Marketing Speak®

AI is forming judgments about your brand right now. Most organizations have no system to manage it.
Every earnings call you publish, every case study your vendor posts, every complaint about your return process, AI is reading all of it and building a case for or against recommending your brand to buyers. And the most damaging narratives are often ones brands unknowingly wrote themselves.
In this episode of Marketing Speak, I sat down with Jessica Bowman, enterprise AI visibility strategist and founder of Coxwell & Gain, who has spent her career pioneering the operational side of AI visibility for Fortune 500 brands. This is not a conversation about keywords or rankings. It is about whether AI will recommend your brand at all.
What we unpacked together:
➡️ Why AI visibility is not a marketing function, it is an operational one
➡️ How earnings calls and vendor case studies can become liabilities in AI narratives
➡️ What a real AI visibility audit looks like and which teams need to be involved
➡️ Why changes to AI narratives take 18 to 24 months, and why you need to start now
➡️ The real cost of AI visibility tools, and why they run two to three times the price of SEO tools
If you have ever wondered whether AI is working for or against your brand, this episode will sharpen how you think about it.
🎧 Listen now

Most marketers are obsessed with reach. Jay Acunzo thinks that's the wrong game entirely.
In this episode of Marketing Speak, I sat down with Jay Acunzo,  keynote speaker, author of Break the Wheel, and host of How Stories Happen,  who built a thriving speaking business from scratch, lost it all in five days when the pandemic hit, and came back with a sharper mission: helping experts stop being commodities and start being irreplaceable.
Jay shares:
Why resonance beats reach every time, and how to build a business where clients come because they want you, not just someone who looks like you

The 'That's the thing about' device, a single phrase that turns a good story into one that actually inspires action

Align, Agitate, Assert, Invite,  the four-part story structure that moves your audience from where they are to where you want them to be

Why your competitive edge will never come from a $20/month AI subscription, and what to do instead

The two things every great interviewer must master to capture real, specific, powerful stories from guests

If you have something genuinely worth saying and want to say it in a way that actually lands, this episode is your blueprint.
Listen now!

Stop pitching from the stage. Start storytelling. Majeed Mogharreban shares how he engineers speeches so audiences imagine working with him—and hate imagining a future without him. Watch this @mktg_speak episode

The businesses that thrive won't be the ones that let AI replace human creativity. They'll be the ones who use AI to amplify it.
That distinction is everything — and it's at the heart of how we operate at Net Concepts.
I've been in the SEO game for 30 years. I co-authored The Art of SEO (now in its 4th edition). And I can tell you that what we're living through with AI is one of the most significant shifts I've seen in my entire career.
But with great power comes great responsibility — and most people are wielding this power recklessly.
In this solo episode of Marketing Speak, I'm sharing: 
✅ The 3 real risks of AI-generated content most agencies ignore 
✅ Our 5 core principles for using AI responsibly and authentically 
✅ The 8 specific rules we follow at Netconcepts
The full client questionnaire that sets expectations from day one
This isn't theory. This is the framework we use every day with purpose-driven brands that can't afford to get this wrong.
Your integrity isn't a line item. Don't let AI compromise it. Tune in now!
The show notes, including the transcript and checklist to this episode, are at marketingspeak.com/541.

The most important marketing question isn't "What works?"
According to Billy Broas, it's "What are human beings?"
Sounds philosophical? It is—and that's exactly the point.
On Marketing Speak, Billy (creator of the Five Light Bulbs framework and marketing strategist for Tiago Forte, Ryan Deiss, and major science-focused companies) makes the case for argument-driven marketing over psychology-driven marketing.
His manifesto challenges the industry norm: Stop treating people like lab rats to be hacked. Start making defensible arguments to intelligent human beings.
The practical impact? 
✓ Teams align around one clear message (no more conflicting arguments across departments) 
✓ Content has purpose (every piece advances the sale as a proof point) 
✓ Marketing creates "re-enchanted transactions" that build loyalty 
✓ You avoid the ethical quicksand of manipulation tactics
Billy walks us through his complete framework, plus how to use syllogisms with ChatGPT to audit your marketing logic and identify where your claims don't connect.
This is marketing that works better in the long term AND has a stronger ethical foundation. Listen now! 🎧
The show notes, including the transcript and checklist to this episode, are at marketingspeak.com/540.