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

Hosted by Emily Aborn

Business Entrepreneurship

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Jun 2026

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About the show

Welcome to Small Business Casual, where we focus on designing a sustainable, cozy, and thriving business tailored to your LIFE. Not the other way around! Here, small business meets your favorite pair of slippers. It's a little quirky, not too buttoned up, one less accessory, ahhh… just right. From customer service, business productivity, and content marketing to making sense-of-the-behind the scenes, chaos, I walk alongside you as we make life and business less of a roller coaster ride and more like a walk in the park (with snacks, of course!). I offer Small Business Copywriting & Content Marketing Consulting to interior designers, home trade professionals, service providers, coaches, consultants, non-profits, and entrepreneurs with a big mission! Want to be a guest on Small Business Casual? Send Emily Aborn a message on PodMatch, here: https://www.podmatch.com/member/smallbusinesscasual I do NOT accept pitches outside of PodMatch.

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July 7, 202626 min

AI "Tells" & What They're Costing Us

Text Emily! "It's not X, it's Y", the rhetorical "honestly?" and oh, the em-dashes! The overt tells and... the little gut feelings when you suspect AI... what are they costing us? When our readers and listeners' spidey senses go up, when their AI radar is activated, it can quietly cost you their trust. Which means it can also cost you business.In this episode, I walk through 10 AI "Tells" and why they matter. I also give you permission NOT to overthink and scrape your copy clean of all of them because there are always two sides to the coin. At the end of the day: You don't prove you're human by deleting em dashes, stopping your overuse of adverbs, and stripping out the Oxford commas. You prove it by being the version of you that can't be faked. Stop asking "how do I avoid looking like AI and instead, start asking "how do I sound unmistakably like me!?Resources & Links: The Atlantic - Why AI Is Incorrigibly Didactic https://www.theatlantic.com/ideas/2026/06/ai-writing-style-literature/687536/Forbes - The 7 Deadly Tells of AI Writing https://www.forbes.com/sites/charliefink/2025/06/12/the-seven-tells-of-ai-writing/Joe Casabona - 3 Signs You've Got AI Brain Rot (and How to Prevent It) https://streamlinedsolopreneur.com/ai-brain-rot/ Visit my website to learn more & connect: Emily Aborn is a Small Business Copywriter and the host of Small Business Casual, with 12+ years of copywriting experience across 122+ industries. I help you step into becoming (and sharing) the real YOU. For fun and downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence.Got a question for me or an idea for the show? Email me at emily@emilyaborn.com. Website: emilyaborn.comFacebook: @emily.catherinegraceInstagram: @emilyabornLinkedIn: @EmilyAbornSubstack: @SmallBusinessCasual

June 30, 202620 min

Leave It or Live It? Permission to Quit and the Power to Persist

Text Emily! I learned two very simple and polar opposite lessons in June: Quit what you hateKeep going on what mattersThe key is mastering the art of discernment to determine which is which!Lesson #1: Leave It - If you don't like it, quit! If something in life or business is coming up with more "cons" than "pros", you don't need to try to convince yourself it's a good fit. You can quit! If it's causing you harm, if you just don't like it anymore, if you've outgrown it, you're allowed to let it go. For now, for good, for as long as you need to. Lesson #2: Live ItThe opposite lesson is also equally important: If you really want to do, be, or achieve something... give it your all! Be it, create it, start today! The magic isn't in "faking it till you make it", it's actually making it and proving to yourself through small, consistent steps that you're the kind of person who makes REAL progress towards your goals and dreams. The Main Takeaway & Reflection: Life is a fine art of leaving the things that don't serve you and staying committed to the things that do. Some things deserve to be left behind. Some things deserve your daily commitment, one small step at a time.There’s a lot of power in knowing the difference and a lot of freedom to allow yourself to be the kind of person who does BOTH. - What are you staying in/with that you don't like (maybe you even hate it!?)? - What are you abandoning that you actually love or want to pursue? Referenced Episodes:Luis Mojica's Holistic Life Navigation (Episode 333): You're Allowed to Change Your Mind: The Forbidden Art of CancellingThe Karen Kenney Show: "Breaking Your Word"About MeI’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. I help small businesses grow with marketing that makes a distinct imprint. I believe that sharing your work goes beyond strategies, frameworks, content for content’s sake, more social media posts, more, more, more. Successful marketing starts with a big picture approach and begins with a genuine connection as you step into becoming (and sharing) the real YOU. Email: emily@emilyaborn.comWebsiteFacebookInstagramLinkedInSubstack

June 23, 202633 min

Stuff They Don't Say: The Business Owner Roller Coaster w/Kristy Ouellette

Text Emily! Since 2014, Kristy's been pivoting, innovating, and doing things differently as she stays visible in a highly competitive industry. In this episode, I sit down for a candid conversation with Kristy Ouellette, founder and owner of Mickey Guru Travel Company. We get into all the twists, turns, speed bumps, roller coaster rides, and magic of entrepreneurship: How Kristy and I met (the power of showing up) Travel agent myths and misconceptions, busted!How Kristy's stayed afloat navigating pandemics, team member challenges, tough client situations, overwhelm, and more! Why it's important to invest in yourself and your team for growth And more! About KristyKristy Ouellette is the owner of Mickey Guru Travel Company, where she and her team of travel-obsessed agents help families and friend groups book Disney, cruise, and all-inclusive vacations they’ll be talking about for years. In an industry where everyone is selling the same destinations, Kristy has built her brand by zigging when everyone else zags, including launching Talk Travel to Me, the podcast where no travel question is too basic, too bold, or too “wait, can I actually ask that?” Fair warning: listening may cause an immediate urge to book something.Website: mickeyguru.comInstagram: instagram.com/mickeygurutravelFacebook: facebook.com/MickeyGuruTravelTikTok: tiktok.com/@mickeygurutravelTalk Travel to Me Podcast: talktraveltome.buzzsprout.comAbout Me, Emily Aborn I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. I help small businesses grow with marketing that makes a distinct imprint. I believe that sharing your work goes beyond strategies, frameworks, content for content’s sake, more social media posts, more, more, more. Successful marketing starts with a big-picture approach and a genuine connection as you step into becoming (and sharing) the real YOU. Email: emily@emilyaborn.comWebsiteFacebookInstagramLinkedInSubstack

June 16, 202625 min

Being Intentional Where You Show Up - Both Online & Off!

Text Emily! With limited bandwidth and a desire to reduce digital distraction, all while INFINITE options tug at you... How do you decide where to actually put your time, energy, and efforts? Is social media for the birds at this point? How do you make time for more showing up in real life? How do you choose things that won’t make you completely exhausted? In this episode, we’re going to answer all of those questions (and then some) as we walk through where to show up online and off and how to be intentional with our limited time and energy.The power of showing up in real life Where to show up online and off based on your unique needs and goalsQuestions to ask yourself to gauge time, energy, and interestAnd more! Links & ResourcesNetworking Episode with special guest, Ande Lyons: buzzsprout.com/2160062/episodes/18146270New England Podcasters Group: newenglandpodcasters.groupAbout Me, Emily Aborn I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. I help small businesses grow with marketing that makes a distinct imprint. I believe that sharing your work goes beyond strategies, frameworks, content for content’s sake, more social media posts, more, more, more. Successful marketing starts with a big picture approach and begins with a genuine connection as you step into becoming (and sharing) the real YOU. Email: emily@emilyaborn.comWebsiteFacebookInstagramLinkedInSubstack

June 9, 202634 min

5 Ways to Connect & Be Seen: How Who You Know Increases Your Visibility

Text Emily! In last week's episode, we talked about how the next person you meet could change your life. Today, we're talking about what happens after you meet them, and more importantly, how other people can help you be MORE VISIBLE.In this special compilation episode, I bring together FOUR guests whom I know, like, love, and trust to share five out-of-the-box ways to increase your visibility. We talk about the power of collaboration, creativity, cohesion, community, and consistency in your marketing and how it can take you places that posting on social media simply can't touch! Quotes: F.O.C.U.S: Follow One Course Until Successful "The Default Answer is No" - Alex Sanfilippo“The real reason people procrastinate is because excellence is boring. The road to remarkable is paved with a whole lot of boring." -John Acuff🎙️ So You Wanna' Start a Podcast Workshop: eventbrite.com/e/so-you-wanna-start-a-podcast-tickets-1990514313896?aff=oddtdtcreatorKaren Kenney Karen Kenney is a writer, speaker, podcaster, certified spiritual mentor, and coach. She’s known for her dynamic storytelling, her sense of humor, her Boston accent, and her no-bullshit approach to spirituality, self-development, and transformational work. She's been a yoga teacher for 25+ years and has been a Thai Yoga Massage practitioner since 2008. She's also a Gateless Writing Instructor, the creator of WRITE CLUB, and the host of The Karen Kenney Show podcast.Website & Podcast: karenkenney.comInstagram: instagram.com/karenkenneyliveFacebook: facebook.com/karenkenney.writerWrite Club: karenkenney.com/writeclubKristy OuelletteKristy Ouellette is the owner of Mickey Guru Travel Company, where she and her team of travel-obsessed agents help families and friend groups book Disney, cruise, and all-inclusive vacations they’ll be talking about for years. In an industry where everyone is selling the same destinations, Kristy has built her brand by zigging when everyone else zags, including launching Talk Travel to Me, the podcast where no travel question is too basic, too bold, or too “wait, can I actually ask that?” Fair warning: listening may cause an immediate urge to book something.Website: mickeyguru.comInstagram: instagram.com/mickeygurutravelFacebook: facebook.com/MickeyGuruTravel TikTok: tiktok.com/@mickeygurutravelTalk Travel to Me Podcast: talktraveltome.buzzsprout.comJessica Mercier Jess Malli Mercier is the owner and creative behind JMM Artist Designer. She's a branding strategist, artist, and designer, known for her unique approach that blends artistic vision with intuitive design. Her signature method, focusing on collaboration and deep dives into each brand's essence, crafts identities that are visually stunning and deeply resonant. Fueled by her passion for creativity and a knack for capturing the soul of a business, Jess operates out of her studio, where art and strategy collide to create memorable brands.Website: jmmartistdesigner.comE-mail: jmmartistdesigner@gmail.comFB: facebook.com/jmmartistdesignerIG: instagram.com/jmmartistdesignerAlex SanfilippoAlex Sanfilippo is a podcaster and the founder of PodMatch.com, a platform that automatically matches podcast hosts and guests for interviews. Through PodMatch and his podcast titled Podcasting Made Simple, Alex helps independent podcasters grow their influence and revenue so they can better serve their listeners!PodMatch.com: joinpodmatch.com/emilyaborn Instagram: instagram.com/alexsanfilippo7/Facebook: facebook.com/AlexJSanfilippoLinkedIn: linkedin.com/in/alexsanfilippo/

June 2, 202628 min

The Next Person You Meet Could Change Your Life

Text Emily! The best advice I ever got was just six words: "Get out there and meet people!"A former business advisor nudged me out of my retail shop and into the community over eight years ago. Her words changed my entire life. And today, I hope they change yours too!No matter what you're seeking: growth, clarity, connection, new friends, next steps, the answer is almost always in the people you meet. We're all just walking ripple effects, creating more ripple effects.In this episode, I'm sharing how meeting people has transformed my life and business. You'll learn how: Meeting just one person can exponentially increase who you know (Alex Sanfilippo & PodMatch)Meeting people creates long-term support systems (Kristy Ouellette of Mickey Guru Travel Company, a decade-long friendship)Meeting people transforms who you are and who you're becoming (Karen Kenney, a life-changing podcast guest and now a long-time collaborator and friend) Meeting people helps your business grow (Jessica Mercier, mutual collaboration that elevated both our brands)Meeting people opens doors you didn't know existed (Melissa Snow of Powerful Women Rising shows how connections can led to unexpected opportunities)You'll also hear:Why we avoid meeting people5 Simple ways to start connecting and building real relationshipsWhy showing up is always worth it, even when it's uncomfortableNext week: You'll hear from all five of these incredible people sharing their insights on increasing visibility through consistency, creativity, collaboration, cohesion, and connection.The next person you meet could change your life. But you have to meet them to know HOW. About Me & Let's Connect: Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ 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. Website: Emilyaborn.comFacebook: Facebook.com/Emily.CatherineGrace/LinkedIn: Linkedin.com/in/EmilyAbornSubstack: Smallbusinesscasual.substack.com/If you loved this episode, I welcome you to share your thoughts and aha’s with me at emily@emilyaborn.com AND I also would love for you to give me five stars and write me a review on the Apple podcasts app. Go to the show, scroll down a little, and find the little pencily thing where it says “Write a Review”.

May 26, 202616 min

Offering "Value" Isn't What it Seems: 5 Unexpected Ways to Deliver Value

Text Emily! "I can't post unless I'm adding value."Sound familiar?We've all said it (or thought it) at least once or twice. "Delivering value" has become a silent gatekeeper for our content, and the idea of what "value" means can stop us cold. We hold off on emailing our list, posting on social, or pitching that podcast until we have the perfect freebie, tip, how-to... something valuable to offer before we're allowed to show up.Value isn't only found in a commodity.It's not always educational, and it doesn't have to come in the form of a template, swipe copy, or prompts. Sometimes value is making someone laugh or showing up consistently. It could look as simple as sharing your way of thinking. And sometimes, it's just being YOU.In this episode, I'm breaking down what value actually means and five ways you might already be offering it, even without realizing it! We cover:Why "value" has become a gatekeeping wordWhat value actually is5 Ways you're already adding value+1 Bonus way of offering that doesn't get nearly enough air timeWhy your presence and connection matter more than informationAnd more About Me & Let's Connect: Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ 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. Website: Emilyaborn.comFacebook: Facebook.com/Emily.CatherineGrace/LinkedIn: Linkedin.com/in/EmilyAbornSubstack: Smallbusinesscasual.substack.com/If you loved this episode, I welcome you to share your thoughts and aha’s with me at emily@emilyaborn.com AND I also would love for you to give me five stars and write me a review on the Apple podcasts app. Go to the show, scroll down a little, and find the little pencily thing where it says “Write a Review”.

May 19, 202624 min

Is Authenticity Dead? Bringing Fresh Life to Overused Buzzwords

Text Emily! "Authenticity" used to be one of my favorite words of all time! It meant something real, genuine, original, of the utmost quality. It offered permission to show up as yourself, not perform or pretend!Then... #internet.Suddenly, everyone was "stepping into their authentic self." From every coach, in every caption, selling every course, the word was everywhere. And when a word is everywhere, it becomes a bit generic and loses its intended depth. In this episode, I'm questioning this buzzword (and a few others) to figure out what we're actually trying to say, and by doing so, showing how to bring the real meaning back.We cover:What "authenticity" means to me When and how it lost its meaningOther words/phrases that have suffered the same fate (hustle, community, vulnerable, curated, human-centered)What people are actually looking for when they say they want authenticityWhat it looks like to show up authentically without needing the wordWhether we should retire "authentic" entirely (or just stop using it as a placeholder)We don't need more people talking about authenticity. We need more people actually showing up authentically. Resources & Links Mentioned: Karen Salmansohn on Instagram @NotSalmon: https://www.instagram.com/p/DW_4gttDibS/Quote by Sue Fitzmaurice: “What it means to be authentic:To be more concerned with truth than opinions. To be sincere and not pretend. To be free from hypocrisy: "walk your talk". To know who you are and to be that person. To not fear others seeing your vulnerabilities. To being confident to walk away from situations where you can't be yourself. To being awake to your own feelings. To being free from others' opinions of you. To being accepting and loving yourself”. About Me & Let's ConnectEmily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ 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! emily@emilyaborn.comWebsite | Facebook | Instagram | LinkedIn | Substackemilyaborn.comfacebook.com/Emily.CatherineGrace/linkedin.com/in/EmilyAbornsmallbusinesscasual.substack.com/If you loved this episode, I welcome you to share your thoughts and aha’s with me at emily@emilyaborn.com AND I also would love for you to give me five stars and write me a review on the Apple podcasts app. Go to the show, scroll down a little and find the little pencily thing where it says “Write a Review”.

May 12, 202628 min

Going 100% in on YOU: How "all-in" changes everything

Text Emily! 3 Years ago, when I started this podcast, I decided to go 100% in on myself. The first of many times I would show up for ME. I’ve learned since that when you take a bet on yourself, when you’re willing to go “all in”, you end up showing up even more fully for others. Today, to celebrate the 3-Year Podiversary of Small Business Casual (previously named “Content with Character”) and my 40th bday, I’m pulling back the curtain and sharing behind-the-scenes truths, learnings, and fun factoids about running the show and SO much more. I share honestly what it’s like to start a podcast, share consistently, and wonder whether or not anyone is actually even out there… You’ll hear:Why I started a podcast (and what others had to say about it) My favorite podcast resourcesHow I deal with creative blocks and self-doubtWhat to do when you have to pivot drastically What I’d do differently if I started over today Why I keep showing up week after weekThe weird ingredient I add to my Yerba MatéAnd more!Thank you, from the bottom of my heart, for being a part of this journey with me! Let’s celebrate OUR milestone, together! Resources & Links Mentioned: PodMatch: https://www.joinpodmatch.com/emilyabornNew England Podcasters Group (NEPG): https://newenglandpodcasters.group/Buzzsprout: https://www.buzzsprout.com/?referrer_id=2129309Episode that Flopped: "Are You Running Your Marketing, or is it Running You?" https://www.buzzsprout.com/2160062/episodes/14219002Good Hang Podcast with Amy Poehler (on all major listening apps) The Big Four Oh with Stephanie McLaughlin: https://thebigfouroh.com/The Karen Kenney Show: https://www.karenkenney.com/podcastAbout Me & Let's Connect: Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ 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. Website: Emilyaborn.comFacebook: Facebook.com/Emily.CatherineGrace/LinkedIn: Linkedin.com/in/EmilyAbornSubstack: Smallbusinesscasual.substack.com/If you loved this episode, I welcome you to share your thoughts and aha’s with me at emily@emilyaborn.com AND I also would love for you to give me five stars and write me a review on the Apple podcasts app. Go to the show, scroll down a little, and find the little pencily thing where it says “Write a Review”.

May 5, 202632 min

What if You Just Tried It? The Power of Experimentation

Text Emily! Instead of overthinking, what if you experimented about it instead!? “Don’t get stuck with where you have not succeeded. Go on to something else. You don’t know what will unfold.” - Natalie GoldbergIn this episode, we get into where experimentation and "just trying it" fits into life and business, and how a try-before-you buy mentality can end up being a winning strategy for success and happiness. In the episode: What does experimentation look like in business? Why it might be worth giving a whirlHow experimentation improves revenue, happiness, and chances of success Why failing faster is a winning strategy How experimentation helps make better decisions Examples of experiments in life and business5 Steps to experimentingAnd more! Links & Resources MentionedKaren Kenney's Podcast Episode: Find Out For Yourself My Pinterest Experiment My Substack: 104 Experiments Link to Stats Source: "According to Booz & Company's 2011 Global Innovation 1000 report, more innovative companies showed 11% higher revenue growth and 22% higher EBITDA growth compared to less innovative companies."https://www.viima.com/blog/innovation-statsHow to Undergo YOUR Next Experiment: 1. Identify: What are you curious about? What haven't you tried but want to? 2. Keep the Stakes Low: Don't commit forever, set a time limit, and try it for a given period 3. Pick a Metric to Track: What would success look like for this? What do you want out of it? 4. Debrief: Did you like it? What did you learn? Would you do it again/keep going? What would you change? 5. Decide: Keep, pivot, or quitAbout Me: Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ 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! emily@emilyaborn.comWebsite | Facebook | Instagram | LinkedIn | Substack