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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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  • Questions Arising From Women In Business

    Questions Arising From Women In Business
    2026/08/31
    A group of 1970s kids react to modern life in a viral clip, and their horror at “the little box” gives Steve and David a fresh look at the toll of constant connection. Steve took his recorder to the Women in Business event and came back with real questions from real business owners, Jane from Eight at the Gate Wines and Ranee from Jarnell Cut Colour Curl. Their answers reveal a common thread that touches almost every small business. A $500 Chevy ad from the 2012 Super Bowl proves that great advertising does not need a big budget, just a true human moment. 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.What a Bunch of 1970s Kids Taught Us About Our Phones A video of children reacting to modern technology, from paying monthly for music to strangers delivering food, gives Steve and David pause about what they have normalised. David, who grew up in the 1970s, offers a rare counterpoint from his experience as a blind person: technology has given him more than it has taken. For most people, though, the trade has not been so kind. The conversation turns to research from Oxford University Press showing that reducing mobile screen exposure produces measurable gains in wellbeing, sleep, mood, and sustained attention. David distils it best with his old teaching trick: hold up the phone and ask, tool or toy? Steve lays out a six-step, fourteen-day experiment for anyone keen to find out which one their phone has become, from blocking social feeds during work hours to creating phone-free zones at each end of the day. 14:15 Principles This segment focusses principles you can apply in your business today.Jane, Ranee, and the Marketing Question Every Small Business Owner Asks Steve took his recorder to Adelaide Business Hub‘s Women in Business event, in conjunction with the Office of Small and Family Business, and asked two attendees what they would want to know if they had a marketer’s full attention. Jane Richards from Eight at the Gate Wines wants to know which marketing activity actually drives sales. Ranee from Jarnell Cut Colour Curl wants to know where her limited time delivers the biggest return. Both women have solid businesses already, and David points to a common thread: the constraint is not ideas, it is time and attention. His answer is the old 80/20 rule, applied to personas. Pick the ideal customer group most likely to move the needle, and build from there rather than chasing a hundred scattered efforts. Steve shares an old radio trick from broadcaster Jeremy Cordeaux, who kept a fictional listener named Gladys in mind for every interview, and suggests both women already have a “Gladys” walking through their door or tasting room every week. The pair also unpack Jane’s daughter’s TikTok following, and David asks the question that matters more than the follower count: is it converting to income, or is it just a vanity metric? They close the segment with Steve’s long-standing digital marketing triage order: website first, then content, then email database, then reviews, then social media, with advertising last. Learn more about Women In Business mentoring. 37:30 Problems This segment answers questions we've received from clients or listeners.Meet Mini Steve, the AI Trained on Nine Seasons of Marketing Advice A client in Darwin has been testing something Steve built by distilling everything from nine seasons of the podcast, his blog archive back to 2004, and her own StoryBrand framework into an AI tool powered by Claude. David has taken to calling it Steve in a box. The test threw up a genuinely useful question: should a piece of content be a page or a blog post? Steve’s rule of thumb is refreshingly simple. Broad, essential content that most visitors need belongs in the main page structure. Narrow, specific content that answers one sharp question belongs in a blog post, where it can be found by search engines and AI tools alike when the right person goes looking. David flags the safeguard built into the system: when mini Steve is out of its depth, it says so and sends the question back to the grown-up. 44:00 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.The $500 Super Bowl Ad That Beat the Big Budgets Steve takes David back to a 2012 Super Bowl ad for Chevy that cost just $500 to make and still won the day. A birthday setup goes hilariously wrong when the neighbour’s new sports car gets mistaken for the graduate’s actual present, a humble bar fridge. David and Steve agree the ad still works today, not because of production value, but because it taps something timeless: the human desire for status, the discomfort of watching a misunderstanding unfold, and the universal excitement of a friend’s big win. Steve’s takeaway is a good one for any small business without a big budget: ...
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    53 分
  • Take Your Profit First

    Take Your Profit First
    2026/08/10
    Steve and David spend this episode on Profit First, the small business finance book by Mike Michalowicz. The core idea: set money aside before you spend it, not after. They trace the system back to depression-era thrift, compare “profit” against “long-term savings” as motivating words, and work through the mechanics of running a business on smaller bank accounts and smaller plates. There’s also a look at email newsletter platforms shrinking their free tiers, and a 1990s cider ad starring Leslie Nielsen, tested against the question of whether comedy still sells products the way it used to. 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.Grandma Already Knew This David put Steve onto Mike Michalowicz’s Profit First. Before the mechanics of the system, they discuss its origins: the envelope method, setting money aside for bills the moment it arrives, which Michalowicz traces to his mother’s own budgeting. Steve and David connect this to a habit common before entrepreneurship culture prioritised looking successful over managing money well. Michalowicz describes a networking event where everyone tells strangers business is going great, while the same people admit to close friends that it’s hard. Steve and David discuss the gap between appearance and reality, from upgrading a car lease to keep up, to simply not admitting a business is under pressure. David notes that small, honest peer groups, ten or twelve people, are less common in Australian small business than they could be. Michalowicz uses Parkinson’s Law as an example: smaller dinner plates lead to smaller portions without anyone noticing. He applies the same principle to money, arguing that constraint changes behaviour more reliably than willpower does. This is an episode of Mike’s podcast, from which we take a couple of snippets. 12:45 Principles This segment focusses principles you can apply in your business today.Set Up the Envelopes, Skip the Guesswork Multiple bank accounts, set up like envelopes, each with a job: profit, owner’s pay, tax, and operating expenses. Michalowicz starts small, around one percent into a profit account to begin with, increasing the percentage as the habit builds. David describes learning a version of this himself, not from the book but from a phone call to his accountant the first time a large consulting payment landed. Fifteen minutes working out percentages for tax, super, and long-term savings, and those percentages have stuck ever since. He says “profit” doesn’t motivate him as a word, but “long-term savings for when I’m seventy” does. Michalowicz’s system also covers cutting costs without cutting capability, building a buffer under your expense target rather than aiming right at it, and the idea that debt is only paid off by becoming profitable, not by waiting until you feel ready to be profitable. Steve and David note that the book is dense with step-by-step detail that doesn’t suit audio, and recommend a print or Kindle copy for anyone planning to apply the system. 26:00 Problems This segment answers questions we've received from clients or listeners.The Shrinking Free Tier Email newsletter platforms have been reducing what’s included for free. Mailchimp’s free contact limit shrank over the years, MailerLite became the alternative, and then it dropped its own free threshold to 250 contacts, locking out anyone over that mark entirely. Steve outlines the options he’s tested since: Brevo, which allows unlimited contacts but caps each send at 300 recipients, and sending newsletters directly through WordPress once you’re on a hosting setup with proper mail deliverability in place. Each option suits different circumstances, depending on whether email is a core sales channel or, as it is for Talked About Marketing, one channel among several. 31:15 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.Puns Sold Cider, For A While A 1990s American ad campaign for Red Rock Cider featured Leslie Nielsen reprising his Police Squad character in a pun-drenched parody called Fraud Squad. Steve and David discuss the writing, which lands product benefits inside the gags rather than around them. The campaign won awards and drove an early sales spike, then sales faded, and the brand folded by the mid-1990s. David notes that cider as a category tends to boom and bust in cycles, in Australia as much as the US, so novelty may buy a brand its moment without buying loyalty. Steve and David discuss what that means for a campaign built on novelty and star power: it may be worth treating the spike as temporary rather than assuming it will carry a brand long term.See omnystudio.com/listener for privacy information.
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    38 分
  • The Answer Economy Raises Important Questions For Your Business

    The Answer Economy Raises Important Questions For Your Business
    2026/07/27
    Pete Blackshaw’s forthcoming book, The Answer Economy, has Steve and David asking an uncomfortable question: when AI tools do our searching for us, are we still thinking, or just nodding along. Steve and David dig into why Google’s AI overview might be quietly shrinking our critical faculties, and why that matters more than it sounds. They also test which AI tools can be trusted to give it to us straight, and which ones might be leaning on who is paying the bills. Small business owners get a practical wake up call: AI search tools ignore vague marketing claims completely, so vague slogans will not survive this shift. Then it is on to pesky callers, a well behaved moat dragon, and a 2004 Ford ad that might just be the best car commercial ever made. 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.Are We Still Thinking, Or Just Accepting the Answer Steve introduces Pete Blackshaw’s upcoming book, The Answer Economy, and its central worry: as AI tools take over our searching, what happens to the human doing the asking. David frames it as the next stage of the attention economy. For 25 years we built research skills by comparing sources ourselves. Now an AI summary sits at the top of the page, ready to do that work for us, and the question becomes whether solving a problem quickly is the same as solving it well. Borrowing from James Clear on habit formation, David notes that our old habit of searching then evaluating has quietly become searching then accepting. That shift, he argues, is a problem for our critical thinking, and it raises a bigger question about who is funding the answer we are being handed. Steve and David then run an informal trust test across AI tools, noting that Claude scored Amazon a modest five out of ten on its customer centric claims, even though Amazon helps fund Anthropic. It is a small data point, but one that earns some confidence in at least one of the tools doing the answering. The segment closes on Pete Blackshaw’s idea that consumers are shifting from searchers to interrogators. Steve shares a real test he ran, asking an AI overview to compare local mechanics, then following up with a more specific question about trustworthiness for his eighteen year old daughter. The follow up question changed the entire recommendation. David frames it as a reminder to stay specific and curious rather than settling for the first, more general answer.ng that the moral combat these posts trigger makes reasonable conversation almost impossible, and that recognising the tactic early is the first step toward choosing not to play. If your temperature is rising, Steve says, it is probably not an accident. This excerpt is from the full Blackshaw interview with Shel and Neville from the For Immediate Release podcast (one of Steve’s favourites). 15:30 Principles This segment focusses principles you can apply in your business today.Why Vague Marketing Claims Are About to Stop Working Steve breaks down what The Answer Economy actually means for a small business. People search by asking questions, so the businesses that win are the ones structuring their content to directly answer those questions, rather than leaning on slogans. David connects this to inbound marketing, arguing that a person who arrives with a genuine question already has intent, and answering that question well increases the odds they become a customer. Here is the blog post Steve refers to: AI Ready: The Small Business Guide to Being the Answer Groundless claims like being the best in the state no longer carry weight, because, as David puts it plainly, AI search tools ignore vague marketing claims completely. Steve calls this a genuine wake up call for small business owners still leaning on assertions instead of substance. The fix, they argue, is not more clever copy. It is specific, honest, question and answer style content that reflects real expertise, which is exactly the thinking behind TAM’s own GEO Ready work. A clip from Pete Blackshaw adds that different AI tools have different personalities and source preferences, with Claude in particular acting as what Blackshaw calls the extreme librarian, favouring credentialed sources over marketing spin. David frames this as an opportunity: small business expertise, long underused online, now has a format built for it, with businesses that articulate what they actually know positioned to benefit.ear: before you respond, ask whether the mob is interested in listening or just needs its next dopamine hit. If it is the latter, the most effective thing you can do is nothing. Do not post for two days. Let the outrage find its next target. The memory, David notes, is very short. 27:30 Problems This segment answers questions we've received from clients or listeners.A Well Behaved Moat Dragon for Your Phone Steve tackles a problem every business...
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    39 分
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