Making Marketing Work with Bob Theuring

I talk with Bob Theuring, a business coach based in Huntington who runs Tandem Innovations. Bob helps people grow by focusing on accountability, impact, and influence. We dig into the confusion that surrounds marketing for a lot of business owners. Bob says clients come to him asking for help getting the word out, but what they really need is clarity on what they’re trying to say and who they’re trying to reach. I agree and talk about how important it is to understand past experiences, existing systems, and realistic goals before diving into any kind of marketing effort.

We talk about consistency. I say it’s better to spend $1,000 per month for six months than to blow $6,000 in a single month. That gives you time to learn, adjust, and build something repeatable. We also discuss how people are quick to write off entire channels—radio, billboards, digital—when the issue isn’t the platform but how it’s being used. Every platform works somewhere. The challenge is making sure it works for your audience, your message, and your price point.

We draw a line between marketing and sales. I think of marketing as farming and sales as hunting, but I stay away from words like “sharks” and “hit lists” because they push people toward treating clients like prey. Bob agrees, and we talk about how words matter. They shape how we think and how we act. Clients can sense when they’re being treated like a target instead of a partner.

We also talk about the trap of magical thinking. A lot of business owners believe one postcard, Facebook ad, or video will set them for life. When it doesn’t, they think marketing doesn’t work. The truth is, marketing takes time. You have to test, track, and try again. Bob says referral marketing is a good example. It’s slow, like farming, but powerful over time. We both stress that doing something—anything—is better than doing nothing. Even if you’re just sending postcards, you’re staying visible.

Toward the end, we talk about asking better questions. I say most of the time, the right question leads to the right answer. Bob says even experienced business owners can struggle to define their ideal client, which is a marketing problem at its core. We agree that one of our biggest jobs is helping people think more clearly about what they offer, who it helps, and how to talk about it in a way that makes people care.

This episode is about clearing away the noise and getting to the heart of what makes marketing work. It’s not about hype. It’s about clear goals, consistent effort, and meaningful connection.