『Talking About Marketing』のカバーアート

Talking About Marketing

Talking About Marketing

著者： Auscast Network
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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 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

2026 Auscast Network マーケティング マーケティング・セールス 経済学
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  • We Have Social Proof That Making An Effort Matters

    We Have Social Proof That Making An Effort Matters
    2026/10/14
    David’s breakfast walk to Mylk Bar turned into the most talked-about blog post he has written, and Steve has a theory about why it hit small business owners so hard: our effort runs 24 hours a day and rarely earns a “thanks for doing that.” Robert Cialdini explains why a McDonald’s counter worker saying “the McFlurry is our most popular” lifted dessert sales by 45%. Our hosts ask what that means for a pizza shop with two stores and two very different favourites. Meta wants a monthly fee to help you after you’ve been hacked, and that’s before it limits how many links your business page can share. Steve and David suggest a megaphone is a fine tool and a terrible home. Finally, the 1949 Camel campaign shows social proof working for the wrong team, and David reckons it would still work today if the ban were lifted. Get ready to take notes. Talking About Marketing podcast episode notes with timecodes 01:45 Person This segment focusses on you, the person, because we believe business is personal.A Cane, a Dog Water Bowl and a Thank You at the Crossing Steve opens by thanking David for making an effort, because one of David’s recent blog posts drew a much bigger reaction than usual. It starts on a walk to breakfast at Mylk Bar. David steers around the furniture at Cibo Espresso, taps the dog water bowl with his cane without spilling it (“always a win”), listens to both traffic signals and lines up at the ramp. An elderly gentleman behind him says he doesn’t know how David does it. David says it’s worth the effort. The gentleman says his legs and hearing aren’t what they were, and he still can’t work it out. David’s reply: “Same as you. I keep making an effort.” Then the lights change, and David hears how hard each of the man’s steps is. David’s takeaway is that it’s lovely to have your effort recognised and just as lovely to recognise someone else’s, with no expectation of anything more. Steve then brings it home to small business. Anyone who owns or carries responsibility in a small business puts in effort around the clock, and most of it goes unnoticed. Steve wonders how thirsty our fields must be for a little rain of acknowledgement, and David adds that it takes only a “wow, thanks for doing that.” Nobody is asking for perfection. Steve shares his own habit of thanking ambulance officers, the café that reopened during COVID, and the chiropractor who fixed his arm after a long drive to Port Lincoln. So what if nobody thanks you? David says you can still pause and notice that you did a task well rather than doing the bare minimum, even if it’s only rinsing the soap off the dishes. You will be the one picking up that glass tomorrow. 09:15 Principles This segment focusses principles you can apply in your business today.“The McFlurry Is Our Most Popular” and Why That Works Steve builds up to Robert Cialdini with a very personal question about McDonald’s. David confesses to a weakness for thick shakes and a long search for one as good as his 10-year-old memory. Then to the research. In Cialdini’s telling, captured on the Every Thing They Don’t Tell You Podcast, half the customers at a McDonald’s counter were asked if they wanted a dessert. The other half heard the same question followed by “the McFlurry is our most popular.” Dessert sales rose 45%, and almost all of them were McFlurries. That’s social proof: evidence that plenty of people like you have already chosen. The hosts connect it to the Paradox of Choice. When there are too many options we often pick nothing, so naming the popular choice turns a big decision into a small one. David sees it in his legal marketing work in America, where linking a campaign to what a significant group of attorneys have already done always goes well. Both admit they forget to do this for themselves, like the chef who goes home and eats baked beans on toast. Steve is thinking about his client Raza, whose two Pedro’s Pizza stores have different bestsellers: meat lovers in Craigmore, chicken and avocado in Somerton Park. A staff member saying “this is the one most people choose here” could make the decision easier for a customer standing at the counter. The rule is to shine a light on where others have gathered, and to keep it true. David points out that someone will always say “prove it,” so you’d better be able to. 18:15 Problems This segment answers questions we've received from clients or listeners.Meta One and the Two-Link Toll Booth Steve and David turn to a company they’ve little affection for. Some Facebook business pages, The Adelaide Show among them, are now limited to two posts a month containing an external link. A listener, Belle Baker, shared a post from Liz Nable (I think we were saying Liz Noble in the recording, sorry Liz) in Sydney about Meta One, a paid subscription launched in Australia. Liz’s rundown of the tiers, drawn from a Smart Company article, runs from about $23 a ...
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    39 分
  • The Hidden Half Of Business Success

    The Hidden Half Of Business Success
    2026/09/30
    Dr Angela Duckworth spent years telling us to stick at it. Now she says the situation you stick at it in matters more than your willpower, and if your good hires keep leaving after six months, the problem probably isn’t them. Michael Blastland explains why the best-laid plans can fail on one small detail, and David reaches for survivorship bias and the OODA loop to keep small business owners moving anyway. The AI doom headlines get a calm second look, with David following the money and Steve calling Claude Code an intern who has read a lot but never done anything. Samuel Pepys, a wine-loving politician and a bee-themed Banrock Station ad show how a label creates value, and why status signalling and virtue signalling are different things. 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.Change the Situation Before You Blame the Person Steve opens with Dr Angela Duckworth, whose 2016 book Grit gave us “stick at it, sunshine and you’ll get there.” Her new book is, Situated. David notes she was explaining her own life at the time, when writing Grit. Later she saw that passion and persistence work best when the situation around them is supportive. Jerry Seinfeld’s “nighttime Jerry” and “morning Jerry” show why willpower alone bends to circumstance. The guy who looks like the party animal is actually one of the most organised people you could imagine. Duckworth’s box theory runs from situation to thoughts to response. Self-help books tell us to change our thoughts, but if the same negative situation keeps dragging you back, that has limited effect. Steve recalls an organisation that held a big “we’re doing things differently” meeting every couple of years. It never lasted a week and left everyone cynical. David lists the four parts of a situation you can change: physical space, peer relationships, mentor relationships and culture. You change culture by changing the other three. The small business test is a good one. If talented people you interviewed and hired keep leaving after six months, ask what’s wrong with the situation. Tired, frustrated staff and cynical comments overheard at the end of the day are the signs. David’s first step is to stop blaming yourself or others, find one tangible thing to change, then look for the next. 15:00 Principles This segment focusses principles you can apply in your business today.The Hidden Half and the Photocopier That Sank a Water Project Steve brings Michael Blastland, author of The Hidden Half, from an EconTalk conversation with Russ Roberts. We spend our lives finding regularities, like trusting our bike brakes. A lot of life sits where those regularities break down. Blastland’s example is a water supply project in the Indian subcontinent, reported to have had a very low sign-up rate because nobody could photocopy the application form. Esther Duflo’s point is that one weak link in implementation can mean total failure. David adds the fundamental attribution error: our successes are skill, and other people’s are luck. He also names survivorship bias. We hear from the entrepreneurs who took the risk and won, and never from those who took it and disappeared. Look at the 99 failures and you find more than one way to succeed. You can spread your bets, with some low-risk, reliable earners and a few small long shots. Steve calls it a dose of stoicism, shock absorbers for your head, heart and business. David’s OODA loop (observe, orient, decide, act) keeps you doing small things in a big world. Be prudent, but keep moving, because sitting still too long simply hands the opportunity to someone else. 26:45 Problems This segment answers questions we've received from clients or listeners.How Do You Solve a Problem Like AI? Steve borrows from The Sound of Music and swaps Maria for AI. Both are useful, occasionally alarming and hard to pin down. David has a calm view on the recent wave of AI horror stories. In the cases he’s read about, these were models in training with low alignment and few controls, deliberately tested with minimal restrictions. His real line in the sand is letting AIs run their own recursive self-improvement. Steve says he now feels more anxious than when the segment began. David’s view on the commercial side is to follow the money. The data centre builders are making it, and he suggests scary headlines suit companies that need us to buy protection. He cites Jensen Huang’s remark that there’s no problem, just a lack of code: build in the alignment and don’t test with out-of-control AIs. Steve’s own experiment with Claude Code on a WordPress site was so dumb at times he could have done the job faster himself, like having an intern who has read a lot but never done anything. David’s advice for small business is to use the tools that are useful and pay for what adds value. If ...
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    47 分
  • Is Your Business Leaving A Mark ?

    Is Your Business Leaving A Mark ?
    2026/09/14
    A lamb ad and a locked-profile troll teach Steve and David the same lesson: the pause is the whole trick, and social media is built to make you skip it. A British comedy sketch about a dry cleaner called Touching Cloth becomes the unlikely launchpad for Mini Steve’s business-naming principles, tested live and mostly agreed with. A client’s expired domain name turns into a lesson about renewal traps, Melbourne IT’s pricing, and the difference between penny-wise and paranoid. An organ donor ad about the world’s biggest asshole gets the Perspicacity treatment, with a verdict on whether shock still works when the target audience has gone numb to it. Get ready to take notes. Talking About Marketing podcast episode notes with timecodes 02:15 Person This segment focusses on you, the person, because we believe business is personal.The Pause That Saves You From Yourself Steve opens with a confession disguised as a question: has David ever fired off an emotional comment online, or been on the receiving end of one? David has, and it wasn’t pleasant. Neither host thinks the commenter would have said it to their face, which is really the whole problem in one sentence. From there, a lamb ad supplies the unlikely proof of concept. The ad restages a real comment section as a portable grandstand, strangers hurling abuse at each other over nothing, until lamb arrives and somehow calms the mob. David’s read cuts straight to the point: the redirection doesn’t need to be profound, it just needs to be better than the dumb thing people are already doing. Steve connects it to Jill Bolte Taylor’s Whole Brain Living and the 90-second window before an emotional reaction locks in. He’d had his own test that week: a stranger with a locked profile telling him to stick to snooker, a lame pun on his name. He didn’t bite, because the algorithm wants the reaction more than it wants him to be right. Turning the other cheek, in this case, isn’t weakness. It’s refusing to feed the beast. 14:15 Principles This segment focusses principles you can apply in your business today.Touching Cloth and the Business of Naming Yourself A comedy sketch about three well-meaning entrepreneurs naming their dry cleaning business Touching Cloth (a name with an unfortunate second meaning involving cloth, poo, and a failure of restraint) becomes the launchpad for testing some business naming principles. David’s take on the sketch is blunt: the comedy comes from watching well-meaning people talk themselves past an obvious problem, out loud, without noticing. Steve turns to Mini Steve, the AI model trained on his blog archive, to stress-test some naming principles, and finds himself agreeing with all of it. Say the name aloud to a stranger on a bad phone line. Check every handle and domain before falling in love with anything. Search the trademark register before you print a single business card. Avoid clever misspellings, since everyone types the correct version first and wonders why you didn’t. The sharpest distinction is descriptive versus distinctive. Descriptive names explain what you do and help with search from day one, but they’re hard to trademark and easy to blend into the background. Distinctive names cost more to build meaning into, but once they mean something, that meaning is yours alone. Either way, the name’s job is to be memorable and spellable, not to carry the whole value proposition. That’s what the website and the tagline are for. 37:30 Problems This segment answers questions we've received from clients or listeners.The $108 Lesson in Domain Renewal A client let a valuable domain name lapse and asked Steve, a day after it had expired, whether she should renew it. She should, because the test is simple: how would you feel if a competitor grabbed it? Terrible, she said. Renew it. The real sting was the price. Her domain was registered with Melbourne IT, which charged $108 for a single year of a .com.au domain, against roughly $24 to $25 elsewhere. David’s read is that reputation pricing like this survives only while people don’t do the research, and that window is closing. Steve draws the comparison to scam invoices dressed up as official renewal notices, official-looking, fine print disclaiming everything, designed to catch harried business owners at exactly the wrong moment. Nobody’s going broke over $108. But looking after the pennies, as Steve puts it, still says something about how a business runs. 44:00 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.The World’s Biggest Asshole, Revisited This episode’s Perspicacity ad is 2016’s The World’s Biggest Asshole, made by the Martin Agency for Donate Life America. It spends its first 45 seconds building an unlikable man before revealing he was an organ donor. The numbers are real: daily registrations jumped roughly 625 percent in the first week, and video views passed 100 million by ...
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    43 分
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