Know Your Worth and Then Build It, with Jeremy Shapiro

Fundraising Through Live Concerts / Norman Wasserman

What if one concert could raise money, build awareness, and create the next opportunity before the night is even over? The Music Man will show you how...In this episode of the Live Local Marketing Podcast, Billy sits down with Norman Wasserman, a concert and event host and the founder of Friend Entertainment USA. Norman has spent decades helping nonprofits use live entertainment to raise funds, create community awareness, and bring people together through music.Norman shares how he got started in the entertainment fundraising world, including the early concert where no one sold tickets and how that experience became part of the foundation for his business. He also breaks down how nonprofits can think about ticket sales, venues, talent, budgeting, relationships, and why communication is one of the most important skills in business.This episode is packed with stories, practical event advice, and relationship-based marketing lessons from someone who has spent more than 36 years helping organizations create successful fundraising concerts.Key topics covered:How Norman got started producing fundraising concertsThe early show where no one sold a ticketWhy communication has been key to his successHow concerts can raise money and awareness for nonprofitsWhy trust matters when building an entertainment businessThe role of relationships in marketing and referralsHow Norman helps charities stage, direct, and produce showsBudgeting basics for fundraising concertsWhy indoor events are often the safer choiceTimestamps / Chapters:00:00 Intro00:18 Meet Norman Wasserman01:12 Why Norman loves helping people01:45 Norman’s background and Friend Entertainment USA02:32 Norman’s first true win as an entrepreneur03:29 The idea that started with a concert04:38 Getting the board to say yes05:05 The first hard lesson in entertainment06:08 When nobody sold a ticket07:07 Fundraising after 9/1108:22 Cold calling, buses, and making the show work09:13 Building a database and starting the business10:04 Why trust was difficult in the beginning10:37 Creating awareness and revenue for charities11:01 What Friend Entertainment USA handles11:38 Norman’s best business habit12:21 Norman’s business awareness podcast13:08 Building trust through personality and communication14:14 A marketing truth everyone should know15:30 How to be more likable in business17:14 Do what you say you’re going to do18:05 What Norman handles for concerts19:16 Why the next show is sitting in the audience20:37 Sound, lighting, and local technicians21:20 Budgeting a fundraising concert22:26 How one show can raise $25,00023:42 Why talent availability and touring matter24:22 Why first-time events should stay indoors25:30 Customizing every show26:01 Lessons from decades in marketing27:30 Taking control of the room29:12 Relationships are everything29:41 Avoiding burnout through music30:57 Norman’s favorite concerts and artists31:53 Legal details with tribute acts33:29 The concert Norman still wants to see34:47 How to contact Norman35:58 Norman’s business awareness podcast36:42 Final thoughtsConnect with Norman Wasserman:LinkedIn: https://www.linkedin.com/in/normanwasserman/?skipRedirect=true Website: https://www.friendentusa.com/ If you want to master referral marketing, Get the free Connectors Blueprint here: https://www.livelocalwarmmarketing.com/courses

The Project Failure That Changed Everything / Wes Towers

A project he should have never taken became the painful lesson that reshaped his entire agency. Wes shares how taking on the wrong project taught him the power of niching down, why he moved away from serving “everyone,” and how focusing on builders, trades, and construction businesses helped him create better websites, stronger SEO strategies, and more measurable growth.In this episode of the Live Local Marketing Podcast, Billy sits down with Wes Towers, founder of Uplift 360, a digital agency helping builders and trades turn their construction brands into market leaders online.This conversation covers practical marketing, warm relationship-building, local SEO, brand positioning, podcasting as a networking tool, and why the best marketing often starts with understanding what makes a business different.Key topics covered:The painful project that helped Wes niche downWhy builders and trades need smarter websitesHow to create measurable online growthPractical SEO and local search strategyWhy warm marketing beats spammy outreachUsing podcasts to build business relationshipsHow to pull a unique brand story out of a “normal” trade businessFinding the white space in your marketNetworking tips that actually build trustWhy every website eventually needs an overhaulSearch Everywhere Optimization and AI-driven content strategyTimestamps / Chapters:00:00 Intro00:43 Meet Wes Towers and Uplift 36001:06 The project failure that became a business win02:25 Why Wes niched into builders and trades03:25 Short-term goals, long-term vision, and staying nimble05:13 Measuring growth through value created06:26 Building a growth-oriented team07:16 Cold outreach vs. warm marketing08:37 Why starting a podcast has been brilliant for business10:03 Marketing strategies Wes no longer relies on11:16 Meeting trades and construction clients on-site12:11 How to make a trade brand stand out13:06 Using dislikes and frustrations to find brand values14:41 Finding the white space in your market15:41 The best marketing advice Wes has received17:14 How to stand out at networking events18:53 Selling by understanding what people are buying20:17 Using CRM and relationship tracking21:39 How to connect with Wes Towers21:57 Websites, SEO, and Search Everywhere Optimization23:12 Final thoughtsConnect with Wes Towers:LinkedIn: https://www.linkedin.com/in/westowers/YouTube: https://www.youtube.com/@uplift_360/streamsWebsite: https://uplift360.com.au/Get the free Connectors Blueprint here: https://www.livelocalwarmmarketing.com/courses#WesTowers #ConstructionMarketing #LocalSEO #WarmMarketing #LiveLocalMarketing

The Loss That 10X’d His Business / Kevin ONeil

What happens when a landlord kicks you out, copies your business, and leaves you scrambling? For Kevin ONeil, that loss became the move that helped him 10X a business that is thriving today and leaving you lessons to learn.In this episode of the Live Local Marketing Podcast, Kevin ONeil shares his journey as a full-time entrepreneur building and operating multiple businesses, including water adventures, boat rentals, jet ski rentals, car rentals, Christmas lights, education, events, podcasting, and personal branding.Kevin breaks down how he thinks about scaling local service businesses, building systems, using data across multiple companies, creating authority through personal branding, and shifting from gut-feeling decisions to real-time business intelligence. He also shares why reviews, testimonials, leadership, and mindset are critical for entrepreneurs who want to grow beyond day-to-day operations.Key topics covered:-How a major business loss turned into a 10X revenue opportunity-Why personal branding matters for local business owners-Scaling multiple businesses with repeatable systems-How Kevin delegates marketing, sales, HR, and operations-The role of CRMs, automation, booking software, GA4, and data hubs-Why Google Ads may be losing some of its moat-How social, organic content, and top-of-funnel marketing are evolving-Why reviews and testimonials are a digital referral engine-Advice for entrepreneurs struggling with confidence-The mindset shift from “want to” to “must do”Timestamps / Chapters:00:00 Intro01:07 Kevin ONeil’s background01:41 A loss that became a major win04:47 Kevin’s favorite marketing strategy right now07:13 Managing multiple businesses without doing everything yourself09:48 Using the same frameworks across different companies11:47 Building authority through personal branding14:55 What “useful data” means in business18:33 Marketing strategies that are changing or losing ROI20:53 The role of testimonials and reviews23:00 Advice for new entrepreneurs27:33 Kevin’s businesses, book, and where to find him28:42 Book exchange and closing thoughtsConnect with Kevin ONeil:Website: https://destinywateradventures.com/Get the free Connectors Blueprint here: https://www.livelocalwarmmarketing.com/courses#KevinONeil #LocalBusinessMarketing #EntrepreneurPodcast #PersonalBranding #SmallBusinessGrowth

Why “Pretty Okay” Marketing Fails / Rachel Allen

Pretty okay marketing isn’t cutting it anymore. I am sure by now you have seen the AI-created, cartoon-style posts, the bots in your chat saying that someone loves what you are doing and thought you should connect, and all of the other click then spray style marketing...Rachel has some better ideas for you to try.In this episode of the Live Local Marketing Podcast, Rachel Allen breaks down why businesses need to stop sounding like everyone else and start creating marketing that feels human, specific, values-driven, and actually worth paying attention to.Rachel Allen, listed as the founder of Writing for Profits, brings deep experience in copywriting, marketing strategy, and human-centered business growth. In the episode, she shares how she built a marketing business after unexpectedly starting out as a freelancer in Hong Kong, how she worked with clients across 21 countries, and why ethical alignment matters just as much as revenue.Rachel also explains why “make it weird” is one of the most powerful marketing strategies right now, how to use AI without losing your creative voice, why more content is not always better, and how useful data includes both numbers and human feedback. From brand values to client interviews, local influencers, and relationship marketing, this conversation is packed with practical advice for entrepreneurs who want marketing that actually connects.Key topics covered:-Why “pretty okay” marketing no longer works-How Rachel accidentally built an international marketing business-Why she fired a five-figure client who was not values-aligned-How to make marketing more creative without being random-Using AI as a tool without sounding robotic-Why businesses do not always need to create more content-How to find the real values behind a brand-Why useful data includes both numbers and human feedback-How client interviews can reveal stronger marketing insights-Why relationship marketing beats broadcast marketing-How local influencers can create quiet, sustainable profit-Rachel’s advice for entrepreneurs building confidenceTimestamps:00:00 Intro00:27 Rachel Allen’s background and marketing experience01:26 Turning a loss into a win02:00 Firing a five-figure client over values02:31 Building a business while living internationally03:47 Why “make it weird” is working in marketing04:15 AI, creativity, and avoiding boring content05:01 Finding the human reason behind a business05:48 Scaling down from an agency model06:57 Helping client teams execute better marketing07:38 Why more content is not always better08:44 Finding real brand values09:26 How Rachel spots hidden issues in a business10:00 When Rachel turns down clients10:43 Why 90 days gives you useful data11:20 What “useful data” really means12:05 Qualitative data vs. quantitative data13:05 Using interviews to collect better customer insights14:16 Why broadcast marketing is outdated15:30 How to use local influencers effectively16:38 Rachel’s entrepreneur pep talk17:48 How to connect with Rachel Allen18:35 Closing thoughtsConnect with Rachel Allen:LinkedIn: https://www.linkedin.com/in/rachelallenwrites/Website: https://www.boltfromthebluecopywriting.com/Get the free Connectors Blueprint here: https://www.livelocalwarmmarketing.com/courses

Is Playing It Safe Your Biggest Risk? / Steven Anderson

What if the biggest risk in your business is not taking enough risk? Steve brings us his business wisdom that teaches us the right mindset, strategy, and hacks to help our business that have worked for him over the years...and it will work for you as well. In this episode of the Live Local Marketing Podcast, Steven Anderson, author of The Bezos Letters, shares how business owners can think differently about growth, experimentation, customer obsession, AI, marketing, and strategic risk. Drawing from decades of experience in insurance, technology, consulting, and business growth strategy, Steven breaks down practical lessons from Amazon’s rise and explains how smaller businesses can apply the same principles without trying to become Amazon-sized.Steven also shares a personal story about a difficult business setback that became a turning point, why personalized video emails still work, how AI can reveal patterns inside your business data, and why successful failure is a key part of long-term growth.Key topics covered:How a major loss became a turning point in Steven’s careerWhy personalized video email can outperform cold outreachHow to use AI as a thought partner, not a replacementWhy reading content out loud improves your writingHow to define your audience and stay focused on your nicheWhat “useful data” really means for business growthHow AI can help detect churn before customers leaveWhy direct mail may be making a comebackLessons from Amazon’s experimentation cultureThe difference between successful failure and careless failureHow customer obsession drives invention and growthTimestamps:00:00 Intro00:24 Steven Anderson’s background and The Bezos Letters00:54 A loss that turned into a win03:42 Favorite marketing strategy: personalized video email06:13 What Steven still does hands-on06:57 Using AI as a thought partner07:45 Why Steven reads his writing out loud08:10 Turning written content into video09:27 Branding, audience, and finding your niche12:39 What useful data means in business13:18 Using AI to detect churn15:14 What data to track for customer retention16:49 Marketing strategies Steven no longer relies on17:30 Why direct mail may work again19:22 Building confidence as a business owner20:12 “Do it now” and the power of experimentation21:10 Amazon, customer obsession, and invention22:11 Encouraging successful failures22:57 How to connect with Steven Anderson24:20 Closing thoughtsConnect with Steven Anderson:LinkedIn: https://www.linkedin.com/in/stevetn/Website: https://thebezosletters.com/YouTube: https://www.youtube.com/user/SteveAndersonVideoGet the free Connectors Blueprint here: https://www.livelocalwarmmarketing.com/courses