Most business owners have heard that "the money is in the list."

But building an email list is only the beginning.

The real challenge is staying in touch with prospects and clients without sounding pushy, salesy, or becoming the business everyone unsubscribes from.

In this episode, Paul Sweeney sits down with email marketing strategist Ely Delaney to unpack a simpler, more effective approach to email marketing. They discuss how to build trust, create genuine relationships, and stay top of mind so that when people are ready to buy, they think of you first.

If you've ever struggled with follow-up, wondered what to send to your email list, or felt uncomfortable marketing your business, this episode is packed with practical advice you can put into action immediately.

What You'll Learn:

• Why most email marketing fails
• How to build trust without being salesy
• The biggest lead magnet mistakes businesses make
• Why people buy when they're ready, not when you're ready to sell
• A simple strategy to re-engage inactive contacts
• How to write emails that people actually want to read

Email isn't dead. Bad email marketing is. In this practical conversation, Ely shares simple strategies that can help you get more value from the relationships you've already worked hard to build.

Ely Delaney is the creator of the Follow Up Rockstar System, helping entrepreneurs build a 24/7 automated system and go from surviving to thriving in any economy.

He’s an Amazon bestseller with his books “Marketing Tidbits” and “Networking Tidbits” & his program “Networking Like A Rockstar” has over 1416 students globally.

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www.elydelaney.com

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Most business owners work hard, grow their revenue, and build something valuable—but still feel uncertain about their numbers. Pricing feels like guesswork, cash flow is unpredictable, and when it comes to valuing the business, there’s no real clarity. In this episode, Paul Sweeney sits down with Jeff Glick to unpack why this happens and, more importantly, how to fix it.

If you want to make better decisions, improve profitability, and ensure your business is truly worth what you think it is, this conversation breaks down the practical steps to get there. It’s not about doing more work; it’s about building the right financial structure to support the business you already have.

What you’ll learn in this episode:

• Why many profitable businesses still struggle with financial clarity
• The difference between basic bookkeeping and a true financial infrastructure
• How poor or inconsistent numbers can reduce your business valuation
• What it really means for a business to be “bankable”
• The hidden risks that buyers and lenders look for during due diligence
• Why financial management should be treated as an investment, not an expense
• The simple foundational steps to improve cash control and reporting
• How to identify and fix the biggest financial risks in your business
• Why looking at your business as if you were selling it can improve performance today

At the heart of the discussion is a clear message: better numbers lead to better decisions. When your financial systems are accurate, timely, and aligned across the business, everything improves—from cash flow and profitability to trust from buyers, lenders, and your team.

Ultimately, this episode challenges business owners to stop treating finance as a compliance task and start using it as a strategic advantage. Because whether you plan to sell your business or not, the businesses that invest in their financial infrastructure are the ones that grow faster, operate with more confidence, and achieve far greater value over time.

Jeffrey Glick leads U.S. operations for Outsourced CFO firm and has spent 30+ years in the trenches helping founders, CEOs, and boards increase company value — especially when they’re preparing for Series funding, business loans, or a potential exit. Jeff has been a CFO for hedge funds, private equity firms, SPACs, and high-growth companies, and now works hands-on as a fractional CFO, helping businesses get “investor-ready” before they need capital.

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www.ocfo.com

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When your business feels overwhelming, it’s easy to assume you need more discipline, more motivation, or bigger goals. But what if the real solution is the opposite? In this episode, Paul Sweeney speaks with Dr Christiane Schroeter about how small, repeatable actions—not big bursts of effort—are the key to restoring clarity, reducing burnout, and building real momentum. If you’ve been stuck, overthinking, or constantly busy without progress, this conversation will help you simplify your approach and start moving forward again.

What you’ll learn:

• Why overwhelm often comes from goals that are too big—and how to “deflate” them into achievable first steps
• The importance of connecting your goals to your personal values and why that drives real motivation
• How the “Petite Practice” framework turns small daily actions into consistent progress
• Why action matters more than perfection—and how to remove the pressure to get it right the first time
• How to focus your time and energy using priority and urgency instead of trying to “manage time”
• The hidden cost of holding onto low-value tasks, and how letting go creates space for what matters
• Why communicating your goals creates accountability and attracts the right support around you

In this episode, the message is simple but powerful: you don’t need to overhaul your business overnight to make progress. By taking small, intentional steps—consistently—you can regain clarity, protect your energy, and build a business that moves forward without burning you out. Start small, stay consistent, and let momentum do the rest.

Dr Christiane Schroeter helps leaders build real confidence and move through change with clarity and momentum, one small step at a time. A TEDx speaker, Fulbright Scholar, professor, and bestselling author featured in Business Insider, she hosts the Top 1% Happy Healthy Hustle podcast.

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There comes a point in every business where working harder isn’t the answer anymore—something needs to change. In this episode, Paul Sweeney is joined by Ron James, a fractional Chief Operating Officer (COO) who helps growing businesses move out of constant firefighting and into structured, scalable operations. If you’re feeling overwhelmed, stuck in the day-to-day, or unsure how to adapt to increasing pressure, this conversation will show you how to regain control, create clarity, and build a business that can grow without breaking.

Ron shares practical insights from decades of experience across retail, technology, and operational leadership, helping business owners understand why chaos isn’t caused by speed, but by a lack of structure. From the power of simple processes through to the role of planning and leadership, this episode is packed with actionable takeaways for any SME owner trying to navigate change.

What you’ll learn in this episode:

• Why working harder won’t fix a broken or overwhelmed business
• How to create structure and processes that reduce chaos and improve performance
• The difference between being busy and making real progress
• Why planning is critical, especially when you feel like you don’t have time
• How poor processes lead to constant interruptions, reliance on the owner, and team inefficiency
• The role of leadership in empowering employees to solve problems independently
• How a fresh, external perspective (like a fractional COO) can unlock growth
• Why simplifying your business is often the fastest path to scaling
• How better systems can reduce burnout and improve both performance and culture

A consistent theme throughout the conversation is that many business owners unintentionally become the bottleneck in their own business (jumping in to solve problems, bypassing systems, and staying stuck in the weeds). Ron highlights how stepping back, building repeatable processes, and empowering your team can shift you from operator to leader, and ultimately create a more scalable, enjoyable business.

This episode is a strong reminder that growth doesn’t come from doing more. It comes from doing things better. By simplifying, systemizing, and focusing on what really drives progress, business owners can move out of survival mode and start building a business that works for them, not the other way around.

Try Ron's business health assessment

Ron James - Many businesses don’t flounder because of poor metrics, but because leaders get in the way. Ron James has the unique ability to redesign founder-led companies into scalable operating machines—not just advise them.

Ron is the Founder of Opscale Partners and serves as Chief Operating Officer of Tax Guardian. His career spans operational roles at the #1 retail, consumer electronics, and tax preparation companies in the world.

Ron is an Eagle Scout and enjoys camping and spending time with his boys through Scouts and sports.

www.opscalepartners.com

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If you’ve ever found yourself frustrated by what feels like a disconnect between generations in your team—especially when working with Gen Z—this episode will shift your perspective. Rather than blaming younger employees for a lack of accountability or work ethic, this conversation with Trudy MacDonald reframes the issue: it’s not about effort, it’s about expectations, communication, and leadership. You’ll walk away with practical ways to improve accountability, have better conversations, and create a more aligned and productive team, regardless of age.

What you’ll learn:

• Why Gen Z isn’t the problem and what’s really driving workplace friction
• How generational differences shape expectations around work, feedback, and accountability
• The role of empathy in bridging the gap between leaders and younger employees
• How to create a feedback-rich culture where conversations flow up, down, and across teams
• Why many accountability conversations fail and how to improve them
• A simple framework (SBI: Situation, Behaviour, Impact) to give clearer, more constructive feedback
• How to shift from blame to curiosity when addressing performance issues
• Why setting clear outcomes matters more than controlling how work gets done
• The importance of regular check-ins and consistent communication rhythms
• How to agree on next steps so accountability conversations actually lead to action

At its core, this episode is about leadership evolution. The workplace has changed, and expectations have shifted, but the opportunity is significant. By combining empathy with accountability, creating space for open dialogue, and being intentional in how feedback is delivered, leaders can unlock the full potential of every generation. The conversation finishes with a simple but powerful reminder: stay curious. That’s the key to better communication, stronger teams, and better outcomes.

For more great conversations, check out Trudy’s previous episodes here:

Ep 152 – From Burnout to Brilliance: Transforming Workplace Culture

Ep 169 - Rethinking Pay: Why Your Top Talent Might Be Eyeing the Exit

Trudy MacDonald has worked extensively with Boards, leaders and leadership teams over the past 20 years and is a sought-after coach to leaders across industries.

She is an experienced CEO, an established business leader and thought leader in the areas of strategy, people, and culture. She specialises in empowering organisations to become great by maximising the performance and productivity of their people.

She is a multi-award-winning speaker having been honoured as “Speaker of the Year” by the world’s largest CEO network – The Executive Connection (TEC). Trudy is a regular speaker to Leaders and Boards and regularly presents on the topics of strategy, high performance organisations and leadership at Industry Associations, Conferences and Corporate Events. Her career is founded on an education in Organisational Psychology and spans Australia, New Zealand, the USA and parts of Asia.

www.talentcodehr.com.au
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Most business owners don’t fail because of a crisis. They fail because they never built the foundation that would protect them when a crisis arrives. In this episode, Paul Sweeney connects the dots from two powerful conversations with turnaround experts and reveals a simple but critical insight: everything that gets rebuilt in a business crisis should have existed long before it ever started.

If you’ve ever felt unclear about your direction, reactive instead of proactive, or unsure how your business would hold up under pressure, this episode will show you exactly what’s missing — and how to fix it before it becomes a problem.

What you’ll learn:

• Why business turnarounds are more about leadership, psychology, and culture than just numbers
• The real reason businesses fail, and why it happens long before the financials show it
• How lack of clarity and alignment quietly weakens your business over time
• Why most traditional business plans don’t work (and what to replace them with)
• The importance of having a clear, written strategy that aligns your team, suppliers, and stakeholders
• What a practical, one-page business plan looks like and why it works
• How to build a “living” plan that guides decisions instead of sitting in a drawer
• The role of rhythm (weekly, monthly, quarterly) in keeping your business on track
• Why the businesses that thrive in tough conditions are the ones that planned early, not late

The businesses that survive — and more importantly, thrive — aren’t the ones that scramble when things go wrong. They’re the ones that already have clarity, alignment, and a clear direction before the pressure hits.

This episode is a reminder that good business planning isn’t about creating a document. It’s about building a system that gives you clarity, focus, and control. Start now with a simple, honest plan because the time to build the foundation your business needs isn’t during a crisis, it’s long before it ever arrives.

Learn more about The Business Plan Operating System

Watch Ep 177 with James Martin Beyond Survival: Strategic Turnaround Tips

Watch Ep 158 with Mike Dunlop The Art of the Turnaround: Leadership Lessons for Business Success

Paul Sweeney Chartered Accountant & Business Advisor, launched Pretium Solutions after a long and successful career in accounting and business advisory. Paul credits his passion for small business with growing up in country NSW, where family-run businesses were the cornerstone of everyday life.

For Paul, the driving force behind The Business Behind Your Business was to make high end, proactive, directed and value-based advisory services available to small to medium businesses.

Paul brings to the table decades of experience as a highly qualified accountant and business advisor at every level of business. Through consulting, coaching and on-the-ground training and operations, his focus is on unlocking the untapped potential for greater profitability. Paul’s qualifications allow him to pair strategic advice with an advanced understanding of taxation and compliance matters.

www.pretiumsolutions.com.au

www.paulsweeneyaccountant.au

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Most business owners start out chasing freedom — more time, more flexibility, and control over their life. But somewhere along the way, that freedom often disappears, replaced by long hours, constant pressure, and a business that feels like it owns you.

In this episode, Paul Sweeney is joined by Chris Papin to unpack why that happens (and more importantly, how to fix it.) You’ll learn how to close the gap between the business you imagined and the reality you’re experiencing, with practical insights on discipline, financial awareness, and how to regain control of your time.

What you’ll learn:

• Why “freedom” in business often turns into being constantly on
• How ignoring your financials can quietly create risk and stress
• Why most business owners get stuck reacting instead of planning
• How poor assumptions (especially around growth and marketing) compound over time
• The ideal rhythm for reviewing your financial performance, and why waiting too long is costly
• How to think about your week differently using the “168 hours” framework
• Why real freedom in business is a design choice, not something that just happens

In this conversation, Paul and Chris bring a practical, no-nonsense perspective to what it really takes to build a business that supports your life — not consumes it. They highlight how better financial awareness, clearer priorities, and intentional use of your time can help you avoid the trap of constant busyness and regain the flexibility you set out to achieve.

The key takeaway is simple but powerful: you don’t get freedom in business by working harder. You get it by designing your business and your time more deliberately. When you shift from reacting to leading, and from guessing to measuring, you move closer to a business that works for you.

Chris Papin, the owner and advisor at Papin CPA, is a seasoned CPA, attorney, and insurance producer. With a background in accounting and law, Chris offers invaluable advisory services that navigate complex financial and legal terrains, ensuring growth and compliance for businesses. His innovative insights and client-centred approach make him a trusted guide for businesses aiming for a prosperous future.

LinkedIn

www.papincpa.com

www.papinspeaks.com

Get Chris's book here 168 Hours: A Startup Business Guide That Respects Your Time: A Smarter Way to Start, Structure, and Scale a Small Business

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If you’ve ever felt like your advertising is a gamble — spending money without knowing what’s going to work — this episode will change the way you think about marketing. In this conversation, Paul sits down with Skip Wilson to show how business owners can move away from guesswork and start using data to make better, more predictable decisions.

Instead of relying on what worked for someone else or hoping a campaign delivers results, Skip explains how to treat advertising as a system, where data gives you clear feedback on what to fix, improve, and scale. If you want more consistent leads and greater confidence in your marketing spend, this episode gives you a practical framework to apply straight away.

What you’ll learn:

• Why most advertising starts as guesswork, and how data removes the uncertainty
• How to treat campaigns as systems and identify exactly where they’re breaking down
• The key metrics that actually matter (especially customer acquisition cost)
• Why platforms aren’t the problem, and where to focus instead
• How to forecast campaign performance before you spend your money
• How faster feedback loops and small adjustments improve results over time

At its core, this episode is about taking control of your marketing. When you understand the numbers behind your campaigns and use data to guide your decisions, advertising becomes less of a gamble and more of a repeatable growth system for your business.

Skip Wilson, founder of DRAFT Media Partners, transformed his teenage passion for copywriting into a thriving career in advertising. From pioneering digital platforms at CNN Special Project to leading iHeartMedia's digital division, Skip's journey epitomizes innovation. With accolades like "Most Intuitive Software Developer" and "Best Marketing Software Developer," Skip's expertise and acclaimed podcast empower businesses to excel in the ever-evolving marketing landscape.

www.draftadvertising.com

The Advertising Podcast

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