Marketing without the hype - why we need a  back to basics approach – MAF298

Is our marketing activity annoying our customers? Is the hype surrounding the latest digital toys making obsessed with digital tactics at the expense of customer focus?

Maybe it’s time to rediscover the full marketing picture, including customer research, product development, pricing, and promotion. How to develop a deep understanding of customers and their needs, and articulate a clear, standout offer that is simple and easy to understand.

Welcome to the 298 Marketing and Finance podcast and another short sharp episode in the 2023 Simply Marketing Series.

What you’ll hear about in this episode:

• The hype surrounding The Metaverse, ChatGPT and AI
• The benefits of digital marketing tools but also
• the consequences
• Do we obsess over tactics at the expense of strategy?
• Three areas to focus our attention
• Rediscovering the full marketing mix

Links and Show Notes.

For links to the books and apps mentioned, please visit http://rogeredwards.co.uk/MAF for the show notes.

What is the Marketing and Finance (MAF) Podcast?

This podcast is all about keeping marketing simple and all things finance.

I’m Roger Edwards, a consultant, speaker and trainer from Edinburgh, helping you keep your marketing simple.

The MAF Podcast is a 30-minute radio show you download from http://rogeredwards.co.uk/MAF, iTunes or Spotify.

Each week you'll hear interviews with business experts, marketers, entrepreneurs and journalists. Interviews to listen to in the car, on the train or on the treadmill. Or even in the bath!

 We talk about:

• How you can grow your business using content marketing and social media
• How you can keep your Marketing strategy and communications simple
• Topics, issues, products and business models from the world of finance

You’ll take away one or two big ideas that you can apply to your business. So, you can keep marketing your business to keep growing your business.

Please subscribe to the Podcast on iTunes and I’d be grateful if you would leave a review. http://rogeredwards.co.uk/itunes

Fancy Appearing on the Show?

Would you be interested in appearing on the MAF Podcast? Have you an exciting marketing or finance story to tell? Do you fancy drawing out some inspirational ideas that MAF listeners can take away to use in their own businesses? Do please contact me if you want to get involved:  http://rogeredwards.co.uk

Why The Apprentice candidates will ALWAYS screw up their marketing tasks - MAF297

This week let's talk about the customer and how marketing always starts with a deep almost obsessive understanding of the customer.

And we're going to talk about this with reference to TV's The Apprentice and why the candidates will always fail their marketing tasks.

This is episode 297 of the MAF Podcast - part of the 2023 Simply Marketing Series.

What you’ll hear about in this episode:

• Why marketing always stats with the customer
• The Apprentice TV show and one of its fatal flaws
• No understanding of target market sets up failure
• The correct way to understand a customer segment and develop the correct products and services

Links and Show Notes.

For links to the books and apps mentioned, please visit https://rogeredwards.co.uk/MAF for the show notes.

What is the Marketing and Finance (MAF) Podcast?

This podcast is all about keeping marketing simple and all things finance.

I’m Roger Edwards, a consultant, speaker and trainer from Edinburgh, helping you keep your marketing simple.

The MAF Podcast is a 30-minute radio show you download from https://rogeredwards.co.uk/MAF, iTunes or Spotify.

Each week you'll hear interviews with business experts, marketers, entrepreneurs and journalists. Interviews to listen to in the car, on the train or on the treadmill. Or even in the bath!

We talk about:

• How you can grow your business using content marketing and social media

• How you can keep your Marketing strategy and communications simple

• Topics, issues, products and business models from the world of finance

You’ll take away one or two big ideas that you can apply to your business. So, you can keep marketing your business to keep growing your business.

Please subscribe to the Podcast on iTunes and I’d be grateful if you would leave a review. https://rogeredwards.co.uk/itunes

Fancy Appearing on the Show?

Would you be interested in appearing on the MAF Podcast? Have you an exciting marketing or finance story to tell? Do you fancy drawing out some inspirational ideas that MAF listeners can take away to use in their own businesses? Do please contact me if you want to get involved: https://rogeredwards.co.uk

This ancient but simple marketing formula still works now - Monroe's Motivated Sequence - MAF296

This week let's talk about a delightfully simple structure for creating a piece of marketing content.

It could be an advert, social media post or a conference speech.

It's called Monroe's Motivated Sequence.

This is episode 296 of the MAF Podcast - part of the 2023 Simply Marketing Series.

What you’ll hear about in this episode:

• What are some of the simplest marketing communications formulas?

• AIDA and PAS and my favourite, Monroe's Motivated Sequence

• The 5 stages of Monroe's Motivated Sequence

• Examples of the sequence for advertising or pitching

Links and Show Notes.

For links to the books and apps mentioned, please visit http://rogeredwards.co.uk/MAF for the show notes.

What is the Marketing and Finance (MAF) Podcast?

This podcast is all about keeping marketing simple and all things finance.

I’m Roger Edwards, a consultant, speaker and trainer from Edinburgh, helping you keep your marketing simple.

The MAF Podcast is a 30-minute radio show you download from http://rogeredwards.co.uk/MAF, iTunes or Spotify.

Each week you'll hear interviews with business experts, marketers, entrepreneurs and journalists. Interviews to listen to in the car, on the train or on the treadmill. Or even in the bath!

We talk about:

• How you can grow your business using content marketing and social media

• How you can keep your Marketing strategy and communications simple

• Topics, issues, products and business models from the world of finance

You’ll take away one or two big ideas that you can apply to your business. So, you can keep marketing your business to keep growing your business.

Please subscribe to the Podcast on iTunes and I’d be grateful if you would leave a review. https://rogeredwards.co.uk/itunes

Fancy Appearing on the Show?

Would you be interested in appearing on the MAF Podcast? Have you an exciting marketing or finance story to tell? Do you fancy drawing out some inspirational ideas that MAF listeners can take away to use in their own businesses? Do please contact me if you want to get involved: https://rogeredwards.co.uk

Don't fall into the ChatGTP bland, average and mediocre (BAM) trap - MAF295

You're probably sick to the back teeth of hearing about ChatGPT already but you really need to hear this. And I really need to get this off my chest.

Please don't fall into the ChatGPT bland, average and mediocre trap.

This is episode 295 of the MAF Podcast - part of the 2023 Simply Marketing Series.

What you’ll hear about in this episode:

• What ChatGPT is and how it works

• Prompts can create poems, stories, PHP code and marketing content

• It does a decent job but it's Bland, Average and Mediocre (BAM)

• Why you need to stand out, even before ChatGPT came along

• Being human is your key advantage

Links and Show Notes.

For links to the books and apps mentioned, please visit https://rogeredwards.co.uk/MAF for the show notes.

What is the Marketing and Finance (MAF) Podcast?

This podcast is all about keeping marketing simple and all things finance.

I’m Roger Edwards, a consultant, speaker and trainer from Edinburgh, helping you keep your marketing simple.

The MAF Podcast is a 30-minute radio show you download from https://rogeredwards.co.uk/MAF, iTunes or Spotify.

Each week you'll hear interviews with business experts, marketers, entrepreneurs and journalists. Interviews to listen to in the car, on the train or on the treadmill. Or even in the bath!

We talk about:

• How you can grow your business using content marketing and social media

• How you can keep your Marketing strategy and communications simple

• Topics, issues, products and business models from the world of finance

You’ll take away one or two big ideas that you can apply to your business. So, you can keep marketing your business to keep growing your business.

Please subscribe to the Podcast on iTunes and I’d be grateful if you would leave a review. https://rogeredwards.co.uk/itunes

Fancy Appearing on the Show?

Would you be interested in appearing on the MAF Podcast? Have you an exciting marketing or finance story to tell? Do you fancy drawing out some inspirational ideas that MAF listeners can take away to use in their own businesses? Do please contact me if you want to get involved: https://rogeredwards.co.uk

Introducing "The Simply Marketing Series" - Strategy versus tactics - MAF294

This week let's talk about the difference between marketing strategy and marketing tactics.

It's part of a new shorter, bite-sized series of episodes called the Simply Marketing series.

This is episode 294 of the MAF Podcast.

What you’ll hear about in this episode:

• The new shorter format of the show for the first part of 2023

• The Simply Marketing series of episodes

• Why digital marketing tactics may have affected the wider marketing discipline

• The difference between marketing strategy and marketing tactics

• All the components of a simple marketing strategy

Links and Show Notes.

For links to the books and apps mentioned, please visit https://rogeredwards.co.uk/MAF for the show notes.

What is the Marketing and Finance (MAF) Podcast?

This podcast is all about keeping marketing simple and all things finance.

I’m Roger Edwards, a consultant, speaker and trainer from Edinburgh, helping you keep your marketing simple.

The MAF Podcast is a 30-minute radio show you download from https://rogeredwards.co.uk/MAF, iTunes or Spotify.

Each week you'll hear interviews with business experts, marketers, entrepreneurs and journalists. Interviews to listen to in the car, on the train or on the treadmill. Or even in the bath!

We talk about:

• How you can grow your business using content marketing and social media

• How you can keep your Marketing strategy and communications simple

• Topics, issues, products and business models from the world of finance

You’ll take away one or two big ideas that you can apply to your business. So, you can keep marketing your business to keep growing your business.

Please subscribe to the Podcast on iTunes and I’d be grateful if you would leave a review. https://rogeredwards.co.uk/itunes

Fancy Appearing on the Show?

Would you be interested in appearing on the MAF Podcast? Have you an exciting marketing or finance story to tell? Do you fancy drawing out some inspirational ideas that MAF listeners can take away to use in their own businesses? Do please contact me if you want to get involved: https://rogeredwards.co.uk

Marketing truths that bear repeating - time and time AGAIN - MAF293

This week let's talk about marketing truths that bear repeating - AGAIN.

Which really means busting some marketing myths that won't go away.

This week it's just me and the mic and this is episode 29 of the Marketing and Finance Podcast.

What you’ll hear about in this episode: 

• 3 marketing truths we need to revisit again and again
• Why marketing is more than just promotion
• The full academic marketing strategy model versus the Circle of Marketing Simplicity
• How marketing is an investment, not a cost
• 3 tips for keeping marketing simple

Links and Show Notes.

For links to the books and apps mentioned, please visit http://rogeredwards.co.uk/MAF for the show notes.

What is the Marketing and Finance (MAF) Podcast?

This podcast is all about keeping marketing simple and all things finance.

I’m Roger Edwards, a consultant, speaker and trainer from Edinburgh, helping you keep your marketing simple.

The MAF Podcast is a 30-minute radio show you download from http://rogeredwards.co.uk/MAF, iTunes or Spotify.

Each week you'll hear interviews with business experts, marketers, entrepreneurs and journalists. Interviews to listen to in the car, on the train or on the treadmill. Or even in the bath!

We talk about:

• How you can grow your business using content marketing and social media
• How you can keep your marketing strategy and communications simple
• Topics, issues, products and business models from the world of finance

You’ll take away one or two big ideas that you can apply to your business. So, you can keep marketing your business to keep growing your business.

Please subscribe to the Podcast on iTunes and I’d be grateful if you would leave a review. http://rogeredwards.co.uk/itunes

Fancy Appearing on the Show?

Would you be interested in appearing on the MAF Podcast?

Have you an exciting marketing or finance story to tell? Do you fancy drawing out some inspirational ideas that MAF listeners can take away to use in their own businesses?

Please contact me if you want to get involved:  http://rogeredwards.co.uk

Why simplicity can be a business strategy and how you can invest in it - MAF292

This week let's talk about simplicity.

Simplicity can be a strategy. Simplicity can be your competitive advantage. It's hard but it's what customers want.

This week it's just me and the mic and this is episode 292 of the Marketing and Finance Podcast.

What you’ll hear about in this episode:

• Why are so many businesses complex?

• How complex language can be a red flag for complicated products and processes

• What customers think about complexity

• Four reasons why businesses get complicated and stay complicated

• Three ways to keep things simple

Links and Show Notes.

For links to the books and apps mentioned, please visit http://rogeredwards.co.uk/MAF for the show notes.

What is the Marketing and Finance (MAF) Podcast?

This podcast is all about keeping marketing simple and all things finance.

I’m Roger Edwards, a consultant, speaker and trainer from Edinburgh, helping you keep your marketing simple.

The MAF Podcast is a 30-minute radio show you download from http://rogeredwards.co.uk/MAF, iTunes or Spotify.

Each week you'll hear interviews with business experts, marketers, entrepreneurs and journalists. Interviews to listen to in the car, on the train or on the treadmill. Or even in the bath!

We talk about:

• How you can grow your business using content marketing and social media

• How you can keep your Marketing strategy and communications simple

• Topics, issues, products and business models from the world of finance

You’ll take away one or two big ideas that you can apply to your business. So, you can keep marketing your business to keep growing your business.

Please subscribe to the Podcast on iTunes and I’d be grateful if you would leave a review. http://rogeredwards.co.uk/itunes

Fancy Appearing on the Show?

Would you be interested in appearing on the MAF Podcast? Have you an exciting marketing or finance story to tell? Do you fancy drawing out some inspirational ideas that MAF listeners can take away to use in their own businesses? Do please contact me if you want to get involved: http://rogeredwards.co.uk

How financial advice is evolving, using TikTok and targeting Gen Z with Eunicia Peret - MAF291

This week let's talk about how financial advice is evolving.

We'll also look at how to make financial planning more attractive to younger clients and we'll challenge some of the financial advice being given on TikTok.

My guest is Eunicia Peret and this is episode 291 of the Marketing and Finance Podcast

What you’ll hear about in this episode:

• How Eunicia went from a strategic career to building The Empowered Financial Planner
• Is financial advice more like financial coaching?
• Differences in financial regulation between the UK and the US
• How can we make financial planning more attractive to younger clients and do we even need to?
• Is the current trend for bite-sized financial advice on platforms like TikTok and good thing?

Links and Show Notes.

For links to the books and apps mentioned, please visit http://rogeredwards.co.uk/MAF for the show notes.

What is the Marketing and Finance (MAF) Podcast?

This podcast is all about keeping marketing simple and all things finance.

I’m Roger Edwards, a consultant, speaker and trainer from Edinburgh, helping you keep your marketing simple.

The MAF Podcast is a 30-minute radio show you download from http://rogeredwards.co.uk/MAF, iTunes or Spotify.

Each week you'll hear interviews with business experts, marketers, entrepreneurs and journalists. Interviews to listen to in the car, on the train or on the treadmill. Or even in the bath!

We talk about:

• How you can grow your business using content marketing and social media
• How you can keep your Marketing strategy and communications simple
• Topics, issues, products and business models from the world of finance

You’ll take away one or two big ideas that you can apply to your business. So, you can keep marketing your business to keep growing your business.

Please subscribe to the Podcast on iTunes and I’d be grateful if you would leave a review. http://rogeredwards.co.uk/itunes

Fancy Appearing on the Show?

Would you be interested in appearing on the MAF Podcast? Have you an exciting marketing or finance story to tell? Do you fancy drawing out some inspirational ideas that MAF listeners can take away to use in their own businesses? Do please contact me if you want to get involved: http://rogeredwards.co.uk

When marketing creatives suck - is your strategy to blame? - MAF290

This week let's talk about that sinking feeling you get when you realise your marketing creatives suck.

It's easy to blame the agency and to look elsewhere. But maybe it's all about your strategy. Or lack of it.

This week it's just me and the mic and this is episode 290 of the Marketing and Finance Podcast.

What you’ll hear about in this episode:  

• The Agency Pitch Meeting and when creatives suck
• Why it's likely down to your brief rather than the agency's lack of creativity
• How research from the Institute of Professional Advertisers backs this up
• Why strategy is important to get the brief right in the first place
• The three questions you need to answer before you brief an agency
• The Circle of Marketing Simplicity

Links and Show Notes.

For links to the books and apps mentioned, please visit http://rogeredwards.co.uk/MAF for the show notes.

What is the Marketing and Finance (MAF) Podcast?

This podcast is all about keeping marketing simple and all things finance.

I’m Roger Edwards, a consultant, speaker and trainer from Edinburgh, helping you keep your marketing simple.

The MAF Podcast is a 30-minute radio show you download from http://rogeredwards.co.uk/MAF, iTunes or Spotify.

Each week you'll hear interviews with business experts, marketers, entrepreneurs and journalists. Interviews to listen to in the car, on the train or on the treadmill. Or even in the bath!

We talk about:

• How you can grow your business using content marketing and social media
• How you can keep your Marketing strategy and communications simple
• Topics, issues, products and business models from the world of finance

You’ll take away one or two big ideas that you can apply to your business. So, you can keep marketing your business to keep growing your business.

Please subscribe to the Podcast on iTunes and I’d be grateful if you would leave a review. http://rogeredwards.co.uk/itunes

Fancy Appearing on the Show?

Would you be interested in appearing on the MAF Podcast?

Have you an exciting marketing or finance story to tell? Do you fancy drawing out some inspirational ideas that MAF listeners can take away to use in their own businesses? Do please contact me if you want to get involved:  http://rogeredwards.co.uk

More than logos and fonts - how to create a strong brand with David O'Hearns - MAF289

This week let's talk about brand and positioning

But we'll go beyond logos, fonts and colours and look at what branding is really about.

My guest is David O'Hearns and this is episode 289 of the Marketing and Finance Podcast.

What you’ll hear about in this episode:

• Why branding is more than logos, fonts and colours

• Brand values and tone of voice

• How looking at what you hate can reveal what you stand for

• Why TV's Apprentice does branding a disservice

• Sticking to brand values in the long-term but avoiding "brand police"

• What is positioning and how does it fit with branding?

Links and Show Notes.

For links to the books and apps mentioned, please visit http://rogeredwards.co.uk/MAF for the show notes.

What is the Marketing and Finance (MAF) Podcast?

This podcast is all about keeping marketing simple and all things finance.

I’m Roger Edwards, a consultant, speaker and trainer from Edinburgh, helping you keep your marketing simple.

The MAF Podcast is a 30-minute radio show you download from http://rogeredwards.co.uk/MAF, iTunes or Spotify.

Each week you'll hear interviews with business experts, marketers, entrepreneurs and journalists. Interviews to listen to in the car, on the train or on the treadmill. Or even in the bath!

We talk about:

• How you can grow your business using content marketing and social media

• How you can keep your Marketing strategy and communications simple

• Topics, issues, products and business models from the world of finance

You’ll take away one or two big ideas that you can apply to your business. So, you can keep marketing your business to keep growing your business.

Please subscribe to the Podcast on iTunes and I’d be grateful if you would leave a review. http://rogeredwards.co.uk/itunes

Fancy Appearing on the Show?

Would you be interested in appearing on the MAF Podcast? Have you an exciting marketing or finance story to tell? Do you fancy drawing out some inspirational ideas that MAF listeners can take away to use in their own businesses? Do please contact me if you want to get involved: http://rogeredwards.co.uk

Great creative business ideas - is in-person or online the best way to find them? - MAF288

This week let's talk about coming up with creative business ideas.

Is an in-person setting better than an online one for finding them?

Let's grab a coffee and talk about it some more. This is episode 288 of the Marketing and Finance Podcast.

What you’ll hear about in this episode:

• Creativity that comes from accidental conversations

• Has the pandemic-inspired move to online meetings stifled creativity?

• TED speaker Adam Grant and what he calls creative collisions

• The magic that happens at conferences in the breaks and afterwards

• Why its good to have more meetings with people outside your peer group

Links and Show Notes.

For links to the books and apps mentioned, please visit http://rogeredwards.co.uk/MAF for the show notes.

What is the Marketing and Finance (MAF) Podcast?

This podcast is all about keeping marketing simple and all things finance.

I’m Roger Edwards, a consultant, speaker and trainer from Edinburgh, helping you keep your marketing simple.

The MAF Podcast is a 30-minute radio show you download from http://rogeredwards.co.uk/MAF, iTunes or Spotify.

Each week you'll hear interviews with business experts, marketers, entrepreneurs and journalists. Interviews to listen to in the car, on the train or on the treadmill. Or even in the bath!

We talk about:

• How you can grow your business using content marketing and social media

• How you can keep your Marketing strategy and communications simple

• Topics, issues, products and business models from the world of finance

You’ll take away one or two big ideas that you can apply to your business. So, you can keep marketing your business to keep growing your business.

Please subscribe to the Podcast on iTunes and I’d be grateful if you would leave a review. http://rogeredwards.co.uk/itunes

Fancy Appearing on the Show?

Would you be interested in appearing on the MAF Podcast? Have you an exciting marketing or finance story to tell? Do you fancy drawing out some inspirational ideas that MAF listeners can take away to use in their own businesses? Do please contact me if you want to get involved: http://rogeredwards.co.uk