Small Business Casual: Content Marketing, Productivity, Customer Experience for Entrepreneurs & Creators

Text Emily!

Have you been burned by bro marketing? Exhausted by all the social media hacks? Underwhelmed with the "just manifest it" advice? 

If so, you're going to LOVE the wisdom of my guest, Jessica Lackey. 

Jessica reminds us that when you play by their rules, the house always wins in the entrepreneurial casino. 

We discuss how to stop betting on tactics and build a business that actually works for YOU as we tackle some of the bigger, better questions. 

In our conversation about Leaving the Casino:  

• What does being in a casino have to do with entrepreneurship? 
• How to identify which type of business you're running and what that might mean for your marketing 
• How to determine your stage of growth and use it as a filter for focus and the actions that matter most 
• What is ENOUGH? 
• The myth of passive income 
• Why more isn't always a good thing
• And more (despite having said more isn't always a good thing in my previous bullet point 🤪 but if you're reading the show notes, at least you'll get a chuckle) 

About Jessica - Links & Resources 

Jessica Lackey is a business systems consultant and guide. She brings both corporate sophistication and soulful wisdom to the table to help established service providers build sustainable businesses. She’s worked with over 60 entrepreneurs 1:1, served as a fractional COO for multiple 7-figure organizations, and helped hundreds of business owners through her memberships and programs. She brings an exceptional depth of business knowledge, a genuine care for her client’s success, and the ability to make complex business concepts practical and actionable.

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About the Host, Emily Aborn 

Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 121+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. 

Got a Question for the Show? Email Me! [email protected]

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Text Emily!

Do you feel guilty if you don't post or engage on social media for a week? Do you feel like you did something WRONG if you just spent an hour scrolling instead of being productive?

I recently asked this question about social media guilt on LinkedIn, asking people to share their experience with this no-win guilt phenomenon, and the comments and solidarity totally surprised me! Lots of people felt equally guilty posting as they did NOT posting! People felt just as bad being ON it as they did NOT being on it. 

Something sparked in me well beyond social media guilt... I think businesses feel guilt in a whole lot of other ways, too. Even if they didn't do anything "wrong"! 

Making too much money, not enough money, saying no to clients, taking a break, working too much, the list goes on... 

Let's unpack the TRUTH about guilt and talk about how to overcome it to get us back on track with how we want to feel and be: 

Inside the episode: 

• Guilt vs. shame: Which is which, and do they really motivate us to change? 
• False guilt vs. real guilt 
• The guilt inventory: Oh, the things we can inflict upon ourselves! 
• Should you feel guilty marketing your business when the world is falling apart? 
• Why guilt isn't a productive emotion and how to turn it into beneficial thoughts and behaviors 

Resources, Links & Key Takeaways: 

👋🏼 Welcome to our new listener, Richard, of Groove Fitness, who said hello to me from Belgium!! Follow him on Instagram HERE 🪩💃🏻

Guilt isn't always bad: It can signal misalignment and show you where you need to course-correct

A lot of entrepreneurial guilt is false guilt or borrowed guilt: Who's telling you that what you're doing is WRONG? Is that your voice or someone else's expectations? 

Guilt implies there's a right way and a wrong way and you're not doing it RIGHT. Usually, there's no right/wrong, you're doing it your way.

People who make you feel guilty for XYZ: Might be on a guilt trip of their own. Don't take on their guilt. Don't borrow anyone else's moral compass.  

Tangible Steps to Unpacking Guilt: 

1. Specifically name the guilt 

2. Ask where the voice of guilt is coming from 

3. Check it against YOUR values (not that external voice's values) 

4. Give yourself permission to do things your way 

5. Reframe the action: i.e., "I feel guilty for resting." → "Rested and recharged is how I do my best work." 

About Me & Let's Connect 

Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 121+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. 

Got a Question for the Show? Email Me! [email protected]

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Text Emily!

Over 80% of internet users rely on search engines regularly, and billions of searches happen every day! If you're not thinking about how people find you through search, you're missing a massive opportunity for your business. 

In this episode of Small Business Casual, I’m joined by Marketing and Business Strategy Consultant, Sarah Moon, for a deep dive into what’s working in search in 2026

We go beyond keywords and algorithm hacks and instead look at building a solid foundation, establishing true topical authority, and sharing your human expertise, all while playing nice with Google, AI chatbots, YouTube, and more. 

Sarah breaks down her “layer cake” approach to modern SEO and walks us through establishing core topics, building a hub-and-spoke system, and creating content people and search engines will find delicious! 

We dig into: 

• What on earth is Dog Dancing? Click HERE to watch a dog-dancing video! 
• How large language models (LLM’s) are changing discoverability and visibility
• Where AI fits (and doesn’t) in your content 
• Why your unique insights and credibility matter more than ever
• How to future-proof your website in a world of chatbots and constant change 
• And more! 

About Sarah Moon & Resources Mentioned 

Sarah Moon is a Portland, Oregon-based marketing and business strategy consultant who founded Sarah Moon Consulting in 2008. She specializes in helping conscious entrepreneurs and thought leaders increase their online visibility using her proprietary, SEO-fueled Alignthority® System. Her work focuses on data-informed ethical, sustainable, and tailored marketing strategies. When she's not supporting awesome clients doing awesome work, you'll find her practicing dog dancing (yes, really), befriending local crows, or baking sourdough to share with her neighbors. Find her at sarahmoon.com!

Google Business Profile Workshop Tuesday, April 14th @ 4pm ET 

Engineer Luck with SEO: FREE SEO Course

50 Post Titles for Business Blogs: FREE E-Book

Website: sarahmoon.net/

Instagram: instagram.com/sarahmoonco/

LinkedIn: linkedin.com/in/sarahmoon/

YouTube: youtube.com/@sarahmoonco

About Me, Host Emily Aborn

Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 121+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. 

Got a Question for the Show? Email Me! [email protected]

Website | Facebook | Instagram | LinkedIn | Substack

Text Emily!

Calling all word nerds!! 

And, of course, non-word nerds who are ready to start writing with more impact. 

This episode is for you! 

We’re getting tactical and hands-on as I share tiny writing shifts that make a massive difference in how your emails, social posts, web copy, and marketing land. 

These aren’t complicated shifts. You don’t need an MFA in Creative Writing or to spend the next year curled up with your dictionary... these are simple, small, specific shifts that will help make your writing clearer, punchier, and more effective. 

Inside the episode: 

• Building better bullets 
• Ending sentences on a power word 
• STOP saying, "cut the fluff!": my no-fluff reminder to CUT the fluff in your content 
• Shifting from passive → active voice 
• Varying your sentence lengths
• And MORE! 

Resources & Links Mentioned 

👉🏻 EXTENDED SHOW NOTES

About Me & Let's Connect 

I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. With over a decade of copywriting experience in 121+ industries, I help small businesses grow with marketing that makes a distinct imprint. I take a big picture approach and genuine connection as I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. 

Email: [email protected]

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LinkedIn

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Text Emily!

In the world of AI, misinformation, and a whole lot of suspicious stuff out there in the ether... building trust matters more than ever as small business owners and creators! 

In this episode, we’re going to get into what you can do to build it apart from simply saying, “Trust me!” 

We're laying a foundation of trust by addressing 5 important pillars you can't afford to overlook. Plus, a bonus one that so many people neglect to strengthen!

Inside the episode: 

• What is trust really? Is it the same for everyone? 
• How consistency builds trust 
• Words that show competency (and incompetency) 
• Building trust by showing you CARE
• Where transparency and honesty play a role in business 
• The crucial pillar of integrity 
• Collaborations and endorsements as a vital trust bolster 
• And more! 

Resources & Links Mentioned 

Tad Hargrove's "Build Trust But Not in the Way You Think" Reel on Instagram @marketingforhippies

About Me & Let's Connect 

I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. With over a decade of copywriting experience in 121+ industries, I help small businesses grow with marketing that makes a distinct imprint. I take a big picture approach and genuine connection as I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. 

Email: [email protected]

Website

Facebook

Instagram

LinkedIn

Substack

Text Emily!

Entrepreneur, Freelancer, Self-Employed, Business Owner, Small Business Owner, Founder, CEO... what's in a name? 

Don't they all just mean the same thing? Does it even matter what we call ourselves? Does it matter what we call our clients? 

In this episode, we’ll explore why "entrepreneur" vs. "small business owner" feel a bit different. We'll get into what they actually each MEAN on paper, and we’ll identify together which one YOU might be while giving you permission to reject both if you so choose. 

What you'll learn: 

• What these labels actually mean (and who's deciding what they mean)
• Why "entrepreneur" can feel icky to some and empowering to others 
• Why "small business owner" feels limiting for some (and grounding to others)
• What’s freelancing and self-employment got to do with it 
• How to choose what to call yourself (or reject the labels entirely)
• What should you call your B2B clients and customers? 
• And more! 

Connect with Me! 

I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. With over a decade of copywriting experience in 120+ industries, I help small businesses grow with marketing that makes a distinct imprint. I take a big picture approach and genuine connection as I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. 

Email: [email protected]

Website

Facebook

Instagram

LinkedIn

Substack

Text Emily!

Words aren't neutral. The specific words you choose shape how people perceive you, your business, and your message.

Sometimes, it's just a word, and trying to find the exact right one is just overthinking in disguise, and sometimes... the tiniest words matter. 

Two words, two different ways of saying the same thing, can feel completely different and set a totally different tone. 

Semantics is defined as: the branch of linguistics concerned with meaning. You get into word origins, context, implications, word relations, structures, and  more. 

In this episode, we're getting into whether or not it is just a matter of semantics or if it's something to look at more closely. 

• Real examples of how word choice shifts meaning
• Should you say "fully booked" "at capacity" or "busy"? 
• Why vague language kills your message
• Words that sound professional but mean absolutely nothing
• A few tips on how to choose words that actually land
• And more 

Links & References Mentioned: 

John McWhorter - articles on the NYT

What to Expect in 2026 featuring linguist, John McWhorter

Grammar Girl Podcast with Mignon Fogarty 

The Karen Kenney Show, hosted by Karen Kenney 

"I hate terminological arguments. Nothing important rests on the specific words we use so long as we understand each other.” - Paul Bloom

Let's Connect! 

I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. With over a decade of copywriting experience in 120+ industries, I help small businesses grow with marketing that makes a distinct imprint. I take a big picture approach and genuine connection as I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. 

Email: [email protected]

Website

Facebook

Instagram

LinkedIn

Substack

Text Emily!

You know what I'm talking about... 

That ONE thing that's been sitting on your to-do list for weeks, taking up mental real estate, making you feel behind. I can all but guarantee that the mental weight of NOT doing it takes WAY more energy than just doing the damn thing!

In this week's Love Note, I share with you the results of my mini-four-week Love Notes Experiment and challenge you to pick your one 10-minute (or less) task that's been haunting you.

Together, let's knock it out. Feel lighter. More accomplished. And wonder why in the Hellsinki we waited so long! 

Until next week, keep on experimenting! 

About the Host, Emily Aborn | Small Business Copywriter 

From hypnosis to wind turbines, I've written it all! With experience in over 120 industries in marketing and copywriting, I help small businesses grow with the words that shape worlds and make a distinct imprint. I take a big picture approach and craft genuine connections as I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. 🧘🏻‍♀️

Email: [email protected]

Website

Facebook

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LinkedIn

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Text Emily!

We're wrapping up our series exploring Don Miguel Ruiz’s book and philosophy, The Four Agreements, and applying it to our modern businesses and creative endeavors. 

Marketing, content creation, client relationships, boundaries, and perhaps most importantly, your relationship with YOURSELF, we’re going to examine what it means to do your best, not to be confused with "be perfect". This is Part the final episode of the four-part series, so make sure you catch each one and enjoy the journaling prompts and self-exploration along the way.

In the episode: 

• What doing your best actually is (and isn’t) 
• Why this can be such a hard one for so many of us as business owners 
• How to redefine what YOUR best looks like for you so you can show up sustainably
• Journaling prompts for self-reflection
• And more! 

Journal Prompt #1) 

What does 'my best' look like today - not in an ideal world, but given my ACTUAL capacity right now? What do you ACTUALLY have to give today? What would it look like to show up with integrity at that level?

Journal Prompt. #2) 

Where am I confusing "doing my best" with "doing MORE"? What would change if I redefined my best to include rest and boundaries? Are you pushing yourself past your limits in the name of "doing your best"? What would it look like to do your best AND protect your capacity?

Resources & Associated Episodes 

Link to Don Miguel Ruiz's The Four Agreements (link is to ThriftBooks)

Karen Kenney's Actions are the Voice of the Heart podcast episode

Part I) The Hidden Cost of Broken Promises

Part II) It's Not About You 

Part III) Stop Guessing, Start Asking

Connect with Me! 

I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. With over a decade of copywriting experience in 120+ industries, I help small businesses grow with marketing that makes a distinct imprint. I take a big picture approach and genuine connection as I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. 

Email: [email protected]

Website

Facebook

Instagram

LinkedIn

Substack

Text Emily!

OOPS! I already failed on my ten-minute self-induced time cap for these weekly love notes. Forgive me this once, and I will try not to let it happen again! 

I had too much GOOD stuff to share with you this week! I'm sharing five perhaps uncommon things that have been helping me feel happier lately. 

Big time happiness boosters sans dopamine crash and without the cost of selling your soul to the social media scroll.

Inside the episode: 

• What it means to be a 2%-er
• How texting or reaching out to someone can turn the beat around
• Reviving the handwritten letters and cards
• Why I recommend reading a book in a day (and not calling it lazy!) 
• And how looking at things you don't usually see can spark creativity and joy 

Resources Mentioned: 

14-Day "Real Attention" Challenge References: The Waking Up App 

Good Life Project: "A Different Take on Excellent that Changes Everything with Brad Stulberg" 

Kelsey Green's Episode on Digital Minimalism and the Screen-Free Challenge 

Tonya Leigh's School of Self-Image Podcast "Make Any Decision in Under 60 Seconds" 

Quotes: 

“In a world engineered for comfort, ninety-eight percent of us unconsciously take the easy route.” -Michael Easter

“When we perpetually optimize for what’s right in front of us, it doesn’t mean we’re necessarily optimizing for the long term and a life well-lived." -Jonathan Fields

About the Host, Emily Aborn | Small Business Copywriter 

From hypnosis to wind turbines, I've written it all! With experience in over 120 industries in marketing and copywriting, I help small businesses grow with the words that shape worlds and make a distinct imprint. I take a big picture approach and craft genuine connections as I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. 🧘🏻‍♀️

Email: [email protected]

Website

Facebook

Instagram

LinkedIn

Substack