I had a conversation with Deanna Russo, LinkedIn pro and founder of Leverage Up, about one of those ideas that sounded great in theory—but fizzled out in practice. Her LinkedIn group community was supposed to be the perfect extension of her one-on-one coaching work. But in the end, it didn’t quite land the way she hoped.

Deanna built a network of over 30,000 followers on LinkedIn, so she knows a thing or two about creating connection. But even with that experience, launching a paid online community turned out to be harder than expected.

She tried different formats. Played with cadence. Offered recordings. Bundled it with coaching. Unbundled it. But the reality was clear: the group wasn’t growing, and more and more people kept asking for one-on-one support.

Sometimes, the business speaks for itself. And it’s not saying “try harder”—it’s saying “try something else.”

Key Takeaways from Deanna’s Story

• If it’s not growing, it’s not working. Pay attention to where your customers naturally gravitate. If one offer is thriving while another flounders, don’t split your energy trying to force both to succeed.

• Running a community is a full-time job. You need structure, support, and likely a second set of hands. A community isn’t just a cheaper version of coaching—it’s a different product entirely.

• Be careful with “easy yes” pricing. A low price point can feel generous, but if people can get similar content elsewhere for free, you’re training them to overlook the value you bring.

• Don’t confuse content with connection. Just because people watch, read, or listen doesn’t mean they’re ready to join or engage. Broadcasting and building community are not the same thing.

• You can walk away and still win. Deanna’s weekly LinkedIn Audio show gave her visibility—but when it became more burden than benefit, she stepped back. That created space for what’s working now: one-on-one coaching and organic LinkedIn engagement that’s deeply human.

More than a Few Words is a marketing podcast for marketing pros and beginners, who are building businesses, leading brands, and doing it all without the marketing BS.

Hosted by Lorraine Ball, each episode is a quick hit of practical advice, candid conversations, and marketing truth bombs from pros who’ve been there. No hype. No hustle culture. Just smart ideas you can actually use — whether you’re running a business from your kitchen table or corner office.

Subscribe for new episodes, expert interviews, and marketing tips with just the right mix of sass and strategy.

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I am going to start this marketing monologue with a story.

I'm going to start with a story.

I was about four years old and I went into a bakery with my dad. And while he was ordering breads and pastries, I was standing there looking in the glass counter at these beautiful pastries.

Eventually, my dad looked down and he says, Lanie, do you want one? Yes, Daddy. So the woman reaches behind the counter and she gets me a Charlotte Russe.

Now, if you're not from New York, you may not know what a Charlotte Russe pastry is. It's a little piece of pound cake stuffed inside a tube about the size of a toilet paper roll filled with whipped cream. And then on the very top, there's a cherry. She hands it to me, and I say thank you—because I was a very polite child.

I ate the cherry off the top and as we were leaving, the pastry falls to the ground. Before I had a chance to say anything, the woman came running out from behind the counter and said, Don't cry, sweetie, I'll get you another one.

Lanie, do you want another one? Yes, Daddy.

And so the woman gave me another pastry.

This time, as we were leaving, I ate the cherry off the top, and—yep—you guessed it. I dropped the pastry on the floor.

Why did you do that? my father asked. And I probably should mention right about now that my dad was not a patient person.

I said, I only wanted the cherry.

What we had was a failure to communicate.

My dad was talking about pastries. I was talking about cherries.

Anyone who has spent time with children knows this feeling—talking about something and realizing halfway through the child has no idea what you mean. That’s because children come into a conversation with a smaller worldview. They don’t have the same vocabulary, experience, or context. So they focus on the parts that make sense and miss the bigger picture.

But here’s the thing: adults do the exact same thing.

Every networking event, every pitch, every sales call—people nod politely while you talk about your process, your platform, or your proprietary system… but if you're not speaking their language, they check out. They're thinking about their next meeting. Or dinner. Or pastries.

So how do you keep them with you? How do you connect, especially when your work is a little technical or complex?

1. Simplify your message. Strip out the jargon. Ditch the 12-step framework. Lead with the cherry—the one irresistible thing you know they’ll understand and care about.

2. Use familiar comparisons. Find a metaphor, an analogy, something from their world. Talk about what you do the way you’d explain it to a 10-year-old—without being condescending. Just clear.

3. Test your message before the real thing. Before your next networking event or client meeting, practice explaining what you do to a non-marketing friend. Or your kid. Or even out loud in the mirror. If you can’t make it land simply, it’s too complicated.

4. Lead with benefits, not process. You help clients get more leads, increase visibility, or stop spinning their wheels online. That’s what they want to hear. The platform, the tools, the magic—save that for later.

5. Watch for confused faces—and adjust. If someone looks puzzled or politely disengaged, pause. Ask a question. Reframe. Don’t just keep steamrolling through your pitch. That’s how pastries get dropped.

The bottom line? If you want better conversations and better results :Say less. Make it clearer. Make it about them.

And when you do, you just might walk away with more sales, more referrals… and the occasional cherry on top.

If this sparked an idea or reminded you of your own “cherry on top” moment, I’d love to hear about it. Hit the “Let’s Chat” button on all my social profiles or drop by morethanafewwords.com.