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In this episode of Imperfect Marketing, I sit down with Aurora Winter—media coach, author, and neuroscience-driven marketing expert—to explore how the brain actually processes messages and why that matters for selling, storytelling, and authority-building. Aurora shares how a neuroscience-focused MBA in Italy shaped her work helping entrepreneurs craft clear, compelling messages that turn words into wealth.

We discuss:

The Neuroscience Behind Messaging

• The brain’s 3-part filter: croc brain (hook), midbrain (status/social proof), cerebral cortex (content)
• Why most marketers skip the midbrain step—and lose trust fast
• How attention is expensive, so your message needs to re-earn focus every few minutes

Progress Over Perfection in Marketing

• Why waiting until you’re “ready” keeps you stuck
• How real market feedback beats imagined feedback every time
• The power of launching messy and refining as you go

Skin in the Game Marketing

• Why totally free offers often get ignored
• How even a small payment creates commitment and consistency
• Aurora’s “free book + small shipping cost” test that generated $250K in 90 days

Books as Business Growth Tools

• Why being an author instantly boosts perceived status
• The surprising truth: best-selling authors earn most revenue from back-end offers, not book sales
• How a book opens doors to speaking, consulting, coaching, and training

Storytelling That Sticks (and Converts)

• Why humans are wired to learn and survive through stories
• Aurora’s “Hell to Heaven” story blueprint for simple, high-impact marketing
• How stories help handle objections without pushing or over-explaining

Aurora’s Biggest Marketing Lesson

• Why a strong YES requires a strong NO
• The importance of choosing ideal clients you can confidently help get a 10x return
• Letting go of energy-drainers and misaligned opportunities to protect your business

Connect with Aurora Winter:

1. Gift for Your Audience - Includes your Turn Words-to-Wealth starter library and a video masterclass on how to attract capital, clients, and media coverage.: https://turnwordsintowealth.com
2. Aurora Winter Website: https://www.aurorawinter.com
3. Same Page Publishing: https://www.samepagepublishing.com
4. Marketing Fastrack: The Little Book That Launched a New Business by Aurora Winter- on Amazon: https://a.co/d/8xrIglK
5. Turn Words Into Wealth: Blueprint for Your Business, Brand and Book by Aurora Winter - on Amazon: https://a.co/d/7RRkVYb
6. Magic, Mystery, and the Multiverse Book 1 Amazon: https://a.co/d/5cmA6Um
7. LinkedIn: https://linkedin.com/in/AuroraWinter
8. YouTube: https://www.y

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In this episode of Imperfect Marketing, I sit down with Joshua Thompson, a local SEO specialist with more than a decade of experience helping businesses show up where it matters most: in Google’s local search results and Google Maps.

We dive deep into why local SEO is evolving faster than ever, how AI is changing search behaviors, and what businesses should actually focus on instead of chasing shortcuts.

From Accidental Marketer to Local SEO Expert

Josh shares his unique path—from building websites for financial leads to helping friends and family rank locally to eventually building and selling his own company. His entrepreneurial background shaped the customer-first, no-gimmicks SEO approach he uses today.

Understanding Local SEO vs. Traditional SEO

Josh breaks down what makes local SEO its own ecosystem:

How Local SEO Differs

• Google Maps and the Local Pack often matter more than organic rankings
• Local SEO relies heavily on trust signals (reviews, name-address-phone consistency, location data)
• Traditional SEO leans more on authority signals (backlinks, content depth)

What Actually Matters for Local SEO

• Reviews—the biggest local ranking driver
• Accurate listings (especially high-impact ones like Google, Yelp, Bing)
• Customer engagement signals
• Building trust through consistent information

Josh emphasizes that directory listings aren’t about gaming Google—they’re about confirming your legitimacy.

Cutting Through the Noise: AI, Voice Search & “Gaming the System”

We tackle the recent buzz (and myths) about AI influencing search:

AI “Hacks” & Gimmicks

Josh calls out trends like having “AI parties” in ChatGPT to influence rankings—explaining why tactics like these don’t create real, lasting visibility.

AI Search Is Still Search

• AI tools still rely heavily on Google’s results
• If you show up in Google, you’ll show up in AI responses
• The fundamentals haven’t changed: content + trust + authority still win

Voice Search Déjà Vu

Josh compares today’s AI panic to the voice-search hype a decade ago—reminding us the sky didn’t fall, and SEO fundamentals remained the same.

The Rise of No-Click Searches & What It Means for Businesses

Local businesses are seeing:

• More direct calls from Google Business Profiles
• Fewer website visits
• Greater reliance on reviews and verified info

Josh explains why this is good news, especially for service-based businesses where customers want immediate answers—not long website visits.

Preparing for What’s Next

Josh’s advice for staying ahead is refreshingly simple:

• Stick to fundamentals: content, relevance, authority, and trust
• Optimize your Google Business Profile: reviews, photos, accuracy
• Build momentum: keep improving in one direction instead of chasing every new trend
• Avoid shortcuts: they cost more time than they save

As he puts it: “You don't get time back while you’re searching for shortcuts.”

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In this episode of Imperfect Marketing, host Kendra Corman dives into a common challenge many businesses face—getting people to actually register for events. From galas to webinars, it’s easy to assume that a few social posts will do the trick. But as Kendra reveals, likes don’t equal registrations, and engagement doesn’t always lead to action.

She shares a real-life client story that sparked this conversation—one where a business expected 150 signups but only had three, just two weeks before the event. Through this story, Kendra breaks down what went wrong and how to fix it.

The Problem with Relying on Social Media

• Why social engagement doesn’t translate to registrations
• How algorithms limit visibility even when people “love” your brand
• The danger of assuming that posting equals inviting

The Power of Direct Communication

• Why email marketing still delivers the highest ROI
• The unmatched impact of showing up in someone’s inbox
• How physical invitations can cut through the noise of the digital world
• Why you own your email list, but not your social audience

Creating an Effective Event Promotion Strategy

• How to balance social, email, and direct mail for maximum impact
• The importance of storytelling and multiple touchpoints
• Why you should think of event promotion as relationship building, not just announcement making
• How to plan and audit your 2026 event communications strategy

Key Takeaways for Marketers

• Stop treating social media as your main event driver—it’s a support channel
• Use email to reach your audience where they actually take action
• Craft a holistic plan that combines storytelling, repetition, and relevance

Whether you’re planning your next gala, golf outing, or webinar, this episode is a wake-up call to rethink your promotional approach.
Are you ready to turn your next event from under-attended to unforgettable?
Tune in to learn how to create a strategy that connects—and converts.

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In this episode of Imperfect Marketing, host Kendra Corman sits down with Dr. Christiane Schroeter — marketing professor, wellness advocate, and TEDx speaker — to explore how intentional, bite-sized actions can help entrepreneurs and professionals create lasting change without burnout.

Dr. Schroeter shares her journey from a fascination with advertising in Germany to teaching marketing, innovation, and entrepreneurship in the U.S., blending her academic expertise with her passion for wellness. Together, she and Kendra dive into how mindful, structured habits — what Dr. Schroeter calls petite practices — can transform not only your business but your life.

🌱 The Power of Petite Practices

• Why sustainable change comes from small, intentional steps — not all-nighters and burnout
• How 15-minute bursts of focus can create real momentum
• Practical tools to manage time and avoid distraction (including Dr. Schroeter’s favorite timer hack!)
• How to infuse joy and balance into your workday to stay aligned and productive

🎙️ The 3P System: A Framework for Visibility

• Dr. Schroeter’s 3P System — Podcasting, Publishing, and Presenting — as a roadmap to greater visibility
• How to turn your ideas into impact, starting with simple writing
• Why sharing your story authentically (not perfectly) helps you connect and grow
• Building confidence from writing → guest podcasting → public speaking

🔥 The TEDx Experience: Turning Your Story Into a Message

• What it really takes to prepare for a TEDx talk — and why it’s more intense than you think
• How to craft a story that resonates with an audience and inspires change
• The key mindset shift every aspiring speaker needs: it’s not about you, it’s about who you help

💡 Marketing Lessons You’ll Want to Steal

• The importance of a runway before and after every launch
• Why behind-the-scenes storytelling matters just as much as the final reveal
• How visibility, vulnerability, and consistency build trust and connection
• The reminder every marketer needs: people don’t buy products — they buy stories

Connect with Christiane Schroeter:

LinkedIn: https://www.linkedin.com/in/christianeschroeter/

Whether you’re building your brand, preparing to share your message, or simply trying to balance business and wellness, this episode is full of actionable insight and inspiration to help you grow with purpose — one petite practice at a time.

🎧 Tune in to learn how small, intentional steps can lead to powerful, sustainable change in both your business and your life.

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In this episode of Imperfect Marketing, host Kendra Corman sits down with Nathalie Doremieux, co-founder of a family-run tech and e-learning business, to discuss how artificial intelligence can help accelerate business results and amplify impact—without losing the human touch.

Nathalie shares her 20-year entrepreneurial journey from Silicon Valley software engineer to e-learning innovator, and how she began integrating AI into her business long before it became mainstream.

Together, she and Kendra explore:

AI as a Problem-Solving Tool

• Why you should start with identifying the problem before choosing a tool
• How Nathalie and her husband created an AI tool to make course replays searchable—boosting engagement and client results
• The importance of focusing on outcomes and client success, not just shiny new tech

Finding the Gaps in Your Business

• How to spot inefficiencies and pain points in your customer journey
• Using data, testimonials, and client feedback to identify opportunities for AI integration
• Why success metrics should focus on transformation and retention—not just revenue

Human + AI: A Powerful Partnership

• How to combine AI’s analytical power with human creativity and empathy
• Why AI works best when used to personalize and connect rather than replace human interaction
• Nathalie’s “Podcast Lead Flow” tool—using AI to analyze podcast episodes, generate personalized listener follow-ups, and turn audiences into leads

Marketing Lessons Learned

• The importance of running structured marketing experiments—test, measure, and iterate
• Why “imperfect action” beats waiting for perfection
• How clarity in what you measure helps drive smarter marketing strategies

Key Takeaways for Entrepreneurs

• Start with the why—AI is only as good as the problem it’s solving
• Use AI to enhance, not replace, human experience and connection
• Embrace experimentation: marketing and innovation are both art and science

Whether you’re an online course creator, podcaster, or small business owner curious about integrating AI, this episode will help you reframe how to use technology strategically—without losing the heart of your business.

Connect with Nathalie:
Website: https://themembershiplab.com/
LinkedIn: https://www.linkedin.com/in/nathaliedoremieux/
Facebook: https://www.facebook.com/profile.php?id=61568147271872

🎧 Tune in to learn how to combine AI’s power with your human creativity to scale faster and smarter.

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In this episode of Imperfect Marketing, host Kendra Corman sits down with Amir Elion, founder of Think Big Leaders and a global expert on innovation and AI strategy. Together, they unpack how artificial intelligence is transforming innovation, marketing, and the way businesses think about creativity and efficiency.

Amir shares his journey from leading innovation initiatives at Amazon Web Services to helping organizations around the world use AI to scale ideas faster and smarter.

🚀 The New Face of Innovation

• AI as a Catalyst for Innovation – Why Amir believes AI doesn’t replace creativity—it amplifies it.
• Systematic Innovation – How innovation is more science than magic, with best practices, methodologies, and even ISO standards.
• Scaling Creativity with AI – How AI tools like ChatGPT, Claude, and Gemini can help teams ideate, prototype, and role-play with personas 10x faster.

💡 AI in Marketing and Business

Amir shares real-world examples of how companies are applying AI to streamline marketing processes and drive efficiency:

• Automating SEO and Content Workflows – How a gaming company now processes and localizes thousands of new titles using AI-powered workflows.
• Smarter Marketing Research – Why tools like ChatGPT, Perplexity, and Claude have become Amir’s personal “research assistants.”
• Avoiding the ‘AI Slop’ Trap – The importance of human oversight, editing, and providing examples to teach AI your brand’s tone and standards.

⚠️ The Risks and Responsibilities of AI

• “Human in the Loop” Principle – Why every AI workflow still needs human review, editing, and approval.
• Ethical and Compliance Challenges – How organizations can balance innovation with data privacy and risk management.
• Three-Tier Risk Model – Amir’s framework for identifying low-, medium-, and high-risk AI use cases to guide safe adoption.

🧰 Tools and Tips for Getting Started

• Don’t try every AI tool—pick one or two and learn them deeply.
• Master your tools before scaling: tweak settings, explore model options, and learn how to “squeeze the lemon.”
• Start small, focus on use cases that save time and amplify creativity, not replace human input.

🧭 Lessons from Amazon on Innovation

Drawing from his time at Amazon Web Services, Amir reveals how Amazon’s “Working Backwards” approach fuels innovation:

• Start with the customer, not the product.
• Write an imaginary press release describing your future product before you build it—if it’s not clear and compelling, you’re not ready to launch.
• Always focus on delighting the customer, not just building something new.

🎯 Amir’s Biggest Marketing Lesson

Amir admits his biggest mistake was falling in love with the product instead of the customer. Early in his VR/AR startup days, he focused on selling technology rather than solving customer pain points—a mistake that taught him the importance of clarity, audience insight, and consistency.

🔑 Key Takeaways

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In this episode of Imperfect Marketing, host Kendra Corman tackles one of her biggest marketing pet peeves — believing that artificial intelligence can replace truly knowing your audience. With AI tools like ChatGPT, Claude, and Gemini becoming everyday marketing helpers, many professionals are skipping the fundamentals of understanding their customers. Kendra explains why that shortcut leads to bland, ineffective content and what to do instead.

The Problem with Skipping the Basics

• Many marketers use AI to generate content without doing the essential groundwork of understanding their audience.
• AI tends to “make you happy” — it tells you what you want to hear, not necessarily what your target market is actually thinking.
• When you rely solely on AI, you end up with generic, emotionless copy that fails to connect.

Understanding Your Audience: The Real Marketing 101

• Knowing your audience isn’t just about demographics — it’s about visualizing the person you’re talking to.
• Kendra shares a story about working with a local business that used detailed data to build realistic customer personas—down to shopping habits, lifestyle, and motivations.
• You don’t need expensive software to do this. Start by thinking about your favorite client and what makes them unique.

How to Really Learn About Your Audience

• Skip the surveys—people edit themselves when writing responses.
• Have real conversations with your audience instead.

Ask questions like:

• What’s keeping you up at night?
• What frustrates you most about your business or life?
• What do you wish you had a solution for?

These conversations give you the exact words and emotions that resonate with your audience — words you can later feed into AI for far more powerful results.

Using AI the Right Way

• Once you understand your audience, AI becomes a powerful tool — not a replacement for human connection.

AI can help you:

• Brainstorm ideas and refine your voice
• Draft faster and polish existing content
• Create consistent, audience-specific messaging

The difference between “Write me an email” and “Write me an email for this audience, in this voice, about this problem” is night and day.

Key Takeaways for Marketers

• AI isn’t the enemy — but it’s not magic either.
• You are the strategist. AI can only amplify what you already know.
• Know your audience better than anyone else, and your marketing will never sound forced or fake.

Whether you’re a business owner, marketer, or content creator, this episode will challenge you to return to the roots of great marketing: understanding people.

👉 Grab Kendra’s free “Define Your Dream Audience” guide and start using real audience insights to make your AI tools work for you — not the other way around.

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In this episode of Imperfect Marketing, host Kendra Corman sits down with Berlyn, founder of Planted Marketing and creator of The Greenhouse community, to explore what it truly takes to build a strong and sustainable brand in today’s digital-first world. From simplifying your marketing strategy to embracing what works best for you, this conversation is full of practical insights for business owners at every stage.

The Evolution of a Modern Marketer

Berlyn shares her journey from photographer to agency owner—how creativity, curiosity, and a desire to make an impact led her to launch Planted Marketing in 2020 and later, The Greenhouse in 2025. The Greenhouse supports solopreneurs and small business owners in the DIY phase of marketing, helping them grow confidently with practical strategies and community support.

Building a Strong Brand Foundation

We dive into the three essential pillars every business needs before they dive headfirst into digital marketing:

• Clarify Your Brand Identity: Beyond logos and colors—define your mission, values, and why. Putting this on paper creates alignment across everything you do.
• Own Your Online Space: Your website is more than a link in bio. It’s your home base for traffic, email collection, and long-term growth.
• Create a Marketing Wheel: Don’t rely solely on one channel. Develop a balanced strategy across multiple touchpoints—like SEO, Pinterest, LinkedIn, or email—so your business doesn’t collapse if one channel falters.

Simplifying the Marketing Process

With endless platforms and strategies available, Berlyn emphasizes the importance of choosing what fits your strengths:

• Do you love creating videos? Lean into Reels or TikToks.
• Prefer writing? Focus on blogs or newsletters.
• Thrive in conversation? Build through networking and community events.

Consistency, not ubiquity, is the goal. You don’t have to be everywhere—just show up where you enjoy creating.

Community as a Growth Engine

Community building, both online and offline, is a key growth driver. Berlyn highlights:

• Using social media as a nurturing tool—not just for visibility but for deepening relationships.
• Engaging authentically through DMs, comments, and Threads to strengthen visibility and trust.
• Creating systems to stay connected beyond initial meetings—through intentional engagement, coffee chats, or follow-up messages.

Email Marketing: The Underrated Powerhouse

Both Kendra and Berlyn agree—email is your most valuable marketing asset.
Social media algorithms change, but your email list is yours to own. It’s the most reliable channel for building ongoing relationships, sharing updates, and staying in front of your audience.

The Rise of AI in Discovery

Berlyn shares a surprising trend: businesses being found through ChatGPT search—even without formal SEO strategies.

Her advice? Make sure your keywords and messaging are consistent across all platforms. Even a single optimized landing page can make a difference in how AI tools surface your brand.

Key Takeaways f

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