Sticky Note Marketing with Mary Czarnecki

Founder to CEO: How to Delegate, Build Systems, and Attract Top Talent (with Nick Avaria)Mary Czarnecki welcomes guest expert Nick Avaria, a serial agency owner who has scaled multiple agencies past seven and eight figures and bought and sold seven firms, to discuss common roadblocks on the founder-to-CEO (or employee-to-executive) transition. Nick explains why leaders must move from “doing” and firefighting to delegating through a structured process using tools like RACI matrices and SOPs (with video), supported by regular one-to-ones and spot checks. He outlines how documenting tasks and time reveals high-ROI delegation opportunities, freeing leaders to build the company, train proactively, and become a “lightning rod” for top talent. The conversation also covers executive communication via strategic alignment, quarterly offsites, and operating cadence, plus setting realistic growth expectations with stakeholders and the benefits of slower, smoother scaling with higher margins.ABOUT NICK:Nick is a serial agency entrepreneur who has scaled multiple companies to 7- and 8-figure success, buying and selling seven agencies along the way. With firsthand experience merging leadership teams and cultures, he now helps agency owners escape burnout and build highly profitable businesses that empower their teams and clients—without sacrificing their lives in the process. Still in the trenches as an agency owner himself, Nick brings real-world insights on scaling, leadership, founder burnout, and creating systems for sustainable growth.KEYPOINTS: Shift from Doer to CEO — Stop doing everything yourself and start delegating through clear systems, SOPs, training, and accountability.Build a Team That Reduces Your Blind Spots — Strong leadership requires self-reflection and surrounding yourself with talented people who can own decisions and outcomes.Slow Is Smooth, Smooth Is Fast — Sustainable growth comes from building strong systems, processes, and teams rather than chasing rapid growth that creates friction and burnout.LINKS MENTIONED IN THE EPISODE:Website: http://www.agencyacquisitions.io LinkedIn: https://www.linkedin.com/in/nickavaria/ Instagram: https://www.instagram.com/nick_avaria/ YouTube: https://www.youtube.com/@AgencyAcquisition-------------------------------CONNECT WITH ME:WEBSITE: www.maryczarneckispeaks.comFACEBOOK: https://www.facebook.com/maryczaronlineINSTAGRAM: instagram.com/maryczarnecki_LINKEDIN: linkedin.com/in/mczarnecki/SPOTIFY: https://open.spotify.com/show/43zwg2VNf8nMuqhrAn5L3BAPPLE PODCAST: https://podcasts.apple.com/us/podcast/sticky-note-marketing-with-mary-czarnecki/id1484391371 Hosted on Acast. See acast.com/privacy for more information.

How to Build a Speaker Brand & Get Booked Faster (with Aurora Gregory) | Sticky Note Marketing ShowMary Czarnecki hosts Aurora Gregory, a speaker brand strategist and stage performance coach, to share tips for becoming a more bookable speaker. Aurora explains how a speaker brand differs from a business or personal brand by promising an audience transformation rather than selling products or services, and why this framing helps create consistent bookings. She advises speakers to fast-track stage opportunities by leveraging their network, using a T-chart to list people who “own a microphone” and those who can make introductions, while also running a longer-term cold pitch strategy. Aurora shares an event-planner nightmare story highlighting the importance of reading contracts, matching expectations, staying on time, and avoiding inappropriate on-stage pitching. She recommends negotiating creatively when budgets are tight and says a speaker one-sheet is the first essential asset, offering a free “One-Sheet Wonder” checklist and template.ABOUT AURORA:Aurora Gregory – Speaker Brand Strategist and Stage Performance Coach Aurora Gregory transforms experts, entrepreneurs, and authors into unforgettable speakers who captivate audiences and land stages. An award-winning marketing communications expert, her passion lies in helping experts turn business success into powerful speaking opportunities. She is the host of “The Stage Whisperer” podcast where she shares tips and strategies for speakers at every experience level. She’s also the creator of Speaker Brand Academy, an on-demand course for speakers ready to build a brand that gets them booked on dream stages. Aurora equips clients with the tools and strategies to create compelling speaker brands, refine pitches, and master presentation skills. Her approach, grounded in authenticity, innovation, and support, inspires clients to position themselves as experts in the brightest spotlights. Aurora’s innovative strategies, genuine connection, and proven success record have helped countless speakers elevate their careers and make a lasting impact. When not working, Aurora enjoys cheering on her beloved Dodgers baseball team, eating two of her favorite foods – Rocky Road ice cream and pizza, spending time with family, and reading good books. For more information, visit https://auroragregory.com.KEY POINTS:Build a distinct speaker brand. Your speaker brand should go beyond your business brand. Focus on the transformation and experience you promise to deliver to an audience.Use your network to get booked. Your relationships can fast-track speaking opportunities. Identify people who “own a microphone” and those who can connect you to them. Combine warm referrals with cold pitching to build momentum.Treat event planners like partners. Ask questions, understand their expectations, follow their requirements, and deliver on time. Be a problem-solver and create an experience that makes the event planner look good. LINKS MENTIONED IN THE EPISODE:LINKEDIN: https://www.linkedin.com/in/auroragregory/ INSTAGRAM: https://www.instagram.com/aurora_gregory/WEBSITE: https://auroragregory.comOne Sheet Wonder Checklist: https://getpickedtospeak.com/checklist-------------------------------CONNECT WITH ME:WEBSITE: www.maryczarneckispeaks.comFACEBOOK: https://www.facebook.com/maryczaronlineINSTAGRAM: instagram.com/maryczarnecki_LINKEDIN: linkedin.com/in/mczarnecki/SPOTIFY: https://open.spotify.com/show/43zwg2VNf8nMuqhrAn5L3BAPPLE PODCAST: https://podcasts.apple.com/us/podcast/sticky-note-marketing-with-mary-czarnecki/id1484391371 Hosted on Acast. See acast.com/privacy for more information.

Why Handwritten Notes Still Win: Scaling Real Human Connection with Handwrytten (David Wachs)Mary welcomes entrepreneur David Wachs to Sticky Note Marketing to discuss Handwrytten, a service that uses scalable robotic solutions to write real pen handwritten notes. David shares how, after selling his text-messaging company Sellit, he wanted a more meaningful way to thank employees and clients and created a system to send handwritten notes as easily as email, now producing about 30,000 notes a day. He cites Handwrytten surveys of 2,000 consumers in 2022 and 2025 showing the percentage who feel appreciated by brands fell from 18% to 12%, and that while phone calls are seen as most personal they’re also most annoying, making handwritten notes a strong alternative. They cover use cases and stories across B2B and B2C, including service recovery, auto dealerships, nonprofits improving donor retention, and pet end-of-life care, emphasizing “full stop” thank-you notes without pitches, and directing viewers to handwrytten.com for samples.ABOUT DAVID:A proven entrepreneur, David's latest venture, Handwrytten, provides scalable, robotic solutions that write your notes in pen. Used by businesses in all industries and nonprofits, Handwrytten changes the way brands and people connect. Prior to Handwrytten, David founded Cellit, a leading mobile marketing platform. With clients including Abercrombie and Fitch, Walmart and more, Cellit was sold in January of 2012. Both Handwrytten and Cellit were on Inc. Magazine’s Inc 500 list of fastest growing companies. David is a speaker on marketing technology, has been featured in the Washington Post and Wall Street Journal, and is a contributor to Inc. Magazine.KEY POINTS:Make customers feel appreciated, not just thanked. A thoughtful handwritten note can create a more personal and memorable customer experience.Keep the “thank you” genuine. Don’t turn a thank-you note into a sales pitch. Skip the referral request or coupon and simply express your appreciation.Personalization doesn’t have to be complicated. In a world full of digital communication, a simple handwritten note can help your brand stand out and build stronger relationships.LINKS MENTIONED IN THE EPISODE:LINKEDIN: https://www.linkedin.com/company/handwrytten | https://www.linkedin.com/in/davidwachs/INSTAGRAM: https://www.instagram.com/dbwachs | https://www.instagram.com/handwryttenYOUTUBE: https://www.youtube.com/c/handwryttenWEBSITE: https://www.handwrytten.com-------------------------------CONNECT WITH ME:WEBSITE: www.maryczarneckispeaks.comFACEBOOK: https://www.facebook.com/maryczaronlineINSTAGRAM: instagram.com/maryczarnecki_LINKEDIN: linkedin.com/in/mczarnecki/SPOTIFY: https://open.spotify.com/show/43zwg2VNf8nMuqhrAn5L3BAPPLE PODCAST: https://podcasts.apple.com/us/podcast/sticky-note-marketing-with-mary-czarnecki/id1484391371 Hosted on Acast. See acast.com/privacy for more information.

Make Training Stick: Purposeful Engagement Tips with Learning Designer Renee KosterHost Mary Czarnecki welcomes learning designer and consultant Renee Koster to discuss how leaders can turn ideas into structured, engaging training—especially for nonprofits onboarding volunteers, interns, and seasonal workers. Renee explains a common pitfall: relying on a video or binder alone without reinforcement, which fails to help learning “stick.” Drawing on adult learning principles, she emphasizes that learning is active and improves when trainees take actions—physically moving, writing, role-playing, or practicing in the real environment—to support recall and application. Examples include walking through a workplace during safety training to identify accident spots, using scavenger hunts for orientation, and adding playful role plays to increase engagement. Renee’s key tip is to break training into smaller steps and tie a purposeful action to each step to avoid information overload. She shares that listeners can find her on LinkedIn or her podcast, Learning Experience Design for Change Makers.ABOUT RENEE:Renee Koster is a learning experience designer and strategist who helps museums and mission-driven organizations create thoughtful, audience-centered programs that engage children, families, and communities. Through Koster Creative Learning and Design, she brings together anthropology, education, and storytelling to create experiences that go beyond simply informing audiences. Her work focuses on creating meaningful connections, encouraging participation, and helping organizations advance both their mission and long-term sustainability.KEYPOINTS:Make learning active, not passive. 🧠 Simply providing a video or training manual isn't enough. Build in actions and touchpoints that help people remember, recall, and apply what they've learned.Make training engaging and fun. 🎯 Even dry topics like safety training can be more impactful through activities such as role-playing, scavenger hunts, or hands-on exercises. Engaging the body and creating memorable experiences can help information stick.Break training into smaller, actionable steps. 📝 Instead of overwhelming learners with an entire process at once, break the training into two or three smaller steps and connect a purposeful action to each one. This makes it easier to determine what information is needed and how learners can apply it.LINKS MENTIONED IN THE EPISODE:LinkedIn: https://www.linkedin.com/in/renee-koster/Website: https://www.reneekoster.com/-------------------------------CONNECT WITH ME:WEBSITE: www.maryczarneckispeaks.comFACEBOOK: https://www.facebook.com/maryczaronlineINSTAGRAM: instagram.com/maryczarnecki_LINKEDIN: linkedin.com/in/mczarnecki/SPOTIFY: https://open.spotify.com/show/43zwg2VNf8nMuqhrAn5L3BAPPLE PODCAST: https://podcasts.apple.com/us/podcast/sticky-note-marketing-with-mary-czarnecki/id1484391371 Hosted on Acast. See acast.com/privacy for more information.

Mary Czarnecki explains why discounts often fail to increase revenue and profits and urges business owners to “do the math” before offering dollar or percentage discounts, since the reduced price typically comes directly out of profit while delivery costs stay the same. She recommends calculating how much additional sales volume is required to break even on any discount and avoiding promotions that can’t realistically be offset. As alternatives, product-based businesses can add value with free gifts or bonuses using slow movers or high-perceived-value, low-cost items, while service-based businesses can offer scalable informational products (guides, videos, quizzes, or courses) that complement the service without consuming more time. She invites viewers to share what’s worked for them and what questions they have about discounting and alternatives.KEYPOINTS:1. Never offer a discount without doing the math. Before launching a promotion, calculate how much profit you're giving up and how many additional sales you'll need to make up for that loss. More sales don't always mean more profit, so understanding your numbers is essential before reducing your prices.2. Add value instead of cutting prices. Discounts aren't the only way to attract customers. Product-based businesses can offer high-value, high-margin items as free gifts or bonuses, while service-based businesses can create digital resources like guides, videos, checklists, or quizzes that provide value without increasing delivery time or significantly impacting profits.3. Turn your expertise into a scalable marketing asset. If customers frequently ask the same questions, consider turning those answers into an informational resource. A downloadable guide, video tutorial, email series, or mini-course can educate prospects, build trust, and generate leads—all while saving you time by allowing you to create it once and share it repeatedly.-------------------------------CONNECT WITH ME:WEBSITE: www.maryczarneckispeaks.comFACEBOOK: https://www.facebook.com/maryczaronlineINSTAGRAM: instagram.com/maryczarnecki_LINKEDIN: linkedin.com/in/mczarnecki/SPOTIFY: https://open.spotify.com/show/43zwg2VNf8nMuqhrAn5L3BAPPLE PODCAST: https://podcasts.apple.com/us/podcast/sticky-note-marketing-with-mary-czarnecki/id1484391371 Hosted on Acast. See acast.com/privacy for more information.

Mary Czarnecki explains why niche and target audience profiling matters for small business owners who aren’t getting responses to their offers or feel stuck at a growth level. She stresses that better marketing comes from listening to past clients—surveying them, running focus groups, or having one-on-one conversations—to learn what actually drove their purchase decision instead of making assumptions. Using those insights, she recommends building an “emotional profile” (wants, needs, and deeper insights) alongside basic demographic or business details. She also advises cataloging customers’ hot-button issues and choosing one to focus on, using a childcare example to show how different segments can share the same need but have different wants and messaging triggers. She answers a live comment about serving product businesses and suggests further segmenting by what keeps each group up at night.KEYPOINTS:1. Stop making assumptions. Start listening to your customers. Don't guess why customers chose your business. Instead, survey past clients, conduct interviews, or have real conversations to uncover the true reasons behind their buying decisions. These insights can transform your messaging and help you attract more of the right customers.2. Build an emotional profile, not just a demographic profile. Knowing your audience's age, location, or job title isn't enough. Great marketing comes from understanding their wants, needs, fears, motivations, and aspirations. When you define your audience's emotional profile, you can create messaging that resonates on a much deeper level.3. Dig deeper to uncover the real motivations behind buying decisions. There's a big difference between what customers say they want and what they actually need. Ask follow-up questions and keep probing to uncover the deeper emotional insights driving their decisions. Those insights become the foundation for marketing that builds trust, connection, and action.-------------------------------CONNECT WITH ME:WEBSITE: www.maryczarneckispeaks.comFACEBOOK: https://www.facebook.com/maryczaronlineINSTAGRAM: instagram.com/maryczarnecki_LINKEDIN: linkedin.com/in/mczarnecki/SPOTIFY: https://open.spotify.com/show/43zwg2VNf8nMuqhrAn5L3BAPPLE PODCAST: https://podcasts.apple.com/us/podcast/sticky-note-marketing-with-mary-czarnecki/id1484391371 Hosted on Acast. See acast.com/privacy for more information.

Renee Hribar, a sales strategist focused on helping women confidently sell their expertise, interviews storytelling and messaging consultant Mary Czarnecki, who helps founders, leaders, and brands communicate their value clearly and consistently. Mary shares how her “translator” strengths developed from childhood observation through studying ecology at Princeton and earning joint MBA and Environmental Management Masters Degrees at Yale, later applying those skills in brand management at Johnson & Johnson. They discuss her work with organizations such as Disney, the U.S. Army, LEGO, Estee Lauder, and Dole, emphasizing starting with what a story must accomplish before crafting messaging.KEYPOINTS:Your unique value comes from connecting your experiences.Great communicators are great translators.larity creates consistency.-------------------------------CONNECT WITH ME:WEBSITE: www.maryczarneckispeaks.comFACEBOOK: https://www.facebook.com/maryczaronlineINSTAGRAM: instagram.com/maryczarnecki_LINKEDIN: linkedin.com/in/mczarnecki/SPOTIFY: https://open.spotify.com/show/43zwg2VNf8nMuqhrAn5L3BAPPLE PODCAST: https://podcasts.apple.com/us/podcast/sticky-note-marketing-with-mary-czarnecki/id1484391371 Hosted on Acast. See acast.com/privacy for more information.

Mary Czarnecki hosts the Sticky Note Marketing Show and interviews editor and advisor Robbie Caploe about AI and LLMs in business, focusing on decision-making rather than tool tutorials. Robbie explains leaders should first get clarity on what AI is already being used, whether policies and governance exist, and what is safe to share with LLMs, especially in regulated industries. She recommends identifying business pain points before choosing vendors to avoid costly missteps, and forming cross-functional AI task forces that include IT, legal, HR, and communications. As a practical step, Robbie suggests leaders run a short internal survey on AI usage, while employees should experiment with free versions of tools like Claude, Perplexity, and OpenAI. She shares examples including Yahoo’s AI “comms day” and Edelman’s company-wide AI training, and offers an updated AI glossary on her Substack.ABOUT ROBBIE:Robbie Caploe is an editor and publisher in advertising and media. She writes about AI and LLMs as a media surface and advises a small number of small B2B and media‑focused businesses. Sparkling Ice‑obsessed.KEYPOINTS:AI Is a New Media Channel, Not Just a Tool: AI and large language models are changing how businesses get discovered. It’s no longer just about using AI internally, it’s about making sure your business is visible and relevant within AI-driven platforms.Better Decisions Matter More Than More Tools: The real value isn’t in learning every AI tool. It’s in understanding where AI actually solves friction in your business. Without that clarity, businesses risk wasting time and money on solutions that don’t move the needle.Everyone Is Still Learning, and That’s an Advantage: There are no true “experts” yet because AI is evolving so quickly. The best approach is to stay curious, admit what you don’t know, and keep learning. Businesses that adapt and learn fast will have the biggest advantage moving forward.LINKS MENTIONED IN THE EPISODE:Substack: https://robbiecaploe.substack.com/LinkedIn: https://www.linkedin.com/in/robbie-caploe-4397356/ -------------------------------CONNECT WITH ME:WEBSITE: www.maryczarneckispeaks.comFACEBOOK: https://www.facebook.com/maryczaronlineINSTAGRAM: instagram.com/maryczarnecki_LINKEDIN: linkedin.com/in/mczarnecki/SPOTIFY: https://open.spotify.com/show/43zwg2VNf8nMuqhrAn5L3BAPPLE PODCAST: https://podcasts.apple.com/us/podcast/sticky-note-marketing-with-mary-czarnecki/id1484391371 Hosted on Acast. See acast.com/privacy for more information.

Executive Coaching vs AI: How to Choose the Right Coach & Unlock Meta Performance | Jason BrownHost Mary Czarnecki interviews executive coach Jason Brown of Novus Global about the value of human coaching in the age of AI, including the power of making commitments to another person, reading nonverbal cues, and strategically disrupting clients’ limiting stories. Jason contrasts neutral coaching with Novus Global’s approach, shares examples of noticing body signals and turning tough feedback into action, and explains their “performance pyramid” from low performance to “meta performance,” focused on asking “What am I/we capable of?” He introduces the “Intuitive Sense” tool to identify goals that feel possible versus impossible and shows how reframing timelines with questions like “Would that thrill you?” can accelerate vision and execution. Jason suggests coaching may be timely for people with recurring complaints or those wanting more capability with greater happiness.ABOUT JASON:Jason Brown is an executive coach who helps leaders grow from the inside out, becoming who they want to be while pursuing what they most want to build. He creates space for leaders to name the vision rumbling within them, especially when it feels ambitious, fragile, or seemingly impossible.For more than three decades, Jason has walked alongside leaders and teams in real, complex settings, coaching hundreds of individuals, supporting leadership teams, building organizations in the nonprofit space, and speaking to thousands along the way. Those experiences have shaped his conviction that meaningful change happens when people feel truly seen and are invited to grow with intention.Jason works with leaders who sense that their vision matters not only to them, but to the world around them.KEYPOINTS:Human Coaching Offers What AI Can’t ReplicateMove Beyond High Performance to “Meta Performance”Breakthroughs Often Come from the Right QuestionsLINKS MENTIONED IN THE EPISODE:LinkedIn: https://www.linkedin.com/in/jasonbrownNovus Global Profile: https://www.novus.global-------------------------------CONNECT WITH ME:WEBSITE: www.maryczarneckispeaks.comFACEBOOK: https://www.facebook.com/maryczaronlineINSTAGRAM: instagram.com/maryczarnecki_LINKEDIN: linkedin.com/in/mczarnecki/SPOTIFY: https://open.spotify.com/show/43zwg2VNf8nMuqhrAn5L3BAPPLE PODCAST: https://podcasts.apple.com/us/podcast/sticky-note-marketing-with-mary-czarnecki/id1484391371 Hosted on Acast. See acast.com/privacy for more information.

How to Turn “Boring” Business Decisions Into Marketing Gold (Ask Why x3) | Sarah TjoaHost Mary Czarnecki welcomes agency strategist Sarah Tjoa, who has 15+ years of experience and now works at Noble West, an agency specializing in food and agricultural products, bringing modern marketing to the “oldest economy.” Sarah explains how she helps CEOs and operations- or finance-led teams translate investments like efficiency, yield, and food-safety upgrades into meaningful consumer value by starting with business challenges and uncovering the “why.” She shares the “rule of three” for asking why to move beyond features and benefits into emotional, human narratives, and gives an example of helping Ocean Mist Farms make artichokes more accessible by reducing prep time and cognitive load. Sarah also shares how she stays informed through Substack, citing strategist Zoe Scaman’s newsletter.ABOUT SARAH:With over fifteen years in agencies big and small, Sarah has proven she knows how to build impactful campaign platforms that not only drive conversation; but also, business impact. With a background in all things “the good life ” - from sports to hospitality, travel to food, education to aviation - Sarah brought her expertise to Noble West to bridge knowledge gaps across the food system. Sarah’ s professional tenure has been marked by an unwavering commitment to cultivating creative solutions for business problems, no matter the category or challenge. Her expertise in account planning, brand positioning, data analyzation and stakeholder engagement has allowed her to spearhead initiatives that transform organizations for the better. Whether it' s the launch of a new product, navigating a crisis or creating new avenues for relevance and resonance, Sarah has been fearless in how she leads teams in their pursuit for better. At Noble West, Sarah' s role as Managing Director is central to the agency ' s success in empowering clients to navigate the complex challenges of the modern food landscape. With a deep passion for human resilience, a wealth of strategic acumen and a relentless drive for positive change, Sarah seeks to empower her teams to deliver first-to- market work that excites clients and consumers alike.KEYPOINTS:Curiosity Leads to Better StrategyUse the “Rule of Three” to Find the Real WhyTurn Business Decisions Into Marketing StoriesLINKS MENTIONED IN THE EPISODE:LinkedIn: https://www.linkedin.com/in/sarahtjoaEmail: [email protected] WITH ME:WEBSITE: www.maryczarneckispeaks.comFACEBOOK: https://www.facebook.com/maryczaronlineINSTAGRAM: instagram.com/maryczarnecki_LINKEDIN: linkedin.com/in/mczarnecki/SPOTIFY: https://open.spotify.com/show/43zwg2VNf8nMuqhrAn5L3BAPPLE PODCAST: https://podcasts.apple.com/us/podcast/sticky-note-marketing-with-mary-czarnecki/id1484391371 Hosted on Acast. See acast.com/privacy for more information.