May 6, 2025 • 40 mins
If you’ve ever woken up and thought, “what if I just didn’t post today?”—this one’s for you.
Because sometimes the problem isn’t the strategy. It’s that you’re tired. Life is lifing. Your season is heavier. And marketing feels like too much.
In this episode, I’m sharing the real story behind my current season of business, why burnout hit hard, and what I’ve learned about showing up online when energy is low.
From data-backed trends to practical repurposing and a little pumpkin spice, this one’s part therapy, part strategy.
In this episode of the podcast, I talk about:
- Why more content isn’t the answer
- Posting less (and smarter) for better results
- Why 94% of marketers repurpose content
- What AI can really help you with
- Creating a minimal viable marketing plan
- How to market through burnout, anxiety, and chaos
This Episode Was Made Possible By:
Riverside All-in-One Podcast & Video Platform
Visit Riverside and use the code DREA to get 15% off any Riverside individual plan. We use it to record all our podcast interviews: https://onlinedrea.com/riverside
Go to the show notes for all the resources mentioned in this episode: https://onlinedrea.com/356
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
If you're having one of those days where you wake up, you look at your
to do list and you go, what if I just didn't?
Same girl. Sometimes we just don't feel like
marketing our businesses. It feels like, I don't know, trying to run
a freaking marathon, but you got flip flops on. It's a struggle
bus. And if you're like me in a season of your
(00:21):
life where sometimes you just don't feel like marketing, today I'm gonna
dive into the who, what, where, when, and how of it all. I've got some
data and facts to back this up. Let's get into it. Before
we do, a word from our sponsor. Riverside is
the all in one podcast recording and editing tool that I use for
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(00:44):
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love their magic AI clips. Their
little AI robot in the background pulls out the most
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(01:06):
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(01:30):
Alright, y'all. Hi. Hello. Welcome to this episode of the
Mindful Marketing Podcast. I'm all about simpler, smarter
marketing for busy people. And in today's episode, this one hits close
to home because y'all, I have not felt like marketing
for a long time. And a lot of the people that I work with actually
feel like this permanently. You know? Like, they come to
(01:52):
me because they're like, Andrea, I don't wanna post on Instagram today.
I don't wanna write that email. I don't wanna record a podcast. Even though I
know it helps my business, I don't feel like it, quote, unquote.
And especially if you're not tracking the data and the numbers behind it, sometimes it
doesn't feel like anything is happening. And,
let's talk about it because we're all here. I'll start off with a little bit
(02:14):
of a personal share in this episode today.
As y'all know, or maybe you don't, if this is your first episode, I'll
clue you in to the fact that I have spent the
last four years either being pregnant or having
children or small babies. K? So I have two kids. My oldest
is three. My youngest is one. So
(02:37):
basically, since
2021 yeah.
2021, I I got pregnant in July of twenty twenty one.
I've been pregnant or having babies, and
I'm tired, y'all. So my first kid, I did a whole series, like,
how I prepped for my marketing, the aftermath of it all. And you can
(02:58):
go back. I'll put the links in the show notes of those two episodes.
Y'all, I was glowing. Stunning. Especially pre baby, Andrea, I
was like, oh, this is kinda hard, but I'm gonna go for it. My
first baby, easy baby. It was great. It was lovely. I worked in fact,
in 2022, I had my highest revenue year ever business.
We almost hit a million dollars that year. It was fantastic. It was fun time
(03:20):
had by all. And then I got pregnant with my second baby,
and life was like, Andrea. Let's just mix things up
a little bit. I was like, okay. Cool. I'll just wait
and see. And, if y'all have been
tracking along with me, I have made a lot of changes in my business in
the past year, and that's because I am in the season of life
(03:42):
where my brain is going to my babies. This
is not something I expected. And especially with my second baby,
she is like me, meaning she's needy and
clingy, in the best possible way. I love
her to death. And, also, it takes a lot of energy to care for that
child. She just needs mama. She likes to be held and
(04:04):
cuddled, whereas my first kid is, like, miss independent.
She's actually like, no. I I don't need you right now, which is great. Love
that for her too. But it's hard. It's hard being a mom. And
so a lot of the work that I've been doing over the past year is
how do I take the marketing advice that I've been given over the years, marketing
advice that I've practiced over the years, and streamline it into more
(04:25):
mindful way? Hence, about a year ago to
the date, I rebranded this podcast to be the Mindful
Marketing Podcast to really talk about all of the things that I've
learned and really apply it in a way that makes sense for you and
for me. Because a lot of the people that I work with, even if you
don't have small kids, you have busy lives. You
(04:46):
maybe have chronic illness. You maybe have
aging parents that you have to take care of. Maybe you're going back to school
or maybe you have a full time job and your business is kind of limited
with the amount of time that you can put into it. And so a lot
of the advice take someone like Gary v, for instance, who I love, I
admire. I followed him for years. And, also, I am not Gary
(05:07):
v. I do not have his energy level. K? I do not
have his life set up. Okay? Like, he had
a partner who, like, I think they're divorced now. But anyways, he had a partner
who took care of the kids, and he was able to basically work nonstop
all day and all night. And he's the kind of person who says, yeah. I
only sleep, like, five hours a day, and I'm fine. That's not me.
(05:29):
I wake up exhausted after nine hours of sleep, y'all.
And and I still go through my whole day. And, like, thankfully, both of
my children sleep through the night, because otherwise, I don't know how I would survive.
And I'm still over here struggle by saying, I don't I am not Gary v.
I can never be him. And so even though the advice that he gives
in, like, a bubble, you go, sure. That could work. I can spend all day
(05:52):
on social media. The reality is a lot of us
have other demands that are more important than that. And the
reality is we also are running our businesses. His business
just happens to be social media, so easy for him to say to be on
it all day long. Right? And so there is a different energy
that goes into marketing your business when you don't feel like it, when you're maxed
(06:14):
out, when you're at capacity. And I'm saying that. I'm sharing my
personal experience to to prove to you, hi. Yes. Hi. I'm
here with you alongside of you. Top that
off with, what the heck is happening in the world right
now? Like, what is happening? I live in Canada, y'all. I'm from The
US. Those of you who are in Canada or The US will
(06:36):
fully understand right now what is happening. We just went through, like,
another wacky election cycle, and y'all voted him
in. He's in charge. I'll leave it at that. The
drama, the aftermath, these tariffs. I mean,
the Canadian politics too. We we're in an election right now. At the time
of recording, this is almost done, so we'll know who our new leader is.
(06:59):
But I don't know who it is at the time of recording this. And y'all,
Canada's our politics aren't supposed to be this dramatic. Why is it
so dramatic? It feels like we're in a US election cycle. And I
moved to Canada because that well, because I, you know, I met my husband and
fell in love and moved to Canada. But also, it's my understanding that Canadian
politics isn't supposed to be this dramatic. So what is happening in
(07:21):
the world right now? Right? And it's like all of that,
you know, the chaos of our our day to day lives, the chaos
of politically what's happening, the chaos of socially what's
happening economically, what's happening, what's happening in our communities,
existential dread. Okay? Where all of this is piling up and
then, and then we have to go on Instagram and write
(07:44):
cutesy little post that's like, oh, buy my stuff. Like,
I'm not feeling it. I'm not feeling it. And so I wanna normalize
that because it's not I think most people actually do feel
this, and we we kind of ramp it up for social media,
especially if, like, if like I said, you're you're going through all of this.
Not like, I feel like we're still reeling from the pandemic even though that was
(08:07):
five years ago. It feels like there's been this shift
that we're all feeling, and we can't go back to the before times.
And so now I'm sitting here recording this podcast for you going, okay. We're here
now. What do we do? And I think the first thing is just to acknowledge
and name this situation. Like, be, like,
really honest with yourself and say, this is the reality of what's
(08:29):
happening. I just don't want you to be like me, where,
you know, I I had my second baby. And for a while,
I thought, I'll just wait it out. I'll just wait it out, see what happens.
I'm not feeling great. My baby needs me. My business,
I don't even have the time and energy for it. So if you've been listening,
I did sell off a big portion of my business, most of it. My
(08:51):
agency, I sold off my agency. I really shrank down my
available hours, and even more recently, cut that back even
more. I did things like quietly close
the retreat that I'm hosting, and postpone
that indefinitely. There's a lot of changes that I've
made, now. But for a while, I just kept
(09:13):
pushing forward going, it'll it'll get better soon. It'll all feel better
soon. I'm just gonna keep pushing forward. And that, my friends, is what leads to
burnout. And I did. I burned out. I ended up going to my
doctor. She said, Andrea, you have postpartum depression and
anxiety. We need to get this sorted now. And I was like, okay.
Cool. So I'm doing what I'm supposed to be doing, therapy, medication,
(09:36):
meditation, daily walks, reduced work hours.
Like, let's get this train back on the tracks. But
what I wanna acknowledge in sharing this is that
just because you are in this season of your life where
things aren't, quote, unquote, the norm, that
doesn't mean that you are lazy. It doesn't mean that
(10:00):
you're a failure. It doesn't mean that your business is
doomed. It's just acknowledging where you are here now and today.
Okay. This is what I'm feeling. This isn't how I
normally am feeling, but I'm going to
accept and acknowledge, and then we can move forward with the action
steps from there. But I gotta you gotta accept where you are right here and
(10:21):
right now in this season of your life. Inside of the Mindful Marketing Lab, we
call this our winter season. And some of us, winter
can last years. Sometimes it can last days, weeks, months.
For me right now, my winter season probably would be about
a year since I had my baby. She's a year old now, but I
didn't really know I was this deep into the winter season until about
(10:44):
four months ago. So that acknowledgment period actually
helped me move forward with a lot of my marketing because, otherwise,
I was sitting here beating myself up trying to throw spaghetti at the
wall because I felt like it's not working. K? So you may be there
too. So what do we do? What do we do about all of this?
Well, the first thing I wanna talk about is actually
(11:06):
being available and being on all the time is
one of the biggest myths of marketing. Right? And
this is something that my friend Gary v, like
I said, he doesn't know me, but he's my Internet friend. I have met up
one time in person. Anyways, I followed
his his advice for years. And actually, when I started the
(11:28):
Savvy Social podcast, now the Mindful Marketing
podcast, one of my first episodes was about how I
disagreed with some of his the stuff that he says because I actually
soaked it up, tested it out for myself, for my clients, and
actually found this to be true, which is
posting less can actually get
(11:50):
you more results. Okay? Posting less frequently can
get you more results. Now I will say
this, a lot of people talk about posting a
lot. Okay? And I think there is some truth to it,
but it's not what you think it is. So a lot of people, a lot
of marketers talk about posting a lot. Take a if you take a course, for
(12:12):
instance, on Instagram. Let's say you go to, like, Skillshare and you take a course
on Instagram. Something that they very consistently
say is post every day or post three times a day or
post five times a day. I once, watched a TikTok
expert. I don't know if that's the right term, but this
TikTok person say they post TikTok eight times a day.
(12:34):
Okay? And I was like, eight times a day? Oh my
gosh. Like, eight times a month, and I'm, like, patting myself on the back. Right?
And I think that there's some truth to the frequency in that.
In that, you're actually building a skill set. K? So I
don't think it's the content itself that
makes posting eight times a day valuable. I think if you
(12:57):
make TikTok your full time job and you wanna post eight times a day on
TikTok and that's your only thing that you do, you really hone in
a skill set that is TikTok like, TikTok focused
content. And I do think there's some value to that if you wanna be a
TikTok creator. Right? Like, let's say you wanna be a TikTok influencer. Your entire
revenue model surrounds TikTok. Yes. Go for it. Post eight times
(13:18):
a day. Sure. For business owners, though, what
will happen is if you post eight times a day and you're
studying TikTok and you're creating content for TikTok, what happens is
you're dependent on TikTok giving you money.
And you're not actually building a business that is sustainable and has
legs. Right? So all of these TikTok people now are having to
(13:41):
backtrack because, TikTok may be banned.
So the way that I teach marketing is we're going
a step deeper than that. I'm not saying arbitrarily post on TikTok eight
times a day. Sure. It could work for you. You build a skill set on
TikTok. The skill set I'm trying to help people build
is marketing. K? So you can take that marketing skill set and apply
(14:02):
it to any platform and any vertical
and any medium and any style of content and any placement. Okay?
The value in posting frequently is learning that specific
platform for a lot of my people, though. The disadvantage of posting
that frequently is that you are not actually running your business, my my friends, if
you're posting on TikTok eight times a day. Okay? So I talk
(14:25):
to real people, real hubids who have real lives, that real people, real hubids who
have real lives do not have the time and capacity and energy to post
on TikTok eight times a day. And in fact, if they try, they're going to
get eight really crappy pieces of content that hardly mean
anything, and they're going to fail. Okay?
So I want you to think about this myth
(14:47):
of of posting more frequently will get you more results. And instead, I want
you to flip it on his head and think about how can
you create content that,
one, supports you and, two, supports your clients.
K? So the content that supports you, meaning you can create it fairly
quickly and easily and low energy, and
(15:09):
two, the content that actually supports your clients, not the algorithm.
K? Not TikTok, not Instagram, not Facebook, but
your clients. And this is the question that people get
stumped on a lot of times. Like, yes, we can tweak it and optimize it
for the platform, but the two more important questions are, can you create
it and do your people wanna consume it? K? Once you
(15:31):
answer those two questions, then, yes, we can talk about optimizing it and
tweaking it and getting the best results. Right? But we gotta start with the
foundations. It's not about posting frequency. It's about answering
those two questions. Now I will say I do have data to back
this up. So there is a particular article that I I did a lot of
studying on for this, this particular episode.
(15:53):
There's two of them. One is, from columncontent.com,
and then the other one is from axios.com. I also have a little bit from
HBR as well. But that one is more theoretical, but I'll put it in
the show notes as well. So the data behind this, this
study done, this was done in 2024,
and it found that 80% of people are now
(16:16):
feeling overwhelmed by the amount of information that's
online. K? 80% of people say, I'm so
overwhelmed by the information online. So let's start
there. So when I think about people saying I need to create more content, that
is not the answer. And especially when we think about AI, and we'll get
to AI in a second, when we think about how much
(16:37):
content there is online, we literally cannot
consume all of it. Like, the collective human
experience cannot consume the amount of content that's being created online.
It's fascinating. Right? So we don't need more content. We need
content that's more specific. K? So not more content,
but more specific content. Also, reach is dropping
(17:01):
because of this. So when people say that, oh, Instagram reach
has dropped. So the recent study said, Instagram organic
reach dropped 18% in 2024. K.
18% decrease in reach. It means 18% fewer people are
seeing your content. That's not because of the algorithm. People
like to blame the algorithm. It's not the algorithm's fault. K? It's just that we're
(17:22):
producing more content than we ever have in the history of anything,
because this is all so new. Right? Right? It's
all so new. Like, I remember in 02/2007, me waiting for my
my Facebook login account. Because 02/2007,
you had to have a a university email address to sign up.
02/2006, I guess. You had to have a university email address to sign
(17:45):
up. And I had just gotten mine because I just got accepted,
and then they made it available to everyone. Like, 02/2007, '2
thousand '20 '5. In the history of time, this is not a lot of time.
Right? So in the history of time, we've never had
this much content produced. So if there's so much
content being produced and engagement is dropping, we need to
(18:07):
make sure that the content that we are sharing is very
sticky. And people see it and they wanna see it. Because, yes, the
algorithm does have an effect here, but the algorithm is just
choked by the amount of content that there is out there. It's not that
your content is bad. K. You could have post the same thing five
years ago, and it would have gotten more engagement because there was
(18:29):
fewer content five years ago. There's just more now to
consume. Okay? So
80% of people are feeling overwhelmed by this information. Engagement has
dropped by 18%. And then a lot of brands,
according to this, column article,
columncontent.com, it says, more brands
(18:51):
the more brands push out content, the more that audiences are
tuning it out. This is according to 2025 marketing
analysis. K? So the more content you produce, the more
likely someone is going to tune it out. Anecdotally, I see this
myself as well. So when I'm scrolling through my content, let's say
I'm scrolling through, like, Facebook or something, and I see, like, a double post,
(19:14):
y'all know what I'm talking about. Like, you see a post from one person, this
one the like, a person. You like it, and then you're scrolling and you
see another post from that person. I, like, skip it because I'm like, I just
saw a post from them. I wanna see something new. Like, we all
do this. Right? Unless it's, like, your bestie or your mom or, like, your your
cousin, like, you're not going to be engaging with it a brand that
(19:35):
frequently. We like to see a mix in the feed unless it's, like, big news.
Right? We like to see a mix in the feed. And so by posting less,
you're actually giving your people an opportunity to engage with your
content. K? Hootsuite actually, came out with an
article about this recently as well and said that three
quality posts are worth more than five low
(19:57):
quality posts. So they're actually encouraging you, especially
smaller teams and solar entrepreneurs, to post less
frequently. K? So posting less is actually your friend, and that's the first
thing I wanna talk about when we're thinking about the season that we're in.
You could give yourself some grace. You don't need to post all the time.
The second thing that I want you to think about is reposting and
(20:19):
repurposing content. K? Reposting and
repurposing content. I think as
especially creative types, like my graphic designers, my
copywriters, my web designers,
my artists. Like, we feel like
the content that we're putting out, it has to be original every
(20:41):
time. K? There's this myth that we have in our heads where we feel
like we have to create new content all of the time. But I wanna
give you permission to repurpose. And in fact, you should be
repurposing a lot more than you think you should. Okay? Like,
if you're getting tired of saying the same thing over and over again, you're
you're probably on the right track. And I want you to think about how
(21:03):
big brands do this. One of my favorite examples is
pumpkin spice latte season in Starbucks. Okay?
Like, they have created a fandom
around a pumpkin flavored drink. I don't even like it that much, y'all.
I love Starbee's. Starbucks is in life. Give me my caramel
macchiato every day. I will drink it every day. Okay? With almond
(21:26):
milk, because my stomach don't like regular milk.
So pumpkin spice latte. I still go ahead
and buy one because I like hype and I like marketing and I like
the the the tradition of it all.
And why is it a tradition? It's not because
Starbucks said pumpkin spice latte, here's one.
(21:50):
No, no, no. They have repeated it year after year after
year to the point that it's embedded. It's embedded and
other companies are now copying that. I saw
Tim Hortons have a pumpkin spice drink. I think they
actually call it pumpkin spice latte. It's terrible. Tim Hortons near
me does not even have almond milk, so I could never drink it it anyways
(22:12):
because otherwise my tummy be mad at me. Even Dunkin' Donuts
has pumpkin spice. I think even McDonald's does a pumpkin spice something.
It's everywhere now. Right? It's everywhere. And
people who like it love it, and they're not tired of it. And
so I want us to think about our brand, our knowledge, our
expertise, the things that we say. I want us to think of it like a
(22:34):
pumpkin spice latte. It's not for the people who don't like
it because y'all know there are people who, like, hate
pumpkin spice latte with a passion. Okay? They're, like,
make whole campaigns about how much they don't like it. Right?
Starbucks doesn't care. Right? They keep doing it because peep they they're talking
to the people who love it. K? So when you talk
(22:56):
about the work that you do, when you talk about your message, when you talk
about your, frameworks, when you talk when you share
your stories, I want you to share them as if it's pumpkin
spice latte. Because you're going to be saying it again and again and
again. And the more that you say it, the more that people are gonna love
it. Okay? So do not feel like you have to be original
(23:18):
all the time. Reinvent that wheel, honey. Okay? So
examples of way that you could do this, just straight up
riposte. I'm doing that right now. As I said, I'm in my winter
season. Y'all, I have been creating content in this business for eleven
years. I mean, talk about the same thing for, I always say since, like,
2017, '20 '18 because in the beginning, I told y'all I was, like, hard
(23:40):
into the Gary v, do everything post hustle all the time. And then I
quickly realized after doing that for three years, that's not sustainable.
And even then, I had no kid. Like, what would I say? I had no
kids. Anyways, repost the dang
content. Okay? If you are especially if you've been doing this for more
than a year, you have so much content that you could just straight
(24:01):
up take and post again. Okay? It doesn't have to
be reinvented. Now I do want you to think about this like pumpkin
spice latte. We don't drink pumpkin spice lattes in
March. Right? That would be weird. So I don't want
you to post pumpkin spice latte every single month because then
it's not special. But you can take your pumpkin spice
(24:23):
latte post or season and repost that yearly.
Right? So an example for me is a lot of times in
July and December, I'm talking a lot about resetting,
resting, rejuvenating because that's what I'm doing. So I kinda
recycle those posts every year. The new year, it's
like I do my LinkedIn challenge every year, so I'm reposting those
(24:45):
every time. So take your old
content, your past content, and repost it straight up. You
can also remix content as well. You know, taking a
blog post, turning it into a carousel, taking a carousel, recording it as a
reel, taking that reel, rerecording it as a
talking head, pulling a quote from that, and reposting it as a quote
(25:07):
graphic. We have so much content that we're creating
daily, weekly, monthly. Take that and repurpose it.
K? A stat for this.
94% of marketers report that reusing
content in some form is an effective way to scale content
strategy without doubling the workload. This is from marketers
(25:30):
who are paid to do this as their job. Okay? So I want you to
be your own pumpkin spice latte moment. Repurpose
that. K? To use another Starbucks example, they do the
Christmas cup every year, and the cup designs don't look
that different. In fact, I can almost promise you that, like, they
recycle some of those designs. K? People still go out and buy the
(25:51):
cups. They buy them in droves. They sell out all of the time.
So have your pumpkin spice latte moment. Okay?
Last thing I wanna talk about oh, second to last thing I wanna talk about
is AI in all of this. AI is not your
enemy. I am on this passion kick for this because ChatUpT,
in its the form that we know now kind of launched in the
(26:14):
November of twenty twenty three. Okay? So it's been a year and a
half of this tool being available. Y'all, I
use Chatopiti every day now. I bought the I spend my little $20 a month
on the premium version, and I use it every single day. I used
it very hesitantly at first because I used it in a
very basic way. And I don't want you to get stuck in the basics.
(26:36):
K? So some people are using this very basically, and you
sound basic. I'm talking you go to ChatGPT and you say,
I'm an accountant. Write me a post about how it tax season's almost
over, and it gives you, like, the most generic sounding post
in the history of time. That's how most people are
thinking about ChatGPT and using, AI tools like
(26:58):
Gemini, like, Claude, like, what is that?
X, x groke Grok? I've realized I've
never said this out loud. What a terrible name.
Elon Musk is anyways,
that one, all of them. They're great
tools. However, I feel like a lot of us are using them in the most
(27:20):
basic way, and I don't want you to sound like a LinkedIn bro.
Okay? We're not a brosiff. I want us to think about using
AI as if it's our thought partner and our assistant.
Okay? And what I love about tools like AI and ChatGPT is
it's very reflective. Right? It can help you analyze. It can help
you dig deeper. It can help you scratch instead of scratch the
(27:43):
surface, dig below the surface. See what I did there? It
can help you with the things like content repurposing and
being more impactful with your content. It can help you with,
you know, all of those things. Right? But I
think there's this little bit of hump that we have to get over with some
of us that that thinks AI is the enemy. And so AI is not the
(28:04):
enemy. It's your friend. K? And I'll take a moment here to talk about a
new AI resource that I have. If you go to
onlinedrea.com/ai, I have a free 10 part audio
series where I talk about how I use AI in my everyday life, especially
in my marketing and in my business, and it goes beyond the basics. So definitely
check that out. I had a lot of fun creating it, and we've created so
(28:25):
many AI tools inside of the Mindful Marketing Lab that this will give you a
little preview of that. Alright. So AI, it's not here to replace
you. And I know especially when I'm talking to marketers, it can feel like that.
I've had a number of conversations lately with my marketing friends where they talk
about how, you know, AI does feel
like it's replacing some of the work that we do. And if
(28:47):
you feel that way, I encourage you to actually start studying it. In my opinion,
it's a nonnegotiable at this point. It's embedded in everything. You can't look at a
Facebook comment without it summarizing the sentiment. You can't even Google
anything without the AI result coming at the top. It's embedded in our freaking
inboxes now. Right? You can't put your hand in the sand and
ignore it. It's here to stay, study it, and start using it as a tool.
(29:09):
Otherwise, you your business will become antiquated.
So AI. I'm not just speaking out of the side of my mouth here
with this. Another stat, 89% of small business owners
say someone in their business is now using AI. This was a
2024 survey. Another thing from that same
survey said that 62 of small businesses
(29:31):
reported an increase in productivity after
adopting AI, and then 63% of those
people notice a higher overall job satisfaction.
Okay? So not only are AI tools
increasing productivity, but people are happier with their jobs.
And I actually think this is very, very helpful. And I've been
(29:54):
having these conversations with my business friends lately. I think it's our
I'm gonna get on a little bit of a soapbox, but I think it's our
capitalistic mindset, which I'm not anti capitalist. I will say
that. I'm not anti capitalist, but I do wanna label it and name it. Like,
the society that we're raised, especially those of you who, like, live in US
or Canada like me, we
(30:16):
glorify work and hustle and especially the time that it
takes to work. And so we feel some kind of way
when a machine, a tool, a robot can come in and do the
work at a fraction of the time. But to me, this
feels like the factory era. Right?
Like, in that early nineteen hundreds, we had this economic boom in
(30:38):
The US because of the rise of the factory
machines that could do the job of humans and, like, one
machine would replace a hundred hours of human work, let's say.
That to me is what AI feels like. Now, of
course, after that, we did go through the Great Depression, which kinda sucked. So I'm
hoping that's not what happens here as well. But the other
(31:00):
side of that is, like, the future looks bright, and at least now there's
no, like I was gonna say there's no racism, but
anyways, wow. What a sidetrack. Y'all are getting a journey in this episode.
Okay. AI. AI is here to stay.
I think it's our job and our duty to study it and learn how to
use it ethically and thoughtfully and mindfully.
(31:24):
And I think the small business owners, the online business owners, and the
solopreneurs, and the marketers who actually learn to
use AI as a tool will be farther ahead than their
colleagues, than their than their competitors. Okay?
Use these tools to help you. I'll give you a little bit
of a twist on this as well or, I'll give you a little piece of
(31:46):
advice that I think can help with the repurposing, and I'll share one of the
ways that I do this. I just uploaded a video to YouTube on how I
do this. But I get a lot of information out of
AI, and I actually use it to help me prepare for my
show. Right? I feed AI a lot of information, and
I use it as a resource tool that refines my
(32:07):
thoughts, organizes my thoughts, and puts my thoughts together
so that it speeds along the process. Instead of
me having to manually outline something and
think of, like, oh, here's the thing that goes first and it flows into this.
I can put all of that gobbledygook in the chatty bitty and say, can you
organize this for me in a flow that goes smoothly and makes a
(32:29):
really impactful episode for my listeners? K? Use AI
as a tool. Last thing that I'll say is I
want you to also think about on those days, especially
where you have low energy. I'm talking you wake up and you go, oh, this
is not happening today. And I'll tell you what I have those days, especially
with two small kids. My oldest is in daycare. And y'all, those daycare
(32:51):
germs take me out. They take me out. I
swear this year, I was sick from, like, October to
March, just every week, sick with a new something.
So recording my podcast became very challenging.
Recording videos on TikTok, almost impossible. Recording
new Instagram reels, forget it. Recording tutorials and
(33:14):
videos for my membership. Not I couldn't do
it. Right? And so there are days where you have low
energy like that, where it's really challenging to show up to do
the bare minimum. So I want you to think about what is your
minimal viable marketing. K? Minimal viable
marketing, MBM. K? We talk about this a lot in the Mindful Marketing Lab
(33:36):
because I think we sometimes put equal
amounts of emphasis on all of our marketing categories. We gotta do the
podcast in YouTube and post Instagram and Facebook and threads
and LinkedIn, and we need to send out an email
today. And it's like, okay. I
actually also have to do work too on top of all of that. Who has
(33:58):
time for this? Right? And so I think we put equal weight sometimes on all
of those marketing, placements when the reality is
you should have a minimal viable marketing output
so that you know this is the minimum that I have to do
right now. Very minimum, and you should be constantly questioning what that
is. K? Because if you
(34:20):
try to put equal weight on everything, you will burn out. And on those low
energy days, then on top of that burnout, you're you're give you're guilting yourself
into it, and that causes a spiral. Ask me how I know.
Alright? So minimal viable marketing. I'll give you an example. Mine is my
podcast. I won't send an email that week. I won't post on social
media that week. But the very minimum thing I will do is post a
(34:42):
podcast episode. And if I can't record a new one, I'll go back in the
archives and pull pull one from, like, two years ago because, y'all, I've been
talking about I've had my podcast since 2018, but I've been talking about this stuff
since 2014. So there's quite the backlog
of stuff. K? Even before the podcast, I was doing live streams and classes,
and I there's so much I can pull from. I was even
(35:04):
talking with, my assistant, the lovely, Jemmy,
about all of these live classes that I'm teaching in the
lab. My next low energy day, that's gonna become
a podcast episode because I've taught some really good ones this year that I
think I could give as a teaser here. Right? So
minimum viable marketing, decide what that is.
(35:27):
Then when you have medium high energy days, we're
stockpiling. Okay? Some people like to call this batching.
I call this my digital brain. K? I stockpile as much as I
can in my digital brain. My digital brain is a hub.
I use Airtable for this if you wanna know the tech behind it. But I
put lots of stuff in my digital brain for my low energy
(35:50):
days so that I can just pull from that when I need
to. Okay? So I build my digital brain in your table. So for
example, right now, minimal viable marketing, this
podcast episode. It's 10:00 at night,
on a Friday night. I had a busy week, but you
know what? The kids are asleep. My husband's asleep.
(36:14):
The house is clean, and I have my makeup on still. And I was
like, I'm gonna record this podcast episode because that's by
minimal viable marketing. If I got distracted, I could
record a TikTok video, but nope. Podcast. Minimal
viable marketing. Okay? Then I use my repurposing
system to repurpose the podcast. So my assistant
(36:35):
helps me with this, and, of course, we use Riverside for this, our lovely
sponsor. Now I have two social media posts guaranteed every
week that come directly from this podcast, and I could make more if I
wanted. So I the only thing I had to do was focus on the podcast,
and then my assistant can repurpose that. Hey. Minimal viable
marketing. The other thing that I'm doing is again, I'm in my
(36:57):
winter season. I just don't have time, energy, space to do all the
things I usually do. And so I went back through some of my
reels that I recorded last year and the year before and the year before
that, and I pulled some of my favorites. We're we're doing a rerun
here, friends. We're reposting that reel the exact same way.
I just watched them to make sure I wasn't saying anything too specific, time,
(37:19):
date thing, or promoting anything that, you know, I don't do anymore, you know,
saying, like, savvy social podcast instead of mindful marketing podcast, things like that.
K? We're reposting the exact same thing.
Minimal viable marketing.
Alright? You can do this. Be
gentle with yourself and get
(37:42):
help. K? Do not feel like you have to do this
alone. You're allowed to ask for help, and it's one of the reasons
why I created the mindful marketing lab. Our members in the lab
are doing this together. There are two new things that we're doing in the
lab that could really help people like you.
One is every single Monday, I started doing mindful Mondays, where we meet
(38:04):
together asynchronously in our community space.
I have a little guided thought question.
It's kind of like a meditation and a reflective moment. Less than
five minutes, y'all, because, you know, we don't have time, in your podcast app, make
it easy for you. And we think about and analyze
what our minimal viable marketing is. We talk about things like,
(38:27):
what if I don't feel like posting today? Help. What's going on in the
world? K? So though that's a new thing that I'm doing in the lab. And
then the other thing that we do in the lab, which we've always done, is
coworking. Sometimes, if you're like
me, you need that accountability. Okay? If I don't have someone
sitting there with me going, what are you working on? How is
(38:48):
the progress going? Have you done it? Sometimes it just doesn't happen, brads.
K? It's a body doubling thing. I never used to be
this way. In fact, I did not like coworking before. I didn't see the
point because because I was pretty self motivated. I didn't have kids. Right?
The work was my life. Now I'm like, there are a
million competing tasks and priorities here, but you know what? I'm
(39:10):
gonna sit down and work on my marketing for an hour with my
people. Okay? And so sometimes you need that too. So either of those
things resonate with you, come on in and join us inside the
Mindbold Marketing Lab. I'd love to have you. And that's this
episode. Next week, I'm gonna talk about Blue Sky.
I have been spending some time on there on one of my alt accounts,
(39:33):
having a lot of fun, and I wanna share my thoughts.
Should you be on Blue Sky? Tune in for that next week. In the meantime,
make sure you rate and review us on Apple Podcasts And Spotify, it helps keep
us in the top 100 marketing podcast, and that's because of your support, my
friends. I'll see you next week. Bye for now.
If you're having one of those days where you wake up, you look at your
to do list and you go, what if I just didn't?
Same girl. Sometimes we just don't feel like
marketing our businesses. It feels like, I don't know, trying to run
a freaking marathon, but you got flip flops on. It's a struggle
bus. And if you're like me in a season of your
(00:21):
life where sometimes you just don't feel like marketing, today I'm gonna
dive into the who, what, where, when, and how of it all. I've got some
data and facts to back this up. Let's get into it. Before
we do, a word from our sponsor. Riverside is
the all in one podcast recording and editing tool that I use for
this right here show. I use it to edit not only the audio
(00:44):
in the video, it is like chef's kiss, magical, making the entire
process so so easy. Plus, I
love their magic AI clips. Their
little AI robot in the background pulls out the most
impactful moments of the episodes without me having to comb through and do it
myself, resizes them for social media. So those vertical
(01:06):
videos you see on TikTok and reels, those all come from magic
AI inside of Riverside. It's literally one click. It spits out
10 clips. I pick the best one and away I go saves me so
much time. If you wanna get on the Riverside train, check it out today,
the links in the show notes and make sure to use my code DREA, D
R E A at checkout to get 15% off your membership.
(01:30):
Alright, y'all. Hi. Hello. Welcome to this episode of the
Mindful Marketing Podcast. I'm all about simpler, smarter
marketing for busy people. And in today's episode, this one hits close
to home because y'all, I have not felt like marketing
for a long time. And a lot of the people that I work with actually
feel like this permanently. You know? Like, they come to
(01:52):
me because they're like, Andrea, I don't wanna post on Instagram today.
I don't wanna write that email. I don't wanna record a podcast. Even though I
know it helps my business, I don't feel like it, quote, unquote.
And especially if you're not tracking the data and the numbers behind it, sometimes it
doesn't feel like anything is happening. And,
let's talk about it because we're all here. I'll start off with a little bit
(02:14):
of a personal share in this episode today.
As y'all know, or maybe you don't, if this is your first episode, I'll
clue you in to the fact that I have spent the
last four years either being pregnant or having
children or small babies. K? So I have two kids. My oldest
is three. My youngest is one. So
(02:37):
basically, since
2021 yeah.
2021, I I got pregnant in July of twenty twenty one.
I've been pregnant or having babies, and
I'm tired, y'all. So my first kid, I did a whole series, like,
how I prepped for my marketing, the aftermath of it all. And you can
(02:58):
go back. I'll put the links in the show notes of those two episodes.
Y'all, I was glowing. Stunning. Especially pre baby, Andrea, I
was like, oh, this is kinda hard, but I'm gonna go for it. My
first baby, easy baby. It was great. It was lovely. I worked in fact,
in 2022, I had my highest revenue year ever business.
We almost hit a million dollars that year. It was fantastic. It was fun time
(03:20):
had by all. And then I got pregnant with my second baby,
and life was like, Andrea. Let's just mix things up
a little bit. I was like, okay. Cool. I'll just wait
and see. And, if y'all have been
tracking along with me, I have made a lot of changes in my business in
the past year, and that's because I am in the season of life
(03:42):
where my brain is going to my babies. This
is not something I expected. And especially with my second baby,
she is like me, meaning she's needy and
clingy, in the best possible way. I love
her to death. And, also, it takes a lot of energy to care for that
child. She just needs mama. She likes to be held and
(04:04):
cuddled, whereas my first kid is, like, miss independent.
She's actually like, no. I I don't need you right now, which is great. Love
that for her too. But it's hard. It's hard being a mom. And
so a lot of the work that I've been doing over the past year is
how do I take the marketing advice that I've been given over the years, marketing
advice that I've practiced over the years, and streamline it into more
(04:25):
mindful way? Hence, about a year ago to
the date, I rebranded this podcast to be the Mindful
Marketing Podcast to really talk about all of the things that I've
learned and really apply it in a way that makes sense for you and
for me. Because a lot of the people that I work with, even if you
don't have small kids, you have busy lives. You
(04:46):
maybe have chronic illness. You maybe have
aging parents that you have to take care of. Maybe you're going back to school
or maybe you have a full time job and your business is kind of limited
with the amount of time that you can put into it. And so a lot
of the advice take someone like Gary v, for instance, who I love, I
admire. I followed him for years. And, also, I am not Gary
(05:07):
v. I do not have his energy level. K? I do not
have his life set up. Okay? Like, he had
a partner who, like, I think they're divorced now. But anyways, he had a partner
who took care of the kids, and he was able to basically work nonstop
all day and all night. And he's the kind of person who says, yeah. I
only sleep, like, five hours a day, and I'm fine. That's not me.
(05:29):
I wake up exhausted after nine hours of sleep, y'all.
And and I still go through my whole day. And, like, thankfully, both of
my children sleep through the night, because otherwise, I don't know how I would survive.
And I'm still over here struggle by saying, I don't I am not Gary v.
I can never be him. And so even though the advice that he gives
in, like, a bubble, you go, sure. That could work. I can spend all day
(05:52):
on social media. The reality is a lot of us
have other demands that are more important than that. And the
reality is we also are running our businesses. His business
just happens to be social media, so easy for him to say to be on
it all day long. Right? And so there is a different energy
that goes into marketing your business when you don't feel like it, when you're maxed
(06:14):
out, when you're at capacity. And I'm saying that. I'm sharing my
personal experience to to prove to you, hi. Yes. Hi. I'm
here with you alongside of you. Top that
off with, what the heck is happening in the world right
now? Like, what is happening? I live in Canada, y'all. I'm from The
US. Those of you who are in Canada or The US will
(06:36):
fully understand right now what is happening. We just went through, like,
another wacky election cycle, and y'all voted him
in. He's in charge. I'll leave it at that. The
drama, the aftermath, these tariffs. I mean,
the Canadian politics too. We we're in an election right now. At the time
of recording, this is almost done, so we'll know who our new leader is.
(06:59):
But I don't know who it is at the time of recording this. And y'all,
Canada's our politics aren't supposed to be this dramatic. Why is it
so dramatic? It feels like we're in a US election cycle. And I
moved to Canada because that well, because I, you know, I met my husband and
fell in love and moved to Canada. But also, it's my understanding that Canadian
politics isn't supposed to be this dramatic. So what is happening in
(07:21):
the world right now? Right? And it's like all of that,
you know, the chaos of our our day to day lives, the chaos
of politically what's happening, the chaos of socially what's
happening economically, what's happening, what's happening in our communities,
existential dread. Okay? Where all of this is piling up and
then, and then we have to go on Instagram and write
(07:44):
cutesy little post that's like, oh, buy my stuff. Like,
I'm not feeling it. I'm not feeling it. And so I wanna normalize
that because it's not I think most people actually do feel
this, and we we kind of ramp it up for social media,
especially if, like, if like I said, you're you're going through all of this.
Not like, I feel like we're still reeling from the pandemic even though that was
(08:07):
five years ago. It feels like there's been this shift
that we're all feeling, and we can't go back to the before times.
And so now I'm sitting here recording this podcast for you going, okay. We're here
now. What do we do? And I think the first thing is just to acknowledge
and name this situation. Like, be, like,
really honest with yourself and say, this is the reality of what's
(08:29):
happening. I just don't want you to be like me, where,
you know, I I had my second baby. And for a while,
I thought, I'll just wait it out. I'll just wait it out, see what happens.
I'm not feeling great. My baby needs me. My business,
I don't even have the time and energy for it. So if you've been listening,
I did sell off a big portion of my business, most of it. My
(08:51):
agency, I sold off my agency. I really shrank down my
available hours, and even more recently, cut that back even
more. I did things like quietly close
the retreat that I'm hosting, and postpone
that indefinitely. There's a lot of changes that I've
made, now. But for a while, I just kept
(09:13):
pushing forward going, it'll it'll get better soon. It'll all feel better
soon. I'm just gonna keep pushing forward. And that, my friends, is what leads to
burnout. And I did. I burned out. I ended up going to my
doctor. She said, Andrea, you have postpartum depression and
anxiety. We need to get this sorted now. And I was like, okay.
Cool. So I'm doing what I'm supposed to be doing, therapy, medication,
(09:36):
meditation, daily walks, reduced work hours.
Like, let's get this train back on the tracks. But
what I wanna acknowledge in sharing this is that
just because you are in this season of your life where
things aren't, quote, unquote, the norm, that
doesn't mean that you are lazy. It doesn't mean that
(10:00):
you're a failure. It doesn't mean that your business is
doomed. It's just acknowledging where you are here now and today.
Okay. This is what I'm feeling. This isn't how I
normally am feeling, but I'm going to
accept and acknowledge, and then we can move forward with the action
steps from there. But I gotta you gotta accept where you are right here and
(10:21):
right now in this season of your life. Inside of the Mindful Marketing Lab, we
call this our winter season. And some of us, winter
can last years. Sometimes it can last days, weeks, months.
For me right now, my winter season probably would be about
a year since I had my baby. She's a year old now, but I
didn't really know I was this deep into the winter season until about
(10:44):
four months ago. So that acknowledgment period actually
helped me move forward with a lot of my marketing because, otherwise,
I was sitting here beating myself up trying to throw spaghetti at the
wall because I felt like it's not working. K? So you may be there
too. So what do we do? What do we do about all of this?
Well, the first thing I wanna talk about is actually
(11:06):
being available and being on all the time is
one of the biggest myths of marketing. Right? And
this is something that my friend Gary v, like
I said, he doesn't know me, but he's my Internet friend. I have met up
one time in person. Anyways, I followed
his his advice for years. And actually, when I started the
(11:28):
Savvy Social podcast, now the Mindful Marketing
podcast, one of my first episodes was about how I
disagreed with some of his the stuff that he says because I actually
soaked it up, tested it out for myself, for my clients, and
actually found this to be true, which is
posting less can actually get
(11:50):
you more results. Okay? Posting less frequently can
get you more results. Now I will say
this, a lot of people talk about posting a
lot. Okay? And I think there is some truth to it,
but it's not what you think it is. So a lot of people, a lot
of marketers talk about posting a lot. Take a if you take a course, for
(12:12):
instance, on Instagram. Let's say you go to, like, Skillshare and you take a course
on Instagram. Something that they very consistently
say is post every day or post three times a day or
post five times a day. I once, watched a TikTok
expert. I don't know if that's the right term, but this
TikTok person say they post TikTok eight times a day.
(12:34):
Okay? And I was like, eight times a day? Oh my
gosh. Like, eight times a month, and I'm, like, patting myself on the back. Right?
And I think that there's some truth to the frequency in that.
In that, you're actually building a skill set. K? So I
don't think it's the content itself that
makes posting eight times a day valuable. I think if you
(12:57):
make TikTok your full time job and you wanna post eight times a day on
TikTok and that's your only thing that you do, you really hone in
a skill set that is TikTok like, TikTok focused
content. And I do think there's some value to that if you wanna be a
TikTok creator. Right? Like, let's say you wanna be a TikTok influencer. Your entire
revenue model surrounds TikTok. Yes. Go for it. Post eight times
(13:18):
a day. Sure. For business owners, though, what
will happen is if you post eight times a day and you're
studying TikTok and you're creating content for TikTok, what happens is
you're dependent on TikTok giving you money.
And you're not actually building a business that is sustainable and has
legs. Right? So all of these TikTok people now are having to
(13:41):
backtrack because, TikTok may be banned.
So the way that I teach marketing is we're going
a step deeper than that. I'm not saying arbitrarily post on TikTok eight
times a day. Sure. It could work for you. You build a skill set on
TikTok. The skill set I'm trying to help people build
is marketing. K? So you can take that marketing skill set and apply
(14:02):
it to any platform and any vertical
and any medium and any style of content and any placement. Okay?
The value in posting frequently is learning that specific
platform for a lot of my people, though. The disadvantage of posting
that frequently is that you are not actually running your business, my my friends, if
you're posting on TikTok eight times a day. Okay? So I talk
(14:25):
to real people, real hubids who have real lives, that real people, real hubids who
have real lives do not have the time and capacity and energy to post
on TikTok eight times a day. And in fact, if they try, they're going to
get eight really crappy pieces of content that hardly mean
anything, and they're going to fail. Okay?
So I want you to think about this myth
(14:47):
of of posting more frequently will get you more results. And instead, I want
you to flip it on his head and think about how can
you create content that,
one, supports you and, two, supports your clients.
K? So the content that supports you, meaning you can create it fairly
quickly and easily and low energy, and
(15:09):
two, the content that actually supports your clients, not the algorithm.
K? Not TikTok, not Instagram, not Facebook, but
your clients. And this is the question that people get
stumped on a lot of times. Like, yes, we can tweak it and optimize it
for the platform, but the two more important questions are, can you create
it and do your people wanna consume it? K? Once you
(15:31):
answer those two questions, then, yes, we can talk about optimizing it and
tweaking it and getting the best results. Right? But we gotta start with the
foundations. It's not about posting frequency. It's about answering
those two questions. Now I will say I do have data to back
this up. So there is a particular article that I I did a lot of
studying on for this, this particular episode.
(15:53):
There's two of them. One is, from columncontent.com,
and then the other one is from axios.com. I also have a little bit from
HBR as well. But that one is more theoretical, but I'll put it in
the show notes as well. So the data behind this, this
study done, this was done in 2024,
and it found that 80% of people are now
(16:16):
feeling overwhelmed by the amount of information that's
online. K? 80% of people say, I'm so
overwhelmed by the information online. So let's start
there. So when I think about people saying I need to create more content, that
is not the answer. And especially when we think about AI, and we'll get
to AI in a second, when we think about how much
(16:37):
content there is online, we literally cannot
consume all of it. Like, the collective human
experience cannot consume the amount of content that's being created online.
It's fascinating. Right? So we don't need more content. We need
content that's more specific. K? So not more content,
but more specific content. Also, reach is dropping
(17:01):
because of this. So when people say that, oh, Instagram reach
has dropped. So the recent study said, Instagram organic
reach dropped 18% in 2024. K.
18% decrease in reach. It means 18% fewer people are
seeing your content. That's not because of the algorithm. People
like to blame the algorithm. It's not the algorithm's fault. K? It's just that we're
(17:22):
producing more content than we ever have in the history of anything,
because this is all so new. Right? Right? It's
all so new. Like, I remember in 02/2007, me waiting for my
my Facebook login account. Because 02/2007,
you had to have a a university email address to sign up.
02/2006, I guess. You had to have a university email address to sign
(17:45):
up. And I had just gotten mine because I just got accepted,
and then they made it available to everyone. Like, 02/2007, '2
thousand '20 '5. In the history of time, this is not a lot of time.
Right? So in the history of time, we've never had
this much content produced. So if there's so much
content being produced and engagement is dropping, we need to
(18:07):
make sure that the content that we are sharing is very
sticky. And people see it and they wanna see it. Because, yes, the
algorithm does have an effect here, but the algorithm is just
choked by the amount of content that there is out there. It's not that
your content is bad. K. You could have post the same thing five
years ago, and it would have gotten more engagement because there was
(18:29):
fewer content five years ago. There's just more now to
consume. Okay? So
80% of people are feeling overwhelmed by this information. Engagement has
dropped by 18%. And then a lot of brands,
according to this, column article,
columncontent.com, it says, more brands
(18:51):
the more brands push out content, the more that audiences are
tuning it out. This is according to 2025 marketing
analysis. K? So the more content you produce, the more
likely someone is going to tune it out. Anecdotally, I see this
myself as well. So when I'm scrolling through my content, let's say
I'm scrolling through, like, Facebook or something, and I see, like, a double post,
(19:14):
y'all know what I'm talking about. Like, you see a post from one person, this
one the like, a person. You like it, and then you're scrolling and you
see another post from that person. I, like, skip it because I'm like, I just
saw a post from them. I wanna see something new. Like, we all
do this. Right? Unless it's, like, your bestie or your mom or, like, your your
cousin, like, you're not going to be engaging with it a brand that
(19:35):
frequently. We like to see a mix in the feed unless it's, like, big news.
Right? We like to see a mix in the feed. And so by posting less,
you're actually giving your people an opportunity to engage with your
content. K? Hootsuite actually, came out with an
article about this recently as well and said that three
quality posts are worth more than five low
(19:57):
quality posts. So they're actually encouraging you, especially
smaller teams and solar entrepreneurs, to post less
frequently. K? So posting less is actually your friend, and that's the first
thing I wanna talk about when we're thinking about the season that we're in.
You could give yourself some grace. You don't need to post all the time.
The second thing that I want you to think about is reposting and
(20:19):
repurposing content. K? Reposting and
repurposing content. I think as
especially creative types, like my graphic designers, my
copywriters, my web designers,
my artists. Like, we feel like
the content that we're putting out, it has to be original every
(20:41):
time. K? There's this myth that we have in our heads where we feel
like we have to create new content all of the time. But I wanna
give you permission to repurpose. And in fact, you should be
repurposing a lot more than you think you should. Okay? Like,
if you're getting tired of saying the same thing over and over again, you're
you're probably on the right track. And I want you to think about how
(21:03):
big brands do this. One of my favorite examples is
pumpkin spice latte season in Starbucks. Okay?
Like, they have created a fandom
around a pumpkin flavored drink. I don't even like it that much, y'all.
I love Starbee's. Starbucks is in life. Give me my caramel
macchiato every day. I will drink it every day. Okay? With almond
(21:26):
milk, because my stomach don't like regular milk.
So pumpkin spice latte. I still go ahead
and buy one because I like hype and I like marketing and I like
the the the tradition of it all.
And why is it a tradition? It's not because
Starbucks said pumpkin spice latte, here's one.
(21:50):
No, no, no. They have repeated it year after year after
year to the point that it's embedded. It's embedded and
other companies are now copying that. I saw
Tim Hortons have a pumpkin spice drink. I think they
actually call it pumpkin spice latte. It's terrible. Tim Hortons near
me does not even have almond milk, so I could never drink it it anyways
(22:12):
because otherwise my tummy be mad at me. Even Dunkin' Donuts
has pumpkin spice. I think even McDonald's does a pumpkin spice something.
It's everywhere now. Right? It's everywhere. And
people who like it love it, and they're not tired of it. And
so I want us to think about our brand, our knowledge, our
expertise, the things that we say. I want us to think of it like a
(22:34):
pumpkin spice latte. It's not for the people who don't like
it because y'all know there are people who, like, hate
pumpkin spice latte with a passion. Okay? They're, like,
make whole campaigns about how much they don't like it. Right?
Starbucks doesn't care. Right? They keep doing it because peep they they're talking
to the people who love it. K? So when you talk
(22:56):
about the work that you do, when you talk about your message, when you talk
about your, frameworks, when you talk when you share
your stories, I want you to share them as if it's pumpkin
spice latte. Because you're going to be saying it again and again and
again. And the more that you say it, the more that people are gonna love
it. Okay? So do not feel like you have to be original
(23:18):
all the time. Reinvent that wheel, honey. Okay? So
examples of way that you could do this, just straight up
riposte. I'm doing that right now. As I said, I'm in my winter
season. Y'all, I have been creating content in this business for eleven
years. I mean, talk about the same thing for, I always say since, like,
2017, '20 '18 because in the beginning, I told y'all I was, like, hard
(23:40):
into the Gary v, do everything post hustle all the time. And then I
quickly realized after doing that for three years, that's not sustainable.
And even then, I had no kid. Like, what would I say? I had no
kids. Anyways, repost the dang
content. Okay? If you are especially if you've been doing this for more
than a year, you have so much content that you could just straight
(24:01):
up take and post again. Okay? It doesn't have to
be reinvented. Now I do want you to think about this like pumpkin
spice latte. We don't drink pumpkin spice lattes in
March. Right? That would be weird. So I don't want
you to post pumpkin spice latte every single month because then
it's not special. But you can take your pumpkin spice
(24:23):
latte post or season and repost that yearly.
Right? So an example for me is a lot of times in
July and December, I'm talking a lot about resetting,
resting, rejuvenating because that's what I'm doing. So I kinda
recycle those posts every year. The new year, it's
like I do my LinkedIn challenge every year, so I'm reposting those
(24:45):
every time. So take your old
content, your past content, and repost it straight up. You
can also remix content as well. You know, taking a
blog post, turning it into a carousel, taking a carousel, recording it as a
reel, taking that reel, rerecording it as a
talking head, pulling a quote from that, and reposting it as a quote
(25:07):
graphic. We have so much content that we're creating
daily, weekly, monthly. Take that and repurpose it.
K? A stat for this.
94% of marketers report that reusing
content in some form is an effective way to scale content
strategy without doubling the workload. This is from marketers
(25:30):
who are paid to do this as their job. Okay? So I want you to
be your own pumpkin spice latte moment. Repurpose
that. K? To use another Starbucks example, they do the
Christmas cup every year, and the cup designs don't look
that different. In fact, I can almost promise you that, like, they
recycle some of those designs. K? People still go out and buy the
(25:51):
cups. They buy them in droves. They sell out all of the time.
So have your pumpkin spice latte moment. Okay?
Last thing I wanna talk about oh, second to last thing I wanna talk about
is AI in all of this. AI is not your
enemy. I am on this passion kick for this because ChatUpT,
in its the form that we know now kind of launched in the
(26:14):
November of twenty twenty three. Okay? So it's been a year and a
half of this tool being available. Y'all, I
use Chatopiti every day now. I bought the I spend my little $20 a month
on the premium version, and I use it every single day. I used
it very hesitantly at first because I used it in a
very basic way. And I don't want you to get stuck in the basics.
(26:36):
K? So some people are using this very basically, and you
sound basic. I'm talking you go to ChatGPT and you say,
I'm an accountant. Write me a post about how it tax season's almost
over, and it gives you, like, the most generic sounding post
in the history of time. That's how most people are
thinking about ChatGPT and using, AI tools like
(26:58):
Gemini, like, Claude, like, what is that?
X, x groke Grok? I've realized I've
never said this out loud. What a terrible name.
Elon Musk is anyways,
that one, all of them. They're great
tools. However, I feel like a lot of us are using them in the most
(27:20):
basic way, and I don't want you to sound like a LinkedIn bro.
Okay? We're not a brosiff. I want us to think about using
AI as if it's our thought partner and our assistant.
Okay? And what I love about tools like AI and ChatGPT is
it's very reflective. Right? It can help you analyze. It can help
you dig deeper. It can help you scratch instead of scratch the
(27:43):
surface, dig below the surface. See what I did there? It
can help you with the things like content repurposing and
being more impactful with your content. It can help you with,
you know, all of those things. Right? But I
think there's this little bit of hump that we have to get over with some
of us that that thinks AI is the enemy. And so AI is not the
(28:04):
enemy. It's your friend. K? And I'll take a moment here to talk about a
new AI resource that I have. If you go to
onlinedrea.com/ai, I have a free 10 part audio
series where I talk about how I use AI in my everyday life, especially
in my marketing and in my business, and it goes beyond the basics. So definitely
check that out. I had a lot of fun creating it, and we've created so
(28:25):
many AI tools inside of the Mindful Marketing Lab that this will give you a
little preview of that. Alright. So AI, it's not here to replace
you. And I know especially when I'm talking to marketers, it can feel like that.
I've had a number of conversations lately with my marketing friends where they talk
about how, you know, AI does feel
like it's replacing some of the work that we do. And if
(28:47):
you feel that way, I encourage you to actually start studying it. In my opinion,
it's a nonnegotiable at this point. It's embedded in everything. You can't look at a
Facebook comment without it summarizing the sentiment. You can't even Google
anything without the AI result coming at the top. It's embedded in our freaking
inboxes now. Right? You can't put your hand in the sand and
ignore it. It's here to stay, study it, and start using it as a tool.
(29:09):
Otherwise, you your business will become antiquated.
So AI. I'm not just speaking out of the side of my mouth here
with this. Another stat, 89% of small business owners
say someone in their business is now using AI. This was a
2024 survey. Another thing from that same
survey said that 62 of small businesses
(29:31):
reported an increase in productivity after
adopting AI, and then 63% of those
people notice a higher overall job satisfaction.
Okay? So not only are AI tools
increasing productivity, but people are happier with their jobs.
And I actually think this is very, very helpful. And I've been
(29:54):
having these conversations with my business friends lately. I think it's our
I'm gonna get on a little bit of a soapbox, but I think it's our
capitalistic mindset, which I'm not anti capitalist. I will say
that. I'm not anti capitalist, but I do wanna label it and name it. Like,
the society that we're raised, especially those of you who, like, live in US
or Canada like me, we
(30:16):
glorify work and hustle and especially the time that it
takes to work. And so we feel some kind of way
when a machine, a tool, a robot can come in and do the
work at a fraction of the time. But to me, this
feels like the factory era. Right?
Like, in that early nineteen hundreds, we had this economic boom in
(30:38):
The US because of the rise of the factory
machines that could do the job of humans and, like, one
machine would replace a hundred hours of human work, let's say.
That to me is what AI feels like. Now, of
course, after that, we did go through the Great Depression, which kinda sucked. So I'm
hoping that's not what happens here as well. But the other
(31:00):
side of that is, like, the future looks bright, and at least now there's
no, like I was gonna say there's no racism, but
anyways, wow. What a sidetrack. Y'all are getting a journey in this episode.
Okay. AI. AI is here to stay.
I think it's our job and our duty to study it and learn how to
use it ethically and thoughtfully and mindfully.
(31:24):
And I think the small business owners, the online business owners, and the
solopreneurs, and the marketers who actually learn to
use AI as a tool will be farther ahead than their
colleagues, than their than their competitors. Okay?
Use these tools to help you. I'll give you a little bit
of a twist on this as well or, I'll give you a little piece of
(31:46):
advice that I think can help with the repurposing, and I'll share one of the
ways that I do this. I just uploaded a video to YouTube on how I
do this. But I get a lot of information out of
AI, and I actually use it to help me prepare for my
show. Right? I feed AI a lot of information, and
I use it as a resource tool that refines my
(32:07):
thoughts, organizes my thoughts, and puts my thoughts together
so that it speeds along the process. Instead of
me having to manually outline something and
think of, like, oh, here's the thing that goes first and it flows into this.
I can put all of that gobbledygook in the chatty bitty and say, can you
organize this for me in a flow that goes smoothly and makes a
(32:29):
really impactful episode for my listeners? K? Use AI
as a tool. Last thing that I'll say is I
want you to also think about on those days, especially
where you have low energy. I'm talking you wake up and you go, oh, this
is not happening today. And I'll tell you what I have those days, especially
with two small kids. My oldest is in daycare. And y'all, those daycare
(32:51):
germs take me out. They take me out. I
swear this year, I was sick from, like, October to
March, just every week, sick with a new something.
So recording my podcast became very challenging.
Recording videos on TikTok, almost impossible. Recording
new Instagram reels, forget it. Recording tutorials and
(33:14):
videos for my membership. Not I couldn't do
it. Right? And so there are days where you have low
energy like that, where it's really challenging to show up to do
the bare minimum. So I want you to think about what is your
minimal viable marketing. K? Minimal viable
marketing, MBM. K? We talk about this a lot in the Mindful Marketing Lab
(33:36):
because I think we sometimes put equal
amounts of emphasis on all of our marketing categories. We gotta do the
podcast in YouTube and post Instagram and Facebook and threads
and LinkedIn, and we need to send out an email
today. And it's like, okay. I
actually also have to do work too on top of all of that. Who has
(33:58):
time for this? Right? And so I think we put equal weight sometimes on all
of those marketing, placements when the reality is
you should have a minimal viable marketing output
so that you know this is the minimum that I have to do
right now. Very minimum, and you should be constantly questioning what that
is. K? Because if you
(34:20):
try to put equal weight on everything, you will burn out. And on those low
energy days, then on top of that burnout, you're you're give you're guilting yourself
into it, and that causes a spiral. Ask me how I know.
Alright? So minimal viable marketing. I'll give you an example. Mine is my
podcast. I won't send an email that week. I won't post on social
media that week. But the very minimum thing I will do is post a
(34:42):
podcast episode. And if I can't record a new one, I'll go back in the
archives and pull pull one from, like, two years ago because, y'all, I've been
talking about I've had my podcast since 2018, but I've been talking about this stuff
since 2014. So there's quite the backlog
of stuff. K? Even before the podcast, I was doing live streams and classes,
and I there's so much I can pull from. I was even
(35:04):
talking with, my assistant, the lovely, Jemmy,
about all of these live classes that I'm teaching in the
lab. My next low energy day, that's gonna become
a podcast episode because I've taught some really good ones this year that I
think I could give as a teaser here. Right? So
minimum viable marketing, decide what that is.
(35:27):
Then when you have medium high energy days, we're
stockpiling. Okay? Some people like to call this batching.
I call this my digital brain. K? I stockpile as much as I
can in my digital brain. My digital brain is a hub.
I use Airtable for this if you wanna know the tech behind it. But I
put lots of stuff in my digital brain for my low energy
(35:50):
days so that I can just pull from that when I need
to. Okay? So I build my digital brain in your table. So for
example, right now, minimal viable marketing, this
podcast episode. It's 10:00 at night,
on a Friday night. I had a busy week, but you
know what? The kids are asleep. My husband's asleep.
(36:14):
The house is clean, and I have my makeup on still. And I was
like, I'm gonna record this podcast episode because that's by
minimal viable marketing. If I got distracted, I could
record a TikTok video, but nope. Podcast. Minimal
viable marketing. Okay? Then I use my repurposing
system to repurpose the podcast. So my assistant
(36:35):
helps me with this, and, of course, we use Riverside for this, our lovely
sponsor. Now I have two social media posts guaranteed every
week that come directly from this podcast, and I could make more if I
wanted. So I the only thing I had to do was focus on the podcast,
and then my assistant can repurpose that. Hey. Minimal viable
marketing. The other thing that I'm doing is again, I'm in my
(36:57):
winter season. I just don't have time, energy, space to do all the
things I usually do. And so I went back through some of my
reels that I recorded last year and the year before and the year before
that, and I pulled some of my favorites. We're we're doing a rerun
here, friends. We're reposting that reel the exact same way.
I just watched them to make sure I wasn't saying anything too specific, time,
(37:19):
date thing, or promoting anything that, you know, I don't do anymore, you know,
saying, like, savvy social podcast instead of mindful marketing podcast, things like that.
K? We're reposting the exact same thing.
Minimal viable marketing.
Alright? You can do this. Be
gentle with yourself and get
(37:42):
help. K? Do not feel like you have to do this
alone. You're allowed to ask for help, and it's one of the reasons
why I created the mindful marketing lab. Our members in the lab
are doing this together. There are two new things that we're doing in the
lab that could really help people like you.
One is every single Monday, I started doing mindful Mondays, where we meet
(38:04):
together asynchronously in our community space.
I have a little guided thought question.
It's kind of like a meditation and a reflective moment. Less than
five minutes, y'all, because, you know, we don't have time, in your podcast app, make
it easy for you. And we think about and analyze
what our minimal viable marketing is. We talk about things like,
(38:27):
what if I don't feel like posting today? Help. What's going on in the
world? K? So though that's a new thing that I'm doing in the lab. And
then the other thing that we do in the lab, which we've always done, is
coworking. Sometimes, if you're like
me, you need that accountability. Okay? If I don't have someone
sitting there with me going, what are you working on? How is
(38:48):
the progress going? Have you done it? Sometimes it just doesn't happen, brads.
K? It's a body doubling thing. I never used to be
this way. In fact, I did not like coworking before. I didn't see the
point because because I was pretty self motivated. I didn't have kids. Right?
The work was my life. Now I'm like, there are a
million competing tasks and priorities here, but you know what? I'm
(39:10):
gonna sit down and work on my marketing for an hour with my
people. Okay? And so sometimes you need that too. So either of those
things resonate with you, come on in and join us inside the
Mindbold Marketing Lab. I'd love to have you. And that's this
episode. Next week, I'm gonna talk about Blue Sky.
I have been spending some time on there on one of my alt accounts,
(39:33):
having a lot of fun, and I wanna share my thoughts.
Should you be on Blue Sky? Tune in for that next week. In the meantime,
make sure you rate and review us on Apple Podcasts And Spotify, it helps keep
us in the top 100 marketing podcast, and that's because of your support, my
friends. I'll see you next week. Bye for now.
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