I teach marketing at a local university, and this week I was talking to my students about Ansoff's Marketing Matrix. In this structure, he identifies four ways that you can grow your business.

1) Sell more of what you're already selling to your existing customers.

2) Sell more of what you're selling, but to new customers.

3) Develop a brand new product and sell that to your existing customers.

4) Sell a new product to a new group of customers.

Of the four strategies, that last one, diversification is really hard to do because you're in uncharted waters with people who don't know and love you. So my recommendation if you're ready to grow, figure out whether you have a product that has broader appeal and you just haven't introduced people to it, or if your current customers are ready for something new.

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Whether you’re running a business, managing a nonprofit, or just trying to share your message with the world a good story is the key to connecting with people. Stories bring ideas to life, giving them color and shape that facts and figures alone just can’t match. That’s why I was so excited to chat with Shaté Hayes

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She is a creative strategist with a fascinating background as a professional dancer and choreographer. Her career has been built on crafting stories—first on the stage and now as a tool for business leaders looking to inspire action. Our conversation was a wonderful reminder that, whether you’re working on a stage or in a boardroom, storytelling is one of the most powerful tools in your toolkit.

Here are the key takeaways from our chat:

1. Start by Collecting Your Puzzle Pieces

Before you can craft a great story, you need to gather all the raw materials. Building a story is like assembling a puzzle—laying out data, testimonials, and even permissions to use specific anecdotes. The more pieces you collect, the easier it is to see the full picture and decide what’s most compelling.

1. Choose Stories That Align with Your Purpose

Not every story or element you collect will make the cut. Pick stories that reflect your business’s core mission and goals. Think of it like packing for a trip: you don’t need to bring everything, just the essentials that will get you where you want to go.

1. Focus on the Human Element

Some of the most impactful stories aren’t about big numbers or dramatic events—they’re about small, relatable moments. Look for human moments that connect people, it is not about a bland testimonial of how they liked working with your, but a compelling explanation of how you helped them solve a problem and how that felt for both of you.

1. Tailor Stories to the Right Platforms

From Instagram Reels to LinkedIn posts, stories shine when they’re shared in a way that fits the platform. Shaté reminded me that we don’t need to be everywhere—just where our audience is—and to play to each platform’s strengths, like video for TikTok or text posts for LinkedIn.

1. Every Business Has a Story Worth Sharing

Forget the myth that stories must be extraordinary to be meaningful. Even seemingly simple experiences—like how you overcame a challenge or found a creative solution—can resonate with your audience. It’s about being real and relatable.

In this episode, I sat down with Johnny Cooper to tackle a big question: Who is your ideal client? If you’re like most business owners, you’ve probably wrestled with this at some point, worrying about whether narrowing your focus means missing out on other opportunities. Johnny, who runs the popular community Johnny Hates Marketing, had a refreshingly straightforward take on the subject. With his British wit and practical insights, he laid out a simple approach to targeting the right people without overcomplicating things or getting stuck in “what-if” thinking.

Here are the big takeaways from our conversation:

1. The Value of Defining an Ideal Client: Aiming to please everyone dilutes a brand’s appeal. Instead, identifying a specific group with distinct needs creates a stronger, more targeted message.

2. Overcoming Fear of Exclusion: Business owners often fear losing out on clients if they narrow their focus. Defining an ideal client doesn’t exclude others—it simply helps businesses attract the most compatible clients. Adjustments can be made over time if necessary.

3. Johnny’s Three-Legged Stool for Ideal Clients: He outlines three essential traits for an ideal client:

   • They have a pressing, significant problem you can solve.
   • They are visible or identifiable by certain markers, making it easy to connect with them.
   • They have the financial means to invest in your services.

4. Simplicity in Targeting: Take a straightforward approach, avoid over-complication and make adjustments

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You probably don’t want to hear this. I’m going to do it SEO wrong. You’re spending all your time focused on what search engines want, worrying about stuffing your pages with keywords, inbound links, and outbound links.

But search engines don’t buy from you, people do

So I want you to think about SEO differently. Start focusing on content that answers questions real people have about your product and service. If you do that, and you do that, well, the search engines will pay attention.

LEARN MORE ABOUT BUILDING YOUR OWN CONTENT BASED SEO PROGRAM

Sometimes, managing social media can feel like you are on a hamster wheel. As a small business owner you’re running fast, but it doesn't seem as if you are getting anywhere? In my chat with Peg Fitzpatrick, we focused on simple and practical tips. From rethinking which platforms are worth your time to using Pinterest as a hidden traffic booster, we covered a lot of ground in just 10 minutes

Here’s what Peg had to say:

1. Skip TikTok—It’s Not Worth the Hassle Peg tackled TikTok head-on and made a great point: while TikTok can be fun, it’s also a huge time commitment. And with ongoing political concerns around the platform, it could disappear tomorrow. If you’re already stretched thin, focus on Instagram Reels or YouTube Shorts instead. Both offer the same short-form video format but require less time and carry fewer risks. It’s like choosing a dependable truck over a flashy sports car—you know it’ll get you where you need to go.

2. LinkedIn: Your Secret Networking Goldmine LinkedIn isn’t just for job hunters; it’s a hidden gem for business networking, especially if you’re a local business owner. Peg’s advice? Update your profile, use a recent photo, and write a bio that clearly tells people what you do. Then, connect with other local businesses. You may find partners, collaborators, or even just a circle of business friends who get what it’s like to run a small business. Think of LinkedIn as your digital chamber of commerce—you never know who you’ll meet.

3. Pinterest: The Platform That Keeps on Giving Now, here’s a platform many of us overlook. Unlike the high-maintenance world of Instagram or Facebook, Pinterest is like planting a garden. You plant a pin, and months later, people are still finding it, clicking on it, and visiting your website. And the best part? Every pin links directly to your site, making it one of the few places on social media where traffic flows your way. Peg described Pinterest as a slow simmer—it might not be the flashiest way to build traffic, but it’s steady and long-lasting. If you’re already creating content, pinning it on Pinterest is a simple, low-effort way to extend its reach.

4. Perfect the Art of Short-Form Content Don’t let short videos fool you—creating great short-form content takes skill. Peg pointed out that keeping things concise is actually harder than it seems. Think of it like writing a postcard instead of a letter; you need to get to the heart of your message fast. But with people’s attention spans shrinking, investing the time to master short videos can make a big difference. Whether it’s Reels, YouTube Shorts, or those Pinterest clips, focus on being clear and engaging in 10-20 seconds.

I know you own your own business. You're in there working it all the time, but I'm going to let you in on a secret, smart business owners don't do it alone, we. We find partners who are focused on the same markets and have similar objectives. Sometimes that's an interview on a podcast, and sometimes it's collaborating on a bundle.

I wanted to know more about what makes bundles so effective, so I spent some time chatting with Jennie Wright, co-founder of Many Bundles. Talking with her gave me new ideas for how to partner with others, bundle resources, and build stronger connections with audiences.

Bundles and Summits: What's the Difference - Summits are essentially collections of expert interviews shared over a few days, with contributors promoting the event to their audiences. Bundles, on the other hand, skip the interviews and focus on offering high-value products—like courses, masterclasses, or tools—available exclusively for the bundle's duration. Both approaches drive organic growth, giving participants access to new audiences without the expense of paid ads.

Why Bundles Work So Well - They create a "leapfrog effect," accelerating your business growth by putting your offers in front of highly targeted audiences. Jennie emphasized that this strategy builds credibility and grows your email list more effectively than traditional lead magnets, which often get lost in the noise of today’s crowded digital landscape.

The Game-Changing Ultra Bundle Model - Jennie’s Many Bundles team has reimagined the typical bundle format with a 90-day model. Instead of a short burst of promotion, contributors get three months of exposure. New products are continually added, increasing the bundle’s value and giving participants more time to market at their own pace. This slower, steadier approach creates opportunities for long-term discovery while reducing the stress of traditional bundle deadlines.

Keys to Bundle Success Jennie shared practical advice for anyone looking to participate in a bundle: ensure your audience aligns with the bundle’s target market, prepare a strong product or freebie that isn’t already freely available elsewhere, and be ready to promote. Having professional assets like a bio, headshot, and lead magnet prepared is essential to standing out.

Bundles Build Community - Beyond lead generation, bundles foster collaboration among contributors. Through contributor hubs, participants can connect, network, and even swap podcast guest spots. This community aspect transforms a marketing tactic into a relationship-building opportunity. For me, being part of a bundle isn’t just about leads—it’s about relationships.

The Many Bundles 90-day model has been a fantastic way to connect with new audiences and collaborate with like-minded entrepreneurs. If you’re looking for an organic, low-cost way to grow your business, bundles might just be the perfect fit. Want to learn more? Check out the link in the show notes and explore how you can get involved. GET THE BUNDLE -

I've noticed lately that no matter what social platform I'm on there is lots of video. There are video shorts and more video and more video.

Obviously it's being driven by the rise of TikTok as every other platform is trying to get in on that short format and the shorts are great. They get a lot of engagement. And so it becomes a little addictive. The more you do, the more engagement you get ... until you don't.

I have noticed everybody is doing it and all the video looks alike. So we are starting to see a little bit of video fatigue setting in.

I've always been one to recommend going against the grain, but I'm not telling you to stop doing video. Clearly, I'm doing video, but I want you to do is mix it up. Start dropping more long form content into social media articles, for example longer introductions to your video.

Then do something else. Take the extra five minutes, to edit your video into Canva or some other editing tool to put a distinctive frame around it. Make your video look different and avoid the fatigue.

If you need a little help or some suggestions let's chat - https://morethanafewwords.com/office-hours/

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Every message you send shapes your brand—make it count

Chris Moore and I explored the importance of crafting communication that aligns with your company’s vision. Chris is a leadership expert who has spent over 25 years guiding both Fortune 500 companies and small businesses toward building strong, results-driven cultures. As he explains, every message you send—whether it’s to a customer, employee, or partner—has the power to shape how people see your brand. But how do you make sure those messages truly reflect your vision? Here are the main takeaways:

Vision Is More Than a Dream We often think of our vision in terms of personal goals or financial success, but a powerful vision includes everyone it touches. When you expand your vision to benefit your customers and team, it becomes a shared mission, making it easier to bring people on board and turn that vision into reality.

Communicate Consistently and Clearly Business owners sometimes assume that repeating their message is overkill, but if you think you’re overcommunicating, you’re probably just beginning to hit the mark.

Ask the Right Questions There are four key questions that act as guardrails, helping to keep messages aligned with the company’s mission and brand identity.

• Does this represent our vision?
• What does this say about us?
• What does this say about our team?
• And finally, what does this say about our customers?

Pause Before You Post

Social media often feels like it demands instant reactions, but it doesn't; Take a moment to review your response and maybe get a second opinion before you post or hit send to be sure the message reflects your values accurately

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