Marketing Espresso

Bec Chappell
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Your easily digestible, quality shot of helpful marketing advice.

  1. 5 GG FA

    Enhancing Your Award Entries with AI with Heather Marano

    Send a text In this episode of Marketing Espresso, I’m joined again by Heather from Green Door Co., and we dive into a question so many business owners are asking right now: Should I use AI to write my award submissions? With everyone leaning heavily on AI for content, it’s natural to assume it could also take care of something as time-consuming as award entries. But as Heather explains, award submissions are a completely different beast — and relying on AI without understanding what it can and can’t do could cost you valuable opportunities. Heather shares what she’s seeing across the awards landscape: a huge wave of AI-generated entries that are generic, flat and immediately obvious to judges. And while judges won’t outright reject an entry just because AI was involved, they can see when the submission lacks depth, nuance and genuine personality. The result? Those entries rarely make it to finalist stage, let alone win. We talk about why award submissions require a very particular kind of writing — part storytelling, part evidence-based persuasion — and why AI struggles with that structure on its own. Heather breaks down the reality that if you want AI to help, you still need to provide extensive detail, emotional context, examples, statistics and a clear narrative. It won’t magically create that for you. We also unpack the misconception that AI saves time. What actually happens is the time simply shifts: instead of writing, you’re spending hours crafting detailed prompts and then editing the output to make it sound human, consistent and aligned with the award criteria. In many cases, it’s the same amount of work — sometimes more — and if you’re entering an award with an entry fee attached, taking shortcuts becomes an expensive gamble. Where AI can be helpful is in refining your writing once you’ve done the heavy lifting. You can use it to tidy your tone, help with structure or polish your clarity — but only if your storytelling, emotion and evidence are solid to begin with. At the heart of this conversation is a reminder that award submissions are more than just a form you fill out. They’re one of the most public expressions of your brand. Even if the submission isn’t published, influential judges are reading it. Industry leaders are evaluating it. Your brand is being held to a high standard. And if the quality isn’t something you’d proudly share, it’s probably not something that will win. Heather also gives us a sneak peek into the custom AI tool she and her team are building — one trained specifically on award-writing methodology — designed to support DIYers without sacrificing quality. It blends the efficiency of AI with the nuance of expert award strategy, and it’s set to launch later this year. DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

    20 min

  2. 2 MAR

    Leads won't save your business With Sim Kaur

    Send a text In this episode of Marketing Espresso, I’m joined once again by the brilliant Simran Kaur, and we dive straight into one of the biggest misconceptions in the business world: the idea that leads alone will fix everything. It’s the belief so many business owners cling to — that more leads mean more revenue, more stability and more growth. But as Sim and I unpack, that thinking completely overlooks how marketing actually works. Sim talks about leads from a full-funnel perspective, and why so many people obsess over the bottom of the funnel while ignoring the work that needs to happen long before someone is ready to buy. If you’re only focused on the moment a person enquires, you’re missing the bigger picture entirely. Awareness, consideration, education and brand memory are the building blocks that lead to strong conversions, and yet those pieces are often skipped because they take time and don’t deliver instant gratification. We also explore the impatience that so many business owners are feeling. Social media has created a culture where people expect immediate ROI, instant sales and fast results — but marketing isn’t designed to move at that pace. And when you’re changing your message every week, pivoting constantly or rewriting your offer every time you feel bored, you’re not speeding things up. You’re restarting the clock. Every shift resets your momentum, and the market barely has a chance to understand what you do before you’ve already changed direction. Sim and I share real-life examples of why brand building and consistent storytelling make such a significant difference to long-term growth. People buy emotionally, even when they think they don’t. A smell, a memory, a jingle, a feeling — these are the tiny cues that sit in our subconscious and influence what we pick up off a shelf or who we choose to trust online. AI can support our work, but it will never replace emotional nuance. It can’t read body language, interpret subtle meaning or understand why certain phrases make people sit up straighter in their chair. And that’s why strategy always needs humans behind it. This conversation is really a reminder that marketing is a long game. It’s strategic. It’s layered. It’s about earning trust over time rather than hunting for a quick win. When you build a strong brand, the right leads show up — and not just in volume, but in quality. Those are the leads that convert with ease because the groundwork has already been done. DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

    32 min

  3. 23 FEB

    The real power of networking with Quinn Palmer

    Send a text In this episode of Marketing Espresso, I’m joined again by the brilliant and completely addictive-to-talk-to Quinn Palmer. This conversation picks up right where we left off, diving deeper into a shift we’re both seeing across Australia and beyond: people are craving real human connection again. After years of tech reliance, remote everything and a pandemic that had most of us glued to our phones while drinking wine on a Tuesday, something has changed. Quinn describes it as history repeating itself. After every major rise in technology, we eventually swing back to wanting to be around actual humans. And we’re seeing it everywhere — sold out in-person events, social clubs popping up, dating events overflowing, run clubs thriving and communities rebuilding themselves from the ground up. It’s a movement, and for marketers, it’s a sign. Networking is no longer the old-school corporate handshake or a race to collect business cards. It’s becoming friend-making, connection-building and community-led growth. Quinn talks about how much more powerful networking becomes when you stop approaching it with an agenda and start showing up like a human being. Because the truth is, people buy from people. If you want real brand loyalty and trust, there’s nothing more effective than genuine conversations. We discuss why the old KPI-driven, transactional networking style doesn’t work anymore, and how approaching events with curiosity — not desperation — completely changes your outcomes. Quinn also shares stories about relationships that turned into opportunities years later, reminding us that the impact of networking isn’t always instant. Sometimes it’s three months later. Sometimes it’s three years. And sometimes, it’s simply the ripple effect of being someone memorable to talk to. The biggest theme that shows up again and again in this chat is that networking sits at the very foundation of your entire marketing ecosystem. It’s not an optional extra. It’s not a “nice to have”. It’s where brand reputation, partnerships, referrals and long-term trust are built. As Quinn says beautifully, if marketing is about people, then you need to actually start with the people. DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

    26 min

  4. 16 FEB

    How to plan your next event With Jodie McLean

    Send a text In this episode of Marketing Espresso, I sit down with event strategist Jodie McLean from JEM Events to unpack something that looks simple on the surface but quickly becomes overwhelming once you start: planning an event that people genuinely want to attend. Jodie takes us right back to the beginning — before venues, speakers or save-the-dates — and walks me through the four pillars she calls the brief: your outcomes, your audience, your budget and your non-negotiables. Without these, you’re essentially planning blind. We talk openly about the current trend towards smaller, more targeted events, and why they often outperform big, generic conferences. Jodie explains how specificity leads to connection, and why ego-driven decisions (like wanting a room full of hundreds) often work against the true purpose of an event. Once you understand who the event is for and why it matters, you can build out the event concept: the theme, the name, the timing and the location. Jodie shares why it’s important not to rush this stage, why a vague concept leads to low conversions, and why giving people too little information too early kills momentum. We also explore what it takes to market an event well. Jodie highlights the problem with announcing too soon, why drip-feeding information rarely works and how to time a campaign so you avoid the dreaded lag in sales. And yes — we also touch on hybrid events. Jodie shares her unfiltered view on why hybrid formats almost always compromise both the in-person and online experience, unless you have a serious budget and a specialised team. We finish with a discussion about preparing for event day, delegating properly and making sure your suppliers are fully briefed — especially when you’re the one your audience is there to see. Key takeaways  Understanding your outcomes and audience is the foundation of every successful event. If you skip this step, everything downstream becomes harder. Specificity is your greatest advantage; niche events outperform broad ones because people crave relevance. Don’t announce an event too early without key details — people make up their mind quickly and won’t revisit it later. Hybrid events sound appealing but often dilute the overall experience. On event day, delegate more than you think you need to. You can’t be the host, organiser and talent all at once. Actions to take  Document your outcomes, audience, budget and non-negotiables before doing anything else. Develop a clear event concept with a strong theme and compelling name. Launch with full information rather than a vague teaser. Automate your post-event feedback survey to go out immediately. Build support around you so you’re not juggling operational tasks on the day. DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

    20 min

  5. 9 FEB

    Can we stop with the boring content.. please? With Michelle J Raymond

    Send a text In this episode of Marketing Espresso, I’m joined again by the brilliant Michelle J. Raymond, and honestly, every time we chat, it could go on for hours. This conversation dives into something we both feel strongly about – why being “professional” on LinkedIn is often code for being boring, and how that mindset is quietly killing your brand. Michelle and I talk about the flood of same-same content that’s taken over LinkedIn – those templated posts, over-branded graphics and AI-generated captions that strip out the human element. We unpack how brands and individuals can stand out instead, by showing personality, sharing stories with substance, and creating content that actually connects. We also explore the psychology behind why so many people feel the pressure to conform online. From comparisonitis and imposter syndrome to the influence of “success templates” that promise engagement but deliver none, we talk about how easy it is to lose your voice when you’re busy trying to fit in. What I love most about this chat is Michelle’s perspective on embracing what makes you different – whether it’s your voice, your quirks, your point of view, or even your accent. Because at the end of the day, your audience can only connect with you if they can actually see you. Key takeaways:  True connection on LinkedIn comes from authenticity, not perfection. The more you play it safe, the more invisible your brand becomes. Your audience doesn’t want to engage with another corporate-sounding robot – they want to connect with people who sound human, have opinions, and bring something real to the conversation. Actions to take:  Take a look at your last few posts. Do they sound like you? If not, rewrite one in your real voice – the same tone you’d use in conversation. Strip back the templates, skip the jargon, and tell a story that matters. And if you’re relying heavily on AI, remember it’s a tool, not a storyteller. Your personality is your biggest marketing asset – use it. DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

    25 min

  6. 4 FEB

    Welcome to 2026

    Send a text In the first episode of Marketing Espresso for 2026, I’m kicking off a new season format and sharing honestly where my head is at with marketing this year – what I’m seeing, what feels off, and what I’m personally doubling down on. After four-ish years and hundreds of episodes, things are shifting a little: this year will run in seasons, with mostly guest episodes and the odd solo when I’ve got something big to say. Season one will run through to around Easter, and this episode is really a grounding one: setting the tone for how I’m approaching marketing in 2026. I talk about: Why social media feels heavier, noisier and less effective for so many business ownersHow AI is being oversold as a magic solution, and where it actually falls over badly in marketingThe quiet shifts I’m seeing around in-person events, networking and big-name conferences being cancelledWhy connection, customer experience and referrals matter more than ever when markets feel volatileI share conversations I’ve already had this year with studio owners and other business owners around social media fatigue – from endless ads, to struggling to tell what’s real and what’s fake, to the sheer drain of being constantly “on”. I also touch on the rise of bots, bought engagement and AI-driven content, and how that’s eroding trust on platforms like Instagram and LinkedIn. I talk about how I’ve personally responded: cutting my own social media time back to 30 minutes a day, walking away from doom scrolling, and being more intentional about how (and why) I’m showing up online. On the AI front, I share some of my own frustrations with its limits – especially when it comes to logic, customer journeys and nuanced work. It’s still incredibly useful for repurposing content once the thinking is done, but it is not a strategist, and it still gets basic research and dates wrong. It needs training, good foundations and constant double-checking. We then move into events, networking and word of mouth. I touch on the cancellation of South by Southwest Sydney and some major overseas conferences, and what that might signal about cost, time and where people want to spend their energy. At the same time, I still deeply believe events, small gatherings and networking are powerful – especially as digital spaces become more saturated with AI and advertising. Underneath all of this is one core theme: humans are craving real connection. Whether that’s online or offline, people want to feel seen, supported and looked after by the brands they choose. They care about what you stand for, how you behave and how you treat them once they’ve bought from you. If you want support with your 2026 marketing strategy, you can work with me via half-day intensives, full-day sessions, 90-minute power sessions or full done-for-you strategy. I’m currently booked out until March, but you can reach out any time to chat about what might be the best fit for you. DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

    17 min

  7. 26/11/2025

    2025 what an un-sexy year for marketing

    Send a text After 400 episodes of Marketing Espresso, I’m closing out 2025 with a deep reflection on how marketing has shifted - and what’s stayed the same. This year has been dominated by talk of AI, automation, and digital shortcuts, but what I’ve seen most clearly is that businesses who keep human connection at the heart of their marketing are the ones truly winning. In this episode, I unpack why AI can’t replace lived experience, why connection matters more than ever, and how businesses can balance innovation with authenticity. From conversations with tech experts to mentoring emerging marketers, I’ve seen firsthand that marketing is strongest when it’s rooted in empathy, strategy, and human insight. We talk about the rise of AI-generated marketing plans (and why they often miss the mark), the growing importance of customer retention, and why experience and strategic thinking can’t be replicated by algorithms. I also touch on how economic pressures are shaping consumer decisions, and why businesses must articulate and deliver value at every touchpoint. I wrap the year by reminding all of us that marketing isn’t about doing it all - it’s about doing what matters, doing it well, and doing it with purpose. Whether you’re a seasoned marketer or just finding your footing, this episode will help you refocus on what’s most important: the people behind every click, like, and sale. Key takeaways: Marketing strategy starts with understanding your customer, not your tech stack.AI is a tool, not a strategist - it can support your marketing, but not replace the human touch.Consumer behaviour continues to prove that people crave connection, authenticity, and value.Strategy and consistency trump volume every time - you don’t need to do everything at once.Marketing only works when your people, systems, and processes align behind it.Action steps for 2026: Take time to reflect on your marketing foundations. Ask yourself: Why does your business exist, and what makes it different?How are you creating genuine points of connection with your audience?Are your marketing and sales strategies truly aligned?What activities are driving results - and what’s just noise?DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

    38 min

  8. 24/11/2025

    Unlocking the potential of podcast guest appearances with Carrolee Moore

    Send a text In this episode of Marketing Espresso, I sit down with the incredible Carrolee Moore from Texas to unpack the world of podcast guesting - and how to approach it strategically for genuine visibility and ROI. Carrolee shares her expert insights on what it really takes to be a great podcast guest, how to pitch yourself effectively, and how to make sure each appearance drives results for your business. We go beyond the surface chat and get real about why being intentional with your podcast appearances matters more than ever. We also talk about the growing trend of paid podcast guest spots, why you should never pitch a podcast you haven’t listened to, and how to treat guesting like a long-term brand strategy rather than a quick marketing hit. We dig into: How to identify podcasts that align with your goals and values.The importance of crafting a thoughtful pitch that focuses on value for the host and their audience.Why fostering relationships after recording can create powerful collaborations and opportunities.Smart ways to repurpose podcast appearances - from blog content to social media snippets - and why SEO should always be part of the plan.How to prepare for your first interview so you sound confident and authentic.Carrolee’s approach to podcast guesting is about more than visibility - it’s about connection, credibility, and creating content that keeps working for you long after the recording ends. Key Takeaways & Actions: If you want to start getting featured on podcasts or make your current appearances more impactful, this conversation is your roadmap. Focus on podcasts that speak to your audience, tailor your pitch to the host’s community, and always track your results. Think beyond the mic — how can you repurpose each appearance for long-term brand growth? Connect with Carrolee: LinkedIn Link to course DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/ Instagram @bec_chappell LinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team. How to work with me: 1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders 3. Book me as a speaker or advisor for your organisation 4. Get me on your podcast This podcast has been produced and edited by Snappystreet Creative

    29 min
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Descrizione

Your easily digestible, quality shot of helpful marketing advice.

Informazioni

  • Creatore
    Bec Chappell
  • Anni di attività
    2021 - 2026
  • Puntate
    407
  • Classificazione
    Contenuti espliciti
  • Copyright
    © 2026 Marketing Espresso
  • Sito web del podcast
    Marketing Espresso