Épisodes

  • Google Ads unpacked | Kaity Griffin

    Google Ads unpacked | Kaity Griffin
    Jun 2 2024

    Google Ads is its own ecosystem. For micro business owners who do most things on their own (or with a small team) it can seem way too complicated, like a black hole of disappearing money. So in this ep, I’m breaking it all down with Kaity Griffin. She’s a Google Ads gun who’s created successful ad campaigns for Showpo, Swimwear Galore and Brian Tracy. Kaity teaches small business owners and digital marketers to create seriously profitable Google Ads and cut through the tricky tech.

    Hit play to hear:

    + The best-fit businesses for Google Ads

    + Google Ads vs Google search

    + Keywords explained

    + Why Google feeds you different ads every time you search

    + Main performance metrics to wrap your head around

    + Goal settings as the key to ads success

    + Ad location explained

    + Quick win vs slow burn

    + Specificity vs volume

    + Why big business use Google Ads

    + How AI is used

    + Google Ads myths busted

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    Work with Kaity Griffin

    Do Google Ads Bootcamp for US $30

    FREE ARTICULATE YOUR AUDIENCE DOWNLOAD

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    39 min
  • How to humanise your ecommerce website | SOLO ep

    How to humanise your ecommerce website | SOLO ep
    May 20 2024

    If you run an ecommerce business and struggle with bringing the person or people behind the brand into your website, this ep is for you. Whether your business is small or big, people buy from people they connect with. Connection builds like, trust and authority followed by revenue. Dive into this ep to learn these golden gems with examples, tips and more…

    + Talk in the first person

    + Tone of voice

    + Write a REAL about page

    + Reworking your Home page

    + Microcopy

    + Writing hi, buy product descriptions

    + Enhance user experience

    + Leveraging social proof

    Work with me

    FREE ARTICULATE YOUR AUDIENCE DOWNLOAD

    Find me on Instagram
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    16 min
  • Banned greenwashing terms - SOLO ep 👋

    Banned greenwashing terms - SOLO ep 👋
    May 6 2024
    Greenwashing officially given the boot in the EU … and what it means for Australia. In this solo ep with just me, Rach Green, I’m explaining the EU’s ban, what it means for Australian small business + how it will change your copy and messaging. The EU has given greenwashing terms the boot and it's currently in process to become law. I’m cheering the EU’s move because it’s likely that Australia will follow this bold, much needed step to kill the BS, stop misleading buyers and put the importance on the planet that it deserves with action. Hold up - what’s greenwashing? It’s a topic I explored in this blog and also in this pod with Sam Rankin a few episodes ago. So go check that out if you want to dive deeper into greenwashing and messaging. Greenwashing is defined by the European Parliament as “The practice of giving a false impression of the environmental impact or benefits of a product, which can mislead consumers”. Greenwashing is saying sustainable things that your product isn’t, so buyers choose it in the misbelief that they are making planet friendly purchases. Greenwashers use words like “eco friendly”, “natural”, “sustainably made”, “planet conscious” etc when they are none of these things – and when their claims aren’t proven. The UN makes it clear: “greenhouse gas emissions, such as carbon and methane, from human activities are wrapping the Earth in a blanket of pollution that has warmed the planet and led to severe impacts such as more intense storms, droughts, floods and wildfires.” In Australia, we know this – crazy, out of control busy fires. Wild storms that unleash rock-size hail balls. Whipping winds like we’ve never seen. Climate change is undeniable - it is caused by humans. What’s so wrong about greenwashing? It’s dangerous, deliberate and deceptive. Simply, it’s unethical. It’s a marketing tactic. And this kind of shady marketing (excellent pod on unethical marketing with Mia Fileman) is exactly why for a long time I’ve been ashamed to be a marketer with a degree in marketing. Because marketing is twisted. It plays on our weaknesses, our ignorance, on the truth. It’s also why I am now a copywriter for brands with conscience. Because I want to help the good ones – the people who give a damn about tomorrow with the impact and actions of today. Greenwashing is misleading customers at the cost of the planet. It’s unsustainable - the world has long known about the limited resources we have. It’s a false economy for the earth. For example, products labelled “compostable” without any mention of Australian standards as home compostable are not actually meant to break down in your garden compost. They just say that so you feel better about buying it – it’s playing on your guilt and targeting the consumers who do care about their impact on the planet. We have to do better. What’s banned? In January 2024, the EU declared these are the greenwashing terms they will ban unless you have certified third party proof: Environmentally friendlyNaturalBiodegradableClimate neutralEco These new rules make product labelling clearer and more trustworthy – without vague green claims. The proof for green claims must come from an independent certified authority, which could be something in Australia like B Corp, Australian Certified Organic, Australasian Bioplastics Association, Forest Stewardship Council certified etc. This HUGE change will come into force by the end of 2026. European brands are scrambling to sort out their products, sourcing, messaging and packaging right now. If you’re thinking “This is excellent – but what does it mean for Australia?” I’ll let the European Parliament’s rapporteur Biljana Borzan (S&D, HR) tell you. “People will be able to choose products that are more durable, repairable and sustainable thanks to reliable labels and advertisements. Most importantly, companies can no longer trick people by saying that plastic bottles are good because the company planted trees somewhere – or say that something is sustainable without explaining how. This is a big win for all of us!” Australia often follows the EU’s lead… we have strong political, economic and cultural ties with the EU, working closely to meet shared global responsibilities such as promoting sustainable development, tackling climate change and respect for international law. In December 2023, the ACCC launched new guidelines for making environmental claims for business, which could be the perfect launchpad for adopting the EU’s greenwashing ban here. If we see it roll out successfully there, I hope we will learn and copy. What does this mean for Australian small business? Good things, many good things – for people, planet and hopefully profit. Better choices and empowered buying. You’ll have 100% confidence that your purchases are planet friendly. You won’t need to double think and do your own research to ...
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    13 min
  • Growing an ecomm brand on body positivity | Faye Tan

    Growing an ecomm brand on body positivity | Faye Tan
    Apr 22 2024

    An comm brand built on body positivity, Mama Movement is the dream of ex- corporate mousewheeler, Faye Tan. Bright, booty loving and sustainably made, you’re about to hear how she grew her business from zero to babOOM without sacrificing on values.

    + The story of P!NK owning a Mama Movement piece

    + Faye’s evolution from dull corporate life to CEO of one of Australia’s fastest growing sustainable clothing labels

    + The moment she started to make actual income

    + Why body positivity is her credo

    + Busting toxic ideals on body image

    + Gaining traction as an ecomm in this tough economy

    + Growing from her garage to warehouse

    + Her content strategy unpacked

    + Scaling… and then killing her popular swimwear product lines

    + What’s next for Mama Movement

    Work with me

    Check out Mama Movement

    FREE ARTICULATE YOUR AUDIENCE DOWNLOAD

    Find me on Instagram
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    47 min
  • Building a brand that connects | Suz Chadwick

    Building a brand that connects | Suz Chadwick
    Mar 25 2024

    Connection is why we’re in business and it’s absolutely what your client or buyer is seeking, whether they realise it or not. I dive into this topic with Suz Chadwick, Business & Certified Mindset Coach who helps you build a BRAVE & BOLD personal brand and profitable business. Tune in to uncover the ingredients of sticky, magnetic brands that connect:

    • Why we crave connection through brands
    • We buy what we want to do, be and have
    • How identity and values effect your buying
    • Why we need brands that connect
    • How we build one
    • Understand what it is you’re here to do
    • How branding makes us money
    • Metrics that matter for measuring brand connection
    • The personal brand economy era
    • Blocks business owners face when building a connection-driven brands
    • Showing up as the real Suz Chadwick
    • Balance is BS

    FREE ARTICULATE YOUR AUDIENCE DOWNLOAD

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    Work with Suz

    Find me on Instagram
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    39 min
  • 2024 marketing trends (why to forget them)

    2024 marketing trends (why to forget them)
    Mar 11 2024

    Marketing trends – do you get on board? Or stick to your own thing? Whatever works for your small business, it’s worth being aware of what 2024 has in store for marketing because it's is one thing we can’t go without. Listen in to hear this year’s trends from Shay Bianco, founder of Shay Bianco Marketing. She’s your marketing buddy, here to take the dread out of marketing and show you the “how” while getting the results you want.

    Hit play for 2024 marketing predictions and:

    • Conversions don’t come from riding the trend wave
    • Why she’s never followed any marketing trends
    • 2024 marketing trends:
      • Nostalgia and comfort
      • Knowing your audience
      • Personalisation
      • AI
      • Omni-channel marketing
    • OG marketing principles still have a role today
    • Ways to know your audience
    • What Shay’s own marketing strategy looks like
    • ROI and metrics Shay’s achieving
    • How to use lead magnets, email marketing, SEO, dark social and more this year
    • Dark social and how it’s changing the marketingscape
    • Do we still need humanity in marketing in 2024?
    • Why Shay works 4 hours a day, 4 days a week

    FREE ARTICULATE YOUR AUDIENCE DOWNLOAD

    Work with me

    Work with Shay Bianco

    Info on dark social

    Find me on Instagram

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    38 min
  • The Bod Society | Behind the Brand

    The Bod Society | Behind the Brand
    Nov 20 2023

    Sustainable skincare is a massive industry and one I’m exploring in this ep with Christie McGann from vegan skin are and make up brand, The Bod Society. From her carport in 2018 to buying a factory in 2022 and winning awards, hers is truly a story of a brand that’s aligned with her life and values. Listen in to hear:

    • Where Christie started and where she is now
    • How her own growth and life experiences have shaped The Bod Society
    • How she creates effective products that are eco friendly, vegan, natural, cruelty free and sustainably sourced
    • Small batch vs mass production
    • The dark truths in the beauty industry Christie’s determined to flip by owning an ethical brand
    • How she stand out and rise above in such a crowded industry
    • Being the face of the brand as well as the boss
    • Balancing motherhood with business ownership
    • Winning business awards as a mum
    • Christie’s driving force

    Work with me

    Check out The Bod Society

    Find me on Instagram

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    32 min
  • Business awards: the good, bad + ugly | Erin Huckle

    Business awards: the good, bad + ugly | Erin Huckle
    Nov 5 2023

    Not all business awards are created equal. Which is why I’m chatting with Erin Huckle, awards writer and PR pro from Chuckle Communications. She works for creative, innovative and ethical businesses and has an 89% success rate helping clients win or be a finalist in awards.

    • Why awards are good for your business
    • What judges are looking for in your entry
    • Benefits of winning (the good)
    • Awards with questionable cred – what to look for to know it’s worth your time (the bad)
    • Award programs as sales funnels (the ugly)
    • Pay to play – should we have to pay to enter awards?
    • Practical ways to harness your award to reach more people and grow
    • How to write a powerful award entry
    • PR for small business tips

    Work with me

    Work with Erin + get your awards calendar

    Find me on Instagram

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    41 min