Marketing Espresso

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Today Kelly Irving teaches us an important lesson about the power of genuine connection and vulnerability. 

She noticed that when people write content, they tend to hide behind a mask, instead of being real and genuine with their audience. 

She realized that when people write content, they need to think of it as a two-way conversation between them and one other person and they need to understand who they are communicating with, why they need their work, and what their challenge is. 

Through learning this lesson, she's learnt that writing a book, or any content isn't about positioning yourself as an expert, it's about creating a genuine connection with your audience. Choosing to use your voice and share your story is the key to a genuine connection.

The key to connection and success lies in vulnerability, creating an ironic, yet impactful tension between the need to be heard and the courage to be seen.

"No one can give you a voice. You have a voice, but you have to choose to use it." -Kelly Irving

Kelly Irving is a best-selling book coach, editor, and creator of The Expert Author Academy – a global coaching platform and community that has launched hundreds of award-winning authors into the world. She nurtures authors to bring their biggest, best and most commercially viable ideas to market, via traditional, hybrid or self-publishing.

Kelly’s unique Write Book Method helps connect dots and solve complex business messaging problems by empowering original, creative and renaissance spirits to share new solutions, offer new insights and produce work that enriches their lives as well as others.

In this episode, you will learn the following:

1. Exploring the power of vulnerability when running a business, writing content, and sharing ideas.
2. Understanding the difference between writing to an audience and writing to a single person.
3. Examining why people read books and why it is essential to differentiate between what and why we do things.

Resources:
Check out her free Book Screening Canvas to find and validate your most commercial book idea in just 15 minutes at www.kellyirving.com/canvas

CONNECT
Learn more at www.kellyirving.com and 
follow Kelly Irving on LinkedIn, and Instagram @goodcontentkel. 

Write your book - discover The Expert Author Academy for more www.kellyirving.com/author

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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

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Today I tackle my least favourite business expression - "The Silver Bullet"

Yep, I hate this expression because there isn't one.

Like anything in life, there are no quick fixes... and when there are we should be asking questions.

People think marketing will act as a silver bullet... it doesn't.

The best Marketing is that which is well thought out, starts internally, and is strategic.

"Marketing is not a silver bullet. This is why we have a strategy. This is why we have all of the things mapped out about how we're going to manage any marketing that we're doing."

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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

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Today Michelle Broadbent and I dive deep into Time Management - and not in a boring "you should spend x amount of hours on" but rather we chat through how to get the most out of your day by incorporating some structure.

"As business owners, the focus should be on our output as opposed to the number of hours that we're sitting in front of our laptop or sitting in front of the chair. And that's the beauty of having your own business, is that you can work to the hours that work for you and also not be afraid to own it."

Michelle is a business strategist with a 20+ year career as a trusted advisor to female founders across an array of industries including media, marketing, fashion, design, executive coaching and training. She is passionate about seeing women succeed and has supported countless women as they step up from solopreneur to CEO in their business. Michelle is known for smart, strategic solutions that build thriving businesses and provide women with the freedom to enjoy what matters most - in business and life.

Prior to starting her business in 2016, she spent more than a decade in the media industry - playing an integral role in building two start-ups from solo entities to thriving global brands. Michelle’s superpower is being able to cut through the overwhelm and overdrive of running a business alone. 

As a voice of reason and a motivating force, her focus is on removing roadblocks and identifying the opportunities, structure and resources to meet the demands of running a business.

Michelle has shared her insights on stages, masterclasses, podcasts and in print. She has her own podcast - 'Your Business Boost' and is the Productivity Editor of 'Women Love Tech' and 'The Carousel' news sites.

She lives on the Northern Beaches of Sydney, Australia with her two daughters and Jett, their pet cavoodle.

In this episode, you will learn the following:
1. How to Create a Balance of Structure and Free Thinking to Maximize Productivity: Learn how to create a balance between structure and free thinking to maximize productivity and get the most out of your day.
2. How to Make Time for Everything: Discover how to make time for everything, from obligations to clients to personal responsibilities, and still have time to move your business forward.
3. How to Maintain Peak Productivity Levels: Uncover tips and tricks for maintaining peak productivity levels, including identifying when you work best and creating habits that become automatic.

Resources:
Listen to Michelle's Podcast 'Your Business Boost'

Website: https://www.michellebroadbent.com.au/

Find Michelle on Instagram

Find Michelle on LinkedIn

***

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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 Fan Mail

You hear me talk marketing strategy all the time, to have a marketing strategy you have to have the fundamental foundation 'stuff' for your business. 

Having foundations in place for your marketing will allow you to measure success and understand which channels are best for your target audience. Additionally, it is important to understand your own strengths in order to do purposeful work in your business.

"Don't start a TikTok account just because your kids are on TikTok and they say that TikTok is the platform of choice. Now, are you trying to sell to your children? If you are, great, be on TikTok. If your ideal client is not your child and not a 13-25 year old woman or the mum market, why are you there?"

In this episode, you will learn the following:
1. Why is it so important to get marketing foundations right?
2. What is AB testing and why is it important in marketing?
3. How can understanding your strengths, your why, etc help you develop a better marketing strategy?

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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 Fan Mail

Today Karen Tisdell and I chat all things LinkedIn and how to have the right balance of content and intentional engagement. 

"It's really important to be careful where we spend our time and energy and put ourselves in faith's path - Karen Tisdell"

As an early adopter of LinkedIn, Karen Tisdell recognised the platform’s potential when working as a recruiter. Foreseeing the importance of how business leaders are perceived online, Karen began her LinkedIn profile writing business in 2009. A decade on she is ranked as one of the top 8 independent LinkedIn trainers across Asia Pacific and has been recognised by LinkedIn as a ‘Top Voice’ for having produced some of the most popular and helpful content.

A guest writer for various publications, Karen facilitates LinkedIn sales training for some of the biggest companies in Australia – all while writing profiles for individuals who want to grow their small businesses.

In this episode, you will learn the following:
1. Discover how to use LinkedIn search tools to find potential clients without paying a single cent for premium services.
2. Learn how to nurture relationships on LinkedIn and build genuine trust without strangling and pouncing on potential clients.
3. Find out how to use LinkedIn notifications and delete unwanted notifications to tailor your experience.

Resources:
Connect with Karen on LinkedIn: https://www.linkedin.com/in/karentisdell/ 

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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 Fan Mail

A marketing strategy is not just a fluffy document but a practical day-to-day guide that should include your brand, customer, product or service, goals, and marketing execution. It also should include considerations for customer experience, internal marketing, processes, and systems. It's important to get external help to ensure all areas are considered and the plan is as effective as possible.

"If you don't have a goal in mind, how can you work hard to achieve that? Or how can you know what you need to do in order to achieve that? Because we need goals to work towards."

In this episode, you will learn the following:
Unpacking the components of a successful marketing strategy, including understanding your brand, product, customer, and goals.
Exploring the importance of creating the right processes and systems in order to implement your strategy and report on its success.

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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 Fan Mail

"Your personal brand is you.  You Get to be in control of the story. You get to decide what is said about you and how that comes across."

So what is a personal brand exactly? And how do you build one? Do we naturally have one based off peoples opinions of us, or is it something we can control?

When Emma Lovell helps her clients rediscover their identity and personal brand, she must reconcile their own self-perception with how others see them, creating an empowering and unexpected journey of self-discovery.

Emma Lovell is a personal branding coach with a mission to help female leaders to show up and make an impact. Through her business, Lovelly Communications, Emma gives women the tools and support to grow their business, become an authority and build their own unique brand.
 
She’s a speaker and MC, regularly taking to the physical and virtual stage to speak about business, personal brand, travel and mental health. Emma is also the host of not one, but two podcasts - Lovelly Travels and the Live & Love Your Brand Podcast.
 
Wherever possible, she combines her passions of business and travel together and she sees life as one big adventure. Emma’s personal mission is to live a life that she loves, a lovelly life, and inspire others to do the same.

 Emma lives on the Gold Coast with her Aquaman husband Mathew, her toddler Finn and their furbaby cat, T'challa.

Resources:
Instagram: https://www.instagram.com/lovellycomms/ 
LinkedIn: https://www.linkedin.com/in/emmalovelly/

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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 Fan Mail

You wouldn't hire generic "tradie" to fix your leaky gas pipe. Just like you wouldn't (shouldn't) hire "generic" marketer to take care of your marketing.

Marketing is the overall umbrella, within it you will find a specialist for each and element that makes up the marketing realm.

After being and working with clients and teams of all sizes I quickly learnt marketers are expected to know everything and be a jack of all trades, but that isn't the case if you want quality, expertly driven marketing. Different aspects of marketing such as SEO, Google, social media, and advertising all require specialized knowledge. 

Further to this, I believe that good marketing starts internally with you - or your team, and it is important to outsource for specific talent when necessary.

"Marketing is an art. And the artists that are marketers are training in their field, in their specialty constantly."

"Good marketing starts from the inside of a business, not the outside of a business."

In this episode, I discuss:

1. Why do marketers need to be a specialist in their field
2. What are the benefits of viewing marketing as a department, rather than a person
3. How can business owners get clarity on their marketing strategy and reach their goals

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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 Fan Mail

Hareta and I discuss in depth how creating a culture of marketing across a business makes the difference for not only your marketing, but for how your people feel.

"How do I want to treat the people that I work with and how do I want them to walk away feeling?"

Hareta McMullin is the founder of Third Space People, a leadership mentor and employee experience strategist, shaking up the way we think and feel about HR. She helps businesses drive commercial success, by developing confident leaders and reimagining the employee experience.

Advocating the power of human connection, Hareta partners with the purpose-led, the forward-thinkers and the difference-makers to create human-shaped cultures that make a ding in the world.

Hareta is an award-winning HR professional who has worked in medium to large Australian-based global organisations for the last decade. With experience in the hospitality and tech industries, she’s managed teams across multiple time zones, and led through structural change, acquisitions, and pandemics. She’s scaled employee experience programs and run leadership workshops in Australia and the UK.

Hareta has featured on panels with the likes of LinkedIn Learning, and in Australian media publications such as Smart Company, Women's Agenda, Australian Financial Review and HRD Magazine.

Empowering you to stop doing HR like everyone else, Hareta designed and facilitates the Third Space Founder to Leader Accelerator. This is her signature 10-week program tailor-made for female founders who want to scale without the overwhelm, remove the stress of employing people and reclaim the time to work on their business, not in it. 

In this episode, you will learn the following:

1. How can businesses use internal communication to drive excellent marketing
2. What tips can be used to create a culture of inclusivity and engagement in conversations
3. How can we ensure we don't make our team members feel like they're not a priority

Resources:
Website: https://thirdspacepeople.com
Facebook: https://www.facebook.com/groups/1839544269574490
Instagram: https://www.instagram.com/third_space

Connect with me:
Loved this episode? Leave me a review and rating

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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 Fan Mail

I often talk about the importance of understanding what your customers need to hear in order to make the most impact with your marketing efforts. Listening to the conversations that your customers have can give you valuable insight into what they need to hear and how you can produce content that will help them. 

It is also important to ensure that everyone in your business is marketing-centric and feeding back to you the content you should be creating. 

If you do this, you will be able to increase engagement and reach your customers more effectively.

"Produce content around that, and I promise you that you will see engagement, you will see people's eyes on your content wherever it is."

In this episode, I chat about the following:
1. How can you make sure that your marketing content stands out from the noise
2. What is the importance of having a marketing-centric business culture
3. How can you turbocharge word-of-mouth marketing with content

Resources:
Book a 90-minute strategy session with me

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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