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Small Business Casual

Where small business meets your favorite pair of slippers.A little quirky, not too buttoned up, one less accessory, ahhh… just right.Welcome to Small Business Casual, where we focus on designing sustainable, cozy, and thriving businesses tailored to your LIFE. Not the other way around!From general business and marketing to making sense of the behind-the-scenes chaos, I’m Emily Aborn, your host and Small Business Copywriter!I’m here to walk alongside you as we make running our businesses less of a

business entrepreneurship

All Episodes

23:06

Don't Make Them Cry to Get Them to Buy!

Small Business Casual ·

2025/02/04

Text Emily! Pain point marketing is marketing that highlights a problem your audience is experiencing and positions your product or service as the solution. It's easy, creates an urgency, lack, need, and reminds them of just how badly they hurt! Pain point marketing works and often grabs attention or raises alarm, but at what end? In this episode, I share my own thoughts on pain point marketing and why I don't rely on making them cry to get them to buy. Inside this episode on pain poin...

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22:16

What's In it For ME? Focusing on Benefits vs. Features

Small Business Casual ·

2025/01/28

Text Emily! On Christmas Day, I wrote a poem. Not to be confused with a Christmas poem, it was a poem about a zipper. An underrated, underestimated piece of fashion, function, and form, and all it has to offer the world. A series of events around the poem is where I got the idea for THIS episode on Features vs. Benefits and why focusing on the benefits is important! In the episode: What's the difference between a feature and a benefit? Product features vs. service-based business fea...

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21:42

Making Stories Work in Your Content

Small Business Casual ·

2025/01/21

Text Emily! A client asked me recently a GREAT question about using stories in her content specifically when she might not want to share ALL the details. I turned her story into one that can benefit YOU as we discuss how to tell your stories more effectively and intentionally. I hope you walk away inspired to bring more stories into your content and less stuck in overthinking when you do! Why stories in your content Types of stories you can tell in your business and marketingTe...

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23:25

Just Say "No" to Bro Marketing

Small Business Casual ·

2025/01/14

Text Emily! Aggressive, manipulative, disingenuous marketing that prioritizes quick wins and profit over authentic connection and value is OUT. Cozy, human-centered, ethical, kind marketing is IN! In this episode, we break down the concept of "bro-marketing" as I help you steer clear of the obvious (and not so obvious) versions I see business owners tempted to try. Scarcity tactics, pain points, one-size-fits-all solutions and formulas, clickbait, disguises, inflation, and endl...

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21:19

Microdosing Your Marketing: 5 Micro-Actions to Boost...

Small Business Casual ·

2025/01/07

Text Emily! Especially when facing down the starting line of a New Year or similarly blank slates... it can feel overwhelming, daunting, even debilitating. You might have big ideas, goals, dreams, it might feel like you need to get back to doing everything and everything needs to be done NOW - right outta' the gate. The key for me to both recover, get things done I want to, AND stave off the ever-looming overwhelm is to microdosing. I'm not talking about magic mushrooms or something...

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41:17

4 Top Takeaways from 53 Podcast Guest Interviews

Small Business Casual ·

2024/12/31

Text Emily! This past year, one of my main focuses was on podcast guesting. And focus I did. After 53 interviews and podcast guesting experiences, I lived to tell about it and I'm sharing some behind-the-scenes, do's, don'ts, and realities of visibility through podcast guesting. This episode will help you if you're looking for more podcast guesting opportunities, want to be a better host, or are a business owner who wants to become a better collaborator in any capacity. Inside ...

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29:53

Do You Hear What I Hear? The 5 levels of listening

Small Business Casual ·

2024/12/24

Text Emily! You probably don't need me to tell you that listening is key for relationships, business, and growth. Did you know it's ALSO important in your content and marketing?! Listening can help: 1. Build connection and relationships 2. Understand challenges, struggles, and needs 3. Assume less and make insight and information-based decisions In this episode, we'll get into the implications of not listening and the benefits of moving up the 5 levels of l...

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27:18

4 Lessons Learned in 2024 to Inform Your Future...

Small Business Casual ·

2024/12/17

Text Emily! In this episode, I'll get into my top lessons learned in the content marketing world this past year and translate them into TIPS to inform your future marketing as we embark onward into a New Year. We talk about: Why reciprocity is KEY in business, marketing, and collaborationsThe real truth about all those shiny ideas we come up withTop TIPS for amplifying your voice and content in the NY Asking for what you want in life and business And more! Resources &...

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34:20

Let's Talk Boundaries! Setting boundaries for life...

Small Business Casual ·

2024/12/10

Text Emily! I know, I know... setting boundaries is hard. You have a soft spot in your heart, you just want to make people happy, make someone's day, deliver everything to everyone, do all the things. AND you can't pour from a cup that's drained. Boundaries help to preserve your capacity and keep you from overcommitting to too much or misaligned endeavors. In this episode, I give you practical steps to define the boundaries YOU need for life and business and how to stick to what you...

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26:41

Weathering the Social Media Storm: Navigating what to...

Small Business Casual ·

2024/12/03

Text Emily! Leave a VoicemailSometimes, there aren't words. And sometimes, it's OK not to have any. It's ok to do what you need: take your time, step away, unfollow, unsubscribe, unfriend, pause, and NOT share everything you're thinking and feeling. Today, I want to get into an issue I've faced in my own business as I navigate marketing myself on social media when life gets lifey. I don't have the answers, but I can help you find your own answers to: What and when to shareHow vulne...

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32:01

Your Marketing Blueprint Made Easy(er)

Small Business Casual ·

2024/11/26

Text Emily! Leave a VoicemailDo you feel like you just need a solid content marketing plan and you'll be good to go? Do you struggle to plan and now where to start? "It'll all be great, you just need a plan," they say... But how on earth are you actually supposed to make a content and marketing plan that you can execute and follow through on? Where do you start? What should you include? How specific and granular do you get? In this episode, I'm going to give you some ideas for planning c...

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31:56

Reels vs. Stories, pivoting with confidence, platform...

Small Business Casual ·

2024/11/19

Text Emily! Leave a VoicemailThis week, we're diving into questions I get asked often as a marketing consultant and copywriter, as well as questions submitted by listeners like you! In this episode, I answer: How to confidently decide on and share a pivot in your business? Questions to help you choose when to keep and when to let go of: services and products, clients, prices, collaborations, events, marketing platforms, and more! How do you ACTUALLY build know, like, and trust?...

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34:58

What a Tattoo Taught Me About Business

Small Business Casual ·

2024/11/12

Text Emily! Leave a VoicemailSpoiler alert: I recently got my first tattoo!Not only am I very happy with my new ink, the experience also gave me a ton of insight into the overwhelm many of our clients and customers experience when trying to determine who to choose and work with! Today, I bring you a personal story that taught me valuable lessons about business, standing out, sharing your values, decision-making, and more! Our clients feel overwhelmed by choices How to consider ...

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24:15

6 Ideas to Make Marketing Less Dreadful

Small Business Casual ·

2024/11/05

Text Emily! Many entrepreneurs and small business owners I talk to DREAD creating content. I hear all the reasons: You get stuck thinking of ideas You overthinking everythingYou feel overwhelmed by itYou think you need to plan everything perfectlyYou think everything needs to be perfect, impactful, helpful, valuable, business-relatedYou don't enjoy writing, recording podcasts, sending emails, posting to social media, [fill in the blank here with whatever YOU loathe] And mo...

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28:41

4 Creative Ways to "Network" (fresh ideas for...

Small Business Casual ·

2024/10/29

Text Emily! Love it, loathe it, feel meh about it… networking is STILL a huge key to growing a successful business.We can't just set it and forget it when it comes to our marketing and content, we also need to be fostering community and cultivating relationships. Ahem, meeting people. If that sounds unfun to you, I'm hoping THIS episode makes it a little funner. With four fresh ideas for building your network, no matter where you fall on the introvert-extrovert spectrum. Ready to get inspired...

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18:23

Wait, is that True!? The 4 Gates of Speech for Your...

Small Business Casual ·

2024/10/22

Text Emily! The Four Gates of Speech is a framework/philosophy for communication attributed to Rumi. A concept coming from the Sufi mystic tradition, it's a filtering system for your words to ensure: wise, intentional, and kind communication. In this episode, I apply this concept to content creation and what you're sharing in your marketing. Communication is KEY in this episode, as we dive into: The Four Gates of Speech: True, Necessary, Kind, the Right TimingWhy ensuring what ...

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30:26

The Four Tendencies for Your Marketing

Small Business Casual ·

2024/10/15

Text Emily! Leave a Voice Mail for the Show! We all face two both outer and inner expectations in life. Outer expectations are things like replying to that text your friend sent you, a client deadline, bringing the dish you promised your sister you would for Thanksgiving dinner...Inner expectations are your rules, promises, or notes to self: ie. resolutions, goals, habits, etc.How you approach and manage these expectations impacts your productivity, consistency, follow-through, and achie...

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29:10

Are you a Pioneer, Producer, Professor, or Planner?...

Small Business Casual ·

2024/10/08

Text Emily! Most businesses are generating at least SOME form of content. Which, drumroll please... means that most business owners are also Content Creators. In this episode, I share four varieties of content creators, the four genius zones of business owners. My goal is to help you see and celebrate your main strengths and then expand your comfort zone ever so slightly as you add in new skills (and players) to grow even more. What you'll learn: 4 types of content creators: Pioneer...

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32:27

4 Buyer Mindsets to Consider in Your Business

Small Business Casual ·

2024/10/01

Text Emily! "Nothing works for everyone, and nothing works all the time. This is why traditional marketing does not work for most people because they assume the rules are the same." - Scott Oldford I've shared before about various stages your clients and community might be in terms of awareness of what you offer (Symptom, Problem, Solution Aware). In this episode, we're going a level deeper and looking at why it doesn't work to use a one-size-fits-all for your unique people AND across yo...

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31:17

The Perfect Blend: Art & Science in Your Business and...

Small Business Casual ·

2024/09/24

Text Emily! I often say, "Great copy is a blend of art and science!" Today, I want to show how this concept applies to our business as a whole, and how we often weave art and science together for a successful business and website. A little creativity and artistic sprinkle over here, a beaker, and some chemical explosions over there, and voila - you’ve got yourself an entrepreneur. In this episode, we cover specifics on the art and science of websites and show you how it applies thro...

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133 results

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