Talk with Linda Reed-Enever Linda Reed-Enever

Understanding and defining your core values and non-negotiables are crucial for business if you want to thrive in your business. Too often, we push these aside, thinking we need to please and be something different for our clients. But knowing who we are, who we want to work with, and what our non-negotiable values are can have a significant impact on our business and our clients.

If everyone wanted a cookie-cutter, robot approach to business, we would have automated everything by now. But people seek you out for your unique way of doing things and the values behind your business. Defining your core values clarifies who you are and how you operate, making you more attractive to clients who resonate with your approach.

So in this episode of Talk, I will run you through an exercise to help you define your core values and the types of people you want to work with.

Why Did You Start Your Business?
Start by reflecting on why you got into business in the first place. What motivated you? Was it the desire for more freedom, more time with loved ones, or a different way to serve people than you could as an employee?

Understanding your original motivation is key to defining your core values.

Identify Who You Don't Want to Work With
Think back to when you worked for someone else. Who were the people you didn't enjoy working with? This list is just as important as the list of people you do want to work with. These are the clients you'll say no to, even when times are tough. Write down their characteristics, maybe even give them a name and a face. Recognise them when they come along, and don’t work with them.

Identify Your Ideal Clients
Now, consider the people you do want to work with. Many will guide you through creating a client persona, but you might have several types of ideal clients. For example, I work with small business owners, course creators, and organisations on systems and procedures. My core defining goal is helping people create impact. What's yours? Write it down and discuss it with your team to get their input.

Determine Your Work Schedule
One core value is deciding when you want to work. If you’re a morning person, schedule your work for the mornings. If you work better at night, do that. You don’t have to stick to a 9-to-5 schedule unless required by your business location. This flexibility is one of the perks of owning your business and one that should be communicated clearly with your clients.

Time for Working on the Business
Set aside time to work on your business. This practice is highly impactful. If you haven’t already, check out my episode on the different hats you wear as a business owner on The Business Owners Podcast. It’s essential to allocate time for strategic planning and development.

Non-Negotiables Like Family Time and Travel
Consider your non-negotiables, such as family time and travel. When I started travelling for business, I had a rule of no more than two nights away from my family unless they came with me. This ensured my young daughter felt secure and reduced pressure on my husband. Your non-negotiables might evolve, but setting them early helps maintain a work-life balance.

Payment Terms
Lastly, define how you want to be paid. Decide on your payment terms: in advance, upon completion, part payments, or automated payments. This clarity prevents confusion and ensures you're compensated fairly and timely.

Growing and Evolving Values
As your business grows, your core values and non-negotiables will evolve. You'll develop more services and refine your values. Regularly revisit and update these to ensure they align with your business growth and personal development.

By defining and adhering to your core values and non-negotiables, you create a strong foundation for your business. Review these regularly to stay on track and true to yourself.

Highlights
[00:00:34] Embracing your unique approach

[00:00:56] Why did you start your business?

[00:01:12] Identify who you don’t wa

In business, efficiency is key to success. AI and automation are powerful tools that can transform how businesses operate, making processes faster and more efficient while maintaining a personal touch.

On a recent flight to Sydney, I struck up a conversation with a Melbourne University professor about how she is using AI in the health space while I use it in the business and marketing spaces. Our exchange highlighted a critical point: AI should not be seen as a threat to jobs but as a tool that can enhance productivity and innovation.

By embracing AI, businesses can unlock new opportunities and efficiencies without compromising job security. So in this episode of the Talk Podcast, I am delving into the myriad ways that AI and automation can be leveraged to streamline business operations and boost productivity.

Practical Applications of AI Tools for Business and Marketing
Streamlining Workflows with Zapier

Zapier is a tool that connects different website applications to automate workflows. By linking various platforms, businesses can create seamless processes that save time and reduce manual effort.

Generating Ideas with ChatGPT and Other AI Ideation Tools

AI tools like ChatGPT can assist in generating content ideas and planning. These tools help businesses come up with creative solutions and streamline their ideation process.

Visualising Workflows with Whimsical

Whimsical is an excellent tool for visualising workflows and processes. With AI integrations with ChatGPT, it becomes easier to design mind maps, workflows, and other visual representations of complex ideas, enhancing clarity and communication.

Enhancing Marketing Personalisation

AI can personalise marketing efforts by tailoring responses based on user interactions. For instance, Netflix’s show recommendations and Facebook’s targeted ads demonstrate how AI can interpret data to predict user behaviour and preferences.

AI in Human Resources and Financial Automation

AI is also revolutionising human resources by automating tasks like screening job applications and writing job ads. These tools ensure that businesses attract the right candidates efficiently.

In the financial realm, automation can handle invoicing and financial transactions, ensuring accuracy and saving time. Tools like Zapier can connect financial data to accounting systems like Xero, streamlining financial operations.

Remote Working Technologies

The rise of remote work has highlighted the need for effective tools to manage remote teams. AI-powered tools like Zoom and Tactiq can generate meeting transcripts and summaries, facilitating better communication and collaboration. Automated scheduling and calendar management further enhance productivity in remote working environments.

Content Creation and Management

Content creation can be time-consuming, but AI tools can simplify the process:


Meet Edgar automates content distribution from blogs to social media.
Opus Clip converts long-form videos into short clips for diverse content distribution.
Canva Bulk Create automates image creation using templates, similar to a mail merge.
Descript uses AI to edit videos and podcasts, making it accessible for business owners to produce professional audio and video content.

AI and automation are transforming business operations, making them more efficient and productive. By embracing these technologies, we can unlock new opportunities and stay competitive in a rapidly evolving market. The journey of technological advancement is a collective one, so I encourage you to share your favourite AI and automation tools and your experiences using them in your businesses.

Highlights

[00:00:47] Debunking AI job loss myth
[00:01:03] Streamlining workflows with Zapier
[00:01:21] AI ideation with ChatGPT and more
[00:01:37] Visualising with Whimsical
[00:01:50] Marketing personalisation
[00:02:07] AI and automation in human resources and finance
[00:02:51] Remote working technologies
[00:03:07] Content crea

There's a quote I love: "Success is walking from failure to failure with no loss of enthusiasm." And let me tell you, this is especially true in marketing. In this episode of talk, I want to share some tips on how you can walk from failure to failure without losing enthusiasm along the way.

As you navigate the marketing world, you'll create all sorts of content: blog posts, social media content, and email campaigns. And a lot of what we do and create is all about learning what works for our business. Some of it will resonate with your audience, while some of it won't. That's just the way it goes! The key is to track everything you do, successes and failures alike.

Every flop is a chance to learn. It tells you what you can improve on and what tweaks you can make to better connect with your audience. And every win? That shows you what's working and what kind of content strikes a chord.

Here's the thing: failure shouldn't be scary. It's a stepping stone to success. Think about how kids learn: by trying things out, making mistakes, and figuring out what works for them. That's exactly how business owners, especially marketers, should approach their work.

The goal is to keep walking that path, learning from every misstep, all while holding onto your enthusiasm. Because that enthusiasm is what fuels your creativity and your determination to keep trying new things and working until you get it right.

Reflecting on my early days in the call center, I recall the invaluable lesson I learned: every rejection, every "no," brought me one step closer to a "yes." Each interaction, whether fruitful or not, provided me with valuable feedback and helped me better understand my target audience. It's a mindset I carry with me to this day—one that sees failure not as a setback but as a necessary part of the journey towards success.

Celebrate every "no," every less-than-stellar campaign result because it means you're actively putting yourself out there, trying new things, and getting closer to that marketing magic.

In the age of social media, it's easy to get disheartened by negative feedback or a lack of engagement. But I've realised that these moments are not indicators of failure but rather opportunities for growth. Losing a subscriber or receiving criticism may sting, but it also means we're refining our audience and honing in on those who truly resonate with our message.

Moreover, I've learned to celebrate even the smallest victories along the way. Whether it's reaching a handful of people or millions, each interaction is a chance to connect with our target market and further our goals. It's about reframing our definition of success and recognising that it's not always about the numbers but the quality of engagement.

Here are some additional tips to keep in mind:


Data is your friend! Track everything you do in your marketing efforts to see what resonates and what doesn't.
Don't be afraid to experiment. Creativity thrives on trying new things, and you never know what might work until you try it.
Embrace your failures as learning opportunities. Analyse what went wrong, adjust your approach, and keep moving forward.
Celebrate your wins, big and small. Reaching a marketing goal is a fantastic achievement, and acknowledging your successes keeps you motivated.

I hope this episode gives you a newfound perspective on failure—one that sees it not as a roadblock but as a stepping stone towards success. By embracing setbacks with enthusiasm and unwavering determination, we can navigate the challenges of entrepreneurship with resilience and optimism.

In the end, perhaps what we perceive as failure is simply a necessary part of the journey—one that ultimately leads us to greater heights if we approach it with the right mindset.

Highlights

[00:00:00]Reflecting on a powerful quote about success
[00:01:02] Learning from successes and failures in marketing
[00:02:12] Every "no" brings us closer to a "yes”
[00:02:51] Reframing failures a

Are you a busy business owner struggling to find time for marketing? Don't worry, you're not alone.

Many business owners find it challenging to prioritise marketing amidst their daily operations. But fear not, because I've got you covered.

In this episode, I'll share with you five quick and effective marketing strategies that you can implement in just five minutes each day. These strategies are designed to help you make the most of those short bursts of time and create valuable marketing content for your business.

Before we dive into the strategies, let's talk about the concept of five minute marketing. The idea behind it is to leverage those small pockets of time throughout your day and turn them into opportunities for marketing. While you may not be able to create a masterpiece in just five minutes, you can still accomplish a lot.

Short-form videos, for example, are an excellent way to utilise these brief moments. Simply grab your phone, share a few tips and tricks related to your business, and voila! You have a valuable piece of marketing content.

Now, let's get into the five minute marketing strategies:

Research
One of the best ways to make use of those five-minute time slots is by doing some research. There are several options for research in the realm of marketing. You can explore relevant hashtags, identify potential advertising opportunities, or search for guest posting prospects. One useful technique is to type in the website or keywords you want to target, along with phrases like "article submission" or "guest post," and see what comes up in the search results. Bookmark the sites that catch your interest and return to them later to submit your articles.

Additionally, you can look for journalists seeking sources, explore platforms like SourceBottle, or join communities and meetups to promote your business. The best part is that most of these research activities can be done conveniently on your phone.

Ask Questions
Questions are a powerful tool for engaging with your audience and building your profile. Take advantage of those five-minute intervals to ask questions on various social media platforms, such as Facebook groups, your own pages/profiles, YouTube shorts, or Instagram reels. You can even tap into the collaboration features available on Instagram to collaborate with others in creating posts and stories.

Be sure to come back later to answer those questions in another five-minute time slot. Engaging with your audience and showing a genuine interest in their opinions can foster meaningful connections and improve your online presence.

Check Your Profiles
Taking a few minutes to review your social media profiles is essential. Ensure that your website link is up to date and that your profiles accurately reflect what you and your business are all about. You don't want to miss out on any potential opportunities because of outdated or incomplete profiles. Pay attention to your description, contact links, and profile/header images.

Social media platforms often change their formatting, so make sure your images still look appropriate. By regularly maintaining your profiles, you present yourself professionally and increase your chances of making a strong impression on potential customers.

Social Media Programming
This five minute marketing strategy involves using tools like Meta Business Suite, TikTok, Meet Edgar, Later, Missing Letter, or Metricool to schedule your social media posts in advance. By dedicating a specific time slot to program your posts, you can create a consistent flow of content without constantly having to think about it.

These tools offer features such as batch creation and variations, allowing you to save time and keep your platforms active and engaging. For instance, you can connect your blog's RSS feed to platforms like Missing Letter and Meet Edgar to automatically share your blog posts with customized variations across your social media channels.

Convert Blog Posts into Videos

Whether you're new to working with the media or an experienced business owner, mapping out your media year is a valuable activity. It helps you plan ahead, use proactive techniques, and tap into potential events. In this blog post, we will explore the steps to mapping out your media year and provide tips to stay ahead of the game.

Flag Dates for Evergreen Content
Start by going through a calendar and flagging dates for evergreen content. Depending on your industry, these could include holidays, awareness days, and other significant events. By identifying these dates, you can plan your content strategy around them.

Identify Industry Bodies and Reports
While flagging key dates, also consider any industry bodies or reports that are going to be released. These can provide valuable opportunities for your PR strategy. Stay updated and be prepared to write responses or articles related to these releases.

Flag Proactive Business Activities
Next, go through your business activities for the year and identify events that can be proactive for your press release content. This can include product launches, sales, changes in premises, events, conferences, and awards processes. By flagging these events, you can align your PR efforts with your business objectives.

Take Advantage of Reactive PR Opportunities
While reactive PR usually revolves around current news, there are specific times throughout the year when you can capitalise on certain topics. Add dates of industry body and annual meetings, upcoming elections, and federal or state budgets to your calendar. Also, note the publication dates of reports that can be used for media commentary.

Create an Article Bank
During quieter times for your business, such as January or February, focus on creating an article bank. Generate ideas and stories that can be shared with your audience in the form of press releases or other content. This way, you'll have a ready-to-use content bank when you need to reach out to the media.

Map Out Publication Deadlines
To effectively plan your PR efforts, map out the publication deadlines of relevant media outlets. Download advertorial calendars or check when advertorial submissions are due. This will give you an idea of how far in advance you need to work on your stories to align with publication deadlines.

Build Relationships with Journalists
Maintaining good relationships with journalists is crucial for successful PR. Reach out to your contacts and have conversations about their upcoming stories. Offer your help and expertise where possible. By nurturing these relationships, you'll have a better chance of getting your stories published.

Seek New Opportunities
Continuously seek new opportunities to expand your PR efforts. Look for new journalists to connect with, submission sites to get involved with, and places where you can contribute as a podcast guest or guest writer. Utilise your content bank and pitch yourself to various publications to increase exposure.

By mapping out your media year and planning ahead, you can be proactive in your PR strategy. Take advantage of evergreen content, be prepared for industry releases, and leverage reactive PR opportunities. Create an article bank, map out publication deadlines, and build relationships with journalists. Embrace new opportunities to expand your reach.

Congratulations on taking the first step towards a successful PR year!

Highlights

[00:00:00] How to plan for media engagement, whether for beginners or experienced business owners
[00:00:31] The need to plan for the year ahead, using evergreen and proactive techniques
[00:00:53] How to flag dates for evergreen content, such as holidays and awareness days
[00:01:31] Mapping out business activities for the year, including product launches, sales, premises changes, and events
[00:02:42] The importance of creating a spreadsheet and a list of ideas for press releases across the year
[00:03:16] Mapping out publication deadlines by downloading advertorial

In this episode of the Talk podcast, we'll explore five educational marketing strategies that you can use to empower your clients and grow your business.

1. Share Your Expertise Through Blogging
Blogging is a great way to share your knowledge and insights with a wide audience. When you create informative and engaging blog posts, you can attract potential clients who are interested in learning more about your area of expertise.

2. Guest on Podcasts and Contribute to Other Sites
Appearing as a guest on podcasts and contributing guest posts to other websites is a great way to expand your reach and connect with new audiences. This is a great opportunity to share your expertise with a wider audience and establish yourself as an industry thought leader.

3. Create Short-Form Video Content
Short-form video content is a great way to capture attention and share your message in a concise and engaging way. Platforms like TikTok, Instagram Reels, and YouTube Shorts are ideal for sharing quick tips, tutorials, and behind-the-scenes glimpses into your business.

4. Develop an E-Book or Lead Magnet
Creating an e-book or lead magnet is a great way to attract new subscribers and build your email list. Offer a valuable resource, such as an e-book, tip sheet, or cheat sheet, in exchange for an email address. This will allow you to nurture leads and keep them informed about your latest offerings.

5. Answer Questions in Online Communities
Participating in online communities and forums is a great way to connect with potential clients and answer their questions. By providing valuable insights and expertise, you can establish yourself as a trusted resource and build relationships with potential clients.

Take Action and Empower Your Clients
Remember, educational marketing is all about sharing your knowledge and empowering your clients. By implementing these strategies, you can attract better-informed clients, build trust, and grow your business.

What educational marketing strategy are you going to use today? Share your thoughts in the comments below!

Highlights

[00:00:00] The importance of educational marketing and the need for effective strategies
[00:00:36] Strategy 1: Blogging - Advice on using blogs to share tips, answer questions, and the need to humanise content in the competitive AI era
[00:01:26] Practical Exercise: Brainstorm five topics for educating their market
[00:02:25] Strategy 2: Guest Appearances on Podcasts - The importance of creating a strong available-for-interview profile
[00:03:31] Strategy 3: Guest Contributions on Medium - How to share blog posts on Medium
[00:04:21] Strategy 4: Short Form Video - Creating quick and simple short-form videos to engage and educate the audience.
[00:04:55] Strategy 5: Ebooks as Lead Magnets - How to use lead magnets to build an email list
[00:05:36] Strategy 6: Answering Questions - How to create content based on the questions to meet the audience's needs.
[00:06:17] What else to include in content

Resources Mentioned in the Podcast

The Marketing Planner https://www.enevergroup.com.au/product/marketing-planner
AI, Async, Automation Hub https://enevergroup.thinkific.com/courses/aaahub 
Answer The Public https://snip.ly/answerthepub 
How to Create an Available for Interview Profile to Pitch to the Media https://enevergroup.thinkific.com/courses/availableforinterviewprofile 
MissingLettr https://snip.ly/missinglettr 
Medium https://medium.com