Do Less Marketing

What Small Businesses Need to Know About AI Search — With Michelle Bourbonniere, PhD

What if small businesses could actually benefit from the rise of AI search?
Out of all the overwhelm in marketing, figuring out what’s going on in AI search might be one of the most confusing (and cluttered) topics out there.
In this episode, Michelle Bourbonniere, PhD, founder of Words on the Rise, shares a simple way to understand how AI search really works—and what you can do about it. Michelle specializes in small-site SEO, helping businesses create smart strategies that get their brands in front of the right people.
She shares what’s worth focusing on, and why she’s growing more optimistic about AI search for small businesses. She also pulls back the curtain on how tools like ChatGPT and Google’s AI overviews actually surface results.
Michelle introduces a clear framework for assessing your visibility, what she calls the “Three Rs of AI Search.” It’s a practical way to think about how your brand is recognized, trusted, and recommended.
Plus, we dig into why measuring success by citations is a fool’s errand. And she shares the single most important thing any small business should optimize for.
If you’ve been drowning in advice about AI search and aren’t sure where to start, this cuts through the noise, with a clear, simple framework for understanding it all
Referenced in the episodeAI Search Cheat Sheet: https://wordsontherise.com/ai F5Bot: https://f5bot.com — for real-time Reddit mentionsHow People are Using ChatGPT: https://www.nber.org/papers/w34255 
Michelle’s Links:Website: https://wordsontherise.com  Email: michelle@wordsontherise.com LinkedIn: https://ca.linkedin.com/in/michelle-bourbonniere Newsletter: https://wordsontherise.com/newsletter/  
Brittany's Links:Brittany’s Website: https://downeystrategy.com/  Brittany’s LinkedIn: https://www.linkedin.com/in/brittany-downey/  

Editing Your Business With Intention — with Lauren Flowerday

For Lauren Flowerday, success isn’t about scaling faster. It’s about building a business that adds to who she is and what she wants to do in the world.
Lauren is founder of Flowerday & Co., where she does literary marketing for ambitious authors. 
In this episode, Lauren shares how she went from social media freelancer to personal branding strategist for authors. She shares what it looked like to find her niche by researching and listening to her ideal audience.
Lauren also opens up about imposter syndrome, slow growth, and why she’d rather build something sustainable than chase every platform.
I was inspired by how she is truly designing her life. 
If you’ve ever felt stretched thin by your own big ideas, this episode is a great reminder. Your business — like a great story — gets better when you edit with intention.
Lauren’s Links:Website: https://flowerday.co/  Instagram: https://www.instagram.com/flowerday.co/  LinkedIn: https://www.linkedin.com/in/laurenflowerday  Substack: https://flowerdayco.substack.com/  Threads: https://www.threads.com/@laurenflowerday  
—Brittany’s Website: https://downeystrategy.com/  Brittany’s LinkedIn: https://www.linkedin.com/in/brittany-downey/  

An Intentional Approach To Marketing Your Business on YouTube — With Marc Koenig

You may not need a new video every week to make YouTube work for your business.
In this episode, Marc Koenig shares his experience helping businesses use YouTube to grow, like bringing a channel from 19,000 to 200,000 subscribers in just 18 months. He reflects on what he learned when the team stepped back from constant output to a slower, more deliberate approach. 
Marc explains why YouTube can be a powerful channel for building trust (and when it isn’t the right fit). He points to one high-leverage move that strengthens your channel and carries over into the rest of your marketing.
If you’re wondering if YouTube is a good fit for your minimalist marketing plan, Marc gives a framework for understanding its impact and a roadmap for what comes next. 
Marc’s Website: https://www.marckoenig.com/about  Follow Marc on X: https://twitter.com/MarcKoenig_ Follow Marc on YouTube: https://www.youtube.com/c/MarcKoenig  
Brittany’s Website: https://downeystrategy.com/  Brittany’s LinkedIn: https://www.linkedin.com/in/brittany-downey/ 

Habits for Boundless Creativity (and a Business You Love) — with Katie Day

Katie Day is a habit coach who knows firsthand how the right systems can keep creativity strong. She shares how experimenting with consistent marketing practices opened unexpected doors for her business.
In this episode, Katie shares what it looks like to find a marketing channel that lights you up. She talks about developing rejection resiliency and why it’s important for growth, and she shares how habits free up the energy you need to stay creative.
We also get into how to shift limiting beliefs and chat about stacking small systems until your day feels amazing.
This episode is a reminder that habits aren’t about discipline for its own sake. They are about creating space for fun and creativity — and aligning your life with your values.
Katie’s Website: https://ohkatieday.com/  Katie’s Instagram: https://www.instagram.com/ohkatieday/ Habit Lab: https://ohkatieday.com/habitlab  
Brittany’s Website: https://downeystrategy.com/  Brittany’s LinkedIn: https://www.linkedin.com/in/brittany-downey/  

Patina, Perseverance, and the Power of Loyalty — With Jackie Wachter

It’s one thing to make a great product. It’s another to stick it out when things get tough — and to build a culture and brand people want to be part of. 
Jackie Wachter is the co-founder of FOUNT, a company known for fine leather bags made to be by your side for years. She shares the journey from selling at a flea market to national TV to opening five locations in three states.
In this conversation, Jackie reflects on the power of listening to customers and staying true to your brand. She talks honestly about the highs and lows of entrepreneurship and what it looks like to push through setbacks.  
We also get into what drives sales and growth and how she’s working to build a team culture that’s healthy and fun, even as they scale.
It’s a candid look at the uphill work of building a business — and why presence and people are at the center of it all.
FOUNT Website: https://fountleather.com/  FOUNT Instagram: https://www.instagram.com/fount/ 
Brittany’s Website: https://downeystrategy.com/  Brittany’s LinkedIn: https://www.linkedin.com/in/brittany-downey/  

Permacultural Marketing and How Not To Set Your Ad Spend on Fire — With Adam Bell

Do you ever feel like your ads are just lighting cash on fire?
Maybe it’s time to go back to first principles. 
Adam Bell has grown agencies and guided clients from startups to multinationals. Through it all, he’s focused on wasting less, connecting spend to revenue, and building the systems that make it all work.
In our conversation, we talk about why most ad waste happens before a campaign even starts. Adam also reflects on choosing your bets instead of chasing every trend. 
We dig into his idea of “permacultural marketing” and getting the most mileage out of every asset you create. Adam talks about how to work with what you actually have, and how to get creative when you need new content but producing it feels hard.
If you’re ready to waste less and focus on the campaigns that actually move the needle, this episode is a great reset.
Adam’s LinkedIn: https://www.linkedin.com/in/adamonads/  Adam’s Instagram: https://www.instagram.com/awawithadam/  Website: https://bigbusinessagency.com/  
Brittany’s Website: https://downeystrategy.com/  Brittany’s LinkedIn: https://www.linkedin.com/in/brittany-downey/  

Pool Parties, River Cruises, and the Weird Magic of Networking — with Susan Vaughn

What if some of the best connections can come from the places you least expect?
In this episode, Susan Vaughn shares how she’s grown her project-based business by being thoughtful about where she shows up. She talks about building trust through connection — not by chasing every opportunity, but by choosing the ones that feel aligned.
We explore how she approaches networking as a long game. She shares the story behind a small marketing asset that pulled big weight. And we dig into what it looks like to repackage your work as new needs emerge.
Susan also reflects on how she’s built a business that leaves room for what matters — including fun, flexibility, and time with family. And yes, some of her best leads really did start in the most unexpected places.
If you’re working toward a business that supports your life (not one that drains it), this conversation is a thoughtful reminder that aligned connections, clear offers, and a little fun can go a long way.
Susan’s Website: https://projectauthority.com/ Susan’s LinkedIn: https://www.linkedin.com/in/susanvaughnpmp/  
Brittany’s Website: https://downeystrategy.com/  Brittany’s LinkedIn: https://www.linkedin.com/in/brittany-downey/  

Letting Go of Goals, Leaning Into Value — with Todd Dawalt

This episode is a look inside a business built on value, not velocity.
Todd Dawalt is the founder of Construction Leading Edge, where he helps construction business owners create more freedom, impact, and wealth through better systems.
We talk about what it looks like to thrive without building a big team. Todd shares how his CRM and systems keep things running smoothly — and how he’s shaped the business around what matters most.
He also opens up about the mindset shifts that changed the way he works, including what helped him quiet the scarcity mindset (and break out of the loop of “when I hit this goal, then I’ll be happy”).
If you’ve ever felt weighed down by traditional advice about scaling, goal-setting, or doing things “right,” this episode is a reminder that you get to run your business your own way.
And sometimes, doing less opens the door to more of what actually matters.
Todd’s Website: https://constructionleadingedge.com/ 
Brittany’s Website: https://downeystrategy.com/  Brittany’s LinkedIn: https://www.linkedin.com/in/brittany-downey/ 

How One Small Team Uses AI to Market Smarter, Not Harder — with Ruth Favela

What if AI could help you move faster and make better decisions, without adding more noise?
Ruth Favela is the AI Marketing Manager at Tomorrow.io, where she helps a four-person marketing team support a global tech company.
In this episode, Ruth shares how her team uses AI to speed up content workflows, cut marketing costs, and focus their energy where it actually moves the needle.
We talk about how Ruth decides which tools to use. She shares what it actually looks like to scale content with a small team. And we dig into why AI is most powerful when it helps you solve real problems, not just spin your wheels chasing the newest tools out of FOMO.
If you’ve been feeling stuck between too many options and too little time, Ruth’s approach offers a refreshingly practical look at how AI can help you focus on what works.
Ruth’s LinkedIn: https://www.linkedin.com/in/ruth-favela/ 
Brittany’s Website: https://downeystrategy.com/ Brittany’s LinkedIn: https://www.linkedin.com/in/brittany-downey/ 

Operational Thinking For Sensible Decisions & Repeatable Results — With Hayden Florom

What if the secret to smarter marketing wasn’t more ideas — but better operations?
Hayden Florom is a marketing operations analyst at Hudl, where he helps teams move faster by building systems that make campaigns smoother, results clearer, and decisions more grounded.
In this episode, Hayden shares why small teams often have an edge when it comes to marketing operations. He explains how thinking like an ops person can help you simplify your systems, get clear on your goals, and stop starting from scratch.
We get into how to define success when your audience isn’t one-size-fits-all and what it takes to make your data actually helpful. Hayden also reflects on the power of honest feedback—and what it took to get comfortable giving it.
If you’re reinventing the wheel with every campaign or thinking you may need better systems, Hayden’s ideas will help you think through a smarter way to work.
Brittany’s Website: https://downeystrategy.com/
Brittany’s LinkedIn: https://www.linkedin.com/in/brittany-downey/