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Send us a text In the first episode of Marketing Espresso for 2026, I’m kicking off a new season format and sharing honestly where my head is at with marketing this year – what I’m seeing, what feels off, and what I’m personally doubling down on. After four-ish years and hundreds of episodes, things are shifting a little: this year will run in seasons, with mostly guest episodes and the odd solo when I’ve got something big to say. Season one will run through to around Easter, and this episode is really a grounding one: setting the tone for how I’m approaching marketing in 2026. I talk about: Why social media feels heavier, noisier and less effective for so many business ownersHow AI is being oversold as a magic solution, and where it actually falls over badly in marketingThe quiet shifts I’m seeing around in-person events, networking and big-name conferences being cancelledWhy connection, customer experience and referrals matter more than ever when markets feel volatileI share conversations I’ve already had this year with studio owners and other business owners around social media fatigue – from endless ads, to struggling to tell what’s real and what’s fake, to the sheer drain of being constantly “on”. I also touch on the rise of bots, bought engagement and AI-driven content, and how that’s eroding trust on platforms like Instagram and LinkedIn. I talk about how I’ve personally responded: cutting my own social media time back to 30 minutes a day, walking away from doom scrolling, and being more intentional about how (and why) I’m showing up online. On the AI front, I share some of my own frustrations with its limits – especially when it comes to logic, customer journeys and nuanced work. It’s still incredibly useful for repurposing content once the thinking is done, but it is not a strategist, and it still gets basic research and dates wrong. It needs training, good foundations and constant double-checking. We then move into events, networking and word of mouth. I touch on the cancellation of South by Southwest Sydney and some major overseas conferences, and what that might signal about cost, time and where people want to spend their energy. At the same time, I still deeply believe events, small gatherings and networking are powerful – especially as digital spaces become more saturated with AI and advertising. Underneath all of this is one core theme: humans are craving real connection. Whether that’s online or offline, people want to feel seen, supported and looked after by the brands they choose. They care about what you stand for, how you behave and how you treat them once they’ve bought from you. If you want support with your 2026 marketing strategy, you can work with me via half-day intensives, full-day sessions, 90-minute power sessions or full done-for-you strategy. I’m currently booked out until March, but you can reach out any time to chat about what might be the best fit for y DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

Send us a text After 400 episodes of Marketing Espresso, I’m closing out 2025 with a deep reflection on how marketing has shifted - and what’s stayed the same. This year has been dominated by talk of AI, automation, and digital shortcuts, but what I’ve seen most clearly is that businesses who keep human connection at the heart of their marketing are the ones truly winning. In this episode, I unpack why AI can’t replace lived experience, why connection matters more than ever, and how businesses can balance innovation with authenticity. From conversations with tech experts to mentoring emerging marketers, I’ve seen firsthand that marketing is strongest when it’s rooted in empathy, strategy, and human insight. We talk about the rise of AI-generated marketing plans (and why they often miss the mark), the growing importance of customer retention, and why experience and strategic thinking can’t be replicated by algorithms. I also touch on how economic pressures are shaping consumer decisions, and why businesses must articulate and deliver value at every touchpoint. I wrap the year by reminding all of us that marketing isn’t about doing it all - it’s about doing what matters, doing it well, and doing it with purpose. Whether you’re a seasoned marketer or just finding your footing, this episode will help you refocus on what’s most important: the people behind every click, like, and sale. Key takeaways: Marketing strategy starts with understanding your customer, not your tech stack.AI is a tool, not a strategist - it can support your marketing, but not replace the human touch.Consumer behaviour continues to prove that people crave connection, authenticity, and value.Strategy and consistency trump volume every time - you don’t need to do everything at once.Marketing only works when your people, systems, and processes align behind it.Action steps for 2026: Take time to reflect on your marketing foundations. Ask yourself: Why does your business exist, and what makes it different?How are you creating genuine points of connection with your audience?Are your marketing and sales strategies truly aligned?What activities are driving results - and what’s just noise?DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

Send us a text In this episode of Marketing Espresso, I sit down with the incredible Carrolee Moore from Texas to unpack the world of podcast guesting - and how to approach it strategically for genuine visibility and ROI. Carrolee shares her expert insights on what it really takes to be a great podcast guest, how to pitch yourself effectively, and how to make sure each appearance drives results for your business. We go beyond the surface chat and get real about why being intentional with your podcast appearances matters more than ever. We also talk about the growing trend of paid podcast guest spots, why you should never pitch a podcast you haven’t listened to, and how to treat guesting like a long-term brand strategy rather than a quick marketing hit. We dig into: How to identify podcasts that align with your goals and values.The importance of crafting a thoughtful pitch that focuses on value for the host and their audience.Why fostering relationships after recording can create powerful collaborations and opportunities.Smart ways to repurpose podcast appearances - from blog content to social media snippets - and why SEO should always be part of the plan.How to prepare for your first interview so you sound confident and authentic.Carrolee’s approach to podcast guesting is about more than visibility - it’s about connection, credibility, and creating content that keeps working for you long after the recording ends. Key Takeaways & Actions: If you want to start getting featured on podcasts or make your current appearances more impactful, this conversation is your roadmap. Focus on podcasts that speak to your audience, tailor your pitch to the host’s community, and always track your results. Think beyond the mic — how can you repurpose each appearance for long-term brand growth? Connect with Carrolee: LinkedIn Link to course DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

Send us a text Sales and marketing are often seen as two sides of the same coin - but in far too many businesses, they’re operating worlds apart. In this episode of Marketing Espresso, I sit down with Dominic Parsonson to explore why sales and marketing alignment isn’t just “nice to have” - it’s essential for business growth. Dominic brings decades of experience in sales leadership and CRM implementation, and together we dive into why misalignment happens, what it costs businesses, and how to fix it. From shared KPIs to better communication between departments, we unpack how teams can move from blame to collaboration. We also talk about why CRMs fail when they’re treated as IT projects, how leadership buy-in makes or breaks success, and why understanding your customer journey requires everyone - from the C-suite to the factory floor - to be involved. This is a practical and candid conversation for anyone in sales, marketing, or management who’s tired of hearing “the leads are rubbish” or “sales just don’t follow up.” Key Takeaways True alignment between sales and marketing starts with communication. Both teams need to speak the same language, share common goals, and understand that they rely on each other’s success. CRMs should be tools that serve people - not admin burdens - and leadership needs to set the tone by fostering collaboration rather than competition. When salespeople spend time with marketers (and vice versa), they gain invaluable insight into customer needs and the buyer journey. It’s through these connections that messaging becomes sharper, strategy becomes stronger, and customers experience a unified brand. Actions You Can Take Get your sales, marketing, and leadership teams in the same room to define your shared value proposition and ideal customer profile.Create at least one shared KPI that both departments are accountable for - such as revenue growth or lead-to-conversion rate.Review your CRM setup. Is it helping both teams do their jobs better, or is it just collecting dust?Encourage team “ride-alongs” - let marketers shadow sales calls, and salespeople spend time in marketing meetings.Build open communication habits. A casual lunch between departments can often solve more problems than another formal meeting.When sales and marketing start speaking the same language, the business grows faster - and everyone wins. Connect with Dominic LinkedIn Website DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

Send us a text Storytelling has always been at the heart of human connection - it’s how we share meaning, build trust, and make sense of the world around us. But in the age of artificial intelligence, how do we keep our stories human? In this episode of Marketing Espresso, I’m joined by writer and brand storytelling expert Nimarta Verma to unpack the role of AI in content creation and what it means for the future of storytelling. We explore whether AI can truly replicate human emotion, how it’s changing the way we communicate, and why creativity still matters more than ever. Nimarta shares some powerful examples, including how AI-generated content often misses the emotional nuance that makes stories memorable. From writing birthday cards to wedding vows, we talk about where the line sits between helpful automation and losing our human touch entirely. This conversation is for anyone who creates content - whether you’re a marketer, business owner, or creative - and has wondered how to balance efficiency with authenticity. Key Takeaways: AI can help with structure and polish, but it can’t replace lived experience or emotional connection.When you outsource creativity, you risk disconnecting from your brand and your purpose.Your personal stories - your memories, your reflections, your lessons — are irreplaceable assets in your content.Writing is thinking. The process itself nurtures creativity and helps you connect to your own message.Don’t outsource the heart of your work. Use AI to assist, not replace, your creative process.Actions: Reflect on your last few pieces of content - did they come from your lived experience or from a machine?Revisit a key story from your business journey and write it out in your own words before asking AI to refine it.If you’re using AI, set boundaries. Decide which parts of your process it supports, and which remain fully yours.Make time for creative writing, even 10 minutes a day helps you stay connected to your voice and ideas.Connect with Nimarta Download: "How To Lead with Trust through StorySharing™ — in 5 Simple Steps" https://disruptor-brand.kit.com/leadwithtrust LinkedIn DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

Send us a text In this episode of Marketing Espresso, I’m joined by Asthaar Kool to talk about one of the most powerful parts of business - positioning. It’s that invisible thread that determines whether people instantly get what you do, or scroll past your brand entirely. Asthaar explains that product positioning helps people choose you, while brand positioning helps them stay. Together, they form the foundation of everything you do in marketing & sales. We explore the difference between positioning & messaging, why clarity always beats cleverness, and how businesses can identify what truly makes them stand out. Asthaar shares real-world examples, including the famous muffin vs cake story that perfectly illustrates how a simple change in context completely shifts perception, pricing, and audience. We also dive into the practical side of repositioning - collecting customer feedback, defining your top three strengths, understanding your audience’s mindset, and refining how you talk about your product or service. Asthaar shares how your website, your sales process, and even your tone of voice all reflect your positioning whether you realise it or not. We discuss common mistakes - like pretending to be bigger than you are, leading with vague promises e.g “save time” or “increase revenue,” or using trendy buzzwords like AI without a real differentiator. Key takeaway: Being clear beats being clever every single time. People buy what they understand, not what sounds fancy. Action step: Audit your brand & website. Can someone who’s never heard of you understand what you do, who you help, & why it matters within five seconds? If not, it’s time to revisit your positioning. Be specific, stay curious, & keep listening to your customers - because their feedback is your best data. Connect with Asthaar: website Instagram DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

Send us a text In this episode of Marketing Espresso, I sit down again with Stewart Webb from Search Rescue to talk about one of my favourite topics - diversifying your marketing. If you’ve been relying on one channel or approach to reach your audience, this episode is your wake-up call to rethink your strategy. Stewart brings his years of experience in digital advertising to the conversation, explaining how businesses can effectively mix platforms like Meta, Google, TikTok and even emerging options like Spotify. We explore how different platforms serve different purposes - why Meta relies on emotion and visual storytelling, while Google connects you with people actively searching for your service or product. We also discuss the common myths around “hacking the algorithm” and why chasing virality isn’t a strategy. Stuart breaks down what makes great advertising copy and how to connect with audiences who are tired of being sold to. We also tackle the often-overlooked balance between paid and organic marketing, and how they can complement each other when done strategically. One of my favourite moments in this chat was when Stewart described advertising as moving from a “shotgun” to a “sniper” approach - being more intentional, precise and data-driven. He also shares what a realistic starting budget for ads looks like, and how businesses can test without overcommitting. If you’ve ever wondered how much to spend, where to spend it, and how to make your message stand out, this episode is packed with practical insight and straight-talking advice. Key takeaways: Diversifying your marketing mix isn’t just smart - it’s essential for long-term stability and growth. By using multiple channels, you reach people in different ways and reduce the risk of relying too heavily on one platform. Action steps: Take a look at where your audience is spending time and how they consume information. Then, map out a few new platforms to experiment with - whether that’s running a simple retargeting campaign, refreshing your Google Ads strategy, or creating engaging video content that connects emotionally. Your marketing should evolve as quickly as your audience does. Start small, stay curious, and keep testing what works. Links: Connect with Stewart Search Rescue  DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

Send us a text If you’ve ever looked at your to-do list and thought, “Why am I being so lazy?”, this one’s for you.  Today I’m joined by psychologist and coach Andrea Levinson to reframe that loaded word. We unpack why so many of us confuse productivity with worth, how our nervous system protects us by avoiding discomfort, and why procrastination often points to something precious we’re guarding - identity, energy, or safety. We trace the story from tribal safety (don’t get kicked out of the village) through the industrial revolution (time traded for widgets) to modern business where many of us still measure ourselves by output. Andrea shares a gentler, smarter frame: you’re not lazy; you’re protecting something. When you understand what that “something” is, you can design your week around work that fuels you, set boundaries without guilt, and experiment without the spiral of self-criticism. We also get practical. You’ll hear how to spot the fear of success hiding behind “I’m stuck”, how to make risk reversible so you can actually move, and a simple end-of-day check-in that helps you catch unhelpful thought loops before they run the show. Key takeaways Calling yourself “lazy” is usually shorthand for “I feel unsafe, uncertain or over-exposed.” Procrastination can be protection. Get curious, not punitive.Your worth isn’t your output. Flow work gives you energy; busy work drains it. Build your week to maximise the former and contain the latter.Fear of success is real. Many of us avoid momentum because of what growth might mean for identity, relationships, or capacity. Name it to tame it.Make change reversible. Treat new marketing channels and offers like time-boxed experiments. If it flops, you adjust. Most decisions are not permanent.Negative self-talk is habitual. A two-minute evening reflection helps you catch it fast and set a cleaner intention for tomorrow.Try this this week Name the protection. When you feel “lazy”, ask: What am I protecting? My image, my energy, my focus, my sense of competence? What am I making this task mean?Design for flow. List three activities that leave you more energised after doing them. Put at least two on your calendar this week.Run an experiment. Choose one marketing action you’ve been avoiding. Define the smallest viable test, a clear measure of success, and a review date.Close the loop daily. End each workday with: How did I go with self-talk today? What’s one thing I’ll do differently tomorrow? Write it down.Connect with Andrea: LinkedIn Website DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

Send us a text In this episode I sit down once again with the incredible Leanne Shelton, CEO of Human Edge AI Training. Leanne brings her copywriting background & deep understanding of AI together to talk about something every business owner needs to hear - how to maintain your brand voice in the age of AI-generated content. We dig into the reality of AI as a marketing tool, not a magic wand. Together, we unpack what happens when businesses sacrifice personality for productivity, why brand voice is the anchor that keeps your marketing genuine, and how to train AI tools like ChatGPT to actually sound like you. There’s also a healthy dose of honesty in this chat - from the dangers of over-relying on automation, to why pumping out generic, lifeless content can quietly erode your brand. Leanne and I both share real stories from our own experiments with AI, what flopped, what worked, and why the human element always wins. If you’ve ever wondered how to balance the efficiency of AI with the authenticity of your brand, this episode will help you rethink your approach. Leanne offers practical ways to work with AI - from teaching it your tone, to using it as a brainstorming partner rather than a replacement for creativity. Key Takeaway: Rather than handing your marketing voice over to a machine, treat AI like a junior team member - someone who can help shape ideas, speed up the process, and spark creativity, but still needs guidance. Train it with examples of your work, correct it as you go, and let it learn from you. The best marketing still comes from the human behind the keyboard. Links Website - https://humanedgeai.com Order 'AI-Human Fusion' directly from Leanne - https://humanedgeai.com/ai-human-fusion/ LinkedIn - https://www.linkedin.com/in/leanneshelton DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

Send us a text In this episode of Marketing Espresso, I’m joined by Amy Winner from Wheels Up Collective, and together we dive deep into one of the biggest challenges brands face right now - trust. We all know that trust in media and marketing has taken a hit. Between AI-generated content, polarised messaging, fake authenticity, and endless spin, audiences are increasingly sceptical about what they see online. At the same time, people are craving genuine human connection more than ever. So what does that mean for us as business owners and marketers? Amy and I talk about how distrust shows up in media, the impact of AI on content saturation, and why brands need to come back to something simple but powerful - empathy. We cover why people don’t necessarily want more information, they want honesty and clarity. We also share practical ways you can create authentic brand experiences without falling into the trap of “performative vulnerability” or over-automation. Some of the key takeaways from our chat: People buy from people they like - human-to-human connection still matters most.Brand empathy isn’t about telling the world your hardships on social media; it’s about showing care, listening, and creating meaningful interactions.Picking up the phone or making time for a genuine conversation puts you in the top tier of businesses today.Technology like AI can absolutely help with efficiency, but if it strips out humanity, your brand becomes forgettable.Trust is rebuilt when brands slow down, show care, and remember that values and relationships are what people actually connect with.If you’ve been feeling overwhelmed by the volume of content, or worried about how to stand out authentically in a noisy digital world, this episode is for you. Connect with Amy Winner Wheels Up Collective LinkedIn DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

Send us a text If you’ve ever felt awkward saying no - to a client, a colleague, or even a friend - this episode will be a relief. I’m joined by communication specialist Colleen Kavanagh, who unpacks how to deliver a firm no without triggering defensiveness, people-pleasing, or creating more work for yourself. We dig into “can-do” language - a practical way of flipping the conversation from roadblocks to options. Instead of the reflex combo of “Unfortunately… I’m sorry… I can’t… due to…”, Colleen shows how to lead with what I can do, then position the boundary with confidence. The result is less pushback, a calmer tone, and stronger trust. Colleen walks through live reframes you can use today: returning sale items, rescheduling requests, and that dreaded airline-style announcement. We also talk about when empathy is essential (and when it isn’t), how to edit an email so it lands better, and why “customers” include your internal stakeholders too. Colleen shares a council case study where tightening everyday language lifted Net Promoter Score by 75% across 1,600 surveys — proof this isn’t fluffy, it’s commercial. If you lead a team, handle clients, work cross-functionally, or simply want to protect your time without feeling guilty, this one’s for you. Key takeaways People are more interested in what I can do than what I can’t. When I lead with options and next steps, the “no” lands as professional and helpful, not stonewalling.Ditch trigger words. “Unfortunately”, “I’m sorry” (when I haven’t erred), “I can’t”, and “due to” spike emotion and invite arguments. They’re habitual, not helpful.Reframe in a single move. Put the positive offer first, then the boundary: “I can offer Wednesday 8:30–10:30 or Thursday afternoon. I’m not available Wednesday midday due to a prior commitment.”Use empathy when the person needs to feel seen. Mirror back the facts and pressure points before you offer the path forward. It reduces heat immediately.Trust is built on reliability. If I’m starting emails with “Sorry for the delay…”, I’ve got a reliability opportunity. Communicate work-in-progress updates before people need to chase.Internal audiences are customers too. Clear, can-do language with colleagues improves influence and personal brand just as much as it does with clients.DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

Send us a text So many business owners see awards as nothing more than a shiny trophy or a pat on the back. But what if entering awards could actually be one of the smartest marketing moves you make this year? In this episode, I sit down with Heather Marano, who knows the awards space inside out. She explains why awards are far more than vanity metrics and how they can become a fast track to building credibility, visibility, and trust with your audience. We talk about how awards can open doors to PR opportunities, strengthen your brand story, and even help you connect with other high-performing businesses. Heather shares why being a finalist is just as powerful as winning, and how you can leverage that recognition across your marketing channels. You’ll also hear practical advice on choosing the right awards to enter, how to make the submission process less overwhelming, and why it’s worth treating awards as part of your broader marketing strategy rather than an afterthought. By the end of this chat, you’ll see awards in a whole new light - not just as a celebration of success, but as a powerful business tool that can boost your brand reputation, attract opportunities, and even help you uncover hidden wins in your business. Links to connect with Heather - Website - https://greendoorco.com.au/  - Download a customised awards report - https://greendoorco.com.au/award-cart/ - Book a meeting with Heather - https://meetings.hubspot.com/heather-marano - Join the waitlist for early access to the AI award app - DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

Send us a text If you’ve ever boosted a post on a whim, tried a week of ads, sent one email and then decided the channel “doesn’t work”, this chat is for you. I sat down with strategist Simran Kaur to unpack why one-off marketing keeps stalling and what it actually takes to build momentum you can measure. We didn’t chase hacks. We talked about rhythm, small tests, learning loops and the unsexy truth that consistency beats clever every time. Simran and I started with the two mindsets that sink results before you even begin: the “I already know what to do because I heard it on a podcast” camp, and the “guarantee my ROI before we start” camp. Both avoid the same hard work - talking to customers, defining success up front and sticking with a test long enough to learn something. When campaigns underperform, the answer isn’t to pivot instantly. It’s to isolate what actually failed: the message, the audience, the timing, the offer or the follow-up. We dug into the sales side too. There’s no point generating demand if you can’t respond quickly or nurture properly. If ten warm leads turned up tomorrow, who calls them, when, and with what? That gap between marketing activity and sales capacity is where good spend goes to die. Simran shared practical ways to match your activity to your ability to follow up, so you protect the brand while you scale. The through-line in all of this is ownership. Agencies and AI can help, but you still need to understand your customers’ language, your numbers and your system. That means interviewing real buyers, using their words in your copy and running small, well-designed experiments before you throw serious budget behind anything. It’s calmer, clearer and far more effective than campaign roulette. Key takeaways: You don’t need a hack; you need a system. Start small with one audience, one message, one offer and one channel, and commit to a two-to-four-week run so you can actually learn. Don’t bin a channel without a post-mortem - change one variable at a time and retest. Keep sales and marketing joined at the hip so leads get fast, human follow-up. And keep the understanding in-house: know what you’re testing, what success looks like and what the numbers are telling you. What to do next Run a single micro-test and decide the success criteria before you hit go. Speak to five customers this month and borrow their wording for your ads, emails and landing pages. Map your follow-up so new enquiries hear from you within an hour, with a clear next step. Finally, write down your simple playbook - goals, audiences, messages, channels, KPIs and who does what - so the system keeps running even when you’re off the grid. DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

Send us a text In this episode I’m joined by marketing strategist TanIa Fielding (Little Luxe Marketing), whose career spans Nova, 3AW, Fairfax Media, the Canberra Times and WIN. Between us we’ve lived through marketing before social, watched the rise of digital, and now blend both every day. We dig into what many businesses are missing right now: traditional media still delivers when you pair it with smart digital execution. Think radio activations that feed email lists, local print that drives QR scans, a wrapped vehicle that points to a landing page, and community events that generate real conversations. We also talk personal brand. It isn’t new or gimmicky - radio announcers, TV presenters and real estate agents have built careers on it for decades. The lesson for the rest of us: people buy from people. You don’t have to share your life story; you just need to decide what you want to be known for and show up consistently. What you’ll hear Why the foundations of marketing haven’t changed - only the channels have.Real examples of traditional done well: radio street teams, local paper partnerships, mobile billboards, market stalls and community collabs.How to make traditional measurable with unique URLs, QR codes, dedicated landing pages and simple offer mechanics.Where personal brand fits for service providers and e-comm founders alike (and why real estate has been nailing it for years).How to set sensible KPIs for offline channels so you can compare apples with apples.Key takeaways Traditional isn’t old-school - it’s underused. Your audience still listens to radio in the car, reads community media and turns up at local events. When you engineer a hand-off to digital (QR codes, vanity URLs, landing pages, email capture), your brand benefits twice: you get reach and you get data. Personal brand isn’t about oversharing. It’s about clarity. Decide the handful of themes you’ll speak to, keep your tone human and consistent, and let repetition do the heavy lifting. As Tanya puts it, own your story and the right people will lean in. Actions you can take this month Pick one offline test that suits your audience: local radio live read, a community paper strip ad, a market stall, or a simple in-store collaboration (think colouring-in comp with a popular café or bakery).Make it trackable: a campaign-specific URL, QR code to a short landing page, or an offer code that’s only shared via that execution.Define success up front: impressions or foot traffic for awareness; scans, site visits and sign-ups for response; sales for conversion.Start your personal brand cadence: choose three topics you want to be known for and post once a week using your own words and examples.DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

Send us a text In this episode of Marketing Espresso, I’m joined once again by Nicole Smith, founder of The Artisan Solutions, fractional COO and business systems strategist. Nicole and I often work alongside each other with clients, and this conversation dives deep into one of her favourite topics: why outsourcing expertise doesn’t mean outsourcing your understanding. It’s tempting as a business owner to just “handball” things off our plate, especially when we’re stretched thin and overwhelmed. But Nicole reminds us that you can’t afford to disengage from the key areas of your business – particularly your strategy, finances, systems and operations. While experts can and should be brought in, the business owner still needs to be connected to the vision, values, and outcomes. We talk about the difference between outsourcing and abdicating responsibility, and why understanding even the basics of what’s being done is vital to sustainable growth. We also cover the importance of clarity – clarity on your vision, values, mission and the business you’re building. Without this, you risk creating a business you don’t actually want. Nicole also shares her own mindset shifts, including the moment she realised she was “choosing her choices” and how that reframed her approach to business and leadership. We dig into why values-driven businesses attract the right clients and team members, why outsourcing is powerful when done well, and how authenticity plays a bigger role in operations and marketing than many people realise. Key Takeaways: Outsourcing works best when you still understand what’s being done and why.Vision, mission and values are non-negotiable foundations – they guide decisions, hiring and even which clients you attract.Avoid creating a business you don’t want by regularly checking in with your goals and personal alignment.Mindset shifts are just as important as strategy shifts – your choices shape your business more than you realise.Authenticity isn’t just a marketing buzzword – it’s essential to creating a business that’s sustainable and fulfilling.Action Steps: Revisit your mission, vision and values. Are they still true for you and your business?Audit your outsourcing – are there areas where you’ve handed over too much without understanding what’s being done?Consider where your business is reactive rather than intentional and identify one change you can make this quarter.DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative