This episode is a deep dive into how you can harness creativity, leadership, and strategic thinking to propel your business forward. In our "Person" segment, we explore the critical role of deadlines in managing tasks effectively, especially in knowledge work. Inspired by insights from Cal Newport, we discuss strategies that can alleviate stress and clarify expectations, empowering you to enhance productivity and satisfaction at work. The "Principles" segment introduces the concept of 'ideas sex'—the dynamic fusion of diverse thoughts to spur innovation. Drawing from Dan Bigham’s approach in cycling, we look at how applying this mindset can lead to groundbreaking results and help you maintain a competitive edge. We then address "Problems" by tackling the practical challenges of digital marketing, specifically around engagement metrics. We examine how adapting content and embracing novelty can reignite audience interest and improve interaction, offering you actionable strategies to enhance your marketing efforts. Finally, our "Perspicacity" segment revisits the ingenious marketing strategy behind the Michelin Guide. We discuss how strategic diversification can transform a simple guide into a globally recognized symbol of excellence, inspiring you to think creatively about leveraging your brand’s heritage for long-term success. Join us as we explore these themes, providing you with actionable insights and reflections to apply in your professional journey. Let’s unlock new possibilities together! Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:08 Person This segment focusses on you, the person, because we believe business is personal. Managing Tasks And Deadlines The "Person" segment explores the practical aspects of managing workplace tasks and deadlines. Steve introduces the discussion by sharing his personal affinity for setting deadlines, a practice that helps him navigate the complexities of his projects. This approach was further validated through insights from Cal Newport’s book, "Slow Productivity," as discussed on Sam Harris's "Making Sense" podcast. Cal Newport emphasises the autonomy of knowledge workers in handling tasks without specified methodologies, which often comes with a need to understand and alleviate the stress these tasks may introduce to their supervisors. He suggests that providing visibility into one’s workflow, such as updating tasks on a public Trello board (or similar), can significantly reduce a supervisor's stress by showing progress and expected completion without the need for constant reminders. David Olney, in conversation with Steve, relates this to a common challenge faced by founders and leaders: the "Founder’s Dilemma." This dilemma revolves around the tension between maintaining control over tasks and delegating them effectively. Olney highlights the importance of communicating expectations and deadlines clearly to bridge the gap between a leader’s vision and the team’s execution. The dialogue also touches on the personal empowerment that comes from managing one’s workload transparently. Both Steve and David advocate for proactive communication about task timelines, whether setting or receiving them, to foster a productive and stress-free work environment. They argue that such practices not only improve workplace dynamics but can also be applied to personal life, teaching valuable skills of responsibility and foresight. Overall, the segment illuminates the nuanced art of task management in professional settings, encouraging listeners to embrace structured transparency to alleviate stress and enhance productivity for all parties involved. 11:07 Principles This segment focusses principles you can apply in your business today. The Benefits Of Ideas Sex In the "Principles" segment, the conversation revolves around the concept of 'ideas sex', a term inspired by Dan Bigham's book "Start at the End." The discussion, led by Steve Davis with input from David Olney, delves into the strategic advantage of reverse engineering and innovative thinking in both personal and professional contexts. David describes Dan Bigham as someone who has grasped a crucial insight recognised by many intelligent individuals: the importance of envisioning the end result to achieve success more effectively. This approach aligns with techniques like backcasting, where starting with a clear and precise end in mind enhances the likelihood of achieving desired outcomes. Steve shares how Bigham's experiences in the cycling world and his meticulous scrutiny of rules for competitive edges have broad applications, from sports to everyday business strategies. The dialogue further explores the transformative potential of integrating fresh perspectives into established practices. Bigham’s concept of 'ideas sex'—the blending of diverse thoughts and strategies to foster innovation—is likened to biological reproduction, where mixing genetic materials produces new traits. This metaphor extends to the notion that stale, unchallenged methods (ideas incest) can stifle progress and innovation. Steve and David discuss the practical implications of this philosophy in the workplace. They emphasise the value of welcoming newcomers and outside consultants who can offer fresh insights that challenge conventional wisdom and stimulate creative solutions. This approach is crucial in preventing stagnation and encouraging continuous improvement within organisations. The segment concludes with a reflection on the necessity of deliberate and open-minded management strategies that facilitate the intersection of diverse ideas. By encouraging a culture that values constructive challenge and diverse perspectives, businesses can leverage 'ideas sex' to drive meaningful innovation and maintain a competitive edge in an ever-evolving marketplace. 21:33 Problems This segment answers questions we've received from clients or listeners. When Mailchimp Is Not Giving You The Numbers You Want In the "Problems" segment, Steve Davis discusses an issue raised by Jane, a former mentee, regarding her MailChimp newsletters. Jane reported that while her newsletter's opening rates were high, the click-through rates had significantly dropped. Steve suggests two potential reasons for this decline: increased privacy and cookie restrictions possibly affecting the tracking of user interactions, and a general decline in user engagement due to content saturation or lack of novelty in her newsletters. Steve advises Jane to independently verify the activity on her newsletter links through tools like Google Analytics to see if the newsletter opens are being properly recorded. This step is crucial to determine if technical issues might be obscuring actual engagement metrics. He also reflects on the broader issue of reader engagement, hypothesising that the drop in click-throughs might be linked to a more profound societal shift where people, burdened by the increased stress of modern life, have less mental bandwidth for new stimuli. David Olney adds that the desire for novelty might still prompt people to open emails but without engaging content that captures their interest, they are likely to disregard the message. He stresses the importance of continually innovating and adding fresh elements to the content to maintain reader interest and engagement. The discussion highlights the necessity of understanding audience needs and adapting strategies to meet evolving expectations and conditions. 25:24 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past. The Michelin Guide In the "Perspicacity" segment, Steve Davis and David Olney discuss the innovative marketing strategy behind the Michelin Guide. Initially created by the French tyre company Michelin in 1900, the guide was designed to encourage more driving, and consequently, more tyre usage by listing good restaurants across continental Europe. This not only promoted Michelin tyres but also unexpectedly led to the Michelin Guide becoming a prestigious entity in its own right, now synonymous with culinary excellence rather than just driving. The discussion delves into the concept of a company broadening its marketing approach to include services that, while seemingly unrelated, serve to enhance its core business. The Michelin Guide's success is attributed to its credibility and the quality of information it provides, which has maintained its value over time despite the vast availability of free information today. David Olney reflects on modern parallels, noting how today's digital influencers maintain credibility. He points out that genuine, unbiased reviews by respected individuals can significantly influence consumer choices, much like the Michelin Guide did. They also touch upon the challenges of replicating such a strategy in today's information-saturated market, where trust and credibility are more crucial than ever. The segment concludes with a broader reflection on the enduring value of credibility in marketing. See omnystudio.com/listener for privacy information.

In this episode, hosts Steve Davis and David Olney embark on an insightful journey exploring the profound impacts of AI on communication and the essence of human connection. Through their unique four P's approach—Person, Principles, Problems, and Perspicacity—the episode delves into the transformative power of effective communication, guided by wisdom from Charles Duhigg's book on Super Communicators and reflections on the Big Bang Theory's character dynamics. The "Person" segment illuminates how genuine communication, driven by care and curiosity, forges deep connections, drawing from Oscar Wilde's insights on companionship. The discussion emphasises the need for empathy and understanding in every conversation, whether personal or professional. In "Principles," the conversation pivots to Duhigg's revelations on communication modes—help, hug, or be heard—and the significance of aligning with the listener's needs. This segment offers practical advice for enhancing interpersonal interactions by discerning the nature of the conversation desired. "Problems" addresses the criticality of secure, two-factor authentication for digital security, offering tangible solutions to protect online identities and assets in an increasingly interconnected world. Finally, "Perspicacity" revisits the Big Bang Theory, using it as a lens to examine the subtleties of matching emotional tones and energy levels for meaningful communication. This part also ventures into the realm of AI, discussing its role as a co-pilot in our digital explorations and the importance of human elements in content creation and connection. Throughout, the episode not only navigates the evolving landscape of communication in the age of AI but also champions the timeless value of empathy, curiosity, and genuine interaction in building relationships and fostering understanding. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:02 Person This segment focusses on you, the person, because we believe business is personal.Would You Rather Be Helped, Hugged, Or Heard? In the "Person" segment, hosts Steve Davis and David Olney delve into the intricacies of communication through the lens of Charles Duhigg's concept of Super Communicators. Emphasising the importance of recognising the mode of communication—practical, emotional, or social (helped, hugged, heard)—the discussion sheds light on the common disconnect that occurs when individuals engage in conversation with differing expectations of its nature. This exploration is anchored in the understanding that effective communication is not just about the exchange of information but also about matching the emotional tone and energy level between participants. Such alignment fosters a deeper connection and ensures that the essence of the conversation is not lost in translation. The segment illuminates how, by simply clarifying the type of engagement sought—whether seeking solutions, emotional support, or just an ear to listen—can significantly enhance the quality and outcome of interactions. Further, the conversation turns to Duhigg's invaluable advice for navigating the often fraught terrain of online communication, particularly in social media contexts. Highlighting the need for overemphasising politeness, reducing sarcasm, and avoiding public criticism, these guidelines offer a roadmap for more constructive and less contentious online engagements. By adopting these strategies, individuals can foster more meaningful connections in a digital age, where the nuances of face-to-face interaction are frequently lost. This segment compellingly argues that understanding and applying different modes of communication, coupled with mindful online behaviour, are crucial for realising the full potential of our interactions, both personally and professionally. 16:07 Principles This segment focusses principles you can apply in your business today.Be Kind To Your AI Tools And Get Better Results In the "Principles" segment, Steve Davis and David Olney pivot the conversation towards the burgeoning relationship between humans and artificial intelligence, particularly in how we communicate with AI tools. Drawing upon recent observations and articles, the hosts explore the fascinating principle that treating AI with politeness—notably AI like ChatGPT, named Amber in their discussion—can significantly improve the quality of interactions and outcomes received. The segment unpacks the curious phenomenon that AI tools respond more effectively to prompts delivered with courtesy. This insight not only highlights the evolving nature of human-AI communication but also suggests that the algorithms behind these tools may be influenced by the tone and respect inherent in user queries. The discussion further delves into the implications of this finding, pondering whether AI's responsiveness to politeness mirrors the vast amount of human dialogue it's trained on, which often values respectful communication. Moreover, the conversation touches on the importance of these interactions as a reflection of broader communication habits. If politeness can enhance our dealings with AI, what does this say about the fundamental principles of effective communication in our human relationships? This thought-provoking segment ultimately underscores a critical principle in the era of AI: the way we engage with technology not only impacts our immediate objectives but also reflects and perhaps shapes our overall communication culture. By advocating for kindness and respect in all interactions, whether with humans or AI, "Talking About Marketing" illuminates a path towards more meaningful and productive exchanges in a tech-driven world. 28:43 Problems This segment answers questions we've received from clients or listeners.Turn On Two-Factor Authentication Without Email In the "Problems" segment, Steve Davis addresses a crucial digital security measure: the activation of two-factor authentication (2FA) that does not rely on email. Highlighting a common oversight, Steve narrates a scenario where a client was unable to access their web hosting service due to the 2FA code being sent to an email address that was inactive, a result of an expired domain name. This cautionary tale serves as a reminder of the vulnerabilities associated with tying security measures solely to email-based verification. Steve advocates for more secure and reliable 2FA methods, such as SMS-based codes or authentication apps like Google Authenticator. These alternatives reduce the risk associated with email reliance, ensuring continued access even if email services are compromised or unavailable. Particularly, the use of authentication apps is recommended for their ability to generate time-sensitive codes linked directly to the service being accessed, independent of email or phone number changes. 30:46 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.A Big Bang Insight Into Conversation In the "Perspicacity" segment, the conversation takes an entertaining turn as Steve Davis and David Olney explore the significance of tone and energy in communication through the lens of popular TV shows, "The Big Bang Theory" and its spin-off, "Young Sheldon." This segment illuminates Charles Duhigg's insight that effective communication is not solely about the content but significantly about matching the emotional tone and energy between conversational partners. Using "The Big Bang Theory" as a case study, the hosts discuss how the show's success, particularly in its pilot episode's re-shooting, hinged on the actors' ability to synchronise their characters' emotional tones and energies. This alignment allowed for a more authentic and engaging portrayal of the characters' interactions, resonating deeply with audiences and setting the stage for the sitcom's success. "Young Sheldon" is presented as further evidence of this communication principle in action, showcasing how the titular character's unique way of engaging with the world and others around him still adheres to the fundamental need for emotional congruence in interactions. The segment highlights how Sheldon, despite his academic brilliance and logical approach to life, learns the importance of matching tone and energy to connect with others effectively. This engaging discussion not only sheds light on the dynamics of successful TV storytelling but also offers valuable lessons on the universal application of these communication principles in real-life interactions.See omnystudio.com/listener for privacy information.

In this episode, Steve Davis and David Olney delve into the fascinating world of human irrationality, particularly as it pertains to customer behaviour. Drawing on insights from behavioural economics, the hosts explore whether it's possible to anticipate the seemingly unpredictable actions of customers. The discussion is sparked by Steve's appreciation for David's consistently insightful, albeit unpredictable, contributions, likened to the pleasant surprises of chocolate with steak. In the Person segment, Steve plays a segment from a recent Adelaide Show podcast that features a discussion with Jordan Tomopoulos from the Adelaide Economic Development Agency about the economic climate in South Australia, focusing on the varying impacts on different demographics. It contains the Economic Doughnut analogy, which describes the economic landscape in a way that highlights the disparities between different age groups and their spending habits. Following the economic discussion, Steve and David reflect on the broader implications of these insights for understanding customer behavior and crafting effective marketing strategies. In the Principles segment, Steve and David unpack the concept that while humans strive for rationality, our actions are often predictably irrational. This is based on a deep dive into Dan Ariely's work on behavioural economics, particularly his book "Predictably Irrational." The hosts discuss how Ariely's findings apply to business practices, customer service, and marketing. Key concepts from Ariely's work, such as the distinction between social and market norms and the principle of anchoring, are explored. Real-life anecdotes, including Steve's experience as a mobile DJ, illustrate these concepts. In Problems, Steve shares his experiences with poorly executed attempts by PR agencies to place guests on podcasts, highlighting the importance of genuine engagement and understanding the specific content and audience of a podcast. Finally, in Perspicacity, comedian, Dave Allen, is the focus. The episode concludes with a discussion on the timeless relevance of comedian Dave Allen's humour, while also considering the evolving social norms surrounding comedy and content that might now be considered outdated or inappropriate. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:24 Person This segment focusses on you, the person, because we believe business is personal.The Economic Donut Effect In this week's Person segment, we explore the actions of our customers through a discussion with Jordan Tomopoulos from the Adelaide Economic Development Agency, by discussing South Australia's economy. This segment highlights the "economic donut" effect, showcasing how different demographics are experiencing the current economic conditions. The extremes of this donut include financially secure older individuals and young adults with low expenses and high spending freedom, contrasted by the middle segment—new homeowners and families—feeling the economic pinch the most. This analysis offers valuable insights for businesses on targeting strategies and understanding consumer behavior in a fluctuating economic landscape. 10:05 Principles This segment focusses principles you can apply in your business today.Predictably Irrational In the Principles segment, the spotlight shines on the enlightening concepts from Dan Ariely's "Predictably Irrational." The book explores the often counterintuitive ways in which humans make decisions, blending behavioural economics with practical insights into human nature. Ariely's work, celebrated for challenging the Enlightenment's rationalist model, reveals our tendencies towards emotional consistency over purely logical actions. The discussion delves into key takeaways that have profound implications for business practices, notably the concepts of anchoring, social versus market norms, and the psychological costs of keeping options open. Anchoring, for instance, is highlighted as a crucial strategy in business, where the initial price or product description significantly influences subsequent consumer perceptions and decisions. Similarly, Ariely's distinction between social and market norms offers valuable lessons on the complexities of human interactions, especially in the context of pricing and service offerings. Closing doors, another concept from Ariely's book, is underscored with personal anecdotes about making conscious decisions to cease certain activities to better focus on what truly matters. This principle, about the mental and emotional relief that comes from simplification, resonates deeply in both personal and professional spheres. This segment of the podcast not only provides actionable insights into navigating the irrational aspects of customer behaviour but also encourages a deeper understanding of the underlying psychological mechanisms at play. Through Ariely's lens, the episode invites you to rethink conventional wisdom about rationality in business and life. 26:24 Problems This segment answers questions we've received from clients or listeners.When PR Agencies Lack Authenticity With Podcasters In the Problems segment, a candid discussion unfolds about the challenges and pitfalls of securing podcast guest spots, emphasising the value of authenticity and personal effort over relying on PR agencies. The segment kicks off with an encounter with a PR agency representative, who, despite his formal approach, lacked a genuine connection or understanding of the podcast's essence. This experience underlines the industrial, impersonal approach some agencies take towards podcast placements, treating them as mere transactions rather than opportunities for meaningful dialogue. The conversation further delves into another agency's attempt to place a guest on the podcast, revealing a lack of familiarity with the show's content and format. These interactions serve as cautionary tales about the superficial engagement and lack of passion that can pervade the podcast guest placement process when mediated by third parties more focused on quantity over quality. Highlighting the importance of genuine interest and personal initiative, the hosts advocate for direct outreach by potential guests who have taken the time to understand and appreciate the podcast's themes and audience. This approach, grounded in authenticity and mutual respect, contrasts starkly with the dispassionate and formulaic pitches often encountered from PR agencies. Ultimately, this segment sheds light on the broader issue of navigating the podcast landscape with integrity, encouraging creators and guests alike to prioritise genuine connections over transactional arrangements. This focus on authenticity not only enriches the content but also fosters a more engaged and loyal listener base. 32:33 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.When Comedy Is Past Its Time In the Perspicacity segment, the hosts delve into the comedic genius of Dave Allen, whose humour often reflected on societal norms through everyday situations. A particular routine about teaching a child to tell time not only showcases Allen's knack for blending wit with observations but also includes a moment where he mimics the action of hitting the child for not grasping the concept quickly. This aspect of Allen's performance sparks a thoughtful discussion on how societal attitudes toward humor and discipline have evolved. While once considered harmless comedy, such depictions now prompt a reevaluation of what behaviours are deemed acceptable and entertaining. The conversation broadens to explore the shifting landscape of cultural references and generational understanding. The hosts ponder the relevance of analogue clocks to today's digital-native youth and how shared cultural touchstones like biblical allusions or Shakespearean idioms are losing their ubiquity in public discourse. This leads to a contemplation on the importance of tailoring communication to one's audience, especially in marketing. Recognising and adapting to the changing cultural and technological milieu is crucial for creating content that resonates. The segment emphasises the critical role of continuously updating buyer personas to reflect these shifts. It suggests that understanding an audience's cultural norms and references is not only essential for effective marketing but also for ensuring humour and messaging remain appropriate and engaging. The discussion concludes by affirming the power of comedy to reflect and challenge societal norms, alongside a reminder of the ongoing need to align marketing strategies with the evolving cultural landscape.See omnystudio.com/listener for privacy information.

In this episode's "Person" segment, we dive into "The Expectation Effect" by David Robson, uncovering how our brains function as prediction machines and the profound impact our expectations have on our mental energy and capabilities. Through groundbreaking research and practical insights, we explore the transformative power of altering our beliefs about our cognitive resources. This discussion offers invaluable strategies for enhancing productivity, focus, and overall well-being, making it essential listening for anyone looking to unlock their full potential in an over-stimulated world. In the Principles segment, we delve into the crucial concept of attention in the realm of business and marketing. This conversation is sparked by insights drawn from a chapter on attention in William James' seminal work, "Principles of Psychology." Through an engaging dialogue, we explore James' profound definition of attention as the mind's ability to clearly and vividly focus on one among several potential thoughts or objects. This discussion not only sheds light on the intrinsic value of singular focus over multitasking but also navigates through various facets of attention, including selective attention and the limitations of our perception. In light of the recent, unprecedented data leak affecting major companies like LinkedIn and Adobe—exposing a staggering 26 billion records—we find ourselves at a critical juncture regarding digital security. Steve and David discuss what this means for us. In our Perspicacity segment, we delve into the timeless appeal of advertising campaigns that have left an indelible mark on popular culture through the creation of memorable, fictitious characters. Exploring iconic ads such as Solvol, Quik (which Steve references as Milo), and the unforgettable "Not Happy, Jan!" from the Yellow Pages era, we question the enduring effectiveness of these campaigns. Can the clever use of character-driven narratives in advertising still resonate with audiences today, or have we moved beyond this creative approach? Join us as we unravel the magic behind these ads, examining the power of names and personal stories in making messages stick and pondering whether this strategy remains as impactful as ever in the ever-evolving landscape of marketing. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:08 Person This segment focusses on you, the person, because we believe business is personal.The Expectation Effect In this week's Person segment, we delve into the fascinating realm of The Expectation Effect, a compelling concept explored in depth by David Robson. This exploration sheds light on how our brains operate as prediction machines, constantly forecasting and adjusting to our environment and internal states based on expectations. Robson's work reveals that our mental and physical capabilities are not as fixed as we once believed but are significantly influenced by our perceptions and beliefs. The segment highlights a particularly intriguing aspect relevant to entrepreneurs and business leaders: the way we manage our mental energy and resources. Contrary to the once-popular belief that our brain energy is a finite resource that needs careful rationing throughout the day—a belief that led figures like Barack Obama and Steve Jobs to simplify their daily choices to conserve mental energy—Robson presents a groundbreaking perspective. He argues that our brain's energy supply is not as limited as we think. By adjusting our expectations and beliefs about our mental stamina, we can tap into a seemingly limitless reservoir of cognitive power. This notion is further supported by the research of Veronika Job at the University of Vienna, which demonstrates how our beliefs about the brain's energy capacity can profoundly affect our ability to maintain focus and self-control under pressure. By priming individuals with the belief that mental exertion can be energising rather than depleting, Job found significant improvements in performance and willpower. This segment is not just an academic discussion but includes practical applications and personal experiences that underscore the power of expectations. By reevaluating how we interpret signals like hunger or fatigue and by challenging our preconceived notions about our limitations, we can extend our productive hours and enhance our overall well-being. 09:33 Principles This segment focusses principles you can apply in your business today.William James On Attention This segment kicks off with an acknowledgment of the AIDA model's foundational principle, highlighting attention as the crucial first step in engaging an audience. This exploration is enriched by insights from the podcast Very Bad Wizards, referencing a deep dive into a chapter on attention from William James' seminal work, "Principles in Psychology." William James' definition of attention as the mind's focused possession of a particular thought or object among several possibilities captures the essence of effective marketing and the challenge of multitasking. This discussion segues into the pitfalls of multitasking and the unrealistic expectation that our brains can equally process and record every piece of information. The conversation brings to light the concept of automaticity and its disruption, using the metaphor of navigating an awkward staircase to illustrate how focusing on a single task can be both essential and exhausting. The narrative then shifts to different types of attention, exemplified by the famous "invisible gorilla" test, demonstrating how selective focus can blind us to unexpected elements. This example serves as a metaphor for the dangers small businesses face when they concentrate too narrowly on certain objectives, potentially overlooking other crucial aspects. Through engaging storytelling and scholarly insights, Steve and David unravel the complexity of attention in marketing. They underscore the necessity of understanding and strategically capturing the audience's focus, emphasising the role of preconceived categories in shaping perception. 23:50 Problems This segment answers questions we've received from clients or listeners.Big Data Leak In light of the recent, unprecedented data leak affecting major companies like LinkedIn and Adobe—exposing a staggering 26 billion records—we find ourselves at a critical juncture regarding digital security. This breach serves as a stark reminder of the vulnerability inherent in using identical usernames and passwords across multiple websites. The simplicity of our digital habits could unwittingly grant cybercriminals a "master key" to our online lives. Our message to you is straightforward yet crucial: adopt robust, unique passwords for each of your accounts. While we all crave convenience, this incident underscores the dangerous trade-off between ease of memory and the risk of being hacked. As we navigate this digital age, our commitment to reinforcing this advice remains unwavering, aiming to protect your online presence against ever-evolving threats. 25:25 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.Wash Your Hands, Geoffrey In perspicacity we often look at old campaigns and advertising and ask, would they work today? There are three we've tied together in which a fictitious character is named and becomes part of popular parlance. These are interesting types of ads, and Steve and David discuss whether creating a fictitious character and the nagging or the reference to that character, when done in a way that people can use in normal conversation, could still work today? Here are three ads that we discuss.See omnystudio.com/listener for privacy information.

Welcome to the launch of Series 4 of "Talking About Marketing," where we dissect the essence of marketing through our unique four P's approach: Person, Principles, Problems, and Perspicacity. This episode is a journey through the intricacies of personal development, timeless principles, navigating challenges, and helpful insights in the marketing realm, both theoretical and practical. In our opening segment, we delve into the profound concept that the aim of life is self-development, as inspired by the insightful book "Change Your Questions, Change Your Life." This discussion illuminates the stark contrast between approaching life's challenges from a 'judger' versus a 'learner' perspective. However, we then drink deeply from Vincent Deary's well through his book, How We Break. His challenge to us is to take Rest seriously. In the second segment, we explore the timeless wisdom of "The Book of the Courtier" by Baldassare Castiglione. This segment offers a discussion on the art of navigating power dynamics with grace, intelligence, and integrity. Castiglione's masterpiece, set against the backdrop of Renaissance Italy, serves as a sophisticated guide to developing the finesse required for effective influence and leadership in any era; David loves it, Steve is not so sure. In our Problems segment, we address the significant shift in email deliverability standards and the risks they pose to your business. Not receiving those orders? Our tech guru, David Murrin, joins us to explain what has happened and what can be done about it. This segment, alone, is worth the price of admission! Finally, we navigate through the landscape of social media's influence on society, contrasting fleeting negative trends with the enduring impact of positive actions. Through discussions on the power of positive viral content and the transformation of perceptions, we underscore the importance of creating content that not only captures attention but also inspires and resonates on a deeper level. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:43 Person This segment focusses on you, the person, because we believe business is personal.How We Break In this segment, we delve into the profound impact of self-questioning and kindness towards oneself and others, drawing from the insightful works Change Your Questions, Change Your Life by Marilee Adams and How We Break by Vincent Deary. These books offer not just a roadmap to personal development but also a mirror reflecting the subtle intricacies of our internal dialogues and the transformative power of love over condemnation. "Change Your Questions, Change Your Life" challenges us to shift from a judger to a learner perspective. Instead of asking accusatory questions like "Who is the idiot who did this?" it encourages inquiries that foster growth and understanding, such as "What led to this decision?" This shift, though seemingly simple, is a rigorous exercise in self-awareness and empathy, demanding constant vigilance over our own thought processes, especially when directing them towards ourselves. Vincent Deary's "How We Break" serves as a poignant reminder of the necessity of kindness — to be as compassionate with ourselves as we are with others. Deery's personal journey underscores the realization that transformation is fueled by love, not criticism. This message resonates deeply, reminding us that the path to personal and professional fulfillment is paved with self-compassion and understanding. The episode also touches on the essential role of rest and restoration in our lives. In a world where activity and productivity are often valorised at the expense of tranquility, Deary's emphasis on rest as not just a cessation of activity but as a vital, rejuvenating state, is a wake-up call. He challenges the notion of rest as a luxury, framing it instead as an indispensable component of a balanced, healthy life. This conversation is for anyone navigating the complex demands of personal and professional growth. It underscores the importance of gentle self-inquiry, the transformative power of kindness, and the undeniable value of rest in our relentless pursuit of success. 13:30 Principles This segment focusses principles you can apply in your business today.The Courtier In this segment, we delved into the depths of Renaissance literature with a discussion on The Book of the Courtier by Baldassare Castiglione, a classic that has piqued the interest of readers for centuries. Steve embarked on this literary journey over the summer, while David revisited the text, having been familiar with its nuances from previous reads. David introduced the book as a sophisticated leap from Machiavelli's The Prince, suggesting it as a more intricate exploration of navigating the corridors of power. However, as Steve navigated through the dialogues of aristocrats debating over several evenings, his initial intrigue gave way to frustration. The debates, lacking in evidence or strong argumentation, reminded Steve of baseless talkback radio calls, where confidence often overshadows substance. The crux of their discussion focused on a passage where Lord Gaspare Pallavicino challenges the notion of nobility of birth being essential for a courtier. This debate within the book highlights the arbitrary nature of social status and the role of fortune in elevating or diminishing individuals, irrespective of their virtues or origins. Steve expressed his frustration, feeling disconnected from the aristocratic banter, which seemed detached from practical wisdom or empirical evidence. David, on the other hand, appreciated the book's underlying message about the importance of understanding and advising within the context of one's audience, especially when that audience operates within a significantly different social or economic sphere. David's perspective sheds light on the essence of Castiglione's work: the art of effective counsel lies not in imposing one's ideas but in tailoring advice to the client's world. This approach resonates with both their professional experiences, underscoring the importance of empathy, contextual understanding, and the ability to facilitate decisions without imposing embarrassment or disrespect. 21:30 Problems This segment answers questions we've received from clients or listeners.Email Deliverability In a world where digital communication is paramount, a new challenge has emerged that could significantly impact the flow of emails from and to your website. Imagine waking up one morning to find that none of your emails are being sent or received. This isn't just a hypothetical scenario; it's a real problem that businesses around the globe started facing in February 2024 due to heightened email deliverability standards introduced by giants like Google and Yahoo. You might think your business doesn't rely heavily on Gmail, but consider this: out of approximately five billion email accounts worldwide, over one and a half billion are with Gmail, not to mention the quarter of a billion using Yahoo. Rumours are swirling that Apple and Outlook are planning to adopt similar standards, though no firm deadline has been set. This shift requires immediate attention and action to ensure your business communications remain uninterrupted. Our tech guru, David Murrin, joined us to explain how, for years, the rules governing email delivery have been surprisingly lax, allowing for a wide range of spam and phishing attempts to flood our inboxes. The recent changes are an attempt to curb these practices by tightening the authentication and verification processes for sending emails. Essentially, it's about making sure that emails purportedly from your business are genuinely from you and not an impersonator. Addressing this issue involves setting up specific records and systems around your business's domain names. This ensures that emails sent from any platform on your behalf – whether it be your personal computer, your CRM, or even a form on your website – are recognised as legitimate. It's akin to ensuring the sender's address on the back of an envelope is accurate and verifiable before it reaches the recipient. Taking Action To navigate these changes effectively, two key services can safeguard your email deliverability: One-time Setup: A comprehensive review and setup of the necessary records for your domain to meet the new standards. This service, priced at $250 plus GST, is a critical first step in ensuring your emails continue to reach their intended recipients. Email Guardian Service: For ongoing protection, this service, available for around seven dollars a month, utilizes a third-party system designed to enhance email deliverability. It's a proactive measure to prevent your business's emails from being caught in spam filters or rejected due to shared server issues common in shared hosting environments. Why This Matters In shared hosting, your website resides on a server with potentially thousands of other sites. If one of those sites behaves maliciously, it can affect the deliverability of emails from the entire server. Utilising a third-party email service isolates your communications, ensuring that your business's emails are judged on their own merits rather than being tarnished by the actions of others. While our focus is not on selling, the urgency and importance of adapting to these email deliverability standards cannot be overstated. Ensuring your business's emails reach their destination is crucial for maintaining your operations, reputation, and customer relationships. Taking action now can prevent significant disruptions and potential losses. 28:06 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.Chris Anderson And Kindness Beating Nastiness Online This segment starts with Steve's discovery of a particularly enlightening conversation on Sam Harris's podcast, Making Sense. Chris Anderson, the curator of TED and former editor of Wired Magazine, shared his thoughts with Harris in a compelling dialogue that veered into the impact of social media on our collective psyche. Anderson's perspective, shaped by his encounters with both the ephemeral and the enduring on platforms like TikTok, sheds light on a fascinating dichotomy: the transient nature of negative trends versus the lasting legacy of positive viral content. Consider the trend where privileged youths frivolously waste food for social media clout—a stark contrast to actions that genuinely enrich the human experience. The story of Milad Merg is particularly poignant. Inspired by the altruism of influencers like Mr. Beast, Milad, a humble sandwich shop worker, turned the wasteful trend on its head. By crafting sandwiches to distribute among the needy, his act of kindness reached over 400 million viewers, outshining the frivolous acts it aimed to counteract. This example underscores a fundamental truth: positive actions, though challenging to propagate, leave a deeper, more lasting imprint on our collective consciousness. This brings us to a critical reflection on our responsibility as content creators and consumers. Negative stimuli may grab our attention momentarily, but it's the positive, constructive narratives that truly resonate and endure. The challenge, however, lies in our willingness to invest the effort required to elevate these narratives above the cacophony of negativity that often dominates our digital landscapes. The transformation of negative to positive is not just about content; it's about altering perceptions and inspiring action. A striking example of this is the story of a blind man whose plight was rendered invisible to passersby until a simple change in his sign's message sparked a wave of generosity. This transformation from indifference to empathy illustrates the power of perspective and the potential for profound impact through thoughtful communication. Yet, we must confront the reality that our increasingly digital lives may be diminishing our situational awareness and capacity for empathy. The irony is stark: engrossed in our devices, we become blind to the world around us, mirroring the very condition of those we scroll past without a second glance. This detachment challenges us to reconsider not just how we consume content but how we engage with the world itself. In a hopeful twist, initiatives like the BBC's HappyPod offer a beacon of positivity amidst the often grim landscape of global news. By dedicating space to uplifting stories, these efforts remind us that good news is not only worthy of our attention but essential for nurturing a more compassionate and understanding world.See omnystudio.com/listener for privacy information.

In this bonus episode of "Talking About Marketing", Steve Davis and David Olney list and briefly discuss their Top 5 books of 2023 for you to consider reading as we head into 2024. They also list the Top 5 most read marketing blogs of 2023 and the Top 7 most listened to episodes of Talking About Marketing, just in case you missed one that's proven popular with other listeners. Have a Happy, Productive, and Thoughtful New Year! Talking About Marketing podcast episode notes with timecodes 01:03 Top 5 Books of 2023 This is Steve and David's listThe Books That Affected Us The Most In 2023 The Expectation Effect by David RobsonChange Your Questions Change Your Life by Marilee Adams 4th editionOscar: A Life by Matthew SturgisYou Can't Teach A Kid To Ride A Bike At A Seminar, 2nd Edition, Dave Mattson (David Sandler)This Is Marketing by Seth Godin David's extras The Book of the Courtier by Baldassare CastiglioneFeeling and Knowing: Making Minds Conscious by Antonio DamasioYou Are What You Believe: Simple Steps to Transform Your Life by Hyrum W Smith Steve's extras The Status Game by Will StorrDopamine Nation: Finding Balance in the Age of Indulgence by Dr. Anna LembkeAnna Karenina by Tolstoy, audiobook read by Maggie GyllenhaalQuarterly Essay: The Great Divide - Australia's Housing Mess And How To Fix It, by Alan Kohler 23:05 Top 5 Marketing Blog Articles Of 2023 These are the most read blogs on our site this year.Top 5 Marketing Blog Posts Of 2023 How to humblebrag on LinkedIn Like A Pro (If you Want To)3 Updated Reasons For Using Odd Numbered Lists In Your Blog Post TitlesA Marketer's Christmas Message Written With ChatGPTKindness In Business A Pathway To Profit And HappinessAirBnB Does Not Want Us Staying On Eyre Peninsula This Holiday Season 26:03 Top 5-ish Marketing Podcast Episodes Of 2023 These are the episodes you listened to the most in 2023.Top 5 Marketing Podcast Episodes Of 2023 The Road Less Stupid Talking About Marketing Apr 25, 2023Understanding The Meganet Talking About Marketing Jun 20, 2023Belonging To The Brand Talking About Marketing Mar 14, 2023Finding Your Story To Tell Talking About Marketing Sep 6, 2022Social Media And The Shareworthy Case Of Digital Fatigue Talking About Marketing Oct 3, 2023The Slot Machine Of Human Status Talking About Marketing Oct 31, 2023What Sunglasses Would Heroes Wear? Talking About Marketing Mar 28, 2023Words To Make The World Do Your Bidding Talking About Marketing Dec 25, 2022See omnystudio.com/listener for privacy information.

In the latest episode of "Talking About Marketing" with Steve Davis and David Olney, we explore the intersection of art, leadership, and AI in the modern business world. Our special guest, David Gauci, a veteran in the theatre scene and founder of Davine Productions, shares insights on finding one's unique voice in the performing arts and beyond. This is a must-listen for anyone seeking to carve out a distinctive identity in today's crowded digital landscape. The episode delves into "Paradoxical Leadership" from Ivo Brughmans' book, offering a critical perspective on leadership principles that can be applied in business. While acknowledging the book's insights, David Olney provides a nuanced critique, emphasizing the importance of context in understanding these concepts. A particularly engaging segment discusses the role of AI in our lives. As we increasingly turn to AI for advice and decision-making, Steve and David ponder the implications for our humanity and professional judgment. This conversation is essential for leaders and small business owners navigating the evolving landscape of AI and technology. Finally, the episode wraps up with insights from the Sandler Selling System, providing practical tips on integrating these sales strategies into your business and personal growth. The episode is a blend of thought-provoking discussions and actionable advice, perfect for those looking to stay ahead in a rapidly changing world. Don't miss this insightful journey into creativity, leadership, and the role of AI in modern business. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:29 Person This segment focusses on you, the person, because we believe business is personal. Be Your Quirky Self In 2013, the same year Steve began his award-winning podcast, The Adelaide Show, David Gauci put his roots down in Adelaide and started the theatre company, Davine Productions. Prior to this and alongside this, he has had a 25+ year career in professional theatre, as well as being a teacher to countless performers in a number of colleges and institutions including the University of Adelaide Elder Conservatorium. In a recent interview with David, Steve asked about the guidance David gives new musical theatre actors about how to find their voice and his answer is useful to all of us. In the conversation that ensues between Steve and David Olney, our David makes the point that in this social media age where people mouth slogans like "be yourself" and "be authentic online", it's important to remember that it is rarely appropriate for us to ever be fully ourselves in all social interactions. You can hear Steve's full interview with David Gauci here: 385 – Davine Intervention In Adelaide Theatre. 08:28 Principles This segment focusses principles you can apply in your business today. Paradoxical Leadership David just finished listening to the book, Paradoxical Leadership: How to Make Complexity an Advantage, by Ivo Brughmans. Unlike every other book we've discussed on Talking About Marketing, this is one that David does not heartily recommend, despite conceding that it does raise awareness of some important principles. As you'll hear in the discussion, David thinks the concepts in this book are good but the way the ideas are expressed is suboptimal. Listen to the podcast for more context. 15:30 Problems This segment answers questions we've received from clients or listeners. Should We Confide In AI? Us humans are pretty bad and stopping our natural inclination to anthropomorphise, which means, to imbue things with a sense of being human. For example, if you chat to your pet in human terms and imagine it having human needs and expectations, you are anthropomorphising. And when something can talk back to us, like a parrot or an AI tool, we are suckers for anthropomorphising. The danger with AI tools, in particular, is that they don't really know what they're saying. They're primarily using a stack of complex calculations, based on countless conversations they've been fed, to take an "educated guess" at what combination of words or sentences would make the most sense, given the questions we've asked it. Steve and David discuss what problems might arise as more AI therapists come online and as more professionals turn to AI tools to ask for opinions on what to do next. Does this diminish our humanity? Do the risks outweigh the rewards? It all depends on our discernment. 21:06 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past. Sandler Sales Submarine Summary Each Perspicacity segment this series, focussed on one part of the Sandler Selling System. And this time, it is our summary of the discussion with some suggestions about how to incorporate these principles into your life and work. In summary of this season's conversations, we do heartily recommend David Sandler's excellent book, You Can't Teach A Kid To Ride A Bike At A Seminar, Second Edition. See omnystudio.com/listener for privacy information.

In this blockbuster episode of the Talking About Marketing Podcast, Steve and David Olney delve into the intriguing world of mind-changing strategies and powerful principles for business success, drawing inspiration from an unusual source: Arnold Schwarzenegger. Titled What Would Arnold Schwarzenegger Do?, this episode embarks on a journey through David McRaney's enlightening book, How Minds Change. The discussion explores a novel technique to pause and reconsider during heated debates, a moment termed "um well", inspired by McRaney's podcast, You Are Not So Smart. The conversation then sails through Schwarzenegger's latest book, Be Useful: Seven Tools for Life, a treasure trove of life lessons and entertaining anecdotes. Schwarzenegger’s take on the classic self-help formula of see, believe, achieve is examined, revealing a crucial missing link for attaining goals. The episode doesn't just stop there. It also tackles practical business principles, answers pressing tech questions like the timing of iOS updates, and shares insights from the Sandler Selling System, particularly focusing on the post-sell stage. Join Steve and David in this thought-provoking episode as they weave together psychology, celebrity insights, and pragmatic business advice, offering listeners a unique blend of entertainment and enlightenment. PS If you're curious about AI or feeling like you're addicted, take our short introductory course to tame the beast. Use the code NOV23WOOF to get it for $29 instead of $49 during November 2023. AI Obedience School. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:11 Person This segment focusses on you, the person, because we believe business is personal.How Minds Change David McRaney has written a great book, How Minds Change. And in this segment, we're looking at a little hack for getting an "opponent" to stop and think when arguing with you. When we are confronted with something we disagree with, our mind throws up reactants; these are arguments against the new information to justify what we hold true. Often, that is lazy thinking and/or debate-style, reactive thinking in which you are on guard against your position being challenged. But in his book, McRaney canvasses ways to counter this process and shares a simple technique, which he discusses on his own podcast, You Are Not So Smart (recommended to us by Lisa Kennewell), episode 269. The "um well" is a great moment when we step out of old thinking to take stock, eg, what did you think of Top Gun Maverick? Oh, 8/10. Why not 10? Hmmm, we come up with negatives. Or, why not 6? We come up with positives. This is anchoring a conversation with someone and is worth experimenting with. 11:40 Principles This segment focusses principles you can apply in your business today.See. Believe. (Explain). Achieve. David just finished listening to Arnold Schwarzenegger’s new book, Be Useful: Seven Tools for Life. As well as being thoroughly entertaining, because it is full of great stories from his life that Schwarzenegger reads himself, the book is genuinely useful. In particular, I liked Schwarzenegger’s discussion of the self-help adage: see, believe, achieve. In order to achieve any goal, you have to be able to visualise what you want to do, believe that you can get it done, and then do the work to achieve your goal. The missing link Even though this initially sounds like a cohesive three-part strategy, Schwarzenegger points out that it is missing an especially important fourth part. Ideally, you also need to be able to explain the significance of your vision to yourself and others, explain why you believe you can achieve it to yourself and others, and explain how you are going to break your big goal down into lots of little goals that you can chip away at one at a time, so that you can work toward achieving your ultimate goal in a manageable and structured way. We discuss this more in the podcast. 19:44 Problems This segment answers questions we've received from clients or listeners.To Update Or Not Update? iOS updates, and others. Should you be the first kid on the block to apply updates to your phone or other software? Sometimes it pays to be cautious unless you know of a specific feature that is included, like accessibility in iOS 17 which is important for the blind community. That said, most bigger companies have their updates working pretty smoothly these days. Steve errs on the side of applying them. 23:06 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.Sandler Sales Submarine Part Seven: Post-Sell Each Perspicacity segment this series, will focus on one part of the Sandler Selling System, this time, it's Post-Sell. David Sandler argues you don't rush off when you win the contract. You stay and build rapport further and even give clients a chance to back out; better now than later. Our conversation is being guided by David Sandler's excellent book, You Can't Teach A Kid To Ride A Bike At A Seminar, Second Edition.See omnystudio.com/listener for privacy information.

In this seventh episode of the third series of Talking About Marketing, we start by reflecting on just what it is that holds so many of us completely helpless against the attraction of those social media channels. Just why do we keep that phone in our hands when we have decent movies to watch or people to talk to or children to play with? Will Storr has an answer and it revolves around our dire need for status. You didn't see that coming, did you? Plus, one of Steve's favourite marketing thinkers, Seth Godin, calls bullsh*t on the SEO business. He says, the maths just does not add up. As sure as SEO spammers talk rubbish and lie to us, we can rest assured that hackers are continually probing our accounts to see if we have weak passwords. Sadly, in the Problems segment, Steve refers to a client who lost access to his Facebook business page because the old hotmail account securing his personal Facebook profile was compromised. You know what Steve's going to say, don't you? And in the Perspicacity segment, we continue our focus on David Sandler's Sales Submarine, this time the sixth compartment of Fulfillment. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:40 Person This segment focusses on you, the person, because we believe business is personal.Social Media Is The Slot Machine Of Human Status Will Storr's fascinating book, Status Games, is a wonderful exploration of the great game of life; our constant search for status and connection. When you look at life through this lens, everything makes sense. It starts with the proximity of our smartphones. He shares statistics that claim in 2019, smartphone users checked their phones an average of 96 times a day, which is once every 10 minutes up. That figure was an increase of 20% compared to the 2017 survey. Similarly, it found that 23% of users check phones less than one minute after waking. And, Storr confesses that even on lovely walks in the country with his wife and dog, he found himself checking for his phone and then scrolling on a social media app every few mintues. The action was not even conscious! He then talks about the influence of BJ Fogg, an American social scientist founder of Stanford University's Behavior Design Lab, formerly known as the Persuasive Technology Lab. He is one of the masterminds who helped social media companies hardwire their sites into our hunger for status. And he points to the signs of status games everywhere online: Success games of the selfie takers and humble braggersVirtue games of the wellness gurus and digital campaignersDominance games of the mobbers and cancellers He notes that the everyday striving that once happened online, was intensified by technologists, who tweaked their rules and symbols to make the use of social media madly competitive and highly compulsive. And his claim that social media is a slot machine of human status, is captured in a key quote we play in the episode about Fogg's insight of holding back symbols of reinforcement; it all boils down to giving us rewards BUT to make the receipt of these rewards unpredictable, just like the random tinkling of coins from a slot machine. The more we grow in anticipation of a reward, the more we do the behaviour. From our "Person" perspective, this book should help us reflect on the games we might be caught up in and equip us with some tools for taking back control. 12:51 Principles This segment focusses principles you can apply in your business today.The Pyramid Scheme of SEO In This Is Marketing by Seth Godin, his 2018 book still has some timeless insights, this time related to advertising and Search Engine Optimisation. In short, he says the promises of SEO companies of getting you number one on Google, just don't add up. In building up to his point, he notes more organisations run ads today than at any other time in history and this includes you, whenever you hit boost on Facebook, you become part of the ad business. He differentiates between direct marketing and brand marketing with a simple illustration: If you do ads on Facebook, count clicks and measure how many convert, that's direct marketing.If you put up a billboard for your funeral home and hope someone books with you when a family member dies, that's brand marketing. Seth says for the first, measure everything. For the second, you need lots of patience, you need to forget measuring, and you need to invest time to consistently engage with culture. Don't get them mixed up. He then gets into his truth telling about SEO. One final analogy from his book is about putting that bank robber dye into a pool vs putting it into the ocean. The former makes a big splash, the latter, nothing. He relates this to where we direct our marketing and storytelling efforts. Listen to the discussion. 23:48 Problems This segment answers questions we've received from clients or listeners.Check Those Passwords, Yes, Even That One There was a distress call on the weekend. A client's old hotmail-type account, which was connected to his personal Facebook profile, was compromised. This let bad people get into his Facebook account, then take over his Page, and then start spending with his credit card. Seriously, folks, we all need to check email passwords and turn on 2FA with anything of value, especially banking, emails, and social media. 26:04 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.Sandler Sales Submarine Part Six: Fulfillment Each Perspicacity segment this series, will focus on one part of the Sandler Selling System, this time, it's Fulfillment, or as we call it, your Presentation. David Sandler argues that in your presentation, this is the moment when you get to display that you were listening through all the previous stages and that you can show how your solution fits the bill. Our conversation is being guided by David Sandler's excellent book, You Can't Teach A Kid To Ride A Bike At A Seminar, Second Edition.See omnystudio.com/listener for privacy information.

In this fifth episode of the third series of Talking About Marketing, we start by going back to basics with the teacher who taught David Olney how to walk with his cane. That teacher's name is Roley Stuart, and as we'll discover, his practical, firm approach to teaching principles has helped David navigate the world with independence and confidence ever since. In this episode, we look at what lessons the rest of us can take from Roley's wisdom. Talking of navigating the world, being interviewed by Peter Goers can feel like that. Steve was just on ABC Adelaide to answer Peter's questions about how to relax. Yep. Wrong person on that topic. Or is he? Still on the ABC, a friend and client flicked Steve a link to a recent radio special about Noël Coward and, Steve's going to discuss this in the Probems segment. Hmmm. And in the Perspicacity segment, we continue our focus on David Sandler's Sales Submarine, this time the fifth compartment of Decision Makers. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:30 Person This segment focusses on you, the person, because we believe business is personal.How Do You Relax? Last episode, Steve reflected on the custom of "At Homes", as captured in the biography of Oscar Wilde. At Homes were semi formal events in which hosts made a point of being "at home" to entertain visiting guests. Steve pledged to try to hold some of these over summer as part of another committment he made recently; a pledge to start building in some zones of relaxation into the week. This is a wildly radical notion for a small business owner who has worked seven days a week for 20+ years. However, when his former ABC Adelaide colleague, Peter Goers, invited Steve to take part in the Thursday night segment, How Do You Relax?, it got him thinking. In this segment, we get to hear Steve's answers while posing the questions for all of us: how do we relax and do we relax enough and well enough? 10:57 Principles This segment focusses principles you can apply in your business today.Competence Before Confidence In a recent blog post, Confidence Or Competence? What Comes First For Publicly Promoting Your Brand?, David Olney noted the following: Working out how to empower people always involves building up both their confidence and competence, but deciding on which one to develop first is not always easy. I experienced the juggling act of increasing both my competence and confidence when I was a primary school student, as I learned to move around safely with a white cane. What I learned through experience then, and can explain now, is that basic competence is required to develop confidence, and confidence is required to enable heightened competence. In this segment, Steve leads David deeper into this discussion, and we even hear Roley Stuart (the teacher who taught David who to move with his white cane) himself, in an excert from a full interview David conducted with him in 2021 on Blind Insights With David Olney. 19:07 Problems This segment answers questions we've received from clients or listeners.Let's Do It, Let's Share Thoughtful Things Let's Do It, Let's Share Helpful Things is not one of Noël Coward's better known tunes. In fact, it's not one at all but Steve is still in a Noël Coward mindset, having listened to a special episode of ABC Radio's The Music Show, to mark the release of a new biography, entitled, Masquerade: The Lives Of Noël Coward. Steve discovered this program when client and friend, Anne Johnson, sent him this note: Hi Steve, I thought you would love this. I just listened to it on my walk and immediately thought of you, Anne. This is mentioned in the Problems segment because it really is more of a mailbag segment and this arrived in Steve's inbox. That said, it is a problem that more of us don't do these little gestures of care that not only deepen relationships but enrich the lives of those around you, whether they are friends, clients, or both. However, upon listening to the program, Steve did pick up on a marketing problem that related to Mr Coward, himself. The Music Show's host, Andrew Ford, asks the author of the biography, Oliver Soden, whether our memory of Noël Coward is undermined by the range of his talents - playwright, actor, director, poet, composer, short story writer, lyricist, singer, painter, and he took dancing lessons from Fred Astaire. We listen to and then dissect Soden's response to the age old dilemma facing people who wear more than one hat. 27:19 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.Sandler Sales Submarine Part Five: Decision Makers Each Perspicacity segment this series, will focus on one part of the Sandler Selling System, this time, it's Decision Makers. David Sandler argues that you will risk wasting a lot of time and giving away a lot of information for free, if you don't clarify who the decision makers are before you make a sales presentation. If you discover there are more decision makers than just the person you've been discussing things with, then David and Steve suggest you need to go back and revisit the earlier sections of the Sandler Submarine so that they apply to this new information and new audience. If you can't get this clarity, it might will be time to surface and travel on to your next prospect. Our conversation is being guided by David Sandler's excellent book, You Can't Teach A Kid To Ride A Bike At A Seminar, Second Edition.See omnystudio.com/listener for privacy information.

In this fifth episode of the third series of Talking About Marketing, we focus on some sobering insights from the world of social media. They come from one of Steve's LinkedIn contact, Jessamyn Hayden McLachlan from Felt Brand Stories, in the wake of the Adelaide Hills Winter Reds festival. In the Perspicacity segment, we continue our focus on David Sandler's Sales Submarine, this time the fourth compartment of Budget. In Problems, we share a question from long time client, Donald Kay, about getting momentum for an item that's been on the To Do list too long. But first, we go back to the days when social networking took place face to face, with our last visit from Oscar Wilde and his "At Home" afternoons. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:22 Person This segment focusses on you, the person, because we believe business is personal. At Home With Oscar Wilde Matthew Sturgis's biography of Oscar Wilde yields one more tidbit worthy of discussion and it relates to the practice of "At Homes". "At Homes" were invitiations to visit people for conversation at appointed hours. In Oscar's life, his first experience was with his mother, Lady Wilde’s, Saturday afternoon "At Homes" in the 1870s and 1880s. Later, when Oscar and his wife, Constance, set up their married life at their place in Tite Street, Constance’s biography shows she set up on the "at home" circuit, where WB Yeats was a regular guest. It's been noted that these functions were more like a public performance than chatting with friends. And that's why it's a good discussion point in the Person segment. Do we, as business owners or leaders, dedicate enough time to social interaction? 12:10 Principles This segment focusses principles you can apply in your business today. Social Media Not Working Well? Maybe It's Digital Fatigue Just after the Adelaide Hills Winter Reds weekend, earlier this year, Jessamyn Hayden McLachlan, from Felt Brand Stories, opined publicly on LinkedIn about her observations about the performance of social media marketing for the event, after eight years at the helm. Firstly, she noted it had been "much tougher to cut through than previous years with reach down (although started to observe this trend in 2022), Facebooks Ads a necessary part of the mix and the more reels in the content mix, the better! (Read fun, but extremely time intensive, content to create. Probably more time intensive than those not doing this job realise). #videofirst" This prompted her to note that digital fatigue is not only real, but increasing across social media, with people less likely to engage because they're tired. Secondly, she argued that marketers should understand that we need to be as active as we can but not to "sell". Instead, she said social media has become a place "for reference and research ... to book mark and remind ... to answer questions and pique curiosity." David and Steve pick up the conversation and shared their thoughts. David made some points about the storytelling of Winter Reds, prompting Steve to link the conversation to some insights from neuromarketing experts, Prince Ghuman and Matt Johnson. On episode 225 of the podcast, You Are Not So Smart, which had been recommended by client and friend, Lisa Kennewell, the authors argued that we don't focus on the specific elements of a product, service, or event, but rather on their "hidden soul". The guys go into some of their stories about the story behind a Pinot Noir and the surprising value of a piece of Banksy art which was shredded immediately after being auctioned, surprisingly increasing in value. Enjoy the conversation. 24:39 Problems This segment answers questions we've received from clients or listeners. How Do You Budge Things Off Your To Do List When Steve emailed friend and client, Donald Kay from Donalan, recently, he was enquiring about whether or not Donald was stuck on something regarding his new website. The Talked About Marketing team created a new, draft website in February, and Donald was going to go through the information to check if it was all relevant and add/suggest any changes. It was now September. Donald wrote back: "The website may be the topic of a future podcast if you have the answer or you can find some one with the answer. How can something be on the top of the to do list for so long but still not get done?" David and Steve discuss this and come up with a few answers, including an upcoming change to our own internal processes. 29:38 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past. Sandler Sales Submarine Part Four: Budget Each Perspicacity segment this series, will focus on one part of the Sandler Selling System, this time it's Budget. David Sandler argues understanding the budget your client has to work with is crucial for a successful sales process (or strategic moving on to other prospects). David and Steve discuss some of the tactics David Sandler crafted. Monkey paw, anybody? Our conversation is being guided by David Sandler's excellent book, You Can't Teach A Kid To Ride A Bike At A Seminar, Second EditionSee omnystudio.com/listener for privacy information.

In this fourth episode of the third series of Talking About Marketing, we start with some glittering insights from the world of Barbie. Yes, Barbie is a toy but some of the principles raised in the blockbuster movie give pause for thought. In the Principles segment, Oscar Wilde returns with the mystery of a Green Carnation in his lapel. Yes, this links to our wish to create marketing worth talking about today. Dear client, Belle Baker, surprises Steve and David with a photo taken from a hotel toilet. And in the Perspicacity segment, we continue our focus on David Sandler's Sales Submarine, this time the third compartment of Pain. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:50 Person This segment focusses on you, the person, because we believe business is personal.Everything's Perfect, Right? The record-breaking movie, Barbie, opens with a bright pink scene, saturated in optimism, in which Barbie is overwhelmed by how perfect everything is, again. Just like her toy namesake, though, there's a sense of "plastic" about this state of affairs and we are alerted to the fact that the happy bubble is about to burst. There is much to explore with this topic of perfectionism, so click play to see what David and Steve are going to serve up just like Ken in his tennis whites! 13:18 Principles This segment focusses principles you can apply in your business today.What's With The Green Carnations? Oscar Wilde went viral in late 19th Century London, through a little prank that had florists struggling to keep up with demand. Ahead of opening night of his play, Lady Windamere's Fan, Oscar is struck by a cheeky idea; he and his party will all wear green carnations in their button holes, just as the lead character does. What was the significance of this? Absolutely nothing, with a side order of annoying the general public because that's how the general public likes to be. David and Steve discuss the psychology and mechanics of germinating viral content, inspired once again by Matthew Sturgis' brilliant and exhaustive biography of Oscar Wilde, entitled, Oscar, read artfully by Jot Davies. If you're contemplating getting "talked about", maybe you should ask, what would Oscar do? Although, do so with plenty of nuance because society today is not an apples to apples comparison with London of that era. 25:16 Problems This segment answers questions we've received from clients or listeners.Who Ordered The Fish In Cubicle 2? When one of our wonderful clients, Belle Baker, went to "powder her nose" in the Ladies at the Parkside Hotel recently, she had to send Steve a photograph. That's because the advertising on the back of the cubicle door was delishly cheeky. Steve and David flush out the insights of the Place in which advertising is seen. 28:43 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.Sandler Sales Submarine Part Three: Pain Each Perspicacity segment this series, will focus on one part of the Sandler Selling System, Up-Front Contract. David Sandler argues understanding the pain your potential customer or client is feeling, and communicating that knowledge back to them, is crucial for ensuring a sale can ever take place. No pain, no sale. It's as simple as that. Or is it? David shares his extra twise on this advice. Our conversation is being guided by David Sandler's excellent book, You Can't Teach A Kid To Ride A Bike At A Seminar, Second Edition.See omnystudio.com/listener for privacy information.

In this third episode of the third series of Talking About Marketing, we start with the first of three insights from the new biography of Oscar Wilde entitled, Oscar. His reflection towards the end of his time in Reading Gaol that his life will now be dedicated to tragedy, offers the artistic version of something shared by one of our clients, Emanuel from Flinders Run Wines. In the Principles segment, we glean insights about how to prepare ourselves to connect with our communities through the wisdom of author, Owen Eastwood. Owen spoke to Steve recently, for the 10th birthday of his community-based podcast, The Adelaide Show. In our mailbag segment, Steve has a confession to share. He's recently paid a fine and he wants you to avoid the same fate. Then, we continue our special secondment of the Perspicacity segment to focus on the second stage of David Sandler's Sales Submarine. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:44 Person This segment focusses on you, the person, because we believe business is personal.A Library Of Lamentations Matthew Sturgis' brilliant and exhaustive biography of Oscar Wilde, entitled, Oscar, which is read artfully by Jot Davies, caught Steve's attention when Oscar made a surprising declaration inside Reading Gaol. Oscar had been jailed for two years for public indecency and the absence of books and writing paper, let alone decent food, community, and drink, had sapped his spirit of the gaiety, curiosity, and comedy he'd been known for. He declared he would henceforth dedicate his writing to tragegy. This passage appeared in Steve's life at the same time that Emanuel from Flinders Run Wines shared an uplifting post on LinkedIn for the benefit of other winemakers and people in the wine industry: In business we can get bogged down worrying about the negative news we read on social media, the impacts these trying times are inflicting on the wine and related industries, but in amongst this doom and gloom there are shining stories surfacing. It's important that as a business owner you take the time to reflect on your own work and celebrate the wins, no matter the size big or small they are your wins and the result of your hard work and tenacity, pushing forward in your pursuit for success. Navigating the paths cautiously will ensure each decision you make is the appropriate one for your business and your family, and if it can't happen now, so be it. Remember we are all sailing our ships through stormy seas, and careful navigation will ensure we reach our destination. Equally insightful was a comment by Michael Healy, National Careers Education Manager at myfuture.edu.au, during the recording of another podcast Steve hosts, Vocational Voices for the National Centre for Vocational Education Research. Michael commented that when we hear of downturns in particular industries and losses of jobs, we must remember that the figures will be based on averages. We should take heart that there will inevitably be jobs opening and careers flourishing, despite the headlines. In this reflection, Steve and David remind all of us to be more glass half full than half empty, for our own sake and the sake of those around us. 13:42 Principles This segment focusses principles you can apply in your business today.Belonging: The Ancient Code Of Togetherness We have previously discussed the importance of communities for our businesses and organisations, (see or listen to Series 2 Episode 2, Belonging To The Brand) and that continues this episode, with a twist. Performance coach and author, Owen Eastwood, has recently joined Steve for his community project, The Adelaide Show podcast, to share insights from his book, Belonging: The Ancient Code Of Togetherness, that might relate to other podcasters but also business owners and leaders. In the book and interview, Owen explains Whakapapa (pronounced Faka-papa), a Māori idea which embodies our universal human need to belong. It represents a powerful spiritual belief - that each of us is part of an unbroken and unbreakable chain of people who share a sacred identity and culture. You'll hear in the interview how this can help you, personally, as well as your colleagues, by discovering a deeper sense of purpose and meaning in what you do. Steve recently explored this in a blog post, What’s The Point In Belonging To The Brand? Have a listen to this exploration of how we can take Owen's principles and theories and apply them to our businesses and organisations. 28:59 Problems This segment answers questions we've received from clients or listeners.Check Copyright Of Photos Steve was taken by surprise when he got a fine for use of a background image in one of his Adelaide Show videos about theatre. He is a stickler for only using his own photos or those from sites that have licensed them, but he obviously had a lapse of judgement a few years ago. The interesting thing is that rights holders are now using AI to scan the internet and discover where their images are being used, which they should. The lesson here is to remain vigilant. Use your own photos where possible and stock images when you've paid for them or received express permission from the terms and conditions on the website. The initial request was for $1400 but Steve asked for it to be reviewed and it was recategorised differently, dropping the fine to just over $700. Homework: Check any images you have used online that you might have "just grabbed off the internet" and replace them with valid images immediately. 32:09 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.Sandler Sales Submarine Part Two: Up-Front Contract Each Perspicacity segment this series, will focus on one part of the Sandler Selling System, Up-Front Contract. David Sandler argues this is crucial because whenever humans typically gather, there is an agenda, so people know what to expect, from major meetings to baseball games. However, salespeople and prospects don't tend to do this, or they do it poorly. His argument is to get clear on what expectations should be. Our conversation is being guided by David Sandler's excellent book, You Can't Teach A Kid To Ride A Bike At A Seminar, Second Edition.See omnystudio.com/listener for privacy information.

In this second episode of the third series of Talking About Marketing, we turn our attention to acknowledging the inner potential we all have, individually and in teams, when it's time to embark on new tasks or projects or opportunities. To that end, David mines the work of Kathryn D. Cramer. For the Person segment, however, Steve taps into the work of Bill Bryson, who has thoughtfully mined the work and lives of many people throughout history in his mini tome, A Short History Of Nearly Everything. As you'll hear, many important breakthroughs in human history have arisen from time spent on hobbies. How to you use your spare time? In our mailbag, Steve has a timely and money-saving reminder to check PayPal or other payment services to make sure you are happy with any recurrent payments you have set up. It can be easy to forget some you no longer need. Then, we continue our special secondment of the Perspicacity segment to focus on the first stage of David Sandler's Sales Submarine. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 02:16 Person This segment focusses on you, the person, because we believe business is personal.A Short History Of Hobbies Bill Bryson's engaging and time-spanning book, A Short History Of Nearly Everything, could easily be retitled as, A Short History Of Hobbies. This is because many people who've made important discoveries in human history seem to have been people driven by an intrinsic sense of curiosity. From a personal perspective, what does this mean for us. Do we "veg out" when not working and deposit our time into Netflix or gaming? It makes Steve wonder just what sort of human potential is waiting to be tapped within all of us if we could find something that takes our fancy and fuels our interest. In this reflection, he uses Charles Darwin as an example. He could have easily remained as a little known vicar and pigeon fancier. Instead, he transformed our understanding of life because he said yes to some opportunities and dedicated some of his spare time to joining dots between his observations. 11:54 Principles This segment focusses principles you can apply in your business today.You Never Start From Zero Even before the COVID-19 pandemic, David had noticed that a majority of people he engaged with day to day were becoming progressively more anxious about doing new activities. They would worry more about all of the things that could go wrong, and would procrastinate longer before starting in an already stressed (and often negative) state, immaterial of whether the task was for work or pleasure. Roll forward four years to today, and people’s anxiety about doing new things is even more apparent, and their procrastination is even greater. David found the beginnings of a tool-kit to counter this anxiety in 2014, which he has further developed over a decade of training people in complex problem solving. As he discusses in the podcast, Kathryn D. Cramer’s book, Lead Positive, succinctly summarises the value of learning from what highly effective leaders see, say, and do. There are three things Cramer’s research led her to conclude that are critical to decreasing anxiety and procrastination to increase performance. You need to work out whether what you are about to do is similar to something you have already been successful at.You need to work out what skills you already possess that have contributed to your previous successes, which will contribute to you being successful at a new task.And, Finally, you need to tell someone that you trust how the new task is similar to something you have already been successful at, how you are going to apply your existing skills to the new task, and get their advice and approval before moving forward. David leads into the discussion, however, by referencing One Mission by Chris Fussell. We hope this segment bolsters your confidence to forge forward. You can also read more in David's blog post about this topic, entitled, Anxious About Decision Making? You Never Start From Zero. 25:51 Problems This segment answers questions we've received from clients or listeners.Check Recurring Payments Steve was surprised by finding a notice from a web services provider, alerting him to the fact that his subscription will go up this year, when payment is taken in seven days' time. Sadly for him, the email was 10 days old. However, he quickly contact support and the company agreed to refund his payment and close his account. His argument was that the 7-day warning/alert email was fine in theory but many emails like that go to spam. What would have been better was if the email required the customer to take action to ACTIVELY renew their payments. Of course, that would mean many people might jump ship. What this means for you is that it is useful to check your PayPal account or bank accounts and look for where it lists recurring payments or subscriptions. Double check you are only paying for what you want and use, otherwise, cancel them. You might just save a precious dollar or two. 29:18 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.Sandler Sales Submarine Part One: Bonding and Rapport Each Perspicacity segment this series, will focus on one part of the Sandler Selling System, Bonding and Rapport. David Sandler argues this is crucial before engaging in any sales discussions. This insight links nicely to previous discussions on Talking About Marketing in which we highlight that people buy from people they know, like, and trust. Our conversation is being guided by David Sandler's excellent book, You Can't Teach A Kid To Ride A Bike At A Seminar, Second Edition.See omnystudio.com/listener for privacy information.

In this first episode of the third series of Talking About Marketing, we turn our attention to the all important task of writing words that "sell". But before we help you gain fame for your sales prowess, we begin with Marcus Aurelius' warning words about fame itself. In our mailbag, Steve is drawn into his broken record-like reminders about how clunky and miselading many Google warning emails can be. Then, for something different, we launch the first of nine Perspicacity segments that will focus on elements of David Sandler's very grounded and effective approach to sales. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 02:18 Person This segment focusses on you, the person, because we believe business is personal. Fame Is Vanity Marcus Aurelius was a Roman emperor from 161 to 180 AD. He practiced Stoicism and wrote about his own Stoic practice in his journals. Steve opens this episode by reflecting on a passage from Aurelius' book, Meditations, which is a unique document. As the Daily Stoic points out, "it is the private thoughts of the world’s most powerful man giving advice to himself on how to make good on the responsibilities and obligations of his positions. Trained in Stoic philosophy, Marcus Aurelius stopped almost every night to practice a series of spiritual exercises—reminders designed to make him humble, patient, empathetic, generous, and strong in the face of whatever he was dealing with." However, Steve draws out quotes about how fickle fame is, and for us, he uses the insight as a keel to give us balance as we get drawn into the rough and brutal seas of social media. 11:10 Principles This segment focusses principles you can apply in your business today. Ray Edwards On Writing Copy That Sells Ray Edwards is a copywriter and communications strategist who's worked for some of the most powerful voices in leadership and business. Some of his clients include New York Times best-selling authors Tony Robbins (author of Awaken the Giant Within and Money: Master the Game, Jack Canfield and Mark Victor Hansen (co-authors of Chicken Soup For the Soul), Jeff Walker (author of Launch), and many more. David leads a discussion about Edwards' short and functional book, How To Write Copy That Sells. 20:12 Problems This segment answers questions we've received from clients or listeners. Google Analytics Has Stopped Gathering Data Google continues as one of the companies that writes the most alarming and obscure error messages. The latest is one announcing errors with Google Analytics, now that it has stopped version 3 of the product and is only gathering website data through version 4. If you get one of these messages and have already configured Google Analytics 4, it is safe to ignore. Often, the error messages are come from old Google Analytics 3 set ups which are being held for historical data, given that GA4 cannot import old data. If in doubt, check with your trusted web/analytics person. 24:26 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past. Introduction To The Sandler Selling System Each Perspicacity segment this series, will focus on one part of the Sandler Selling System. David Sandler created this approach to sales after teaming up with a clinical psychologist so he could develop an approach to sales that would break the traditional stereotypes of salespeople. The Sandler Selling System focusses on mutual respect, clarity, and qualifying decisions. As David and Steve discuss, one of the critical aspects is the understanding of how important your own sense of self-worth is to your success (or otherwise) when it comes to selling.See omnystudio.com/listener for privacy information.

How much does AI really understand? How much have we made ourselves its slave through our social media usage? And what does this mean for our marketing efforts? In this final episode of the second series of Talking About Marketing, we turn our attention to the endeavour of human craft as well as our proclivity for finding the laziest way possible to do things with AI. David Auerbach is a writer, technologist, and software engineer, whose latest book has shone a light on the way our social media usage has helped the large language models that power Artificial Intelligence to have richer insights into how humans intone and communicate. As we discuss, the current state of technology and social media is a double-edged sword for marketers. Meanwhile, back in the "good ol' days", we catch a glimpse of all the background effort applied by Michelangelo to enable him to be the artist we admire. Yes, it's another case of an overnight success who put in thousands of invisible hours to make it all look so easy. There's something in this for all of us!! And we close out with a tip about getting more views for your YouTube videos and why we don't really need to envy AI robots. Talking About Marketing podcast episode notes with timecodes 01:36 Person This segment focusses on you, the person, because we believe business is personal. What Would Michelangeo Do? In his book, Resilience, Eric Greitens, a Navy SEAL, shares a series of letters he'd written to another Navy SEAL who was hitting rock bottom and struggling to adapt to civilian life. What separates this book from other books written by Alpha males, is that Eric is very well read and has a knack for weaving ancient writers, poets, and philisophers into his letters. The book powers forward and is probably best consumed one letter/chapter at time rather than than being binged because it is dense with observations, suggestions, and lessons. One that piqued Steve's interest was letter 8, where Eric is talking about the importance of honing our habits. One great insight was that the key to success is actually to train at enjoying training because once you enjoy training, the rest is easy. But by way of example, he shares some thoughts from the master artist, Michelangelo, who had detailed notes on things to practice and consider when painting. The end result being that when it was time to paint, the artist was in his flow state. All of us could probably do with extra tweaking around our habits, whether that's the habit of blogging, or reflecting on our enterprises, or making sure we're looking after our health so we CAN keep producing the output we desire. 11:03 Principles This segment focusses principles you can apply in your business today. Meganets Is there any way of shaking the dark shadows of our addiction to social media? Is AI something to be scared of? And have we helped make the AI monster smarter? There is a lot we could discuss arising from David B. Auerbach's book, MEGANETS: How Digital Forces Beyond Our Control Commandeer Our Lives and Inner Realities. Steve decides to centre our discussion around three things of relevance to us as marketers: The reason why many marketers and users find social media puzzling (it's because we're all in filter bubbles)Why it's impossible for executives to control the junk and lies in social media sitesThe shallow depth of AI "understanding" David Auerbach is a writer, technologist, and software engineer. He previously worked as a software engineer at Google and Microsoft for many years before turning to writing. He has written on technology, literature, and philosophy for many publications. One of his opening observations is that people are not constant. When we interact, it is quite chaotic. Within all that content, there is more poisonous content in social media than ever before in human history. This is because in the past, when we were restricted to interacting with people in our locale, there would rarely be a concentration of people who agreed with our excesses. If we had fringe ideas, it would get blunted by others around us who would challenge it. However, social media has meant we can connect with likeminded people no matter where they are in the world. This has the result of making dangerous and fringe voices much louder than they would otherwise had been due to Volume, Velocity, and Virality. For marketers, this is a double-edged sword. On one hand, if we manange to get "in" with our people, we can surf on a really strong current of ready made customers. However, if we upset a certain person or group, they can quickly "pile on" with their fellow travellers; many of whom will comment anonymously. Secondly, David argues that when we complain that Mark Zuckerberg should do more to stop the poison in our networks, we are wasting our time. He cites many internal papers noting how little control they have over the networks. Every minute of the day, Google conducts 5.7 million searches, Discord uses send 668,000 messages, TikTok users watch 167 million videos, Facebook users share 240,000 photos. Algorithms just can't process the resulting chaos with any great accuracy. On top of all of this, us humans actually change the machines. Users search, Google watches what they like and don't like, the algorithm updates itself to change results, website owners change content, and the cycle continues. The same happens everywhere. And the scores given to how offensive certain terms are, need to be updated because often it is not the surface value but the cultural context that makes something offensive. For example, the phrase "I f*cking love you man. Happy birthday" was rated as 93 in 2017 as very vulgar, but that had dropped to 60 in 2021, while "drop dead" only rated as a 40 in 2017 but jumped to 71 in 2021. He explains how AI is not all that effective because it does not UNDERSTAND human language. The language models being used just work on the probability of what word is more likely to go after this word in this context. That's why the third point of interest was his explanation for how AI learns using deep learning. He explained that if we gave AI a pile of pictures of correctly labelled animals and asked them to separate them into separate containers, it would look at what all the dog pictures had in common and all the cat pictures had in common, as well as where the cat and dog pictures differed the most. These similarities and differences are not things humans would understand. It would be certain arrangements of patterns and pixels. It basically is a huge pile of variation about what makes things more cat-like or dog-like, without it being clear as to WHY. But because we have trained it, it becomes accurate. A new unlabelled image comes in, and it is correctly labelled. Eerily, David says our daily activities in social networks is a gift to AI. We are giving it a huge library of human interaction and, because the networks give us icons to click to show like and anger and love, the AI deep learning machines get an extra head start in categorising. In fact, David's forecast is that the mega networks are moving towards dumbing down the flair in human language so that we can feed the machines better. What do we do with this? It's a reminder that we are about to go through a time of vanilla writing and things will get very bland for consumers. Our job will be to find ways to keep bucking trends and staying human. Listen to the full conversation. 33:21 Problems This segment answers questions we've received from clients or listeners. Video Thumbnails If you've noticed videos on YouTube having catchy images with bold titles, it's done for a reason. Video thumbnails help grab our attention and if you haven't experimented with them yet, now might be the time. An easy way to start is in Canva which has a set of video thumbnail templates. 36:01 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past. A Hard Earned Thirst Unless You're A Robot A fun note to finish on. The Michelob ULTRA - Robots - Super Bowl 2019 Commercial features an AI-driven robot doing everything better than humans, until it comes to enjoying a beer. This ad has a bittersweet ending as the robot is left bewildered while humans enjoy the human experience of having a beer.See omnystudio.com/listener for privacy information.

It's one thing to be good at marketing. In marketing, you choose the areas to fish and select the right bait and plan the finer details of your fishing expedition. However, if you get a bite, can you land your prize? This latter part of the process is called Sales. In this episode, we discuss David Sandler's 49 rules of sales. According to summaries.com, the rules can be divided thus: Rules 1 - 6 are the core concepts of the Sandler System and can be used to transform your selling process.Rules 7 - 33 are the heart and soul of executing your sales process. You have to do what works.Rules 34 - 49 are all about reminding yourself of those principles which are all too easy to forget. David Olney and Steve Davis share their insights into these rules and how to apply them. We also stretch the boundaries of content this episode, with a reflection on some sizzling consumer marketing commentary by comedian, Chris Rock. In fact, the show stretches more than a pair of Lululemon's yoga pants! We traverse a very common problem that can frustrate your website, domain, and online services usage before finishing off with an ice cold, AI-generated Coke. Talking About Marketing podcast episode notes with timecodes 02:18 Person This segment focusses on you, the person, because we believe business is personal. Selective Outrage A few weeks ago, Steve watched the Chris Rock comedy special, Selective Outrage. At one point, Rock launches a tirade against the sportswear retailer, Lululemon. He ridicules the signs they apparently have in their storefronts saying they do not support racism, sexism, discrimination, or hate. But he then goes on to note that they sell $100 yoga pants, so they must hate somebody: the poor. It was a well-delivered joke and it picks at an uncomfortable topic in the world of marketing. We do believe our businesses should stand for positive, community-building principles but maybe that's better done by living and demonstrating those principles. Placing signs in shop windows or posting catchy, cute value messages in social media, is a hamfisted, short cut for trying to get kudos for being good. Steve also saw a superb Welcome to Country at the Thunderbirds game on the weekend and noted how it was authentic and earnest, contrasting greatly by the increasingly long and convoluted Acknowledgements Of Country appearing at the beginning of some theatre shows. Again, it takes time, effort, and expense to have an elder appear at the event, so some organisations just pile on the "make up" as they confect concern. 13:32 Principles This segment focusses principles you can apply in your business today. Sandler Training's 49 Rules The topic of sales training has come up recently in mentoring we've been delivering, and David referenced Sandler Training's 49 Rules. As you'll hear in this discussion, there are some interesting points from the principles encapsulated by David Sandler that can make a positive impact on your business. David Olney is particularly taken by the Power of the Future Yes. Another point of interest is Sandler's transactional analysis. Sandler argues that in any sales process the emotional child of the buyer must be excited (emotional drive overlaps a lot with inbound marketing), the adult within the buyer needs to be able to reason it is good (the rational mind at work at the end of the process), the parent gives permission (emotional and rational together). Meanwhile, Steve uncovered the vivid imagery of Rule Number 2, Don't Spill Your Candy In the Lobby. He plays a snippet from Dave Mattson's interpretation of this rule and Steve thinks it's pertinent. Instead of rushing to "spill our beans", we first need to make sure our prospect actually wants our beans. 27:18 Problems This segment answers questions we've received from clients or listeners. Check The Spelling Steve had a client battling to register for a paid Zoom account over the weekend. He offered to step in and help but she was keen to keep trying a little longer. Found out this morning that after 48 hours of struggle and wondering why she was not able to log back in to pay for her upgraded account, she has been mistyping her email address. Yes, a simple typo is sometimes to blame. 29:16 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past. Coca-Cola Masterpiece Does Coke add life to AI or vice versa? This is a little on the side of the ledger for “do it because you can rather than because you should”, reminding me of the early 3D movies where an actor sweeping would pause, look at the camera, lift their broom, and gently poke it at the audience “because they could”. What saves this from purely being a simple showcase of using AI in film, is that the playfulness is on brand with the Coke advertising legacy; they’ve simply swapped beach antics, surfing, or novelty extreme sports for a romp through the art world. What is unexpected and unintentional messaging, however, is that the protagonist in this Coke ad is not being physically active. Instead of cartwheeling around the place (and burning off those syrupy calories) he’s just sitting there, passively seeking inspiration from the AI zeitgeist. Hmmm, sounds familiar?See omnystudio.com/listener for privacy information.

Continuing on from our discussion in episode 6, The lost art of delayed gratification, this time, David and Steve ponder the challenges we all face when the marketplace is full of businesses and media working overtime to be "novel". Despite needed to do some ethical gymnastics, they stumble upon a marketing mix that might help you have your cake and eat it too, without selling your soul (or your business). You might recall how much Steve fell in love with the classic Russian novel, Anna Karinina, over summer. Well, this time he's fallen for a contemporary novel writting in the sweeping but observational style of Russian literature, A Gentleman In Moscow. His insight for all of us, related to a particular passage about the twice chiming clock. In the problems section, Steve shares some thoughts on when you should or shouldn't consider paying for support for WordPress themes. And in perspicacity, the Mastercard Priceless ads are in the spotlight, including a particularly naughty one that might not be safe to listen to at work! Talking About Marketing podcast episode notes with timecodes 01:50 Person This segment focusses on you, the person, because we believe business is personal. A Gentleman In Moscow The novel, A Gentleman In Moscow, by Amor Towles, comes highly recommended by Steve if you have the mindset that allows you to slowly devour a story that is succulent in every detail. The book revolves around the fictional character, Count Alexander Ilyich Rostov, who is a Russian aristocrat. When he returns to Russia in the wake of the 1917 Bolshevik Revolution, his death sentence for being a "social parasite" is changed to one of staying within the walls of the Hotel Metropol in central Moscow, for the rest of his life. To take one step outside would mean instant execution. Towards the end of the book, having received guardianship of a little girl, Sofia, he is asked by the child why his heirloom clock only chimes twice a day. His explanation is something of note to all of us engaged in our enterprises, either as business founders or leaders. As you hear in the excerpt, his father wanted the clock to chime at noon as a sign that one's well-earned lunch break is now. The Count's father believed that if you'd been up since sunrise, you should have completed your day's work by noon, especially because the lack of hourly chimes would mean a lack of distraction. Likewise, the only other chime was to happen at midnight and if you heard it, the Count's father would argue you have not gone to bed early enough to maintain this disciplined regimen. For us, the notion of hiding clocks or other signals that draw our attention and make us anxious about deadlines, could well be the key to deeper, longer bouts of concentration and productivity. But what of rewards? The father believed that having worked a full day by noon, one should be able to spend the afternoon in pursuits of interest and curiosity without any guilt. Let us know what you think about this. 09:50 Principles This segment focusses principles you can apply in your business today. I Only Want New Billy Joel sang, in The Entertainer, that he knew where he stood. He knew he was just another serenader, your current champion, but that if he didn't stay in the charts we'd soon forget him and he'd be "put out the back in the discount rack like another can of beans." It's a sobering thought but one that is realistic, especially in the fickle sector of fashion and entertainment. We have noticed the dominant culture in social magazines and sites like Glam Adelaide and CityMag, that headline space only goes to "new and novel" things. Here's a sampling taken at the time of recording: COMING SOON: Owner's of Ovo Gelato are set to open Adelaide's newest authentic pizza restaurant, Padrino ... bringing incredible Italian cuisine and ...NEW: A river-side pizza restaurant and brewery with cheese and beer-making classes on site? We can't wait! Stay in the loop and subscribe to our…NEW PIZZA JOINT in the western suburbs … Westside Pizza Joint Whipping Up Cheeseburger Pizzas Has Landed ... satisfy all your devilish cravings with a cheeseburger pizza only on offer … It must be a disincentive to try to craft something of solid, lasting value, when media buzz and energy is constantly focussed on the latest fad; invest money in a new gin bar that serves drinks in glasses made from cardboard from wine cartons, get a hit of publicity, and then never rate a mention again until you go out of business. It can be a vicious game and soul-destroying if your values are around considerate consumption and enduring value. That said, while building up a loyal audience through quality and word of mouth is a solid gameplan, occasional flirts with fantasy seem to be wise to introduce you to new people who might then become your loyal tribe. Listen to the podcast to think this approach through further. 19:40 Problems This segment answers questions we've received from clients or listeners. Paying For Support Is Wise We've been working with Donna on a web project and have needed to use a product for her WordPress site made by Radius Themes. As is common, premium products sometimes come with six months support and just as her allocation of time was up, we had a few more question. The Radius team was brilliant throughout, sending back helpful, custom videos and instructions to sort our issues. It was an easy decision to page $20 to extend support for another six months. Sometimes, in the WordPress environment, it's easy to get stuck in "free" mode and neglect the value that comes from paying for premium services and products. 21:47 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past. Pricelss Unless you consume zero media, it's hard not to be aware of the Mastercard Priceless campaigns. These ads usually show the dollar value of certain items but then, when showing how these items were used to enjoy time together with family or friends, the tagline notes that such times are ultimately priceless. Like this one, from 1997. You might be surprised to hear that both Steve and David were glowing over the enduring value of the messaging in these campaigns. This is because they tap an eternal truth; money can't buy you love but it is needed to buy the supporting things that you need to survive so as to be able to love. In researching this ad, we discovered a strange strand of marketing called subviral marketing, nicely defined in this Guardian article: Subviral marketing is a topsy-turvy trend that's said to be being pioneered by brands including Budweiser, Ford, Levi's and Mastercard. While traditional viral attachments feature short, slapstick video clips stamped with the brand's logo and web address, subviral campaigns are carefully shot to seem like they were produced by an internet prankster. The Mastercard reference relates to a cheeky ad brought to our attention by our editor, Tim. This might not be considered safe for work, so watch with caution. For the record, we are not suggestion you use subviral marketing. The risks outweigh the rewards. See omnystudio.com/listener for privacy information.

How do you get through to your customers and potential customers in this era when pleasure is not only expected but still leaves them jaded? It's hard to be novel and the star of the show these days, for any more than Andy Warhol's famed "15 minutes" because all of us are saturated with pleasure triggers. Professor Anna Lembke pulls the curtains back from this phenomena in her book, Dopamine Nation. It makes for some sobering reading. Why did we have that drink, take that pill, ogle over titillating stories at the bottom of that online news story, spend hours trawling Netflix for something to bingewatch, or even pick up our phones to find ourselves reading this? We are seeking pleasure in the form of distraction. If you can stay with us, you will be rewarded by some intriguing insights for yourself and your business. It should only take as long as it takes for the head to settle on a freshly poured pint of Guinness. Oh, that's the subject of our Perspicacity segment! But we start by punting a footy around a country paddock, as Steve shares his unexpected and surprisingly effective method for switching off during down time. Talking About Marketing podcast episode notes with timecodes 01:41 Person This segment focusses on you, the person, because we believe business is personal.Country Sport Shortcut On a recent holiday, Steve stumbled onto a "hack" that helped him get into relaxation mode, fast. Like most founders, he's pretty ordinary when it comes to switching off, but an overheard conversation in a bottle shop changed that. On Friday evening in Middleton, Steve popped into the local hotel to get some whisky and wine (a nice segue into the next segment about being addicted to pleasure), when he overheard a couple of local lads talking about tomorrow's footy game against Mount Compass. The next day, Steve and his family grabbled lunch in Mount Compass and then paid their $7 a head adult entry fee to access the local sports ground where his wife watched the local netball with one daughter, while he watched the local football with the other one. Just 20 minutes into this process, having already having the first of many strangers come and sit next to him and start light conversation, Steve realised he'd cracked the code for finding the "off" switch for work and the "on" switch for social connection and relaxation: an afternoon immersed in country sport. It might not have been as relaxing for the locals but because Steve had no skin in the game regarding team loyalties, he was able to just enjoy the atmosphere of humans engaged in good-spirited competition. If you try this on your next stay in a regional area, let him know what you discover. 06:40 Principles This segment focusses principles you can apply in your business today.Dopamine Nation Anna Lembke’s book, Dopamine Nation: Finding Balance in the Age of Indulgence, helps us understand why instant gratification has become the norm. According to Lembke’s argument, we live in a world of easy pleasure (fast food, instant entertainment, gaming, and pornography, just to mention a few) in which the addictive potential and pursuit of pleasure is ubiquitous. Consequently, instant gratification characterises our age, and has some dark consequences: the more pleasure we experience, the more pleasure we want; the more pleasure we have experienced, the more pleasure it takes to get the same buzz; and the more pleasure we have experienced, the more any moment of suffering begins to feel like extreme pain, which can only be countered by even more pleasure. Under these conditions, it is becoming progressively more difficult for people to concentrate on boring/neutral activities for any length of time, and people are becoming even less willing to do uncomfortable things. Unsurprisingly, people who have learned delayed gratification, who can manage their pursuit of instant pleasure, have a real advantage in most aspects of life. The only significant downside of delayed gratification is that people can learn to work so hard, for so long, that they can forget how to experience pleasure (that's a reverse segue back to the opening section about finding peace int local sport). We all know at least one workaholic who no longer remembers how to have a relaxing day with their family and friends, or how to do something just for the sake of immediate pleasure. Our pleasure-pain balance can be messed up by both too much pleasure and too much suffering through hard work. Delayed gratification is especially useful and only sometimes problematic, while instant gratification has become detrimental to our wellbeing. Therefore, we need to reflect on how much pleasure we seek, how much pain minor suffering causes us, and how hard we should work toward our long-term goals. In the conversation between David and Steve, they discuss what this means to us with our marketing hats on. 19:32 Problems This segment answers questions we've received from clients or listeners.Achieve SEO Gains By Attending To The Small Details I have long had some fun entries on my much-neglected personal site, stevedavis.com.au, including some fictional About Me pages. They have been designed to "cash in" on and experiment with the Google value of my namesakes like famous cricket umpire, Steve Davis, famous jazzman, English footballer, and, of course, the snooker player. Two weeks ago, I gave those pages a quick nip and a tuck, in which I double checked wording on the pages, ALT text on the images, and meta description information. Despite having been published like that for more than 10 years, that "SEO spring clean" resulted in me getting around a dozen email enquiries for Steve Davis the snooker champion, having never had one ever before. So, when inspiration isn't quite there, go through and spruce up the pages you have; you might be pleasantly surprised (as many businesses were early in Covid when they did just this and saw great results) 23:31 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.Waiting For Guinness We reflect on an old ad for Guinness, this episode, because it amplifies the high degree of delayed gratification one needs while waiting for the head to settle on this black brew. Could such an obscure ad as the Guinness Horses ad work today? Listen to the chat.See omnystudio.com/listener for privacy information.

Why do smart people do dumb things? This is the question posed by author Keith Cunningham and discussed by David and Steve in this episode. One hint might relate to how much time smart people spend each day actually thinking. It's an interesting discussion that might just help give you the edge in life and business. Steve also picks up an unexpected insight from the book, Chokepoint Capitalism. It has nothing to do with money and everything to do with disabling thoughts that can rob us of happiness and clear thinking. Talking About Marketing podcast episode notes with timecodes 01:41 Person This segment focusses on you, the person, because we believe business is personal. Chokepoint Capitalism While reading Chokepoint Capitalism by scholar Rebecca Giblin and writer and activist Cory Doctorow (a great book, by the way, that explains how Amazon, Spotify, book publishers, record labels, and streaming services all conspire to exploit artists by keeping us happy) one quote grabbed Steve unexpectedly. Comparison Is The Thief Of Joy. In this discussion, Steve and David discuss the profound truth in this quote, and offer a couple of mitigating strategies. 09:21 Principles This segment focusses principles you can apply in your business today. Travelling The Road Less Stupid Smart people do dumb things. So argues, Keith J. Cunningham who labels himself as having been one of those "stupid" people. David explain's Keith's thinking from his book The Road To Less Stupid, in which the author sets out to show us that we don’t need to do clever things to succeed in business: we just need to do less dumb things. Keith argues the vast majority of our poor results are consequences of emotional, overly optimistic, and insufficiently thought out decisions. The solution? We all need to invest more effort to make and utilise thinking time. Here it is summarised on a bumper sticker: Operators react and sweat. Owners think and plan. 18:47 Problems This segment answers questions we've received from clients or listeners. Domain Name Registrar A plea from Steve. If you do not have direct access to your domain name registrar and your webhosting, stop everything and get it sorted now. While working with some people running a fishing charter business, Steve experienced yet another small business that had no idea about these very very important bits of information. It is a complete and fundamental business risk not to have this rectified ASAP. And if you'd like to know who is recorded as the official registrar of your Australian domain name, visit this service: whois.auda.org.au. Need help? Book a little time with our web people. 21:56 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case stude from the past. The 5AD Superchart Something different for this segment is a walk down memory lane to the once great 5AD Top Forty charts. Steve recalls these charts kept the radio station top of mind. It gave a focus to our understanding of and access to popular entertainment for many decades. Former 5AD legend, Greg Clark, recently shared a video from the popular music show he used to present, Music Express, when they celebrated the 25th anniversary of the chart. But would charts like that work today? Do we need them? Steve and David discuss this in the podcast. See omnystudio.com/listener for privacy information.