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

Hosted by Emily Aborn

Business Entrepreneurship

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194

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Oct 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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October 20, 202614 min

Balance is Boring (and that's ok)

Text Emily! Most of us know by now that "work-life balance" is a bit of a myth (ok, a lot of a myth). But I don't think balance is something to stop working towards. I think we've just been sold the wrong version of it. Balance isn't a glowy, sunrise-yoga, big-moment-you-arrive-at kind of thing. It's teeny tiny, quiet, and unremarkable. Often found in a single settled moment, calm hour, or normal task Tuesday. Balance is boringly anticlimactic. And yet, feels SO good when you catch glimmers of it. This episode is technically about consistency, but through the lens of loosening the vice grip of controlling every timeline and process. In This Episode: How balance is a thing you keep finding, losing, and finding again The 3-3-3 rule for rescue dogs, and the lesson Finch taught me about my timeline vs. his How trust and balance get built one boring, consistent repetition at a time The personal project running parallel to Finch that's teaching me "it takes what it takes" Why zooming out to the big picture is important at every stage How this all correlates to your business and marketing What if BORING is a sign it's actually working? About me, Emily Aborn! Your Hostess with the Mostess I'm a Small Business Copywriter, speaker, and your loyal and nerdy host of Small Business Casual. I bring 12+ years of entrepreneurial experience and have spent the last eight years writing copy across 124 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 the show? Email me at emily@emilyaborn.com . Website: Emilyaborn.com Facebook: Facebook.com/Emily.CatherineGrace LinkedIn: Linkedin.com/in/EmilyAborn Substack: Smallbusinesscasual.substack.com

October 13, 202621 min

Finding Your "UVP": Two Fun Ways to Uncover What Makes You YOU!

Text Emily! As a copywriter, I was recently asked by a business advisor what MY "UVP" (Unique Value Proposition) is. "Well, I don't have one!" I replied. Me. A copywriter! The person who helps clients find their UVP all the time. If you don't have one either, don't know what it is, don't worry. We're not the problem. The problem is that everyone is out there telling you the SAME way to find what makes you different. They encourage you to use a dry, fill-in-the-blank formula that somehow makes everyone sound exactly the same. In this episode, we're throwing that formula out the window, and I'm sharing two FUN ways to find what makes YOU one-of-a-kind. In This Episode: How the standard UVP "formula" falls flat and keeps it surface level The 5 Whys Exercise (adapted to help YOU find your message) Two examples Using the rules you break to find your differentiator The 6 rules I happily ignore And more! The 5 Whys, Step by Step: Start with what you do. "I'm a ___." Ask: why does that matter? Take that answer and ask why again, "Great, now, why does that matter?" Keep going, about five times total. Around why three or four, the surface answers run dry and the real true-to-you thing shines through. Weave your newfound truth into your homepage, your bio, a piece of content, and how you introduce yourself. About me, Emily Aborn! Your Hostess with the Mostess I'm a Small Business Copywriter, speaker, and your loyal and nerdy host of Small Business Casual. I bring 12+ years of entrepreneurial experience and have spent the last eight years writing copy across 124 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 the show? Email me at emily@emilyaborn.com . Website: Emilyaborn.com Facebook: Facebook.com/Emily.CatherineGrace LinkedIn: Linkedin.com/in/EmilyAborn Substack: Smallbusinesscasual.substack.com

October 6, 202614 min

Staying in Your Lane: It's Not Just for Them, it's for You!

Text Emily! "Stay in your lane" usually gets taught as a branding rule: don't confuse your audience about what you actually do. While it's true, it's only half the story. The other side of the coin is that staying in your lane also protects YOU. Your energy, boundaries, time, margins, and creativity. It's self-preservation. In this episode, I talk about how your lane is a nice, cozy container that helps you do your very best work. In This Episode Why "stay in your lane" is only half-taught The client project that ate my week (and how I was the one who brought it on!) The energy, boundary, and time cost of veering out of your lane How to stop and pause instead of taking on more The generous, community-building side of staying in your lane: making the referral What to do when you want to expand your lane and offer new things Connect with Me, Emily Aborn: I'm a Small Business Copywriter, Podcast Host of Small Business Casual, and Marketing Strategist with 12+ years as a business owner and 8 years writing copy across 125+ industries. I help you step into becoming (and sharing) the real YOU. For fun, I love reading, writing, spending time with friends, getting 14,000 steps a day with my dog, Finch, and moments of uninterrupted silence. Got a question for the show? Email me at emily@emilyaborn.com. Website: Emilyaborn.com Facebook: Facebook.com/Emily.CatherineGrace LinkedIn: Linkedin.com/in/EmilyAborn Substack: Smallbusinesscasual.substack.com

September 29, 202638 min

Not All Stories Are Glamorous: Everyday Stories, Lasting Connection with Sara Lohse

Text Emily! Think your stories aren't worth telling? Think again! In this episode, my guest Sara Lohse helps us to find the stories in our ordinary lives that are hiding in plain sight. She shares how everyday moments can become compelling stories that build connection, make content memorable, and help guide people to new insights and inspiration. Our conversation explores how to uncover the threads inside the "mundane" and why the best stories are almost always the ones that seem too small to matter (at first). In the episode: The tattoo that was meant to be an airplane... but... turned out a little upside down and how it changed Sara's life, nudging her into entrepreneurship Why audiences don't need more information and stats, they need more stories. Your stories. Why your story doesn't need to be dramatic, traumatic, or feature any rock bottoms to be worth telling Examples of how to find threads and patterns that lead to compelling and memorable stories How to create a memorable impression and lasting connection with every story you tell Do's and don'ts of good storytelling And more! Quotes : “A podcast isn't a place for information; it's a place for stories.” “Our stories are already written. They're just a telling of what we've experienced.” “Why are we just kind of coasting through our lives when we could be just intentionally experiencing it?” “You don't need a huge trauma story to have a story worth telling.” “Start with the lesson, then find the story. “The best stories are the ones that feel almost too small to matter at first.” About Sara Lohse Sara Lohse is an award-winning author, podcast strategist, and storyteller who helps business owners and consultants create impact through thought leadership and podcasting. As the founder of Branded Media, she's guided by one core belief: everything happens for a story. Book: openthisbook.com/ FREE Storytelling Download: favoritedaughtermedia.com/openthisjournal/ Instagram: instagram.com/stickwithbranded Facebook: facebook.com/sara.nicole.lohse LinkedIn: linkedin.com/in/saralohse/ About me, Emily Aborn! Your Hostess with the Mostess I'm a Small Business Copywriter, speaker, and your loyal and nerdy host of Small Business Casual. I bring 12+ years of entrepreneurial experience and have spent the last eight years writing copy across 124 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 the show? Email me at emily@emilyaborn.com . Website: Emilyaborn.com Facebook: Facebook.com/Emily.CatherineGrace LinkedIn: Linkedin.com/in/EmilyAborn Substack: Smallbusinesscasual.substack.com

September 25, 202617 min

What to Do When the Math’s Not Mathing

Text Emily! Time feels a little weird lately, doesn't it? Being alive right now feels like a tilt-a-whirl. Between adopting our rescue pup (anyone else only got two brain cells left?), juggling a house, a business, and a zillion things at once, I've been living in a low hum of "gahhhhhhh!" A friend reminded me: this is a season, not a life sentence. In this episode, I'm sharing the seven things I'm actually experimenting with to feel a little less scrambled, without adding more pressure to the pile: Redefine "on track" Follow the energy and the breadcrumbs Focus on micro-consistency Lower your Minimum Viable Doses (MVD) Shrink the horizon Do a brain dump Keep one daily anchor ritual About me, Emily Aborn! Your Hostess with the Mostess I'm a Small Business Copywriter, speaker, and your loyal and nerdy host of Small Business Casual. I bring 12+ years of entrepreneurial experience and have spent the last eight years writing copy across 124 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 the show? Email me at emily@emilyaborn.com . Website: Emilyaborn.com Facebook: Facebook.com/Emily.CatherineGrace LinkedIn: Linkedin.com/in/EmilyAborn Substack: Smallbusinesscasual.substack.com

September 22, 202638 min

Your Brand Tells a Story with special guest, Jessica Mercier

Text Emily! Your brand is telling a story whether you meant it to or not. The question is whether or not it's telling the right one. In this episode, I sit down with the brilliant designer behind my own timeless branding, Jess Mercier, to talk about brands that tell a story. You'll also learn how Jess's own rambly intuition-led road brought her to where she is, and the work she does, today. If you've ever wondered what separates a logo from a real brand identity, or you're scared to be seen in your own business, this conversation is for you... In This Episode: Why Jess quit art school and what eventually brought her back to creative work Quieting the inner critic and imposter syndrome How your past is part of, and informs, your present work The difference between designing a logo and building a brand identity The biggest branding mistake people make when they DIY it or rush the process And more! A Little About Our Collaboration Jess is the mastermind behind the branding for my copywriting business , and she and I work closely together on copy, website, and design projects every chance we get! We get into how that collaboration works and how we help clients as a team, so if you've ever wondered what it looks like when a copywriter and a designer join forces, you'll get a peek behind the curtain. About Jess Mercier Jess Malli Mercier is the owner and creative behind JMM Artist Designer, a branding strategist, artist, and designer known for blending artistic vision with intuitive design. She attended Massachusetts College of Art in Boston, concentrating in color theory and abstract painting, before finding her passion in creating brands. Her style is clean and modern, with a deep commitment to bringing out the individuality of every client. Jess moved to Houston from Massachusetts eight years ago with her husband and two daughters. She's a big advocate for women in business, a large-scale abstract painter, a thrift store junkie, and a hunter of hidden culinary gems. She believes we're all made of energy, and that what we put into the universe connects us to the people we're meant to help. Connect with Jess Website: www.jmmartistdesigner.com Email: jmmartistdesigner@gmail.com Facebook: facebook.com/jmmartistdesigner Instagram: instagram.com/jmmartistdesigner About me, Emily Aborn! Your Hostess with the Mostess I'm a Small Business Copywriter, speaker, and your loyal and nerdy host of Small Business Casual. I bring 12+ years of entrepreneurial experience and have spent the last eight years writing copy 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 the show? Email me at emily@emilyaborn.com . Website: Emilyaborn.com Facebook: Facebook.com/Emily.CatherineGrace LinkedIn: Linkedin.com/in/EmilyAborn Substack: Smallbusinesscasual.substack.com

September 15, 202647 min

Why Wait? Starting over (and over again) before you're ready with Mary Foerster

Text Emily! Reinventing yourself could be the best move you ever make… In this episode, we get to hear the story of Mary Foerster, who challenges the assumption of when and how reinvention takes place. Mary speaks directly to those who feel stuck while promising them ideas for hope, transformation, and a restoration of their passion. You’ll hear how, even to this day with all her skills and expertise, Mary is working to overcome perfectionism and imposter syndrome. She shares her philosophy on lightening up and having a little more fun in life, and why starting before you’re ready is highly recommended. The many iterations of Mary Foerster and how her journey can inspire us to follow our passion The realities and challenges of starting a business later in life The part of podcasting and business no one warned her about Why the excuse, "I'm too _____" is just mental trash The power of relationships and community The play/work balance And more! Quotables “Look to your strengths.” “The gold is in your backyard.” “Podcasting allows you to be real with one person at a time.” About & Connect with Mary Mary Foerster is the creator and host of Real Estate Connections , a podcast exploring the people, trends, and ideas shaping today's housing market. A former Realtor, house flipper, legislative advocate, and longtime leader at AARP, Mary has spent decades building connections that strengthen communities. At 75, she continues to educate, inspire, and engage through podcasting, community leadership, and her work with Rotary and Westford Community Access Television. Podcast: buzzsprout.com/2553466/episodes Mary on Don't Be Caged By Your Age: dontbecagedbyyourage.com/opening-new-doors-after-70/ Mary on Instagram: instagram.com/realestateconnectionspod/ Connect with Me, Emily Aborn: I'm a Small Business Copywriter, Podcast Host of Small Business Casual, and Marketing Strategist with 12+ years as a business owner and 8 years writing copy across 121+ 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 the show? Email me at emily@emilyaborn.com. Visit my website at: emilyaborn.com

September 11, 202621 min

Transitions ARE the Work: Building in more runways and landings

Text Emily! It's tempting to think of transitions as temporaries. Dead zones. The throat-clearing before we rush in and get to "the real work". But what if the setup, the shutdown, and the in-between moments aren't the boring part... they're where the best work actually gets a solid foundation? In this short(ish) bonus episode, my new rescue pup Finch teaches me (the hard way) that dogs and humans alike need transition time. I share what I'm learning about intentional transitions that protect your energy vs. drain it and a whole grab bag of small, doable ways to build more transitions into your day, week, month, and seasons. Transition Ideas: Pre-project setup: folder, research, and resources all in one place before you write a word End-of-day shutdown: close tabs, clear the inbox, and tidy files so tomorrow-you starts clean A runway before a work block: grab your tea, light a candle, cue up your playlist to give your brain an "I'm entering the cave now" signal A landing after a work block: a short walk, a snack, a little celebration, instead of slamming frazzled into the next thing Buffer zones between calls: it's not 2020 anymore, Toto. You don't have to stack them back to back A Friday list for Monday: leave breadcrumbs so the weekend handoff is smooth Breathing room between clients: cleanse the mental palate so client B doesn't get client A's leftovers Re-entry time after weekends, vacations, and sick days, easing in instead of expecting a full day one Idea parking lots: let a great idea sit before you act, so you know it's a keeper Season transitions: zoom out and move gently between busy and slow, launch and recovery About me, Emily Aborn! Your Hostess with the Mostess I'm a Small Business Copywriter, speaker, and your loyal and nerdy host of Small Business Casual. I bring 12+ years of entrepreneurial experience and have spent the last eight years writing copy 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 the show? Email me at emily@emilyaborn.com . Website: Emilyaborn.com Facebook: Facebook.com/Emily.CatherineGrace LinkedIn: Linkedin.com/in/EmilyAborn Substack: Smallbusinesscasual.substack.com

September 8, 202637 min

The Introvert's Guide to Networking (without the car salesman vibes) featuring Melissa Snow

Text Emily! In this conversation with Melissa Snow, we dive into the often unspoken realities and speed bumps of entrepreneurship, especially for women. Melissa's story reveals the nature of starting a business and the necessity of adaptability, consistency, and courage. Melissa reminds us that we don't have to fit the mold to find our fit. We discuss what makes networking actually work, how to find the right rooms, and why consistency matters more than trying to “work the room.” Melissa's accidental entrepreneur story and business ownership (with a twist!) How she helps women grow through relationships, referrals, and human-centered networking Why so many women feel they don't fit the mold in business. The difference between structured networking and unstructured events, and why fit matters. Practical ways to make networking easier The tension between giving and receiving in community building and how to ask for what you need Being consistent and showing up. Notable quotes by Melissa: “Network like a human and not like a salesy weirdo.” “You don’t have to be anything specific in order to be successful in business, but you do have to find the way that works for you.” “The purpose of networking is not to get clients. The purpose of networking is to build your network.” About Melissa Melissa Snow is a Business Relationship Strategist and founder of Powerful Women Rising, a business growth ecosystem serving female entrepreneurs around the world. After building multiple successful businesses of her own, Melissa now helps women increase visibility, generate consistent referrals and build strategic partnerships through the PWR Connection Network and Business Growth Mastermind. She’s on a mission to change the way women build businesses - proving you can be authentic, values-driven and profitable without pitching, perfection or performance. She hosts the popular Powerful Women Rising podcast, runs on iced coffee and lives in a home full of rescue animals. Links Powerful Women Rising Podcast: https://powerfulwomenrising.com/podcast Powerful Women Rising Community (use code: podcast for a free ticket!): https://powerfulwomenrising.com/ Instagram: https://www.instagram.com/powerfulwomenrising/ Facebook: https://www.facebook.com/melissa.snow.908579 About me, Emily Aborn! Your Hostess with the Mostess I'm a Small Business Copywriter, speaker, and your loyal and nerdy host of Small Business Casual. I bring 12+ years of entrepreneurial experience and have spent the last eight years writing copy 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 the show? Email me at emily@emilyaborn.com . Website: Emilyaborn.com Facebook: Facebook.com/Emily.CatherineGrace LinkedIn: Linkedin.com/in/EmilyAborn Substack: Smallbusinesscasual.substack.com

September 1, 202629 min

Do We Really Need More "Relatable" Content?

Text Emily! "Just be relatable!" Ahhh, I love me some generic advice overly spewed on the internet, don't you? What exactly does it mean to be "relatable"? How on earth are you even supposed to do that? What if I don't wanna' be relatable? And is relatability really the GOAL? In this episode, I explore how relatability for relatability's sake is about as effective as a bridge that leads to nowhere. I contrast through three real examples that either made me cringe or sign up on the spot, and I break down the three ways relatable content collapses. And of course, because I like my bridges to lead to better destinations... I'll show you how to use relatability to ACTUALLY bring your people closer. You'll Learn: What "relatable content" means and why sometimes, it sounds better in theory than it plays out The difference between content that reaches for connection and "unpopular opinion" bait that's just reaching for attention Flop #1) The bridge that goes nowhere. Aka commiseration in fancier clothes Flop #2) The bridge back to YOU. Vulnerability that U-turns. Flop #3) The bridge built on air. Claiming to relate to something you haven't lived (and where AI makes this worse) The fix for each, and why you need either real empathy OR real authority, not just the manufactured "me too" Takeaways: Relatability is a bridge, not the final destination. The point is to get someone from "this person gets me" to "they can help me get somewhere better." You do not need to have lived someone's exact experience to help them. You do need real empathy or real authority. About me, Emily Aborn! Your Hostess with the Mostess I'm a Small Business Copywriter, speaker, and your loyal and nerdy host of Small Business Casual. I bring 12+ years of entrepreneurial experience and have spent the last eight years writing copy 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 the show? Email me at emily@emilyaborn.com . Website: Emilyaborn.com Facebook: Facebook.com/Emily.CatherineGrace LinkedIn: Linkedin.com/in/EmilyAborn Substack: Smallbusinesscasual.substack.com Listen and Subscribe If this one made you rethink your own "me too" content, follow the show, leave a quick review, and tell me: what's a piece of relatable content that took you somewhere? I'm collecting good examples.

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