The Unselling Philosophy

Clint Griffin
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  • MARKETING
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Marketing for a saturated world. Find out how to set your brand apart from the constant noise of content creation, and find the audience that wants to work with you.

Episodes

  1. 3D AGO

    Unselling Philosophy Episode 4: The Content Multiplier, Work Smarter, Not Harder

    Theme: Efficiency & Modern DistributionThe "Content Slave" TrapMost business owners are exhausted trying to feed the "social media beast."The Shift: Moving from "Creating" to "Documenting."The Framework: One-to-ManyStep 1: The Pillar. Use a 20-minute video as the "Source Code."Step 2: The AI Shredder. Using tools to pull out the "Gold Nuggets" (Shorts/Reels/TikToks).Step 3: The Contextual Twist. How to rewrite the same idea for LinkedIn (Professional) vs. TikTok (Raw).The goal here isn't to change the message, but to change the costume the message is wearing. You are taking the same "Pillar" insight and dressing it for the room it’s entering.1. LinkedIn: The "Professional Insight" TwistOn LinkedIn, your audience is looking for ROI, leadership, and industry shifts. They want to know why this matters for their business.The Format: Long-form text post with a "scroll-stopping" first line.The Angle: Focus on the "Business Case." Use terms like efficiency, scalable systems, and brand authority.The Hook: "We stopped spending 10 hours a week on social media and our lead flow actually increased. Here’s the math..."2. TikTok & Reels: The "Raw & Relatable" TwistThis is the "behind-the-scenes" vibe. People here want energy, speed, and authenticity. They don’t want a lecture; they want a "hack."The Format: Fast-paced video (9:16) with captions and a trending/dynamic audio bed.The Angle: Focus on the "Process." Show the messy desk, the microphone setup, or the "fail" before the win.The Hook: "Stop being a slave to your content calendar. Do this instead."3. The "Platform Language" Cheat SheetTo make this practical for your listeners, you can break down how to "translate" a single insight across the NZ digital landscape:LinkedIn"How does this help my career/business?"Case studies, "How-to" lists, and thought leadership.TikTok"Entertain me or teach me something fast."High energy, visual hooks, and "edutainment."Facebook"What's happening in my community?"Conversation starters and relatable, "Human" stories.Instagram"Aesthetics and lifestyle."Clean visuals, "Vibe-heavy" clips, and curated stories.The Golden Rule: Never "cross-post" with the same caption. Use the same video clip, but write a caption that speaks the native language of the platform.The Goal: Building a "Omnipresent" brand while only spending 2 hours a week doing it. Find out more at www.refinery23.nz

    10 min

  2. FEB 2

    The Unselling Philosophy, The Personal Brand: The Antidote to AI Slop

    Marketing isn’t hard; but it can be complicated. In 2026, one of the biggest complications is the "Dead Internet" theory, the idea that the web is flooded with "perfect" but soul-less content generated by machines. In this episode, we discuss why the only way to survive the flood of AI slop is to double down on the one thing a bot can't replicate: You. What You’ll Learn in This Episode: The "Dead Internet" Reality: The internet is drowning in generic, polished content. Audiences are now craving the "Uncanny Valley" of human imperfection, they want to see the cracks that prove a human is behind the screen. The Kiwi B.S. Detector: New Zealanders have a world-class "B.S. Detector." If your content feels like a bot wrote it, they will scroll past immediately. We discuss why authenticity is the only metric that stops the scroll. Opinion Over Information: AI can give you facts and information in seconds, but only a human can give conviction. We explore why your specific "war stories" and opinions are your most valuable assets. The "Texture of Reality": To win, you need to show the "rough edges." From specific Kiwi slang to video-first content that isn't over-produced, we look at why the face of the business is trusted more than the logo. The "Human Filter" Audit: We propose a simple test: If you removed your logo from your content, would people still know it’s you? If not, you are just adding to the noise. Stop Guessing, Start Being Human At Refinery23, our philosophy is to keep it simple and provide Proof of Life. In a world of infinite AI content, the "Texture of Reality" is what builds trust. People don't want another perfect corporate post; they want to know who is actually steering the ship.Great implementation requires a guiding hand to help you find your voice and strip away the corporate jargon that makes you sound like a machine.--------------------------------------------------------------------------------Are you ready to become the antidote to AI slop?As a Fractional CMO, I help business owners build a personal brand that cuts through the noise. Let's audit your content and ensure you are passing the "Human Filter" test. Book a Meeting with Refinery23 to define your personal brand today. Subscribe for more straight-to-the-point insights on identity, differentiation, and the future of marketing.#PersonalBrand #AI #DeadInternetTheory #Refinery23 #MarketingStrategy #Authenticity #KiwiBusiness #FractionalCMO #ContentMarketing2026 #HumanFilter

    19 min

  3. JAN 18

    Crisis Management. Bad News Travels Fast: Mastering Digital Crisis Management in NZ 🚨

    Marketing isn’t hard; it’s complicated. In a country as small as New Zealand, a "digital crisis" isn't just a bad comment on a post; it is a screenshot shared in a private WhatsApp group that travels faster than your ability to delete it. In this episode, we discuss why crisis management isn't about "PR spin", it is about maintaining integrity under pressure.What You’ll Learn in This Video:The "Two-Degree" Echo Chamber: We face a "Small Town" penalty where news spreads instantly. If you mess up in Auckland, the person at the Bunnings checkout might hear about it by the afternoon.The 5 C’s Framework: We break down the essential steps for crisis communication: Care, Commitment, Consistency, Coherence, and Clarity.Empathy First: The first 60 minutes of a crisis are about feelings, not facts. If a customer is upset, quoting technical logs is a failure; you must start by saying, "We hear you, and we’re genuinely sorry".Silence is Guilt:The worst strategy for a Kiwi brand is "ghosting." In the New Zealand context, silence is interpreted as guilt. Even if you don't have the answer yet, you must speak up to say you are working on it.Turning a Mess into a Message: Trust isn't built when things go right; it is built when things go wrong and you show up anyway. A well-handled mistake can turn a critic into a "Super-Advocate," shifting the relationship from vendor to partner.Stop Guessing, Start Owning.At Refinery23, we believe that crisis management is about listening over speaking. Great implementation means having a plan before the storm hits so you can speak with one voice. When you stay grounded and authentic, you can turn a potential disaster into a 5-star story.--------------------------------------------------------------------------------Are you ready to build a brand that survives the storm?As a Fractional CMO, I help you build the resilience and strategies needed to navigate the "two-degree" world of modern business. Let's ensure your reputation is built on trust, even when things go wrong.👉 Book a Meeting with Refinery23 to discuss your crisis management strategy today. Click here. 👉 Subscribe for more straight-to-the-point insights on digital strategy and brand reputation.#CrisisManagement #Refinery23 #The5Cs #BrandReputation #PublicRelations #FractionalCMO #NZBusiness #DigitalStrategy #TrustBuilding #CustomerService

    15 min

  4. JAN 4

    The Art of Joy: Build Trust, Burn the Funnel, and Win Through Transparency.

    Conscious Marketing, Business Strategy, New Zealand Entrepreneurship. The foundational mindset shift: from Funnel to Filter. Deep dive into Pillar 1: creating cognitive dissonance through honesty. Deep dive into Pillar 2: becoming a consultant, not a salesperson. Practical application of Pillar 3: creating alignment with longer application forms or a "Start Here" page. Exploring "The Art of Joy" in a practical, authentic NZ context. A practical audit, bringing Unselling (Trust) and Joy (Aspiration) together to create Brand Advocates.

    21 min
  • 4 Episodes

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Marketing for a saturated world. Find out how to set your brand apart from the constant noise of content creation, and find the audience that wants to work with you.

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