BusinessMarketingManagement

Marketing 4 Business

Scott Wilson

The Marketing 4 Business Podcast gives business owners the insights and strategies they need to succeed. M4B episodes feature a mix of interviews with successful business owners, during which we discuss their business, marketing, and mindset.

Plus, you will get actionable direct response marketing advice and real-world examples of what works from your Marketing 4 Business Podcast host Scott Wilson.

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22 episodes
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Avg 1 hr 3 min
English

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Wednesday · 1 hr 12 min
Aaron Mauger: What 46 All Black Tests Taught Him About Leading a Team Under Pressure
He was coached by five men who went on to become Sirs. He says the difference at the top had almost nothing to do with rugby… In this Marketing 4 Business episode, Scott chats with Aaron Mauger, 46-Test All Black, professional coach, and founder of leadership consultancy Black 12, about what actually makes a team perform. Aaron and his wife Amy also own Dux Dine in Christchurch, so this is elite environments and the reality of a small business in the same conversation. Aaron shares insights and lessons you can put to work straight away, including: The eight words Anton Oliver said to a 20-year-old Aaron that took him off cloud nine and straight back to work Why a team that lacks clarity produces plenty of action and almost no progress, and how to spot it in your own business The 3 Cs Aaron runs with exec teams (connection, clarity, consistency), and why clarity is the one that stops people in their tracks Why the best thing a new leader can do in the first few months is change nothing, plus Scott's story of the CEO who did exactly that and walked out with 57 improvements his people already owned The four cornerstones behind that All Blacks era, and how "express yourself" gave players permission to fail What "better men make better All Blacks" looked like in practice, and what it should change about how you invest in staff Why one department celebrating while the rest of the business struggles is a sign of a dysfunctional team, not a high-performing one The two or three minutes Aaron spends sitting in the car so a hard day at work does not walk through his front door What, so what, now what, and why most meetings quietly stop at the second question Why Aaron will tell a player he is not playing before he says anything else, and why softening the message helps nobody How Amy spotted Dux Dine for sale on her phone while they sat in the garden, and what Aaron learned about leading by getting out of the way If you are a business owner trying to get your people aligned, handle pressure without passing it down the line, or build an environment where good people stick around and grow, this episode is well worth your time. Download the Local Business AEO Playbook HERE. A free, step-by-step guide showing you how to position your business to be recommended by AI. If you found this episode valuable, please share it with another business owner who could benefit. Don't forget to follow Marketing 4 Business on your favourite podcast platform, and if you enjoyed the episode, we'd really appreciate a five-star review. Your support helps us reach more business owners with practical marketing insights. Connect with us: Follow the Marketing 4 Business podcast on Instagram HERE. Follow Digital Influence on Instagram HERE. Visit Digital Influence's website HERE. Book a complimentary marketing strategy session HERE. Connect with Scott Wilson on LinkedIn HERE. Connect with Aaron Mauger on LinkedIn HERE. Have Fun & Take Action
September 2 · 1 hr 2 min
How to Actually Use AI in Your Business, with an AI Engineer
Everyone is talking about AI. Almost nobody is telling business owners what to actually do on Monday morning. In this Marketing 4 Business episode, Scott chats with Blake Harkness, the AI engineer behind Harkness AI, about what AI can actually do inside a normal New Zealand business right now. Blake started a mechatronics degree, watched ChatGPT answer his entire coursework, and pivoted. He now works as a fractional AI partner, runs a 300-strong community called Young Kiwis in AI, and recently went to China on a national delegation to see where this is all heading. No hype, just the practical version: Blake explains how AI took his proposal process from 4 hours to 5 minutes, with a human review at the end Why you must pay for your AI tools, and the confidential contract story from the States that shows what happens when you do not Blake's rule for connecting AI to your systems: read-only first, add permissions gradually, never go full ham from the start Scott shares why he scrapped his AI chatbot and AI phone answering project and hired a call centre of real people instead The full breakdown of how a one-man fencing supplier automated Xero invoicing, repeat inquiries and calendar booking using Claude and a set of skills What Blake saw in China: room-service robots riding elevators, AI triage in hospitals, and scan interpretation cut by 80% Why job roles shift rather than disappear, and the two risks Blake sees: using no AI at all, or using AI for everything and learning nothing Blake's 5 steps to get AI ready, including the testing mistake almost everyone makes Scott's take on the AI bubble from an investor's seat, and why retail investors usually wear it The intern who posted 5 Instagram Reels and had a job by day 5 If you are a business owner drowning in admin, unsure which AI tools are worth paying for, or being pitched six-figure AI projects you suspect you do not need, this episode is well worth your time. Download the Local Business AEO Playbook HERE. A free, step-by-step guide showing you how to position your business to be recommended by AI. If you found this episode valuable, please share it with another business owner who could benefit. Don't forget to follow Marketing 4 Business on your favourite podcast platform, and if you enjoyed the episode, we'd really appreciate a five-star review. Your support helps us reach more business owners with practical marketing insights. Connect with us: Follow the Marketing 4 Business podcast on Instagram HERE. Follow Digital Influence on Instagram HERE. Visit Digital Influence's website HERE. Book a complimentary marketing strategy session HERE. Connect with Scott Wilson on LinkedIn HERE. Connect with Blake Harkness on LinkedIn HERE. Have Fun & Take Action
August 26 · 1 hr 6 min
21 Business Lessons I Have Been Saving Up For This Conversation
You are busy. Your business is not growing at the rate it should. Those two things are connected, and this episode explains how. Scott has been saving up business lessons. 21 of them, held back until the right person walked through the door. In this Marketing 4 Business episode, he sits down with Darren Pratley, business coach and speaker, who walks into companies across New Zealand and asks the question most owners avoid: what actually creates your success? No interview structure. Just 21 lessons, one at a time, with two people who do not always agree. Lessons you can put to work this week, including: Why Darren tells smaller businesses to focus on profit over cash flow, and the question the bank asks first that explains it. Scott's counter: cash keeps you alive during the year, profit is what you show at the end of it. The three week diary test that reveals whether your success is planned or just hoped for. Why Scott pulled AI off his phone lines and put a real call centre back on, and where Darren openly disagrees with him. The scoreboard question Darren asks in every business he walks into, and why it is not a financial question. 57 touchpoints, and how one CEO used clarity alone as his competitive advantage. Why Scott tells clients to let go of marketing results for the first 12 months, and what happens at month 13. Darren's 10 calls a day rule, worth millions over his career, and the exact opening line he uses. If you are a business owner who keeps finishing the week exhausted with nothing moved forward, this is the hour that fixes it. Pick three lessons, act on them this week, and see what changes. Download the Local Business AEO Playbook HERE. A free, step-by-step guide showing you how to position your business to be recommended by AI. If you found this episode valuable, please share it with another business owner who could benefit. Don't forget to follow Marketing 4 Business on your favourite podcast platform, and if you enjoyed the episode, we'd really appreciate a five-star review. Your support helps us reach more business owners with practical marketing insights. Connect with us: Follow the Marketing 4 Business podcast on Instagram HERE. Follow Digital Influence on Instagram HERE. Visit Digital Influence's website HERE. Book a complimentary marketing strategy session HERE. Connect with Scott Wilson on LinkedIn HERE. Connect with Darren Pratley on LinkedIn HERE. Have Fun & Take Action
August 19 · 1 hr 4 min
Hiring Young Marketers: What They Cost, What They Want, and Why They Can Spot Your AI Ads
They set a goal of 100 members by the end of 2026. They hit 750 in six months. In this Marketing 4 Business episode, Scott chats with Milo Coldren and Rore Morgan, third-year students and co-founders of the UC Marketing Society, about what the next wave of marketers actually wants from an employer, what internships should really pay, and where AI is quietly damaging brands. If you employ young people, are thinking about an intern, or want an honest read on how AI is landing with the people who grew up with it, this one is worth your time. Including: What a marketing internship actually costs Why a degree on its own no longer gets you hired, and why students need experience before they graduate Why dropping the membership fee took the society from 70 members to 750, and what that says about barriers to entry What young marketers really want from a job, and why "the same day twice" is the fastest way to lose them Why AI-generated imagery is turning customers off, and the one thing Rore says you never hand over to AI The AI chatbot experiment that cost Digital Influence a deal, and why Scott went back to a call centre How one agency owner cut website builds from 45 days to 3 hours with a single source of truth, and why he's now hiring more account managers, not fewer Why Turnitin's AI checker doesn't work, and how universities are still figuring out the rules The free certifications students can do right now to stand out The plastic toothpick cold call that taught Scott the biggest marketing lesson of his career: people buy what they want, not what you think they need How Lucas got hired at 17 by saying yes to 10 hours a week, and how to de-risk yourself for an employer If you are a business owner trying to hire young talent, work out whether an intern is worth it, or figure out where AI belongs in your marketing and where it absolutely doesn't, this episode is well worth your time. Download the Local Business AEO Playbook HERE. A free, step-by-step guide showing you how to position your business to be recommended by AI. If you found this episode valuable, please share it with another business owner who could benefit. Don't forget to follow Marketing 4 Business on your favourite podcast platform, and if you enjoyed the episode, we'd really appreciate a five-star review. Your support helps us reach more business owners with practical marketing insights. Connect with us: Follow the Marketing 4 Business podcast on Instagram HERE. Follow Digital Influence on Instagram HERE. Visit Digital Influence's website HERE. Book a complimentary marketing strategy session HERE. Connect with Scott on LinkedIn HERE. Connect with UC Marketing Society on LinkedIn HERE. Connect with Milo Coldren on LinkedIn HERE. Connect with Rore Morgan on LinkedIn HERE. Have Fun & Take Action
August 12 · 1 hr 19 min
Structure Follows Strategy: The Rule Most Business Owners Get Backwards
He turned up to a job interview in jandals and shorts, and walked out running events for 80,000 people. That was the start of 22 years offshore. In this Marketing 4 Business episode, Scott chats with Darren Sandford, CEO of Accessman, about strategy, brand and customer experience learned the hard way across South Africa, Botswana, Dubai and New Zealand. Hilti, Bobcat, Versatile, Caterpillar, and now one of New Zealand's largest access equipment hire businesses. This is a proper strategy episode with the scar tissue included. Darren shares: Why structure follows strategy, and why a manager who changes the org chart without touching the strategy is being lazy The reason 85% of strategies fail, and why it is almost never the strategy itself Why the best strategies come from the bottom up, not handed down from the corner office like a gift from the gods How to break your customer journey into touch points (Accessman found 58), and the four questions that tell you which ones to fix first Why Accessman hires the exact same gear as its competitors, and where the white space actually sits The six ways to differentiate, why you can only pick one, and what it costs you to hold the line Why a rebrand has to be sold internally first, from the Gough Cat to Terra Cat change Darren led The $10 million equipment call he made against his own manager's advice, and the rule he took from it: you can tolerate failure, you cannot tolerate poor performance Why he calls BS on "I know in the first five minutes if they are right for the job," and the structured process his leadership team uses instead What top sales performers do that low performers say they have not got time for If you are a business owner trying to build a strategy your team will actually implement, find room to compete when your product looks the same as everyone else's, or work out where you genuinely differentiate, this episode is well worth your time. Download the Local Business AEO Playbook HERE. A free, step-by-step guide showing you how to position your business to be recommended by AI. If you found this episode valuable, please share it with another business owner who could benefit. Don't forget to follow Marketing 4 Business on your favourite podcast platform, and if you enjoyed the episode, we'd really appreciate a five-star review. Your support helps us reach more business owners with practical marketing insights. Connect with us: Follow the Marketing 4 Business podcast on Instagram HERE. Follow Digital Influence on Instagram HERE. Visit Digital Influence's website HERE. Book a complimentary marketing strategy session HERE. Connect with Scott on LinkedIn HERE. Connect with Darren Sandford on LinkedIn HERE. Have Fun & Take Action
August 5 · 1 hr 13 min
Mentors Leave Clues: A Masterclass in Sales, Culture, and Building Businesses
She was made redundant while on maternity leave, worked three jobs to keep the house, and now runs two businesses at once… In this Marketing 4 Business episode, Scott chats with Andrea Cockburn, director at Thermoglaz and one of the newest agents at Harcourts Gold Papanui, about 40 years in sales, buying and selling businesses, and what she is only now learning about leading a team. Andrea grew up in a state house, became a Canterbury coxswain at nine, and has lived in roughly 50 houses and renovated 15. She shares the tools and the mistakes, including: Why over-giving as an employer ends in disappointment, and the line from her own management team that reset it: not everyone is your family or your child The glass ceiling mistake Andrea owns up to, wanting every team member to push through theirs without ever asking if they wanted to Stop, start, recreate: the three-part review her directors and GM run on the business, and on their own weak spots The tank: how her management team scores mindset, health, family and personal life out of 10, out loud, twice a month, and the only question they ask afterwards What happened when they swapped the junk food pantry for fruit and water, kept the chocolate biscuits and the beer, and one staff member decided to get a haircut Why buying a business with great long-serving staff means keeping their traditions first, and what it cost the new owners of her IT company when they did not Nought to around 500 clients in six months selling makeup at parties, and why she still says growing fast can quietly over-commit you Turning $82,700 into $182,100 in 18 months on her first house at 20, on a renovation budget of roughly $2,000 Why after 40 years she calls herself a communicator rather than a salesperson, and why she has never counted commission as income Her two-word answer on what makes a good student of a mentor Scott's own take on culture: small hinges swing big doors, plus the daily stand-up and "teach me" ritual he runs at Digital Influence If you are a business owner who tends to give more than you get back, or you are trying to build a team strong enough that you can step out and do something new, this episode is well worth your time. Download the Local Business AEO Playbook HERE. A free, step-by-step guide showing you how to position your business to be recommended by AI. If you found this episode valuable, please share it with another business owner who could benefit. Don't forget to follow Marketing 4 Business on your favourite podcast platform, and if you enjoyed the episode, we'd really appreciate a five-star review. Your support helps us reach more business owners with practical marketing insights. Connect with us: Follow the Marketing 4 Business podcast on Instagram HERE. Follow Digital Influence on Instagram HERE. Visit Digital Influence's website HERE. Book a complimentary marketing strategy session HERE. Connect with Scott on LinkedIn HERE. Connect with Andrea Cockburn on LinkedIn HERE. Have Fun & Take Action
July 29 · 1 hr 4 min
Purpose Over Profit: The Lawyer Helping Kiwi Businesses Find Their Why
He left a career doing billion-dollar corporate deals in London, Tokyo and Sydney to ask small business owners one simple question: what's your purpose? In this Marketing 4 Business episode, Scott chats with Steve Moe, corporate lawyer at Perry Field Lawyers and host of the Seeds podcast (closing in on 500 episodes), about why purpose can't just live in a slogan, it needs to live in your legal documents. From reinventing his career after a decade overseas to helping charities and founders raise funding, Steve shares insights grounded in real client work. He covers: Why your business purpose needs to be written into your legal documents, not just your marketing The 3-bullet-point test Steve gives every founder to nail their real "why" Why loans from family and friends are often the riskiest way to fund a startup The New Zealand "number 8 wire" mindset that quietly caps how far a business can grow Why nature could legally hold shares in a company, and how NZ law already makes this possible The "gracious no" habit that protects your time without burning bridges Why "work-life balance" is the wrong goal, and what to aim for instead The regret-test question Steve uses before every big life decision If you're a business owner trying to get clear on your purpose, build a team that isn't limited by you, or figure out how to fund your next stage of growth, this episode is well worth your time. Download the Local Business AEO Playbook HERE. A free, step-by-step guide showing you how to position your business to be recommended by AI. If you found this episode valuable, please share it with another business owner who could benefit. Don't forget to follow Marketing 4 Business on your favourite podcast platform, and if you enjoyed the episode, we'd really appreciate a five-star review. Your support helps us reach more business owners with practical marketing insights. Connect with us: Follow the Marketing 4 Business podcast on Instagram HERE. Follow Digital Influence on Instagram HERE. Visit Digital Influence's website HERE. Book a complimentary marketing strategy session HERE. Connect with Scott on LinkedIn HERE. Connect with Steve Moe on LinkedIn HERE. Purchase Steve Moe's books HERE. Have Fun & Take Action
July 22 · 46 min
Selling $60 Million of Advertising by Turning Away Clients
Murray Hale hit $60 million in sales, and he still won't take you on as a client unless you're ready. In this episode of Marketing 4 Business, Scott chats with Murray Hale from MediaWorks about a pattern that shows up again and again in businesses that retain clients for decades: they stop treating advertising as a transaction and start treating it as an investment with a payback period. That single reframe changes who you take on, what you charge, and how long you're willing to wait for results. Murray shares the thinking behind it, including: Why the real question isn't "What does this cost?" but "What is this customer worth over time?" — and how that maths changes everything downstream. Why turning away a client can be a stronger signal of trust than accepting one. Why being ready to advertise has almost nothing to do with budget and everything to do with understanding your numbers. Why giving something away for free, before any money changes hands, only works if you can genuinely afford to wait for the return. How consistently showing up for your clients is what actually earns loyalty. Why market share isn't won in a single campaign but compounds quietly over the years until it becomes something competitors can't dislodge. What it means when a rejection today becomes a phone call from that same client two years later. Why chasing new clients is often less valuable than doing the retention work nobody celebrates. If you're a business owner trying to work out whether you're actually ready to advertise, or why some client relationships last for decades while others don't, this episode is well worth your time. Download the Local Business AEO Playbook here. A free, step-by-step guide showing you how to position your business to be recommended by AI. If you found this episode valuable, please share it with another business owner who could benefit. Don't forget to follow Marketing 4 Business on your favourite podcast platform, and if you enjoyed the episode, we'd really appreciate a five-star review. Your support helps us reach more business owners with practical marketing insights. Connect with us: Follow the Marketing 4 Business podcast on Instagram here Follow Digital Influence on Instagram here Connect with Scott on LinkedIn here Connect with Murray on LinkedIn here Have Fun & Take Action
July 15 · 1 hr 1 min
200 Episodes Later: These are the real lessons we've learnt
200 episodes in, and this time Scott's not asking the questions our Operations Manager, Olivia Hale is. In this Marketing 4 Business episode, Olivia Hale takes over the mic, pulling members of the Digital Influence team aside for five minutes each to share their favourite lesson from the podcast's first 200 episodes. From regulating stress under pressure to why every business needs both a "combine harvester" and a "baler", this episode is a tour through four years of guest wisdom, filtered through the people who put it into practice every day at Digital Influence, including: - Why "don't climb mountains alone" beats grinding solo, and how celebrating small wins builds resilience - The two-inhale, one-exhale technique that regulates your nervous system before a high-pressure moment - Why the best leaders push their top performers hardest and let leadership trickle down - How AI cut one video edit down from three hours to 20 minutes, and where the team uses it daily - The "combine harvester and baler" theory, and why every team needs both a doer and an organiser to avoid chaos - Why closing one door often has to happen before the next one opens, and how confidence starts with someone believing in you first - Why video builds trust faster than a static image - And how success doesn't require being a shark If you're a business owner wanting to learn lessons in one episode, this one is well worth your time. Download the Local Business AEO Playbook here – a free, step-by-step guide that shows you how to position your business to be recommended by AI. If you find our content valuable and informative, please help us reach more business owners by sharing it with a friend who might benefit. Additionally, please ensure that you're following our podcast on your preferred platform, and if you enjoyed the latest episode, consider leaving us a five-star review. Your support is highly appreciated. See below for ways to get in touch with us… Follow the Marketing 4 Business podcast on Instagram here Follow Digital Influence on Instagram here Connect with Scott on LinkedIn here Connect with Olivia on LinkedIn here
July 8 · 1 hr 25 min
A Little Less Talk, More Action: Building Tradestaff Over Three Decades
He started with a clear objective and never stopped. Thirty years later, Kevin Eder has built something most business owners only dream of. In this Marketing 4 Business episode, Scott chats with Kevin Eder, founder and leader of TradeStaff, to mark both Episode 200 and TradeStaff's 30-year milestone. From the philosophy that guides every decision to the everyday culture that keeps people loyal for nearly three decades, this conversation is packed with lessons you can put to work straight away. Kevin shares insights on: Why "less conversation, more action" isn't just his style – it's the philosophy that runs through TradeStaff The dangerous trap of solving problems that don't actually exist (and how to avoid wasting time on them) Setting clear objectives before every meeting or action – Kevin's non-negotiable habit How to build a culture where people feel genuinely valued and supported Empowering your team with real competition and ideas (not just tasks) Teaching company philosophy to new staff – why this matters more than you think Why face-to-face relationships still close deals and build loyalty (the midnight margaritas story) The responsibility you have to your people when they come to you for work Balancing humility and fun while leading through 30 years of change If you're a business owner trying to build a team that sticks around, create a culture people actually want to work in, or figure out how to keep clarity and momentum over decades of growth, this episode is essential. Download the Local Business AEO Playbook here – a free, step-by-step guide that shows you how to position your business to be recommended by AI. If you find our content valuable and informative, please help us reach more business owners by sharing it with a friend who might benefit. Additionally, please ensure that you're following our podcast on your preferred platform, and if you enjoyed the latest episode, consider leaving us a five-star review. Your support is highly appreciated. See below for ways to get in touch with us… Follow the Marketing 4 Business podcast on Instagram here Follow Digital Influence on Instagram here Connect with Scott on LinkedIn here Connect with Kevin on LinkedIn here
July 8 · 1 hr 1 min
200 Episodes Later: These are the real lesson we've learnt
200 episodes in, and this time Scott's not asking the questions our Operations Manager, Olivia Hale is. In this Marketing 4 Business episode, Olivia Hale takes over the mic, pulling members of the Digital Influence team aside for five minutes each to share their favourite lesson from the podcast's first 200 episodes. From regulating stress under pressure to why every business needs both a "combine harvester" and a "baler", this episode is a tour through four years of guest wisdom, filtered through the people who put it into practice every day at Digital Influence, including: - Why "don't climb mountains alone" beats grinding solo, and how celebrating small wins builds resilience - The two-inhale, one-exhale technique that regulates your nervous system before a high-pressure moment - Why the best leaders push their top performers hardest and let leadership trickle down - How AI cut one video edit down from three hours to 20 minutes, and where the team uses it daily - The "combine harvester and baler" theory, and why every team needs both a doer and an organiser to avoid chaos - Why closing one door often has to happen before the next one opens, and how confidence starts with someone believing in you first - Why video builds trust faster than a static image - And how success doesn't require being a shark If you're a business owner wanting to learn lessons in one episode, this one is well worth your time. Download the Local Business AEO Playbook here – a free, step-by-step guide that shows you how to position your business to be recommended by AI. If you find our content valuable and informative, please help us reach more business owners by sharing it with a friend who might benefit. Additionally, please ensure that you're following our podcast on your preferred platform, and if you enjoyed the latest episode, consider leaving us a five-star review. Your support is highly appreciated. See below for ways to get in touch with us… Follow the Marketing 4 Business podcast on Instagram here Follow Digital Influence on Instagram here Connect with Scott on LinkedIn here
July 1 · 1 hr
From Dairy to Franchise: 35 Years of Little India
They started selling lamb curry out of a Diary shop in Dunedin. Thirty-five years later, Little India is one of New Zealand's most-loved restaurant brands. In this Marketing 4 Business episode, Scott chats with Sukhi and Joanna, co-founders of Little India, about what it really takes to build a hospitality brand people return to for generations - from a tiny dairy in Ravensbourne to a franchise network that has changed the lives of staff, families, and loyal customers across New Zealand. This is one of those conversations where you keep pulling out the notepad. Sukhi and Joanna share lessons you can put to work straight away, including: How listening to customer feedback saved the business The rule they have never broken: no fusion, no shortcuts, the same food every time - and why a confused menu is a losing one How the franchise started not from a strategy document, but a determination to keep their best people Why they financed their own staff into franchise ownership - and what happened to the business once those people had skin in the game The charcoal tandoor Sukhi had custom-made by a potter in Cromwell because there was no other way to get the flavour right What Sukhi learned about hospitality from a woman who spent 15 minutes buying one loaf of bread - and why there was no profit in rushing her The moment Sukhi rang his old boss to ask for his accounting job back - and what happened when the answer was no Why Scott observes that successful business owners do the hard things - even when a shortcut is available What 17 employees, 7 grandchildren, and 35 years of cooking finally adds up to If you're a business owner trying to build a brand people trust, grow a team with genuine skin in the game, or figure out how to hold your standard for the long haul, this episode is well worth your time. Download the Local Business AEO Playbook here https://yourmarketingpartner.getdigitalinfluence.com/aeo-playbook – a free, step-by-step guide that shows you how to position your business to be recommended by AI. If you find our content valuable and informative, please help us reach more business owners by sharing it with a friend who might benefit. Additionally, please ensure that you're following our podcast on your preferred platform, and if you enjoyed the latest episode, consider leaving us a five-star review. Your support is highly appreciated. See below for ways to get in touch with us… Follow the Marketing 4 Business podcast on Instagram here Follow Digital Influence on Instagram here Connect with Scott on LinkedIn here Have Fun & Take Action
June 24 · 32 min
Why Every Business Owner Should Start a Podcast (Even in the AI Era)
You don't need a big audience, fancy gear, or a marketing budget to start winning with a podcast. You need to show up, and most people won't. In this Marketing 4 Business episode, Scott Wilson, founder of Digital Influence, shares the keynote he refined for the Marketing Association on why podcasting has become one of the most powerful trust building tools a business owner has. After nearly 200 episodes over four years, Scott breaks down what a podcast actually does for a business, the mistakes he made early on, and why it matters more now that AI is flooding feeds with generic content. He shares lessons you can act on straight away, including: Why a podcast is a trust compounding machine, not just another marketing channel How one long form recording becomes short form clips, blog posts, emails and sales collateral Why the gear should never hold you back (Scott recorded episode one on his iPhone) The know, like and trust framework, and how a podcast builds all three faster Why being a guest can do your selling for you, the way it does for past guest Nick Burns The distribution effect, where guests share your content with their own networks Why committing to one episode a week beats chasing the numbers (four years, never missed) "Give value in advance", the principle Scott picked up from Brett McFall that still pays off Why most podcasts quit before episode 10, and why that gap is your advantage If you're a business owner sitting on insights worth sharing, weighing up whether a podcast is worth the effort, or looking for a way to build trust that AI can't shortcut, this episode is well worth your time. Download the Local Business AEO Playbook here – a free, step-by-step guide that shows you how to position your business to be recommended by AI. If you find our content valuable and informative, please help us reach more business owners by sharing it with a friend who might benefit. Additionally, please ensure that you're following our podcast on your preferred platform, and if you enjoyed the latest episode, consider leaving us a five-star review. Your support is highly appreciated. See below for ways to get in touch with us… Follow the Marketing 4 Business podcast on Instagram here Follow Digital Influence on Instagram here Connect with Scott on LinkedIn here Have Fun & Take Action
June 17 · 1 hr 8 min
Why a Tough Economy Is the Best Time to Grow Your Business
When the economy gets tough, most business owners go quiet. Darren Pratley reckons that is exactly the moment to take their customers. In this Marketing 4 Business episode, Scott sits down with Darren Pratley, a business performance and sales specialist with over 30 years in business across dozens of industries. They get into what it actually takes to grow when the market is running in concrete: the mindset, the structure, and the sales skills that separate the businesses that win from the ones that freeze. In this episode, Darren shares lessons you can put to work straight away, including: Why a downturn is "separation season" and how to win market share while your competitors stop The invoicing tweak one owner made that delivered their best cash flow month ever How to get clear on your purpose and core values so you can act bolder than the market Why revenue per employee and focused work matter more than ever (and the simple timer trick that fixes it) Why you can no longer afford to carry B players, because your customers are now smarter than your staff How AI is rewiring the way people buy, and what your website and socials need so you stay visible The two voices in your head, and which one should be making your decisions The black coat story: how one skilled salesperson turned zero buying intent into a $1,000 sale Why calling customers when they do not need you is the cheapest growth lever you are not using If you are a business owner trying to grow in a tight market, sharpen your sales, or stop your hard-won customers slipping away, this episode is well worth your time. Download the Local Business AEO Playbook here – a free, step-by-step guide that shows you how to position your business to be recommended by AI. If you find our content valuable and informative, please help us reach more business owners by sharing it with a friend who might benefit. Additionally, please ensure that you're following our podcast on your preferred platform, and if you enjoyed the latest episode, consider leaving us a five-star review. Your support is highly appreciated. See below for ways to get in touch with us… Follow the Marketing 4 Business podcast on Instagram here Follow Digital Influence on Instagram here Connect with Scott on LinkedIn here Connect with Darren on LinkedIn here Have Fun & Take Action
June 10 · 56 min
From Selling Cars to Leading a Movement: The People Skills Behind Every Great Team
She was once told she could sell ice to Eskimos. These days she leads one of New Zealand's most inclusive organisations. In this Marketing 4 Business episode, Scott chats with Fran Scholey, Chief Executive of Special Olympics New Zealand, about the people skills behind good sales, strong teams and leadership that actually connects. From selling cars in her twenties to running professional netball and basketball, and now leading an organisation that supported more than 1,200 athletes at last year's National Summer Games, Fran has built her career on one simple idea: meet people where they are. Fran shares insights and lessons you can put to work straight away, including: The one question Fran asks herself before selling anything, and why honesty beats any script Why reaching people where they are matters more than the message itself The difference between listening to reply and listening to understand Why the best leaders ask "what did you see?" instead of handing over the answer How to keep your whole team engaged, not just the players who get on the court What fostering a police dog (and a blunt comment from her daughter) taught Fran about switching off The two ways people respond to adversity, and the question that changes everything How to find work you actually enjoy, without chasing a title or the money If you're a business owner or leader trying to build a team that wants to turn up, sell with honesty, or simply get better at understanding the people around you, this episode is well worth your time. Download the Local Business AEO Playbook here – a free, step-by-step guide that shows you how to position your business to be recommended by AI. If you find our content valuable and informative, please help us reach more business owners by sharing it with a friend who might benefit. Additionally, please ensure that you're following our podcast on your preferred platform, and if you enjoyed the latest episode, consider leaving us a five-star review. Your support is highly appreciated. See below for ways to get in touch with us… Follow the Marketing 4 Business podcast on Instagram here Follow Digital Influence on Instagram here Connect with Scott on LinkedIn here Connect with Fran on LinkedIn here Have Fun & Take Action
June 3 · 1 hr 11 min
Why Your Cash Flow Problem Is Actually a Marketing Problem
He scraped through school doing just enough to pass, and went on to teach more than 5,000 New Zealand business owners how to actually grow one. In this Marketing 4 Business episode, Scott sits down with Hamish Anderson, business tutor at Te Wānanga o Aotearoa, to unpack the thinking behind every business that works. After 18 years and thousands of students, from solo startups to companies turning over $40 million, Hamish has boiled it all down to one formula and a handful of simple ideas you can put to work today. This is one of those episodes where you will keep reaching for your notepad. Hamish shares lessons you can use straight away, including: The formula every business runs on whether owners realise it or not, and why your cash flow problem is almost never actually a cash flow problem Why marketing is really just creating noise, and the difference between selling a pen nobody asked for and solving a real problem people will pay for The coffee van owner who was in tears thinking she owed $40,000 in tax, and what actually turned out to be true The single most important moment in any business, and the one asset that matters more than your staff or your gear Why cutting your marketing in a downturn is the worst move you can make, and how to market for the rebound instead The easiest people in the world to sell to, and a hint, it is not your existing customers The everyday invoicing habit quietly strangling cash flow, traced all the way back to 16th century farming Why being relentless and 1% better beats sitting around waiting for one big breakthrough If you are a business owner trying to grow revenue without burning out, get a real grip on your cash flow, or steal market share while your competitors pull back, this episode is well worth your time. Download the Local Business AEO Playbook here – a free, step-by-step guide that shows you how to position your business to be recommended by AI. If you find our content valuable and informative, please help us reach more business owners by sharing it with a friend who might benefit. Additionally, please ensure that you're following our podcast on your preferred platform, and if you enjoyed the latest episode, consider leaving us a five-star review. Your support is highly appreciated. See below for ways to get in touch with us… Follow the Marketing 4 Business podcast on Instagram here Follow Digital Influence on Instagram here Connect with Scott on LinkedIn here Have Fun & Take Action
May 27 · 1 hr 5 min
He Left School at 15. Now He Runs One of NZ's Most Recognised Brands.
He left school at 15 with no qualifications, and built one of New Zealand's most recognised brands… In this Marketing 4 Business episode, Scott chats with Darren Baker, founder of Mag and Turbo, about what it really takes to build a franchise brand over 30 years in one of New Zealand's most competitive markets. From pumping gas at 12 to owning car events and producing television shows, this is one of those episodes where you will just keep pulling out your notepad. Darren shares insights and lessons you can put to work straight away, including: Why putting an owner-operator behind the counter lifts revenue by 20–30%, every single time The business partnership mistake Darren made twice, and what to check before going into one Why sponsoring your market is not the same as belonging to it, and how to tell the difference The consistent messaging framework that kept Mag and Turbo on the shopping list for 30 years How buying a car event and producing a TV show gave Mag and Turbo something no competitor could touch Why Darren nearly rebranded the entire business, and how his franchise owners stopped him (and why he's glad they did) The one thing that matters more than money when choosing a new franchisee Why locally owned and operated still resonates, especially outside the main centres If you're a business owner trying to build a brand people trust, grow a team with genuine skin in the game, or figure out how to stand out in a crowded market, this episode is well worth your time. Download the Local Business AEO Playbook here – a free, step-by-step guide that shows you how to position your business to be recommended by AI. If you find our content valuable and informative, please help us reach more business owners by sharing it with a friend who might benefit. Additionally, please ensure that you're following our podcast on your preferred platform, and if you enjoyed the latest episode, consider leaving us a five-star review. Your support is highly appreciated. See below for ways to get in touch with us… Follow the Marketing 4 Business podcast on Instagram here Follow Digital Influence on Instagram here Connect with Scott on LinkedIn here Connect with Darren on LinkedIn here Have Fun & Take Action
May 20 · 1 hr 8 min
The Secret Vineyard: How a Covid Side Hustle Became a World-Beating Wine Brand
What do you get when a businesswoman with no winemaking experience, no marketing budget, and a vineyard in desperate need of some love decides to quietly make a rosé her friends asked for? Apparently, you get New Zealand's first wine company to win bronze, silver, and gold at the International Wine and Spirits Challenge in a single event, and a nomination for best producer in the world. This week, Kim Schofield, managing partner and owner of Dancing Water Wines, joins Scott on the Marketing 4 Business podcast to share one of the most honest, funny, and genuinely inspiring business journeys you'll hear this year. From secretly making her first vintage without telling her husband, to crying on the side of the road in Rangiora during a brutal harvest, to standing speechless when she got the call that she'd been nominated for best wine producer on the planet, Kim holds nothing back. This episode is packed with real business lessons for anyone building something from scratch. Download the Local Business AEO Playbook here – a free, step-by-step guide that shows you how to position your business to be recommended by AI. If you find our content valuable and informative, please help us reach more business owners by sharing it with a friend who might benefit. Additionally, please ensure that you're following our podcast on your preferred platform, and if you enjoyed the latest episode, consider leaving us a five-star review. Your support is highly appreciated. See below for ways to get in touch with us… Follow the Marketing 4 Business podcast on Instagram here Follow Digital Influence on Instagram here Connect with Scott on LinkedIn here Connect with Kim on LinkedIn here Have Fun & Take Action
May 13 · 1 hr 5 min
Are You Listening to Reply or Listening to Understand? The Leadership Skill Every Business Owner Needs Right Now
Are you really listening to understand, or just waiting for your turn to talk? In this Marketing 4 Business episode, Scott chats with Ali McCormick, communication and leadership expert and co-founder of Discretionary Effort, about the soft skills that make the biggest difference in business. From emotional intelligence and resilience to the kind of team communication that actually drives performance, Ali brings decades of real-world experience as a speech and language therapist, positive psychologist, and leadership trainer to the conversation. Ali shares practical tools and insights you can put to work straight away, including: Why "why" is the wrong question to ask an underperforming team member – and what to ask instead The 5-to-1 feedback ratio backed by research that can transform team performance and morale How to prepare for a difficult conversation so you don't make things worse The Values in Action exercise that helps teams understand each other's strengths Why avoiding hard conversations isn't neutral – it's actively making things worse What resilience really is, whether it can be taught, and how to build it in yourself and your team The simple shift from listening to reply to listening to understand – and why it changes everything If you're a business owner leading a team (whether that's 2 people or 20) and you want to communicate better, handle tough conversations with more confidence, and build a team that actually works well together, this episode is well worth your time. Download the Local Business AEO Playbook here – a free, step-by-step guide that shows you how to position your business to be recommended by AI. If you find our content valuable and informative, please help us reach more business owners by sharing it with a friend who might benefit. Additionally, please ensure that you're following our podcast on your preferred platform, and if you enjoyed the latest episode, consider leaving us a five-star review. Your support is highly appreciated. See below for ways to get in touch with us… Follow the Marketing 4 Business podcast on Instagram here Follow Digital Influence on Instagram here Connect with Scott on LinkedIn here Connect with Ali on LinkedIn here Have Fun & Take Action
May 6 · 53 min
Marketing in a Tough Market: 5 Things You Should Be Doing Right Now
Are you still guessing whether your marketing is actually working? In a world of rising costs, global uncertainty, and tighter margins, the businesses that will come out ahead in 2026 and beyond are the ones that get serious about their marketing (not the ones that pull back). In this episode of the Marketing 4 Business podcast, Scott and Renée sit down to share five practical, no-fluff marketing strategies that every New Zealand business owner can implement right now to grow smarter and stop leaving money on the table. Here's what they cover: Know your numbers – why ROI, lifetime value, cost of acquisition and return on ad spend are the metrics that actually matter (and how to use them as your North Star) Fix your sales bottlenecks – from CRM setup and AI note-takers to response times and messaging that speaks to what customers actually care about The video content strategy anyone can do – how to use AI to find exactly what your audience is searching for, then turn it into a content engine across YouTube, Shorts, Reels and more Double down on existing clients – why upselling, referrals and regular communication with your current client base is your lowest cost, highest return growth lever Follow up like you mean it – five ways to stay front of mind with prospects without resorting to the tired "just circling back" email If you're a business owner who wants a clearer, more confident approach to marketing in a challenging environment, this episode is packed with real strategies you can start using this week. Download the Local Business AEO Playbook here – a free, step-by-step guide that shows you how to position your business to be recommended by AI. If you find our content valuable and informative, please help us reach more business owners by sharing it with a friend who might benefit. Additionally, please ensure that you're following our podcast on your preferred platform, and if you enjoyed the latest episode, consider leaving us a five-star review. Your support is highly appreciated. See below for ways to get in touch with us… Follow the Marketing 4 Business podcast on Instagram here Follow Digital Influence on Instagram here Connect with Scott on LinkedIn here Connect with Renée on LinkedIn here Have Fun & Take Action

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