Beyond The Mood Board

Effective communication is about relevance. It’s about centering what you want to say with what others think, know, and feel. I’ve been at this work for a while; long enough to know why some messages stick and others go unheard. On this episode I’m leading you through how to shift your communication from the “me” show to something that deeply resonates with your audience and holds their attention. Even if you consider yourself a good writer or a good communicator, you might be surprised at where you’re falling short when you’re asking someone to take an action. After listening to this episode you'll know: The two questions you must ask yourself every time you’re crafting a message, What to ask to better prepare yourself for speaking engagements, Where I see people misuse personal stories, Why listing features encourages consumers to price shop, and How to more effectively pitch yourself for new opportunities.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

For a long time I believed defining your values meant simply choosing a select few nouns to showcase on your website. Working for nonprofits for over ten years meant I adopted my organizations’ values as my own; their mission was mine—no question. As a business owner, I’ve realized this passive act of adoption isn’t enough. If we’re not explicit with our values, we’re part of the problem. Frustration and belief alone won’t change anything. And values simply aren’t values if you only promote them when you’re faced with “allegations and accusations.” This episode is my attempt at being forthcoming with what I believe in. I’m asking you to listen, consider how this aligns with what you believe, and whether you’ll join me—with unwavering uncertainty—to use your business as a force for change. On this episode I share: Why I was wrong in assuming naming and embedding my values in my messaging was a political act reserved only for activists, How important it is that people see themselves reflected in the brands the

The upside to goal setting is thinking big. The downside? Focusing too much on the future. When we’re so intent on getting where we want to go we can’t clearly see the opportunities that are ripe for the taking.  On this episode, my client, Yully Ludena, joins me to talk about her journey from starting a business with nothing but $500 and a traveling massage table to building a successful therapeutic massage business right outside of the nation’s capital.  Just one month before Covid-19 struck, Yully opened a brand new facility, expanded services and hired a new therapist. Yet, you’ll hear that she never doubted the future of her business. This positive perspective and practice of gratitude is just what has helped her grow a roster of dedicated clients who consider her both a healer and friend. On this episode Yully and I discuss: Growing a business with a service mindset, The perspective her Peruvian childhood gave her on adjusting to challenging times, How she found success without looking for it, and The

As we’ve been living through COVID-19, it’s been fascinating to examine the messaging behind mask wearing, quarantine orders, and re-opening the country. While, on the surface it may seem like public health messaging is drastically different from the approach small businesses take, there is a connection. That’s the use of fear tactics.  On this episode I’m sharing why I believe using fear in your messaging and marketing is ineffective and how it may backfire on you. More specifically, I cover: How my background in health communication informs my work today, Case studies of campaigns that centered on fear tactics, Whether scarcity tactics are good to use in your messaging, and  The emotions that will build connection and trust more effectively than fear. In light of recent events, I've updated this episode to address what fear has to do with allyship and dismantling white supremacy. I mention helpful resources to educate and engage in the work and why claiming fear isn't enough to keep us, as white people, f

While we’ve made huge strides, the reality is that many women still have to fight for a place at the table. The irony is that those who are making executive decisions about how to solve women’s biggest problems are not, in fact, women themselves.   Tracy Brosnan joins me to talk about the influence of strong female mentors in her career and her best advice for shining light on your strengths even when no one else is.   On this episode, Tracy and I discuss: Her experience working her way up from NYC’s restaurant row to some of the biggest creative agencies in the world, The importance of surrounding yourself with strong women, Being forced into a choice to have a big life or a big career, How to assemble diverse and effective teams, and How to allow your values guide your career decisions.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

Whether it’s a business, product, or podcast, naming is a highly personal process. The message your brand name sends is more powerful than any long-form content will ever be. It builds your reputation, sets the tone, and suggests what you do.   The brilliant part about having a strong name is that there tends to be a story behind it. That story is one you’ll share time again to bring meaning to your brand and connect with those you’re seeking.   On this special birthday episode I’m sharing: How I came up with my business name, Pattern of Purpose; Whether to name your brand your own name...or not; Specific ways to share the meaning behind your brand’s name; and The most important thing to know before naming anything.   If you haven’t already left a review, would you consider doing so? Reviews fuel this podcast and let me know what content you’re looking for. Simply head to Apple Podcasts and share why you tune in.    Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

There are so many tips, tricks, and tactics that promise to make your business profitable overnight. But somewhere in between marketing and closing the sale, we forget the people we’re selling to are people, not avatars.    On today’s episode, Pat Flowers, shares what it feels like to be on the receiving end of this—when you don’t fit anyone’s ideal customer persona. I coach her through tapping into her audience’s needs and motivations and building a brand message for her passion-fueled product-based business.   On this episode we discuss: The power of asking for what you want, Why you have to take the time to get to know who’s already in your audience, Breaking through the noise of online marketing advice, Tapping into your customers’ emotions before and after they buy from you, and How to sell what you’re passionate about.   If you're listening and enjoy the show, would you please consider giving us a review? Simply head to Apple Podcasts, search for the show, and leave a comment on why you tune in. Than

The most common reason we don’t show up as ourselves is the fear of rejection. It’s human nature to be liked. However, no one is for everyone. If your message is only scratching the surface because you’re afraid of the fallout, you’re also missing out on deep connections that stem from such authenticity.   Today’s guest, Tamera Darden, joins me to talk about embracing your value, speaking your truth, and letting go of services that don’t serve you.   On this episode we discuss: The strong desire humans have to relate to each others’ stories, How our formative experiences shape our willingness to share our voice, Expecting people to disagree with you, How to recognize when you’re trying to prove yourself vs. be yourself, and Why charging your worth is terrible advice.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

While everyone is telling you to pivot, I’m asking you to pause. Rather than being distracted by the “most promising” new tactic or trend, what if the key to success was simply speaking your mind?  Sharing your point of view can feel uncomfortable, especially when you have an unpopular opinion, but it’s the quickest route to drawing your people in and sending the others elsewhere. Today’s episode is all about weaving your point of view into your message so that you can stand out from the noise. On this episode I discuss: Why you shouldn’t spend your time digging for your brand personality, How clearly articulating your values helps people feel emotionally connected to your brand, What will make your audience stop the scroll and listen to what you have to say, and The power of being divisive with your content.   I’m asking for your help. If you haven’t already done so, please rate and review the podcast. Simply click on the show (not episode) on your podcast device, scroll to “rate and review,” and share wha

High performers get it done. They’re the ones we see on the cover of magazines sharing their story of success. But the climb to the top is rarely broadcast. Emma Hicks joins me to share how she’s used her non-traditional story to attract women who are ready and willing to bet on themselves.   On this episode, Emma and I discuss: What happens when you build a business to fill a void in your life, Accepting that success isn’t always on the other side of hard work, Why it’s so hard to see ourselves as others do, How we make up stories to keep us from the things we really want, and The importance of finding a space where you can fully be yourself.   Visit Pattern of Purpose to show notes and links to resources mentioned on this episode.

PR professionals love to say, “all attention is good attention.” So if you’re consistently putting out content, you must be getting results from those efforts, right? According to Stacey Harris, not necessarily. On this episode, Stacey joins me for a quickfire Q+A, calling out common marketing myths and sharing the three questions you must answer to create a marketing plan that works for your business.   On this episode, Stacey and I discuss: The important distinction between marketing and messaging, How to set your marketing up as the solution to someone asking to pick your brain, The biggest mistake people make when creating content, When it’s worth it to invest in paid ads, and One action every business can take to have better marketing results.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

There are so many things I’ve learned in the past year that no one was talking about when I launched this show. On this special anniversary episode, I’m an open book, answering questions you’ve submitted about podcasting. I’m detailing my lessons learned, cringe worthy moments, and how I’ve been able to show up to the mic each week to record. My friend, Kate Farrall, interviews me for a change, asking: Why I started a podcast, How my goals have shifted since episode 1, Whether download numbers matter (or not), The cost to produce the show, How many clients I’ve gotten from the show, What I would do differently, and The number one question everyone needs to ask before starting a podcast.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

While your reputation begins with your messaging, it doesn’t end there. Crafting your customer experience is vital, especially when working with busy people. Laura Matteson joins me to talk about how she wrangles big ideas through a structured workflow, allowing clients to feel ease even when they’re unsure of what the end product will look like.   On this episode, Laura and I discuss: Marketing a service to people that they don’t even realize they need, Balancing efficiency with a human touch, The distinctions between project customization and personalization, The importance of structure in the creative process, and Why overdelivering may actually be backfiring in your business.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

You know you need to pivot what you’re saying but you aren’t sure what you should be talking about instead. You’ve been wondering if your business is relevant. Is it appropriate to sell right now? Do people care what you have to say? I’m answering these questions and more to help you show up as a leader your audience can relate to.   On this episode, I share: How to provide your audience with value as you pivot, The four things your messaging should be focused on right now, Questions that will result in relevant content, and The difference between nurture cycles and sales cycles.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

When we accept the role of entrepreneur, we also accept a certain level of uncertainty in our lives. But when we feel anxious about that uncertainty, it’s hard to stay creatively inspired. I’m sharing 8 ways you can infuse creativity into your days when it’s difficult to plan for the future—whether you’re quarantined due to COVID-19, experience an interruption to your schedule, or are facing a slow season.   On this episode, I share: Why you can’t expect business as usual in unusual times, The opportunities you have now that you may not have had before, What I’m doing to stay engaged and inspired, and How flexing your creative muscles in your home can recharge your work.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

Taglines are hard work. They’re personal and they carry weight. And the best ones create an emotional response. That’s a tall order. So how do you land on the right one? What does it look like to synthesize your mission? I’ll be exploring these questions and more as I share why it was important for me to have a tagline, how I nailed mine, and what these five words mean to me.   On this episode, I share: Why I rejected my tagline when I first found it, The importance of having someone reflect back what you’re saying, Feedback my coach has given me on proving it vs. being it, Why women have to choose between being likable and successful, and Four exercises to reflect on what makes you stand out.

Introvert or extrovert, when you work in the business of supporting other people, you’ve got to be on your game. And yet we often struggle to show up that way when we’re depleted ourselves. Brett Eaton joins me to talk about how to avoid spending every day wishing for the weekend and the secret behind those people who always seem to have pep in their step.   On this episode, we discuss: Facing fear and how it builds up when we avoid it; Why being good at something isn’t the same as being fulfilled by it; Who you have to become to reach your goals; The importance of filling your own tank when you work in a people-centric role; and Why Brett’s so into cold showers, routines, and sharing when he struggles.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

If you’re introducing something new, reimagining your business, or pivoting your work, you need a brand message that serves as your north star. Truth is—that’s really hard to do when you’re focused on the details of what you’re selling. This episode is inspired by the process of working with two of my visionary clients as I helped them pull back to see the connections between what they offer and introduce their brand through its highest value.   On this episode, I share: How to distinguish between what your business does and why it exists, Why developing a brand strategy is a critical step before marketing your services, The reason it’s normal to consistently develop new marketing messages, and How to craft an enduring brand message that is relevant no matter what you offer.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.

With more competition than ever, all businesses—whether locally based or virtual—need to be sure their brand experience is reflected in person and online. Putting out content is no longer enough. People want to align with the humans and values behind a brand. If you’ve been resistant to share what you stand for, India Jackson is here to guide you through it.   On this episode, India and I discuss: The reason every business needs an online and offline marketing presence, The mistake that cost Blockbuster their existence, Why many marketing formulas are failing us, and Tips for showing up when you aren’t used to being on screen.   Visit Pattern of Purpose for show notes and links to resources  mentioned on this episode.

There aren’t many situations that can induce panic in professionals more than the question, “What do you do?” As CEOs, we have a bad habit of making a judgment call  when meeting someone—either they’ll understand what we do or they won’t. This episode will help you craft a memorable response that ends the ramble and ensures you’re not missing out on potential leads by missing the mark.   On this episode, I share: Where most introductions fall flat, Why your job title isn’t enough to get people to care, The difference between an elevator pitch and a brand pitch,  Specific examples of effective brand elevator pitches, and How to get your hands on the free brand elevator pitch guide I’ve created.   Visit Pattern of Purpose for show notes and links to resources mentioned on this episode.