More than a Few Words

From the Archive: Why Your Camera isn't the Problem | Mechelle McDonald | 1202

Continuing the dive into my vault this week, I decided to share one of the most popular episodes of all time. And it is about video. 
It turns out the biggest mistake we make with video isn’t bad lighting or awkward pauses. It’s thinking we have to be the star of the show.
In this conversation, I sat down with Mechelle MacDonald, a writer, entrepreneur, and growth coach who helps people show up with confidence and clarity. We talked about why video matters and how to make it feel a whole lot less intimidating.
If video has been sitting on your “I really should do this” list, this one’s for you.
Here are a few takeaways that stuck with me:
You don’t have to be on camera to get startedMichelle shared a simple idea that feels like a relief. Start with your hands, your process, your product. Show something in action. You’re still building connection, just without the pressure of being front and center.
Short beats perfect every timeAim for about 60 seconds. That’s your sweet spot. People are scrolling fast, and you’ve got just a few seconds to catch their attention. Think of it as giving a sample, not the whole meal.
Silent video still needs to speakA lot of people are watching with the sound off. Captions aren’t optional, they’re essential. If they can’t follow along without audio, you’re losing them before you even begin.
Don’t assume they already knowEven if you’ve been in business for years, your audience needs reminders. New people are discovering you every day. Keep explaining what you do and why it matters.
Make it feel like youThe tone of your video should match the experience someone gets when they call you or walk in your door. If it feels disconnected, trust breaks fast.
Video isn’t about being polished. It’s about being present and giving your audience something they can see, feel, and connect with. Start small. Your audience isn’t looking for perfect. They’re just looking for you.

From the Archive: Turtle Power Meets Team Power | 1201

Reaching 1,200 episodes feels like the perfect excuse to look back at where it all began. Over the years, there have been conversations that made me laugh, made me think, and a few that deserved far more attention than they received the first time around.
So this week, I’m opening the vault.
Each day, I’ll be re-releasing one favorite episode from the archives. Some are memorable classics, others are hidden gems, but every one of them still has something worth sharing today.
First up: if the words Teenage Mutant Ninja Turtles instantly got your attention, you’re going to enjoy this one.
Originally released as Episode 19 in early 2010, this conversation with Jay Mattingly takes a fun and unexpected look at DISC profiles through the personalities of everyone’s favorite crime-fighting turtles. It’s lighthearted, clever, and packed with insights you can still use today.
Some business lessons come from spreadsheets. Others come from pizza-loving, crime-fighting turtles. I sat down with Jay Mattingly, our director of marketing, and somehow we ended up deep in the world of the Teenage Mutant Ninja Turtles. And honestly, it made more sense than you’d think.
We were talking about DiSC profiles and Jay had one of those “wait a minute” moments. The turtles are basically a perfect personality map.
If you remember them, you probably already know where this is going.Leonardo, Raphael, Michelangelo, and Donatello weren’t just different. They were different on purpose.
And that’s where this gets interesting for business owners.
Every team needs a RaphaelThe fast decision-maker. He jumps in, takes action, and yes, sometimes ruffles feathers. That’s your D personality. You may not always love the delivery, but you’ll love the momentum.
Don’t underestimate your MichelangeloHe’s the fun one, the energy, the morale booster. High I personalities keep the team connected and engaged. Without them, work gets done, but it’s a grind.
Your Donatello keeps you out of troubleDetail-focused, thoughtful, and maybe a little cautious. That C personality is the reason your big ideas don’t fall apart under pressure.
Leadership doesn’t always look loudLeonardo leads, but not by overpowering the room. He’s steady, supportive, and steps up when needed. That S personality often becomes the glue that holds everything together.
Who are the Turtles on Your Team?
The turtles worked because they were different, not in spite of it. They respected each other when it mattered, even if they drove each other a little crazy along the way. Sound familiar? If your team feels a bit like herding turtles some days, you’re probably doing it right. The goal isn’t to make everyone think the same. It’s to understand how they think so you can work better together. Because in business, just like in cartoons, the magic isn’t in one personality. It’s in the mix.

1,200 Conversations - Milestone Matter | More Than a Few Words | Lorraine Ball

Welcome to More Than a Few Words, a marketing conversation. 
And today… I'm celebrating a milestone.
This is episode number 1200.
Yes, twelve hundred conversations, monologues, ideas, and probably more than a few opinions along the way. My mother always said I was born talking, so honestly, this shouldn’t surprise anyone. But still… 1200? That feels like it deserves a moment.
Because milestones matter. They’re not just numbers. They’re markers along the road. Little signposts that say, “Hey, look how far you’ve come… and maybe take a minute to think about where you’re going next.”
And I’ve been doing exactly that. I’ve been digging back into the archives, listening to some of those early episodes. Cleaning them up a bit. Cringing occasionally. Smiling a lot. And over the next few days, I’m going to share a few of those with you.
Looking back is useful. It gives you a chance to celebrate what worked. The ideas that landed. The moments where you got it right, maybe even by accident.
But it also gives you a little distance from the things that didn’t. And let’s be honest, there were a few. But they weren’t failures. They were experiments. And with a little time and perspective, it is easy to see not just what didn’t work, but why.
That’s the real value of a milestone. It gives you the space to step back and see the bigger picture.
And then… to turn around and look ahead. Where do you want to go next? Sometimes the next step is a pivot. A new offer. Letting go of something that no longer fits. What new ideas are calling your name? What projects have been sitting on the back burner just waiting for a little attention?
Or maybe… everything is working exactly the way you want it to right now. And that’s okay too. There’s no rule that says you have to change everything just because you hit a milestone.
But either way, don’t let the moment slip by unnoticed. You don’t have to wait for 1200 episodes. Maybe your milestone is five years in business. Or 100 podcast episodes. Or your first big client. Those are big deals too. Celebrate them.
Pause long enough to recognize what you’ve built. Decide what comes next. And set your sights on the next milestone when you will have a A chance to reflect, to celebrate… and to reimagine what comes next.

Donuts, Beer and a Hard Lesson | Billy Sammons | 1199

You’d think donuts and beer would be an easy sell. I mean, carbs and craft brews, what’s not to love?
That’s exactly what Billy Sammons thought when he planned a beer and bakery pairing event. Creative, fun, and honestly, delicious. There was just one small problem. No one came.
Billy knows referral marketing inside and out, which made this flop even more memorable. Because when a great idea falls flat, there’s always something to learn if you’re willing to look.
And there definitely was.
Takeaways:
• A great idea still needs an invitationYou can’t just open the doors and hope people wander in. Even the tastiest event needs consistent promotion and personal outreach.
• Don’t keep all the donuts to yourselfBilly partnered with a brewery and a bakery, but didn’t tap into their audiences. Big miss. When you collaborate, you share the spotlight and the guest list.
• Give them more than a sugar rushOne activity sounds fun, but a few extra vendors or experiences turn curiosity into commitment. More to do means more reasons to show up.
• Turn the flop into a formulaBilly didn’t just shrug this off. He built a checklist from everything that went wrong. That became his playbook for better, fuller events going forward.
Planning your own event? Make it fun, make it memorable, but most of all, make sure people know about it.
Because even the best donuts go stale if no one shows up to eat them.

Are Your Headlines Putting Readers to Sleep? | 1198 | Lorraine Ball | More than a Few Words

Are Your Headlines Putting Readers to Sleep? (Let’s Fix That.)
I’ve been thinking a lot lately about the polite little headlines we keep sending out into the world—you know, the ones that tiptoe into a reader’s feed, whisper “excuse me,” and then wonder why no one pays attention. This month, I’m diving into the power of bold, spicy, “oh-no-she-didn’t” titles that make readers stop mid-scroll. Because if we want people to actually read what we write, we might need to ruffle a feather or two. Ready to stir the pot with me?
Why Negative Titles Win (Even When Everyone Says They Want Positivity)
Here’s the not-so-secret secret: people are drawn to headlines that poke at their fears or frustrations. Negative titles stand out in crowded feeds because they tap into emotions folks already feel but haven’t said out loud yet. Sure, I could have called this piece “5 Ways to Improve Your Blog Titles,” but… yawn. If your goal is to be memorable, negativity—used thoughtfully—is your new best friend.
Your Language Might Be Way Too Nice (And Nice Is Boring)
Let’s talk about limp headlines built from words like improve, tips, and common mistakes. They blend right into the beige wallpaper of the internet. Meanwhile, words with a little edge—like hate—stop readers cold. One of my most successful content series ever was built around “Why People Hate Your Website.” That one tiny word did all the heavy lifting. Edgy phrases don’t fit every brand, but when they work… oh, they work.
Fear-Based Headlines: Your Audience Notices Them (Because They Can’t Help It)
If edgy makes you nervous, fear can still be your friend. Terms like failure and waste are irresistible because they trigger that little “uh-oh” moment in the brain. Think of titles like “Is Your Sales Team Wasting Your Marketing?” or “Don’t Waste Time Trying to Be Good at Social Media.” They grab attention because they speak to real anxieties—whether it’s the marketing–sales tug-of-war or the social media fatigue we all secretly carry.
Negativity Is a Tool… Not a Lifestyle
As much as I love a headline that hits like a splash of cold water, too much negativity starts to feel like, well… spending a whole week with someone who only complains. Mix it up. Pepper in the punchy stuff, but save the truly bold language for when it matters most. A little goes a long way.
Your Turn: Go Write a Negative Headline
Go ahead—try it. Add a little bite, a little edge, a little “oh no, they didn’t.” And because I refuse to end this newsletter on a dire note…
Have a lovely day!

The Hidden Risk of Keeping Your “Dream Team” | Matt Levenhagen | More than a Few Words #1197

I love the What Went Wrong  conversations because they remind me that even when things look like they’re working, there’s usually a crack or two hiding under the surface.
In this episode, we dig into one of those uncomfortable moments every business owner faces. Growth slows, the numbers get fuzzy, and suddenly the team you built so carefully starts to feel… expensive.
I sat down with Matt Levenhagen, founder of Unified Web Design and host of the Builder Podcast, to talk about what happens when you hold on just a little too long.
Here’s what really stuck with me:
• Hope is not a hiring strategyMatt kept his team based on where revenue had been, not where it actually was. When projects stalled, he filled time with “busy work” instead of facing the numbers. That gap between reality and optimism gets expensive fast.
• The warning signs are usually obvious, we just ignore themDelayed projects, slow client responses, and scrambling to keep people busy. Those were all signals. The lesson? If you’re getting creative just to justify payroll, it’s time to pause and reassess.
• Flexibility beats the “perfect team”Matt realized he didn’t need a full bench all the time. Now he’s building a more flexible structure with a mix of core team members tied to revenue and others brought in as needed. It’s not about loyalty, it’s about sustainability.
• Invest in sales before you need itThis one hit home. When things were good, he didn’t push marketing or sales hard enough. By the time revenue slowed, it was too late to quickly replace that pipeline.
Yes, you want to invest in growth. But when the business shifts, you have to shift with it. Because holding on too long doesn’t just cost money. It costs momentum.
 

Magic Happens When You Build the Room | Lisa Mitchell | Jenn Edds | Lorraine Ball | 1196

It started the way so many good ideas do, in conversation.Jen Edds, Lisa Mitchell, CFI, and I started talking about creating something different. Not another conference. Not another room where people talk at you. We wanted a space where smart women could actually talk with each other.And then, on March 26, we did it.This conversation is a bit of a celebration, a look back at what happens when you take an idea out of the group chat and bring it to life. Because honestly, that leap from “we should” to “we did” is where most ideas stall out.Here’s what stuck with me.Takeaways:• Pick one thing and go all inI’ll admit it, even as a marketer, I needed this reminder. One clear call to action, one place to send people. When everything matters, nothing stands out. Simpler really is smarter.• Borrow boldly and share freelySome of the best ideas in the room weren’t “original.” They were tested, tweaked, and passed along. That’s the magic. Less guarding, more sharing. We all get better faster.• Real conversations beat polished presentationsWe kicked things off by talking about what we’d messed up. And just like that, the walls came down. No posturing, no pretending. Just honest lessons and a lot of “oh good, it’s not just me.”• Create the room you wish existedDon’t wait for an invite. Build your own table. We kept it local, kept it small, and invited a mix of people we knew and people we didn’t. • Let the agenda breatheInstead of locking into a rigid schedule, we let the group shape the conversation. People voted on topics, and the discussion flowed from there. It felt more like a conversation and less like a conference.• Community doesn’t end when the event doesThe real opportunity is what happens next. Staying connected, sharing resources, continuing the conversation. That’s where the long term value lives.If you’re listening and thinking, “I wish I’d been in that room,” you might get your chance. We’re doing it again on June 11.Reach out. Raise your hand. Pull up a chair. Because the next great idea might be yours, and it deserves a room like this.
 
Links to our podcasts: Jen Edds https://brassybroad.com/podcast/Lisa Mitchell https://divorcecurious.buzzsprout.comLorraine Ball www.morethanafewwords.com
 
Everyone else in the room. .These are all podcasts you should check outAlly Brettnacher https://athletebouquets.com/pages/the-podcastAmanda Smith https://shareyourgenius.com/Ericka Young, AFC®, CFEI® www.forbetterandworth.comIris Goldfeder https://podcasts.apple.com/us/podcast/the-cookbook-recipes-for-marketing-business-success/id1627107453Jennifer Denney 📈 https://elevatedmarketing.solutions/digital-marketing-podcastsJennifer Longworth www.bourbonbarrelpodcasting.comJulie Kratz https://nextpivotpoint.com/podcastKara Kavensky https://www.karakavensky.com/podcasts/Tiffany Sauder https://www.tiffanysauder.com/podcastRachel Randolph https://open.spotify.com/show/7GZgWJyTOcaVYNnSWXAqJm?si=tKRAKBA8R9uCC58itABUYAKatherine Coble https://borshoff.biz/in-the-loop/

Keep Your Content Fresh All Year Long | Lorraine Ball | 1195 More than a Few Words

When I moved from Texas to Indiana one of the things I loved best was the color of the seasons. Spring brings bright pastels which morph into the rich greens of summer. Then comes fall with the bring oranges, yellows and a few shades of brown.
The only exception is winter filled with dreary colorless days which seem bland bland when compared to the vibrancy of colors throughout the rest of the year. I think that is why I appreciate  evergreen trees and the bright spot of colors they bring all year long. Just as these wonderful trees bring consistent color to my yard, evergreen content brings spots of color to a marketing calendar.
What is Evergreen Content? 
Evergreen content, unlike seasonal content or breaking news, this information is always relevant to your readers.
Frequently asked questions, simple how-to blog posts, or product reviews make great evergreen content. These posts can be researched and written well in advance and be ready whenever you need some fresh content
Start with the questions customers ask
Look in your email folder for those long answers you have already written. This is a great starting point for a blog post. If one customer has the question, others will as well.  And these posts tend to index well on Google, as prospective customers search for answers.
Include Key Words
Brainstorm a list of keywords you want to rank for. Use a keyword tool such as Google Trends or Google Search Console to find alternatives and ideas.
Look for niche words and phrases. which will have a better shot at rising to the top because there will be less competition
Quality over Quantity
If you want your post to stand the test of time, you can’t just slap up a 500 word article and call it a day. If you do, another article will come along pretty quickly and knock you down.
Take extra time when you write evergreen content. Research the topic, add unique examples, and your perspective. Create an article which isn’t just another “5 Ways to Do This….”.
Update Your Evergreen Content
 I know, I said this would be the kind of blog post that would stand the test of time, it wouldn’t age and it would live on forever.
All of that is true, but if it is a great traffic draw for your website, go back occasionally and add new content, a different image, and maybe a new CTA to keep it fresh.
 

Marketing Lessons from a Fictional Broker | Ryan Ross | 1194

Sometimes the best way to explain marketing is with a good story.
In this episode, I chatted with Ryan Ross, head of marketing at BrokersBloc and author of the novel Benefits with Friends. The book follows a very unlikely hero, Al Dente, a pasta manufacturer who suddenly inherits his father’s benefits brokerage. As Al tries to figure out how to grow the business, he learns some very real marketing lessons along the way.
Ryan wrapped those lessons in humor, food puns, and a cast of memorable characters, but the marketing advice is solid and surprisingly practical.
Here are a few ideas that really stuck with me.
• Pick a niche before you pick a tacticAl starts with nearly a hundred clients but no clear direction. His mentor pushes him to choose a specific audience instead of trying to serve everyone. Because of his background, he understands manufacturing. Once he focuses there, everything else becomes easier. The message is clearer, the prospects make sense, and the marketing finally has direction.
• Borrow credibility while you build itAl is still learning the benefits business, so he builds authority by creating content and connecting with experts. Speaking at industry events, hosting conversations, and sharing what he learns helps him build visibility faster than waiting until he feels like an expert. Teaching and learning at the same time can be a powerful combination.
• Turn education into a marketing toolOne of the smartest strategies Ryan shared was creating continuing education content for licensed professionals. If your audience needs CE credits to keep their license, offering approved educational sessions can dramatically increase participation. Even better, those sessions position you as a trusted resource while you help your audience solve a real problem.
At the heart of Ryan’s story is a simple reminder. Marketing works best when you know who you want to help, show up where they gather, and share something useful.
Turns out the recipe for good marketing is not that different from good pasta. Start with the right ingredients and keep it simple.
About Ryan 
Ryan Ross has is head of marketing at BrokersBloc, a GA for independent benefits brokers. He is the author of Benefits with Friends, a fictional book about a benefits broker, Al Dente, as he navigates reviving his father's benefits brokerage. Ryan spent 10 years in marketing and sales at Dow Jones, the Financial Times, and BrightTALK. He has completed 3 Ironman triathlons.
Pre-order the book 

Turning Curiosity Into a Ticket Sale | Paul Daily | IF Theater | 1193

This week thousands of podcasters around the world take part in Podcastathon, a global effort that shines a spotlight on nonprofit organizations doing meaningful work in their communities. For one week, hosts swap their usual topics for stories about causes they care about and invite their listeners to learn more, get involved, or lend support.
This episode is my contribution to that global event, and it gave me the perfect excuse to talk about one of my favorite nonprofits.
Sometimes the hardest part of marketing isn’t getting attention. It’s helping people feel comfortable enough to try something new. That is exactly the challenge when you run a Fringe theater festival.
In this episode, I chatted with Paul Daly, Executive Director of the IF Theatre in Indianapolis. IF Theatre is the home of the Indy Fringe Festival, one of the largest fringe festivals in the world, bringing dozens of performers and hundreds of shows to Mass Ave every summer.
The festival celebrates creativity, experimentation, and the kind of performances you will not see anywhere else. But that same freedom can make newcomers hesitate. When audiences are not quite sure what they are getting into, they may stay home.
Paul shared a simple marketing approach designed to make the experience easier to say yes to.
Takeaways
Give people a path into the experienceFringe festivals can feel overwhelming. With so many shows and styles, first timers do not always know where to start. This year IF Theatre plans to introduce curated show lists. Want a day of comedy? There is a list for that. Prefer serious drama or an eclectic mix? There are paths for those too. Instead of asking people to sort through dozens of options, the festival gives them a starting point.
• Help people understand what to expectYounger audiences especially want clarity before they commit. What will this experience feel like? Is it funny, thought provoking, weird, or a little bit of everything? Clear descriptions and curated experiences remove uncertainty and make it easier for someone to buy that first ticket.
• Tell the bigger story behind the brandMany people know Indy Fringe as a ten day festival. What they may not know is that IF Theatre runs year round programs, classes, and performances. One key message they continue to repeat is simple. IF Theatre is the organization. Indy Fringe is its biggest event.
The lesson here is straightforward. When people feel unsure, they hesitate. When you guide them, they step forward.
And sometimes all it takes is showing them where to start.