Category: PodCast

In this episode of Business Made Smarter, Ed Nell sits down with Doug D’Aubrey to discuss the importance of identifying and developing a strong Unique Selling Proposition (USP). Doug explains that a USP is not just about being “different” but also about understanding why customers choose your business over the competition. He shares practical advice on how to uncover your USP by talking to customers, avoiding common mistakes, and using it effectively in your marketing strategy to stand out in a crowded market.

Key Takeaways

Understanding Your USP: A USP is what makes your business stand out and is rooted in why customers choose you. It’s not about what you think makes you different, but what your customers perceive.

The Right Questions: To uncover your true USP, ask your customers why they bought from you in the first place, not just why they continue to do business with you.

Customer Feedback is Key: Use surveys or direct conversations to learn about the decision-making process of your customers.

Avoiding Common Mistakes: Don’t fall into the trap of thinking common qualities (like being “the quickest” or “the cleanest”) are USPs. These are often expectations, not differentiators.

Marketing Your USP: Once you identify your USP, it should be the cornerstone of your marketing strategy. Use it prominently in your messaging to attract customers and show why your business is different.

Key Moments

“A USP is not about what you think. It’s about what your customers think.”

“The real value is in understanding why people buy from you, not why they keep buying.”

“Listen to your customers. They’ll tell you the real reason they chose you in the first place.”

“Once you know your USP, make it the centre of your marketing—tell everyone about it.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

In this episode of the Business Made Smarter Podcast, Doug D’Aubrey and Michele Ibbs discuss the importance of a well-defined customer journey and how automation and AI can streamline business processes. Michele explains how her company, Truly Yours, helps businesses by creating bespoke customer journeys, utilising automation tools such as Go High Level and AI to save time and improve productivity. She highlights the advantages of integrating automation with systems like CRM to enhance customer service and marketing.

Key Takeaways 

The Customer Journey is Key: A successful customer journey requires detailed planning and multiple touchpoints, from the initial inquiry to offboarding.

Automation and AI Integration: Implementing automation tools and AI can significantly reduce the manual workload, increasing efficiency and customer satisfaction.

Human Touch in Automation: Automation should feel personal, with tailored messaging that looks human, even when automated.

Optimising CRM Systems: CRM systems like Go High Level allow for better segmentation and automation, but choosing the right system for your business is crucial.

Small Business Advice: For small businesses, starting small and building gradually is the key. Focus on setting up basic processes first and expand as needed.

Key Moments

“The customer journey needs all those little touch points and what I call the fluffies to make sure everything runs smoothly.”

“Automation is great, but it must look human—timing and personalisation are critical to avoid it feeling robotic.”

“APIs are like front door keys, allowing different systems to communicate with each other effectively.”

“Don’t overwhelm yourself—start with small steps and gradually build up your CRM and automation processes.”

“The right CRM can save you hours. But be cautious of free systems that add on costs as you grow.”

About the guest

Michele Ibbs is the founder of Truly Yours and I’m Your PA, specialising in automating customer journeys with AI and CRM systems. With 17 years of experience in call handling, she helps businesses streamline processes, increase productivity, and enhance customer satisfaction. Michele’s expertise in automation, particularly with Go High Level, enables her to deliver tailored solutions that optimise operations and improve client experiences. Find out more: https://imyourpa.co.uk/ & https://www.trulyyours.agency/

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward

In Episode 3 of the Business Made Smarter Podcast, host Ed Nell and Doug D’Aubrey, Founder of Executive Training & Consultancy, discuss the importance of organising customer data to enhance marketing efforts. Doug explains how segmenting your customer base allows for more targeted communication, improved service, and ultimately, greater profitability. Whether you’re a small business owner or a growing enterprise, this episode provides actionable steps to help you refine your marketing strategy.

Key Takeaways

🔹 Why Customer Segmentation Matters: Different types of customers require different communication styles and marketing approaches. Organising your database helps tailor messaging effectively.
🔹 Three Basic Segments: Businesses should start by categorising existing customers, past customers, and prospects. This allows for more relevant and personalised marketing.
🔹 Using Technology for Segmentation: CRM systems, Mailchimp, and Facebook Ads allow businesses to refine their audience, ensuring that marketing efforts reach the right people at the right time.
🔹 Practical Business Applications: Segmentation helps businesses offer more specific services, such as targeted promotions for returning customers or industry-specific solutions for different client groups.
🔹 Avoid Overcomplicating It: Too many segments can become overwhelming. Focus on categories that will genuinely improve marketing efficiency and customer experience.

Key Moments

• “The way you talk to different customers should be tailored—just like how you speak differently to family, colleagues, and strangers.”
• “A flower shop can use segmentation to send Valentine’s Day promotions to male customers, increasing sales strategically.”
• “If you can identify your most profitable customer segment, you can focus your marketing on attracting more of them.”
• “Tracking the success of your segmentation efforts is key—if a strategy isn’t working, adjust it or stop wasting resources on it.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

In Episode 2 of the Business Made Smarter Podcast, hosts Ed Nell and Doug D’Aubrey explore why understanding your customer is the foundation of effective marketing. Doug explains how identifying your target audience enables you to tailor your messaging, focus your efforts, and maximise marketing success. From creating a customer avatar to tracking changing trends, this episode provides practical insights for refining your marketing strategy.

Key Takeaways

🔹 The Importance of a Target Audience: Marketing to everyone is ineffective. Define your ideal customer to create clear, compelling messaging.
🔹 Building a Customer Avatar: Identify demographics, buying behaviours, and interests to better understand where and how to market effectively.
🔹 B2B vs. B2C Strategies: Selling to businesses requires different marketing approaches than selling to individual consumers—tailor accordingly.
🔹 Review and Adapt: Customer behaviors and demographics change over time. Regularly review your audience and adjust marketing efforts to stay relevant.
🔹 Strategic Partnerships: Understanding your customer helps you identify referral partners and collaborations that reach your ideal audience.

Key Moments

• “Marketing without knowing your audience is like throwing mud at a wall—some might stick, but most won’t.”
• “A customer avatar helps you understand where your audience shops, what they value, and how to reach them.”
• “Even luxury brands like Bugatti don’t market to everyone. They know exactly who their buyers are and target them accordingly.”
• “Review your customer base annually—trends shift, and failing to adapt can cost your business valuable opportunities.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

In Episode 1 of the Business Made Smarter Podcast, hosts Ed Nell from The Media Insiders and Doug D’Aubrey, founder and managing director of Executive Training and Consultancy, discuss how small businesses can market themselves effectively in a competitive landscape. Doug shares ETC’s 8-step framework for budget-friendly marketing, offering actionable strategies for understanding target audiences, creating clear messages, building loyalty, and refining approaches. Whether you’re a start-up or a growing enterprise, this episode provides practical insights to help your business thrive.

Key Takeaways

Marketing on a Budget: Small businesses don’t need big budgets to market effectively. Targeted, data-driven strategies can outperform costly campaigns.

Understanding Your Customer: Defining your target audience is critical to tailoring your messaging, products, and services. Start by analysing your current customer base and identifying profitable segments.

Creating a Clear Message: Simplify your communication so a 14-year-old can understand it. Avoid industry jargon and focus on clarity to attract and retain customers.

Building a Database: Maintain a central, organised list of contacts to streamline communication and marketing efforts. Categorise contacts to tailor campaigns, ensuring GDPR compliance when collecting and managing customer data.

Loyalty Matters: Retaining existing customers is more cost-effective than acquiring new ones. Use loyalty programs and excellent service to encourage repeat business.

Regular Monitoring: Continuously evaluate marketing efforts to identify what works. Track the origins of leads to optimise spending and maximise results.

Key Moments

“Understanding who your customer is changes the language, messaging, and channels you use in marketing.”

“Your marketing message should be simple, clear, and free of industry jargon—it needs to speak directly to your audience.”

“Building loyalty is about creating a positive first experience and maintaining strong relationships with your customers.”

“Expensive marketing isn’t always the most effective—track your results to ensure you’re investing in the right areas.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit here to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

Business Made Smarter, brought to you by Executive Training and Consultancy Limited, is your go-to podcast for practical, no-nonsense advice to help your business thrive.

Hosted by Ed Nell and featuring insights from Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy Limited, this series dives into actionable strategies that businesses of all sizes can use to grow and succeed.

Since 2000, Doug has guided businesses with real-world expertise, covering topics like understanding your customers, refining your unique selling proposition, and more. Each episode delivers tools and insights you can apply immediately to elevate your business.

Plus, you can take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit here to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!