Shows
The Storytellers EdgeStop Blaming “Short Attention Spans”Everyone says, “people don’t have attention spans anymore.”But what they really don’t have… is patience.In this episode of The Storyteller’s Edge, Ginger Zumaeta breaks down the real reason your content flops before it’s even heard—and shares her two-part Hook & Hold Formula that’s helped high-stakes communicators break through the noise.You’ll learn:→ Why attention is situational, not scarce→ The 3 things that kill engagement in the first 10 seconds→ What Ginger learned from a throwaway LinkedIn rant that accidentally went viral→ How to find the one li...2025-08-0613 minThe Storytellers EdgeHow do I align sales, marketing, and leadership messaging?Your messaging sounds fine—until every team starts telling a slightly different version of the story.What looks like alignment on the surface often hides a costly disconnect underneath.Marketing says one thing. Sales says another. Product’s got a third.And suddenly, your “one message” becomes three different strategies in disguise.In this episode of The Storyteller’s Edge, Ginger Zumaeta breaks down the quiet chaos that sneaks in when your teams aren't using the same spine of the story—and why it’s not just a comms problem, it’s a business one...2025-07-2316 minThe Storytellers EdgeMessaging Pillars: How to Pick the Right Ones (And Ditch the Rest)Your messaging sounds fine… until you try to write it down.That’s when the identity crisis hits.What felt clear in the meeting? Suddenly a hot mess mid-deck.You’re rewriting. Rewording. Re-questioning everything.And wondering why it all sounds… just a little bit off.In this episode of The Storyteller’s Edge, Ginger Zumaeta breaks down the messaging mistake that quietly costs teams time, trust, and traction: not having sharp, usable messaging pillars.You’ll learn:→ What messaging pillars are (and what they absolutely aren’t)→ T...2025-07-1116 minThe Storytellers EdgeWhen Stakeholders Get Defensive, Your Message Probably Did TooDelivering tough feedback without triggering shutdowns?It’s harder than it sounds.Because no matter how fair or thoughtful you are—You can’t control how it lands.In this episode of The Storyteller’s Edge, Ginger Zumaeta breaks down why high-stakes feedback so often sparks resistance, and how to avoid the “braced and bitter” response.This isn’t about sugarcoating.It’s about reframing.You’ll learn:→ Why resistance is usually about how you say it, not what you’re saying→ The 4 exact frames...2025-06-2711 minThe Storytellers EdgeThe People You’re Not Marketing To—But Should BeSome of the most important conversations about your work…happen when you’re not in the room.Not during the pitch. Not on the call.They happen later—in Slack threads, over coffee, in side chats.And here’s the kicker—They’re not quoting you.They’re translating you.In this episode of The Storyteller’s Edge, Ginger Zumaeta breaks down how to write for the ghost audience—the validators, blockers, and skeptics who weigh in after the meeting, but shape the outcome.You’ll learn:2025-06-1914 minThe Storytellers EdgeWhy Logic Doesn’t Sell—And What to Say InsteadMost messaging sounds logical.But logic doesn’t drive action—emotion does.In this episode of The Storyteller’s Edge, Ginger Zumaeta unpacks the 5 biggest reasons logic-heavy messaging falls flat—and how to rewrite yours so people don’t just understand it… they feel it.You’ll learn:→ Why most business messaging skips the human part—and what to do instead→ The power of story arcs, not just stats→ How to use evocative language that actually sticks→ The psychology behind urgency (and how to build it without sounding push...2025-06-1110 minThe Storytellers EdgeThe Most Powerful Word in a Presentation Is ‘YouMost pitches fail for one reason: they’re built around what you want to say, not what the audience cares about.In this episode of The Storyteller’s Edge, Ginger Zumaeta breaks down the 4 biggest reasons your message isn’t landing—and how to flip the spotlight so your audience sees themselves in your story.You’ll learn:→ How to reframe your entire pitch around what your audience actually wants→ The “Highlighter Test” that exposes whether your message is self-serving→ Why features don’t sell—but framing them as outcomes does→ Ho...2025-05-3008 minThe Storytellers EdgeHow to Spot (and Fix) the Silent Credibility Killers in Your MessagingYou nailed the pitch.You delivered the deck.You even got a few nods on the Zoom call.Then—silence.No follow-up. No “no.” Just a vague “we’ll be in touch.”It’s not because your idea wasn’t strong.It’s because something small poked a hole in your credibility.In this episode of The Storyteller’s Edge, Ginger Zumaeta unpacks the 4 invisible credibility killers that quietly sabotage even the smartest pitches—and teaches you how to fix them before you hit send.You’ll learn:...2025-05-1512 minThe Storytellers EdgeHow to Create Tension (The Good Kind) in Your Next Big PresentationMost presenters KILL attention without realizing it.How?They rush to explain.They smother the tension.They make their audience comfortable……which also makes them disengaged.If there’s no tension, there’s no reason to listen.In this episode, I’ll show you how to stop smoothing things over—and start creating good tension that hooks decision-makers and makes your message impossible to ignore.Here’s what you’ll learn:→ Why fast explanations make audiences tune out→ The 3 silent questions you...2025-05-0813 minThe Storytellers EdgeHow to Simplify Complex Ideas Without Losing CredibilityThe biggest reason smart people lose their audience?They bury the good stuff.Too much setup. Too much “let me explain.” Not enough clarity.Complexity doesn’t make you sound smart.It makes your audience tune out. Fast.In this episode, I’ll show you how to stop overexplaining and start making your message impossible to ignore.Because decision-makers? They don’t want the backstory. They want the point.Here’s what we cover:→ Why “warming up” your audience is killing your pitch→ The BLUF me...2025-05-0109 minThe Storytellers EdgeBusiness Communication Has a Blind Spot—It’s YouNo one warns you about this when you’re leading a team or building a brand, but your biggest messaging threat?It’s not the market. It’s not your competitors.It’s you.Because when you’re close to the message—when you know the product, the pitch, the deck—it’s way too easy to trust your gut and skip the testing.And that’s where bias creeps in. Quietly. Invisibly. Powerfully.In this episode, I’m unpacking five cognitive traps that silently sabotage your messaging—and showing you the exact...2025-04-2417 minThe Storytellers EdgeAI Won’t Replace Storytelling—Here’s How to Use It to Your AdvantageIf your message is unclear, AI won’t fix it.It’ll just make your confusion sound more expensive.And that’s a dangerous game.In fact—it might make your confusion sound smarter, but still wrong.AI isn’t a storyteller.It’s a mirror.It reflects whatever you give it—fuzzy thinking in, fuzzy message out.In this episode, I’m breaking down the 20/60/20 framework I use to get the most out of AI without losing clarity, control, or voice.It’s the same framework we use in our workshops to turn raw ideas into high-im...2025-04-1712 minThe Storytellers EdgeHow to Future-Proof Your Messaging as Your Business ScalesNo one tells you this when you start a business, but explaining what you do is way harder than building the damn thing.At first it’s easy. You live it. You breathe it. You talk about it every day.But then you grow.More people. More products. More markets.And suddenly… your website sounds like it was written by a stranger. Sales is saying one thing. Marketing another.And your customer? They’re confused.In this episode, I’m breaking down five messaging moves that scale with you...2025-04-1013 minThe Storytellers EdgeWhy Investors Say No (And How to Make Them Bet on You)Your numbers are solid. Early customers love you. On paper, investors should be throwing money at you.But they’re not.And it’s not because they don’t like your business—it’s because they don’t believe in it yet.Investors aren’t buying what you do. They’re buying why it matters. And if you don’t make them feel the urgency, your pitch is just a bunch of words.In this episode, I’m breaking down the four-step storytelling framework that makes investors feel the opportunity—so they don’t just unders...2025-04-0319 minThe Storytellers EdgeWhy No One Gets Your Idea (And How to Fix It)Not all great ideas land.And it’s not because they’re bad.It’s because they’re unclear.We’ve seen brilliant founders, execs, and experts hit a wall—not for lack of vision, but because their message gets lost in translation. They bury the lead. Drown it in details. Or assume their audience already gets it.The result? Blank stares. Polite nods. Total inaction.In this episode, we’re breaking down why smart ideas often go unheard—and how to fix it fast. You’ll learn the biggest messaging...2025-03-1715 minThe Storytellers EdgeWelcome to The Storyteller’s Edge Podcast with Ginger ZumaetaWelcome to The Storyteller’s Edge! This is where we cut the noise and make your message impossible to ignore.I’m Ginger Zumaeta, and I help leaders turn big ideas into sharp, high-impact messages that drive action. After years working with Fortune 500 execs and fast-scaling startups, I’m bringing those insights to you.So grab a coffee (or something stronger), hit play, and let’s get to the point!2025-03-1301 min
Smart Business Revolution | Turn Relationships into Revenues | Networking | More Clients | Relationship AdviceStrategic Messaging for Market Success With Ginger ZumaetaGinger Zumaeta is the Founder and CEO of Motive3, a brand positioning, communications, and storytelling firm helping f advising businesses on effectively positioning and communicating big ideas. With over 20 years of experience in marketing and brand design, she is a three-time Emmy Award-winning writer and producer recognized for her innovative approach to marketing and storytelling. Starting her career in television and rising to Vice President at NBC, Ginger transitioned into entrepreneurship, crafting effective strategies for startups to Fortune 500 companies. She has worked with renowned brands such as Coca-Cola, Verizon, Union Bank, and Infinity Insurance, and her insights h...2024-05-3135 min
Wings of Inspired BusinessStand Out with Storytelling: Entrepreneur Ginger Zumaeta on How to Close Deals with a Killer Pitch DeckGinger Zumaeta is a 3X Emmy Award-winning writer and producer that advises companies on positioning and communicating big ideas. She’s the Founder and CEO of Motiv3, a positioning and messaging strategy firm, host of the podcast Usable Marketing, and author of the forthcoming book Deckonomics: Design Presentations that Spread Ideas, Drive Decisions and Close Deals. Today she shares the secrets of storytelling for landing the sale and much more.2022-11-1746 min
Wings of Inspired BusinessStand Out with Storytelling: Entrepreneur Ginger Zumaeta on How to Close Deals with a Killer Pitch DeckGinger Zumaeta is a 3X Emmy Award-winning writer and producer that advises companies on positioning and communicating big ideas. She’s the Founder and CEO of Motiv3, a positioning and messaging strategy firm, host of the podcast Usable Marketing, and author of the forthcoming book Deckonomics: Design Presentations that Spread Ideas, Drive Decisions and Close Deals. Today she shares the secrets of storytelling for landing the sale and much more. Download Podopolo and follow Wings of Inspired Business there to keep the conversation going in the episode comments section and invite your friends to connect around podcasts recommended to yo...2022-07-2847 min
Breakfast Leadership ShowInterview with Ginger Zumaeta3X Emmy Award-winning writer and producer, Ginger Zumaeta, advises companies on positioning and communicating big ideas. She’s the Founder and CEO of Zumaeta Group, a positioning and messaging strategy firm, and author of the forthcoming book Deckonomics: Design Presentations that Spread Ideas, Drive Decisions and Close Deals.
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2022-05-0219 min
The Payal Nanjiani Leadership PodcastMARKETING YOUR BIG IDEA EP140Ginger Zumaeta | Founder and CEO of Zumaeta GroupGinger Zumaeta is the Founder and CEO of Zumaeta Group, a positioning andmessaging strategy firm, and the author of the forthcoming book Deckonomics.Ginger has worked with some of the world’s largest brands, such as Coca Cola,Verizon, Union Bank,, Anthem, Infinity Insurance, and many others.2022-04-2927 min
Championship LeadershipGinger Zumaeta: Be Intentional About What You WantIn this series of Championship Leadership, we are honored to have with us Ginger Zumaeta, an Emmy Award-Winning Writer-Producer and Founder/CEO of Zumaeta Group Company. She will tell us how she learned all the jobs from the bottom up, from being a TV receptionist to becoming a Vice-President of Advertising and Promotion of NBC and setting her off as one of the youngest VP person in the executive team at the young age of 31. After years of working in a prominent TV network, Ginger faced difficulties due to the recession and was laid off in her...2022-01-1722 min
Create Your Own Salary (previously Business Breakthrough)136: Leading Your Prospect Through Storytelling With Ginger Zumaeta (Part 2)In today’s market everyone considers themselves an expert, and so many people have been burnt either because the expert they hired was not the expert they needed, or was not quite the expert they thought they were. In this episode Ginger shares with us how story guides people to that place of comfort certainty and trust.My Guest: Ginger ZumaetaGinger Zumaeta, advises companies on positioning and communicating big ideas. She’s the Founder and CEO of Zumaeta Group, a positioning and messaging strategy firm, and author of the forthcoming book Deckonomics: Design Presentations that...2021-12-2330 minCreate Your Own Salary (previously Business Breakthrough)136: Leading Your Prospect Through Storytelling With Ginger Zumaeta (Part 1)In today’s market everyone considers themselves an expert, and so many people have been burnt either because the expert they hired was not the expert they needed, or was not quite the expert they thought they were. In this episode Ginger shares with us how story guides people to that place of comfort certainty and trust.My Guest: Ginger ZumaetaGinger Zumaeta, advises companies on positioning and communicating big ideas. She’s the Founder and CEO of Zumaeta Group, a positioning and messaging strategy firm, and author of the forthcoming book Deckonomics: Design Presentations that...2021-12-2130 min
Master LeadershipML243: Ginger Zumaeta (Leader & Author)3X Emmy Award-winning writer and producer, Ginger Zumaeta, advises companies on positioning and communicating big ideas. She’s the Founder and CEO of Zumaeta Group, a positioning and messaging strategy firm, and author of the forthcoming book Deckonomics: Design Presentations that Spread Ideas, Drive Decisions and Close Deals.Ginger has worked with some of the world’s largest brands, such as Coca Cola, Verizon, Union Bank, Amgen, Anthem, Infinity Insurance and many others. Her insights have been featured in publications such as Business Insider, TheNextWeb, Better Marketing, Storius, and Marketing Profs, among others and she’s spoken...2021-11-2024 min
LinkedIn RichesThe Secret To Securing High-Ticket Corporate Clients With Ginger ZumaetaConsultant Ginger Zumaeta counts some of the biggest brands on the planet - including Coca Cola, Verizon and many more - among her clients, and shares the secrets behind what goes into landing big-name, high-ticket corporate clients on this episode of Nemo Radio!MEET TODAY'S GUEST3x Emmy Award-winning writer and producer, Ginger Zumaeta, advises companies on positioning and communicating big ideas. She’s the Founder and CEO of Zumaeta Group, a positioning and messaging strategy firm, and author of the forthcoming book "Deckonomics: Design Presentations that Spread Ideas, Drive Decisions and Close Deals."Ginger ha...2021-11-0444 min
Business of Story#303: The 5 Laws of High-Impact Sales PresentationsGinger Zumaeta, Founder & CEO of Zumaeta Group, a position and messaging strategy firm, and a 3X Emmy Award-winning writer and producer, shares her five storytelling laws to make your presentations persuasive and moving. Explore Park's free and premium story building tools including his new book, Brand Bewitchery: How to Wield the Story Cycle System™ to Craft Spellbinding Stories for Your Brand: http://bit.ly/StorytellingTools Like what you hear? Park offers online or in-person workshops, consulting and keynotes. Visit businessofstory.com to get in touch.2021-04-1959 min
Usable MarketingPresenting Over ZoomIf Zoom is your new conference room, here’s how to deliver virtual presentations that get agreements so you can keep your work moving forward.There are 3 things that you need to do:
1) Your presentation needs to be properly STRUCTURED. I’ll give you a simple framework of how to do that.
2) Next, you need to be concise and SUCCINCT. Eliminate anything that doesn’t support your thesis.
3) And finally, you need to use VISUALS correctly. You’ll see what I mean in the video. Get these right and you’ll start getting noticed, getting ag...2020-04-1309 minUsable MarketingMarketing in times of uncertaintyTo all my marketers out there? Are you keeping calm and carrying on? Are you pulling your marketing back? Or are you pivoting?2020-03-1806 min
Usable MarketingEP 66 🔥 Turning Strangers into Friends 🔥🔥Why is it still so hard to get new customers? 🔥
Automate your growth by learning how to turn strangers into friends.
If you’ve been relying on friends, family, and referrals to generate sales, it’s time to address the top of your funnel.
You already have friends, family, and referrals buying from you, but what happens when those avenues are exhausted? It’s time to go to the next level and start turning strangers into friends.
The steps of the purchase journey are:
1) Awareness
2) Consideration
3) Preference2019-11-0709 min
Usable MarketingEP65 | 🔥3 types of goals:problems🔥You’ll attract more customers who are ready-to-buy if you solve these 3 problems.
A customer always has an end goal in mind.
They are in a current state and are looking for something to get them to their future state. But what you’re selling as a solution, isn’t really all they’re looking for.
Let’s say you’re a business trying to hire a sales consultant — here are the 3 levels of problem your business needs to solve:
External Problem: Their basic need - they need more customers...2019-10-2112 min
Usable MarketingEP64 | 🔥The dead-simple 4-step process to more customers ASAP🔥Here’s how you hit a H.O.M.E. RUN with your marketing!
Marketing has gotten so much more complicated than it used to be!
You need to have the fundamentals down if you’re going to make progress.
Business is about one thing, acquiring and serving customers in a way that they want to give you money.
Keep it simple with the acronym H.O.M.E:
🤠Hero - Who is my customer HERO? Know what they want!
📁Offer - Put together a captivat...2019-10-1511 min
Usable MarketingEP63 | 🔥Does Your Audience Know What to Hope For?🔥How to simplify your brand promise!
A lot of us complicate our brand promise, when it can actually be really simple.
You have to condense your brand promise with this simple question — have you told your audience what to hope for?
Remember the Men’s Wearhouse commercial from back in the day; “You’re gonna like the way you look, I guarantee it.”
It gave the audience a clear brand promise and even backed it up with a guarantee. It’s really that simple!
2019-10-1112 min
Usable MarketingEP62 | 🐶Imagine Your Product Or Service is Dog Food🐶Here’s how to ramp up the appeal of your product or service, so customers want what you’ve got - even if it’s NOT dog food 😉
Customer appeal and product performance are two different things. And dog food sales prove it!
To create more appeal for your product or service, try this thought experiment.
You have to get your customer TO the door before you get them THROUGH the door.
Think about having a pet you are buying dog food for. You buy dog food f...2019-10-1010 min
Usable MarketingEP61 | 🔥What to do when the buyer is not the user🔥You need to understand and meet these three needs
If you have a sale where there is a different buyer than there is a user, you have to explore and meet the needs of both people!
I’m going to use the example of buying a pair of basketball shoes for my daughter. I have to deal with 3 separate needs and they are; external needs, internal needs, and global needs.
I not only have to meet these needs for my daughter, but for myself as well.
How do you understand and me...2019-10-0909 min
Usable MarketingEP60 | 🔥The Paradox of Paralysis in business🔥🔥How to get past it and see your company grow!🔥
There are forms of paralysis in both big and small companies!
A lot of time in small companies, there’s a lot of people sticking their necks out, but there’s not enough direction.
People are spread thin trying to get a lot done and there’s a lot of things happening, but they aren’t moving forward.
In big companies, sometimes there’s too many people with very narrow lanes. When this happens you lose your entrepreneurial edge, and you don’t have people...2019-10-0311 min
Usable MarketingEP59 | 🔥Does the number of people who “follow'' you really matter?🔥People are obsessed with tracking how many people follow them. And for some, it may indeed matter. But there are a lot of situations where it doesn’t matter much at all. Here’s how to figure out whether you should be trolling your follower counts.
1. Who are you trying to influence?
2. Where are they?
3. What do they want?
4. What outcome are you really looking for?
5. What outcome are you trying to achieve with your social media?
a. Broad consumer product that ev...2019-10-0112 min
Usable MarketingEP58 | 🔥Your Three Fundamentals🔥🔥You have to know your customer before you can sell to them!🔥
🔥Use these three questions to understand your customer better🔥
Here are the 3 questions you should ask yourself.
➡️Who are they (who are you trying to serve)?
➡️What do they want?
➡️What’s holding them back?
Just the act of answering these 3 questions will give you more EMPATHY with your customer.
That empathy will give you CLARITY on how to serve them and give them what they want.
Clarity is POWER because now you can make decisions based o...2019-09-2710 min
Usable MarketingEP57 | 🔥Story Selling Continued! This time with a B2B example.🔥Let’s face it. Complex products are hard to explain! If you’re finding yourself saying “It’s Complicated” when you try to describe what you do or what your product does, story selling is the answer.
In this example, I’m going to show you how to create a story for a specialty chemicals company in the metal finishing industry . . . which I have to admit I didn’t even know WAS an industry until we worked together.
Hero: A-line manager at on the metals finishing line at a company like John Deere or Westinghouse
Problem...2019-09-2011 min
Usable MarketingEP56 | 🔥Yesterday I gave you the 6-part storyselling structure. Today I will show you an example #1 of how to use it to sell.🔥In this example, I want to show you exactly how to turn the six-part story-structure to actually SELL.
Do you love to travel, but hate tourists? Me too! I’m going to pretend I’m a travel blogger trying to sell you an itinerary on my new favorite city, Porto, Portugal.
Register for my Masterclass at http://tmcmastery.com
•Watch the podcast on Youtube
•Follow us on Facebook
#marketing #sales #customer #masterclass #storytelling #prospects2019-09-1815 min
Usable MarketingEP55 | 🔥More story = more customers. Here’s how to do it in 6 steps🔥If you want more customers, use this 6-step storytelling structure to lead them on a journey to your product or service
There are 6 parts to every great story:
The Hero
The Problem
The Wizard
The Way
The Call To Action (CTA)
The Happy Ending (they reach their goal safely)
Check out the video I made walking you through all six steps.
Wanna know even more? Register for my Masterclass at http://tmcmastery.com
•Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q)...2019-09-1613 minUsable MarketingEP54 | 🔥Masterclass is back!!!!🔥The Masterclass is back!!!! This is the nuts and bolts to marketing. Our next live course starts September 24th. Go to TMCmastery.com to get on the list. This will be a LIVE class. I invite you to join.
If you haven't yet Go download the Ultimate Persona Template at personatemplate.com
•Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q)
•Follow us on [Facebook](http://facebook.com/gingerzumaetahq)2019-09-1313 min
Usable MarketingEP53 | 🔥Where do your prospects congregate Here’s how to find out.🔥Knowing who your prospect is one thing. Finding them is another. Here’s how to pinpoint exactly where they are.
I’ll walk through the second and third sections of the Ultimate Customer Persona template. (5 of a 5 part series)
Go download the Ultimate Persona Template at personatemplate.com
•Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q)
•Follow us on [Facebook](http://facebook.com/gingerzumaetahq)
#marketing #sales #customers #masterclass #storytelling #prospects2019-09-1017 min
Usable MarketingEP 52 | 🔥Read your prospect’s mind? Yep, you can do that.🔥Here’s how you get the intel to know what your prospect really cares about.
I’ll walk through the first section of the Ultimate Customer Persona template. (4 of a 5 part series)
Go download the Ultimate Persona Template at www.personatemplate.com
•Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q)
•Follow us on [Facebook](http://facebook.com/gingerzumaetahq)
#marketing #sales #customers #masterclass #hero #client #prospect 2019-09-0920 min
Usable MarketingEP 51 |🔥Avatar. Persona. Whatever You Call It . . . It’s Your Secret Weapon.🔥A documented Customer Persona is the GPS for your marketing strategy.
Listen up for a walk-through of the Ultimate Customer Persona template, and how it will guide your marketing.
Download the Ultimate Persona at personatemplate.com
•Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q)
•Follow us on [Facebook](http://facebook.com/gingerzumaetahq)2019-09-0515 min
Usable MarketingEP 50 | 🔥Start with WHO . . . And Let Them Supply Your WHY🔥How great companies inspire customers and clients to take action.
If you’re not clear about WHO you want to help or guide, they won’t be clear or confident that YOU are the one that CAN help them. It’s a common mistake. The Ultimate Persona Template will help you fix it.
But before we jump into the Ultimate Persona . . .
Why start with Who?
1. You get to pick whom you’re going to serve. You can serve few, or you can serve many?
For ex...2019-09-0412 min
Usable MarketingEP 49 |🔥Watch Your Results Soar When You Cast Your Client As HERO🔥Get your prospects to seek you out and to willingly and enthusiastically to hand over their money.
Two of the biggest mistakes businesses make that prevent growth are:
1️⃣ They mistake who the “hero” is
2️⃣ The make the offer confusing
But both of these things are easy to fix, and having detailed “persona” or “avatar” is the key.
Go download the Ultimate Persona Template at personatemplate.com
•Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q)
•Follow us on [Facebook](http://f...2019-09-0416 min
Usable MarketingEP 48 | 🔥How To Attract More Prospects With Story-Based Selling🔥Need to up-level your sales and marketing? Story-based selling could be the answer.
Everybody loves a good story, and stories are the way we understand the world. I'll break down how to use story elements like the ones below to lead you to the promise land with customers.
🤠 A hero!
🌋An obstacle to overcome
👓A search for a way to overcome the obstacle
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your...2019-08-3014 min
Usable MarketingEP 47 | How to beat the biggest challenges of being an owner/entrepreneurI put a call out to owner/entrepreneurs about their biggest challenges. Here were the top 3.
👉Prioritization
👉Finding the right team
👉Delegation
Probably no surprise to you . . . but there's a way to push past those issues, and that's by getting CLARITY. Here's how.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact...2019-08-2812 min
Usable MarketingEP 46 | "It Depends" - The Most Corrosive 2 Words In ConsultingIf you're any type of consultant or non-inventory type business, "It Depends" is costing you business. Find out why "It Depends" are the most corrosive, self-defeating, incoherent, lazy and trust destroying two words you can use in business..
If you're interested in the next masterclass go to TMCmastery.com and get on the waiting list to receive more information.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more wi...2019-08-2613 min
Usable MarketingEP 45 | Doubt & Skepticism could be what's killing your progress.Today we are talking about doubt and skepticism in your own business and how they are crushing your forward movement with your business. The difference between a big business marketing and the small business marketing is the large businesses have already proven to themselves they can grow and are willing to do what it takes to grow. When you're early in your growth path and you're at the crossroads going from DIY (do it yourself) to DFY (done for you) business, this is that bridge between the Small business to Large Business. This is where you run into doubt a...2019-08-2313 min
Usable MarketingEP 44 | Stop justifying your product. Reasons aren’t reasons for buying.Today I want to talk about why you need to STOP justifying your product. Because reasons are not the reasons they are buying. If people have to be convinced to buy your product. There is no amount of reason is going to be the reason they are going to buy. You need to talk to their inner fear. When your thinking of buying something there is a little voice that is in your head and they are about rejections. Either they are telling you that you don't have the ability to do it, or the fear that someone else o...2019-08-2214 min
Usable MarketingEP 43 | If you want to speed up time, get an advisor!Today we talk about how to fast forward your progress, profits, and results. You may want to think about getting an advisor. If you're seeing your competitors blazing past you it's time to step it up. I'm going to share with you three things you can do to get ahead. The first thing you can do is read books. Books help you get ahead and open up your train of thoughts. If you really want to move forward you want to get as much knowledge as you can with reading. Reading is free coaching. Here are the three books...2019-08-2121 min
Usable MarketingEP 42 | How I Got Schooled By A 13 Year OldWelcome back, I just got back from a conference from Colorado. One of the most humbling moments is when I got schooled by a 13-year-old. At this conference, we were encouraged to bring our children/teens. This was to help get our kids into the entrepreneurship world and open their eyes to the possibilities. Here is where I met Noah Lenz who is 13 and has managed to launch his own digital agency. He basically connected to Russell Brunson by fixing his click funnels (all on his own) then sent them to Russell and explained what he had done and th...2019-08-2015 min
Usable MarketingEP 41 | Do you have a landing page? Welcome back, I have been out on Vacation and I am back. Today I'm talking about B2B (Business to Business) marketing. B2B is a complex business cycle and different than attracting consumers as you would for a B2C (Business to Consumer) business With a. B2B you still have your website but most likely you don't have a landing page. If you have any type of digital marketing you really need to bring them into a landing page rather then your home website page. The reason for a landing page is to bring that business right i...2019-08-0510 min
Usable MarketingUMP 40 | Step into the ExecutionToday I'm talking about the execution plan. We all know, first, you have to get your strategy right and then comes the execution. What I learned with the Masterclass we just launched is that everyone was so excited about the strategy, but when it came time to put the execution in place it became overwhelming and scary. Don't let it stress you out. I want you to really look at what is your result? Focus on one action at a time. Have you heard, How do eat an elephant? One piece at a time. I encourage you to look at...2019-07-1110 minUsable MarketingUMP 39 | The 3 Pillars of StrategyFailure in getting marketing results is usually either a failure of strategy or it's a failure of execution.
And by execution, I mean the tactics. Those are the two sides of marketing - strategy and tactics/execution.
To get strategy right, you need to understand 3 things:
Strategy is quantum (i.e it's not incremental)
Strategy is operational (i.e. it affects not only what you say to your market, but if it affects every business process that you have across your entire enterprise)
Strategy is in the realm of belief building - It's about a...2019-06-2912 min
Usable MarketingUMP 38 | Customer, Clients, or Heroes?Let's talk about the Hero's journey. Remember the movie Ratatouille? It's the perfect example of the classic Hero's journey. The rat Remy dreams of becoming a great chef, Despite being a rat. He follows his dream with the help of the garbage boy Linguini and he puts his culinary skills to test. Despite all the obstacles, he becomes this major chief who wins over the food critics and proves his culinary abilities with this simple dish. Long story short is anyone can do anything they set their minds to. We are all wired to respond to stories. The story s...2019-06-1115 min
Usable MarketingUMP 37 | A Peek Inside The MasterclassWe're launching a masterclass, and you're not gonna want to miss it. Get on the waiting list at http://tmcmastery.com2019-06-0512 min
Usable MarketingUMP 36 | Get More LeadsToday I wanted to share with you about the "In process" work that I did yesterday. I put a survey out to my followers asking what the ONE thing that you need to boost up your marketing education. I received some awesome responses. The reason I asked this question is my clients have been asking me to use my brain of knowledge to teach their teams. So many times I see backwards thinking and backwards marketing.
I want to challenge you today to get to know your customers on a ridiculous level. Go look at your competitors...2019-05-3110 min
Usable MarketingUMP 35 | Turn problems into high-quality questionsToday we talk about how to turn your business problems into high quality questions, for example, How might I _______________ so I can do _______________. Start with the top 3-5 problems that you're dealing with right now and translate those problems into questions. STOP talking about your problems and start asking high-quality questions.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your business very big, get more willing and able customers who love what you have to offer, and create an impact in t...2019-05-2812 min
Usable MarketingEP 34 | Red to Blue OceanToday I'm talking about the difference between the Red and Blue ocean. Meaning where to find your customers. Did you know that your customer's prospects are in the Red ocean? Now you have to dive in and figure out what bait your customers are taking and how you can pull them over to your Blue ocean.
We are building a frame worksheet on this that will be available online soon.
Do you need a CHANGE in your marketing? Are you the Change Agent or the Change Maker? Either way, if you want to make your b...2019-05-2312 min
Usable MarketingUMP 33 | A change agent can only effect change with change makers.Firstly, I credit Dan Kennedy with that quote. It's from a book of his about using presentations to sell.
Breaking down the quote:
Change Agents
- This implies someone who is tasked or called to create change. If you are responsible for selling (or marketing ) in any way, this is likely you. It implies recommending a different set of actions, behaviors, or processes. If you're making an offer to a client or customer, you are trying to affect a change.
Change Makers
- This is the tricky part. In order to bring...2019-05-2010 min
Usable MarketingUMP 32 | The Most Genius Piece Of Direct Marketing EverWant to know where to plant your message so that a customer will listen? Find the pain point in the customer journey. This example is pure genius. It may not get an immediate customer, but it's an innovative way to guarantee customers in the future, probably for years.
Go download our free guide on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com.
•Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q)
•Follow us on [Facebook](http://facebook.com/gingerzumaetahq)
#customerjourney #mark...2019-05-1408 min
Usable MarketingUMP 31 | How to fish for more customers in the red oceanIn this episode, I am breaking down the red ocean. The red ocean contains qualified customers who are already buying. By figuring out how big that red ocean is, you can start to see who your customer is and what your customer's needs are.
Your homework is to get educated on your competitor and learn what they are using to pull customers. Then figure out what your perks are to your business. What is going to draw these customers to you?
Go download our free workbook on building a killer marketing strategy with The Marketing C...2019-05-1312 minUsable MarketingUMP 31 | Hacking Your Customer's NeedsHow to use Amazon listings and book titles to see what customers are really asking for.2019-05-0914 min
Usable MarketingUMP 30 | How do you model success?In this episode, I talk about modeling success. Researching your competitor and finding out who they are targeting and what is their Target Persona? What do you need to do to pull that customer towards your business or service? Really pay attention to their ads and how they are constructed, focus on what their hooks are.
Go download our free guide on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com.
#mindset #marketing #business #target #persona #traffic
2019-05-0611 min
Usable MarketingUMP 29 | The Importance of Routines If you want to achieve your targets, you're going to have to get rid of the work that gets in the way of the work, i.e. distractions. Build routines instead.
Go download our free guide on the most effective way to build a marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com.
#productivity
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2019-04-3007 min
Usable MarketingUMP28 | Difference Between Work and StrategyIn this episode, I talk about how the strategy pieces guide the work. What are the tactics and the work that needs to be done? There are three things to think about when drilling in on your tactics.
1) Who are the People?
2) What Process's do you need in place?
3) What Technology/ Tools are needed?
#MindsetMonday
Go download our free guide on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com.
•Watch the podcast on [Yo...2019-04-2909 min
Usable MarketingUMP27 | Strategic LeversWhat is the critical driver of your marketing? In this episode today I talk about creating awareness for your ideal customer. If you have awareness, do you have a consideration problem? What part of the funnel do you need to attack? We also, discuss the different funnel stages and what each stage is.
Funnel Stages
- Awareness
- Consideration
- Preference
- Activate
- Loyalty
- Adcovacy
Shout out to Keith Cunningham
#TrafficTuesday
• Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q)
• Follow us on [Facebook](http...2019-04-2314 min
Usable MarketingUMP 26 | Mastering the Messaging ArchitectureIn this episode, I talk about is messaging architecture and how to build your core concepts. Building a bucket list of your offerings then building out your core concepts from there will help you build your messaging architecture.
I challenge you to build your bucket list to determine your Messaging Architecture. Find the Labels to your drawers.
#MindsetMonday
•Watch the podcast on [Youtube](https://www.youtube.com/channel/UCBsNUHeU-HiZtjra-KtWP7Q)
•Follow us on [Facebook](http://facebook.com/gingerzumaetahq)
#mindset #marketing #business #target #pursona #traffic2019-04-2317 min
Usable MarketingUMP 25 | Whiteboarding Your Ideal CustomerIn this episode I'm going to whiteboard an entire ideal customer for you. See how we zero in on the medium-sized business persona for The Marketing Canvas.
#WhiteboardWednesday
Go download our free guide on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas.com.
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#whiteboard #marketing #sales #persona #business2019-04-1723 min
Usable MarketingUMP 24 | Traffic is everywhere. Where will your traffic come from?In this episode, I talk about ways to find good traffic and the ways to locate your targets. Don't be general with your traffic. You won't just find them on Facebook you have to dig deeper. Locate your targets groups and pages. Be specific. Make a laundry list of things your target will be utilizing. Take your research to the next level, get detailed.
I challenge you to come up with a list of 10 sites, or 10 podcasts, or 10 groups for your target.
#Traffictuesday
Go download our free guide on building a killer marketing st...2019-04-1610 min
Usable MarketingEP23 | Putting first things first - attacking what's importantIn this episode I talk about Intention versus Overwhelm. How do you get the most high impact work done? There are so many things to prioritize on a daily basis, it can all start to feel like noise. It's all urgent, and it causes anxiety and overwhelm.
Stephen Covey has a great tool for this. It's his 4 quadrants.
I. Urgent & Important
II. Important
III. Urgent (Not important)
IV. Neither urgent nor important.
The trick is to focus on Quadrant 2, and the way to do it is by looking at your goals...2019-04-1513 min
Usable MarketingUMP 22 | The Fly In The Window PaneIn this podcast I share a story about a doomed little fly banging it's head against a window plane trying to get outside. It's a powerful metaphor about how we persist in doing the same thing -- to exhaustion and until death sometimes -- in the hopes we'll get a different outcome. If you're stuck, or wondering how to get to thing dream you've always wanted, this one is for you.
You can find the story in a slim little title called You2, by Price Pritchett
Don't be the fly. If your marketing isn't working...2019-04-1411 min
Usable MarketingUMP 20 | The 7S FrameworkThe 7S Framework is a great tool (from McKinsey) to diagnose your business and see if you're really prepared to go-to-market or compete in a changing business landscape.
7S
Strategy
Structure
Systems
Skills
Staff
Style
Shared Values
Go check the full story on the 7S Framework
Download my free guide on the 9 things to include in every marketing plan - The Marketing Canvas Quick Start Guide at www.freemarketingcanvas.com
#strategy #business #framework #marketing #mckinsey
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•Follow us on Facebook 2019-04-1209 minUsable MarketingEP 19 | My epiphany about sales. It's not about the product.Service is the new sales. For the longest time, I had a total mental block on sales. I said "I'm not good at sales," and "I hate sales." Then I had a breakthrough recently. I started to ask myself, "How can I serve at the highest and best level for my customers," and everything changed for me.
Hey, if you haven't done the amazing One Funnel Away challenge yet, it's time! Go to http://bit.ly/ofagz and check it out.
#service #sales #marketing #business #customer
•Watch the podcast on Youtube
•Follow us on Fac...2019-04-1215 min
Usable MarketingUMP 18 [REPLAY]| How do you turn 1 piece of content into 15 (or more)?In this podcast, I break down how we turn a single video into 15 pieces of content, along with all of the tools we use. We had some trouble with the replay of this podcast last week, so we're re-posting it because it's jam packed with practical info about distributing your content. Ironic that this is the one we had trouble with.
A few of the tools we're using:
Notability App
Canva
Anchor.FM
Facebook
YouTube
Google Drive
Go download our free guide on building a killer marketing strategy with The Marketing Canvas at www.freemarketingcanvas...2019-04-1024 min
Usable MarketingUMP 17 | How to do SEO that will outlive the current algorithmSEO is like a black box. It's hard to understand from the outside, but there is something you can do that doesn't require you to be a techie.
Download my free guide on the 9 things to include in every marketing plan - The Marketing Canvas Quick Start Guide at www.freemarketingcanvas.com
#SEO #traffic
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Usable MarketingUMP 16 | Failure is Never FinalThe difference between those who succeed and those who don't is that winners are always learning. They're curious. If you want your marketing plan to be successful, you need to have curiosity about where the results didn't meet your expectations.
Download my free guide on the 9 things to include in every marketing plan - The Marketing Canvas Quick Start Guide at www.freemarketingcanvas.com
#mindset
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• Follow us on Facebook 2019-04-0807 min
Usable MarketingUMP 15 | Getting Geeky With It! The SIPOC Framework Once upon a time I was a Six Sigma green belt. I learned this handy framework to deconstruct complex processes. Whether you need to troubleshoot a process, or just improve or streamline one, this is the framework for you.
#FrameworkFriday
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Usable MarketingUMP 14 | Choose a different set of risks to get breakthrough resultsYou may not realize it, but you already have plenty of risk in your life that you've become habituated to. If you're looking for bigger better marketing results, you need to choose a different set of risks that will push you to new results. You need to get comfortable with being uncomfortable.
ARE YOU "PLAYING TO WIN" OR "PLAYING NOT TO LOSE"?
#ThinktimeThursday
Mentioned: You2 by Price Pritchett.
Leave me a comment
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Usable MarketingUMP 12 | You're getting traffic, but you're not converting. What now? If you want more customers, you're going to have to go find them. Think about where your traffic already is and be specific. Who do your targets already follow? Where do they already hang out online and offline? Use the PESO model to brainstorm where you'll go fishing for the traffic that will grow your business.
To download the Persona Frameworks that I look to over and over again, grab the link here: http://bit.ly/31919pcast
- #TrafficTuesday
Find the podcast on iTunes and other podcast players under Usable Marketing
Watch the po...2019-04-0206 min
Usable MarketingUMP11 - How do you adjust your mindset? If you want more customers, you're going to have to go find them. Think about where your traffic already is and be specific. Who do your targets already follow? Where do they already hang out online and offline? Use the PESO model to brainstorm where you'll go fishing for the traffic that will grow your business.
#mindsetmonday
To download the Persona Frameworks that I look to over and over again, grab the link here: http://bit.ly/31919pcast
Find the podcast on iTunes and other podcast players under Usable Marketing
Watch the podca...2019-04-0110 min
Usable MarketingUMP 10 | What's the REAL reason you're not moving forward? There's a something blocking where you are right now and 10Xing your business. What is it? What is it that you need to do to be of greater service to your customers?
I'd love to hear what your block is. Leave me a message at Facebook or YouTube.
#ThinkTimeThursday
Find the podcast on iTunes and other podcast players under Usable Marketing
Watch the podcast on Youtube
Follow us on Facebook 2019-03-2806 min
Usable MarketingUMP 9 | Sexify your offer by speaking into your prospect's needs. Most marketers make the mistake of talking about their product or service. If you want to get to the next level, you need to talk about your prospects identity.
Want your own marketing canvas? Go download it at themarketingcanvas.com
#whiteboardwednesday
Find the podcast on iTunes and other podcast players under Usable Marketing
Watch the podcast on Youtube
Follow us on Facebook 2019-03-2811 min
Usable MarketingUMP 8 | Where is your traffic coming from?If you want more customers, you're going to have to go find them. Think about where your traffic already is and be specific. Who do your targets already follow? Where do they already hang out online and offline? Use the PESO model to brainstorm where you'll go fishing for the traffic that will grow your business.
#TrafficTuesday
To download the Persona Frameworks that I look to over and over again, grab the link here: http://bit.ly/31919pcast
If your watching this on Facebook or Youtube, go ahead and leave a thank you in...2019-03-2608 min
Usable MarketingUMP 7 | If you only use one framework in your marketing, this is it. It's Friday....... Lets talk about frameworks. With Frameworks you have to learn how to build a persona. Building a persona is a framework, meaning that it's one of the things that you can consistently go to time after time and it's going to give you fruit. It will always bear fruit. One of the benefits of building a persona is that it gives you so much juicy information right out of the gate. In other words, you're going to have to do your Google work, which is something you're going to have to get good at anyways. You'll want to st...2019-03-2214 min
Usable MarketingUMP 6 | I wasn't a marketer, until I was.You can be a marketer. Anyone can. You do it by starting.
I want to tell you the story of how I became a marketer, and how I have to thank for it.
So what's the takeaway? What's usable?
Is that what prepared me for stepping into the role, was that I had studied. I had done the research.
I started acting the part.
Then I asked for it!
Then I got help - I used my team. If you don't have what you want
#ThankYouThursday
Thanks Don Perry!
Here...2019-03-2210 min
Usable MarketingUMP #5 | Strategy & Results
Hello, welcome to the usable marketing podcast. Today I want to talk a little bit about strategy and results. A lot of what we do here, is strategy. You should be doing strategy before you actually start to do your execution plan. It's really important is to understand what strategy is. Right? Strategy is basically an approach. It's a plan, It's your plan of action, right? If we think of a battle, for example, you can sketch out a brilliant strategy, but the strategy is going to have a lot to do with what are the conditions of the...2019-03-2009 min
Usable MarketingUMP #4 | 2 weeks into One Funnel AwayHello this is episode four, this is the usable part of marketing podcast. What I've been telling you guys about is that I have been doing this One Funnel Away challenge, and basically what I wanted to do is update you on what is the strategy of this challenge. I highly recommend it as you are trying to launch a sales funnel from zero to completely out in the public in 30 days. Basically I've been doing it for the last two weeks. And here's sort of what, we've been doing. I'll share some of them in the weekly summaries to...2019-03-1912 min
Usable MarketingUMP #3 | Frameworks are frames that work!Hello, this is episode three. So when I gave you my story earlier in the week, it's my origin story, right? It's my personal hero story and the hero story is a framework. The hero story is something that was identified by Joseph Campbell. He wrote a great book on it, The Hero's Journey, and it made me start thinking about frameworks in general. I thought I'd share with you some of the frameworks that I think are absolutely fundamental, and they glide into the marketing canvas framework nicely.
Frameworks mentioned:
The Marketing Canvas
Landscape Analysis
P...2019-03-1511 min
Usable MarketingThe role of guides, gurus and mentors on your journeyHey everybody, welcome to episode 2 of the Usable Marketing Podcast. And yesterday was telling you my story and about how I had been riding high when I worked at NBC. I had gone to a leadership management program in Crotonville part of GE. I had with the chairman a couple of times. Things were really good. I even collected a few Emmy awards. You can see how having all of these kind of outward manifestations and social proofs got me to a point where I thought I was at the top of the mountain. I used to say "I'm...2019-03-1407 min
Usable MarketingHow it all started - my fall from the mountain topSee the videos at here.
Show notes on the way.2019-03-1422 min