June 17, 2024 • 43 mins
Ready to revolutionise your marketing approach without breaking the bank? Join us as marketing strategist Bec Chappell pulls back the curtain on how to align your marketing strategies with your business and sales goals for long-term success. Bec dispels the myths around marketing being just "fonts and colours" by underscoring the importance of strategic planning and branding from the get-go. You’ll discover why following trends might be the worst thing for your business and how tailored strategies can save you both time and resources.
You'll learn why understanding your product and knowing your target audience are non-negotiables for effective marketing. Bec emphasizes the foundational principles like the five Ps—product, place, price, promotion, and people—and why consistency and strategic execution are key to successful campaigns. Explore how reallocating resources, leveraging client insights, and cutting unnecessary expenses can optimize your marketing strategy. Clear reporting and adapting to evolving consumer behaviours can help you stay ahead of the curve and ensure your marketing efforts are driving real results.
Tune in as we explore innovative marketing strategies to fuel business growth. From the power of below-the-line tactics like word of mouth to the significant impact of personalized gifts, Bec offers unique insights into creative approaches that can set your business apart. We also dig into the current pricing landscape and why it’s crucial to understand what your customers are willing to pay before making any adjustments. Whether you're just starting out or looking to refine your existing strategies, this episode is packed with practical advice to help you create a profitable, sustainable, and successful business.
This episode is brought to you by Become A Business Money Magnet - Simple habits to manage your money and supercharge your profits!
Want 30 Ways to Save Money in your Business? Download the guide here.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
You're listening to the Secrets of Successful
Business podcast, your go-tosource for business tips, tricks
and proven strategies that willhelp you create a streamlined
and profitable business.
We chat to the best minds inbusiness about their journey,
how they started, what theylearned along the way.
How long are you going to givethis Going harder?
Speaker 2 (00:21):
to get more Focus on growing more with what you have.
Speaker 1 (00:26):
What they learned along the way.
How long are you going to givethis?
Speaker 3 (00:29):
What compromises are you going to make?
Just because you can do itdoesn't mean that you should do
it.
Speaker 1 (00:33):
It's really important to remember that it's a long
game and, of course, we'll askthem for their secret sauce for
creating a successful business.
If you're not failing, you'renot doing it right.
You should be struggling attimes.
That is part of the journey.
Join us as we take a sneak peekbehind the curtain, talk
solutions for those businesspain points, working smarter,
not harder, mindset and thechallenges of fitting it all in
(00:57):
with the demands of today's busylifestyle.
If you're a business owner,side hustler or just starting
your business journey, thispodcast is for you.
Now.
Here's your host, businesscoach and content creator,
justine McLean from FlossieCreative.
Speaker 2 (01:13):
Hello and thanks for joining me on the podcast today.
In case we haven't met, I'mJustine, a small business owner
on a mission to uncover andshare the secrets of creating
and running a profitable,sustainable and successful
business.
I've been in business for over20 years now and I get to use
(01:35):
all that I've learned along theway to help other women in
business reduce the overwhelm,gain visibility around their
numbers, charge what they'reworth and make more money.
It's about designing a life youlove that fits into your
definition of success.
So, if I can help you createthe profitable business you
deserve.
It's about designing a life youlove that fits into your
definition of success.
So if I can help you create theprofitable business you deserve
, please reach out Now, withoutfurther ado.
Let's dive into today's episode.
(01:55):
Let's address the elephant inthe room.
Business is tough right now andgetting new customers in the
door is harder than ever and fora lot of us, it's impossible to
know what to do next.
So on today's episode, I'vecalled in a marketing expert
strategist and my mate, BecChappell, to share how to market
on a budget.
(02:16):
Bec has worked in marketing forover 15 years and with her goal
to amplify brands and help themcreate clear strategies and
messaging to sell their productsand services to their ideal
client.
She is the perfect person totell us how to market on a
budget.
Hello Bec, welcome to the show.
Speaker 3 (02:35):
Hello, thank you for having me.
I'm excited to be here.
Speaker 2 (02:38):
So nice to have you on here and to finally be able
to speak to you about marketingon a budget.
Love that, what a good topicNow.
I know that listeners are goingto love this episode because I
think right now more than ever,we all need to find those simple
but inexpensive ways to get ourcustomers coming back to us new
(03:05):
customers through the door,because times are tough and I
want to get into all of that.
But before we dive in, can youshare a little bit about your
business and exactly what you dowith our audience?
Speaker 3 (03:18):
Yeah, I'd love that.
Thank you.
So pretty much what I do is I'ma marketing strategist, which
people are like, oh, that soundsa bit fancy or a bit like what
the hell do you do?
I come into businesses andreally help them align their
marketing to their businessstrategy, to their sales
strategy, if they have it, andreally make marketing the core
of their business.
Because I know from the workthat I've done that when brands
(03:41):
build from this marketing andbranding piece, we actually see
longevity in business.
That's how you know, that's howwe see successful business, and
I think a lot of people tapmarketing on after the fact.
They're like, oh shit, I shouldprobably market, I should
probably get my brand out there,I should probably do all this
stuff.
And they fall into this trap ofdoing all of the things that
they, you know, see someonescreaming at them on Instagram
(04:02):
to do and instead of coming atit from a really strategic this
is what's right for my business,my individual, my unique, my
beautiful business that isunique they just throw in all
these tactics and think theyhave to be doing all of these
things, because that's what istrending at the moment.
So I'm really here to try andre-educate the market.
That marketing has to bestrategic.
(04:23):
It has to align with your youknow your business strategy.
It has to have a brandingelement.
You have to be building a brandand that actually is how you
don't waste money in the longrun, because one of the main
things I have people come to meand say is marketing doesn't
work.
I've spent thousands with XYZand I got no results and I'm
like, uh-huh, well, let's talkabout what you did there.
So, yeah, that's how I helpbusinesses Generally.
(04:45):
You know most businesses that Ihelp.
They've been in business for awhile, but some of the people
they're really, really good andthey come to me when they're
first starting, which alwayshelps because it's nice to start
with a foundation rather thanbe like let's figure it out
later.
Speaker 2 (05:06):
Yeah, let's play catch up or let's kind of try
and unravel this when it's youknow we've kind of gone down the
wrong road.
It's a little bit like finance,in a way.
I think marketing and financeare probably those couple of
foundations that are missing formost people.
Because, you're right, likeit's okay, I want to start a
business.
What's everyone else doing?
What's trending on Instagram?
Speaker 3 (05:21):
I'll get the nice colors and so on, and I'll kind
of go for it 100%, that'sexactly it, and it's like,
instead of actually, you know,especially with finance as well,
marketing is exactly the same.
You have like you don't have to.
But I tell you, it's a loteasier if you actually start by
saying what is the brand I wantto grow Like?
What?
Where do I want it?
Where do I see this going?
(05:42):
Like you don't have to have a10 year, 20 year plan?
Where do I want it?
Where do I see this going?
Like you don't have to have a10-year, 20-year plan, but at
least have a one-year plan andlike aim towards that rather
than just going.
I fell into a business.
Now I'm going to sell as I'mbuilding this.
You know, the plane in the skyas they say.
Speaker 2 (06:06):
So yeah, and I think you hit on it before when you,
you know, use that word uniquebecause, all you know, we could
be doing the same as the guynext door, but we are unique
because we're the driving forcebehind the business.
And I think if more people kindof leaned into that uniqueness
about their business and reallyfocused on their definition of
success, I think it would be alot easier.
Speaker 3 (06:16):
Yeah, and, like you know, I'm very passionately
upset about this at the momentthe fact that there is so many,
I guess, courses and, you know,groups going around that are
like I can 100% do yourmarketing for you, but we're all
going to exactly think the same, have an echo chamber of what
marketing looks like and insteadof businesses, instead of you
(06:36):
uniquely being treated, uniqueand building a brand that is
different to your competition oris different to everyone else
in the market, you end upbuilding something that's
someone else's dream, becauseyou get caught up in this
whirlwind, and I think that'sthe dangerous thing at the
moment in the market.
There are all theseone-size-fits-all approaches to
stuff because it seems so mucheasier.
Yeah, it might seem easier, butactually what's easier is
(07:00):
figuring out why your businessis so good, based on what you
bring to it, and thereforeyou're also honoring the reason
why you went into business inthe first place.
Speaker 2 (07:09):
Exactly For anyone listening who's thinking okay,
marketing, yeah, I think I kindof know what that's all about.
It does cover a lot of ground.
Can you just share a tiny bitabout what marketing actually
means and how it can help ourbusiness?
Speaker 3 (07:23):
Yeah, wow, I'm not going to give you a textbook
definition.
People can Google that.
Please don't so for me.
Marketing.
Look, I always say marketing isnot a person, it is a
department.
There are so many uniqueelements to marketing, but
foundationally and fundamentally, marketing is you building a
brand in the market in which youwant to sit and getting sales.
(07:47):
Let's really bring it back tothe fact that marketing
facilitates sales.
If your marketing is notfacilitating leads and pipeline
and sales, your marketing isactually not marketing.
It's just flat out not workingand I think one.
It sounds icky becausemarketing I think a lot of
people think of marketing.
I used to always get calledfonts and colors department.
Love that for me, especially byfinance people, by the way.
(08:11):
But you know, and I thinkthere's this, really there's
this belief around marketingbeing fluffy and marketing, you
know, being all the fun stuffand it 100% is.
It is where you get to let yourcreativity soar, it is where
you get to be unique.
But at the end of the day, noneof that matters if it is not
converting into leads and salesbecause you are in the business
(08:31):
to make money.
Let's not sugarcoat it, let'snot pretend that we're all out
there, like even impact-ledbusinesses, have to make money.
So your marketing, it is not aperson, it is a department.
There are specialists in eachpart, there are specialists in
brand, there are specialists instrategy, there are specialists
in SEO, adwords, facebook ads,social media, and so there
(08:52):
should be, because every singledifferent channel of marketing
is really complicated andcomplex and if you try and get a
one size fits all, I guaranteeyou it will break.
So that is probably mydefinition of marketing.
Speaker 2 (09:05):
And I think, as you said, within that, it has to
come back to your business, whatvision you see for yourself,
and I think I mean you'll have atake on this.
But to be effective, I thinkwith your marketing, you need to
first of all know, as you say,what the destination is, where
you're going as a business.
But then it's about beingconsistent and remembering that
(09:27):
your business is about yourclients.
It's not about you, it's notthe I, I, I, it's the, actually
the you, you, you.
Speaker 3 (09:33):
Yeah, there's so many foundational things that I
think people need to get intoplace here, and that is
definitely well.
What are you, what are youselling Like?
What's your product, yourservice, and who are you selling
it to?
You come into it with yourunique selling proposition,
right?
So, the things that you douniquely, that is where you
inject your part into thebusiness.
But, over and above that, it'sactually about your client and
(09:54):
how you're serving them and whatproduct fills the need for them
, rather than, yeah, making itabout you.
You might want to be dancing onreels on Instagram, but you know
what you.
You might want to be dancing onreels on Instagram, but you
know what?
Maybe your client doesn't careand they're on LinkedIn or
they're actually they really aresearching Google for your
product and you know there's alot of.
You know you're going to haveeffectiveness in that channel.
(10:16):
So it's really about when youcome back to those.
You know basics of marketingthat they used to be the four
P's I call, call it the five Psbut those real basics of you
know product place, price,promotion, people.
That's when you and we'veforgotten about that stuff,
right, because none of these bromarketers out there which I
didn't come up with that term.
I had that coined yesterday bysomeone in the industry.
(10:38):
They're like, they're sick ofbro marketing and I was like,
yeah, man, like that is exactlywhat it is being American.
Like you want seven figures andit's like follow my exact like
recipe and it's like it's notactually going to work.
Like there's a reason.
There's textbooks written aboutthe.
You know the four Ps.
I say five because I thinkpeople is actually really
(10:59):
important and I think when yousay people, it's not just the
people that you're marketing to,it's actually people internally
as well.
So, you know, I think we goback to the basics, strip it all
back, stop falling for thesepeople that are like advertising
.
Follow my recipe for success,because I guarantee you, sure
there's probably, there isabsolutely probably gems in
there.
Buy their book, don't buy theirlike.
Complete recipe to success.
(11:19):
You know what I mean?
Yeah, exactly.
Speaker 2 (11:21):
And I think that's part of the key right, because,
as you said, there are lots ofdifferent ways you can market
your business.
I think it's cherry picking thethings that are going to work
for you, because you can bedoing or trying to do all the
things you know the LinkedIn,the Google, the Instagram, the
EDMs, the, you know, SEO,whatever you're doing but A
(11:41):
you're probably not going to doany of them well, and B maybe
that's not where the people thatyou're selling to are kind of
hanging out.
I think you have to make surethat you've got that piece right
.
Speaker 3 (11:51):
Yeah, and I think look, nail a couple of channels
before you start adding heapsmore in.
I think, the businesses thatreally succeed with their
marketing.
It's about okay, we've switchedon EDMs, for example.
We're launching a campaign.
I know, campaigns wild, wedon't talk about them anymore,
but we're launching a campaignand it's, you know, it's an
omni-channel campaign, so itmeans it's across multiple
(12:11):
channels.
And then we've got our salesteam on board or, you know, I am
a solopreneur, so I've got meas sales.
What am I doing if I launch allthese?
Because, let's not forget,marketing itself often won't be
the thing that drives it.
It facilitates sales, it is notsales.
So, I think, reallyunderstanding that, for
everything that you're doing inmarketing, choose some channels
(12:33):
that you can really excel in andthen make sure, like when
you've got them nailed andyou've got it down, that you're
being consistent and disciplined, then add something else.
But the thing that you need toadd is actually your effort to
connect with people and, youknow, your effort to follow up,
your effort to use a CRM.
Those things, I think, are soforgotten because people are
(12:55):
like I posted something onLinkedIn and I didn't get any
sales.
Therefore marketing doesn'twork.
It's like well, what else didyou do, my friends?
And that's the missing link fora lot of people, I think.
Speaker 2 (13:05):
And I think you know probably for people listening as
well we are in a very tighteconomy.
It reminds me of the, you know,the global financial crisis we
had years ago and you knowpeople are struggling to get
their customers to buy, you know, to get new customers coming
into their world.
But I think you know one of thethings we probably tend to do
(13:27):
that knee jerk reaction is, whenthings are tough, we stop
spending, and one of the thingsthat we will stop spending on
could be marketing.
So what are your tips forcontinuing to market our
business when we're trying to doit on a budget and to a tight
(13:48):
economy?
What are some of the thingsthat we can do?
Speaker 3 (13:51):
Yeah, sure, historically, 100% marketing is
always the first to go in abusiness, and I find this
fascinating because there are somany statistics around
businesses that have actuallybeen born out of the GFC or out
of the Great Depression in the1920s.
So the studies there I won't gothrough them now.
Go do some Googling.
It's a really fun historylesson and it really does back
up what I'm about to say,because, if you, marketing
(14:14):
should not be the thing that youcull yes, you may what I want
people to do is get really,really, really focused on their
reporting.
So understand the channels thatare really firing for you right
now.
If you're finding that you needto actually put in a little bit
more of your effort in terms ofsales, then switch to a more
sales-based marketing tactic forthat period of time and say,
(14:36):
okay, well, I know, I need torevitalize my network.
How do I do that?
Look at your subscriptions.
Are you paying for HubSpotunnecessarily or have you got
like a MailChimp subscriptionplus like an active campaign?
Go through and it's one ofthose really key things is what
are the things in your businessyou can remove?
Have you got people doing stuffthat you could do quicker using
(14:59):
, potentially AI.
Now what are things that youcan do in your business to kind
of alleviate a little bit of youknow pressure there on a
financial point of view?
But also get really clear onyour reporting right now.
If you're not one to report onyour marketing, I want you to
set up dashboards.
I want you to go and find a waythat works for you to
understand your numbers so thatyou can really see what is
(15:22):
driving engagement and sales and, I guess, just activity.
And it's a time where we canreally reflect on is our message
actually what people need tohear right now?
Because this is the thing withmarketing.
We get.
We're like oh, I figured out mymessage.
Your clients are changing.
They're always changing.
Their needs are changing.
Their consumer behavior ischanging.
(15:44):
We as marketers and as businessowners have to be on top of
consumer behavior at all times.
For example, I did like apodcast myself the other week on
everyone's going back to.
You know we spent two yearsonline, so maybe that's why your
online courses aren't sellingright now, because people are
online out.
They're done with it.
They also know that coursecompletion rates I think it's
(16:06):
like 60, 100 people.
So it's like we know thatpeople are getting really savvy
about where they spend theirmoney.
So, statistically, they knowthey're not going to do
something or they're seekingconnection.
You know, like I use, I'mcurrently single, I date right,
so I always use this analogy ofthe dating apps are broken right
now.
People are going to run clubs,people are going to in-person
(16:26):
social events, but these littleconsumer shifts that we think
are irrelevant, they actuallyare what people are feeling.
It's those subconscious choicesthat they're making that you
need to really pick up on, likewhat are your clients saying
right now?
All the information you needabout what is good marketing for
your business, your currentclients are already telling you.
You're probably just notlistening.
(16:46):
So get really and you want to.
You know, I literally came off achat just before this one and
we were talking about.
She was like how do I find morespeaking engagements in this
area?
And I was like ask the peopleyou just did a speaking
engagement for.
Ask your clients what eventsare they going to?
Where would they like to see?
What do they want you talkingabout?
We forget that, like our clients, that we already have.
(17:07):
If we love them and we wantmore like them, they already
have all the answers that weneed and that's how you save
money.
Because maybe they're saying Idon't Google search or you would
reach me easier by doing X, y,z.
This is the number one thingthat's keeping me up right now
at night when it comes to yoursubject.
People keeping me up right nowat night when it comes to your
subject, people are normally,especially when you make it
about someone else.
People are happy to talk and weforget to get them talking.
(17:29):
Like, how often do you findyourself someone asks you a
question?
You're like God, I lovedtalking about me.
That felt good to get it off mychest.
But, like, ask the questionsand I think you know.
Come back to what are youspending your money on, what
channels are you in, what's yourreporting look like and what
have you forgotten to actuallysurvey your people?
Speaker 2 (17:48):
Yeah, go in and ask questions, because obviously
there are lots of things we cando right.
So if you send out a weeklysurvey email to your mailing
list and you have cracking openrates and a good conversion,
we're not suggesting that youdump it just because the you
know the world is saying, hey,people aren't looking at emails
right now.
But I guess it's about, yeah,getting a bit, getting a bit
(18:10):
scrappy, looking outside the youknow kind of the regular things
that you're doing, to think,okay, where can I do something?
It might be appearing on apodcast where my people that I'm
trying to connect with you knoware likely to be hanging out or
where they want to hear from me.
Speaker 3 (18:26):
Yeah, and I think also, like definitely don't
ditch the email If you're seeingthe open rates and stuff.
But even you're not getting theemails back, people are still
watching it, right?
People are there.
Like, so it's about thatreporting piece, the research
piece, like start getting reallycurious about different ways,
like we, I think once I wastalking about like traditional
marketing the other week topeople cause a lot, a lot of
(18:47):
marketers coming through.
Right now I have no idea whatthat is and you know we have
things like.
You know there was a great oldsaying that like I don't even
think it gets used now, but Iheard someone use it the other
day.
I was like Ooh, I haven't heardthat for so long and it was
this whole concept of below theline marketing.
So we have above the line isobviously everything you're
doing in the media, it's socialmedia.
Below the line is all of thoselittle tactics that, like you
(19:09):
might have forgotten about, likeword of mouth marketing, right,
like how are you gettingreferrals happening in your
business?
Because referrals and word ofmouth is an incredibly powerful
source of marketing and so justgetting you're right, getting
scrappy, like thinking aboutmarketing differently If you are
doing things, everyone's doingthe same thing.
Everyone has the same channels,but that's actually not the
(19:30):
case.
It's just everyone's doing thesame thing because they're
following trends, right.
Don't follow trends and suremaybe there will be an
investment right?
Maybe your hack into a businessthat you've been wanting to
work with is send the CEO a poemwith a dessert box right,
bearable like random stuff, likeI had a friend that did that.
(19:50):
They actually sent the.
They wanted to work for thisproduct-based business.
They sent the product to theCEO with a poem attached to it
Genius, I love that.
That's genius.
They got the gig right and I'mlike these little ideas and sure
there's an investment in that,100%.
There is money and I also wantpeople to remember your time is
money too.
(20:11):
If we're talking budget.
If you're spending five hours aweek creating reels for
Instagram and you're not gettingthat back in ROI, that is not a
good channel for you.
So be really curious about you.
Know.
I think everyone has thisconcept of I want to get viral,
I want to get high vanitymetrics.
Why Like?
Why Like if it's not converting?
For you it's not.
(20:31):
You know.
This is that whole thing aroundresearch and reporting.
Like know your numbers in yourbusiness, same as you know your
financials, or you should yourmarketing?
Marketing is a numbers game.
Yes, we're creatives.
Yes, we love fonts and colorsand yes, that stuff's important
and the way that you feel withour brand all important.
What's super important is howall of the fluffy stuff converts
(20:51):
to sales.
Speaker 2 (20:53):
And you've mentioned the numbers and kind of really
measuring those a couple oftimes now Can you just sort of
explain, you know, what thatactually means.
Speaker 3 (21:03):
Yeah, I love that Good question.
Everything that you do, so sayyou send an email weekly and you
post like six times toInstagram and you've got a
LinkedIn.
You do a LinkedIn newsletter.
I want you to set metrics thatare important for your business.
So if you're posting to Insta,maybe a metric that's important
for you is how many DMs did thatmake you know, like, what's the
(21:26):
metric that converts to salesfor you?
Everyone's is going to bedifferent, so I can't say here's
your set of metrics, butunderstand the metrics and the
goals that.
Why am I doing this activity?
Is it branding?
If it's branding, obviouslyyour metrics are a little bit
different because brand takestime and it's the annoying thing
about brand Building.
The brand in the marketplace isreally kind of harder to report
(21:46):
on.
But if you're doing specificsales activity campaigns,
launches, things like that it'sthe metrics of how many people
did that get into my funnel andwhat does my funnel look like?
Is it Insta DMs?
Is it LinkedIn DMs?
Is it emails back?
Every activity you're doing likethings like Google ads super
easy to see your metrics on thatright.
(22:06):
Like, you know the ROI.
If you're doing a Facebook ad,you know your ROI or you should
Like that stuff is.
It's fed to you and obviouslyit's all these little things.
So, if you're spending,understand the time that you
spend on your marketing everyweek too, because that is a
metric that you need to know andyou know, put a dollar value
against that, because I want you.
If there's a channel thatyou're spending a lot of time in
and it's not getting you anykind of engagement, that will
(22:30):
lead to sales, because, let'sremember, like the branding
stuff takes time, but it's theengagement that's important.
You know how many people youlike, for example, linkedin.
One of the ones I love is Ihave clients that will say to me
things like Bec, like it's justnot working, because we know
LinkedIn no one really comments,right, Like it's the ghosting
platform, but people watch onthere and they read, and their
(22:51):
version of engagement is I'veread it, I don't have to comment
, I don't want to comment, Idon't want my boss to see that
I've commented, or I don't wantmy client to see that I've
commented, or blah, blah, blah,blah.
One of the things on there thatI think is a metric that's
really worth looking at is thetitles of the people that are
looking at your stuff.
So, for example, I would wantfounder, wouldn't I Like?
I'd want, you know, a CEO, afounder, a CMO, even so, for me,
(23:14):
I look at those and I washitting, you know, like a
receptionist or something likesure, I'd love to inspire them,
but at the end of the day,they're not the ones buying from
me.
Yeah, so, understanding these,like I know, for me LinkedIn is
a driver for business.
So I know if I'm continuing tohit those level, those job
(23:36):
titles tick, I'm successful.
I know that if I get, you know,a thousand impressions and the
majority of them are thosepeople, it's a channel that's
working for me.
I'm getting in front.
How do I then do the salespiece, the reach out, the
whatever it needs to look liketo convert?
So every metric will bedifferent, based on your
business and where you'reshowing up.
But having key metrics, youknow, that are like KPIs, right,
(23:56):
like everyone's had them,exactly For your marketing as
well.
Speaker 2 (24:00):
Yeah, and I love that conversion to sales.
That's the key thing you'vementioned a couple of times, so
important.
So we're kind of, you know,we're getting scrappy, we're
kind of doing some things thatare out of the box.
We're sending out dessert boxeswith poems.
How can we maintain our brandintegrity when we're cutting
(24:20):
costs on marketing or trying todo it on a budget?
I think look.
Speaker 3 (24:24):
The thing with brand is it's just making sure that
everything aligns.
So do a little brandingexercise for yourself.
So just because you're cuttingcosts doesn't mean it has to be
at the detriment of your brand.
There are incredible tools outthere that in terms of brand
identity and the way that youshow up in the world.
If you have Canva, you have adesigner at your doorstep.
But I would still recommendmaking sure that you have your
(24:48):
own unique.
Please don't use Canvatemplates.
You can get designers to comeup with templates pretty cheaply
these days.
It's worth the investment.
It is your brand.
So making sure that you havethat visual identity so that
someone knows what you look like.
But the other side to brands,which I'll speak on more because
it's something I work with inthe strategy space I'm obviously
not a designer, so I don'treally do the design work.
(25:10):
As I said, marketing it's adepartment, not a person.
But in terms of when you'rebeing strategic about setting up
like a brand identity, like thefeel of your brand and the
languaging, really come up witha bit of a.
It's fluffy and we're goingthere, but come up with a bit of
a mood board.
Come up with thoughts of whenpeople think of my brand, how do
(25:31):
they need to feel?
And then, every single channeland every message, and every
time you launch a campaign,every time you do everything, it
comes back to that kind of theway that we make people feel
with our marketing, the messagesthat we really want to get
across.
If I say that I'm never goingto use jargon in my marketing
and that is a really big part ofmy marketing, yeah, I'm not
(25:51):
going to throw words at you,like you know SEO, without
explaining that, that searchengine optimization, or you know
, and and understanding that,okay, cool.
So if I'm doing a post, if I'mshowing up and trying to use
social media to like, drivetraffic right now, because I
know that that's a cheaperchannel it's not free, your time
is not free and I really wantto push that point but knowing
(26:12):
that that's potentially acheaper channel than switching
on meta ads or like you know,Google ads or anything like that
Understanding.
But even if you do switch onGoogle ads, if you have got a
brand identity, your ads inGoogle no, you're not using an
AI generator to create them.
You are writing them.
You are understanding yourclient's pain points and all of
them.
You can still understand yourclient's pain points and talk to
(26:34):
them, but talk to them in a waythat is your brand.
So make sure that you have that, like you've done that work of
as a brand.
How are we showing up?
And then it doesn't matter ifyou're investing a million
dollars in your marketing or athousand, because money is no.
Money should not affect the waythat your brand shows up in the
market.
And if you want to look like areally royal, regal brand, you
don't have to have a shit ton ofmoney to do that.
(26:56):
It's just actually about howyou language it and how much
you've invested.
I guess in the starting pointof what your logo looks like and
the fonts that you use, like.
Obviously all of that stuffmatters.
Speaker 2 (27:07):
Yeah, that's great advice.
Now, what's your go-tomarketing strategy right now?
Speaker 3 (27:13):
I'm having a bit of fun right now.
I've got to be fully honest.
I have seen I'm seeing a shiftin the moment and I'm actually
personally angry and myobviously my branding and my
marketing is very differentbecause it's Beck right, so it's
reputation based, which ispainful but also great because
(27:34):
I'm very much known in mybusiness.
I guess there's a lot of funand outspoken and I'm never
afraid to say the thing thatother people don't want to say.
And it's taken me a solid fewyears to get over my like oh, do
I want to be controversial?
I don't care, I'm going to sayit.
If I think that, I'm going tocall it out if there's something
that I see in the market that'sreally just not helping
business owners.
(27:54):
I'm on a mission at the moment,like genuinely a mission.
I woke up like probably twoweeks ago just pissed off.
I was like we're in a shiteconomy, let's not sugarcoat it.
That same day I saw this personput in like a business group on
Facebook like oh, don't hangaround.
The naysayers that are likepulling down people and making
them, you know, feel like theeconomy is bad.
I'm like the economy is bad,like they are not naysayers and
(28:19):
you've just invalidatedabsolutely every single person
in this group that has writtenin the last few weeks.
They're closing their businessbecause they can't get sales.
So I'm on a real mission toabsolutely undercut anyone that
is giving really bad advice andor saying really detrimental
things that aren't helpful rightnow, and just get good
information out there and saythings like you know, call it
(28:40):
out.
So I think I'm on a mission.
At the moment, my strategy ishonesty, like I'm flat out just
at the moment on a band ofhonesty.
I'm really pushing peopletowards working on their
strategy.
Yep, and I do that throughLinkedIn, through my Instagram
channel.
My Instagram is just my rantingchannel now.
It's literally I feel like it'sbecome more of a personal
(29:00):
playground of me just going likeguys, this is what I saw that
pissed me off today and I'mgoing to talk about it and talk
loudly.
And then I always have my emailthat goes out weekly, which I
get.
I just have fun.
For me, my marketing is reallyabout reminding people that if
you started a business, it'shard enough.
Have a bit of fun.
Speaker 1 (29:18):
Yeah.
Speaker 3 (29:18):
You know, and especially at the moment, like I
just bring the most ridiculouspersonal stories into mine.
But it's very different becausemine is a personal brand.
Obviously, when I was in Plum,it was really and that's
probably why, to be honest, Ifelt probably I've never felt an
emotional attachment to Plum.
Even I had to close, like well,I didn't have to close it, I
chose to close it.
But even when I moved away fromthe agency model, I was like,
(29:39):
oh yeah, like, but me, obviously, I feel like I have personal
attachment to me.
Yes, I'm all about kind ofhaving a bit of fun at the
moment and you know I don't.
I, interestingly enough, I amgetting quite a few leads
through Google at the momentbecause I'm, you know, I've
really remastered my websitebecause I know I was looking at
languaging.
So I went on a bit of a missionto understand what people were
(29:59):
saying when it came to likestrategy, because marketing
strategy is a really interestingthing to try and sell, because
it's not the execution yes, Ihave all the execution buddies
that I work with and I helpbusinesses too but actually
marketing for a strategy andeducating the market that you
can't go to an agency withoutone of these and no agency is
(30:20):
going to look at your strategyas a whole in with your business
strategy, including the peoplethat work in your business, if
you have that.
So I saw a bit of a gap in themarket and thought, well, that's
what I did in corporate, soI'll do it here too.
But yeah, my strategy is reallyat the moment just about kind
of calling it out, uh, having abit of fun and, like you know,
just fighting the good fight andI think you know I mean, right
(30:44):
there, you've said it that'sit's that's unique to you.
Speaker 2 (30:47):
Yeah, so, and that's one of the things that's just so
important, and I think you'reright.
I mean, I think we're all a bittired of things being
sugar-coated.
You know, I did a call lastweek with a big group of well,
they were a really eclecticgroup of small business owners,
but all creatives who had, youknow, they all made the same
(31:08):
comment about this idea of allthe.
You know, people are sayingthat the market's terrible, that
you only have to turn on thenews to see how bad business is,
but they've been fed this dietof oh well, you just have to
change the way you think aboutthings.
You know, just still increaseyour prices, don't worry about
(31:32):
it, just keep leaning into thesame market that you've been
leaning into.
And one of the girls said to meand that's what we've been doing
, we've been following thisadvice, but it's not working.
We've put our prices up, we'releaning in to our people, but
we're not getting any customersand we need to feed our children
.
I sort of had a completelydifferent take on that.
(31:53):
So I think, yeah, you have toaddress that elephant in the
room.
I mean it's.
You know it will change, butright now where we are, it's
about being honest, it's like Ihonestly don't understand.
Speaker 3 (32:04):
Like, when it comes to the pricing thing too, I get
really like this.
Really, this is the pet peeveof mine too, because, like,
pricing is a fun one of thefundamental piece of marketing
because it actually doesn't comeback to what you want.
It comes back to what someone'swilling to pay and unless you
are a Prada or a Rolex and youhave let's not forget, they have
(32:27):
if you've got big capitalbehind you, go for it, because
your branding and your campaignsthat you're going to need to
grow your brand to that leveland, you know, even come out of
the gates at that level.
Or, like you know, maybe you'llbe a white fox, for example,
and just have viral successbecause you tack on to an
influencer which, by the way,costs money.
If you have capital behind you,go for it, a hundred percent,
(32:51):
go for it.
If they've got buying and theywant you to spend a million
dollars on your marketing, yeah,you will do epic stuff.
There's no doubt in my mind.
You it doesn't economyregardless, right, but but for
the rest of us that haven't got,you know, we're not a bloody
startup tech firm and we're not.
We don't have that idea, thatof the canvas of the world, or,
(33:11):
you know, for those people, Ithink the reality is your market
is going to tell you where youprice.
Yes, you have a little bit offlexibility in that, in that you
know if you're going as apremium or you're going as like.
But if you want to market as apremium product, yeah, you're
going to have to really go afterthem.
And right now, your premiumpeople, they're probably a bit
(33:33):
hurting too.
So understand that.
This concept, this narrative ofraise your prices, raise your
prices.
You've got a, you've got a.
Um, you know you've got anincome problem.
Just raise your prices.
You need less leads.
If you raise your prices, Ijust think it's damn right,
dangerous.
And if you haven't got researchto back up you raising your
prices, I don't care if youthink you're worth a million
dollars now, no one's going tobuy it and that's just the
(33:55):
reality.
Like it's the same as selling ahouse.
It doesn't matter how well youmarket that house.
If it's the best house in theworst suburb, it's still only
worth the best house in theworst suburb.
Yeah.
Speaker 2 (34:06):
Yeah.
Speaker 3 (34:07):
You know, like it's just at the end of the day, if
you're not selling in Mossmanand you're not selling, who's
the guy that's selling his houseright now for 25 mil or
whatever it is.
Maybe it's more 200 mil, it was200 mil Aussie home loan guy.
Speaker 2 (34:19):
Aussie home loan guy yeah.
Speaker 3 (34:21):
You know like the market has told him he can sell
his house for 200 mil.
But I think you know we thinkof our own businesses
differently to selling a car orselling a house, but it is
fundamentally exactly the same.
So I really urge you not tofall into that narrative.
Do your research and don'tundervalue yourself by any means
.
I'm not saying to do that, butif you've done the research and
(34:42):
you know where the market'swilling to pay, otherwise, yeah,
you're not putting food on thetable, and that's the scarier
part.
Speaker 2 (34:47):
Yeah, exactly.
Now, what is one piece ofadvice that you could give to
listeners who are now feelinginspired to get started with
their marketing or to re-engagein their marketing?
Speaker 3 (35:00):
Do it, no, I think yeah, just do it.
No.
The thing, I think start withthe foundational stuff.
Give yourself a really good goat, because even if okay, so
even if you don't have all ofthe time or the money in the
world to do all of the researchand tell you all of the places
you need to be, start somewhere.
But start with a basis of yeah,I've gotten good.
(35:23):
Like, start with a little bitof research of your own, ask
questions, set up the foundationstuff, because then you can
treat it like a scienceexperiment.
Yeah, is it working?
Is it not working?
Have a bit of fun, be a bitcurious.
Is it working?
Is it not working?
Have a bit of fun, be a bitcurious.
Go outside your comfort zone.
Try not to.
I think we're overwhelmed withinformation now.
As beautiful as it is that wecan all get educated, be really
(35:46):
careful about how many differentsources you're getting
information from, because it'sjust going to confuse you.
Like the amount of people I sitdown with for like a strategy
session, like Bec, I've readthis, done this, I'm doing X
course, x course, x course.
I'm like, wow, your brain musthurt.
So you know, come back to thefoundational stuff, really
understand why you got intobusiness, what it is that you're
selling, who you're selling itto, all of those foundation
(36:08):
stuff.
And then, for the love of God,do not fall into the trap of
like requiring instantgratification.
It's going to take time If youdon't have those huge budgets,
which is okay, you don't have to, but just know it takes time.
You need to be bored.
You need to have said the samething 15 times.
Your audience does not seeeverything you do, so please
(36:30):
give yourself some.
Have some patience.
It's annoying.
It's so annoying.
I hear you.
We all want the instantgratification, but sadly, if you
, you know, and you're betteroff starting today than in three
weeks, when you're three weeksmore behind, right?
Speaker 2 (36:42):
Yeah, exactly Great advice.
Strip it back, get back tobasics and stop wasting time on
things that just aren't going tohelp you get to where you want
to go right Now.
You've been in business for along time now.
When you think about yourbusiness and you sort of think
back, what have you found to bethe secret, or the secrets of
running a successful business?
Speaker 3 (37:03):
I think it's really understanding.
Like I had this thought lastnight, actually, because I had
an interesting email in my inboxwaiting for me last night when
I logged on a Sunday night whichwas stupid.
I don't normally do it and Ithought to myself I had the
moment of imposter which we allget.
You know, it doesn't matter howlong you've been in business,
you're going to get it.
And I thought to myself okay,Bec, was that did making that
(37:28):
decision to do that work?
Did it align with the work thatyou're actually really, really
good at and that you enjoy?
And also, was that businessowner also excited about their
own business?
And I was like it didn't tickall my boxes, it wasn't the way
I normally work, it didn'texcite me in the way that I want
to be excited because, at theend of the day, like business is
(37:49):
hard.
So I think being obviously it'sdifferent in an economy like
this, where you get into that,oh, I've got to say yes to
everything.
And look, I think that youprobably do have to say yes to
some things at the moment thatmaybe you wouldn't have normally
done, like, I think, the oldyou know saying of only accept
the jobs you want.
I think at the moment, like,the reality of that is, there's
(38:10):
going to be some stuff thatyou're going to do, that you're
like oh, you know, I agree withyou.
Yeah, stuff that you're going todo that you're like oh, you
know, I agree with you, yeah,and, I think, being realistic
about where you're at in yourbusiness, understanding those
things.
For me it was like, yeah, okay,I don't regret what happened, I
don't regret saying yes to thatmoney.
It wasn't the normal thing I'dgo for but, yeah, it really
makes me realize my strengthsmore, like take the lesson and
(38:34):
understand yourself even betterand be like, yeah, okay, like
great feedback, get it.
How can I improve in mybusiness?
So, getting really attuned towhat you know, like I had a
complete rebrand two years inand I think it was driven from
the fact that I wasn't happy,like I think we don't get into
business to be miserable andeven right now, in the shittest
(38:57):
economy, you can still be happyin your business.
So, I think, reallyunderstanding, yeah, why you're
in business and what makes youhappy yes, as I said, there's
going to be those things at themoment that you're probably
going to say yes to that youwould have before, like in you
know, richer times.
Being like, no, that's not myjam, but at the moment, you know
, obviously still always try anddo things that light you up and
are in your skill set.
But, yeah, just, I think,really understand what it is
(39:17):
that brings you joy in yourbusiness.
Speaker 2 (39:19):
I think that's such good advice because I think, as
you said, we didn't get intobusiness to be miserable.
We got into business for awhole lot of other reasons, and
so if you can really sort oflean into that, understand what
brings you happiness, thenyou're going to wake up every
day excited about going to work,or most days, some days are
going to be bad, but most daysyeah, I have this saying and
(39:41):
like people probably hate me forit and they're probably like,
how does she?
Speaker 3 (39:44):
but I love Mondays, Like I really do.
Like I love my work and I thinkI'm in such a position Like
look, don't get me wrong, Istill have hard days Like I
still have cries I had a crylast night but like I still love
what I do at the core of it.
And I think, if I, you know, Ididn't love when I was in
corporate, so I created thisbusiness because I didn't.
I did love what I did incorporate, but like I didn't
(40:05):
love the structure of corporateand now I get to do what I did
there in my own business, on myown terms, and actually walk
into rooms where I can have realimpact and like what a blessing
, right.
And I know that's Absolutely,you know, and I think, yeah,
like it's stressful enoughrunning a business because it is
.
That's not why you might aswell bloody enjoy what you're
doing Totally.
Speaker 2 (40:25):
That is an excellent way to wrap up this podcast.
Bec, thank you for your wordsof wisdom.
What is the best way forlisteners to connect with you?
Speaker 3 (40:33):
Yeah, so you can find me Beck Chapel, and it's spelt
like the cricketers, which Ihope people know, but they
probably won't, so I'll spell itout it's C-H-A-P-P-E-L-L.
And yeah, you can find me onInstagram under that name.
Facebook, and they're probablysorry, not Facebook.
Linkedin Well, I'm on Facebooktoo, but LinkedIn and they're
probably best way is to find meor my website, which is
beckchapelcomau.
Speaker 2 (40:54):
Fabulous.
Now, before we go, not lettingyou off that easy billboard with
anything on it, what would itbe?
Speaker 3 (41:00):
I'd love this question If I could have a
billboard with anything on it.
Look, to be honest, from abusiness point of view, what a
boring answer.
I would have something about mypodcast, marketing Espresso.
To be honest, yeah.
Speaker 2 (41:13):
I love my podcast.
That's what you can havewhatever you like on this
billboard.
Speaker 3 (41:19):
Yeah, I want my faith and my podcast and be like have
a cup of with me or have acoffee with me.
Have a coffee with me, yeah.
Speaker 2 (41:25):
Mark people who want to listen to Bec's podcast.
Thank you, my friend.
Thank you, it's always apleasure to talk to you.
See you, bye.
Thank you, it's always apleasure to talk to you.
Speaker 1 (41:33):
See you Bye.
Thanks for listening to theSecrets of Successful Business
podcast.
For more information on allthings business, head to
flossycomau and make sure youhit subscribe on the show so you
don't miss another new episode.
If you're enjoying the show,please give it a quick rating or
review, share it on yoursocials or with friends who
(41:55):
might enjoy it.
Catch you next time.
You're listening to the Secrets of Successful
Business podcast, your go-tosource for business tips, tricks
and proven strategies that willhelp you create a streamlined
and profitable business.
We chat to the best minds inbusiness about their journey,
how they started, what theylearned along the way.
How long are you going to givethis Going harder?
Speaker 2 (00:21):
to get more Focus on growing more with what you have.
Speaker 1 (00:26):
What they learned along the way.
How long are you going to givethis?
Speaker 3 (00:29):
What compromises are you going to make?
Just because you can do itdoesn't mean that you should do
it.
Speaker 1 (00:33):
It's really important to remember that it's a long
game and, of course, we'll askthem for their secret sauce for
creating a successful business.
If you're not failing, you'renot doing it right.
You should be struggling attimes.
That is part of the journey.
Join us as we take a sneak peekbehind the curtain, talk
solutions for those businesspain points, working smarter,
not harder, mindset and thechallenges of fitting it all in
(00:57):
with the demands of today's busylifestyle.
If you're a business owner,side hustler or just starting
your business journey, thispodcast is for you.
Now.
Here's your host, businesscoach and content creator,
justine McLean from FlossieCreative.
Speaker 2 (01:13):
Hello and thanks for joining me on the podcast today.
In case we haven't met, I'mJustine, a small business owner
on a mission to uncover andshare the secrets of creating
and running a profitable,sustainable and successful
business.
I've been in business for over20 years now and I get to use
(01:35):
all that I've learned along theway to help other women in
business reduce the overwhelm,gain visibility around their
numbers, charge what they'reworth and make more money.
It's about designing a life youlove that fits into your
definition of success.
So, if I can help you createthe profitable business you
deserve.
It's about designing a life youlove that fits into your
definition of success.
So if I can help you create theprofitable business you deserve
, please reach out Now, withoutfurther ado.
Let's dive into today's episode.
(01:55):
Let's address the elephant inthe room.
Business is tough right now andgetting new customers in the
door is harder than ever and fora lot of us, it's impossible to
know what to do next.
So on today's episode, I'vecalled in a marketing expert
strategist and my mate, BecChappell, to share how to market
on a budget.
(02:16):
Bec has worked in marketing forover 15 years and with her goal
to amplify brands and help themcreate clear strategies and
messaging to sell their productsand services to their ideal
client.
She is the perfect person totell us how to market on a
budget.
Hello Bec, welcome to the show.
Speaker 3 (02:35):
Hello, thank you for having me.
I'm excited to be here.
Speaker 2 (02:38):
So nice to have you on here and to finally be able
to speak to you about marketingon a budget.
Love that, what a good topicNow.
I know that listeners are goingto love this episode because I
think right now more than ever,we all need to find those simple
but inexpensive ways to get ourcustomers coming back to us new
(03:05):
customers through the door,because times are tough and I
want to get into all of that.
But before we dive in, can youshare a little bit about your
business and exactly what you dowith our audience?
Speaker 3 (03:18):
Yeah, I'd love that.
Thank you.
So pretty much what I do is I'ma marketing strategist, which
people are like, oh, that soundsa bit fancy or a bit like what
the hell do you do?
I come into businesses andreally help them align their
marketing to their businessstrategy, to their sales
strategy, if they have it, andreally make marketing the core
of their business.
Because I know from the workthat I've done that when brands
(03:41):
build from this marketing andbranding piece, we actually see
longevity in business.
That's how you know, that's howwe see successful business, and
I think a lot of people tapmarketing on after the fact.
They're like, oh shit, I shouldprobably market, I should
probably get my brand out there,I should probably do all this
stuff.
And they fall into this trap ofdoing all of the things that
they, you know, see someonescreaming at them on Instagram
(04:02):
to do and instead of coming atit from a really strategic this
is what's right for my business,my individual, my unique, my
beautiful business that isunique they just throw in all
these tactics and think theyhave to be doing all of these
things, because that's what istrending at the moment.
So I'm really here to try andre-educate the market.
That marketing has to bestrategic.
(04:23):
It has to align with your youknow your business strategy.
It has to have a brandingelement.
You have to be building a brandand that actually is how you
don't waste money in the longrun, because one of the main
things I have people come to meand say is marketing doesn't
work.
I've spent thousands with XYZand I got no results and I'm
like, uh-huh, well, let's talkabout what you did there.
So, yeah, that's how I helpbusinesses Generally.
(04:45):
You know most businesses that Ihelp.
They've been in business for awhile, but some of the people
they're really, really good andthey come to me when they're
first starting, which alwayshelps because it's nice to start
with a foundation rather thanbe like let's figure it out
later.
Speaker 2 (05:06):
Yeah, let's play catch up or let's kind of try
and unravel this when it's youknow we've kind of gone down the
wrong road.
It's a little bit like finance,in a way.
I think marketing and financeare probably those couple of
foundations that are missing formost people.
Because, you're right, likeit's okay, I want to start a
business.
What's everyone else doing?
What's trending on Instagram?
Speaker 3 (05:21):
I'll get the nice colors and so on, and I'll kind
of go for it 100%, that'sexactly it, and it's like,
instead of actually, you know,especially with finance as well,
marketing is exactly the same.
You have like you don't have to.
But I tell you, it's a loteasier if you actually start by
saying what is the brand I wantto grow Like?
What?
Where do I want it?
Where do I see this going?
(05:42):
Like you don't have to have a10 year, 20 year plan?
Where do I want it?
Where do I see this going?
Like you don't have to have a10-year, 20-year plan, but at
least have a one-year plan andlike aim towards that rather
than just going.
I fell into a business.
Now I'm going to sell as I'mbuilding this.
You know, the plane in the skyas they say.
Speaker 2 (06:06):
So yeah, and I think you hit on it before when you,
you know, use that word uniquebecause, all you know, we could
be doing the same as the guynext door, but we are unique
because we're the driving forcebehind the business.
And I think if more people kindof leaned into that uniqueness
about their business and reallyfocused on their definition of
success, I think it would be alot easier.
Speaker 3 (06:16):
Yeah, and, like you know, I'm very passionately
upset about this at the momentthe fact that there is so many,
I guess, courses and, you know,groups going around that are
like I can 100% do yourmarketing for you, but we're all
going to exactly think the same, have an echo chamber of what
marketing looks like and insteadof businesses, instead of you
(06:36):
uniquely being treated, uniqueand building a brand that is
different to your competition oris different to everyone else
in the market, you end upbuilding something that's
someone else's dream, becauseyou get caught up in this
whirlwind, and I think that'sthe dangerous thing at the
moment in the market.
There are all theseone-size-fits-all approaches to
stuff because it seems so mucheasier.
Yeah, it might seem easier, butactually what's easier is
(07:00):
figuring out why your businessis so good, based on what you
bring to it, and thereforeyou're also honoring the reason
why you went into business inthe first place.
Speaker 2 (07:09):
Exactly For anyone listening who's thinking okay,
marketing, yeah, I think I kindof know what that's all about.
It does cover a lot of ground.
Can you just share a tiny bitabout what marketing actually
means and how it can help ourbusiness?
Speaker 3 (07:23):
Yeah, wow, I'm not going to give you a textbook
definition.
People can Google that.
Please don't so for me.
Marketing.
Look, I always say marketing isnot a person, it is a
department.
There are so many uniqueelements to marketing, but
foundationally and fundamentally, marketing is you building a
brand in the market in which youwant to sit and getting sales.
(07:47):
Let's really bring it back tothe fact that marketing
facilitates sales.
If your marketing is notfacilitating leads and pipeline
and sales, your marketing isactually not marketing.
It's just flat out not workingand I think one.
It sounds icky becausemarketing I think a lot of
people think of marketing.
I used to always get calledfonts and colors department.
Love that for me, especially byfinance people, by the way.
(08:11):
But you know, and I thinkthere's this, really there's
this belief around marketingbeing fluffy and marketing, you
know, being all the fun stuffand it 100% is.
It is where you get to let yourcreativity soar, it is where
you get to be unique.
But at the end of the day, noneof that matters if it is not
converting into leads and salesbecause you are in the business
(08:31):
to make money.
Let's not sugarcoat it, let'snot pretend that we're all out
there, like even impact-ledbusinesses, have to make money.
So your marketing, it is not aperson, it is a department.
There are specialists in eachpart, there are specialists in
brand, there are specialists instrategy, there are specialists
in SEO, adwords, facebook ads,social media, and so there
(08:52):
should be, because every singledifferent channel of marketing
is really complicated andcomplex and if you try and get a
one size fits all, I guaranteeyou it will break.
So that is probably mydefinition of marketing.
Speaker 2 (09:05):
And I think, as you said, within that, it has to
come back to your business, whatvision you see for yourself,
and I think I mean you'll have atake on this.
But to be effective, I thinkwith your marketing, you need to
first of all know, as you say,what the destination is, where
you're going as a business.
But then it's about beingconsistent and remembering that
(09:27):
your business is about yourclients.
It's not about you, it's notthe I, I, I, it's the, actually
the you, you, you.
Speaker 3 (09:33):
Yeah, there's so many foundational things that I
think people need to get intoplace here, and that is
definitely well.
What are you, what are youselling Like?
What's your product, yourservice, and who are you selling
it to?
You come into it with yourunique selling proposition,
right?
So, the things that you douniquely, that is where you
inject your part into thebusiness.
But, over and above that, it'sactually about your client and
(09:54):
how you're serving them and whatproduct fills the need for them
, rather than, yeah, making itabout you.
You might want to be dancing onreels on Instagram, but you know
what you.
You might want to be dancing onreels on Instagram, but you
know what?
Maybe your client doesn't careand they're on LinkedIn or
they're actually they really aresearching Google for your
product and you know there's alot of.
You know you're going to haveeffectiveness in that channel.
(10:16):
So it's really about when youcome back to those.
You know basics of marketingthat they used to be the four
P's I call, call it the five Psbut those real basics of you
know product place, price,promotion, people.
That's when you and we'veforgotten about that stuff,
right, because none of these bromarketers out there which I
didn't come up with that term.
I had that coined yesterday bysomeone in the industry.
(10:38):
They're like, they're sick ofbro marketing and I was like,
yeah, man, like that is exactlywhat it is being American.
Like you want seven figures andit's like follow my exact like
recipe and it's like it's notactually going to work.
Like there's a reason.
There's textbooks written aboutthe.
You know the four Ps.
I say five because I thinkpeople is actually really
(10:59):
important and I think when yousay people, it's not just the
people that you're marketing to,it's actually people internally
as well.
So, you know, I think we goback to the basics, strip it all
back, stop falling for thesepeople that are like advertising
.
Follow my recipe for success,because I guarantee you, sure
there's probably, there isabsolutely probably gems in
there.
Buy their book, don't buy theirlike.
Complete recipe to success.
(11:19):
You know what I mean?
Yeah, exactly.
Speaker 2 (11:21):
And I think that's part of the key right, because,
as you said, there are lots ofdifferent ways you can market
your business.
I think it's cherry picking thethings that are going to work
for you, because you can bedoing or trying to do all the
things you know the LinkedIn,the Google, the Instagram, the
EDMs, the, you know, SEO,whatever you're doing but A
(11:41):
you're probably not going to doany of them well, and B maybe
that's not where the people thatyou're selling to are kind of
hanging out.
I think you have to make surethat you've got that piece right
.
Speaker 3 (11:51):
Yeah, and I think look, nail a couple of channels
before you start adding heapsmore in.
I think, the businesses thatreally succeed with their
marketing.
It's about okay, we've switchedon EDMs, for example.
We're launching a campaign.
I know, campaigns wild, wedon't talk about them anymore,
but we're launching a campaignand it's, you know, it's an
omni-channel campaign, so itmeans it's across multiple
(12:11):
channels.
And then we've got our salesteam on board or, you know, I am
a solopreneur, so I've got meas sales.
What am I doing if I launch allthese?
Because, let's not forget,marketing itself often won't be
the thing that drives it.
It facilitates sales, it is notsales.
So, I think, reallyunderstanding that, for
everything that you're doing inmarketing, choose some channels
(12:33):
that you can really excel in andthen make sure, like when
you've got them nailed andyou've got it down, that you're
being consistent and disciplined, then add something else.
But the thing that you need toadd is actually your effort to
connect with people and, youknow, your effort to follow up,
your effort to use a CRM.
Those things, I think, are soforgotten because people are
(12:55):
like I posted something onLinkedIn and I didn't get any
sales.
Therefore marketing doesn'twork.
It's like well, what else didyou do, my friends?
And that's the missing link fora lot of people, I think.
Speaker 2 (13:05):
And I think you know probably for people listening as
well we are in a very tighteconomy.
It reminds me of the, you know,the global financial crisis we
had years ago and you knowpeople are struggling to get
their customers to buy, you know, to get new customers coming
into their world.
But I think you know one of thethings we probably tend to do
(13:27):
that knee jerk reaction is, whenthings are tough, we stop
spending, and one of the thingsthat we will stop spending on
could be marketing.
So what are your tips forcontinuing to market our
business when we're trying to doit on a budget and to a tight
(13:48):
economy?
What are some of the thingsthat we can do?
Speaker 3 (13:51):
Yeah, sure, historically, 100% marketing is
always the first to go in abusiness, and I find this
fascinating because there are somany statistics around
businesses that have actuallybeen born out of the GFC or out
of the Great Depression in the1920s.
So the studies there I won't gothrough them now.
Go do some Googling.
It's a really fun historylesson and it really does back
up what I'm about to say,because, if you, marketing
(14:14):
should not be the thing that youcull yes, you may what I want
people to do is get really,really, really focused on their
reporting.
So understand the channels thatare really firing for you right
now.
If you're finding that you needto actually put in a little bit
more of your effort in terms ofsales, then switch to a more
sales-based marketing tactic forthat period of time and say,
(14:36):
okay, well, I know, I need torevitalize my network.
How do I do that?
Look at your subscriptions.
Are you paying for HubSpotunnecessarily or have you got
like a MailChimp subscriptionplus like an active campaign?
Go through and it's one ofthose really key things is what
are the things in your businessyou can remove?
Have you got people doing stuffthat you could do quicker using
(14:59):
, potentially AI.
Now what are things that youcan do in your business to kind
of alleviate a little bit of youknow pressure there on a
financial point of view?
But also get really clear onyour reporting right now.
If you're not one to report onyour marketing, I want you to
set up dashboards.
I want you to go and find a waythat works for you to
understand your numbers so thatyou can really see what is
(15:22):
driving engagement and sales and, I guess, just activity.
And it's a time where we canreally reflect on is our message
actually what people need tohear right now?
Because this is the thing withmarketing.
We get.
We're like oh, I figured out mymessage.
Your clients are changing.
They're always changing.
Their needs are changing.
Their consumer behavior ischanging.
(15:44):
We as marketers and as businessowners have to be on top of
consumer behavior at all times.
For example, I did like apodcast myself the other week on
everyone's going back to.
You know we spent two yearsonline, so maybe that's why your
online courses aren't sellingright now, because people are
online out.
They're done with it.
They also know that coursecompletion rates I think it's
(16:06):
like 60, 100 people.
So it's like we know thatpeople are getting really savvy
about where they spend theirmoney.
So, statistically, they knowthey're not going to do
something or they're seekingconnection.
You know, like I use, I'mcurrently single, I date right,
so I always use this analogy ofthe dating apps are broken right
now.
People are going to run clubs,people are going to in-person
(16:26):
social events, but these littleconsumer shifts that we think
are irrelevant, they actuallyare what people are feeling.
It's those subconscious choicesthat they're making that you
need to really pick up on, likewhat are your clients saying
right now?
All the information you needabout what is good marketing for
your business, your currentclients are already telling you.
You're probably just notlistening.
(16:46):
So get really and you want to.
You know, I literally came off achat just before this one and
we were talking about.
She was like how do I find morespeaking engagements in this
area?
And I was like ask the peopleyou just did a speaking
engagement for.
Ask your clients what eventsare they going to?
Where would they like to see?
What do they want you talkingabout?
We forget that, like our clients, that we already have.
(17:07):
If we love them and we wantmore like them, they already
have all the answers that weneed and that's how you save
money.
Because maybe they're saying Idon't Google search or you would
reach me easier by doing X, y,z.
This is the number one thingthat's keeping me up right now
at night when it comes to yoursubject.
People keeping me up right nowat night when it comes to your
subject, people are normally,especially when you make it
about someone else.
People are happy to talk and weforget to get them talking.
(17:29):
Like, how often do you findyourself someone asks you a
question?
You're like God, I lovedtalking about me.
That felt good to get it off mychest.
But, like, ask the questionsand I think you know.
Come back to what are youspending your money on, what
channels are you in, what's yourreporting look like and what
have you forgotten to actuallysurvey your people?
Speaker 2 (17:48):
Yeah, go in and ask questions, because obviously
there are lots of things we cando right.
So if you send out a weeklysurvey email to your mailing
list and you have cracking openrates and a good conversion,
we're not suggesting that youdump it just because the you
know the world is saying, hey,people aren't looking at emails
right now.
But I guess it's about, yeah,getting a bit, getting a bit
(18:10):
scrappy, looking outside the youknow kind of the regular things
that you're doing, to think,okay, where can I do something?
It might be appearing on apodcast where my people that I'm
trying to connect with you knoware likely to be hanging out or
where they want to hear from me.
Speaker 3 (18:26):
Yeah, and I think also, like definitely don't
ditch the email If you're seeingthe open rates and stuff.
But even you're not getting theemails back, people are still
watching it, right?
People are there.
Like, so it's about thatreporting piece, the research
piece, like start getting reallycurious about different ways,
like we, I think once I wastalking about like traditional
marketing the other week topeople cause a lot, a lot of
(18:47):
marketers coming through.
Right now I have no idea whatthat is and you know we have
things like.
You know there was a great oldsaying that like I don't even
think it gets used now, but Iheard someone use it the other
day.
I was like Ooh, I haven't heardthat for so long and it was
this whole concept of below theline marketing.
So we have above the line isobviously everything you're
doing in the media, it's socialmedia.
Below the line is all of thoselittle tactics that, like you
(19:09):
might have forgotten about, likeword of mouth marketing, right,
like how are you gettingreferrals happening in your
business?
Because referrals and word ofmouth is an incredibly powerful
source of marketing and so justgetting you're right, getting
scrappy, like thinking aboutmarketing differently If you are
doing things, everyone's doingthe same thing.
Everyone has the same channels,but that's actually not the
(19:30):
case.
It's just everyone's doing thesame thing because they're
following trends, right.
Don't follow trends and suremaybe there will be an
investment right?
Maybe your hack into a businessthat you've been wanting to
work with is send the CEO a poemwith a dessert box right,
bearable like random stuff, likeI had a friend that did that.
(19:50):
They actually sent the.
They wanted to work for thisproduct-based business.
They sent the product to theCEO with a poem attached to it
Genius, I love that.
That's genius.
They got the gig right and I'mlike these little ideas and sure
there's an investment in that,100%.
There is money and I also wantpeople to remember your time is
money too.
(20:11):
If we're talking budget.
If you're spending five hours aweek creating reels for
Instagram and you're not gettingthat back in ROI, that is not a
good channel for you.
So be really curious about you.
Know.
I think everyone has thisconcept of I want to get viral,
I want to get high vanitymetrics.
Why Like?
Why Like if it's not converting?
For you it's not.
(20:31):
You know.
This is that whole thing aroundresearch and reporting.
Like know your numbers in yourbusiness, same as you know your
financials, or you should yourmarketing?
Marketing is a numbers game.
Yes, we're creatives.
Yes, we love fonts and colorsand yes, that stuff's important
and the way that you feel withour brand all important.
What's super important is howall of the fluffy stuff converts
(20:51):
to sales.
Speaker 2 (20:53):
And you've mentioned the numbers and kind of really
measuring those a couple oftimes now Can you just sort of
explain, you know, what thatactually means.
Speaker 3 (21:03):
Yeah, I love that Good question.
Everything that you do, so sayyou send an email weekly and you
post like six times toInstagram and you've got a
LinkedIn.
You do a LinkedIn newsletter.
I want you to set metrics thatare important for your business.
So if you're posting to Insta,maybe a metric that's important
for you is how many DMs did thatmake you know, like, what's the
(21:26):
metric that converts to salesfor you?
Everyone's is going to bedifferent, so I can't say here's
your set of metrics, butunderstand the metrics and the
goals that.
Why am I doing this activity?
Is it branding?
If it's branding, obviouslyyour metrics are a little bit
different because brand takestime and it's the annoying thing
about brand Building.
The brand in the marketplace isreally kind of harder to report
(21:46):
on.
But if you're doing specificsales activity campaigns,
launches, things like that it'sthe metrics of how many people
did that get into my funnel andwhat does my funnel look like?
Is it Insta DMs?
Is it LinkedIn DMs?
Is it emails back?
Every activity you're doing likethings like Google ads super
easy to see your metrics on thatright.
(22:06):
Like, you know the ROI.
If you're doing a Facebook ad,you know your ROI or you should
Like that stuff is.
It's fed to you and obviouslyit's all these little things.
So, if you're spending,understand the time that you
spend on your marketing everyweek too, because that is a
metric that you need to know andyou know, put a dollar value
against that, because I want you.
If there's a channel thatyou're spending a lot of time in
and it's not getting you anykind of engagement, that will
(22:30):
lead to sales, because, let'sremember, like the branding
stuff takes time, but it's theengagement that's important.
You know how many people youlike, for example, linkedin.
One of the ones I love is Ihave clients that will say to me
things like Bec, like it's justnot working, because we know
LinkedIn no one really comments,right, Like it's the ghosting
platform, but people watch onthere and they read, and their
(22:51):
version of engagement is I'veread it, I don't have to comment
, I don't want to comment, Idon't want my boss to see that
I've commented, or I don't wantmy client to see that I've
commented, or blah, blah, blah,blah.
One of the things on there thatI think is a metric that's
really worth looking at is thetitles of the people that are
looking at your stuff.
So, for example, I would wantfounder, wouldn't I Like?
I'd want, you know, a CEO, afounder, a CMO, even so, for me,
(23:14):
I look at those and I washitting, you know, like a
receptionist or something likesure, I'd love to inspire them,
but at the end of the day,they're not the ones buying from
me.
Yeah, so, understanding these,like I know, for me LinkedIn is
a driver for business.
So I know if I'm continuing tohit those level, those job
(23:36):
titles tick, I'm successful.
I know that if I get, you know,a thousand impressions and the
majority of them are thosepeople, it's a channel that's
working for me.
I'm getting in front.
How do I then do the salespiece, the reach out, the
whatever it needs to look liketo convert?
So every metric will bedifferent, based on your
business and where you'reshowing up.
But having key metrics, youknow, that are like KPIs, right,
(23:56):
like everyone's had them,exactly For your marketing as
well.
Speaker 2 (24:00):
Yeah, and I love that conversion to sales.
That's the key thing you'vementioned a couple of times, so
important.
So we're kind of, you know,we're getting scrappy, we're
kind of doing some things thatare out of the box.
We're sending out dessert boxeswith poems.
How can we maintain our brandintegrity when we're cutting
(24:20):
costs on marketing or trying todo it on a budget?
I think look.
Speaker 3 (24:24):
The thing with brand is it's just making sure that
everything aligns.
So do a little brandingexercise for yourself.
So just because you're cuttingcosts doesn't mean it has to be
at the detriment of your brand.
There are incredible tools outthere that in terms of brand
identity and the way that youshow up in the world.
If you have Canva, you have adesigner at your doorstep.
But I would still recommendmaking sure that you have your
(24:48):
own unique.
Please don't use Canvatemplates.
You can get designers to comeup with templates pretty cheaply
these days.
It's worth the investment.
It is your brand.
So making sure that you havethat visual identity so that
someone knows what you look like.
But the other side to brands,which I'll speak on more because
it's something I work with inthe strategy space I'm obviously
not a designer, so I don'treally do the design work.
(25:10):
As I said, marketing it's adepartment, not a person.
But in terms of when you'rebeing strategic about setting up
like a brand identity, like thefeel of your brand and the
languaging, really come up witha bit of a.
It's fluffy and we're goingthere, but come up with a bit of
a mood board.
Come up with thoughts of whenpeople think of my brand, how do
(25:31):
they need to feel?
And then, every single channeland every message, and every
time you launch a campaign,every time you do everything, it
comes back to that kind of theway that we make people feel
with our marketing, the messagesthat we really want to get
across.
If I say that I'm never goingto use jargon in my marketing
and that is a really big part ofmy marketing, yeah, I'm not
(25:51):
going to throw words at you,like you know SEO, without
explaining that, that searchengine optimization, or you know
, and and understanding that,okay, cool.
So if I'm doing a post, if I'mshowing up and trying to use
social media to like, drivetraffic right now, because I
know that that's a cheaperchannel it's not free, your time
is not free and I really wantto push that point but knowing
(26:12):
that that's potentially acheaper channel than switching
on meta ads or like you know,Google ads or anything like that
Understanding.
But even if you do switch onGoogle ads, if you have got a
brand identity, your ads inGoogle no, you're not using an
AI generator to create them.
You are writing them.
You are understanding yourclient's pain points and all of
them.
You can still understand yourclient's pain points and talk to
(26:34):
them, but talk to them in a waythat is your brand.
So make sure that you have that, like you've done that work of
as a brand.
How are we showing up?
And then it doesn't matter ifyou're investing a million
dollars in your marketing or athousand, because money is no.
Money should not affect the waythat your brand shows up in the
market.
And if you want to look like areally royal, regal brand, you
don't have to have a shit ton ofmoney to do that.
(26:56):
It's just actually about howyou language it and how much
you've invested.
I guess in the starting pointof what your logo looks like and
the fonts that you use, like.
Obviously all of that stuffmatters.
Speaker 2 (27:07):
Yeah, that's great advice.
Now, what's your go-tomarketing strategy right now?
Speaker 3 (27:13):
I'm having a bit of fun right now.
I've got to be fully honest.
I have seen I'm seeing a shiftin the moment and I'm actually
personally angry and myobviously my branding and my
marketing is very differentbecause it's Beck right, so it's
reputation based, which ispainful but also great because
(27:34):
I'm very much known in mybusiness.
I guess there's a lot of funand outspoken and I'm never
afraid to say the thing thatother people don't want to say.
And it's taken me a solid fewyears to get over my like oh, do
I want to be controversial?
I don't care, I'm going to sayit.
If I think that, I'm going tocall it out if there's something
that I see in the market that'sreally just not helping
business owners.
(27:54):
I'm on a mission at the moment,like genuinely a mission.
I woke up like probably twoweeks ago just pissed off.
I was like we're in a shiteconomy, let's not sugarcoat it.
That same day I saw this personput in like a business group on
Facebook like oh, don't hangaround.
The naysayers that are likepulling down people and making
them, you know, feel like theeconomy is bad.
I'm like the economy is bad,like they are not naysayers and
(28:19):
you've just invalidatedabsolutely every single person
in this group that has writtenin the last few weeks.
They're closing their businessbecause they can't get sales.
So I'm on a real mission toabsolutely undercut anyone that
is giving really bad advice andor saying really detrimental
things that aren't helpful rightnow, and just get good
information out there and saythings like you know, call it
(28:40):
out.
So I think I'm on a mission.
At the moment, my strategy ishonesty, like I'm flat out just
at the moment on a band ofhonesty.
I'm really pushing peopletowards working on their
strategy.
Yep, and I do that throughLinkedIn, through my Instagram
channel.
My Instagram is just my rantingchannel now.
It's literally I feel like it'sbecome more of a personal
(29:00):
playground of me just going likeguys, this is what I saw that
pissed me off today and I'mgoing to talk about it and talk
loudly.
And then I always have my emailthat goes out weekly, which I
get.
I just have fun.
For me, my marketing is reallyabout reminding people that if
you started a business, it'shard enough.
Have a bit of fun.
Speaker 1 (29:18):
Yeah.
Speaker 3 (29:18):
You know, and especially at the moment, like I
just bring the most ridiculouspersonal stories into mine.
But it's very different becausemine is a personal brand.
Obviously, when I was in Plum,it was really and that's
probably why, to be honest, Ifelt probably I've never felt an
emotional attachment to Plum.
Even I had to close, like well,I didn't have to close it, I
chose to close it.
But even when I moved away fromthe agency model, I was like,
(29:39):
oh yeah, like, but me, obviously, I feel like I have personal
attachment to me.
Yes, I'm all about kind ofhaving a bit of fun at the
moment and you know I don't.
I, interestingly enough, I amgetting quite a few leads
through Google at the momentbecause I'm, you know, I've
really remastered my websitebecause I know I was looking at
languaging.
So I went on a bit of a missionto understand what people were
(29:59):
saying when it came to likestrategy, because marketing
strategy is a really interestingthing to try and sell, because
it's not the execution yes, Ihave all the execution buddies
that I work with and I helpbusinesses too but actually
marketing for a strategy andeducating the market that you
can't go to an agency withoutone of these and no agency is
(30:20):
going to look at your strategyas a whole in with your business
strategy, including the peoplethat work in your business, if
you have that.
So I saw a bit of a gap in themarket and thought, well, that's
what I did in corporate, soI'll do it here too.
But yeah, my strategy is reallyat the moment just about kind
of calling it out, uh, having abit of fun and, like you know,
just fighting the good fight andI think you know I mean, right
(30:44):
there, you've said it that'sit's that's unique to you.
Speaker 2 (30:47):
Yeah, so, and that's one of the things that's just so
important, and I think you'reright.
I mean, I think we're all a bittired of things being
sugar-coated.
You know, I did a call lastweek with a big group of well,
they were a really eclecticgroup of small business owners,
but all creatives who had, youknow, they all made the same
(31:08):
comment about this idea of allthe.
You know, people are sayingthat the market's terrible, that
you only have to turn on thenews to see how bad business is,
but they've been fed this dietof oh well, you just have to
change the way you think aboutthings.
You know, just still increaseyour prices, don't worry about
(31:32):
it, just keep leaning into thesame market that you've been
leaning into.
And one of the girls said to meand that's what we've been doing
, we've been following thisadvice, but it's not working.
We've put our prices up, we'releaning in to our people, but
we're not getting any customersand we need to feed our children
.
I sort of had a completelydifferent take on that.
(31:53):
So I think, yeah, you have toaddress that elephant in the
room.
I mean it's.
You know it will change, butright now where we are, it's
about being honest, it's like Ihonestly don't understand.
Speaker 3 (32:04):
Like, when it comes to the pricing thing too, I get
really like this.
Really, this is the pet peeveof mine too, because, like,
pricing is a fun one of thefundamental piece of marketing
because it actually doesn't comeback to what you want.
It comes back to what someone'swilling to pay and unless you
are a Prada or a Rolex and youhave let's not forget, they have
(32:27):
if you've got big capitalbehind you, go for it, because
your branding and your campaignsthat you're going to need to
grow your brand to that leveland, you know, even come out of
the gates at that level.
Or, like you know, maybe you'llbe a white fox, for example,
and just have viral successbecause you tack on to an
influencer which, by the way,costs money.
If you have capital behind you,go for it, a hundred percent,
(32:51):
go for it.
If they've got buying and theywant you to spend a million
dollars on your marketing, yeah,you will do epic stuff.
There's no doubt in my mind.
You it doesn't economyregardless, right, but but for
the rest of us that haven't got,you know, we're not a bloody
startup tech firm and we're not.
We don't have that idea, thatof the canvas of the world, or,
(33:11):
you know, for those people, Ithink the reality is your market
is going to tell you where youprice.
Yes, you have a little bit offlexibility in that, in that you
know if you're going as apremium or you're going as like.
But if you want to market as apremium product, yeah, you're
going to have to really go afterthem.
And right now, your premiumpeople, they're probably a bit
(33:33):
hurting too.
So understand that.
This concept, this narrative ofraise your prices, raise your
prices.
You've got a, you've got a.
Um, you know you've got anincome problem.
Just raise your prices.
You need less leads.
If you raise your prices, Ijust think it's damn right,
dangerous.
And if you haven't got researchto back up you raising your
prices, I don't care if youthink you're worth a million
dollars now, no one's going tobuy it and that's just the
(33:55):
reality.
Like it's the same as selling ahouse.
It doesn't matter how well youmarket that house.
If it's the best house in theworst suburb, it's still only
worth the best house in theworst suburb.
Yeah.
Speaker 2 (34:06):
Yeah.
Speaker 3 (34:07):
You know, like it's just at the end of the day, if
you're not selling in Mossmanand you're not selling, who's
the guy that's selling his houseright now for 25 mil or
whatever it is.
Maybe it's more 200 mil, it was200 mil Aussie home loan guy.
Speaker 2 (34:19):
Aussie home loan guy yeah.
Speaker 3 (34:21):
You know like the market has told him he can sell
his house for 200 mil.
But I think you know we thinkof our own businesses
differently to selling a car orselling a house, but it is
fundamentally exactly the same.
So I really urge you not tofall into that narrative.
Do your research and don'tundervalue yourself by any means
.
I'm not saying to do that, butif you've done the research and
(34:42):
you know where the market'swilling to pay, otherwise, yeah,
you're not putting food on thetable, and that's the scarier
part.
Speaker 2 (34:47):
Yeah, exactly.
Now, what is one piece ofadvice that you could give to
listeners who are now feelinginspired to get started with
their marketing or to re-engagein their marketing?
Speaker 3 (35:00):
Do it, no, I think yeah, just do it.
No.
The thing, I think start withthe foundational stuff.
Give yourself a really good goat, because even if okay, so
even if you don't have all ofthe time or the money in the
world to do all of the researchand tell you all of the places
you need to be, start somewhere.
But start with a basis of yeah,I've gotten good.
(35:23):
Like, start with a little bitof research of your own, ask
questions, set up the foundationstuff, because then you can
treat it like a scienceexperiment.
Yeah, is it working?
Is it not working?
Have a bit of fun, be a bitcurious.
Is it working?
Is it not working?
Have a bit of fun, be a bitcurious.
Go outside your comfort zone.
Try not to.
I think we're overwhelmed withinformation now.
As beautiful as it is that wecan all get educated, be really
(35:46):
careful about how many differentsources you're getting
information from, because it'sjust going to confuse you.
Like the amount of people I sitdown with for like a strategy
session, like Bec, I've readthis, done this, I'm doing X
course, x course, x course.
I'm like, wow, your brain musthurt.
So you know, come back to thefoundational stuff, really
understand why you got intobusiness, what it is that you're
selling, who you're selling itto, all of those foundation
(36:08):
stuff.
And then, for the love of God,do not fall into the trap of
like requiring instantgratification.
It's going to take time If youdon't have those huge budgets,
which is okay, you don't have to, but just know it takes time.
You need to be bored.
You need to have said the samething 15 times.
Your audience does not seeeverything you do, so please
(36:30):
give yourself some.
Have some patience.
It's annoying.
It's so annoying.
I hear you.
We all want the instantgratification, but sadly, if you
, you know, and you're betteroff starting today than in three
weeks, when you're three weeksmore behind, right?
Speaker 2 (36:42):
Yeah, exactly Great advice.
Strip it back, get back tobasics and stop wasting time on
things that just aren't going tohelp you get to where you want
to go right Now.
You've been in business for along time now.
When you think about yourbusiness and you sort of think
back, what have you found to bethe secret, or the secrets of
running a successful business?
Speaker 3 (37:03):
I think it's really understanding.
Like I had this thought lastnight, actually, because I had
an interesting email in my inboxwaiting for me last night when
I logged on a Sunday night whichwas stupid.
I don't normally do it and Ithought to myself I had the
moment of imposter which we allget.
You know, it doesn't matter howlong you've been in business,
you're going to get it.
And I thought to myself okay,Bec, was that did making that
(37:28):
decision to do that work?
Did it align with the work thatyou're actually really, really
good at and that you enjoy?
And also, was that businessowner also excited about their
own business?
And I was like it didn't tickall my boxes, it wasn't the way
I normally work, it didn'texcite me in the way that I want
to be excited because, at theend of the day, like business is
(37:49):
hard.
So I think being obviously it'sdifferent in an economy like
this, where you get into that,oh, I've got to say yes to
everything.
And look, I think that youprobably do have to say yes to
some things at the moment thatmaybe you wouldn't have normally
done, like, I think, the oldyou know saying of only accept
the jobs you want.
I think at the moment, like,the reality of that is, there's
(38:10):
going to be some stuff thatyou're going to do, that you're
like oh, you know, I agree withyou.
Yeah, stuff that you're going todo that you're like oh, you
know, I agree with you, yeah,and, I think, being realistic
about where you're at in yourbusiness, understanding those
things.
For me it was like, yeah, okay,I don't regret what happened, I
don't regret saying yes to thatmoney.
It wasn't the normal thing I'dgo for but, yeah, it really
makes me realize my strengthsmore, like take the lesson and
(38:34):
understand yourself even betterand be like, yeah, okay, like
great feedback, get it.
How can I improve in mybusiness?
So, getting really attuned towhat you know, like I had a
complete rebrand two years inand I think it was driven from
the fact that I wasn't happy,like I think we don't get into
business to be miserable andeven right now, in the shittest
(38:57):
economy, you can still be happyin your business.
So, I think, reallyunderstanding, yeah, why you're
in business and what makes youhappy yes, as I said, there's
going to be those things at themoment that you're probably
going to say yes to that youwould have before, like in you
know, richer times.
Being like, no, that's not myjam, but at the moment, you know
, obviously still always try anddo things that light you up and
are in your skill set.
But, yeah, just, I think,really understand what it is
(39:17):
that brings you joy in yourbusiness.
Speaker 2 (39:19):
I think that's such good advice because I think, as
you said, we didn't get intobusiness to be miserable.
We got into business for awhole lot of other reasons, and
so if you can really sort oflean into that, understand what
brings you happiness, thenyou're going to wake up every
day excited about going to work,or most days, some days are
going to be bad, but most daysyeah, I have this saying and
(39:41):
like people probably hate me forit and they're probably like,
how does she?
Speaker 3 (39:44):
but I love Mondays, Like I really do.
Like I love my work and I thinkI'm in such a position Like
look, don't get me wrong, Istill have hard days Like I
still have cries I had a crylast night but like I still love
what I do at the core of it.
And I think, if I, you know, Ididn't love when I was in
corporate, so I created thisbusiness because I didn't.
I did love what I did incorporate, but like I didn't
(40:05):
love the structure of corporateand now I get to do what I did
there in my own business, on myown terms, and actually walk
into rooms where I can have realimpact and like what a blessing
, right.
And I know that's Absolutely,you know, and I think, yeah,
like it's stressful enoughrunning a business because it is
.
That's not why you might aswell bloody enjoy what you're
doing Totally.
Speaker 2 (40:25):
That is an excellent way to wrap up this podcast.
Bec, thank you for your wordsof wisdom.
What is the best way forlisteners to connect with you?
Speaker 3 (40:33):
Yeah, so you can find me Beck Chapel, and it's spelt
like the cricketers, which Ihope people know, but they
probably won't, so I'll spell itout it's C-H-A-P-P-E-L-L.
And yeah, you can find me onInstagram under that name.
Facebook, and they're probablysorry, not Facebook.
Linkedin Well, I'm on Facebooktoo, but LinkedIn and they're
probably best way is to find meor my website, which is
beckchapelcomau.
Speaker 2 (40:54):
Fabulous.
Now, before we go, not lettingyou off that easy billboard with
anything on it, what would itbe?
Speaker 3 (41:00):
I'd love this question If I could have a
billboard with anything on it.
Look, to be honest, from abusiness point of view, what a
boring answer.
I would have something about mypodcast, marketing Espresso.
To be honest, yeah.
Speaker 2 (41:13):
I love my podcast.
That's what you can havewhatever you like on this
billboard.
Speaker 3 (41:19):
Yeah, I want my faith and my podcast and be like have
a cup of with me or have acoffee with me.
Have a coffee with me, yeah.
Speaker 2 (41:25):
Mark people who want to listen to Bec's podcast.
Thank you, my friend.
Thank you, it's always apleasure to talk to you.
See you, bye.
Thank you, it's always apleasure to talk to you.
Speaker 1 (41:33):
See you Bye.
Thanks for listening to theSecrets of Successful Business
podcast.
For more information on allthings business, head to
flossycomau and make sure youhit subscribe on the show so you
don't miss another new episode.
If you're enjoying the show,please give it a quick rating or
review, share it on yoursocials or with friends who
(41:55):
might enjoy it.
Catch you next time.
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