for beginners!) Discover easy, real-world ideas for showing appreciation and building community Hear why listening to your customers is the #1 growth strategy most organizations ignore Small business owners, nonprofit leaders, and marketers—if you want marketing that’s mission-driven and heartfelt, you’ll find the advice and inspiration you need right here. #emotionalmarketing #storytelling #nonprofitmarketing #smallbusinessmarketing #donorretention #marketingstrategy #GivingTuesday #digitalmarketing #brandconnection

    39 min

  3. 10/30/2025

    Understanding Why People Give Pt. 1

    In this episode of The Guiding Brands Podcast, Chief Guide Karen Vick welcomes Adam Ortman — consumer psychologist, CEO, and founder of Kinetic 319 Marketing, a Denver-based marketing and advertising agency rooted in consumer psychology. Adam shares his insights on leveraging psychological principles for more effective nonprofit marketing and fundraising, drawing from his experiences with clients ranging from big names like Nike, American Express, and the American Red Cross, to small and midsize nonprofits. Key points discussed in this episode:  What is consumer psychology, and how does it influence purchasing, donating, and brand interaction?  Why people give: The personal, emotional, and empathetic drivers behind donations of time, money, and support.  The critical role of empathy—how people want to see themselves reflected in the causes they support.  Common nonprofit marketing mistakes, including the “projection fallacy” (assuming decision-makers’ preferences reflect the wider audience) and “compassion fade” (how big numbers can actually decrease giving).  The four pillars of trust: Authenticity, Empathy, Relevancy, and Consistency—for nonprofit and small business marketing alike.  Practical steps for small businesses and nonprofits to discover what their audience actually cares about—through surveys, feedback, and focus groups.  Harnessing the power of AI tools (like ChatGPT) to easily craft effective surveys and question prompts. Resources mentioned in the episode: Kinetic 319 Marketing: https://kinetic319.com/ American Red Cross: https://www.redcross.org/ Google Forms (for easy customer/donor surveys): https://www.google.com/forms/about/ Microsoft Forms: https://forms.microsoft.com/ ChatGPT (for writing survey/interview questions): https://chat.openai.com/ Next steps & actions for listeners:  Ask your customers or donors what matters to them! Whether you use a formal survey, a quick email, or a simple conversation—dig deeper for specifics and look for patterns in their feedback.  Chunk your goals into achievable milestones. When fundraising, share the big vision but highlight the realistic steps donors can help achieve.  Focus your communication: Be authentic, empathetic, relevant, and consistent to build trust and stronger relationships.  Don’t be afraid to leverage technology! Use AI tools to help you shape targeted questions and streamline outreach. Subscribe for future episodes and more marketing and branding insight for service-based small businesses and nonprofits!  The Guiding Brands Podcast: https://guidingbrandspodcast.com Leave a review & share this episode with a fellow nonprofit or small business owner who’d benefit from a bit of marketing psychology!

    24 min

  4. 10/20/2025

    Why Podcasting Is the New Brand Superpower Part 2

    In this motivating episode of The Guiding Brands Podcast, Chief Guide Karen Vick welcomes Christine Blosdale: podcast strategist, media coach, and author of Podcastonomics. Christine shares practical tips for starting a podcast as a powerful marketing tool for small businesses and personal brands. They dive deep into how to land guest spots on meaningful podcasts—even without a big budget.   Why podcasting is a superpower for brands: Break down barriers to reach audiences worldwide Build expert authority, credibility, and visibility “If you’re not seen and heard, you’re not hired.” – Christine  How to get started with your own podcast: Collaborate with an experienced podcaster or coach for guidance Invest in quality tools, especially a good microphone  Learn the basics: cover art, podcast name, editing, and publishing Overcome “imposter syndrome” and simply start  DIY Podcasting Tips: Christine’s book Podcastonomics, walks you through every step Don’t skimp on sound quality Use simple, affordable editing tools Market your show once it’s live—creation is only the beginning!  Becoming a guest on podcasts: Build a strong media kit that showcases your expertise & suggested topics Personalize your outreach—listen to the show and reference it when contacting the host Use platforms like PodMatch, PodPitch, and Matchmaker.fm to connect Practice your speaking skills (video, Toastmasters, etc.) so you shine on air Leverage social media, networking groups, and personal connections  Monetizing & Marketing Your Podcast: Cleverly promote your own products/services in your podcast ad breaks Seek sponsors among your own network or local businesses Use podcast analytics and lead magnets (like quizzes!) to measure results and grow your email list  Podcastonomics: Unlocking the Secrets of Profitable Podcasting for Beginners by Christine Blasdale ⁠— http://bit.ly/42SZWZc  Christine’s Website & Discovery Calls: ⁠— https://expertauthoritycoach.com  Take Christine’s Expert Authority Quiz ⁠— https://expertauthorityquiz.com  Podcast Guesting Platforms: ⁠— https://podmatch.com ⁠— https://podpitch.com ⁠— https://matchmaker.fm  The Guiding Brands Podcast: ⁠— https://guidingbrandspodcast.com Start your podcast now: Don’t wait for perfection or a big budget—use what you have and learn as you go. Get booked as a guest: Build a compelling media kit and start reaching out authentically. Practice your speaking: Create short videos, rehearse conversations, and join speaking groups—your confidence will grow. Market smart: Promote your own services and use analytics/lead magnets to track success and build relationships. Connect with Christine: Book a free discovery call & take her expert authority quiz to find out where you stand. “Get seen, get heard, and get hired!”  Don’t forget to subscribe to The Guiding Brands Podcast and leave a review. See you next week! Key points to note from the Conversation:Tools and Resources To Help You on Your Podcasting JourneyKey Actions & Next Steps:

    33 min

  5. 10/16/2025

    Why Podcasting Is the New Brand Superpower Part 1

    Welcome to a new season of The Guiding Brands Podcast! Chief Guide Karen Vick is joined by Christine, a branding and authority coach known for her dynamic personality, 25+ years in media, and expertise in broadcasting and business growth. Christine shares how she helps women entrepreneurs worldwide find their voice, define their brand, and shine as thought leaders—whether through podcasts, websites, or personal branding. Key Discussion Points Christine’s Journey Broadcasting background: radio in Los Angeles, writing for America Online & MSN Shifted focus to supporting women entrepreneurs, especially coaches, solopreneurs, and thought leaders Realized the importance of giving clients what they need—not just what she wants to offer (e.g., expanding beyond only podcast creation services)  The Power of Podcasting Podcasting as a key visibility tool—but not the only one Importance of aligning your brand and message with your audience’s real needs Podcast guesting: a powerful way to build searchability, authority, and reach new audiences, even if you don’t start your own show Podcast content can be strategically repurposed into books, blogs, and courses  Branding Tips for Entrepreneurs YOU are the brand: Authenticity and relatability matter most Don’t strive for perfection—taking action and learning from mistakes leads to mastery Embrace failure as a natural part of the growth process  Podcast Format & Approach Variety works: from micro-podcasts (5 min) to traditional interviews Short attention spans make bite-sized episodes highly effective Series or seasonal formats are valid—your show doesn’t have to last forever! Resources Mentioned Christine’s podcasts (including "The Micro Podcast on Podcasting") The value of email, social media, and blogging—but how podcasting can help you stand out Example of "It’s Time to Pray" (1-minute daily podcast Karen listens to) Connect with Christinehttp://www.expertauthoritycoach.com/ LinkedIn: https://www.linkedin.com/in/christine-blosdale-579697168/ Instagram: https://www.instagram.com/christineblosdale/ YouTube: https://www.youtube.com/@ChristineBlosdale Podcasts: https://www.christineblosdale.com/mypodcasts Connect with The Guiding Brands Podcast https://guidingbrandspodcast.com Next Steps / Actions Suggested For Listeners: Consider guesting on podcasts in your industry before committing to hosting your own Experiment with micro-episodes if you’re intimidated by long-form content Show up authentically, focus on bringing value—not just selling Repurpose your podcast content for books, blogs, or courses Don’t wait for perfection—start, learn, and grow as you go!  For Potential Podcasters: Remember, your podcast doesn’t have to be video or an hour long; audio-only and short formats are great options Use podcasts as a strategic networking tool to connect with others in your field Think of podcast episodes as assets—potential chapters in a future book or stand-alone pieces for marketing If you enjoyed this episode, please subscribe to the podcast and leave a review! Thank you for listening and see you next week!

    29 min

  6. 02/21/2025

    Monetize Your Expertise: A Guide to Knowledge Commerce with Nicole Johnson

    Episode Overview: In this enlightening episode of The Guiding Brands Podcast, Chief Guide Karen Vick is joined by Nicole Johnson, the multifaceted founder of Digital Made Simple. They dive into the fascinating world of knowledge commerce, exploring how entrepreneurs can monetize their expertise and create passive income by sharing what's 'between their ears.' Tune in to discover how you can transform your unique skills and experiences into valuable offerings for your audience.  Key Points Discussed: Introduction to Knowledge Commerce: Understanding the concept of monetizing your knowledge and skills.  Journey of Nicole Johnson: From chemical engineering to a digital marketing strategist, bringing a unique operational perspective to branding and design.  Importance of Knowledge Commerce: Explored its potential to generate passive income and discussed its major forms such as online courses, podcasts, and masterminds.  Marketing and Branding: Strategies to effectively market knowledge-based products, ensuring they are well-packaged and targeted to the right audience.  Challenges and Opportunities: Common challenges entrepreneurs face in entering the knowledge commerce space and the opportunities presented by technology and AI.  Resources Mentioned: Online Course Platforms: Udemy, Teachable, Skillshare for hosting online courses.  Social Media for Promotion: Importance of social media in promoting and marketing your courses.  Nicole Johnson's Special Offer: Done-for-you course outline template with a coaching session.  Visit Digital Made Simple - DFY Course Next Steps: Connect with Nicole Johnson: YouTube Instagram Facebook LinkedIn Michelle’s Offer: Unlock potential in knowledge commerce with Nicole’s special $289 offer for a DFY course outline and coaching session! Limited time only.  Action Items: If you're inspired to transform your knowledge into a digital product, reach out to Nicole for a comprehensive strategy session. Visit the website for more insights and grab the offer while it's available. Closing: If you find value in this episode, please subscribe, leave a comment, and share it with your network. Your support helps us continue bringing insightful conversations to the forefront of business development.   The Guiding Brands Podcast:guidingbrandspodcast.com Thank you for listening! We look forward to guiding you in the next episode.

    1h 6m

  7. 02/06/2025

    Unveiling Your Brand's True Fit with Damion Parsons

    In this insightful episode of The Guiding Brands Podcast, Chief Guide Karen Vick sits down with Damion Parsons, the Founder of Size Wise Closet Coach. They discuss the intersection of marketing, technology, and personal styling and how Damion's innovative approach is transforming how we think about our wardrobes. Guest: Damion Parsons Founder of Size Wise Closet Coach Creative Director and UX/UI Designer Holder of a Guinness World Record for the longest swing set in the world Key Points: Introduction to Damion's diverse background in design and fashion Damion's journey from working with large corporations to creating Size Wise Closet Coach The concept of "vanity sizing" and its impact on clothing fit How the Size Wise platform helps clients find the right fit and feel confident The unique angle of assisting professional businesswomen with their wardrobes Importance of understanding true measurements over vanity sizing Inspirational story about Damion’s grandmother and the roots of his passion for fit and style How Size Wise Closet Coach integrates technology and personalized coaching to improve client experiences Damion’s vision for a “suitcase-free travel experience” Resources Mentioned: Size Wise Closet Coach: sizewiseclosetcoach.com Size Wise Closet Coach on Instagram: @SizeWiseClosetCoach Size Wise Closet Coach on TikTok: @SizeWiseClosetCoach Size Wise Closet Coach on Facebook: SizeWiseClosetCoach Next Steps: Visit the Size Wise Closet Coach website to learn more about their services and sign up for a personalized closet consultation Explore the different packages offered by Size Wise Closet Coach, ranging from 15-minute quick consultations to more extensive wardrobe overhauls Engage with Size Wise Closet Coach on social media to stay updated on fashion tips and special offers Action Items for Listeners: Sign up for a consultation with Size Wise Closet Coach here Follow Size Wise Closet Coach on their social media handles listed above to get fashion inspiration and updates Share this episode with anyone who might benefit from personalized wardrobe advice Don't miss out on this episode, filled with valuable insights on personal branding through fashion and technology. Subscribe to The Guiding Brands Podcast and leave us a review! Follow The Guiding Brands Podcast: The Guiding Brands Podcast Thank you for tuning in! See you next week!

    43 min

  8. 01/22/2025

    Behind Mature Allure: Sherri's Mission to Celebrate Midlife Experiences

    In today's episode of the Guiding Brands Podcast, Chief Guide Karen Vick sits down with Sherri, a seasoned content creator and writer. Sherri is the brilliant mind behind the podcast Mature Allure, where her mission is to remind everyone that age is not a limitation but a celebration of life's unique journeys. 🌟 🎧 Key Points Discussed: Introduction to Sherry Sherri's background in media, beauty, and content creation, and the inception of her podcast, Mature Allure. 📚✨ The Unique Positioning of Mature Allure Overcoming branding challenges and standing out in a niche market despite initial pushbacks. 🎨🚀 Guest Dynamics and Content Strategy Sherri's approach to selecting guests and the importance of covering diverse topics relevant to mature women. 🗣️🌍 Personal Journey and Professional Pivot Sherri’s transition from losing jobs to becoming a full-time podcaster, supported by her husband. 💼➡️🎤 Future Plans The exciting upcoming nonprofit, As We Age, focusing on mental health, addiction recovery, and financial freedom for midlife women. 🌱💪 🔗 Resources Mentioned: Mature Allure Podcast & Blog 🌐 Mature Allure 📌 Follow Sherri: 🌐 Mature Allure IG 🌐 ⁠Mature Allure X 📅 Next Steps & Suggestions: Karen suggests subscribing to Sherri's newsletter for updates and insights on living your best mature life. 📰📬 Sherri encourages listeners to explore passions and consider creating their own podcasts. 🎙️✨ Thank you for tuning in to this episode! Don't forget to subscribe to the Guiding Brands Podcast and leave a review. 🌟🔔 Subscribe & Follow: 🌀 The Guiding Brands Podcast Let’s continue guiding, inspiring, and branding together! 🌟

    48 min
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5
out of 5
14 Ratings

About

The Guiding Brands Podcast hosted by Chief Guide Karen Vick is for small business owners who want to learn more about how to use marketing to grow their businesses. Each episode offers practical tips, strategies, and insights from Karen and guests that will help you take your business to the next level. Whether you're just starting out or looking to improve your marketing efforts, The Guiding Brands Podcast is the go-to resource for small business owners looking to succeed. Join us as we explore the latest trends, best practices, and success stories in the world of small business marketing.

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