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Storytelling has always been at the heart of human connection - it’s how we share meaning, build trust, and make sense of the world around us. But in the age of artificial intelligence, how do we keep our stories human?

In this episode of Marketing Espresso, I’m joined by writer and brand storytelling expert Nimarta Verma to unpack the role of AI in content creation and what it means for the future of storytelling. We explore whether AI can truly replicate human emotion, how it’s changing the way we communicate, and why creativity still matters more than ever.

Nimarta shares some powerful examples, including how AI-generated content often misses the emotional nuance that makes stories memorable. From writing birthday cards to wedding vows, we talk about where the line sits between helpful automation and losing our human touch entirely.

This conversation is for anyone who creates content - whether you’re a marketer, business owner, or creative - and has wondered how to balance efficiency with authenticity.

Key Takeaways:

• AI can help with structure and polish, but it can’t replace lived experience or emotional connection.
• When you outsource creativity, you risk disconnecting from your brand and your purpose.
• Your personal stories - your memories, your reflections, your lessons — are irreplaceable assets in your content.
• Writing is thinking. The process itself nurtures creativity and helps you connect to your own message.
• Don’t outsource the heart of your work. Use AI to assist, not replace, your creative process.

Actions:

1. Reflect on your last few pieces of content - did they come from your lived experience or from a machine?
2. Revisit a key story from your business journey and write it out in your own words before asking AI to refine it.
3. If you’re using AI, set boundaries. Decide which parts of your process it supports, and which remain fully yours.
4. Make time for creative writing, even 10 minutes a day helps you stay connected to your voice and ideas.

Connect with Nimarta

Download: "How To Lead with Trust through StorySharing™ — in 5 Simple Steps" https://disruptor-brand.kit.com/leadwithtrust
LinkedIn

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

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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

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In this episode of Marketing Espresso, I’m joined by Asthaar Kool to talk about one of the most powerful parts of business - positioning. It’s that invisible thread that determines whether people instantly get what you do, or scroll past your brand entirely.

Asthaar explains that product positioning helps people choose you, while brand positioning helps them stay. Together, they form the foundation of everything you do in marketing & sales.

We explore the difference between positioning & messaging, why clarity always beats cleverness, and how businesses can identify what truly makes them stand out. Asthaar shares real-world examples, including the famous muffin vs cake story that perfectly illustrates how a simple change in context completely shifts perception, pricing, and audience.

We also dive into the practical side of repositioning - collecting customer feedback, defining your top three strengths, understanding your audience’s mindset, and refining how you talk about your product or service. Asthaar shares how your website, your sales process, and even your tone of voice all reflect your positioning whether you realise it or not.

We discuss common mistakes - like pretending to be bigger than you are, leading with vague promises e.g “save time” or “increase revenue,” or using trendy buzzwords like AI without a real differentiator.

Key takeaway:
Being clear beats being clever every single time. People buy what they understand, not what sounds fancy.

Action step:
Audit your brand & website. Can someone who’s never heard of you understand what you do, who you help, & why it matters within five seconds? If not, it’s time to revisit your positioning. Be specific, stay curious, & keep listening to your customers - because their feedback is your best data.

Connect with Asthaar:

website

Instagram

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

In this episode of Marketing Espresso, I sit down again with Stewart Webb from Search Rescue to talk about one of my favourite topics - diversifying your marketing. If you’ve been relying on one channel or approach to reach your audience, this episode is your wake-up call to rethink your strategy.

Stewart brings his years of experience in digital advertising to the conversation, explaining how businesses can effectively mix platforms like Meta, Google, TikTok and even emerging options like Spotify. We explore how different platforms serve different purposes - why Meta relies on emotion and visual storytelling, while Google connects you with people actively searching for your service or product.

We also discuss the common myths around “hacking the algorithm” and why chasing virality isn’t a strategy. Stuart breaks down what makes great advertising copy and how to connect with audiences who are tired of being sold to. We also tackle the often-overlooked balance between paid and organic marketing, and how they can complement each other when done strategically.

One of my favourite moments in this chat was when Stewart described advertising as moving from a “shotgun” to a “sniper” approach - being more intentional, precise and data-driven. He also shares what a realistic starting budget for ads looks like, and how businesses can test without overcommitting.

If you’ve ever wondered how much to spend, where to spend it, and how to make your message stand out, this episode is packed with practical insight and straight-talking advice.

Key takeaways:
Diversifying your marketing mix isn’t just smart - it’s essential for long-term stability and growth. By using multiple channels, you reach people in different ways and reduce the risk of relying too heavily on one platform.

Action steps:
Take a look at where your audience is spending time and how they consume information. Then, map out a few new platforms to experiment with - whether that’s running a simple retargeting campaign, refreshing your Google Ads strategy, or creating engaging video content that connects emotionally.

Your marketing should evolve as quickly as your audience does. Start small, stay curious, and keep testing what works.

Links:

Connect with Stewart
Search Rescue

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