UNDERESTIMATED: The Small Business Advantage Podcast

Spending more on advertising will not fix a message people can ignore. It simply pays more people to ignore it. Shawna breaks down why so many small business ads disappear into the daily avalanche of marketing messages, then shows you how to make yours relevant, trustworthy and memorable. From print and direct mail to paid social, Google ads and sponsorships, this episode gives you a practical formula for creating ads that speak to one real customer problem and lead people toward one clear next step.

If you're struggling with:

😬 Ads that look polished but do not...

You have the idea. You may even have the plan. Yet you keep waiting for the magical morning when fear disappears, every detail behaves and readiness arrives. That morning is notoriously bad at showing up.

Shawna talks with Monica Graves Garcia, speaker, facilitator and founder of Soulbare Wellness, about taking action before confidence arrives. Monica explains why curiosity can be more useful than courage, what comfort costs us and how accepting the messy parts of life can help business owners handle uncertainty without trying to control every step.

If you're struggling with:

😬 Waiting unt...

Your competitor didn't necessarily win because they were cheaper. They may have felt safer, been easier to find, shown stronger proof, or made the buying process less annoying. Shawna breaks down the reasons customers choose another business, including perceived risk, weak visibility, friction, missing social proof and plain old inertia. She also shares the keynote she lost to a speaker with a Disney background, the questions that get useful answers from lost customers, and the small-business advantages bigger companies can't copy.

If you're struggling with:

😬 Losing business without knowing why 😬 Assuming every loss is about price...

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...

Do you keep hearing, "You're too expensive?"

Ouch.

I know it's tempting to start chopping prices, throwing in freebies, or convincing yourself you need to "be more competitive." I'd rather chew glass.

Sometimes your prices really are too high. But if you keep hearing that objection, chances are there's something else going on.

In this episode, I walk through the five biggest reasons customers think you're too expensive. We talk about your branding, your messaging, the value customers see (or don't), and the one thing that's become more important than ever...

Every time I speak at a conference, someone quietly admits they know they should be doing more video, but they hate being on camera. If that's you, this episode is for you. I'm sharing ten practical ways introverts can get comfortable with video without pretending to be louder, funnier, or more outgoing than they really are. We'll talk about why teaching works better than performing, why stories beat sales pitches, why perfection actually hurts trust, and how confidence comes from doing it, not waiting until you feel ready.

In this episode, I'm sharing ten practical ways introverts...

Everybody's talking about AI right now. Some people think it's going to solve every problem in manufacturing. Others think it's going to replace everybody's job. I don't buy either argument. That's why I invited manufacturing expert and Smart Plant author Lisa Ryan onto the show. We talked about where AI genuinely helps, where it falls flat, and why the biggest risk may not be the technology at all. It may be the knowledge that's quietly walking out the door every time an experienced employee retires. We also had a lot of fun talking about actual salt mines, a Murder...

Have you looked at your website lately... really looked at it? Not as the business owner who already knows where everything is, but as someone who's seeing it for the first time. If it's been a while, you might be surprised by what's helping you and what's quietly driving customers away. In this episode of Underestimated, Shawna Suckow walks through eight simple updates that can make your website work a whole lot harder, from writing a stronger homepage headline to making it ridiculously easy for customers to contact you. She also shares why real stories, real people, and conversational...

Do your holiday promotions look exactly like everyone else's? If every holiday means another stock graphic and another predictable sale, your customers probably aren't giving it a second glance. In this episode of Underestimated, Shawna Suckow shares some of her favorite ways to use both traditional holidays and wonderfully weird national holidays to get customers talking, laughing, participating, and remembering your business. You'll hear practical ideas you can steal, simple ways to involve your customers without spending much money, and why participation almost always beats another discount. If you're looking for inexpensive marketing ideas that actually help your small...

How do you build customer loyalty so strong that customers stay with you even when larger competitors show up with lower prices?

In this episode of Underestimated, Shawna Suckow sits down with Sandy Hendrick, Marketing Manager at HTC, an Internet Service Provider in Conway, SC, to talk about what it takes to stay community-focused while growing a business. Sandy shares how HTC competes against national brands like Google Fiber, Verizon, and more, without racing to the bottom on price; why authentic local connections create lasting loyalty; and how simple community partnerships can generate trust, visibility, and customer...

How do I get my first customers with no marketing budget? If you're a new business, building trust can feel impossible when you don't have reviews, referrals, testimonials, or a track record. In this episode of Underestimated, Shawna Suckow shares creative ways small business owners can attract customers, build credibility, and generate buzz without spending a fortune on advertising. You'll hear real examples from a trade show startup, a roofer, a painter, a chiropractor, and beauty service providers who use experiences, stories, and social proof to stand out. If you're wondering how to get customers when nobody knows who...

How do I get my first customers with no marketing budget? If you're a new business, building trust can feel impossible when you don't have reviews, referrals, testimonials, or a track record. In this episode of Underestimated, Shawna Suckow shares creative ways small business owners can attract customers, build credibility, and generate buzz without spending a fortune on advertising. You'll hear real examples from a trade show startup, a roofer, a painter, a chiropractor, and beauty service providers who use experiences, stories, and social proof to stand out. If you're wondering how to get customers when nobody...

Why does running your business feel harder as revenue grows?

Many small business owners discover that more clients, more sales, and more opportunities often create more stress, not more freedom. In this episode of Underestimated, Shawna Suckow talks with AI business strategist Alison Simmons about how small business owners can use AI and systems to reduce overwhelm, reclaim their time, and scale more efficiently. Alison shares how a breaking point during a family road trip led her to build AI-powered workflows that handle repetitive tasks, improve accountability, and help business owners focus on the work...

If customers can’t tell the difference between you and your competitors, you’re competing on price, whether you realize it or not. In this episode of Underestimated, Shawna Suckow breaks down how small businesses can stand out in crowded, highly commoditized markets without racing to the bottom on pricing. You’ll learn how niching down builds trust faster, why generic marketing language makes businesses invisible, how to attract fiercely loyal customers, and why being the specialist beats being the cheapest every time. If you’re tired of customers price shopping your business, this episode will change how you market y...

If your marketing feels harder than it used to, you’re not imagining it. Today’s customers are more skeptical, more informed, and far less tolerant of vague or overly polished messaging. In this episode of Underestimated, Shawna Suckow breaks down how buyer behavior has shifted and what small business owners must change to stay relevant. You’ll learn how to market to skeptical customers, why transparency builds trust faster than perfection, what messaging to stop using immediately, and how to adapt your strategy for today’s low-trust environment. If you want more conversions and stronger customer relationships, this episode...

Avoiding difficult conversations might feel easier in the moment, but it almost always makes things worse over time. In this episode, Shawna Suckow sits down with communication expert Dr. Janel Anderson to break down how small business owners can handle tough conversations with employees, customers, and vendors without triggering defensiveness or escalating conflict. You'll learn how to recognize when it's time to speak up, how to start conversations without putting people on edge, and how to guide discussions toward real solutions. If you've ever delayed a hard conversation and paid for it later, this episode gives you a better...

Search is changing faster than most small businesses realize, and the shift from SEO to GEO is not subtle. It is a complete rewrite of how customers find you. In this episode, Shawna Suckow breaks down why traditional search engine optimization is losing ground and how generative engine optimization is already deciding which businesses get recommended and which ones disappear. You will learn how AI tools like ChatGPT and Google's Gemini are changing customer behavior, what signals actually matter now, and how to restructure your website and visibility so your business is trusted, surfaced, and chosen. 

If y...

Small business sales doesn't have to feel awkward. Sales coach Bethany George introduces the Trust Styles framework—four dog breeds that reveal your natural sales personality. Learn why traditional sales strategies fail small business owners, how to hire salespeople whose style complements yours, and why being yourself is the most effective selling strategy. Includes Shawna's real hiring mistake and the 10-year partnership that actually works. Discover which breed matches your personality and how to stop fighting your natural style.

Many small business owners follow sales advice that doesn't fit. Outreach feels uncomfortable. Conversations feel strained. Hiring a sa...

Small Business Week is the biggest visibility opportunity of the year for small business owners, yet most don’t use it effectively. In this episode of Underestimated, Shawna Suckow shares seven quick, no-cost marketing strategies to help you stand out, attract customers, and build stronger connections with your community. From increasing local visibility and re-engaging past customers to building trust through behind-the-scenes content and leveraging free PR opportunities, these simple tactics are designed for real-world execution. If you want practical small business marketing ideas that drive awareness, engagement, and growth during Small Business Week and beyond, this episode gives yo...

As a small business owner, do you ever feel paralyzed by a big goal, a tough decision, or just...life? Life and business coach Maren LaFollette of The Clarity Buzz joins Shawna to talk about what actually gets people unstuck—and it's not motivation. Maren shares how she went from a burned-out content creator to building a career rooted in her values, strengths, and honest self-reflection. They dig into why we make emotion-based decisions (and why that's holding us back), how to tackle impossible tasks, and why the accountability gap is the real enemy of progress. If you've been sp...

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...

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...

 A billboard for “Taxidermy and Cheese” sounds like a joke. It’s not. It’s a masterclass in standing out. In this episode, Shawna Suckow breaks down why unexpected collaborations are one of the fastest ways for small businesses to get attention, build trust, and bring in customers without a big budget. You’ll hear real examples including donut and brewery pairings, dog-friendly “yappy hours,” kids events at local shops, and the global Death Café movement. More importantly, you’ll learn how to come up with your own partnerships that people talk about, remember, and choose. 

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. 

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...

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...

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.

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Every small business owner knows the feeling: too many things on the list, all of them screaming urgent, none of them obviously most important. Clarity expert Debbie Peterson joins Shawna to break down why overwhelm is a choice problem, not a time problem. Debbie shares her Clarity Compass framework, starting with the single most powerful question you can ask yourself, plus her Do It/Delete It/Delegate It tool for weeks when everything feels equally critical. If you're spinning your wheels instead of moving the needle, this episode is exactly what you need. 

Hey...this podcast is n...

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 buil...

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...

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.