Matt Banker on how niching builds success and a balanced approach to using AI.

Ever feel like marketing is a dirty word? Like it's all about spammy emails, slick sales pages, and brute forcing a message to the masses?

My guest this week is Matt Banker, a marketing consultant who took a winding path from art school and youth ministry to finding his niche helping accounting firms communicate with clarity. He’s here to challenge everything you think you know about marketing.

This is a conversation about the counterintuitive power of niching down, the surprising link between art school critiques and marketing strategy, and why the fastest way to connect with a broad audience is to speak directly to one person. Matt breaks down the StoryBrand framework and how flipping the script—making your customer the hero of the story, not your brand—creates genuine connection and trust.

We talk about the freedom that comes from specializing, why accounting firms value creative guidance, and how to use AI as a tool to handle the tedious work so you can focus on the human, strategic thinking that truly matters. He also shares a sobering perspective on the challenges facing the next generation of creatives in an AI-driven world and why developing your own taste and doing the slow, manual work is more important than ever.

This episode is for any creative, entrepreneur, or marketer who wants to cut through the noise, build trust, and do work that actually feels human.

Find Matt:

Marketing for Accounting Firms

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Who's This For? A podcast about creating with intention for an audience of one. I'm your host, Scott Morfitt. Let's get into it.