Video Marketing for founders with Amir Bazrafshan

What did you think of the latest Gillette “We Believe: The Best Men Can Be” ad ?

What about Nike‘s “crazy women” ad?

Why is one ad, so much better than the other?

“To any founder listening to this……. go back to why you started, and the mission that you’re on, find your purpose, and then create content that’s in line with that.”

Wise words from Amir Bazrafshan Managing Director at Apricot Video Marketing

You can hear the full episode here, where we discuss:

  • The basic level of quality needed for video campaign – however using your mobile phone is fine
  • Sound – the unsung hero of a good video
  • Building conversion funnels into your videos
  • Using YouTube for brand hero content
  • Video case studies and how to build rapport between the subject and the viewer
  • using emotion to justify an emotional decision
  • We talk the emotion in the latest Nike commercials
  • purpose marketing and how brands are getting it wrong
  • The Shoe Dog Book by Nike’s founder
  • We talk about not confusing tactics with strategy
  • Why view count is one of the least important metrics for video
  • Should you do direct to camera or use stock video
  • How do you hire someone to hep you with video

Instagram success for your business with Gabbi Johnston

Are you paying attention to your Instagram engagement ratio or just the number of followers you have?

In this week’s podcast, I chat with Gabbi Johnston about how to use Instagram to promote your business.

You can listen to the full episode from this page

Find out more about Gabbi’s Instagram management services here

Or just follower her on Instagram here 

With years of social media management under her belt, Gabbi knows the tickings of Instagram like, well, it’s her job! She goes in search for earrings, ceramics, and basically anything that is labelled with ‘Made in Brisbane’, and loves scouting local markets to expand her network of amazing local businesses owners.

Some of the topics we cover include:

  • Engagement is essential for Instagram success
  • 85% of Businesses say Instagram stories are part of their 2019
  • Instagram stories allow users to be ‘real’ in 24 hour snapshots
  • The horrible Instagram follow-unfollow strategy
  • The Pros and Cons of fake followers
  • Engagement rate ratios for success
  • Looking at Uber Eats Instagram success
  • influencer on Instagram
  • The magic 10k follower target

How can you improve your copywriting today?

On this episode of the Fractal Podcast, I interview Murray Barnett from The Creative Writer.

We cover why modern copywriting is for an active reader, and what an active reader is
The importance of making your content searchable
How modern copy is clickable & scrollable and accessible
and why to write to a persona and make your copy personal

Did you know you can make visually intimidating copy? I didn’t until I spoke with Murray, this is a major tip and one I’ve taken forward.

We also discuss how the savvy modern consumer does not want to be advertised at, they want to find information.

Murray shares a great tip on getting over writer’s block and he also explains why age is an advantage in copywriting – sneak peek – wide and deep life experiences is copywriting gold.

Episode Quote: “For your copywriting to have any power, you need to create a relationship between the person writing and the person reading”

How to kick PR goals as a Startup with Michelle Winter

Just get my business listed in the newspaper.… but do you even want to be in the newspaper?

In this podcast episode, I chat with Michelle Winter about PR for Startups and cover a huge range of questions to help you understand the best ways to promote your Startup through public relations.

  • How should you hire someone to help you out with PR
  • What is the focus of the journalist?
  • What can you do as a founder to get your Startup listed in the press?

You’ll find the answer to these and other questions in the latest episode

If you’d like to work with Michell on your PR then please check out her website at Bango PR 
Michelle is an experienced media and communications professional supporting technology, scaleup and startup companies. Michelle has worked with early-stage clients to get their messaging fine-tuned and then helps her clients navigate the media.

If you’d like to subscribe to the Fractal Marketing Podcast you can do that via these links SpotifyStitcherGoogle Play or Apple iTunes

Master LinkedIn for your Startup with Mireille Ryan

Startup founders are flocking to the LinkedIn social network because they are seeing amazing engagement and destroying large brands that hide behind company pages.

In this episode with Mireille I discuss the best ways you can use LinkedIn to gain maximum reach.

Mireille is the CEO of the Social Media Marketing Institute, founder of the Social Media Marketing Awards and an award-winning entrepreneur, and speaker.

What are the misconceptions about Linkedin? What areas are hot right now? How should you structure your status updates? What is it like to have 20,000 followers?

You’ll find the answer to these and other questions in the 12th episode of my podcast.

If you love what Mireille has to say you should check out the Social Media Marketing Institute

If you’d like to subscribe to the Fractal Marketing Podcast you can do that via these links SpotifyStitcherGoogle Play or Apple iTunes

Why blogging is crucial for your Startup with Caroline McCullough

How can a startup founder create a blog that can compete against a large company with deep pockets?

What are the misconceptions about blogging?

You’ll find the answer to these and other questions in the first episode in the second season of my podcast.

This season I’ve changed the format and now I’m interviewing marketing professionals with the express objective of extracting advice and tips for founders.

In the first episode, I chat with Caroline McCullough from Writally 

If you’re a founder blogger or just thinking about starting a blog, then jump onto SpotifyStitcherGoogle Play or Apple iTunes

Podcast Technical Instructions

Firstly, thank you so much for agreeing to be a guest on my podcast, I know time is our most valuable asset so I truly do value your generosity.

What follows are some simple guidelines that’ll help you give the listeners the best experience.

The Technical stuff

Please find a relatively quiet, non‑echoey room where you won’t be disturbed.
Try to avoid too much moving, playing with pens, tapping on the keyboard and so on. All those noises get picked up by the microphone and can be distracting to the listener.
I use to record which automatically uploads everything to a cloud server.
You’ll be sent a link prior to the Podcast via email; it’s straightforward to sign in. It will need a laptop using Chrome.
Microphone ‑ normally your laptop microphone is fine from a quality point of view. But if you want true podcast quality, then a microphone is your best friend. If you’re planning on doing more podcast interviews then I’d highly recommend the investment.
These are my two favourite microphones:

Headphones ‑ make sure you have a pair WITHOUT a microphone in them otherwise if there is a headphone mic AND a laptop mic, that can produce feedback. Zencastr will ask you which ones you want to use when you sign in, so make sure you pick the right options.
When the session has finished DO NOT close your browser until the software says you can. Should only take 30 second maximum.
And that’s it.
If you’re unsure of anything, I’m happy to book in a test session prior to recording.

If the connection drop for any reason you can just go back to the same url and we can keep on going, I can stitch it back together later. If the dropout of very quick, then your voice will record locally and everything will be fine.

At the end of the show your locally saved file will upload to the server, so when we finish recording we’ll just chat for a few minutes and thr files will upload. The browser will show/tell you when the upload is done.

Podcast Content Instructions

The purpose is to hear your opinions, advice, ideas that a Startup founder could implement in their business.
Remember that Startup founders are typically time and cash poor. Founders are however highly motivated and savvy. During the interview I’ll ask lots of questions of you, I’ll try to ask from a Startup founder’s perspective. So while I might know the answer, assume you’re talking to a generalist.
We can always edit the podcast, if you get really stuck or say something you regret (it does not happen) then we can always edit it out.
If you need we can always start a question again.
Some swear words are fine, passion tends to bring them up, but let keep it appropriate for a late night talk show 😉
It is always good to remember that voices tend to go a bit ‘flat’ when recorded so try and be an animated as you can, forcing yourself to smile while you speak might feel strange, but your voice will sound engaged and interesting.
While we have 60 minutes booked in we’ll try to keep the show to 30 minutes, that gives us time to set-up and run a little over.
You can find older episodes here
It is always a good idea to get a general feel for the show before you jump on. However, please note the first ten episodes are a different format to the show now.

Some example/common questions, I won’t ask all of these and I’ll ask you different questions, but this will give you a good feel:

1) What do you see as the biggest difference between founders and big business who are both doing (your marketing speciality) ?

2) What is a common misconception about (your marketing speciality) do you find people often have?

3) What particular area of (your marketing speciality) is ‘hot’ right now?

4) Can you share any lessons from bigger brands that a Startup founder could apply?

5) If a Startup founder is looking to hire someone to help them in (your marketing speciality) what questions should they ask to make sure they are getting a good provider?

6) What are some specific roadblocks to watch out for?

7) Which hurdles did you personally face and how did you overcome them?

8) How do you see your (your marketing speciality) changing over the next one to two years, and is there a way a founder can get ahead of the curve?

9) How much does it cost to do (your marketing speciality) and how long are the returns?

10) How do you measure results in (your marketing speciality) ?

11) What support and/or resources are available??

12) You meet a startup founder at your local cafe and they want to try (your marketing speciality), what one tip would you give her?

13) Can you tell us your favourite ad or campaign at the moment? why do you love it?

14) Tell me something that’s true that almost nobody agrees with you on

Who Is Our Audience?

Typically a Startup founder audience, typically in Australia but the UK/US side is growing.
These are founders of Startups
I do however have many business owners who listen, looking for tips.

Remember that the Startups of today are the big clients of tomorrow and that Startup founders are social beasts, so you’ll personal brand will grow.

Pay it forward

The goal of the podcast is to educate the listeners and position you as the expert. It is essential that you approach the show with a ‘pay it forward’ attitude. You should try to give the ‘best’ and most ‘actionable’ general advice you can. People respond well to the generosity of knowledge and will see you as the expert.
I like to think of it as being like a celebrity chef,  ‘Jamie Oliver’. Jamie can give me a list of ingredients, a method, the final result, and entire 30minute TV episode showing me how to cook a meal, but in the end, if I want the best version of the dish then I go to his restaurant.

Episode Promotion

Can you please email me the following so I can get the show notes and promotion ready.
1) A headshot I can use for the promotion
2) Job title and company
3) Linkedin profile URL
4) Twitter handle (if you have one)
5) A 3-4 line bio OR are you happy for me to lift from Linkedin?

When the show is live I’ll post the show on Social media and send you some info so you can share it too.

Remember podcasts are about deep and engaging content, so you’ll have people who listen to the entire 30 minutes, that’s a lot of personal brand ‘buy-in’

Looking forward to chatting with you about marketing !!!


If you’re not sure about any of the above please feel free to book in a quick pre-show session at a time that suits you so we can chat here

Startup Pitch Deck Special – Podcast Episode #10

In this episode, I discuss pitch decks for startups looking to raise funds.

A few quotes from this episode:

  • Everyone is a pitch deck expert, some of the advice will even be good
  • You can get some real confidence when you see how basic YouTube pitch deck was
  • Pitch decks are designed to be “pitched” not emailed
  • A great pitch deck has very few words on it
  • A pitch deck is not a business plan
  • If you don’t win an investor’s heart you’ll probably never convince their head
  • You want to start your pitch deck with a story
  • When you pitch you need to create both ‘fear’ & ‘greed’ within your potential investors
  • Create a vision for the future with your pitch deck
  • Make sure you add the ‘secret sauce’ to your pitch deck
  • Please don’t ask investors to sign an NDA before you present your pitch deck

pitching your startup


Here are the pitch decks I talk about during this episode.

Ep9: SEO for Startups Part 2

Choosing the correct SEO keywords, asking for those links and the importance of deep links with a focus on accounting sites. Plus I discuss dogfooding.



  • As an SEO you can tell when a page is built for SEO gain – 3:05
  • It’s Google’s job to work out if your page is offering value or is just there to collect traffic  – 4:50
  • If you’re ranking #1 but not seeing any traffic, it is possible that people are not searching for your target keywords – 4:55
  • Use Adwords to make sure the keywords you’re targeting for SEO actually have demand – 6:40
  • Creating lots of keywords targeted pages without much SEO authority will not win you much traffic – 8:00
  • Hotlinked images can be an easy way to pick-up some easy links – 8:20
  • Embedded videos will increase your visitor dwell time and therefore give an SEO boost – 10:00
  • Make sure you optimise your images to reduce your homepage loading speed for an SEO boost – 11:25
  • SEO is like an F1 car, onsite SEO is like your aerodynamics and your links are your engine – 12:50
  • Once an article on a 3rd party website has had it’s ‘day in the sun’ the long-term value to your business is the link – 14:45
  • To me, it is counter-intuitive for journalists to reference a website without providing a link – 16:10
  • You don’t lose SEO power by linking out, if you don’t link then it is like not voting – 16:49
  • To not add a link to an externally referenced website is just bad internet Etiquette – 18:15
  • Getting social signals to your website pages send Google good ranking vibes – 19:30
  • The title of your page is more often than not what appears in Google results in blue – 22:20
  • Matching your page title to a user search not only increases your ranking but also the click-through rate – 24:20
  • Dogfooding is using your product just like your customers would  – 27:12

Ep8: SEO for Startups Part 1

In this episode, I look at the SEO options for three founders’ websites. I cover, links, domains, duplicate content, linked building, keyword selection and website engagement.


The first website I reviewed the SEO for is Quaintrelle Consulting which I look at for Nicole Jensen

The second site is Fair and Square which is done for Anissa Farrell

and finally, I check out myPresences for Paul Gordan


A few quotes from the show.

  • If you pick a generic word for your brand, you’re not going to be able to rank #1 in Google straight away
  • You have to own your own brand in the SERPs
  • If you’re targeting a specific country and have a .com domain, then tell Google via Search Console
  • if you ever want to hide a body, the best place is the second page of Google results
  • 301 redirects are as permanent as a marriage
  • If SEO was a car, on-page would be the aerodynamics and links would be the engine
  • Use Google Adwords to work out your search demand for SEO
  • Wix isn’t actually a bad thing for SEO, they get most stuff right
  • Once you’re in the game, backlinks are going to make a difference
  • The number of backlinks is a good indicator of SEO power, the number of domains is better
  • You need to start thinking about links as being like money
  • Google prefers https to http