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If you're having one of those days where you wake up, you look at your

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to do list and you go, what if I just didn't?

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Same girl. Sometimes we just don't feel like

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marketing our businesses. It feels like, I don't know, trying to run

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a freaking marathon, but you got flip flops on. It's a struggle

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bus. And if you're like me in a season of your

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life where sometimes you just don't feel like marketing, today I'm gonna

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dive into the who, what, where, when, and how of it all. I've got some

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data and facts to back this up. Let's get into it. Before

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Alright, y'all. Hi. Hello. Welcome to this episode of the

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Mindful Marketing Podcast. I'm all about simpler, smarter

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marketing for busy people. And in today's episode, this one hits close

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to home because y'all, I have not felt like marketing

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for a long time. And a lot of the people that I work with actually

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feel like this permanently. You know? Like, they come to

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me because they're like, Andrea, I don't wanna post on Instagram today.

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I don't wanna write that email. I don't wanna record a podcast. Even though I

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know it helps my business, I don't feel like it, quote, unquote.

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And especially if you're not tracking the data and the numbers behind it, sometimes it

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doesn't feel like anything is happening. And,

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let's talk about it because we're all here. I'll start off with a little bit

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of a personal share in this episode today.

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As y'all know, or maybe you don't, if this is your first episode, I'll

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clue you in to the fact that I have spent the

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last four years either being pregnant or having

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children or small babies. K? So I have two kids. My oldest

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is three. My youngest is one. So

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basically, since

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2021 yeah.

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2021, I I got pregnant in July of twenty twenty one.

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I've been pregnant or having babies, and

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I'm tired, y'all. So my first kid, I did a whole series, like,

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how I prepped for my marketing, the aftermath of it all. And you can

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go back. I'll put the links in the show notes of those two episodes.

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Y'all, I was glowing. Stunning. Especially pre baby, Andrea, I

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was like, oh, this is kinda hard, but I'm gonna go for it. My

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first baby, easy baby. It was great. It was lovely. I worked in fact,

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in 2022, I had my highest revenue year ever business.

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We almost hit a million dollars that year. It was fantastic. It was fun time

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had by all. And then I got pregnant with my second baby,

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and life was like, Andrea. Let's just mix things up

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a little bit. I was like, okay. Cool. I'll just wait

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and see. And, if y'all have been

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tracking along with me, I have made a lot of changes in my business in

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the past year, and that's because I am in the season of life

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where my brain is going to my babies. This

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is not something I expected. And especially with my second baby,

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she is like me, meaning she's needy and

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clingy, in the best possible way. I love

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her to death. And, also, it takes a lot of energy to care for that

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child. She just needs mama. She likes to be held and

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cuddled, whereas my first kid is, like, miss independent.

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She's actually like, no. I I don't need you right now, which is great. Love

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that for her too. But it's hard. It's hard being a mom. And

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so a lot of the work that I've been doing over the past year is

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how do I take the marketing advice that I've been given over the years, marketing

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advice that I've practiced over the years, and streamline it into more

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mindful way? Hence, about a year ago to

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the date, I rebranded this podcast to be the Mindful

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Marketing Podcast to really talk about all of the things that I've

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learned and really apply it in a way that makes sense for you and

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for me. Because a lot of the people that I work with, even if you

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don't have small kids, you have busy lives. You

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maybe have chronic illness. You maybe have

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aging parents that you have to take care of. Maybe you're going back to school

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or maybe you have a full time job and your business is kind of limited

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with the amount of time that you can put into it. And so a lot

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of the advice take someone like Gary v, for instance, who I love, I

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admire. I followed him for years. And, also, I am not Gary

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v. I do not have his energy level. K? I do not

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have his life set up. Okay? Like, he had

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a partner who, like, I think they're divorced now. But anyways, he had a partner

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who took care of the kids, and he was able to basically work nonstop

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all day and all night. And he's the kind of person who says, yeah. I

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only sleep, like, five hours a day, and I'm fine. That's not me.

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I wake up exhausted after nine hours of sleep, y'all.

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And and I still go through my whole day. And, like, thankfully, both of

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my children sleep through the night, because otherwise, I don't know how I would survive.

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And I'm still over here struggle by saying, I don't I am not Gary v.

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I can never be him. And so even though the advice that he gives

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in, like, a bubble, you go, sure. That could work. I can spend all day

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on social media. The reality is a lot of us

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have other demands that are more important than that. And the

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reality is we also are running our businesses. His business

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just happens to be social media, so easy for him to say to be on

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it all day long. Right? And so there is a different energy

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that goes into marketing your business when you don't feel like it, when you're maxed

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out, when you're at capacity. And I'm saying that. I'm sharing my

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personal experience to to prove to you, hi. Yes. Hi. I'm

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here with you alongside of you. Top that

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off with, what the heck is happening in the world right

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now? Like, what is happening? I live in Canada, y'all. I'm from The

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US. Those of you who are in Canada or The US will

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fully understand right now what is happening. We just went through, like,

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another wacky election cycle, and y'all voted him

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in. He's in charge. I'll leave it at that. The

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drama, the aftermath, these tariffs. I mean,

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the Canadian politics too. We we're in an election right now. At the time

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of recording, this is almost done, so we'll know who our new leader is.

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But I don't know who it is at the time of recording this. And y'all,

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Canada's our politics aren't supposed to be this dramatic. Why is it

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so dramatic? It feels like we're in a US election cycle. And I

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moved to Canada because that well, because I, you know, I met my husband and

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fell in love and moved to Canada. But also, it's my understanding that Canadian

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politics isn't supposed to be this dramatic. So what is happening in

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the world right now? Right? And it's like all of that,

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you know, the chaos of our our day to day lives, the chaos

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of politically what's happening, the chaos of socially what's

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happening economically, what's happening, what's happening in our communities,

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existential dread. Okay? Where all of this is piling up and

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then, and then we have to go on Instagram and write

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cutesy little post that's like, oh, buy my stuff. Like,

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I'm not feeling it. I'm not feeling it. And so I wanna normalize

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that because it's not I think most people actually do feel

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this, and we we kind of ramp it up for social media,

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especially if, like, if like I said, you're you're going through all of this.

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Not like, I feel like we're still reeling from the pandemic even though that was

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five years ago. It feels like there's been this shift

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that we're all feeling, and we can't go back to the before times.

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And so now I'm sitting here recording this podcast for you going, okay. We're here

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now. What do we do? And I think the first thing is just to acknowledge

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and name this situation. Like, be, like,

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really honest with yourself and say, this is the reality of what's

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happening. I just don't want you to be like me, where,

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you know, I I had my second baby. And for a while,

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I thought, I'll just wait it out. I'll just wait it out, see what happens.

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I'm not feeling great. My baby needs me. My business,

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I don't even have the time and energy for it. So if you've been listening,

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I did sell off a big portion of my business, most of it. My

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agency, I sold off my agency. I really shrank down my

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available hours, and even more recently, cut that back even

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more. I did things like quietly close

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the retreat that I'm hosting, and postpone

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that indefinitely. There's a lot of changes that I've

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made, now. But for a while, I just kept

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pushing forward going, it'll it'll get better soon. It'll all feel better

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soon. I'm just gonna keep pushing forward. And that, my friends, is what leads to

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burnout. And I did. I burned out. I ended up going to my

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doctor. She said, Andrea, you have postpartum depression and

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anxiety. We need to get this sorted now. And I was like, okay.

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Cool. So I'm doing what I'm supposed to be doing, therapy, medication,

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meditation, daily walks, reduced work hours.

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Like, let's get this train back on the tracks. But

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what I wanna acknowledge in sharing this is that

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just because you are in this season of your life where

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things aren't, quote, unquote, the norm, that

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doesn't mean that you are lazy. It doesn't mean that

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you're a failure. It doesn't mean that your business is

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doomed. It's just acknowledging where you are here now and today.

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Okay. This is what I'm feeling. This isn't how I

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normally am feeling, but I'm going to

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accept and acknowledge, and then we can move forward with the action

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steps from there. But I gotta you gotta accept where you are right here and

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right now in this season of your life. Inside of the Mindful Marketing Lab, we

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call this our winter season. And some of us, winter

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can last years. Sometimes it can last days, weeks, months.

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For me right now, my winter season probably would be about

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a year since I had my baby. She's a year old now, but I

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didn't really know I was this deep into the winter season until about

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four months ago. So that acknowledgment period actually

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helped me move forward with a lot of my marketing because, otherwise,

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I was sitting here beating myself up trying to throw spaghetti at the

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wall because I felt like it's not working. K? So you may be there

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too. So what do we do? What do we do about all of this?

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Well, the first thing I wanna talk about is actually

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being available and being on all the time is

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one of the biggest myths of marketing. Right? And

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this is something that my friend Gary v, like

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I said, he doesn't know me, but he's my Internet friend. I have met up

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one time in person. Anyways, I followed

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his his advice for years. And actually, when I started the

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Savvy Social podcast, now the Mindful Marketing

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podcast, one of my first episodes was about how I

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disagreed with some of his the stuff that he says because I actually

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soaked it up, tested it out for myself, for my clients, and

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actually found this to be true, which is

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posting less can actually get

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you more results. Okay? Posting less frequently can

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get you more results. Now I will say

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this, a lot of people talk about posting a

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lot. Okay? And I think there is some truth to it,

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but it's not what you think it is. So a lot of people, a lot

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of marketers talk about posting a lot. Take a if you take a course, for

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instance, on Instagram. Let's say you go to, like, Skillshare and you take a course

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on Instagram. Something that they very consistently

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say is post every day or post three times a day or

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post five times a day. I once, watched a TikTok

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expert. I don't know if that's the right term, but this

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TikTok person say they post TikTok eight times a day.

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Okay? And I was like, eight times a day? Oh my

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gosh. Like, eight times a month, and I'm, like, patting myself on the back. Right?

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And I think that there's some truth to the frequency in that.

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In that, you're actually building a skill set. K? So I

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don't think it's the content itself that

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makes posting eight times a day valuable. I think if you

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make TikTok your full time job and you wanna post eight times a day on

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TikTok and that's your only thing that you do, you really hone in

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a skill set that is TikTok like, TikTok focused

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content. And I do think there's some value to that if you wanna be a

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TikTok creator. Right? Like, let's say you wanna be a TikTok influencer. Your entire

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revenue model surrounds TikTok. Yes. Go for it. Post eight times

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a day. Sure. For business owners, though, what

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will happen is if you post eight times a day and you're

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studying TikTok and you're creating content for TikTok, what happens is

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you're dependent on TikTok giving you money.

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And you're not actually building a business that is sustainable and has

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legs. Right? So all of these TikTok people now are having to

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backtrack because, TikTok may be banned.

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So the way that I teach marketing is we're going

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a step deeper than that. I'm not saying arbitrarily post on TikTok eight

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times a day. Sure. It could work for you. You build a skill set on

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TikTok. The skill set I'm trying to help people build

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is marketing. K? So you can take that marketing skill set and apply

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it to any platform and any vertical

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and any medium and any style of content and any placement. Okay?

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The value in posting frequently is learning that specific

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platform for a lot of my people, though. The disadvantage of posting

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that frequently is that you are not actually running your business, my my friends, if

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you're posting on TikTok eight times a day. Okay? So I talk

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to real people, real hubids who have real lives, that real people, real hubids who

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have real lives do not have the time and capacity and energy to post

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on TikTok eight times a day. And in fact, if they try, they're going to

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get eight really crappy pieces of content that hardly mean

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anything, and they're going to fail. Okay?

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So I want you to think about this myth

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of of posting more frequently will get you more results. And instead, I want

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you to flip it on his head and think about how can

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you create content that,

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one, supports you and, two, supports your clients.

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K? So the content that supports you, meaning you can create it fairly

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quickly and easily and low energy, and

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two, the content that actually supports your clients, not the algorithm.

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K? Not TikTok, not Instagram, not Facebook, but

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your clients. And this is the question that people get

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stumped on a lot of times. Like, yes, we can tweak it and optimize it

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for the platform, but the two more important questions are, can you create

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it and do your people wanna consume it? K? Once you

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answer those two questions, then, yes, we can talk about optimizing it and

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tweaking it and getting the best results. Right? But we gotta start with the

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foundations. It's not about posting frequency. It's about answering

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those two questions. Now I will say I do have data to back

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this up. So there is a particular article that I I did a lot of

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studying on for this, this particular episode.

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There's two of them. One is, from columncontent.com,

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and then the other one is from axios.com. I also have a little bit from

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HBR as well. But that one is more theoretical, but I'll put it in

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the show notes as well. So the data behind this, this

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study done, this was done in 2024,

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and it found that 80% of people are now

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feeling overwhelmed by the amount of information that's

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online. K? 80% of people say, I'm so

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overwhelmed by the information online. So let's start

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there. So when I think about people saying I need to create more content, that

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is not the answer. And especially when we think about AI, and we'll get

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to AI in a second, when we think about how much

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content there is online, we literally cannot

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consume all of it. Like, the collective human

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experience cannot consume the amount of content that's being created online.

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It's fascinating. Right? So we don't need more content. We need

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content that's more specific. K? So not more content,

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but more specific content. Also, reach is dropping

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because of this. So when people say that, oh, Instagram reach

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has dropped. So the recent study said, Instagram organic

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reach dropped 18% in 2024. K.

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18% decrease in reach. It means 18% fewer people are

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seeing your content. That's not because of the algorithm. People

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like to blame the algorithm. It's not the algorithm's fault. K? It's just that we're

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producing more content than we ever have in the history of anything,

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because this is all so new. Right? Right? It's

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all so new. Like, I remember in 02/2007, me waiting for my

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my Facebook login account. Because 02/2007,

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you had to have a a university email address to sign up.

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02/2006, I guess. You had to have a university email address to sign

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up. And I had just gotten mine because I just got accepted,

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and then they made it available to everyone. Like, 02/2007, '2

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thousand '20 '5. In the history of time, this is not a lot of time.

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Right? So in the history of time, we've never had

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this much content produced. So if there's so much

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content being produced and engagement is dropping, we need to

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make sure that the content that we are sharing is very

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sticky. And people see it and they wanna see it. Because, yes, the

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algorithm does have an effect here, but the algorithm is just

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choked by the amount of content that there is out there. It's not that

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your content is bad. K. You could have post the same thing five

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years ago, and it would have gotten more engagement because there was

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fewer content five years ago. There's just more now to

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consume. Okay? So

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80% of people are feeling overwhelmed by this information. Engagement has

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dropped by 18%. And then a lot of brands,

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according to this, column article,

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columncontent.com, it says, more brands

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the more brands push out content, the more that audiences are

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tuning it out. This is according to 2025 marketing

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analysis. K? So the more content you produce, the more

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likely someone is going to tune it out. Anecdotally, I see this

311
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myself as well. So when I'm scrolling through my content, let's say

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I'm scrolling through, like, Facebook or something, and I see, like, a double post,

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y'all know what I'm talking about. Like, you see a post from one person, this

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one the like, a person. You like it, and then you're scrolling and you

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see another post from that person. I, like, skip it because I'm like, I just

316
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saw a post from them. I wanna see something new. Like, we all

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do this. Right? Unless it's, like, your bestie or your mom or, like, your your

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cousin, like, you're not going to be engaging with it a brand that

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frequently. We like to see a mix in the feed unless it's, like, big news.

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Right? We like to see a mix in the feed. And so by posting less,

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you're actually giving your people an opportunity to engage with your

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content. K? Hootsuite actually, came out with an

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article about this recently as well and said that three

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quality posts are worth more than five low

325
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quality posts. So they're actually encouraging you, especially

326
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smaller teams and solar entrepreneurs, to post less

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frequently. K? So posting less is actually your friend, and that's the first

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thing I wanna talk about when we're thinking about the season that we're in.

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You could give yourself some grace. You don't need to post all the time.

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The second thing that I want you to think about is reposting and

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repurposing content. K? Reposting and

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repurposing content. I think as

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especially creative types, like my graphic designers, my

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copywriters, my web designers,

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my artists. Like, we feel like

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the content that we're putting out, it has to be original every

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time. K? There's this myth that we have in our heads where we feel

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like we have to create new content all of the time. But I wanna

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give you permission to repurpose. And in fact, you should be

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repurposing a lot more than you think you should. Okay? Like,

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if you're getting tired of saying the same thing over and over again, you're

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you're probably on the right track. And I want you to think about how

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big brands do this. One of my favorite examples is

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pumpkin spice latte season in Starbucks. Okay?

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Like, they have created a fandom

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around a pumpkin flavored drink. I don't even like it that much, y'all.

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I love Starbee's. Starbucks is in life. Give me my caramel

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macchiato every day. I will drink it every day. Okay? With almond

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milk, because my stomach don't like regular milk.

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So pumpkin spice latte. I still go ahead

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and buy one because I like hype and I like marketing and I like

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the the the tradition of it all.

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And why is it a tradition? It's not because

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Starbucks said pumpkin spice latte, here's one.

355
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No, no, no. They have repeated it year after year after

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year to the point that it's embedded. It's embedded and

357
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other companies are now copying that. I saw

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Tim Hortons have a pumpkin spice drink. I think they

359
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actually call it pumpkin spice latte. It's terrible. Tim Hortons near

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me does not even have almond milk, so I could never drink it it anyways

361
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because otherwise my tummy be mad at me. Even Dunkin' Donuts

362
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has pumpkin spice. I think even McDonald's does a pumpkin spice something.

363
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It's everywhere now. Right? It's everywhere. And

364
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people who like it love it, and they're not tired of it. And

365
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so I want us to think about our brand, our knowledge, our

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expertise, the things that we say. I want us to think of it like a

367
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pumpkin spice latte. It's not for the people who don't like

368
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it because y'all know there are people who, like, hate

369
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pumpkin spice latte with a passion. Okay? They're, like,

370
00:22:45,529 --> 00:22:48,510
make whole campaigns about how much they don't like it. Right?

371
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Starbucks doesn't care. Right? They keep doing it because peep they they're talking

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to the people who love it. K? So when you talk

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about the work that you do, when you talk about your message, when you talk

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about your, frameworks, when you talk when you share

375
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your stories, I want you to share them as if it's pumpkin

376
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spice latte. Because you're going to be saying it again and again and

377
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again. And the more that you say it, the more that people are gonna love

378
00:23:14,190 --> 00:23:17,970
it. Okay? So do not feel like you have to be original

379
00:23:18,030 --> 00:23:21,810
all the time. Reinvent that wheel, honey. Okay? So

380
00:23:22,445 --> 00:23:26,125
examples of way that you could do this, just straight up

381
00:23:26,125 --> 00:23:29,885
riposte. I'm doing that right now. As I said, I'm in my winter

382
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season. Y'all, I have been creating content in this business for eleven

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years. I mean, talk about the same thing for, I always say since, like,

384
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2017, '20 '18 because in the beginning, I told y'all I was, like, hard

385
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into the Gary v, do everything post hustle all the time. And then I

386
00:23:44,310 --> 00:23:47,770
quickly realized after doing that for three years, that's not sustainable.

387
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And even then, I had no kid. Like, what would I say? I had no

388
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kids. Anyways, repost the dang

389
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content. Okay? If you are especially if you've been doing this for more

390
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than a year, you have so much content that you could just straight

391
00:24:01,985 --> 00:24:05,799
up take and post again. Okay? It doesn't have to

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be reinvented. Now I do want you to think about this like pumpkin

393
00:24:09,480 --> 00:24:12,840
spice latte. We don't drink pumpkin spice lattes in

394
00:24:12,840 --> 00:24:16,519
March. Right? That would be weird. So I don't want

395
00:24:16,519 --> 00:24:20,225
you to post pumpkin spice latte every single month because then

396
00:24:20,225 --> 00:24:23,905
it's not special. But you can take your pumpkin spice

397
00:24:23,905 --> 00:24:27,525
latte post or season and repost that yearly.

398
00:24:27,665 --> 00:24:31,230
Right? So an example for me is a lot of times in

399
00:24:31,230 --> 00:24:34,130
July and December, I'm talking a lot about resetting,

400
00:24:34,670 --> 00:24:38,510
resting, rejuvenating because that's what I'm doing. So I kinda

401
00:24:38,510 --> 00:24:42,110
recycle those posts every year. The new year, it's

402
00:24:42,110 --> 00:24:45,515
like I do my LinkedIn challenge every year, so I'm reposting those

403
00:24:45,975 --> 00:24:48,955
every time. So take your old

404
00:24:49,335 --> 00:24:53,095
content, your past content, and repost it straight up. You

405
00:24:53,095 --> 00:24:56,880
can also remix content as well. You know, taking a

406
00:24:56,880 --> 00:25:00,640
blog post, turning it into a carousel, taking a carousel, recording it as a

407
00:25:00,640 --> 00:25:04,240
reel, taking that reel, rerecording it as a

408
00:25:04,240 --> 00:25:07,920
talking head, pulling a quote from that, and reposting it as a quote

409
00:25:07,920 --> 00:25:11,555
graphic. We have so much content that we're creating

410
00:25:11,935 --> 00:25:15,455
daily, weekly, monthly. Take that and repurpose it.

411
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K? A stat for this.

412
00:25:19,055 --> 00:25:22,595
94% of marketers report that reusing

413
00:25:22,815 --> 00:25:26,270
content in some form is an effective way to scale content

414
00:25:26,270 --> 00:25:30,050
strategy without doubling the workload. This is from marketers

415
00:25:30,110 --> 00:25:33,630
who are paid to do this as their job. Okay? So I want you to

416
00:25:33,630 --> 00:25:37,090
be your own pumpkin spice latte moment. Repurpose

417
00:25:37,230 --> 00:25:40,765
that. K? To use another Starbucks example, they do the

418
00:25:40,765 --> 00:25:44,525
Christmas cup every year, and the cup designs don't look

419
00:25:44,525 --> 00:25:47,965
that different. In fact, I can almost promise you that, like, they

420
00:25:47,965 --> 00:25:51,485
recycle some of those designs. K? People still go out and buy the

421
00:25:51,485 --> 00:25:55,140
cups. They buy them in droves. They sell out all of the time.

422
00:25:55,919 --> 00:25:58,340
So have your pumpkin spice latte moment. Okay?

423
00:25:59,840 --> 00:26:02,559
Last thing I wanna talk about oh, second to last thing I wanna talk about

424
00:26:02,559 --> 00:26:06,205
is AI in all of this. AI is not your

425
00:26:06,205 --> 00:26:09,825
enemy. I am on this passion kick for this because ChatUpT,

426
00:26:10,605 --> 00:26:14,044
in its the form that we know now kind of launched in the

427
00:26:14,044 --> 00:26:17,804
November of twenty twenty three. Okay? So it's been a year and a

428
00:26:17,804 --> 00:26:21,460
half of this tool being available. Y'all, I

429
00:26:21,460 --> 00:26:25,300
use Chatopiti every day now. I bought the I spend my little $20 a month

430
00:26:25,300 --> 00:26:29,060
on the premium version, and I use it every single day. I used

431
00:26:29,060 --> 00:26:32,820
it very hesitantly at first because I used it in a

432
00:26:32,820 --> 00:26:36,365
very basic way. And I don't want you to get stuck in the basics.

433
00:26:36,665 --> 00:26:40,265
K? So some people are using this very basically, and you

434
00:26:40,265 --> 00:26:44,025
sound basic. I'm talking you go to ChatGPT and you say,

435
00:26:44,025 --> 00:26:47,785
I'm an accountant. Write me a post about how it tax season's almost

436
00:26:47,785 --> 00:26:51,620
over, and it gives you, like, the most generic sounding post

437
00:26:51,620 --> 00:26:55,299
in the history of time. That's how most people are

438
00:26:55,299 --> 00:26:58,660
thinking about ChatGPT and using, AI tools like

439
00:26:58,660 --> 00:27:02,100
Gemini, like, Claude, like, what is that?

440
00:27:02,340 --> 00:27:06,174
X, x groke Grok? I've realized I've

441
00:27:06,174 --> 00:27:09,715
never said this out loud. What a terrible name.

442
00:27:10,174 --> 00:27:11,794
Elon Musk is anyways,

443
00:27:14,174 --> 00:27:17,075
that one, all of them. They're great

444
00:27:17,560 --> 00:27:20,760
tools. However, I feel like a lot of us are using them in the most

445
00:27:20,760 --> 00:27:24,440
basic way, and I don't want you to sound like a LinkedIn bro.

446
00:27:24,440 --> 00:27:28,280
Okay? We're not a brosiff. I want us to think about using

447
00:27:28,280 --> 00:27:31,420
AI as if it's our thought partner and our assistant.

448
00:27:31,835 --> 00:27:35,675
Okay? And what I love about tools like AI and ChatGPT is

449
00:27:35,675 --> 00:27:39,355
it's very reflective. Right? It can help you analyze. It can help

450
00:27:39,355 --> 00:27:43,195
you dig deeper. It can help you scratch instead of scratch the

451
00:27:43,195 --> 00:27:46,940
surface, dig below the surface. See what I did there? It

452
00:27:46,940 --> 00:27:50,620
can help you with the things like content repurposing and

453
00:27:50,620 --> 00:27:54,320
being more impactful with your content. It can help you with,

454
00:27:54,460 --> 00:27:58,220
you know, all of those things. Right? But I

455
00:27:58,220 --> 00:28:01,420
think there's this little bit of hump that we have to get over with some

456
00:28:01,420 --> 00:28:04,595
of us that that thinks AI is the enemy. And so AI is not the

457
00:28:04,595 --> 00:28:08,035
enemy. It's your friend. K? And I'll take a moment here to talk about a

458
00:28:08,035 --> 00:28:10,275
new AI resource that I have. If you go to

459
00:28:10,275 --> 00:28:14,115
onlinedrea.com/ai, I have a free 10 part audio

460
00:28:14,115 --> 00:28:17,870
series where I talk about how I use AI in my everyday life, especially

461
00:28:17,870 --> 00:28:21,550
in my marketing and in my business, and it goes beyond the basics. So definitely

462
00:28:21,550 --> 00:28:25,070
check that out. I had a lot of fun creating it, and we've created so

463
00:28:25,070 --> 00:28:28,110
many AI tools inside of the Mindful Marketing Lab that this will give you a

464
00:28:28,110 --> 00:28:31,955
little preview of that. Alright. So AI, it's not here to replace

465
00:28:31,955 --> 00:28:35,655
you. And I know especially when I'm talking to marketers, it can feel like that.

466
00:28:36,275 --> 00:28:40,035
I've had a number of conversations lately with my marketing friends where they talk

467
00:28:40,035 --> 00:28:43,880
about how, you know, AI does feel

468
00:28:43,880 --> 00:28:47,640
like it's replacing some of the work that we do. And if

469
00:28:47,640 --> 00:28:51,240
you feel that way, I encourage you to actually start studying it. In my opinion,

470
00:28:51,240 --> 00:28:54,680
it's a nonnegotiable at this point. It's embedded in everything. You can't look at a

471
00:28:54,680 --> 00:28:58,315
Facebook comment without it summarizing the sentiment. You can't even Google

472
00:28:58,315 --> 00:29:02,154
anything without the AI result coming at the top. It's embedded in our freaking

473
00:29:02,154 --> 00:29:05,755
inboxes now. Right? You can't put your hand in the sand and

474
00:29:05,755 --> 00:29:09,595
ignore it. It's here to stay, study it, and start using it as a tool.

475
00:29:09,595 --> 00:29:11,855
Otherwise, you your business will become antiquated.

476
00:29:13,500 --> 00:29:17,340
So AI. I'm not just speaking out of the side of my mouth here

477
00:29:17,340 --> 00:29:21,100
with this. Another stat, 89% of small business owners

478
00:29:21,100 --> 00:29:24,140
say someone in their business is now using AI. This was a

479
00:29:24,140 --> 00:29:27,965
2024 survey. Another thing from that same

480
00:29:27,965 --> 00:29:31,745
survey said that 62 of small businesses

481
00:29:31,965 --> 00:29:35,485
reported an increase in productivity after

482
00:29:35,485 --> 00:29:39,164
adopting AI, and then 63% of those

483
00:29:39,164 --> 00:29:42,840
people notice a higher overall job satisfaction.

484
00:29:43,460 --> 00:29:46,980
Okay? So not only are AI tools

485
00:29:46,980 --> 00:29:50,600
increasing productivity, but people are happier with their jobs.

486
00:29:50,980 --> 00:29:54,820
And I actually think this is very, very helpful. And I've been

487
00:29:54,820 --> 00:29:58,605
having these conversations with my business friends lately. I think it's our

488
00:29:58,925 --> 00:30:01,325
I'm gonna get on a little bit of a soapbox, but I think it's our

489
00:30:01,325 --> 00:30:05,085
capitalistic mindset, which I'm not anti capitalist. I will say

490
00:30:05,085 --> 00:30:08,625
that. I'm not anti capitalist, but I do wanna label it and name it. Like,

491
00:30:08,845 --> 00:30:12,690
the society that we're raised, especially those of you who, like, live in US

492
00:30:12,690 --> 00:30:15,990
or Canada like me, we

493
00:30:16,210 --> 00:30:19,970
glorify work and hustle and especially the time that it

494
00:30:19,970 --> 00:30:23,510
takes to work. And so we feel some kind of way

495
00:30:23,865 --> 00:30:27,625
when a machine, a tool, a robot can come in and do the

496
00:30:27,625 --> 00:30:31,145
work at a fraction of the time. But to me, this

497
00:30:31,145 --> 00:30:34,585
feels like the factory era. Right?

498
00:30:34,585 --> 00:30:38,425
Like, in that early nineteen hundreds, we had this economic boom in

499
00:30:38,425 --> 00:30:41,890
The US because of the rise of the factory

500
00:30:42,030 --> 00:30:45,790
machines that could do the job of humans and, like, one

501
00:30:45,790 --> 00:30:49,410
machine would replace a hundred hours of human work, let's say.

502
00:30:49,950 --> 00:30:53,415
That to me is what AI feels like. Now, of

503
00:30:53,415 --> 00:30:56,935
course, after that, we did go through the Great Depression, which kinda sucked. So I'm

504
00:30:56,935 --> 00:31:00,775
hoping that's not what happens here as well. But the other

505
00:31:00,775 --> 00:31:04,615
side of that is, like, the future looks bright, and at least now there's

506
00:31:04,615 --> 00:31:07,335
no, like I was gonna say there's no racism, but

507
00:31:08,590 --> 00:31:12,210
anyways, wow. What a sidetrack. Y'all are getting a journey in this episode.

508
00:31:12,270 --> 00:31:15,810
Okay. AI. AI is here to stay.

509
00:31:17,230 --> 00:31:20,430
I think it's our job and our duty to study it and learn how to

510
00:31:20,430 --> 00:31:23,490
use it ethically and thoughtfully and mindfully.

511
00:31:24,225 --> 00:31:28,065
And I think the small business owners, the online business owners, and the

512
00:31:28,065 --> 00:31:31,505
solopreneurs, and the marketers who actually learn to

513
00:31:31,505 --> 00:31:35,345
use AI as a tool will be farther ahead than their

514
00:31:35,345 --> 00:31:38,405
colleagues, than their than their competitors. Okay?

515
00:31:39,380 --> 00:31:43,220
Use these tools to help you. I'll give you a little bit

516
00:31:43,220 --> 00:31:46,500
of a twist on this as well or, I'll give you a little piece of

517
00:31:46,500 --> 00:31:49,700
advice that I think can help with the repurposing, and I'll share one of the

518
00:31:49,700 --> 00:31:53,060
ways that I do this. I just uploaded a video to YouTube on how I

519
00:31:53,060 --> 00:31:56,765
do this. But I get a lot of information out of

520
00:31:56,765 --> 00:32:00,125
AI, and I actually use it to help me prepare for my

521
00:32:00,125 --> 00:32:03,885
show. Right? I feed AI a lot of information, and

522
00:32:03,885 --> 00:32:07,720
I use it as a resource tool that refines my

523
00:32:07,720 --> 00:32:11,180
thoughts, organizes my thoughts, and puts my thoughts together

524
00:32:11,320 --> 00:32:14,840
so that it speeds along the process. Instead of

525
00:32:14,840 --> 00:32:18,680
me having to manually outline something and

526
00:32:18,680 --> 00:32:22,335
think of, like, oh, here's the thing that goes first and it flows into this.

527
00:32:22,335 --> 00:32:25,615
I can put all of that gobbledygook in the chatty bitty and say, can you

528
00:32:25,615 --> 00:32:29,375
organize this for me in a flow that goes smoothly and makes a

529
00:32:29,375 --> 00:32:33,054
really impactful episode for my listeners? K? Use AI

530
00:32:33,054 --> 00:32:36,860
as a tool. Last thing that I'll say is I

531
00:32:36,860 --> 00:32:40,700
want you to also think about on those days, especially

532
00:32:40,700 --> 00:32:44,540
where you have low energy. I'm talking you wake up and you go, oh, this

533
00:32:44,540 --> 00:32:48,345
is not happening today. And I'll tell you what I have those days, especially

534
00:32:48,345 --> 00:32:51,784
with two small kids. My oldest is in daycare. And y'all, those daycare

535
00:32:51,784 --> 00:32:55,225
germs take me out. They take me out. I

536
00:32:55,225 --> 00:32:58,985
swear this year, I was sick from, like, October to

537
00:32:58,985 --> 00:33:02,770
March, just every week, sick with a new something.

538
00:33:03,150 --> 00:33:06,450
So recording my podcast became very challenging.

539
00:33:06,910 --> 00:33:10,750
Recording videos on TikTok, almost impossible. Recording

540
00:33:10,750 --> 00:33:14,350
new Instagram reels, forget it. Recording tutorials and

541
00:33:14,350 --> 00:33:18,015
videos for my membership. Not I couldn't do

542
00:33:18,015 --> 00:33:21,695
it. Right? And so there are days where you have low

543
00:33:21,695 --> 00:33:25,535
energy like that, where it's really challenging to show up to do

544
00:33:25,535 --> 00:33:29,080
the bare minimum. So I want you to think about what is your

545
00:33:29,080 --> 00:33:32,600
minimal viable marketing. K? Minimal viable

546
00:33:32,600 --> 00:33:36,440
marketing, MBM. K? We talk about this a lot in the Mindful Marketing Lab

547
00:33:36,440 --> 00:33:40,279
because I think we sometimes put equal

548
00:33:40,279 --> 00:33:44,105
amounts of emphasis on all of our marketing categories. We gotta do the

549
00:33:44,105 --> 00:33:47,805
podcast in YouTube and post Instagram and Facebook and threads

550
00:33:47,865 --> 00:33:51,305
and LinkedIn, and we need to send out an email

551
00:33:51,305 --> 00:33:54,905
today. And it's like, okay. I

552
00:33:54,905 --> 00:33:58,345
actually also have to do work too on top of all of that. Who has

553
00:33:58,345 --> 00:34:01,770
time for this? Right? And so I think we put equal weight sometimes on all

554
00:34:01,770 --> 00:34:05,550
of those marketing, placements when the reality is

555
00:34:05,690 --> 00:34:09,070
you should have a minimal viable marketing output

556
00:34:09,530 --> 00:34:13,370
so that you know this is the minimum that I have to do

557
00:34:13,370 --> 00:34:17,135
right now. Very minimum, and you should be constantly questioning what that

558
00:34:17,135 --> 00:34:20,815
is. K? Because if you

559
00:34:20,815 --> 00:34:24,015
try to put equal weight on everything, you will burn out. And on those low

560
00:34:24,015 --> 00:34:27,695
energy days, then on top of that burnout, you're you're give you're guilting yourself

561
00:34:27,695 --> 00:34:31,520
into it, and that causes a spiral. Ask me how I know.

562
00:34:31,520 --> 00:34:34,960
Alright? So minimal viable marketing. I'll give you an example. Mine is my

563
00:34:34,960 --> 00:34:38,719
podcast. I won't send an email that week. I won't post on social

564
00:34:38,719 --> 00:34:42,480
media that week. But the very minimum thing I will do is post a

565
00:34:42,480 --> 00:34:45,944
podcast episode. And if I can't record a new one, I'll go back in the

566
00:34:45,944 --> 00:34:49,704
archives and pull pull one from, like, two years ago because, y'all, I've been

567
00:34:49,704 --> 00:34:52,824
talking about I've had my podcast since 2018, but I've been talking about this stuff

568
00:34:52,824 --> 00:34:56,364
since 2014. So there's quite the backlog

569
00:34:56,665 --> 00:35:00,430
of stuff. K? Even before the podcast, I was doing live streams and classes,

570
00:35:00,430 --> 00:35:04,109
and I there's so much I can pull from. I was even

571
00:35:04,109 --> 00:35:07,410
talking with, my assistant, the lovely, Jemmy,

572
00:35:08,269 --> 00:35:12,029
about all of these live classes that I'm teaching in the

573
00:35:12,029 --> 00:35:15,815
lab. My next low energy day, that's gonna become

574
00:35:15,815 --> 00:35:19,494
a podcast episode because I've taught some really good ones this year that I

575
00:35:19,494 --> 00:35:22,935
think I could give as a teaser here. Right? So

576
00:35:22,935 --> 00:35:26,475
minimum viable marketing, decide what that is.

577
00:35:27,869 --> 00:35:31,710
Then when you have medium high energy days, we're

578
00:35:31,710 --> 00:35:34,849
stockpiling. Okay? Some people like to call this batching.

579
00:35:36,109 --> 00:35:39,790
I call this my digital brain. K? I stockpile as much as I

580
00:35:39,790 --> 00:35:43,555
can in my digital brain. My digital brain is a hub.

581
00:35:43,555 --> 00:35:47,315
I use Airtable for this if you wanna know the tech behind it. But I

582
00:35:47,315 --> 00:35:50,995
put lots of stuff in my digital brain for my low energy

583
00:35:50,995 --> 00:35:54,630
days so that I can just pull from that when I need

584
00:35:54,630 --> 00:35:58,230
to. Okay? So I build my digital brain in your table. So for

585
00:35:58,230 --> 00:36:01,750
example, right now, minimal viable marketing, this

586
00:36:01,750 --> 00:36:04,970
podcast episode. It's 10:00 at night,

587
00:36:05,829 --> 00:36:09,545
on a Friday night. I had a busy week, but you

588
00:36:09,545 --> 00:36:13,165
know what? The kids are asleep. My husband's asleep.

589
00:36:14,105 --> 00:36:17,865
The house is clean, and I have my makeup on still. And I was

590
00:36:17,865 --> 00:36:21,420
like, I'm gonna record this podcast episode because that's by

591
00:36:21,420 --> 00:36:25,180
minimal viable marketing. If I got distracted, I could

592
00:36:25,180 --> 00:36:28,780
record a TikTok video, but nope. Podcast. Minimal

593
00:36:28,780 --> 00:36:32,319
viable marketing. Okay? Then I use my repurposing

594
00:36:32,460 --> 00:36:35,995
system to repurpose the podcast. So my assistant

595
00:36:35,995 --> 00:36:39,675
helps me with this, and, of course, we use Riverside for this, our lovely

596
00:36:39,675 --> 00:36:43,435
sponsor. Now I have two social media posts guaranteed every

597
00:36:43,435 --> 00:36:46,795
week that come directly from this podcast, and I could make more if I

598
00:36:46,795 --> 00:36:50,590
wanted. So I the only thing I had to do was focus on the podcast,

599
00:36:50,590 --> 00:36:54,190
and then my assistant can repurpose that. Hey. Minimal viable

600
00:36:54,190 --> 00:36:57,950
marketing. The other thing that I'm doing is again, I'm in my

601
00:36:57,950 --> 00:37:01,550
winter season. I just don't have time, energy, space to do all the

602
00:37:01,550 --> 00:37:05,215
things I usually do. And so I went back through some of my

603
00:37:05,215 --> 00:37:08,575
reels that I recorded last year and the year before and the year before

604
00:37:08,575 --> 00:37:12,335
that, and I pulled some of my favorites. We're we're doing a rerun

605
00:37:12,335 --> 00:37:16,175
here, friends. We're reposting that reel the exact same way.

606
00:37:16,175 --> 00:37:19,970
I just watched them to make sure I wasn't saying anything too specific, time,

607
00:37:19,970 --> 00:37:23,730
date thing, or promoting anything that, you know, I don't do anymore, you know,

608
00:37:23,730 --> 00:37:27,170
saying, like, savvy social podcast instead of mindful marketing podcast, things like that.

609
00:37:27,170 --> 00:37:30,710
K? We're reposting the exact same thing.

610
00:37:31,410 --> 00:37:33,855
Minimal viable marketing.

611
00:37:34,955 --> 00:37:38,315
Alright? You can do this. Be

612
00:37:38,315 --> 00:37:42,015
gentle with yourself and get

613
00:37:42,155 --> 00:37:45,730
help. K? Do not feel like you have to do this

614
00:37:45,730 --> 00:37:49,570
alone. You're allowed to ask for help, and it's one of the reasons

615
00:37:49,570 --> 00:37:53,250
why I created the mindful marketing lab. Our members in the lab

616
00:37:53,250 --> 00:37:56,690
are doing this together. There are two new things that we're doing in the

617
00:37:56,690 --> 00:38:00,310
lab that could really help people like you.

618
00:38:00,585 --> 00:38:04,425
One is every single Monday, I started doing mindful Mondays, where we meet

619
00:38:04,425 --> 00:38:08,205
together asynchronously in our community space.

620
00:38:08,744 --> 00:38:12,125
I have a little guided thought question.

621
00:38:12,425 --> 00:38:16,260
It's kind of like a meditation and a reflective moment. Less than

622
00:38:16,260 --> 00:38:20,020
five minutes, y'all, because, you know, we don't have time, in your podcast app, make

623
00:38:20,020 --> 00:38:23,720
it easy for you. And we think about and analyze

624
00:38:23,860 --> 00:38:27,620
what our minimal viable marketing is. We talk about things like,

625
00:38:27,620 --> 00:38:31,300
what if I don't feel like posting today? Help. What's going on in the

626
00:38:31,300 --> 00:38:34,634
world? K? So though that's a new thing that I'm doing in the lab. And

627
00:38:34,634 --> 00:38:37,674
then the other thing that we do in the lab, which we've always done, is

628
00:38:37,674 --> 00:38:41,194
coworking. Sometimes, if you're like

629
00:38:41,194 --> 00:38:44,970
me, you need that accountability. Okay? If I don't have someone

630
00:38:44,970 --> 00:38:48,810
sitting there with me going, what are you working on? How is

631
00:38:48,810 --> 00:38:52,110
the progress going? Have you done it? Sometimes it just doesn't happen, brads.

632
00:38:52,330 --> 00:38:56,170
K? It's a body doubling thing. I never used to be

633
00:38:56,170 --> 00:38:59,610
this way. In fact, I did not like coworking before. I didn't see the

634
00:38:59,610 --> 00:39:03,425
point because because I was pretty self motivated. I didn't have kids. Right?

635
00:39:03,425 --> 00:39:07,025
The work was my life. Now I'm like, there are a

636
00:39:07,025 --> 00:39:10,705
million competing tasks and priorities here, but you know what? I'm

637
00:39:10,705 --> 00:39:14,300
gonna sit down and work on my marketing for an hour with my

638
00:39:14,300 --> 00:39:18,060
people. Okay? And so sometimes you need that too. So either of those

639
00:39:18,060 --> 00:39:21,420
things resonate with you, come on in and join us inside the

640
00:39:21,420 --> 00:39:24,940
Mindbold Marketing Lab. I'd love to have you. And that's this

641
00:39:24,940 --> 00:39:28,720
episode. Next week, I'm gonna talk about Blue Sky.

642
00:39:28,985 --> 00:39:32,605
I have been spending some time on there on one of my alt accounts,

643
00:39:33,145 --> 00:39:36,925
having a lot of fun, and I wanna share my thoughts.

644
00:39:37,145 --> 00:39:40,845
Should you be on Blue Sky? Tune in for that next week. In the meantime,

645
00:39:41,385 --> 00:39:45,089
make sure you rate and review us on Apple Podcasts And Spotify, it helps keep

646
00:39:45,089 --> 00:39:48,769
us in the top 100 marketing podcast, and that's because of your support, my

647
00:39:48,769 --> 00:39:51,349
friends. I'll see you next week. Bye for now.