James Hatfield, CRO of LiveSwitch, shares how his company is revolutionizing home services through instant video connectivity. After running a painting and power washing company while earning his MBA, Hatfield transitioned to technology, eventually buying LiveSwitch five years ago. The platform allows businesses to instantly video connect with customers via text—no app required—enabling remote estimates, AI-powered diagnostics, and faster closing rates. Originally developed to reinvent 911 calls for Washington DC police, the technology now serves thousands of home service businesses, moving companies, and auto repair shops. Hatfield discusses using QR codes on appliances for instant service access, AI co-pilots that diagnose issues and create proposals, and the future of wearable technology for hands-free operations. Beyond business, he runs Inmates to Entrepreneurs, a nonprofit featured on ABC's "Free Enterprise," and emphasizes that giving back doesn't require wealth—just commitment to serving your community.

Jake Goates, founder of Goat CMO, shares his journey from sales manager to fractional Chief Marketing Officer for dental practices nationwide. After earning a degree in professional sales and managing a large call center, Goates discovered that better marketing directly improved sales performance. He entered the dental industry 13 years ago teaching phone etiquette and patient conversion, eventually recognizing that practices had become too data-driven and transactional at the expense of genuine patient relationships. Goates developed a proprietary algorithm that analyzes patient data against credit bureau spending behaviors to create actionable personas, helping practices understand their patients' values and preferences. He emphasizes the importance of rebranding when necessary, scripted office tours for new patients, and cleaning up online presence before investing in advertising. His fractional CMO services provide strategic marketing expertise at a fraction of traditional CMO costs, with packages starting at $1,000 monthly.

In this episode, Carrie-Lynn Rodenberg, founder of Turnkey Marketing, shares her journey from selling flowers at age eight to building a marketing company dedicated to serving auto repair shops. After starting her business at 24 and working with various small businesses, she pivoted exclusively to the automotive repair industry over a decade ago. Carrie Lynn explains her philosophy of the "three M's of marketing"—Market, Media, and Message—and emphasizes the importance of direct mail marketing, though she's candid that it typically takes three months to see results. She highlights how auto repair shop owners are often more focused on supporting their teams and communities than just revenue. Recording this episode nine months pregnant with her third child, Carrie Lynn discusses balancing motherhood with business ownership, crediting her supportive husband and strong team. Looking ahead, she's launching a comprehensive white-glove branding service in January to help shops define their identity and ensure their physical locations match the promises made in their marketing materials.

David and Crystal Spang, founders of Nine Dot Cannabis Beverages, share their eight-year journey in the heavily regulated cannabis industry. Starting with Coastal Green Wellness brick-and-mortar stores in 2017, they faced banking restrictions, social media censorship, and market skepticism in the Southeast. Their retail experience revealed that most hemp beverages missed the mark with five-milligram dosing—too strong for beginners, too weak for experienced users. Nine Dot addresses this with 3mg and 10mg options plus concentrated elixirs for cocktail mixing, using proprietary nanoemulsification technology for faster onset and more consistent effects regardless of genetic enzyme variations that affect traditional edibles.

Ondar Tarlow, a marketing veteran with over 20 years of experience, joins us to explore the psychology behind successful branding and how bold storytelling, data, and AI are reshaping the marketing world. From leading $1.7 billion in product volume campaigns to working with brands like Porsche and the LA Chargers, Ondar shares real-world insights on navigating compliance-heavy industries, discovering untapped audiences, and leveraging motorsports for luxury brand positioning. We discuss how AI and business intelligence are changing the creative process, why challenger brands can (and should) take more risks, and how small businesses can compete by embracing frequency, testing, and authentic local storytelling. Whether you're marketing financial services or fast cars, this episode is packed with practical advice and high-performance thinking.

Nick Tapp, founder of Taptico AI marketing solutions, discusses how artificial intelligence can level the playing field for small businesses. With 20+ years of marketing experience at brands like Coca-Cola and Harley Davidson, Nick explains practical AI applications from training ChatGPT as a business assistant to using predictive analytics for market simulations. He covers emerging trends like Answer Engine Optimization (AEO) replacing traditional SEO, addresses privacy concerns, and emphasizes the importance of understanding KPIs before implementing AI solutions. The conversation explores both opportunities and concerns around AI, particularly maintaining human creativity and authentic brand connections while leveraging AI for efficiency and competitive advantage.

Restaurant industry veteran George McKerrow shares his remarkable journey from founding Longhorn Steakhouse in 1981 to building it into a national chain before selling to Darden Restaurants in 2007. Starting with just one location in an old adult bookstore that served only 14 lunches on opening day, McKerrow emphasizes treating each restaurant as an individual small business focused on genuine hospitality, flexibility, and community connection. Currently CEO of Ted's Montana Grill, which he co-founded with Ted Turner in 2002, McKerrow discusses their mission to save the American bison while pioneering restaurant sustainability. Ted's was among the first to eliminate plastic and styrofoam, with McKerrow helping reintroduce paper straws to the industry in 2001. The restaurant cooks everything fresh from scratch and maintains only 1% food waste. McKerrow shares insights on restaurant culture, the "Gumby philosophy" of flexibility, avoiding "pigeon management," and how the industry has adapted through COVID-19 and current economic challenges.

This episode of Passionately Curious features Dana Farber, CEO and founder of Moonstone Marketing. With extensive experience as a CMO and brand strategist, Dana shares her marketing philosophy centered on holistic, mindful approaches. She discusses her journey from editorial writing to PR to franchising, emphasizing the importance of marketing calendars for strategic planning rather than reactionary holiday-based posting. Dana advocates for "retention as the new acquisition," urging businesses to deeply understand their first members before scaling. She explains her "New Moon, Half Moon, Full Moon" service model and highlights the psychology of consumer behavior in today's uncertain economy, noting it now takes 35-40 brand touchpoints to make a sale versus 7-10 in previous decades. The episode concludes with Dana encouraging businesses to nurture leads thoughtfully through emotional connections rather than discounts, and an Upswell marketing tip about using email lists to create Facebook lookalike audiences.

In this episode of "Passionately Curious," hosts Annie and Eric interview Brad Parker, founder and CEO of FormPiper, an affiliate of Upswell Marketing. Brad shares how he created FormPiper to solve financing problems he experienced as a retailer by developing a platform that allows customers to complete just one application to access multiple lending options. He explains how the system creates a "perfect lender lineup" that can dramatically increase approval rates from 30% to nearly 100% when combined with in-house financing options. Brad discusses his background as a serial entrepreneur, his "Drive Success Today" business coaching philosophy, and his charitable initiative to donate one million chess boards and books. Throughout the conversation, Brad emphasizes the importance of tracking data, avoiding projecting your own financial preferences onto customers, and maintaining focus on what you can control within your business regardless of economic conditions.

In this episode of Passionately Curious from Upswell Marketing, the hosts speak with Aaron Stokes, a successful entrepreneur in the automotive industry. Aaron shares his remarkable journey from humble beginnings in a trailer park to building multiple auto repair businesses and becoming the founder of ShopFix Academy, now the largest coaching company in the industry. He candidly discusses his struggles, including being stolen from in 2012 which left him $5.5 million in debt, and how he rebuilt his life and businesses without filing bankruptcy. Aaron explains how ShopFix Academy works through four key components: peer groups (tribes), video courses, one-on-one coaching, and conferences. Throughout the conversation, he emphasizes the importance of learning from mistakes, continually evolving as a business owner, and finding ways to support fellow entrepreneurs through difficult times. The episode concludes with Aaron's perspective on current challenges facing the auto repair industry, including potential tariffs, and his advice for shop owners to remain confident despite economic uncertainty.

In this episode of Passionately Curious, hosts Matt and Eric discuss financial flexibility in uncertain economic times with Kevin Park, co-founder of EveryStreet, and Samantha Holt, sales operation manager for Apple Pie Capital. After a lighthearted opening about an innovative dog poop bag marketing tactic, the conversation shifts to the challenges small businesses face when seeking financing. Kevin shares how his parents' struggles during the 2008 financial crisis inspired EveryStreet's creation, while Sam discusses lessons from her own small business ownership experience. Both guests explain how their companies differ from traditional financing options by streamlining the application process and matching businesses with appropriate funding solutions. They emphasize the importance of securing financing before it's needed, especially during economic uncertainty, and discuss strategies for franchise owners looking to expand. The episode concludes with advice for small business owners on navigating potential economic downturns by understanding their financial position and exploring all available options.

In this episode of Passionately Curious, hosts Eric, Annie, and Matt discuss the results of Upswell Marketing's annual business sentiment survey. They explore how different industries performed in 2024, with auto repair and dental practices seeing strong growth while home services experienced declines. The conversation centers on the impact of tariffs, with 55% of surveyed business owners expressing concerns about supply chain costs. The hosts discuss strategies for navigating economic challenges, including the importance of maintaining marketing spend during downturns rather than cutting it as an "easy" cost-saving measure. Eric emphasizes that businesses should be planning six months ahead and considering supplier relationships. The survey reveals that 77% of business owners anticipate revenue growth in 2025, with many planning to pass increased costs to customers. The episode concludes with insights on effective marketing strategies, highlighting the 3X multiplier effect of combining digital and direct mail campaigns, and noting that 35% of businesses plan to increase digital marketing spending in 2025.

In this episode of Passionately Curious, hosts Matt and Annie interview Michele Morris, Head of US Marketing for Big Green Egg. Michele shares her career journey from social media analytics to brand marketing, discussing Big Green Egg's strategy to expand beyond traditional demographics with initiatives like "Women on Fire." She details their data collection improvements, educational content creation, and balance between dealer networks and digital marketing. Michele highlights the passionate fan community, including the annual Eggtoberfest event that draws 4,000 enthusiasts globally. The episode concludes with a quick segment on optimizing Google My Business profiles.

Thomas Andrews, partner at CDT Automotive, shares how he and his friend Mike Liles turned their passion for diesel trucks into a successful business. Starting with a Facebook community for truck enthusiasts in 2012, they built their brand while maintaining day jobs - Thomas in IT and Mike as a mechanic. The business evolved from a small three-bay shop to a 14,500 sq ft facility with 15 bays, expanding beyond diesel to service all vehicle types. After facing challenges during COVID and seeking help from ShopFix Academy, they transformed their approach to focus on customer experience, achieving $724,000 in sales with 560 cars in January 2025. They now plan to expand to additional locations in the Raleigh area.

Shane Quillin, founder of Sugar Shane's, shares how he transformed from an Amazon program manager to owning a thriving cookie business in Atlanta. Started during COVID from his apartment kitchen, Sugar Shane's now has three locations, a franchise, and 50 employees. Shane discusses his marketing strategies, including creative tactics like simulated online waiting rooms, event presence, and loyalty programs. He also shares insights on menu innovation and his careful approach to expansion. The episode concludes with a segment on first-party versus third-party marketing data.

With businesses stretching their marketing budgets across multiple channels, is TikTok worth the investment? In this episode, Matt Courtoy, Associate Director of Performance Media at Upswell Marketing, explains five key reasons why TikTok may not be the best platform for your ad dollars—and it has nothing to do with the app’s legal troubles. Five Reasons to Avoid TikTok Advertising 1. TikTok’s Audience Skews Young A majority of TikTok users are Gen Z, making it less effective for businesses targeting older demographics. If your audience is younger, it may be a fit, but for many businesses, it’s not ideal. 2. TikTok Requires Heavy Creative Output Unlike other platforms where you can reuse assets, TikTok demands fresh, engaging, and trendy content at a rapid pace. While Meta campaigns may need three to four assets per month, TikTok can burn through two to three assets every few days—a challenge for brands without strong creative teams. 3. High Competition & Expensive Ads With its massive popularity, brands are fiercely competing for user attention, often targeting the same audiences. To stand out, you either need exceptional creative, a large ad budget, or both. 4. Limited Targeting Options Compared to platforms like Meta and Google, TikTok’s targeting features are less sophisticated, making it harder to refine your audience and ensure your ads reach the right people. 5. Low ROI for Many Businesses While TikTok is great for brand awareness, it hasn’t proven itself as a strong platform for lead generation or high-converting campaigns. If your business relies on new prospects and direct ROI, TikTok may not be the best investment. What’s Next for TikTok Advertising? With uncertainty around TikTok’s future and advertisers cutting back, some businesses could find new opportunities to break through. However, for now, TikTok’s time as a top-tier ad platform may be running out. Visit Upswell Marketing for expert advice on digital ad strategies. Follow on Instagram: @upswellmktg for daily marketing insights. Subscribe to Passionately Curious for five-minute episodes throughout January, packed with actionable marketing strategies!

With over 8.4 billion videos watched daily and YouTube accounting for over 10% of all U.S. TV viewing, this platform has become a powerhouse for marketers. In this episode, Matt Courtoy, Associate Director of Performance Media at Upswell Marketing, shares five reasons why YouTube advertising is a must-have in your marketing strategy. Why Advertise on YouTube? 1. Cost-Effectiveness YouTube ads operate on a pay-per-click model, meaning you only pay when someone engages with your ad. With full control over your budget, every marketing dollar works smarter, not harder. 2. Precision Targeting YouTube allows advertisers to reach highly specific audiences based on: Demographics Life events Customer interests Retargeting past visitors This ensures your message reaches the right people at the right time. 3. Emotional Connection Through Video Unlike static ads, video content brings your brand to life and allows you to: Showcase products Tell compelling stories Build stronger emotional connections with your audience With multiple ad formats available, you can craft an experience that resonates. 4. Easy-to-Measure Results YouTube’s built-in analytics allow you to track: Views and engagement Ad spend effectiveness Targeting success By analyzing what’s working, you can continuously refine your campaigns for better performance. 5. Massive Audience Reach With billions of engaged viewers, YouTube levels the playing field for businesses of all sizes. No other platform offers this scale and accessibility for video marketing. Why YouTube Ads Matter YouTube advertising is cost-effective, highly targeted, emotionally engaging, measurable, and offers unmatched reach. If you’re not leveraging it yet, now is the time to start. Visit Upswell Marketing to explore how YouTube ads can work for your business. Follow on Instagram: @upswellmktg for daily marketing insights. Subscribe to Passionately Curious for five-minute episodes throughout January, packed with actionable tips to grow your business!

Negative online reviews may feel like a setback, but when handled properly, they can become opportunities to demonstrate your commitment to excellence and build stronger customer relationships. In this episode, Matt Courtoy, Associate Director of Performance Media at Upswell Marketing, shares a seven-step approach to addressing negative feedback effectively. Seven Steps for Responding to Negative Reviews 1. Respond Promptly: Address negative reviews within one business day. Quick responses show customers you value their feedback and are proactive in resolving concerns. 2. Maintain Professionalism: Stay calm and professional. Avoid defensive reactions and treat critiques as opportunities for constructive dialogue. 3. Acknowledge and Apologize: Validate the customer’s concerns and offer a sincere apology. Express empathy, even if the issue wasn’t your fault, to diffuse tension and demonstrate care. 4. Personalize Your Response: Avoid generic replies. Tailor your response to the specific issue raised, showing genuine effort to address the customer’s unique situation. 5. Offer Solutions and Take It Offline: Provide actionable steps to resolve the problem. After addressing the issue publicly, invite the customer to continue the discussion privately for a more detailed resolution. 6. Encourage Positive Reviews: Ask satisfied customers to leave reviews. A higher volume of positive feedback can balance out negative ones and improve your overall reputation. 7. Learn and Improve: Use negative feedback as a learning tool. Identify recurring issues, implement changes, and demonstrate a commitment to continuous improvement. Why It Works By responding promptly and thoughtfully, you can not only resolve individual concerns but also showcase your dedication to excellence, turning negative reviews into opportunities for growth. Visit Upswell Marketing for expert advice on managing online reviews and more. Follow on Instagram: @upswellmktg for daily marketing tips. Subscribe to Passionately Curious for five-minute episodes throughout January, designed to help small business owners succeed!

Email marketing remains one of the most effective tools for reaching and engaging your audience. In this episode, Matt Courtoy, Associate Director of Performance Media at Upswell Marketing, shares five simple steps to transform your email strategy into a powerful growth driver. Five Steps to Better Email Marketing 1. Personalize Your Content Gone are the days of generic email blasts. Use data and segmentation to tailor your messages to your audience’s interests, behaviors, and needs. Personalized emails, such as product recommendations, special offers, or birthday messages, create a connection that fosters loyalty. 2. Craft Compelling Subject Lines Your subject line is the first thing recipients see. Keep it concise, intriguing, and action-oriented. Test different variations to find what resonates best with your audience and boosts open rates. 3. Optimize for Mobile With most emails being opened on mobile devices, mobile optimization is essential. Use responsive designs, concise copy, and clear calls-to-action that are easy to tap. A seamless mobile experience significantly improves engagement. 4. Analyze and Iterate Track key metrics such as open rates, click-through rates, and conversions. Understand what’s working and refine your strategy based on data. Experiment with formats, content types, and send times to maximize effectiveness. 5. Prioritize Value Over Volume In today’s crowded inboxes, quality matters more than quantity. Ensure every email provides real value, whether through educational content, exclusive discounts, or timely updates. Consistently delivering value builds trust and long-term engagement. Why It Works Successful email marketing is about creating a meaningful dialogue with your audience. By focusing on personalization, optimization, and consistent value, you can drive growth and foster customer loyalty. Visit Upswell Marketing for expert email marketing advice and more. Follow on Instagram: @upswellmktg for actionable marketing tips. Subscribe to Passionately Curious for daily five-minute episodes throughout January, providing practical strategies to grow your business!

Seasonal trends and events—like holidays, back-to-school season, or local festivals—offer excellent opportunities to attract customers and boost sales. In this episode, Kalynn Hicks, Content Strategist at Upswell Marketing, shares how to plan and execute seasonal marketing campaigns that deliver results. How to Plan Seasonal Campaigns Start by looking at the calendar and identifying key dates that are relevant to your customers. Brainstorm promotions or campaigns that align with these events, such as holiday discounts, back-to-school bundles, or special events during local festivals. Creative Marketing Ideas Use themed content to connect with your audience’s mindset: Social media posts tailored to the season. Email campaigns promoting seasonal offers. Direct mail campaigns to highlight special events or discounts. Track and Learn Measure the results of your seasonal campaigns to see what resonates with your audience. Use these insights to refine and adapt successful ideas for future promotions. Why Seasonal Campaigns Work By aligning your marketing with seasonal trends, you make your business relevant and part of your customers’ plans, driving both engagement and sales. Visit Upswell Marketing for expert advice on seasonal campaigns and more. Follow on Instagram: @upswellmktg for daily marketing tips. Subscribe to Passionately Curious for five-minute episodes throughout January, designed to help small business owners grow!