Podcast Summary: Grow Your Local Business

Host: Leslie Presnall
Episode: Creating Original Content + Seeing Yourself As The Local Expert
Date: January 20, 2026

Episode Overview

In this episode, Leslie Presnall dives into the necessity of original content creation for local business owners seeking to stand out and establish themselves as trusted local experts. She offers strategic insights and mindset shifts, especially in a landscape saturated by AI-generated content and social media trends. Leslie urges listeners to break out of industry monotony, cultivate unique expertise, and consistently view themselves as thought leaders in their field.

Key Discussion Points & Insights

1. The Content Landscape: AI & Trends

• Rise of AI Content: Tools like ChatGPT have made content creation accessible to everyone, removing barriers for those previously uncomfortable with writing ([01:11]).
• Resulting Homogeneity: “But also everyone was now the same kind of generic, saying the same thing, sounding alike, writing in the same cadence like ChatGPT does...” ([02:47])
• Trend Addiction: Virality prompts business owners to mimic trending audios, dances, and post styles, resulting in feeds filled with indistinguishable content.

Notable quote:

"So all of a sudden everybody was really good. ...But also everyone was now the same kind of generic..." – Leslie ([02:39])

2. The Problem With "Sameness"

• Content Overlap: Regardless of profession, business owners from trainers to wedding planners copy identical viral content formats ([04:00]).
• No Lasting Impression: Viral posts may attract views but lack lasting impact or memorability.

Notable quote:

“Those are not the same things. I can watch viral reels all day and… a minute later I have moved on. I don’t remember it because I see the same 1000 of them a day.” – Leslie ([05:47])

• Clarifying “Standing Out”: Reach is not equivalent to memorability or being top of mind.

3. Industry Echo Chambers

• Following Industry Templates: Many business owners default to familiar industry marketing practices, replicating what competitors and industry leaders do ([08:03]).
• Training Pitfalls: Conferences, courses, and certifications reinforce “bubble” tactics, reducing creativity and differentiation.

Notable quote:

“When you only learn how to sell and market like everyone else in your industry, it’s almost like you’re handed a template.” – Leslie ([08:55])

• Call to Action: Break out of industry norms, seek inspiration outside your field to cultivate novel ideas and presentation.

4. Becoming the Local Expert: Mindset Is Key

• Embrace Self-Trust: Original marketing requires stepping into authority and self-belief, resisting the urge to default to trends or familiar industry patterns ([11:11]).
• Anticipate Discomfort: Going against the grain will feel uncomfortable and counter to what’s popular but is vital for true differentiation.

Notable quote:

“It really takes you stepping into your authority... It takes self trust. And it’s gonna feel uncomfortable, it’s gonna feel like you’re doing something wrong.” – Leslie ([11:43])

5. Practicing Expertise: A Personal Story

• Journalism Roots: Leslie shares her journalism background, where she routinely created story ideas by brainstorming her own angles, not just repeating what existed ([13:20]).
• Headline Exercise: Her method of reading magazine headlines and brainstorming her own stories—without reading the articles—served to fuel her originality ([14:05]).
• Application Today: She continues this practice, inventing her own interpretations of content themes before seeing “expert” answers, often preferring her own solutions.

Notable quote:

“I would always go back and read the articles... And the crazy thing is I would always end up liking my version and the direction I took it so much better.” – Leslie ([14:45])

6. Cultivating Thought Leadership

• Validate Your Ideas: Regularly practice coming up with your perspectives and solutions to cement your self-concept as an expert.
• Leverage Client Experience: Use unique experiences with clients to inform and shape content, rather than copying generic advice ([16:30]).
• Practice Makes Permanent: Seeing yourself as a thought leader and original content creator is an ongoing, intentional mindset to cultivate.

Notable quote:

“When you start thinking like this… you will start to develop this identity or this self concept of I am an expert. I have something to offer.” – Leslie ([17:16])

Memorable Moments & Notable Quotes

• On mimicking trends:
  “I’m not saying there’s anything wrong with this… We need fun. This is not about not having fun... But I think where the problem lies is getting so caught up in the trends... Instead of thinking, what can I create today?” – Leslie ([03:57])

• On expertise as identity:
  “But creating something original really does start with the belief in yourself first. It does start as a self-concept. It’s something that has to be practiced.” – Leslie ([18:08])

Timestamps of Key Segments

• [01:11] – The changing landscape: AI in content and the rise of sameness.
• [04:00] – Impact of viral trends and repetitive content formats.
• [08:03] – The danger of industry echo chambers and templates.
• [11:11] – Embracing self-trust to create original, memorable branding.
• [13:20] – Leslie’s journalism anecdote: a strategy for sparking original ideas.
• [16:30] – Using client experience as a wellspring for unique content.
• [18:08] – Why self-concept as an expert is the key to originality.

Actionable Takeaways

• Regularly challenge yourself to brainstorm content ideas from headlines or concepts without consuming others’ takes first.
• Look for marketing inspiration outside your immediate industry.
• Seek fun and enjoyment in trends when appropriate, but prioritize your unique voice and expertise.
• Continually remind yourself why you’re an expert—this mindset shift is foundational to standing out.

This episode is an energizing call to embrace originality as both a habit and an identity, blending actionable strategies with the motivational encouragement needed to position yourself as your community’s trusted local expert.