Spark & Ignite Your Marketing
Welcome to Spark & Ignite Your Marketing with Beverly Cornell
Tired of the same business advice? Spark & Ignite Your Marketing is where purpose-driven solopreneurs get real about the wins, the missteps, and what it actually takes to build something that matters. Hosted by Beverly Cornell, this podcast goes beyond marketing advice—it’s a space to share stories that celebrate each step, reminding us that every success and every mistake gets us closer to our dreams. Here, we embrace our humanness, knowing that our courage and authenticity are what make our journeys worth sharing.
What You’ll Hear
Each week, Spark & Ignite Your Marketing with Beverly Cornell brings you two types of episodes designed to inspire and empower purpose-driven solopreneurs:
- Tuesdays are for Interview Episodes, where we dive into raw, unfiltered conversations with entrepreneurs who share the real stories behind their businesses. These aren’t just polished success tales; they’re honest accounts filled with laughter, hard-won lessons, and sometimes a few tears. We explore marketing strategies that truly connect, the surprising wisdom that mistakes can bring, and those sparks of inspiration that keep our purpose alive. We even take a trip back in time to revisit the kids we once were—the dreamers with big possibilities—and offer them a little advice for the road ahead. And for some fun, there’s a lightning round with quirky questions like, “If your business were an animal, what would it be?”
- Thursdays bring 10-Minute Solo Episodes to cut through the overwhelm of marketing. These episodes are made for creative, purpose-driven service businesses, breaking down one clear idea with one doable action you can take today to grow your impact and connect more meaningfully with your audience. No jargon, no fluff—just practical, human advice to help you build a brand that feels true to you.
As your host, Beverly creates a safe, inclusive space welcoming every voice. Diversity, inclusion, and genuine connection are at the heart of Spark & Ignite Your Marketing, making it a place where all stories are celebrated.
Who This is For
If you’re a purpose-driven solopreneur in a service-based business, passionate about bringing more kindness, joy, and wellness into the world, this is your space. Spark & Ignite Your Marketing is for those who believe in making a real impact, even when the journey is uncertain.
Why Tune In
This isn’t just a marketing podcast; it’s a community of dreamers, doers, and storytellers embracing every laugh, every lesson, and those tear-filled moments that remind us why we started. So tune in, get comfortable, and let’s light up this journey together—one story at a time.
If you want to be a guest, visit here: https://bcassociatesmarketing.com/marketing-resources/small-business-marketing-podcast/ to sign up for our application.
Visit https://bcassociatesmarketing.com/ for all your branding and digital marketing needs.
Your support matters and helps ensure we continue to produce this podcast. https://www.buzzsprout.com/2295030/support.
Spark & Ignite Your Marketing
The Biggest Mistake Service-Based Businesses Make in Marketing with Beverly Cornell
Welcome back to the "Spark & Ignite Your Marketing" Podcast! I’m your host, Beverly Cornell, founder and growth strategist at BC & Associates Marketing. In today's episode, we're diving into a critical topic for service-based business owners: the biggest marketing mistake you're likely making. This episode is packed with insights you won't want to miss.
Key Topics:
- Identifying the Big Mistake: Many service-based businesses try to appeal to everyone, diluting their message and reducing effectiveness.
- Finding Your Niche: Sarah's journey from broad marketing to targeting busy professional women.
- Crafting a Targeted Message: How specificity in marketing leads to higher engagement and better client retention.
P.S. Ready to spark your unique opportunities and ignite your marketing?
- 📞 Schedule a Complimentary 15-minute Fit Call and let’s delve into your goals and answer any questions you may have.
- 📘 Read Beverly's book Marketing For Entrepreneurs a quick guide filled with actionable steps to help make your brand and business shine even brighter. 🎙️Or listen to Beverly's Podcast where she interviews entrepreneurs to get inspired and gain new business and marketing insights.
- 🎓 Learn more about marketing and Enroll in Our Courses designed to bring clarity to your business efforts. They're easy-to-understand and self-paced, perfect for busy entrepreneurs like you.
Hello everyone, and welcome to another episode of the Spark Ignite Your Marketing Podcast. I'm your host, Beverly Cornell, the founder and growth strategist at BC Associates Marketing. Today, we're going to talk about something crucial for every service based business owner the biggest mistake you might be making in your marketing efforts. So get cozy, get comfy, find a place that you're going to be able to sit and listen. And let's dive in. Let me start with a little story. A few years ago, I was working with a really promising service based business. They had so much potential. They had fantastic services and a great team. Seems like the magic formula for success, but no matter how hard they tried, they just didn't seem to attract and retain enough customers or the right customers to their business. Does this sound familiar? So many clients we work with have struggled with the same exact thing. The problem was not their service. It probably wasn't even their team. It was their marketing approach. And the biggest mistake they were making was surprisingly common. So what's the biggest mistake service based businesses make in marketing? It's trying to be everything to everyone. Imagine trying to please every single person you meet exhausting, completely exhausting. I've done it. I've tried it. It doesn't work. But the same thing applies for your business. When you try to market to everyone, you end up muddying the waters, diluting your message and appealing to. Absolutely no one. Your marketing should be focused and targeted, speaking directly to your ideal customers. I had a client, her name was Sarah, who ran a successful wellness coaching business, and initially she was marketing her service to everyone. Common mistake Old people, young people, men, women, athletes, business, busy professionals, you name it. She tried to reach those people, but it wasn't working and she was exhausted. Honestly, she was about ready to give up. So we sat down with her and we took a hard look at who her ideal clients were. We discovered that her passion and expertise were best suited to helping busy professional women regain their health and balance. Once we honed in on that specific niche, her marketing became tremendously effective and she was able to start speaking directly to her ideal clients needs, their specific challenges, and her business flourished To avoid the trap of trying to be everything to everyone, you need to craft a focused message and understand what kind of content your ideal customer wants and needs. Think about the unique value you offer and who benefits from it most. Who are you most passionate about serving and what problems you specifically can solve for them and how? Once you have clarity. On this, you can focus in a way you've never been able to focus before and it becomes your superpower You're able to tailor your marketing messages and your content to speak directly to that audience. You can use their language, address their specific pain points, highlight the benefits they'll receive from your services. This approach makes your marketing efforts so much more powerful and incredibly impactful for your customer. And ultimately. So when you focus your marketing, you also build trust and authority within your niche. So let's take another example. Um, I worked with a financial advisor who initially marketed to anyone needing financial advice. You think that's what they would do, right? Well, it wasn't until he specialized in helping young families with financial planning that he saw a significant increase in both engagement and his business profits. So by positioning himself as an expert in that specific area he built trust and authority and he made it way easier to attract and retain clients. Remember, people want to work with specialists who understand their unique needs, not some generalist who tries to cover everything. So how do you implement a targeted marketing strategy? By identifying your ideal client, create a detailed persona, customer persona that includes demographic information, preferences, and those pain points, what keeps them up at night, and then how your specific services can solve them. Then you want to tailor your marketing and content and writing efforts to reach those specific personas. You can use targeted advertising, you can create content that speaks to their specific needs, and you can engage with them. With them on platforms, social media platforms that they frequent. Now we know where they hang out and who they are. We can now go to those Facebook groups and find them and talk to them and provide real value and showcase your humanness and your expertise in all new ways. By focusing your efforts, you'll see a way, way, way, way better return on your marketing investment. That focus and that clarity is really your superpower when it comes to marketing. Measuring your success and adjusting is also a key part of this. So once you've implemented your targeted strategy, it is extremely crucial to measure its success and make any adjustments as needed. You want to know what you should start doing, stop doing, and do more of to own your particular niche and your particular opportunities. You want to track those key performance indicators, those KPIs, like engagement rates and conversion rates and client retention. Use this data to refine your approach and ensure that you are effectively reaching your ideal clients. AI is the key. Super great, amazing at analyzing data and seeing trends and opportunities that we will never see that we can miss. So you have amazing tools now to help you with that. Remember marketing is an ongoing process and of testing and learning and optimizing. It's a little bit of a mad scientist thing, but when you do that, you can see what's working and put those precious dollars the best use possible. So to wrap up, the biggest mistake service based businesses are making in marketing is trying to be everything to everyone by focusing your efforts on a specific niche and crafting a targeted message and the content that's your customer wants you build trust and establish authority and you see a significant improvement in your marketing results. Thank you so much for joining me today on the sparking that your marketing podcast. I hope you found these insights helpful and you're ready to fine tune your marketing strategy. To be more targeted today. If you have any questions or need further assistance, don't hesitate to reach out. I am always available for a 15 minute chat to talk about your goals. Any challenges you're having, I'm here for you. Stay tuned for more inspiring conversations and actionable tips. And until next time, keep sparking and igniting.
