The Edge Effect: A Marketing Podcast

Hosted by Caroline Crawford

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Nov 2024

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In a world dominated by technology, content, and limited attention, it's an ever-evolving challenge for businesses to cut through the noise and forge their own way forward in their marketing. The Edge Effect is dedicated to helping you tap into the transformative power of storytelling and embrace the human aspect of your brand in your marketing efforts. We believe that your story is the edge effect to unlocking genuine connection, engagement, and success. Join us each week for powerful conversations, inspiring interviews, storytelling, and business insights. Together, we can reshape the way you view marketing for good! About Your Host: Caroline Crawford helps business leaders with aligning marketing initiatives effectively to achieve overarching business goals. She is a seasoned marketing and communications expert with a 13-year successful track record of blending the visionary with the integrator. After seeing first hand how the marketing industry fuels shiny object syndrome, Caroline founded Cultiveight to address challenges faced by businesses such as limited resources and market pressures. Caroline is on a mission of supporting more business leaders to secure an integrated marketing approach that goes beyond typical marketing gimmicks. About Cultiveight Communications Cultiveight Communications is a marketing catalyst for growing businesses. We provide integrated marketing solutions designed to revolutionize the traditional agency model for businesses at critical growth phases without the resources for an in-house marketing team. Our approach is nimble and client-centric, operating as an integral extension of our clients' teams, tailored to accelerate growth and achieve specific milestones. Learn more at www.cultiveightcommunications.com (http://www.cultiveightcommunications.com) Hosted on Ausha. See ausha.co/privacy-policy for more information.

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November 20, 202451 min

Overcoming Marketing Challenges: Insights from Jacqueline Green

In this episode of The Edge Effect, host Caroline Crawford interviews Jacqueline Green, founder of Behind the Design. They discuss Jacqueline's journey from corporate marketing to becoming an entrepreneur in the design industry. Topics include overcoming burnout, the importance of mindset, and building robust systems and processes for business success. Jacqueline shares valuable insights into ethical marketing practices, the necessity of asking the right questions when hiring marketing professionals, and the significance of having a multifaceted marketing strategy. The episode also delves into the misconceptions around marketing channels like email and social media and outlines the core pillars of Jacqueline’s masterclass, Hobby to Profitability.Key Takeaways:5:19 - Mindset and Overcoming Entrepreneurial Hurdles8:27 - The Importance of Visibility in Business14:18 - Marketing Strategies and Misconceptions27:51 - Setting Clear Strategies and Expectations29:21 - The Role of Gut Instinct in Business37:58 - Core Principles for Building a Strong Brand42:30 - Recognizing When to Reevaluate Your Business47:23 - Introduction to the Hobby to Profitability MasterclassMore from Jaqueline: To learn more about Behind the Design, visit: www.behindthedesignco.comTo connect on Facebook: https://www.facebook.com/behindthedesigncoTo connect on Instagram: https://www.instagram.com/behindthedesignco/To connect with Behind the Design on LinkedIn: https://www.linkedin.com/company/behind-the-design/To connect with Jaqueline on LinkedIn: https://www.linkedin.com/in/jacquelinereed/To connect on YouTube: https://www.youtube.com/@BehindtheDesignCo Other Helpful Resources:BONUS! Listen to this episode of The Edge Effect for more tips on developing an effective marketing strategy.Helpful Resources:Not sure what to do next with your marketing? Book a free clarity workshop: https://cultiveight.as.me/workshopFree Resource: Download 3 Steps to Cultivate Your Competitive EdgeHave topics you want covered? Are there certain marketing challenges you're struggling to navigate? Send us your questions! Please email podcast@cultiveightcommunications.comFollow Caroline on LinkedIn: https://www.linkedin.com/in/ccrawford22/Learn more about Cultiveight Communications: www.cultiveightcommunications.comHosted on Ausha. See ausha.co/privacy-policy for more information.

November 13, 202441 min

The Art and Science of Effective Copywriting with Katie Lantukh

In this episode of The Edge Effect, host Caroline Crawford sits down with Katie Lantukh, the founder of Murphy Marketing, to delve into the nuances of copywriting and its pivotal role in building brand trust. Katie shares her journey from aspiring writer to marketing expert, emphasizing the importance of storytelling, simplicity, and context in effective copywriting. The conversation also explores practical strategies for businesses, particularly those in technical fields, to enhance their messaging and connect with the right audience. Tune in to discover the core principles of copy that converts and actionable tips on refining your brand's narrative.Key Takeaways:2:27 - The Creative Process in Marketing5:19 - Guiding Businesses in Marketing9:52 - The Importance of Trust in Marketing16:21 - Understanding Copywriting22:08 - Effective Copywriting Strategies35:24 - Core Principles of Good Copy More from Katie:To learn more about Murphy Marketing visit: https://murphy.marketingTo connect with Katie on LinkedIn: https://www.linkedin.com/in/katielantukh/Other Helpful Resources:BONUS! Listen to this episode of The Edge Effect for more tips on developing an effective marketing strategy.Helpful Resources:Not sure what to do next with your marketing? Book a free clarity workshop: https://cultiveight.as.me/workshopFree Resource: Download 3 Steps to Cultivate Your Competitive EdgeHave topics you want covered? Are there certain marketing challenges you're struggling to navigate? Send us your questions! Please email podcast@cultiveightcommunications.comFollow Caroline on LinkedIn: https://www.linkedin.com/in/ccrawford22/Learn more about Cultiveight Communications: www.cultiveightcommunications.comHosted on Ausha. See ausha.co/privacy-policy for more information.

October 2, 202437 min

Authenticity in Marketing, Business, and Self with Sydney Ryker

In this episode of The Edge Effect, host Caroline Crawford engages with Sydney Ryker, a renowned entrepreneur, transformational speaker, and business leader behind multiple eight-figure global sales organizations. They explore the transformative journey of entrepreneurship, the importance of blending personal authenticity with business strategies, and how understanding oneself can significantly impact marketing efforts. Sydney shares her unique experiences, from starting out in network marketing to becoming a public speaker and mentor, emphasizing the power of conviction, spirituality, and overcoming self-doubt. Tune in to gain valuable insights on aligning your true self with your business vision.Key Takeaways:02:31 Building a Global Sales Organization04:28 Incorporating Spirituality into Business09:45 Handling Objections and Building Stronger Connections16:30 Understanding Clients and Effective Marketing19:40 The Struggle with Self-Belief23:54 Practical Steps to Cultivate Self-Belief34:39 The Importance of Self-DiscoveryMore from Sydney:To learn more about Sydney visit: sydneyryker.comTo connect with Sydney on LinkedIn: https://www.linkedin.com/in/sydneyryker/ To connect with Sydney on Instagram: https://www.instagram.com/sydney_ryker/To connect with Sydney on YouTube: https://www.youtube.com/@SydneyRykerTo connect with Syndey on TikTok: https://www.tiktok.com/@sydneyrykerOther Helpful Resources:BONUS! Listen to this episode of The Edge Effect for more tips on developing an effective marketing strategy.Helpful Resources:Not sure what to do next with your marketing? Book a free clarity workshop: https://cultiveight.as.me/workshopFree Resource: Download 3 Steps to Cultivate Your Competitive EdgeHave topics you want covered? Are there certain marketing challenges you're struggling to navigate? Send us your questions! Please email podcast@cultiveightcommunications.comFollow Caroline on LinkedIn: https://www.linkedin.com/in/ccrawford22/Learn more about Cultiveight Communications: www.cultiveightcommunications.comHosted on Ausha. See ausha.co/privacy-policy for more information.

September 25, 202451 min

Streamlining Business Operations Through AI and Automation with Elaine Boyd

In this episode of The Edge Effect, host Caroline Crawford delves into the power of integrating human stories with business success. Caroline is joined by Alane Boyd, co-founder of Workday Ninja, and an expert in operations and growth strategy. They discuss how Alane transformed her business by leveraging AI and automation, and scaling her social media and reputation management agency into a streamlined operation. She shares insights on automating social media content, managing client reviews and efficiently using project management systems to enhance team productivity. Tune in to uncover how to improve your business operations and grow your social media presence effectively.Key Takeaways:3:47 - Innovative Strategies for Social Media and Reviews16:49 - The Birth of Workday Ninja26:53 - Choosing the Right Project Management System29:10 - The Importance of Process Mapping36:00 - Training and Adoption of New Systems38:17 - Leveraging AI for Efficiency40:58 - Automating Social Media ManagementMore from Alane:To learn more about Workday Ninja visit: workdayninja.comTo connect with Alane on LinkedIn: https://www.linkedin.com/in/alaneboyd/To connect with Workday Ninja on LinkedIn: https://www.linkedin.com/company/workday-ninja/To connect with Alane on Instagram: https://www.instagram.com/the_hurricanealane/Ton connect with Workday Ninja on Instagram: https://www.instagram.com/workdayninjaOther Helpful Resources:BONUS! Listen to this episode of The Edge Effect for more tips on developing an effective marketing strategy.Helpful Resources:Not sure what to do next with your marketing? Book a free clarity workshop: https://cultiveight.as.me/workshopFree Resource: Download 3 Steps to Cultivate Your Competitive EdgeHave topics you want covered? Are there certain marketing challenges you're struggling to navigate? Send us your questions! Please email podcast@cultiveightcommunications.comFollow Caroline on LinkedIn: https://www.linkedin.com/in/ccrawford22/Learn more about Cultiveight Communications: www.cultiveightcommunications.comHosted on Ausha. See ausha.co/privacy-policy for more information.

September 18, 202453 min

Unveiling Authentic Business Stories: Insights from Skyblue Creative's Pat Taggart

In this episode of The Edge Effect, host Caroline Crawford sits down with Pat Taggart, founder and chief creative of Skyblue Creative, delve into Pat's unique journey from aspiring sports broadcaster to video production entrepreneur. They discuss the evolution of video content, the importance of unscripted, authentic storytelling, and practical tips for businesses considering video production. Pat shares insights on how to make individuals comfortable on camera, the value of establishing a personal connection, and why understanding your unique story is vital. He also offers practical advice on starting video content with minimal resources and emphasizes the significance of blending creation with strategic marketing.Key Takeaways: 02:34 - Challenges and Breakthroughs in Video Production04:18 - The Art of Authentic Storytelling06:50 - Creating Engaging and Genuine Content16:11 - The Power of Unscripted Conversations21:29 - The Importance of Authenticity in Marketing29:43 - Determining Video Content Outcomes45:37 - The Importance of Storytelling in Video ContentMore from Pat: To learn more about Sky Blue Creative visit: Skybluecreative.comOther Helpful Resources:Get a 90 Day Marketing Strategy & Action Plan in 90 Minutes. Click here to book a Marketing Momentum Session. Use code THEEDGEEFFECT for 10% off.Free Resource: Download 3 Steps to Cultivate Your Competitive EdgeHave topics you want covered? Are there certain marketing challenges you're struggling to navigate? Send us your questions! Please email podcast@cultiveightcommunications.comFollow Caroline on LinkedIn: https://www.linkedin.com/in/ccrawford22/Learn more about Cultiveight Communications: www.cultiveightcommunications.comHosted on Ausha. See ausha.co/privacy-policy for more information.

September 4, 202450 min

From Burnout to Brilliance: Shifting Mindsets in Entrepreneurship with Liz Svatek

In this week's episode of The Edge Effect, host Caroline Crawford speaks with transformational coach and podcast host, Liz Svatek, about her journey from various career paths to finding her true passion in empowering women entrepreneurs. Liz shares insights on overcoming fears, embracing authenticity, and the importance of self-care in business. This is an incredible episode for all career-driven women finding their own way forward. EXCLUSIVE INVITE: Join Liz's Workshop SOUL BLAZER September 9th-14 - Live on Zoom. Sign up here: https://www.lizsvatek.com/soulblazerKey TakeawaysEmbracing failure as a learning opportunity (06:21-06:31)The role of fear and the need for a flexible nervous system in your career (10:04-10:55)Separating personal worth from business success (15:05-15:55)Shifting your mindset and approach to marketing (20:55-21:55)Infusing passion and authenticity into marketing efforts (34:28-35:42)More from Liz:Follow Liz on Instagram: https://www.instagram.com/liz.svatek/Follow Liz on Linkedin: https://www.linkedin.com/in/liz-svatek-73b6185/Join Liz's Private FB community: https://www.facebook.com/groups/6799129066773640/Other Helpful Resources:Get a 90 Day Marketing Strategy & Action Plan in 90 Minutes: https://www.cultiveightcommunications.com/offers/mvEEcqWL/checkoutFree Resource: Download 3 Steps to Cultivate Your Competitive EdgeHave topics you want covered? Are there certain marketing challenges you're struggling to navigate? Send us your questions! Please email podcast@cultiveightcommunications.comFollow Caroline on LinkedIn: https://www.linkedin.com/in/ccrawford22/Learn more about Cultiveight Communications: www.cultiveightcommunications.comHosted on Ausha. See ausha.co/privacy-policy for more information.

August 21, 202446 min

Unlocking Brand Strategy: Navigating Business Growth and Marketing Insights

In this episode, host Caroline Crawford of The Edge Effect interviews Kim Jursa of Kim Jursa Brand Strategy, diving deep into the realm of brand strategy and development. Kim shares her career journey, from marketing at Fortune 500 companies to consulting for high-growth tech firms. They discuss, in detail, the difference in marketing approaches between tech startups and established corporations, the importance of brand differentiation, internal alignment, and understanding customer insights. They also explore the evolving role of CEOs in personal and company branding. This episode is packed with insights for business owners looking to refine their brand strategies for sustainable growth.Key Takeaways01:26 - Kim's Career Journey: From Fortune 500 to Brand Consultant03:52 - Differences in Marketing: High Growth Tech vs. Fortune 50006:11 - Defining Brand Strategy and Opportunity09:34 - The Importance of Customer Insights18:40 - Brand Archetypes: Connecting with Human Stories21:32 - Investing in Brand Strategy for Business Success26:10 - Understanding Brand Archetypes28:49 - Customer Validation and Values35:36 - Balancing Personal and Company Brands42:24 - Recognizing the Need for Brand StrategyMore from Kim: Follow Kim on LinkedIn: https://www.linkedin.com/in/kimjursa/ To learn more about Kim Jursa Brand Strategy visit: www.kimjursa.comOther Helpful Resources:Get a 90 Day Marketing Strategy & Action Plan in 90 Minutes. Click here to book a Marketing Momentum Session. Use code THEEDGEEFFECT for 10% off.Free Resource: Download 3 Steps to Cultivate Your Competitive EdgeHave topics you want covered? Are there certain marketing challenges you're struggling to navigate? Send us your questions! Please email podcast@cultiveightcommunications.comFollow Caroline on LinkedIn: https://www.linkedin.com/in/ccrawford22/Learn more about Cultiveight Communications: www.cultiveightcommunications.comHosted on Ausha. See ausha.co/privacy-policy for more information.

August 14, 202447 min

Exploring the World of PR with Ellie Malone: Strategies, Stories, and Success

In this episode of The Edge Effect, host Caroline Crawford welcomes public relations expert Ellie Malone to discuss the crucial role of PR in business success. Ellie shares her journey from traditional agency work to founding Stories by PR, a consultancy that helps brands globally. They cover how startups can leverage PR, the importance of third-party validation, and the strategic considerations for effective storytelling. Tune in to gain insights on integrating PR into your business, enhancing brand visibility, and navigating the complexities of global communications.Key Takeaways:00:46 - Meet Ellie Malone: PR Expert01:16 - Ellie's Journey into PR03:58 - Global PR Insights08:56 - Crafting Effective PR Strategies16:55 - The Value of Earned Media26:46 - When to Invest in PR43:26 - Advice for Startups and New Businesses46:42 - Conclusion and Final ThoughtsMore from Ellie: Follow StoriesBy PR: www.instagram.com/storiesbyprTo learn more about StoriesBy PR visit www.storiesbypr.comOther Helpful Resources:Get a 90 Day Marketing Strategy & Action Plan in 90 Minutes. Click here to book a Marketing Momentum Session. Use code THEEDGEEFFECT for 10% off.Free Resource: Download 3 Steps to Cultivate Your Competitive EdgeHave topics you want covered? Are there certain marketing challenges you're struggling to navigate? Send us your questions! Please email podcast@cultiveightcommunications.comFollow Caroline on LinkedIn: https://www.linkedin.com/in/ccrawford22/Learn more about Cultiveight Communications: www.cultiveightcommunications.comHosted on Ausha. See ausha.co/privacy-policy for more information.

August 7, 202450 min

Mastering Strategic Thought Leadership for Business Growth with Chris McNeil

In this week's episode of The Edge Effect, Caroline Crawford speaks with Chris McNeil, founder and CEO of Thought Inc. Together, they explore the concept of strategic thought leadership in marketing and business success. Strategic thought leadership goes beyond being an expert in a field; it involves intentionally guiding audiences to see things in a new light, empowering them with innovative ideas and perspectives.Key Takeaways:The Concept of Thought Leadership in Marketing (15:14 - 19:59)Leveraging AI to organize unique ideas and generate impactful content. (39:20-39:31)The importance of challenging conventional thinking to embrace strategic thought leadership. (40:03-40:46)Creating content that serves and empowers the audience, leading to organic growth. (00:47:08-00:47:18)More From Chris:Follow Thought leadership Studio Podcast on X: @ThtLdrshpStudioFollow Chris on X: @MentalGameOfBiz (me)Follow Chris on LinkedIn: https://www.linkedin.com/in/chris-mcneil-chs/Thaut.ioThoughtLeadershipStudio.com (podcast)Free eBook:Marketers’ Guide to Strategic Thought Leadership https://Thaut.io/GuideLearn more about Chris's upcoming book: https://StrategicThoughtLeadership.comOther Helpful Resources:Not sure what to do next with your marketing? Book a free clarity workshop: https://cultiveight.as.me/workshopFree Resource: Download 3 Steps to Cultivate Your Competitive EdgeHave topics you want covered? Are there certain marketing challenges you're struggling to navigate? Send us your questions! Please email podcast@cultiveightcommunications.comFollow Caroline on LinkedIn: https://www.linkedin.com/in/ccrawford22/Learn more about Cultiveight Communications: www.cultiveightcommunications.comHosted on Ausha. See ausha.co/privacy-policy for more information.

July 31, 202445 min

The Art of Relationship Marketing: Insights from Janice Porter

In this episode of The Edge Effect, your host Caroline Crawford interviews Janice Porter, a relationship marketing consultant, on leveraging LinkedIn for business success. Janice shares insights on building genuine connections and nurturing relationships online.Key Takeaways:Importance of Relationship Marketing (00:01:00-00:03:10): Janice discusses the shift from network marketing to relationship marketing, emphasizing the value of building authentic connections.LinkedIn Strategies (00:11:07-00:12:21): Janice highlights the strategic use of LinkedIn for networking, emphasizing the importance of starting conversations and taking relationships offline.Content Creation on LinkedIn (00:34:39-00:35:53): Janice advises on creating engaging content on LinkedIn, focusing on consistency, authenticity, and audience engagement.Engagement and Analytics (00:36:03-00:36:25): Janice stresses the importance of engaging with comments on posts and analyzing post analytics to improve engagement and build relationships.Personalized Approach (00:43:08-00:44:11): Janice encourages new business owners to focus on their target audience, optimize their LinkedIn profile, and engage authentically to build meaningful connections.Tune in to gain valuable insights on relationship marketing, LinkedIn strategies, and effective content creation for business success.More from Janice:Follow Janice on LinkedIn: www.linkedin.com/in/janiceporterFollow Janice on Instagram: www.instagram.com/socjaniceFollow Janice on Facebook: www./facebook.com/janiceporter1Other Helpful Resources:Not sure what to do next with your marketing? Book a free clarity workshop: https://cultiveight.as.me/workshopFree Resource: Download 3 Steps to Cultivate Your Competitive EdgeHave topics you want covered? Are there certain marketing challenges you're struggling to navigate? Send us your questions! Please email podcast@cultiveightcommunications.comFollow Caroline on LinkedIn: https://www.linkedin.com/in/ccrawford22/Learn more about Cultiveight Communications: www.cultiveightcommunications.comHosted on Ausha. See ausha.co/privacy-policy for more information.