Flying Solo Flying Solo

Trevor Henselwood started his career in Canadian Broadcasting before making the move to Australia to explore the digital space. As the head of growth at WebSavvy, Trevor has played a vital role in helping numerous eCommerce brands thrive, including some of the most beloved businesses in the nation. In this podcast Trevor explores the complexities of awareness marketing, offering valuable insights and practical advice for business owners and marketers alike. Listen in as he unpacks the challenges of measuring the impact of awareness marketing, the importance of brand messaging, the seesaw effect of investment and ROI, and the need to diversify marketing channels.
Key Topics
The Importance of Brand Messaging and Awareness Marketing
- Creating a clear introduction to the brand
- Highlighting the benefits of the product or service
- Aligning the website with the brand message
- Allocating a specific portion of the marketing budget for awareness (10-20%)
- Importance of understanding different audience types and having benchmarks for performance
Integrating Elements in Awareness Marketing
- Challenges of integrating various elements in awareness marketing
- Difficulty of measuring everything in awareness marketing
- Importance of measuring success based on appropriate KPIs
Marketing Strategies and Budgeting
- Marketing budget for small businesses
- Anticipating changes in the market
- Knowing when to pull the marketing plug
- The seesaw effect of investment and ROI
Diversifying Marketing Channels
- Diversifying marketing channels based on the target audience
- Warning about the risk of diluting the brand message when diversifying channels
- The importance of a consistent core campaign message across different channels
Business ROAS and Holistic Measurement
- The concept of business ROAS
- Using alternate measures to show the effectiveness of awareness campaigns
- How awareness marketing can help qualify more people for performance marketing
Advice for Newcomers to Google Ads
- Focusing on defining audiences and working on performance before venturing into awareness campaigns
- Ensuring fulfillment and positive customer experiences before investing in ads
Revisiting the Importance of Awareness Marketing in the Overall Marketing Mix
- The importance of building an awareness strategy
Timestamped overview
00:00 Started at WebSabbie, learned from Showpad, applied ideas.
04:09 Brands lack good awareness strategies, timing importance.
09:34 Measure marketing success accurately, invest in future.
11:37 Challenges in measuring marketing performance effectively.
15:38 ROI seesaw effect: Spend more, ROI drops, improves.
18:41 Explore channels, maximize audience for awareness campaigns.
23:12 Craft brand messaging strategically to engage customers.
26:10 Stay focused on future, data-driven decisions.
29:04 Focus on performance first, then build awareness.
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With a background rooted in a family skincare business, Olivia Jenkins brings over a decade of experience in navigating the ups and downs of the industry. From mastering the art of tenacity to juggling a career, pregnancy, and education, Olivia's journey is one of resilience and determination. She joins us on Flying Solo to share her top learnings from the world of e-commerce, brand strategy, and the power of platforms like TikTok to boost sales.
Key topics
E-commerce Strategy and Marketing:
- The significant growth of e-commerce during the pandemic.
- Advice for small businesses to embrace e-commerce.
- Importance of an online strategy for established businesses.
Growth Activities and Brand Exposure:
- The necessity for businesses to focus 80-90% of their time on growth activities.
- Social media, email marketing, and collaborations for brand exposure.
- Maximizing effort and exposure through brand partnerships.
Audience Engagement and Promotion:
- Crucial role of list building through email and SMS marketing.
- Recommendations for participating in sales events such as Black Friday and Cyber Monday.
- Exercising caution to avoid eroding brand equity through continuous discounting.
Customer Loyalty and Brand Authenticity:
- Techniques for nurturing customer loyalty through authentic and personal communication.
- Importance of staying close to the customer and nurturing VIP customers.
- Building authenticity by communicating brand values and focusing on unique identity.
TikTok Platform and Content Strategy:
- Significance of TikTok as a platform with high engagement in health, beauty, fashion, and lifestyle industries.
- Recommendations for quality content creation on TikTok, with an emphasis on posting frequency and music as an important element.
- Utilization of TikTok's touch points and impressions for business presence.
Time stamped overview
00:00 Key lessons from business journey and investors.
03:22 Childhood skincare brand dream, family business experience.
07:02 Transitioned from product to business consulting services.
10:39 Early focus on growth activities to gain exposure.
15:19 Inbox overload during retail events requires diversification.
18:00 Stay close to customers, focus on authenticity.
20:36 Understand yourself, communicate clearly, and avoid comparison.
24:45 Focus on TikTok, analyze posts, replicate successful content.
28:45 Encourages business plans for startup success.
29:54 Discipline and planning are crucial for success.
33:13 Grateful for the invitation, enjoyed being here.
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Joe Pane is a seasoned psychologist and sociologist who has been aiding businesses and individuals in navigating uncertainty for over twenty years. Pane is the creator of the emotional fitness formula and is an authority on mindset. His new book, Courage To Be You, is filled with valuable advice on reframing feelings around uncertainty for a happier healthier existence.
Key Topics
Emotional Fitness and Resilience:
- Understanding the emotional fitness formula and its five core principles
- Overcoming desensitization to the term "resilience"
- Cultivating hope on both macro and micro levels
- Integrating ambition into meaning for resilience
Strategies for Emotional Wellness:
- Engaging in meaningful hobbies aligned with values
- Implementing morning rituals for emotional fitness
- Reevaluating busyness and prioritizing impactful activities
- Setting up positive morning rituals to shift psychological shorelines toward positivity
Self-Care and Prioritisation
- Starting the day with "me time" for improved emotional fitness
- Reevaluating daily tasks and focusing on impactful activities
- Being loyal to personal values and creating boundaries
- Prioritizing self-respect and self-care in the morning routine.

Time-stamped Overview
00:00 Book on mastering uncertainty after 18 years.
03:26 Emotional fitness formula for navigating uncertainty's 5 principles.
06:33 Transition from ambition to meaning; navigating life.
11:31 Values are emotional compasses influencing decision-making.
14:53 Creating clean and healthy perspective for resilience.
18:51 Macro and micro hope: two levels explained.
21:38 Creating momentum with structure for emotional fitness.
24:21 Daily reset shapes day, prioritize morning rituals.
26:55 Set a low bar for entry, prioritize.
30:12 Initiating a morning me-time challenge for listeners.
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Anna Glynn is a sales leadership specialist with a wealth of expertise in navigating the constantly evolving landscape of sales. Anna's new book, Strong, delivers evidence-based strategies to empower sales professionals and their teams with the knowledge they need to succeed.
Anna shares her journey from selling homemade goods as an 8-year-old to becoming a sales professional in the corporate sector. She emphasizes the importance of mindset and toolset in achieving success in sales, highlighting the significance of resilience, optimism, and strong networks.
Key Topics
1. Sales Success Factors
- Emphasis on off-field factors such as mindset and toolset
- Importance of resilience, optimism, and strong networks
- Connecting with purpose as a motivating driver
- Building and maintaining quality relationships for support and growth
- Practical strategies for nurturing resilience and an optimistic mindset in sales teams
2. Leadership and Team Management
- Fostering engagement and satisfaction to create thriving sales cultures
- Importance of leadership in driving team performance and organizational success
- Strategies for hiring and retaining motivated and autonomous sales staff
- Creating supportive environments to help sales teams thrive during challenging times
3. Influence and Persuasion in Sales
- Repositioning influence and persuasion as offering valuable solutions
- Understanding and addressing customer needs and challenges
- Nurturing prospects and converting relationships into sales
- Strategies for closing deals and maximizing sales opportunities
4. Strong: Anna Glynn's Book
- Background on the genesis of "Strong" and its focus on sales leadership strategies
- Information about the book and where it can be found.
Time-stamped overview
00:00 Success in sales comes from off-field factors.
04:10 Sales success: optimistic mindset, strong networks, purpose.
09:42 Sales teams face increasing challenges, need support.
13:41 Traits of optimists: positive, proactive, grateful.
16:45 Influencing customers by offering helpful products/services.
20:59 Maximize client nurturing for successful, easier sales.
25:28 Developed strong leadership through positive psychology exploration.
27:14 Identifying gaps and supporting sales teams effectively.
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In this episode, host Cec Busby is joined by Charlotte Blair, the founder of Strength Partners and author of "Career Unstuck." Together, they dive into the intricacies of internal voices, self-assurance, and the power of community . Charlotte shares invaluable insights on managing limiting beliefs, harnessing personal strengths, and the transformative impact of building meaningful connections. Join us as we uncover practical tools and techniques for personal development and discover the courage to ask for help and navigate career and business obstacles.
Key Topics
1. Managing Internal Voices and Emotions
- Acknowledging and understanding the different voices in one's head
- Empowering oneself to choose which voices drive one's decisions
- Developing a growth mindset to learn and grow from challenges
- Dealing with fight-flight-freeze responses and triggers, as per David Rock's SCARF model
2. Balancing Aspirations and Priorities for Business Owners
- Managing limited resources as a business owner
- Exploring practical tools and techniques for personal development in career and relationships
- Personal experiences and insights into career struggles
- Addressing limiting beliefs and imposter syndrome
3. Building Community and Support
- The importance of networking and collaboration for solo workers
- Cultivating connections and networking online
- Virtual collaboration and increased hunger for connection post-pandemic
- Transformative power of building relationships and cherishing virtual connections
4. Using Personal Strengths to Meet Goals
- Discovering and naming personal values and strengths
- Identifying talent through activities that bring fulfillment
- Navigating roadblocks by intentional use of strengths
- Seeking support systems like mentors and peer reviews
Timestanped overview
00:00 Identifying and prioritizing values for motivation.
04:14 Finding talent through passion and time perception.
06:43 Solopreneurship requires intentional navigation and outsourcing.
12:07 Overcoming doubts to write a successful book.
13:52 Goal, reality, options, and the way forward. Coaching vs counselling for future and past.
19:24 Overcoming fears and doubts to move forward.
22:34 Autonomy, relatedness, and fairness influence feelings and behaviours.
25:42 Coaches collaborate, barter, and find mutual benefits.
28:50 Connect, reach out, and network effectively.
33:19 Book offers practical advice and recommendations for change.
34:36 Overcoming fear and seeking help is rewarding.
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Jaqui Scammell is the CEO of ServiceQ and an expert with over 35 years of experience in customer service. On this week's episode of Flying Solo, Jaqui shares her journey from working at McDonald's to leading major stadium events, to ultimately founding ServiceQ with a mission to redefine service.
Jaqui unpacks the impact of the pandemic on customer service, the essential elements of leadership, the human touchpoints and emotional elements of service , and the future of customer service in the face of advancing technology - Jaqui has coined this as 5D service. Are you ready to elevate your customer interactions?
Key points
Customer Service Challenges and Pandemic Impact
- Amplified stress and pressure on people affecting customer service
- Staff shortages and fear magnified existing service issues
- Importance of crisis response preparation and running real scenarios in leadership programs
Building Brand Reputation and Customer Loyalty
- The significance of trustworthiness and delivering value to stand out in customer service
- Trust issues affecting brand reputation globally
- Loyalty as a valuable currency and the impact of consistent demonstration of trustworthiness
5D Service Principles for Business Improvement
- Actioning the 5D service principles from Jacqui Scammell's book without delay
- Guidance from the book for further support in overcoming challenges
- Empowerment, confidence, and emotional intelligence in the workplace
Predicted Changes in Customer Service and "5D Service" Framework
- Increasing expectations, demand, and competitiveness with technology
- The significance of human touch points despite the prevalence of AI and automation
- Practical tips for delivering exemplary service and the importance of psychological safety and well-being in the workplace from "The Future of Service is 5D"
Timestamped overview
00:00 McDonald's 'school of business'
03:49 A service mindset leads to personal growth and gratitude.
06:47 How to break down big projects into manageable chunks.
11:41 Balancing technology and human connection in business.
13:33 The multidimensional human connections in the workplace.
17:38 Leaders must empower and serve employees.
22:31 Practical ways to build mental agility.
25:19 Increased competitiveness, demand, and human preparedness.
27:04 Leadership programs include running real scenarios to improve decision-making, resilience, and cohesion for handling crises.
30:38 "Start yesterday. Buy the book."
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