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Are you spending hours creating content, posting on social media, and trying every marketing tactic under the sun but still not seeing the results you want?

In this episode of Marketing Espresso, I sit down with brand strategist and designer Clare Walter for a candid conversation about one of the biggest challenges facing business owners right now: the growing disconnect between strategy and execution.

Together, we unpack the difference between brand strategy and marketing strategy, why so many businesses are skipping the foundational work, and how the rise of AI and templated marketing advice is leading many business owners down the wrong path.

We discuss why social media isn't a marketing strategy, how businesses can find their true competitive advantage, and why understanding your customers will always outperform chasing trends. We also explore the role of positioning, customer research, marketing investment, and how businesses can continue to grow during challenging economic times.

One of the biggest themes throughout this conversation is the importance of being known for something specific. Rather than trying to appeal to everyone, Clare shares why businesses that narrow their focus often create stronger brands, attract better clients, and build more sustainable growth.

We also dive into the dangers of generic marketing, the limitations of AI-generated strategies, and why businesses that invest in understanding their customers consistently outperform those who rely on shortcuts.

If you've been feeling overwhelmed by marketing, frustrated by inconsistent results, or unsure where to focus your energy, this episode will help you step back, refocus, and return to the fundamentals that actually drive business growth.

Key Takeaways

A strong brand strategy and marketing strategy work together and should inform every decision you make in your business.

Social media is a marketing channel, not a complete marketing strategy.

AI can be a useful tool, but it cannot replace critical thinking, customer research, positioning, or strategic decision-making.

Businesses that clearly define their niche, positioning, and competitive advantage are often more successful than businesses trying to appeal to everyone.

Understanding your customers, their behaviours, and their motivations is one of the most valuable investments you can make.

Marketing should be treated as an investment, not an afterthought.

Consistency across your website, emails, messaging, and customer experience builds trust and improves conversion.

The most effective businesses often double down on strategy during challenging economic conditions rather than pulling back.

Action Steps

Review your current marketing activity and ask yourself whether each channel is supporting a clear strategy.

Spend time identifying what makes your business genuinely different rather than simply better.

Survey your customers and prospects to better understand why they choose you and what they value most.

Audit your brand touchpoints to ensure your messaging and visual identity are consistent.

Consider where you're spending time and whether those activities are delivering a meaningful return on investment.

Focus on building trust, relationships, and customer experience rather than chasing vanity metrics.

Connect with Clare Walter

Find Clare online and learn more about her work in brand strategy, positioning, and website design through the links in the show notes: https://ignitely.com.au/best-to-only-signup/

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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

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If LinkedIn has been feeling harder lately, you are definitely not imagining it.

Feeds are flooded with generic AI-generated posts, engagement feels repetitive, and there’s a growing sense that everyone is trying to sound the same. But according to LinkedIn expert Kate Merryweather, that actually creates a huge opportunity for people willing to show up differently.

In this episode of Marketing Espresso, I sit down with Kate to unpack what’s really happening on LinkedIn right now, why the rise of AI content is making authenticity more valuable than ever, and how businesses can stand out by leaning harder into personality, perspective and human connection.

One of the biggest takeaways from this conversation is that LinkedIn has never actually been easier for people willing to be real. While content production is increasing, much of it is becoming generic and forgettable. Kate explains why being a “breath of fresh air” on the platform matters more than perfect strategy and how the businesses building trust are the ones showing more of the human behind the brand.

We also talk about the pressure many people feel to sound “professional” online and why that often translates into sounding incredibly boring. Kate shares practical advice for finding your own voice, building confidence on LinkedIn, and creating content that genuinely sounds like you rather than something generated by AI or copied from everyone else in your industry.

This conversation also dives into:

•  Why AI-generated content is making personality more important 
•  The difference between visibility and genuine connection 
•  How to build trust and likability through LinkedIn 
•  Why personal branding matters more than company pages 
•  The role video content will play in LinkedIn’s future 
•  How to approach LinkedIn if you’re a business owner or employee 
•  Why referrals are one of LinkedIn’s most underrated opportunities 
•  The problem with generic engagement and “AI slop” 
•  How to make content feel more human 
•  Why consistency matters less than long-term visibility and connection 

We also have a really honest conversation about business right now. The reality is many business owners are feeling the pressure of economic uncertainty, changing consumer behaviour and increased competition online. Kate shares how she’s adapting her offers to meet the market where it currently is and why visibility still matters, even when people are buying more cautiously.

One of the things I loved most about this conversation is that it wasn’t about hacks or chasing algorithms. It was about building a sustainable, human presence online that people actually connect with.

Because ultimately, people still buy from people.

And in a world full of AI-generated noise, personality, honesty and perspective are becoming your biggest competitive advantage.

Connect with Kate:

https://www.skool.com/show-up-school 

https://www.linkedin.com/in/katemerryweather/

https://www.katemerryweather.com.au/

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How to work with me:
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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

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What actually works in marketing right now?

That’s the question I keep hearing from business owners everywhere - from solo operators through to multi-million dollar companies. The reality is, a lot of the old marketing playbooks simply aren’t working the way they used to. Social media feels crowded, attention spans are fragmented, AI-generated content is flooding feeds, and consumers are becoming more cautious about who they trust and where they spend their money.

In this episode of Marketing Espresso, I sit down with Brook McCarthy to unpack what she calls The Momentum Effect - and honestly, this conversation lit me up.

We dive deep into why momentum in marketing isn’t about being perfectly consistent. It’s about being committed. Committed to your message, committed to your relationships, committed to showing up in ways that actually create connection over time.

Brook shares why she believes relationship-building is still the most powerful marketing strategy available, especially in a market where people are craving trust, authenticity, and genuine human interaction more than ever before.

We talk about the shift away from transactional marketing and why audiences are becoming increasingly resistant to surface-level content and one-way broadcasting. Instead, the brands and businesses standing out right now are the ones creating conversations, building communities, and making people feel something.

This episode also explores the impact AI is having on marketing and consumer behaviour. While AI is changing the way businesses create content, it’s also increasing the need for human connection. Brook explains why businesses with strong opinions, personality, integrity, and emotional connection are going to become even more valuable in the years ahead.

We also discuss:

•  Why “be consistent” might actually be terrible marketing advice 
•  The difference between consistency and commitment 
•  How to create momentum in your marketing without burning yourself out 
•  Why relationship-building should be part of your marketing strategy 
•  The role community plays in modern business growth 
•  How social media has shifted from connection to performance 
•  Why consumers are becoming more selective about who they trust 
•  The importance of conversation over broadcasting 
•  How to become more memorable in your industry 
•  Why your opinions and personality matter more than ever 

One of my favourite parts of this conversation was Brook's reminder that people don’t just want content anymore - they want connection. They want to feel understood. They want businesses and brands that actually stand for something.

If you’ve been feeling frustrated by marketing lately, overwhelmed by social media, or unsure how to stand out in an increasingly noisy world, this episode is such an important listen.

Because maybe the future of marketing isn’t about more content.

Maybe it’s about deeper connection.

Connect with Brook here:

[w] BrookMcCarthy.com

[w] HustleandHeart.com.au

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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

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In this episode of Marketing Espresso, I’m joined by speaking coach, creative director and founder of Illuminated Story, Carmen Sederino, for a conversation about public speaking, visibility, leadership and personal branding.

If you’ve ever felt terrified of speaking up in meetings, presenting in front of a room, pitching your business, recording content or putting yourself forward publicly, this episode is for you.

Carmen shares her journey from studying performing arts and theatre at university to unexpectedly building a successful leadership career inside a large Australian corporate business, eventually becoming the brand manager of a $300 million portfolio before launching her own business.

One of the biggest themes throughout this conversation is the idea that communication skills can completely change the trajectory of your career and business. Carmen explains how the ability to speak clearly, confidently and persuasively helped her progress through leadership roles — despite often being one of the only women in the room.

We talk about:

•  Why speaking skills are essential for leadership 
•  The connection between public speaking and personal branding 
•  How visibility impacts career growth and business opportunities 
•  Why introverts can become incredible speakers 
•  Managing nerves and public speaking anxiety 
•  The role storytelling plays in communication 
•  Speaking at conferences, events and panels 
•  How to become a recognised thought leader 
•  Why audiences crave real human connection more than ever 
•  The impact AI and social media are having on trust and visibility 
•  How speaking in person creates deeper credibility than short-form content 

Carmen also shares how many leaders and business owners avoid speaking opportunities for years because of fear, only to later realise how much visibility and growth they were missing out on.

One thing I really loved in this conversation was Carmen’s reminder that nerves are not necessarily a bad thing. They often mean we care deeply about what we’re doing. We discuss how speaking nerves are a completely normal human response and how they can actually become an energy source once you learn to work with them instead of against them.

We also unpack the difference between speaking in a meeting room versus speaking on stage. Carmen explains that presenting at events is a performance in many ways — one that requires presence, storytelling, energy and audience connection.

Another powerful part of this episode is the conversation around women in leadership and visibility. Carmen shares a story about coaching a senior female engineering leader who initially avoided speaking opportunities, only to later realise that being visible publicly could inspire other women entering the industry.

This episode is packed with practical insights for business owners, leaders, marketers, creatives and professionals who want to communicate more effectively and build stronger visibility in their career or business.

If you’ve ever thought:

•  “I’m too nervous to speak publicly” 
•  “I’m not naturally confident” 
•  “I don’t have anything valuable to say” 
•  “I’m not extroverted enough” 

…this conversation will absolutely challenge those beliefs.

Because as Carmen explains throughout this episode, speaking confidently is not something people are simply born with. It’s a skill that can be developed with practice, support and experience.

You can connect with Carmen Sederino and learn more about Illuminated Story via the links in the show notes. 

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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

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In this episode of Marketing Espresso, I’m joined by media trainer, author and communication expert Theresa Miller for a conversation that feels incredibly relevant right now.

We dive into why speaking up matters more than ever in a world filled with AI-generated content, misinformation and constant noise online. Theresa’s book, Speak Up: How to Be a Successful Presenter and Media Spokesperson, explores how people across every industry can communicate more clearly, confidently and effectively - whether that’s on stage, in the media, online or inside their workplace.

One of the biggest themes throughout this episode is the idea that if people with genuine experience and expertise stay quiet, less qualified voices fill the space. We unpack why so many people hesitate to speak publicly, share opinions or put themselves forward, even when they have years of valuable lived experience behind them.

We also talk about:

•  Why public speaking is still one of people’s biggest fears 
•  How imposter syndrome stops experts from sharing what they know 
•  Why audiences are craving real human connection again 
•  The rise of AI content and declining trust online 
•  Why in-person events and conversations are becoming more valuable 
•  How to communicate clearly without relying on jargon 
•  Media training and communication tips for business owners 
•  Why understanding your audience changes everything 
•  The importance of intentional communication and storytelling 

Theresa shares practical communication frameworks that can help anyone become a stronger speaker and communicator, including how to structure your ideas clearly, how to make your message memorable, and why “what’s in it for me?” is the question every audience is subconsciously asking.

One part of this conversation I particularly loved was Theresa’s perspective on communication as service. Instead of focusing on ourselves and worrying about judgement or criticism, she encourages people to think about how their knowledge, stories or experience could genuinely help someone else.

We also explore how communication impacts marketing, leadership and business visibility. In a world where AI is making generic content easier than ever to create, authentic communication and real expertise are becoming even more valuable.

This episode is packed with practical insights for business owners, marketers, leaders, creatives and anyone wanting to communicate with more clarity and confidence.

If you’ve ever struggled with visibility, public speaking, confidence or sharing your expertise online, I think you’ll get a lot from this conversation.

You can find Theresa’s book Speak Up online, in bookstores, on Audible and via her website.

Resources & Links from Theresa Miller:

•  Theresa’s book and audiobook: Speak Up – Book & Audiobook
  
  
•  Theresa’s online course: Online Media & Presentation Course
  
  
•  Ten tips to nail your media interview: Media Interview Tips
  
  
•  Eight attention-grabbing presentation openers: Presentation Openers Guide
  
  
•  Connect with Theresa on LinkedIn
  
  
•  Follow Theresa on Instagram
  
  
•  Find Theresa on

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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

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In this episode of Marketing Espresso, I’m diving into a question I’m hearing more than ever right now: where should I actually be marketing my business?

Because if I’m being honest, a lot of people feel lost.

The landscape feels noisy, social media feels saturated, AI has made everyone feel like they suddenly “get” marketing, and yet… results aren’t matching the effort.

So what’s actually going on?

I share what I’ve been seeing in the current marketing environment - from declining social media engagement to the rise of bots and AI-generated content - and why so many business owners are feeling disillusioned with the platforms they’ve been told to rely on.

We unpack the reality that social media isn’t what it used to be. Time spent on platforms is dropping year on year, trust is shifting, and more people are questioning the ethics and impact of these channels. And yet, so many businesses are still pouring all their energy into trying to “win” there.

This episode is about stepping back and thinking more strategically.

Instead of chasing the next platform or trend, I talk about why it’s more important than ever to come back to your fundamentals. That means understanding your customer deeply, reassessing your product or service offering, and making sure what you’re selling is actually relevant in the current market.

Because when the economy tightens, behaviour changes. And if your offer doesn’t match what people need right now, no amount of content will fix that.

I also explore the importance of being intentional with your marketing channels. Yes, digital still matters. Yes, social media still has a role. But it’s not about being everywhere - it’s about being in the right places, for the right reasons, with a clear strategy behind it.

This is your reminder that marketing is not one channel. It’s not one tactic. It’s a system.

And if that system isn’t working together, nothing will feel like it’s working.

Key Takeaways & Actions

If your marketing feels confusing, start with research, not reaction. Understand your customer, their behaviour and what they actually need right now.

Reassess your product or service. Is it still relevant in the current market, or does it need to evolve?

Stop assuming more content will solve the problem. If the foundation isn’t right, more visibility won’t fix it.

Be intentional about your channels. You don’t need to be everywhere, but you do need to be where your audience is.

Use social media strategically, not emotionally. It is a tool, not the entire strategy.

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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

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In this episode of Marketing Espresso, I wanted to have a real, honest conversation about what’s actually happening in marketing right now - because let’s be honest, it feels messy.

Between rising interest rates, cost of living pressures and tighter spending across the board, many businesses are starting to feel the shift. When products or services are discretionary, we know what tends to happen - people pause, delay or opt out altogether.

So naturally, the question becomes: what should we actually be doing with our marketing when things feel uncertain?

This episode is all about bringing it back to basics.

I talk through why social media is not the silver bullet so many people still believe it is, and how the hype of the past few years has pulled business owners away from the foundations of marketing. Marketing is not one channel, one platform or one tactic. It is a system - and when that system isn’t working together, no amount of posting will fix it.

Instead of doing more, this is about doing what actually matters.

I share the three areas I always come back to when things feel tight in business. The first is your CRM - understanding who is already in your world, who has shown interest, and where the opportunities already exist. The second is your network - the conversations, referrals and relationships that often drive far more growth than any algorithm ever could. And the third is your current marketing activity - what is actually working, what isn’t, and where your time is being wasted.

Because time is the one thing we don’t get back, and too many business owners are spending it in the wrong places.

We also go deeper into the reality of social media right now. The overwhelm, the noise, the rise of AI-generated content and the increasing pressure to constantly produce more. I unpack why so many people are stepping away from platforms, and why connection - real, human connection, is becoming more valuable than ever.

At its core, marketing has always been about connection. And in a world that feels increasingly automated, filtered and noisy, that matters more than ever.

If your marketing feels heavy, confusing or like it’s not working, this episode will help you reset and refocus on what actually moves the needle.

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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

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Email marketing is not dead. In fact, it is one of the most valuable and underused channels in your business.

In this episode of Marketing Espresso, I sit down with copywriter and email strategist Evelina Kaganovitch to talk about email sequences, nurture flows and why so many business owners are still overlooking one of the most powerful ways to build connection and drive sales.

We dive into why email is often more effective than social media when it comes to attention and conversion, and how it acts as a form of insurance for your business. Unlike social platforms, your email list is something you actually own, which means you are not at the mercy of algorithms, reach drops or account issues.

We also break down what a strong email sequence actually looks like, especially if you are just getting started. From lead magnets and opt-ins through to welcome sequences, Evelina shares how to build a flow that nurtures your audience rather than overwhelming them with constant sales messaging.

A big part of this conversation is around connection. Your emails should not feel like a funnel that is pushing for a sale at every turn. Instead, they should feel like a conversation. This is where storytelling, personality and simplicity really matter.

We also talk about:

• how to create a lead magnet that people actually want
• why plain text emails can often outperform highly designed ones
• how often you should be emailing your list
• why building trust first leads to stronger conversions later

If you have ever felt unsure about what to send, how often to show up or how to make your emails feel more like you, this episode will give you a clear place to start.

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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

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In this episode of Marketing Espresso, I’m joined again by the brilliant Bonnie Wicks, and we dive straight into a conversation that’s becoming impossible to avoid: the rise of AI in small business and the growing trend of people trying to replace themselves with it.

What started as a helpful tool for reducing admin is now being sold as the next miracle shortcut — with AI companies promising everything from three-month holidays to ten-times profit without lifting a finger. It’s seductive, especially for business owners who are overwhelmed, stretched and tired of constantly having to show up. But Bonnie and I unpack why outsourcing yourself is one of the fastest ways to damage your brand.

Together, we explore how AI can absolutely make life easier when used ethically — from analysing sales calls to streamlining onboarding — but also how quickly it can start eroding trust when it becomes a stand-in for your personality, your voice, or your presence. We talk about the dangers of AI-generated videos and AI-written scripts, the ick of automated chat replies pretending to be human, and the disconnect that happens when your audience realises it’s not actually you.

We share personal stories too, including my own ManyChat mishap that sent completely irrelevant replies to people who genuinely wanted to connect — a perfect example of how automation can unintentionally tell someone you don’t value them. Bonnie and I also talk about why people crave connection more than ever, and why your imperfections, tone, nuance and lived experience can never be replicated by a robot.

This episode is a reminder that marketing and sales should never be the first thing you outsource — and in fact, should probably be the last. People buy from people. And in an AI-saturated world, the most human brands are going to stand out.

Key takeaways
 The more you remove yourself from your brand, the more you dilute trust. AI is powerful, but it becomes damaging when it replaces your personality instead of amplifying it. Connection beats perfection every single time. Your frameworks, your thought leadership and your lived experience are your real intellectual property — and AI can’t replicate that unless you hand it over. And if you’re using automation, transparency matters far more than pretending to be human.

Actions you can take
 Audit where AI is currently showing up in your brand, and decide whether it’s amplifying you or replacing you. Upload your existing content or frameworks and use AI to enhance, not imitate. Keep yourself in your marketing and make sure that your sales conversations still involve you. If you use automation, be upfront about it. And most importantly, protect the parts of your brand that only you can bring.

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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

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In this episode of Marketing Espresso, I’m joined again by Heather from Green Door Co., and we dive into a question so many business owners are asking right now: Should I use AI to write my award submissions?

With everyone leaning heavily on AI for content, it’s natural to assume it could also take care of something as time-consuming as award entries. But as Heather explains, award submissions are a completely different beast — and relying on AI without understanding what it can and can’t do could cost you valuable opportunities.

Heather shares what she’s seeing across the awards landscape: a huge wave of AI-generated entries that are generic, flat and immediately obvious to judges. And while judges won’t outright reject an entry just because AI was involved, they can see when the submission lacks depth, nuance and genuine personality. The result? Those entries rarely make it to finalist stage, let alone win.

We talk about why award submissions require a very particular kind of writing — part storytelling, part evidence-based persuasion — and why AI struggles with that structure on its own. Heather breaks down the reality that if you want AI to help, you still need to provide extensive detail, emotional context, examples, statistics and a clear narrative. It won’t magically create that for you.

We also unpack the misconception that AI saves time. What actually happens is the time simply shifts: instead of writing, you’re spending hours crafting detailed prompts and then editing the output to make it sound human, consistent and aligned with the award criteria. In many cases, it’s the same amount of work — sometimes more — and if you’re entering an award with an entry fee attached, taking shortcuts becomes an expensive gamble.

Where AI can be helpful is in refining your writing once you’ve done the heavy lifting. You can use it to tidy your tone, help with structure or polish your clarity — but only if your storytelling, emotion and evidence are solid to begin with.

At the heart of this conversation is a reminder that award submissions are more than just a form you fill out. They’re one of the most public expressions of your brand. Even if the submission isn’t published, influential judges are reading it. Industry leaders are evaluating it. Your brand is being held to a high standard. And if the quality isn’t something you’d proudly share, it’s probably not something that will win.

Heather also gives us a sneak peek into the custom AI tool she and her team are building — one trained specifically on award-writing methodology — designed to support DIYers without sacrificing quality. It blends the efficiency of AI with the nuance of expert award strategy, and it’s set to launch later this year.

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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