66. Likes Don't Pay Bills: Measuring What Actually Matters

70. How to Market Two Offers Without Confusing Anyone

Today's episode starts with a listener question — and a confession about something teenage Ashley did that she's not totally proud of. It involves Armageddon, a Dodge Neon with racing stripes, and a story about telling different people very different versions of the truth. The lying part? Not the move. But the instinct underneath it — telling different people different things — is actually the foundation of smart marketing strategy. Here's the listener question: "How do I keep from muddying the waters when I'm involved in two separate things I want to market and sell? How do I keep my audience clear and not confused?" The answer is segmentation. And in this episode, we break it all the way down. In this episode we cover: * Why confusion doesn't come from having two offers — it comes from promoting both to everyone at the same time * When two completely different businesses need two completely separate audiences (and when they don't) * The bucket method: how to sort your audience by offer fit without overcomplicating it * The questions that help you segment — life stage, business stage, budget, urgency, trust level, geography, and content engagement * What to do when someone fits both buckets (hint: it's all about timing) * Why segmentation isn't gatekeeping — it's relevance If you've been throwing both offers at your whole audience and wondering why it feels chaotic, this episode will give you a clear framework to fix it. Want to keep the conversation going? * Listen to more episodes of the BeWeird Marketing podcast * Get more support, resources, and learn how to work with me one-on-one at beweirdmarketing.com [https://beweirdmarketing.com/]

69. Marketing vs. Positioning: Not The Same Thing

Got a marketing question? So did one of your fellow listeners — and it's a good one. What's the actual difference between marketing and positioning? People use these words interchangeably all the time. They're not the same thing. One comes before the other, and skipping it makes everything harder than it needs to be. In this episode we cover: * Why positioning is a foundational marketing piece — and why you build it before anything else * The U.S. state analogy that instantly clarifies what positioning actually means (and why Florida is doing it right) * How marketing and positioning work together using a real example with audience, goal, and relationship-building layers * 4 questions to identify your positioning and build your marketing around it If your marketing sounds like everyone else in your world, there's a good chance your positioning isn't as clear as you think. This episode will show you where to start.   Want to keep the conversation going? * Listen to more episodes of the BeWeird Marketing podcast * Get more support, resources, and learn how to work with me one-on-one at beweirdmarketing.com [https://beweirdmarketing.com/]

68. What Happens If You Get Hit by a Bus

I joke with my family all the time that they better hope I never get hit by a bus. I'm the one who knows where everything is in the pantry, when every appointment is, how the laundry gets done. I am the glue. And if you're being honest — you're probably the glue in your marketing too. This is episode five of the Better Questions series, and it's the most personal one yet. Because the question we're asking today doesn't have a comfortable answer for most established business owners: could your marketing run without you holding it together? In this episode we cover: * Why women are incredible system builders — and the critical distinction between building systems to get things done vs. building systems that remove you from the doing * What it actually means for marketing to run without you — and why having a team or using AI doesn't automatically answer that question * The four questions that reveal whether you're the system or whether you have one * A real client story: a business owner with her hands in every marketing touchpoint — emails, social approvals, web copy — who knew she was in the weeds, had made peace with it, and what that model was quietly costing her at the leadership level * Why being the glue isn't a badge of honor in a CEO-run business — and what to build instead If your marketing only moves when you're personally pushing it, this episode will name exactly what that's costing you — and what a different model looks like. Want to keep the conversation going? * Listen to more episodes of the BeWeird Marketing podcast * Get more support, resources, and learn how to work with me one-on-one at beweirdmarketing.com

67. The Marketing You Should Stop Doing. Yesterday.

Most marketing advice tells you to do more. Post more. Show up more. Add another platform. Build another funnel. But what if the most powerful marketing move you can make right now is to stop something? This is episode four of the Better Questions series, and it might be the most uncomfortable one yet — because it asks you to look at everything on your marketing list and ask: does this actually belong there? In this episode we cover: * How Ashley's decision to ditch manual bookkeeping, upgrade her system, and hire a bookkeeper reveals exactly how marketing dead weight works — it's not just the time it costs, it's the mental load it carries even when you're not doing it * A real client story: a business that dropped professional blog writing, switched to AI-generated posts, kept publishing on schedule, and got the exact same result — nothing. Because the channel was never working to begin with. * How to tell the difference between something that needs more time and something that needs to go * Why CEOs protect capacity by cutting strategically — and why subtraction is just as important as strategy If your marketing list keeps growing but your results aren't, this episode will help you figure out what to cut — and why stopping something is sometimes the most CEO move you can make. Want to keep the conversation going? * Listen to more episodes of the BeWeird Marketing podcast * Get more support, resources, and learn how to work with me one-on-one at beweirdmarketing.com

66. Likes Don't Pay Bills: Measuring What Actually Matters

Your follower count is up. Your open rates look decent. A post went viral last month. And yet — you can't point to where your last three clients actually came from. Sound familiar? That's not a marketing problem. That's a measurement problem. This is episode three of the Better Questions series, and we're asking the question most business owners are afraid to answer honestly: do you know what's actually working? In this episode we cover: * The doctor's lab work analogy — what it means when everything looks normal on paper but something still feels off, and why your marketing dashboard can work exactly the same way * A real client story: an Instagram post that went viral, generated thousands of shares and new followers, and produced zero inquiries, zero sales, and zero conversations * The difference between vanity metrics and the leading indicators that actually connect to revenue * What CEO-level measurement looks like — and the specific shift from tracking reach to tracking movement toward a decision If your marketing numbers look fine but your pipeline doesn't match, this episode will show you exactly what you're measuring — and what you should be measuring instead. Want to keep the conversation going? * Listen to more episodes of the BeWeird Marketing podcast * Get more support, resources, and learn how to work with me one-on-one at beweirdmarketing.com