From Our Members


By Kathy Bowersox, M.Ed., LPBC, LMEC

Although there are many marketing strategies for growing your business, small business owners get most of their business through word-of-mouth marketing.  In fact, when ran a marketing survey a few years ago, the majority of respondents indicated that the marketing methods they were using included networking (68.8%) and referrals (54.3%). Another study reported in Forbes stated that 78 percent of startups say networking is vital to their entrepreneurial endeavors. One of the best ways to grow your business in this manner is through getting involved in formal business networking groups.

Networking groups can be a valuable tool for business owners looking to build relationships, generate referrals, and grow their businesses. However, not all networking groups are created equal!  There are a number of common complaints that people hate about networking groups, including:

  1. HIGH-PRESSURE SALES TACTICS:  Some business networking groups place a heavy emphasis on generating business referrals for other members every week, which can create a sense of pressure and obligation to refer business.  Referrals are an essential element of business networking groups, but the focus should be on building the relationships that will bring you consistent referrals and partnering with people to whom you can consistently refer.
  2. TOO MUCH EMPHASIS ON SOCIALIZING:  While networking groups can provide opportunities for socializing and building relationships, some people may find that there is not enough focus on business and professional development.  If you don’t spend any time focusing on each others’ businesses, you won’t be able to refer quality clients and referral partners to the others in the group.
  3. SAME OLD BORING AGENDA EVERY SINGLE MEETINGMost networking groups follow the same agenda every week that is, in reality, not designed for the group members, but for the visitors.  These agendas usually include each member sharing their elevator speech, which is a huge waste of time, since all group members already know each other and what each member does.  Not only is this kind of agenda boring, leading members to tune out, but also, it does not leave time for actually networking, where members are building their relationships and learning more about each others’ businesses on a deeper level.
  4. TOO MUCH DIVERSITY:  Most networking groups allow anyone with a pulse and a credit card to join and they do not vet members for suitability for the group based upon many factors, including length of time in business, success of business, type of business (lifestyle vs. full-time, MLM, or direct marketing). As a result, often, more established and successful business owners are not networking with their peers and are not getting the consistent referrals they need to grow.
  5. TOO MUCH FOCUS ON THE ORGANIZER:  Some networking groups may be overly focused on the organizer or leader (who is usually not a professional, but a volunteer who will rotate out in a few months), which can create a sense of the group being all about the organizer, instead of being focused on the members and growing their success.
  6. TIME COMMITMENT:  Most networking groups require a significant time commitment, with mandatory, frequent meetings and events, which can be challenging for busy entrepreneurs.  Quality of meetings is more important than quantity.
  7. LACK OF ENGAGEMENT:  Some networking groups may have a high turnover rate or a lack of engagement from members, which can limit the opportunities for building relationships and generating business referrals.  An active, dynamic group will grow your business the fastest.
  8. CONFLICT WITH MEMBERS OR LEADERSHIP:  Personal conflicts or disagreements with other members or leadership can make a networking group an uncomfortable or unwelcoming environment, leading members to leave.  Additionally, cliques are formed in many networking groups, leaving those outside the clique outside the action and feeling as if they are not fully part of the group, which also leads to members not being as engaged and often leaving those groups.
  9. POOR ORGANIZATION OR COMMUNICATION:  Some networking groups may have poor organization or communication, which can lead to confusion and frustration for members.  It is important that all members can stay connected, communicate, and refer easily between meetings.
  10. INADEQUATE TRAINING OR SUPPORT:  Some networking groups may not provide adequate training or support for members, which can lead to members not making full use of the opportunities in the group and limit the opportunities for professional development and growth.
  11. LACK OF TRANSPARENCY OR ACCOUNTABILITY:  Some networking groups may lack transparency or accountability in their operations, which can create distrust among members and limit the opportunities for collaboration and referral generation.

Ultimately, these issues result in a lack of overall value for many networking groups.  Additionally, many of these groups provide no additional value outside of meetings.  If a networking group does not provide enough value in terms of business referrals, professional development opportunities, or connections, members may feel that their time and money are better spent elsewhere.  These are the reasons people leave networking groups!

Networking groups can be incredibly valuable for building professional relationships and generating business referrals, but they can also have many drawbacks.   Overall, people leave business networking groups when they feel that the group is not meeting their needs or expectations, whether in terms of value, time commitment, leadership, or organizational issues.  When considering joining a networking group, it's important to carefully evaluate its structure, goals, and culture to ensure that it aligns with your professional needs, values, business level, and goals.

Network In Action (NIA) was created to address these many issues that business owners hate about traditional networking groups and more.  NIA is not your grandmother’s networking!  Our groups are designed as business growth groups in which you have the opportunity to grow the success of your business through training, coaching, relationship building, masterminding, and of course networking and referrals with successful business owners who are looking to scale their growth. 

If you are looking for a networking group in which you won’t have the above problems and where you can network with grownups to grow your business, NIA Business Force is for you!  Our goal is to help you grow your business and make your life as easy as possible.  We are exclusive, in that we only offer invitations for membership to already successful businesses looking to scale.  If you would like to learn more about how we can help you grow, visit and apply to join today!

Kathy Bowersox, M.Ed., LPBC, LMEC                                                                                                                                                                713-899-8615

©NIABF 2023, All Rights Reserved                                                                                                                              

The Importance of Having Home Flood Insurance in the State of Texas

Why Every Homeowner in Texas Needs Flood Insurance: A Personal Story

Floods are one of the most devastating natural disasters that can happen to a homeowner, causing significant damage to property and financial loss. Unfortunately, flooding is common in Texas due to its geography and weather patterns, making flood insurance a necessity for homeowners.

According to the Federal Emergency Management Agency (FEMA), Texas has had 21 major flood events since 2015, with an estimated $4.3 billion in damages. In 2017, Hurricane Harvey caused massive flooding throughout Texas, with more than 154,000 homes damaged or destroyed. Sadly, many homeowners were not insured or underinsured, causing significant financial strain and delaying their recovery efforts.

Even if you are not in a designated flood zone, it is still crucial to consider purchasing flood insurance. As a homeowner in Texas, I understand the importance of having flood insurance, regardless of my property's location. I built my home in 1999, and I have carried flood insurance since then. I saw the devastation my in-laws had from flooding during a slow-moving storm in 1994, which dropped 20-30 inches of rain throughout Montgomery County and the surrounding area, causing flooding that had never been seen before. As a result, my family and I knew that having flood insurance was crucial.  

Having flood insurance allowed my family to minimize our financial losses when we flooded during Hurricane Harvey. We did not have to dip into our retirement savings to restore our home, nor did we have to wait for government assistance.  In fact, we were able to restore our home and get back into our home within 5 months.  To some degree, I had what you may call "Survivors Guilt".  Unfortunately, some homeowners are still waiting for help years after their homes were damaged or destroyed by floods.

Flood insurance is not included in most homeowners' insurance policies, but it is available through the National Flood Insurance Program (NFIP), which is administered by FEMA. The NFIP provides affordable flood insurance to homeowners, renters, and business owners in communities that participate in the program. Flood insurance policies typically take 30 days to go into effect, so it is important to purchase a policy before flooding occurs.  I am able to offer quotes with both private and NFIP plans.  Most people believe flood insurance is expensive...for most it can be less than a signature cup of java per week.

Flood insurance coverage varies based on your policy, but it typically covers damages caused by heavy rains, storm surges, and overflowing bodies of water. It can also cover damage caused by mudflows, which are common in Texas. Flood insurance can help you recover from a flood event and avoid financial hardship.

In conclusion, flooding can occur anywhere in Texas, and it is important to consider purchasing flood insurance to protect your property and finances. As a homeowner who has experienced flooding, I highly recommend that you purchase flood insurance, even if you are not in a designated flood zone. Don't wait until it's too late; contact me today to learn more about flood insurance and how to protect your home from flood damage.


Jeanna Bumpas

Helix Insurance Group



Resources: 4/3/23 (Houston, Texas) - According to the Small Business Administration (2021) there are 32.5 million small businesses doing under $1M in revenue with less than 5% doing $1M or more, or 1.6 million who are doing well. The American Veteran is highly trained to become successful in their unique mission and aligned to be a cohesive global fighting force; however, there is no clear guide to designing or mapping out a future life in the civilian sector. 

“My long-time friend Kathy Bowersox, Business Coach and franchise owner of Network In Action (NIA) Business Force approached me a few years ago to talk about helping veterans to grow their businesses, including mine,” says Marine Veteran Andy Valadez and Marketing Strategist of Marketing Dynamics based in Houston, “I had been doing a lot of volunteer work with the American Legion, the Marine Corps League and other veterans service organizations, all geared to helping vets from all eras.”

Kathy and Andy began working with NIA Veterans Business Force (VBF) with a small cadre of prior service leaders of all branches and then they and their members inspired and were part of the launch of the Houston Veterans Chamber of Commerce, which has garnered the attention of the city, corporations, individuals, and other support organizations. Then A Million Veteran Millionaires (MVM) was born to expand the message and reach nationally.

Promotional Video: (1:05 min.)

“I was thrilled to see the development of the A Million Veteran Millionaires program from VBF founding member, Andy Valadez.  He and the MVM program exemplify the spirit of NIA, that of helping fellow business owners grow their businesses together.  Through both the MVM program and NIA Business Force we are helping veteran and other business owners scale their businesses,” said Bowersox.

Kathy was featured in February to talk about her extensive work helping businesses to succeed and her strong interest in helping veterans.

Kathy’s interview on MVM: (57:53 min.)

Past Guests:  Author/Speaker and Marine Veteran Akshay Nanavati, Author/Speaker/Real Estate Artist Frank McKinney (whose dad was a Vietnam Army veteran), Pastor Sam Childers aka Machine Gun Preacher (whose dad was a Vietnam era Marine), and 4-time Olympian/Author/Speaker Ruben Gonzalez.

A Million Veteran Millionaires is currently a free zoom call platform (limited to 100 for the live calls scheduled the 4th Tuesday of the month at 4pm CST). The Zoom features hosts Andy and Kathy, archived videos and audios of past guests, a recommended book list, access to Million Dollar Business University provided by NIA, a blog, branded merchandise, Marketing AI tools, Side Hustle info, and veterans business listing.

To learn more about A Million Veteran Millionaires, please visit:



For media inquiries, please contact:

Andy Valadez
Marketing Strategist
Marketing Dynamics
Direct: 713.560.3348

Marketing a business is one of the most crucial elements of building a successful company. It’s essential to reach out to potential customers, create brand awareness, and ultimately, drive sales. However, before embarking on any marketing efforts, it’s important to do your due diligence and conduct market research. In this blog post, we’ll explore why market research is so critical before marketing your business.

Identify your target audience:

Market research helps you to identify who your target audience is, their needs, and their preferences. This information helps you tailor your marketing efforts to reach the right people, with the right message, at the right time. For instance, if you are a company that sells high-end fashion, your target audience will be different from a company that sells affordable children’s clothing. Identifying your target audience helps you avoid the costly mistake of targeting the wrong audience, leading to ineffective marketing.

Know your competition:

Market research helps you to analyze your competition and learn from their successes and failures. You can find out what they are doing right, what they are not doing, and how you can differentiate yourself from them. For instance, if you are starting a new restaurant, market research can help you identify the other restaurants in the area, the type of cuisine they serve, their pricing strategy, and other valuable information.

Determine your marketing budget:

Marketing can be expensive, and it’s essential to determine how much you can afford to spend before starting any marketing campaign. Market research helps you to identify the most effective marketing channels for your business and the costs associated with each. For instance, social media advertising may be more effective for your business than traditional advertising methods, such as TV or print media. You can then allocate your marketing budget to the channels that are most effective for your business.

Test your marketing message:

Market research helps you to test your marketing message to see how it resonates with your target audience. You can conduct surveys, focus groups, or other research methods to get feedback on your message. This feedback can help you refine your message and make it more effective. For instance, if you are a company that sells organic food, you can test different messages such as “healthy eating” versus “sustainable farming” to see which one resonates better with your target audience.

Avoid costly mistakes:

Market research helps you avoid costly mistakes such as launching a product that no one wants or targeting the wrong audience. By conducting thorough market research, you can minimize the risk of failure and make informed decisions that will benefit your business in the long run.

In conclusion, market research is crucial before marketing your business. It helps you identify your target audience, understand your competition, determine your marketing budget, test your marketing message, and avoid costly mistakes. By taking the time to conduct market research, you can make informed decisions that will lead to the success of your business.

About the Author 

Direct: 713.560.3348 or text

Sign-up to hear from Andy Directly: (click to subscribe).

FREE Introductory Zoom Call ($500 Value, book now):

Strategic Marketer, Technologist, Media Personality, Columnist/Blogger, Speaker, Entrepreneur, Video Producer (motion picture, documentary and web), and Shofar Blower. Strategy first, tactics second.

Marketing Dynamics is a true strategic marketing company with a focus on entrepreneurship with interests in entertainment, technology, broadcast, publishing, politics, non-profits, and start-ups. We are building strong alliances in each one of these sectors and growing opportunities to benefit our clients, business partners, and friends.

Marketing Dynamics is a catalyst company that implements its strategies and tactics for effective outcomes with tangible and intangible results.

Marketing, like beauty, is in the eye of the beholder. We see opportunity through the power of Marketing.

Andy is a U.S. Marine Corps Veteran (Desert Storm/Shield) and Graduate from Texas A&M University with a degree in Marketing and Tulane University in Applied Business. Accelerate your business with us, because the market never stays the same.

Former founding Marketing Director Board Member of the American Veterans Museum being planned in Houston.

Andy served as the Public Relations Officer for the 22nd District Department of Texas American Legion (over 12 posts in Houston) and American Legion Post 164 PR Officer in Katy, Texas and currently serves as the PR Officer for the Marine Corps League McLemore Detachment 324 (one of the oldest detachments in the USA). Member of The Military Order of the Devil Dogs (Fun and Honor Society).

Founding member of Veterans Business Force a division of Network In Action based in Houston, Texas.

Member and advisor to President and Founder of the Veterans Chamber of Commerce in Houston, Texas.

Creator of A Million Veteran Millionaires (

Member of Katy Area Chamber of Commerce and the Katy Christian Chamber.

The Employee Retention Tax Credit was initiated in March 2020 to encourage business owners to retain staff during the COVID-19 pandemic. Two years later, we find ourselves in a time of economic instability with increasingly lower profit margins for small businesses. Adding to this burden, the Employee Retention Tax Credit will begin slowly slipping away.

ERC is filed on a company's amended 941, which is filed quarterly. Amendments are not evergreen. They expire. And this means the credit's statute of limitations begins to fall off quarterly once the deadline for an amended return passes. The first quarter that ERC could be claimed was the second quarter of 2020. The deadline for amended returns for that time period is July 21, 2023. Upon that date, business owners will no longer be able to claim for the second quarter of 2020, and so on, as each amendment deadline hits.

For the third quarter of 2021, the last quarter for which most businesses will be eligible, the amended 941 filing deadline is October 31, 2024. This is important to you if you still need to check your liability!  

Without going into a ton of legislative background information, the basics of ERC are:

  • For 2020 you can get up to $5,000 per eligible employee 
  • For 2021 you can get up to $7,000 per eligible employee for quarters 1, 2, and 3, maxing out at $21,000 per eligible employee for the year.

Qualifications have changed over the past two years. To simplify them:

  • A business must have a significant drop in revenue during 2020 / or, in turn, for the first three quarters of 2021 compared to 2019.
  • OR, they had to be operating under government restrictions.

There are specific nuances for individual industries that should be considered by your provider when your benefit calculation is being performed.

Working with an organization with a proven track record and history in the tax incentive field is essential. A reputable organization will always provide your ERC findings in writing, have a history of working with businesses on tax credits, and have the proper insurances if assistance working with the IRS is necessary. 

If you have not taken the opportunity to review your business's ERC eligibility, GMG allows you to do so. We've been leading the industry in specialized tax credits for over twenty years. In the past five years, we have developed proprietary software that allows YOU, as the business owner, to review your eligibility privately and without obligation. You may check your business's eligibility for ERC and other tax credits here.

We encourage you to know what your business is entitled to, as it does mean the difference between surviving and thriving in the year to come!

Get the help your business needs!

Up to $5,000 for Every Employee You had 2017-2020

Up to $21,000 for Every Employee You have in 2021

Up to $2,400 for Every Employee You hire

Up to $150,000 for Every Commercial Building You Own

See what your business qualifies for today!

The Best 10  ways to make sure you get all you are entitled to in the event of a Home or Property Incident or Natural Disaster 

1)  Take a Video of each Room in your Home and Store it, or take 4 pictures of each room in your Home.

2) Make an Inventory list of all itmes in your Home and estimate their Value,  (note: save all receipts of your purchases and store in a file or scan them to a Digital File .

3) If you have Valuable Items, such as Jewelry, Coin Collections, Valuable Art Work, etc, make sure you have an itemized listing,  (note many homeowners polices have limited standard amount, so you may need an Additonal endorsement or seperate policy for those items, Example:  I have an Extensive Coin Collection and some Art Pieces, So I have a Seperate Policy to insure those Items)

4)  Always purchase an Umbrella Policy, this will make sure you have ample Coverage, with Inflation, and our extremely vioatle Legal Climate, you need to have the Extra coveraes. 

5)  Always File your Claim immediately after the Incident Occurs, if it is a Theft Claim, Make sure you call and get a Case # from your local Law Enforcement Agency, They will provide them over the phone.   Carry an Accident form or incident form in You Glove Box. ( if you need an Auto Accident Instruction Form, Call us At ABM Insurance at 800 362 2809 , and we will send you a form, and a Jacket to store you Insurance information for you Car and Home)

6) You have the right to use an Independent Adjuster for your Claims,  Make sure you have your Roof inspected every 6 years or After a Storm. 

7) Water Damage , most Homeowners plans will not cover damage to Sewer Lines on the outside of your Home, Make sure you have the Endorsement to cover this or add the Additional Water Line Coverage. 

8) Never Take the Minimum Lmits on your Auto Policy, with the Cost of New Vehicles at all time Highs, you should have No Less Than 100,000/300,000/100,000.  if you have a Classic Car, you should purchase a Collectors Car Policy from a Carrier Like Hagerty.  Always carry Uninsured, Underinsured coverage, many people who may hit you, may not have Coverage.  

9)  Make sure you are getting All the Discounts You are enriled to,  if you dont Ask for them you may not get them, There are Numerious Discounts on both Auto and Home Policies. Always ask if they are going to run your Credit, as too many hits on your Credit Report, can lower your Credit Score. 

10) Always Shop your Coverage every Three Years, or if you have an accident, shop the next year, as some Insures have Accident Forgiveness after an accident, this could save you $$$$

If you would like a Free Analysis of your Current Home and Auto Policy , Call Misty, Edlin, Meaghan, or Brandi at ABM Insurance & Benefit Services at 281 448 3040, its Free and can let you know if you have the proper coverage, and have the Best Rate Available to You. 

Internal communication is such a simple topic it is nearly always forgotten as a strategic element of organizational performance. When was the last time anyone read a company’s strategic plan and found a section on internal communication? And yet how and when we communicate is so important to an organization’s culture, and central to a performance culture.

First things first. A performance culture is about performing; achieving objectives. In order for any team to achieve an objective the team needs to have a constant awareness of their attainment level toward that goal. Whether on the battlefield, the playing field, or the office, awareness of position in relation to the objective is foundational. We cannot move a team forward if we don’t know where they are and where they are headed. The same is true for the individual.

Because communication about objective attainment is a cornerstone of a performance culture, it connects to the very fabric of the team’s spirit. Communication needs to be understood as a web interconnecting all employees and because of that is critical to the recognition program.

Communications also need to follow the golden management rule of praise in public and criticize in private. With the caveat that team performance is for team awareness. Individual performance is for team awareness when exemplary (i.e. tied to the recognition program LINK) and private when less so.

A performance culture also requires communication to be action-focused. If providing communication to the individual about the person’s performance, how is training being connected? (See my blog on Training HERE). If the information is compliance-focused, what specific behavior changes are required? Back to training and action again. Every piece of communication needs to be connected to an action that improves performance.

A performance culture requires organizations to embrace communication as a cornerstone of their operation. To tap the spirit of the people and drive performance, how we are communicating the objective attainment and what specific actions are expected, is a strategic imperative. Ensure the people know where they are, and where they are going, and then train them on how to get there.

I love the response provided to the question asked of many a leader, “How is your organization’s workforce recognized and rewarded?” The response often surrounds the paycheck and any potential bonuses. Occasionally the mention of perks related to gyms, coffee, and food, or whatever basic element is onsite or free. I don’t mean to say a free onsite gym isn’t flippin’ awesome, only that these items fall into the basic level of the hierarchy of needs. We’re talking about elements related to nourishment and health. While awesome, I’m all in, those perks are hitting us, humans, at the most basic level of fulfillment. Our bodies.

And yes. Pay is critical. Still falls in the basic level of security and nourishment category. No self-actualization happening from a 3% raise, if we’re lucky. Am I right? We’re talking about first-level physiological needs.

To create a performance culture the heart of the employee must be tapped. The person must want to perform for reasons that are uniquely their own. Do you know what those are for your team? Every employee has an intrinsic reason that is unique to the person. That is why the person comes to work every day. To even begin to make a performance culture every employee must be understood at this level by their manager. To tap into the unlimited potential of the workforce it is important to understand them at the individual level. Before people can work for each other in a performance culture, they work for themselves.

To create a performance culture we need to understand that pay and perks are the basic levels of employee fulfillment. That culture is created when we move beyond the body and tap the spirit. We need to tie recognition to the higher levels of fulfillment, the psychological needs.

To reach those higher levels of fulfillment, and to create a performance culture, organizations need to tie their recognition programs to the individual AND the team. To truly create a performance culture, the team needs to be able to recognize and reward each other. One team member recognizing another team member sans any management involvement goes much further than a dozen organizationally directed recognitions. People stay and perform for teams.

This is where a sense of belonging is derived in the workplace. The team is where a person wants to fit in. Where the group is formed. And where performance culture thrives.

I personally hate the saying, “there is no I in team”. I think that’s absolute bull$#!T! There is a “me” in every team. Each team is made up of individual people doing their part in the makeup of the team. Each “me” plays a role in the “we” and creates the team.

This dynamic requires us to identify and recognize individual performance. Better said, a performance culture requires our recognition program to contain elements that identify and communicate the accomplishments of individuals so they may feel a sense of pride, prestige, of accomplishment within the team. By allowing people to shine individually organizations tap into the second-highest level of fulfillment. Now organizations are starting to truly connect with the spirit of the people.

What is self-fulfillment, by the way? How is it defined? What is the path to get there? Well, it is the highest level of fulfillment according to Maslow. But what the heck is it? Any person with Google and an internet connection can find hundreds of millions of “answers” to those questions.

For the employee, we’re talking about a person becoming the most they can be in that role. Maybe the person is perfectly happy being an accountant but loves to help others by being a trainer. Maybe that front-line employee has years of experience with the company and would like to be a mentor to others. Maybe that seasoned salesperson whose been with the company from the beginning would love to participate in social media efforts. There is something greater that is not tied to pay or to perks that will help employees feel they are growing and becoming better, whatever “better” means for each person. A performance culture requires organizations to think beyond the basics and even the job function to help employees develop and grow for their own reasons, not the organization’s. That is the number one job of every manager. Learn how to help your employees grow for their reasons, not yours.

Move beyond the body. To build a performance culture, focus recognition and reward programs on efforts that tap the spirit of the person and the team. Remember, each “me” plays a role in the “we” and creates the team.



7.5 million Americans lost their extended unemployment benefits in September. The question remains, how will this impact the labor shortage plaguing the majority of small businesses? Fortunately, we don't have to wait to find out. Twenty-two states have ended their employment benefits early, and the numbers are in. 


Let's start with the bad news, in these twenty-two states, consumer spending dropped. This is bad for local businesses and couldn't come at a worse time. A new research paper from Harvard University found that these twenty-two states experienced an average of 20% decrease in week-over-week consumer spending, compared to states that kept benefits in place. 

Eliminated Benefits will mean millions of Americans will finally be available to work. Right?

You wouldn't be alone in this thought process. Although, the data from this study shows that only 4.4% more workers in those early-out states gained employment compared to their colleagues in states that kept benefits in place. For every eight workers that lost benefits in the early out states, only one went on to gain employment. 

What does this mean for my business?

Well, for starters, it means weathering the storm a little longer. Even though 7.5 million Americans lose a significant portion of their income, we shouldn't expect a flood of applicants after September 6th. Potential employees re-entering the workforce are demanding more than ever before, and small businesses often find themselves unable to keep up.  


It also means being prepared to weather a potential decrease in income due to consumer spending declines (approximately 20%). 

What can be done?

Fortunately, Congress has released and/or renewed many programs to offset the catastrophic effects Covid-19 is having on small businesses. 

All employers qualify for up to $26,000 per employee of emergency relief even if their business took advantage of the PPP program or other emergency relief programs.

In partnership with Antonio Little-El, Growth Management Group has developed software to help businesses find out precisely what emergency relief they qualify for and quickly get the money into their hands, helping businesses all across America.


Get the help your business needs!

Up to $5,000 for Every Employee You had 2017-2020

Up to $21,000 for Every Employee You have in 2021

Up to $2,400 for Every Employee You hire

Up to $150,000 for Every Commercial Building You Own

Click here here to see what your business qualifies for.

Don’t do it. You don’t need clichés, especially in advertising copy. They are lazy. “For all your toe shoe needs,” “sale ends soon,” “the tent is up, the prices are down.” Ick. We don’t need a study to know audiences mentally tune out at these trite idiocies, we tune out ourselves. Where’s the inspiration? Where’s the motivation? Why are we wasting resources creating this waste of time?

The intent of this post was to provide a list of some clichés and provide alternatives. But in assembling this article we learned that the vast majority of cliché’s used in commercials come because the copywriter is ‘telling’ the audience, instead of ‘showing’ them something.

Here’s an example: instead of telling the listener that the advertiser is “the home of fun for the whole family,” give them the sounds, the images, the lingual inspiration that brings them into the ad, participating as part of the ad where they can see themselves and their family having fun. This is best done in audio, where the listener can picture themselves and their family having that fun, instead of in supplied visuals like TV and online. The only goal: show, don’t tell.

Show, don’t Tell

Instead of telling the listener the advertiser has “savings throughout the store,” use the visual abilities of audio, your blog, your landing page to show savings throughout the store. Instead of telling the listener to “hurry on in before we run out,” show the shortage, the demand, maybe even the disappointment of someone who missed out (though make sure the prospect doesn’t think they are too late).

Of course I know the time constraints on copywriters, too – so here’s a (by no means complete) list of cliché’s that you may be asked to include, what listeners/readers think you mean, and maybe an alternative or two to make the copy better.

“It’s customer appreciation time.” Listener’s reaction: “What? You didn’t appreciate me all the other times I shopped your store?” How about: Thanks to your loyalty, we can save you another 15 percent through Tuesday.”

“It’s savings time.” Oh, so you’ve been overcharging me for years. (This reminds me of the big mall anchor stores like Sears, Kohls, and JC Penney. They advertise big Saturday sales, and in effect are telling their customers to wait until Saturday to shop, otherwise, you’re being over-charged.)

“Located at” Just drop this. 9.9 times out of 10 it is just excess verbiage.

“Going on now.” Of course it's going on now or you wouldn’t be advertising it, or you’d provide a specific date. And make sure when a sale or special is to be over the copy lets listeners know exactly when it will be over. Sale ends January 5th, never “sale ends soon”.

“Sale ends soon.” This has zero motivation to move people to action. This is an attempted plea for immediacy, yet fails to provide any. Without a firm deadline readers and listeners will think they have time to shop until they stop seeing and hearing the ad. But the advertiser stops the spot when the sale is over. So the listener forgets there was a sale they were interested in because they thought they had time because the “sale ends soon”. Always use a firm date.

“They won’t last long.” The listener thinks: you either didn’t order enough, or the product has been discontinued. Thanks, but I’ll wait for the upgraded version. Maybe: “These are the last of version 2.9, and they are priced to save you money.”

“We service what we sell.” You had better. If this needs mentioning, the client has other significant perception problems that need to be addressed with the advertising. Alternative: “Should you have a problem, bring it back, we’ll make it right.”

“Service second to none.” What are they are trying to say? Maybe they are the best at what they do? Show it. Use testimonials with real people, not actors or “air personalities”.

“Its inventory/St. Patrick’s Day/holiday/clearance/bargain/sale/whatever time…” Can you say “ad coming, let my mind wander”? Remember when local car dealers got the bright idea to mumble the disclaimer at the front of a radio spot? Listeners soon realized a high-pressure yelling car spot was coming and changed the station. If you don't remember that, its 'cause of the same reason. It didn't work.

“Our people make the difference” or “friendly, knowledgeable staff.” Instead show the friendly, knowledgeable staff. Show the listener how your people make the difference.

Reap the profits when you avoid the clichés and needless words.

Define “Convenient”

Have we included clichés in copy from time to time? Only on client demand. One demanded “conveniently located” in his commercial for farm tractors. Never mind that the reason he was on our station was so his spot would be heard for dozens of miles, and at night for hundreds of rural miles; and his business was not “conveniently located” for everyone. Yet he insisted because he was “Just 6 miles off the Interstate at exit 2B.” How is that convenient to rural farmer farmers across 120 miles of signal coverage? Those few seconds could have been better-used showing.

Ad pros can only protest so much before the lure of the dollar sign pushes management to approve the ad. I expect you know what that’s like.


But there are alternatives, and the key is education. Teach the advertiser the value of each second of air-time, of the reader’s time, and show them how the power of words makes his product relatable, desirable, and necessary. Ads are more powerful when they skip the cliché.

A list of commercial clichés/babble to avoid:

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