A former FBI agent reveals the three silent signals that tell people you are safe to trust, before you open your mouth. David tests them in real conversations this week, with results that surprised even him.

A book about respect has a genuinely powerful idea at its centre. It also has a guest list that raises some uncomfortable questions, and Steve took them straight to the author on LinkedIn.

AI-generated spam has crossed from annoying into insulting. Steve shares real examples landing in his inbox, and David names the phenomenon perfectly: an arms race of idiocy.

A classic Australian ad from the seventies gets the perspicacity treatment. Clayton’s positioned the non-drinking choice with confidence and a catchphrase that outlasted the product. Can a sparkling hops water brand do the same thing today?

Get ready to take notes.

Talking About Marketing podcast episode notes with timecodes

01:15 Person This segment focusses on you, the person, because we believe business is personal.
The Like Switch: What Your Body Says Before You Do

David is partway through Dr. Jack Schafer’s The Like Switch, and the lessons are already landing. Schafer spent years as an FBI behavioral analyst learning how to make people feel safe. His finding: three nonverbal signals do more work than any opening line.

The eyebrow flash, the head tilt, and the smile. Each one sends the same quiet message: I am not a threat. Schafer explains that the head tilt is particularly telling. Exposing the carotid artery, however briefly, signals genuine trust. Dogs do it. People do it without knowing. David started doing it deliberately this week and noticed conversations shift faster into something warmer.

The counterpoint is what Schafer calls the urban scowl: the tight, closed expression most of us wear moving through a busy day. It repels connection without any intention to do so. The remedy is simple, even if the habit takes practice. Breathe. Smile. Tilt your head just slightly when someone starts to talk.

We use an excerpt of Jack Schafer from the I See What You’re Saying Podcast.

13:00 Principles This segment focusses principles you can apply in your business today.
Respect: A Good Idea That Outstayed Its Welcome

Robert Dilenschneider’s book on respect opens with something genuinely worth sitting with. Respect rarely comes up in conversation. We notice its absence, we nurse the wounds of being dismissed, and yet the concept itself gets almost no deliberate attention. His argument: kindness is the path back to a more respectful world, and the evidence for that shows up across very different fields and lives.

Steve and David both found the core idea compelling. The execution is where things got complicated. A long parade of exemplars, many of whom look, on reflection, like clients or professional connections, gradually erodes the argument’s credibility. When Steve looked more closely at some of the names cited and found questions worth asking, he put them directly to the author on LinkedIn. He is still waiting for a response.

David’s takeaway: take the essay, leave the guest list. Kindness builds respect. You probably cannot demand it. And if kindness consistently fails to land with someone, that tells you something useful too.

23:45 Problems This segment answers questions we've received from clients or listeners.
AI Spam Has Got Weird, and Then It Got Creepy

The unsolicited email pitch has always been presumptuous. Now, with AI doing the personalising, it has become something stranger. Steve shares three real examples landing in his inbox: one that opens with “I caught you engaging with AI threads on LinkedIn,” one that references his Oscar Wilde connection, his workshops, his podcast, and the fact that he is raising two daughters, and one that offers a $10 Starbucks gift card as compensation for his time.

Each one attempts the signals Dr. Schafer describes in the Like Switch. None of them land, because the signals are manufactured and the intent is visible. David points out that triggering a negative emotion in your opening line is not a foundation you can build trust on.

The longer arc is where it gets interesting. AI is producing more of this content faster than any human could. AI filters will soon be doing the sorting. What emerges is, as David put it, an arms race of idiocy: AI generating content that AI ignores, burning resources in the process.

The practical advice: do not reply. Replying confirms your address is live and guarantees more of the same.

31:15 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.
Clayton’s, HOPR, and the Art of the Confident Alternative

It was the drink you had when you were not having a drink. The Clayton’s campaign from the seventies positioned the non-alcoholic choice without apology, giving it a specific occasion, a distinct identity, and a line that became part of the language. Jack Thompson delivered it with complete conviction, which David notes was genuinely good acting.

Steve has since tried Clayton’s again and was not convinced by what he found. But the advertising principle holds. Confidence and clarity in positioning count for a great deal, especially when you are asking people to consider something they would not normally reach for.

HOPR, a sparkling hops water brand, came through Steve’s social media feed with a different approach: a founder’s personal story of changing his relationship with alcohol and wanting to help others do the same. Steve tried it, then bought more. David tried it and ordered a case. The story connected because it was specific and honest.

What HOPR has in story, it might still build in tagline. Clayton’s had both. The combination is worth aiming for.