Rise & Shine

Cutting costs + raising prices now? You need this episode. Meet Justine McLean, financial educator, mentor, speaker, podcaster and author. Justine went from a $42,000 tax debt to build a profitable business and helps others get on top of their numbers. Hear Justine on simplifying money, how to make more right now and tips from her new book, Become A Business Money Magnet. + How she wrote her book in just 20 days + Justine’s journey from loathing numbers and deep debt to today + Success is different for everyone – and it evolves + Why it’s important for business owners to understand the numbers + Which ones are vital to wrap your head around + Most common mindset blocks business owners have about money + How to reset your money story + The one sure-fire way to make more money in in business now + Pricing tips Work with me   Work with Justine Read Become A Business Money Magnet Follow Justine on Instagram FREE ARTICULATE YOUR AUDIENCE DOWNLOAD Find me on Instagram  

Google Ads is its own ecosystem. For micro business owners who do most things on their own (or with a small team) it can seem way too complicated, like a black hole of disappearing money. So in this ep, I’m breaking it all down with Kaity Griffin. She’s a Google Ads gun who’s created successful ad campaigns for Showpo, Swimwear Galore and Brian Tracy. Kaity teaches small business owners and digital marketers to create seriously profitable Google Ads and cut through the tricky tech.   Hit play to hear: + The best-fit businesses for Google Ads + Google Ads vs Google search + Keywords explained + Why Google feeds you different ads every time you search + Main performance metrics to wrap your head around + Goal settings as the key to ads success + Ad location explained + Quick win vs slow burn + Specificity vs volume + Why big business use Google Ads + How AI is used + Google Ads myths busted Work with me  Work with Kaity Griffin Do Google Ads Bootcamp for US $30 FREE ARTICULATE YOUR AUDIENCE DOWNLOAD Find me on Instagram

If you run an ecommerce business and struggle with bringing the person or people behind the brand into your website, this ep is for you. Whether your business is small or big, people buy from people they connect with. Connection builds like, trust and authority followed by revenue. Dive into this ep to learn these golden gems with examples, tips and more… + Talk in the first person + Tone of voice + Write a REAL about page + Reworking your Home page + Microcopy + Writing hi, buy product descriptions + Enhance user experience + Leveraging social proof Work with me   FREE ARTICULATE YOUR AUDIENCE DOWNLOAD Find me on Instagram  

Greenwashing officially given the boot in the EU … and what it means for Australia. In this solo ep with just me, Rach Green, I’m explaining the EU’s ban, what it means for Australian small business + how it will change your copy and messaging. The EU has given greenwashing terms the boot and it's currently in process to become law. I’m cheering the EU’s move because it’s likely that Australia will follow this bold, much needed step to kill the BS, stop misleading buyers and put the importance on the planet that it deserves with action. Hold up  - what’s greenwashing? It’s a topic I explored in this blog and also in this pod with Sam Rankin a few episodes ago. So go check that out if you want to dive deeper into greenwashing and messaging. Greenwashing is defined by the European Parliament as “The practice of giving a false impression of the environmental impact or benefits of a product, which can mislead consumers”. Greenwashing is saying sustainable things that your product isn’t, so buyers choose it in the misbelief that they are making planet friendly purchases. Greenwashers use words like “eco friendly”, “natural”, “sustainably made”, “planet conscious” etc when they are none of these things – and when their claims aren’t proven. The UN makes it clear: “greenhouse gas emissions, such as carbon and methane, from human activities are wrapping the Earth in a blanket of pollution that has warmed the planet and led to severe impacts such as more intense storms, droughts, floods and wildfires.” In Australia, we know this – crazy, out of control busy fires. Wild storms that unleash rock-size hail balls. Whipping winds like we’ve never seen. Climate change is undeniable  - it is caused by humans. What’s so wrong about greenwashing? It’s dangerous, deliberate and deceptive. Simply, it’s unethical. It’s a marketing tactic. And this kind of shady marketing (excellent pod on unethical marketing with Mia Fileman) is exactly why for a long time I’ve been ashamed to be a marketer with a degree in marketing. Because marketing is twisted. It plays on our weaknesses, our ignorance, on the truth. It’s also why I am now a copywriter for brands with conscience. Because I want to help the good ones – the people who give a damn about tomorrow with the impact and actions of today. Greenwashing is misleading customers at the cost of the planet. It’s unsustainable  - the world has long known about the limited resources we have. It’s a false economy for the earth. For example, products labelled “compostable” without any mention of Australian standards as home compostable are not actually meant to break down in your garden compost. They just say that so you feel better about buying it – it’s playing on your guilt and targeting the consumers who do care about their  impact on the planet. We have to do better. What’s banned? In January 2024, the EU declared these are the greenwashing terms they will ban unless you have certified third party proof: Environmentally friendly Natural Biodegradable Climate neutral Eco These new rules make product labelling clearer and more trustworthy – without vague green claims. The proof for green claims must come from an independent certified authority, which could be something in Australia like B Corp, Australian Certified Organic, Australasian Bioplastics Association, Forest Stewardship Council certified etc. This HUGE change will come into force by the end of 2026. European brands are scrambling to sort out their products, sourcing, messaging and packaging right now. If you’re thinking “This is excellent – but what does it mean for Australia?” I’ll let the European Parliament’s rapporteur Biljana Borzan (S&D, HR) tell you. “People will be able to choose products that are more durable, repairable and sustainable thanks to reliable labels and advertisements. Most importantly, companies can no longer trick people by saying that plastic bottles are good because the company planted trees somewhere – or say that something is sustainable without explaining how. This is a big win for all of us!” Australia often follows the EU’s lead… we have strong political, economic and cultural ties with the EU, working closely to meet shared global responsibilities such as promoting sustainable development, tackling climate change and respect for international law. In December 2023, the ACCC launched new guidelines for making environmental claims for business, which could be the perfect launchpad for adopting the EU’s greenwashing ban here. If we see it roll out successfully there, I hope we will learn and copy. What does this mean for Australian small business? Good things, many good things – for people, planet and hopefully profit. Better choices and empowered buying. You’ll have 100% confidence that your purchases are planet friendly. You won’t need to double think and do your own research to determine if something is genuinely sustainable. You can trust brands more. You can make a more informed decision from the get-go. You’ll be presented with more durable products (take that, Kmart crap) and considered end-of-life destination. Closed loop systems will rise and become more of a mainstream concept. For business, transparency will be clearer than ever. No hiding, obfuscating or twisting the story. The playing field will be levelled – big brands can’t use their dollars, shelf space and brand power to slug us with deceptive marketing. If brands are greenwashing, they’re going to lose some serious (brand) face. No one likes being lied to. We vote with our dollars. With so much manufactured in China and cheaper labour countries, this could also mean they have to pull up their socks with manufacturing and product creation – or the lose contracts. It might mean their environment fares better too, if they’re creating less chemical, single use junk that bleeds into their land also. One effect could be that more products are made in the country their sold where we can be sure of environmental standards. Which could mean more jobs stay here – but may also mean prices rise. Ok so what does all this mean for product copy and messaging? If you’re doing the right thing and can back up your sustainability claims with certified third party proof, soldier on, legend. If you don’t have that proof – get it. And be upfront that you’re working towards it. The greenwashing ban in Australia could also mean your copy has… Tighter product descriptions – no vague or exaggerated eco claims, just the truth about a product’s environmental impact. You may need to provide more details about how your product is sustainable through things like materials, production, energy usage, end of life etc. Fact-focused messaging that flicks the fluff – and that doubles down on the fact checking. More meaningful messaging that reframes your brand as truly, deeply eco friendly Honesty – it reigns, like never before. What next? The EU has to legalise these bans and make them law. Sit tight until November 2024 for that to lock into place. Then we see what greenwashing moves Australia makes. What do you think these changes will mean for Australian small business? Join the chat in this episode’s notes on Spotify, comment on the post on Instagram or email me. And if you need help to get your brand messaging right, I could be the copywriter you need. GET ME ON YOUR BRAND   GRAB YOUR FREE ARTICULATE YOUR AUDIENCE WORKBOOK  Sources Climate Council UN European Parliament European Union External Action  

An comm brand built on body positivity, Mama Movement is the dream of ex- corporate mousewheeler, Faye Tan. Bright, booty loving and sustainably made, you’re about to hear how she grew her business from zero to babOOM without sacrificing on values.   + The story of P!NK owning a Mama Movement piece + Faye’s evolution from dull corporate life to CEO of one of Australia’s fastest growing sustainable clothing labels + The moment she started to make actual income + Why body positivity is her credo + Busting toxic ideals on body image + Gaining traction as an ecomm in this tough economy + Growing from her garage to warehouse + Her content strategy unpacked + Scaling… and then killing her popular swimwear product lines + What’s next for Mama Movement   Work with me   Check out Mama Movement FREE ARTICULATE YOUR AUDIENCE DOWNLOAD Find me on Instagram

Connection is why we’re in business and it’s absolutely what your client or buyer is seeking, whether they realise it or not. I dive into this topic with Suz Chadwick, Business & Certified Mindset Coach who helps you build a BRAVE & BOLD personal brand and profitable business. Tune in to uncover the ingredients of sticky, magnetic brands that connect: Why we crave connection through brands We buy what we want to do, be and have How identity and values effect your buying Why we need brands that connect How we build one Understand what it is you’re here to do How branding makes us money Metrics that matter for measuring brand connection The personal brand economy era Blocks business owners face when building a connection-driven brands Showing up as the real Suz Chadwick Balance is BS FREE ARTICULATE YOUR AUDIENCE DOWNLOAD Work with me Work with Suz Find me on Instagram

Marketing trends – do you get on board? Or stick to your own thing? Whatever works for your small business, it’s worth being aware of what 2024 has in store for marketing because it's is one thing we can’t go without. Listen in to hear this year’s trends from Shay Bianco, founder of Shay Bianco Marketing. She’s your marketing buddy, here to take the dread out of marketing and show you the “how” while getting the results you want.   Hit play for 2024 marketing predictions and: Conversions don’t come from riding the trend wave Why she’s never followed any marketing trends 2024 marketing trends: Nostalgia and comfort Knowing your audience Personalisation AI Omni-channel marketing OG marketing principles still have a role today Ways to know your audience What Shay’s own marketing strategy looks like ROI and metrics Shay’s achieving How to use lead magnets, email marketing, SEO, dark social and more this year Dark social and how it’s changing the marketingscape Do we still need humanity in marketing in 2024? Why Shay works 4 hours a day, 4 days a week FREE ARTICULATE YOUR AUDIENCE DOWNLOAD Work with me Work with Shay Bianco Info on dark social Find me on Instagram

Sustainable skincare is a massive industry and one I’m exploring in this ep with Christie McGann from vegan skin are and make up brand, The Bod Society. From her carport in 2018 to buying a factory in 2022 and winning awards, hers is truly a story of a brand that’s aligned with her life and values. Listen in to hear: Where Christie started and where she is now How her own growth and life experiences have shaped The Bod Society How she creates effective products that are eco friendly, vegan, natural, cruelty free and sustainably sourced Small batch vs mass production The dark truths in the beauty industry Christie’s determined to flip by owning an ethical brand How she stand out and rise above in such a crowded industry Being the face of the brand as well as the boss Balancing motherhood with business ownership Winning business awards as a mum Christie’s driving force Work with me   Check out The Bod Society Find me on Instagram  

Not all business awards are created equal. Which is why I’m chatting with Erin Huckle, awards writer and PR pro from Chuckle Communications. She works for creative, innovative and ethical businesses and has an 89% success rate helping clients win or be a finalist in awards. Why awards are good for your business What judges are looking for in your entry Benefits of winning (the good) Awards with questionable cred – what to look for to know it’s worth your time (the bad) Award programs as sales funnels (the ugly) Pay to play – should we have to pay to enter awards? Practical ways to harness your award to reach more people and grow How to write a powerful award entry PR for small business tips  Work with me   Work with Erin + get your awards calendar Find me on Instagram

Greenwashing – it’s often more grey than green. In this chat, I untangle sustainability messaging with Sam Rankin. She’s a sustainability copywriter, environmental science grad and fellow mountain bike rider. Sam’s business is Copy Circle and rocks the vanlife writing for conscious brands while she trips around, looking for surf breaks, adventure and nature. Grab a cuppa, your sneakers, dog or some you time and hear: What greenwashing is Common greenwashing terms in brand messaging SEO keywords and greenwashing Greenwashing tactics explained Shady greenwashing examples What to do if your client is greenwashing Radical transparency Brands doing sustainability messaging well Greenhushing explained The outcome for brands that don’t do sustainability properly How to know a business is truly sustainable Government small biz guidelines for sustainability messaging Proof that community over competition is more than a hashtag ACCC Sustainability Guidelines for Business Sustainability certifications to guide your buying (or aim for as a business owner): BCorp Certified compostable Fair Trade Certified Organic FSC GOTS OEKO Carbon neutral Local or artisan made Work with me   Find me on Instagram Work with Sam

Capacity, time, energy. If these are areas in which you want to do better press play for this chat with Hollie Barac, capacity advocate and time management specialist. No stranger to chronic pain, Hollie is a wise asset for small business owners and brilliant at reminding you that rest is productive. What a capacity advocate and time management specialist does Hollie’s health journey How it’s redefined the way she works Listening to your body Protecting your energy as a small business owner Reframing the concept of rest from reward to essential Neurodivergency in small business 3 ways to boost your capacity Work with me   Work with Hollie Find me on Instagram

Press play to learn about Alepp, a social enterprise that puts 100% of profits to support asylum seekers and refugees in Australia. Kate Ryan sources soap from Syria that’s made of two ingredients, is plastic free and brings spreads goodness from all sides. Hear us chat about: Why Kate chose Syria, this cause and this product Sourcing from Syrian soapmakers at the whim of war Being clear on who she is, her purpose, mission and values How do we do the most good? Challenges of running a social enterprise What keeps Kate doing this The current situation for refugees and asylum seekers in Australia Brand building when every dollar after costs goes back in to the business Securing stockists Simple ideas are the hardest How to choose and support a charity through your business Check out Alepp Work with me   Find me on Instagram

Travel while working, processes that back you to do that and an insight into Paris life. Some of the topics I cover with Michelle Teo from Rounded in this ep. Head of marketing for Rounded - Aussie made accounting software for freelancers and solo operators, Michelle has nailed the expat/travel life and shares what it’s like now. Hit play to hear: How Michelle engineered working in Paris (as an Australian) The balance of working for Rounded and running her own business, Demand Conversion Why travel with work is such an alluring combo The different versions of yourself when you’re in a new place Her roles as a mentor for North Korean defectors, a tutor for torture survivors and refugees and later an energy economist The systems she relies on to support her lifestyle Automation and processes for all small biz owners Slowing down amps up productivity Parisian flânerie and ways of life Michelle’s definition of success GET 20% OFF AN ANNUAL ROUNDED SUBSCRIPTION 💥 Use code SHINE20A 20% off any annual subscription plan (on top of the in built discount) For 1st time customers only Can only be redeemed once per customer Code is case sensitive Work with me   Find me on Instagram Try Rounded Follow Michelle on LinkedIn Systems & tools Michelle mentioned in this ep: Slack Notion Writer

Plug in your headphones for this chat with Remi Audette, SEO guru from Sunday Best Digital. Remi leads an SEO agency that focuses on brand building and she’s all about getting your brand searched for, not just found. My go-to with the latest SEO knowledge, Remi and I tackle all things AI, SEO, GSE and whatever other acronyms we can find. Where to get credible, straight-from-the-source SEO info Simplifying one of the most recent Google updates, SGE – search generative experience Why your biz needs conversational content to rank SGE means we can’t depend on organic search traffic as much as we have AI will NOT replace SEO copywriters AI for SEO as a whole Ways you can harness AI in your business Being a female in a manboss industry How Remi knew it was time to move from her 9-5 to her own business Work with me   Get 10 DIY SEO wins you can make today 🏆 Find me on Instagram Work with Remi  

Settle in to hear Kate Toon and I unpack originality, personal branding and giving yourself space to evolve as a business owner. Kate is a business mentor, digital marketing coach, SEO teacher and self-described misfit entrepreneur. From copywriter to the Beyonce of SEO, TV celeb to author about to launch her next book, Kate is a wise, witty legend. Podcasts are damn hard work What writing – and launching – a book is like Her evolution from paper round subbie to digital marketing coach, membership leader, global SEO expert and author Intuitive direction (like a poo stick floating down the river) No longer being know for the thing she started out doing Showing the real Kate Toon as a (kind of) business celeb Protecting her originality and Kate’s epiphany captured live on my pod How Kate defines success Belly laughs and grins Work with me   Find me on Instagram Work with Kate Toon Get Kate’s latest book, Six Figures in Six Hours

Hear Kristy Pask, small business marketing and mindset coach, chat with me on perfectionism, how it’s held her back and the lessons she has to share. Hit play to learn: Finding herself lost and restricted by her niche Saying yes when you want to say no How it feels to be weighed down by perfectionism How perfectionism held her back The things she would have done differently Recovering from perfectionism Discomfort of boundaries – and sticking to them Identifying triggers of perfectionism How to escape the perfectionism trap Life on the other side of perfectionism Work with Kristy Work with me   Find me on Instagram

Say hello 👋 to Mia Fileman, marketing strategist and campaign guru from Campaign Del Mar. Mia deserves a place in your brain for her take on icky marketing tactics and keeping it real in small business. 🎧 Hit play to learn: Pull vs push in bound marketing to attract your ideal buyer Not treating consumers as idiots Weaponising psychology and invented authority (coaches beware) BS radar fine tuning What is a campaign? Why I’ve never done one Why you shouldn’t put all your eggs in the IG basket Brand control - paid, earned and owned channels Current shady marketing tactics to avoid Why NOT to go on sale Success = working barefoot, no bra and freedom Work with Mia Work with me   Find me on Instagram Link to solo episode I mentioned in this ep

Hear marketing strategist, Loan Kien from The Digital Octopus, share her wisdom on making marketing work for you. An eccom marketing expert, Loan tells us the keys to shaping a thriving vs stumbling brand.   Hit subscribe & play to learn: Why eccom is her niche Her solid marketing framework that grounds every project Clarifying your brand as the go to Why the best communicator always wins What separates thriving vs stumbling brands Social content that works for Loan – memes aint all, gf Borrowed, earned and paid media explained Must have email automations for service & eccom brands Work with Loan Work with me   Find me on Instagram

Hear Darby Lyndon, brand and content strategist, reveal all on content creation to build your brand. Darby loves helping small business owners who have left the corporate world to serve others in their own special way. Settle in and learn: + The leap from corporate life to full time in her own business + Brand therapy to clear blocks + The risk of offering new services/products – and ideas for testing them out + Content creation – what, why, where and how + Cross pollination and evergreen content + Removing fear in thought leadership + Common content mistakes + Reaching a new audience without paid ads + How to understand your audience + Managing imposter syndrome Work with Darby Work with me   Find me on Instagram Please leave me a review on Apple or rating on Spotify 🙏

I’m chatting with Nikki O’Brien, podcast coach from Quintessential Being. Ex-radio announcer, audio addict and soul-led creative, she’s a dedicated vegan chocolate lover. Hit play to learn about: Coming up with the idea for her business Shifting from radio announcer to podcast coach Being a single mum while running her business Listening to her soul at every step Why podcasting is a powerful marketing tool Basics to start your own podcast The value of conversational-style podcasts How to pitch to be a podcast guest Her most game changing move Find Nikki at Quintessential Being and a killer freebie here. Find me at Shine Copy and on Instagram.