91: Why Your Message Isn’t Landing & How to Fix It

In today’s episode, I break down the essential groundwork that must be laid before communicating an important message—because words matter. Whether it’s winning a client, securing funding, or preventing a major business setback, how you communicate can be the deciding factor. 

I walk through the steps to ensure your messaging is clear, compelling, and positioned for impact. This includes refining your connection to your message, simplifying complex ideas, structuring your story for maximum resonance, and testing your messaging before launch. 

This episode shows you how to communicate your message more clearly and effectively.

Timestamps:

• 00:00 Introduction: Why even experienced professionals struggle with marketing themselves

• 00:56 The high stakes of messaging—how the right words can win clients, funding, or even save a business

• 02:22 Why pre-communication strategy is critical: understanding the heart of your message before you share it

• 03:27 How to test if your message is clear: Why simplicity and avoiding jargon are non-negotiable

• 05:22 Structure your message into a clear story framework so it resonates and drives action.

• 06:53 What every message needs: A clear next step that guides your audience to take action

• 08:04 The 'Grandma Test': How to ensure your message is simple enough for anyone to understand

• 09:01 How our PR firm can help businesses refine messaging for visibility and growth

Key Takeaways:

If your message isn’t landing, the problem isn’t your audience. It’s clarity. Before sharing any message, simplify it. Strip out industry jargon, remove unnecessary complexity, and make sure anyone, regardless of their background, can understand it immediately. If someone has to think too hard to grasp the point, they’ll move on.

Your message should follow a natural story arc. Effective communication mirrors storytelling—establishing the situation before, introducing a turning point, and outlining what happens next. Structuring messages this way makes them more engaging and helps your audience connect emotionally, increasing both retention and action.

Test your messaging before going public. Run it by someone unfamiliar with your industry. If they can repeat it back accurately and explain it to someone else, you’ve nailed it. If they struggle, refine further before launching it externally. Messages that aren’t clear enough to repeat are too complicated to stick.

Your audience should never be confused about what to do next. Every message should lead to a specific action, whether that’s making a purchase, voting, or spreading the word. If your audience is left wondering what their next step is, you’ve missed an opportunity.

If people can’t repeat your message, they won’t remember it. The simpler and more structured your communication, the easier it is for others to share. A message that spreads naturally has a greater impact than one that requires effort to recall.

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Connect with Christie Bilbrey

http://www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey
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Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting

Create Your Buyer Persona: https://bit.ly/3H4Q2Hw 

90: Why a Podcast May Be Your Best Marketing Strategy Yet

Podcasting isn’t just a content channel—it’s a direct path to authority, high-value networking, and lead generation. But does it make sense for every business? In this episode, I break down who should start a podcast—and who shouldn’t—so you can make an informed decision before investing time and resources.

A well-executed podcast builds trust with a highly engaged audience, attracts qualified leads who are already interested in your perspective, and creates organic opportunities for partnerships and sales conversations. It also increases visibility in search engines, making it easier to get discovered by media, event organizers, and other industry leaders.

Timestamps:

• 00:00 Introduction to the benefits of podcasting

• 01:00 Establishing authority and search engine visibility

• 02:30 Audience engagement and loyalty in podcasting

• 04:00 The power of authenticity in podcasting

• 05:30 Podcasting as a lead generation tool

• 07:00 The networking benefits of having guests

• 08:30 How podcasting creates media and business opportunities

• 10:00 Who should consider starting a podcast

• 11:30 Business types that benefit most from podcasting

• 13:00 Local vs. national/global podcast strategies

• 14:30 Strategic considerations before launching a podcast

Key Takeaways:

Podcasting Instantly Positions You as an Authority. Hosting a podcast signals credibility—both to listeners and search engines. Speaking consistently on your topic builds an expert reputation, increasing visibility and trust with your audience while improving search rankings.

Podcast Audiences Are Highly Engaged and Ready to Buy. Unlike other marketing channels where content is consumed passively, podcast listeners are committed. Many will spend 30–60 minutes listening to a single episode, making them more likely to trust and buy from brands they discover through podcasts.

Podcasting Can Be a Game-Changer for Lead Generation. A well-executed podcast doesn’t just build awareness—it converts listeners into clients. One of my clients now generates half of her monthly leads directly from her podcast, proving how powerful this medium can be for attracting qualified prospects.

Podcasting Creates High-Value Business Opportunities. Beyond audience growth, a podcast opens doors to valuable connections. Hosting calls with guests can lead to partnerships, sales conversations, and collaborations. Additionally, the increased visibility can attract media inquiries, speaking invitations, and invitations to be a guest on other industry-leading podcasts—expanding your reach even further.

Thinking about starting a podcast? Make sure you have a clear strategy before jumping in. The right approach can turn your podcast into a lead-generation powerhouse and a long-term asset for your brand.

Listen on Apple here.

Listen on Spotify here.

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Connect with Christie Bilbrey

http://www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey
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Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting

Create Your Buyer Persona: https://bit.ly/3H4Q2Hw

89: Smart Investments & Strategic Leadership for Long-Term Growth with Patricia Lizarraga

In today’s episode, I speak with Patricia Lizarraga, managing partner at Hypatia Capital. She founded the Hypatia Women CEO ETF, the only investment fund dedicated to publicly traded companies led by women. After decades on Wall Street, she’s seen firsthand what separates high-performing leaders from those who struggle to scale. From funding pitfalls to marketing missteps to the power of bold decision-making, we unpack the key strategies that drive business success.

Timestamps:

• 00:00 Introduction to Patricia Lizarraga and Hypatia Capital

• 02:00 Patricia’s path to Wall Street

• 06:00 Discovering a market gap in 2015

• 10:00 Her realization that women-led companies outperform

• 14:30 Challenges and insights of marketing an ETF

• 19:45 Raising capital and building an advisory board

• 25:00 Key business trends for 2025

Key Takeaways for Business Leaders:

Underestimating time and capital leads to failure. Patricia explains why funding and milestones often take two to three times longer than expected, causing startups to run out of resources too soon. Founders who plan for extended timelines and tighter financial management increase their chances of success.

Social media and storytelling reshape brand awareness. Platforms like LinkedIn and email campaigns level the playing field but success comes from using storytelling to create emotional connections that lead to action.

Building an advisory network accelerates growth. Many founders hesitate to formalize an advisory board, but Patricia explains how structured conversations with trusted advisors provide accountability, fresh insights, and strategic connections.

Investing in women-led businesses is a smart financial strategy. Women-led companies consistently outperform, yet they remain underfunded. Patricia discusses how the Hypatia Women CEO ETF is shifting this narrative and why investing in women is a data-driven opportunity.

Casting a wider net leads to unexpected opportunities. Patricia shares how reaching beyond your existing network—through bold outreach and engaging new connections—can open doors to valuable partnerships and fresh perspectives.

Listen on Apple Podcasts here.

Listen on Spotify here.

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Connect with Patricia Lizarraga
www.wceoetf.com
www.hypatiainvestathon.com

LinkedIn: https://www.linkedin.com/in/patricializarraga/  

patricia.lizarraga@hypatiacapital.com

Connect with Christie Bilbrey

http://www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey
Instagram: https://instagram.com/christiebilbrey 

Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting

Create Your Buyer Persona: https://bit.ly/3H4Q2Hw 

88: How to Succeed with email marketing in 2025 with Jaina Mistry

In today’s episode, I’m diving into the art and science of email marketing with Jaina Mistry, Director of Brand and Content Marketing at Litmus. We unpack how email marketing is evolving to meet changing consumer expectations, discuss the most common mistakes marketers make, and explore creative ways to personalize email campaigns. 

You’ll also hear actionable tips on how to be authentic in email marketing in 2025, leverage AI effectively, and use lifecycle marketing and newsletters to build trust, drive engagement, and boost ROI.

Timestamps:

• 00:00 Introduction to the episode and today’s guest, Jaina Mistry

• 02:00 Jaina’s career journey: From Buffy fan sites to email marketing leadership

• 06:30 How early influences shaped Jaina’s approach to creativity and strategy

• 10:00 What Litmus does and how it helps marketers optimize email campaigns

• 14:30 The challenges of email rendering across platforms and how Litmus solves them

• 18:45 Key features of Litmus: personalization tools, testing capabilities, and analytics

• 20:00 AI in email marketing: How marketers are using it and its current limitations

• 23:15 Practical ways to use AI for ideation and content creation in email campaigns

• 26:00 Changing consumer behaviors: Building trust and standing out through email

• 30:00 Why email marketing is not dead: The long-term impact of consistent email strategies

• 35:00 Personalization strategies that go beyond first-name greetings to create real connections

• 38:00 Lifecycle marketing: Using email to guide consumers from awareness to action

• 42:30 The importance of showing up consistently in inboxes and building brand loyalty

• 46:00 Why newsletters are a powerful tool for thought leadership and relationship building

• 48:00 Final advice: Be curious, creative, and focus on connecting with humans

Key Takeaways for Business Leaders:

Email as a Relationship Builder: Treat email as a tool to foster relationships over time. Consistently showing up in inboxes with valuable, insightful content keeps your brand top-of-mind, even if the recipient isn’t ready to act immediately. Jaina shared how a brand’s steady email presence led her to make a purchase years later.

Focus on Human Connections: Marketing isn’t about speaking to companies; it’s about connecting with individuals. Jaina advises using conversational language, humor, or even playful risk-taking to stand out. As she says, “Talk to people like people, not like a business pitch.”

Rethink Email Personalization: Move beyond basic first-name personalization, which can feel stale and ineffective. Instead, tailor content to reflect the recipient’s company, interests, or behavior. Jaina highlights how using live polls or countdown timers creates a dynamic, engaging email experience.

Ensure Flawless Emails with Testing: Email testing ensures your messages look and function perfectly across devices, preventing broken designs or links and delivering a seamless experience that builds trust and boosts engagement.

Leverage AI Thoughtfully: Generative AI can spark creative ideas and improve efficiency, but it’s not a replacement for human judgment. Use it as a brainstorming partner for ideation or fine-tuning copy, but always review outputs for alignment with your brand voice and accuracy.

Listen on Apple Podcasts here.

Listen on Spotify here.

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Connect with Jaina Mistry

LinkedIn: https://www.linkedin.com/in/jainamistry 
State of Email Trends Report by Litmus: https://www.litmus.com/resources/state-of-email-trends
State of Lifecycle Marketing Report by Litmus: https://www.litmus.com/resources/state-of-email-lifecycle-marketing 

Connect with Christie Bilbrey

http://www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey
Instagram: https://instagram.com/christiebilbrey 

Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting

Create Your Buyer Persona: https://bit.ly/3H4Q2Hw 

87: Top Three LinkedIn Lead Generation Tips for 2025 (That Don’t Include Posting)

In today’s episode, I share three actionable strategies for growing your brand and business on LinkedIn that don’t include posting. These strategies are designed to help you foster meaningful relationships, target the right connections, and use your time effectively on the platform. Whether you’re looking to build a more focused network or enhance your approach to engagement, these tips are practical, results-driven, and easy to implement.

Timestamps:

• 00:00 Introduction: Why LinkedIn is critical for brand growth in B2B 

• 01:15 The power of LinkedIn Sales Navigator: How it helps you find and connect with the right decision-makers

• 03:09 Filtering for precision: Using specific search criteria to locate ideal prospects for your business

• 04:30 Crafting connection requests: Keep them personal, concise, and genuine for better acceptance rates

• 05:39 Engaging through comments: How thoughtful commenting on posts builds credibility and interest organically

• 07:06 Bonus tip: Leveraging DMs to create authentic, mutually beneficial conversations with your connections

• 08:29 Closing thoughts: The importance of adding value to every interaction and an invitation to connect or collaborate

Key Takeaways for Business Leaders:

Leverage LinkedIn Sales Navigator for Targeted Outreach: Invest in LinkedIn Sales Navigator and commit to learning how to use it effectively. By setting specific filters—such as job title, company size, and recent milestones—you can streamline your search to find high-value prospects that align with your business goals. This precision saves time and enhances the quality of your network.

Make Connection Requests Meaningful: Avoid generic connection requests. A short, personalized note referencing something specific about the recipient’s work or achievements significantly increases your chances of acceptance. For example, mention a recent article they were quoted in or a shared interest relevant to their industry.

Engage Through Value-Driven Comments: Build relationships by thoughtfully engaging with your connections’ content. Go beyond surface-level responses and add meaningful insights or questions. For example, instead of saying, “Great post,” you could write, “Your perspective on X really resonated with me because of Y. What trends do you see shaping this in the next year?”

Offer Something of Value in Direct Messages: When reaching out via DM, focus on what you can offer that’s beneficial to the recipient, whether it’s an opportunity to contribute to an article, an introduction to a valuable contact, or content tailored to their interests. Avoid being self-serving; instead, aim to establish trust and mutual value from the outset.

Listen on Apple Podcasts here.

Listen on Spotify here.

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For Spotify, tap here on your mobile phone, follow the podcast, listen to the show, then find the rating icon below the description, and tap to rate with five stars.

Connect with Christie Bilbrey

http://www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey
Instagram: https://instagram.com/christiebilbrey 

Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting

Create Your Buyer Persona: https://bit.ly/3H4Q2Hw 

86: LinkedIn Tactics for CEOs to Grow Influence & Build a Personal Brand

In today’s episode, I share tactics for CEOs and founders to leverage LinkedIn as a personal and professional brand-building powerhouse. It’s no longer enough for executives to simply represent their company on LinkedIn—they must actively cultivate a personal brand, communicate thought leadership, and inspire a community around their vision. 

Whether it’s tackling pain points, sharing behind-the-scenes stories, or showcasing their unique perspective, I break down specific approaches that make LinkedIn a vital platform for senior leaders in B2B to enhance visibility, credibility, and engagement with multiple stakeholders.

Timestamps:

• 00:00 - Introduction to the episode

• 01:04 - Why CEOs and founders need to develop personal brands and become thought leaders on LinkedIn to humanize their companies, shape industry narratives, and build legacy

• 02:04 - Qualities of effective leadership content on LinkedIn: boldness, vulnerability, inspiration, and storytelling

• 02:58 - Content ideas that stand out, including sharing opinions on industry news, behind-the-scenes insights, and meaningful stories that highlight product and service launches

• 04:01 - Discussing industry-relevant topics and sharing individual client stories to create relatable, granular content that connects with a broader audience

• 06:03 - Importance of creating content that appeals to multiple stakeholders, from press and partnerships to potential speaking engagements and media opportunities

• 07:06 - The visibility advantage: LinkedIn content as a driver for SEO and making executives more approachable to audiences

• 07:29 - Announcing a new LinkedIn content service designed specifically for CEOs and founders to create engaging and varied content with minimal time commitment

Key Takeaways for Business Leaders:

Humanize Your Brand: Share personal stories that give audiences a behind-the-scenes look at your journey or your company’s recent initiatives. This approach not only adds credibility but also fosters a community of supporters who feel connected to your brand's mission and values.

Use LinkedIn to Educate and Inspire: Move beyond sharing facts and news; add your perspective on why developments matter to your audience. When leaders communicate why an insight or launch is meaningful, it encourages others to engage and consider the impact.

Leverage Specific Client Stories: Highlight real interactions, pain points, and transformations you’ve seen among clients. This granular storytelling resonates more deeply with audiences who can relate to those specific challenges, showing you’re attuned to their needs.

Think Beyond Prospects: LinkedIn content isn’t just for potential clients; it’s for press, partnerships, and opportunities that expand your reach and influence. Craft content that speaks to a diverse audience, showcasing your insights in ways that attract attention from influential stakeholders.

Listen on Apple Podcasts here.

Listen on Spotify here.

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On Apple Podcasts, click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!

For Spotify, tap here on your mobile phone, follow the podcast, listen to the show, then find the rating icon below the description, and tap to rate with five stars.

Connect with Christie Bilbrey

http://www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey
Instagram: https://instagram.com/christiebilbrey 

Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting

Create Your Buyer Persona: https://bit.ly/3H4Q2Hw 

85: Brand Story Strategy that Puts Your Stories to Work in Your Business

In today’s episode, I share simple strategies to build brand stories that go to work for your business — with clarity, simplicity, and by attaching a specific goal for each story you share, so that it is memorable and resonates with your target audience while driving business growth.

I also cover some great places and ways to share your brand stories to maximize their value. 

Timestamps:

• 00:00 – Introduction to the episode

• 00:55 – Overview of brand story strategy

• 02:09 – Start with the end in mind: set clear goals aligned with business strategy

• 03:15 – Know your audience: how to identify pain points and desired outcomes

• 04:48 – Build realistic next steps for clients in your story strategy

• 07:11 – The power of universal emotions in making brand stories relatable

• 08:23 – Craft simple stories for audience engagement and word-of-mouth potential

• 10:09 – Where to share brand stories

• 12:19 – The impact of podcast guesting as an accessible thought leadership tool

• 13:53 – Storytelling for team culture: embed values in company messaging

• 14:26 – Keynote speeches and crafting high-level stories to inspire audiences

Key Takeaways for Business Leaders:

Define Your Goal Before Determining Your Story: Set specific objectives before crafting stories. Define what you want your story to achieve—how do you want your audience to perceive you and what is the next step you want them to take. Purpose-driven storytelling is essential to resonate with your target audience and drive desired actions.

Prioritize Simplicity: Keep stories straightforward and focused. In B2B, audiences are busy, so avoid cluttered messaging. By removing any piece of your story that doesn’t move it forward, you increase the likelihood that your audience will remember the story’s main points and can easily share it with others, enhancing word-of-mouth reach.

Focus on Universal Emotions: Even if a thought leader or business is very different from its buyers, barriers between them quickly break down by identifying universal feelings that attach the storyteller to the audience. This shows the audience specifically how you understand and relate to their pain points. It shares from a place of vulnerability that naturally creates more trust.

Leverage a Variety of Platforms to Reach Targeted Audiences: Choose the most impactful channels for your brand stories. For B2B leaders, podcasts and keynote speeches can highlight impactful thought leadership in a very personal way, while social media offers consistent visibility. Each platform should serve a specific purpose within your broader storytelling strategy to maximize audience reach and engagement.

Listen on Apple here.
Listen or watch on Spotify here.

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For Spotify, tap here on your mobile phone, follow the podcast, listen to the show, then find the rating icon below the description, and tap to rate with five stars.

Connect with Christie Bilbrey

http://www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey
Instagram: https://instagram.com/christiebilbrey 

Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting

Create Your Buyer Persona: https://bit.ly/3H4Q2Hw 

84: Resilience in Leadership: Transforming Stress into Strength with Jacque McCormack

To grow the business, career, and life you really want, you need to strengthen your resilience and rewire negative thought patterns. In today's episode, I’m joined by Jacque McCormack, a performance and ICF-certified executive coach and consultant with more than 15 years of experience. 

Since the way we respond to situations not only impacts us but our teams, families, and those around us, we first discuss how to better understand our mental patterns. Then she shares how to quickly develop strategies for managing stress and anxiety effectively to make better decisions to improve our future.

Jacque introduces the "Wyldfig" five-step model for resilience, providing listeners with actionable techniques to regulate emotions, develop personal growth, and achieve lasting stability in their professional and personal lives.

Timestamps:

• 00:28 - Episode Introduction about Personal Resilience and Leadership Development

• 01:35 - Jacque's Background and Focus on Resilience in Leadership

• 04:10 - Patterns of Fragility Among Business Leaders: How Stress Affects Leadership

• 07:00 - The Brain as a Prediction Machine: Overcoming Mental Patterns

• 09:21 - The Foundation of Resilience: Introducing the Five-Step Model

• 13:07 - First Step: Pause—Developing Mindfulness Techniques

• 18:29 - Second Step: Catch—Identifying Negative Thought Patterns

• 20:55 - Third Step: Shift—Using Empathy to Reframe Negative Thinking

• 25:09 - Fourth Step: Feel—Understanding Emotional Triggers

• 27:28 - Fifth Step: Act—Taking Measurable Steps Toward Growth

• 31:00 - Debunking the Left-Brain/Right-Brain Myth: Balancing Logic and Creativity

• 34:08 - Consistency Over Perfection: The Power of Small, Repeatable Actions

Key Takeaways for Business Leaders:

Pause to Build Mindfulness: During moments of stress, take 90 seconds to focus on your physical sensations, such as the feeling of your toes in your shoes. This simple action calms your brain and creates space to respond logically rather than emotionally.

Use Empathy to Reframe Negative Thoughts: When you catch yourself in a negative mindset, ask what you would say to a close friend in the same situation. This helps shift your perspective and leads to healthier decision-making.

Act by Setting Small, Attainable Goals: Instead of being overwhelmed by long-term goals, focus on the next three steps that will move you forward. For example, waking up earlier for mini-mindfulness can help regulate your emotions before the day starts.

Balance Logic and Emotion: Avoid over-relying on either logical or emotional thinking. When you're overwhelmed, take a step back to logically plan out the next actions, or, if you're too rigid, remind yourself of the larger purpose of your work to stay grounded.

Listen here on Apple Podcasts
Listen here on Spotify

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Please consider rating and reviewing my show! This helps me support more people like you who want to build a stronger business.

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For Spotify, tap here on your mobile phone, follow the podcast, listen to the show, then find the rating icon below the description, and tap to rate with five stars.

Connect with Jacque McCormack

https://www.wyldfig.com/ 

https://hudsongroupconsulting.com/

Connect with Christie Bilbrey

http://www.christiebilbrey.com

hello@christiebilbrey.com  

LinkedIn: https://www.linkedin.com/in/christiebilbrey
Instagram: https://instagram.com/christiebilbrey 

Grow Your Business as a Podcast Guest: https://bit.ly/pod-guesting

Create Your Buyer Persona: https://bit.ly/3H4Q2Hw