May 2, 2025 • 28 mins
Suizan Schacherer, owner of Square Peg Marketing, shares her journey from corporate media to entrepreneurship and reveals how her 30+ years of experience helps small and medium businesses create sustainable growth strategies.
• Suizan's background includes working for major companies like ABC Disney and CBS before starting her own marketing business
• Creating Square Peg Marketing allowed Suizan to maintain valuable client relationships while gaining flexibility to raise her family
• Unlike many consultants who "sell a product," Suizan focuses on building trust and providing honest advice even when it means turning down business
• The importance of understanding business owners' goals - whether growth, sustainability, or preparation for selling
• Why marketing strategies should begin with internal evaluation before external promotion
• Leveraging existing customers through referrals and vertical growth before expanding horizontally
• Creating a business that's "party ready" - making sure all aspects of your operation reflect your brand before inviting new customers
• The value of bringing in unbiased perspectives to identify blind spots in your business
• How business owners can build brand trust through integrity and consistency
• Suizan's upcoming speaking engagement at the Connecting Collaboration event with Premier Allied Health Group on the 24th
Connect with Suizan through LinkedIn or email her directly using the contact information in the
suizan@squarepm.onmicrosoft.com
Click here >>>Suizan Linkedin Page<<<<
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Storie (00:15):
Welcome back to Market it With Atma, where we share the
tips, tools and strategies tohelp your business be successful
.
Today we have on the show avery special guest, the owner of
Square Peg Marketing, Ms SuizanSchacherer, the person you
really want to know, right,Suizan?
Tell us more about what you doand how you were led all the way
(00:37):
to this way, Like what inspiredyou to start Square Peg?
Suizan (00:41):
So I have been now.
I've been in the business about30 years plus, obviously like.
Storie (00:46):
I hope I age as well as you have.
Suizan (00:49):
Well, you know I started when I was nine years old right
.
And what ended up happening wasyou know, I come from a media
background.
My mom and dad were both inmedia and I wanted to be in
media and I knew it and I, Itold my dad and he said no, you
don't.
I said, yes, I do.
We went back and forth here.
I am 30 years later, so.
(01:10):
I had had my first daughter in.
We were living in Philadelphiamarket number four.
And we then moved here when shewas a year and I was working
for ABC Disney at the time andmy idea was my long-term was
like I do plan on having anotherkid.
Storie (01:30):
Right.
Suizan (01:30):
And I had two clients that could spin me out,
basically so that I could startmy own LLC.
Right and and I thought why notdo it for myself?
I bet on me.
I'll bet on me all day long.
Storie (01:41):
Cause you've learned everything being in the industry
for so long, right?
Suizan (01:44):
Yes, I have been absolutely honored to work for
some, some huge companies thatI've been able to sell their
assets.
That's how you kind of look atit.
Right, you know let me do mywork and I'll sell your product
and absolutely it's a win, win,right, yeah, and you loved it.
Loved it, like I ever sincemarket 187 in New London,
(02:04):
connecticut, connecticut,connecticut Wow, one county.
Storie (02:09):
Oh, my goodness yeah.
Suizan (02:11):
It was tiny and I loved it.
I loved it so much.
I did everything from shorereports, traffic news, weather,
whatever they asked me to doproduction.
So you just absorbed everythingand ran with it, ran as fast as
I could before the impostersyndrome.
The imposter syndrome, yeahbefore I realized before they
(02:32):
realized like who is she?
Storie (02:33):
Right, no, that's a smart way to be.
So that led to Square Peg.
Yes, tell me about what.
Suizan (02:40):
Square Peg is so I again .
I was so fortunate not only getto work for some great
companies, but I also had someamazing clients.
And within that you know bag.
Some of them were huge thatneeded some help, like
regionally, such as NationalPork Board the other white meat
(03:01):
right board, the other whitemeat right, and I worked for
them in their rollout phase inthe South Central region.
So I worked, I had that clientand then I had a part of Pfizer
that I could work with thembecause I worked with them when
I was in Philadelphia.
Brought that business here toABC.
Disney.
So we already had arelationship trust equity, so it
(03:23):
was great, so that they werelike okay, you know, we weren't
going to ask you if you couldhandle our business, but since
you're leaving, can you handle?
Our business absolutely, I canthat's wonderful.
Storie (03:34):
So you, you obtained the LLC and you've been kind of
running with it since.
But I saw in here that you kindof took some time off, for the
kiddos maybe.
Suizan (03:41):
Or I did.
That's actually really whatinspired me to leave, because I
thought I can do this on my ownand have that flexibility to
raise my children.
Storie (03:50):
Because media and marketing it can take up a lot.
Suizan (03:53):
It can absorb you sometimes it does and I will
even say, even outside ofcorporate, it can absorb you and
it does and you should beabsorbed because you're dealing
with.
You know, especially whenyou're working with small and
medium sized businesses, that'stheir money.
There's no, there aren't,there's not a board of directors
or there's not.
You know, there's not a pocketof money.
(04:17):
You know, sometimes with thesesmall and medium sized
businesses it's not that you'reup against.
You know other media companies.
They might need a new computersystem or they might need to
hire four new people, orwhatever You're dealing with
their money.
Storie (04:29):
That seems like your passion now.
So you've worked with the bigbillionaire companies.
You are out here.
You started Scrapaback up tohelp the medium-sized businesses
or the startup businesses,right?
So how have you envisionedwalking through that with these
medium size and why is it onyour heart to kind of follow
that path?
Suizan (04:50):
Well, within any industry, you can follow
somebody that didn't that theyweren't their best consultant.
We'll just say Absolutely soyou can follow somebody that did
somebody wrong, and so nowyou're not only trying to build
your own trust with that person,you're trying to negate their
(05:11):
past experience.
Storie (05:13):
Absolutely.
It's like a trauma responseright, exactly.
Suizan (05:17):
And so like, let's just say, one of one of my favorite
stories is you know, I foundthis weight loss company and one
of those circulars, you knowthe newspaper print on your
fingers just bottom of thebarrel, and I was like I'm going
to, I'm going to reach out tothis person, because who doesn't
want to lose weight?
Right, yeah, At any given point.
Storie (05:36):
There's some time, there's always someone.
Suizan (05:39):
And so I reached out to him and we met, and you know, at
the same time of him sayingwell, I've done radio before.
This is when I was working inradio.
It's like I've done radio.
It hasn't worked.
I said how many people havesaid that your weight loss
program doesn't work?
That's because they didn't doit correctly?
Always kind of put it back intotheir window so that they can
(06:00):
understand that if they don't doyour weight loss exactly the
way you scripted it, with someroom a little bit of variance
here and there, but in reality Ihave followed a lot of radio
consultants that were selling aproduct.
Storie (06:19):
They weren't being the consultant, and they didn't do
right by this person.
Suizan (06:24):
Okay, this person Okay.
Storie (06:26):
Okay, I can see why this is on your heart now, because
there's very few, I mean, Ithink, any salesperson or
marketing person.
When you think of that, thosetwo words, it's like oh no, I
got to see through.
Whatever they're trying to sellme on, right?
Suizan (06:39):
Exactly.
Storie (06:40):
And it's a wonderful point to make because you really
you can be a business owner andyou can know what you're doing.
But if you can't relay it toyour audience, like you said,
the way that they need to do itor they need to hear it to be
intrigued, it's almost worthlessright, it's lost.
Suizan (06:58):
It's lost.
And again you're dealing withpeople that are digging into
their own pocketbook.
This isn't some multi-milliondollar company.
This is somebody that takesthat money from their business,
their business.
You know it could be comingfrom one giant.
Storie (07:17):
Friends or family or anything you don't know where
that money is coming from.
Suizan (07:21):
At the end of the day, you want to make sure that
you're giving the best advicepossible and I think for me one
of the litmus tests is and youcan't even believe how many
times I've heard this but theywill say, like, how much does
one spot cost?
And immediately I want to sayto them I'm almost glad they
came to me first, becausesomebody else might take their
(07:41):
money For me.
I have to sleep at night.
So I would say to them you know,tell me what your goals are and
what are you ready to apply tothis?
Because I'm going to tell youand I've done this several times
I've walked from hundreds ofthousands of dollars
collectively over 30 yearsBecause I've said maybe you
should do something a littlemore local first.
(08:02):
I don't think you're ready toput the tens of thousands of
dollars and you can't just do itfor one week unless you have a
sale, but you need to look atlong-term, like you've got to
commit.
Storie (08:14):
You want to create a strategy for them so that they
aren't these one-off.
It's almost wasted money.
It's just like our discovery,which I kind of had a meeting
with you a couple of days agoabout how our process is.
You have to have that strategybecause if you don't, I mean one
, people will take advantage ofyou, as you've seen, a hundred
percent.
And two, where are you going inthe midst of all this?
(08:36):
Well, you got to have somethingto refer back to, right?
Suizan (08:39):
Yes, you have to have that baseline.
Storie (08:40):
For sure, for sure.
Suizan (08:42):
And grow from there.
Storie (08:46):
Absolutely, and so many people don't or haven't
understood that.
I don't think I mean.
You could have a great productor a great idea, but the
implementation is so importantand that's where you come in
right that's everything you justsaid.
Suizan (08:56):
The exact word implementation is everything and
and the commitment to thelong-term goal.
Like, if you are in growth mode, what does that look like to
you?
Because what it looks like toyou may look different than what
it looks like to my husband.
Where my husband is looking to,he wants to get it all squared
away because he's looking tosell it off.
He wants to retire, but someonein new growth mode.
(09:17):
They're just now opening andthey're bright-eyed and
bushy-tailed and they're excitedabout bringing it to the market
and growing and having sevenlocations.
Storie (09:28):
So it looks different to each business owner.
So do you go through a kind ofa template intake form to really
understand their thoughts orprocesses, or more of a
consultation?
Suizan (09:36):
Yeah, you are so much more organized than I am.
There's no form.
It is, and it's funny, becauseI'm sure that that's what used
to make my managers crazy was.
It's like what you and I do wejust have a conversation, I know
what I need to ask and, again,it's not a one size fits all.
So it's not going to be a form,because I will pivot at any
(09:56):
given time.
All of a sudden, I find out oh,you're planning to retire in
five years, so what does growthlook like to you?
Since we're talking, Exactly.
But it's just, it's a constantpivot and you don't know, it's
like an action movie.
Storie (10:11):
It really is and I think , the integrity of you relaying
that to people, even if you haveto just say no, you don't need
to invest in this right now,I'll.
I'll lose the money in the longrun.
Suizan (10:22):
you have you have loyal followers for life because
really you are your brand at theend of the day, right, exactly,
and I don't think peopleunderstand enough about the idea
of brand.
You know, you even thisbuilding down to the plates, the
color of the plates out thereit's all.
Storie (10:39):
It's all strategic.
There is it's so strategic.
Suizan (10:42):
It, it's strategic and it's there's.
There's, there's somethingmeaningful behind every single
part of this entire building andthe company.
Absolutely and people don'tunderstand, I think, what brand
means, cause I think it's sovague.
Storie (10:56):
Yeah, it is and it can be.
A lot of people think, okay, Ineed a logo, but no, your colors
matter, your, your placementmatters, what you're trying to
relay matters.
So having a mission statementand a vision and those types of
things are huge.
So what is it you're lookingfor now that you've restarted
the business?
Um, you're looking for theselocal businesses or national
(11:19):
businesses.
You'll do zoom consultationswith them as well.
Suizan (11:23):
Yes, I would.
It's definitely on local,regional and national which I've
done all of that.
I think A lot of my growth hereis going to be bringing people
to market and teaching them, youknow, actionable tasks that
they can do today to grow theirbusiness.
(11:44):
And you know, I have a coupleof speaking engagements and
that's part of underneath mysquare peg umbrella is that I
will be.
I get to do fun stuff like thiswith you Story.
Of course, I get to do funstuff like this with you Story.
Storie (11:56):
Of course.
Suizan (11:57):
But, I also get to do speaking engagements with
Chamber of Commerce and businessexpos and meeting people, and
that's probably my most favoritepart of my job is that I get to
learn other industries and findout how I can help them.
And then, honestly, there'ssuccess and people say that's so
(12:18):
hokey, but it's like helpingsomebody succeed and getting to
be happy about it.
There's something selfish inthat too.
Storie (12:25):
I mean, at the end of the day, you get that dopamine
hit of reward.
I did that, you know.
But one thing about you thatI've noticed that I don't hear
from a lot of consultants or,you know, project manager,
anything like that is yourwillingness to learn.
You have been with industryleaders for years and you just
(12:47):
said I can't wait to meet peopleand learn about their business
Because I think that's whatmakes people successful.
You never can stop learning.
You never know enough, right?
Suizan (12:57):
Not ever.
I tell my kids that all thetime I'm like I'm still learning
.
I know you look at me and think, oh, she's done learning.
Just like you know my kids arelike are you done growing?
And I'm like what does thatmean?
No, I physically I'm donegrowing, but no, I'm always
going to be get.
This is uncomfortable for me.
I can talk about marketing allday long with a business owner,
right, but getting in front ofyour audience, getting in,
(13:19):
standing in front of people,that's so new to me, that's
completely new.
I'm for me, I'm growing and Ican't wait to tell my kids like
I came in today feeling a littleanxious because this is not
what I do.
Storie (13:30):
Right, I'm always behind the scenes.
And that's the fun part rightwhen you get to be behind the
scenes watching other people,but I mean to think about it.
For you to push yourselfforward in a safe, controlled,
push right, uncomfortablesituation.
You're also showing thesebusiness owners that they can
push themselves a little bit andbe uncomfortable and still be
(13:51):
successful.
Suizan (13:52):
Absolutely, and I think a lot of them, something that
might be uncomfortable isspending that money and
investing in themselves, andyou're talking to somebody that
I left CBS and went out on myown.
Let's talk about uncomfortable,right, like I've never left a
job without a job since starting, when I was 16 years old.
Storie (14:13):
Because that's what they put in your mind.
Right, you have to be secure,you have to set a structure.
Suizan (14:18):
Don't take a chance on yourself.
Storie (14:21):
You know what, and I think the world has really
shifted.
I mean digitallyentrepreneurial wise.
I feel like less are looking tocollege and more are looking to
start their own businesses withthe YouTube and everything like
that.
These kids are making money.
We'll see how it pans out.
Suizan (14:38):
But yeah, we'll think about quarantine.
I joked with you know, likeafter quarantine it was hard to
hire people.
I'm like because they learnedthat they didn't have to be a
corporate.
They're making they're makingnecklaces at Etsy.
Like I'm not that creative, soI had to go back to corporate on
a mass level.
Storie (14:55):
And you know COVID, you mentioned that.
It helped me also realize,because I'm really an introvert
too, I've never wanted to be inquote unquote sales.
I was such a shy child, butCOVID helped me realize, you
know what there there issomething about being able to
work from home, making the samemoney and utilizing your time
(15:17):
efficiently, and that's reallyhelped me a lot and helped me
also realize that, even thoughI'm an introvert, I still need
to be around people, because youcan't grow and you can't be
creative unless you have otherpeople around you to give you
some inspiration.
So, with that being said, doyou attend a lot of networking
events or conferences that youdon't speak at to kind of expand
(15:39):
your name, or is it morereferral, since you have such a
close connection?
Suizan (15:43):
It's both so, and that is one of the first things I
tell any client, even my husbandif you are not asking for
referrals, it's just such amissed opportunity.
My husband's been an eye doctorfor 35 years and you know his
idea of asking for a referral ischeck in on Facebook yeah, you
(16:06):
miss 100 of the shots you don'ttake right right and you know,
and I and it's funny because weare now working together to
where I can, I'm trying to helphim because he thinks so
clinically, because that's whatthat analytical thought process,
what you're supposed to do as a.
Storie (16:21):
We are now working together to where I can.
Suizan (16:22):
I'm trying to help him because he thinks so clinically.
That analytical thought process, that's what you're supposed to
do as a doctor.
You should not be thinkingabout selling a pair of
eyeglasses, right?
That's why you have the peopleout front.
But this is his business andit's my job.
I feel like it's my job to helphim and say I think you should
be doing it this way, and I'llsay it once if you implement it,
that's on you.
If you don't, that's fine too.
But I can't sit here and watchyou do this.
Storie (16:44):
And know that I have good, good information to give
you.
At least you got it out.
Suizan (16:48):
I'm here to help you.
I'll never push it.
My marriage is way moreimportant than you taking my
advice, and that's hard to learn.
Well, that's a whole notherpodcast.
Storie (16:58):
Tell me what advice would you give businesses that
are ready to launch a campaignand just maybe internally not
aligned yet?
Suizan (17:08):
I would say, first of all, what do you have?
What are you ready to invest?
Ready to invest If.
If you, you know cause, whetheryou are a doctor's office, a
boat dealer, whatever there areplays, there are ways to grow
vertically right.
So who's going to trust youmore than anybody?
(17:28):
Your current, your current basebecause they've already bought
a boat from you or they'realready getting their eyes
checked by you, right?
So, you can.
You can start marketing withoutspending one single dollar.
First of all, referrals alwaysask for referrals nurture that,
that client base you alreadyhave.
Storie (17:45):
That's great.
That's the number one umclosing strategy.
You know that if someone refersanother person to me, I am
going to take a lot more thoughtinto that person than I would
if they just walked up to me onthe street, right?
Suizan (17:57):
100, because there's there's a little bit.
First of all, there's thatbrand equity that you've already
built with that person referredyou.
So you want to make sure thatyou're continuing your brand
with that new person and youwant to make sure you're taking
care of them, because theythought enough of you to get you
referred right.
Storie (18:14):
Absolutely.
Suizan (18:14):
So that for me is the first thing.
Again, doesn't cost you adollar, doesn't cost you one
single penny.
The second thing is growing yourcurrent base vertically as well
.
If you are a boat dealer andthey've sold you a boat, you get
a new boat in, and if you'renot calling them going, oh my
gosh, Doug, do you know that?
We've got this boat today?
(18:36):
And it made me think of you.
If you bring in that boat thatI just sold you six months ago,
you can trade that in.
You're only going to raise yourand this is me, I'm not a boat
dealer.
Storie (18:46):
Right.
Suizan (18:47):
And you know you're only going to be paying $25 more per
month, but you're going to getthis, this and this Growing a
growing that current basevertically.
Storie (18:57):
Yeah.
Suizan (18:57):
Grows your business Again?
An eye doctor?
If they're already coming tosee you for a vision, are you
selling them glasses andsunglasses?
Are you fitting those childrenwith athletic gear?
Storie (19:08):
What we would call an upsell strategy right.
Suizan (19:11):
Yeah, and those are ways if you've.
Just you've got to lookinternally first.
Is your house ready for theparty?
Storie (19:18):
Absolutely yes, are you?
Suizan (19:20):
ready to grow horizontally and bring in new
people?
Have you done an honestwalkthrough of your business
before they come in to see you?
Is the bathroom clean?
Do you have?
Storie (19:30):
you know that part.
It's important.
Suizan (19:33):
It's part of your brand, it is important, every single
thing, and you almost need tobring in a third party, maybe
not even your wife.
Storie (19:40):
A non-biased party, absolutely you need to walk
around here.
Suizan (19:43):
If you walked in here, would you buy, would you?
Upsell Would you buy X, wouldyou buy that widget?
Would, you buy it from me.
If you walked in here, do youthink that I'm going to carry
what you need Absolutely?
Do you think that I'm going tocarry what you need?
Absolutely?
It's all part of your brand.
You've got to be walking thehouse, so to speak.
Is it party ready every singleday?
(20:03):
Am I?
Am I at my best?
Do I need to clear away that?
You know, I've, I've had thatpile of papers over there.
It kind of makes it look alittle cluttered.
Storie (20:11):
There are small things that again, they don't cost you
one single penny so you'recoming in and helping them
address those things, that it'llit'll create the the flow of
the process to be smoother.
Yeah, that's what you're sayingright.
Suizan (20:25):
I think I think you have to have, and I hate to use the
whole party idea, but I feellike, for me, I don't want
anybody to talk over my head andand I don't, absolutely, I
don't ever want to be look to bea condescending person and
speak over someone's head, right?
So, I try to use the party idea,you know is the house ready?
Do you have the pigs andblankets in the oven?
(20:46):
Is the bathroom clean?
Does the house look party readybefore you invite people?
Because you only get that onechance to make that first
impression.
Storie (20:54):
Absolutely.
And you know what, with thisdigital day and age, now that
we're ever so evolving in um oneof our first clients it reminds
me what you just said of one ofour first clients that came in
and they're like I don'tunderstand.
I have a great facility, I havegreat food, I have all the
entertainment.
Well, you go and look at theirGoogle reviews.
Somebody complained about thebathroom and though that really
(21:18):
affects you, because that's somepeople's first impression, I
always go to Google when I'mgoing to a new haircut place for
my kids or anything like that.
So just optimizing on thosethings is what you really help
people.
You're saving them money at theend of the day.
Suizan (21:33):
I think you're saving them money and I think you're
also creating a space that youare creating success for them.
If you're saying we need tolook at what's important here
first, I like to go at itdiagnostically first.
I want to sit down with theowner, the CFO, the CMO, whoever
it is, first, find out, likewhat's your loss leader, what
(21:54):
brings them in first Right, andthen from there build from that.
But first what we have to do isif they're coming to you, does
this space create success?
If you came to my house and I'mlike I need you to clean my
house and I see you drive up andyour car has, you know.
Storie (22:12):
A broken hubcap?
Suizan (22:13):
Yes, 14 months of dirt.
I'm going to be like you don'teven have a clean car.
Storie (22:18):
Absolutely.
Suizan (22:19):
Everything is a first impression and you have to start
in your house first.
Are you party ready?
Storie (22:26):
What we use here I use a lot anyway in our marketing is
you cannot build a house on sandor without a blueprint.
So what is your strategy?
And most people you know don'tknow what their strategy is.
They think they have an idea,but actually putting it out and
(22:46):
out in your mouth and out onpaper is a lot harder than you
would expect and how to optimize, cause you have to have a fresh
, like you said, set of eyeslooking at things.
Suizan (22:57):
Right, the fresh set of eyes looking at things Right.
The fresh set of eyes iseverything, and when you think
about the time it takes to earn,brand trust can be lost in
seconds seconds, but it can staywith you forever.
Yes, yes, integrity yes, justyou've got and it could, and it
could take longer to get therebut, it's just.
(23:18):
It's to me.
I think it's more sustainableif, again, if you start
internally, look vertically,then you're going to bring in.
You know those horizontal, youknow building vertically 100,
but then then you look more tohow am I going to build
horizontally because I'm ready?
Storie (23:35):
I'm ready.
I'm ready to invite the guests.
Yeah, when you feel ready toit's instead of avoiding it,
right?
Yes, so it's saying how doesyour background in storytelling
from me, from the media world,help you show up as a compelling
voice?
How does it, even when thestage feels new?
(23:55):
How, how do you?
Suizan (23:58):
well, and that's funny that you say storytelling,
because I think that's whatsellers do.
I think that's the best way tocompel somebody is through
storytelling, whether it's youknow, oh, I helped you know.
You know, oh, I helped you knowyou're in this industry.
I helped somebody just like you.
This is where we started.
This is what we did.
You know, I had this roofer andhe said you know, people are,
(24:19):
people look at me and they thinkbecause I'm a roofer, I'm shady
and I had never heard that,because I'd never had that
interaction right.
And so I rebranded him, and sothe messaging was great, the
timing is great and we knew whoyou know.
Because, again, everybody likesto say, and I'm sure you also,
being in the agency business,you'll say who do you want to
(24:39):
reach?
They're like everyone, I'm likeokay here we go.
Storie (24:43):
Yeah, and we'll just say his name is.
Suizan (24:44):
David, and I'm like David you don't want to reach
everyone because you don't careabout renters, right?
You don't care about 12 yearolds.
You don't care about someonethat lives in an apartment,
you're a roofer so you carelet's start be very elementary
about this.
You want homeowners first,right, right, and it's like
talking them through it becauseit all feels, feels very
elementary to us.
But that's because we're inmarketing.
(25:05):
But I couldn't speak, roofer,that.
Storie (25:07):
That's why I bring in the professional Even working in
a marketing company, because Ihave a family business outside
of this.
It's almost like when you're init and you're doing it, you
forget all of the things youknow, right?
I mean, some of the things willdefinitely come to mind, but
again, having someone like youto come in and say you know what
(25:27):
?
You don't see this because youcare a little too much about
that parent.
Suizan (25:36):
But this is what you need to do.
I mean, it's almost invaluable,it is and I think also bringing
in that unbiased person to sayyou know, whenever I walk into
your business, okay, it looks alittle dated and I and I and
I've got offensively right, yeah, and I need you to understand
that when I'm coming, I'm notcalling your baby ugly.
I'm in it with you, right?
I am in this with you because Iif, if I don't say it, then why
are you paying me?
(25:57):
absolutely and so when I walk inhere and I'm looking around and
I see that it's dated, I'mthinking they may not have what
I'm looking for, because Iwanted something a little more
of this or a little bit of thator what, if I'm not good at
design, which I'm not?
Storie (26:13):
I look for help.
Absolutely, you have to have ateam.
Suizan (26:16):
You need a team and you need to not be afraid to ask for
help that's right ask for help,ask for guidance, whatever that
looks.
Looks like you need to ask,just like we tell our kids oh,
ask for help.
Storie (26:28):
I can't help you if you don't you don't ask for help and
you can't learn unless you makemistakes, right, right, it's so
nice I think you're right aboutthat is, um, when you actually
have been through some turmoiland walk through it, people do
trust you more, right?
Yes, so tell me where you arespeaking at.
You said you have some upcomingevents, yeah.
Suizan (26:49):
So again, I know this is where you're very comfortable
and you know again, I could talkabout marketing all day long.
I don't.
I don't speak for a living.
I do marketing for a living,but I've got a connecting
collaboration event coming upwith the premier allied it's
actually premier allied healthgroup, uh-huh, and it's actually
Premier.
Allied Health Group and it'sactually next week on the 24th.
(27:12):
The 24th.
Where at At the Houston Room inDallas at 530.
Storie (27:18):
Wow, and if anyone wants to know more about you or more
information on where you'respeaking, how can they reach you
?
Suizan (27:26):
They can reach.
Storie (27:27):
It's best to reach me either through email, which I
know you've got that yes, I'llput it in this, in this
paragraph at the bottom, soeverybody can click on it, right
?
Suizan (27:37):
and I've also got a LinkedIn okay always.
I get a lot of messages throughLinkedIn, just because you know
if someone's searching formarketing or someone that's
worked at CBS or or ABC orCumulus or radio or television
or whatever.
I'm pretty easy to find onLinkedIn.
Storie (27:55):
It's a great tool.
Suizan (27:56):
Yeah, my name is a mess.
I'm literally a walking bowl ofof alphabet soup.
Storie (28:01):
It sounds nothing like what it looks like you guys, so
I'll definitely list it in thebottom too, but it's easy to say
.
So that's all that matters, andyou're a wonderful, wonderful
person.
So thank you so much for comingon the show, and I want you
back on the show when you'vedone your speaking engagements
and tell me how much you'vegrown.
Suizan (28:20):
Thank, you I'm I'm ready .
Thank you story.
So much for having me.
Storie (28:24):
It's been a wonderful opportunity thank you and to all
of our listeners out there,make sure you have some fresh
eyes.
If you have want moreinformation or you want to
contact Susan to see how she canhelp you really elevate, please
see the link in the paragraphbelow or give us a call anytime.
We'll see you next time.
Bye.
Welcome back to Market it With Atma, where we share the
tips, tools and strategies tohelp your business be successful
.
Today we have on the show avery special guest, the owner of
Square Peg Marketing, Ms SuizanSchacherer, the person you
really want to know, right,Suizan?
Tell us more about what you doand how you were led all the way
(00:37):
to this way, Like what inspiredyou to start Square Peg?
Suizan (00:41):
So I have been now.
I've been in the business about30 years plus, obviously like.
Storie (00:46):
I hope I age as well as you have.
Suizan (00:49):
Well, you know I started when I was nine years old right
.
And what ended up happening wasyou know, I come from a media
background.
My mom and dad were both inmedia and I wanted to be in
media and I knew it and I, Itold my dad and he said no, you
don't.
I said, yes, I do.
We went back and forth here.
I am 30 years later, so.
(01:10):
I had had my first daughter in.
We were living in Philadelphiamarket number four.
And we then moved here when shewas a year and I was working
for ABC Disney at the time andmy idea was my long-term was
like I do plan on having anotherkid.
Storie (01:30):
Right.
Suizan (01:30):
And I had two clients that could spin me out,
basically so that I could startmy own LLC.
Right and and I thought why notdo it for myself?
I bet on me.
I'll bet on me all day long.
Storie (01:41):
Cause you've learned everything being in the industry
for so long, right?
Suizan (01:44):
Yes, I have been absolutely honored to work for
some, some huge companies thatI've been able to sell their
assets.
That's how you kind of look atit.
Right, you know let me do mywork and I'll sell your product
and absolutely it's a win, win,right, yeah, and you loved it.
Loved it, like I ever sincemarket 187 in New London,
(02:04):
connecticut, connecticut,connecticut Wow, one county.
Storie (02:09):
Oh, my goodness yeah.
Suizan (02:11):
It was tiny and I loved it.
I loved it so much.
I did everything from shorereports, traffic news, weather,
whatever they asked me to doproduction.
So you just absorbed everythingand ran with it, ran as fast as
I could before the impostersyndrome.
The imposter syndrome, yeahbefore I realized before they
(02:32):
realized like who is she?
Storie (02:33):
Right, no, that's a smart way to be.
So that led to Square Peg.
Yes, tell me about what.
Suizan (02:40):
Square Peg is so I again .
I was so fortunate not only getto work for some great
companies, but I also had someamazing clients.
And within that you know bag.
Some of them were huge thatneeded some help, like
regionally, such as NationalPork Board the other white meat
(03:01):
right board, the other whitemeat right, and I worked for
them in their rollout phase inthe South Central region.
So I worked, I had that clientand then I had a part of Pfizer
that I could work with thembecause I worked with them when
I was in Philadelphia.
Brought that business here toABC.
Disney.
So we already had arelationship trust equity, so it
(03:23):
was great, so that they werelike okay, you know, we weren't
going to ask you if you couldhandle our business, but since
you're leaving, can you handle?
Our business absolutely, I canthat's wonderful.
Storie (03:34):
So you, you obtained the LLC and you've been kind of
running with it since.
But I saw in here that you kindof took some time off, for the
kiddos maybe.
Suizan (03:41):
Or I did.
That's actually really whatinspired me to leave, because I
thought I can do this on my ownand have that flexibility to
raise my children.
Storie (03:50):
Because media and marketing it can take up a lot.
Suizan (03:53):
It can absorb you sometimes it does and I will
even say, even outside ofcorporate, it can absorb you and
it does and you should beabsorbed because you're dealing
with.
You know, especially whenyou're working with small and
medium sized businesses, that'stheir money.
There's no, there aren't,there's not a board of directors
or there's not.
You know, there's not a pocketof money.
(04:17):
You know, sometimes with thesesmall and medium sized
businesses it's not that you'reup against.
You know other media companies.
They might need a new computersystem or they might need to
hire four new people, orwhatever You're dealing with
their money.
Storie (04:29):
That seems like your passion now.
So you've worked with the bigbillionaire companies.
You are out here.
You started Scrapaback up tohelp the medium-sized businesses
or the startup businesses,right?
So how have you envisionedwalking through that with these
medium size and why is it onyour heart to kind of follow
that path?
Suizan (04:50):
Well, within any industry, you can follow
somebody that didn't that theyweren't their best consultant.
We'll just say Absolutely soyou can follow somebody that did
somebody wrong, and so nowyou're not only trying to build
your own trust with that person,you're trying to negate their
(05:11):
past experience.
Storie (05:13):
Absolutely.
It's like a trauma responseright, exactly.
Suizan (05:17):
And so like, let's just say, one of one of my favorite
stories is you know, I foundthis weight loss company and one
of those circulars, you knowthe newspaper print on your
fingers just bottom of thebarrel, and I was like I'm going
to, I'm going to reach out tothis person, because who doesn't
want to lose weight?
Right, yeah, At any given point.
Storie (05:36):
There's some time, there's always someone.
Suizan (05:39):
And so I reached out to him and we met, and you know, at
the same time of him sayingwell, I've done radio before.
This is when I was working inradio.
It's like I've done radio.
It hasn't worked.
I said how many people havesaid that your weight loss
program doesn't work?
That's because they didn't doit correctly?
Always kind of put it back intotheir window so that they can
(06:00):
understand that if they don't doyour weight loss exactly the
way you scripted it, with someroom a little bit of variance
here and there, but in reality Ihave followed a lot of radio
consultants that were selling aproduct.
Storie (06:19):
They weren't being the consultant, and they didn't do
right by this person.
Suizan (06:24):
Okay, this person Okay.
Storie (06:26):
Okay, I can see why this is on your heart now, because
there's very few, I mean, Ithink, any salesperson or
marketing person.
When you think of that, thosetwo words, it's like oh no, I
got to see through.
Whatever they're trying to sellme on, right?
Suizan (06:39):
Exactly.
Storie (06:40):
And it's a wonderful point to make because you really
you can be a business owner andyou can know what you're doing.
But if you can't relay it toyour audience, like you said,
the way that they need to do itor they need to hear it to be
intrigued, it's almost worthlessright, it's lost.
Suizan (06:58):
It's lost.
And again you're dealing withpeople that are digging into
their own pocketbook.
This isn't some multi-milliondollar company.
This is somebody that takesthat money from their business,
their business.
You know it could be comingfrom one giant.
Storie (07:17):
Friends or family or anything you don't know where
that money is coming from.
Suizan (07:21):
At the end of the day, you want to make sure that
you're giving the best advicepossible and I think for me one
of the litmus tests is and youcan't even believe how many
times I've heard this but theywill say, like, how much does
one spot cost?
And immediately I want to sayto them I'm almost glad they
came to me first, becausesomebody else might take their
(07:41):
money For me.
I have to sleep at night.
So I would say to them you know,tell me what your goals are and
what are you ready to apply tothis?
Because I'm going to tell youand I've done this several times
I've walked from hundreds ofthousands of dollars
collectively over 30 yearsBecause I've said maybe you
should do something a littlemore local first.
(08:02):
I don't think you're ready toput the tens of thousands of
dollars and you can't just do itfor one week unless you have a
sale, but you need to look atlong-term, like you've got to
commit.
Storie (08:14):
You want to create a strategy for them so that they
aren't these one-off.
It's almost wasted money.
It's just like our discovery,which I kind of had a meeting
with you a couple of days agoabout how our process is.
You have to have that strategybecause if you don't, I mean one
, people will take advantage ofyou, as you've seen, a hundred
percent.
And two, where are you going inthe midst of all this?
(08:36):
Well, you got to have somethingto refer back to, right?
Suizan (08:39):
Yes, you have to have that baseline.
Storie (08:40):
For sure, for sure.
Suizan (08:42):
And grow from there.
Storie (08:46):
Absolutely, and so many people don't or haven't
understood that.
I don't think I mean.
You could have a great productor a great idea, but the
implementation is so importantand that's where you come in
right that's everything you justsaid.
Suizan (08:56):
The exact word implementation is everything and
and the commitment to thelong-term goal.
Like, if you are in growth mode, what does that look like to
you?
Because what it looks like toyou may look different than what
it looks like to my husband.
Where my husband is looking to,he wants to get it all squared
away because he's looking tosell it off.
He wants to retire, but someonein new growth mode.
(09:17):
They're just now opening andthey're bright-eyed and
bushy-tailed and they're excitedabout bringing it to the market
and growing and having sevenlocations.
Storie (09:28):
So it looks different to each business owner.
So do you go through a kind ofa template intake form to really
understand their thoughts orprocesses, or more of a
consultation?
Suizan (09:36):
Yeah, you are so much more organized than I am.
There's no form.
It is, and it's funny, becauseI'm sure that that's what used
to make my managers crazy was.
It's like what you and I do wejust have a conversation, I know
what I need to ask and, again,it's not a one size fits all.
So it's not going to be a form,because I will pivot at any
(09:56):
given time.
All of a sudden, I find out oh,you're planning to retire in
five years, so what does growthlook like to you?
Since we're talking, Exactly.
But it's just, it's a constantpivot and you don't know, it's
like an action movie.
Storie (10:11):
It really is and I think , the integrity of you relaying
that to people, even if you haveto just say no, you don't need
to invest in this right now,I'll.
I'll lose the money in the longrun.
Suizan (10:22):
you have you have loyal followers for life because
really you are your brand at theend of the day, right, exactly,
and I don't think peopleunderstand enough about the idea
of brand.
You know, you even thisbuilding down to the plates, the
color of the plates out thereit's all.
Storie (10:39):
It's all strategic.
There is it's so strategic.
Suizan (10:42):
It, it's strategic and it's there's.
There's, there's somethingmeaningful behind every single
part of this entire building andthe company.
Absolutely and people don'tunderstand, I think, what brand
means, cause I think it's sovague.
Storie (10:56):
Yeah, it is and it can be.
A lot of people think, okay, Ineed a logo, but no, your colors
matter, your, your placementmatters, what you're trying to
relay matters.
So having a mission statementand a vision and those types of
things are huge.
So what is it you're lookingfor now that you've restarted
the business?
Um, you're looking for theselocal businesses or national
(11:19):
businesses.
You'll do zoom consultationswith them as well.
Suizan (11:23):
Yes, I would.
It's definitely on local,regional and national which I've
done all of that.
I think A lot of my growth hereis going to be bringing people
to market and teaching them, youknow, actionable tasks that
they can do today to grow theirbusiness.
(11:44):
And you know, I have a coupleof speaking engagements and
that's part of underneath mysquare peg umbrella is that I
will be.
I get to do fun stuff like thiswith you Story.
Of course, I get to do funstuff like this with you Story.
Storie (11:56):
Of course.
Suizan (11:57):
But, I also get to do speaking engagements with
Chamber of Commerce and businessexpos and meeting people, and
that's probably my most favoritepart of my job is that I get to
learn other industries and findout how I can help them.
And then, honestly, there'ssuccess and people say that's so
(12:18):
hokey, but it's like helpingsomebody succeed and getting to
be happy about it.
There's something selfish inthat too.
Storie (12:25):
I mean, at the end of the day, you get that dopamine
hit of reward.
I did that, you know.
But one thing about you thatI've noticed that I don't hear
from a lot of consultants or,you know, project manager,
anything like that is yourwillingness to learn.
You have been with industryleaders for years and you just
(12:47):
said I can't wait to meet peopleand learn about their business
Because I think that's whatmakes people successful.
You never can stop learning.
You never know enough, right?
Suizan (12:57):
Not ever.
I tell my kids that all thetime I'm like I'm still learning
.
I know you look at me and think, oh, she's done learning.
Just like you know my kids arelike are you done growing?
And I'm like what does thatmean?
No, I physically I'm donegrowing, but no, I'm always
going to be get.
This is uncomfortable for me.
I can talk about marketing allday long with a business owner,
right, but getting in front ofyour audience, getting in,
(13:19):
standing in front of people,that's so new to me, that's
completely new.
I'm for me, I'm growing and Ican't wait to tell my kids like
I came in today feeling a littleanxious because this is not
what I do.
Storie (13:30):
Right, I'm always behind the scenes.
And that's the fun part rightwhen you get to be behind the
scenes watching other people,but I mean to think about it.
For you to push yourselfforward in a safe, controlled,
push right, uncomfortablesituation.
You're also showing thesebusiness owners that they can
push themselves a little bit andbe uncomfortable and still be
(13:51):
successful.
Suizan (13:52):
Absolutely, and I think a lot of them, something that
might be uncomfortable isspending that money and
investing in themselves, andyou're talking to somebody that
I left CBS and went out on myown.
Let's talk about uncomfortable,right, like I've never left a
job without a job since starting, when I was 16 years old.
Storie (14:13):
Because that's what they put in your mind.
Right, you have to be secure,you have to set a structure.
Suizan (14:18):
Don't take a chance on yourself.
Storie (14:21):
You know what, and I think the world has really
shifted.
I mean digitallyentrepreneurial wise.
I feel like less are looking tocollege and more are looking to
start their own businesses withthe YouTube and everything like
that.
These kids are making money.
We'll see how it pans out.
Suizan (14:38):
But yeah, we'll think about quarantine.
I joked with you know, likeafter quarantine it was hard to
hire people.
I'm like because they learnedthat they didn't have to be a
corporate.
They're making they're makingnecklaces at Etsy.
Like I'm not that creative, soI had to go back to corporate on
a mass level.
Storie (14:55):
And you know COVID, you mentioned that.
It helped me also realize,because I'm really an introvert
too, I've never wanted to be inquote unquote sales.
I was such a shy child, butCOVID helped me realize, you
know what there there issomething about being able to
work from home, making the samemoney and utilizing your time
(15:17):
efficiently, and that's reallyhelped me a lot and helped me
also realize that, even thoughI'm an introvert, I still need
to be around people, because youcan't grow and you can't be
creative unless you have otherpeople around you to give you
some inspiration.
So, with that being said, doyou attend a lot of networking
events or conferences that youdon't speak at to kind of expand
(15:39):
your name, or is it morereferral, since you have such a
close connection?
Suizan (15:43):
It's both so, and that is one of the first things I
tell any client, even my husbandif you are not asking for
referrals, it's just such amissed opportunity.
My husband's been an eye doctorfor 35 years and you know his
idea of asking for a referral ischeck in on Facebook yeah, you
(16:06):
miss 100 of the shots you don'ttake right right and you know,
and I and it's funny because weare now working together to
where I can, I'm trying to helphim because he thinks so
clinically, because that's whatthat analytical thought process,
what you're supposed to do as a.
Storie (16:21):
We are now working together to where I can.
Suizan (16:22):
I'm trying to help him because he thinks so clinically.
That analytical thought process, that's what you're supposed to
do as a doctor.
You should not be thinkingabout selling a pair of
eyeglasses, right?
That's why you have the peopleout front.
But this is his business andit's my job.
I feel like it's my job to helphim and say I think you should
be doing it this way, and I'llsay it once if you implement it,
that's on you.
If you don't, that's fine too.
But I can't sit here and watchyou do this.
Storie (16:44):
And know that I have good, good information to give
you.
At least you got it out.
Suizan (16:48):
I'm here to help you.
I'll never push it.
My marriage is way moreimportant than you taking my
advice, and that's hard to learn.
Well, that's a whole notherpodcast.
Storie (16:58):
Tell me what advice would you give businesses that
are ready to launch a campaignand just maybe internally not
aligned yet?
Suizan (17:08):
I would say, first of all, what do you have?
What are you ready to invest?
Ready to invest If.
If you, you know cause, whetheryou are a doctor's office, a
boat dealer, whatever there areplays, there are ways to grow
vertically right.
So who's going to trust youmore than anybody?
(17:28):
Your current, your current basebecause they've already bought
a boat from you or they'realready getting their eyes
checked by you, right?
So, you can.
You can start marketing withoutspending one single dollar.
First of all, referrals alwaysask for referrals nurture that,
that client base you alreadyhave.
Storie (17:45):
That's great.
That's the number one umclosing strategy.
You know that if someone refersanother person to me, I am
going to take a lot more thoughtinto that person than I would
if they just walked up to me onthe street, right?
Suizan (17:57):
100, because there's there's a little bit.
First of all, there's thatbrand equity that you've already
built with that person referredyou.
So you want to make sure thatyou're continuing your brand
with that new person and youwant to make sure you're taking
care of them, because theythought enough of you to get you
referred right.
Storie (18:14):
Absolutely.
Suizan (18:14):
So that for me is the first thing.
Again, doesn't cost you adollar, doesn't cost you one
single penny.
The second thing is growing yourcurrent base vertically as well
.
If you are a boat dealer andthey've sold you a boat, you get
a new boat in, and if you'renot calling them going, oh my
gosh, Doug, do you know that?
We've got this boat today?
(18:36):
And it made me think of you.
If you bring in that boat thatI just sold you six months ago,
you can trade that in.
You're only going to raise yourand this is me, I'm not a boat
dealer.
Storie (18:46):
Right.
Suizan (18:47):
And you know you're only going to be paying $25 more per
month, but you're going to getthis, this and this Growing a
growing that current basevertically.
Storie (18:57):
Yeah.
Suizan (18:57):
Grows your business Again?
An eye doctor?
If they're already coming tosee you for a vision, are you
selling them glasses andsunglasses?
Are you fitting those childrenwith athletic gear?
Storie (19:08):
What we would call an upsell strategy right.
Suizan (19:11):
Yeah, and those are ways if you've.
Just you've got to lookinternally first.
Is your house ready for theparty?
Storie (19:18):
Absolutely yes, are you?
Suizan (19:20):
ready to grow horizontally and bring in new
people?
Have you done an honestwalkthrough of your business
before they come in to see you?
Is the bathroom clean?
Do you have?
Storie (19:30):
you know that part.
It's important.
Suizan (19:33):
It's part of your brand, it is important, every single
thing, and you almost need tobring in a third party, maybe
not even your wife.
Storie (19:40):
A non-biased party, absolutely you need to walk
around here.
Suizan (19:43):
If you walked in here, would you buy, would you?
Upsell Would you buy X, wouldyou buy that widget?
Would, you buy it from me.
If you walked in here, do youthink that I'm going to carry
what you need Absolutely?
Do you think that I'm going tocarry what you need?
Absolutely?
It's all part of your brand.
You've got to be walking thehouse, so to speak.
Is it party ready every singleday?
(20:03):
Am I?
Am I at my best?
Do I need to clear away that?
You know, I've, I've had thatpile of papers over there.
It kind of makes it look alittle cluttered.
Storie (20:11):
There are small things that again, they don't cost you
one single penny so you'recoming in and helping them
address those things, that it'llit'll create the the flow of
the process to be smoother.
Yeah, that's what you're sayingright.
Suizan (20:25):
I think I think you have to have, and I hate to use the
whole party idea, but I feellike, for me, I don't want
anybody to talk over my head andand I don't, absolutely, I
don't ever want to be look to bea condescending person and
speak over someone's head, right?
So, I try to use the party idea,you know is the house ready?
Do you have the pigs andblankets in the oven?
(20:46):
Is the bathroom clean?
Does the house look party readybefore you invite people?
Because you only get that onechance to make that first
impression.
Storie (20:54):
Absolutely.
And you know what, with thisdigital day and age, now that
we're ever so evolving in um oneof our first clients it reminds
me what you just said of one ofour first clients that came in
and they're like I don'tunderstand.
I have a great facility, I havegreat food, I have all the
entertainment.
Well, you go and look at theirGoogle reviews.
Somebody complained about thebathroom and though that really
(21:18):
affects you, because that's somepeople's first impression, I
always go to Google when I'mgoing to a new haircut place for
my kids or anything like that.
So just optimizing on thosethings is what you really help
people.
You're saving them money at theend of the day.
Suizan (21:33):
I think you're saving them money and I think you're
also creating a space that youare creating success for them.
If you're saying we need tolook at what's important here
first, I like to go at itdiagnostically first.
I want to sit down with theowner, the CFO, the CMO, whoever
it is, first, find out, likewhat's your loss leader, what
(21:54):
brings them in first Right, andthen from there build from that.
But first what we have to do isif they're coming to you, does
this space create success?
If you came to my house and I'mlike I need you to clean my
house and I see you drive up andyour car has, you know.
Storie (22:12):
A broken hubcap?
Suizan (22:13):
Yes, 14 months of dirt.
I'm going to be like you don'teven have a clean car.
Storie (22:18):
Absolutely.
Suizan (22:19):
Everything is a first impression and you have to start
in your house first.
Are you party ready?
Storie (22:26):
What we use here I use a lot anyway in our marketing is
you cannot build a house on sandor without a blueprint.
So what is your strategy?
And most people you know don'tknow what their strategy is.
They think they have an idea,but actually putting it out and
(22:46):
out in your mouth and out onpaper is a lot harder than you
would expect and how to optimize, cause you have to have a fresh
, like you said, set of eyeslooking at things.
Suizan (22:57):
Right, the fresh set of eyes looking at things Right.
The fresh set of eyes iseverything, and when you think
about the time it takes to earn,brand trust can be lost in
seconds seconds, but it can staywith you forever.
Yes, yes, integrity yes, justyou've got and it could, and it
could take longer to get therebut, it's just.
(23:18):
It's to me.
I think it's more sustainableif, again, if you start
internally, look vertically,then you're going to bring in.
You know those horizontal, youknow building vertically 100,
but then then you look more tohow am I going to build
horizontally because I'm ready?
Storie (23:35):
I'm ready.
I'm ready to invite the guests.
Yeah, when you feel ready toit's instead of avoiding it,
right?
Yes, so it's saying how doesyour background in storytelling
from me, from the media world,help you show up as a compelling
voice?
How does it, even when thestage feels new?
(23:55):
How, how do you?
Suizan (23:58):
well, and that's funny that you say storytelling,
because I think that's whatsellers do.
I think that's the best way tocompel somebody is through
storytelling, whether it's youknow, oh, I helped you know.
You know, oh, I helped you knowyou're in this industry.
I helped somebody just like you.
This is where we started.
This is what we did.
You know, I had this roofer andhe said you know, people are,
(24:19):
people look at me and they thinkbecause I'm a roofer, I'm shady
and I had never heard that,because I'd never had that
interaction right.
And so I rebranded him, and sothe messaging was great, the
timing is great and we knew whoyou know.
Because, again, everybody likesto say, and I'm sure you also,
being in the agency business,you'll say who do you want to
(24:39):
reach?
They're like everyone, I'm likeokay here we go.
Storie (24:43):
Yeah, and we'll just say his name is.
Suizan (24:44):
David, and I'm like David you don't want to reach
everyone because you don't careabout renters, right?
You don't care about 12 yearolds.
You don't care about someonethat lives in an apartment,
you're a roofer so you carelet's start be very elementary
about this.
You want homeowners first,right, right, and it's like
talking them through it becauseit all feels, feels very
elementary to us.
But that's because we're inmarketing.
(25:05):
But I couldn't speak, roofer,that.
Storie (25:07):
That's why I bring in the professional Even working in
a marketing company, because Ihave a family business outside
of this.
It's almost like when you're init and you're doing it, you
forget all of the things youknow, right?
I mean, some of the things willdefinitely come to mind, but
again, having someone like youto come in and say you know what
(25:27):
?
You don't see this because youcare a little too much about
that parent.
Suizan (25:36):
But this is what you need to do.
I mean, it's almost invaluable,it is and I think also bringing
in that unbiased person to sayyou know, whenever I walk into
your business, okay, it looks alittle dated and I and I and
I've got offensively right, yeah, and I need you to understand
that when I'm coming, I'm notcalling your baby ugly.
I'm in it with you, right?
I am in this with you because Iif, if I don't say it, then why
are you paying me?
(25:57):
absolutely and so when I walk inhere and I'm looking around and
I see that it's dated, I'mthinking they may not have what
I'm looking for, because Iwanted something a little more
of this or a little bit of thator what, if I'm not good at
design, which I'm not?
Storie (26:13):
I look for help.
Absolutely, you have to have ateam.
Suizan (26:16):
You need a team and you need to not be afraid to ask for
help that's right ask for help,ask for guidance, whatever that
looks.
Looks like you need to ask,just like we tell our kids oh,
ask for help.
Storie (26:28):
I can't help you if you don't you don't ask for help and
you can't learn unless you makemistakes, right, right, it's so
nice I think you're right aboutthat is, um, when you actually
have been through some turmoiland walk through it, people do
trust you more, right?
Yes, so tell me where you arespeaking at.
You said you have some upcomingevents, yeah.
Suizan (26:49):
So again, I know this is where you're very comfortable
and you know again, I could talkabout marketing all day long.
I don't.
I don't speak for a living.
I do marketing for a living,but I've got a connecting
collaboration event coming upwith the premier allied it's
actually premier allied healthgroup, uh-huh, and it's actually
Premier.
Allied Health Group and it'sactually next week on the 24th.
(27:12):
The 24th.
Where at At the Houston Room inDallas at 530.
Storie (27:18):
Wow, and if anyone wants to know more about you or more
information on where you'respeaking, how can they reach you
?
Suizan (27:26):
They can reach.
Storie (27:27):
It's best to reach me either through email, which I
know you've got that yes, I'llput it in this, in this
paragraph at the bottom, soeverybody can click on it, right
?
Suizan (27:37):
and I've also got a LinkedIn okay always.
I get a lot of messages throughLinkedIn, just because you know
if someone's searching formarketing or someone that's
worked at CBS or or ABC orCumulus or radio or television
or whatever.
I'm pretty easy to find onLinkedIn.
Storie (27:55):
It's a great tool.
Suizan (27:56):
Yeah, my name is a mess.
I'm literally a walking bowl ofof alphabet soup.
Storie (28:01):
It sounds nothing like what it looks like you guys, so
I'll definitely list it in thebottom too, but it's easy to say
.
So that's all that matters, andyou're a wonderful, wonderful
person.
So thank you so much for comingon the show, and I want you
back on the show when you'vedone your speaking engagements
and tell me how much you'vegrown.
Suizan (28:20):
Thank, you I'm I'm ready .
Thank you story.
So much for having me.
Storie (28:24):
It's been a wonderful opportunity thank you and to all
of our listeners out there,make sure you have some fresh
eyes.
If you have want moreinformation or you want to
contact Susan to see how she canhelp you really elevate, please
see the link in the paragraphbelow or give us a call anytime.
We'll see you next time.
Bye.
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