MAP IT Marketing

Today I’m putting on my (slightly reluctant) “let’s be responsible adults” hat to talk about something I’ve been thinking about a lot lately: how we’re using AI ( things like ChatGPT and image generators ) and what it’s actually costing us.

Not just in money or time… but in terms of the environment, our brains, and the integrity of the content we put out into the world.

Now before you roll your eyes and think I’ve joined the fun police – don’t worry, I’m not here to tell you to stop using AI altogether. I use it!  - in fact ChatGPT helped me plan this very episode after I tried and failed to find the right research for this podcast ep. 

But I am here to make the case for using it with intention.

Every cheeky AI-generated image or endless scroll of prompts can rack up serious environmental costs. We're using eye-watering amounts of water and energy. And even beyond that, there’s something about outsourcing all our thinking to tools like this that might just be… well, dumbing us down a little.

So in this episode, I’m diving into:

• The hidden environmental impact of AI use (water, power, and more)

• How AI can either enhance or erode our creativity + intelligence

• What mindful, ethical use of AI might actually look like for business owners like us

• Why I care about this not just as a creator, but as a parent and a human on this planet

This is one of those slightly chewy convos, but I promise it’s not all doom and gloom. We can keep creating in ways that reflect who we really are and use technology to do it, but all in a more mindful way. Right? 

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Ever wondered why those tiny actions - like downloading a free guide or signing up for a webinar - can massively impact your brand loyalty? In today's episode, we're diving into the fascinating world of Self-Perception Theory. It's a clever bit of marketing psychology that helps people see themselves differently based on simple actions they've taken (even if they're small and free!).

We'll explore how these small commitments can shift people's perception, making them feel more aligned with your brand and more likely to become loyal customers. I'll share practical tips on using micro-actions, freebies, and community building to nurture this psychological shift.

Tune in to discover:

• Why offering free resources isn't just about lead generation.

• How tiny commitments lead to bigger brand loyalty.

• Ways to tap into your audience's aspirational identities.

• Real-life examples of Self-Perception Theory at work.

It's all about helping your audience feel great about aligning with you, one small step at a time

 

 

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Ever found yourself paralysed by shame (not for something you've done, but because of someone else's words or actions?)

 This week we're diving into the tricky, uncomfortable feeling of shame, especially when it's been unfairly placed on us. And how to get over it so it doesn't affect us showing up for our business. 

I'm sharing a personal story about how shame stopped me dead in my tracks with a project I truly loved, and how I've begun to move through it.

We'll talk openly about:

• Why shame hits so hard, especially when it comes from someone we care about.

• How to tell the difference between genuine criticism and unfair shaming.

• Practical tools I'm using right now to push past shame and reclaim my joy.

• The power of reframing, compassion, and—yes—even a good nap.

Because let's face it, life's way too short to let someone else's mean moment rob us of our creativity and joy.

We've got stuff to do - and we can't do it if we're crippled by shame. 

Yeah?

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Us business owners can be SO hard on ourselves.

We try to go at it at top speed, especially after we've had to take time out for ourselves, our health, or children, our family, our friends.

We make a “top priority” task list then paralyse ourselves because EVERYTHING is a top priority ( and it’s not)

And then we fall into a sprint/collapse/sprint cycle that catches us in an unending spiral of not getting anywhere MORE than where we are now

It also can cause us to short term think rather than commit to a more strategic long term plan that will resolve common repeated issues.

Maybe it's time to see our business journey more like a MARATHON
And pace ourselves a little better.

Today on MAP IT Marketing, I talk about the advice I’m giving to some of my clients at the moment who are struggling with the chasm between that life and business mix AND what they thing they SHOULD be doing.

Who's sprinting more than marathoning at the moment?

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Ever hoped that confidence would just magically appear before taking action in your marketing, business or life?In this episode, I'm sharing why confidence isn't something you discover at the end of a rainbow, but something you build by taking action, even when you're scared.

In this honest and personal chat, I dive into some of the myths around confidence, share my own struggles and vulnerabilities around insecurity, and offer practical advice on how to grow genuine confidence. From tackling our Kiwi "tall poppy syndrome" to overcoming fears of seeming arrogant, I'll empower you to step forward with your "ten cent piece" of confidence in your business and personal life.

Episode Highlights:

• Confidence as Action, Not a State: Why real confidence is built by taking action despite fear.

• Overcoming "Tall Poppy Syndrome": Understanding and managing the Kiwi cultural fear of judgement and criticism.

• My Personal Confidence Journey: Reflecting on my experiences, including significant weight loss and how my own insecurities have shaped my journey.

• Confidence vs Arrogance: Clarifying the difference between authentic confidence and arrogance, and why genuine confidence uplifts others.

• The Confidence Coin Method: My unique tip for incrementally building confidence with your own "confidence coin."

• Handling Criticism: Sharing my approach to dealing with negative feedback and why you shouldn't let unsolicited opinions hold you back.

• Building Trust and Authority: How confidence naturally builds trust, establishes authority, and inspires others to grow and take action.

Key Takeaway:

Confidence doesn’t just appear—it grows through consistent action, authenticity, and courage. It's about showing up for yourself even when it's tough and learning to back yourself every day.

Tune in for relatable stories, practical tips, and honest insights that will inspire you to confidently show up in your life and business.

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Have you ever read someone's marketing and thought, I have no idea what they’re actually trying to sell? You’re not alone. Sometimes, we’re so deep in our own knowledge and industry language that we forget our audience doesn’t speak the same way we do. That’s where implicit bias sneaks in, shaping how we communicate—and sometimes making our marketing completely miss the mark.

In this episode of MAP IT Marketing, I dive into how unconscious biases influence the way we market our businesses. Implicit bias isn’t just about race or gender—it’s about the assumptions we make about who can afford our services, who will resonate with our message, and even the words we use to describe what we do. And yep, I’ve fallen into this trap too (more times than I’d like to admit).

What You’ll Learn in This Episode:

• How implicit bias affects your marketing without you even realizing it.
• The common ways we accidentally exclude potential clients.
• Why our own mindset about pricing, worth, and audience size holds us back.
• A simple way to audit your content to spot where bias might be creeping in.
• How to create messaging that’s clear, inclusive, and actually connects with your ideal clients.

Plus, I get into a bit of a rant (surprise, surprise) about using esoteric industry jargon and why it’s a major marketing fail. And yes, there may be some background dog noises and a howling wind adding a little extra magic to this episode.

I'm wondering...

Did this episode hit home for you? Have you ever caught yourself making assumptions about your audience that weren’t actually true? Send me a message or comment where you listened—I’d love to hear your thoughts (and please, not just in my DMs… reviews help others find the podcast too!).

Enjoy the episode, and remember - sometimes the best marketing move you can make is just saying things in plain English.

Links & Resources:

• Subscribe to the podcast for more episodes on marketing psychology and strategy.
• Want to work on your messaging? Let’s talk—head to Identify Marketing to see how I can help.

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I used to struggle with sales meetings. Every time we got to pricing, my voice would change, my confidence would waver, and I’d either hold my breath or feel outright panicked. It took me a long time to realise my money mindset was getting in the way of selling well.

If you’re uncomfortable talking about your prices, or you find yourself justifying them, this episode is for you. I’m breaking down why pricing needs to be clear and visible, how to know if your pricing is right, and why confidence in your value is just as important as the number itself.

I’ll cover:

• Why making people hunt for your prices is costing you sales
• How to tell if you’ve set the right price for your offers
• The signs your pricing is too low (if everyone says yes, that’s a problem)
• Why confidence in your pricing makes or breaks a sales meeting
• How to shift your mindset so you can say your price without hesitation

Your price is about positioning, confidence, and making sure your business actually works for you. Let’s talk about how to set a price you can say out loud without flinching.

Standout Quotes:

“If everyone is saying yes immediately, your price is too low.”

“People don’t want to hunt for your prices. If they have to guess, they’ll either think you’re too cheap to be worth it or too expensive to bother asking.”

“You have to believe in your price. If you hesitate, apologise, or over-explain, your clients will feel that uncertainty too.”

“Your pricing should reflect the value of what you deliver—not your fears about whether people will pay it.”

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This month marks ten years of running Identify Marketing, and I’ve learned a lot—often the hard way. In this episode, I’m sharing seven of the biggest lessons I’ve learned over the past decade, from pricing and margins to culture, systems, and knowing when to change.

I’ll cover:

• Why a great team culture isn’t about the perks—it’s about what you stand for
• How poor margins nearly sunk my business and what I did to fix it
• Why trying to serve everyone is a mistake (and what to do instead)
• The power of systems and how they make business easier
• Why looking after your existing customers is just as important as finding new ones
• How to handle change and keep iterating, even when things feel settled

Business is a constant evolution, and these lessons have shaped how I work and what I focus on. Whether you're just starting out or deep into your own business journey, I hope this helps you reflect on what’s working, what’s not, and where you might need to adjust.

Standout Quotes:

“Culture isn’t what you’re actually doing. It’s the beliefs that are underlying it all.”

“I didn’t understand my numbers properly. You need to learn your own numbers. If you’re gonna have a business, you cannot give that to someone else.”

“People never choose everything. They choose you because you're known for something.”

“Keeping a customer happy is only gonna work if it's the right customer. Otherwise, it's a pain in the ass.”

“If you’re stuck in this thing of ‘need to find new customers’ but you’re not looking after your existing ones, we have a problem. Houston, we have a problem.”

“I promised Rod I would not use the word ‘pivot,’ so I will not use the word ‘pivot.’ I say iterate.”

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In this episode of MAP IT Marketing, we’re diving into marketing psychology and the fascinating way our brains resist change—something known as cognitive dissonance. When people are presented with ideas or information that don’t align with what they already believe, their natural response is to push back. And this plays a big role in how people respond to marketing messages.

If you’ve ever wondered why some potential clients don’t “get” what you do, why certain offers fall flat, or why some people seem to double down on old ways of thinking, this episode is for you. Understanding cognitive dissonance will help you craft messaging that feels safe and familiar while still nudging people toward action.

What You’ll Learn in This Episode:

• What cognitive dissonance is and why it impacts the way people make decisions.
• How big cultural and societal shifts create resistance, and how that translates to marketing.
• Why your goal in marketing isn’t to change people’s minds, but to attract those who are already aligned with your message.
• How to reduce friction in your marketing so people feel confident moving forward with you.
• Practical ways to help potential clients overcome doubts and take the next step.

Key Takeaways:

• When change happens too fast, people retreat to what feels safe—even if it’s outdated or no longer serving them.
• If your marketing message feels too far ahead of your audience, they might reject it instead of moving toward it.
• Your job isn’t to convince everyone. It’s to connect with the people who are already close to saying yes.
• Storytelling, clear messaging, and familiar touchpoints help ease people into new ideas without triggering resistance.
• If you try to be too innovative or make things unnecessarily complex, you might lose people before they even get started.

Want to go deeper?
If you’re ready to refine your content marketing strategy so it truly connects with the right people, join my Content Marketing Reset—a one-day online session followed by a month in my coaching group. Podcast listeners get a special discount. Just email me at [email protected], and we can have a quick chat to see if it’s the right fit for you.

I’d love to hear your thoughts on this episode. Let me know what resonated, what questions you have, or if there’s anything you’d like me to cover in future episodes.

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In this episode of MAP IT Marketing, I dive into the messy relationship most of us have with the word NO - why it feels so personal, how to handle it better, and why it’s actually a necessary part of running a business. Spoiler: I haven’t completely made peace with it either. From dealing with rejection dysmorphia (thanks, ADHD brain) to figuring out when a no is actually a good thing, this episode covers it all.

I’ll share my own struggles with follow-up fear, the gut-punch of losing a sale you thought was in the bag, and how learning to love the word NO (or at least tolerate it) has been one of the most powerful shifts in my business. Plus, some real talk about why a 30% conversion rate is actually the sweet spot and what a 100% conversion rate might really be saying about your pricing—or your willingness to tell the truth.

In This Episode, We Cover:

• Why “NO” Feels So Personal: My ADHD and neurodiverse brain’s fun little gift called rejection dysmorphia and why even a no I was expecting can feel brutal.
• The Power of a 30% Conversion Rate: Why converting every single lead isn’t a flex—it’s a problem.
• When You Thought It Was a Done Deal: That sinking feeling when a sale you’ve mentally banked falls through, and why it’s usually about their priorities—not your performance.
• Follow-Up Fear: How I used to avoid following up just to escape the pain of a potential no—and how I got over it (mostly).
• Learning from the Noes: Why it’s worth figuring out why people say no, and how to use that info without spiralling into a pit of self-doubt.
• When They Pick Someone Else: The sting of finding out they went with another option and why it’s usually a blessing in disguise.

 

Resources Mentioned:

• Online Content Strategy Day Workshop: Happening on April 3rd, 2025—get all the details and a special discount by emailing Rachel at [email protected].  Check it out here.

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