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In this episode of Marketing Espresso, I’m joined by Amy Winner from Wheels Up Collective, and together we dive deep into one of the biggest challenges brands face right now - trust.

We all know that trust in media and marketing has taken a hit. Between AI-generated content, polarised messaging, fake authenticity, and endless spin, audiences are increasingly sceptical about what they see online. At the same time, people are craving genuine human connection more than ever. So what does that mean for us as business owners and marketers?

Amy and I talk about how distrust shows up in media, the impact of AI on content saturation, and why brands need to come back to something simple but powerful - empathy. We cover why people don’t necessarily want more information, they want honesty and clarity. We also share practical ways you can create authentic brand experiences without falling into the trap of “performative vulnerability” or over-automation.

Some of the key takeaways from our chat:

• People buy from people they like - human-to-human connection still matters most.
• Brand empathy isn’t about telling the world your hardships on social media; it’s about showing care, listening, and creating meaningful interactions.
• Picking up the phone or making time for a genuine conversation puts you in the top tier of businesses today.
• Technology like AI can absolutely help with efficiency, but if it strips out humanity, your brand becomes forgettable.
• Trust is rebuilt when brands slow down, show care, and remember that values and relationships are what people actually connect with.

If you’ve been feeling overwhelmed by the volume of content, or worried about how to stand out authentically in a noisy digital world, this episode is for you.

Connect with Amy Winner

Wheels Up Collective

LinkedIn

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Send us a text

If you’ve ever felt awkward saying no - to a client, a colleague, or even a friend, this episode will be a relief. I’m joined by communication specialist Colleen Kavanagh, who unpacks how to deliver a firm no without triggering defensiveness, people-pleasing, or creating more work for yourself.

We dig into “can-do” language - a practical way of flipping the conversation from roadblocks to options. Instead of the reflex combo of “Unfortunately… I’m sorry… I can’t… due to…”, Colleen shows how to lead with what I can do, then position the boundary with confidence. The result is less pushback, a calmer tone, and stronger trust.

Colleen walks through live reframes you can use today: returning sale items, rescheduling requests, and that dreaded airline-style announcement. We also talk about when empathy is essential (and when it isn’t), how to edit an email so it lands better, and why “customers” include your internal stakeholders too. Colleen shares a council case study where tightening everyday language lifted Net Promoter Score by 75% across 1,600 surveys - proof this isn’t fluffy, it’s commercial.

If you lead a team, handle clients, work cross-functionally, or simply want to protect your time without feeling guilty, this one’s for you.

Key takeaways:

• People are more interested in what I can do than what I can’t. When I lead with options and next steps, the “no” lands as professional and helpful.
• Ditch trigger words. “Unfortunately”, “I’m sorry” “I can’t” “due to” spike emotion and invite arguments. They’re habitual, not helpful.
• Reframe in a single move. Put the positive offer first, then the boundary:
  “I can offer Wednesday 8:30–10:30 or Thursday afternoon. I’m not available Wednesday midday due to a prior commitment.”
• Use empathy when the person needs to feel seen. Mirror back the facts and pressure points before you offer the path forward.
• Trust is built on reliability. If I’m starting emails with “Sorry for the delay…”, I’ve got a reliability opportunity. Communicate work-in-progress updates before people need to chase.
• Internal audiences are customers too. Clear, can-do language with colleagues improves influence and personal brand just as much as it does with clients.

Connect with Colleen
LinkedIn
Website

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Send us a text

So many business owners see awards as nothing more than a shiny trophy or a pat on the back. But what if entering awards could actually be one of the smartest marketing moves you make this year?

In this episode, I sit down with Heather Marano, who knows the awards space inside out. She explains why awards are far more than vanity metrics and how they can become a fast track to building credibility, visibility, and trust with your audience.

We talk about how awards can open doors to PR opportunities, strengthen your brand story, and even help you connect with other high-performing businesses. Heather shares why being a finalist is just as powerful as winning, and how you can leverage that recognition across your marketing channels.

You’ll also hear practical advice on choosing the right awards to enter, how to make the submission process less overwhelming, and why it’s worth treating awards as part of your broader marketing strategy rather than an afterthought.

By the end of this chat, you’ll see awards in a whole new light - not just as a celebration of success, but as a powerful business tool that can boost your brand reputation, attract opportunities, and even help you uncover hidden wins in your business.

Links to connect with Heather

- Website - https://greendoorco.com.au/

- Download a customised awards report - https://greendoorco.com.au/award-cart/

- Book a meeting with Heather - https://meetings.hubspot.com/heather-marano

- Join the waitlist for early access to the AI award app -

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative