Small Business Casual: Content Marketing, Productivity, Customer Experience for Entrepreneurs & Creators
Welcome to Small Business Casual, where we focus on designing a sustainable, cozy, and thriving business tailored to your LIFE. Not the other way around!Here, small business meets your favorite pair of slippers. It's a little quirky, not too buttoned up, one less accessory, ahhh… just right. From customer service, business productivity, and content marketing to making sense-of-the-behind the scenes, chaos, I walk alongside you as we make life and business less of a roller coaster ride and more like a walk in the park (with snacks, of course!). I offer Small Business Copywriting & Content Marketing Consulting to interior desi...
Latest Episodes
"Charge your worth."
You have heard it a million times, I've heard it a milliona nd one. And, between you and me...I'm tired of it!
It's that it's wrong or bad advice, but no one every takes time to stop and ask the question underneath it... What is "worth"? How do I know what my worth is to charge it?! And can it really come down to a number we slap on a website or a proposal?
To help unpack my many questions, I brought in my good friend and constant collaborator Karen Kenney! We get into what worth actually means, what to do when you do not feel worth anything to begin with, the real difference between self-worth and market value, and what is happening in your body when you undercharge or give your work away.
In this episode, Karen Kenney and I get into:
- Why "charge your worth" might be missing the point
- What "worth" even means, especially when you do not feel worth anything
- What happens in your body and nervous system when you undercharge or give your work away
- Where to even start finding your worth when you have no internal compass for it
- Self-worth versus market value, and how tangled together the two really are
- What to do when you are afraid to step into being worthy
- One tangible practice you can use today to start rebuilding your sense of self-worth
Make sure to listen for Karen's three R's: Resist, Relaxed, and Resent, and what they tell you about setting prices!
Upcoming Podcast Workshops:
- Wanna' Be a Better Podcast Guest & Host | Saturday, August 22nd 1-4pm, Concord NH: https://www.eventbrite.com/e/wanna-be-a-better-podcast-guest-host-tickets-1990584257098?aff=erellivmlt
- So, You Wanna' Start a Podcast? | Friday, September 25th 10am-1pm, VIRTUAL: https://www.eventbrite.com/e/1993150705414?aff=oddtdtcreator
About Karen Kenney Bio, Links & Resources
Karen Kenney is a writer, speaker, podcaster, certified spiritual mentor, and coach. She’s known for her dynamic storytelling, her sense of humor, her Boston accent, and her no-bullshit approach to spirituality, self-development, and transformational work. She's been a yoga teacher for 25+ years, has been a Thai Yoga Massage practitioner since 2008.
She's also a Gateless Writing Instructor, the creator of WRITE CLUB , and the host of The Karen Kenney Show podcast.
She coaches clients individually in her 1-to-1 program: THE QUEST and in her
The overt tells and... the little gut feelings when you suspect AI... what are they costing us?
When our readers and listeners' spidey senses go up, when their AI radar is activated, it can quietly cost you their trust. Which means it can also cost you business.
In this episode, I walk through 10 AI "Tells" and why they matter. I also give you permission NOT to overthink and scrape your copy clean of all of them because there are always two sides to the coin.
At the end of the day: You don't prove you're human by deleting em dashes, stopping your overuse of adverbs, and stripping out the Oxford commas.
You prove it by being the version of you that can't be faked. Stop asking "how do I avoid looking like AI and instead, start asking "how do I sound unmistakably like me!?
Resources & Links:
The Atlantic - Why AI Is Incorrigibly Didactic https://www.theatlantic.com/ideas/2026/06/ai-writing-style-literature/687536/
Forbes - The 7 Deadly Tells of AI Writing https://www.forbes.com/sites/charliefink/2025/06/12/the-seven-tells-of-ai-writing/
Joe Casabona - 3 Signs You've Got AI Brain Rot (and How to Prevent It) https://streamlinedsolopreneur.com/ai-brain-rot/
Visit my website to learn more & connect:
Emily Aborn is a Small Business Copywriter and the host of Small Business Casual, with 12+ years of copywriting experience across 122+ industries. I help you step into becoming (and sharing) the real YOU. For fun and downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence.
Got a question for me or an idea for the show? Email me at emily@emilyaborn.com.
Website: emilyaborn.com
Facebook: @emily.catherinegrace
Instagram: @emilyaborn
LinkedIn: @EmilyAborn
Substack: @SmallBusinessCasual
I learned two very simple and polar opposite lessons in June:
- Quit what you hate
- Keep going on what matters
The key is mastering the art of discernment to determine which is which!
Lesson #1: Leave It - If you don't like it, quit!
If something in life or business is coming up with more "cons" than "pros", you don't need to try to convince yourself it's a good fit. You can quit!
If it's causing you harm, if you just don't like it anymore, if you've outgrown it, you're allowed to let it go. For now, for good, for as long as you need to.
Lesson #2: Live It
The opposite lesson is also equally important: If you really want to do, be, or achieve something... give it your all! Be it, create it, start today!
The magic isn't in "faking it till you make it", it's actually making it and proving to yourself through small, consistent steps that you're the kind of person who makes REAL progress towards your goals and dreams.
The Main Takeaway & Reflection:
Life is a fine art of leaving the things that don't serve you and staying committed to the things that do. Some things deserve to be left behind. Some things deserve your daily commitment, one small step at a time.
There’s a lot of power in knowing the difference and a lot of freedom to allow yourself to be the kind of person who does BOTH.
- What are you staying in/with that you don't like (maybe you even hate it!?)?
- What are you abandoning that you actually love or want to pursue?
Referenced Episodes:
- Luis Mojica's Holistic Life Navigation (Episode 333): You're Allowed to Change Your Mind: The Forbidden Art of Cancelling
- The Karen Kenney Show: "Breaking Your Word"
About Me
I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. I help small businesses grow with marketing that makes a distinct imprint. I believe that sharing your work goes beyond strategies, frameworks, content for content’s sake, more social media posts, more, more, more.
Successful marketing starts with a big picture approach and begins with a genuine connection as you step into becoming (and sharing) the real YOU.
Email: emily@emilyaborn.com
Website
Facebook
Instagram
LinkedIn
Substack
Since 2014, Kristy's been pivoting, innovating, and doing things differently as she stays visible in a highly competitive industry.
In this episode, I sit down for a candid conversation with Kristy Ouellette, founder and owner of Mickey Guru Travel Company. We get into all the twists, turns, speed bumps, roller coaster rides, and magic of entrepreneurship:
- How Kristy and I met (the power of showing up)
- Travel agent myths and misconceptions, busted!
- How Kristy's stayed afloat navigating pandemics, team member challenges, tough client situations, overwhelm, and more!
- Why it's important to invest in yourself and your team for growth
- And more!
About Kristy
Kristy Ouellette is the owner of Mickey Guru Travel Company, where she and her team of travel-obsessed agents help families and friend groups book Disney, cruise, and all-inclusive vacations they’ll be talking about for years. In an industry where everyone is selling the same destinations, Kristy has built her brand by zigging when everyone else zags, including launching Talk Travel to Me, the podcast where no travel question is too basic, too bold, or too “wait, can I actually ask that?” Fair warning: listening may cause an immediate urge to book something.
Website: mickeyguru.com
Instagram: instagram.com/mickeygurutravel
Facebook: facebook.com/MickeyGuruTravel
TikTok: tiktok.com/@mickeygurutravel
Talk Travel to Me Podcast: talktraveltome.buzzsprout.com
About Me, Emily Aborn
I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. I help small businesses grow with marketing that makes a distinct imprint. I believe that sharing your work goes beyond strategies, frameworks, content for content’s sake, more social media posts, more, more, more.
Successful marketing starts with a big-picture approach and a genuine connection as you step into becoming (and sharing) the real YOU.
Email: emily@emilyaborn.com
Website
Facebook
Instagram
LinkedIn
Substack
With limited bandwidth and a desire to reduce digital distraction, all while INFINITE options tug at you...
How do you decide where to actually put your time, energy, and efforts?
Is social media for the birds at this point?
How do you make time for more showing up in real life?
How do you choose things that won’t make you completely exhausted?
In this episode, we’re going to answer all of those questions (and then some) as we walk through where to show up online and off and how to be intentional with our limited time and energy.
- The power of showing up in real life
- Where to show up online and off based on your unique needs and goals
- Questions to ask yourself to gauge time, energy, and interest
- And more!
Links & Resources
Networking Episode with special guest, Ande Lyons: buzzsprout.com/2160062/episodes/18146270
New England Podcasters Group: newenglandpodcasters.group
About Me, Emily Aborn
I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. I help small businesses grow with marketing that makes a distinct imprint. I believe that sharing your work goes beyond strategies, frameworks, content for content’s sake, more social media posts, more, more, more.
Successful marketing starts with a big picture approach and begins with a genuine connection as you step into becoming (and sharing) the real YOU.
Email: emily@emilyaborn.com
Website
Facebook
Instagram
LinkedIn
Substack
In last week's episode, we talked about how the next person you meet could change your life. Today, we're talking about what happens after you meet them, and more importantly, how other people can help you be MORE VISIBLE.
In this special compilation episode, I bring together FOUR guests whom I know, like, love, and trust to share five out-of-the-box ways to increase your visibility.
We talk about the power of collaboration, creativity, cohesion, community, and consistency in your marketing and how it can take you places that posting on social media simply can't touch!
Quotes:
F.O.C.U.S: Follow One Course Until Successful
"The Default Answer is No" - Alex Sanfilippo
“The real reason people procrastinate is because excellence is boring. The road to remarkable is paved with a whole lot of boring." -John Acuff
🎙️ So You Wanna' Start a Podcast Workshop: eventbrite.com/e/so-you-wanna-start-a-podcast-tickets-1990514313896?aff=oddtdtcreator
Karen Kenney
Karen Kenney is a writer, speaker, podcaster, certified spiritual mentor, and coach. She’s known for her dynamic storytelling, her sense of humor, her Boston accent, and her no-bullshit approach to spirituality, self-development, and transformational work. She's been a yoga teacher for 25+ years and has been a Thai Yoga Massage practitioner since 2008. She's also a Gateless Writing Instructor, the creator of WRITE CLUB, and the host of The Karen Kenney Show podcast.
Website & Podcast: karenkenney.com
Instagram: instagram.com/karenkenneylive
Facebook: facebook.com/karenkenney.writer
Write Club: karenkenney.com/writeclub
Kristy Ouellette
Kristy Ouellette is the owner of Mickey Guru Travel Company, where she and her team of travel-obsessed agents help families and friend groups book Disney, cruise, and all-inclusive vacations they’ll be talking about for years. In an industry where everyone is selling the same destinations, Kristy has built her brand by zigging when everyone else zags, including launching Talk Travel to Me, the podcast where no travel question is too basic, too bold, or too “wait, can I actually ask that?” Fair warning: listening may cause an immediate urge to book something.
Website: mickeyguru.com We're all just walking ripple effects, creating more ripple effects. In this episode, I'm sharing how meeting people has transformed my life and business. You'll learn how: You'll also hear: Next week: You'll hear from all five of these incredible people sharing their insights on increasing visibility through consistency, creativity, collaboration, cohesion, and connection. The next person you meet could change your life. But you have to meet them to know HOW. About Me & Let's Connect: Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence. Facebook: Facebook.com/Emily.CatherineGrace/ LinkedIn: Linkedin.com/in/EmilyAborn Substack: Smallbusinesscasual.substack.com/ If you loved this episode, I welcome you to share your thoughts and aha’s with me at emily@emilyaborn.co
Instagram:
"I can't post unless I'm adding value."
Sound familiar?
We've all said it (or thought it) at least once or twice. "Delivering value" has become a silent gatekeeper for our content, and the idea of what "value" means can stop us cold.
We hold off on emailing our list, posting on social, or pitching that podcast until we have the perfect freebie, tip, how-to... something valuable to offer before we're allowed to show up.
Value isn't only found in a commodity.
It's not always educational, and it doesn't have to come in the form of a template, swipe copy, or prompts.
Sometimes value is making someone laugh or showing up consistently. It could look as simple as sharing your way of thinking. And sometimes, it's just being YOU.
In this episode, I'm breaking down what value actually means and five ways you might already be offering it, even without realizing it!
We cover:
- Why "value" has become a gatekeeping word
- What value actually is
- 5 Ways you're already adding value
- +1 Bonus way of offering that doesn't get nearly enough air time
- Why your presence and connection matter more than information
- And more
About Me & Let's Connect:
Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence.
Facebook: Facebook.com/Emily.CatherineGrace/
LinkedIn: Linkedin.com/in/EmilyAborn
Substack: Smallbusinesscasual.substack.com/
If you loved this episode, I welcome you to share your thoughts and aha’s with me at emily@emilyaborn.com AND I also would love for you to give me five stars and write me a review on the Apple podcasts app. Go to the show, scroll down a little, and find the little pencily thing where it says “Write a Review”.
"Authenticity" used to be one of my favorite words of all time! It meant something real, genuine, original, of the utmost quality. It offered permission to show up as yourself, not perform or pretend!
Then... #internet.
Suddenly, everyone was "stepping into their authentic self." From every coach, in every caption, selling every course, the word was everywhere. And when a word is everywhere, it becomes a bit generic and loses its intended depth.
In this episode, I'm questioning this buzzword (and a few others) to figure out what we're actually trying to say, and by doing so, showing how to bring the real meaning back.
We cover:
- What "authenticity" means to me
- When and how it lost its meaning
- Other words/phrases that have suffered the same fate (hustle, community, vulnerable, curated, human-centered)
- What people are actually looking for when they say they want authenticity
- What it looks like to show up authentically without needing the word
- Whether we should retire "authentic" entirely (or just stop using it as a placeholder)
We don't need more people talking about authenticity. We need more people actually showing up authentically.
Resources & Links Mentioned:
Karen Salmansohn on Instagram @NotSalmon: https://www.instagram.com/p/DW_4gttDibS/
Quote by Sue Fitzmaurice:
“What it means to be authentic:
To be more concerned with truth than opinions. To be sincere and not pretend. To be free from hypocrisy: "walk your talk". To know who you are and to be that person. To not fear others seeing your vulnerabilities. To being confident to walk away from situations where you can't be yourself. To being awake to your own feelings. To being free from others' opinions of you. To being accepting and loving yourself”.
About Me & Let's Connect
Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence.
Got a Question for the Show? Email Me! emily@emilyaborn.com
Website | Facebook | Instagram | LinkedIn | Substack
3 Years ago, when I started this podcast, I decided to go 100% in on myself. The first of many times I would show up for ME.
I’ve learned since that when you take a bet on yourself, when you’re willing to go “all in”, you end up showing up even more fully for others.
Today, to celebrate the 3-Year Podiversary of Small Business Casual (previously named “Content with Character”) and my 40th bday, I’m pulling back the curtain and sharing behind-the-scenes truths, learnings, and fun factoids about running the show and SO much more. I share honestly what it’s like to start a podcast, share consistently, and wonder whether or not anyone is actually even out there…
You’ll hear:
- Why I started a podcast (and what others had to say about it)
- My favorite podcast resources
- How I deal with creative blocks and self-doubt
- What to do when you have to pivot drastically
- What I’d do differently if I started over today
- Why I keep showing up week after week
- The weird ingredient I add to my Yerba Maté
- And more!
Thank you, from the bottom of my heart, for being a part of this journey with me! Let’s celebrate OUR milestone, together!
Resources & Links Mentioned:
PodMatch: https://www.joinpodmatch.com/emilyaborn
New England Podcasters Group (NEPG): https://newenglandpodcasters.group/
Buzzsprout: https://www.buzzsprout.com/?referrer_id=2129309
Episode that Flopped: "Are You Running Your Marketing, or is it Running You?" https://www.buzzsprout.com/2160062/episodes/14219002
Good Hang Podcast with Amy Poehler (on all major listening apps)
The Big Four Oh with Stephanie McLaughlin: https://thebigfouroh.com/
The Karen Kenney Show: https://www.karenkenney.com/podcast
About Me & Let's Connect:
Emily Aborn | Small Business Copywriter & host of Small Business Casual. 12+ years of copywriting experience in 122+ industries. I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence.
Facebook: Facebook.com/Emily.CatherineGrace/
LinkedIn: Linkedin.com/in/EmilyAborn
Substack: Smallbusinesscasual.substack.com/
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