Podcast

January 16th, 2025

The Apple Cart: S1, E1: How to be Bolder and Braver with Your Marketing

In this episode of the Apple Cart, I’m joined by Janine Coombes to talk about being bolder with yourbolder marketing marketing.

Janine is a marketing coach and an offer positioning expert for coach-shaped-people. She’s worked with big brands like EE, Orange and Europcar.

She has a business degree, a post-graduate marketing diploma (CIM Dip) and regularly speaks on stages like Atomicon, You Are The Media and MarketEd.Live.

Listen to the Interview

How Janine’s Bolder Marketing Approach Helps her to Stand out

A few years ago, Janine produced a series of spoof videos based on ‘advice’ a male business owner gave to a female friend of hers. “He told her she wasn’t credible, and told her what to do instead. Wear pearls, more makeup, lower her voice.

“That first video was really popular, which encouraged me to create more. And at the time, nobody else was doing comedy videos. I found it came naturally to me, and it helped me cut through the noise from all the other marketing consultants.”

While Janine no longer makes those videos, it has made her more comfortable with writing blogs and emails in her own voice. “They pushed me so far out of my comfort zone that everything else feels easy now. So my content is the real me.”

Why Business Owners Need to be Bolder with Marketing

Today’s entrepreneurs are told that they need more of a personal brand than a business brand. As Janine says: “I think that’s difficult to do. Your nerves hold you back and you’re frightened to put too much of yourself out there.”

Of course, ‘personal brand’ is subjective. “I don’t mind making a fool of myself in person or on video. I have a silly sense of humour. But if that’s not you, you don’t have to do that. For example, Fifi Mason is a calm introvert, so that’s her brand.

“She’s still able to connect with people, because she’s being herself. She doesn’t put on a persona. So that’s the goal. To reinforce or grow your personal brand, just tune into being yourself and do more of it.”

bolder marketing

Janine’s New Book, “The Easy Yes”

Janine is in the final stages of writing her book, “The Easy Yes”. She explains: “It’s for coaches who want to make sales easier and not rely on sleazy tactics. So it’s good-hearted people who want a decent business and get an easier yes from their prospects.”

But how did she come to write a book in the first place? She’s been sharing her message on stages at a range of conferences, so a book seems to be the logical next step. “Actually, I started a book many years ago, but it was the wrong book at the wrong time.

“You’re told you should have one to build authority and establish yourself as an expert in your sector. But it was too early on. Whereas now, having been a speaker and a workshop host, I’ve developed a concept I really wanted to share. And a book seemed like the way to do that, rather than running more workshops.”

Janine’s Tips for Being Bolder With Marketing

Like with everything, the best advice is to experiment. Janine says: “See what you like, try some different things. And if something seems like it could be fun, try it. Notice when the negative keeping you safe voices kick in and don’t let them stop you.

“Remember, you don’t have to do it forever, and you don’t even have to put it live. Do a mini podcast or a few videos. Or, if you prefer writing, experiment with formats. That could be long blogs, a Substack newsletter or shorter articles.”

Whatever you do, Janine says to expand your thinking and push out of your comfort zone. “But you don’t have to do what everyone else is. If video doesn’t work or you’re really not comfortable, then don’t. And you can talk about your hobbies too. That helps with your personal brand.”

Timestamps

  • 01:35 – 06:04: The Secret Marketing Show
  • 08:53 – 09:36: How Janine’s bolder marketing approach helps her to stand out
  • 10:00 – 11:06: Why business owners need to be bolder with marketing
  • 11:35 – 14:30: The business benefits of attending conferences
  • 18:33 – 21:05: What speaking on stages has done for Janine’s business
  • 23:22 – 26:29: Janine’s new book, “The Easy Yes”
  • 26:43 – 28:52: Why she chose the micro book model
  • 31:14 – 33:38: Janine’s advice to people who want to be bolder with marketing

Useful Links