1 00:00:00,799 --> 00:00:04,019 As high achievers, we often associate success 2 00:00:04,560 --> 00:00:08,400 with the need to constantly hustle the need to 3 00:00:08,400 --> 00:00:12,160 constantly do more and the most. But what have I 4 00:00:12,160 --> 00:00:15,775 told you? Intentional and strategic rest 5 00:00:15,775 --> 00:00:19,455 is one of the most strategic tools in your marketing arsenal. That's 6 00:00:19,455 --> 00:00:23,295 what I wanna cover in this episode of the mindful marketing podcast. But 7 00:00:23,295 --> 00:00:26,974 before we dive in to all of that goodness, I gotta give a shout 8 00:00:26,974 --> 00:00:30,689 out to our podcast sponsor, Riverside. Riverside is 9 00:00:30,689 --> 00:00:34,370 the all in one podcast recording and editing tool that I use 10 00:00:34,370 --> 00:00:37,809 for this right here show. I use it to edit not only the 11 00:00:37,809 --> 00:00:41,489 audio in the video. 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The 21 00:01:14,915 --> 00:01:18,595 link's in the show notes and make sure to use my code drea, d r 22 00:01:18,595 --> 00:01:22,135 e a, at checkout to get 15% off your membership. 23 00:01:22,750 --> 00:01:26,189 Alright. Let's dive into the episode talking about rest as an 24 00:01:26,189 --> 00:01:29,710 intentional marketing tool. And one of the 25 00:01:29,710 --> 00:01:33,149 analogies that I've been using a lot when talking to my members in the mindful 26 00:01:33,149 --> 00:01:36,935 marketing lab is this analogy of gardening and how 27 00:01:36,935 --> 00:01:40,775 marketing is a lot like gardening. And if we think about gardening, 28 00:01:40,775 --> 00:01:44,455 there's different seasons to this. You you plant the seeds, you 29 00:01:44,455 --> 00:01:47,915 water them, you prune, you watch it grow, you harvest, 30 00:01:48,615 --> 00:01:52,370 and then you rest and reset. Gardening 31 00:01:52,510 --> 00:01:56,110 also goes at different paces depending on what you 32 00:01:56,110 --> 00:01:59,950 are harvesting. Right? So some things you harvest once, some things 33 00:01:59,950 --> 00:02:03,550 you harvest again and again. I love gardening as well 34 00:02:03,550 --> 00:02:06,770 because depending on where you are, like your your landscape, 35 00:02:07,365 --> 00:02:10,824 that could also have a different impact on your harvest. 36 00:02:11,365 --> 00:02:15,145 I love gardening as well because even the same exact plant 37 00:02:15,285 --> 00:02:18,745 in the same exact location will produce different fruit 38 00:02:19,045 --> 00:02:21,940 in different years. Right? There are different harvesting 39 00:02:22,560 --> 00:02:26,400 moments that happen as you go year over year. So 40 00:02:26,400 --> 00:02:30,080 some years you'll have more to harvest than others, and 41 00:02:30,080 --> 00:02:33,599 sometimes it's outside of your control. Right? And so this is what I love about 42 00:02:33,599 --> 00:02:37,135 marketing is because there's so much nuance to it that I think is missing a 43 00:02:37,135 --> 00:02:40,814 lot in the short little quippy, like, one liners we 44 00:02:40,814 --> 00:02:43,954 post on social media. So in this episode, I'm gonna go all the way in, 45 00:02:44,334 --> 00:02:48,015 because I think it's really important as social media marketers, as business 46 00:02:48,015 --> 00:02:51,629 owners to acknowledge the seasons, to 47 00:02:51,629 --> 00:02:54,690 acknowledge the variances that happen over the years 48 00:02:55,230 --> 00:02:58,830 without feeling that restlessness that 49 00:02:58,830 --> 00:03:02,670 comes from questioning. Am I doing enough? Am I doing the 50 00:03:02,670 --> 00:03:06,275 right things? And then also without going too 51 00:03:06,275 --> 00:03:10,114 far one end and burning yourself out to where you don't have anything 52 00:03:10,114 --> 00:03:13,635 left to harvest because you've literally depleted the 53 00:03:13,635 --> 00:03:17,314 nutrients from the soil and there's nothing else you can get from 54 00:03:17,314 --> 00:03:20,700 it. Right? So by the end of this episode, I want you to have a 55 00:03:20,700 --> 00:03:24,160 a really deep understanding of how rest fits into the entire 56 00:03:24,459 --> 00:03:28,000 marketing plan. So let's start with spring. K? Spring 57 00:03:28,140 --> 00:03:31,900 is the season of planting. I think spring is the hustle 58 00:03:31,900 --> 00:03:35,705 season. There is is a season for hustle. And I know I talk a lot 59 00:03:35,705 --> 00:03:39,405 about rest and mindfulness, but this does not mean we're not working. Okay? 60 00:03:40,105 --> 00:03:43,785 I, on my website, put, I like to help people 61 00:03:43,785 --> 00:03:47,270 find the space between hustle and the soft life. 62 00:03:47,570 --> 00:03:51,330 Because while it could be great to just, like, lay on the 63 00:03:51,330 --> 00:03:54,950 beach and rake in money in your sleep, that doesn't happen. 64 00:03:55,010 --> 00:03:58,450 There is a period in time where you have to, you're required to 65 00:03:58,450 --> 00:04:02,064 hustle. This is that springtime energy. I consider 66 00:04:02,064 --> 00:04:05,204 this doing things in your marketing, like launching new campaigns, 67 00:04:05,985 --> 00:04:09,045 setting up new content strategies, new systems, planning, 68 00:04:09,665 --> 00:04:12,969 building out collaborations, creating podcast 69 00:04:13,109 --> 00:04:16,949 series. You know, these are all the things that we do in our marketing that 70 00:04:16,949 --> 00:04:20,570 set us up for success in the future. 71 00:04:20,630 --> 00:04:24,090 Okay? So tactically, in this season, 72 00:04:25,065 --> 00:04:28,745 we are being very strategic about what we're planning because we know there's 73 00:04:28,745 --> 00:04:32,585 gonna be pruning seasons of editing or refining, and we know there's going to be 74 00:04:32,585 --> 00:04:35,785 a harvest coming up. Right? Like, we're gonna reap the rewards for that, and we 75 00:04:35,785 --> 00:04:39,465 need energy. We need our energy to be able to last through those 76 00:04:39,465 --> 00:04:42,740 seasons. K? So in the hustle season, 77 00:04:43,120 --> 00:04:46,960 this is when you feel most inspired. But I also 78 00:04:46,960 --> 00:04:50,500 find the spring, the hustling that happens in spring 79 00:04:50,960 --> 00:04:54,400 is is one of the hardest moments in hustling because you know you have to 80 00:04:54,400 --> 00:04:58,055 hustle, hustle, and then wait. K? So in this phase, 81 00:04:58,115 --> 00:05:01,955 I suggest batching content. I suggest scheduling 82 00:05:01,955 --> 00:05:05,715 things for later. I suggest using tools to be able to set yourself 83 00:05:05,715 --> 00:05:08,835 up for success in the future when you do need to harvest, when you do 84 00:05:08,835 --> 00:05:12,480 need to rest. K? Because when you're harvesting and when you're resting, it's really 85 00:05:12,480 --> 00:05:16,080 hard to put in that springtime energy. Now let's talk about 86 00:05:16,080 --> 00:05:19,440 summer. Summer is the season of cultivation. It's 87 00:05:19,600 --> 00:05:23,360 requires patience. It requires consistency. You've planted the seeds. 88 00:05:23,360 --> 00:05:27,055 You've watered them, and now you need to wait. I'll tell a little 89 00:05:27,055 --> 00:05:30,655 story here. I use the gardening analogy y'all and I'm not a 90 00:05:30,655 --> 00:05:34,435 gardener. I have the opposite of a green thumb. What is that? Black thumb? 91 00:05:34,495 --> 00:05:38,255 I have tried planting tomatoes several many times. I have 92 00:05:38,255 --> 00:05:41,990 drowned them. They got diseased. They got burnt to a crisp because I 93 00:05:41,990 --> 00:05:45,350 have them in in the sun. I had the the world's 94 00:05:45,350 --> 00:05:49,030 smallest tomatoes that I ate begrudgingly. They were not 95 00:05:49,030 --> 00:05:51,690 supposed to be cherry tomatoes, but they came out that size. 96 00:05:52,710 --> 00:05:56,225 And so I understand the season of 97 00:05:56,225 --> 00:05:59,845 cultivation. It's very frustrating when you spend a lot of time planting, 98 00:06:00,065 --> 00:06:03,665 watering, and then what's growing isn't what you need. And so 99 00:06:03,665 --> 00:06:07,425 this is a season where you're optimizing what 100 00:06:07,425 --> 00:06:11,060 is working. K? I'll use my tomato analogy. I 101 00:06:11,060 --> 00:06:14,360 planted 1 tomato plant, and it didn't work out. And 102 00:06:15,060 --> 00:06:18,900 I didn't, really even look up anything on how to 103 00:06:18,900 --> 00:06:22,660 plant tomatoes. I thought to myself, how hard could it be? And then I 104 00:06:22,660 --> 00:06:26,215 just did it. Right? I think that this is why the hustle in the 105 00:06:26,215 --> 00:06:29,895 springtime is so important because this is where you do your research. This is 106 00:06:29,895 --> 00:06:33,034 where you, try different things. This is where you 107 00:06:33,254 --> 00:06:37,020 plant things strategically so that in the summer, you're 108 00:06:37,180 --> 00:06:40,860 cultivating and optimizing. You're looking at the plants that are the strongest and going, these 109 00:06:40,860 --> 00:06:44,539 are the strongest. I gotta prune these leaves here. You're looking at the plants 110 00:06:44,539 --> 00:06:48,379 that are the weakest and going, how can I strengthen these? Can I save 111 00:06:48,379 --> 00:06:52,075 these? So, in terms of marketing, you're looking at your 112 00:06:52,075 --> 00:06:55,835 analytics going, what posts are performing well? How can I do more of this? 113 00:06:55,835 --> 00:06:59,295 You're looking at your analytics and going, what posts are performing 114 00:06:59,755 --> 00:07:03,550 not so well? How can I do less of this? And then you're also 115 00:07:03,550 --> 00:07:06,830 looking at your time and energy capacity. And this is so important in this stage 116 00:07:06,830 --> 00:07:10,590 of cultivation, and this is where, especially those business owners, 117 00:07:10,590 --> 00:07:14,270 we're running our own marketing. This is where we burn out because the 118 00:07:14,270 --> 00:07:18,050 plan that we set up in the spring is not sustainable for us, the human. 119 00:07:18,875 --> 00:07:22,555 And I was talking to one of my one on one clients recently about this. 120 00:07:22,555 --> 00:07:26,315 She's so convinced she needs to be on TikTok. And while I think TikTok 121 00:07:26,315 --> 00:07:30,074 will be great for her, I think also she 122 00:07:30,074 --> 00:07:33,770 dreads video so freaking much that when it comes to the season 123 00:07:33,770 --> 00:07:37,610 of cultivation, she's not gonna be able to last. K? And 124 00:07:37,610 --> 00:07:41,130 so I think when we're looking at our marketing, we're looking at our energy as 125 00:07:41,130 --> 00:07:44,890 well. Yes. There's something that could on paper work really well, but when it comes 126 00:07:44,890 --> 00:07:48,705 down to actually doing it, sitting down recording the videos, sitting down to 127 00:07:48,705 --> 00:07:52,544 write the emails, recording the podcast, doing the live stream, whatever it is that you're 128 00:07:52,544 --> 00:07:56,305 doing in your marketing, if you find a lot of resistance, if you find 129 00:07:56,305 --> 00:08:00,065 that it takes you way too long, then it's time to prune and find 130 00:08:00,065 --> 00:08:03,879 a different way. So I'll give a practical example of this for myself 131 00:08:03,879 --> 00:08:07,400 as well. I'm a talker, and I like to think on the 132 00:08:07,400 --> 00:08:11,159 fly. If if we look at my CliftonStrengthsFinders, my number one 133 00:08:11,159 --> 00:08:14,759 strength is strategic. My number two strength is positivity. I have activator up 134 00:08:14,759 --> 00:08:18,574 there. I like to get things done. I like 135 00:08:18,574 --> 00:08:22,414 to think strategically. However, if I have to sit down and 136 00:08:22,414 --> 00:08:25,794 write something, it takes me a long freaking time. 137 00:08:25,854 --> 00:08:29,615 K? So one of the things I've been doing in my season of 138 00:08:29,615 --> 00:08:33,089 cultivation, in my season of pruning, in my season of how can I 139 00:08:33,089 --> 00:08:36,690 do this with less effort, is things like the 140 00:08:36,690 --> 00:08:40,450 podcast I record all in one take now? Sorry. I just hit my mic. I 141 00:08:40,450 --> 00:08:44,290 record all in one take. So it's easier for 142 00:08:44,290 --> 00:08:47,815 me to sit down and, like, think out, outline the 143 00:08:47,815 --> 00:08:51,495 episode, and then record it all in one take versus prior to this. I had 144 00:08:51,495 --> 00:08:55,335 an intro, I had ad recordings that I had to do, then I 145 00:08:55,335 --> 00:08:58,795 had the actual episode that I did, and then I had, like, a prerecorded 146 00:08:59,415 --> 00:09:03,010 outro that I swapped out. It was too many moving pieces for 147 00:09:03,010 --> 00:09:06,310 me personally, especially now that I have a reduced team. 148 00:09:06,770 --> 00:09:10,210 So I record my podcast all in one go. It's, like, 149 00:09:10,210 --> 00:09:13,970 80% there. It's great. We ship it out. It's wonderful. Y'all love 150 00:09:13,970 --> 00:09:17,704 it. You still get all of the pieces. It's just not as fancy 151 00:09:17,704 --> 00:09:21,225 as, you know, I could make it. And that's 152 00:09:21,225 --> 00:09:24,904 me looking at my own energy and going, how can I make this and 153 00:09:24,904 --> 00:09:28,584 edit this to be more sustainable for me, the 154 00:09:28,584 --> 00:09:32,060 human behind the marketing? Right. So that's summer season of 155 00:09:32,060 --> 00:09:35,899 cultivation. Then we have fall season of harvest. This is the season 156 00:09:35,899 --> 00:09:39,500 we love. If business owners could stay harvesting all day 157 00:09:39,500 --> 00:09:43,339 long, we would live here. Okay? This is like you post 158 00:09:43,339 --> 00:09:46,785 your Black Friday campaign and it sells out immediately. This 159 00:09:46,785 --> 00:09:50,485 is you finally hit the viral post and everyone's, like, clamoring 160 00:09:50,545 --> 00:09:54,385 to work with you. This is where your the results come in, the cash is 161 00:09:54,385 --> 00:09:58,225 flowing, you know, people are buying. Like, this is 162 00:09:58,225 --> 00:10:01,640 the phase where we wanna stay and live, and this does require 163 00:10:01,640 --> 00:10:05,079 hustling in its right own right. Right? This oftentimes is 164 00:10:05,079 --> 00:10:08,839 delivering the product or service. So now that everyone's purchased, we 165 00:10:08,839 --> 00:10:11,980 have to do the thing. Right? So it's hustling in a different way. 166 00:10:13,365 --> 00:10:16,485 And I do find that this season of hustle tends to be easier for a 167 00:10:16,485 --> 00:10:20,265 lot of people because that we have that instant gratification. We have the reward 168 00:10:20,725 --> 00:10:24,405 of, like, somebody found us through our marketing. They bought the thing. We're delivering the 169 00:10:24,405 --> 00:10:27,300 thing. Right? But this is just one of 4 seasons, and we don't live in 170 00:10:27,300 --> 00:10:31,139 this season all of the time because coming up is 171 00:10:31,139 --> 00:10:34,899 winter. Winter is a season of rest. This is 172 00:10:34,899 --> 00:10:38,259 the season of reflection. This is the season that this entire 173 00:10:38,259 --> 00:10:41,765 episode is about. K? This is the 174 00:10:41,765 --> 00:10:45,285 season that helps you nourish yourself, the 175 00:10:45,285 --> 00:10:49,045 human, and nourish your business in a way that you can have 176 00:10:49,045 --> 00:10:52,645 seasons over seasons over seasons of harvesting. Because you can 177 00:10:52,645 --> 00:10:56,209 only harvest from something that is able to 178 00:10:56,209 --> 00:10:59,889 have something that you can harvest it from. Okay? So back to my 179 00:10:59,889 --> 00:11:03,730 tomato plants. What I learned in my research is 180 00:11:03,730 --> 00:11:07,505 that, yes, you have the soil and you have fertilizer, but if 181 00:11:07,505 --> 00:11:11,185 you keep using the same soil over and over again, the 182 00:11:11,185 --> 00:11:14,865 nutrients deplete. And especially the way I was doing it, I 183 00:11:14,865 --> 00:11:18,465 put it in a pot. K. So in potted 184 00:11:18,465 --> 00:11:22,145 plants, those of you who are like my plant babies, you guys 185 00:11:22,145 --> 00:11:25,819 will understand this. But I'm a newbie to this, and I'm like, wait. What? 186 00:11:26,839 --> 00:11:30,279 The soil, you have to, like, change it out and refresh it. And then 187 00:11:30,279 --> 00:11:33,800 sometimes you can't plant things in there for a while. You just gotta let it 188 00:11:33,800 --> 00:11:37,639 sit. You can, you know, put nutrients in it. You can 189 00:11:37,639 --> 00:11:41,055 fertilize it. Some people even use, like, like 190 00:11:41,055 --> 00:11:44,575 manure, k, to do that. It's so 191 00:11:44,575 --> 00:11:48,255 important. I also the farmers do this a lot with, 192 00:11:48,495 --> 00:11:52,069 fields, and there's a lot of farm fields around us. Sometimes the fields will 193 00:11:52,269 --> 00:11:55,709 they, you know, they plant them, they harvest the things, and then they just leave 194 00:11:55,709 --> 00:11:59,410 that field alone for a whole year. They're like, this field, 195 00:11:59,470 --> 00:12:03,149 it served its purpose, but we need to let it rest so that the nutrients 196 00:12:03,149 --> 00:12:06,635 can revitalize in the soil, and then we can plant there again. And 197 00:12:06,635 --> 00:12:10,395 sometimes even plant different things in that field again to have different 198 00:12:10,395 --> 00:12:14,235 outcomes. K. So in terms of marketing, in terms of you and 199 00:12:14,235 --> 00:12:17,915 your business, to me, winter is so important 200 00:12:17,915 --> 00:12:21,650 because it is a season of reflection. If we don't take 201 00:12:21,650 --> 00:12:25,090 the time to sit down and prepare for 202 00:12:25,090 --> 00:12:27,990 future seasons, we will guarantee 203 00:12:28,770 --> 00:12:32,450 burnout. We will continue to make the same mistakes over and over 204 00:12:32,450 --> 00:12:36,155 again. We won't take the time to actually reflect on what's 205 00:12:36,155 --> 00:12:39,935 working and do the actual deep work that's required in marketing. 206 00:12:40,555 --> 00:12:43,995 I'm talking audits. I'm talking planning experiments. I'm 207 00:12:43,995 --> 00:12:47,355 talking talking about trying new things. So in practical 208 00:12:47,355 --> 00:12:50,800 terms, let's talk about AI in marketing. Right? Chat 209 00:12:50,800 --> 00:12:54,240 GPT. I love it. I love it and I hate it at the same 210 00:12:54,240 --> 00:12:57,920 time. When Chat GPT first came out, I 211 00:12:57,920 --> 00:13:01,760 resisted so much. I said, I don't wanna learn something new. Y'all 212 00:13:01,760 --> 00:13:05,154 may relate to this. I don't wanna learn something new. It's like another new thing. 213 00:13:05,154 --> 00:13:08,915 Right? But the more AI is becoming embedded in the very 214 00:13:08,915 --> 00:13:12,675 way that we do our work, the more I recognized in my season 215 00:13:12,675 --> 00:13:16,454 of rest, I need to study this tool. It's actually a requirement 216 00:13:16,595 --> 00:13:20,380 of me to do my job effectively and efficiently. And now that 217 00:13:20,380 --> 00:13:23,660 I'm on the other side of it, I'm, like, how can I not use this 218 00:13:23,660 --> 00:13:27,500 tool? It's amazing. It's it's literally embedded into my program 219 00:13:27,500 --> 00:13:31,260 now. I built custom GPTs for my members because I'm, like, listen. If 220 00:13:31,260 --> 00:13:34,985 you wanna do an audit, yes, you could do this manually and spend 3 221 00:13:34,985 --> 00:13:38,605 hours on it or 15 minutes with my custom GPT. Like, 222 00:13:39,065 --> 00:13:42,904 it's it's a no brainer. Right? But in order to get to 223 00:13:42,904 --> 00:13:46,525 that spot, I had to pause, which is my winter, 224 00:13:47,225 --> 00:13:51,030 reflect and rest and analyze things. Is 225 00:13:51,030 --> 00:13:54,550 this working? Is this not? I also do this with my, pro 226 00:13:54,550 --> 00:13:58,390 members in the lab. So I have, like, your all access members, 227 00:13:58,390 --> 00:14:01,750 everyone's in there. My pro members, these are the people who are social media 228 00:14:01,750 --> 00:14:05,545 managers, freelancers, agency owners, digital marketers. Like, they're doing 229 00:14:05,545 --> 00:14:09,305 this for their clients. And one of the things we do in our season of 230 00:14:09,305 --> 00:14:13,005 rest every single year is we audit our clients, 231 00:14:13,225 --> 00:14:16,649 and then we audit ourselves and our businesses. We take a 232 00:14:16,649 --> 00:14:20,410 look at what our clients need and what's available in the 233 00:14:20,410 --> 00:14:24,089 marketplace. So one of the things that has come up this year is 234 00:14:24,089 --> 00:14:27,610 that if you're if you don't have video as a part of your agency 235 00:14:27,610 --> 00:14:31,390 packages, you either need to find a video partner or you need to learn video. 236 00:14:31,725 --> 00:14:35,325 Like, every single platform is putting an emphasis on 237 00:14:35,325 --> 00:14:39,005 video. And as a marketer, if you're not doing the same thing, 238 00:14:39,005 --> 00:14:42,765 you're behind. So you need to take your winter, pause, rest, 239 00:14:42,765 --> 00:14:46,365 reflect, look at the needs of your clients, and look at what's available in the 240 00:14:46,365 --> 00:14:49,640 marketplace and find solutions for those problems. 241 00:14:49,940 --> 00:14:53,700 Otherwise, a year from now, when you're in your next harvest season and the harvest 242 00:14:53,700 --> 00:14:57,300 is filled a little light, you'll be sitting there scratching your head like, what the 243 00:14:57,300 --> 00:15:00,580 hell? What where did I go wrong? And part of that is you didn't take 244 00:15:00,580 --> 00:15:03,985 the time to rest and reflect on the 245 00:15:03,985 --> 00:15:07,505 previous seasons. Now I talk about the 246 00:15:07,505 --> 00:15:11,285 seasons, but I do have to note everyone's seasons are different. 247 00:15:11,345 --> 00:15:15,149 K? Everyone's seasons are different. I used to live 248 00:15:15,149 --> 00:15:18,750 in Atlanta, Georgia. And when I lived in Atlanta, fall was my favorite 249 00:15:18,750 --> 00:15:22,370 season. Oh, I loved fall. The weather was cooling down. 250 00:15:22,910 --> 00:15:26,350 The leaves were changing. I put on my little coat, maybe even a 251 00:15:26,350 --> 00:15:30,195 little scarf. And my birthday's in October, so it always 252 00:15:30,195 --> 00:15:33,954 felt like my own version of, like, a new year. Right? I'm 253 00:15:33,954 --> 00:15:37,635 turning a new age. And so I love fall. Then I moved to 254 00:15:37,635 --> 00:15:41,154 Canada from Atlanta, and I realized, oh, the fall 255 00:15:41,154 --> 00:15:44,580 season, totally different here. And now my favorite season is 256 00:15:44,580 --> 00:15:48,260 summer. Okay? Because here in Canada, it 257 00:15:48,260 --> 00:15:51,640 feels like we have what I would consider fall. 258 00:15:52,660 --> 00:15:56,040 It it it's actually more like a late summer weather here. 259 00:15:56,405 --> 00:15:59,845 And most of the year is, like, too cold for me to want to leave 260 00:15:59,845 --> 00:16:03,525 the house, so I end up hibernating and staying inside for the 261 00:16:03,525 --> 00:16:07,205 winter. Okay? So, seasons look very different 262 00:16:07,205 --> 00:16:10,670 based on your circumstances. When we think about 263 00:16:10,810 --> 00:16:14,649 businesses and marketing, it works the same way. You could take the same 264 00:16:14,649 --> 00:16:18,170 plant and plant it in Atlanta and plant it in Canada and have different 265 00:16:18,170 --> 00:16:21,930 harvests. K? So you could take the same marketing strategy and apply it to 266 00:16:21,930 --> 00:16:24,985 one business and apply it to another and have different 267 00:16:25,605 --> 00:16:29,045 harvests. Your circumstances have a huge 268 00:16:29,045 --> 00:16:32,565 impact on the outputs and inputs that are happening in your marketing. And this is 269 00:16:32,565 --> 00:16:35,144 where I also find marketers get very frustrated 270 00:16:36,980 --> 00:16:40,420 is when they don't take the time to rest and 271 00:16:40,420 --> 00:16:44,100 reflect and analyze what's working for them. And instead, 272 00:16:44,100 --> 00:16:47,700 they're looking around at everyone else and comparing their harvest to 273 00:16:47,700 --> 00:16:51,454 someone else's harvest and going, why is this not working? And I'm 274 00:16:51,454 --> 00:16:55,214 putting that in quotes. Why is this not working for me? I'll give another 275 00:16:55,214 --> 00:16:58,894 example. One of my private clients, we're going through strategy 276 00:16:58,894 --> 00:17:02,670 work, and, honestly, she came to me looking for social media support. 277 00:17:02,750 --> 00:17:06,450 And after going through her work, I'm like, you don't need social media that much. 278 00:17:07,230 --> 00:17:10,770 Your business actually would thrive to do other things. 279 00:17:11,150 --> 00:17:14,690 But her competitor, she's looking around, the people who she considers competitors, 280 00:17:15,069 --> 00:17:18,804 they're very loud on social media. And looking at her business and the 281 00:17:18,804 --> 00:17:22,585 amount of business that she actually needs, the types of clients that she serves, 282 00:17:23,125 --> 00:17:26,645 they're actually not on social media that much. So spending a lot of time on 283 00:17:26,645 --> 00:17:30,184 social media for her will produce a different harvest than 284 00:17:30,600 --> 00:17:34,040 podcast guesting, which is what I recommended for her. So now we're working on a 285 00:17:34,040 --> 00:17:37,880 strategy for her to go out and be on podcast and she wants to also 286 00:17:37,880 --> 00:17:41,720 do some speaking as well. That's her marketing. Yes. There are some things we're gonna 287 00:17:41,720 --> 00:17:45,240 do on social media and it will definitely support her podcast guesting and her 288 00:17:45,240 --> 00:17:48,945 speaking, but her clients aren't very active on social media. So 289 00:17:48,945 --> 00:17:52,465 for her, it is not helpful to look around at other 290 00:17:52,465 --> 00:17:56,305 people's harvests and go, they're on social media, so I need to be and 291 00:17:56,305 --> 00:18:00,140 I will have similar results. Instead, we hunker down. It's 292 00:18:00,140 --> 00:18:03,900 winter. We're analyzing what works for her and her business. We're actually looking at 293 00:18:03,900 --> 00:18:07,740 the data, looking at the stats, looking at her goals, and going, will this 294 00:18:07,740 --> 00:18:11,340 work? Yes or no? And so I think it's very 295 00:18:11,340 --> 00:18:14,924 important as business owners to understand your circumstances, your business 296 00:18:14,924 --> 00:18:18,684 model, your only your your preferences as a marketer. 297 00:18:18,684 --> 00:18:22,125 So, like, do you prefer to speak? Do you prefer to write? All of those 298 00:18:22,125 --> 00:18:25,885 affect your marketing. K. And everyone's seasons of marketing are very, very 299 00:18:25,885 --> 00:18:29,590 different. I also want to kinda talk a little 300 00:18:29,590 --> 00:18:33,270 bit about this in some real world examples because, 301 00:18:33,510 --> 00:18:37,110 conceptually, yes, I understand this works really well, Andrea, but, 302 00:18:37,350 --> 00:18:40,285 give me some examples. So I like to use Chick Fil A a as an 303 00:18:40,285 --> 00:18:44,045 example. I know. I know. It's controversial, but y'all, I love 304 00:18:44,045 --> 00:18:47,485 Chick Fil a. I'm a Chick Fil a fan. I worked at Chick Fil a 305 00:18:47,485 --> 00:18:51,085 when I was 14 years old. It was my first real job. Okay. I'm putting 306 00:18:51,085 --> 00:18:54,620 that in quotes because I was doing jobs 307 00:18:54,620 --> 00:18:58,299 before that, things like tutoring and babysitting. But this was my 308 00:18:58,299 --> 00:19:01,740 first job where I had, like, the uniform, clock in, clock out. I went through 309 00:19:01,740 --> 00:19:05,580 the training. I'm a fan. There's a Chick Fil 310 00:19:05,580 --> 00:19:08,960 A in Buffalo, New York. I live in Fort Erie, Ontario. 311 00:19:09,475 --> 00:19:13,014 Yeah. It's a different country, but I still will cross the border 312 00:19:13,315 --> 00:19:16,835 just for Chick Fil a, and tell the border people where they're, like, where are 313 00:19:16,835 --> 00:19:20,034 you going? I'm, like, I'm just I'm just going to Chick Fil a, and I'll 314 00:19:20,034 --> 00:19:23,630 be right back. I have done that before. So, 315 00:19:23,630 --> 00:19:27,470 yeah, Chick Fil A. They're notoriously closed on Sundays. They're 316 00:19:27,470 --> 00:19:31,230 closed on Sundays. K? Chick Fil A closed on Sundays, and yet they 317 00:19:31,230 --> 00:19:35,005 are one of the most popular, fast 318 00:19:35,005 --> 00:19:38,465 food restaurants, and they have one of the most 319 00:19:39,645 --> 00:19:43,425 intense fan bases. And their revenue, 320 00:19:44,365 --> 00:19:46,145 is estimated at $1,000,000,000 321 00:19:47,804 --> 00:19:51,510 annually. And their loyalty, like I said, people who 322 00:19:51,510 --> 00:19:55,190 like Chick Fil A love Chick Fil A. K? And we all if 323 00:19:55,190 --> 00:19:57,830 y'all are fans like me, we've all had those moments where we're in the drive 324 00:19:57,830 --> 00:20:01,270 through on a Sunday, and we're like, dang it. This place is closed 325 00:20:01,270 --> 00:20:04,655 today. I love me some piece of chicken. 326 00:20:04,655 --> 00:20:08,415 Okay. Chick Fil A. Great example of building 327 00:20:08,415 --> 00:20:12,015 rest into their business plan. K. And it's it is 328 00:20:12,015 --> 00:20:15,570 for religious reasons, that aside. No matter what you believe, 329 00:20:15,809 --> 00:20:19,590 I think that that is very smart as a company. 330 00:20:20,210 --> 00:20:24,049 Next company, Glossier. I always call this Glossier in my 331 00:20:24,049 --> 00:20:27,570 head, but I'm pretty sure it's Glossier. They're a beauty brand. Right? They have a 332 00:20:27,570 --> 00:20:31,355 very community driven model, so I'm always looking at them for inspiration 333 00:20:31,495 --> 00:20:34,855 because of the way that they launch their products, the way that 334 00:20:34,855 --> 00:20:38,455 they, like, cultivate their community. They really 335 00:20:38,455 --> 00:20:41,975 focus in on engagement, and they focus 336 00:20:41,975 --> 00:20:45,515 in on quality that their community wants 337 00:20:45,950 --> 00:20:49,310 versus just, like, producing as much as possible and hoping people like 338 00:20:49,310 --> 00:20:52,990 it. And so they actually have 339 00:20:52,990 --> 00:20:56,450 announced that they don't launch as many products 340 00:20:56,510 --> 00:21:00,290 intentionally because they recognize in their winter season 341 00:21:01,024 --> 00:21:04,784 that a, their community has very specific needs and 342 00:21:04,784 --> 00:21:08,005 requests, so they try to stick with that. And then b, 343 00:21:08,544 --> 00:21:12,065 that when they focus in on the quality, they actually end up 344 00:21:12,065 --> 00:21:15,770 building stronger community members. Right? So instead of having a bunch 345 00:21:15,770 --> 00:21:19,530 of products that they just keep releasing, releasing, hoping people like it, they 346 00:21:19,530 --> 00:21:23,210 take time to strategically plan winter season so that the 347 00:21:23,210 --> 00:21:27,050 products that they do release are higher quality. Last example here is 348 00:21:27,050 --> 00:21:30,815 Patagonia. This one was new to me, came up in my research for this 349 00:21:30,815 --> 00:21:34,035 episode. So they're an outdoor apparel company, 350 00:21:34,655 --> 00:21:38,115 and they have a lot to do with, like, environmental activism. 351 00:21:38,655 --> 00:21:42,355 And so they're known, apparently, for pausing their marketing campaigns 352 00:21:42,655 --> 00:21:46,410 to advocate for environmental causes. So, no, we're not 353 00:21:46,410 --> 00:21:49,770 marketing, but we're gonna take this marketing time to protect the 354 00:21:49,770 --> 00:21:53,370 planet, to make our world a better place. And it deepens 355 00:21:53,370 --> 00:21:56,990 their customer loyalty when their people 356 00:21:57,450 --> 00:22:01,105 are able to, like, fall in love with 357 00:22:01,105 --> 00:22:04,625 their products because they know that this company is 358 00:22:04,625 --> 00:22:08,225 loyal to a bigger cause. K? And so that's just another 359 00:22:08,225 --> 00:22:11,580 example that popped up in my research. So back to 360 00:22:11,580 --> 00:22:15,179 you. Tactically, when we're thinking about rest as a marketing 361 00:22:15,179 --> 00:22:18,720 strategy, I want you to plan a season of winter. 362 00:22:19,340 --> 00:22:23,020 Schedule breaks for yourself, regular 363 00:22:23,020 --> 00:22:26,375 breaks and long term breaks. So for me, for social media, I 364 00:22:26,375 --> 00:22:30,055 typically don't work on the weekends on my social. I typically am not posting on 365 00:22:30,055 --> 00:22:33,815 the weekends. There are a few examples, throughout the year where I'm like, hey. 366 00:22:33,815 --> 00:22:37,195 I'm checking in or I feel inspired. But for the most part, 367 00:22:37,495 --> 00:22:41,330 like, 50 of the 52 weeks of the year, I'm not on social 368 00:22:41,330 --> 00:22:44,130 media on the weekends. So I want you to think about what that looks like 369 00:22:44,130 --> 00:22:47,890 for you. And then also evenings for me. I have a thing on my 370 00:22:47,890 --> 00:22:50,790 phone that automatically will, 371 00:22:51,570 --> 00:22:55,325 turn my phone to, like, silent after 9 PM so I don't 372 00:22:55,325 --> 00:22:57,985 get any notifications, and that's done intentionally. 373 00:22:59,165 --> 00:23:02,865 The same thing with your email marketing, with your podcasting. So for with my podcast 374 00:23:02,925 --> 00:23:06,145 all throughout December, I, tend to 375 00:23:06,445 --> 00:23:10,220 lean on repurposed content. So typically, this is like interviews 376 00:23:10,220 --> 00:23:13,419 I've done elsewhere. So you all see that will pop up in the feed. That's 377 00:23:13,419 --> 00:23:17,179 me taking a break from recording new episodes and bringing you 378 00:23:17,179 --> 00:23:20,779 content that's new to you. Highlighting old 379 00:23:20,779 --> 00:23:24,255 content, batch recording, prerecording, like, all of these things are tactical 380 00:23:24,575 --> 00:23:28,415 applications of rest. So my challenge to you is to 381 00:23:28,415 --> 00:23:31,855 plan your winter season. What does winter look 382 00:23:31,855 --> 00:23:35,695 like for you? How are you going 383 00:23:35,695 --> 00:23:38,595 to have an intentional moment where you pause, 384 00:23:39,470 --> 00:23:43,230 where you reflect instead of constantly launching and putting out 385 00:23:43,230 --> 00:23:46,910 the next thing? Right? How are you going to learn 386 00:23:46,910 --> 00:23:50,750 new tools? When are you going to learn new tools? When are you going 387 00:23:50,750 --> 00:23:54,495 to grow? When are you going to innovate? Apple 388 00:23:54,495 --> 00:23:58,095 does this very well. You know, Apple, they work quietly for 389 00:23:58,095 --> 00:24:01,775 long periods of time, and then they go, ta da. Here it is. That's their 390 00:24:01,775 --> 00:24:05,615 winter. They have a long winter season, and they're customer loyalty 391 00:24:05,615 --> 00:24:09,220 shows for that. Even TV shows, if you think about it, they release a 392 00:24:09,220 --> 00:24:12,760 season, then they rest. They release a season, they rest. Artists do this too. 393 00:24:12,900 --> 00:24:16,660 They work on their album, then they rest. They go on tour, then they 394 00:24:16,660 --> 00:24:20,045 rest. K? You can do this too. What 395 00:24:20,045 --> 00:24:23,745 is your season of rest? Because it's essential for 396 00:24:23,965 --> 00:24:27,645 your growth. If you wanna learn more about this, I do have a free 397 00:24:27,645 --> 00:24:31,485 resource for you. It's called the social media unwind. You could 398 00:24:31,485 --> 00:24:35,309 also find it inside our social media reset challenge. It's free. Go to 399 00:24:35,309 --> 00:24:38,990 onlinedreya.com/reset. Go through the 5 day free 400 00:24:38,990 --> 00:24:42,510 reset challenge and figure out how you can reset your relationship with social 401 00:24:42,510 --> 00:24:45,809 media and give yourself a season of rest. 402 00:24:46,270 --> 00:24:50,085 As mentioned, coming up, I have, replays for you from some 403 00:24:50,164 --> 00:24:54,005 interviews that I've done throughout this year that you may have missed. Enjoy those, 404 00:24:54,005 --> 00:24:57,524 and I will see you back in the new year. Thanks so much, everyone. Bye 405 00:24:57,524 --> 00:24:58,184 for now.