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

    Are You Marketing to the Wrong People? How to Find Your Moose

    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 businessHow defining your “moose” clarifies your message and increases resultsThe power of focusing on the 20% that drives 80% of your revenueThe “Moose” Framework Explained What a moose is — and why you shouldn’t waste time chasing squirrelsHow to identify customers who bring both revenue and long-term valueWhy some audiences may look ideal but lack motivation to buyWhen and how to pivot if you’ve targeted the wrong marketStrategy Before Tactics Why sending a mailing without clear strategy is a mistakeThe temptation to “just do something” in marketingHow to evaluate your ideal customer through a dollars-and-cents lensWhy profitability and alignment matter more than volumeThe Power of Offline & Differentiation Why physical, offline marketing stands out more than everHow targeted “shock and awe” packages can create major ROIWhy branding goes beyond your product or serviceHow to position yourself as uncopyable — even in crowded marketsKey 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

    26 min

  2. MAR 5

    Is Your Brand Just a Logo? What Real Brand Strategy Looks Like

    Send a text 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 invisibleThe contractor client that changed everythingHow asking the right foundational questions led to real business growthWhy profitability — not just clients — is the real goalWhat Brand Strategy Actually Is (And Isn’t) Why a logo is not a brandThe difference between branding and marketingWhy “just posting on LinkedIn” isn’t building a personal brandThe foundational elements every brand needs: mission, vision, values, messaging, and ideal client clarityWhy Mission, Vision, and Values Matter Why mission fuels long-term motivationHow vision acts as your business compassThe role values play in building trust and cultureWhy these aren’t “check-the-box” exercises — and how to make them meaningfulThe Biggest Branding Mistake Entrepreneurs Make The danger of having one foot in and one foot outWhy inconsistency erodes trust (even subconsciously)How misalignment between visuals, messaging, and personality costs you clientsWhy going “all in” is essential to long-term successRob shares his biggest marketing lesson learned: There is no single “perfect” frameworkEmail, funnels, offers — they can all workStop copying someone else’s pathStay on your path long enough to make it workLearn, adjust, refine — and keep goingAs 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

    29 min

  3. FEB 26

    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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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
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5
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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
    334
  • Rating
    Clean
  • Copyright
    © 2026 Imperfect Marketing
  • Show Website
    Imperfect Marketing