Money. You Got This.

Hilary Laffer and Amy Swift Crosby have worked together as brand strategists since 2005. Together (and separately) they have helped hundreds (thousands?) of businesses and founders distill and articulate their mission, vision and positioning, in industries ranging from consumer products, hospitality, restaurant, retail, beauty, wellness, education and real estate – as well as product and service companies who are solely B to B. Hilary is the principal of Part & Parcel, a full-service creative agency based in Los Angeles. Amy is a copy writer and strategist who divides her time between Los Angeles and an undisclosed seaside village in Massachusetts. Here's what you'll learn: What Branding Actually Is (And Isn't) Why branding is not just logos, colors, or taglines. The concept of "it's giving…" - your brand is the feeling people get from every interaction. How small details (website, phone calls, environment, communication) shape perception. The "Net Effect" of Your Brand How customers make decisions based on a cumulative gut feeling, not one single factor. Why inconsistent messaging creates doubt—even if your service is excellent. Real-world examples of brands losing trust due to chaotic or misaligned experiences. Common Branding Mistakes Business Owners Make Thinking branding is only visual design instead of full experience. Copying marketing tactics (social media, newsletters, ads) without strategy. Trying to appeal to "everyone" instead of defining a clear audience. Why Most Businesses Don't Know Their Ideal Client The danger of not being able to clearly explain who you serve and what problems you solve. How lack of clarity kills referrals, networking opportunities, and conversions. Why "everyone is my client" = no one is your client. How to Improve Your Brand Without a Big Budget Simple ways to audit your brand: website, client touchpoints, communication, environment. How small changes (and what those changes are) can dramatically improve perception. Why alignment across all touchpoints matters more than perfection. Brand Strategy as a Business Growth Tool How a strong brand acts as a magnet, not a megaphone. The hidden cost of a weak or unclear brand (missed partnerships, lost opportunities). Using your brand as a filter for decisions: marketing, partnerships, messaging. Final Takeaways for Business Owners Branding is happening whether you control it or not. Clarity beats complexity... know who you serve and what you stand for. You don't need to do everything, you need to do the right things consistently. Connect With Hilary & Amy Website | Instagram

Taxes Shmaxes. Taxes dont have to stink! Being smart with you you plan for taxes is what it's all about! Check out my interview with Ilona & Takaya Brunner! We've got some nuggets here!

What's up with all those chat services? Who is really behind all those chats? I have no idea. But if you want to touch your clients - while you have bedhead - and coffee - listen in to this interview I did with Beth Bogan!  STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

Marketing. You can either figure it out by ya-self - or learn from some smart people.  Check out this interview I did with Barbara Goldberg.  She is so smart - she is like Barbara Corcoran's doppelganger with longer curly hair.  Hint : there is no hint, just listen in! EPISODE: Research Responsively The Time Outside of Business Retire with Gusto   STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

The easiest way to grow your business is through referrals. Period. You just need a system - and then take action. Do you want to get referrals, and make serious progress? Then listen to this interview I did with Steve Gordon. Does he have 42 million followers? No. But Steve knows this stuff cold. I think his middle name is referrals. EPISODE: Don't Make These Marketing Mistakes! Building Your Referral Network Inbound Marketing vs. Outbound Marketing STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

Entrepreneurs - the key ingredient to your biz success is How You Think - and the Actions You Take.  Period. That's it.  Get inside Your Mind. Check out this interview I did with Mandi Ellefson.  She is one of those quiet powerhouse strategic thinkers who flat out rocks.   STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

You know you need to fill your pipeline. Duh. But how do you get the right leads, people that will actually buy from you? Check out my interview with Tom Poland - founder of Leadsology. His stuff rocks - and works! EPISODE: Is Your Lead a Real Lead? Systems for Demand Generation Generalize Marketing or Get Nichey With It STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

Parents! You want the best for your kiddos? Listen in to my interview with Dr. Tanya Altmann! She's got tons of energy! Great tips for your kids... Bonus - if you are a biz owner - you will freak out to see how much Dr. T does in like one day! She is everywhere! EPISODE: Being Intentional in Your Business What is Concierge Care? Media Madness STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

Meet Gov Dordon. Wait - I got it wrong - it's Dov Gordon. Prob the humblest biz coach / consultant / sales dewd I know. You want more sales? Listen in. Talk about simple? Just implement and learn from the Dov! EPISODE: Embrace Alchemy Understanding Clients to Understand Marketing Meeting a Specific Need STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

Does Mark sleep? I don't think so. Can he do 91 burpees in 17 seconds? Prob. Mark has built a Dental Enterprise Beast. If you are in dentistry, just listen in - he's got some serious chicken MC 'nuggets for you. Ready, set Go! EPISODE: Different People Learn...Differently The Trial & Error of Growth Finding Yourself Outside of Your Business The Keys to Communication STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

The secret to succeeding in biz? Hint! There is none! It's about working your system, building up your biz, one day at a time. Listen in to Marty Levy - learn from him - he is the CEO of an Insurance & Benefits Firm - and a serious Laker fan. Go Lakers. EPISODE: Pathway to Success Thinking of Tomorrow Building a Team Currency of Connection STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

Check out my podcast interview with Dr. Iris Stone.  Listening is such an important skill as a biz owner. But you actually need to be able to hear!  Yep. Check out Iris right here.  Learn from an audiologist what it takes to be successful in life and biz! EPISODE: Starting a Start-up No Guts, No Glory Your Best Investment is YOU Making the Most of Time and Revenue STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

I don't even know where to begin. Do you want to have a referable brand?  How about creating an amazing network of people that can send you business? Listen in to my interview with Michael Roderick. This guy has been around. He isn't chopped liver. And he isn't chop suey. I don't know if he eats chopped salads. But he is one smart dewd. Michael is the man. EPISODE: What even IS a referrable brand? Defining Your Brand The Key to Building Your Network Over-extend vs. Over-deliver Managing Relationships Like a Boss   STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

Ground Control to Major Dentists.Your Front Office Team. They da gatekeepers. They represent your brand - and your patient experience. Check out my kibbitz session with Laura Hatch, from Front Office Rocks. Learn how to invest in your team right here.   EPISODE: Your Front Office Needs to Rock! Investing in the Team Patient Retention Tracking Metrics   STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

Marketing is Hyaj! That wasn't a typo. It's really Huge. Especially when you are trying to grow - and make more money than you have made for the past 82 years. Check out my man Dan Del Main. The guy knows marketing. Especially for you dentists out there! Grab some coffee/tea/wine, or your 23 days cleanse, and listen in!   EPISODE: Marketing is an Investment, not an Expense Teamwork Makes the Dream Work Less is More? Or do it All? Measuring the ROI   STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

Speaking. One of the best ways to do lead gen for your business. If you are a dental consultant, check out my interview with Vanessa Emerson. She runs 2 Dental Speaker Orgs. One super kind lady! EPISODE: Becoming a Speaker Creating a Plan Approaching a Meeting Planner The Dental Speaking Institute BONUS! - Email [email protected] to receive a complimentary PDF version of Vanessa's new book, So... You Think You Want to Speak in Dentistry? for more information on becoming a professional speaker.  STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

That's Nacho Cheese. Why? Cuz Paul Goodman moved your cheese. I think he even ate it.  He's a dentist - and he even flosses. He runs Dental Nachos - an organization that teaches dentists how to be super successful! Check it out!   EPISODE: Life's Transitions Origins of the Unknown A Love of Learning What Happens if you do Nothing   STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!

Buying or selling a business? It could be your next strategic move in this Covid environment.  Check out my interview with Lana Hout. She is a broker agent at First Choice Business Brokers.  She's the real deal. One smart cookie!    EPISODE: Making Your Business Attractive Knowing What Your Business is Worth Selling Your Business   STAY CONNECTED Facebook | Twitter | LinkedIn www.coolmoneyshow.com | Read the Full Shownotes!