In this episode of "Talking About Marketing," titled "Posturefest - Just What The Doctor Ordered," Steve Davis and David Olney delve into the multifaceted concept of 'posture' in both professional and personal realms. They explore how adopting the right stance—whether it's trusting experts, asserting confidence in negotiations, staying vigilant against scams, or crafting compelling marketing messages—can significantly influence outcomes in business and life.

Let the Expert Be the Expert: Trust in Professional Relationships

Steve shares insights from Dr. Adam Sifu's appearance on the Econ Talk podcast, emphasizing the importance of mutual respect in the doctor-patient relationship. They discuss how a patient's demeanor can impact a doctor's ability to provide optimal care and draw parallels to their own consulting experiences. Key Point: Trusting experts and allowing them the space to apply their knowledge enhances the value of professional relationships.

Navigating the Business Jungle: Lessons from 'Winning Through Intimidation'

The conversation shifts to Robert Ringer's book Winning Through Intimidation, which challenges the notion of always being agreeable. Steve and David explore Ringer's concept of 'posture'—presenting oneself with confidence to avoid being exploited in competitive environments. Key Points: Maintaining a strong posture is crucial; reframing challenges as 'points' rather than 'problems' can help diffuse tension and keep control during negotiations.

A Momentary Lapse: Lessons from Nearly Falling for a Phishing Scam

Steve candidly recounts nearly falling victim to a phishing scam, highlighting that even vigilant individuals can have off moments. They stress the importance of being fully present when handling potentially fraudulent communications. Key Point: Constant vigilance is essential; always double-check emails and links before taking action to protect personal and professional information.

The Art of FOMO: Critiquing Fast Food Advertising Strategies

Finally, they analyse a recent McDonald's advertisement promoting three variations of the Quarter Pounder. Steve and David critique the ad's lack of focus and urgency, discussing how effective marketing should leverage novelty and the fear of missing out (FOMO) to motivate consumers. Key Point: A clear, compelling call to action with a singular focus can create stronger consumer engagement than multiple, diluted options.

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Talking About Marketing podcast episode notes with timecodes

01:20 Person This segment focusses on you, the person, because we believe business is personal.
Let the Expert Be the Expert: Trust in Professional Relationships

In this segment, Steve Davis delves into insights from Dr. Adam Sifu's recent appearance on the Econ Talk podcast. Dr. Sifu reflects on the doctor-patient relationship, emphasising that while physicians hold significant responsibility, the interaction is a two-way street. He discusses how a patient's demeanor and approach can impact a doctor's ability to provide optimal care, noting that mutual respect enhances the professional's capacity to be fully present and offer their best insights.

Steve and David draw parallels between Dr. Sifu's observations and their own experiences in consulting and education. They share anecdotes about clients or students who, despite seeking expert advice, attempt to assert control or showcase superiority. This dynamic can hinder the collaborative process and prevent professionals from delivering the most effective solutions.

The key takeaway is the importance of trust and openness in professional relationships. By allowing experts the space to apply their knowledge without unnecessary interference, clients and patients stand to gain the most. Steve and David advocate for a balanced approach where questions and active engagement are encouraged, but ultimately, trusting the expert leads to better outcomes.

13:20 Principles This segment focusses principles you can apply in your business today.
Navigating the Business Jungle: Lessons from 'Winning Through Intimidation'

In this segment, Steve Davis discusses his experience reading Robert Ringer's book Winning Through Intimidation, following David Olney's recommendation. The book challenges Steve's natural inclination to be agreeable and well-liked, suggesting instead that in the competitive world of business—likened to a jungle—one must adopt a strong posture to avoid being exploited. Ringer argues that displaying any signs of weakness can make one a target in a cut-throat environment.

David elaborates on Ringer's concept of "posture," highlighting how Ringer used confidence and strategic positioning to succeed in the real estate industry. They discuss tactics such as reframing "problems" as "points" during negotiations to diffuse tension and maintain control. By presenting himself as organised and unflappable—arriving in his own jet with his legal team—Ringer set the terms of engagement and signalled that he was not to be underestimated.

Steve and David reflect on how these principles apply to marketing and consulting today. They debate whether Ringer's approach is outdated in an era where vulnerability and openness are often celebrated on platforms like LinkedIn. David contends that while authenticity is important, displaying vulnerability in professional settings can be risky, as it may invite exploitation. They conclude that maintaining a confident posture is crucial in business interactions, reserving personal vulnerabilities for close friends and family.

25:20 Problems This segment answers questions we've received from clients or listeners.
A Momentary Lapse: Lessons from Nearly Falling for a Phishing Scam

In this segment, Steve Davis makes a candid confession about nearly falling victim to a phishing scam, despite his extensive experience warning others about such threats. He recounts receiving an email with the subject line "Action required pending 2024 tax activity," which coincided with his actual tax affairs, making it more convincing. The email appeared to be from MyGov, a legitimate government platform, but contained several red flags he initially overlooked due to a momentary lapse in attention.

Steve highlights the warning signs he missed: the email was sent to a large CC list of unrelated recipients—something no official organisation would do—and included a suspicious link disguised as the MyGov dashboard. Additionally, the email oddly referenced a UK electrical company's disclaimer. It was only after clicking the link and noticing the unfamiliar web address that Steve realised something was amiss, prompting him to halt any further action.

David Olney responds empathetically, emphasising that even the most vigilant individuals can have off moments. They both stress the importance of being fully present when handling emails, especially those requesting sensitive information. The key takeaway is a reminder that cyber threats are sophisticated and can catch anyone off guard, reinforcing the need for constant vigilance and double-checking before clicking links or providing personal details.

28:30 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.
The Art of FOMO: Critiquing Fast Food Advertising Strategies

In this segment, Steve Davis and David Olney examine a recent McDonald's advertisement promoting three variations of the Quarter Pounder burger. David expresses confusion over the ad's effectiveness, questioning how offering multiple similar options without a strong focal point or clear urgency can entice customers. He recalls that in the past, limited-time offers created a genuine sense of novelty and fear of missing out (FOMO), prompting people to act quickly.

Steve shares his own experiences with fast-food promotions, reminiscing about occasions when unique offerings like burgers with pineapple or beetroot captured his interest due to their novelty and limited availability. He mentions that despite generally avoiding fast food these days, he was recently drawn in by a Wagyu burger at Hungry Jack's, demonstrating how a well-executed marketing strategy can overcome consumer hesitation.

Together, they conclude that the McDonald's ad falls short because it lacks a compelling call to action and doesn't effectively leverage FOMO. They emphasise the importance of focusing on a single, enticing offer rather than diluting the message with multiple options. The segment reinforces key marketing principles discussed in previous episodes, highlighting the need for clarity, novelty, and urgency in advertising to motivate consumer action.