UNDERESTIMATED: The Small Business Advantage Podcast

UNDERESTIMATED: The Small Business Advantage Podcast

di Shawna Suckow
Imprenditoria
Stagione 1

5 Marketing Myths That Are Costing You Money | EP10

Are these 5 marketing myths draining your small business budget? In this episode, Shawna Suckow busts five common myths — from needing a big budget or a polished brand to requiring a marketing agency — and shows what actually works instead. From the discount trap (CVS and Kohl's have trained customers to never pay full price) to why Gen Z has already figured out what took the rest of us decades to learn, this episode is a practical gut-check for any small business owner ready to stop throwing money at the wrong things. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.
S1 · E10
20 apr 2026
17:09

How to Get FREE Media Coverage for Your Small Business | EP9

Editor Barbara Scofidio brings 30+ years of media expertise...and the real-world experience of owning four retail stores...to this candid conversation. She and Shawna break down exactly how small business owners can earn free press: building genuine relationships with editors, creating newsworthy events, using LinkedIn, pursuing awards, and pitching articles that actually get picked up. Plus, what to do when negative coverage hits. No PR budget required. If getting your business in the news has felt out of reach, this episode changes your approach completely. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.
S1 · E9
12 apr 2026
29:59

Stop AI Overkill! Here's All You Need| EP7

If you feel like you're drowning in AI tools, you're not alone. In this episode of Underestimated: The Small Business Advantage Podcast, Shawna Suckow cuts through the noise and shares the only five AI tools small business owners actually need. No tech overwhelm. No complicated setups. Just practical tools that save time, sharpen decision-making, and help you move faster.You'll learn how to build your own AI board of directors, streamline daily operations, simplify your finances, define your brand, and create smarter systems that support real growth. If AI has felt like too much, this episode will show you how to make it simple -- and actually useful.Full episode + show notes: https://www.shawnasuckow.com/podcast/episode-7Listen on:- Spotify: https://open.spotify.com/show/52IdRfqWyIlhuigXP3c3yg- Apple Podcasts: https://podcasts.apple.com/us/podcast/underestimated/id1879825557- Amazon Music: https://music.amazon.com/podcasts/3269147e-25d7-41e4-a069-626aef30ad5e/underestimated-the-small-business-advantage-podcast- iHeart: https://lnkd.in/gjYhsmiq- Podcast Addict: https://lnkd.in/g58_aX-c- Pandora: https://lnkd.in/gwzGGvz2Subscribe to Underestimated: The Small Business Advantage PodcastNow is the time to be small. New episodes weekly.https://www.shawnasuckow.com Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.
S1 · E7
2 apr 2026
20:03

Why Your Marketing Is Everywhere and Getting You Nowhere: How to Fix Chaotic Marketing and Start Getting Results | EP6

If your marketing feels scattered, that's because it probably is. Josh Anderson, founder of MKTG Reboot and fractional CMO to growing businesses, walks Shawna through the exact framework he uses to bring clarity to chaotic marketing operations. From cutting 25-30% of what most businesses are doing (because it isn't working) to building the one messaging document that gets your whole team speaking the same language... this episode is a masterclass in doing less, saying more, and finally getting traction. Whether you're a solo founder or leading a small team, you'll walk away knowing exactly where your marketing is leaking and how to plug it. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.
S1 · E6
22 mar 2026
31:05

Why Emotion Beats Logic in Small Business Marketing: How to Stop Getting Crickets and Start Getting Customers | Ep5

You've posted. You've waited. And all you got back were crickets. If your social media is a list of features and benefits, that's exactly the problem ... and Shawna breaks it down in this solo episode. Science is clear: facts don't stick. Stories do. Emotion makes things memorable, and memorable makes you money. Shawna walks through the exact formula for turning any boring feature into a story that stops the scroll, builds trust, and makes you unforgettable. From "family owned since 1952" to "family owned since disco was in style" ... small tweaks, massive results. Listen now. Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.
S1 · E5
15 mar 2026
8:39

STOP THE SOCIAL MEDIA CHAOS! DO LESS, WIN MORE | Ep3

Social media feels overwhelming for a reason. You’re trying to be everywhere — LinkedIn, Instagram, Facebook, YouTube, TikTok — all while running a business. For small business owners with limited time and resources, that approach isn’t sustainable, and it’s quietly hurting your results. In this episode of Underestimated, Shawna Suckow explains why competing everywhere like large brands is the wrong strategy and how narrowing your focus can dramatically improve performance. This isn’t about shrinking visibility; it’s about increasing effectiveness. You’ll learn why scattered marketing dilutes impact, how to choose the right platform, and why focused consistency builds stronger trust. Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.
S1 · E3
1 mar 2026
24:39

Customers Have Changed. Here’s What To Do About It | Ep2

Your customers are not the same as they were five years ago. They’re more skeptical. More informed. More impatient. And far less tolerant of corporate-sounding marketing. In this episode of Underestimated, Shawna Suckow breaks down what has actually changed in buyer behavior — and what small business marketing must do differently to stay relevant. This is not just mindset; It’s tactics. You’ll learn 1) How to market to a more skeptical buyer, 2) Why transparency now outperforms polish, 3) What to stop saying immediately, 4) How to adjust messaging to build faster trust. If your marketing feels harder than it used to, it’s not random. Customers evolved. Your strategy needs to evolve with them. Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.
S1 · E2
1 mar 2026
24:27

WHY ACTING BIG IS HURTING YOUR SMALL BUSINESS | Ep1

Small businesses have been told for decades that they need to “act big” to compete. Bigger systems. Bigger messaging. Bigger presence. But that advice is quietly draining energy, resources, and the very advantage small businesses have today. In this first episode of Underestimated, Shawna Suckow breaks down why pretending to be bigger than you are is slowing growth — and why owning your size is now a competitive edge. You’ll learn how agility, proximity, clarity, and authenticity outperform polish, complexity, and corporate positioning in today’s buyer landscape. Hey...this podcast is new, and I'm a small business, too. I'd really appreciate a review to help boost visibility and reach more small business owners like you.Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.
S1 · E1
1 mar 2026
21:11

Weird Collaborations That Get New Customers and Tons of Media Coverage | EP8

Have you ever done a collaboration with another small business to drive business to both of you? In this episode, Shawna Suckow takes it a giant step forward -- talking about weird, unusual collaborations that stop scrolls, earn free media coverage, and build community. From taxidermy and cheese to donuts and beer (and bikes and beer, and dogs and beer) to kids and mortgages, crafts and car washes, death and coffee, and more. No big budget required. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault.
E8
5 apr 2026
23:55

How Can I Get More Customer Referrals for My Small Business?

Your happiest customers may love you and still never refer anyone to you. Annoying? Yes. Mysterious? Not really. Most customers aren’t walking around thinking about who they can send your way. They may not remember exactly who you help, know what to say, or even realize you want referrals. In this episode, Shawna breaks down why referrals don’t just magically happen and how to make them much more likely. She shares the referral system she uses in her own business, when to make the ask, how to make referring you ridiculously easy, and a few things that can make the whole thing feel icky fast. If you're struggling with: 😬 Getting referrals consistently 😬 Asking customers without feeling awkward 😬 Staying top of mind after the sale 😬 Figuring out what to say when you make the ask 😬 Helping people understand exactly who your best customer is You'll learn: 💡 Why happy customers still don't refer you 💡 How to make your ideal customer easy to remember 💡 When customers are most likely to say yes to a referral request 💡 How to remove the friction from referring you 💡 Why "Who do you know who...?" is such a useful phrase 💡 How to build referrals into your regular follow-up instead of hoping somebody remembers you six months from now Shawna shares examples including: 🎤 Her three-person speaker referral pod 🎤 A realtor example that shows why specificity matters 🎤 The referral ask she forgot to make after a fantastic speaking engagement 🎤 The simple ways she stays in touch with past clients and referral partners Who This Episode Is For This episode is for small business owners who get some business through word of mouth but don't have an actual referral process. It's especially useful if customers seem happy, you know people like your work, and yet referrals still arrive randomly instead of consistently. Final Takeaway Referrals work much better when you stop treating them like nice surprises and start treating them like part of your customer process. Stay memorable, make it clear who you want to meet, ask when the customer is happiest, and make the introduction easy. You don't need an elaborate referral program with points, prizes and a dashboard that looks like NASA mission control. You need a simple process you'll actually use. Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-26 Connect With Shawna 🔗 Subscribe: https://www.youtube.com/@ShawnaSuckow 🔗 Visit: https://www.thebuyerinsider.com 🔗 Newsletter: https://www.thebuyerinsider.com/newsletter 🔗 Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault If this episode gave you one referral idea you can actually use, like the video and subscribe to Underestimated for more practical advice for growing a small business without burning yourself out. And if you'd like more free small business marketing resources without spending three hours wandering around Google, Shawna's Vault is at www.thebuyerinsider.com/vault. #SmallBusiness #SmallBusinessMarketing #CustomerReferrals #ReferralMarketing #WordOfMouth #BusinessGrowth #CustomerExperience #SmallBusinessTips #Entrepreneurship
9 ago 2026
12:30
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