How to turn passionate fans into your most powerful marketing channel, with Paul Archer

Who would you trust more to recommend a product or service - an influencer who is paid to promote it, or a friend who is a genuine fan and user of the brand? 

In this episode, we sit down with Paul Archer, founder of Duel and passionate 'advocate' for brand advocacy. He offers brilliant insight into how brands can thrive in an era in which consumer trust in brands is plummeting - but our natural faith in our friends and family remains strong. 

Paul's argument is that brands need an advocacy programme to succeed. Unlike traditional influencer marketing, which he describes as paying people to "pretend to like your brand", true advocacy taps into the enthusiasm of genuine fans who already love what you do. The key? Having a clear purpose that makes it easier for consumers to understand and align with the experience you're creating. 

Want to find out how to truly tap into the power of word-of-mouth marketing? Learn everything you need to get started, including the five-stage process brands follow to build genuine, authentic brand advocacy programmes. 

Is your marketing strategy ready for 2025? Book a free 15-min discovery call with Chris to get tailored insights to boost your brand’s growth.

👉 [Book your call with Chris now] 👈

Subscribe to our Newsletter
✒️Don't miss a hilarious fail or event by 👉 subscribing to our newsletter here. 👈 Each week we document what we are doing in our business and creative journey, I share new things I've discovered, mistakes I've made, and tons of valuable marketing tips!

Follow Chris Norton:
X
TikTok
LinkedIn

Follow Will Ockenden:
LinkedIn

Follow The Show:
TikTok
YouTube

Request a Guest To Come On The Podcast:
🎙️ Share your own marketing journey on our pod! 🌟 Click HERE to share your details on why you would be a brilliant guest and join the conversation.

Is your strategy still right for 2026? Book a free 15-min discovery call to get tailored insights to boost your brand’s growth. 👉 [Book your call with Chris now] 👈

Subscribe to our Newsletter
✒️Don't miss a hilarious mistake or free event by 👉 subscribing to our newsletter here. 👈

Follow Chris Norton:
X, TikTok, LinkedIn

Follow Will Ockenden:
LinkedIn

Follow The Show:
TikTok, YouTube