In this guide, I’ll walk you through how to use Zoho Start, Zoho Domains, and Zoho Mail to set up your entire business foundation—legally and professionally—in less than an hour. It’s all part of our 90-day plan to build a profitable business on one secure platform.

No consultants. No complicated tech. Just simple steps and one Zoho login.

Why You Should Register Your Business

Before we jump into the how, let’s talk about the why. Registering your business isn’t just a formality—it’s your first real move as a business owner. It unlocks bank accounts, tax deductions, vendor relationships, and builds immediate trust with customers and partners.

The 3 Most Common Business Structures:

• Sole Proprietorship: Easiest and cheapest to start, but you’re personally liable for everything.
  
• LLC (Limited Liability Company): The sweet spot for most solo businesses. Protects your personal assets and is simple to manage.
  
• Corporation (S or C): Best for startups planning to raise money or bring on investors. More paperwork and tax rules.
  

Our Recommendation:

If you’re a service provider, freelancer, or coach, go with an LLC. It gives you personal protection without the hassle of corporate formalities.

Now let’s walk through setting it all up with Zoho Start.

Zoho One - The Operating System for Small Business

Imagine a world where all your business tools play nicely together (cue angelic choir). Whether it’s handling your finances, projects, or marketing, Zoho One keeps everything seamless and oh-so-simple. Plus, the price? A fraction of what you'd pay for piecing together different apps. Talk about a BARGAIN!

If you’re ready to take the leap from surviving to thriving, Zoho One is your trusty steed. Let’s ride into the sunset of efficiency, my friends. Click that button and get ready to supercharge your hustle!

Buy Now

We earn a commission if you make a purchase, at no additional cost to you.

Step 1: Register Your Business with Zoho Start

Zoho Start is like the friend who knows what paperwork to fill out and exactly where to send it.

Here’s your step-by-step:

1. Go to Zoho Start and create an account

2. Choose your business structure (LLC recommended)
   
3. Enter your desired business name and check for availability
   
4. Input your business address and member/owner details

5. Select any add-ons you want (like an EIN or Registered Agent)

6. Review and submit your application
   

Zoho handles the filing with your state and will keep you updated on the status. Most people complete the setup in under 30 minutes.

👉 Click here to launch your business with Zoho Start

You should be able to complete this in under 30 minutes—and Zoho will update you as your paperwork is processed.

Step 2: Grab a Domain with Zoho Domains

Before we dive into the setup, let’s talk about why this matters.

Buying a custom domain isn’t just about looking professional—it’s about building trust, securing your identity, and creating a brand that sticks.

Here’s why it matters:

• Branding: A domain like “janesmithcoaching.com” tells the world you’re serious. It helps people remember you and builds authority in your niche.
  
• Email Credibility: Using your domain for email (like you@yourbusiness.com) improves email deliverability and looks way more legit than Gmail or Yahoo.
  
• Privacy Protection: When you register through Zoho, you get domain privacy included. That means your personal information isn’t exposed online.
  
• Security & Control: Domains registered through Zoho are automatically integrated with Zoho Mail and other apps. You get full control over DNS, renewals, and user management—all in one place.
  

Now that you know why it matters, here’s how to do it with Zoho Domains.  If you’ve ever purchased a domain with GoDaddy, the process is exactly like that.  If you’ve never purchased a domain, you’ll find it a breeze.

Zoho Domains is built for solo founders who want simplicity and security. 

Here’s how it works:

• Buy or Bring Your Domain: You can register a brand-new domain or connect one you already own. If it’s registered elsewhere, you’ll verify it by adding a TXT or CNAME record. I’ll show you how to buy a domain name below.  Here is how I’ve added my existing domain. 

• Instant Email Integration: Domains registered with Zoho are pre-configured for use with Zoho Mail. That means no complicated DNS setup—email just works.
  
• Centralized Admin Console: You manage everything—email accounts, user access, DNS records, security settings—from one clean dashboard.
  
• Advanced Features: Use catch-all addresses, subdomain aliases, and domain-wide disclaimers without extra tools or tech help.
  

It’s all designed to support your small business operations without adding complexity or cost.

👉 Get your domain now with Zoho Domains

Step-by-Step: How to Purchase a Domain with Zoho Domains

1. Go to Zoho Domains and either sign in with your Zoho credentials, or open an account. 

2. Search for a Domain Name: Enter your desired domain name in the search bar to check availability. Try to get a .com if possible.

3. Select Your Domain: Choose from the available domains and click “Buy Now.”
4. Choose the Duration: You can register your domain for 1 to 5 years. One year is usually fine to start.
5. Enable Domain Privacy: Make sure this option is selected to protect your personal contact information from public WHOIS databases.

6. Review Your Cart: Confirm the domain name, duration, and privacy settings.
7. Make Your Payment: Enter your billing information and complete the checkout process.
8. Domain Activation: Once purchased, your domain will be listed in your Zoho admin console, pre-integrated for Zoho Mail and ready for further configuration.

That’s it—you’ve officially claimed your online real estate.

Step 3: Set Up Your Branded Email with Zoho Mail

Now that you’ve secured your domain, it’s time to tie it all together with a branded email address. This is the step that often takes down even the most determined DIY business builders. Why? Because setting up custom email on your domain usually involves digging through DNS settings, adding confusing MX records, and hoping you don’t accidentally crash your website in the process.

But this time, you’re using Zoho. So, it’s going to be easy.

When you get your domain through Zoho and use Zoho Mail, the entire process becomes nearly automatic. That’s not just easier—it’s smarter. You don’t need to call in a tech-savvy friend or spend hours Googling instructions. Zoho Mail does the heavy lifting for you.

Even better? Zoho Mail is one of the best Gmail alternatives out there—especially if you care about your data privacy. Zoho doesn’t scan your emails, doesn’t serve you ads, and doesn’t sell your data. It’s a secure, business-class inbox designed for entrepreneurs who want control without complexity.

And when you bundle it all with Zoho One? You’re looking at a full Google Workspace alternative—email, calendar, contacts, file sharing, and more—without the monthly shock to your wallet.

Once your domain is live, you’ll create a professional email address using Zoho Mail. Something like you@yourbusiness.com instantly upgrades how people perceive your brand.

With Zoho Mail, you get:

• A clean, ad-free inbox that feels like Gmail (without the tracking)
• Built-in calendar, tasks, and contacts
• Seamless integration with your new domain

Now let’s set up your Zoho Mail account. 

Step-by-Step: How to Set Up Zoho Mail

1. Log in to your Zoho Admin Console: Start at mailadmin.zoho.com and sign in with your Zoho credentials.

2. Add Your Domain (if not already integrated): If you registered your domain through Zoho, it’s pre-configured. Otherwise, follow the on-screen steps to verify and configure DNS.
3. Create User Accounts: Add yourself and any team members as users. Assign email addresses (e.g. you@yourbusiness.com).

4. Set Up Email Delivery: If you purchased or registered your domain through Zoho Domains, this will be done for you.  Zoho will guide you through updating MX records if needed (for outside-registered domains like from GoDaddy).  
5. Enable Security Features: Turn on two-factor authentication and SPF/DKIM for email security. 

• Go to Security and Compliance > TFA (Two-Factor Authentication).
• Toggle it ON and enable for your entire organization.
• Users will be prompted to set up their preferred 2FA method (Zoho OneAuth, SMS, etc.).

6. Set Up SPF Record: Setting up an SPF (Sender Policy Framework) record tells email providers that Zoho is authorized to send emails on your behalf. This helps prevent spoofing and improves your email deliverability.

• Navigate to Domains > [Your Domain] > Email Configuration > SPF.
• Copy the SPF TXT record (typically v=spf1 include:zoho.com ~all).
• Paste it as a TXT record in your DNS provider.
• Click ‘Verify SPF Record’ in Zoho.

7. Set Up DKIM Record: DKIM (DomainKeys Identified Mail) adds a digital signature to your emails, verifying they came from your domain and weren’t tampered with in transit. This is critical for brand trust and inbox placement.

• Go to Domains > [Your Domain] > Email Configuration > DKIM.
• Click ‘Add’ and generate a selector (e.g., zoho).
• Copy the DKIM TXT record.
• Add it to your DNS provider under the name zoho._domainkey.
• Verify and enable DKIM in Zoho Mail.

👉 Set up Zoho Mail with your domain

If you bought your domain through Zoho, setup is nearly automatic. If not, Zoho gives you a step-by-step guide to update your DNS settings.

Why Zoho Is the Best Choice for Solo Founders

Most people spend $250–$500 cobbling together tools to get their business off the ground. With Zoho, you can:

• Register your LLC
• Buy your domain
• Set up a branded email
  

…all for around $120–$150 total. And you do it all in one place. No juggling logins, no hidden fees, and no waiting weeks for approvals.  And these are basically one time set up costs.  After you’ve done that, if you’re using Zoho One, you are at about $37 per month per user,

Plus, Zoho’s values align with yours. They don’t answer to shareholders—they answer to you. They’re committed to privacy, small business support, and tools that make sense for founders who want to run lean.

Final Thoughts: Don’t Let This Be Another Thing You Put Off

Whew, that was a lot of work—but here’s the thing: you could literally do all of this in one sitting. No tech help. No 12-tab YouTube rabbit hole. Just a streamlined, professional setup that gives you everything you need to get started.

And the result? Your business is legit (literally). You’re officially registered and you’ve hung out your shingle—on paper and online. You’ve claimed your name, your email, and your presence. That’s more than most would-be entrepreneurs ever do.

Next week, we’re going to get you paid. We’ll walk through how to set up Zoho’s payment tools and connect them to your bank account, so you’re ready to make your first sale and actually collect money like a real business.
Need Help? Book a Fix-It Session

If you’re feeling stuck or just want someone to walk through this with you—I’m here to help. I offer personal Fix-It Sessions where we go through your Zoho Start, domain setup, and email configuration step-by-step.

Whether you’re stuck at the beginning or just want to make sure it’s done right, we’ll get your business set up fast—and right the first time.

👉 Book Your Fix-It Session Now

Placeholder for video:
How to Set Up Your Business in 30 Minutes Using Zoho Start (walkthrough of all 3 tools)

FAQ: What New Business Owners Want to Know

1. Do I have to use Zoho for everything?
Nope—but using Zoho for your business foundation means everything is designed to work together. No duct tape. No Frankenstacks. Just clean integrations and one login to rule them all.

2. What if I already registered my business—can I still follow along?
Absolutely. You can skip the Zoho Start part and jump straight into getting your domain and setting up your email with Zoho Mail. Everything else still applies.

3. Can I use a domain I already own with Zoho Mail?
Yes! You can connect any domain to Zoho Mail with a few simple DNS tweaks. Zoho provides clear, step-by-step instructions.

4. What if I’m not tech-savvy—will I need help?
That’s the beauty of Zoho Start and Domains. These tools are made for non-techies. No coding. No jargon. You can truly do this in one sitting without outside help.5. Is Zoho really a good alternative to Google Workspace?
Yes, and in some ways it’s better—especially if you care about data privacy and cost. Zoho gives you email, calendar, documents, and even CRM in one affordable platform.

If you’ve ever sent an email or put together an offer and felt like something was missing — but you couldn’t quite put your finger on it — you’re not alone. That “almost there” feeling is more common than you think, and it usually comes down to one thing: clarity.

Over the last few weeks, I’ve been helping members of the DIYMarketers community fine-tune their emails and offers. We’ve been digging into what’s working, what’s confusing, and how small changes can make a big difference. (I call those “Fix-It Sessions”- more on that after the tips)

Fix It Session

$150.00

Send me one thing you’re stuck on in your business — a page, funnel, or offer. I’ll review it and send you a short video with clear feedback and next steps. No pressure, just a simple, actionable fix to get you unstuck.

Schedule Now

One community member shared an email promoting an amazing offer — but when I read it, I noticed it was missing something critical: clarity around the result the reader could expect. The message had heart and value, but the takeaway wasn’t obvious. 

In this email and “Fix it Session” example, I’ll walk you through a process you can use to make sure you’re marketing message gets conversions. 

Step-by-Step: How to Reverse Engineer a High-Converting Offer

Step 1: Scroll With Intention Go through your Facebook feed, Instagram stories, or Google search results. Don’t just skim. Scroll until something stops you in your tracks. Take screenshots of anything that makes you want to click.

Here’s one that came up in my facebook stream. 

Let’s go over what grabbed me that led me to click from the ad to the landing page. 

“Every morning I wake up to 10 new leads asking about my coaching services in the DMs”  

This is super captivating and appealing.  I mean the ideal desired outcome for any consultant or coach is to have a flood of new prospects waiting on you without having to do anything. 

Another attractive piece of copy is where it says “I never had to touch a single DM”

But then – it says “My assistant sends 1000 cold DMs every month and generates 24 clients.

Also notice that there’s a huge (and intentional) gap between what’s said and unsaid about HOW these 24 clients show up from DMs.  This is what the program is about. 

I often recommend that you make this a daily practice and look for ways to incorporate those practices into your marketing. 

Step 2: Ask yourself “What grabbed me”? 

Dissect the ad or message. What words or phrases caught your attention? Was it a dream outcome? A bold claim? Something you desperately want to avoid?

Here’s what grabbed my attention and how you can adapt your offer to do the same:

1. DM Script​ — in the yellow bar, “DM script” jumped out at me.  No one wants to talk to prospects or customers and “DM script” offers an escape from that.  Selling feels icky and no one wants to do it.  SO, DM script sounds awesome. 

Your turn:

Think about your own offer – does it offer an escape from something? If so, what can they avoid doing ever again?  And what is it that they want that they can get – even without doing the thing they want to avoid doing. 

2. 20% Conversion rate — This is a desired outcome. Conversions are downright impossible right now as people are looking for something that works. 

Your turn: 

What is the desired outcome your customer is yearning for? Is it something that seems or feels impossible to achieve or maybe something they’ve tried to achieve over and over but failed. 

3. “Stop wasting hours on dead end leads” — wasting time = wasting money. Spending time doing something to get NOTHING.  It’s that slot machine thing.  So the promise to avoid yet another activity you don’t want to do. 

Your turn:

Think about what specific activities have your customers been doing over and over again and gotten NOTHING for it. 

4. “My VA turns DMs into High-Ticket Clients Daily”: Someone else does the work and can convert just as well as I can. 

Your turn:

What is it that makes your offer effortless and easy to implement or put to use?  

5. 15 minutes or less – Getting fast results is another must-have ingredient for an irresistible offer. In this case, the promise of not taking over my day. May be really easy if I can do it in just 15 minutes. 

Your turn:

In what ways does YOUR offer generate results quickly, easily, and effortlessly?

6. Negligible investment of only $7 – this is a no brainer, low-cost offer.  It’s called a trip-wire.  It’s designed to ferret out buyers from tire-kickers.

Your turn:

What element of your full-price offer can you provide as a lead magnet or a sample that will provide value for the money and also qualify and filter your ideal customers who would be happy to pay the full price?

7. The small print – This landing page has some valuable small print that provides critical information.  A lot of these offers don’t provide this, but it often holds important information. 

It’s hard to see in the image, so I’ve pulled it out here: 

The results you see are the results of specific clients. We do not guarantee you will receive any specific results. You could get better results, worse results, or the same results. We only guarantee that we will give you our tools to help increase the performance of your ads or your money back..  

Notice in the small print it tells you they only guarantee that you’ll get tools to help increase the performance of your ads – right away you can see that this is going to be something with ads, most likely facebook ads.  

Read the small print because if you have no intention of doing ads, then this isn’t for you. 

Now the question is how can you reverse engineer this ad and landing page in a way that’s going to make your offer do well.

Step 3: Reverse Engineer Your Offer Against the Sample

Now let’s take all of those elements that jumped out at you and see how you can fit your offer inside those same criteria.

What is the result you’re selling?: Not the product, but the transformation. In the example below, it wasn’t about DMs or a VA. It was about getting high-ticket clients with zero effort.  

• Describe the before, during, and after: Imagine that you’re a camera.  Picture your ideal customer in their natural habitat. Describe what you see.  Notice what feelings they are experiencing; pain, frustration, doubt, etc. What’s causing these feelings, where are they struggling? 
• Imagine them experiencing your offer.  What is their experience with your offer? Finally, what is the transformation? Compare the before to the after.  This is a lot like any infomercial where they expand on the pain and frustration and
• Show the after; the relief, the joy, the success.  In what ways is their life different? This is the desired outcome.

Spot the “Implied How”: What’s being hinted at but not fully explained? That gap creates curiosity and makes you click. Look for what’s said and unsaid.

• Build curiosity. What you don’t say about your offer is actually one of the most powerful conversion levers you can use.  Just look at the ads that grabbed you. Notice how the promise of the silver bullet is the magnet.  
• Test the offer. I don’t often advocate purchasing expensive offers, but consider purchasing some of these low cost offers and save them for your research and swipe file. Your goal is to see the level of detail or value that you get from 

Break Down the Trust Triggers: Low price? Big guarantee? Simple time investment? Clear steps? These remove friction and lower risk.

• Prove you get them: My favorite trust trigger is actually the copy.  The level to which your copy grabs their attention, keeps them reading and generates clicks will tell you how much trust there is. 

Create the Fine Print: Sometimes the truth of what’s actually being delivered is in the disclaimers. Learn how they manage expectations.

• Should you add fine print?  I say it’s a good idea, especially if you are charging for the tripwire.  Few people read it, and, at the same time, you can reveal elements of what’s in the offer that will help define what’s in the offer. 

Set a low price: Instead of giving things away for free, offer a low-price offer.  $7 is very popular. 

• Your goal is to qualify prospects here, not make a million dollars.  Make the price a no-brainer, but one that still communicates value. 

Sell the feeling: This ad doesn’t sell you a product. It sells you a feeling — of ease, automation, and ROI. That’s what you need to sell, too.

ACTION STEP: Pick one ad this week and reverse engineer it using the 6 steps above. Then take what you’ve learned and apply it to your own email, landing page, or social post.

Want help breaking down your offer? Book a Fix-It Session with me and we’ll turn your almost-there message into something that sells.

That’s not just a smart question—it’s a necessary one. Especially if you work in healthcare, finance, law, or any industry where data privacy is non-negotiable. This article breaks down the safest AI tools for small business use, which ones to avoid, and how to use them without compromising client trust.

Use this guide to find the best safe AI options for small business so you can work faster without putting sensitive data at risk.

Is Your Company Data Safe With AI Tools?

Sometimes. It depends entirely on which tool you use and how it’s configured. Free versions of AI chatbots are often less private, while enterprise versions usually offer stronger protections.

Let’s break down the differences between popular platforms.

ChatGPT (OpenAI)

ChatGPT is widely used by small business owners. It’s fast, intuitive, and versatile. But if you’re using the free or Plus version, it’s important to know that your inputs may be used to train the model.

Free and Plus Versions (chat.openai.com)

• Conversations may be used for model training
  
• Staff may review your prompts
  
• Chat history can be turned off, but training use still applies
  

Enterprise and Teams Plans

• Your data is not used for training
  
• All data is encrypted and private
  
• You retain full control and ownership
  

Privacy Details

Bottom Line: Don’t share client data in the free version. If privacy matters, upgrade.

Claude (Anthropic)

Claude is built with privacy in mind. Whether you’re on the free or Pro version, Anthropic does not train its model on your inputs. It’s one of the safest AI options for small business owners who don’t want to worry about data collection.

Claude 2 and 3 (claude.ai)

• No training on your prompts
  
• Temporary storage for system stability
  
• Pro users get the same protections
  

Privacy Statement

Bottom Line: One of the most secure and user-friendly choices for small business.

Gemini (Google)

Gemini, formerly Bard, is integrated across Google products. That can be convenient, but also comes with privacy trade-offs. Unless you’re using Gemini for Workspace, assume that your data might be used to improve the tool.

Gemini (Public Version)

• Prompts may be reviewed and stored
  
• Data can be used to improve AI
  
• Privacy settings are customizable through your Google account
  

Gemini for Workspace

• Offers stronger data controls
  

Privacy FAQ

Bottom Line: Free version isn’t one of the safest AI options for small business. Use the enterprise version for stronger protection.

Grok (xAI / Twitter)

Grok is Twitter’s AI assistant created by xAI. It’s designed to entertain more than serve regulated business use. If you’re wondering about its privacy policies—there’s not much transparency.

Grok (via X Premium)

• Tied to your Twitter account
  
• No clear enterprise-level protections
  
• Minimal data policy documentation
  

Privacy Policy

Bottom Line: Grok isn’t a safe AI option for small business tasks involving real data.

Zoho One - The Operating System for Small Business

Imagine a world where all your business tools play nicely together (cue angelic choir). Whether it’s handling your finances, projects, or marketing, Zoho One keeps everything seamless and oh-so-simple. Plus, the price? A fraction of what you'd pay for piecing together different apps. Talk about a BARGAIN!

If you’re ready to take the leap from surviving to thriving, Zoho One is your trusty steed. Let’s ride into the sunset of efficiency, my friends. Click that button and get ready to supercharge your hustle!

Buy Now

We earn a commission if you make a purchase, at no additional cost to you.

Zoho Zia

Zia is Zoho’s built-in AI assistant and one of the most secure choices available to small business owners. It doesn’t rely on public data or third-party models, and it stays entirely inside your Zoho environment.

While tools like IBM WatsonX or Salesforce Einstein can cost tens of thousands annually, Zoho Zia comes included with Zoho One—making it one of the most cost-effective and safe AI options for small business.

Where You’ll Use Zia

Zoho CRM

• Suggests optimal follow-up times
  
• Flags deals at risk
  
• Analyzes trends in your pipeline
  

Zoho Desk

• Summarizes customer service tickets
  
• Recommends help docs
  
• Detects churn risk
  

Zoho Books and Projects

• Flags unusual expenses
  
• Helps organize tasks
  
• Answers accounting questions in plain English
  

Zoho Privacy Commitment

Bottom Line: Zia is a powerful, private AI built for business—and it doesn’t share or train on your data.

AI Tools by Small Business Type

Here’s a quick comparison of the safest AI tools for small business use based on what kind of company you run:

How to Use AI Safely in Your Business

• Don’t paste sensitive client or financial info into free AI tools
  
• Use business or enterprise versions whenever possible
  
• Regularly clear chat history and review platform settings
  
• Stick to tools like Claude, Zoho Zia, or enterprise ChatGPT
  
• Write and share a simple AI usage policy with your team
  

Frequently Asked Questions

What are the safest AI options for small business?

Claude and Zoho Zia are currently the most secure, small business-friendly AI tools. They don’t use your data for training and have clear privacy protections built in.

Can I use ChatGPT for business without sharing data?

Only with the Enterprise or Teams version. The free and Plus versions collect and store your inputs unless you opt out—and even then, there’s still risk.

Is it safe to upload client documents into AI tools?

Not on free versions. Always avoid uploading anything that includes personal, financial, or protected information unless you’re using a secured, private AI platform.

What kind of businesses need private AI tools?

Any business that deals with legal, financial, or medical information—or simply wants to protect internal strategy and customer trust—should prioritize privacy in their AI tools.

How do I know if an AI tool is training on my data?

Check their privacy policy. Look for phrases like “used to improve our services” or “data may be reviewed.” That usually means it’s fair game for training.

Additional Frequently Asked Questions

Can I turn off data sharing in AI tools like ChatGPT or Gemini?

In some cases, yes. ChatGPT allows you to turn off chat history, which limits data from being used for training—but doesn’t guarantee full privacy unless you’re on an enterprise plan. Gemini users can manage activity in their Google settings, but complete opt-outs usually require Workspace.

What does it mean when a tool says it doesn’t “train on your data”?

It means your inputs aren’t being used to improve the AI model. Claude and Zoho Zia are examples of tools that keep your data private and do not use your content to refine their systems.

What if I already used sensitive data in a free AI tool?

Go back and delete the conversation history if the platform allows it. Also, review your privacy settings and consider switching to a business-grade tool moving forward.

Can I use AI tools with encrypted email or cloud services?

Yes, but it depends on how the AI is integrated. Tools like Zia, which operate inside secured platforms like Zoho, are better suited for working alongside secure services. Always check that both ends—your AI and your storage—follow strong encryption standards.

What AI tool works best for solopreneurs or startups with tight budgets?

Zoho Zia is a strong option if you’re already using Zoho One. It gives you enterprise-grade AI features without the massive cost. Claude’s free version is also a solid pick if you want privacy without paying upfront.

Final Take

You don’t need to avoid AI—you need to use it smartly. Choose platforms that are built for business, respect your privacy, and give you control over your data.

Looking for a simple list? Download the Safe AI Use for Small Business checklist.

If you care about your clients, your brand, and your bottom line, finding safe AI options for small business isn’t optional—it’s essential.

Fix It Session

$150.00

Send me one thing you’re stuck on in your business — a page, funnel, or offer. I’ll review it and send you a short video with clear feedback and next steps. No pressure, just a simple, actionable fix to get you unstuck.

Schedule Now

Every time a customer pays with a card, a slice of that sale goes to someone else. And if you’re running a lean operation, those slices add up fast. That’s why choosing the right payment system for small business isn’t just a tech decision—it’s a money decision.

This guide will help you understand how payment systems work, what fees to expect, and how to find the lowest total cost option to bring money into your business without bleeding profit.

Zoho One - The Operating System for Small Business

Imagine a world where all your business tools play nicely together (cue angelic choir). Whether it’s handling your finances, projects, or marketing, Zoho One keeps everything seamless and oh-so-simple. Plus, the price? A fraction of what you'd pay for piecing together different apps. Talk about a BARGAIN!

If you’re ready to take the leap from surviving to thriving, Zoho One is your trusty steed. Let’s ride into the sunset of efficiency, my friends. Click that button and get ready to supercharge your hustle!

Buy Now

We earn a commission if you make a purchase, at no additional cost to you.

How Payment Systems Work (Without the Tech Jargon)

Here’s what really happens when a customer pays you with a credit card:

1. The payment processor (Stripe, Square, Zoho Payments) handles the transaction.
   
2. The payment gateway approves or declines the charge.
   
3. The acquiring bank pulls funds from your customer’s account.
   
4. The card network (Visa, Mastercard) routes the request.
   
5. Your business bank receives what’s left.
   

And each of those players? They get a cut.

So when you charge $100, you might only receive $97—and that’s before any monthly software fees.

Where Your Money Goes (and How Much You Lose)

Let’s say you bring in $10,000/month from customer payments.

• If your processor charges 2.9% + $0.30, like Stripe or PayPal, you’re paying about $290+ per month in fees.
  
• Over a year, that’s more than $3,500. Gone. Vanished.
  

That’s why picking the right payment system for small business is so important. It’s one of the easiest ways to increase your profit without selling a thing.

Compare the Best Payment Systems for Small Business

Here’s a simple breakdown of which system works best depending on how you get paid.

Why Zoho Payments Is Worth a Look

If you’re already using Zoho Books, CRM, or Subscriptions, Zoho Payments gives you a clean, integrated experience with fewer moving parts. It’s one of the only systems that charges a flat 2.0% fee without tacking on per-transaction costs. That might not sound like much, but here’s what it means:

• $10,000/month in payments with Stripe = ~$290 in fees
  
• Same volume with Zoho = $200
  

That’s nearly $1,100 a year in savings—enough to cover software, marketing, or a well-earned vacation.

Why So Many Businesses Add a 3% Surcharge

You’ve probably seen signs like “3% fee for credit card use.” It’s called a surcharge, and it’s a legal way to pass processor fees onto your customers—as long as you disclose it properly.

But here’s the problem:

• Customers hate it
  
• It can damage your brand image
  
• Some processors or card networks frown on it
  

A better move? Offer a cash discount instead. Frame it as a reward, not a penalty.

How to Choose the Right Payment Setup

Ask yourself:

• Where do most of your transactions happen? Online, in-person, or through invoices?
  
• What payment methods do your customers prefer—credit, debit, ACH?
  
• Are you already using tools like Zoho or Stripe that can help simplify?
  
• How much are you currently paying in fees?
  
• Can you streamline with a single system instead of using three?
  

What to Do Next

1. Audit your current payment system and fees.
   
2. Compare it to other tools in the table above.
   
3. Consider testing Zoho Payments, especially if you’re already using Zoho CRM or Books.
   
4. Offer a small discount for cash or ACH payments.
   
5. Choose a payment system for small business that fits your workflow—and keeps more money in your pocket.
   

Final Word

The payment system you choose will either eat your margins or protect them. Most small business owners just go with what’s easy or familiar. But by taking a closer look at your options—and understanding how payment processing actually works—you can stop overpaying and start keeping more of every dollar you earn.

Choosing the right payment system for small business isn’t about chasing the trend. It’s about protecting your profit. And now you know exactly where to start.

Frequently Asked Questions

Can I accept credit card payments without paying fees?

Not entirely. Every payment processor charges fees. But you can choose one with lower rates, like Zoho Payments or a flat ACH option through Melio, to keep more of what you earn.

What’s the cheapest way to accept payments from customers?

For in-person transactions, cash is the cheapest (no fees). For digital payments, ACH transfers are typically the lowest cost. If you need to accept cards, look for a payment system with flat, low fees—Zoho Payments is one of the most affordable.

Do I need special software or hardware to accept payments?

It depends on how you operate. For online businesses, you’ll need a platform with built-in payment capabilities. For in-person, Square and similar systems offer card readers. If you’re invoicing, Zoho Books or Stripe can handle payments without extra hardware.

What’s the difference between Stripe, PayPal, and Zoho Payments?

Stripe is great for developers and custom integrations. PayPal is easy to set up but has higher fees. Zoho Payments is ideal for small business owners already using Zoho tools—it’s integrated and offers lower flat rates.

Should I charge customers more to cover credit card fees?

Some businesses do, but it’s risky. Customers may get turned off by surprise charges. A better option is to offer a cash discount—framing it as a savings, not a penalty.

If you’re reading this at 8:42 p.m. after your third round of reheated coffee, the Wi-Fi’s glitching, your boss just asked for a “quick deck” by morning, and your inbox is on fire—congrats, you are the marketing department.

When they say, “Can your team handle this?” you smile, nod, and think: “Me, myself, and I will get right on that.”

You weren’t hired to do all of it, but here you are: strategist, content creator, CRM tech, brand cop, social media manager, data analyst, and sometimes event planner. They don’t budget for support, but they expect launch-level results. You’re expected to deliver brilliance with duct tape.

These 7 no-BS marketing manager hacks will make you look like a team of 10—even if it’s just you, your 8-year-old MacBook, and a gallon of cold brew.

1. Automate Like You’re Planning a Getaway

Automation isn’t about productivity. It’s about preservation. If it can be scheduled, templatized, or triggered, it should be. 

You’ve got two choices here – you can use a tool like Zapier to splice and connect your favorite apps, and tools like Publer or Buffer and spend about $500 (often more).  OR (and this is what I do), use a single business operating system, like Zoho One – MUCH cheaper, like $47 per month where the tools are already connected and work together.  So yeah, that’s what  do.

OK, so now the next phase of automation – what to automate.  There’s one rule:   If it repeats, it gets automated. That’s law.

Now comes the challenging part, what repeats and how do I create the most personalized experience without doing things by hand. 

For that, you’re going to need to know your daily workflows and processes.  Then you’ll want to batch them in whatever way makes sense to you. Finally you can automate them or at the very least. 

Here’s an example.  

I run a referral system with a few of my partners and friends.  Part of the system requires that we connect about once a quarter.  So I created an email sequence that will deliver a little message in their inbox every quarter.

Sometime it’s not about automation, it’s about systemization.  I batch my work by process.  So, for example, if I’m researching topics, I do that on a single day.  I will research dozens of topics and topic categories.  Then I will write them out, then I will do the social, and then I will do other promotions.  This kind of batching works for me because I’m repeating a process.  So I can get very fast and very thorough since I’m repeating a process. 

2. Apply the “What’s In It For Me Filter” to Everything

OH – this is kind of a “bad” story, but it really proves my point. 

Back in college—way before smartphones or the internet—if you wanted student tickets to a Big Ten football game, you had to do it the old-school way: find a student, make a deal, meet in person.

My husband and his friend had scored tickets for a couple girls. They met up, handed over the tickets, got the cash. Job done.

Then the girls said, “So… what do you guys want to do now?”

But the guys already had plans—an invite-only, high-end tailgate with top-shelf everything. The girls weren’t invited. My husband’s friend started wavering.

That’s when my husband pulled him aside and asked three quick questions that cut straight through the noise:

1. Are they gonna feed us
2. Are they gonna date us
3. Are they gonna buy us beer

No. No. No. We’re going to the tailgate. 

Brutal? Maybe. But honest. Strategic. And it’s the same filter I use in business.

Are they gonna hire me?

Are they gonna refer me?

Are they gonna promote me?

If a project, a partnership, or a pitch doesn’t give you traction, access, or upside… why are you saying yes?

3. Reuse Like You Mean It

Repetition doesn’t make you boring. It makes you unforgettable.

You don’t need a new idea every day. You need one powerful idea that gets under people’s skin and stays there. That’s how brand-building works now. Not taglines, not slogans—narratives.

The smartest marketers are master storytellers. And they tell the same story with different flavors. Over and over again. Because familiarity breeds trust—and trust buys.

marketing manager hacks from my own marketing:

I had a client who ran a bookkeeping business for solopreneurs. For years she thought she had to play the role of “professional, buttoned-up financial pro.” But it just didn’t land.

Turns out, she secretly loved cleaning up QuickBooks disasters. She got an almost weird sense of satisfaction from making order out of chaos. She wasn’t trying to serve organized Type A CEOs—she loved working with people who hated numbers, avoided spreadsheets, and dreaded tax time. That was her sweet spot.

So we stopped selling bookkeeping. We started telling stories.

“My favorite clients are the ones who haven’t opened QuickBooks in 8 months and are secretly terrified of tax season. Cleaning up messes? That’s my love language.”

Same emotion. Same outcome. Same offer. We ran that story like a campaign across every platform:

• LinkedIn Post: “I don’t do bookkeeping for the spreadsheets. I do it because I genuinely love untangling QuickBooks chaos. If you’re scared to open your books, I’m your girl.”
• Facebook Page: “If your books are a mess and you feel a little embarrassed—don’t. I’ve seen worse. Cleaning it up is the best part of my job. Let’s make your books something you’re proud of.”
• Instagram Carousel: Slide 1: “Avoided QuickBooks since July?”
  Slide 2: “Still using a shoebox for receipts?”
  Slide 3: “That’s my kind of client.”
  Slide 4: “Bookkeeping without the shame. I clean up messes so you can get back to business.”
• Instagram Reel / TikTok: 15-second clip: Me, opening QuickBooks and fake-screaming:
  “POV: You just opened your books for the first time in 6 months. Don’t panic—I actually like this part.”

Pick one audience. Nail one emotion. Tie it to one offer. Then tell that story a hundred different ways.

Smart marketing isn’t about being everywhere. It’s about saying the same thing in every place.

Branding isn’t about a line. It’s about a feeling. Create the feeling—then beat the drum.

4. Get a Fixer. Yesterday.

When you’re drowning in decks, copy, strategy, and approvals, you don’t need a bigger team—you need a marketing fixer.

A fixer is the quiet powerhouse behind the scenes. Not your agency. Not an intern. Not someone who needs a 12-slide brief to get going. A fixer is that person who:

• Turns your 3 a.m. voice note into a campaign plan.
• Polishes your scrambled Slack thread into a C-suite-ready slide deck.
• Writes your launch email while you’re still figuring out the CTA.

They don’t just do the work—they make you look like you’ve got it all under control. And they do it fast, with no drama, no meetings, and no babysitting.

In the fixer world, there are no long onboarding sessions or proposal decks. There’s context, trust, and execution. They take your overwhelm and give you outcomes.

Think of it this way: when your head is spinning and you’ve got 37 tabs open, a fixer is the person who sees your chaos and delivers clarity.

Need a few examples?

• That webinar you were “gonna get to” becomes a finished landing page by morning.
• Your strategy notes from the Monday meeting? Turned into a one-sheet your VP actually wants to read.
• Your copy draft that “needs work”? Fixed. You barely recognize it—because now it works.

Here’s the deal: the best marketers I know have a fixer. They just don’t talk about it.

If you don’t have one, find one. If you are one? Charge more.

5. Templates Are the Ultimate Power Move

Templates aren’t shortcuts. They’re strategy. They help you execute faster, stay on message, and stop wasting energy reinventing the wheel every single time.

You should have a template for everything you do more than twice:

• Landing pages
• Social media posts
• Email sequences
• Blog articles
• Webinar decks
• Reporting slides
• Video scripts

Templates keep you consistent and focused. They make delegation easier. And they reduce the mental friction of staring at a blank page.

Let’s break this down like a creative brief. And before you build any template, ask yourself: What is the positioning message?

That means defining:

• Who is this for? (Audience)
• What pain are they in? (State of mind)
• What are they afraid of? What do they want?
• What’s the tone and style that builds trust with them?
• What’s the core story or outcome we want to reinforce?

When you know that, every piece of content fits together—and your brand gets stickier.

Landing Page Template

• Headline: 3–5 words max. Clear, emotional, outcome-driven.
• Subhead: 1–2 lines that support the headline with specifics.
• Who Needs This: Short callout (pain point + identity)
• Key Benefits: 3–5 bullets that lead with outcomes
• How It Works: 3 steps max
• Social Proof: One strong testimonial or logo bar
• CTA: A button that finishes the sentence: “I want to ______.”

Email Template (Promo or Announcement)

• Subject Line: 40–60 characters
• First Line: This is your hook. Make them feel something.
• Body Copy: 2–3 short paragraphs (pain → shift → offer)
• CTA: One clear link or button
• P.S.: Optional personal-style close

Blog Article Template

• Headline: Outcome + keyword
• Intro: Describe the pain. Set the tone.
• Sections: 3–7 headers solving key pieces of the problem
• Story or Example: One in every post
• CTA: Tell them what to do next
• Internal Links: At least 2

Social Media Template (LinkedIn or Carousel)

• Hook: First line must stop the scroll
• Problem: What your audience struggles with
• Shift: Your insight or belief
• Solution: A reframe, tip, or method
• Call to Engage: Invite their thoughts

Create a “Template Folder.” Include:

• Winning subject lines
• Best-performing posts
• CTA copy
• Slide decks
• Messaging swipe files

Templates don’t kill creativity—they unlock it. They let you show up every day without burning out, while keeping your story sharp and your brand consistent.

If you’re exhausted, let past-you carry some of the weight. That’s what smart marketers do.

6. Use AI. But Know Where It Sucks

AI is a gift for overwhelmed marketers—if you know how to use it. It’s fast, scalable, and can clear mental clutter when your brain feels like static. But it’s also tone-deaf, politically blind, and emotionally clueless.

I use AI every day. It outlines articles, brainstorms subject lines, and gives me structure when I can’t think straight. But I’ve also watched AI crank out 700 words of SEO junk that sounded nothing like me or my brand.

Here’s what AI can’t do: it can’t feel tension in a marketing message. It doesn’t know that your CFO hates the word “innovative” or that Legal will kill anything with the word “guarantee.” It can’t sniff out an off-brand phrase or understand that your team has already tried that idea (and bombed).

That’s where you come in. You’re not just a content machine—you’re the context engine.

Use AI as a starter, not a finisher. Here’s how:

• Brainstorming: Feed it prompts with real context. Don’t just say, “Write me a blog post.” Say, “Write a 5-point post for burned-out marketers who hate budgeting and feel like imposters.”
• Outlining: Get structure fast. Ask it for a headline, subheads, and an angle—but edit the voice.
• Editing: Use AI as your second set of eyes. Ask it to rewrite a section for clarity or punch—but don’t let it wash out your voice.
• Speed Drafts: Have AI write the first ugly draft. Then you shape it. It’s easier to edit a mess than to start from scratch.

And here’s the hard truth from the fixer world: AI can write copy. But it can’t think like a strategist. It won’t call out a weak offer or push for clarity when your CTA is fuzzy. It won’t tell you your audience doesn’t care about your “unique differentiator.”

That’s what a fixer does. That’s what you do.

Use AI. But don’t worship it. It’s a tool. Not a teammate.

And if you’re using it without inserting your insight, your gut, your judgment—you’re not creating. You’re copy-pasting your brand into oblivion.

7. Stop Waiting for Permission to Lead

Most marketers wait for a green light that never comes. Permission. Approval. Budget. A brief with actual clarity.

But the real edge comes when you stop waiting and start owning the room.

You don’t need someone to say yes—you need to prove what works.

If you’re overwhelmed, buried in tasks, and unsure what’s working, the move isn’t to ask what’s allowed. It’s to test, improve, and report. That’s how you build trust. That’s how you become essential.

Run the experiment. Ship the draft. Launch the pilot. Track the result. Turn it into a win. Then share it loud enough that people start asking you what they should do next.

Act like you’re already the strategist. Because you are.

Leadership doesn’t come with a title. It comes with clarity, initiative, and proof.

So make a move. Implement the idea. Write the copy. Own the data. Present the insight.

That’s how you stop being the order taker. And start becoming the one they depend on.

Even if it’s just you, me, myself, and I.: You’re Not Failing. The Expectations Are Delusional.

One person doing the job of ten was never a fair ask. But here we are.

The Job Isn’t Doing It All

The real marketing job your CEO or your team is yearning for is to do what matters and make it look like you did it all.

Smart systems. Sharpened boundaries. The right fixer on speed dial.

That’s how you play the game. And win.

FAQs

What if I don’t have time to do everything you just suggested?

Then you’re doing it right. You’re not supposed to do it all at once. Pick one strategy that feels easiest or most urgent, implement it, track the results, and build from there. Focus beats overwhelm every time.

How do I convince my boss to let me test something new?

Don’t ask. Just do a micro-test. Run a short version of the idea under the radar. Track the outcome. Then bring the result to your boss with a plan to expand. Leaders listen when you show proof, not just pitch ideas.

What if I don’t know what’s working?

Then start tracking something. Pick one metric tied to your goal—clicks, replies, conversions—and monitor that every week. You’ll quickly see patterns. And from there, you’ll start making smarter moves without guessing.

I love the idea of a fixer. How do I find one?

Start with your network. Ask people who their behind-the-scenes help is. Check freelance platforms, but vet for strategic brains, not just hands. And don’t be afraid to try a small task first to test the fit.

I feel like I’m invisible in my company. How do I start showing up like a leader?

Start owning outcomes. Don’t wait for permission. When something works, share it. When something doesn’t, propose a fix. Act like your ideas matter—because they do.

Marketing feels like that a lot of the time. To me, it feels like a slot machine. You pour in time, money, and whatever creativity you’ve got left after a long day—and out comes… nothing. Someone’s winning. It’s just not you.

This is a control issue.  And when I bump up against something I can’t control – like customers choosing me and purchasing my offer, I shift my attention to anything that I CAN control like my behaviors and my actions.  

Success Behaviors: The Backbone of Your Daily Marketing Routine

I call these success behaviors.  These are simple actions I can take that will ultimately lead to success.  

It’s behavior. You either sent the email or didn’t. Followed up or didn’t. Created something valuable—or let the day get away from you.

And it’s this focus on success behaviors that will make all the difference for you.  What are simple things you can do that are controllable, that don’t take a long time, and that don’t cost you any money.  

This is where things click.

The 17-Minute Daily Marketing Routine

This isn’t a template. It’s a rhythm. A repeatable process that you can personalize—but not skip.

Here’s your daily breakdown:

Minute 1–5: Connect

I love starting the day by building relationships.  I mean you can’t go wrong with that.  This is something you can do over coffee.  When it comes to reaching out and scheduling phone conversations or meetings, have a calendar link at the ready and use this time to share that link and schedule a conversation. 

• Reach out to one person you want to build a relationship with.
• Comment on a LinkedIn post, send a quick DM, follow up on an email.
• Don’t pitch. Just engage. Keep it real.
  

Why it works: Relationships create revenue. Conversations lead to connections, referrals, collaborations, and sales. No tool can replace showing up like a human.

Minute 6–10: Share

Remember the quote “Be the change you want to see in the world”? If you want engagement, you have to engage first.  So, take the next step in your relationship building process and engage with the people you want to engage with YOU.  

• Post something that shows your thinking. It can be as simple as a 2-sentence insight. It just needs to be you. 
• Visit the profiles of customers or prospects with whom you want to build relationships and engage with their content.  Ask a question, make a comment, share a tip.  
• Don’t invest in any tools just yet.  Build the habit manually first so that you know exactly how you want it to go.
  

AI tip: Ask ChatGPT to summarize a recent conversation into a post idea. Use it to brainstorm or repurpose old emails.

Why it works: People don’t remember what you offer. They remember how you make them feel. Sharing builds familiarity. And familiarity builds trust.

Minute 11–15: Invite

Now that you’ve done some relationship building and engaging, you can focus on sharing your offer.  This is where your CRM or sales pipeline will come in really handy.  Head over to the segment of people with whom you’ve already built relationships and with whom you’be been engaging with for a little while.  If you’ve had at least three “gives” with this person, you are now free to finally ask for something. 

• Find folks who you think will be good referrers for you.  Did they become friends or are they partners, or influencers.  See if you have an opportunity to refer to them or for them to refer you. 
• Link to a free resource. Mention a product. Include a PS in an email.
  

Why it works: If you don’t remind people how you help, they forget. Selling isn’t shouting—it’s serving. Every day is a chance to invite someone in.

Minute 16–17: Capture

Take the time to work on a tactic to build your lead gen pipeline. 

• Add new contacts to your CRM. Tag by interest or outcome.
• Note what they asked about. What they want. What might help them next.
  

Tool tip: Use Nimble as your simple CRM. It’s clean, affordable, and lets you track conversations without drowning in data.

Why it works: This is your net. People slip through the cracks when you rely on memory. A basic system keeps relationships alive.

Marketing Tools That Keep You Sane (And Visible)

Forget the fancy funnel. You need a way to follow up. To do all this, I use Zoho One, the lowest-cost, highest-value business operating system.

Zoho One - The Operating System for Small Business

Imagine a world where all your business tools play nicely together (cue angelic choir). Whether it’s handling your finances, projects, or marketing, Zoho One keeps everything seamless and oh-so-simple. Plus, the price? A fraction of what you'd pay for piecing together different apps. Talk about a BARGAIN!

If you’re ready to take the leap from surviving to thriving, Zoho One is your trusty steed. Let’s ride into the sunset of efficiency, my friends. Click that button and get ready to supercharge your hustle!

Buy Now

We earn a commission if you make a purchase, at no additional cost to you.

Here’s a no-frills stack for solo business owners:

• Zoho Bigin: Light CRM to track convos, leads, and touchpoints.
• Zoho Campaigns: Email workflows (set up a Welcome → Segment → Newsletter system).
• AI (ChatGPT or Gemini): Brainstorm, rephrase, or generate quick content ideas when you’re stuck.
  

Set up 3 core email workflows:

1. Welcome sequence: 3–4 emails to warm up a new subscriber
2. Segment by interest: Tag people based on what they clicked or downloaded
3. Ongoing newsletter or updates: Keep it light, useful, and regular

Simple setup = serious staying power.

The Payoff: You Stop Starting Over

This habit doesn’t go viral. It goes deep.

You stop overthinking. You stop ghosting your audience. You stop feeling like you’re constantly behind. Instead, you show up every day—for 17 focused minutes. You make space for visibility, for connection, for opportunity.

This isn’t about doing more. It’s about doing what matters—on repeat.

Ready to Try It?

Here’s your challenge:
Try the 17-minute habit for the next 5 weekdays.

Each day:

• Make one connection
• Share one insight
• Mention one offer
• Capture one new lead or relationship

No more slot machine marketing. This is how real brands are built.

FAQ: The 17-Minute Marketing Routine

1. Can 17 minutes really make a difference?

Absolutely—if you’re doing the right things. This routine focuses on behaviors that build momentum: making a connection, sharing value, inviting engagement, and tracking relationships. Small actions, done consistently, stack up fast.

2. What if I miss a day?

Then you start again tomorrow. This isn’t about perfection—it’s about rhythm. Life will get messy. The win is in coming back to the routine. No guilt. Just reset and keep going.

3. Do I have to use all the tools you mentioned?

Nope. Use what you have. A spreadsheet and your inbox are great places to start. The tools are there to make your life easier—not to overwhelm you. When you’re ready, consider tools like Zoho Bigin or Nimble to streamline things.

4. What should I post if I don’t know what to say?

Start with real conversations. Use client questions, insights from a recent meeting, or something you learned the hard way. Keep it human and helpful. Tools like ChatGPT or Gemini can help you shape and simplify your message.

5. How do I know if this is actually working?

Don’t look for viral moments—look for real engagement. Are people replying to your emails? Are you having more conversations? Are your offers getting clicks or interest? That’s what progress looks like.

How to Research Your Target Market Fast (And Why It Matters)

Understanding how to research your target market is the superpower behind every thriving business. According to the U.S. Small Business Administration, market research is foundational for crafting offers, marketing messages, and sales strategies that work. Yet, most solopreneurs and small business owners put it off because it feels expensive, time-consuming, and complicated.

Good news: You don’t need fancy surveys, pricey software, or a Ph.D. in statistics. You just need 17 minutes and a coffee.

Ready to channel your inner marketing psychic? Here’s how to research your target market.

1. Dive Into Reddit and Quora

Why It Works

Reddit and Quora are goldmines of real, unfiltered customer conversations. Think of them as free focus groups you can tap into anytime.

How to Do It

• Go to Reddit and search for subreddits related to your niche
• Visit Quora and look for questions your ideal customers are asking
• Read through popular threads and note recurring problems, desires, and frustrations

What to Look For

• Complaints and frustrations
• “If only there was…” statements
• Common myths or misunderstandings

Pro Tip

Use Gummy Search – an awesome AI tool that will search millions of Reddit groups and conversations and analyze them for you. 

Time Needed: 10 minutes

2. Analyze Amazon Book Reviews

Why It Works

Books on Amazon are reviewed by people who care deeply about the topic—making their feedback a window into your customers’ minds.

How to Do It

• Search for top-selling books in your niche
• Skim the 3-star reviews (they’re often the most honest)
• Look for patterns in complaints, unmet needs, or “I wish this had more of…”
  

What to Look For

• Features readers wish the book had included
• Language that describes pain points vividly
• Gaps in information that your product or service could solve

Pro Tip

Pay close attention to the “critical reviews” section—you’ll find direct language you can reuse in your marketing.

Time Needed: 5 minutes

3. Monitor Social Media Conversations

Why It Works

Social media is where people talk casually—and candidly—about what they love, hate, and wish existed.

How to Do It

• Search industry-specific hashtags on Twitter, Instagram, or LinkedIn
• Use free tools like “Google Alerts”
• Read comment sections, not just posts
  

What to Look For

• Trending frustrations or demands
• Common questions that aren’t getting good answers
• Influencers shaping conversations in your space

Google Alerts lets you track mentions of your brand, competitors, or key topics across the web in real-time and delivers a digest straight to your inbox. BuzzSumo helps you track social media conversations by setting up real-time alerts for keywords, brands, or competitors and shows you which topics are getting the most shares, likes, and comments, helping you spot trends and key influencers.

Pro Tip

Set up a free Google Alert for your main keywords so you never miss trending conversations. I also love to use BuzzSumo to track what’s trending and find influencers to watch.

Time Needed: 5 minutes

4. Engage with Facebook Groups

Why It Works

Facebook groups are packed with your potential customers, talking about their needs, challenges, and experiences.

How to Do It

• Join 2-3 groups where your ideal customers hang out
• Watch the questions people are asking
• Take notes on language, frustrations, and “if only” statements
  

What to Look For

• Repeated problems or themes
• Unanswered questions
• Emotional language people use around problems

Pro Tip

Contribute to conversations first before posting your own questions—build trust, and your market research will be richer.

Time Needed: 10 minutes

Helpful DIYMarketers Resource: How to Build Relationships Online

5. Use Google Trends to Spot Market Shifts

Why It Works

Google Trends shows you what the world is searching for in real-time—perfect for staying ahead of customer desires.

How to Do It

• Go to Google Trends
• Type in your main product, service, or problem your customer faces
• Compare different terms to see what’s rising in popularity
  

What to Look For

• Seasonal spikes in interest
• New, fast-rising search terms
• Declining interest in old trends

Pro Tip

Look at “Related Queries” at the bottom of results to find hidden topics and questions you hadn’t considered.

Time Needed: 5 minutes

Read More: How to Find Trending Topics

Why These Strategies Work (Backed by Data)

According to a LocaliQ Small Business Report, one of the top challenges for small businesses is identifying target audiences. And yet, 66% of small businesses spend less than $1,000 per year on marketing—which means traditional research methods are often out of reach.

The strategies on how to research your target market listed above are DIY-friendly, cost nothing, and can give you high-value insights instantly. Using them even once a week can make your marketing sharper, your offers better, and your messaging magnetic.

Fix It Session

$150.00

Send me one thing you’re stuck on in your business — a page, funnel, or offer. I’ll review it and send you a short video with clear feedback and next steps. No pressure, just a simple, actionable fix to get you unstuck.

Schedule Now

FAQs About How to Research Your Target Market

How often should I research my target market?

At least once a month. Markets shift fast, and staying in touch with customer conversations keeps you relevant.

Can I really do this without spending any money?

Yes. Every tool and method listed here is free. You can upgrade to paid tools later if you want, but it’s not necessary to start.

What if my audience isn’t active on Reddit or Facebook?

Every industry has “watering holes.” If it’s not Reddit or Facebook, it might be Slack communities, Discord servers, LinkedIn groups, or niche forums.

How do I turn this research into action?

Use what you find to create better headlines, social posts, lead magnets, and offers. Speak your customers’ language—because they already told you what they want.

What’s the biggest mistake people make when researching their target market?

Overcomplicating it. Perfection isn’t the goal—progress is. Quick, regular research beats expensive, once-a-year surveys every time.

What if I do research but still feel unclear about my audience?

It happens. Try narrowing your focus even more. Look for patterns and themes, not perfect answers.

How do I know if my research is actually helping my marketing?

Watch your engagement rates. If more people are clicking, commenting, and converting, your research is working.

Should I change my marketing if my research shows a new trend?

Yes, but do it smartly. Test small adjustments first before doing a full pivot to make sure the trend is a fit.

You’ve got a login for email marketing, another for your CRM, maybe something else for scheduling, accounting, file sharing, team messaging, and project management. And every one of those platforms is billing you separately. Monthly.

Now, imagine if all of that came bundled into one suite. One login. One invoice. Less than a buck a day.

That’s Zoho One. And it’s the best-kept secret in solopreneur success.

What is Zoho One?

Zoho One is the perfect suite of 50+ business productivity apps for entrepreneurs overwhelmed by the technology they need to run their businesses. In some ways it’s very similar to Google or Microsoft — but better.

All of these companies offer basic “office” software such as spreadsheets, documents, presentations, and meetings. But then Zoho went off and did something crazy by bundling all of its apps into a single platform for a low price that’s honestly hard to beat.

But there’s so much more to Zoho One than the features and the apps. Zoho’s leadership has made a firm commitment to you, the small business owner and put their money and their efforts where their mouth is.

Every year, Zoho makes running your entire business from one platform at an insanely low cost. You simply cannot get high performing software like this to run your business — no how, no way.

Who Should Use Zoho One?

If you’re a consultant, coach, creative, or small agency owner wearing all the hats — this is for you. Zoho One gives you a powerful, integrated foundation to:

• Capture and convert leads
  
• Deliver services efficiently
  
• Automate your follow-ups
  
• Get paid faster
  
• Measure your business performance with real dashboards

Why You Want an All in One, Unified Platform

Zoho One is a unified platform. That means that all the software you need to do just about every function of your business is in one place; one tab, one platform, and one price.

Having a unified business software platform means that you choose a single brand of software and use all of the apps from that brand. Google is a unified platform. Microsoft is a unified platform. Zoho One is a unified platform.

The trend right now is to shift from a patchwork of software to a unified and integrated software. Here’s why:

• You’ll save time. You make ONE decision. Choose the platform and all the apps come with it. That’s it.
• You’ll save money. You’ll pay a small monthly fee for the platform and all the apps are free. Since they are already integrated, you don’t need to spend money on any additional apps or software.
• Unified platforms work well together. The integrations are built in and all the appropriate data is shared without your having to do anything.
• Unified platforms collect and share data across all the applications. This makes it easy to get a solid picture of your business performance.
• With all your business data in one place, you can leverage the power of artificial intelligence to help you gain insights you might have missed in your business.

Why You’re Missing Out on New Customers

You know what the biggest lie in small business is? That the most important thing you bring to the party is your technical skill or knowledge. I hate to burst your bubble, but just because you bake the best cupcakes, doesn’t mean your cupcake bakery will succeed. Just because you are a yoga pro, doesn’t mean your yoga studio will attract enough students to pay the bills. And, just because you make beautiful jewelry, doesn’t mean anyone will buy it!

The most important skill in running a business is — running a business. That includes all those tedious. technical, stick-a-fork-in-your-eye stuff that you’d rather pay someone to do like marketing, sales, accounting, building a website, HR, customer service,etc.

In 2019, BizSugar collected feedback from more than 600 small business owners just like you. And the results uncovered the great unsaid — most small business owners think that their biggest challenge is generating leads and customers. But the real problem is something more insidious.

30% of our respondents said they were working in their business instead of on their business. In other words, sales and marketing is only a challenge because you don’t have the time and energy to devote to them.

This is why you need to take a fresh look at Zoho One.

Why I Love Zoho One and Recommend it

My admiration for Zoho goes way beyond the software or what a great value for the money it is. Zoho excels in four major categories that I use to choose a platform; people, platform, price, and promise.

Zoho is a people-first company. That means that the small business owner is at the center of every software development.

The Zoho platform is seamlessly integrated so that you only have to make one decision; to use the platform. Other than that, there’s an app for anything you need for no extra cost. Use as much or as little as you like.

Of course, the price is insanely affordable. Just $37/mo per user. That’s it. There are no levels, no limits on features.

All this is great, but let’s get to what really matters. What can Zoho One do that you can’t do or don’t want to do?

Zoho One - The Operating System for Small Business

Imagine a world where all your business tools play nicely together (cue angelic choir). Whether it’s handling your finances, projects, or marketing, Zoho One keeps everything seamless and oh-so-simple. Plus, the price? A fraction of what you'd pay for piecing together different apps. Talk about a BARGAIN!

If you’re ready to take the leap from surviving to thriving, Zoho One is your trusty steed. Let’s ride into the sunset of efficiency, my friends. Click that button and get ready to supercharge your hustle!

Buy Now

We earn a commission if you make a purchase, at no additional cost to you.

Zoho One Replaces $400 per Month in Small Business Tools for $37/mo

What would you do with an extra $400 per month? That’s nearly $5,000 per year! While you think about that, check out some of the tools I’ve been paying for before using Zoho One.

• Microsoft 365 ($8.25/mo)
• Dropbox Business ($20/mo)
• Zoom ($14.99/mo)
• Keap.com ($100/mo)
• Kajabi ($119/mo)
• Constant Contact ($20/mo)
• MailChimp ($14.99/mo)
• Buffer ($5/mo)
• Evernote ($9.99/mo)
• Quickbooks Online ($40/mo)
• Calendly ($12/mo)
• SurveyMonkey ($32/mo – billed annually)
• Zapier ($19.99/mo)
• Zendesk ($19/mo)
• WebinarJam ($42/mo)

I’m pretty sure there are more, but these are just the tools I’ve replaced with Zoho One.

Zoho One has two pricing plans:

1. Flexible user pricing: Starts at $90/user/month. Under this pricing model, companies can purchase any number of licenses for managing their business better.
2. All employee pricing: Starts at $37/user/month. Under this pricing model, companies must purchase licenses for all their employees. For more information please head to https://www.zoho.com/one/pricing/

The pricing I’m quoting here is for an annual contract. You can also pay monthly at $45/mo.

Saving money is great! But the real benefit of using Zoho One as your business operating system is in how it either eliminates some of those tasks that everyone says you should do — but you don’t do because it’s a complete pain in the neck.

I’ve made a list of tasks and responsibilities from some of the small businesses I’ve worked with and outlined how Zoho One either eliminates the problem or makes it easier to do.

17 Dreaded, Annoying and Tedious Tasks Zoho One Will Do For You

Typical software reviews talk about features. But in this Zoho One review, I want to talk about how Zoho One simplifies your life. I’ve pulled together all of those tasks that keep you from working ON your business that Zoho One simplifies for you.

1. Choosing software to run your entire business.

It can take as long as two years to choose a software for your business. Imagine how many more new customers you could get in that time? Zoho One’s cloud software combines CRM, project management, email marketing, website design, HR, and more into one platform. All you need to do is choose it and use it.

2. Making software work together.

Even after choosing your software, the next challenge is having it all work together. Integrations often break down and it takes an expert to set them up and fix them when they break down after an update. Because Zoho One is an all-in-one unified platform and the integration is already set up — not a problem.

And another thing.

Business software tends to multiply. As soon as you choose two different platforms, you’ll usually need a third to integrate it. But wait, then you want to look at everything in one dashboard – now you need a fourth platform. Most businesses aren’t that technical. This means that you have to jump from one application to another to measure your progress. As a result, you’re missing out on new leads and opportunities.

If you’re using the Zoho One platform, the integrations are seamless. Not only that, but Zoho One also pulls your data together all in one dashboard.

3. Put all your business performance data in one unified dashboard

How many times have you tried to pull together a business performance report and gotten different numbers from a team member who pulled the report?

This happens All. The. Time. It’s insanely frustrating because you might choose one set of criteria and someone else will choose another set.

Because Zoho One seamlessly integrates all your apps, all you need to do is set the criteria and select what you want in the dashboard. BOOM. Everyone sees the same numbers and track progress consistently.

4. Figuring out what customers want.

Experts tell you that you should always be gathering feedback from your customers. You can run a survey and get the numbers, but wouldn’t it be great if you could include a survey link at every step of the buying process and then have that data all in one place?

Zoho Surveys is the answer. Imagine being able to collect customer feedback and then have their responses synchronized to their Zoho CRM record!

5. Capture leads from everywhere and put them in one place.

Every small business wants more leads and customers. But the challenge isn’t “getting them” so much as collecting them all in one place.

Prospects enter your business from email, from social media, from forms on your website, from recommendations, and from direct phone calls.

With Zoho One, you can capture those leads, categorize them and put them in one place.

6. Automatically follow-up and move leads through your sales process.

Did you know that the number one reason you aren’t converting leads to customers is because it’s difficult to keep track of all your leads as they go through your sales and marketing funnel.

Zoho One helps you automate your entire sales process. You can create automated workflows that instantly label or tag leads and make it easy to follow up.

7. Run and manage all of your marketing campaigns from one place

Of course you’re frustrated with sales and marketing! You’re losing leads because they come in from all over, you aren’t following up with them, and nurturing those leads with emails takes so much time!

Most integrated sales and marketing platforms can cost hundreds of dollars per month — and they aren’t connected to the rest of your business. That’s no help!

The new Zoho One has a suite of sales and marketing apps that are already synchronized in a way that allows you to capture leads from a form, your site, or a phone call and then automatically place them into your CRM and the proper marketing campaign. No matter where a new lead comes from, you can make sure that they receive timely and relevant follow-ups.

Let’s not forget about the relationships you build and nurture on social media. Zoho Social is also included in Zoho One. Use Zoho Social to post, track and run reports on your social engagements.

But here’s where Zoho Social shines — you can capture LEADS from social and automate their progress through their sales funnel. All you need to do is tell Zoho Social when you want to move a lead into your marketing funnel.

8. Building and managing a website or ecommerce site.

The trouble with small business websites is that you often need a team of technical folks like designers, developers, SEO experts, analytics experts and social media experts to make your website do what it’s supposed to do.

If you’ve been in business for any length of time, you’ve been burned by this entire process. You’ve thrown money at it and gotten nothing in return.

What you need is a website that funnels new leads to your business! That’s what Zoho Sites does. And yes, Zoho Sites is included in the Zoho One platform.

Zoho Sites has all the awesome features of most DIY website builders:

• Tons of gorgeous professional templates
• No code, drag and drop building
• A/B testing and analytics
• SEO optimization
• And more….

But none of this is all that different from other site builders like Wix or WordPress. What makes Zoho Sites so powerful is….its ability to automatically integrate with your entire business system:

• Collect leads and add them to CRM and your marketing automation (Zoho Campaigns).
• Optimize for user experience and SEO with Zoho PageSense
• Provide chat support with Zoho Sales IQ

If you’re a brick and mortar business, ecommerce business, manufacturing business or service business — this is an ideal platform for you.

9. Automatically track your business success with pre-built reports and dashboards.

Whoever said “You can’t track what you don’t measure” hasn’t tried to integrate a dozen custom apps into one dashboard without custom coding or spending a fortune on reporting software.

The new Zoho One provides more than 1500 pre-built reports and dashboards so you can finally be the one to boast about your business growth.

10. Got a question about your business? Ask “Zia”.

One of the most frustrating things about running a business is data analysis. Luckily Zoho One has an AI, lovingly named Zia.

If you’re a Star Trek fan, it’s like having your own “Enterprise Computer”!

The great thing about Zia is that “she” can search your entire Zoho One database and answer some of your basic questions.

You can type your question or even use voice search to ask your question.

11. Easily onboard and train new team members.

You’ve worked tirelessly to create a business process that delivers quality – but it seems to take forever (and cost a fortune) to train everyone on your team to follow them. Zoho One includes a powerful Learning Management System so that you can quickly, easily and automatically onboard employees and create on-going training programs.

12. Be two places at the same time!

Zoho One’s “Lens” custom app gives you the ability to troubleshoot virtually. This is an ideal app for service businesses like HVAC repair that have a service team on the move who need to solve problem.

13. Eliminate email overwhelm and critical tasks falling through the cracks

Another major annoyance for small business owners is dealing with a flooded email inbox that mixes external emails with team communication. This can lead to missing important information makes collaboration and follow-up difficult.

This is where TeamInbox saves the day. This is a shared inbox for teams so that every team member can see all the messages related to a project or customer issue. You can assign owners to each incoming message so that no email is left without a response. You can see what everyone is working on, share thoughts and ideas, and most importantly, make sure that all of your customers get the right answer as fast as possible.

One feature I really love is that you can configure all of your channels in one place so that you’re not jumping from one tab to another.

The great thing about TeamInbox is that you can run ALL of your emails (internal and external) through this app. Not only that, but you can also create tasks and communicate ALL from your inbox! This is especially useful when dealing with online reviews.

14. Backup and secure your data without an IT department.

Most small business owners don’t have an IT department. We count on the tools we use to keep our data private and secure.

Well, get this. When you have Zoho One, you also get “Vault”. This is an app that allows you to easily and securely backup all your data.

15. Don’t work alone! Stay connected, chat and meet with your team anytime, anywhere

The biggest challenge business owners face when working virtually is connecting with their team — not just for meeting, but for quick questions, announcements and even a quick video chat.

Zoho One’s Cliq app is your alternative to Slack.

16. Schedule meetings and even get paid for your advice with one click

One of my biggest peeves is going back and forth with someone to schedule a simple meeting. Zoho One’s “Bookings” app is how I schedule meetings with one click.

Another peeve is not making money on the advice I give and not knowing what types of meetings yield new clients and customers.

One of the features I love most about Zoho Bookings is that you can turn a meeting into a lead and that lead into a customer! Again — this is the benefit of a unified and synchronized operating system that doesn’t let a single interaction go to waste.

Sure, you can use other Calendar tools — but they won’t give you REPORTS the way Zoho Bookings does.

You can create reports by meeting type, revenue reports and so many more!

I’ve also created “breakthrough sessions” as a meeting type that allows clients to schedule 1-hr consulting meetings and where I can get PAID for my advice. This has been a game changer for me — because I hate asking for money. Instead, I simply tell my client to schedule a “breakthrough” session. This is a low-investment for them and allows me to get paid for my advice.

17. Leaving money on the table because you aren’t keeping the books

You know that feeling when you put on a coat and stick your hand in the pocket and find a $10 bill? I can see you smiling already.

Well, your business has money hidden in the nooks and crannies; phone consultations that go unbilled, getting lost in a project and not billing for all your time, pricing too low because you don’t understand your costs — and so much more.

Luckily Zoho One has Zoho Books.

When you use Zoho Books along with apps list Zoho CRM, Zoho Bookings, Zoho Sites and other integrated apps, you’re not leaving any money on the table.

New and Improved Zoho One Pulls Everything Together at a Price You Can Afford

Zoho One is a robust suite of business applications, designed to help entrepreneurs handle their most important tasks from anywhere with just an internet connection. They have the tools to run your entire company from accounting and finance to sales and marketing. 

I’ve been using Zoho for about two years now, and I’m very happy with it! I love that you can share documents with other users so we don’t have to email around spreadsheets or files anymore! There’s also a chat function where we can communicate in real-time – it’s great for brainstorming sessions or getting feedback on a proposal before submitting it. 

So Many Apps — Where Do You Start?

This is the most important question you can ask yourself. The best way to start using Zoho One is to start with a single app, get familiar and comfortable with it, then add the next most obvious app.

Here are some basic “triggers” or entry point apps to Zoho One:

Bookings (Calendly Alternative): This is how I started. A calendar booking app is simple, we all understand how they work, and, because it’s connected to your calendar, you’ll get some basic experience with connecting or integrating Zoho One to your existing calendar tool.

Bigin (Simple CRM): Another great way to start with Zoho One is with their basic, simple CRM, Bigin. This is a “Trello” like CRM that is ideas for anyone who has NOT used a CRM before. Again, you can use it out of the box, without integrating to anything. So it’s a great place to start.

Invoice: A lot of my friends start with this one. It’s a free invoice tool, you can also connect it to Bigin and just work on managing and growing your sales.

Zoho CRM (Salesforce alternative): This is the most popular way to start using Zoho One and a lot of companies choose this one. It’s not at the top of my list for solopreneurs because it can feel overwhelming (That’s why I recommend you start with Bigin). Now, you can start with some bare bones features because EVERY Zoho One app integrates with CRM, like everyone. So I’d recommend you connect your apps to Zoho CRM and you can jump into it when you are ready.

Ultimately the answer of where you start is up to you. Just start. Start with one app at a time and work your way up.

How to Get Started Without Overwhelm

Start with one app. Here’s what I recommend:

• Beginner? Start with Bookings or Bigin CRM
  
• Need to get paid? Use Invoice or Books
  
• Ready to scale? Start with Campaigns and CRM
  

Each app plays nice with the others. No integration headaches. Just activate, connect, go.

The Bottom Line

Zoho One is the ideal choice for a startup or new business that hasn’t committed to a wide variety of software just yet. Zoho One works best when you have all of your information in the single platform. That’s where the magic happens.

If you would rather spend your time working on your business, serving customers and seeing how your business is doing by glancing at a dashboard – Zoho One is for you.

Overall Zoho One and its apps are outstanding and will serve the needs of 90%+ of small business owners. Granted if you are very specific in a particular area, you may want to use particular tools or you might find that some Zoho apps don’t have the advanced features you want. BUT — Zoho One is very customizable. And if you struggle with measuring business results and making business decisions because you can’t see all the data, investing in some customizations will be well worth it.

Zoho One has made it easier for small businesses to operate out of one secure platform by seamlessly connecting all their apps so they don’t have to worry about data silos or multiple logins anymore. They can now focus on what matters most – growing their business!

FAQ

Is Zoho One good for solopreneurs? 

Yes! It’s built for small teams and solo operators who want affordable, integrated tools.

What’s the difference between Zoho CRM and Zoho One? 

Zoho CRM is one app. Zoho One includes CRM + 45 more apps.

Can I try Zoho One free? 

Yes — you get a 30-day free trial without a credit card.

How much is Zoho One? 

$37/month per user (annually). $45/month if billed monthly.

How is it different from G Suite or Microsoft? 

Zoho One includes CRM, marketing, accounting, analytics, and more. It’s a full operating system.

Can I cancel Zoho One anytime? 

Yes, Zoho One offers both monthly and annual plans. Cancel monthly anytime without penalty.

Is Zoho One customizable for my business? 

Absolutely. Most apps are modular, and you can enable only what you need.

Do I need to hire someone to set it up? 

Nope. Start simple. Use one app. As you grow, the platform grows with you.

Will Zoho One work for my team? 

Yes, you can add users as your business grows. Permissions and roles are built in.

You don’t need a team. You need a secret weapon.

The Breaking Point Is Not Dramatic. It’s Boring.

Burnout doesn’t arrive like a fire alarm. It sneaks in quietly through 8:00 a.m. meetings that should’ve been emails, slowly stacks itself through decks you had to “tweak” for the third time this week, and settles in around the moment your Slack pings at 7:43 p.m. with “Just one quick thing before EOD.”

I remember the exact day I cracked. Not a nervous breakdown kind of crack, just the quiet, painful resignation of knowing there was absolutely no way I could deliver everything that was expected of me.

The request? “Can you just write up a campaign plan for this product launch by tomorrow? Just something quick and creative.”

You know that moment, right? When your brain does a quick scan of your workload and there’s simply… no space. Not even mental space. Your to-do list isn’t a list—it’s a landfill.

• A board meeting was coming up and all the global business units had still not sent me their data which would have to be cleaned, organized and turned into a sales slide deck. 
• There were the meetings before meetings to figure out what was going to be discussed in the meetings. 
• Oh, and then there was the global team call I had to run with folks on the other side of the world, so yeah, we’re going to do that meeting at midnight. 

I didn’t rage quit. I didn’t cry. I opened a Google Doc, stared at it for 15 minutes, and then Googled “freelance marketing help under $500.”

Because yes, I was seriously thinking about paying for help myself. It was at that moment I realized that I was a mini marketing agency with a slew of both internal and external customers and that my generous 6-figure salary was my retainer (and cash flow) and who said that I couldn’t spend my own money on my own projects?  Some people have hobbies, I needed to save my mental health.

That’s when everything changed.  That simple reframe of my job and responsibilities changed everything. 

The Stats Don’t Lie—And They’re Ugly

We’re not making this up. According to a recent Mixology Digital study, 83% of marketers say they’ve felt burnout. And a Chartered Institute of Marketing survey found that 51% fear they’ll burn out in their current role.

This isn’t just happening to junior staffers. This is you. The one holding all the marketing together with strategy decks and duct tape.

There are one-person marketing departments. That’s not a metaphor. That’s the setup at 32% of companies, according to HubSpot. And if you’re one of them, I don’t need to explain what that feels like.

Why No One Tells You They’ve Done This

Let me be clear about something. I have NO idea whether or not other people did this at the time. I kind of look at this as being on the down low so that I don’t crawl under a rock and go on anti-depressants. 

But I find it hard to believe that I was the only one.  I’ve had some creative ideas, but this one was just too obvious for me to think that other marketers weren’t doing the same thing. 

I mean, no one wants to admit they’ve gone rogue and hired a copywriter off Fiverr to polish their CEO’s LinkedIn article. Or paid a strategist $250 to ghostwrite an internal report that magically “got approved in one go.” Or brought in an outside marketing consultant just to stop spinning in strategy circles for weeks.

But I’m sure they do it.

Because they know the reality: You’re responsible for results. Not excuses.

That’s where the Marketing Fixer comes in.

Who Is Your Marketing Fixer?

She’s not a full-time hire.
She’s not your agency account rep.
She’s not your intern.

She’s the one who turns your gut feeling into a two-page strategy deck.
She’s the one who gets it—and gets it done—without a single meeting.

Think of her as your marketing co-conspirator. The one you don’t have to explain everything to. The one who knows what a “QBR deck with executive polish” means without needing a brief. The one who can crank out a last-minute nurture sequence or fix your messaging hierarchy before lunch.

If this sounds mythical, it’s not. It’s me. It’s the work I’ve done quietly behind the scenes for years. And there are more of us out there—freelancers, consultants, strategists—who’ve built our businesses around being exactly what you need when you need it, without drama or red tape.

OH, and if you’re thinking I’m going to share and spill who these people have been – ummm NO!

Why Marketing Managers Keep This Help on the Down Low

Let’s be honest. There are three reasons you won’t put this on your quarterly update:

1. Perception – No one really cares. You’re supposed to “have it handled.” Hiring outside help might feel like failure. It’s not. It’s resourcefulness.
   
2. Approval loops – You don’t have time to explain why you need help. You just need the work done.
   
3. Budget gymnastics – Sometimes it’s easier to expense software than a human. And sometimes, yes, you do pay out of pocket because your sanity is worth $300.
   

You’re not buying copy. You’re buying capacity. You’re buying peace of mind.

I’ve spent decades being the only trained marketing person on a management team and it’s exhausting. There’s no one to talk to, bounce ideas off of, work back and forth with. It’s a lonely existence.

And, when I finally got smart and invested in getting MY OWN marketing help with my own money, my life and results were transformed.

What It Feels Like to Have Help (for Real)

Here’s what happens the first time you let someone like me in:

• That “launch sequence” you were dreading? It’s done in a day.
• Your content calendar doesn’t feel like a trap—it feels like a plan.
• You stop feeling like you’re always three tasks behind.
• You feel sharp again.
  

Your boss notices that projects are moving faster. You’re hitting deadlines. Your work sounds tighter, your slides are cleaner, and the results are rolling in. Nobody knows you had help. They just think you’re leveling up.

And the best part? You sleep. You rest. You stop whispering, “I can’t keep doing this,” under your breath on Friday nights.

Why AI Isn’t Enough (And Might Be Making It Worse)

But wiat. Let’s address the shimmering robot in the room.

Yes, AI can help you write emails, generate headlines, even outline campaigns. I use it. You probably use it. But let’s not pretend that dropping a prompt into ChatGPT is the same as having a marketing mind on your side.

AI isn’t the problem. It’s the illusion of speed. It gives you “something” quickly—but not the right thing. Not the on-brand, audience-aware, conversion-tuned thing. It doesn’t know that your VP hates the word “solution,” or that your Q2 campaign tanked last year because the webinar title sounded like a TED Talk for accountants. It can’t feel that a tagline sounds flat or that your nurture sequence is all head and no heart.

AI is a tool. Your Marketing Godmother is a strategist, copywriter, fixer, and filter rolled into one. She doesn’t just generate ideas—she curates the best ones for your goals, your team, your politics, your bandwidth, and your customer.

You can use AI to write a blog post. But it won’t notice that your audience stopped reading after the second paragraph. I will.

AI won’t fight for your message in a sea of sameness. I will.

AI won’t call out BS data, pitch you a better CTA, or gently tell you your offer is confusing. I will.

That’s the difference between content and conversion. Between fluff and firepower.

How to Know It’s Time to Call in Your Marketing Fixer

If you’ve read this far, it’s time. But in case you need a checklist, here you go:

• Your “quick wins” list has been untouched for three weeks.
• You spend more time reacting than creating.
• You’ve reused the same email copy six times and no one noticed (because you don’t have the time to write new ones).
• Your content sounds like everyone else’s—and it bugs you.
• You’re dreaming about an extra set of hands that just… gets it.
  

Here’s What to Do

Fix It Session

$150.00

Send me one thing you’re stuck on in your business — a page, funnel, or offer. I’ll review it and send you a short video with clear feedback and next steps. No pressure, just a simple, actionable fix to get you unstuck.

Schedule Now

If you’re lucky enough to have budget, use it. If not, be scrappy—consultants like me offer quick-hit services, day rates, project bundles, and yes, sometimes, late-night ghostwriting sprints. You don’t have to commit to a retainer. You just have to start.

Because once you’ve had secret help, you’ll never go back.

Well, I just deleted more than 2,500 emails from my lists—and I’m really pissed about it. Over the past year, I thought I had cracked the code. I had built what I believed was the perfect and engaged email list filled with my target audience. I experimented with every kind of lead magnet you can think of: ebooks, quizzes, webinars, summits—you name it. But the results were always disappointing.

Some of these tactics barely moved the needle. Others brought in a ton of leads, but they weren’t buyers—they were freebie-seekers. So when I went through my list recently and cleared out everyone who hadn’t opened or clicked in months, it felt like I was cutting off a piece of myself. I deleted 2,500 contacts. People I never really connected with. It felt like failure.

And here’s the kicker: I teach this stuff. I help other small businesses figure out their marketing. So it got me thinking—what’s really going on with lead generation today? Clearly, the old playbook doesn’t work like it used to.

That’s what this article is about. I’m going to walk you through a better, smarter, more strategic way to think about generating leads. Yes, we’ll talk about process. Yes, we’ll talk about marketing strategy. But more than anything, we’re going to rethink everything you’ve been told about lead magnets.

This process is going to flip the script. It’s not about working harder—it’s about thinking deeper. 80% of the work is in the thinking, and only 20% is in the doing. Let’s dive in.

Why Lead Magnets Are Failing Us

After deleting 2,500 inactive contacts from my email list, I couldn’t help but ask—how did we get here? If I, someone who lives and breathes marketing strategy, ended up with a bloated list full of disengaged leads, what does that say about the tactics we’re all being told to use?

For years, we’ve been sold on the lead magnet formula: solve a small problem, give away something for free, and watch the money roll in. But if you’re like me—and I suspect you are—you’ve probably discovered that this method doesn’t deliver like it used to. That’s because it’s no longer just about grabbing attention; it’s about earning it with precision.

We need a shift. A smarter approach. A strategy that doesn’t just chase leads but attracts the right ones, and turns them into real business. That starts with moving away from one-off freebies and toward building an integrated lead generation system. A system based on strategy, not guesswork.

This article is going to unpack what that system looks like, how to audit what you’re already doing, and most importantly, how to move forward with intention and clarity. But if you’ve followed that advice and still find yourself with a disengaged list, few conversions, and a general sense of “what the hell am I doing wrong?”—you’re not alone.

The truth is, most lead magnets fail because they’re built on outdated assumptions. The market has changed. Consumers have changed. And it’s time we stopped chasing leads like it’s 2012.

What every business actually needs is not just a lead magnet, but a lead generation system. This article unpacks what that means, why it works, and how to build one based on strategy—not superstition.

The Problem with Traditional Lead Magnets

The traditional approach to lead magnets is simple:

• Identify a specific problem your audience has
• Create a downloadable resource to solve it
• Offer it in exchange for an email address
• Nurture them into becoming a customer
  

Sounds great in theory. But here’s the problem: it rarely works in practice.

Why?

• People are overwhelmed with freebies
• Most opt-ins don’t solve meaningful problems
• Lead magnets attract information hoarders, not buyers
• Email lists grow, but conversions don’t
  

This isn’t just a conversion issue—it’s a misalignment of intent. The format doesn’t match where your audience is in their journey. And worse, it doesn’t lead them anywhere specific.

What You Actually Need: A Lead Generation System

A lead magnet is a tactic. A lead generation system is a strategy.

The system doesn’t start with “what kind of freebie should I make?” It starts with questions like:

• What’s my business goal?
• Who is the customer I want to attract?
• Where are they in their decision-making journey?
• What action do I want them to take next?
  

When you reframe lead generation this way, the “magnet” becomes just one part of a larger mechanism—what we call a lead mechanism.

From Freebie to Framework: Reimagining the Role of Your Lead Magnet

At this point, you might be realizing that what you’ve built isn’t a system—it’s a one-off. Maybe you created a lead magnet that you were proud of, but it didn’t convert. Or maybe it brought in people who never bought anything. That’s not a failure of effort—it’s a failure of structure.

Here’s the shift: instead of thinking of your lead magnet as the centerpiece of your strategy, start thinking of it as one tool in a larger system designed to attract, qualify, and convert the right people.

Before we can optimize what you’ve got—or start from scratch—we need to zoom out and evaluate how your existing lead magnet fits into your overall strategy. That’s where the Lead Mechanism Audit comes in.

The Lead Mechanism Audit

Use this 5-point audit to evaluate whether your lead magnet is actually part of a system—or just a standalone giveaway.

1. Does it align with a business goal?

• Wrong: “I need more leads.”
• Right: “I want to generate 10 qualified demo calls from consultants earning $100K+ who need help with sales funnels.”
  

Your lead generation system must be tied to an outcome. Otherwise, you’re building a funnel with no destination.

2. Does it match the intent of your ideal customer?

• Wrong: Free checklist for everyone
• Right: Pricing calculator for those ready to buy
  

It’s not about format—it’s about relevance. Lead magnets should meet people where they are and help them take the next step.

3. Does it start a conversation or trigger a next step?

• Wrong: Opt-in > Email list > Silence
• Right: Opt-in > Custom report > Call to action
  

Your magnet should drive action, not just collect information. Every interaction should be a step closer to conversion.

4. Does it filter out the wrong people?

• Wrong: Broad resource anyone could use
• Right: Specific tool that only your best-fit customer finds useful
  

Lead generation is about quality, not quantity. The best magnets repel bad leads as much as they attract good ones.

5. Does it have a feedback loop?

• Wrong: Launch and hope
• Right: Track opt-in rate, email engagement, conversion metrics
  

Good marketers test and optimize. Your lead gen system should evolve based on data.

Your Website Is Your Best Sales Rep

Before someone talks to you, they’ve already made up their mind.

According to research from Gartner, buyers complete 57% to 70% of the decision-making process before ever reaching out to a vendor. That means your potential customers are checking you out silently—scrolling your homepage, clicking through your services, reading testimonials, and silently deciding if you’re legit, trustworthy, and worth their time.

And if your website isn’t doing the heavy lifting, you’re losing sales.

Think of your website as your highest-ROI sales rep. Unlike a human rep, it works 24/7. It doesn’t take breaks, it doesn’t miss follow-ups, and it doesn’t get tired. But it needs to be trained—and that means intentionally designed.

A high-performing, sales-centered website should:

• Make your offer crystal clear within the first 5 seconds
• Educate visitors about how you solve real problems
• Build trust through testimonials, case studies, and results
• Segment traffic by buyer intent (curious vs. ready-to-buy)
• Offer a compelling next step (book a call, buy, or subscribe)
  

If you hate selling, this is good news. Done right, your website can do most of the trust-building and filtering for you. But it has to be part of your lead generation system, not just an afterthought or placeholder.

It’s not just about getting traffic—it’s about converting attention into action.

Real-World Examples of 24/7 Sales-Centered Websites

Here are five small businesses that are using their websites to attract, qualify, and convert leads with clarity and strategy. These examples demonstrate how a well-placed lead magnet and thoughtful design can drive results—day or night.

The Budget Mom – Quiz and more

• Website: thebudgetmom.com
• Lead Magnet: Quiz
• Why It Works: It’s interactive, customized and personal

This site has tons of ways to grab your attention.  Want a personalized quiz, she’s got that.  Maybe you want to join a facebook group, she’s got that.  Want to take a course?  Yep, she’s got that too.  

Why so many opt in options?  She’s getting amazing interest information from her website visitors.  Whatever you decided to click on, download, or join has tagged you in her email list so that you can get customized emails with customized offers. 

Minimalist Baker – Free E-book with Recipes

• Website: minimalistbaker.com
  
• Lead Magnet: Downloadable plant-based recipe e-book.

• Why It Works: It fits seamlessly with the brand’s core content and draws in the exact right audience.
  

The Sales Evangelist – LinkedIn Prospecting Course

• Website: thesalesevangelist.com
  
• Lead Magnet: LinkedIn Prospecting Course

• Why It Works: Highly actionable and relevant to the audience’s immediate business needs.
  

These businesses aren’t just handing out free stuff—they’re strategically aligning their lead magnets with their offers, audiences, and buying journeys. And so can you.

Before someone talks to you, they’ve already made up their mind.

According to research from Gartner, buyers complete 57% to 70% of the decision-making process before ever reaching out to a vendor. That means your potential customers are checking you out silently—scrolling your homepage, clicking through your services, reading testimonials, and silently deciding if you’re legit, trustworthy, and worth their time.

And if your website isn’t doing the heavy lifting, you’re losing sales.

Think of your website as your highest-ROI sales rep. Unlike a human rep, it works 24/7. It doesn’t take breaks, it doesn’t miss follow-ups, and it doesn’t get tired. But it needs to be trained—and that means intentionally designed.

A high-performing, sales-centered website should:

• Make your offer crystal clear within the first 5 seconds
• Educate visitors about how you solve real problems
• Build trust through testimonials, case studies, and results
• Segment traffic by buyer intent (curious vs. ready-to-buy)
• Offer a compelling next step (book a call, buy, or subscribe)
  

If you hate selling, this is good news. Done right, your website can do most of the trust-building and filtering for you. But it has to be part of your lead generation system, not just an afterthought or placeholder.

It’s not just about getting traffic—it’s about converting attention into action.

Small business owners often think their website is just an online brochure. But in reality, it should be your highest-ROI sales rep.

Your website should:

• Educate and qualify leads
• Show proof and testimonials
• Offer clear next steps
• Guide the visitor from interest to action
  

This is especially important for business owners who hate selling. Your website should do the heavy lifting so you don’t have to.

Rethinking the Role of Free

One of the biggest assumptions in marketing is that free always works best. But studies show otherwise:

• Paid lead magnets often convert better downstream
• Buyers who make even a small purchase are more likely to buy again
• Free offers attract volume, but not necessarily value
  

The key is intent. A $7 tool may bring in fewer leads, but they’ll be higher quality and closer to buying.

Here’s an example of a small business just like yours that ran this lead gen strategy all the way to the bank.

Growbo – Ultimate Swipe File for Business Sales Funnels

• Website: Growbo
  
• Tripwire Offer: A comprehensive swipe file designed to help businesses create high-converting sales funnels.
  
• Price Point: $9
  
• Why It Works: This offer provides immediate, actionable value, helping businesses enhance their marketing efforts. It’s a low-risk investment that leads to higher-value services.
  
• Results: Generated over $12,000 in direct revenue, with additional upsells following the initial purchase.

Bringing It All Together

By now, you understand that your website should function as a 24/7 sales rep—and that your lead magnet, if you’re going to have one, needs to do more than just collect emails. It needs to be embedded within a larger, intentional system that filters, qualifies, and moves people toward a real next step.

And yes, that can feel overwhelming. But the fix doesn’t have to be complicated. In fact, here’s your one, simple action step:

Look at your current lead magnet. Ask: what’s the next step I want someone to take after they download it—and does my website clearly guide them there?

If the answer is no, that’s your starting point. Align your lead magnet with your business goal and make sure it connects directly to your website’s next action. That one change can completely shift how your lead generation works.

Need Help? Let’s Fix It Together

Still stuck on what to fix or how to improve your lead generation system? I offer a 1-on-1 Fix-It Session where we look at your website, your lead magnet, and your marketing flow—and solve the exact issue that’s blocking results.

No fluff. No vague advice. Just a focused, 45-minute session for $150 to get real clarity and direction.

Fix It Session

$150.00

Send me one thing you’re stuck on in your business — a page, funnel, or offer. I’ll review it and send you a short video with clear feedback and next steps. No pressure, just a simple, actionable fix to get you unstuck.

Schedule Now

Lead generation isn’t about chasing trends or mimicking what’s popular. It’s about building a system that reliably attracts and qualifies the right people for your business.

Start by throwing out the idea that you “need a lead magnet.” Instead, design a process that:

1. Aligns with a real business goal
2. Matches your customer’s intent
3. Guides them to a next step
4. Filters out the wrong people
5. Gives you data to iterate
   

Once you start thinking like a strategist instead of a tactician, everything changes. And your lead generation finally starts to work like science.