If you’ve ever felt like your advertising is a gamble — spending money without knowing what’s going to work — this episode will change the way you think about marketing. In this conversation, Paul sits down with Skip Wilson to show how business owners can move away from guesswork and start using data to make better, more predictable decisions.

Instead of relying on what worked for someone else or hoping a campaign delivers results, Skip explains how to treat advertising as a system, where data gives you clear feedback on what to fix, improve, and scale. If you want more consistent leads and greater confidence in your marketing spend, this episode gives you a practical framework to apply straight away.

What you’ll learn:

• Why most advertising starts as guesswork, and how data removes the uncertainty
• How to treat campaigns as systems and identify exactly where they’re breaking down
• The key metrics that actually matter (especially customer acquisition cost)
• Why platforms aren’t the problem, and where to focus instead
• How to forecast campaign performance before you spend your money
• How faster feedback loops and small adjustments improve results over time

At its core, this episode is about taking control of your marketing. When you understand the numbers behind your campaigns and use data to guide your decisions, advertising becomes less of a gamble and more of a repeatable growth system for your business.

Skip Wilson, founder of DRAFT Media Partners, transformed his teenage passion for copywriting into a thriving career in advertising. From pioneering digital platforms at CNN Special Project to leading iHeartMedia's digital division, Skip's journey epitomizes innovation. With accolades like "Most Intuitive Software Developer" and "Best Marketing Software Developer," Skip's expertise and acclaimed podcast empower businesses to excel in the ever-evolving marketing landscape.

www.draftadvertising.com

The Advertising Podcast

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If you’ve ever struggled to attract the right clients—or found yourself wasting time on enquiries that go nowhere—this episode is for you. In this conversation with documentary filmmaker and storyteller Chris Baron, you’ll learn how to use storytelling as a practical business tool to connect with better-fit customers, communicate your value clearly, and stand out in an increasingly noisy and AI-driven market.

Chris shares how the same storytelling principles used to pitch multi-million-dollar documentaries can be applied to everyday business conversations—from sales calls to marketing—and why getting your story right can be the difference between winning work and missing out entirely.

You'll learn:

• Why storytelling is critical in business and how it directly impacts your ability to win work
• How to make your message relatable so the right clients engage with you
• Why understanding your audience (and using data/analytics) is essential to shaping your story
• The impact of changing technology, digital platforms, and AI on content and communication
• How to adapt your messaging and business model when your market shifts
• The concept of “kill your babies”—and why letting go of ideas that aren’t working is critical to growth

This episode is a powerful reminder that storytelling isn’t just for marketers or creatives. It’s a core business skill. Whether you’re pitching, selling, or simply trying to explain what you do, the way you tell your story shapes how people perceive your value. By focusing on relatability, clarity, and staying adaptable in a fast-changing market, you can attract better clients, communicate with confidence, and position your business as the obvious choice.

Chris Baron is a documentary director and series producer with 15+ years creating award-winning factual and documentary content for the world's biggest broadcasters, including BBC, National Geographic, Discovery, CuriosityStream and Disney+. He has directed shoots across 30+ countries, from active volcanoes to undiscovered tombs, delivering some of the most ambitious productions in the world.

A scientist by background, Chris has a rare ability to translate complex ideas into content people genuinely cannot stop watching. He now works with YouTube channels and creators through his production company Frontier Films, helping them scale their productions, refine their formats and build the workflows that serious channels need to grow.

He is also the host of No Ordinary Monday, a story-driven podcast published on YouTube, exploring the defining moments in people's careers.

www.noordinarymonday.com

www.frontierfilms.tv

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