If you’ve ever Googled handwritten post in the UK and then had a small financial wobble at the prices, you’re not alone. Daniella Paolozzi is proud to be a female leader of her handwritten marketing business. Choosing to market using handwritten post does not have to be a luxury beyond your marketing budget. Tune into this podcast to find out why it might be just the best decision you take in 2026!

Graham and Kevin introduce their guest Daniella Paolozzi, who describes herself as a "marketing nerd, website whisperer, and pen written direct mail enthusiast." They discuss Daniella's background in marketing and her transition to focusing on handwritten direct mail, which has proven to be a highly effective strategy for her clients across various industries.

Daniella explains how handwritten direct mail stands out in an increasingly digital world, evoking a more personal and emotional response from recipients. She shares examples of impressive results her clients have achieved, such as a builder receiving £68,000 in new business from a 5,000-piece handwritten mail campaign. The group discusses how handwritten mail can be more cost-effective than email marketing due to its higher response rates.

Daniella emphasises the importance of personalisation and customisation in her handwritten direct mail approach. She explains how her team uses technology to scale the process while maintaining a personal touch, avoiding a robotic or generic appearance. The group explores how this level of personalisation and attention to detail can help build trust and engagement with recipients.

Daniella shares her personal story, including her battle with cancer at a young age during the COVID-19 pandemic. She discusses how this experience has shaped her perspective and drive to make a positive impact through her business and charitable work, including using sustainable materials and giving back to the community.

The group discusses the challenges of podcast growth and engagement in the current landscape, as well as the potential benefits of transcribing podcast episodes to improve search engine optimization and discoverability. They explore ideas for incorporating the transcript into the podcast distribution and leveraging it for additional content opportunities.

Graham Arrowsmith

Graham founded Finely Fettled in 2014 to provide data from The UK High Net Worth Database to marketers targeting affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, creating lead generation AI Agents & Workflows and introducing the MeclabsAI Platform. Graham also provides an Answer Engine Optimisation solution to get your website in shape to be found by LLMs.

Kevin Appleby

Kevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on

Faiza has gone from Student to AI Engineer, developing valuable solutions for MicroYES and Finely Fettled clients. Her skills include AWS, Linux, and DevOps. She hails from Southern India and will complete her MSc in International Management at York St John University in early 2026. She is currently developing lead generation AI solutions for Finely Fettled and MicroYES clients.

• Faiza Khan's career progressed from student to AI Engineer via a structured path: internship → placement → full-time hire.
• Her role involves building AI agents (e.g., "Phone to Agent") and Answer Engine Optimisation (AEO) to help clients get found in LLM answers, a critical shift from traditional SEO.
• The hiring process used Handshake, a university student-focused job platform, and video interviews, where key advice for students is to speak up, slow down, smile, and make eye contact.
• AI is shifting the workforce from manual research to higher-value roles like AI architecture, with low-code/no-code tools enabling non-technical entry.

• Background: From Kadapa, Southern India, with a Bachelor of Commerce.
• Early Skill-Building: Completed a 6-month course in AWS, Linux, and DevOps in Bangalore while working in inside sales.
• UK Education: Choose York St John University for its placement year option, which Manchester Metropolitan lacks.
• Hiring Process:
• Platform: Found via Handshake, a university job platform.
• Video Interview: A key step where students answer AI-generated questions on camera.
• Career Path:
• Internship: Initial role at Finely Fettled and its brand MicroYES.
• Placement: Extended 9-month contract.
• Full-Time: Hired as an AI Engineer/Architect and Marketing Manager.

• MeclabsAI Platform: Faiza's work on this AI solutions platform includes:
• AI Agent Delivery Systems: Personalised agents, not generic chatbots.
• AI Workflows: Self-service tools, like a database query workflow on the https://finelyfettled.co.uk website.
• "Phone to Agent": A new service for small businesses.
• An AI agent answers calls using the client's specific policies and pricing.
• Designed for natural conversation (e.g., "mm-hmm" confirmations, background noise).
• Rationale: Provides cost-effective, consistent phone support for busy professionals and small businesses.
• Answer Engine Optimisation (AEO):
• Rationale: Anticipates ChatGPT providing more answers than Google by early 2028, making AEO a critical marketing strategy.
• Goal: Structure website content to be found and cited in LLM answers.
• Execution: An AI agent guides clients through the process.
• The Value of Diversity: Kevin noted Faiza's value comes from her diverse perspective (age, gender, culture), which provides fresh insights.

• Set a Clear Goal: Define a career path and stay focused.
• Use University Resources: Actively leverage career services and platforms like...

Business Coaching of mid to upper-level management, high-potential leaders, and struggling leaders is Holly Golebiowski's focus in her coaching practice.

The participants - Kevin, Graham, and Holly - greet each other and engage in some casual conversation, including discussing Holly's Polish last name and Graham's past colleague Veronica.

The group transitions the discussion to focus on business coaching and leader skills, with Kevin and Graham clarifying that the main topic is about helping leaders develop their skills.

Holly shares how she became a business coach, including her own experience working with a coach named Nan who helped her improve as a leader when she was at risk of being fired from her previous COO role. She explains the value of self-awareness and empathy as key leadership skills.

Holly provides an overview of the Leader Skills program she co-runs with Nan, including the specific skills they focus on (e.g. conflict management, time management), the format of the program (online modules plus group discussions), and the types of companies they work with (ranging from startups to large enterprises).

Holly shares positive feedback and impact of the Leader Skills program, including a 99% satisfaction rate and a money-back guarantee that no one has ever used, indicating the program's value. She also discusses how the program helps companies, especially growing startups, develop the leadership skills needed as they scale.

Graham Arrowsmith

Graham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers. He's the founder of MicroYES, a Partner for MeclabsAI, where he introduces AI Agents that you can talk to, that increase engagement, dwell time, leads and conversions. Now, Graham is offering Answer Engine Optimisation that gets you ready to be found by LLM search.

Kevin Appleby

Kevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com