Marketing Unfiltered

In this episode of Marketing Unfiltered, I’m doing something a little different... I’m taking you back to the beginning, to my very first social media management client, when I was working full time and building my business on the side, and the two lessons I walked away with that completely changed how I run everything today.

We're diving into what went wrong, what I didn’t know, what I wish I’d said, and why I’m still grateful for that first client more than any that came after.

In this episode I share:

• Why marketing does not equal sales and the important distinction your clients (and you) need to understand before starting any business engagement
• What happened when my first client’s accountant asked about ROI and why I wasn’t prepared to have that conversation
• How to set realistic expectations around your service from day one — what you can be held accountable for, and what you can’t
• Why I started messaging clients outside my own business hours and what that actually created
• The email I had to send to all my clients when I realised I’d overstepped my own boundaries and how they responded
• Why overstepping your own boundaries isn’t generosity, it’s an unsustainable standard you’ll eventually have to undo
• Exactly how I onboard clients now — business hours, Telegram response times, no-show policies, and the Notion portal that sets the tone for our work from day one
• Why when you don’t have boundaries, your clients don’t know where the lines are either

The way you show up in the client relationship is a direct reflection of how seriously you take your business. If you don’t respect your own boundaries, you can’t expect your clients to either.

🎧 Make sure you’re following the podcast so you don’t miss upcoming episodes.

📲 LETS CONNECT — ⁠⁠⁠⁠⁠click to find me on IG, TikTok and see ways to work together: https://msha.ke/hotmessmedia

In this episode of Marketing Unfiltered, I'm taking you through exactly what's in my content creation kit — the equipment I personally use and recommend to clients to create high quality social media content without overcomplicating it or spending a fortune on tech you don't need.

As a marketing consultant, agency owner, and podcast and content studio owner, good quality content is everything. But one of the biggest misconceptions I see from business owners is that you need the latest, most expensive camera equipment to create content that looks and sounds great. You don't, and that's exactly what I'm breaking down in this episode:

• Why your iPhone is probably the best content creation tool you already own
• Why I always recommend filming on the back camera and uploading in 1080p HD (and what happens when you don't)
• The DJI Osmo Pocket 3 — what I use it for, why I love it, and whether it's worth the investment for business owners
• Microphone options at every price point — from the DJI Mini Mics I'm currently using to the $9 Officeworks option that still gets the job done
• Why wired headphones are one of the most underrated content creation tools and how they can immediately lift your audio quality
• The $25 Amazon tripod that lives in my bag and why every business owner needs one
• The SD card iPhone adapter that saves me time on every single content shoot
• Why you should be hiring a videographer before you invest in a DSLR, and what to spend your money on instead

Whether you're a sole operator just starting out with your content or a service-based business owner looking to lift the quality of what you're putting out, this episode will show you that great content doesn't require great expense. It simply requires the right tools, used the right way.

🎧 Make sure you're following the podcast so you don't miss upcoming episodes.

📲 LETS CONNECT — ⁠⁠⁠⁠⁠click to find me on IG, TikTok and see ways to work together: https://msha.ke/hotmessmedia

In this episode of Marketing Unfiltered, I'm sharing something a little different — my full naturopath update, seven months in. If you've been following along on Instagram, you'll know I started working with a naturopath earlier this year after months of feeling genuinely awful and getting no real answers from my GP. Today I'm giving you the whole story, from the beginning to where I'm at right now.

Health has always been a non-negotiable for me. Growing up with a dad who has been unwell for most of my life with an autoimmune condition, I have never taken my health for granted. And this year, when I couldn't get out of bed without feeling sick, couldn't eat properly, and was taking client calls from the couch, I knew I needed to find someone who would actually get to the root cause rather than dismiss me with inconclusive results.

That person was Mia, my naturopath I connected with through a business program we were both in, and honestly, working with her has been one of the best decisions I've made.

In this episode I share:

• Why I decided to work with a naturopath after months of feeling unwell and getting no clear answers from conventional medicine
• My history with an autoimmune condition (seronegative arthropathy) diagnosed at 19, and how it connects to everything I've experienced this year
• What my first 90-minute naturopath consultation looked like and how thorough the process actually was
• What my blood work and gut microbiome testing revealed — inflammation, ferritin levels, vitamin D, iodine, zinc, and more
• How I went from dreading getting out of bed every morning to feeling completely different within a few months
• Why our healthcare system is reactive, not proactive — and why I believe in working with specialists who actually want to prevent problems, not just treat them
• My latest blood test results and what we're still working on
• Why I'd recommend working with a naturopath to anyone who feels like they've been dismissed or can't get a straight answer

You have 99 problems until your health is one... and then it's the only problem. This episode is for anyone who's been putting their health on the back burner, or who's been told everything is "fine" when they know something isn't.

🎧 Make sure you're following the podcast so you don't miss upcoming episodes.

📲 LETS CONNECT — ⁠⁠⁠⁠⁠click to find me on IG, TikTok and see ways to work together: https://msha.ke/hotmessmedia

In this episode of Marketing Unfiltered, I'm calling out one of the most common (and most expensive) habits I see in service-based businesses: building your entire content marketing strategy around how you feel on the day.

"I'll post when I'm inspired."

"I create my best content when I'm in flow."

Sound familiar? I hear it constantly, and while it sounds reasonable, waiting for motivation is quietly costing you consistency, reach, inquiries, and clients.

Marketing isn't a feeling, it's a system, and in this episode I break down exactly what that means and what it looks like to build one.

In this episode we cover:

• Why "posting when inspired" is the most expensive content marketing habit a business owner can have
• What actually happens to your reach, algorithm performance, and inquiries when you post sporadically
• Why the business owners you admire aren't more motivated than you, they're more structured
• How I helped a client eliminate content resistance by implementing a simple three-pillar system mapped to set days of the week
• Why decision fatigue is the real reason most content doesn't get created, and how to remove it
• How one of my clients built a minimum content output clause into her team contracts (and why every business owner needs this mindset)
• Why the moment you treat content as optional, it becomes optional
• What a content system actually includes — pillars, cadence, content blocks, data review, and how to put it all together in a way that works for you
• Why structure doesn't kill creativity, it gives it somewhere to consistently show up

Your audience doesn't care if you felt inspired when you posted. They care that you showed up, that what you said was relevant to them, and that you keep showing up consistently enough that they trust you. That's what converts, and that's what a structured system gives you.

🎧 Make sure you're following the podcast so you don't miss upcoming episodes, we post weekly.
📲 LETS CONNECT — ⁠⁠⁠⁠⁠click to find me on IG, TikTok and see ways to work together: https://msha.ke/hotmessmedia

In this episode of Marketing Unfiltered, I'm talking about something that comes up in almost every client conversation I have; the freedom paradox.

You started your business because you wanted freedom, flexibility, the ability to work for yourself, on your own terms, without asking anyone for permission, and then somewhere along the way, you ended up chained to your desk, working longer hours than you ever did in a 9 to 5, and wondering where the freedom went.

This one is personal because I've been there too, and I want to talk honestly about why it happens, what's actually driving it, and how to start building your business by design rather than by default.

In this episode we cover:

• What the freedom paradox actually is and why it's so common among service-based business owners and coaches
• Why businesses grow in volume before they grow in structure and how that's the root of feeling trapped
• The difference between freedom as the absence of responsibility and freedom as the presence of choice
• How I personally structure my week, including a four day work week, and why that works for me without sacrificing income or growth
• Why hustle culture and the people around you can pull you away from building a business that actually suits your life
• The systems, automations, and structures that free up your time without sacrificing the quality of your client experience
• Why "I don't have time for content" is never really about time and what it's actually telling you about your business
• How to build a business in alignment with the life you actually want, whether that's more time with your kids, working from anywhere, or simply having the choice

Freedom isn't working less. It's working with intention and making sure the business you're building actually reflects the life you set out to create.

🎧 Make sure you're following the podcast so you don't miss upcoming episodes.📲 LETS CONNECT — ⁠⁠⁠⁠⁠click to find me on IG, TikTok and see ways to work together: https://msha.ke/hotmessmedia

In this episode of Marketing Unfiltered, I'm getting personal and calling out the wellness "rules" that the health and fitness world tells you to follow religiously, that I break every single day. And genuinely, my nervous system has never been better.

As someone who's come from the bodybuilding world, has done three competitive shows, works with a naturopath, trains regularly, tracks macros, and has previously been diagnosed with anxiety and depression, I think I've earned the right to say: health doesn't have to look the way the internet tells you it does.

This episode started as an Instagram post and turned into a full conversation because honestly, this is something I could yap about forever.

In this episode I break down:

• The 5 wellness and health rules I break as a founder and why I have zero plans to stop

• My personal health backstory — from competitive bodybuilding to working with a naturopath to get to the root cause of everything
• Why a regulated nervous system doesn't have to come with a strict wellness routine
• The reminder that what works for one person genuinely won't work for another and that's completely okay

If you've been feeling guilty for not doing the 90-minute phone-free morning or the elaborate wind-down routine, this episode is your permission slip to simply just do what works for you.

🎧 Make sure you're following the podcast so you don't miss upcoming episodes.📲 LETS CONNECT — ⁠⁠⁠⁠⁠click to find me on IG, TikTok and see ways to work together: https://msha.ke/hotmessmedia

In this episode of Marketing Unfiltered, I'm talking about something that doesn't get spoken about nearly enough in the online business space — the difference between earning money and actually building wealth.

Spoiler: they are not the same thing.

Growing up with a mum who's an accountant and a dad who's been financially savvy my whole life, I learnt early that income is just the starting point. What you do with that income is what creates real wealth, and for most business owners, those two things are often blurred.

If you've ever thought "I just need to earn more" — this episode is going to shift the way you think about money, business, and your financial future.

In this episode we cover:

• The difference between earning a good income and building wealth
• Why your business is your income plan, not your wealth plan
• How I structured my business as a company from day one to protect my personal assets — property, shares, and more
• What building wealth actually looks like in practice and what I'm personally doing
• Why having money sitting in a bank account is one of the worst wealth-building strategies
• The mindset shift from "I need to earn more" to "I need my money to do more" and why it changes everything
• How building wealth outside your business makes you a calmer, more confident business owner

This isn't financial advice, it's real talk from someone who's been intentional about building a financial life that exists beyond her business.

If you've never sat down and thought about what your financial future looks like outside of your business, consider this your sign to start.

🎧 Make sure you're following the podcast so you don't miss upcoming episodes.📲 LETS CONNECT — ⁠⁠⁠⁠⁠click to find me on IG, TikTok and see ways to work together: https://msha.ke/hotmessmedia

In this episode of Marketing Unfiltered, I'm getting personal and talking about something most people who follow me probably don't know about me.

I have a Bachelor of Journalism and a Bachelor of Communication and Media (majoring in Digital Media) from the University of Wollongong, and I almost never talk about it.

Why? Because when I think about the career and businesses I've built, the degrees are honestly pretty far down the list of what got me here.

Six years on from finishing a four-and-a-half year double degree, I finally have the hindsight to give you my honest take — what university gave me, what it didn't, and whether I think you actually need a degree to build a successful business or marketing career in 2024.

Spoiler: you don't.

In this episode I share:

• Why I chose journalism and communications and what I actually thought I'd be doing with my life
• What my double degree genuinely gave me (and where it fell completely flat)
• Why social media and marketing degrees are almost always outdated before you even graduate
• The real skills that matter in business and why none of them are taught in a lecture theatre
• What I'd invest in instead of a university degree if I was starting again
• Why lived experience and real-world experimentation will always outpace a certification
• What I'd say to an 18-year-old leaving school, someone mid-degree questioning whether to finish, and an established business owner who feels like they're missing something because they didn't study

Whether you're considering university, mid-degree, or years into running your own business without a formal qualification — this one's for you. Your results are your qualification and no piece of paper is going to change that.

🎧 Make sure you're following the podcast so you don't miss upcoming episodes.📲 LETS CONNECT — ⁠⁠⁠⁠⁠click to find me on IG, TikTok and see ways to work together: https://msha.ke/hotmessmedia

Why does creating content feel effortless for some business owners… while others spend hours overthinking every post?

In this episode of Marketing Unfiltered, I'm joined by fitness coach, online entrepreneur, and podcast host Jess Hugo for an honest conversation about content creation, personal branding, consistency, and what it really takes to build a business online.

Jess shares how she built a successful coaching business by simply being herself online, why content has always come naturally to her, and how staying in your own lane is often the biggest competitive advantage you can have. We also talk about why comparison is one of the fastest ways to kill creativity, the importance of having an opinion, and why trying to copy other creators will only hold your business back.

Beyond marketing, we dive into the realities of building a business while maintaining your health, navigating weight gain in relationships, creating sustainable habits, and why your personal experiences can become some of your most valuable content. Because the stories you've lived are often the ones your audience needs to hear the most.

If you're a service-based business owner, coach, or entrepreneur who's struggling with content ideas, consistency, showing up confidently online, or finding your own voice, this episode will remind you that great content isn't about having the best camera, the perfect strategy, or following every trend.

It's about building a personal brand people genuinely connect with. When you're clear on who you are, what you stand for, and who you want to help, content becomes a whole lot easier.

🎧 Make sure you’re following the podcast so you don’t miss upcoming episodes.

📲 LETS CONNECT — ⁠⁠⁠⁠⁠click to find me on IG, TikTok and see ways to work together: https://msha.ke/hotmessmedia

And if you love her vibe, follow Jess here: @itsjesshugo

In this episode of Marketing Unfiltered, I'm sharing a story time that turned into one of the most frustrating (and eye-opening) business lessons I've had in a while. If you've been following the Casa Sociale podcast studio build on Instagram, you'll know it's still not open. And the reason? Curtains. Specifically, curtains that arrived incomplete, and a customer service experience that has been a masterclass in exactly what not to do.

Over the past few weeks, I've been chasing a company for missing curtain tracks, following up more times than I can count, and receiving a completely different story every time they've bothered to respond. The curtains arriving incorrectly? I can live with that, mistakes happen. But the lack of proactive communication, the silence, and their inconsistency is what's cost them my trust and my future business.

In this episode I break down the real lesson behind the curtain debacle: why proactive client communication is one of the most important (and underrated) parts of running a successful service-based business, and what happens to your reputation, your client relationships, and your revenue when you get it wrong.

We cover:

• Why the mistake is rarely the problem, but how you handle it is everything
• The difference between proactive and reactive communication, and what it costs you to be on the wrong side of it

• Why one bad client experience will always travel further than 10 good ones
• Simple, practical ways to build proactive communication into your client experience starting now

Whether you're a coach, service provider, or small business owner, this episode is your reminder that a little communication, given early, prevents a lot of damage control later.

🎧 Make sure you're following the podcast so you don't miss upcoming episodes.
📲 LETS CONNECT — ⁠⁠⁠⁠⁠click to find me on IG, TikTok and see ways to work together: https://msha.ke/hotmessmedia

If you want to see what I'm building at Casa Sociale, click here.