The Brand Marketing Show
Welcome The Brand Marketing Show. The show for the creators. The innovators. The ones who wake up at 3am with an idea that won't let go and refuse to accept "that's just how it's done." Who sketch prototypes on napkins and turn kitchen tables into laboratories. Who look at every "impossible" and whisper back, "watch me." You don't just create products. And you understand that people don't fall in love with features and benefits. They fall in love with the future you're building. The problems you're solving. The way you make them feel when they hold your creation in their hands. And you're determined to make them feel something extraordinary. Some might call you perfectionists. Dreamers. Disruptors. We call you the future. Because while the world is drowning in ordinary, you're busy crafting extraordinary. While mass market settles for mediocre, you're obsessing over every detail that transforms a simple product into an experience people can't stop talking about. I’m Cath Langman, and I’m here to lift the lid on what's possible when innovation meets obsession. When purpose meets profit. When the crazy idea in your head becomes the must-have product in their hands. Are you ready to turn your vision into their obsession? Let’s go.
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Why Premium Buyers Don't Buy From Ads Alone — and What They Do Instead
04/02/2026
Why Premium Buyers Don't Buy From Ads Alone — and What They Do Instead
If you're running paid ads for a premium eCommerce brand and your ROAS isn't scaling — or you've been posting consistently for years and growth has stalled — this episode is for you. This week I'm talking about something that almost nobody in the marketing world addresses directly: the validation search. It's what premium buyers do in the five minutes between seeing your ad and deciding whether to buy — and it has almost nothing to do with how good your ad was. I also get into a story that will be very familiar to a lot of innovative founders: spending years creating something truly original, only to see a cheap dupe appear at Kmart or Target. And why the reframe you need isn't anger — it's clarity about which customer was ever yours to begin with. In this episode: The psychology of the validation search — what premium buyers actually do after they see your ad Why the Kmart dupe buyer and the premium buyer are completely different customers — and why that's actually great news for your brand The buyer personality that struggles most with premium pricing — and how to recognise if it's you Why the search landscape has shifted and why premium brands have a structural advantage in it A three-question brand audit you can run today to see exactly where you stand https://www.productpreneurmarketing.com/searcheverywhereoptimisation2 Search The Brand Marketing Show wherever you get your podcasts.
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How Smart eCommerce Brands MarketDifferently When Times Are Tough
03/27/2026
How Smart eCommerce Brands MarketDifferently When Times Are Tough
If your eCommerce marketing used to work brilliantly and lately it’s feeling like you’re pushing harder for smaller returns — you’re not imagining it. The landscape has genuinely changed. And the instinctive responses most brand owners reach for when results decline are almost always the ones that make things worse. In this episode, Catherine Langman unpacks what’s actually happening — and what smart eCommerce brands do differently when times get tough. In this episode you’ll hear: Why declining ROAS is almost never a creative problem — and where the real issue usually lives Two real brand case studies that illustrate exactly how a slow marketing death spiral begins The three instinctive responses to declining results that all make things worse (and why) What Cameron McEvoy’s world-record-breaking training model can teach every eCommerce brand owner right now The practical steps that actually move the needle: product page conversion, compounding channels, and building through a downturn instead of waiting it out Resources & links mentioned: Customer Intelligence Snapshot — complete before midnight Easter Monday 6 April and receive free access to our High-Converting Product Page Design course (normally $197): High-Converting Product Page Design course: Other Ways To Enjoy This Episode:
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Why Scaling Your Ad Spend Breaks Your ROAS (And How to Fix It)
03/19/2026
Why Scaling Your Ad Spend Breaks Your ROAS (And How to Fix It)
You scaled your ad spend. Your ROAS had other plans. There's a specific kind of dread that sets in when you bump your Meta budget from $80 a day to $300 and watch your ROAS crater in real time. You do what any reasonable person would do. You blame the ads. New creative. New audiences. Maybe a strongly worded conversation with your ad manager. But here's the thing: your ads aren't the problem. This week on The Brand Marketing Show, I'm pulling apart the real reason scaling kills your ROAS — and it has everything to do with what happens after the click. In this episode, you'll decode: Why warm traffic forgives a mediocre product page, but cold traffic bounces in three seconds flat The compounding cost of running ads to a page that isn't ready (spoiler: it's not just lost sales — it's making your whole ad account worse over time) The five non-negotiable elements that convert cold traffic for premium brands — without resorting to fake countdown timers or desperate discount codes Real numbers from a real client: how restructuring one product page moved conversion rate from 1.8% to 4.1% in six weeks — same traffic, same ads, same product Whether you're currently scaling or planning to, this episode will change how you look at your funnel. While you're here — a quick note on the $47 thing. If you listen to the episode and think "okay, I need to actually fix my product pages" — I've put together a short course that walks you through exactly how to do it. It's called High-Converting Product Page Design, and it normally sits at $197. This week, it's $47. That's less than most brands spend on ads in a single afternoon. But it could be the difference between bleeding money every time you try to scale, and finally running ads that actually work. (Don't sit on this one — the price goes back up.) Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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The Afterpay Day Dilemma: How To Show Up Without Selling Out
03/12/2026
The Afterpay Day Dilemma: How To Show Up Without Selling Out
Let's talk about the week you're probably having… Petrol prices have hit $2 a litre – and heading higher – thanks to the US-Israel strikes on Iran disrupting global oil supply. Cost-of-living anxiety is back with a vengeance. And Afterpay Day officially kicks off on the 19th, though half the brands on your feed have already launched early. Your sales data is probably already softening as consumers sit tight and wait for the deals. So the question on every brand founder's lips right now: do I discount? The honest answer isn't yes or no. It's it depends entirely on how you do it. RM Williams runs percentage-off promotions occasionally. Their brand is completely intact. Adore Beauty discounted frequently after their ASX float and watched margins fall to almost nothing. David Jones once had a tuxedo-wearing pianist on a Steinway in their ground floor – and made a deliberate decision to never, ever call their promotions a "Sale." Same tool. Wildly different outcomes. In this week's episode of The Brand Marketing Show, I pull the whole thing apart – the five conditions under which a straight discount is fine for a premium brand, why you lose your best customers to confusion not price, and three ways to play Afterpay Day that protect your positioning while still capturing the revenue opportunity. This one's worth a listen before next Wednesday. And if you'd rather just talk it through for your specific brand before Afterpay Day – margins, offer mechanics, positioning – that's what a Growth Strategy Session is for. Catherine x Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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The ChatGPT Walkout: What 60 Million Angry Users Can Teach You About Your Ecommerce Website
03/05/2026
The ChatGPT Walkout: What 60 Million Angry Users Can Teach You About Your Ecommerce Website
So there I was, Tuesday afternoon, in the middle of working away — using Claude, which for those who don't know, is the AI tool I'm using extensively throughout my entire business at this point — and it just... stopped. Completely. Just stopped responding. Now, the first thing I did (as any completely rational person would 🤓) was assume I had somehow personally broken the internet. Classic. I sat there for a moment, refreshing the page like that was going to help, wondering what on earth I'd done. And then I did what any self-respecting person does when technology lets them down: I opened social media to see if it was just me. It was not just me. What I found instead was this extraordinary wave of conversation: people asking each other if they were switching from ChatGPT to Claude, people posting step-by-step guides on how to cancel their ChatGPT subscriptions, people talking about their values, their ethics, their data. And I'm reading all of this thinking: what is happening right now? So I dug into it. And what I found was one of the most fascinating, real-time case studies in values-based consumer behaviour I have ever witnessed. And that, friends, is what today's episode is about. Today we are talking about what happens when a brand draws a hard line, stands behind its values publicly, and watches its customers do the marketing for it. And, more importantly, what that means for your eCommerce brand. Because the lesson here isn't about AI wars. It's about the most powerful force in marketing: a customer who buys because they feel seen, not because they found the best price. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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The Platform Everyone's Leaving (And Why You Shouldn't)
02/25/2026
The Platform Everyone's Leaving (And Why You Shouldn't)
Every year about this time, statistics are published on the state of social media. Over 1,500 marketers worldwide about what they're doing with social media. And every year, the herd moves collectively in the same direction… This year? They're all stampeding toward Instagram and TikTok. Reddit's had a 63% surge in usage. Everyone's excited about the new, the fresh, the platforms that feel like they're going somewhere. And Facebook? Facebook has officially been dumped. It's now 2026's least-loved platform with around 30% of marketers actively reducing their efforts there. The collective breakup is happening in real time. There's just one small problem with this mass exodus… The data doesn't support it. Facebook's ad reach actually grew 5.7% year-on-year. Its potential ad audience? A casual 2.35 billion people. And 53% of consumers still use it to research brands before buying. So let me get this straight. A platform where the audience is growing, the reach is increasing, and more than half the users are actively shopping around... and businesses are leaving? Something doesn't add up here. Either 30% of marketers know something the data doesn't. Or 30% of marketers are making a decision that has nothing to do with what actually works. So in this episode, I unpack why marketers are really leaving Facebook, which of those reasons are legitimate and which are just noise, and why this exodus might be the biggest opportunity you'll see this year. Because I think there's a real danger in following the crowd here. The marketing industry has a tendency to move as a herd — everyone chasing the same platforms, the same tactics, the same trends. And when the herd moves, it often creates opportunity for those willing to go the other direction. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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There Is No Silver Bullet Growth Strategy: The Death of "Set & Forget" Marketing
02/18/2026
There Is No Silver Bullet Growth Strategy: The Death of "Set & Forget" Marketing
February is not only the shortest calendar month but also typically the slowest sales month for eCommerce and – because of that – is often the month that I see business owners make fear-based snap decisions that end up hurting their profitable growth long-term… Remember when you bought that course that promised the "exact funnel" that would generate sales while you sleep? Or set up your email flows in 2021 and haven't touched them since? Or wondered why your ads aren't performing like they used to, even though you're doing the same things that worked before? You're not alone. The online marketing industry spent the last decade selling us a fantasy: that there's a silver bullet. One funnel, one template, one winning ad that you build once and profit from forever. Set it and forget it. Passive income. Automated success. It was a seductive promise — and it was a lie. In this episode, I'm breaking down why "set and forget" marketing is quietly killing brands, what's actually happening when your results start declining (hint: it's not just the algorithm), and the mindset shift that separates brands that grow from brands that plateau. If you've been searching for the magic formula that solves marketing forever, this one might sting a little — but it'll also set you free. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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When Boring Gets a Makeover: Why Most Brand Content Falls Flat (And How to Fix It)
02/11/2026
When Boring Gets a Makeover: Why Most Brand Content Falls Flat (And How to Fix It)
Have you ever noticed that most brand content is so... forgettable. It's not that brands don't try. They're producing more content than ever. Social posts, emails, product descriptions, blog articles, ads. The volume is enormous. But most of it lands with a thud. No engagement. No emotional response. If you even notice it at all… you read it, you understand it, you forget it immediately. We are drowning in content. Every brand, every business, every person with a phone is creating and publishing constantly. Your customers' feeds are overflowing. Their inboxes are groaning. Their attention is being pulled in a thousand directions at once. It all blurs together into one beige mass of content. And here's the thing most brands don't realise: boring content doesn't just underperform. It actively damages your brand. Boring is expensive. It costs you attention. It costs you engagement. And eventually, it costs you sales! So in this podcast episode, I want to dig into why that happens. Why is so much brand content so boring? And more importantly, how do you create content that actually makes people feel something? And I’ll share five techniques that will help you master this so that you can build an unforgettable brand. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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Discount Detox: How One Brand Rebuilt After Years of Discounting Dependency
02/05/2026
Discount Detox: How One Brand Rebuilt After Years of Discounting Dependency
Two weeks ago on the podcast, we went deep on the damage that constant discounting does to your brand. The profit erosion. The customer conditioning. The way it trains your audience to never pay full price. We talked about the four buyer types and how constant discounting only speaks to one of them — while actively repelling the other three. And I got a lot of messages afterwards, which was brilliant. But here's the thing. Almost every single message asked the same question. "Okay Cath, I get it. Constant discounting is bad. But what if I'm already stuck? What if my customers already expect sales? What if I've been doing this for years and my whole email list has been trained to wait for deals? How do I actually get out of this?" And look, that's a fair question. It's easy to say "stop discounting" when you're starting fresh with a brand new audience. It's a lot harder when you've accidentally created this problem yourself. So today, I want to show you how to detox your brand from discounting. In this episode, I walk you through a real case study from a real brand we work with, with real data and real results. I’ll share exactly what we inherited when we started working together, what we changed, and what happened. And I'll give you a framework you can apply to your own brand, whether you're deep in the discount trap or just starting to slide into it. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a https://productpreneurmarketing.com/lets-talk Other Ways To Enjoy This Episode:
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One Platform, No Plan B: The Danger of Building Your Brand on Borrowed Land
01/29/2026
One Platform, No Plan B: The Danger of Building Your Brand on Borrowed Land
Stop and think for a moment about where your customers come from. Is it mostly Meta ads? Mostly Instagram? Have you built a following on TikTok that's driving a lot of your brand awareness? Now here's the uncomfortable question: If that channel disappeared tomorrow — not scaled back, not got more expensive, but actually disappeared — what would happen to your business? Could you survive it? Could you pivot? Or would you be scrambling to rebuild from scratch? Because here's the thing. This isn't a hypothetical. This isn't one of those "imagine if" thought experiments. This is happening right now. In Australia. To real brands. And even if you think this particular situation doesn't apply to you — trust me, the lesson absolutely does. In this episode, we discuss what's just happened with Australia's social media ban and how this impacts brands that have built their success on platforms like TikTok and Instagram. And then we're going to zoom out and talk about the bigger picture. Because whether you sell to teenagers or retirees, whether you're on TikTok or you've never posted a single video in your life — the principle here is one that every single ecommerce brand owner needs to understand. You cannot build a sustainable business on borrowed land. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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The Discount Trap: Why Constant Sales Are Killing Premium Brands
01/22/2026
The Discount Trap: Why Constant Sales Are Killing Premium Brands
In the last 2 weeks alone I've had three brand owners come to me, all with the same story. They've been told by marketing "experts" that every single EDM, every Meta ad needs a discount incentive. Every website needs a countdown timer or some other kind of FOMO bells and whistles. One of them showed me her email marketing calendar. Every. Single. Week. A different discount code. Flash sale this, 20% off that, "last chance" the other thing. And here's the part that really gets me — some of these countdown timers? They're not even counting down to anything real. They literally reset when you refresh the page. It's manufactured urgency. It's fake scarcity. And it's everywhere. So today, I'm going to be blunt with you. This advice? This "discount everything, all the time" approach? It's not just lazy marketing. It's actively destroying premium brands. Over the next half hour or so, I'm going to unpack why constant discounting is eroding your profits, repelling your best customers, and training shoppers to never buy from you at full price. And I'll share what's actually working for quality-focused brands right now. Spoiler alert: it's not another 20% off code. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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The Leaky Bucket Problem: Why Your Traffic Isn't Converting (And What to Do About It)
01/15/2026
The Leaky Bucket Problem: Why Your Traffic Isn't Converting (And What to Do About It)
Let me paint a picture that I see all the time with ecommerce brands. You're spending money on marketing. Ads, SEO, social media, maybe influencers. You're driving traffic to your website. And you can see in your analytics that people are visiting. Some of them are even adding things to their cart. But then... they just disappear. They don't buy. They don't come back. They vanish into the ether. And you're left wondering — where did they go? What happened? Why didn't they buy? This is what I call the leaky bucket problem. You keep pouring traffic into your website, but sales are draining out the bottom. And no matter how much you spend on ads or how clever your marketing is, if your bucket has holes in it, you're never going to fill it up. The frustrating part is that your website won't tell you what's wrong. At least, not in plain English. You can stare at your analytics all day, but unless you know exactly what to look for, you're just looking at numbers that don't mean much. If it’s been a while since you thoroughly and objectively reviewed your website — specifically, whether it's actually doing its job of bringing in and converting customers — you might find that it's quietly leaking sales every single day without you even realising it… In this episode, I go through the 3 layers of a website audit: are the right people discovering your brand (including via AI search), are they getting to your website, and are they converting into buyers? And given AI search is so new, there’s a real first-mover advantage if you master this now! Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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Is Your 2026 Plan Starting in the Wrong Place?
01/09/2026
Is Your 2026 Plan Starting in the Wrong Place?
January is supposed to be about. It's goal-setting season. It's "new year, new you" energy. It's the time when every business podcast – including, historically, this one – tells you to set your revenue targets, map out your marketing calendar, and basically plan your way to world domination. And look, I'm not going to tell you planning doesn't matter. It absolutely does – all of that stuff IS important. I'm not saying ignore your metrics. But somewhere along the way, we started treating the metrics as the goal instead of as indicators of whether we're achieving the actual goal. The actual goal – for most of us, if we're honest – is freedom. Freedom to do work we're proud of. Freedom to spend time with people we love. Freedom to not be constantly stressed and reactive. Freedom to build something sustainable, not just something that looks good on Instagram. When you plan for revenue without planning for how you want to feel, you often end up optimising for the wrong things. So here's what I want to talk about today: what if most of us are starting our planning in completely the wrong place? What if the reason so many brand owners end up exhausted, burnt out, and quietly resentful of the business they built... is because they planned for the wrong thing? In this episode, I’m going to share with you my alternative approach to planning for the year ahead. Plus, as always, share some steps you can take today to put this into action yourself. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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Reflect, Reset, Design: Your 2026 Planning Framework
12/25/2025
Reflect, Reset, Design: Your 2026 Planning Framework
We're in that strange, liminal week between Christmas and New Year. The turkey's been eaten, the presents have been opened, and there's this quiet space before the new year kicks off. It's a natural time for reflection as well as for looking ahead. I know many of you are ambitious and have big goals you want to achieve. But that kind of impact requires reach. Reach requires visibility. Visibility requires consistency. Consistency requires support. And sadly, so many entrepreneurs don’t ask for help or support. If your business can't stay in business because you're exhausted, bottlenecked, or drowning in tasks... How much impact can you actually make? Not a lot, is the answer… And that is why I wanted to do this episode today – before we head into a fresh new year! Because most year-end reflection exercises completely miss this. They focus only on results – what worked, what didn't, revenue up or down, targets hit or missed. But that's only half the picture. The other half – the half that determines whether you'll still be doing this in five years or whether you'll burn out and walk away – is how you actually felt about it all. Whether you're building something sustainable. Whether you enjoyed the year or just survived it. So today, I'm sharing a really simple but powerful framework – so simple you can do it on the back of a paper napkin whilst lounging by the pool, but powerful enough that it might just change how you think about the year ahead. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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“Oh What A Year!” Reflections on 2025 in Ecommerce Marketing
12/18/2025
“Oh What A Year!” Reflections on 2025 in Ecommerce Marketing
It's Christmas week. The orders have shipped – or at least, most of them have. The mad rush is behind you. And hopefully, you're either on a beach somewhere or at least within striking distance of a cold drink and a good book. So today's episode is a little different. This isn't a tactical deep-dive. I'm not going to give you a framework or a checklist or an action plan. Instead, I just want to pause with you for a moment and reflect on what a year it's been. Because honestly? 2025 has been one of the strangest, most challenging, most thrilling and most transformative years I can remember in this industry. It's felt long and hard – and yet somehow it's also flown by. Does anyone else feel that weird time paradox, or is it just me? I've spent more time this year learning and experimenting than I have in a long time. The advances in AI, the changes to how customers find and interact with brands online, the shifts in what's working and what's not – it's been relentless. And I know you've felt it too. So let's take a breath together and look back at what actually happened this year. What changed, what we learned, and where we're heading. Consider this a quiet moment before we close out the year. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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The Q5 Opportunity: Why Smart Brands Don't Go Dark Between Christmas and New Year
12/12/2025
The Q5 Opportunity: Why Smart Brands Don't Go Dark Between Christmas and New Year
Right now, you've got about a week to prepare for what could genuinely be one of the most profitable – and least stressful – marketing periods of your entire year. Now, I know what you might be thinking. "Cath, I'm exhausted. I've just pushed through the Christmas rush. The last thing I want to think about is more marketing." And honestly? I get it. By mid-December, most of us are running on fumes and dreaming of a week at the beach with our phones on silent. But here's what I want you to consider: what if you could capture significant revenue during the week after Christmas with almost zero real-time effort? What if the work you do this week – before you switch off – sets up a system that runs beautifully while you're relaxing with a book and a cold drink? That's the Q5 opportunity. It's not about working through your holidays. It's about being strategic enough to have your marketing work for you while you rest. So today, I'm going to walk you through exactly what Q5 is, why the economics are so favourable, how customer psychology shifts during this period, and most importantly – the practical steps to set yourself up this week so you can capitalise without sacrificing your summer break. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a https://productpreneurmarketing.com/lets-talk Other Ways To Enjoy This Episode:
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Your 14-Day Christmas Marketing Plan: What To Prioritise With Your Marketing Now
12/04/2025
Your 14-Day Christmas Marketing Plan: What To Prioritise With Your Marketing Now
We're in the first week of December now. Which means you've got roughly 14 days of meaningful marketing time before most of your customers mentally check out for the holidays — and before your shipping cut-off dates make the whole thing a bit irrelevant anyway. Now, I know what you might be feeling right now. It's that familiar end-of-year cocktail of exhaustion, overwhelm, and a nagging sense that you should be doing more. Your inbox is full of articles telling you about the 47 things you absolutely must do before Christmas. Your competitors seem to have their act together with perfectly coordinated campaigns. And you're sitting there thinking, "Is it too late? Have I missed the boat?" Here's what I want you to hear: No, you haven't missed the boat. But you also don't have time to build a new boat from scratch. The next two weeks are about strategic triage — knowing exactly where to put your energy for maximum impact, and giving yourself full permission to let go of everything else. Because here's the uncomfortable truth that most marketing advice won't tell you: trying to do everything in the next 14 days is actually worse than doing three things really well. Scattered effort produces scattered results. Focused effort? That's where the magic happens. So today, I'm going to walk you through exactly what to prioritise right now — and crucially, what to consciously deprioritise so you can finish the year strong without completely burning yourself out. Quick note – if you want a visual version of what I'm covering today, I've put together a 14-Day Priority Planner that maps out exactly what to focus on each day between now and your shipping cut-off. You can grab that at productpreneurmarketing.com/14dayplan. It's completely free, and it'll help you implement what we're talking about today without having to take a million notes. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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How To Survive The Black Friday Madness, Stay Energised And Set Up Your December Success
11/28/2025
How To Survive The Black Friday Madness, Stay Energised And Set Up Your December Success
I know exactly where you're at right now. We're in the thick of Black Friday promos – or as I like to call it, the 'beautiful chaos' portion of the retail calendar. Your ads are running, your inbox is overflowing, your inventory is moving, and you're probably surviving on caffeine and pure adrenaline. I also know that this period isn't just physically exhausting – it's emotionally exhausting too. There's this rollercoaster that happens during BFCM. You swing between moments of 'oh my goodness, the sales are coming in!' to 'why did that ad suddenly stop performing?' to 'I haven't eaten lunch and it's 4pm.' So to help you through, I’m going to share 2 really easy and practical things you can do right now to maintain your energy levels and focus throughout this crazy busy time and through to the end of the year. AND I’m sharing 5 marketing tips you can start thinking about now to help prevent your sales from dropping off a cliff after Black Friday ends – something that so often happens after a sale event. Think of this episode as me being your cheer squad, your pit crew and your Mum all-in-one! Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a https://productpreneurmarketing.com/lets-talk Other Ways To Enjoy This Episode:
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Why Better Stories Beat Bigger Discounts: Your BFCM Survival Guide
11/20/2025
Why Better Stories Beat Bigger Discounts: Your BFCM Survival Guide
If you run the kind of premium brand that either does not participate in Black Friday, or does so differently to the mass-market brands running huge discount promos and turning Black Friday into Black Month…. Then I bet your November started slower than you expected… Maybe not disastrously slow, but quieter than you'd like… Meanwhile, your inbox is absolutely exploding with promotional emails. 50% off. 60% off. "Our biggest sale ever!"... You might be starting to think that maybe you should have gone harder. Maybe you should have started your promotions earlier. Maybe you should have offered bigger discounts. If this is you, I need you to know something: that FOMO you're feeling? It's lying to you. Yes, your sales might seem quieter than the discount circus happening around you. Yes, it feels uncomfortable watching all that activity whilst your own metrics look comparatively... modest. Yes, you might be wondering if you should just cave and offer 40% off everything. But the numbers tell a very different story. In this episode, I'm going to explain why your quieter November might actually be the smartest strategic move you could make. And importantly, I’m also going to give you some practical tips on HOW to get your marketing messaging to cut through all that noise and connect with the right customers, so that you convert profitable sales that lead to more lucrative customer lifetime values. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a https://productpreneurmarketing.com/lets-talk Other Ways To Enjoy This Episode:
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How This Simple Email Strategy Boosted Our Ecom Profits By An Amazing 106% (In Just 90 Days)
11/13/2025
How This Simple Email Strategy Boosted Our Ecom Profits By An Amazing 106% (In Just 90 Days)
If the only time you email your list is when you're running a sale, what do you think happens? Your customers start waiting for the sales. They see your regular-priced products and think, "Nah, I'll wait. They'll have a sale in a couple of weeks." And then you're stuck in this cycle where you have to keep discounting to generate revenue, which destroys your profit margins and devalues your brand. But here's the part that most brands don't actually sit down and calculate: the math of discounting is absolutely brutal, especially when you factor in the high ad costs we're dealing with right now. Let’s say you discount your products by just 10% – which seems pretty modest, right? – you need to sell 25% more volume just to make the same net profit. Now, let's add in the reality of paid advertising to drive traffic and win new customers. So now you're discounting by 10%, which means you need 25% more volume. But to get that volume, you're paying on average $50 ad spend per purchase (even more during peak promotional periods). Do the math. The amount of extra sales you need to generate just to maintain your profit margin increases drastically. You could need to sell 40%, 50%, even 60% more just to end up in the same place profit-wise. And for what? So you can say you had a good Black Friday? So you can compete with every other brand throwing discounts around? It's exhausting. And frankly, it's not a sustainable way to run a business. But here's where the strategy we've been talking about – using your email database smartly, building customer loyalty, focusing on repeat purchases – completely changes this equation. In this episode, we discuss the practical steps you can take to lift your return on ad spend by 300-400%. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a https://productpreneurmarketing.com/lets-talk Other Ways To Enjoy This Episode:
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How This Simple Tool Boosted My Ad Profits By 300% (You're Probably Not Using It)
11/06/2025
How This Simple Tool Boosted My Ad Profits By 300% (You're Probably Not Using It)
So we’re in early November now, and I have a question for you: how are those ad costs treating you right now? Yeah, I thought so. Look, I'm not going to sugarcoat this – if you've been running ads in the last few weeks, you've probably noticed your costs have gone absolutely mental. And it's only going to get worse as we head deeper into Black Friday and Christmas territory. So today, we need to talk about something that most ecommerce brands are getting completely wrong. And it's costing them – literally – thousands of dollars every single month. I'm talking about email marketing. But not the "spray and pray" kind where you send a newsletter once a month and hope for the best. I'm talking about strategic, automated, revenue-generating email marketing that works while you're sleeping, walking the dog, or binge-watching your favourite Netflix series. By the end of this episode, you're going to understand exactly why your current approach is leaving money on the table, and more importantly, what to do about it before we hit 2026. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a https://productpreneurmarketing.com/lets-talk Other Ways To Enjoy This Episode:
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Riding the Matcha Wave: How Erin Lindwall Scaled Premium Tea Brand Matcha Yu
10/30/2025
Riding the Matcha Wave: How Erin Lindwall Scaled Premium Tea Brand Matcha Yu
Today we're diving into a story that perfectly illustrates what it takes to scale a premium brand in today's competitive eCommerce landscape. If you've been paying attention to the wellness and café scene lately, you've probably noticed matcha is having a serious moment. It's everywhere – from your local café's menu to your Instagram feed. And whilst that wave of popularity creates incredible opportunity, it also brings unique challenges. Today's guest, Erin Lindwall, is the founder of Matcha Yu Tea – a premium Australian matcha brand that's doing something remarkable. Despite facing a global matcha shortage, increased competition, and all the complexities of sourcing an authentic product steeped in Japanese tradition, Erin has nearly doubled her online sales and built a thriving wholesale division. But here's what makes this story particularly interesting: Erin isn't trying to be the cheapest matcha on the market. She's not competing for supermarket shelf space. Instead, she's built a brand around authenticity, quality, and a deep connection to Japanese culture – sourced directly from family tea farms in Japan, packaged in compostable materials, and sold to customers who value the story and experience as much as the product itself. This is a masterclass in understanding your customer's buying psychology and marketing accordingly. Because when you're selling a premium product, you can't market like a mass-market brand. You need different strategies, different messaging, and a completely different approach to growth. In today's episode, we're going to explore how Erin built those supplier relationships in Japan, how she's navigated the global matcha shortage whilst scaling, what digital marketing strategies have actually moved the needle for her business, and how she's positioned Matcha Yu to stand out in an increasingly crowded market. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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Why Meta's New Rules Are Killing Your Ads (And What Smart Brands Do Now)
10/22/2025
Why Meta's New Rules Are Killing Your Ads (And What Smart Brands Do Now)
Meta is having a moment. And not the good kind… If you've been running Meta ads and feeling like something fundamental has shifted – like you're suddenly playing a completely different game – you're not imagining it. Meta has essentially staged an algorithm coup, and a lot of brands are scrambling. So what’s happening? And what should you do about it? Most brands are going to struggle with this. Most will either burn out trying to keep up or quit Meta altogether. If you can figure out how to respond to these changes in a way that allows your brand to work with the algorithm without sacrificing what makes you unique, you'll have an advantage. The ones who solve this will win market share from the ones who can't. And this episode will help you forward with clarity and purpose (while everyone else is confused and paralysed!) Subscribe & Review In iTunes Are you subscribed to my podcast? If you’re not, I want to encourage you to do that today. I don’t want you to miss an episode. I’m adding a bunch of bonus episodes to the mix and if you’re not subscribed there’s a good chance you’ll miss out on those. ! Now if you’re feeling extra loving, I would be really grateful if you , too. Those reviews help other people find my podcast and they’re also fun for me to go in and read. , select “Ratings and Reviews” and “Write a Review” and let me know what your favourite part of the podcast is. Thank you! Other Ways To Enjoy This Episode:
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When Generic Outreach Attacks: A Masterclass in What Not to Do
10/17/2025
When Generic Outreach Attacks: A Masterclass in What Not to Do
I need to tell you about something that happened last week that's been living rent-free in my head ever since. I got DM'd on the Indagare Beauty Instagram account by a marketing agency from the UK. And here's the kicker – several of my clients got the exact same message. Same guy. Same videos. Same promises. Same everything. Now, I could have just deleted it and moved on. But instead, I decided to engage with this guy. To see how deep the rabbit hole went. And what unfolded was honestly a masterclass in everything you should NOT do when trying to reach unique and innovative brands. But here's where this gets interesting – and potentially uncomfortable. As I was dissecting why his approach failed so spectacularly, I started thinking... How many of us are accidentally doing a version of this to our own customers? How many brands are making these same mistakes in their marketing, just in slightly different packaging? So today, we're going to walk through this entire conversation. I'm going to break down exactly why it doesn't work for premium brands. And then – and this is the important bit – we're going to turn the mirror around and look at whether you might be making similar mistakes with your own audience. Fair warning: this might sting a bit. But if you're building something genuinely unique and valuable, you need to hear this. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a https://productpreneurmarketing.com/lets-talk Other Ways To Enjoy This Episode:
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What Makes Brands Thrive in AI? The Powerful Media-Tech Strategy Smart Companies Use
10/09/2025
What Makes Brands Thrive in AI? The Powerful Media-Tech Strategy Smart Companies Use
Today we're diving into something that's absolutely critical for brands right now. We're talking about how to build a brand that doesn't just survive, but absolutely thrives in this new AI era. And I'm not talking about just using ChatGPT to write your Instagram captions faster – though that's part of it. I'm talking about a fundamental shift in how premium brands need to think about visibility, authority, and customer connection in 2025 and beyond. Here's the thing: The rules have changed. Completely. The way people discover brands, the way they research products, the way they make purchase decisions – it's all being disrupted by AI right now. And if you're not adapting, you're essentially becoming invisible. But here's the exciting part – and this is what we're unpacking today – premium brands with small teams actually have a massive advantage right now. We can move faster, we can be more authentic, and we can build deeper connections than the big corporate behemoths trying to figure all this out. The framework I'm sharing today is deceptively simple: Show up like a media company, but deliver like a tech company. And because I know you're running on the smell of an oily rag – as we say here in Australia – I'm going to show you exactly how to do this efficiently, without needing a six-figure budget or a team of 20 content creators. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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Green Friday to Green Christmas: How Purpose-Driven Brands Win the Holiday Season
10/02/2025
Green Friday to Green Christmas: How Purpose-Driven Brands Win the Holiday Season
It's October, which means we're about to be hit with the annual consumption tsunami. Black Friday. Cyber Monday. Then straight into Christmas panic-buying. And somewhere in all of this chaos, your customers – the ones who chose your brand because they care about quality, sustainability, conscious consumption – they're feeling pressured. Pressured to spend for the sake of getting a deal. Pressured to consume for the sake of consuming. It's the whole disposable goods, instant-gratification, fast-food and fast-fashion mentality playing out in real time. And here's what really gets me: Is this the world we want to live in? Is this the world we want our kids to grow up in? Where everything is about faster, cheaper, more disposable? Where local boutiques disappear one by one while Amazon rules everything? I certainly don’t. And the data backs me up – sustainable, purpose-driven brands are growing 64% faster than alternatives. Your customers want to buy from brands that share their values. This isn't just the right thing to do – it's good business. So in this episode, I'm going to show you how purpose-driven brands can absolutely dominate this season without compromising their values, without manipulating their customers, and without training everyone to only buy on discount. I'm calling it Green Friday to Green Christmas. And it's about so much more than one long weekend of deals. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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How to Choose Your Next Marketing Partner: A Recovery Guide After Being Burnt
09/26/2025
How to Choose Your Next Marketing Partner: A Recovery Guide After Being Burnt
Over the past few weeks I've had several conversations with brand owners who have used the exact same word to describe their experience with previous marketing agencies or coaches. That word is "burnt." And I don't mean slightly disappointed or a bit let down. I mean properly burnt. As in, lost significant money, wasted months or even years of time, and worst of all, lost confidence in their ability to make good decisions for their business. Here's the uncomfortable truth: the digital marketing industry is absolutely full of providers who over-promise and under-deliver. It's an industry where it's relatively easy to set up shop, throw around some fancy terminology, show a few cherry-picked case studies, and convince business owners to hand over their hard-earned cash. There's also a very common practice that I see repeatedly – agencies that have fantastic sales people who paint these amazing pictures of what's possible, but then once you sign on the dotted line, you get handed over to an inexperienced junior account manager and your actual marketing work gets done by cheap offshore staff who've never heard of your brand before that morning. It often ends up being a complete "set and forget" scenario. The agency focuses all their energy on making their monthly reports look as glowing as possible, talking up metrics that don't actually matter to your bottom line, and completely glossing over the poor results or the complete lack of results. It's almost like gaslighting, honestly. Meanwhile, the agency is dancing all the way to the bank with healthy profit margins and zero accountability for the actual outcomes. So if you've been through this kind of experience, I want you to know that what you're feeling is completely valid. The frustration, the sense of being taken advantage of, the worry about making the same mistake again – all of that is completely understandable. If you've been through this kind of experience, this episode is specifically for you. We're going to talk about how to rebuild that confidence, how to develop a framework for making better decisions next time, and most importantly, how to spot the difference between genuine expertise and slick sales tactics. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a https://productpreneurmarketing.com/lets-talk Other Ways To Enjoy This Episode:
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How We Transformed Our Beauty Brand in Just 30 Days: The Secret Strategy Revealed
09/19/2025
How We Transformed Our Beauty Brand in Just 30 Days: The Secret Strategy Revealed
Want to see what happens when you stop wasting money on marketing to the wrong customers? We were burning through our ad budget on Meta, showing skincare ads to everyone and anyone. The problem? We were in one of the most competitive categories online, customers couldn't try before buying, and we were accidentally running campaigns that repelled our ideal buyers – simply because they were ads we could see working for many other brands. Sound familiar? That's when we worked with Dr Ross Honeywill to apply his NEO framework – a psychology-based approach that targets customer mindset, not demographics. In this podcast episode, Ross joins me again and, together, we pull back the curtain on exactly what we implemented at Indagare Beauty. No fluff, no theory – just the real strategies, the mistakes we made, and the actual numbers. This isn't a polished success story. It's the messy truth about transforming how you attract customers in a brutal market. If you're tired of high acquisition costs and attracting customers who don't stick around, this episode breaks down what actually works (and how you can do it too!) Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Dr Ross Honeywill's book, 'Being Neo' Dr Ross Honeywill's Neo Video Dr Ross Honeywill's Book: Being NEO: Embrace Your Inner NEO and Change the World Other Ways To Enjoy This Episode:
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The Hidden Cost of Wrong Customers (& How To Attract The Right Ones)
09/12/2025
The Hidden Cost of Wrong Customers (& How To Attract The Right Ones)
Many brands are haemorrhaging money on the wrong customers, often without even realising it. While marketers obsess over age groups, income brackets, and geographic data, they're missing the fundamental psychological divide that actually determines buying behaviour. Today's guest, Dr Ross Honeywill, has spent many years uncovering why traditional demographic segmentation fails so spectacularly – and what smart businesses should focus on instead. Dr Honeywill is a consumer psychologist and the architect behind the NEO (New Economic Order) framework, a research-backed approach that segments customers by mindset rather than demographics. After surveying hundreds of thousands of consumers and working with major brands like JB Hi-Fi and David Jones (back in their heyday), Ross has proven that understanding whether your customers are emotion-driven NEOs or price-focused Traditional buyers can be the difference between explosive growth and costly customer acquisition disasters. For example, his work helped transform JB Hi-Fi from a small music retailer into a retail giant, with 80% of their revenue now generated by just 40% of their customer base – the NEO segment. Whether you're struggling with high customer acquisition costs, low lifetime values, or feel like you're constantly competing on price, this episode will fundamentally shift how you think about who your customers really are – and why getting it right matters more than you ever imagined. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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The 2am Test Every Founder Faces: The Real Reason Your Amazing Product Isn't Selling
09/04/2025
The 2am Test Every Founder Faces: The Real Reason Your Amazing Product Isn't Selling
It's 2am and you're lying awake, mind racing through endless to-do lists, wondering if you've invested everything into a dream that's slowly becoming a nightmare. Sound familiar? You've created an incredible product – something you know could change people's lives – but somehow the customers aren't beating down your door. You're working every night and weekend, straining relationships, watching your savings disappear, and starting to wonder if maybe everyone was right when they said you were crazy to try this. The worst part? You thought having the best product would be enough. In this episode, I'm sharing a story that will change how you think about building a product-based business forever. It isn't about talent, funding, or even market timing. It’s something much more fundamental that many productpreneurs completely miss. If you've ever wondered why some brands seem to effortlessly attract devoted customers while others struggle to get noticed, this episode reveals the uncomfortable truth about what separates million-dollar brands from failed dreams. More importantly, it shows you exactly what to do about it. Because your vision can become your customers’ newest obsession – but only if you understand the real game you're playing. Links mentioned in this episode: If you’d like help to achieve your goals, I invite you to have a chat to find out how we can make that happen together By booking a Other Ways To Enjoy This Episode:
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