The Fuel Podcast

Jason Falls is the CEO of Marketing Podcast Network (www.marketingpodcasts.net) and in this exclusive interview, we discuss how powerful podcasting has become to helping brands target a premium audience.

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Join Keith & Natasha as they chew the new business fat after a very long summer and autumn break, as they get to the bottom of what makes the perfect client?

Is there ever such a thing as the perfect client for any agency?

Is it a myth and legend on a par with Excalibur and Xanadu?

The guest for this exciting little podlet is Geraint Edwards, Chief Growth Officer for design agency Tangerine.

He helps us answer some of the most intriguing questions around this subject, including:

What makes the perfect client for a creative marketing agency?

What can clients do to get the best out of their agencies?

What should agencies do to get the best out of their clients?

Is it right for agencies to question the brief they’re given?

How should clients react if you offer up diverse, radical ideas?

Plus a perfect news story and Natasha reports on the very latest hair styling trends for the season.

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Is your company pet holding your agency’s sales back?

Is your leadership giving out leader-ick vibes?

Agencies often think they know what makes a winning creds or pitch deck, web site or even presenter, but if that were the case, you’d win more pitches, right?

Steve Fair of Sponge NB is an expert in agency credentials targeting,

preparation and presentation and in this show, he gives us a simple list of do’s

and don’ts for advertising, marketing and PR businesses.

He outlines what creds and pitch decks are supposed to say, what to leave in and what to leave out, where to meet, meeting length, meeting chemistry, web site hierarchy, personalisation and the art of cold outreach.

Show notes

Steve’s LinkedIn page

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

Sponge NB’s web site

http://www.spongenb.com

Sponge’s LinkedIn new business shorts:

https://www.linkedin.com/feed/hashtag/?keywords=newbusinessshorts

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If a picture is worth a thousand words, then what does your LinkedIn profile say about you?

Your LinkedIn profile copy, posts and pictures should all be carefully crafted to convey the message you want to give. And so are your prospects’.

This gives you a fantastic opportunity to learn more about the person or company that you’re looking to sell into.

But how do you decode the hidden cues and clues that could mean the difference between you being an also-ran to pole-position contender?

If your LinkedIn profile and web site simply and effectively displayed what you do and how you do it, then you’ll automatically have a 60% greater chance of converting the client.

Nancy Zare is the LinkedIn Whisperer. By day, she helps companies and sales professionals achieve high-quality results by using her psychology background to analyze their prospect targets’ LinkedIn profiles and web presence.

By night she rescues dogs!

Nancy’s in-demand talents for helping sales teams are legendary in the USA but not so well known in the UK, but now she’s been on the show, that’s all about to change!

Even the most talented, service-minded people stumble on sales calls, either because they are unsure of how to sell effectively or by accepting "no" too quickly. Her company Rapport Builderz teaches business people to overcome these obstacles to make more money with confidence and ease with her AlikeAbility(TM) System. Helping them understand and communicate like their buyers.

She’s like a forensic detective who uncovers subtle insights that elevate any sales pitch and give every sales call the best possible chance of success.

This show is a masterclass in salescraft techniques that can give your new business effort a boost.

And Nancy is also offering a free exclusive LinkedIn profile audit, to help you see how your LinkedIn profile measures up and give you tips to help you optimize it.

This show perfectly aligns with our mission for 2024 of uncovering the intangible elements of the sales process and is a must-listen for anyone interested in the clever techniques that some might call ‘special sauce’ in new business.

Show notes

Nancy’s LinkedIn profile: https://www.linkedin.com/in/nancyzare/

And don’t forget she is offering a FREE LinkedIn profile audit

Nancy’s web site: https://rapportbuilderz.com

The Farm Dog Rescue Project: https://thefarmdogrescue.com/farm/

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Female British Entrepreneurs need to behave like American male founders.

With a change in government in the UK, what initiatives should they focus on to help grow the economy through innovation and entrepreneurship?

We can either tax our way to prosperity or grow our way to success on the world stage.

Or both.

Julie Thompson-Dredge, founder of Frame PR is at the cutting edge of the start-up world and among other duties is responsible for comms for the Made in Britain campaign and she’s passionate about helping founders to develop their start-up’s narrative so they can effectively communicate their marketing messages.

In this show, we discuss the basics of promoting a start-up business, using effective low-budget marketing tools and tricks, and also how to develop a captivating story designed to attract funding.

Key to this discussion is the urgent need to create the right environment for female entrepreneurs to flourish, and how Julie helps British women founders behave like American male entrepreneurs.

A fascinating discussion for anyone interested in the world of start-ups, funding and new economic drivers.

Julie’s LinkedIn Profile here: https://www.linkedin.com/in/julie-thompson-dredge-336ab33/

Grace Beverley

https://www.linkedin.com/in/grace-beverley-574a10102/

Anne Boden - Starling

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

Mary Portas

https://www.linkedin.com/in/mary-portas-2420108a/

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Marketing budgets are increasing, and yet creative spend is decreasing.

Clients want more creative for less.

This podcast teaches you how to find those efficiencies, using working examples in the retail and B2B sector.

My guest is Michael Veitch, ex-Saatchi & Saatchi New Zealand and a seasoned digital master, whose new company OutcomePath helps companies across all sectors find their online MOJO.

He explains why copying the competition can be one of the easiest mistakes to make; ignoring your organisation’s DNA can become costly and is sometimes fatal. We examine what happened at The Body Shop and how disaster could have been avoided.

Mike also has some wonderful advice for anyone looking to acquire and relaunch the retailer, as well as providing handy tips for measuring your company’s online performance and making sure it matches the offline experience.

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Mike's LinkedIn profile here: https://www.linkedin.com/in/mcveitch/

OutcomePath web site here: https://outcomepath.co.uk/

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https://www.linkedin.com/in/natasha-ellard-shoefield-the-hand/

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

In the news: Parkrun and phone boxes that power cars.

Interview with Jayne Noblet of The Collaborators - What does it mean to be a B Corp?

How to obtain B Corp status

B Corp and the Food and Drink industry

How B Corp helps you win new clients

Should B Corp be adopted by the Government?

Missed climate goals and targets

Unilever's change of purpose strategy

Show notes:

Parkrun: https://www.parkrun.com/about/our-story/20-years-of-parkrun/

Jayne Noblet's LinkedIn profile:https://www.linkedin.com/in/jaynelilly/

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The road to hell is paved with good intentions, says the proverb. Never has that been truer than in the case of corporate purpose, the movement that took over the business and advertising world following the financial crisis of 2008.

Nick Asbury, creative writer, corporate purpose critic, poet, songsmith, humorist and author of the new blockbuster book The Road to Hell, discusses his perspective on how the advertising and marketing business became consumed with the idea of doing good to the detriment of everything else.

We cover the wide and varied reactions to the book from the industry, the rights and wrongs of BCorp, Edelman's Trust Barometer, the link between tobacco & purpose marketing, Paul Feldwick's superb definition of "creativity", Nick Cave and AI and how ChatGPT's creator OpenAI has switched its purpose-driven goals.

Show notes:

Nick’s LinkedIn profile here: https://www.linkedin.com/in/nick-asbury-2573322/

Asbury & Asbury web site: https://www.nickasbury.com/

Buy the book: https://www.nickasbury.com/writing/roadtohell

Paul Feldwick’s definition of Creativity: https://adassoc.org.uk/credos/what-does-creativity-mean-in-advertising/

Stephen Fry reads Nick Cave’s letter about ChatGPT: https://www.youtube.com/watch?v=iGJcF4bLKd4

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Discussing the findings of a massive survey of creative agencies and their clients, actor, coach and business presentation guru Catherine Allison gives advice on how to make business presentations, talks, seminars and online meetings fun, engaging, entertaining and most of all, memorable.

Catherine uses her extensive career in the spotlight to help remove the ‘resent’ from presentations, put the ‘power’ in Powerpoint, and the ‘we’ in webinar.

Catherine gives simple tips on how to win pitches through the unspoken and spoken power of communication. She teaches us how to stand tall, how to imagine our own dragon tail, overcome nerves and deliver powerful messages in person, online and on the phone.

Included totally free-of-charge in this podcast is a simple method of structuring a sales pitch that delivers all the right feels, based on classic acting know-how.

Show notes:

Catherine’s LinkedIn profile, here: https://www.linkedin.com/in/catherinea/

Catherine’s company web site here: https://mastertheart.co.uk/

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The undeniable link between advertising and entertainment explained by Paul Feldwick, the author of ‘Why Does the Pedlar Sing?’

Paul’s investigation into this subject began a few years ago when he worked in senior planning roles in some of the world’s biggest advertising agencies.

As our focus on metrics and data increases, it seems our understanding of the basic principles of marketing is similarly decreasing.

Since the first time a person sold another person something, we’ve always tried to make it an enjoyable experience and the industry-wide pearl-clutching over the apparent lack of creativity in our profession can be easily explained by an expert of Paul’s calibre.

This is as enjoyable a podcast as I’ve ever done and Paul is a wonderful storyteller. The show was a revelation to me, as it triggered memories of my own childhood and a series of artworks called ‘The Cries of London’.

Join me as I ask Paul – Why does the Pedlar Sing?

Show notes:

Paul Feldwick’s LinkedIn profile here: https://www.linkedin.com/in/feldwick/

Buy the book ‘Why Does The Pedlar Sing?’ here: https://a.co/d/129x0ms

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