Talking About Marketing

By: Auscast Network
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  • Summary

  • Talking About Marketing is a podcast for you to help you thrive in your role as a business owner and/or leader. It's produced by the Talked About Marketing team of Steve Davis and David Olney, with editing by Tim Whiffen. Artwork by Casey Cumming. Each marketing podcast episode tips its hat to Philip Kotler's famous "4 Ps of Marketing" (Product, Price, Place, Promotion), by honouring our own 4 Ps of Podcasting; Person, Principles, Problems, and Perspicacity. Person. The aim of life is self-development. To realise one's nature perfectly-that is what each of us is here for. - Oscar Wilde Principles. You can never be overdressed or overeducated. - Oscar Wilde Problems. “I asked the question for the best reason possible, for the only reason, indeed, that excuses anyone for asking any question - simple curiosity. - Oscar Wilde Perspicacity. The one duty we owe to history is to rewrite it. - Oscar Wilde Apart from our love of words, we really love helping people, so we hope this podcast will become a trusted companion for you on your journey in business. We welcome your comments and feedback via podcast@talkedaboutmarketing.com
    2024 Auscast Network
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Economics Marketing
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Episodes
  • Apropos of Nothing And Everything

    Apropos of Nothing And Everything
    Nov 11 2024
    Welcome to another thought-provoking episode where we dive deep into the realms of literature, personal insight, and the art of effective marketing. In the Person segment, we continue our journey through Dostoevsky’s timeless quotes, applying his reflections on self-awareness and resilience to both personal and professional contexts. Next, in the Principles segment, we explore Woody Allen’s unique approach to creativity, examining how his philosophy of ignoring critics can be applied to business and creative projects alike. Moving into the Problem segment, we take aim at overused marketing clichés and emphasise the importance of specificity, particularly for tourism copy that truly resonates with an audience. Finally, in Perspicacity, we revisit one of Australia’s most daring and celebrated lamb adverts, considering its humour, cultural nuances, and whether its message of unity would hold up in today’s climate. 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.Embracing Dostoevsky's Wisdom for Life and Business In this Person segment, Steve and David continue their journey through the profound quotes of Fyodor Dostoevsky, extracting insights that apply as much to the world of business as to our personal lives. They begin by discussing Dostoevsky's observation that "Man only likes to count his troubles. He doesn't calculate his happiness," and reflect on the human tendency to focus on negative experiences. Drawing on research about negativity bias, they discuss the power of gratitude practices, even as small as a three-point journal, to shift our perspective and enrich our lives. The conversation deepens as they explore Dostoevsky’s thoughts on self-reflection, noting the importance of being able to admit one’s own mistakes and grow from them. David emphasises that true intelligence goes beyond knowledge, involving empathy, courage, and the willingness to embrace vulnerability. Steve and David share their personal practices and challenges around self-awareness, finding meaning in even the simplest interactions and daily reflections, which can offer clarity and growth. Finally, they reflect on the power of creative work as a “medicine” for the soul, echoing Dostoevsky’s advice to find refuge in art. Whether it’s as simple as picking up a guitar or crafting a new character, creative pursuits offer a lifeline to recharge, inspire, and build resilience. Steve and David conclude with a reminder that stories, even small daily ones, are invaluable — not only for personal growth but for connecting with others. Through Dostoevsky’s words, this segment invites listeners to embrace the deeper truths within everyday experiences and apply these timeless principles in their own lives. 17:45 Principles This segment focusses principles you can apply in your business today.Pursuing Your Vision: Lessons in Courage and Creativity from Woody Allen and Tim Burton In this Principles segment, Steve and David explore the importance of following one’s creative vision, undeterred by the noise of criticism, through the lens of Woody Allen’s approach to filmmaking. Inspired by Allen’s autobiography, Apropos of Nothing, they discuss the discipline of blocking out external opinions and staying true to one's unique ideas, even when others may not fully understand or appreciate them. Allen’s career, marked by a relentless pursuit of his creative ideas regardless of critical acclaim, is seen as an example of how to cultivate resilience and artistic control in the face of outside pressures. They also touch on the advice Allen received early in his career: to listen to trusted voices but to avoid letting critics and industry gatekeepers sway his vision. Steve and David discuss how this principle applies to business, particularly in making bold decisions and pursuing projects that may not immediately resonate with others. The challenge, they suggest, is in discerning when to listen to trusted feedback and when to stay the course with a personal vision, even if that path is misunderstood by others. Bringing in another perspective, David recounts a recent BBC interview with director Tim Burton, who similarly prioritises completing his vision over appeasing external opinions. For entrepreneurs, artists, and anyone with a strong creative drive, Steve and David conclude that pursuing these "earworm" ideas is essential. When a concept or vision keeps resurfacing, it’s often a signal that it deserves attention — and that following through on it may be more fulfilling than compromising for approval. 27:30 Problems This segment answers questions we've received from clients or listeners.Avoiding the Trap of Generic Messaging: Making Your Brand Stand Out with Specificity In this Problem segment, Steve and David tackle the issue of overly generic marketing messages that ...
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    44 mins
  • Hope For Cynics - From Dostoevsky With Love

    Hope For Cynics - From Dostoevsky With Love
    Oct 28 2024
    Welcome to this episode of Talking About Marketing, where we’re diving into some deep and sometimes challenging themes. First, in the Person segment, we find wisdom in Dostoevsky’s enduring quotes, unpacking how his views on self-awareness and authenticity resonate in our modern, often superficial world. Next, in the Principles segment, we explore Hope for Cynics by Jamil Zaki, a book that navigates the line between cynicism and trust, with takeaways on how small businesses can maintain genuine connections in an increasingly sceptical society. Moving into Problems, we tackle the trend of using AI to generate engagement on LinkedIn, questioning whether superficial comments truly foster meaningful relationships or if they’re diluting the platform’s value. Finally, in Perspicacity, we review Fiverr’s new ad campaign that boldly claims “nobody cares” if you use AI, so long as the end result delivers—raising the question of whether transparency or results really matter most in the age of AI. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:15 Person This segment focusses on you, the person, because we believe business is personal.Dostoevsky on Truth and Self-Understanding In this episode's Person segment, Steve and David delve into the philosophy of Fyodor Dostoevsky, exploring some of his most powerful quotes and their relevance to both personal growth and business. From insights on self-deception to the courage required for truth-telling, they reflect on Dostoevsky’s gritty observations and how they apply in today’s world, particularly for small business owners. Steve recounts his own experiences as a theatre critic, where speaking the truth can feel more challenging—and necessary—than offering easy flattery. The conversation deepens as they discuss Dostoevsky’s assertion that many betray themselves for nothing, often due to fear or cowardice. David and Steve relate this theme to the world of small business, encouraging entrepreneurs to push through self-doubt and put their ideas out into the world, even if it feels vulnerable. They further explore the existential need to create meaning, both in life and in business, emphasizing that a lack of purpose can lead to a trapped, cynical mindset—a struggle Dostoevsky understood deeply. Dostoevsky’s musings about unseen prisons resonate with Steve and David’s discussion of modern technology, likening smartphones to "ankle bracelets" that keep us tethered to distractions and conformity. They observe how social media encourages surface-level thinking, deterring thoughtful expression and reinforcing a fearful, mob-driven culture. As they dissect these ideas, they advocate for a conscious approach to technology, urging listeners to resist the allure of passive consumption and embrace the challenge of carving out a meaningful, self-directed path. 13:45 Principles This segment focusses principles you can apply in your business today.Overcoming Cynicism in Business and Life: A New Hope for Marketing In this Principles segment, Steve and David explore insights from Hope for Cynics by Jamil Zaki, examining how cynicism impacts modern life and what small businesses can learn from it. Although Steve finds the book overly padded with anecdotes, he acknowledges Zaki’s valuable observations on the epidemic of cynicism we face today. Zaki distinguishes between ancient cynics, who were non-conformists with a belief in humanity, and modern cynics, whose outlook is shaped by mistrust and the belief that the world and people are inherently untrustworthy. This shift has infected various aspects of society, including politics and cultural discourse, leaving many feeling hopeless and isolated. To counteract cynicism, Zaki suggests embracing scepticism rather than mistrust. While cynicism assumes the worst, scepticism prompts us to seek evidence and clarity before forming opinions. David highlights how this approach can be beneficial in small business, particularly in decision-making. Rather than succumbing to fears about economic conditions or industry trends, business owners can examine evidence, assess risks, and make informed choices. By adopting this type of clear-headed, evidence-based approach, small business owners can avoid knee-jerk reactions and build a resilient, growth-oriented mindset. Zaki also stresses the importance of trust, noting that when we show trust in others, we often inspire them to act with integrity. Steve reflects on a marketing email he received from a company that leaned heavily into fearmongering by suggesting that neighbours might report each other’s financial misdeeds. He criticises this cynical approach to marketing, noting how it fosters mistrust rather than community. Instead, Steve and David advocate for marketing that encourages positive engagement and builds relationships, arguing that trust-based approaches create loyal, satisfied clients and a stronger,...
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    37 mins
  • Go With Your Gut - In Praise Of Instinct

    Go With Your Gut - In Praise Of Instinct
    Oct 15 2024
    In this episode of Talking About Marketing, Steve and David begin by diving into the concept of the "wild creature mind" from Steve Biddulph's latest book, unpacking how our instincts and body signals often guide us before our logical brain catches up. Moving into the Principles segment, they explore how this awareness can enhance confidence in professional settings, like marketing talks or networking events, by focusing on connection over cleverness. In the Problems segment, they challenge the old adage "look after the cents and the dollars will take care of themselves," urging small business owners to step back and see the bigger picture. Finally, in Perspicacity, they dissect H&R Block's quirky tax ad, debating the balance of humour and simplicity in advertising and its relevance to bookkeeping and other industries. Get ready to take notes! Talking About Marketing podcast episode notes with timecodes 01:00 Person This segment focusses on you, the person, because we believe business is personal.Taming the Wild Creature Mind: Embracing Our Animal Instincts In this episode, the Person segment explores the concept of the "wild creature mind," a term from Australian psychologist Steve Biddulph's latest book, Wild Creature Mind. Steve and David discuss how we've forgotten the animalistic and instinctive side of our nature, which plays a vital role in how we experience and respond to the world. By reconnecting with these instincts, often triggered by the vagus nerve, we can better understand emotions like anxiety, stress, and even joy. These bodily signals help guide us in real-time, long before our conscious mind catches up. The segment highlights Biddulph’s findings, supported by the latest neuroscience research, which demonstrates that the right side of our brain—non-verbal and sensory—is constantly processing our surroundings. It’s not until the left side funnels these experiences into words that we make sense of them. This shift in perspective, from privileging rational thought to acknowledging physical sensations, can recalibrate how we navigate everything from personal wellbeing to professional interactions. For small business owners, the takeaway is clear: rather than relying solely on clever words or polished marketing, true connection is forged when we are fully present in our body, comfortable in our surroundings, and responsive to others. Trusting these instincts allows us to operate more effectively and authentically in both business and life. 12:00 Principles This segment focusses principles you can apply in your business today.From Wild Creatures to Bookkeepers: Connecting Emotion to Value In this episode's Principles segment, Steve reflects on a recent speaking engagement at the Polaris Centre, where he presented on the "Magic of Marketing." Despite being in a room full of strangers, Steve applied insights from Wild Creature Mind, remaining comfortable by focusing on providing genuine value rather than performing. This shift helped him stay grounded and centred, leading to meaningful connections. After the talk, two interesting questions arose, which Steve and David use to illustrate important marketing principles. The first question focused on the number of Instagram followers, highlighting the misconception that vanity metrics like follower counts are the key to success. Steve and David stress that engagement is far more important, as it indicates genuine connection and impact—essential for building trust and driving results. The second question came from a bookkeeper unsure how to make her services seem interesting. Steve's advice reframed her value: rather than focusing on the dry details of bookkeeping, she should emphasise how she lifts the emotional burden from her clients, transforming from a mundane service provider into a hero who delivers peace of mind. By understanding the emotional and physical experience of her clients, the bookkeeper can communicate her value more powerfully and effectively. 18:00 Problems This segment answers questions we've received from clients or listeners.Looking After the Future, Not Just the Cents In the Problem segment, Steve and David dive into a common business misconception: focusing too much on the small details while neglecting the bigger picture. Drawing from the old adage, "Look after the cents and the dollars will look after themselves," Steve questions whether this mindset still holds true in modern business. David firmly disagrees, explaining that focusing exclusively on the "cents"—the minor day-to-day details—can lead to missing bigger opportunities and changes in the market. David highlights that while paying attention to detail is important, it's equally critical to regularly lift your head and assess the broader business landscape. Small refinements only help if you're adjusting to the changing world around you. He argues that if you focus solely on the present, you're at risk of being unprepared for future changes, ...
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    25 mins

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