Master Your Market

Do you — like a lot of business owners — take a scatter-gun approach to marketing? And do your results reflect that? Allan Dib spent 10 years trying to work it all out himself, and came up with the 1-page marketing plan. He’s written an Amazon best-seller on it, changing the way more than a million businesses globally do marketing. Allan shares with me his insights on common marketing mistakes business owners make, especially the urge to appeal to everyone rather than focusing on a niche. In this episode we cover: Understand Your Audience: Narrow down your niche for a more impactful marketing strategy and to connect deeply with your audience. Target Your Market: Define and prioritise a specific audience to maximise your marketing impact and engagement. Be Consistent and Present: Show up consistently in your marketing channels to build trust and maintain audience engagement over time. Get Comfortable Selling: Embrace selling as essential to building your business, and present your offerings confidently to your audience. Outsource Low-Value Tasks: Delegate routine tasks to free up time for high-impact activities, boosting productivity and focus. Content Is Key: Share valuable, relevant content consistently to position yourself as a trusted expert in your field. Utilise Social Proof: Showcase testimonials and reviews to build credibility, attract new customers, and reinforce trust. Keep Learning and Improving: Stay updated with marketing trends and continuously refine your approach to stay competitive. MORE INFORMATION Lean Marketing https://leanmarketing.com/ Lean Marketing Podcast https://leanmarketing.com/podcast  1-Page Marketing Plan by Allan Dib  https://amzn.to/44QWMVz Lean Marketing by Allan Dib https://amzn.to/3QTiYsu Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

Andrew May is a performance coach with a background in psychology, exercise science, and marketing, who works with high-profile clients to enhance their mental fitness, leadership, and performance. Andrew works with elite athletes and serves as the Mental Skills Coach for the Manly Sea Eagles (NRL), professional boxer Tim Tszyu, and the New South Wales Waratahs Rugby Union Team, and has previously worked with the Parramatta Eels. His expertise in human performance is reflected in his interviews on his podcast, Performance Intelligence, with top professionals across various fields, where he has spoken with renowned figures such as Phil Waugh, Tom Trbojevic, Lisa Messenger, Simon Katich, and others. Balancing his professional work with personal interests, Andrew values sustainable approaches to business, fitness, and life, ensuring that his strategies fit into long-term plans. His philosophy revolves around enjoying the process, finding deeper motivation for exercise and personal growth, and maintaining a healthy balance between work and family life. 00:00 Introduction 01:11 Is there a common thread with the success of elite athletes? 03:34 Parallels between elite athletes and those that excel in business and life. 09:08 Andrew’s thoughts on Arnold Schwarzenegger’s take on success. 12:58 Andrew’s work as a performance coach with elite athletes, CEOs and leaders. 18:54 Performance Intelligence podcast — how Andrew does it and why it’s important to him and his brand. 25:39 Andrew’s advice to improving fitness, health and wellbeing. Andrew May https://www.andrewmay.com/ Performance Intelligence podcast https://www.andrewmay.com/all-episodes/ Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

Katrina McCarter launched an online group-buying site for families, eventually growing it to a community of 150,000 mums before selling it in 2016. Katrina’s success came from forming partnerships rather than relying on paid media. She leveraged collaborative promotions with other businesses, which significantly boosted her newsletter subscribers and cut marketing costs. Katrina has two podcasts. One is 'Marketing to Mums', which has helped her establish an international reputation and open doors to high-profile interviews. Even though she hasn’t recorded her Marketing to Mums podcast in years, it continues to rank in the top 100 of marketing podcasts, demonstrating the lasting impact of quality podcast content can bring. Katrina McCarter https://www.katrinamccarter.com/ Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

Shannah Kennedy's journey as a life and business coach began 25 years ago after experiencing severe burnout while working in corporate sports. Her career at the time was her identity, and she had been deeply immersed in the high-paced world of elite sports, managing sponsorships and contracts. However, her health deteriorated due to overworking and a lack of self-care, ultimately leading to chronic fatigue syndrome. This forced her to reflect on her life, especially on her experiences with athletes who struggled with life transitions after their sports careers ended. She realised the importance of having a life plan beyond one's profession. Shannah then decided to become a life coach, initially perceived as an unconventional move. She started her own business from home, focusing on helping people, including athletes, plan for a balanced life and future. Her coaching now includes executive, life, and midlife coaching, emphasising long-term planning, self-awareness, and well-being. Key takeaways Balancing work with varied interests prevents burnout and maintains performance levels.Her coaching promotes long-term planning by aligning goals with values and experiences.Shannah views midlife as a chance for reinvention and new opportunities.She believes in working while prioritising health, hobbies, and meaningful experiences.Shannah markets herself through relationships and books, not paid advertising.Her coaching helps clients envision their future and achieve a purposeful life. Shannah Kennedy https://shannahkennedy.com/ https://www.facebook.com/ShannahKennedyCoaching/ https://www.instagram.com/shannahkennedy/ https://www.linkedin.com/in/shannah-kennedy-8a898b1/ Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

Solo entrepreneurs — or solo pros — exemplify everything in the business. In fact they ARE the business — everything revolves around their skills, expertise, and personal energy. Col Fink guides these business owners to discover a personalised strategy that resonates with their own unique strengths and passions. Col is a speaker (an awesome one, mind you!), advisor and author, including his latest ‘The Solo Pro’. I’ve known Col a number of years now, and am just blown away with authentic he comes across on stage and behind a microphone and camera. TAKEAWAYS Solopreneurs are the business; core activities depend on them.Personalised marketing strategies must align with individual strengths and preferences.Solo pros can hire support but handle core activities themselves. Focus on high-impact work to deliver value without overworking. Authentic content creation builds trust and attracts like-minded clients. Col Fink https://www.colfink.com/   https://www.linkedin.com/in/colfink/ https://www.instagram.com/col_fink   https://www.facebook.com/colfinkauthor https://www.youtube.com/c/ColFink    Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

Colleen Callander’s went from shop floor to top floor at iconic Aussie retailer, Sportsgirl. For several years she was its CEO and also CEO of its parent company, Sussan. All was going well. She had great job she loved and a great career…until she hit a brick wall. She equates herself to a red Ferrari that she never stopped to put air in its tyres or petrol in its tank. Eventually, it stopped working. She’d burnt herself out! She was the serial people pleaser, always saying “yes” to everyone and everything. Now she’s learned the power of “no” and how to set boundaries. Today, Colleen is all about empowering women to lead confidently. Her Mentor Me Women program started as a pandemic project and has since become a powerhouse of inspiration. With two books under her belt, Colleen uses her writing to spread wisdom on leadership and living an extraordinary life. Colleen Callander https://www.colleencallander.com.au/ Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

I always thought quality is the bigger winner in the content marketing stakes, but it now even trumps technical SEO. Moby Siddique is a legend in the marketing content space. He’s the CEO of digital marketing and content agency RedPandas and has worked in the industry for close to 20 years. We discuss the best practices to digital content marketing, which he says includes the power of podcasting. He advocates a hub-and-spoke approach to podcasting - the podcast episode itself serves as the hub, and the spokes are the various pieces of content that can be created from that episode. Understand Your Audience's Needs: Always focus on who your content is for and what their pain points are. Tailoring your message to address these concerns makes your marketing more effective. TAKEAWAYS Balance Heart and Head Content. On platforms like LinkedIn, mix personal, relatable content (heart) with informative, expert content (head) to build both credibility and connection with your audience. Consistent Posting Schedule. Maintain a regular posting schedule on social media, aiming for at least three posts per week. Consistency helps in building a strong online presence and keeps your audience engaged. Quality Over Technical SEO. Prioritise creating high-quality content that addresses user queries and provides value. This approach is more effective than relying solely on technical SEO tactics. Leverage AI for Content Creation. Use AI tools like GPT to enhance content creation efficiency. While AI can assist in generating content, it's essential to personaliSe and refine the output to maintain authenticity and engagement.   MORE INFORMATION RedPandas Online Class Upgrade your AI Skills, Impress Your Boss, and Produce Leads & Revenue from AI-Generated Content. https://resources.redpandas.com.au/8-week-ai-content-revenue-masterclass Books Moby mentioned Traction: Get a Grip on Your Business by Gino Hickman https://www.amazon.com.au/Traction-Get-Grip-Your-Business/dp/1936661837 They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer by Marcus Sheridan https://www.amazon.com.au/They-Ask-You-Answer-Revolutionary/dp/1119610141/ Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

One of the biggest thefts in business is wasting time. Les Watson — aka The Time Lord — shares his productivity hacks. Les is a renowned productivity and time management expert and the author of ‘Get Back an Hour in Every Day’. Les’s takeaways: Effective Time Management: The importance of planning each day in advance, conducting regular reviews, and having systems in place to manage time efficiently and reduce stress. Fear of Missing Out (FOMO): Entrepreneurs often feel the need to be constantly engaged in all aspects of their business. Les advises against this mindset, suggesting that well-planned systems and balance can alleviate this fear. Setting Boundaries: Establishing clear work hours and boundaries is crucial for maintaining a healthy work-life balance. Use strategies like email autoresponders to manage expectations and reduce interruptions. Utilizing Productivity Tools: Tools like Asana, Google Calendar, and simple note-taking apps can help in organizing tasks and maintaining focus. The key is to find a system that works best for the individual. Value of Mentorship: Having a mentor or business coach can provide invaluable guidance, help avoid common mistakes, and offer support. Les highlights the benefits of having someone to bounce ideas off and keep you accountable. Networking and Online Presence: Effective marketing includes both face-to-face networking and maintaining a strong online presence through podcasts and social media. This dual approach helps in reaching a wider audience and establishing credibility. MORE INFORMATION Get More Time https://www.getmoretime.com.au/ Chris Ashmore Media https://chrisashmore.media/  See omnystudio.com/listener for privacy information.

Our insecurities can have a massive impact on our lives. They can lead to indecision, anxiety, lack of confidence, and can hold us back from achieving our growth and overall happiness. Jaemin Frazer says insecurities often originate from childhood experiences. You can eradicate the issues by revisiting and re-evaluating childhood experiences to understand and dismantle the negative beliefs formed during those times. Jaemin is a personal developmental coach, founder of The Insecurity Project and author of several books, including his latest, ‘The Self-Permission Method. How to succeed at life without using self discipline.’ MORE INFORMATION Jaemin Frazer https://jaeminfrazer.com/ BOOK The Self-Permission Method. How to succeed at life without using self discipline. https://jaeminfrazer.com/merch/the-self-permission-method-how-to-succeed-at-life-without-using-self-discipline-pre-order PODCASTThe Unhindered Podcasthttps://jaeminfrazer.com/podcast Chris Ashmore Media https://chrisashmore.media/  See omnystudio.com/listener for privacy information.

When Chris Ashmore started his business, he saw lawyer Tracey Mylecharane so that all his Ts & Cs and contracts with clients were tailored to him. It’s importance engaging a lawyer early to prevent legal issues down the track. Tracey outlines the three essential documents every small business owner with a website should have, and they need to be tailored to each business to ensure they are effective and compliant. Tracey also shares her business growth strategies, which includes Instagram and her podcast ‘Rise Up in Business’ to market her services. By sharing valuable content and engaging with her audience, she has built strong connections and attracted clients, demonstrating the effectiveness of social media for B2B marketing. MORE INFORMATION Tracey Mylecharane website: https://tmsolicitor.com.au/ ‘Rise Up in Business’ podcast: https://tmsolicitor.com.au/rise-up-in-business-podcast Chris Ashmore Media https://chrisashmore.media/  See omnystudio.com/listener for privacy information.

AI in marketing is continually evolving. If you want to stay competitive, you need to keep up with new AI tools and platforms and adapt to changes quickly. That’s according to Dav Lippasaar, founder of Saar Media, voted Victoria’s ‘Most Innovative Digital Marketing Agency’ in 2023. He advises treating AI as a team member to help streamline your business operations and create marketing materials. While AI can handle many tasks, he cautions that certain aspects, like branding, still benefit from human expertise to avoid generic results. MORE INFORMATION If you're ready to take your business to the next level using AI and custom digital marketing strategies, take advantage of the opportunity to book a FREE 15-minute strategy session with Dav from SAAR® Media. During your FREE session, you'll gain personalised insights and discover the five essential steps to scaling your business using AI. Visit saar.com.au/podcast-offer to book your FREE session. Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

Marketing isn’t just something you do when you get around to it. Well, at least it shouldn’t be! Marketing is everything and everywhere that your clients or customers see and hear you. It’s your website, your products, your social media channels, your videos and your podcasts. Marketing is happening all the time, not just when you are “doing it”. That’s according to Chris Melotti, a marketing champion and owner of Melotti Content Media. He says your marketing strategy should align with your business goals (just like your podcast should, too!). Chris outlines the "Nine P's" of marketing strategy: Product, Price, Promotion, Place, Positioning, People, Process, Physical Evidence, and Planet. He also talks about the 90-day action plan, where businesses regularly review and adjust their marketing tactics based on measurable outcomes. MORE INFORMATION Christopher Melotti https://christophermelotti.com.au/ Melotti Content Media https://www.melottimedia.com.au/ Chris Ashmore Media https://chrisashmore.media/  See omnystudio.com/listener for privacy information.

Don’t underestimate the power of authenticity and the impact of personal branding on building trust and connection with clients. Personal branding is crucial for information professionals and those who sell intellectual property. Andrew Ford is a personal brand expert who discusses the importance of personal branding and how it differs from business branding. He explains that there are three brands in any business: personal brand, business brand, and product brands. Andrew shares with me his insights on creating a personal brand website, leveraging social media, and the importance of quality content over quantity. MORE INFORMATION Social Star https://www.socialstar.com.au/ Andrew’s personal branded website https://www.andrewford.com.au/ Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

Andrew Griffiths wrote his first book 25 years ago. Since then he’s written another 13, including ‘Someone has to be the most expensive, why not make it you?’ Books have opened the door in a big way for Andrew. It’s helped get himself on television and radio, and writing for magazines and newspapers. Because he is a published author, producers and editors see he has the authority and credibility to be a guest or writer. That media exposure has helped catapult his business success: he’s a keynote speaker and he’s worked with some of Australia’s leading brands, including Telstra, the big banks, Officeworks, and so on. Today, he helps other entrepreneurs and business coaches on writing their own books. In fact, he’s coached around 1000 first-time authors.   MORE INFORMATION Andrew Griffiths https://www.andrewgriffiths.com/ The Author Academy https://www.theauthoracademy.com.au/ Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

How seriously have you considered using public relations to market yourself? Do you use it at all? Did you know TV and radio producers and newspaper and magazine editors are looking for stories all the time? They’re looking for new angles and for talented people to explain and educate their audiences in an engaging way. It’s not as difficult as you might think. PR specialist Candice Gersun sees PR as an essential component of the marketing mix, working alongside social media, digital marketing, and traditional advertising. She emphasises the importance of newsworthy content and building relationships with the media. Reconnect PRhttps://reconnectpr.com.au/ Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

Japan is the toughest market in the world to recruit in. The fees are an eye-watering 30-35%. That is, a recruiter receives 30-35% of a candidate’s annual salary if they’ve successfully recruited the candidate to another company. That might sound lucrative – and it is! – but the lack of talent and mobility in the Japan market means that a recruiter may not make a placement for months. Nick Mina is a good mate of mine and former colleague when I was recruiting in Tokyo many years ago. These days, Nick has his own company, Aristos & Mina, specialising in the Asset Management sector. Because he’s his own boss, he calls the shots. He’s been in the market long enough now that he’s built himself a solid reputation. He focuses on retained search, which gives him exclusivity and where clients pay him up-front; and not contingency, where he would be competing with other firms and may not even get paid at all. How does he market himself in Japan? Well, personal connections and that ability to pick up the phone and talk to hiring managers are the bread-and-butter of the recruitment business. Aristos & Mina https://aristosandmina.com/ Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

Almost everyone you know – and most likely your clients – have a profile on LinkedIn. Without doubt, LinkedIn is one of the most important reach tools for B2B, business experts, thought leaders and consultants. Are you getting the most out of the platform? Karen Tisdell is a LinkedIn expert and she gives me her valuable insights on how to use it effectively. And that means providing real value and build relationships on the platform rather than simply promoting yourself. She provides practical tips on generating leads, crafting engaging posts, and using voice notes and videos for outreach. Karen also discusses the benefits of Sales Navigator and offers advice on time management for LinkedIn activities. Karen’s LinkedIn profile https://www.linkedin.com/in/karentisdell/ Karen’s website https://karentisdell.com/ Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

If you can’t differentiate yourself from others, you ain’t gonna stand out. So how do you that? Well, it’s NOT by claiming you’re number one in the market. Nup, that just won’t cut it anymore, says Roy Osing, former president of Telus, a Canadian telco he took to $1 billion in sales. Instead, he says, you have to be the ONLY one in your market that does what you do. Also, you need to focus on cravings-based marketing rather than needs-based marketing and to target specific customer groups. Plus, Roy highlights the importance of customer retention and creating barriers to customer exit. He suggests that marketing should be a strategic resource and focus on delivering value and building customer loyalty. He offers the idea of a revolutionary marketing plan that differentiates yourself from competitors. MORE INFORMATION Roy Osing, author of ‘BE DiFFERENT or be dead: The Audacious ‘Unheard-of Ways’ I took a Startup to A BILLION DOLLARS IN SALES’ Roy’s website: https://www.bedifferentorbedead.com/ Email Roy: Roy.osing@gmail.com Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

The way you look in photos says so much about you… whether you like it or not! People make a perception about you in a fraction of a second, so how present yourself on your website, social media and brochures, goes a long way towards building likeability and trust. I asked Fi to be my first guest on Master Your Market. She is not only an awesome photographer – she handled my portfolio of photos – she’s also a terrific personal brand consultant. Fi tells me about the importance of authenticity and connection in personal branding. And she highlights the role of photos, videos, and podcasts in showcasing one's personality. She also provides insights into preparing for a photo shoot, including choosing outfits, locations, and props that align with one's brand. Fi Mims Photography https://fimimsphotography.com.au/ Chris Ashmore Media https://chrisashmore.media/See omnystudio.com/listener for privacy information.

Do you run your own practice? Are you a thought leader, a business expert, an entrepreneur or business owner? Master Your Market is podcast to equip you with the tools to catapult your authority and reputation, stand out from your competitors, and generate clients. Hello, I'm Chris Ashmore. In this podcast series, I speak with a range of people on the latest trends to build your personal brand, from both experts and from those who have managed to carve out a niche in their own market. I’ll take you on a journey with the people I chat with – I’ll learn alongside you as I speak with guests from all over the world on how to master your market. https://chrisashmore.media/ See omnystudio.com/listener for privacy information.