October 23, 2025 • 29 mins
In this episode of Imperfect Marketing, I sit down with Shayna Davis, host of The Influence Economy, to talk about why podcasting is more than just a visibility tool—it’s a powerful way to position yourself, land bigger opportunities, and turn influence into profit.
Shayna shares her journey of podcasting for over five years, growing her show into the top 3% of all podcasts worldwide, and how she uses it as a cornerstone strategy for credibility and corporate client acquisition. Together, we dive into the shift from being “just visible” to being intentionally profitable in your business.
We explore:
The Influence Economy
- Why influence is no longer just for celebrities.
- The difference between visibility for visibility’s sake and visibility that creates real, tangible results.
- Why so many entrepreneurs—especially women—are living beneath their profit potential.
Podcasting as a Positioning Tool
- How a podcast can become the “modern-day media vehicle” to reach bigger and better buyers.
- Why a podcast without a business model is just a hobby.
- The unique credibility podcasting brings when working with corporations and media.
Building an Ecosystem Around Visibility
- How to pair your visibility strategy with the right monetization methods.
- Why bigger opportunities often come from corporate contracts and sponsorships.
- The importance of building a transcendent brand that extends beyond your niche.
Practical Lessons for Marketers
- Why being “busy” is not the same as being scalable or sustainable.
- The myth of consistency—and why you need to be consistent at the right things, not just anything.
- Why clarity beats cleverness when it comes to messaging.
Key Takeaways
- Visibility without strategy doesn’t equal profitability.
- Podcasting offers unmatched positioning and credibility when done intentionally.
- Your broader brand positioning matters—frame your expertise in a way that has mass market appeal.
- Don’t just be consistent—be consistent with the right strategy, at the right time.
Connect with Shayna:
Links to Book: Unchained: Breaking Free from Broken Marketing Models: How Small Businesses Can Finally Take Control of Their Marketing, Lead with Strategy, and Scale with AI:
LinkedIn: https://www.linkedin.com/in/shaynarattler/
Whether you’re considering starting a podcast, refining your visibility strategy, or looking for ways to land bigger clients, this episode will give you the tools and perspective to think beyond visibility and into sustainable profitability.
Are you ready to transform your visibility into real results? Tune in now and learn how to leverage podcasting as your most powerful positioning tool.
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
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_01 (00:00):
Hi, I'm Kendra Corman.
If you're a coach, consultant,or marketer, you know marketing
is far from a perfect science.
And that's why this show iscalled Imperfect Marketing.
Join me and my guests as weexplore how to grow your
business with marketing tipsand, of course, lessons learned
along the way.
(00:24):
Hello and welcome back toanother episode of Imperfect
Marketing.
I'm your host, Kendra Corman,and I am really excited for our
guest today, Shayna.
Shayna is going to be talking tous about one of my favorite
topics, which is podcasting andhow that's going to help
increase your visibility.
Welcome.
(00:44):
Thank you so much for joining metoday.
I appreciate it.
I'm happy to be here.
Happy to be here.
So let's go ahead and talk alittle bit about how you got
started in podcasting.
I mean, you talk aboutpodcasting as a positioning
tool, right?
For women in businesses.
How did you get started?
SPEAKER_00 (01:03):
So at the time of this recording, I've been
podcasting for five years.
And I don't even to be honestwith you, the reason why I
probably started podcasting wasbecause it was like the thing to
do.
You know what I mean?
Like it was like the new, andI'm not one of those people when
it comes to like marketing andvisibility that is like trendy,
like jump on the bandwagon.
(01:23):
But it was getting a lot ofattention for a reason.
And I pay attention to thethings that are getting a lot of
attention, especially over aperiod of time.
And what I did not know was thatwhen I launched it, that the
pandemic was coming a few weekslater.
And so it ended up being, youknow, a great thing for my
business.
And I've been podcasting nowfor, like I said, five years.
(01:44):
And it's just part of mystrategy of what I teach now.
I will say now, I'm not apodcasting expert.
I have grown my podcast to be inthe top 3% in the world of all
podcasts.
So I've done a few things right,I believe, but I'm not a
podcasting expert.
I just think that it's a greatpositioning tool if it makes
sense.
Now, if you're one of thosepeople that's like, oh, I only
(02:05):
care if five people hear it, aslong as they're having fun, I
think there's better things thatyou can do with your time.
But if you can find a way, whichwe're going to talk about today,
for it to make monetary sense, Ithink it's, I think it's worth
exploring.
And I'm just one of those girlsthat like, if it doesn't make
dollars, it doesn't make sensefor my business.
SPEAKER_01 (02:22):
I love that thought process, right?
I mean, there's passionprojects, which are great,
right?
But when you're looking at yourbusiness, it should be bringing
you a return.
I've said this before numeroustimes on on Imperfect Marketing,
that my podcast is one of myhighest returning activities
that I do.
Not just visibility, but peoplejoining my email list and
(02:45):
eventually leading to sales.
I've had people say, Oh, hey,Kendra, you know, I got your
email about your podcastepisode.
And that just made me thinkabout I've been forgetting to
reach out to you.
I'd like to book, you know, X,Y, or Z.
And it's just been very, veryeffective combined with email
for me.
And it's been amazing to goahead and just give me a ton of
(03:06):
content that I could repurpose,which I love.
So, what's your podcast?
SPEAKER_00 (03:10):
My podcast is called The Influence Economy.
And it's really about teachingyou how do you learn how to make
serious income from yourinfluence and how do you do it
on your own terms, especiallyconsidering all the friction and
noise that's going on around us.
SPEAKER_01 (03:25):
Okay.
So that leads into my nextquestion is what is the
influence economy and why is itso important right now?
SPEAKER_00 (03:33):
The influence economy is where your
visibility, which everybodytalks about, oh, be visible,
visibility, visibility coachesare popping up all over the
place.
We'll get into why.
Yeah, I'm not gonna, I'm gonnaanswer your question.
In my opinion, Kendra, theinfluence economy is where your
visibility meets intention to beable to create tangible results,
(03:54):
tangible results likelife-changing income, tangible
results like biggeropportunities, tangible results
like legacy.
And it's really about how do yourecognize that your influence is
actually an asset.
And the reason why I think it'sso important is like we live in
like this digital first worldnow, where influence isn't just
(04:15):
for celebrities anymore.
It's really a way for you tomaximize your impact in the
world.
But the problem is that so manyof us have been taught just how
to be visible as a result of ourinfluence, but we haven't been
taught how to be profitable.
We're missing the strategyoftentimes to help turn that
visibility into profitability.
And I think that many of us havelike the mission and the message
(04:39):
for visibility, but we do notnecessarily, we don't
necessarily have the rightmethod for profitability.
And so that's what I say whenI'm talking about how are we
intentional about our visibilityso that we're actually turning
it into profitability?
Because honestly, I think thatfar too many women, especially,
are living beneath our profitpotential.
And it's because we're told justbe visible, just be visible.
(05:00):
You just gotta be visible, youjust gotta show up.
Well, if you're not matchingthat with the right
profitability strategy, thenyou're gonna be seen, but you're
not gonna be paid well.
SPEAKER_01 (05:09):
Well, and I think that there's even more to that,
too, right?
When we get into, you know, howwe were raised in money
conversations and things likethat, too, right?
So I definitely believe that youare 100% accurate that there's
very few of us actually, youknow, making the profits or at
the level that we should be.
But we're all busy, right?
(05:29):
We've all got full schedules.
I've been trying to move mywording from busy to full.
Friend of mine told me that myschedule is full.
Um, I'm not busy.
Although the next two weeks, Iam busy at the time of
recording.
SPEAKER_00 (05:43):
So I'm like, it's a little insanity.
I told someone a couple of weeksago, I was like, I need a
different word because I'malways gonna be busy.
You know what I mean?
Like I'm always going to bebusy, and I need a different
word that really conveys what mylife is like right now because
busy is not, does not desire.
I like full.
SPEAKER_01 (05:59):
Yes.
She's like, she's like, normallymy schedule is full, but she's
like, right now I'm busy.
And I was like, yeah, that'sthat's accurate, right?
So yeah.
Yes, I love it.
So I'm trying to train myself onthat.
All right.
So we need to move from justbeing visible to actually being
(06:19):
profitable.
Is there more to it than justbeing intentional?
And when you say intentional,what do you mean?
SPEAKER_00 (06:25):
What I mean by intentional is we have to be
intentional about themonetization strategy.
I'm not just visible for visiblesake.
You have to learn how do you geta return on investment for your
visibility.
So we're being intentional aboutpairing our visibility, whatever
(06:47):
your visibility strategy is,because there's a lot of them
that you can use.
I don't recommend you use morethan one or two, but we're
getting intentional aboutpairing our visibility with the
right monetization strategythat's going to give us, I call
it visibility ROI, that'sactually gonna give you a return
on investment for yourvisibility.
(07:08):
I personally choose podcastingfor a reason, but that's what I
mean when we're beingintentional is are you actually,
do you have the rightmonetization strategy?
Do you have the right method forprofitability that you're using
for your influence andvisibility?
So, what are some examples ofthese methods that you're
(07:29):
talking about?
For me, I think that you shouldlook at what are the products,
the services, the partnerships,the collaborations that you can
actually let me say it this way.
Your visibility strategy,whatever you're using, I use
(07:49):
podcasting.
That's gonna be at the core,right?
Like that's gonna be at thecenter.
But what is the ecosystem thatyou're building around your
visibility?
Because that's where your returnon investment is gonna come in.
The problem is, in my opinion,is that many of us need bigger
and better buyers than what itis that we have now, which is
(08:12):
what I focus on.
I focus on if you're reallywanting to scale, if you're
really wanting to make seriousincome, I believe that one of
the greatest ways to do that isthrough bigger and better
clients.
I teach a strategy of landingcorporate clients, whether
that's corporate consulting,whether it's corporate sponsors,
because many of us are lookingat scaling of like, I'm just
(08:32):
gonna do more of what it is thatI'm already doing to the same
people that I'm already sellingit to.
And for most of us, there's afaster path to cash and bigger
dollars on the other side if wewould focus on bigger and better
buyers.
So for me, if I'm thinking aboutusing my visibility, when I look
at the ecosystem that I want tobuild around it, I'm gonna focus
(08:55):
on one that is gonna get mebigger opportunities, bigger
checks, and a better life.
SPEAKER_01 (09:01):
Well, and if you think about it, I mean, we're
talking about our schedulesbeing full, right?
And the fact that, you know,busy just doesn't state where
we're at because we're alwaysgonna be busy.
That's not scalable.
Just copying yourself and doingmore with the same people isn't
going to move the needle.
SPEAKER_00 (09:18):
And it's not sustainable for my mindset, for
my psyche either.
Because I found myself, evenwith what I do with
corporations, I found myselfabout about 90 days ago asking
myself, is my current businessmodel sustainable for another 10
years?
Can I can I be this full foranother 10 years?
(09:38):
And if the answer to that is no,which for many of you that is
listening right now, you have toask yourself, what can I do
differently?
And I said to myself, I need tochange up my business model a
little bit.
I need to change who it is thatI'm focusing on and how it is
that I'm working with them, andall eliminating some of these
visibility things that I'm doingbecause it's making me a little
(09:58):
too full.
Yes.
And that's not sustainable.
SPEAKER_01 (10:01):
No, definitely not.
And I think that there's just somuch with what you just said.
So I I want, if you're listeningand you're looking at your
business and you're looking atyour calendar and asking
yourself, is can you maintainthis level of full for the next
10 years?
And if you want to grow, can youmain this maintain this level of
(10:22):
full and more, right, for thenext 10 years?
If that's not going to be okay,then I would say you really need
to think about it, right?
You're not profitable enough.
And you need to look at whatyou're doing and look at your
business pretty seriously.
So why do you pick podcasting aslike your corner cornerstone?
(10:43):
And why do you recommend it thatway for women?
SPEAKER_00 (10:46):
Podcasting is like the modern day media vehicle
that can give you unlimitedreach, you know, like massive
reach, unlimited income.
The problem is that a podcastwithout a business model is just
a hobby.
And I did that long pause for areason.
A podcast without a businessmodel is just a hobby.
(11:07):
And I have been landingcorporate clients and teaching
others how to land corporateclients for almost two decades.
And it's become a lot easier nowthat I have a podcast, which is
why I have continued to podcastover the last couple of years
because I almost put that down.
It was making me a little toofull.
And so for me, I believe thatthere's two things that all
(11:29):
business owners should be doingand, you know, take it up with
whoever you want to take it upwith.
But number one, I think that weshould be selling our services
to corporations.
You can take the exact samething that you're already
offering and give it to someonethat can pay you what 100 of the
people that you're currentlyworking with can pay you.
Why would you not want to dothat?
(11:51):
And then number two, I think themost powerful positioning tool
is podcasting.
It gives you credibility.
And in the space of corporateclients, when one of the most
difficult things to do is figureout how you're going to reach
them, having a podcast is a, isa great way to do that.
And so that's why I think thatpodcasting is the cornerstone
for visibility.
(12:11):
But I think the best buyers arethe ones that can expect to pay
you way more than what it isthat you're already making.
That's like, say less.
Like, who doesn't want to dothat?
Without starting over, withoutchanging your niche, without
doing anything different thanwhat you're already doing and
getting people the same resultsthat you're already getting
(12:32):
other people, but they expect topay you more?
Who doesn't want that?
If you don't want that, I don'teven know why we're listening.
Not, you know what I mean?
And not to say, you know,there's gonna be some people
like, I don't want to work withcorporate clients for whatever
reason.
I'm not saying you have to, butI'm saying, why would you not
want to start to look at yourbusiness model and your life in
a way that can yield you greaterresults for what it is that
(12:53):
you've already decided you wantto do?
And this is just a mechanism bywhich you can do that.
SPEAKER_01 (12:57):
Well, and I agree with you on the whole podcasting
being giving you some of thatcachet, right?
That um influence that comeswith it.
It's very interesting because Ihear a lot of people they
because one of them like, hey,you need to start a podcast to
clients.
It's gonna make your contentcreation easier.
(13:18):
Um, it's going to give you moreauthority when you're
interviewing other people.
And and I, the list goes on,right?
And I I tell that to people allthe time is why they should
start a podcast.
Other people at the organizationor their PR people, because I
don't do PR, um, are like, oh,well, everybody has a podcast.
I'm like, no, everybody does nothave a podcast.
(13:41):
What on earth are you talkingabout?
And why would that stop usanyway, even if they did?
SPEAKER_00 (13:47):
Everybody has a business, everybody has a this,
everybody has a that.
You have to find out how to howdo you differentiate yourself to
break through the friction andnoise that is out there, just
like you would in in any otherthing.
Everybody has social media, butI bet you you're on there.
Like I don't understand that theyou know what that is, Kendra,
if I can be honest with you.
They know that they don'tunderstand it enough to help
you, and they don't want to beseen as someone that does that
(14:09):
does not know everything.
Because you know, because whyelse would you tell someone, but
everybody has a podcast.
Are you telling them the samething about social media?
Are you telling them the samething about marketing?
Are you telling them the samething about everything else that
they do in life?
That's not your job.
Your job is to pick where do youwant to be and how do you show
(14:29):
up in a way that dominates?
And if I'm telling you, oh,well, don't do that, everybody's
doing that.
That's because I don't knowenough about that to advise you.
And rather than being um willingenough to say, yeah, if you're
if you want to do that, I'm allfor it.
But go find the people who cansupport you because I don't know
a lot about it.
I would rather just say, oh, no,what you should really be
focused, because I bet you thatsame PR person said, no, we
(14:51):
really should just focus ongetting getting you booked more
because they don't want you to,they don't want the money to
leave them.
SPEAKER_01 (14:56):
Oh, and I'm sitting there going, um, can you book
them on podcasts, please?
And they're like, Oh, thatwasn't included in our quote.
I'm like, why not?
I'm like, that's gonna actuallyget them in front of the
audience that they need to be infront of.
SPEAKER_00 (15:10):
Because more people are consuming podcasts nowadays
than they are anything else.
Just like streamingrevolutionized the way people
consume television.
Podcasting has revolutionizedthe way people consume content.
There's a statistic that saidthat podcast hosts are five to
seven times more influentialthan actors, than celebrities,
(15:36):
then you fill in the bro, youfill in the blank.
So it's like you have to shiftwith the times and you have to,
you have to go where the peopleare.
You have to fish where thepeople are swimming.
And right now, individuals atall levels are consuming content
via podcasts.
Now, here's the other thing: there's three and a half million (15:54):
undefined
podcasts in the world.
Only 35% of those podcast hostshave posted an episode in the
last 90 days.
So, no, everybody has a podcast,but not everyone, not everyone
is active, not everyone is doingit right, not everyone is
consistent.
I could go on and on and on.
But what I can tell you is thatit is the modern day media, it
(16:16):
is the modern day vehicle forgetting content out there.
And this, I don't remember whothe consultancy was, but we're
five to seven times moreinfluential than celebrities,
especially when it comes tosomeone taking action with you.
So yeah, that person just didn'twant to lose their money.
SPEAKER_01 (16:33):
And I've got like multiple stories and examples
that I can just sort of copy andpaste of all of those, and it's
the same exact thing.
And I love the way that you saidthat because I had never thought
of that before.
And I think you are a hundredpercent right.
They didn't want to take thetime to understand the medium,
and therefore they were like,eh, it's no big deal.
(16:55):
Like, yes, it is.
Yes, it is.
I'm actually approaching aclient because I want them to
build a podcast studio for oneof the local universities so
that they'll be able to starttheir podcast.
Um, and it's just again, uh youknow, students and um people in
the community, they need to geton podcasts, right?
They need to practice talking topeople.
There's just so many benefitsfrom it too, beyond just the
(17:18):
business piece.
So let's take a step backbecause we want to like build
this our influence and thisinfluence economy, right?
So if somebody was to startbuilding their multimedia empire
today, what's the first step?
SPEAKER_00 (17:33):
You have to start by creating what I call a
transcendent brand, meaning thatyou have to brand yourself
outside of your industry todemonstrate why you have mass
market relevance.
So let me take myself forexample.
Even though I've grown mypodcast to be in the top 3%,
(17:55):
even though podcasting iscentral to my strategy, I don't
brand myself as a podcastingexpert.
I brand myself as an influenceexpert.
You see, one is specific, one isscalable, because now when I'm
talking about owning yourinfluence and elevating your
influence, a corporation canbring me in for a contract.
(18:18):
The Today Show can bring me into talk about, let's just say,
oh, it was just women's history,it's just women's, it was just
women's history month.
Like, how do women learn how toown their voice?
How do they learn how to owntheir influence?
If I want to go get a book deal,it's gonna have mass market
appeal.
So I so I ask people to look atwhat it is that they really do
(18:39):
as like an umbrella.
Like, what is the master arenaof what it is that you really
do?
What I really do is help peopleto own their influence.
I help them to make seriousmoney from their income.
Podcasting, and I don't teachpodcasting, let's be honest.
What I do is I teach you how toland corporate clients, and you
can use the podcast as one ofthe ways to do that, but that's
(19:00):
just one way that I serve thearena.
And so if you're looking at howdo I really build my influence?
How do I really begin toposition myself?
I may, I may want to completelyabandon what I'm doing right
now, or I may not.
I may want to add just anotherway that I'm serving people, you
have to ask yourself, what do Ido in a broader theme?
(19:21):
What is the broader theme ofwhat it is that I really do?
And for me, my broader theme isinfluence, but there's multiple
different ways that I can servethat arena.
And so that that's the firststep is really asking yourself,
what is the broader theme of myzone of genius?
I like that.
(19:42):
I like thinking about thatbecause you didn't change what
you do.
You just changed how you framedit.
And that's what it normallycomes down to is positioning.
You take a health coach andthey're like, hey, I help moms,
you know, lose weight.
That's great.
But what if your transcendentbrand was women's well-being?
Because the today show may isn'tis not necessarily gonna bring
(20:05):
you on to talk about how momscan lose weight.
There may not be, or you know,new moms.
There may not be enough new momsthat are listening, right?
You know, a corporation is notgonna bring you in to teach
their moms how to lose weight.
So you just have to look at likehow do how does one thing make
me more scalable to give me abroader, more mass market
appeal?
Um, and then it's just gonnaopen up the floodgates of you
(20:26):
really building, when I say anempire, you know, some people
are like, oh, but I don't wantthat.
Everybody wants more moneybecause the more money you have,
the more people you can impact,the more influence you can have,
the more you can impact people,the more you can live the life
that you know you were born for.
It may not be the reason why youdo what you do, but you can't do
what it is that you want to dowithout it, point blank to the
(20:46):
period, right?
And so by broadening yourselfup, and people are like, oh, but
that's counterintuitive becauseI always I've always been taught
that I have to pick a niche.
I feel like influence is still aniche.
I'm just not saying corporatecontracts.
I'm not just saying podcasting.
So I'm still defining myselfwithin a bucket, within a niche,
if you want to call it that.
I'm just picking one that hasmore mass market appeal because
(21:09):
it gives me more opportunitiesthan just this one way over here
that I could serve that area.
SPEAKER_01 (21:14):
Well, and the words that you use attract your
specific mansion target.
It doesn't have to be a title,right?
And for those of you listeningor watching, she's making it
sound super easy.
I get it, it's not, right?
It's hard to take a step backfrom what you're doing because
sometimes we're just way tooclose to it, right?
(21:35):
And so I think, you know, havingsomebody be able to look at it
and give you advice and insightis important too.
So um, if you can't afford, youknow, professional help, um, you
might want to think about again,talking to friends, talking to
people that are removed andaren't as passionate about
(21:56):
exactly what you do as you are,right?
Because sometimes it's reallyhard to see the forest through
the trees, um, especially whenwe're in the middle of it.
It's like, that's all thesetrees.
Yeah, all I see is trees.
I get it.
I get it.
Um, so not to not to downplay,you know, the ease of that,
right?
Um, it does sometimes take thatthat outside perspective, I
(22:20):
think, off more often than wegive it credit for to look at
that.
And I think that that'simportant.
SPEAKER_00 (22:27):
And I think it's important.
I think regardless if you arelooking at a corporate client or
whoever it is, if you don't knowwhat it is that you really do,
then I think that you shouldreally spend some time on that
before you do anything else inyour business.
Because most of us, it's like onthe surface, I do this.
But what I really do is this.
(22:48):
And what the really do is wherethe magic is.
And it's also in what the reallydo that really makes people say
yes to your offer.
It's usually not your blanketstatement.
It's usually, but what I reallydo is this, because those are
the things that are typicallycreating the urgency that people
are willing to invest to changeand not just the nice to have.
(23:10):
So I would say it's worth theinvestment, whatever investment
looks like to you, whether it'stalking to other people, whether
it's hiring someone, whetherit's taking a course, whether
it's Chat GPT, whatever it is,it's worth it for you to figure
out what is it that you reallydo beneath the surface, because
your messaging is going to haveto, your framing of what you do
(23:32):
and how you do it has to beanchored in that.
And your messaging does as well.
Because here's the thing that,in my opinion, Kendra, we have
to solve problems that peoplerecognize they have.
And the way that most of us aretalking about what we do,
somebody has helped us wordsomething, wordsmith something
that is super sexy and superclever, but you know what it's
(23:53):
not?
Clear.
And I have no idea what the hellyou're talking about.
And nobody is sitting aroundthinking about that.
I help women over 55 thrive.
I don't know anybody that justsat around and said, you know
what?
If I could just thrive.
Now, what you do may help themthrive, but that's not what they
the problem that they recognizethey have.
So stop being cute and stopbeing clever and let's get clear
(24:14):
on what it is that you reallydo.
And when you can nail that down,now you can start to broaden
yourself up to like, oh, I couldactually do this for a bigger
company and they could pay me,you know, six figures to come in
and do this.
Oh, I actually could get somereal, I could garner some real
media attention because now I'veuncovered what it is that I
really do.
I'll get off my soapbox now.
SPEAKER_01 (24:36):
Oh, I love it.
I love it.
I'm just thank you so much forall of this wisdom and all of
this information that you'vebeen sharing.
It's fantastic, right?
I think everybody needs to hearit.
And I think that there's somehard truths in there for some
people because I do believeyou're 100% right.
Sexy doesn't always sell, right?
It's gotta be clear.
(24:58):
Um, and that clarity is reallyimportant.
Um, I love AI.
I talk about AI all the time.
I train across the country onAI.
Love it.
But it doesn't give thatclarity.
You have to know and own andunderstand that clarity to get
it to help support you andeverything else, but it's not
(25:18):
going to create it for you.
And I think that that's reallyimportant to remember as more
and more people are creatingeverything businesses, content,
business plans, you name it,with AI.
It's not magical.
SPEAKER_00 (25:35):
I think if more people would recognize that AI
is not your strategist.
So use AI to take your thoughtsand make them better and help
them help you, you know,organize them better, help you
implement them better.
But stop going to AI for youroriginal thoughts and ideas.
Because it's just giving yousomebody else's thoughts and
(25:56):
ideas anyway, right?
Like we're not going to go downthat rabbit hole.
But, you know, don't go to AI totell you how to think.
You tell AI what it is that youthink, and now it can help you
do it better, whatever it is, ifyou're looking for reframing it,
if you're looking at how youimplement it, if you look at
ideas of how you could turn thatinto offers, but stop going to
(26:18):
it for your original ideasbecause it's just giving you
somebody else's ideas anyway.
And so it's not there to teachyou how to think.
You have to tell it how youthink.
SPEAKER_01 (26:26):
Agreed, 100%.
Okay, so we're pretty much outof time.
So I do want to wrap this up.
Thank you again so much forcoming.
This show is called ImperfectMarketing because marketing is
anything but a perfect science.
I do ask all of my guests, and Iforgot in our little pre-show
meeting to remind you, um, I askall my guests the same question,
(26:47):
and that is what has been yourbiggest marketing lesson learned
along the way?
SPEAKER_00 (26:52):
That it's a myth that we should be consistent.
And let me tell you what I meanby that.
When you tell that's a halftruth.
We tell people all the time,like when it comes to marketing,
you just have to be consistent.
And while that is true, I thinkit's a half truth because you
have to be doing the rightthings in the right way and
(27:16):
doing that consistently.
And so for someone to just betold you just need to be
consistent, I could be pickingthe right thing and doing it
wrong consistently, and I'm notgoing to get good results.
Or I could be picking the wrongthing and doing it very well
consistently and not getting thebest the best results.
And so I think that if we'regoing to be consistent, we have
(27:37):
to choose what is the rightthing that I should that I
should be doing right now forwhere it is that I am right now
and where it is that I want togo next, and then go all in on
that so that I now know I'mdoing the right thing in the
right way.
And now let me be consistent atthat.
Because somebody out there,that's going to free you because
people are like, oh, just beconsistent.
And you're like, I'm just gonnado more, more, more, more, more,
(27:59):
more, more.
And then you're like, oh, maybeI'm really not cut out for this.
Oh, maybe I shouldn't have beendoing this after all.
No, none of that is right.
The problem is that you've justbeen consistent either at the
wrong things or in the wrongway.
I love that.
SPEAKER_01 (28:11):
You gave me a heart attack when you're like,
consistency is not another what?
I'm like, I tell people to beconsistent all the time.
But you're right.
You gotta be consistent at theright place, right?
Yeah, it's just a half truth.
Yeah.
No, I I I like how you how youshared that also.
Thank you so much again foreverything that you shared.
If you guys want to connect withum with Shayna, there's contact
(28:35):
information uh in the show notesor in the description below the
video, wherever you're listeningor watching.
Thank you so much for tuning into another episode of Imperfect
Marketing.
Until next time, have a greatrest of your day.
Hi, I'm Kendra Corman.
If you're a coach, consultant,or marketer, you know marketing
is far from a perfect science.
And that's why this show iscalled Imperfect Marketing.
Join me and my guests as weexplore how to grow your
business with marketing tipsand, of course, lessons learned
along the way.
(00:24):
Hello and welcome back toanother episode of Imperfect
Marketing.
I'm your host, Kendra Corman,and I am really excited for our
guest today, Shayna.
Shayna is going to be talking tous about one of my favorite
topics, which is podcasting andhow that's going to help
increase your visibility.
Welcome.
(00:44):
Thank you so much for joining metoday.
I appreciate it.
I'm happy to be here.
Happy to be here.
So let's go ahead and talk alittle bit about how you got
started in podcasting.
I mean, you talk aboutpodcasting as a positioning
tool, right?
For women in businesses.
How did you get started?
SPEAKER_00 (01:03):
So at the time of this recording, I've been
podcasting for five years.
And I don't even to be honestwith you, the reason why I
probably started podcasting wasbecause it was like the thing to
do.
You know what I mean?
Like it was like the new, andI'm not one of those people when
it comes to like marketing andvisibility that is like trendy,
like jump on the bandwagon.
(01:23):
But it was getting a lot ofattention for a reason.
And I pay attention to thethings that are getting a lot of
attention, especially over aperiod of time.
And what I did not know was thatwhen I launched it, that the
pandemic was coming a few weekslater.
And so it ended up being, youknow, a great thing for my
business.
And I've been podcasting nowfor, like I said, five years.
(01:44):
And it's just part of mystrategy of what I teach now.
I will say now, I'm not apodcasting expert.
I have grown my podcast to be inthe top 3% in the world of all
podcasts.
So I've done a few things right,I believe, but I'm not a
podcasting expert.
I just think that it's a greatpositioning tool if it makes
sense.
Now, if you're one of thosepeople that's like, oh, I only
(02:05):
care if five people hear it, aslong as they're having fun, I
think there's better things thatyou can do with your time.
But if you can find a way, whichwe're going to talk about today,
for it to make monetary sense, Ithink it's, I think it's worth
exploring.
And I'm just one of those girlsthat like, if it doesn't make
dollars, it doesn't make sensefor my business.
SPEAKER_01 (02:22):
I love that thought process, right?
I mean, there's passionprojects, which are great,
right?
But when you're looking at yourbusiness, it should be bringing
you a return.
I've said this before numeroustimes on on Imperfect Marketing,
that my podcast is one of myhighest returning activities
that I do.
Not just visibility, but peoplejoining my email list and
(02:45):
eventually leading to sales.
I've had people say, Oh, hey,Kendra, you know, I got your
email about your podcastepisode.
And that just made me thinkabout I've been forgetting to
reach out to you.
I'd like to book, you know, X,Y, or Z.
And it's just been very, veryeffective combined with email
for me.
And it's been amazing to goahead and just give me a ton of
(03:06):
content that I could repurpose,which I love.
So, what's your podcast?
SPEAKER_00 (03:10):
My podcast is called The Influence Economy.
And it's really about teachingyou how do you learn how to make
serious income from yourinfluence and how do you do it
on your own terms, especiallyconsidering all the friction and
noise that's going on around us.
SPEAKER_01 (03:25):
Okay.
So that leads into my nextquestion is what is the
influence economy and why is itso important right now?
SPEAKER_00 (03:33):
The influence economy is where your
visibility, which everybodytalks about, oh, be visible,
visibility, visibility coachesare popping up all over the
place.
We'll get into why.
Yeah, I'm not gonna, I'm gonnaanswer your question.
In my opinion, Kendra, theinfluence economy is where your
visibility meets intention to beable to create tangible results,
(03:54):
tangible results likelife-changing income, tangible
results like biggeropportunities, tangible results
like legacy.
And it's really about how do yourecognize that your influence is
actually an asset.
And the reason why I think it'sso important is like we live in
like this digital first worldnow, where influence isn't just
(04:15):
for celebrities anymore.
It's really a way for you tomaximize your impact in the
world.
But the problem is that so manyof us have been taught just how
to be visible as a result of ourinfluence, but we haven't been
taught how to be profitable.
We're missing the strategyoftentimes to help turn that
visibility into profitability.
And I think that many of us havelike the mission and the message
(04:39):
for visibility, but we do notnecessarily, we don't
necessarily have the rightmethod for profitability.
And so that's what I say whenI'm talking about how are we
intentional about our visibilityso that we're actually turning
it into profitability?
Because honestly, I think thatfar too many women, especially,
are living beneath our profitpotential.
And it's because we're told justbe visible, just be visible.
(05:00):
You just gotta be visible, youjust gotta show up.
Well, if you're not matchingthat with the right
profitability strategy, thenyou're gonna be seen, but you're
not gonna be paid well.
SPEAKER_01 (05:09):
Well, and I think that there's even more to that,
too, right?
When we get into, you know, howwe were raised in money
conversations and things likethat, too, right?
So I definitely believe that youare 100% accurate that there's
very few of us actually, youknow, making the profits or at
the level that we should be.
But we're all busy, right?
(05:29):
We've all got full schedules.
I've been trying to move mywording from busy to full.
Friend of mine told me that myschedule is full.
Um, I'm not busy.
Although the next two weeks, Iam busy at the time of
recording.
SPEAKER_00 (05:43):
So I'm like, it's a little insanity.
I told someone a couple of weeksago, I was like, I need a
different word because I'malways gonna be busy.
You know what I mean?
Like I'm always going to bebusy, and I need a different
word that really conveys what mylife is like right now because
busy is not, does not desire.
I like full.
SPEAKER_01 (05:59):
Yes.
She's like, she's like, normallymy schedule is full, but she's
like, right now I'm busy.
And I was like, yeah, that'sthat's accurate, right?
So yeah.
Yes, I love it.
So I'm trying to train myself onthat.
All right.
So we need to move from justbeing visible to actually being
(06:19):
profitable.
Is there more to it than justbeing intentional?
And when you say intentional,what do you mean?
SPEAKER_00 (06:25):
What I mean by intentional is we have to be
intentional about themonetization strategy.
I'm not just visible for visiblesake.
You have to learn how do you geta return on investment for your
visibility.
So we're being intentional aboutpairing our visibility, whatever
(06:47):
your visibility strategy is,because there's a lot of them
that you can use.
I don't recommend you use morethan one or two, but we're
getting intentional aboutpairing our visibility with the
right monetization strategythat's going to give us, I call
it visibility ROI, that'sactually gonna give you a return
on investment for yourvisibility.
(07:08):
I personally choose podcastingfor a reason, but that's what I
mean when we're beingintentional is are you actually,
do you have the rightmonetization strategy?
Do you have the right method forprofitability that you're using
for your influence andvisibility?
So, what are some examples ofthese methods that you're
(07:29):
talking about?
For me, I think that you shouldlook at what are the products,
the services, the partnerships,the collaborations that you can
actually let me say it this way.
Your visibility strategy,whatever you're using, I use
(07:49):
podcasting.
That's gonna be at the core,right?
Like that's gonna be at thecenter.
But what is the ecosystem thatyou're building around your
visibility?
Because that's where your returnon investment is gonna come in.
The problem is, in my opinion,is that many of us need bigger
and better buyers than what itis that we have now, which is
(08:12):
what I focus on.
I focus on if you're reallywanting to scale, if you're
really wanting to make seriousincome, I believe that one of
the greatest ways to do that isthrough bigger and better
clients.
I teach a strategy of landingcorporate clients, whether
that's corporate consulting,whether it's corporate sponsors,
because many of us are lookingat scaling of like, I'm just
(08:32):
gonna do more of what it is thatI'm already doing to the same
people that I'm already sellingit to.
And for most of us, there's afaster path to cash and bigger
dollars on the other side if wewould focus on bigger and better
buyers.
So for me, if I'm thinking aboutusing my visibility, when I look
at the ecosystem that I want tobuild around it, I'm gonna focus
(08:55):
on one that is gonna get mebigger opportunities, bigger
checks, and a better life.
SPEAKER_01 (09:01):
Well, and if you think about it, I mean, we're
talking about our schedulesbeing full, right?
And the fact that, you know,busy just doesn't state where
we're at because we're alwaysgonna be busy.
That's not scalable.
Just copying yourself and doingmore with the same people isn't
going to move the needle.
SPEAKER_00 (09:18):
And it's not sustainable for my mindset, for
my psyche either.
Because I found myself, evenwith what I do with
corporations, I found myselfabout about 90 days ago asking
myself, is my current businessmodel sustainable for another 10
years?
Can I can I be this full foranother 10 years?
(09:38):
And if the answer to that is no,which for many of you that is
listening right now, you have toask yourself, what can I do
differently?
And I said to myself, I need tochange up my business model a
little bit.
I need to change who it is thatI'm focusing on and how it is
that I'm working with them, andall eliminating some of these
visibility things that I'm doingbecause it's making me a little
(09:58):
too full.
Yes.
And that's not sustainable.
SPEAKER_01 (10:01):
No, definitely not.
And I think that there's just somuch with what you just said.
So I I want, if you're listeningand you're looking at your
business and you're looking atyour calendar and asking
yourself, is can you maintainthis level of full for the next
10 years?
And if you want to grow, can youmain this maintain this level of
(10:22):
full and more, right, for thenext 10 years?
If that's not going to be okay,then I would say you really need
to think about it, right?
You're not profitable enough.
And you need to look at whatyou're doing and look at your
business pretty seriously.
So why do you pick podcasting aslike your corner cornerstone?
(10:43):
And why do you recommend it thatway for women?
SPEAKER_00 (10:46):
Podcasting is like the modern day media vehicle
that can give you unlimitedreach, you know, like massive
reach, unlimited income.
The problem is that a podcastwithout a business model is just
a hobby.
And I did that long pause for areason.
A podcast without a businessmodel is just a hobby.
(11:07):
And I have been landingcorporate clients and teaching
others how to land corporateclients for almost two decades.
And it's become a lot easier nowthat I have a podcast, which is
why I have continued to podcastover the last couple of years
because I almost put that down.
It was making me a little toofull.
And so for me, I believe thatthere's two things that all
(11:29):
business owners should be doingand, you know, take it up with
whoever you want to take it upwith.
But number one, I think that weshould be selling our services
to corporations.
You can take the exact samething that you're already
offering and give it to someonethat can pay you what 100 of the
people that you're currentlyworking with can pay you.
Why would you not want to dothat?
(11:51):
And then number two, I think themost powerful positioning tool
is podcasting.
It gives you credibility.
And in the space of corporateclients, when one of the most
difficult things to do is figureout how you're going to reach
them, having a podcast is a, isa great way to do that.
And so that's why I think thatpodcasting is the cornerstone
for visibility.
(12:11):
But I think the best buyers arethe ones that can expect to pay
you way more than what it isthat you're already making.
That's like, say less.
Like, who doesn't want to dothat?
Without starting over, withoutchanging your niche, without
doing anything different thanwhat you're already doing and
getting people the same resultsthat you're already getting
(12:32):
other people, but they expect topay you more?
Who doesn't want that?
If you don't want that, I don'teven know why we're listening.
Not, you know what I mean?
And not to say, you know,there's gonna be some people
like, I don't want to work withcorporate clients for whatever
reason.
I'm not saying you have to, butI'm saying, why would you not
want to start to look at yourbusiness model and your life in
a way that can yield you greaterresults for what it is that
(12:53):
you've already decided you wantto do?
And this is just a mechanism bywhich you can do that.
SPEAKER_01 (12:57):
Well, and I agree with you on the whole podcasting
being giving you some of thatcachet, right?
That um influence that comeswith it.
It's very interesting because Ihear a lot of people they
because one of them like, hey,you need to start a podcast to
clients.
It's gonna make your contentcreation easier.
(13:18):
Um, it's going to give you moreauthority when you're
interviewing other people.
And and I, the list goes on,right?
And I I tell that to people allthe time is why they should
start a podcast.
Other people at the organizationor their PR people, because I
don't do PR, um, are like, oh,well, everybody has a podcast.
I'm like, no, everybody does nothave a podcast.
(13:41):
What on earth are you talkingabout?
And why would that stop usanyway, even if they did?
SPEAKER_00 (13:47):
Everybody has a business, everybody has a this,
everybody has a that.
You have to find out how to howdo you differentiate yourself to
break through the friction andnoise that is out there, just
like you would in in any otherthing.
Everybody has social media, butI bet you you're on there.
Like I don't understand that theyou know what that is, Kendra,
if I can be honest with you.
They know that they don'tunderstand it enough to help
you, and they don't want to beseen as someone that does that
(14:09):
does not know everything.
Because you know, because whyelse would you tell someone, but
everybody has a podcast.
Are you telling them the samething about social media?
Are you telling them the samething about marketing?
Are you telling them the samething about everything else that
they do in life?
That's not your job.
Your job is to pick where do youwant to be and how do you show
(14:29):
up in a way that dominates?
And if I'm telling you, oh,well, don't do that, everybody's
doing that.
That's because I don't knowenough about that to advise you.
And rather than being um willingenough to say, yeah, if you're
if you want to do that, I'm allfor it.
But go find the people who cansupport you because I don't know
a lot about it.
I would rather just say, oh, no,what you should really be
focused, because I bet you thatsame PR person said, no, we
(14:51):
really should just focus ongetting getting you booked more
because they don't want you to,they don't want the money to
leave them.
SPEAKER_01 (14:56):
Oh, and I'm sitting there going, um, can you book
them on podcasts, please?
And they're like, Oh, thatwasn't included in our quote.
I'm like, why not?
I'm like, that's gonna actuallyget them in front of the
audience that they need to be infront of.
SPEAKER_00 (15:10):
Because more people are consuming podcasts nowadays
than they are anything else.
Just like streamingrevolutionized the way people
consume television.
Podcasting has revolutionizedthe way people consume content.
There's a statistic that saidthat podcast hosts are five to
seven times more influentialthan actors, than celebrities,
(15:36):
then you fill in the bro, youfill in the blank.
So it's like you have to shiftwith the times and you have to,
you have to go where the peopleare.
You have to fish where thepeople are swimming.
And right now, individuals atall levels are consuming content
via podcasts.
Now, here's the other thing: there's three and a half million (15:54):
undefined
podcasts in the world.
Only 35% of those podcast hostshave posted an episode in the
last 90 days.
So, no, everybody has a podcast,but not everyone, not everyone
is active, not everyone is doingit right, not everyone is
consistent.
I could go on and on and on.
But what I can tell you is thatit is the modern day media, it
(16:16):
is the modern day vehicle forgetting content out there.
And this, I don't remember whothe consultancy was, but we're
five to seven times moreinfluential than celebrities,
especially when it comes tosomeone taking action with you.
So yeah, that person just didn'twant to lose their money.
SPEAKER_01 (16:33):
And I've got like multiple stories and examples
that I can just sort of copy andpaste of all of those, and it's
the same exact thing.
And I love the way that you saidthat because I had never thought
of that before.
And I think you are a hundredpercent right.
They didn't want to take thetime to understand the medium,
and therefore they were like,eh, it's no big deal.
(16:55):
Like, yes, it is.
Yes, it is.
I'm actually approaching aclient because I want them to
build a podcast studio for oneof the local universities so
that they'll be able to starttheir podcast.
Um, and it's just again, uh youknow, students and um people in
the community, they need to geton podcasts, right?
They need to practice talking topeople.
There's just so many benefitsfrom it too, beyond just the
(17:18):
business piece.
So let's take a step backbecause we want to like build
this our influence and thisinfluence economy, right?
So if somebody was to startbuilding their multimedia empire
today, what's the first step?
SPEAKER_00 (17:33):
You have to start by creating what I call a
transcendent brand, meaning thatyou have to brand yourself
outside of your industry todemonstrate why you have mass
market relevance.
So let me take myself forexample.
Even though I've grown mypodcast to be in the top 3%,
(17:55):
even though podcasting iscentral to my strategy, I don't
brand myself as a podcastingexpert.
I brand myself as an influenceexpert.
You see, one is specific, one isscalable, because now when I'm
talking about owning yourinfluence and elevating your
influence, a corporation canbring me in for a contract.
(18:18):
The Today Show can bring me into talk about, let's just say,
oh, it was just women's history,it's just women's, it was just
women's history month.
Like, how do women learn how toown their voice?
How do they learn how to owntheir influence?
If I want to go get a book deal,it's gonna have mass market
appeal.
So I so I ask people to look atwhat it is that they really do
(18:39):
as like an umbrella.
Like, what is the master arenaof what it is that you really
do?
What I really do is help peopleto own their influence.
I help them to make seriousmoney from their income.
Podcasting, and I don't teachpodcasting, let's be honest.
What I do is I teach you how toland corporate clients, and you
can use the podcast as one ofthe ways to do that, but that's
(19:00):
just one way that I serve thearena.
And so if you're looking at howdo I really build my influence?
How do I really begin toposition myself?
I may, I may want to completelyabandon what I'm doing right
now, or I may not.
I may want to add just anotherway that I'm serving people, you
have to ask yourself, what do Ido in a broader theme?
(19:21):
What is the broader theme ofwhat it is that I really do?
And for me, my broader theme isinfluence, but there's multiple
different ways that I can servethat arena.
And so that that's the firststep is really asking yourself,
what is the broader theme of myzone of genius?
I like that.
(19:42):
I like thinking about thatbecause you didn't change what
you do.
You just changed how you framedit.
And that's what it normallycomes down to is positioning.
You take a health coach andthey're like, hey, I help moms,
you know, lose weight.
That's great.
But what if your transcendentbrand was women's well-being?
Because the today show may isn'tis not necessarily gonna bring
(20:05):
you on to talk about how momscan lose weight.
There may not be, or you know,new moms.
There may not be enough new momsthat are listening, right?
You know, a corporation is notgonna bring you in to teach
their moms how to lose weight.
So you just have to look at likehow do how does one thing make
me more scalable to give me abroader, more mass market
appeal?
Um, and then it's just gonnaopen up the floodgates of you
(20:26):
really building, when I say anempire, you know, some people
are like, oh, but I don't wantthat.
Everybody wants more moneybecause the more money you have,
the more people you can impact,the more influence you can have,
the more you can impact people,the more you can live the life
that you know you were born for.
It may not be the reason why youdo what you do, but you can't do
what it is that you want to dowithout it, point blank to the
(20:46):
period, right?
And so by broadening yourselfup, and people are like, oh, but
that's counterintuitive becauseI always I've always been taught
that I have to pick a niche.
I feel like influence is still aniche.
I'm just not saying corporatecontracts.
I'm not just saying podcasting.
So I'm still defining myselfwithin a bucket, within a niche,
if you want to call it that.
I'm just picking one that hasmore mass market appeal because
(21:09):
it gives me more opportunitiesthan just this one way over here
that I could serve that area.
SPEAKER_01 (21:14):
Well, and the words that you use attract your
specific mansion target.
It doesn't have to be a title,right?
And for those of you listeningor watching, she's making it
sound super easy.
I get it, it's not, right?
It's hard to take a step backfrom what you're doing because
sometimes we're just way tooclose to it, right?
(21:35):
And so I think, you know, havingsomebody be able to look at it
and give you advice and insightis important too.
So um, if you can't afford, youknow, professional help, um, you
might want to think about again,talking to friends, talking to
people that are removed andaren't as passionate about
(21:56):
exactly what you do as you are,right?
Because sometimes it's reallyhard to see the forest through
the trees, um, especially whenwe're in the middle of it.
It's like, that's all thesetrees.
Yeah, all I see is trees.
I get it.
I get it.
Um, so not to not to downplay,you know, the ease of that,
right?
Um, it does sometimes take thatthat outside perspective, I
(22:20):
think, off more often than wegive it credit for to look at
that.
And I think that that'simportant.
SPEAKER_00 (22:27):
And I think it's important.
I think regardless if you arelooking at a corporate client or
whoever it is, if you don't knowwhat it is that you really do,
then I think that you shouldreally spend some time on that
before you do anything else inyour business.
Because most of us, it's like onthe surface, I do this.
But what I really do is this.
(22:48):
And what the really do is wherethe magic is.
And it's also in what the reallydo that really makes people say
yes to your offer.
It's usually not your blanketstatement.
It's usually, but what I reallydo is this, because those are
the things that are typicallycreating the urgency that people
are willing to invest to changeand not just the nice to have.
(23:10):
So I would say it's worth theinvestment, whatever investment
looks like to you, whether it'stalking to other people, whether
it's hiring someone, whetherit's taking a course, whether
it's Chat GPT, whatever it is,it's worth it for you to figure
out what is it that you reallydo beneath the surface, because
your messaging is going to haveto, your framing of what you do
(23:32):
and how you do it has to beanchored in that.
And your messaging does as well.
Because here's the thing that,in my opinion, Kendra, we have
to solve problems that peoplerecognize they have.
And the way that most of us aretalking about what we do,
somebody has helped us wordsomething, wordsmith something
that is super sexy and superclever, but you know what it's
(23:53):
not?
Clear.
And I have no idea what the hellyou're talking about.
And nobody is sitting aroundthinking about that.
I help women over 55 thrive.
I don't know anybody that justsat around and said, you know
what?
If I could just thrive.
Now, what you do may help themthrive, but that's not what they
the problem that they recognizethey have.
So stop being cute and stopbeing clever and let's get clear
(24:14):
on what it is that you reallydo.
And when you can nail that down,now you can start to broaden
yourself up to like, oh, I couldactually do this for a bigger
company and they could pay me,you know, six figures to come in
and do this.
Oh, I actually could get somereal, I could garner some real
media attention because now I'veuncovered what it is that I
really do.
I'll get off my soapbox now.
SPEAKER_01 (24:36):
Oh, I love it.
I love it.
I'm just thank you so much forall of this wisdom and all of
this information that you'vebeen sharing.
It's fantastic, right?
I think everybody needs to hearit.
And I think that there's somehard truths in there for some
people because I do believeyou're 100% right.
Sexy doesn't always sell, right?
It's gotta be clear.
(24:58):
Um, and that clarity is reallyimportant.
Um, I love AI.
I talk about AI all the time.
I train across the country onAI.
Love it.
But it doesn't give thatclarity.
You have to know and own andunderstand that clarity to get
it to help support you andeverything else, but it's not
(25:18):
going to create it for you.
And I think that that's reallyimportant to remember as more
and more people are creatingeverything businesses, content,
business plans, you name it,with AI.
It's not magical.
SPEAKER_00 (25:35):
I think if more people would recognize that AI
is not your strategist.
So use AI to take your thoughtsand make them better and help
them help you, you know,organize them better, help you
implement them better.
But stop going to AI for youroriginal thoughts and ideas.
Because it's just giving yousomebody else's thoughts and
(25:56):
ideas anyway, right?
Like we're not going to go downthat rabbit hole.
But, you know, don't go to AI totell you how to think.
You tell AI what it is that youthink, and now it can help you
do it better, whatever it is, ifyou're looking for reframing it,
if you're looking at how youimplement it, if you look at
ideas of how you could turn thatinto offers, but stop going to
(26:18):
it for your original ideasbecause it's just giving you
somebody else's ideas anyway.
And so it's not there to teachyou how to think.
You have to tell it how youthink.
SPEAKER_01 (26:26):
Agreed, 100%.
Okay, so we're pretty much outof time.
So I do want to wrap this up.
Thank you again so much forcoming.
This show is called ImperfectMarketing because marketing is
anything but a perfect science.
I do ask all of my guests, and Iforgot in our little pre-show
meeting to remind you, um, I askall my guests the same question,
(26:47):
and that is what has been yourbiggest marketing lesson learned
along the way?
SPEAKER_00 (26:52):
That it's a myth that we should be consistent.
And let me tell you what I meanby that.
When you tell that's a halftruth.
We tell people all the time,like when it comes to marketing,
you just have to be consistent.
And while that is true, I thinkit's a half truth because you
have to be doing the rightthings in the right way and
(27:16):
doing that consistently.
And so for someone to just betold you just need to be
consistent, I could be pickingthe right thing and doing it
wrong consistently, and I'm notgoing to get good results.
Or I could be picking the wrongthing and doing it very well
consistently and not getting thebest the best results.
And so I think that if we'regoing to be consistent, we have
(27:37):
to choose what is the rightthing that I should that I
should be doing right now forwhere it is that I am right now
and where it is that I want togo next, and then go all in on
that so that I now know I'mdoing the right thing in the
right way.
And now let me be consistent atthat.
Because somebody out there,that's going to free you because
people are like, oh, just beconsistent.
And you're like, I'm just gonnado more, more, more, more, more,
(27:59):
more, more.
And then you're like, oh, maybeI'm really not cut out for this.
Oh, maybe I shouldn't have beendoing this after all.
No, none of that is right.
The problem is that you've justbeen consistent either at the
wrong things or in the wrongway.
I love that.
SPEAKER_01 (28:11):
You gave me a heart attack when you're like,
consistency is not another what?
I'm like, I tell people to beconsistent all the time.
But you're right.
You gotta be consistent at theright place, right?
Yeah, it's just a half truth.
Yeah.
No, I I I like how you how youshared that also.
Thank you so much again foreverything that you shared.
If you guys want to connect withum with Shayna, there's contact
(28:35):
information uh in the show notesor in the description below the
video, wherever you're listeningor watching.
Thank you so much for tuning into another episode of Imperfect
Marketing.
Until next time, have a greatrest of your day.
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