The Unfiltered Tea with Evie

Evie Tavares
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  • Entrepreneurship

Welcome to The Unfiltered Tea with Evie podcast, where personal brands and service providers come for honest, anti-sleaze marketing advice that actually works. If you're tired of manipulative tactics, sleazy marketing strategies and feeling like you’re the only one who doesn’t have your business all together, you're in the right place. On this podcast, we're diving into copywriting, personal branding strategy, business mindset and balancing business with kids and real life. You'll hear from epic guests including business experts and friends to share their insights and real experiences in life and business Expect real life stories, tactical tips and the occasional spicy Evie moment, all served up with your morning cuppa. So grab your tea, get cozy and let's get into it. Hosted by Evie Tavares, founder of Evie Tavares Branding.

  1. Oct 20

    Boosting vs. Real Ads, ROAS & Margin with Britt Holmes

    Should You Run Facebook & Instagram Ads Yet? Boosting vs. Real Ads, ROAS & Margin with Britt Holmes Britt and Evie get unfiltered about why so many business owners burn money trying to save money on ads, why boosting a post is "paying to be popular," and how a great ROAS can still lose you money. They also cover AI in advertising, protecting your ad account, and running a business as a mom with ADHD. In this episode: The 3 things you need before running adsWhy DIY ad courses create false confidenceBoosted posts vs. Meta ad campaignsROAS, margin, CPA and lifetime value in real numbersHow a candle brand sold out before Black FridayWhy Britt won't let AI manage live ad budgetsThe Home Depot "May 2x4" lesson in customer-first messagingADHD, routines and 10-to-2 working hoursQuestions this episode answers: When should a small business start running ads? Start after your website already converts, your social media is active, and tracking is set up. Use free channels like referrals and networking first. Is boosting an Instagram post worth it? Usually not. Boosts send people to your profile with limited targeting and no tracking. A Meta ad campaign lets you choose your audience, send traffic to your website and track results. Why can a good ROAS still lose money? ROAS ignores product costs. If your margin is thin, every sale can cost you more than it earns. Look at margin and customer lifetime value. How do I avoid a huge surprise Meta ads bill? Set budget limits on campaigns and turn on two-factor authentication. Freeze your card right away if you see suspicious charges. Can AI run my Facebook ads? AI is great for admin work and messaging ideas, but Britt keeps humans in charge of live ad spend. Do I need to change ad creative constantly? No. Switch creative when frequency data shows ad fatigue, not every few days. Timestamps: 00:00 Intro 01:36 Meet Britt Holmes 02:48 From workaholic VP to agency owner 05:21 Corporate ad skills for small businesses 08:37 Should every business run ads? 13:44 Do ads need to be flashy? 15:07 AI in advertising 16:54 Surprise Meta bills and hacked accounts 19:31 Margin vs. ROAS 22:40 Messaging that converts 24:51 The Home Depot lesson 26:36 Boosting vs. ads 29:27 ADHD, motherhood and boundaries 35:42 Britt's podcast 38:10 Personal branding with carousels 40:02 Rapid fire Connect with Britt: Website: https://www.meritmedia.com/ Instagram:https://www.instagram.com/brittholmeslive/ | https://www.instagram.com/meritmediainc/ Britt's podcast: https://open.spotify.com/show/1OHv2p8uJ5UU3kr8AZHyJp Find Evie on… Instagram: https://www.instagram.com/evietavaresbranding/ LinkedIn: https://www.linkedin.com/in/evie-tavares-352291258/ Website: https://www.evietavaresbranding.ca/

  2. Oct 13

    How to Write an About Page That Connects and Converts | Website Copywriting 101

    If your About page is a wall of credentials, or you’ve skipped it altogether because writing about yourself feels awkward, this episode is for you. In part two of the Website Copywriting 101 series, Evie breaks down her go-to structure for About pages (her favourite page to write). She covers how to make a page about you also about your client, where your story and mission fit, how to build authority without bragging and why you need a call to action and a photo of your face on this page. Plus a little personal tea about screaming along at the Jonas Brothers in Toronto 18 years after seeing them for the first time. In This Episode Why the About page is often the most visited page before someone buysHow to write an About page headline (and why you can get more creative here than on your homepage)Leading with your mission and keeping it clear over cleverHow to talk about yourself while still making your client feel seen, heard and understoodStructuring your story: status quo, the turning point and the outcomeSharing the story behind your method or signature processWhy fun facts and personal interests build real connectionBuilding authority with features, podcast guest spots, communities, certifications and coursesWhy every About page needs a call to actionWhy brand photos matter and why you always need to show your faceHow to adapt an About page for corporations and teamsQuestions Answered in This Episode What should I include on my About page?How do I write an About Me page for my small business?How do I write an About page that is about my client and not just me?What’s the best structure for an About page?Should I put my personal story on my business website?How do I show authority and credibility on my website?Should I include fun facts or personal details on my About page?What call to action should I use on my About page?Do I need photos of myself on my About page?How do I write an About page for a company or team?Mentioned in This Episode Website Copywriting 101, Part 1: Homepages: https://theunfilteredteawithevie.riverside.com/e/website-copywriting-101-how-to-write-a-homepage-that-builds-trust-and-converts Find Evie on… Instagram: https://www.instagram.com/evietavaresbranding/ LinkedIn: https://www.linkedin.com/in/evie-tavares-352291258/ Website: https://www.evietavaresbranding.ca/

  3. Oct 6

    How to Build a Team That Runs Without You with Lia Garvin

    If you've hired a team but you're still stuck in the weeds doing all the doing, this episode is for you. I'm sitting down with Lia Garvin, aka the Team Whisperer. Lia spent 10 years building high performing teams at Google, Apple and Microsoft and now helps founders and business owners replace themselves in the day-to-day of their business. We talk about why your team isn't following the plan (even when it's a great plan), the exact steps to start delegating this week and the simple timing shift that stops you from micromanaging. Lia also gets real about being friends with your team, hiring friends and family and how to keep high performers motivated when you can't give them a raise right now. Plus, Lia shares how to use AI as a tool for work that isn't already getting done, so your team feels supported instead of replaced. In This Episode We Cover: How Lia went from big tech to helping small business owners build better teamsWhere the Team Whisperer nickname came fromHow leaders can roll out AI without their team feeling threatenedWhy announcing a plan is never enough and what happens afterA step-by-step way to start delegating using your calendarThe biggest gap between business owners and their teams (unspoken expectations)Lia's three-step framework for hard conversationsWhy micromanaging is about the when, not the whatThe risks of being friends with your team and how to set boundariesHow to hire friends, family or your spouse without ruining the relationshipHow to motivate employees when you can't pay them more right nowWhy job titles and career paths matter more than you thinkQuestions Answered in This Episode: How do I get out of the day-to-day of my business?How do I delegate tasks to my team as a small business owner?How do I stop micromanaging my employees?How do I give hard feedback to an employee without them getting defensive?How do I set clear expectations with my team?How do I introduce AI to my team without them feeling replaced?Should I be friends with my employees?Is it a good idea to hire friends or family in my business?How do I keep a high performing employee if I can't give them a raise?How do I build a team that runs without me?Quotes From This Episode: "Micromanaging is not about the what, it's about the when." "You can't care more than they care." "It's to expand, not to erase." (on using AI as a tool) Mentioned in This Episode: Lia's free guide to having hard conversations with your team: https://www.liagarvin.com/convo Lia's podcast: Managing Made Simple (new episodes every Tuesday) Find Lia on… Website: https://www.liagarvin.com Instagram: https://www.instagram.com/lia.garvin Email: hello@liagarvin.com Find Evie on… Instagram: https://www.instagram.com/evietavaresbranding/ LinkedIn: https://www.linkedin.com/in/evie-tavares-352291258/ Website: https://www.evietavaresbranding.ca/

  4. Sep 29

    Building a Creative Business on Your Own Terms with Jillian Leslie

    If you've ever felt pressure to niche down, quit your job before you're "allowed" to start a business or follow a 12-step plan just to feel like yourself again, this episode is for you. Evie sits down with Jillian Leslie, the sourdough teacher, wellness coach and community builder behind Rising Raven Wellness. Jillian shares how a season of deep grief after losing her brother-in-law led her to sourdough. Something she started just for herself became a business that helps people slow down, create with their hands and leave feeling lighter. They talk about the meaning behind the Rising Raven name, why simple beats complicated in wellness and business, what sourdough flops can teach you about failure and why you don't have to choose between a full-time job and your own business. In This Episode: How Jillian went from a nutrition degree to teaching sourdough workshops without ever planning toThe story behind the name Rising Raven and how it honours her brother's memoryWhy being an "and girl" can work better than squeezing into one nicheHer simple, non-restrictive approach to wellness for overwhelmed womenWhat sourdough taught her about failure and experimenting in businessEvie on Steven Bartlett's idea of keeping a failure quotaWhat makes an online community feel supportive and not just like another group chatWhy Jillian runs her business alongside a full-time job with no set exit dateBurnout, capacity and redefining what a rich life looks likeHow to decide what to share publicly about grief and hard seasonsNavigating the "what's next" phase and giving creativity room to come backQuestions Answered in This Episode: How do I start a business after grief or loss?Can I run a business while working a full-time job?Do I have to niche down if I have lots of creative interests?How do I build healthy habits when I'm already overwhelmed?How do I avoid burnout as an entrepreneur?How do I learn from failure in my business?What makes an online community for women entrepreneurs supportive?How much of my personal story should I share in my marketing?What do I do when I don't know what's next in my business?How do I come up with a meaningful business name?Quotes From This Episode: "It's just bread. It's just sourdough, but it became my business." "I'm more of an and girl. I'm gonna do this and that." "If I can help one person through something similar by sharing my story, then I want to try and do that." "Time will pass anyways, so you might as well just go for it." Mentioned in This Episode: The Diary of a CEO by Steven BartlettBrené Brown on the "vulnerability hangover"Keeping Your Head Up by Birdy (Jillian's Rising Raven theme song)Find Jillian on… Instagram: https://www.instagram.com/risingravenwellness/ Website: https://www.jillian-leslie.com/ Find Evie on… Instagram: https://www.instagram.com/evietavaresbranding/ LinkedIn: https://www.linkedin.com/in/evie-tavares-352291258/ Website: https://www.evietavaresbranding.ca/ Keywords: sourdough business, creative entrepreneur, grief and business, women in business, wellness coaching, burnout, side business, full-time job and business, online community, personal branding, failure in business

  5. Sep 15

    How to Know When Your Branding Has Hit a Ceiling with Ashley Wyatt

    If your business has grown but your website still makes you cringe when you send someone the link, this episode is for you. Evie sits down with Ashley Wyatt, founder and creative director of Monarch Design Co, to talk about the exact signs that your brand has stopped matching where your business actually is, and why that mismatch is quietly costing you money. Ashley breaks down the real ROI behind rebranding (including a client who booked a $25,000 project she wouldn't have pitched without it), why creative entrepreneurs struggle to outsource, how she uses AI as a tool instead of a replacement for expertise, and what it actually looks like to run a full service micro agency while raising two kids under two. In This Episode The signs a business has outgrown its current brandingWhy raising your rates without the brand to back it up creates a mismatchHow Ashley's brand visioning questionnaire uncovers what a business really needsThe real ROI of investing in brand strategy and copywritingWhy creative entrepreneurs resist hiring outside help, and what it costs themHow Ashley uses AI for mockups and productivity without losing her expertiseThe story behind renaming and trademarking Monarch Design CoBalancing motherhood, sole breadwinning and running an agency Questions Answered in This Episode How do I know if I need to rebrand my business?What is the ROI of investing in branding and copywriting?How do I choose between a DIY rebrand and hiring a designer?What is a brand visioning questionnaire?How should small business owners use AI in branding and design?How do I trademark my business name?How do creative entrepreneurs balance business with motherhood?When should I hire a copywriter instead of writing my own copy? Find Ashley On... Website: https://themonarchdesign.co Instagram: https://www.instagram.com/monarchdesignco/ Find Evie On... Instagram: https://www.instagram.com/evietavaresbranding/ LinkedIn: https://www.linkedin.com/in/evie-tavares-352291258/ Website: https://www.evietavaresbranding.ca/ Keywords: branding, rebrand, brand strategy, copywriting, AI in design, creative entrepreneurs, small business branding, motherhood and business

  6. Sep 8

    Legal Basics Every Female Founder Needs to Know with Elena Favaro Viana

    If the word "legal" makes you want to close the tab, this episode is for you. Evie sits down with Elena Favaro Viana, founder of EFV Legal, a boutique law firm built specifically for women in business. Elena breaks down what actually matters when it comes to protecting your business, from the new business bundle every founder needs to why AI generated contracts can cost you more in the long run. She also opens up about building a seven figure law firm around a chronic illness diagnosis and why she never took a maternity leave. In This Episode The new business bundle every founder needs from day one Why "I'm too small for a lawyer" is a costly mindset Sole proprietorship vs incorporation and when to make the switch The real risk behind using AI to write your contracts Wills and estates, and the triggers that mean you need one now How Elena grew EFV Legal to full time in a month and a half Building a business around chronic illness and needing full schedule control Why Elena never took a maternity leave and grew revenue 45% that year Elena's take on AI in the legal industry and where it falls short Questions Answered in This Episode Do I need a lawyer before I make any money in my business? What is the difference between a sole proprietorship and a corporation? What documents does every small business legally need? Is it safe to use AI to write my business contracts? When should I get a will as a business owner? What is a secondary will and do I need one for my corporation? How much does it cost to maintain a corporation each year? How do I know if my business is ready to incorporate? Can I run a business and be a mom without taking maternity leave? Find Elena On... Website: https://www.efvlegal.ca/ Instagram: https://www.instagram.com/elenafavaroviana/ Free Resources: https://www.efvlegal.ca/resources Find Evie On... Instagram: https://www.instagram.com/evietavaresbranding/ LinkedIn: https://www.linkedin.com/in/evie-tavares-352291258/ Website: https://www.evietavaresbranding.ca/

  7. Sep 1

    Website Copywriting 101: How to Write a Homepage That Builds Trust and Converts

    Did you know up to 88% of consumers check out a business's website before deciding to buy? In this solo episode, Evie kicks off a brand new series all about website copywriting, breaking down what actually needs to be on each of your core four pages (home, about, services and contact) to build trust, establish authority and move visitors to take action. This episode focuses entirely on the homepage: the home base of your home base. Evie walks through her exact homepage framework, from the headline and subheading down to the footer, and explains why so many websites get stuck reflecting a past version of the business instead of where it's actually headed. In This Episode Why 88% of consumers check out a website before buying and what that means for your businessThe risk of relying only on Instagram instead of owning your websiteWhat to put in your headline and subheading (and why "clever" language can actually hurt you)How to build authority on your homepage with logos, brands and social proofWriting an About Me teaser that gets visitors to see themselves in your storyHow to introduce your services without overwhelming the pageWhere testimonials belong and how to make them work harder for youWhy your "method" or process deserves its own spot on the homepageThe new AI searchability trend: why you need a homepage FAQ section (and how to write one people are actually asking)How to guide visitors through the page with calls to action at the top, middle and bottom Questions Answered in This Episode What should be on my website homepage?How do I write a homepage headline that actually converts?Do I need an FAQ section on my homepage?How does website copy affect SEO and AI search visibility?What's the difference between my About Me page and my homepage About section?How many calls to action should my homepage have?Why is my website not building trust with visitors?Do I really need a website if I already have Instagram? Find Evie On... Instagram: https://www.instagram.com/evietavaresbranding/ LinkedIn: https://www.linkedin.com/in/evie-tavares-352291258/ Website: https://www.evietavaresbranding.ca/

  8. Aug 25

    How to Stop Overfunctioning and Start Choosing Yourself with Mel Grime

    If you've ever felt like resting more just isn't fixing your exhaustion, this episode is for you. Evie sits down with Mel Grime, a registered holistic nutritionist, burnout and midlife coach, and yoga teacher, to talk about what actually causes burnout, why "just rest more" is terrible advice and how women can start choosing themselves again after years of putting everyone else first. Mel shares her own journey from panic attacks and an autoimmune diagnosis to rebuilding her life piece by piece, plus the simple framework she now uses to guide other women through the same process. In This Episode We Cover: How Mel went from holistic nutritionist to burnout and midlife coach after her own health crisisWhy food was never really the root issue for her clientsThe difference between being tired and being in true burnoutWhy "you just need more rest" doesn't work for chronic stressThe science behind your nervous system, sleep and why burnout blocks real recoveryMel's ALIGN method for helping women reconnect with themselvesThe guilt and shame that comes with asking for help (and how to work through it)How to start asking for support in small, safe stepsWhy letting go of control is part of healing from overfunctioningMel's free 5-day audio series, Coming Home to Her Questions Answered in This Episode: What is the difference between burnout and being tired?Why doesn't resting fix burnout?How does stress affect the nervous system and sleep?How do I know if I'm stuck in people-pleasing or perfectionism?How do I start asking for help without feeling guilty?What is nervous system regulation and why does it matter?How do moms in business avoid burnout while growing a business?What is the ALIGN method?How do I stop overfunctioning and give up control at home? Quotes From This Episode: "There is no magic wand that is going to make all these things go away." – Mel Grime "The first baby step is always beginning to choose themselves." – Mel Grime "Burnout is actually when you are in long periods of chronic stress without recovery." – Mel Grime Find Mel On... Website: https://www.melaniegrimerhn.com/ Instagram: https://www.instagram.com/melaniegrimerhn/ Free 5-Day Audio Series (Coming Home to Her): https://melaniegrimecoaching.kit.com/6a76340c7d Find Evie On... Instagram: https://www.instagram.com/evietavaresbranding/ LinkedIn: https://www.linkedin.com/in/evie-tavares-352291258/ Website: https://www.evietavaresbranding.ca/

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About

Welcome to The Unfiltered Tea with Evie podcast, where personal brands and service providers come for honest, anti-sleaze marketing advice that actually works. If you're tired of manipulative tactics, sleazy marketing strategies and feeling like you’re the only one who doesn’t have your business all together, you're in the right place. On this podcast, we're diving into copywriting, personal branding strategy, business mindset and balancing business with kids and real life. You'll hear from epic guests including business experts and friends to share their insights and real experiences in life and business Expect real life stories, tactical tips and the occasional spicy Evie moment, all served up with your morning cuppa. So grab your tea, get cozy and let's get into it. Hosted by Evie Tavares, founder of Evie Tavares Branding.

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