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Brad Schneider with The Growth Coach

June 23, 2025 by angishields

Growth-Coach-logo

Brad-SchneiderBrad Schneider, President of The Growth Coach, shares insights on adaptability, leadership, and sustainable growth.

With over 25 years of experience and expertise in behavioral coaching, he helps leaders and teams drive performance, reduce burnout, and navigate change with confidence across his organization and with his own clients.

Connect with Brad on LinkedIn.

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Coming to you live from the Business RadioX studio. It’s Franchise Marketing Radio elevate your franchise with franchise. Now we tell your brand story on our radio podcast and boost it with powerful content marketing strategies. From blogs and videos to infographics and more, we enhance your brand’s SEO and online visibility. Let Franchise now help your franchise stand out in a crowded market. Visit us today and learn more to start your journey for greater visibility and success. And now here’s your host.

Rob Gandley: Hi, everybody, and welcome back to Franchise Marketing Radio, where we spotlight the brands, leaders and ideas. Transforming franchising. I’m your host, Rob Gandley. And today we’re joined by Brad Schneider, both a franchise owner and a brand president, as well as a certified business coach with the Growth Coach, an organization committed to helping business leaders unlock potential and build strategic momentum. Brian Brad brings a rich background in executive coaching, entrepreneurship, and team performance. And today, we’ll dive into how the Growth Coach franchise empowers business owners through coaching systems, scalable tools, and strategic accountability. Plus, we’ll explore, yes, how AI is entering the conversation in the coaching space and what that means for the future of this model. Brad, welcome to the show.

Brad Schneider: Hey, it’s great to be here. Rob. Thanks for having me.

Rob Gandley: Uh, you got it. You got I was looking forward to this conversation because a lot of what I do is around consulting and not so much coaching in a structured way, but it’s so important to my clients, right? Some of the stuff we’ll talk about, it’s real curious about how you guys are looking at this and moving forward here into the future. But let’s start with your personal journey. Let’s start with how did you wind up here? I know it’s a long one, but maybe we can make it a shorter answer. But just to help the audience understand where you’re coming from and a little more about the brand.

Brad Schneider: Yeah. So for me, started probably is about a 10 or 11 year old catcher playing Little League baseball. When I realized that one of my friends when he was pitching, if I had to kick him in the rear to get moving, I needed to do that. And the other one, I needed to pat him on the back. And it started a bit of a lifelong obsession for trying to figure out why do people do what they do. And how does that help fit for them? And so I can’t tell you, I was on the mound as an 11 year old playing for the Yankees, going, you know what I’m going to be when I grow up as a business coach. But that interest in curiosity has certainly served itself well. And so I’ve had a long career in strategic change, communication, human resources. About ten years ago, I bought a growth coach franchise and started doing business and sales coaching with the growth coach, and then last year had the opportunity to take over as the president of the brand. And so I run our international coaching operations with our team in Cincinnati. And then I also own our location in central Ohio.

Rob Gandley: Wow. It’s beautiful. So we’ll dig into that. It’s an interesting perspective to come from that that angle. So but tell us a little more about the growth coach. Just so we’re clear on the model. I know it’s unique coaching. Obviously you came from a background in it. So there was something about it that attracted you. And you’ve been now very committed to it for a long time. So tell us more about what makes you guys unique and how it works.

Brad Schneider: Yeah. So what’s really unique about us is that our model and approach is designed to change behaviors for owners or executives, managers, frontline leaders, and even salespeople. And so we teach process that is undefeated in 20 plus years and helping drive that behavior change just for a growth called the strategic mindset process. And we take our coaches as they come and join us as owners, and we teach them that process and we show them how to apply it, not just in maybe the industry that they’re experienced in, but also all kinds of industries, and they can see how they have that capability. The other thing that we do is we help with the sales and business development sides of things as well. So as you pointed out, I did have a coaching background, and I did add some experience there for me, learning how to start those conversations, to be able to sell and start to drum up the business was one of my big learning opportunities, but we have a lot of folks that have maybe a little bit more business and sales focus, where for them, learning the coaching is the opportunity for them. And so it really built to serve both and have successful owners with both of those types of backgrounds.

Rob Gandley: Yeah. Well that that’s very helpful. That means pretty much anyone with the right heart and right, you know, ability. Uh, but you’re right. That’s that for me. I’m the other guy. I’m the guy that understood sales and marketing and and I do a lot of free consulting just because sometimes you just have to get through it, right? In order to implement something. It’s it’s you find yourself kind of like what you said, where you’re kind of like, what motivates this person? Like, what do I how do I what’s my approach with this personality. And it is a it is a superpower really, but also the idea of framing it. So it is a paid service because, you know, that is sort of one of the hidden things that everybody thinks, well, you know, look, it’s about getting the result right. And there’s a reason why there’s such a high failure rate in business. Right? With a lot of things, whether it’s getting it, you know, getting that first million dollars or getting beyond it, right, or whatever, you know what I mean? So anyway, so but but as a franchisee then, you know, can you tell us a little bit about that, how you approach, you know, bringing someone into the brand and getting them up to speed and getting them in a position of starting to coach and earn earn from that?

Brad Schneider: Yeah, it’s a real combination of information and hands on practice and then a ton of support. So as we bring somebody in to the growth coach family, we spend a couple week intensive process with them just remotely virtually introducing them to our model, introducing them to our products and services, and then we can even handhold and help them with the basics of just even starting the business. Right. So whether it’s and what should I be, an LLC or an S Corp or things of that nature, walking them through the steps to point them in the right direction to figure out all that structure for them. So we’re really helping them from the foundational steps of starting the business itself as an entity, all the way up to starting to learn the the coaching model, as well as our sales and marketing process, all kinds of information, all kinds of support to start with. We do it virtually. Um, we have video, we’ve got, um, kind of zoom based sessions and things of that nature. And then that all kind of culminates with bringing them to Cincinnati for our hands on practice week. And and when we’re there, we really want to be out of the let’s show you mode and put you into the let’s go practice mode. Right. So whether it’s coaching some of our products and, you know, one of the things that I should have mentioned earlier, we pioneered group coaching as as an industry. So we certainly coach one on one, but we’re also training our coaches. How do you create and facilitate coaching in a group and leverage not just your time and the profitability of having groups, but also leveraging impact, because as coaches, we’re we’re facilitating that coaching process.

Brad Schneider: But when you get a group of people in the room, a couple things magical happen. Sometimes other people’s experiences become the answers for others because they’re like, oh, you’ve lived through that. But probably one of the biggest things I’ve experienced in group coaching is, like you said, it’s it’s tough being a business owner, and we’re trying to figure things out, and we always feel like we’re the only ones that are messed up, but everybody else has it figured out. So when you can put a group of business owners or managers or salespeople in the room and create that space where one of them goes, hey, I’m really struggling with being interrupted by my staff all the time, and I can never get done what I need to get done. There’s somebody else in the room going, oh my gosh, I thought it was just me. And I thought I was an idiot because I couldn’t figure it out. So that catharsis that comes from realizing you’re not alone, you’re not the only person. Um, super powerful and super impactful, you know, within our coaching processes. So we teach in those training processes how to facilitate both group and individually, but also how do you start and generate those sales discussions to get people excited to join a group or maybe do some one on one coaching with us?

Rob Gandley: Well, let me just let me ask you that last bit. And I love what you just said. And and just real quick, just that’s what makes franchising so unique. I like to talk about that and that you have a whole network of people doing exactly what you’re doing. So just in that, but then you take that through your business model and deliver something very similar as like a mastermind or group coaching kind of idea. And you’re right. I mean, there’s no better way to learn, uh, then hearing others interact and just sitting back and letting them help each other because they are, you know, many of your clients are very successful people. They might not feel that way all the time. I know I don’t, but I mean, it’s a it’s a pretty powerful thing. What are we going to say?

Brad Schneider: Oh, no, I was just going to say. And then the group accountability are coming back because you’re right. Like we attract really successful, talented people into our programs. And so part of that shared accountability is us driving that behavior change. But it’s also, hey, I’m showing up next week. And like I can’t let Rob see that I didn’t make any progress. And so it’s always funny for me as the coach when coach when clients will say things like, well, yeah, I did what we talked about doing, but I didn’t do it until last week. And it’s like, well, that’s good because that’s what we’re supposed to do as coaches is to make sure you take these all these things that are ideas and actually put them in action. And I don’t care whether you did it two weeks ago, two hours ago, if you’re doing it and you’re having success with it, that’s what we need to do. And that’s what really differentiates us as coaches and coaching programs versus a training program where it’s like, hey, let’s give you a bunch of good information and help you go figure it out. Or as a consultancy like you were talking about, which is I gave you a bunch of information. Then I did a bunch of stuff for you, and I hope you learned by watching me do, and hopefully you carry it on. But hey, I’m out of here and hopefully you can kind of take it from there.

Rob Gandley: Yeah. And I’ll just say, I don’t think that works. Well, I think coaching works better. I mean, assuming you know what you’re doing ahead of time, there’s certain things consulting is great for. But what you just described is certainly very common. And I think it’s quite hard. Um, unless someone learns the, the, the habits and, and listens and implements on their own, they won’t feel it. They won’t be doing it for them is a harder thing. You almost have to keep doing it for them and just leave it at that. Um, which is good. A lot of people are there for us to do that. Uh, but anyway, I think that the coaching part is, is a challenge, right? I mean, so and you guys have that framework build and that and that methodology in place where you can help people get results. And that is not as simple as it might seem when you’re just observing a coach, right, doing what he does. Um, but but tell me a little bit more about what you discovered about starting conversations, that that’s a very interesting thing, because I bet in your world it’s not as complex. Your sales and marketing is a lot to it, a lot of things to think about. And I’m sure you share more later. But what is sort of the simple way that that a coach can start to drum up more conversation around him?

Brad Schneider: Yeah. You know, what we’ve found is that the thing that worked like in 2002 still works really well today, which is. Become an effective referral source or have referral sources pointing you to those conversations. And when folks realize that you’re like minded, you’re coming from a position to serve. And that I think the big thing is helping them understand that coaching for growth is key to what we do. Um, that’s how we start those conversations. And so as we’ve evolved in the world of the digital age, certainly we’re using digital marketing strategies and things of that nature. And I know we’ll talk AI a little bit more here in a little bit. But what we’ve really found is that coaching is such a personal, um, type of opportunity. And it’s such a personal experience that, you know, rarely is somebody just answering an ad and clicking yes and saying, I want to, I want to pay for high value, high impact coaching. There’s conversations that come along with that. And so referral sources are huge. Being active in our business community is huge. And then that digital space too, that just drives some of that brand awareness and understanding of who we are. And I think also importantly, what coaching really is and what it isn’t. Um, because I think it’s one of those things that, um, you know, based on what your experience is, um, you may think coaching could be one thing, but actually the impactful coaching that we do could be something completely different.

Rob Gandley: Exactly. Understood? Understood. Well, thank you for that. And. Yeah, I like it. That’s what I was kind of getting to. Is is his fancy as everything has gotten. You know, it comes down to relationships and just, you know, being aware. But, uh, anyways. Okay, so let’s go ahead and dive in a little bit on the AI side. Uh, so tell me a little bit how the brand and you being at the helm, uh, is exploring AI. What tools? You know, what automation are you considering or looking at, uh, and helping your coaches, uh, deliver and I guess scale, right? I mean, if you can do it well and keep the keep everything intact the way your brand should be, then you would want to do more in a perfect world. So, um, tell me a little bit about what you guys are thinking about or experiencing with AI.

Brad Schneider: Yeah, definitely. So what’s really been interesting about us and kind of observations and experiences, as well as what we know about our business, is that at the end of the day, coaching is a behavior change exercise, and what I has done is it’s just created a lot more information in terms of ready access. I mean, the information was all there already too. Right. It’s just a little bit easier ways to dig it up. If you’re thinking about, you know, ChatGPT or whatever the the AI engine is that you prefer to use. But what we really understood is that it’s not the information in our space, it’s the practical application of the information to make you better, to make your organization better, to make your team better. And so we’ve been on the lookout for a while for some different resources to do that. One partnership that we have was with a group called cloverleaf, which is also based out of Cincinnati, where our headquarters are. And one of the interesting takes that they have using AI is around behavior assessments. And so, you know, we have worked with them exclusively on taking their system. And it’s not so much the assessment data or excuse me, the assessments themselves that are powerful.

Brad Schneider: It’s the analysis of the data and the application. And so what we’ve weaved into our coaching, using them as a partner is their AI generated models and machine learning tools on the back end which do which prevent the somewhat obstacle sometimes of clients having to really understand how to read an assessment versus just using the data. And so where this has been super powerful for us is helping our clients one understand the impact of behavior data, because all of us have versions, they all of us, but most of us have taken a disc or a Myers-Briggs or something along the way. But the value is is helping you understand your own self-awareness or how to activate your teams a little bit more effectively. So the tool itself does some of the lifting of analyzing the data. So now the behavior change I have to make is really clear in front of me. And then that’s where we come in as coaches, as the ability to say, okay, hey, we know based on your behavior data, this is going to be easy or hard for you or whatever. Let’s go figure out some strategies how to put that into play. And then also let’s give you some view of your teams and things of that nature at a hyper analyze level that was almost next to impossible when we were doing this on paper and binders, and now we can do some things really quick to even just go down and almost search on an individual person to say, hey, I need to help Brad overcome a fear.

Brad Schneider: What are some tips that you should give me? And we get those tips. And now I know as Brad’s leader, this is what I want to do or this is the strategy I might want to start with to help unlock some of his opportunities to grow. So that’s a little bit of a long winded answer. But what we’re really trying to do is embrace the technology to make the self-awareness more efficient and more quick, so that we can then really focus on the behavior change. And it’s been really exciting. And we’re seeing a lot of positive outcomes, not just with individuals, but also with groups and teams where they can sit down and see each other and do some analysis of one another, using the AI tools to really create a lot more clear path for them of what they need to do next to help them reach their maximum efficiency.

Rob Gandley: Wow. Actually very powerful when you think about it. Like, I think there’s connections to behavior or like for me, I look at data a lot. Um, there’s different reasons to look at data, but I’ve found since using AI in my life and being focused on it as a service provider and consultant is it just gets you to the what? What’s in it for me? What matters the most for my specific situation or this report or this analysis? How can it help me? What are practical steps I can take or ways I can, uh, little exercises I could do each day. Like, it’s so good at doing that. If you give it, if you can feed it something as powerful as the platform you’re talking about, the way it can then give you something back for your client, I it must be amazing to just be on point and really be, you know, you know, helping that person with meeting them where they are, really giving them things that work for Rob. Like what would Rob really resonate with but but then be able to practice. And I think that is knowing that takes a lot of thought. And I know your coaches probably still spend a ton of time, but at the end of the day, this helps them do more with less time, right? So they can help and be more creative with more clients, right?

Brad Schneider: Yeah, it lets us zero in quickly. It lets us add more touches to. So like that. I engine is feeding our clients tips on a regular basis, so they don’t even necessarily have to have me get in touch with them, but I’m still going to engage with them to help them apply those things. And then Rob one of the most interesting places where this has really been beneficial is a lot of the behavioral things that we were talking about were always classified as soft skills, right? And so that crowd that thinks of soft skills as not tangible, not really impactful, etc., when I can go to them and say, the data tells me your best chance to achieve this with these people is to take this strategy, that whole data analytical crowd that would typically bristle and brush away from that behavior change. All of a sudden now it’s like you really want to practice what you preach. If everything’s data for you, this is what the data is telling us. Are we going to ignore this? Like I’ve said a few times, like if this were a spreadsheet, you’d be telling me right now, this is yellow, this is red. We got to go do this, right? Well, what I’m telling you right now is this part of what you’re trying to do. It’s yellow or red. Are you going to ignore this because you wouldn’t ignore it coming out of a BI system, for instance. And, um, you know, it’s a really bit of an eye opener for those kinds of folks that don’t always typically think of the quote unquote, soft skills or the relationship side of things that can be data driven, but it absolutely can. The application, I think, has to be personal, but the data driven aspect of it really points us in the best, most efficient place to start to try to figure out how to crack that nut.

Rob Gandley: Exactly, exactly. It helps you do your job better, and that means you could do more of it. Or the scope can be beyond maybe what you did in the past, or just simply because you wouldn’t have had the knowledge, or you wouldn’t have had the time to come up with it or the validation of it. Right? You have as a coach like, yeah, this this thing’s cracked, you know, crunching through numbers. It’s reliable, it’s accurate. I’ve seen it over and over again. It makes sense to me most of the time. Maybe it’s not always that way. Sometimes it may not be as obvious, but that’s what tells us this is helpful. And we can move faster, right? We can trust it and spend more time. I was I was going to ask you and I think you kind of answered it, but but so the one on one idea. Right. The one on one coaching relationship. Is there something about AI that might concern you? Because what I heard is right, what you just said that improves the one on one, in my opinion, because you have more to talk about, more angles to improve. Um, but but is there anything that concerns you or anything that you’ve had to kind of say, wait a minute, wait a minute. We’re not we don’t need to do that yet. Or that that might not be a fit just yet or we gotta or anything you see coming down the pike, that might be a problem.

Brad Schneider: I think the general concerns about proprietary information and everything like that, and I know we talk a lot with our clients about, you know, make sure that, you know, if you’re if you’re in a space where you’re using some of those open platforms, right? You know, you know what that means. I think the bigger thing when I think about behavior change in application, though, is the misunderstanding or malpractice of the thought that, well, I could go into ChatGPT right now and say, hey, what are the three best strategies for helping me to convince my team to buy in to such and such. Idea. And it’s going to spit three things out for me, and I’m going to think, wow. I’m a coach, right? Or I know some coach out there today is not really asking good questions, understanding. They just spit that question to the chat beat and showed up in a coaching session and said, hey, check out these three questions or these three strategies, right? Yeah. And they’re all valuable and they’re all there’s all some merit to them. But just like everything else, just like today, when you Google something, you want to check your resources, right? You want to check the sources on what’s coming through there. And I think that’s I think that’s one of those things that will continue to have to battle just like every other industry of, yeah, you’ve got information, but information isn’t behavior change. Um, if information were behavior change, there’d be one book on sales. We all would have read it and we’d all be using it to sell stuff.

Rob Gandley: Keep saying in a different way.

Brad Schneider: Right? Exactly.

Rob Gandley: Because you can’t change. Because you’re not doing the behavior change part, which is that. Yeah. It’s a it’s something else. You don’t need another book. Right. Anyway.

Brad Schneider: 100% right. The theories are all there, right? They’re all they’re all they’ve all been built on somebody’s success in a particular market or a particular industry, or with a personality, style or culture. I mean, there’s so many variables that go into that. You know, that’s why those books are great. And I read them. Yeah. It comes down to, can I change my behavior and can I do what I need to do in the right situation, at the right time to get my results? And I don’t see a world where some intervention from a coach isn’t going to be required to do that anytime soon.

Rob Gandley: Absolutely. Absolutely. Yeah. I mean, the I don’t know what it is, the the inertia of doing what you ought to do. Right. We we even know sometimes what we ought to do. Sometimes the coach just helps take away that little alibi in your brain that says, I can blow it off, you know?

Brad Schneider: Yeah. We, um, you know, that’s one of the things we talk about with our new coaches is that 90, 95% of our time, our clients know what they need to do. There’s something in the way, whether it’s personally, maybe it’s somebody in the organization, maybe it’s a lack of priority commitment on something. You know what I mean? Like they typically know the answers and then, you know, like we show our coaches. That’s why it’s important to build strong referral partnerships, like in the banking industry or in the legal space and things like that, because when they really don’t know, then we can tap them into the right resources to get the right information. But yeah, most of the time, just like you said, we know what we need to do. We know what’s in our way. We need somebody to help us through that. And that’s the value that we provide.

Rob Gandley: Exactly. Exactly. So let’s get back to marketing a little bit. Um, and I wanted to kind of, you know, so for me and I, we’re doing a lot of work with automation. We do a lot of work with the formation of an agent. I’ll use the word agent for anyone who doesn’t understand. It’s AI with action and skill and tools, and almost like what an employee might do in a very narrow way. Um, and that’s expanding every day. So what we have found in the last couple of years is obviously, the top of the funnel has always been a hard thing. And when I say top of the funnel, I mean, you know, that introduction, like, how do you introduce your brand to somebody that might be interested, might be a good, uh, target for you, right. A good, good, um, prospect. Right. And, and so we have found that certainly AI can be used in those environments where a human just never in the past could really do it well. Like, even, like just following up with inbound leads in a timely way. We always hear you’re supposed to follow up quickly if someone inquires online. And of course, that has never been a consistent thing with any type of marketing campaign that we’ve ever, like, I’ve ever been a part of. Um, but now with AI, it can be more of a, hey, we’re going to we’re going to go ahead and respond this way. This is exactly what we need to do in this time frame. And it can be more. This is what we need and it’s executed more flawlessly, let’s say not perfectly. And there’s work that has to go into building AI and agents. But what has been your thought on using AI in your tech stack? And maybe just tell me more about your your sort of, um, like you said, there was other things you like other boxes to check other than the sort of the networking and all that, but what what other technologies are you relying on in marketing and. Yeah, where do you see I may be playing in that space at some point.

Brad Schneider: Yeah. It’s interesting. We’ve had this conversation a lot in our franchise group just about, uh, potential new franchisees and, you know, a lot of conversation about when are those folks reaching out? Um, you know, I know every brand is a little different. We we kind of joke sometimes that in the coaching space, when that person’s been burnt out and they’re in that second glass of wine of the night where they’ve decided, I’m done with corporate and they’re googling, you know, we’ll get leads at 10:00 at night or, you know, 11:00 at night. We’re obviously our sales team isn’t hanging out ready to to call them right back. Right. And so we’ve been, uh, doing some things technology wise to try to capture that opportunity when they’re at Momentum’s there and they’re thinking about like, I mean, I’ve, I’ve really had enough and that and that desire to want to do something different right now. Well, how do we get them deeper into the top of the funnel, as you were saying, to ultimately get them to a conversation with folks. And so those are some of the things that that we’re working on right now.

Brad Schneider: A couple things in play in terms of, um, you know, bot response and things like that, and a couple other things to try to build into the funnel where I’m kind of looking for that from the growth coach specific perspective, then, is coaching is a lot like that too, right? Like, I had a rough day with my boss. I had a rough day with my leadership team. Right? Like if I’m out there looking around, you know, how do we start using some of those response tools to just get a little bit deeper so that when we’re having those initial conversations with our owners, um, and leads are coming through our website, um, we’re a lot closer to knowing where the target is to start that conversation, because one of the challenges in coaching is, is it’s such a broad field in terms of ways we could help. And so the more that we kind of kind of hone that in a little bit in our conversations and kicking those off the better, and technology certainly has a place for that.

Rob Gandley: Absolutely. Yeah. I think I think the idea of intention. Right. So we knew we learned that from Google, like when they launched their their ad program, uh, against these ideas of, well, the Yellow Pages was probably the first like the intention of I need a plumber. Uh, whatever. But but then keywords with, with Google. And so we do know that intention is probably if you can know it, if you can marry intention with timing. It is a very powerful thing with sales and marketing. And what I would say is a guy that’s in this is that the ability to build a B2B audience with that sort of intention part, which you don’t always get, you get that would be to say it’s easier with the, you know, the old the other pages and, and Google. But with B2B it’s always been, wait a minute, how do we do B2B? Because we’ve got to target certain types of people first sometimes, right. Like it’s really hard. And so but then how do you how could we know their intention. Are they looking for anything specific to what we do and more of that’s available out there? I’m not saying it’s perfectly accessible and for everybody, but it’s a big thing that we have focused on is to provide audiences that have intention, along with the B2B targeting.

Rob Gandley: Right. Because you’re right. If you can marry the two, then you can be a little bit more personal and relevant. You know the what’s in it for them. And that’s when it starts to be like, okay, yeah, I’ll pay you. Yeah, here’s the money. Because now it’s attached to the result and and they get it. That’s what they’re trying to get to. And I can get. Why, as a coach you would want to be closer to that. Not that your methodology couldn’t show somebody very clearly how they can help help them. But if you could talk more in the middle of I’m on this mountain right now, I’m trying to get to the top, I’m on this rock. Can you help me get to the next ledge? I mean, that’s kind of where some of these people are when you’re reaching out to them. And anyway. But yeah, that that’s kind of how I saw that. And I think there’s more, more ability to do that now. So it’s good that you’re thinking that way.

Brad Schneider: Yeah. It really resonates because I know when we teach our coaches to have those in-person interactions, right, most of the time the first thing a prospect tells you is not the real issue. You know, they’ll say things like, well, hey, we’ve got time management problems. And it’s like, well, okay, yeah, you might have the hard time of trying to figure out how to prioritize tasks or things like that. But is that priority issue in the fact that nobody knows what the expectations are for your business? So it may not be a matter of do I know how to prioritize? It might be we got to have a big global conversation about what’s most important to us as a business and where do we focus. Right. And so, yeah, it’s it’s a delicate blend. And then trying to turn that into some sort of logic that can respond, um, it’s a tough ask, but I know enough about our world. Somebody’s going to figure it out, and they’re working on it right now, and they’re going to continue to refine it. It’ll get better and better.

Rob Gandley: Yeah. Absolutely.

Brad Schneider: Absolutely.

Rob Gandley: Well, so so with your business, I know that you have a lot of stories, right? I know that you’re between you and your franchisees. Um, you want to share one that just kind of comes to the top of mind. Just something transformational, something whether whether it’s just a fun story to share or just something you’re proud of or, you know, like you said, you’re here to help people. You’re here to serve. So maybe, yeah.

Brad Schneider: I’ll give you a a personal one from my own practice where I got this feedback a couple of months ago from From an owner I’ve worked with. She. We’ve known each other for a few years and, like, off and on, like. Yeah, I want to, you know, I’m not sure. And you know about. It’d be about a year and a half ago now we really got into it and um, and started to engage heavily kind of in our program and, um, you know, for her, she’s inheriting the business from her dad. Um, he’d grown it and developed it for close to 40 years. He’s he’s one of those guys that I think is probably like you and I like we’re never going to officially retire. Right. But, like, he’d like to travel a little bit more and do some things. And so, you know, she’s been taking it on and it wasn’t really necessarily having the success that she wanted. Um, you know, I think for her it was probably some frustration too, of me and my dad did so much. And now, you know, like the, the thoughts of am I letting him down and things like that. And, um, you know, we did a lot of really hard, visionary work around not just what it’s not what your dad wanted to build, it’s what do you want to build now? And we used our coaching process to work through that, figure out where to prioritize some of our relationships.

Brad Schneider: Who’s who is she hired? Does she have the right people on board? And, you know, fast forward, you know, about 13 months later, financial positions completely different than what it was a year ago, um, about just, uh, just under doubled revenue for a year in terms of working with us, just making some serious changes that, again, like we talked about before, I was just pointing her and getting her thinking in the right way. She did the work, her team did the work. And, um, you know, we just had one of those kind of one on one wrap ups, and then she just stopped. She’s like, I just wanted to thank you so much because you’ve changed me and you’ve changed my family’s life. And like, I mean, as much as much as, like, this is a business, right? And you’re trying, you know, like when somebody just out and out tells you, like, I’ve got chills right now in my spine just retelling this from months ago, where she’s just like you changed her family’s life. You you you. You changed the course. You. You know, when you get stuff like that, Rob. Like. And that’s what the coaching business can do. Yeah. I mean, it’s it’s priceless to get that kind of feedback and know you’re having an impact.

Rob Gandley: Yeah. We’re you know, we’re not here to build a big pile. Right. And say, I got my hands around it and I’m going to die with the biggest pile. It really is about being together. It’s about helping others. It’s about making others be their best self. Right. And I feel like coaching it unlocks something in people. And I like the word alignment. I like that because it just it makes sense to me. I’ve had so many struggles in my life with just not thinking about things the right way. It could be almost fixed with one sentence, but it’s like you can’t get to it. It’s like a little magic key. And coaches are masters at that, right? Really understanding what is the problem behind the problem? Behind the problem. Maybe ask why five times before you get to write. You go deep into that, into that, and but once you unlock it, my God, it’s like a weight got lifted off and now you can execute, you can be your best self. And then the results come and you say, you’ve changed my life. You know what I mean.

Brad Schneider: So 100%. And then when they get that sense of clarity and then a little bit of confidence of a couple wins, you know, it’s like look out. You know, they’re just they’re just after it. And now it’s funny. You know we do quarterly planning sessions on where they’re at. We just did the half year session. And you know now the numbers that they’re talking about I just paused for a second. When we were talking I was like, did any of you think like 15 months ago we’d be talking about these kinds of opportunities? I mean, national accounts, things like that, that like 15 months ago, if I said, like, you could do this, they’d have been like, yeah, we can’t do that. Right? And now it’s like, it’s not big enough, you know what I mean? Like, wow, well, like, we could be doing this. It’s like. Yeah, yeah, you really could write. And so.

Rob Gandley: Yeah.

Brad Schneider: It’s just awesome to see that confidence, that focus, that excitement and everything. And um, yeah, it’s it’s it’s a it’s priceless when you get that kind of feedback and know you’re having that impact.

Rob Gandley: Yeah, yeah, yeah. That’s, uh. Well, I don’t have to ask you. One of the things you’re looking for in a candidate would be someone who wants to do that. Wants to feel that, of course, wants to make a great living so they can do more of that, right?

Brad Schneider: Yeah. I mean, it’s really it’s really a business of the heart, you know what I mean? Like, not to say that you can’t make money, not to say that it’s not lucrative, but like people, people smell that lack of authenticity or they feel that authenticity when you go to engage with them. And if you’re not authentic and you’re not really true to wanting to be that servant, people will feel it. Right? And, um, it becomes a really hard business if you don’t have that. So that’s the number one thing we’re digging for and trying to find out what that looks out, not just for their clients, but, you know, one of the things that I think is unique about us is, especially as I’ve coached in some other franchise groups, is we’re very collaborative. And so, you know, because we’re helpers, we’re helping each other out too. And so, you know, even more importantly than, you know, having that mindset to go be successful, we want to bring people in that our coaches want to work with as well, that they want to hang out with at a conference, that they want to jump off line with them and talk about some things in between our monthly coaching sessions and things like that. And yeah, that’s that’s definitely a huge, huge requirement for what we’re looking for. We bring in people that work hard, but they’re servants.

Rob Gandley: Yeah, I love it. I love it so. But but if someone all right. Because one of the as you mentioned earlier, you were mentioning that, you know, sometimes people are going through that cycle of one minute they’re all right, I’m okay with my job, my career, next minute I’m about done right. And is there something where I can use myself better? Right. Get more. Just feel like you’re achieving something that you’re called to do, right? Um, what would be the advice you might give these guys? Because I know I’ve been in that spot. You might have been in that spot at some point in your career. I know it’s hard sometimes when you’ve been in, in a corporation or sort of a career job sort of thing, but you’re at that stage where you’ve just been thinking about a business now for a little bit. And yeah. What would your advice be to try to say, hey, make a decision like, you know, um, how do you help people like that that are kind of on that fence?

Brad Schneider: You know, I think the number one thing is helping them understand that they truly have the power to create the life for themselves that they want. And so whether that’s coaching or any other business like franchise, not franchise, right. Like, you know, if you are, if you feel like you’re stuck and you’re surviving your corporate job, then you’re stuck and you’re surviving. But that’s a choice. And that, yes, it’s sometimes nice to have that guaranteed income or all the other stuff that comes with it. But if you’re not happy, I just want you to know, and this is what I talk with my clients about all the time. Like, if you’re not happy about something, you have to understand you’re choosing it right. And so you can also choose the ability to create something that you love, the something that gets you excited about doing something that if you do it on a Saturday morning, it’s not working right. Like those sorts of things, like you can create and choose that. And, you know, I think, I think our world would be a heck of a lot better place in general if folks really understood that that’s something that they can change, and that’s something that they have the power to do.

Brad Schneider: Franchising is an amazing way to help people do that in an accelerated fashion to have that success. Um, it’s why I became a franchisee. It’s why I now work as a franchisor as well. Um, but I never want people to feel like they’re stuck or trapped, and I want them to understand they don’t have to stay that way. And for me, that’s that’s the biggest one, because I don’t think a lot of people tell them that, you know, owning a business is not the most natural thing to put, you know, put your finances and your life on the line and everything like that, that you’re you’re kind of doing, you know, it’s it’s scary. It’s a little bit like skydiving, right? But, um, you know, the freedom that comes with it. Oh, man. It’s just you can you can make it what you want to be. I know I’m rambling a little bit, but it’s because I get so excited about the topic.

Rob Gandley: Yeah, yeah.

Brad Schneider: No.

Rob Gandley: Me too. But but it’s it. It really is a decision. I love that because a lot of times, our default situation, a lot of times we tell ourselves, I think one of the tricks we play is convince ourselves, well, we don’t have a choice. It’s easier to not make that decision because you tell yourself you don’t have the choice, but you do. And sometimes it does take some steps, of course, but, uh, it is about making a decision though, internally. Like that little key I talked about it earlier is you just know I’m doing it now. I’m, I’m moving forward. So. But I would say certainly don’t stop not entertaining it. And yeah, if you’re, if you’re stuck on a Saturday morning or late at night looking for different opportunities, you’re probably time to make a decision, right. It’s probably time. But anyway, before before I let you go, can you share with the audience like a good way to get Ahold of you guys? Because not only from a coaching, but also from an opportunity standpoint, uh, just will be the best way to do that.

Brad Schneider: Yeah, the easiest way is growth coach.com. When you when you go there, you have a couple different choices. You can kind of look at what it might look like to to own a franchise. Um, and if you’re listening to this and you’re working either in a franchise space right now or, um, you could use some business coaching, some leadership development, some sales coaching, you know, we have the opportunity on there for you to get connected up with somebody local to your community as well, to be able to come out and help. So either way, whether you’re looking for a coach or you’re looking to become one growth coach is a great place to go.

Rob Gandley: Uh, you know what, Brad? Thank you. Thank you for being here, for your insight on, uh, on on AI and on just coaching, like, just as you said. Um, like I said, I, when I get takeaways, I always feel like, oh, cool. But I appreciate you appreciate your insight, appreciate your leadership and your brand. It’s a great brand and I highly recommend that you do reach out if you have questions. Uh, because you will learn regardless. It’ll help you on that journey once you make that decision. You’re on a path. But but this is one of the steps. So I would take it. And, uh, again, thank you for being on the show today and for our audience. Just thank you for tuning in. And please share this with anyone you know. If you found value and we appreciate you. And bye for now.

 

BRX Pro Tip: Why are B2B Podcasters Quitting?

June 23, 2025 by angishields

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BRX Pro Tip: Why are B2B Podcasters Quitting?

Stone Payton : And we’re back with Business RadioX Pro Tips, Lee Kantor and Stone Payton here with you. So many B2B podcasters, I don’t know what the latest stat is at the time of this recording, but I do know the vast majority of these folks do just a handful of episodes and they quit. And I know more and more of our work is fixing broken B2B podcasts. Why are they quitting?

Lee Kantor: I think the number one reason that they quit is kind of a misaligned expectations. They believe that this is something that is going to be a quick fix, that if I do this thing, I’m going to get a lot of leads, I’m going to get a lot of sales, I’m going to build a big audience. Then I’m going to get sponsors, and then my life’s going to be easy because I’m going to just do this show that I love doing, and then I’m going to get all these people that are going to care about me, and they’re going to kind of dump money on me. And it just doesn’t work that way. The results are never going to come fast enough for those kinds of people, and in a short period of time, their motivation just drops like a rock, and they just don’t have the systems in place in order to execute anything with a motivation that’s kind of plummeting like that.

Lee Kantor: So, podcasting is a longer-term play. It’s not some shortcut to viral content that’s never going to happen. That’s a lottery ticket if that happens.

Lee Kantor: The number two reason I think that B2B podcasters quit, there’s no strategic purpose. Too many of these shows start as content experiments with no real business goal or growth plan. They don’t have a plan. They think that everybody’s doing it, so I’m going to do it too. How hard can it be? It’s not super expensive to buy the equipment to start. But if you don’t have a strategy that connects the podcast to your pipeline, the podcast to your partners, the podcast to revenue, then this effort is going to quickly feel pointless, and you’re going to not prioritize it anymore. So if there’s no real strategic reason for doing it, then you’re going to quit. You have to have a long-term kind of perspective when it comes to this thing.

Lee Kantor: The third thing, third reason they quit, is because they don’t have systems and support in place. It’s just the operational lift of doing a podcast is underestimated by most people. They don’t understand what it takes to book guests, to find guests, to book guests, edit the show to sweeten the audio, to promote the show, to distribute the show.

Lee Kantor: If you don’t have repeatable systems and processes in place, this is going to become overwhelming, and it’s unsustainable pretty quick. I think that really contributes to why they quit after four episodes, because once you’ve done four episodes, you realize what you’ve got in store. And if you’re not getting a result in four episodes, you’re like, why am I doing this? This is a lot of work.

Lee Kantor: And the final thing that I think the reason is that most B2B podcasters quit is a lack of accountability. If there’s no external accountability or a team to share the load, one missed episode becomes two, and soon you’ve stopped altogether. I think that people don’t realize, oh, I’m going to do a show once a month, and then they miss one episode. Well, guess what? Now you’re doing a show once every two months, and two months is a long time between shows. That’s just not going to make sense to continue for any length of time.

Lee Kantor: But if you want to beat the odds, I would recommend getting help. And if you want to really beat the odds, I would recommend partnering with us at Business RadioX because we spend our time fixing a lot of broken B2B podcasts.

BRX Pro Tip: 3 Career Tips

June 20, 2025 by angishields

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BRX Pro Tip: 3 Career Tips

Stone Payton: And we are back with Business RadioX Pro Tips, Stone Payton and Lee Kantor here with you. Lee, you have built a successful career by any measure. You’re doing the work that you love. You make a comfortable living. Let’s leave our listeners with a few career tips.

Lee Kantor: These three career tips are not from me, but they’re from my new favorite thought leader, his name is Scott Galloway. He’s a professor of marketing at NYU Business School, and he wrote a book recently called The Algebra of Wealth. And it’s a great book about a lot of things, but one of them he talks about is about how a young person, especially, can achieve a career that they’re going to be happy with.

Lee Kantor: And one of the first things he says is to follow your talent, not your passion. He is not a big believer in chasing your passion. He thinks that only successful, wealthy people give that kind of advice, to follow your passion. He says that passion often follows competence, and building expertise in your natural strength leads to greater rewards, recognition, and eventually genuine passion for your work. So, follow your superpowers, not exactly kind of the things that you’re super passionate about. Your passion will come from kind of exploiting your talents.

Lee Kantor: Number two is always develop a bias for action. Success comes to those who take action and iterate quickly. The sooner you start, the faster you learn. The faster you learn, the faster you improve. So, don’t get stuck in endless planning. Move forward. Gather feedback. Refine as you go. Take action.

Lee Kantor: Number three, and the last tip, live below your means and invest early. No matter your income, consistently spend less than you earn and invest the difference. Time is your most important and powerful ally. You have to start early. You have to diversify. And you have to let compounding work for you. When you’re young and you’re making money, you have to invest the money. You have to enjoy the fruits of compounding. This financial discipline is the key to long term security and freedom.

Lee Kantor: It’s a great book. He’s a great podcaster. I highly recommend that you check it out. The book is called The Algebra of Wealth. And I highly recommend you check him out as a podcaster, he does a bunch of podcasts, Scott Galloway.

Lee Kantor: And remember, in your career, focus on your strengths, act decisively, and build habits that compound.

BRX Pro Tip: Completing a Project? What’s Next?

June 19, 2025 by angishields

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BRX Pro Tip: Completing a Project? What’s Next?

Stone Payton: Welcome back to Business RadioX Pro Tips, Stone Payton and Lee Kantor here with you. Lee, when it comes to completing a project, in your experience, what is or what should be next?

Lee Kantor: Yeah, there’s something that I heard a phrase somebody used that really resonated with me, Done but not over. We’re so used to just crossing off things on to-do lists. We think we’re done. But even though you finished a project or done a task doesn’t really mean that your work is done.

Lee Kantor: Done but not over to me means that the real value often comes well past the finish line. That’s when you follow up. That’s when you gather feedback. That’s where you look for ways to improve. So, definitely celebrate finishing and completion, but always ask yourself, what can we learn? Who needs to hear about this? How can we even make it better next time?

Lee Kantor: Remember, the best businesses don’t just finish, they follow through.

Alicia Todisco with Ace Handyman Services and Jim Hilber with Merchant Gladiator

June 18, 2025 by angishields

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Alicia-TodiscoAlicia Todisco is a Georgia Native. She opened ACE Handyman Services serving Acworth, Kennesaw and Powder Springs area. Has recently expanded to include Hiram, Dallas and west cobb to the Marietta Square.

Before ACE Handyman Services Alicia was involved in the technology world for 12 years. As a sales leader in the working with other sales professionals to teach them to sell with the need of the client as the priority.

She spent the last 3 of 12 years working as the Director of Learning and Development creating programs to teach and train on those processes companywide to create a productive sales professional selling the most ethical way to sell any product.

Her transition was not an easy decision, however, made with three very important factors. Grayson and William, her 8 and 6 year old sons being the most important aspect of her transition. She has gone from 50% travel to coaching soccer, at Legacy Park and running club, at Swift Cantrell and is seeing a major change in the way her boys are developing and responding to her work life balance.

The third reason is to be more engrained in a local community. Ace Hardware and Ace Handyman Services are both companies that encourage and support their owners to make an impact in the community and that is exactly what Alicia is here to do.

Connect with Alicia on LinkedIn and Facebook.

Jim-HilberJim Hilber is the President of Merchant Gladiator and a Champion in his industry.

He is armed with viable payment solutions for every industry type. He is sworn to serve and protect local businesses.

He is fighting for good and has been victorious in the merchant payments arena for over 30 years. Merchant-Gladiator-logo

Connect with Jim on LinkedIn, Facebook and Instagram.

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Woodstock, Georgia. It’s time for Cherokee Business Radio. Now, here’s your host.

Joshua Kornitsky: Welcome back to another great episode of Cherokee Business Radio. I’m Joshua Kornitsky. I am a professional EOS implementer. And your host. This morning and today in the studio, I have two fantastic guests. Let me start by introducing Alicia Todisco of Ace Handyman Services. She is the owner of Ace Handyman Services. Uh, good morning and welcome.

Alicia Todisco: Good morning. Thanks for having me.

Joshua Kornitsky: It’s a wonder to have you here. I really appreciate it. So, Alicia, I’m so happy to have you in the studio because I have so many questions. But I want to start by explaining how involved in the community you are. And the way that I met you was through the Acworth Business Association. But I also know that you now sit on the board of the Acworth Business Association. You sit on the board of the Kennesaw Business Association, where I was this morning. Uh, and that you’re now on the board of the North Cobb Rotary as well?

Alicia Todisco: Yeah. That’s right, actually, president elect for the Acworth Business Association. So I’ll take the reins next year.

Joshua Kornitsky: That is, uh, a pretty impressive accomplishment, but not as impressive as how you yourself spend your time. Because I understand you’re one of the only female franchisees of ace handyman.

Alicia Todisco: Yeah, there are me and maybe 1 or 2 others. Um, the other ladies, uh, partner with a father or brother husband. Uh, so it’s really it’s really an interesting place to be in my world.

Joshua Kornitsky: Well, and did you say you’ve started a women’s group.

Alicia Todisco: Within the Ladies of ace? Yep.

Joshua Kornitsky: That’s really great. Uh, and there was even an article about you recently.

Alicia Todisco: So it was actually a couple of years ago, but they did a, excuse me, an article that is called resiliency. It’s just a Women in Franchising Blazing the Path article so well.

Joshua Kornitsky: And in the in the field that you have established yourself in I’m sure as you just indicated. Right. There’s not an abundance of women operating in that space. So you really are trailblazer. That’s really, really great. Um, what got you here? What did you do before you decided to become, uh, the the the first female franchisee, or at least one of the only female franchisees of Ace Handyman.

Alicia Todisco: Get me in trouble by calling me the first.

Joshua Kornitsky: But sorry, one of them.

Alicia Todisco: One of the only. Yeah. So, um, my background is in sales. Um, I owned a couple of small businesses in my 20s. Um, but then I went into corporate America selling payroll and HR technology through a company called Paychex.

Joshua Kornitsky: Okay. I know that name.

Alicia Todisco: Yep. Most people would. But then I started working for a company out of Louisiana called Netflix, and I spent seven years there in sales, leadership, sales management, national or regional management. And then I took over the director of learning and development for them, and spent about three years developing their sales program.

Joshua Kornitsky: Wow. So you’re a process driven person.

Alicia Todisco: Very process driven. Mr..

Joshua Kornitsky: So, well, thank thank you, thank you. So, uh, all of that sales experience and then learning and development on top of that, how did that prepare you for where you find yourself now? Do you spend a lot of time having to educate your prospective clients?

Alicia Todisco: It’s no, you know, my prospective clients still mostly with our office team. Okay. Um, I am more community focused. So we’re brand building, brand awareness, driving sales. And so it’s 100%, 90% of what I do every day is sales.

Joshua Kornitsky: Okay. So let’s talk about what you do. What type of services do you provide.

Alicia Todisco: So my company is Ace Handyman Services. We provide services for both residential and commercial. We say we do 162 different things in the home. That’s it. Yeah. That’s all.

Joshua Kornitsky: Okay. So let’s I’d like to ask let’s put commercial to the side because I want to come back to that. Let’s talk about the residential side so people know what you can do to help them around the house.

Alicia Todisco: Yep. So it just depends on their need really. I always encourage if they’re curious what a handyman does to call us. Um, so we can do everything from installing a door, uh, you know, closing in a room, building a wall. We’ve done that for one of our fellow networkers and the associations you discussed to something as simple as hanging pictures on the wall. If you could see this beautiful wall in the studio, um, with command strips, uh, it doesn’t really matter. It’s where the need is and what provides value to our clients.

Joshua Kornitsky: So you’re really able to sort of customize the offering to fit whatever it is they’re after.

Alicia Todisco: A beautiful long honey to do list is one of the guy’s favorites. Yep.

Joshua Kornitsky: Wonderful. I think I told you this before. I just need somebody to live at my house because I don’t know how to do any of this stuff. So? So what’s a good rule of thumb? When. When should somebody call you on the on the let’s again, let’s stick to the residential side. Then we’ll get to the commercial.

Alicia Todisco: Sure, sure. Um, so I’ve had people sit on a honey to do list thinking that it was going to take forever. Um, and then we go in and knock it out in two hours because of the skill set of the guys. Right? They’re used to doing this every day. They’re in and out of the hardware stores a lot faster. Um, so when someone’s thinking about a project, just call and ask questions. My team is very, uh, well, they’re sales oriented, right? Because of of what I do. Right. So they’re happy to consult and really dig in and ask a lot of questions that will help the customer. Self-actualize maybe I can do this piece of it myself. Um, and maybe I really do need to get to this. A lot of times when people sit on a project for too long, the damage that son gets worse. Um, let’s say you have a leak in a gutter and it’s dripping on a door. Well, instead of replacing the bottom of the door, now you have to replace the entire door. So if we can help to protect and preserve the home, it’ll help to prevent issues in the future.

Joshua Kornitsky: So you’re telling me my long standing practice of turning up the radio so I don’t hear the noise in the car, is not the way to do things correct? I know I’m talking about a car versus a house, but. But I can turn the TV up real loud too, so I don’t hear the dripping.

Alicia Todisco: Both. Assets? Yes.

Joshua Kornitsky: So? So what you’re saying is that’s not a good strategy.

Alicia Todisco: Not the.

Joshua Kornitsky: Best. But but in that circumstance. So so you know, ace itself always had this helpful persona. Right. So let’s talk about the the types of people that you bring on board to, to execute on the services that you provide. Are they just, you know, any anybody knows how to swing a hammer?

Alicia Todisco: It’s funny. Um, we we say we bring helpful into the home. Right? So we’ve, we’ve taken that helpful hardware folks and we, we do bring it to the home. I mean, it starts with, uh, the ladies in the office. So that is a specific skill set that we, that we hire for. Um, they have to be patient. They have to be kind. Um, they have to also be able to remain in control because if someone’s calling the office, they don’t know what they don’t know. So for us to offer a lot of education is really important as far as the craftsmen are concerned. The number one thing I hire for is humble and kind. Within our industry, there are a lot of peacocks.

Joshua Kornitsky: Okay. That’s an excellent description of of someone who perhaps wears their perceived accomplishments out front. Yeah, right. Doesn’t mean they have those accomplishments, but they think they do.

Alicia Todisco: Yeah. So I’m not a skilled, handy professional myself. Um, I really rely on them to be good at what they do. And so they have to be humble enough to, you know, talk in layman’s terms to me and to the ladies in the office, which translates to how we’re speaking to our customers. We’re speaking to them in a language that they understand. We’re not talking over their heads. We are very cautious not to belittle them. So humble and kind is really important. What I’ll tell you is over the years, um, the craftsman quality has gone up because we’ve learned what we’ve learned. Right. Um, and that becomes really important. So it becomes kind of hard to hire.

Joshua Kornitsky: Well, it’s I gather that it becomes kind of hard to hire because you’re, you’re hiring at a higher standard based on the what you’ve come to expect from your craftspeople, your tradespeople, when they’re executing on your behalf.

Alicia Todisco: Precisely.

Joshua Kornitsky: So holding people to a higher standard so that so that the higher quality output, that’s a positive, that’s not a negative. If it makes it a little harder to hire, I understand. But I also suspect that you get a much better hire when you do find someone.

Alicia Todisco: And that leads to a higher retention in our clients. They come back.

Joshua Kornitsky: So do you. Do you have a fair repeat rate with your clients?

Alicia Todisco: Yeah, we hover around 35%. Um, we’re pushing for a goal of 50%. Um, but 35% of our customers come back on a regular basis, whether that’s monthly, whether that is quarterly, whether that’s annually.

Joshua Kornitsky: That’s great because that’s truthfully that’s the Google reviews are great, online reviews are great, but repeat business tells you how much they find value in what they’re getting and what they’re paying for. Um, do you get a lot of referrals from your customers?

Alicia Todisco: We do, we do. And one of the biggest compliments is when a parent, um, has an experience with us and they bring us into their children’s homes. Um, they know that they’re going to be able to offer an experience that’s protecting them, that they’re safe. They feel confident with the guys that we’re sending in. Um, on the other side of that, they send us into their parents homes. Sure. Um, so for the same reason.

Joshua Kornitsky: I can understand that because those are, uh, we’ve all heard horrible stories of of people, uh, let’s just say making bad decisions about who they hire. And it costing them a lot more than just a few bucks. Uh, so that’s great to know so that you’re a resource for that. Um, let me now ask, tell me about the commercial side of your business. What type of, uh, services do those skilled craftspeople bring to to the businesses you work with.

Alicia Todisco: So sitting in a meeting with Ace a couple of months ago, and I guess I hadn’t thought about it through this lens, but it is really valuable to know that if you are a business owner and you have a ladder in the back, your insurance may not cover your employees getting on that ladder. So if something happens, uh, with them doing that, it’s it’s really more of a liability to them than the cost would be to hire someone to come in and do simple things around the office. Um, so we do things like, you know, change light bulbs, um, change HVAC filters that are in high awkward spaces. Um, we just did one at Vino Market in downtown Acworth, for example. That was kind of cumbersome to get to. Um, but Toby would rather hire us to do that versus sending one of his people up into the attic space in the rafters.

Joshua Kornitsky: Right. And that makes sense. And when you engage on the commercial side, I imagine in addition to simply paid service, like I need light bulbs put in at a high ceiling. Do you also offer agreements?

Alicia Todisco: We do, we do. We have a membership program for both residential and commercial. Oh, wow. Um, and so let’s say that a client has multiple locations and they want regular maintenance, those simple things that keep them in compliance. The light bulbs, the air, the air filters. But maybe they also have some projects they need to paint a bathroom door. They need to rearrange a couple of offices, paint an office space, hang a couple whiteboards, you name it. Simple tasks that we can do for them. They can hire us for a bundle of hours that will offer them a concession. And that concession we do throughout the course of the year, if for whatever reason, they don’t use those bundled hours throughout the year, we can allocate those. They can share those as incentives for their employees where we can do projects in their homes.

Joshua Kornitsky: Wow, that’s pretty amazing.

Alicia Todisco: Um, we can do it in combination with one of our giveback programs, like if we go into the VFW or if we go into a battered women’s shelter, they can donate those hours. Wow. In which case we would then give them the write off, obviously. But they can allocate those however they choose if they don’t use them all for the business.

Joshua Kornitsky: That’s a really compelling offer and a really kind thing that you as a business owner are offering to your clients. So that’s that’s an aspect of your business I was less aware of. So is that something that you’re continuing to to grow and get out there? And when people want to learn about either side of this on the commercial or the residential side, two different phone numbers or all one thing.

Alicia Todisco: It’s all the same phone number. Um, so the office manages both commercial and residential. So they would call our main line. Do you want me to share that?

Joshua Kornitsky: Now I’m going to come back to it. But yes, let’s go ahead and share it because we’re talking about it.

Alicia Todisco: So what’s that number? Uh, the office line is (770) 627-7770. We have an amazing office team that can troubleshoot either. Um, so that we can take care of our clients on either side, residential or commercial.

Joshua Kornitsky: Awesome. So we’ll come back again to to how people can best reach to you in just a minute. But there’s one other thing on my list that I that I was looking through that we had talked about before that I really want to ask you about and, well, really two things you were talking about the, the skill of the craftspeople that you’re bringing on board. And, and when it comes to that, how important is that as you kind of look to the future, how do you ensure that you’ll have those tomorrow and next year and the year after?

Alicia Todisco: So we, uh, the skill of the craftsmen, I always say I’m as good as my craftsmen. So oftentimes people will come up and say, can you do fill in the blank?

Joshua Kornitsky: Right.

Alicia Todisco: Can you do tile work is probably a good one because tile is very specific. It’s very tedious. Historically, we’ve said no. Right. Um, partially because we’re hourly. And that would become very expensive for them to take on with an hourly model. But tile has gone up. If you call a tile professional, it’s just as expensive as an hourly model would be, for whatever reason, right? So we’ve started taking on tile jobs, and as long as I have a craftsman who is skilled to do that, we can take on those jobs. Um, sometimes we have a new guy, got a new guy starting today that I’m very excited about. We understand his his skill set from his history. Um, so he’ll do some projects at my house. He’ll do some projects by my craft, my field supervisor’s side. So we really get a chance to inspect what he’s good at. Um, we do talk a lot about transparency. Communication, integrity and teamwork are our three core values. So if a guy can’t do something, we highly encourage him to be very, very transparent with us about it.

Joshua Kornitsky: I’m only laughing because I’ve been that guy not working for you where I thought I could do something that I well, I didn’t know how. And it turns out that fixing it after the fact usually costs a lot more than if I’d called somebody ahead of time.

Alicia Todisco: So much more money. Yep. Um.

Joshua Kornitsky: So what advice would you give to somebody that was looking to get started in the trades. Now what what can they do to improve?

Alicia Todisco: Um, this is my favorite. And honestly, probably one of the hardest things that I had to find coming into this industry was I’m a very mentor driven person.

Joshua Kornitsky: Okay.

Alicia Todisco: I’ve had some crazy, amazing people, um, in my path, um, very, very lucky. Probably. Probably more than most. Right? That’s just me being very blessing, right? Um, silly about it, but also really, really true. Um, I had a really hard time finding a good mentor, uh, when it came to the trades industry. Um, I come with a very different background of mindset. I’m not the technical side. I am way more into the business side. Um, so we had some nice shared value there. Um, but what I’ve done is I’ve had the opportunity to, to generate a lot of great people around me that are trades professionals. It was one of the first things I did when I came into Acworth Business Association at the morning jolt, in fact. Right. Um, was I looked for other trades professionals who could do the things that I can’t do but operate with the same level of professionalism that I expect out of my team. So if I ever have to send a referral, you know, Jim calls and he needs a plumber. I know where I can send him, where he’s going to get top notch service as an extension of my business. And that, to me is invaluable because we work very closely with other trades professionals. Um, if a mover hits a wall, for example, and they need someone to come and fix that, they’re going to call us. If an HVAC company steps through a ceiling, they’re going to call us. We’re going to fix it. We’re responsive. We’re on time. We’re quick. We’re offering that same level of professionalism. And if you are a trades professional that wants to do things differently, I really encourage that behavior.

Joshua Kornitsky: So that’s a really great point and a great tie back again to the commercial side of things. So that if you are, uh, someone already operating a business in the trades, if you’re a plumber, if you’re HVAC, if you’re an electrician, uh, no one wants these things to happen. But sometimes these things do happen. And rather than trying to scramble and spend the valuable time of a plumber and electrician or an HVAC technician, they can just call you and you can mitigate the issue.

Alicia Todisco: Yeah, we can get them in touch with great people. It’s worked on both sides. You know, when we were brand new, we would we would step in it from time to time and we would need someone to come in. So we have great general contractors that we can call on if we made mistakes. And thank God we haven’t done that in a long time.

Joshua Kornitsky: Well, that’s how we all learn.

Alicia Todisco: But yeah. And so it’s cool to for the tables to have turned, you know, three and a half years later and we’re that resource for other trades professionals.

Joshua Kornitsky: Now that’s that’s a wonderful thing. I am grateful to have a few clients in the trades, and I will make sure they know to call us. Last question that I have is, is really, uh, related to what you shared with me ahead of time. One of your passions was we were talking and you touched on something that’s near and dear to my heart because my wife was a professional, uh, a collegiate soccer player. Pardon me? I almost said softball, and that’ll that’ll cost me later. I’m gonna say, uh, my my wife went to Florida State on a soccer scholarship, but you and I were talking about soccer.

Alicia Todisco: Yes.

Joshua Kornitsky: So share with me or with us. Uh, what? Your passion is there. What? What is it about soccer? About kids?

Alicia Todisco: It’s kids. Yeah. For sure. Um, I played soccer growing up in high school. Okay. Um, and then I happened to have this little rock star soccer kid. Um, he’s ten. And a few years ago, he started to get involved on a soccer team. Uh, about a season in, his coach quit. Um, and it was about the same time.

Joshua Kornitsky: Whoever would fill in that song.

Alicia Todisco: Who would it be? Um, I stepped in as the assistant coach for a few seasons, um, with some amazing, uh, other coaches. And, you know, I was still traveling, uh, half. You know, part time with my last company. So it was a good way for me to get ingrained in the community without really having to transition yet. So I got to see. Well, did I like the community? Is this a community I wanted to be a part of? Sure. But it’s really interesting to me. I don’t know that people talk to kids the way that I talk to kids a lot do. Right. I don’t mean.

Joshua Kornitsky: In a positive way, I hope.

Alicia Todisco: Yes. Yeah. Yeah. Well, you know what? They deserve to be held accountable. Sure, they deserve to be treated like humans and not little breakable, fragile things. They they really thrive in an environment where you’re teaching them integrity and balance and rules and consequences. Um, so between running club and between soccer, those are those are good platforms for me. And to watch them thrive, um, is pretty incredible.

Joshua Kornitsky: That’s really awesome. And what an incredible way that you give back. So thank you for that. Speaking as as a soccer dad and a soccer husband, it’s, uh, it’s really something. And the only thing I’ll say on that, and it’s not my interview, but the only thing I will say on that is they’re not little adults. They’re children.

Alicia Todisco: Yeah.

Joshua Kornitsky: And and people who treat a child like a little adult. Yes. You’re correct. Discipline. Yes you’re correct. Rule set. But you have to understand that this is this is a unique individual that’s learning. And you can’t treat them like they’re a small 38 year old individual. They don’t have the skills and the knowledge. And I’m grateful that you’re there helping them see that.

Alicia Todisco: Thanks.

Joshua Kornitsky: Well, uh, Alicia Tedesco, the owner of Ace Handyman Services. What’s the best way for people to reach you again?

Alicia Todisco: So our office can be reached. We multiple people see this. So the best way to do it is to call the office line or the office email, which comes to three of us. Okay. Um, the line is (770) 627-7770. And our email is Acworth, like the city of Acworth at Ace Handyman Services. Com.

Joshua Kornitsky: That’s awesome. Well, we will also have your phone number, your website, and all of your social links posted on the Cherokee Business Radio site when the interview goes live for download. Uh, we’re live right now as well, but thank you so much for sharing your background and your story. And I’ve got one more guest here in the studio. If you don’t mind hanging out. We’d sure love to to have you here. Uh, I’d like to introduce someone who I’m very pleased to say I’ve known for a few years as well, uh, and has made a great positive impact on me because he’s such a giving guy. I’d like to introduce, uh, Jim Hilber, truly the champion of merchant payments and the president of Merchant Gladiator. Welcome, Jim. Good morning.

Jim Hilber: Good morning. Joshua. A pleasure to be here. Alicia. Great to hear you speak.

Joshua Kornitsky: I’m just so happy to have you here in the studio with us. You and I met early on in my journey, uh, kind of reaching out into the networking universe. And I think it’s fair to say, with due respect to Alicia’s board seats, that you are a very effective networker because I think you get the value of it.

Jim Hilber: Yeah, absolutely. Are you networking or not working right?

Joshua Kornitsky: Oh, nice. Nice. That sounds like something my dad would have said. So I understand, uh, first and foremost, because this is a really unusual thing, that you’re actually a certified payments professional, and that’s that’s a designation that not a lot of people have or know about. Tell us what that is.

Jim Hilber: Correct. I’m actually in the inaugural class of the Certified Payment Professionals. And, uh, it’s something not a lot of merchants know about. And I think everybody should. Uh, when I first, uh, went for that certification, it was to really rise above the competition like we all want to do. Uh, but the truth of the matter is, I do believe in the ethics of the industry and doing things the right way. And it’s a very loose industry. Believe it or not, payments for merchants are non-regulated. So, uh, I believed in it, and, uh, it didn’t get the traction I thought it would globally or nationally. But ultimately it is something showing that I have, uh, worked a little harder than the average Joe to, uh, make the industry great.

Joshua Kornitsky: Well, and you. So you touched on the ethics of the industry, and I won’t crack any any jokes this way simply to say that, you know, ethics to me, tie to core values and core values are pretty much what an organization needs to run on in order to be who it says it is. Not not aspirationally, but in reality, you know, so so I think the the fact that that, uh, was what drew you to it, it speaks a lot to what your character is. But, you know, how long have you been involved with, with this type of business, with, with payment processing and specifically with with what you’re doing now?

Jim Hilber: Probably my greatest achievement. Thank you for the question. I’ve been 30 years victorious in the payments arena. Wow. I came.

Joshua Kornitsky: Undefeated.

Jim Hilber: Undefeated, undefeated. Well, I don’t know about that. I think I failed more times than most people have tried in a tough industry.

Joshua Kornitsky: But you gotta fail to move forward. It’s the only path.

Jim Hilber: Michael Jordan, right? Michael Jordan uh, but yeah, 30 years in, I came from the days of when there was a little thumb buster, if anybody knows.

Joshua Kornitsky: Oh, I remember that.

Jim Hilber: Listeners, uh, you know, I went to a chamber event and I said, everybody, close your eyes. And I made that sound with the old chunk chunk and half the room knew what it was. The other kids in the room were like trying to YouTube it. What was that?

Joshua Kornitsky: Yeah, but for that other half, if you played the Apple Pay sound, they all know that.

Jim Hilber: Yeah. There you go. Exactly. Excellent.

Joshua Kornitsky: So 30 years in, in in merchant payments. Uh, I guess you’ve probably seen a lot of change because just looking back over it as a consumer and as a business owner myself, the landscape, just with my limited understanding, is completely different than it was a two years ago versus now. What are some of the changes that you’ve seen over over time that help give you perspective?

Jim Hilber: Oh, I absolutely love it. Previous to being a merchant payments professional, I managed grocery stores. Joshua, if you don’t remember this, but a lot of the listeners might relate to this. I was a manager and I got called to register seven and I ran right up to that cash register. Are we on fire? Are we being robbed? No, sir. I have a credit card over $50.

Joshua Kornitsky: Over. Wow.

Jim Hilber: And I really had to take this card out of the customer’s hand. I had to walk it to what they called the lobby, the lobbies, where we rented VHS tapes back in the day, and we called a square DVD. Yeah, there we go. Square DVD. Exactly. It had a sticker on it, said, be kind, please rewind. Okay, that’s a different hot topic.

Joshua Kornitsky: Yeah, we’ll have that as a totally different dialog.

Jim Hilber: At any rate, I had to call a bank Joshua an 800 number, and I had to request authorization for a $51 card payment. And I had to recite the 16 digit card number over the phone. No, not a 773. I’m sorry. Seven. Three. Two. Starting again. And then they gave me a six digit authorization code. I had to look for a crayon, a pencil, write it on a piece of paper. That’s the short version. Right. And then take it back to the cash register. And I say thank you, customer, for your $51 in grocery payments. Carry out register for.

Joshua Kornitsky: Right. But in those days, $51 probably filled your grocery cart too. So. So there is that. But but still that’s that’s a really amazing piece of perspective kind of looking back, and I imagine that helps inform what you do now. To a large degree.

Jim Hilber: Fast forward to today. You’re waiving your watch over a Coke machine in the airport and something pops out.

Joshua Kornitsky: So. So let’s talk about specifically what is a merchant gladiator, right. I love the term. He’s got a great badge on on all of his stuff in his shirt. And he has the coolest business card I’ve ever seen. It actually looks like a credit card. Yeah, I’ve tried the number on it. You can get Jim on the phone, but you can’t buy anything.

Jim Hilber: You know? Uh, really, the gladiator comes from. If you study the history of gladiators. They weren’t all slaves. Many of them were servants. And I believe to, uh, you know, nothing really happens in this country to something gets bought and sold. Uh, and merchants are out there in the wind. You know, it’s a huge industry. You see those big logos Mastercard, visa, American Express, discover, and, you know, they need someone who can unravel the madness, but more importantly, that not just getting the facts, it’s about who’s going to protect them, who’s going to fight for them. And that’s really where the premise of Merchant Gladiators started is I am unraveling the madness for merchants and protecting them, along with the great taglines armed with viable payment solutions, sworn to serve and protect local businesses fighting for good in the merchant service arena. I’ve said that a couple of times.

Joshua Kornitsky: I think that’s awesome though, man. That and and because here’s the other part of it, right. And I and I want to touch on this, but just based on on the clients I’ve had the pleasure to interact with throughout my entire career, um, let’s just say there’s a lot of assumptions that are made with regards to any type of electronic payment, right? Sure. But what are some of the misconceptions that you encounter when when you meet somebody new? And I want to come back and specifically talk about protection, but let’s talk about first what are some of the things that everybody knows. And if everybody knows it, chances are it’s probably not 100% accurate.

Jim Hilber: Yeah you’re right. There’s always exceptions to every rule. Uh, there’s a great photo album in my, uh, in my iPad here. Uh, and it shows what customers see when they go to pay and you went to go buy a donut or get your car fixed, isn’t there a little sign written on the back of a piece of paper in Sharpie marker? No payments over this amount. The $3 surcharge for this 5% surcharge fee. So, um, you know, this is affecting things every single day from the consumer side, but keep in mind, being a merchant gladiator, I’m on the acquirer side. My job is to put myself in the side of the merchant, not the payer. But if you’re going to be a merchant like Alicia, I have the pleasure of having her as one of my clients. She knows more importantly, what her customers think and do and how they operate is super important. So ultimately, um, it’s those queues that we see that are misunderstood. Why did they charge 3%? Why did they charge a dollar? Why are they trying to add money on? Can they do that? Can they not do it? So again it goes along those lines, Joshua unraveling the madness of the queues we see every day when we buy something.

Joshua Kornitsky: Okay, so what are some of the things that people get wrong on the merchant side. So let’s talk about that because that’s who we’re this show is is a business to business show and and most of the most of those that are listening are on the the business owner or the business leadership side. Beautiful. What are some of the challenges that that you often encounter that you’ve got to overcome?

Jim Hilber: Yeah. The two hottest topics. Thank you for the question is again what I mentioned that Surcharging, you know, what percentage are they legally allowed to charge? Are they allowed to do it? And they’re still cardholders saying, are they allowed to do this? Right. You know, it’s a difference of a guy saying, hey, you know, remember the guy on the movies when your car breaks down in that little town and he’s holding that big wrench? Sure. They say, well, how much is it going to cost? Well, how much you got? Right.

Joshua Kornitsky: You know.

Jim Hilber: Right. That’s what it is. It’s almost like they’re holding your cup of coffee, you know, hostage with this, you know, surcharging amount. But the truth of the matter is, it used to actually be, for lack of better terms, illegal to surcharge. And that’s where people are confused. You should not be able to allow it. It was a cost of doing business.

Joshua Kornitsky: You couldn’t do a pass through charge.

Jim Hilber: You could not do a pass through. That’s correct. And now you can if you do it the right way. But the biggest challenge you see for merchants is they are in good faith trying to say, hey, I need to work on costs. I am choosing as a merchant to pass this through. Many have, but there’s the right way to do it. And so Merchant Gladiator can help unravel that and make sure they’re doing it in the word of compliance which comes under the shield, the safety doing it the correct way, but doing it in a way to benefit them. And what merchants have to understand is there’s good vendors like myself out there that our job is to really focus on them being, which is not a dirty word. Are you ready for it? Profitable profit is not a dirty word for anybody.

Joshua Kornitsky: You’re speaking my language. I always joke with my clients is it doesn’t say on your website, you’re the last thing I want anybody to be is an accidental nonprofit. If you choose to be a nonprofit, that’s your business. And that’s great. But they still have to. Even in the instance of merchant processing, it’s not like the banks are going to give them a pass on on the execution charge or the processing charge just because they are a nonprofit, correct?

Jim Hilber: That’s correct. Absolutely. It has to be paid for. And then just a quick recap on the other challenges, very common for both merchants and consumers. Um, if I say square on this podcast, everybody knows what square is. And then, of course, I can be at a networking event with Alicia and I say, don’t be square and do the little hand signal making a square. Um, but the truth of the matter is, Square’s a fine product. Nothing wrong with it. And it might fit some merchants, but once merchants compare truly apples to apples and understand what they’re getting. Um, the misconception to your point of your question is that they are, um, just saying they’re all pretty much the same. That’s just not true. They’re not the same. There’s a lot of differences.

Joshua Kornitsky: So you help your clients kind of sift through the differences and understand what’s going to be advantageous for them.

Jim Hilber: Absolutely. Just give them the facts. Because once the facts are clear, the decisions will jump at you.

Joshua Kornitsky: So how often if I. So I am a merchant. I occasionally accept a credit card. It’s not my preferred because of that same surcharge. Um, and I and I don’t always want to pass that along, because I do think it can, in the circumstance might, might give somebody a bad taste or bad impression. That’s case by case. So I’m not going to ask your opinion on that. But, um. What what how often excuse me, should someone reexamine who is handling their merchant services? Because that’s something I know. Uh, when it’s like an embedded payment system, they may have the right to change it, but, you know, it’s just easier to leave the way it is.

Jim Hilber: Absolutely. If it’s not broke, don’t fix it or. I’m sorry. I’m sorry. Let me say it correctly. If it ain’t broke, don’t fix it. Right. No you’re right. That’s a that’s a harmful statement for merchants. So as a blanket statement, for the sake of our listeners today, merchants should evaluate at least annually. And it’s one of my qualifying questions when I’m networking or meeting with people or referral partners is I have them ask Mask it. Hey, I know this guy, Jim, but let’s pocket that for a minute. Josh was talking to a great business owner. How often do you evaluate your merchant payments? And if they’re being honest, they’ve never evaluated them.

Joshua Kornitsky: Or they signed up. And whoever provided the equipment provided the processing, and they. And that was that.

Jim Hilber: You’re talking about every day. Joshua. Wow. Yeah. So so.

Joshua Kornitsky: That’s.

Jim Hilber: Really good. Yeah. Yeah.

Joshua Kornitsky: Wow.

Jim Hilber: Yeah. That’s and beyond that, you know, it’s like when you work with someone, you know, versus an 800 number or a.com like Alicia. And a matter of fact, Alicia, you do for your evaluation. We need to probably do that. Yes. At any rate, truly the the you don’t close deals, you open relationships. And when you say that on the front end when you’re selling the deal, hopefully you’re available on the back end to do that as well and kind of put your money where your mouth is or I guess your credit card where your mouth is.

Joshua Kornitsky: So, so all joking aside, you you just mentioned to Alicia, do you actually help your clients do this annual review once they’re working with you?

Jim Hilber: Absolutely. And it should be done because things change. Uh, you know, volume and average ticket are the two most important things volume and average ticket. So when I met Alicia in a little coffee shop in Acworth when we first met. Day one. Do you think her volume has grown since then over her last years of success in the last.

Joshua Kornitsky: Couple of years? I suspect so.

Jim Hilber: So possibly. Maybe she needs to sharpen the pencil with her vendors a little bit. Again, she knows as well as I do. Profits is not a dirty word for me as her vendor either. Sure. And so that’s part of it. Um, so yeah, the valuations are super important, but you need a good, viable option, not just somebody. What’s your rate. What’s your rate. That’s the most dangerous statement that can be made. What’s your rate. Because if you say oh I’ve got a good rate, the guy gave me 2%. If you look at that bill and drill it down, he could be paying 4.5% overall effective rate. Because what matters is not what your rate is. Every merchant. This listing will know this. How much money comes out of your bank account is what the important number is, right?

Joshua Kornitsky: Right, right. Well, and it sounds like, uh, not maligning the, the processing providers, but it sounds like there’s a lot more nuance to it than just the rate.

Jim Hilber: Absolutely.

Joshua Kornitsky: Absolutely. So that’s why you’ve got to have a gladiator in your corner.

Jim Hilber: Glad you got to say Gladiator.

Joshua Kornitsky: Gladiator. So one of the other things that we, uh, we chatted about ahead of time, because I was curious to know, is you had shared with me a concept that resonated with me. You talked a little bit about something called the 12 week year, and I wanted to ask you about that, because that aligns a lot with what what I work with my clients on talking about a 90 day world. Almost the same, but not so. Can can you share that with us? Because I think that’s a really insightful thing that you brought to my attention.

Jim Hilber: Yeah, absolutely. Thank you. Uh, the 12 week year is a book by Brian Moran. Um, that whole concept could be an entire another podcast.

Joshua Kornitsky: And so I’m going to stick a pin in you. We’ll come back and talk about that.

Jim Hilber: Yeah. Yeah. Um, it’s a beautiful thing, but, um, the 12 week year is based on the premise of, I think, from the insurance companies. Remember how, like, these insurance guys were always bonused for annual, um, you know, production. And they always made their bonus and they were most busy. And if you look at their, um, flash reports for the year, December, they crushed it and they crushed it. It was an annual bonus. It was available January 1st, but they don’t make their bonus till December. So what happens is they’re all just kind of waiting, you know, things are going good, you know? I’ll get there. I’ll get there next month. Oh, I’ll make it up. Stacking your goals. Right.

Joshua Kornitsky: So we used to call that sandbagging.

Jim Hilber: And then all of a sudden magically have a great year. So, um, I think the pressure that puts on salespeople, um, especially when you’re trying to stack goals, which you should never do, should recalibrate, um, I think is is monumental. And I’ve again failed more times than people have tried in sales. And so ultimately, I think that, uh, when I was reading Brian’s book, it spoke to me. It’s like, why don’t we break this down in a way that if you put your entire year into 12 weeks and it’s not 90 days and it’s not quarterly.

Joshua Kornitsky: I understand.

Jim Hilber: That’s a that’s a different.

Joshua Kornitsky: Concept, simply drawing a broad comparison. No, you’ve got it.

Jim Hilber: You got it. Um, it’s really just, um, you know, uh, setting those goals to be in 12 weeks. And guess what? The fast forwarding to the end result. If you have a bad year, that’s pretty detrimental for any business.

Joshua Kornitsky: Absolutely.

Jim Hilber: But if you have a bad 12 weeks, do you think you could bounce it back and save the true calendar year? 1,000%. And more importantly, if you have a great year or 12 weeks, do you think that’s time to put the hammer down and make it even better? So, you know, it helps minimize the challenges of the industry, but it helps capitalize on the actual strength of it. And um, ultimately, like I said, it’s it’s celebratory. You get 12 weeks and you’re doing the happy dance or saying, okay, I got to bear down. And what mistakes did I make?

Joshua Kornitsky: So is this how you run Merchant Gladiator?

Jim Hilber: Absolutely. I’ve been doing it for the past five years, and it’s really helped me, um, grow in a way that’s very systematic, because at least I know very much of a process. Person by nature, I am not. I’m like, uh, I’m the president of Merchant Gladiator, the guy who runs a pretty loose ship. Okay. I mean, I’m a I’m a field player. I, you know, and I’m in a tough industry that needs to have, you know, decimal points in the right position. Sure. But ultimately, this that process allows me to be intentional with how I use my time. And if you open my iPad right now, the first thing on the screensaver says script your day. So every day, because in the 12 week year, to finalize that thought in a 12 week year, a day becomes a week becomes a day, a month becomes a week, and a year becomes 12 weeks. So it’s it’s really scaling things down and just helps you just succeed in a faster way.

Joshua Kornitsky: Okay. Well and obviously it benefits and trickles through to your clients because you’re helping keep them ahead of things that could potentially impact them.

Jim Hilber: Absolutely, absolutely.

Joshua Kornitsky: Well, thank you very much for sharing that with us, Jim. That’s that’s just great. Uh, anything that enhances the business relationship between you and your clients and helps your clients get a better view down the road. That ability to predict is everything, right? Nobody. Nobody knows for sure what’s around the corner. But. But if we make educated predictions, we we have a tendency to do a lot better than just randomly guessing and hoping. We come around the corner to a bridge and not a gap in between the mountains.

Jim Hilber: Absolutely, absolutely. I mean, I always say, what’s a man? But I say, what’s a what’s a business without energy? Nothing, nothing at all. So that’s where the, you know, the motivation and all that type of stuff comes in. Gladiator motivator sounds great, right? But I learned a very.

Joshua Kornitsky: If there was a motive, if there was a gladiator behind me, I’d be pretty motivated.

Jim Hilber: But that’s awesome. But I learned a sad fact. I’ll be honest. I learned that you can’t motivate anybody. You must inspire them. But Gladiator inspire just doesn’t click. So I’m going to stick to Gladiator Motivator at this point.

Joshua Kornitsky: So. So my last question for you before I ask how people can get Ahold of you is, is you had said this earlier on and I just want to ask about it. You had said that you you don’t close deals, you open relationships. Absolutely. Um, tell me what you mean by that.

Jim Hilber: Um, I see a lot of salespeople, and I’ve been one for my entire 30 year sales career. And, um, you know, most of the things once that that that app gets signed, I guess it’s now digitally. I used to literally get them signed on paper and Fedex them at the airport.

Joshua Kornitsky: And then you rode the dinosaur to the delivery.

Jim Hilber: Exactly. Uh, somebody tried to send me a fax. I said, I can’t get a fax. He goes, oh, where are you at the 21st century? Um, so yeah, I think relationships are everything. Um, not only is it good for business, it’s really good for our spirit and our heart. Uh, the energy that’s created in a room with Alicia and I seeing her run a meeting or be a participant in a meeting is absolutely contagious. Joshua, I saw you operating in northwest Georgia and just taking names, and I loved your style. I loved it, and that’s one of the reasons I’m here today. So, yeah, let’s, uh, let’s talk about relationships more than just deals.

Joshua Kornitsky: That’s fantastic. Well, Jim, what’s the best way for people to reach you And it sounds like if I’m going to ask this question, but I’m asking Alicia as well, it sounds like both of you are willing to answer questions from people that are just curious. Is that.

Jim Hilber: Absolutely.

Joshua Kornitsky: Is that a fair?

Alicia Todisco: Absolutely.

Joshua Kornitsky: Okay. So, Jim, how do people reach you if they have a question?

Jim Hilber: Yeah. You know, um, I always say, you know, everybody in the industry has a help desk, and I’ll be honest, I’ll help desk suck. And we hope ours sucks the least. But let me tell you something. Uh, I like to talk to people, and I give every client and every prospect and every person out there my direct number. It is (770) 883-2080. And a lot of listeners like to text. I’m happy to take one of those as well. Um, but yeah, reach out to me or Jim at Merchant Gladiator.

Joshua Kornitsky: Wonderful. And as I mentioned before with Alicia, we will have your contact information, your phone number, your website, any social links. All of that will be on the Cherokee Business Radio website. Uh, as soon as we get everything posted and live. Well, I can’t thank you enough for being here, Jim. Uh, the champion of merchant payments, the president of Merchant Gladiator. Uh, Alicia Tedesco, the owner of Ace Handyman Services. I felt like I needed to give it more emphasis.

Alicia Todisco: A little oomph.

Joshua Kornitsky: A little oomph. Yeah, I like it. The gladiator. Now, that doesn’t work. Uh, I thank you both for coming in. It was a wonderful dynamic between the two of you. I think you both are focused on helping the people that just are are brave enough to ask for the help. Uh, and that’s the last thing I thank you for being here. I appreciate your time and your energy. Um, this has been another wonderful episode of Cherokee Business Radio. I’m your host, Joshua Kornitsky professional US implementer. We’ll see you next time.

BRX Pro Tip: Content Strategy

June 18, 2025 by angishields

BRX-Banner

BRX Pro Tip: Content Strategy

Stone Payton: Welcome back to Business RadioX Pro Tips, Stone Payton and Lee Kantor here with you. Lee, you know we’ve been at this a while. We produce an incredible amount of content day in, day out, week in, week out. But we do try to apply some strategic direction to how that’s distributed, how that’s leveraged. Speak a little bit to your perspective on content and content strategy.

Lee Kantor: Yeah, I think it’s important to understand that every piece of content that you share has a job to do. And you shouldn’t just be producing random pieces of content, because those are rarely going to deliver any type of meaningful result. So, you have to think strategically. Each post, every video, every podcast, every article should have a clear purpose and be tailored to the platform it lives on. You have to ask yourself, what outcome do I want from this piece of content and who am I trying to reach?

Lee Kantor: And every platform has its own culture and its own strengths and its own language. For example, LinkedIn is great for building authority and building and nurturing professional relationships. Instagram and TikTok, they’re about visual storytelling and quick engagement. YouTube is great for in-depth education and building brand loyalty over time. And even Twitter or X is good for real time updates and conversations.

Lee Kantor: But remember, before you hit publish, think about what you want each piece of content to achieve, what is the outcome you desire. And think about it in these terms, do you want traffic to your website? Do you want more leads? Do you want to be building community? Do you want to be building brand awareness? Once you’ve decided on those outcomes, then match your message and format to the expectation of each of those platforms and each of those platforms audience.

From Test Anxiety to Triumph: The Entrepreneurial Leap of Sarah Michelle Boes

June 17, 2025 by angishields

In this episode of High Velocity Radio, Stone Payton talks with Sarah Michelle Boes, founder of Sarah Michelle NP Reviews. Sarah shares her journey from nurse practitioner to entrepreneur, building a successful online test prep business during the pandemic and selling it after rapid growth. Following her daughter’s diagnosis with congenital heart disease, Sarah became an advocate for awareness and research. She discusses her advocacy work, memoir writing, and new podcast projects, offering insights on resilience, business transitions, and the importance of supporting congenital heart disease initiatives.

Sarah-Michelle-BoesSarah Michelle Boes, MSN, APRN, FNP-BC, is the Founder of Sarah Michelle NP Reviews and also served as the Chief Nursing Officer at Blueprint Test Prep.

With a robust educational background including a BSN from the University of Kentucky and an MSN in Nursing Education from Western Governors University, Sarah has extensive experience in oncology, intensive care, and nursing education. After obtaining her family nurse practitioner degree in 2020 she launched SMNP Reviews, an innovative platform that rapidly grew to a seven-figure business within seven months. Following SMNP Reviews’ acquisition by Blueprint in 2022, Sarah transitioned to a role where she continued to oversee the nursing vertical while integrating cutting-edge educational technologies.

Sarah’s entrepreneurial journey is deeply intertwined with her personal life. Her daughter Meadow, born with severe heart defects, has required extensive medical care, inspiring Sarah’s commitment to pediatric cardiac research and care. In recognition of Meadow’s journey, Sarah has become a congenital heart disease activist and philanthropist. She serves on the boards of several non-profit organizations that support and advocate for this cause.

Beyond her business success, Sarah is a passionate advocate for mental health and female entrepreneurship. Her own experiences with anxiety and OCD have fueled her mission to help others manage mental health challenges, particularly within high-stakes environments like healthcare. She leverages her platform to support female entrepreneurs and promote awareness about the importance of mental well-being in professional settings.

With a significant social media following and notable media features, Sarah continues to influence the healthcare and entrepreneurial communities. She was recently honored with the Baylor Landrum Jr. “Leave a Legacy” Award in recognition of her leadership and dedication to improving the community through giving. Sarah aims to further her impact through philanthropy, focusing on congenital heart disease and mental health advocacy, while supporting ongoing advancements in pediatric healthcare.

Connect with Sarah on LinkedIn and Instagram.

Episode Highlights

  • Sarah’s transition from nurse practitioner to entrepreneur during the COVID-19 pandemic.
  • Development of an online course for nurse practitioner test preparation.
  • Overcoming challenges related to test anxiety and inadequate traditional review courses.
  • Rapid business growth and revenue milestones achieved within months.
  • Decision to sell the business to focus on teaching and education.
  • Advocacy for congenital heart disease following personal experience with her daughter’s diagnosis.
  • Importance of raising awareness and funding for congenital heart disease research.
  • Insights on the emotional journey of selling a business and negotiation strategies.
  • Current projects, including memoir writing and podcasting.
  • Emphasis on resilience, personal transformation, and the impact of advocacy.

 

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Atlanta, Georgia. It’s time for High Velocity Radio.

Stone Payton: Welcome to the High Velocity Radio show, where we celebrate top performers producing better results in less time. Stone Payton here with you this afternoon. Please join me in welcoming to the broadcast founder with Sarah Michelle NP Reviews, the lady herself, Sarah Michelle Boes. How are you?

Sarah Michelle Boes: I am incredible. Thank you so much for having me today.

Stone Payton: Well, it’s a delight to have you on the program and I got a ton of questions, but I think a good place. There’s just so much I don’t know, Sarah. Uh, I think a good place to start, though, would be if you could articulate for for me and our listeners. Mission. Purpose. What are you really out there trying to do for folks?

Sarah Michelle Boes: You know, honestly, I’ve thought about that a lot this year. And I think at my core, I really just want to rewrite what’s possible and kind of help people reframe their brains about what their lives could look like. Because if you had told me five years ago that I was going to create and sell a business and become a mom and all these incredible, exciting things I’ve been able to do, I would have never believed you because I was very risk averse, and I never would have thought I would have been entrepreneur. But being an entrepreneur has just really opened up a whole new season in my life that I am forever grateful for.

Stone Payton: So say more about that journey. How did you land here?

Sarah Michelle Boes: You know, a lot of great businesses come out of your own pain in a way, and I was about to graduate nurse practitioner school. It was in literally the prom and thick of Covid, and the market for nurse practitioner review courses and test prep to take the exam was very archaic. And so during Covid, they took what they used to do in two day in-person conferences and threw it on zoom. And they thought that would be a good fit. But that’s not exactly how that works. And so I was having major test anxiety preparing to take this exam. It was getting canceled all the time because it was Covid. And then I finally got to take the exam. It’s one of the easiest exams I’ve ever taken. And I was like, oh my goodness. Like, I really feel like if you can graduate nurse practitioner school, you can pass this exam. You just have to be able to believe in yourself and manage your anxiety to be able to do that. And it was that very, very simple idea of this is really about test anxiety. It’s less about the content. And I already know I love to teach. Like, could I create something that would have been what I wanted and serve my own pain points? And so I literally did it in a single weekend. So Memorial Day weekend 2020. My husband was outside building a smoker out of cinder blocks because he desperately wanted a smoker and we were too broke to buy one, and I sat inside and recorded a course on zoom that changed the entire trajectory of our lives.

Stone Payton: What a incredible leap of faith. I mean, that had to take some some guts to do that.

Sarah Michelle Boes: You know, people say that I don’t know, you know, because I’m a little bit risk averse, which is funny now looking back. But I think like the guts came in the sense of like willing to be cringe almost and put yourself out there and just see what happens. But I do think very fortunately for me, like there wasn’t a huge monetary risk, like the real risk I was running was like loss of time. And I was like, it’s Covid. Nothing else is happening in my world, in sphere right now. Like, if I lose a week of my time, two weeks of my time this weekend, etc. building this course and it doesn’t work, That’s fun. Um, but that course really ended up being what people not only really wanted, but they also really, really needed.

Stone Payton: So did you find that people embraced this pretty early on? Did it take off pretty quickly for you?

Sarah Michelle Boes: Yeah. So I made over Memorial Day weekend and that following Monday, I put it out to all my classmates because me being overachiever me, I was the first person in my class to test, and there were like 30 or so of us. And so I gave it to my 30 classmates for free and said, look, I’m going to give you this course. You tell me what you think and invite one other person to my group. I made a Facebook group, and so I let in the first 100 people for free, and by day three I was like, okay, like I’m already getting some good feedback and people are liking it. And this is a three hour course that I have made over the weekend. I was like, I’m just going to try to sell it and see what happens. And so the very first person I went to sell it to, I was selling it for $25 for lifetime access to my three hour course. And she said, absolutely not. My friend got it for free. Why would I pay you $25? And so she ended up haggling me down to $15. So for the very first day of my business, I sold it for $15, and I made $1,000 in a day. And it was so insane to me that I could possibly make $1,000 in a day and not leave my house. And from something that I actually enjoyed and wanted to do, I was like, oh my goodness, I have to like, dive head first. Like, what if I made $1,000 every single day? How cool would that be?

Stone Payton: So now that you’ve been at this a while, what what are you finding the most rewarding? What are you enjoying the most about it these days?

Sarah Michelle Boes: Well, you know, it has been a wild ride over these last few years. So to kind of give a bird’s eye view of the business, I started at the very tail end of May 2020. By August of that year, I made my first hundred thousand. Um, and by the time we were seven months in, I had made $1 million. And so I was kind of riding this rocket ship, and it was so much fun building, and it was so much fun exploring and really co-creating with my students, because what a lot of people don’t see from the outside is there was so much co-creation because I talked to thousands and thousands of my first customers, and I’m like, what did you like? What didn’t you like? What did you want more of? And that co-creation, that iteration and pivoting piece is so important in a new business, which is also why you can start messy and pivot later. I tell people all the time, I’m like, don’t overcomplicate starting a business. Just start messy because you’re going to change it anyways. But that being said, I was writing this rocket ship. I didn’t know how long it was going to be a rocket ship. I just knew it was flying into space. And so that was ultimately about the time that I decided to sell, because it was growing so rapidly that we were breaking every piece of software that we were touching and Like every like literally all the problems of a big business. But when you’re kind of like running it as a solopreneur feel huge. I mean, even just figuring out how to pay sales tax in every state because it was an online business was a huge thing to tackle, and I was really wearing all these hats. But the thing that I love in my life the most is to teach and to educate.

Sarah Michelle Boes: And so the more hats I took on, the less teaching, educating I got to do. And so my hope and my dream was in selling my business. A we would get the resources and the software that we needed like so desperately needed. But b I would get back to the parts of the business I love the most. And I’m not sure how much we talked about this when we talked previously, but within a month of selling my business, I was pregnant and I found out my daughter was sick. And so that really kind of flipped on its head what I imagined the acquisition process would look like and what I imagine my role would look like. And so for me, now, I’m doing the thing I love most, which is educating and teaching, but I’m kind of doing it in a brand new way because my daughter, with being born with congenital heart disease, I’ve now become such an advocate for her, and I’ve become an advocate for the congenital heart disease community. And I’m trying to educate and teach people all the time that congenital heart disease. So heart defects are the most common birth defect there is is 1 in 100, but they’re one of the very least funded. And so my mission and my advocacy work is to change that because awareness is what creates the funding, and funding is what creates the research that’s going to change my daughter’s life and the lives of those like her. So in a long winded way, I’m still doing the thing that I love the most. I’m just not necessarily doing it within my previous business and the way that I was. But I don’t think that’s a bad thing either.

Stone Payton: Well, I wouldn’t think so. And it sounds like everything that came before is is now helping you be that much more powerful and productive in serving this new pursuit of yours. I think that’s fantastic.

Sarah Michelle Boes: I absolutely agree every day, like being able to have the entrepreneurial expertise for nurse practitioner expertise, because I am technically a nurse practitioner, but also like the personal advocacy story of almost losing our daughter when she was four months old. All of those come together to create a really powerful way to advocate, which is I mean, I was literally in Washington, DC a month ago, so advocacy work is a really huge part of my life these days. And I think even in my previous business, I was advocating for mental health because, you know, none of the other review courses were talking about mental health as part of that game. And I was really the first person to bring that to light. So I think I’ve just switched my advocacy hat.

Stone Payton: So now a day in the life of Sarah Michelle is a little bit different, but but a lot of common threads like you tell us a little bit more about how you’re investing your time and energy on a day to day basis now?

Sarah Michelle Boes: Man, I think today is a perfect example of me as a human because I got up this morning with my daughter, and it’s always super important for me to have a slow morning with my daughter and be really intentional and get to soak that time in. And then we actually were invited by the American Heart Association to a go red luncheon, where we did a survivor fashion show. So I got to be my daughter’s escort down the runway this morning and get to talk all about congenital heart disease and how important it is to us and our family and those around us. And then I’m doing podcasts this afternoon. I’m on the board at our local children’s hospital. I have a children’s hospital event this afternoon as well. So today is very much an advocacy day and an advocacy filling day for me, but also a lot of my time right now, outside of the advocacy work I do, is working on my memoir because I’m about 100,000 words in which I’m very proud of, but I’m not done quite yet. And I really I want to be able to tell my story in a way that shows people just like what is possible, because I grew up in eastern Kentucky. Five years ago, I was making $40,000 a year as a nurse. And now to be able to have, like, the freedom of time and flexibility and money to chase the causes I love the most. Like I can’t even begin to describe how lucky I feel every single day when I wake up.

Stone Payton: Well, I would certainly say that you are fortunate to be blessed in that way. I don’t think luck had anything to do with it. And hearing you describe how this journey has, uh, has, has unfolded for you, I do have kind of a tactical question that you might have some insight on. Uh, what do you think people sometimes get wrong or misunderstand about getting ready to, to sell and live through the selling of their business. Any insight on that?

Sarah Michelle Boes: Oh my goodness. It is such an emotional process. That’s what I want people to understand before they ever walk through the door of the first meeting. It is an emotional process and you want to be as clear headed as possible. And so I think one of the very best ways to do that, if you’re thinking about an acquisition, and one of the things I’m most grateful that me and my husband did together was that we decided what our number was before we ever talked to anybody. So that way, when we got our first letter of intent and we got our first offer and valuation, when we looked at it and it wasn’t our number, it wasn’t like, oh my goodness, we really liked these people or we really want to do this over here. It was no, it’s simply not our number. So I really think that’s a great place to start. And the other thing I tell people a lot is that the deal is not done until it’s done. And it can be really difficult when you’re excited and you’re thinking about the valuation, you’re thinking about how your life is going to change to get lost in that fact. But the deal closes when all the papers are signed and it can fall apart at any moment. And a lot of deals do. And it’s nothing to do with you necessarily. That’s just also part of the process. Normal, unexpected part.

Stone Payton: So I want to hear more about this podcast. Are you being a guest on a podcast or is this one that you’re hosting?

Sarah Michelle Boes: Oh, I’m a little bit everywhere right now. So I actually had a podcast episode come out today. Um, that is another medical parent, and we’re talking about different advocacy work that we do in medical play and the different ways that we prepare our doctors for their appointments. And also as a passion project side project. For me, this will sound a little out of left field. Um, but for anyone who knows me personally, it makes a lot of sense because I’m very multi-passionate and I like to do all the things just for fun. I actually have my own astrology podcast, so.

Stone Payton: Of course you do.

Sarah Michelle Boes: Of course I do. Um, but for me, I gotta have a little bit of fun in there. And the astrology podcast, which is called the Cosmic Group chat. Me and my best friend do it is my little bit of fun that I get to sprinkle in.

Stone Payton: I love it! So what do you need more of and how can how can we help?

Sarah Michelle Boes: You know, I think the most important thing for me right now is just building the foundation and letting people know about who I am and my story, because my memoir will be coming out later this year, and I’m very excited about that. But it’s obviously it’s a lot of work. It’s a lot of marketing work. It’s a lot of getting it out there. And so everyone who could possibly even be remotely interested by reading the story, which is so much more than building and selling a business that was obviously a big piece of it. I’m grateful for every opportunity to do that.

Stone Payton: What an exciting time for you and for all of us. I we’re going to continue to follow your story, and I want to make sure that we leave our listeners with some coordinates to connect with you, to tap into your podcast work, to get their hands on this memoir when it’s ready. Well, let’s leave them with some coordinates.

Sarah Michelle Boes: Oh, yes. I think the easiest place to start is Sarah Michelle Bowes. Com and that is Sarah with an H. And that is Bowes spelled in as B, as in boy o e s. And then I also have a pretty heavy social presence. Everyone knows that they can get Ahold of me at my Instagram, which is Sarah Michelle MP, MP. Being as a nurse practitioner, I’m the one that runs that account, so I’m the one that answers the messages. So you’re not getting a robot or a different human. It really is me and I love having human to human connection with people. You can also find me on the more standard places like LinkedIn. I do a lot of writing there, and if for whatever reason you’re interested in astrology or that piques your interest, I do the My Beginner Astrology podcast for anyone who’s just, we call it Astro curious, and that’s called the cosmic Group chat.

Stone Payton: I love it, Astro curious. Now I have a new phrase at the cocktail party. That’s terrific. Well, it has been an absolute delight having you on the broadcast. Keep up the good work. The the work you’re doing is so important and impacting so many. And we sure appreciate you.

Sarah Michelle Boes: Thank you so much. I really hope to change the world for children with congenital heart disease. So I got a lot of work ahead of me.

Stone Payton: You do, but I think you’re up for it. And it’s been my pleasure. All right, until next time. This is Stone Payton for our guest today, Sarah Michelle bows and everyone here at the Business RadioX family saying, we’ll see you in the fast lane.

 

Build Smart: Using AI with Purpose to Beat Overwhelm Part 2

June 17, 2025 by angishields

On today’s Women in Motion, Lee Kantor and Renita Manley are joined by AI expert Stephanie Nivinskus to discuss practical strategies for integrating artificial intelligence into business. Stephanie explains the importance of detailed prompts for effective AI use, shares top AI tool recommendations, and offers advice on overcoming overwhelm when adopting new technologies. The conversation emphasizes thoughtful, incremental learning and highlights Stephanie’s book, “Sizzle or Fizzle,” as a resource for business owners seeking to leverage AI for greater efficiency and impact.

SizzleForce Marketing is a very carefully curated team of certified fractional CMO’s, AI marketing strategy & execution specialists, digital marketing strategists, content marketers, copywriters, website designers and developers, branding experts, and social media marketers. Every day we strategize and execute marketing solutions for mission-driven, scaling companies. We service a broad range of clients, but we have an extra special place in our heart for pet brands. It might have something to do with the fact that we have not one, but two dogs on staff.

Stephanie-NivinskusEveryone’s got a story to tell, and Stephanie Nivinskus, CEO of SizzleForce, knows how to tell them. Since 1995, she’s helped thousands of business owners, big and small, transform their mission and vision into strategic marketing plans, compelling brand stories and meaningful marketing messages that humanize commerce, maximize opportunities and win customers.

The international #1 bestselling author of Absolutely Unforgettable: The Entrepreneur’s Guide To Creating A Heart-Centered Brand That Stands Out In A Noisy World, Stephanie is well-respected in the marketing industry.

She has written for Forbes and Entrepreneur and shared the stage with some of the world’s most renowned marketing and business growth experts, including Les Brown, Jasmine Star, and Suzy Batiz at Digital Marketer events as well as at countless business-building conferences including Level Up Live, The Copywriter Club IRL, and more.

Connect with Stephanie on LinkedIn.

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX Studios, it’s time for Women in Motion. Brought to you by WBEC-West. Join forces. Succeed together. Now, here’s your host.

Lee Kantor: Lee Kantor here with Renita Manley, welcome to another episode of Women in Motion. We could not be doing this show without the support of WBEC-West. Without them, we couldn’t be sharing these important stories and covering these important topics.

Lee Kantor: And today, we’re digging in deep again on the topic of AI, and today’s episode is Build Smart Using AI with Purpose to Beat Overwhelm. And once again, we have our resident expert in AI, Stephanie Nivinskus, and she’s with SizzleForce, and author of the book, Sizzle Or Fizzle. Renita, this is going to be a great show.

Renita Manley: Yeah. So, this is part two of our AI series, and like Lee said, we’re discussing Using AI with Purpose to be Overwhelmed. So, we’re diving into how to thoughtfully integrate AI into your business, how to choose the right tools for your business goals, and how to avoid AI overwhelm and overload.

Lee Kantor: So, Stephanie, you want to kind of get us started on this topic, AI is everywhere but does it belong in everything?

Stephanie Nivinskus: AI is everywhere for sure, Lee. Does it belong in everything? I don’t think so yet, but yet is the key word in my answer. I think right now there are specific applications in life and business where AI is critical, and some other things not so much.

Stephanie Nivinskus: You know, for example, my daughter is almost 18, and she wants to get into the child care industry. And I don’t really see a place for robots running a classroom with 25 three year olds. You know what I mean? I don’t really see that happening. I could see it assisting in some ways, but there’s still going to be a human that’s needed in that space. But in terms of your typical office routines, your administrative operational tasks and marketing tasks, I think AI is a must.

Lee Kantor: Now, you’re using AI and robots kind of side by side. Are they a similar thing? Like, how are you kind of discerning the difference between AI and robots?

Stephanie Nivinskus: Well, when I’m thinking of AI, I’m thinking of bots, which is short for robot. So, you know, this is a complicated question, it’s kind of a funny one for you to ask this. Have you ever been to Vegas?

Lee Kantor: I have.

Stephanie Nivinskus: Okay. Have you met Aura, the humanoid?

Lee Kantor: No, I have not.

Stephanie Nivinskus: Okay. What about you, Renita, have you?

Lee Kantor: You’re muted, Renita.

Renita Manley: Yeah, I sure am muted. No, I have not met that robot.

Stephanie Nivinskus: Okay. All of you guys, the next time you go to Vegas – actually I think it was when I was in Vegas with WBEC the last time that I went to the Sphere, and they have a whole exhibit where you can meet the humanoid robots. And humanoid, meaning they’re built to kind of look like a human frame, and they talk and converse with you, and do all this stuff. That’s super kind of sci-fi-ish right now, right? It’s very entertaining. It’s fun to think of it.

Stephanie Nivinskus: Like I asked it – her name was Aura – and I said, Aura, are you funny? Like can you laugh at a joke? And she went, “Yes, I can. Ha. Ha. Ha.” So, that’s a robot. It’s a humanoid. When I’m thinking of bots in an AI sense, they can also just be little worker bees behind the computer.

Lee Kantor: And then, these worker bees are just code, though.

Stephanie Nivinskus: Yeah.

Lee Kantor: I mean, for the listener who is not – you’re immersed in this technology all the time, so a lot of things I think that you maybe just take for granted or understand just through being in the world that you are so much, I don’t know if everybody who is working in another area understands it in the level you do. So, I just want to get clarity around some of the terms that we’re using.

Stephanie Nivinskus: So, I think that the best way to break this down is to say that all bots are actually robots, but not all robots are bots. Okay? So, if that’s not clear as mud, here’s the difference. A robot has a body, not necessarily a beating heart body, but it has the figure of a body. It can move. It might have arms. It might have legs. It might have a head. It could be in the form of a dog. It could be in the form of a human, whatever. A bot is digital. It is. It’s just code. So, it is what automates the tasks inside the computer.

Lee Kantor: And then, by leveraging that code, we’re able to have the computer, we can lean on its knowledge base of lots and lots of data that it’s kind of accumulated, plus maybe some of our specific data in order to help us think through strategic questions or tactical questions, and help us physically create tools that can help us grow our business faster. So, the topic is overwhelmed, so this can help us kind of lessen our overwhelm, because we have this partner here that’s helping us with some of the things that are overwhelming us.

Stephanie Nivinskus: Yeah, a lot of people will refer to a tool like ChatGPT as an AI assistant.

Lee Kantor: And that’s how we should be treating it, right? We should be asking it to do things for us. We should ask it questions of things we don’t understand, maybe. And then, its job is to just answer the questions and be useful to us.

Stephanie Nivinskus: Yeah. Yeah, that’s exactly right.

Renita Manley: Okay. So, I have a question for you, what’s the easiest way to gut check your current business operations to see where AI can actually lighten the load instead of overwhelming yourself?

Stephanie Nivinskus: Great question, Renita. Oh, so good. I think the best place to start is really by thinking about the tasks that are very repetitive in your business, and which of those tasks could an assistant help with little training. It could be something like, you know, summarizing a meeting or drafting a proposal or following up on a lead. If it feels repetitive, if it feels like a time suck, there’s a very high likelihood that AI will be able to help with it.

Stephanie Nivinskus: So, I always say, you know, you’re never going to know if it’s really going to help you unless you test it, right? So, run a small experiment with a tool or a workflow and see if it helps you. If it helps you, great, do more of it. If it doesn’t help you, figure out if it didn’t help you because maybe you didn’t give it the right instructions, or if it simply wasn’t helpful for you. Because even though there’s a million AI tools out there that can help people, that doesn’t mean every single tool can help every single person.

Renita Manley: Yeah, yeah. Okay. So, right before we hopped on today’s podcast, Steph, I was actually scrolling on Instagram and I was getting bombarded with ads telling me that I’m almost 100 years old because I’m still using ChatGPT, and there are 50 other apps that I should be using. So, what do you say to WBEs and other small business owners who are like me, still on Instagram or scrolling on Instagram and we’re just constantly seeing, “Hey, you’re using ChatGPT. You suck”?

Stephanie Nivinskus: Okay. Well, that’s funny that you’re saying that. I have not come across that, so I must be 200 years old and they’ve just given up. But no, I mean that’s ridiculous.

Renita Manley: Let me explain it, I don’t know what actual ad it was, but if there’s anyone out there listening and maybe you have experienced this same thing with me. So, Steph, I’m scrolling on Instagram, there’s actually a horsy call, something that’s telling me that I can learn 50 AI tools in four weeks if I try.

Stephanie Nivinskus: I’ve seen that, yes.

Renita Manley: Okay. Well, what do you say to a WBE who sees that, and then they’re like, “Oh, my gosh. What am I supposed to do?”

Stephanie Nivinskus: I think it’s total overwhelm. I think it’s designed to give you the highest level overview of a whole bunch of tools, and you probably only need three or four of them. And so, I think what’s going to happen is you’re going to learn about all these things and you’re going to be like, “Oh, my gosh. I can do this. I can do that. I can do the other thing.” And, “Oh. Well, that’s not really relevant in my business. I don’t really need that.” Or, “No, I already have a system that’s working just fine for me in this capacity.”

Stephanie Nivinskus: That’s my take on those things. I don’t think really anybody needs to know that many tools, unless this is your life like me, right? I need to know that many tools because this is my livelihood. But the rest of you guys, no. It’s silly. And it’s also like, okay, well, you can learn a tiny bit about a million different tools, or you can learn to use two or three or four of them really, really well, and you will get far better results if you do the latter.

Lee Kantor: Now, how do you know if it’s better to hire an expert like yourself or just kind of dig in there? Because a lot of folks are feeling the overwhelm of this is too hard, there’s too many choices, and these ads are probably trying to do that and create kind of that fear and overwhelm. But as a business owner, how much should I be diving in and really having knowledge and ownership over this? Or should I just say, “You know what? I don’t do my taxes. I hire an expert for that. Why don’t I just hire an expert for this?”

Stephanie Nivinskus: I think it really depends how much you intend to use AI, as well as how much time you have to put into learning it. Because anybody could get on ChatGPT and enter in a couple of, you know, basic prompts and get something mediocre out. That’s easy and anyone can do that.

Stephanie Nivinskus: But if you really intend to integrate AI into multiple facets of your business, AI and automations, then I think you probably need to bring in someone like me. If you don’t have the time or maybe you just don’t have the interest, maybe you’re just like, “You know what? I don’t want to do this. I want to go play pickleball” or “I can’t do this. I need to be in a meeting closing a sale,” that’s when you bring in someone like me to come in and do the heavy lifting for you, and then simplify it into step-by-step solutions that we can teach you how to implement on a daily basis really easily and really fast, so it will shorten the learning curve substantially.

Stephanie Nivinskus: And really, for you to get the most out of these tools, there is quite a bit of a learning curve. Sometimes people will be like, “Oh, I’ve got ChatGPT figured out,” “Why do you think you have it figured out?” I’ll say, and they’ll say, “Well, you know, I know how to prompt. I tell it my tone of voice. I tell it a couple things about me, and I get great stuff. I’m really happy.” Okay, if that’s where someone’s at, well, more power to them. Run with that.

Stephanie Nivinskus: But I will tell you, you do not have ChatGPT figured out at all if that is what you’re saying, because it goes so much deeper than that, so much deeper, and it is capable of so much more. But you don’t know it because you don’t know the intricacies, and that’s where a professional can be helpful.

Renita Manley: I think that your book Sizzle Or Fizzle might be the perfect bridge between should I hire an expert or can I do this myself? Shameless plug, but do you think so too?

Stephanie Nivinskus: Yeah, I think it’s definitely an option for someone that’s in the middle, someone that’s like I want expert guidance. Because otherwise, what are you left with? You’re either left just kind of pushing buttons on your computer and hoping something works, or maybe you watch a random YouTube video here or there, or you go to a session at a conference once in a year, and then you try and implement it at home, you’re like, “Well, I don’t remember half of what I learned.”

Stephanie Nivinskus: My book, definitely, because it’s filled with these 30 day implementation plans at the end of every chapter. It will guide you through learning how to use AI if your goal is to build a personal brand, grow your influence, and become the go-to authority in your industry, because that’s what the book is about.

Stephanie Nivinskus: If you want to learn things like how do I make an AI avatar of myself, how do I make a clone, a digital clone of myself so I can have a YouTube channel, but I never have to actually show my face. I can have a digital replica of myself and my voice running the whole channel. If you want stuff like that, that’s not in my book, and that’s probably stuff that you don’t want to try and learn on your own, but it is so stinking powerful, oh, my word.

Stephanie Nivinskus: I have a girlfriend who did this. She’s actually a pretty big name in AI, and her name is Julia McCoy, if you guys want to look her up. She’s very much a thought leader in this space. And she started a YouTube channel, I want to say it was in January of 2024, if I remember correctly. And I think it was around June or July, we were on the phone one day chatting about all the AI nerdiness, and we started talking about her YouTube channel, and I think at that point she had something like 80,000 followers.

Stephanie Nivinskus: And I was like, “Oh, my gosh. Your YouTube channel is cranking. You did that in seven months. That’s great.” And she goes, “Oh, that’s nothing. No, no, no. I need to get it to a million.” And she’s like, “I’m going to do it. I’m going to do it by January.” And I was like, “All right. You know what? If anyone’s going to do it, it’s you, Julia. You go, girl.”

Stephanie Nivinskus: Well, fast forward and it’s now January of 2025. And Julia came down with this very mysterious, debilitating illness, to the point where, like, in bed for months unable to do anything. Now, turn back the hands of time a couple of months, and she had been working on creating a digital clone of herself on YouTube. Just experimenting with this.

Stephanie Nivinskus: Okay, so now we’re back in January, she’s super sick, but she has this clone and she’s like, “Hmm, what can I make the clone do while I’m sick?” The clone has since run her entire YouTube channel, and it has absolutely exploded, absolutely off the charts explosion. And she doesn’t get in front of a camera, ever. She does behind the scenes stuff, but there’s literally a digital clone of her. Does that make sense?

Renita Manley: It does make sense. That’s so cool. Sometimes I watch YouTube videos and I wonder, like, how does this person never sick? Like, they are always pumping out videos. I just wonder if they’re using AI clones.

Stephanie Nivinskus: Yeah, yeah. And I mean, she has videos that are getting 113,000 views and it’s not her. It’s not her. She’s at home resting and healing her body.

Renita Manley: Definitely that’s so cool.

Stephanie Nivinskus: Yeah. So, it’s pretty amazing what’s possible. If you want to do stuff like that, bring in a professional. Don’t try and figure that out on your own.

Renita Manley: So, who do you think your Sizzle Or Fizzle book or what type of WBE is that perfect for? So, let’s say our WBEs out there listening and they’re like, “Hmm, I want to be an AI industry expert,” what kind of WBE do you imagine your book would be ideal for?

Stephanie Nivinskus: I think it is ideal for somebody who is really in a place of needing and wanting to establish themselves as a leader in their space. Maybe they’ve got, you know, a decent amount of experience doing what they do, but they’re kind of still a secret. You know, they have some clients, but they’re capable of so much more, they want to have a voice that’s bigger, they want to be known as a thought leader in their space, this book is perfect for that person. And that person has to have time to actually do the 30 day exercises. That is the ideal person.

Stephanie Nivinskus: And, you know, I mean, some of this stuff while I break it down and I make it step-by-step, that doesn’t mean it’s going to be done in 30 minutes. You’re learning a whole new technology. You’re learning an entirely new way of positioning yourself. So, you know, it’s a time investment, and if you have the time or you can make the time, and you want to be positioned as a leader, a thought leader, you want to become a bigger influencer, then, yeah, my book’s a perfect fit for you.

Lee Kantor: Is there any actionable advice you can share for the person other than get your book and follow the 30 day plan? But some things, the low hanging fruit they can be doing, you know, when they’re frustrated of being that best kept secret, what are some of the things that can elevate them a little bit, at least the baby steps? And maybe it’s kind of sharing some of the big kind of chunks that, that 30 day kind of game plan will allow you to do.

Stephanie Nivinskus: Yeah. Well, I think the first thing that somebody needs to do when they’re kind of on this mission is you need to figure out what your place is. Like, what is the unique value that you bring to the market, and how are you going to strategically position yourself, right? This isn’t an AI question. This is a you question. This is a, well, what do I want to be a thought leader for? What do I want to be known for? Where do I want to plant my flag, so to speak? That’s step one, and that’s something that you do without AI. You’ve got to figure out not just where you want to plant your flag, but also why people should trust you.

Stephanie Nivinskus: For most of us, you can throw a nickel and hit ten competitors, right? So, you’ve got to figure out where are you going to plant that flag and what makes you trustworthy. And that could be anything from, you know, your education, it could be your experience working with certain clients, it could be awards that you’ve won. There’s a million different differentiators, but you got to get clear on that stuff and you’ve got to be able to articulate that, and then you jump to the next steps.

Lee Kantor: And that’s where they should start before even attempting to kind of plug AI into whatever system.

Stephanie Nivinskus: Yeah. Yeah. Absolutely. Clarify your unique value proposition. Figure out why they should trust you. Oh, and one other thing, identify the unique problems that you solve for people. So, everyone’s got problems, what problems do you fix or solve really, really well? And what do you really like to solve?

Stephanie Nivinskus: Like, I love to solve the AI overwhelm problem. When people are overwhelmed, they’re like, “Ah, I’m pulling my hair out. I don’t know what to do” or “I’m just getting this mediocre regurgitated fluff from AI, and I want good stuff that sets me apart.” I love working with someone like that. Who do you love to work with? What fires you up and makes you feel like, yeah, today was a good day at work?

Renita Manley: I like that approach. So, what are two or three questions that a small business owner can maybe just go to ChatGPT, since we’re all so familiar with that, what are two good prompts that we can write down and save for later? Or, you know, ask ChatGPT to help us get started with integrating AI into our business.

Renita Manley: So, let’s just say, “Hmm. Steph is right. Let me see what I can do. I’m going to ChatGPT and I say, hey, ChatGPT, how can you help my business grow?” I know I wouldn’t start with that question because, you know, it’s just way too bland, but what are two very good questions that an unfamiliar WBE to AI can use to start off her prompt experience with AI.

Stephanie Nivinskus: Okay. Well, here’s something that I’m going to tell you about prompting that a lot of people don’t know. Most people will do prompts that are one to three sentences long. Unless every word of those one to three sentences is like sharper than a sword, you’re going to get very mediocre results from those kinds of prompts. They might sound better than something you could write yourself if you’re not a writer, but it’s going to be mediocre because you’re not giving the AI enough, in this case, ChatGPT, you’re not giving ChatGPT enough to work with for it to really give you the good stuff.

Stephanie Nivinskus: So, a proper prompt is going to be longer. That doesn’t mean it has to be, you know, like I talked about in the last episode, my 46 page prompt, that’s not what I’m talking about either. But you need to think of it the same way you would if you were training a human being to do something for you.

Stephanie Nivinskus: You wouldn’t hire an assistant and say whatever – you wouldn’t hire an assistant and say something like write an email to this client. They would be like, “Well, who’s the client? What’s the email about? What’s the tone? I mean, are we happy and friendly? Are we congratulating them on something? Are we angry with them? Are we demanding payment on something?” You would tell them, otherwise that person would just sit at the computer and be like, “I’m supposed to write an email to this person, but I have no idea what to say.”

Stephanie Nivinskus: ChatGPT is the same way. It doesn’t know what to do unless you tell it what you want. And the more detail you can give it, the more it will dial in exactly what you’re looking for. So, yes, you’ll give it the command to write this email, but give it all the background information. Give it all the tone information. If you have a desired length for the email, tell it that.

Stephanie Nivinskus: If you want it formatted in a certain way – like a lot of people when we were growing up, most of us learned you have to have five sentences in a paragraph. I don’t know if you guys remember hearing that as as a kid, but that’s what makes a paragraph, five sentences. And you never, ever, ever have one sentence has its own paragraph.

Stephanie Nivinskus: Well, the digital world has completely changed that and turned that on its head. And now, one sentence paragraphs are the easiest way for people to digest information. So, if you want your emails written like that, you got to tell ChatGPT that’s what you want. So, I don’t have a specific prompt to give you to start with. I have more the concepts of the things that you need to share with it.

Stephanie Nivinskus: And like I said in the first training that we did here or the first podcast, sharing examples of what you want it to do for you will do so much more than anything else. So, if you have an example of another email that you’ve written, or maybe another five emails that you’ve written that have gotten the desired result that you want from this email, feed it to ChatGPT. Let it see it.

Stephanie Nivinskus: You can upload a PDF, you can upload different kinds of documents and you can say, “Analyze these emails and tell me what patterns you see.” It will say, “Oh. Well, I see that you have a friendly greeting, and then I see that you bring up a shocking statistic, and then you talk about an action, or you explain why something is happening, and then you talk about a suggested solution, and then you have a call to action in it, and then you sign off the email.” It might say something like that.

Stephanie Nivinskus: And then, you say, “Great, let’s make that a framework for how I write emails for this particular reason. And so, now, I need you to write this email using that framework with this kind of tone, to this kind of person, in this length, in this style, blah, blah, blah.” Making sense?

Lee Kantor: Do you think that it’s possible to ask the AI to write the prompt for you, like you mentioned, like in a general way, I would like to write an email about this, can you write the prompt that will help me prompt you better, so that you will write the prompt that’s going to get the outcome I desire?

Stephanie Nivinskus: You can, but you have to be very clear, again, with the outcome that you desire to get the right prompt, because it’s going to give you mediocre at first.

Lee Kantor: Right, but then you can edit, once they gave you a prompt, now you’re not working off of a blank sheet of paper. Now you have a framework that the AI kind of understands. So then, now, you can take that framework and then change the words to get the outcome you desire.

Stephanie Nivinskus: Yeah, you can do that. It’s just that’s kind of like a step one thing. If you want something that is better quality and going to be more effective, then that would be your starting point, but not your finishing point. You can always ask ChatGPT, “I want to do this, what do you need to know in order to help me get this task done?” That can be a great place to start with all of this if looking at the blank page is overwhelming. That gets you started.

Stephanie Nivinskus: But you’ll notice the more you start using tools like this that it’ll give you an answer to something. And then if you push it, it might change its mind. It might take you in an entirely different direction. And what a lot of people do is they take that first answer and they’re like, “Okay. Not bad. I’ll take that and then I can dot I’s and cross T’s on it and make it my own.” But it’s like you’re only scratching the surface of what’s possible.

Stephanie Nivinskus: You can go deeper and deeper and deeper and deeper and you can say, “What is it about this email that’s not going to be effective? Tear it apart. Tear it apart like you are my biggest competitor that’s trying to outsell me.” And ChatGPT will take the email it just wrote for you and destroy it and tell you all the reasons it won’t work. “Oh, okay, ChatGPT, well, let’s go a step farther then. Tell me this.”

Stephanie Nivinskus: So, don’t say tell me what you need. Give it exactly what it says and then take that output and run with it, unless you think it’s absolutely spot on. Because by default you’re going to get mediocre from it. It was trained to be mediocre.

Stephanie Nivinskus: I don’t know if you guys know this, ChatGPT and many of these – they call them – LLMs, these were trained to be mediocre. They were trained to not offend people. They were trained to kind of just be please all generic kind of outputs. And so, if you don’t want generic, if you don’t want to sound like somebody that’s regurgitating the same information everybody else is saying, you’ve got to learn to prompt differently. And that’s a whole workshop in and of itself.

Renita Manley: So, LMS, that is Language Model System for anybody listening, is that correct?

Stephanie Nivinskus: LLM, Language Learning Model.

Renita Manley: LLM, Language Learning Model. Okay, got it. So, if you’re using ChatGPT, you can go in there and say, “I need you to sound edgy and rough. You can offend me if you need to.” And then go on with the prompt since it’s been trained to be, you know, mediocre?

Stephanie Nivinskus: You can say it —

Renita Manley: Or not be mediocre?

Stephanie Nivinskus: Yeah, you can, definitely. I train versions of ChatGPT for people that are so spot on. You would be shocked, that if you met this person and you talked to them in person, you would be shocked that they did not personally author every single word of what has been written, whether it’s a book or an email. But that that doesn’t happen with a few sentences.

Stephanie Nivinskus: When I’m doing stuff like that, I’m usually spending at least three hours developing my prompts for what it’s going to do. And that’s me as someone who’s been writing copy for 30 years. If you didn’t have 30 years of experience as a copywriter, this would take you weeks, months. I don’t even know if you’d be able to do it.

Stephanie Nivinskus: So, yeah, it’s an interesting thing that we’re talking about, but, yes, you can say things like write something edgy and whatnot, but again this is subjective. What does that actually mean? You know, what’s edgy to you might be mild to me. And I’m like, “Oh, Renita wants to be edgy,” and then I read it and I’m like, “This is so soft,” because you left it to ChatGPT to figure out what the heck that means. That’s where giving it examples is going to be a huge difference.

Renita Manley: Understood. So, before we head out of here today, well, in our previous episode, you mentioned that in addition to ChatGPT, you use this other app. It starts with the letter P. I can’t quite remember what you said.

Stephanie Nivinskus: Perplexity.

Renita Manley: Perplexity. Okay. So, besides ChatGPT, I’m going to ask you to share with us two or three AI tools that we all should absolutely be using and why.

Stephanie Nivinskus: Yeah, okay. I will give you the ones that I think most WBEs could really benefit from quickly. And the reason that I’m going to share these is because they’re pretty easy to use, even if you don’t consider yourself techie at all, and you’re not going to have a big old learning curve, and they’re going to help you do things that most of us have to do.

Stephanie Nivinskus: So, obviously ChatGPT, you need to have that. For anybody that is writing a lot of stuff, Claude is much better at writing what we call long form content than ChatGPT is. So, for example, a blog, an ebook, an actual book, Claude is going to do that a lot better than ChatGPT. So, ChatGPT is great for your shorter writing tasks. Claude is better for your longer writing tasks.

Stephanie Nivinskus: Another one, and this isn’t going to take any training – these two don’t take any training on your end at all – Fathom. I love Fathom. Fathom is an AI that you can use to record and summarize your meetings that you’re in online, when you’re on a Zoom meeting or Teams or Google Meet, whatever it is. The thing I love about it is that it’s not just recording the meeting, it’s recording the video, it’s recording the audio, it’s summarizing all of it. Once it’s done, then you can send that summary to the other people that were on the call or you can just grab a clip.

Stephanie Nivinskus: So, let’s say you were on an hour long call, and there was one part of that conversation that applied to somebody in your organization who wasn’t able to be on the call. You could just pull that one clip from that hour long conversation out and share it with that team member.

Stephanie Nivinskus: Something that’s saved my backside more than once is when I’ve been on these long, long, long, long calls and I’m like, “Gosh, I know we talked about something -” you know, it might be a week later, I’m like, “Gosh. I remember we talked about that one thing, but what was it that they said? Ahhh.” You know, I’ll bang my head against the wall a few times and it won’t come to me, and I can go on the Claude and I can literally enter the words that I do remember, or even one word, and it will search the transcript and find it and give me that clip. And then, I can watch it again and I’m like, “Oh, yeah. That’s it.”

Stephanie Nivinskus: So Fathom, amazing. Also, it gives you like – I sound like I market for it. Maybe they should hire me. I promise I’m not involved with these financially at all, but maybe I should be. Fathom also will give you action lists. So, you know, you’re talking with someone, you’re like, “Okay. I’m going to do that. You’re going to do this. I’ll do that part. You do that part.” You can go into it after the call and it will say, “Who’s doing what?” I mean, it’s just so helpful.

Stephanie Nivinskus: Another tool that I love is – there’s not a lot of people that talk about it, and I don’t know why because it is awesome, it’s called Tango, like the dance. And you can use this tool to create SOPs effortlessly.

Stephanie Nivinskus: Like with my company, we have so many different SOPs. This is how we do this and that and the other thing, da, da, da, da, this needs to be involved. And that’s really important for all of us, because if you’ve got an employee that has a lot of knowledge in their brain, and then God forbid that person gets hit by a bus and nobody else knows the stuff that was in their brain, your business is very vulnerable. And so, you need to get everybody doing brain dumps.

Stephanie Nivinskus: And writing SOPs is painful for a lot of people, so any tasks that are done online, you can actually get Tango and it will watch what you do online. You just go through what you normally do every day. It will watch what you do, and while you do it, it will capture screenshots and summarize step-by-step exactly what you’re doing. It writes the entire SOP with screenshots, pictures, italicize things, bold things. It’s like a dream. I got 100 SOPs from that thing in a matter of less than an hour.

Renita Manley: That’s amazing. I’ve tried to create SOPs with my own screenshots and I never finished, so that sounds amazing.

Stephanie Nivinskus: Yeah, exactly. And, you know, there’s a million other tools, but you asked for two or three, so there you go.

Lee Kantor: So, as we wrap here, is there anything you can share, maybe, to kind of differentiate between the overwhelm of a big picture I should learn about AI strategically and kind of in a macro view, and then tactically, there’s so many things within it, are there some do’s and don’ts when you’re kind of working kind of big picture and then small picture?

Stephanie Nivinskus: Yeah. I think big picture, you don’t need to become an AI expert at all to stay on top of what you need to know in the changing landscape of business right now. What you need to be is an expert in what you need to perform at the best capacity that you can, to be the most efficient and the most productive.

Stephanie Nivinskus: And you’re probably not going to know that off the top of your head, so that’s when you want to align yourself with someone who does this for a living that can teach you. Not teaching you generalities that apply to everyone, but teaching you what actually applies to you for your business.

Stephanie Nivinskus: On a micro level, I would say just learn one tool at a time, and maybe you make it a ten minute habit every day and say, for ten minutes today, I’m going to learn how to write better prompts, or I’m going to learn how to create better data sets. That’s the information that you feed it when you’re showing it what to do. And maybe you do that for ten minutes every day until you’re like, you know what? I’m writing killer prompts. And the reason I know that is because the outputs I’m getting, it doesn’t sound like what anybody else would say.

Stephanie Nivinskus: Can we talk real quick before we wrap? I have a list of over a thousand words that I have forbid my ChatGPT, Claude, et cetera, from using, because these words have become synonymous with you use AI, don’t you? I think everybody should have a list of forbidden words. They change, but in the beginning of all of this stuff, when it started taking off, the words – what were they? – unlocked, harness, leverage, those were words that everybody was putting in everything that they were writing. Unprecedented, that was a huge one. I will say now the word fluff is what unprecedented was two-and-a-half years ago. Everybody is saying fluff. Just look for it, you guys. Look at emails. Look at text messages. Look at blog posts.

Renita Manley: You know what I dislike?

Stephanie Nivinskus: What?

Renita Manley: You know what I dislike while you’re talking about this since we’re calling things out? I hate when I get an AI generated email from somebody, and I can tell because they just didn’t take out the bolded words and they leave all the hyphens in it, I’m like, “Come on, you could have at least unbolded it and took out the hyphens.”

Stephanie Nivinskus: And all the emojis, right?

Renita Manley: Oh, yes. Yes. AI social media post with numerous emojis, like AI goes emoji crazy. Take out your emojis, WBEs. If you’re using AI for everything, take the emojis out because it looks very AI-e.

Stephanie Nivinskus: Now one thing I will tell you, like you call them hyphens, some people call them em dashes or en dashes, that’s that long dash, right? It’s very trendy right now to rip on the em dash. A lot of people are doing that saying, “Oh, my gosh. I know you use ChatGPT because blah, blah, blah.” And ChatGPT does use those all the time.

Stephanie Nivinskus: But I will tell you also, as someone who has written copy for a living for three decades, the em dash is a beautiful, beautiful punctuation symbol and it carries great weight. And I’m in love with the em dash. Don’t kiss it off and say it’s evil because it’s not. It’s a beautiful friend. Just use it properly. Do I sound like a total word nerd? Yeah, I kind of.

Renita Manley: You sound like a writer. That’s exactly —

Stephanie Nivinskus: Thank you. That’s better than a word nerd.

Renita Manley: Okay. Well, any last parting advice for WBEs who are still feeling the overwhelm? Just one little piece.

Stephanie Nivinskus: Well, stop talking about how you’re feeling overwhelmed. Because the more you say you’re overwhelmed, the more overwhelmed you’re going to feel. And instead say, You know what? Today I’m going to spend ten minutes learning something. And every time you’re tempted to say “I’m overwhelmed by this. I’m not techie. I’m not blah, blah, blah,” say, “Ah, today I spent ten days learning how to do this, and I was able to get something better. Look at me. Yay, me.” Give yourself a high five and then take yourself out for lunch.

Lee Kantor: Well, if somebody wants to learn more, Steph, for your firm and your book, website, what’s the best way to connect?

Stephanie Nivinskus: My website is sizzleforce.com, sizzle like bacon, force like may the force be with you. And you can follow me on TikTok. I’m doing a lot of stuff on TikTok right now. Really, really, really short tutorials. I’m going to move them all over to YouTube and whatever eventually, as soon as I get my act together. But for right now, they’re on TikTok. And my book, Sizzle Or Fizzle, you can find on Amazon.

Lee Kantor: Well, thank you so much for sharing your story today. You’re doing important work and we appreciate you.

Stephanie Nivinskus: Thank you so much.

Lee Kantor: And, Renita, before we wrap, can you share about that upcoming conference, the Unconventional Women’s Conference that’s happening at the end of July?

Renita Manley: Oh, yeah. Absolutely. July 23rd, Newport Beach, California. Make sure you guys go. Guys and gals who want to be WBEC-West. Wbec-west.org, go up to our events calendar and make sure you’re registered. And don’t forget to go on Amazon and look for the book Sizzle Or Fizzle. That’s what I’m doing as soon as we’re done recording because I’m in the gray area stuff. I need to be the bridge.

Stephanie Nivinskus: I got you, girl.

Lee Kantor: All right. This is Lee Kantor for Renita Manley, we’ll see y’all next time on Women in Motion.

 

BRX Pro Tip: From Interest to Action

June 17, 2025 by angishields

BRX-Banner

BRX Pro Tip: From Interest to Action

Stone Payton: And we’re back with Business RadioX Pro Tips, Lee Kantor and Stone Payton here with you. Lee, let’s talk a little bit about helping someone navigate the journey from interest to action.

Lee Kantor: As a marketing person, that’s something I think about all the time. You know, one of the first hard things is to get someone interested. First, they know you exist, then they’re interested in what you do, and then how do you get them to take action and actually buy something.

Lee Kantor: So, getting someone interested is just the first step, and that’s a hard thing, and I don’t want to dismiss that as an easy thing. But to do that is difficult. Then once you’ve done that, the next hard thing is then you have to get them to start using whatever you’re offering.

Lee Kantor: So how do you bridge that gap? First, make the first next step easy and obvious. Have clear calls to action, have simple onboarding, and make sure there are some quick wins that help turn that curiosity into commitment. And if you can remove as much friction as possible wherever you can, whether it’s by offering a demo, a free trial, a guided walkthrough, just make it organic, obvious, and just a logical next step, and you’re going to have a better chance of succeeding.

Lee Kantor: Secondly, show real value as quickly as possible. You can talk about benefits, but they have to be able to experience those benefits as soon as possible, not just some long term promise that’s going to happen at the end. There has to be some quick wins at the beginning. And then, if you can share some success stories and testimonials from other people that are doing a similar thing and getting an outcome that this person desires, this is going to help them build confidence in pulling the trigger and taking that action you desire.

Lee Kantor: And then, ultimately, you have to stay engaged. You have to follow up. You have to keep asking questions. You have to keep holding them accountable to doing the work that they need to do in order to get the result that you promised. So, you have to have some sort of support mechanism in there as well. But, really, sometimes just a little encouragement is all it takes to turn interest into action.

Lee Kantor: Remember, you can’t just attract attention. You have to guide people toward real results if you are going to get the results that you desire.

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