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 u...

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.

H...

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 h...

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...

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 n...

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 w...

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 approa...

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 Missi...

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 per...

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 s...

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 c...

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 M...

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, ...

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 ...

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 m...

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 col...

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 platfor...

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 ne...

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 bran...