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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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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Brand Storytelling That Stops The Scroll: How to Stand Out In A Sea Of Sameness
08/29/2025
Brand Storytelling That Stops The Scroll: How to Stand Out In A Sea Of Sameness
Here's a challenge for you: go to any brand's website in your category and read their "About Us" page. Then go to their competitors and do the same before comparing them all to your own. I'll bet you that 80% of them sound very similar. "We're passionate about quality." "We use only the finest ingredients." "We're committed to sustainability." "Our products are handcrafted with care." Blah, blah, blah. Everyone says this stuff. It's become industry wallpaper – technically there, but completely invisible because it's everywhere. Here's the problem: when you're trying to stand out in a competitive market, competing for the same customers, your story isn't just marketing content. Your story IS your differentiation. So if YOU want to be the brand that is absolutely crushing it in your category, you need to figure out how to tell stories that are impossible to replicate because they're authentically, uniquely yours. In this podcast episode, I'm sharing the Strategic Story Framework that transforms boring brand positioning into compelling narratives that your customers can't resist. 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 Turn One-Time Black Buyers Into Devoted Brand Advocates
08/21/2025
How To Turn One-Time Black Buyers Into Devoted Brand Advocates
Here's a sobering statistic that'll make you rethink everything about your Black Friday strategy: 80% of Black Friday customers never purchase from the same brand again. Let that sink in for a moment. Four out of five people who bought from you during your biggest sales event of the year will never come back. But here's the thing – it doesn't have to be this way. How do you ensure those new customers don't just disappear into the ether, never to be seen again? In this episode, I'm going to share a framework with you that transforms Black Friday bargain hunters into your most valuable long-term customers. Because here's what most brands get completely wrong – they think Black Friday is about sales volume. But for premium brands, Black Friday should be about customer acquisition. The real money isn't made during the sale; it's made in the months that follow. I'm going to walk you through what I call an "Advocate Activation Framework" – a systematic approach to turning one-time Black Friday buyers into passionate brand advocates who not only buy repeatedly but become your most powerful marketing asset. 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 Win Black Friday as a Premium Brand Without Destroying Your Value
08/14/2025
How to Win Black Friday as a Premium Brand Without Destroying Your Value
What if I told you that the most successful Black Friday campaigns aren't about slashing prices by 80% or screaming 'EVERYTHING MUST GO!' in bright red text? What if the real winners are the brands that actually increase their perceived value during Black Friday whilst everyone else is racing to the bottom? Here's what most ecommerce brands get completely wrong about Black Friday: they think success is only possible with massive discounts, which equals damaged brand equity, razor-thin margins, and training your customer-base to only buy during big discount sale events. But there's a massive opportunity here that most premium brands are completely missing. I'm sharing an overview of the 5-pillar framework for running a premium Black Friday campaign that protects your margins, elevates your brand, creates momentum beyond the weekend, and most importantly – doesn't contribute to that discount burnout that killed sales for so many brands last year. 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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What True Omnichannel Marketing Looks Like for Brands in 2025 (And Why So Many Get It Wrong)
08/08/2025
What True Omnichannel Marketing Looks Like for Brands in 2025 (And Why So Many Get It Wrong)
Today, the final episode in this mini-series, we're tackling something that every brand thinks they're doing, but honestly? Most are getting spectacularly wrong. And frankly – I’ve had so many conversations in recent weeks where pretty much every single brand is making this mistake. We're talking about true omnichannel marketing in 2025. Most brands think they're doing omnichannel because they've got a website, an Instagram account, maybe they're on TikTok, they've got email marketing happening, and if they're really fancy, they might have a physical presence somewhere. Chuck in a chatbot and boom – omnichannel, right? Wrong. Dead wrong. True omnichannel in 2025 isn't about being everywhere. It's about being everywhere seamlessly. And there's a massive difference. If your marketing is giving more multi-channel chaos than seamless experience, you definitely need to tune into this episode! I’ll show you how to create one seamless customer journey that flows beautifully across every single touchpoint and how to make sure every brand interaction helps your audience fall in love with your brand and products so much that the price becomes almost irrelevant, just the cost of falling in love. Book a free eCommerce growth strategy session ($297 value) here: https://productpreneurmarketing.com/lets-talk-2
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The Creator Economy Takeover & The Authenticity Advantage Your Brand Needs
08/04/2025
The Creator Economy Takeover & The Authenticity Advantage Your Brand Needs
Today in episode four of our core trends mini-series about the Great Ecommerce Realignment, we're diving into a force that's not just changing ecommerce—it's completely redefining it: The Creator Economy Takeover. Here's a stat that should wake you up: the creator economy is now worth over $104 billion. That's not just big—that's bigger than the entire GDP of many countries. But here's what's really mind-blowing: this isn't just about influencers getting paid to post pretty pictures. This is about individual creators building billion-dollar businesses, disrupting entire industries, and fundamentally changing how consumers discover, evaluate, and purchase products. Let's start with a story that illustrates just how seismic this shift is. In 2019, Emma Chamberlain was just another teenager making YouTube videos in her bedroom. By 2023, she had built a coffee company, Chamberlain Coffee, that's generating tens of millions in revenue. She didn't just promote coffee—she created an entire lifestyle brand around it, complete with packaging design, product development, and a community of millions of loyal customers. Now, a single creator can launch a brand and reach millions of potential customers in months, not years. Creators are bypassing traditional gatekeepers and building direct relationships with consumers. If you’re an introvert, don’t worry – I’ve got you covered. I am too, so I’ll be sure to share some strategies you can stomach, that don’t involve you fronting the camera, recording daily TikToks or YouTube videos! Find out more: https://www.catherinelangman.com/episode-275
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How To Future-Proof Your Brand In The Trust Economy
07/22/2025
How To Future-Proof Your Brand In The Trust Economy
Today we're tackling something that's fundamentally changing the game for every ecommerce business: Privacy-First Marketing. If you're still relying on the old playbook of tracking pixels, third-party cookies, and invasive data collection, you're not just behind the curve—you're setting yourself up for failure. Apple's iOS 14.5 update in 2021 wasn't just a software update—it was a declaration of war against traditional digital marketing. When Apple gave users the power to say "no" to tracking, over 75% of them did exactly that. Facebook's revenue took a $10 billion hit. Small businesses watched their ad costs skyrocket overnight. This wasn't a hiccup—this was the beginning of the end for surveillance capitalism as we knew it. Here's the thing most entrepreneurs miss: the privacy-first movement isn't just about compliance or avoiding regulatory fines. It's about fundamentally rethinking how we build relationships with customers. It's about moving from extraction to exchange, from surveillance to service. And, it’s about the most important concept in modern marketing: the trust economy. In a privacy-first world, trust isn't just nice to have—it's your primary competitive advantage. Let’s talk about how to set yourself up for success in this privacy-first business environment. Episode’s Show Notes: Other Ways To Enjoy This Episode:
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The Death of Digital Advertising (And What's Rising From the Ashes)
07/16/2025
The Death of Digital Advertising (And What's Rising From the Ashes)
Today, we're talking about something that's going to make some of you very uncomfortable, and certainly many of my industry peers! We're talking about the death of digital advertising as we know it. And I don't mean it's struggling or evolving – I mean the Facebook ads, Google ads, and programmatic display advertising that built the eCommerce boom of the last decade is dying. Right now, there’s a perfect storm of changes that are fundamentally reshaping how people discover and buy products. Before you panic and think "But what about my Facebook ads?" or "My Google campaigns are still working!" – stick with me. Because yes, some digital channels are still generating revenue, but the writing is on the wall. And the smart brands? They're already building what comes next. And what’s coming next is actually incredibly exciting! So tune in to this second episode in my mini-series The Great Ecommerce Realignment to discover the 4 strategies replacing traditional digital advertising AND the steps you need to take to make this shift without tanking your business in the process! Episode’s Show 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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Beware The Quiet AI Revolution in eCommerce... (It's Not What You Think!)
07/09/2025
Beware The Quiet AI Revolution in eCommerce... (It's Not What You Think!)
If you're anything like me, you’ve seen and felt how different the online business and marketing world is, how different consumers are reacting to your marketing and not responding to buy in the same way they might have in years gone by. You're watching the eCommerce world transform right in front of your eyes and thinking "What the hell is actually happening?" Well, that's exactly what we're going to unpack in this new podcast mini-series. And today? We're starting with the big one. The one everyone's talking about but most people are getting completely wrong. Artificial Intelligence. Now, before you roll your eyes and think "Oh great, another AI podcast," stick with me. Because here's the thing – while everyone else is freaking out about robots taking over, or getting distracted by ChatGPT writing their Instagram captions… The real AI revolution in eCommerce is happening quietly, behind the scenes, and it's already changing everything. Episode’s Show 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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Why Did Every Brand Lose Their Mind This Mid-Year Sales Season?
07/04/2025
Why Did Every Brand Lose Their Mind This Mid-Year Sales Season?
If you've been wondering why your email unsubscribe rate has been climbing, or why your Facebook ads feel like they're screaming into the void, you're not alone. We've been tracking some fascinating trends in how brands have been approaching their mid-year sales push. Today I’m joined by three experts from our team at Productpreneur Marketing, as a panel of marketing detectives ready to solve the case of "Why Did Every Brand Lose Their Mind This Mid-Year Sales Season?" We're tackling two big questions: 1. What are the biggest challenges we’ve seen brands struggling with in their mid-year sales promotions? and 2. What are some examples of effective marketing that has helped brands produce some exceptional results? So grab your coffee, settle in, and prepare to either nod along in recognition or, hopefully, take away some inspiration for your next planned promotion! Episode’s Show Notes: Links mentioned in this episode: If you’d like help to achieve your goals in 2025 I invite you to have a chat to find out how we can make that happen together. https://productpreneurmarketing.com/quiz Free Strategy Session: https://productpreneurmarketing.com/lets-talk 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. Click here to subscribe in iTunes! Now if you’re feeling extra loving, I would be really grateful if you left me a review over on iTunes, too. Those reviews help other people find my podcast and they’re also fun for me to go in and read. Just click here to review, select “Ratings and Reviews” and “Write a Review” and let me know what your favorite part of the podcast is. Thank you! Other Ways To Enjoy This Episode: Listen on Apple Podcasts: Listen on Spotify:
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The Beauty Brand Transformation: How We Nearly Doubled Revenue in 12 Months
06/26/2025
The Beauty Brand Transformation: How We Nearly Doubled Revenue in 12 Months
Today on the podcast, I'm sharing something very personal and very exciting – the complete journey of how we transformed a natural beauty brand and nearly doubled its revenue in just 12 months. This isn't your typical success story filled with overnight wins. This is about rolling up your sleeves, making tough decisions, and systematically rebuilding a brand from the ground up while keeping loyal customers happy. We're talking about Indagare Natural Beauty – a natural beauty brand we acquired exactly 12 months ago. And let me tell you, it's been one hell of a year. Let me take you under the hood and share all the biggest challenges, what we’ve implemented, and the results we’ve seen so far – the good, the bad and the ugly! If you're a brand owner struggling with growth bottlenecks, pricing challenges, or customer acquisition, OR with trying to gain a foothold in a really competitive product category, this episode is going to give you a roadmap. Episode’s Show Notes: Links mentioned in this episode:If you’d like help to achieve your goals in 2025 I invite you to have a chat to find out how we can make that happen together. Other Ways To Enjoy This Episode: Listen on Apple Podcasts: Listen on Spotify: Youtube:
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Online Store Stuck in Hustle Mode? Here’s What’s Actually Blocking Your Growth
06/20/2025
Online Store Stuck in Hustle Mode? Here’s What’s Actually Blocking Your Growth
Have you ever looked at your sales and thought, "Why is this STILL not working?" Maybe you’re stuck in a cycle of posting non-stop on socials, throwing out the odd discount, tinkering with your website — and still not seeing the traction you were hoping for? Perhaps your marketing plan looks like this: “Post 3 reels this week. Do another giveaway. Drop 30% off sitewide. Oh, and light a candle and hope someone buys.” I call it the “Instagram Stories and a Prayer” method, and I see a lot of innovative brand founders getting stuck there! If your brand isn’t like everyone else’s, a cookie-cutter approach won’t help you scale a high-converting, high-integrity brand that customers love to buy from — at full price, without needing constant promos. So in this episode, we’re going to discuss the six biggest growth blockers that hold back eCommerce brands from growing, AND importantly, how to diagnose what’s happening in your own business — so that you can fix it and get yourself back on track to achieving your goals! Other Ways To Enjoy This Episode: Listen on Apple Podcasts: Listen on Spotify: Youtube:
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Oxytocin Over Clicks: How to Use AI Without Losing the Human Touch in eCommerce
06/11/2025
Oxytocin Over Clicks: How to Use AI Without Losing the Human Touch in eCommerce
We need to talk about AI. More specifically, what AI is doing to the way we market and connect in eCommerce—and why so many brands are getting it wrong. Not in a “robots are taking over” doomsday kind of way, but in a very real, “my sales are slowing down and I don’t know why” kind of way. It used to be that if you could get your ad in front of the right person, or stuff your page with keywords, you’d drive traffic. Clicks equaled conversions. But now? We’re entering the era of generative search. So if you’re still relying on click-based tactics—whether it’s old-school SEO or basic Meta ads—without optimizing for this new era of conversational discovery, you’re gonna be left behind. And this brings us to today’s real question: How do we create marketing that still works in an AI-driven world? That’s what this episode is all about. Other Ways To Enjoy This Episode: Listen on Apple Podcasts: Listen on Spotify:
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