Mind My Marketing

05/05/2026

Congratulations to Lynne at Packcore — we’ve renewed her website for its ninth year!

Think of Packcore Packaging Solutions for customised tinplate packaging, plastic packaging, closures, cardboard packaging, filtration products, and adhesive labels.

PackCore Packaging Solutions is a proudly owned Australian business for; tinplate packaging, plastic packaging, corrugated cardboard boxes and adhesive labels

18/03/2026

Fourth-year basketball rep mum here 🙋‍♀️. Huge respect to every parent supporting their child in sport—it’s no small feat. From being the bank, the chauffeur, the loudest cheerleader, to organising endless lunches and snacks for local and interstate comps… it’s definitely not for the faint-hearted.

This year, I’m stepping up to give back. Proud to have been selected as a PCBA Representative Committee Member for the Parramatta Cumberland Basketball Association 🏀

12/03/2026

Congratulations to Mike at M Lukic Architect on renewing his website with us for another 12 months — marking an incredible 8 years of partnership!

With over a decade of architectural experience, Mike Lukic specialises in high-end residential projects across the Sydney metropolitan region. Throughout his career, he has worked closely with design and building consultants, council planners, and builders to deliver thoughtful, high-quality architectural outcomes.

We’re proud to continue supporting Mike and his growing practice online. Here’s to another successful year ahead!

M Lukic Architect is an architectural practice focusing on residential and commercial architecture.

02/03/2026

📢 Important Update: X Integration Ending March 31

Hey Mailchimp users! We wanted to give you a heads-up that X integration will be removed on March 31.

Due to changes with X’s API and rising costs, you won’t be able to post campaigns to X directly through Mailchimp anymore. 😔

What this means for you:
- Any posts scheduled in Mailchimp for after March 31 won’t be published.
- X-related reporting will no longer appear in your Mailchimp account.
- There won’t be a replacement within Mailchimp.

How to keep posting to X:
- Log in to your X account to post campaigns directly.
- If you have scheduled posts in Mailchimp for after March 31, copy any content you want to reuse before that date.

Integrate X (formerly Twitter) with Mailchimp to auto-post to X (formerly Twitter) and pull X (formerly Twitter) profile information into your campaigns.

24/02/2026

We've spent the last week breaking the biggest rule in marketing: We told you to STOP using AI.

Over the last week, we’ve explored the "Where NOT To Use AI" series.

While everyone else is teaching you how to prompt, we wanted to teach you how to pause. Because in a feed flooded with synthetic content, "Human" is the new premium.

If you missed any of the posts, here is the complete 10-part breakdown of the "Anti-Sameness" strategy:

Phase 1: Quality Control (The Tactics)

1. The Hook 🎣
The Takeaway: If your post starts with "In the ever-evolving digital landscape," you’ve already lost the reader.
The Rule: Never let AI write the first sentence. Hooks need a human pulse.

2. The Specificity Audit 🔍
The Takeaway: AI writes "we delivered solutions." Humans write "we saved the client $12k in 4 days."
The Rule: If it applies to your competitor too, rewrite it with specific data.

3. The Unwritten Insight 🧊
The Takeaway: AI is a historian; it only knows what has already been published.
The Rule: Use AI for the past. Use your brain for the present (current trends/gossip).

Phase 2: Emotional Intelligence ( The Relationships)

4. The Apology 🛑
The Takeaway: When you mess up, clients want accountability, not a polished, PR-safe paragraph.
The Rule: Never outsource bad news or an apology to a bot.

5. The Comment Section 💬
The Takeaway: "Great share! Thanks for posting!" is the digital equivalent of littering.
The Rule: Don't be a zombie. If you can't leave a real comment, don't leave one at all.

6. The Room Reader 🌡️
The Takeaway: AI doesn't know your client just had layoffs or that the industry is burned out on "Hustle Culture."
The Rule: AI generates content. You generate context. Checks the temperature before publishing.

Phase 3: Brand Voice (The Personality)

7. The Battle Scars 🩹
The Takeaway: AI has never lost money or been fired. It can’t teach wisdom, only information.
The Rule: Share your failures. Scars build trust faster than trophies.

8. The Hot Take 🌶️
The Takeaway: AI aggregates the consensus (the average). Thought Leaders challenge the consensus.
The Rule: Use AI to find the status quo, then write the opposite.

9. The Sarcasm Detector 😏
The Takeaway: AI is earnestly helpful 100% of the time. It struggles with wit, irony, and dry humor.
The Rule: Being "professional" doesn't mean being boring. A little edge proves you aren't a bot.

10. The Strategy ♟️
The Takeaway: AI is excellent at moving the chess pieces (tactics), but it doesn't know how to win the game (vision).
The Rule: Let AI do the heavy lifting, but never let it hold the steering wheel.

Summary & Afterthoughts
Writing this series highlighted a massive shift in B2B marketing.

We aren't "Anti-AI." We use it every day. But we are pro-Intentionality.

The "Easy Button" that AI provides is seductive. It tempts us to create more just because we can. But looking back at these 10 areas, the conclusion is clear: Efficiency is useless without Effectiveness.

You can generate 100 blog posts in an hour, but if they lack opinion, scars, context, and specificity, you haven't built a brand—you've just built a content farm.

The future of marketing isn't Human vs. AI. It's Humans using AI to clear the clutter so they have more time to be... human.

Was this series of any interest to you? Let us know which of the 10 rules you struggle with the most in the comments. 👇

24/02/2026

The "Strategic" Vision
♟️ AI is the Pawn. You are the Player.

We love generic tools for speed. We use them for drafts, summaries, and idea generation.

But we never ask AI: "Where should our company be in 5 years?"

Where NOT to use AI? The Big Strategy.

Algorithms optimise for the average. Strategy is about finding the exception—the unique angle that competitors ignore. If you let AI set your strategy, you will end up with the same business plan as everyone else.

❌ AI decides the "How." ✅ You decide the "Why."

23/02/2026

The "Unwritten" Insight
🧊 AI only knows what has been written down.

Large Language Models are historians. They look at the past to predict the next word.

But as a market expert, you are living in the present. You know what clients were complaining about this morning. You know the rumor circulating at the conference last night.

Where NOT to use AI? Fresh Insights.

If you are writing about a trend that is happening right now—literally this week—do not rely on AI. It is likely hallucinating or outdated.

Be the source, not the aggregator.

23/02/2026

The "Sarcasm" Detector

😂 AI doesn't get the joke.

Have you ever asked an AI to write a "funny" LinkedIn post? It usually returns a cheesy pun or a "Dad joke" that makes you cringe.

AI struggles with nuance, irony, and sarcasm. It plays it safe.

Where NOT to use AI? Your Personality.

The most memorable brands in the world today aren't just informative; they are entertaining. They have a "voice."

Don't let AI sanitise your personality. If you're sarcastic in real life, be sarcastic in your copy. If you have a dry wit, use it. Safe is boring. And boring is invisible.

22/02/2026

The "Battle Scars" Story

🩹 AI has data. It doesn't have scars.

You can ask ChatGPT how to run a marketing campaign. It will give you the textbook answer.

But it won't tell you about the time you accidentally spent $5k in a weekend because you forgot to set a cap. It won't tell you how you saved the account by calling the client at 8 PM on a Friday.

Where NOT to use AI? Your "War Stories."

In B2B, clients don't just buy competence; they buy insurance. They want to know you've seen things go wrong and know how to fix them.

Share the failure. Share the scar. That’s something a language model can never replicate.

20/02/2026

The "Room Reader" (Context)
🌡️ AI can read the data. It can't read the room.

You can ask AI to write a pitch email. It will write a grammatically perfect, logical sales pitch. And it might fail completely.

Why? Because AI doesn't know that your prospect's company just announced a hiring freeze yesterday. It doesn't know that the industry is currently exhausted by "Hustle Culture" posts.

Where NOT to use AI? Timing & Tone.

Marketing isn't just about what you say; it's about when and how you say it. Context is the difference between a "Thought Leader" and "Tone Deaf."

Use AI to build the framework. But use your intuition to check the temperature before you hit publish.