Podcast
Small Business Casual
Hosted by Emily Aborn · EN
Where small business meets your favorite pair of slippers.
A little quirky, not too buttoned up, one less accessory, ahhh… just right.
Welcome to Small Business Casual, where we focus on designing sustainable, cozy, and thriving businesses tailored to your LIFE. Not the other way around!
From general business and marketing to making sense of the behind-the-scenes chaos, I’m Emily Aborn, your host and Small Business Copywriter! I’m here to walk alongside you as we make running our businesses less of a roller coaster and more like a scenic train ride (don't forget the snacks!).
Want to be a guest on Small Business Casual? Send Emily Aborn a message on PodMatch, here: https://www.podmatch.com/member/smallbusinesscasual
21episodes
Episodes
Newest firstAll episodes
Offering "Value" Isn't What it Seems: 5 Unexpected Ways to Deliver Value
1w ago00:16:22Tap to summarizeText Emily! "I can't post unless I'm adding value."Sound familiar?We've all said it (or thought it) at least once or twice. "Delivering value" has become a silent gatekeeper for our content, and the idea of what "value" means can stop us cold. We hold off on emailing our list, posting on social, or pitching that podcast until we have the perfect freebie, tip, how-to... something valuable to offer before we're allowed to show up.Value isn't only found in a commodity.It's not always educational, and it doesn't have to come in the form of a template, swipe copy, or prompts. Sometimes value is making someone laugh or showing up consistently. It could look as simple as sharing your way of thinking. And sometimes, it's just being YOU.In this episode, I'm breaking down what value actually means and five ways you might already be offering it, even without realizing it! We cover:Why "value" has become a gatekeeping wordWhat value actually is5 Ways you're already adding value+1 Bonus way of offering that doesn't get nearly enough air timeWhy your presence and connection matter more than informationAnd more About Me & Let's Connect: Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. Website: Emilyaborn.comFacebook: Facebook.com/Emily.CatherineGrace/LinkedIn: Linkedin.com/in/EmilyAbornSubstack: Smallbusinesscasual.substack.com/If you loved this episode, I welcome you to share your thoughts and aha’s with me at emily@emilyaborn.com AND I also would love for you to give me five stars and write me a review on the Apple podcasts app. Go to the show, scroll down a little, and find the little pencily thing where it says “Write a Review”.
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Is Authenticity Dead? Bringing Fresh Life to Overused Buzzwords
2w ago00:24:05Tap to summarizeText Emily! "Authenticity" used to be one of my favorite words of all time! It meant something real, genuine, original, of the utmost quality. It offered permission to show up as yourself, not perform or pretend!Then... #internet.Suddenly, everyone was "stepping into their authentic self." From every coach, in every caption, selling every course, the word was everywhere. And when a word is everywhere, it becomes a bit generic and loses its intended depth. In this episode, I'm questioning this buzzword (and a few others) to figure out what we're actually trying to say, and by doing so, showing how to bring the real meaning back.We cover:What "authenticity" means to me When and how it lost its meaningOther words/phrases that have suffered the same fate (hustle, community, vulnerable, curated, human-centered)What people are actually looking for when they say they want authenticityWhat it looks like to show up authentically without needing the wordWhether we should retire "authentic" entirely (or just stop using it as a placeholder)We don't need more people talking about authenticity. We need more people actually showing up authentically. Resources & Links Mentioned: Karen Salmansohn on Instagram @NotSalmon: https://www.instagram.com/p/DW_4gttDibS/Quote by Sue Fitzmaurice: “What it means to be authentic:To be more concerned with truth than opinions. To be sincere and not pretend. To be free from hypocrisy: "walk your talk". To know who you are and to be that person. To not fear others seeing your vulnerabilities. To being confident to walk away from situations where you can't be yourself. To being awake to your own feelings. To being free from others' opinions of you. To being accepting and loving yourself”. About Me & Let's ConnectEmily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. Got a Question for the Show? Email Me! emily@emilyaborn.comWebsite | Facebook | Instagram | LinkedIn | Substackemilyaborn.comfacebook.com/Emily.CatherineGrace/linkedin.com/in/EmilyAbornsmallbusinesscasual.substack.com/If you loved this episode, I welcome you to share your thoughts and aha’s with me at emily@emilyaborn.com AND I also would love for you to give me five stars and write me a review on the Apple podcasts app. Go to the show, scroll down a little and find the little pencily thing where it says “Write a Review”.
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Going 100% in on YOU: How "all-in" changes everything
3w ago00:28:39Tap to summarizeText Emily! 3 Years ago, when I started this podcast, I decided to go 100% in on myself. The first of many times I would show up for ME. I’ve learned since that when you take a bet on yourself, when you’re willing to go “all in”, you end up showing up even more fully for others. Today, to celebrate the 3-Year Podiversary of Small Business Casual (previously named “Content with Character”) and my 40th bday, I’m pulling back the curtain and sharing behind-the-scenes truths, learnings, and fun factoids about running the show and SO much more. I share honestly what it’s like to start a podcast, share consistently, and wonder whether or not anyone is actually even out there… You’ll hear:Why I started a podcast (and what others had to say about it) My favorite podcast resourcesHow I deal with creative blocks and self-doubtWhat to do when you have to pivot drastically What I’d do differently if I started over today Why I keep showing up week after weekThe weird ingredient I add to my Yerba MatéAnd more!Thank you, from the bottom of my heart, for being a part of this journey with me! Let’s celebrate OUR milestone, together! Resources & Links Mentioned: PodMatch: https://www.joinpodmatch.com/emilyabornNew England Podcasters Group (NEPG): https://newenglandpodcasters.group/Buzzsprout: https://www.buzzsprout.com/?referrer_id=2129309Episode that Flopped: "Are You Running Your Marketing, or is it Running You?" https://www.buzzsprout.com/2160062/episodes/14219002Good Hang Podcast with Amy Poehler (on all major listening apps) The Big Four Oh with Stephanie McLaughlin: https://thebigfouroh.com/The Karen Kenney Show: https://www.karenkenney.com/podcastAbout Me & Let's Connect: Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. Website: Emilyaborn.comFacebook: Facebook.com/Emily.CatherineGrace/LinkedIn: Linkedin.com/in/EmilyAbornSubstack: Smallbusinesscasual.substack.com/If you loved this episode, I welcome you to share your thoughts and aha’s with me at emily@emilyaborn.com AND I also would love for you to give me five stars and write me a review on the Apple podcasts app. Go to the show, scroll down a little, and find the little pencily thing where it says “Write a Review”.
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What if You Just Tried It? The Power of Experimentation
4w ago00:32:02Tap to summarizeText Emily! Instead of overthinking, what if you experimented about it instead!? “Don’t get stuck with where you have not succeeded. Go on to something else. You don’t know what will unfold.” - Natalie GoldbergIn this episode, we get into where experimentation and "just trying it" fits into life and business, and how a try-before-you buy mentality can end up being a winning strategy for success and happiness. In the episode: What does experimentation look like in business? Why it might be worth giving a whirlHow experimentation improves revenue, happiness, and chances of success Why failing faster is a winning strategy How experimentation helps make better decisions Examples of experiments in life and business5 Steps to experimentingAnd more! Links & Resources MentionedKaren Kenney's Podcast Episode: Find Out For Yourself My Pinterest Experiment My Substack: 104 Experiments Link to Stats Source: "According to Booz & Company's 2011 Global Innovation 1000 report, more innovative companies showed 11% higher revenue growth and 22% higher EBITDA growth compared to less innovative companies."https://www.viima.com/blog/innovation-statsHow to Undergo YOUR Next Experiment: 1. Identify: What are you curious about? What haven't you tried but want to? 2. Keep the Stakes Low: Don't commit forever, set a time limit, and try it for a given period 3. Pick a Metric to Track: What would success look like for this? What do you want out of it? 4. Debrief: Did you like it? What did you learn? Would you do it again/keep going? What would you change? 5. Decide: Keep, pivot, or quitAbout Me: Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. Got a Question for the Show? Email Me! emily@emilyaborn.comWebsite | Facebook | Instagram | LinkedIn | Substack
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When to Throw in the Towel (and When to Push Through)
Apr 2800:25:29Tap to summarizeText Emily! When to hold em’ and when to fold em’... THAT is the question. And in creative ventures and businesses, it’s one of the hardest things to answer when it comes up. When do you quit, stop pushing, throw in the towel, and when do you keep going?While there’s no clear answer, magical checklist, or formula, there are some questions you can ask yourself and some gut checks that can help give you a lot of clarity on whether or not to keep going and when to throw in the towel on tools, platforms, services, collaborations, products, and… maybe even your business entirely! Inside the episode: When to throw in the towel on tools and platforms, and when to push through When to give up on memberships, courses, or groups, and when to keep on going When to stop offering products or services and when to give them a fair shake When to stop running your business or pivot entirely, and when to reconsider Questions to ask yourself before ditching everything And more! Key Reminders & Takeaways Quitting isn't good nor bad. It’s redirection. Pushing through isn’t always the right answer. You're allowed to change your mind. Always. Full stop. Quitting doesn't erase what you built. Walking away isn't an indication of failure. Sometimes the most courageous step is walking away, and sometimes the bravest one is to stay. Only YOU can know which is your step towards COURAGE.Throwing in the towel, walking away, or saying bye-bye isn’t giving up. It’s making space for bigger, better, more aligned. Reflection Questions: Am I quitting because it's hard, or because it's wrong?Have I actually given this a fair shot?What would I do if I stopped?What does my gut/inner voice/quieted mind say when I'm not panicking?What would I tell a friend in this exact situation?Am I staying because I believe in it, or because I'm afraid of what people will think?Is this MY dream, or someone else's dream for me?About Me & Let's ConnectEmily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. Got a Question for the Show? Email Me! emily@emilyaborn.comWebsite | Facebook | Instagram | LinkedIn | Substack
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Too Many Cooks in the Kitchen: When Serial Help Becomes a Recipe for Disaster
Apr 2100:25:47Tap to summarizeText Emily! Have you ever seen a business owner pay for help and then get all a gazillion different opinions from Mary, Larry, Harry, Tom, Billy, and Sally? Maybe it's been YOU seeking helper after helper whose help isn't "working"?It can be really frustrating and entirely unhelpful when we poll everyone and anyone for help on how to move forward and proceed. Too many cooks in the kitchen can cause you to be forever catching up. It can create chaos, endless pivots and updates, and unwarranted or unnecessary strategy. In today’s episode, we’re going to get into the issue of hiring serial help to fix problems that sometimes don’t even exist, and what happens when there are too many cooks in the kitchen.In the Episode: 3 Ways I see "too many cooks in the kitchen" play out in businesses What's at risk when we look to anyone and everyone to weigh in 4 Things that go wrong when seeking serial help What to do before asking for help And more! Key Takeaways: 1. Get clear FIRST before asking for help 2. Look for help strategically, not reactively3. Trust the process (and the person you hired)4. Ask fewer people for advice5. Don’t forget to listen to YOUR voice too!6. AI is NOT your business strategist Quotes: “Success is neither magical nor mysterious. Success is the natural consequence of consistently applying basic fundamentals.” - Jim RohnAbout Me: Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. Got a Question for the Show? Email Me! emily@emilyaborn.comWebsite | Facebook | Instagram | LinkedIn | Substack
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Leaving the Casino: Building a Business that Actually Works for YOU with Jessica Lackey
Apr 1400:42:21Tap to summarizeText Emily! Have you been burned by bro marketing? Exhausted by all the social media hacks? Underwhelmed with the "just manifest it" advice? If so, you're going to LOVE the wisdom of my guest, Jessica Lackey. Jessica reminds us that when you play by their rules, the house always wins in the entrepreneurial casino. We discuss how to stop betting on tactics and build a business that actually works for YOU as we tackle some of the bigger, better questions. In our conversation about Leaving the Casino: What does being in a casino have to do with entrepreneurship? How to identify which type of business you're running and what that might mean for your marketing How to determine your stage of growth and use it as a filter for focus and the actions that matter most What is ENOUGH? The myth of passive income Why more isn't always a good thingAnd more (despite having said more isn't always a good thing in my previous bullet point 🤪 but if you're reading the show notes, at least you'll get a chuckle) About Jessica - Links & Resources Jessica Lackey is a business systems consultant and guide. She brings both corporate sophistication and soulful wisdom to the table to help established service providers build sustainable businesses. She’s worked with over 60 entrepreneurs 1:1, served as a fractional COO for multiple 7-figure organizations, and helped hundreds of business owners through her memberships and programs. She brings an exceptional depth of business knowledge, a genuine care for her client’s success, and the ability to make complex business concepts practical and actionable.BookWebsiteLinkedInYouTubeAbout the Host, Emily Aborn Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 121+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. Got a Question for the Show? Email Me! emily@emilyaborn.comWebsite | Facebook | Instagram | LinkedIn | Substack
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Business Owner Guilt Trip: Overcoming False Guilt
Apr 700:33:23Tap to summarizeText Emily! Do you feel guilty if you don't post or engage on social media for a week? Do you feel like you did something WRONG if you just spent an hour scrolling instead of being productive?I recently asked this question about social media guilt on LinkedIn, asking people to share their experience with this no-win guilt phenomenon, and the comments and solidarity totally surprised me! Lots of people felt equally guilty posting as they did NOT posting! People felt just as bad being ON it as they did NOT being on it. Something sparked in me well beyond social media guilt... I think businesses feel guilt in a whole lot of other ways, too. Even if they didn't do anything "wrong"! Making too much money, not enough money, saying no to clients, taking a break, working too much, the list goes on... Let's unpack the TRUTH about guilt and talk about how to overcome it to get us back on track with how we want to feel and be: Inside the episode: Guilt vs. shame: Which is which, and do they really motivate us to change? False guilt vs. real guilt The guilt inventory: Oh, the things we can inflict upon ourselves! Should you feel guilty marketing your business when the world is falling apart? Why guilt isn't a productive emotion and how to turn it into beneficial thoughts and behaviors Resources, Links & Key Takeaways: 👋🏼 Welcome to our new listener, Richard, of Groove Fitness, who said hello to me from Belgium!! Follow him on Instagram HERE 🪩💃🏻Guilt isn't always bad: It can signal misalignment and show you where you need to course-correctA lot of entrepreneurial guilt is false guilt or borrowed guilt: Who's telling you that what you're doing is WRONG? Is that your voice or someone else's expectations? Guilt implies there's a right way and a wrong way and you're not doing it RIGHT. Usually, there's no right/wrong, you're doing it your way.People who make you feel guilty for XYZ: Might be on a guilt trip of their own. Don't take on their guilt. Don't borrow anyone else's moral compass. Tangible Steps to Unpacking Guilt: 1. Specifically name the guilt 2. Ask where the voice of guilt is coming from 3. Check it against YOUR values (not that external voice's values) 4. Give yourself permission to do things your way 5. Reframe the action: i.e., "I feel guilty for resting." → "Rested and recharged is how I do my best work." About Me & Let's Connect Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 121+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. Got a Question for the Show? Email Me! emily@emilyaborn.comWebsite | Facebook | Instagram | LinkedIn | Substack
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Human vs. Search Engine: A modern SEO strategy with Sarah Moon
Mar 3100:55:08Tap to summarizeText Emily! Over 80% of internet users rely on search engines regularly, and billions of searches happen every day! If you're not thinking about how people find you through search, you're missing a massive opportunity for your business. In this episode of Small Business Casual, I’m joined by Marketing and Business Strategy Consultant, Sarah Moon, for a deep dive into what’s working in search in 2026We go beyond keywords and algorithm hacks and instead look at building a solid foundation, establishing true topical authority, and sharing your human expertise, all while playing nice with Google, AI chatbots, YouTube, and more. Sarah breaks down her “layer cake” approach to modern SEO and walks us through establishing core topics, building a hub-and-spoke system, and creating content people and search engines will find delicious! We dig into: What on earth is Dog Dancing? Click HERE to watch a dog-dancing video! How large language models (LLM’s) are changing discoverability and visibilityWhere AI fits (and doesn’t) in your content Why your unique insights and credibility matter more than everHow to future-proof your website in a world of chatbots and constant change And more! About Sarah Moon & Resources Mentioned Sarah Moon is a Portland, Oregon-based marketing and business strategy consultant who founded Sarah Moon Consulting in 2008. She specializes in helping conscious entrepreneurs and thought leaders increase their online visibility using her proprietary, SEO-fueled Alignthority® System. Her work focuses on data-informed ethical, sustainable, and tailored marketing strategies. When she's not supporting awesome clients doing awesome work, you'll find her practicing dog dancing (yes, really), befriending local crows, or baking sourdough to share with her neighbors. Find her at sarahmoon.com!Google Business Profile Workshop Tuesday, April 14th @ 4pm ET Engineer Luck with SEO: FREE SEO Course50 Post Titles for Business Blogs: FREE E-BookWebsite: sarahmoon.net/Instagram: instagram.com/sarahmoonco/LinkedIn: linkedin.com/in/sarahmoon/YouTube: youtube.com/@sarahmooncoAbout Me, Host Emily AbornEmily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 121+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. Got a Question for the Show? Email Me! emily@emilyaborn.comWebsite | Facebook | Instagram | LinkedIn | Substack
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DO Sweat the Small Stuff: Tiny Writing Shifts that Make a BIG Difference in Your Business
Mar 2400:26:33Tap to summarizeText Emily! Calling all word nerds!! And, of course, non-word nerds who are ready to start writing with more impact. This episode is for you! We’re getting tactical and hands-on as I share tiny writing shifts that make a massive difference in how your emails, social posts, web copy, and marketing land. These aren’t complicated shifts. You don’t need an MFA in Creative Writing or to spend the next year curled up with your dictionary... these are simple, small, specific shifts that will help make your writing clearer, punchier, and more effective. Inside the episode: Building better bullets Ending sentences on a power word STOP saying, "cut the fluff!": my no-fluff reminder to CUT the fluff in your content Shifting from passive → active voice Varying your sentence lengthsAnd MORE! Resources & Links Mentioned 👉🏻 EXTENDED SHOW NOTESAbout Me & Let's Connect I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. With over a decade of copywriting experience in 121+ industries, I help small businesses grow with marketing that makes a distinct imprint. I take a big picture approach and genuine connection as I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. Email: emily@emilyaborn.comWebsiteFacebookInstagramLinkedInSubstack
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