Meg Brunson

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Money, Marketing, & Mission: 3 Money-Generating Messaging Strategies for Businesses That Give a Damn

Mia Francis-Poulin joins Meg Brunson to discuss unethical copywriting trends to say adieu to in 2022.

In This Episode You'll Learn:

  • What *is* ethical copywriting
  • 5 harmful tactics that business owners should reconsider
  • 3 things *to* do instead

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Transcript

Meg Brunson

So Words are Mia Francis-Poulin's jam, a conversion copywriter native New Orleanian and parks and rec enthusiast. Mia, along with her team of dedicated copywriters and content strategists, helps online business owners to find the right words to market their products confidently and without the sleeze. She is the CEO and Copywriter in chief of The Copy Haus, the one stop, flat-rate copywriting subscription for businesses that want to market their message authentically, ethically, and profitably. And today we are diving into this topic of unethical copywriting trends that we should say adieu to in 2002. I feel like you really tested me this morning with all of these difficult to pronounce words.

 

Mia Francis-Poulin

Well, you did great. Thank you, Meg.

 

Meg Brunson

I always say English is not my strong suit. It may be my first language, but it is not my strong suit. So I'm excited to have you here today and our special guest, Seana, who, if you are watching a video, you might see peeking out of Mia's shirt, her wrap. But thank you so much for being here today. And thank you, Seana, for being cooperative.

 

Mia Francis-Poulin

Yes, well, thank you for having me, for having us. This is real life here, Seana, my little one. She is three months old, and her favorite place is in my baby wrap on my chest. And so we're rocking with it. This is what business looks like for me right now.

 

Meg Brunson

I am all about that life. You know that. All right? So the number one reason that you are here is because you are a just marketer that I completely love and respect and want to share with my community. So I want to start by asking you what just marketing means to you.

 

Mia Francis-Poulin

Okay? I love this question. So for me, just marketing is marketing that respects and honors the purchasing decisions of your consumers, because so often, we're going to dive into this. This is my whole entire ethos of how we should market. And the power of messaging is that used for good, we can make a beautiful world. But so often, business owners are taught tactics that completely disempower the consumer, and we're using it for negative. Right. It reminds me of that quote from Spiderman, "with great power comes great responsibility." I, as a marketer, as a wielder of words, I feel an immense amount of responsibility to use my skills for good, because we can see what the other side of that looks like. We see it every day in our world, in our society. So for me, just marketing is marketing that empowers your consumers to make educated, thoughtful purchasing decisions.

 

Meg Brunson

Thank you so much. I love that. Now, I'm going to go out on a limb here on the assumption that you were not always a just marketer. I feel like we're not born that way. Right. Like, we're raised in this world, in this environment that teaches us even, like, on the most subconscious level, teaches us to be deceitful and to lie in order to make money at the expense of others. So what was it? Can you pinpoint what it was that made you realize the way you were doing things isn't the way you should continue to do them?

 

Mia Francis-Poulin

Yeah. So it was like an instance that happened all at once, but also it was like, years in the making. Right. So I've been a copywriter for over a decade, almost a decade and a half at this point. I've been a copywriter, and I was taught the ways because my background is in English Lit, but also psychology. Right. So that was my minor in undergraduate psychology, and I have a master's degree in communication and media. And so I was taught all the ways to understand the psyche of your consumer, and also how to craft really great messaging, like how to really be an artist at this stuff. Right. Because it's a science and it's an art - marketing, especially copywriting. And I remember I was sitting in on a launch that generated several hundreds of thousands of dollars. And when the question came about, how are we going to actually fulfill, how are we actually going to meet the things that we were promising in this beautifully crafted, beautifully explained sales page and sales process, things fell flat. And so for me, if I'm going to use my skills, I want to make sure that the product, the people, the services on the other side are intending to support that.

 

Mia Francis-Poulin

Right. And so that was part of it, and then the other part of it and it's actually funny you mentioned this. I saw this video and I almost sent it to you, Meg. I saw this video on Reels, and it was a guy, and he said something along the lines of, at my job, I'm whoever I think I need to be. And he was like, if I'm talking to a Republican, I'm a Republican. If I'm talking to someone who's saying, like, we all need universal health care because this, he's like, let's go and get the CEO of Pfizer and rally them up. Right. I won't say exactly what he said, but essentially what he was saying was he had no loyalty to anything. He was just saying what he needed to say to get by and get what he wanted. And to me, it made me so sad and angry, but it made me sad because there's a lot of people who genuinely they assimilate to their environments, which me as a woman of color, as a black woman, I know about assimilation to survive in predominantly white, predominantly male, predominantly Cis-het spaces. But also the icky side of it that made me mad is that some people, like, they are aware of these constraints and they use their privilege to just continue on the status quo for their own benefit and their own greed, really, to use the phrase from Home, the movie Home, I was sad mad. But that feeling has been present. That awareness of this exact thing that I witnessed today on Reels was also another reason why I decided to really hone in on ethical marketing. So long winded, multi part answer to your question.

 

Meg Brunson

Oh, I love it. And as you were talking about that Reel, I know you're going to understand and probably appreciate this reference if you didn't already think of it, but all I could think of is Aaron Burr. Right?

 

Mia Francis-Poulin

Yeah. Stand for nothing. What would you fall for?

 

Meg Brunson

And we know how that ended.

 

Mia Francis-Poulin

Yeah.

 

Meg Brunson

So anyhow, I could talk about Hamilton for days. I know that. Have there been any challenges or any pushback that you've faced since adopting this new approach to marketing?

 

Mia Francis-Poulin

Oh, totally. Well, I mean, here's the reality. The reality is that the Icky tactics work. They work with quotes around them. They get people to buy, right? And so when we are taught a certain way, it's almost like you're taught how to walk and then you learn how to walk a different way or you learn to skip well, walking works just fine. Why would I skip? Well Skipping could be more efficient or fun or you make it more muscle build. It depends on what it is that you're looking for. Right? I know. Weird analogy but seriously the pushback is from people who don't find that empowering their end user is important to them. Like if the issues of ethics are not important to them, oftentimes they'll push back and they'll say well, I want to just done the way that the other people do it. And I say this all the time, that success does leave clues but some of those clues are red herrings. Like some of those clues are not everything that it seems to be and I think a lot of people end up in trouble in a way to say it.

 

Mia Francis-Poulin

They end up in trouble where they use these tactics but they haven't figured out how to actually support their people or they haven't figured out how to not oversell a feature of a program because that's what so and so did or they end up really stretched out thin because they've added in 45 bonuses that they have no way to actually support. What we see on face value is not always the reality. But some people, they want the security of the tried and true of what they see works.

 

Meg Brunson

And then of course, on the flip side, what have been the positive things that have come out of more ethical and just marketing strategies?

 

Mia Francis-Poulin

So here's the reality. Here's the thing that people are hesitant to accept or maybe not hesitant to accept that they are skeptical of and it is the fact that people who are respected and supported during the buying decision become evangelists and retained customers on the other side. So if you set the expectations and I'm going to talk more in my presentation about the pillars of ethical marketing but if you were setting the expectation that your consumer is going to be respected through the courting phase of your relationship and then once you all get married that that's going to continue on. You're going to have people that stick with you. You're going to have people that tell their friends about you and your marketing ends up being its own self generating machine. And then also the good thing about it is that the people who get it, like the girls who know, know. That trend that's going around. It's like the people who are attracted to this like they are our people and we have a nice little ecosystem going here.

 

Meg Brunson

Awesome. Well, you've hinted at the presentation a couple of times and I am eager to pass the mic and see all that you've prepared for us. So let's do that now. I'm going to turn off my mic and turn off my camera.

 

Mia Francis-Poulin

Okay, so I have created this presentation, and I'm really excited to share it because this is really just the genesis. This is everything about my philosophy on copywriting. And so today I'm going to talk about three key money generating messaging strategies for businesses that give a damn, right? And so let's jump into it. Okay, so here's how to know if we're in the right place and really if this is going to jive with you. If not, come back to the end of the Q and A and we'll talk some more with Meg. If you really aren't trying to listen to this, but I think if you've listened to the first ten minutes of this conversation, you know you're in the right place. But essentially what we're going to talk about here is for the people who want to get big results in their businesses, but they also want to be empowered to speak their truth, to be their authentic self, to throw away the misaligned marketing tactics and still make money.

 

Mia Francis-Poulin

So if you've ever been in a situation, and I know so many business owners have, and I've been in this position where I've been told to follow a specific marketing tactic, and it just feels like I get that knot in the pit of my stomach, I know that you probably experienced the same thing if you felt that. We're going to talk about some specific ways to actually have an empowered experience with your marketing and with your messaging, as you're launching, as you're doing your organic or your paid outreach, but also to actually do things that work, right? So let's jump into this. So effective copywriting, and if you take nothing else away from this, effective copywriting does not have to rely on pain point marketing. So often the rhetoric is lean into the pain points, make them feel the pain of staying in this one place that they're in. And the reality is that there is enough pain out on this planet in 2022 and beyond. I'm sure. Hopefully it changes, but there's enough pain that we don't have to egg people on to feel more pain. Okay? And so what we're going to talk about is what does it mean to drop the sleeze?

 

Mia Francis-Poulin

And it comes down to ethics. So let's jump into what that actually means. But first, Meg introduced me. I am the owner of The Copy Haus. And the main way that we serve our clients is through our subscription, which is for flat rate copywriting and content writing. And we basically write these ethical words for you that is embodying your authentic self. And we do that through all the magic that we have put together in our secret sauce. So more on that later.  So ethical marketing is not just lip service. And I know, one of the things I really respect about Meg and what she's building with Just Marketing is she is really providing a space, an incubator for us to go deeper into how we can be just marketers without relying on or stopping at the surface level ways to show what we stand for. How we can really embody in our marketing what it means to build just businesses and have just marketing. And so for us, these are the three pillars of ethical marketing that we have crafted, is that those pillars rely on respect, consent and education. So the first pillar, respect, that means to honor the buying process.

 

Mia Francis-Poulin

So often what businesses are taught is that we want to engender people to take that fast action, to not have to think too deeply about it, to lean on their gut and all those things. And there's a place for that and that is a viable way to do business. And there are people who will naturally purchase at that cadence. There are people who are naturally fast purchasers as soon as they know, they know in their gut, right? But there's also other types of buyers. There are buyers who are medium adopters who need to know your successes, and need to know all the specific details of what it is that they're getting in an offer. But then there are people who are late adopters. They want to see that other people have gone through it. They want to see case studies, they want to see all these different things. And so regardless of how quickly they purchase or how slowly they purchase, you want to have respect for each person and each way that they purchase in that buying process. Okay?

 

Mia Francis-Poulin

The second one is about consent, about being clear about your intentions. So often we are taught that we need to do things like don't mention the pricing of an offer on your sales page or on your website, or to get people on a call so that you can talk to them face to face and then pitch them. Or we're told that if somebody wants to cancel, we need to cancel. Or to opt out of a service, we need to make it as difficult as possible for them to do that by requiring them to hop on calls with your team members. I actually just went through that with the software that I wanted to cancel. And so the thing about it is that you want to be clear about your intentions and get people's consent and buy-in at each stage of this purchasing process. Okay?

 

Mia Francis-Poulin

And then the third is about education. It's not that you want to cajole or manipulate, which is what a lot of our marketing up to date has been taught to us. It's not that you want to manipulate your people, it's that you want to give them enough information to make an educated purchasing decision. You want to give them the answers to the questions that are those barriers to them purchasing and not to do it in a way that disrespects or it glosses over their concerns. Really. You want to do it in a way that honors their concerns, answers their questions, and leaves the next step up to them.

 

Mia Francis-Poulin

What it all comes down to is you want to basically be a good human to your people. Okay? You're a human, they're humans. We are humans doing business with humans, human to human, not business to business, not business to consumer, but human to human.

 

Mia Francis-Poulin

So how does this show up in marketing messaging? Well, let's go ahead and dive into it. So one tactic that we often use are the deadline timer. And so I've been talking about deadline timers for a while. And as I have been growing in the talk that I've been giving around this topic, one thing that came to mind and I appreciated from my quote, neurospicy friends, as they refer to themselves, is that sometimes these deadline timers help them have constraints around when the opportunity to make a decision is up. And I want to respect that. I want to respect that there are people who need to feel that urgency in order to make a purchasing decision. However, here's the opposite side of that. The opposite side of that is that when you have a sales page and you have that tick-tick-tick counting down of the clock, right? What that does physiologically in our bodies is that raises the cortisol levels of your reader, of the person that's in your audience.

 

Mia Francis-Poulin

And what that cortisol level does is encourages them to move into that fight flight or fleet/freeze mode, right? They're either going to make a decision, they're going to make a decision from a place of a biological imperative, which again works, right? But is it ethical?

 

Mia Francis-Poulin

So here's the constraint that I've worked around it with honoring that there are some people who need the parameters. They need the container of a timeline of a deadline in order to be reminded to take that action, but also without having the people to be making a decision from a place of heightened energetics, of stress and anxiety. And that is to look at your timers instead of being from an angle that you're going to miss out, but rather we're counting up to an opportunity if you're going to use something like a timer. So instead of saying you are going to miss out on this opportunity if you don't take action in X amount of time. We're about to get into this opportunity. The doors will open. We will start, we will begin. It is giving versus taking away versus attracting when you are using your deadline timer. So that's one way that you could use a deadline timer in an ethical way. It's about how you're positioning that countdown, right?

 

Mia Francis-Poulin

The other thing is the vanishing bonus. And so this structure of having several bonuses for those fast action purchasers that go away as time goes on, that is a tactic that's been used quite a lot in the past few years. But here's the thing, is that like I mentioned before, there are those people who are going to take action in a what's the word I want to say, they're not going to take action as quickly as other people and we want to again respect that purchasing decision. So instead of penalizing people for acting in the way that they usually act from taking their time to make that purchasing decision, we need to think about other ways that we can incentivize people. So instead of having bonuses that decrease, having bonuses that go away, have bonuses that are consistent if you're going to have bonuses in your offer, bonuses that are consistent throughout that change, right? So we don't want to have things that are less in value. So instead of saying if you take action now, you get this thing that's valued at $5,000, but if you purchase it the day before, the only bonus that you get is worth $25, right? Have a equally weighted amount of bonuses that are different at the different stages. If you wanted to enact something that's like a vanishing bonus.

 

Mia Francis-Poulin

The 99% discount. So this is the one thing that really gets me, is that you're offering up something that's traditionally $1,000 for a dollar, right? First of all, that makes very little financial sense. Second of all, it devalues your brand because people are thinking, oh, your thing is only valued at a dollar in reality if you're getting it for a dollar. And also it's just simply dishonest, right? And so the thing that I encourage people to do is to think about other ways that you can incentivize and you can position a discount. That's not so drastic, right, because it is not honest. Especially if you have this on Evergreen, right? Like it's always a dollar. It's kind of like the furniture store that's going out of business is always on that going out of business sale. It's dishonest. Right? So think about other ways that you can incentivize people to take action outside of a 99% discount.

 

Mia Francis-Poulin

The other is bonus stacking. And so this is like the inverse of the vanishing bonus, right, but it's almost like how I had a coach that I really admire. They presented it as shamwowing your business. But wait, there's more. But wait, there's more. But wait, there's more. And what that in turn does is that actually positions your offer from a place of guilt, right? People are making a decision from a place of, oh, they're giving me so much, they're giving me so many things. I have to take them up on this because they're being so incredibly generous with what it is that they're offering me. And the reality is that oftentimes when people stack these bonuses, they're actually incongruent with the value that they're purporting it as, right? They're not actually as valuable as they are saying that they are. And also it's difficult, like I mentioned at the beginning of this presentation, it's difficult for people to deliver on such a high level of bonuses, especially if those bonuses are live or they actually rely on a live person feedback and input. So that's the other thing about the bonus stacking. So the inverse of that would be making sure that in your offer, instead of shamwowing people, but wait there's more, just be very clear and articulate about the container of what it is you're offering in that core offer. How can you articulate the value? How can you articulate the transformation that your people will go through after they've encountered this program that you have that you can share with them?

 

Mia Francis-Poulin

And this last one, it seems a little bit like, yea duh,  but it's the false guarantees, okay? So the thing about the false guarantee is the idea of offering people a way out that you have no intention of honoring or you're going to make extremely difficult to honor, right? So we'll put a guarantee, like 100% money back guarantee, and you'll have the stipulations, which you should have stipulations on things like guarantees. But then what you do is you make it impossible for people to know how to contact you or you make it a multi step process to cancel or you simply never honor the guarantee that you're reporting. And what that just comes down to is if you are leaning on something like a money back guarantee as a way to make it a no brainer, but you want to make sure that you actually are going to put your money where your mouth is on that. So you have to be prepared to actually offer those money back guarantees and be honest with yourself. And if you're not going to offer that, if you're not going to hold up that part of the bargain that you don't have to. Because what a lot of templates or training materials or the experts tell you is that just pop up 100% money back guarantee on your sales page without actually giving you space to think about if that's something that you actually want to offer your people. So that's the other part about the false guarantee.

 

Mia Francis-Poulin

So let's talk about three things that you should do, can do, may want to do. Okay? So as you're creating your messaging, creating your content around your sales and your marketing, is you want to connect with the heart of the matter? What is it that your readers really want and need? Right? So thinking about what is it that they're really seeking, what does life really look like for them on the other side of resolution for whatever it is that they're dealing with, right? Talk to that rather than focusing on pain. Okay?

 

Mia Francis-Poulin

Number two is that you want to deeply understand your ideal human's language. You want to understand their wants, their desires, and how they talk about it. And that means that you have to go out and you have to talk to your people, right? You have to talk to your consumers, talk to the people who are in your ideal client avatar and you want to ask them questions in normal conversation and listen to how they talk about these things. They'll give you the language that you need in your emails, in your sales pages, in your website. They'll give you that exact language and you can parrot it back to them.

Mia Francis-Poulin

And then number three is to document your style and craft your plan of action. So one of the things that I find consistently across clients who have maybe been burnt by clients, by copywriters in the past or marketers in the past, is that they feel like the language doesn't sound like them or doesn't sound like their clients, their end users. And the thing that is missing is that they don't have a fleshed out, thought out style guide for their written language. Oftentimes they'll have things like, oh, this is my color palette, or this is the font that I use, which is all great and important, but they haven't thought about and haven't notated how they talk about the things that are the most important, what language they use, what's the style of their tone, the style of their written word.

 

Mia Francis-Poulin

And it's so important to be able to craft that language and to create a plan of action around your content, around how you go to market, around how you launch your offers, rather than what XYZ expert told you is how you should do it. Okay?

 

Mia Francis-Poulin

So number one is that you want to really understand and talk to what your people need and want. It goes to transformation. Number two, you want to deeply understand wants, desires, use their language and your people will give you their language. And then three is to create that style guide and create that content action plan.

 

Meg Brunson

Hey, Mia, thank you so much. That was amazing, knocking over my mic. I always love to hear you speak because you have such a way with words, which of course is what makes you such an incredible copywriter and why I go to you for my copy because I don't have that same way that you have. So thank you so much for bringing so much word magic to us today.

 

Mia Francis-Poulin

You're so welcome. Thank you so much for having me here to talk about these things again. It's the most important thing for me in business right now is that we have a movement where we're changing how we're treating our people. And it starts with the way the words that we're using to talk to our folks.

 

Meg Brunson

Yeah. And I think for me, as you were talking through things like the hitting pain points and then of course, having to call to cancel a service, like, as somebody who's like, diagnosed with anxiety, I have like, crazy phone anxiety and I'm fairly confident that's a common thing. And it makes me feel so guilty, right, to have to be like, "Mia, I no longer want to use your product or service." Like, of course that's not true. But having to say that to somebody, it just makes me feel so guilty. And to think that the reason that I'm being forced to do that, we're being forced to do that is because someone wants to make more money and they are putting that money on the fact that we're not going to do it because we're scared of getting on the phone and things like that. And that's awful.

 

Mia Francis-Poulin

Yeah. And they are expecting you to feel exactly the way that you just articulated. They're expecting you to when you're faced with having to tell someone face to face, I don't want to use this service, you're going to feel some type of way about it and they can reel you back in. And that's just so highly unethical. I hate it. Plus, besides the fact that I too am diagnosed generalized anxiety disorder, first and foremost, I'm a millennial. I answer the phone for no one. So there's that whole extra level to things as well.

 

Meg Brunson

Yeah. And I think that my feelings, like you just said, have guided a lot of these decisions because I don't like that I'm never going to make somebody get a phone call with me to cancel, shoot me an email, click the button, you know what I mean? Like, yeah, no phone call with me. I don't want to get on a phone call with you.

 

Meg Brunson

Anyhow, I also love how, number one, you talked about the science of things like deadline timers. I know I don't like them, but I'm not always like, that's a psychology degree, right, coming through, like, you know about cortisol and things. And it feels so good to hear some of that scientific backing. And I love that you also shared that spin. I don't know if you saw the same post, but I recently saw a post on Facebook about people who actually like deadline timers and it definitely made me go like, what do I do? And so I love that you address that. So thank you very much. Yeah.

 

Mia Francis-Poulin

And I'm constantly trying to think about what do these things do to a multitude of people. Right. When it occurred to me that, oh, wait, there's actually are people who enjoy, or like, or need deadline timers. And I've been ragging on them for so long, I was like, alright, let's take a step back and reevaluate so therefore we can all grow.

 

Meg Brunson

And I feel like that answer that comment is such an important thing that we all need to get comfortable with, right, is the willingness to make mistakes, the willingness to examine what our behaviors and actions are as we get more feedback and then to change our thought process. And this is for marketing. This is for everything. That is a core piece of humaning in a way that is kind. So I love that you brought that up.

 

Mia Francis-Poulin

Just a point to add on to that as just marketers, right? You have to allow yourself to get comfortable with that discomfort of being wrong. That's going to be part and parcel of unlearning biases and challenging the status quo that we all live in, right? And so my mom has a saying, well it's a common saying. But my mom would always tell me, "when you know better, you do better." And so we have to allow ourselves to do better when we know better, right? So that's my last piece. I'll get off that soap box.

 

Meg Brunson

And be open to learning that's the only way you're going to know better is you have to be receptive to feedback. And not just, my first gut reaction when I saw that post was like, "no, that's not right."

 

Mia Francis-Poulin

Yeah, you're wrong in your feelings. But then it's like, well, wait, hold on.

 

Meg Brunson

Take a step back. Which is part of the reason one of my philosophy is when it comes to feeling my feelings, is to give it a day. Give it a day. I did not respond to that post. I didn't throw in my two cents. I just gave it a day. And it just so happened that that day was yesterday to today. And now I know better. And I'm not going to throw in my two cents. I'm going to sit back and take it in and learn. I'll get off the soapbox now, too.

 

Meg Brunson

So one thing, I feel like I have an unfair advantage with this discussion because I work with you over at The Copy Haus, and I know, I know what we're working on. So I'm going to put you on the spot too, because you talked a lot about the style guide. And when I came to you, not only - so I work with you. Like, I help promote The Copy Haus and you help me write my copy. So we have kind of a mutual relationship, if you will. But anyhow, when I started, when I came to you and I had to create my style guide, I had nothing.

 

Meg Brunson

I had nothing. I didn't know what was supposed to be in there. I went through the steps. I went through the process. You've got some nice little videos. And then I felt like I got clarity on what my writing should focus on, what I should be talking about. It forced me to think about things like how I want my brand to show up in the world, how I want to talk to my audience things like this, anyhow incredible tool. And I know that you're working on something that's going to help make that easier for everybody. Are you cool with sharing a little bit about that, teasing it out to our listeners?

 

Mia Francis-Poulin

Yes. So what we are working on, and this is actually very exciting because I've been wanting to share to the world about this thing that we've been working on for so long because it's literally been in the works for months. But we're really close to making it happen. So anyway, enough jumble about that. What we're doing is we've taken one our process of being able to create sounds-like-you copy, right? Spot on, conversion focus, copy. That process of getting the information, we've synthesized it into an asynchronous program that allows you to then take that information and create your own style guide. In fact, it creates a style guide for you, right? And so you can then take that style guide and send it to any copywriter or send it to us at the copy house to create those content pieces for you and/or for you to have. Like you just mentioned Meg, have so much more clarity on how you want to show up on the world, what your content pillars are, what your key phrases and key points are, so that you can write more articulately and with more clarity. And so we're creating that program now.

 

Mia Francis-Poulin

It's going to be 100% free and you'll be able to have that in your marketing arsenal as just as important as any other brand asset that you have about your business. So you'll be the first people, everybody listening will be the first people to know when it drops. But I'm so excited about it because it's the preeminent tool to really craft your compelling messaging across all the platforms because everyone needs a style guide. So it's exciting.

 

Meg Brunson

And there are going to be things in there, questions that you were like people actually worry... I didn't realize this was a thing. I'll use an example like semi colons. I didn't realize there was controversy.

 

Mia Francis-Poulin

There's much controversy.

 

Meg Brunson

This is also going to be, that's going to be a resource. As somebody who runs Facebook Ads for clients, most of my clients don't have anything like that and I kind of have to start from scratch. So this is going to be a great tool to share with really anybody who's working on your business from a VA, a social media manager, a copywriter, the list goes on and on. Anybody who is creating content or interacting with content for your business.

 

Mia Francis-Poulin

Yeah.

 

Meg Brunson

Like I said, I'm on the inside. So I'll be sure as soon as that's live and bug free, we'll bring it out into the world. And where can our listeners connect with you? On the web,

 

Mia Francis-Poulin

All of the channels, we are @TheCopyHaus. And you can visit our site over at www.TheCopyHaus.com.

 

Meg Brunson

Awesome. I will put all the links in the show notes, of course, and I want to thank you for being here today. I love any excuse to connect with you and to see Seana. Thank you so much. And again, thank you to Seana for being so cooperative.

 

Mia Francis-Poulin

She's a rock star. I appreciate it. So thanks so much for having me. Meg.

 

Find Just Marketing® on your favorite podcast platform!

About Mia Francis-Poulin

Words are Mia Francis-Poulin's jam. A conversion copywriter, native New Orleanian, and Parks and Rec enthusiast, Mia (along with her team of dedicated copywriters and content strategists) helps online business owners to find the right words to market their products confidently — and without the sleaze. She's the CEO and Copywriter-in-Chief of The Copy Haus® — the one-stop, flat-rate copywriting subscription for businesses that want to market their message authentically, ethically, and profitably.

Photos of Meg Brunson & Mia Francis-Poulin. Read, Listen, or Watch: Money, Marketing & Mission: 3 Key Money Generating Messaging Strategies for Businesses That Give a Damn.

Connect with Mia

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Categories: All Categories, Content Marketing, Just Marketing®

Tags: Blogging Strategy, Content Repurposing, Core Content, Email Marketing, Ethical Marketing, Inclusive Marketing, Promotional Content, Social Media Strategy, Values-Aligned Promotions

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About Meg Brunson

Online marketing authority and former Facebook employee Meg Brunson combines their mission to build a more accessible and inclusive world, with their expertise in the digital marketing space.

Meg is on a mission to disrupt the status quo of marketing so that financial success is the byproduct of a genuine commitment to justice, rather than an end goal in itself.

Through Meg’s signature approach, Just Marketing®, businesses are implementing ethical, inclusive, and accessible marketing campaigns that make a positive impact on society and their bottom line, creating a virtuous cycle where profitability and responsible practices reinforce each other.

Meg is a professional speaker, children’s book author, host of the Just Marketing® podcasts, CMO of BetterCEO.app and CEO of Just Marketing®.

Follow me on Instagram @theMegBrunson
If you missed last week’s post - no shame. If yo If you missed last week’s post - no shame.
If you didn’t track your metrics this month - that’s OK.
If you’re pivoting because something didn’t work - that’s growth, not failure.

Consistency is...
- Giving yourself grace.
- Coming back, even after breaks.
- Staying aligned with your values, even if progress feels slow.

This is your reminder:
Perfection is a trap.
Consistency is what creates momentum.

Your marketing doesn’t need to be flawless.
It just needs to be authentically you, showing up when you can.

If you needed to hear this today, check out the blog for zero-shame marketing strategies: MegBrunson.com/marketing-data 

Drop your favorite gif if you’re embracing progress over perfection this season…!

ID: Purple gradient background displaying a large quotation mark design and text: ‘Consistency doesn't mean perfection, it means showing up more often than not.’ The Just Marketing logo appears at the top.

 #JustMarketing #EquityForAll #BossMom #MomBoss #AntiRacism #EquityCenteredBusiness #AntiRacist #BlackLivesMatter #SocialJustice #RacialJustice #BeTheChange #DismantleWhiteSupremacy #DiversityEquityInclusion #EthicalMarketing #OnlineBusinessMarketing #WomenInBusiness #SocialMediaMarketer #EthicalBusiness #MarketingCoach #SocialMediaMom #OnlineMarketingTips #CommunityOverCompetition #DEI #Mompreneurs  #FemaleOwned #ValuesMatter #ContentMarketing #ContentMarketingMembership #WeeklySocialContent
You’ve got numbers. Cool. But what do they mean? You’ve got numbers. Cool.
But what do they mean? 
And how do you use them without spiraling into overthinking or analysis paralysis?

Here’s your ADHD- and entrepreneur-friendly roadmap:

Step 1: Analyze without obsessing
Ask simple questions:
 - What’s working?
 - What’s not?
 - What’s worth tweaking?
(Not everything requires a deep dive - look for patterns, not perfection.)

Step 2: Experiment and adjust
- A/B test little things (subject lines, CTAs, posting times)
- Make small, iterative changes
- Avoid "burn it all down" energy… steady wins here

Step 3: Celebrate progress, even the tiny wins
- 5 more clicks than last month? That counts.
- Someone replied to your email? That matters.
- Learned what doesn’t work? That’s insight.

Your marketing journey is NOT a pass/fail test.
It’s a cycle of learning, adjusting, and growing.

When in doubt, zoom out.
Look at trends over time.
Progress always tells a bigger story than one random metric.

Ready to start analyzing with confidence (and without overwhelm)?
I’ve got ADHD-friendly strategies for you at: MegBrunson.com/marketing-data 

And tell me: how do you celebrate your marketing wins? 🎉

ID: Infographic titled ‘Strategies for Making Data-Informed Decisions.’ Key points: Analyze Without Overthinking (identify what's working, what's not, and test small tweaks), Experimentation is Key (A/B testing, iterative adjustments), and Celebrate Progress, Not Perfection (learn from failures). Background features a purple gradient with laptop, chart, and computer illustrations.

 #JustMarketing #EquityForAll #BossMom #MomBoss #AntiRacism #EquityCenteredBusiness #AntiRacist #BlackLivesMatter #SocialJustice #RacialJustice #BeTheChange #DismantleWhiteSupremacy #DiversityEquityInclusion #EthicalMarketing #OnlineBusinessMarketing #WomenInBusiness #SocialMediaMarketer #EthicalBusiness #MarketingCoach #SocialMediaMom #OnlineMarketingTips #CommunityOverCompetition #DEI #Mompreneurs  #FemaleOwned #ValuesMatter #ContentMarketing #ContentMarketingMembership #WeeklySocialContent
You don’t need to monitor all the numbers. You n You don’t need to monitor all the numbers. You need the right numbers - the ones that show whether your marketing efforts are actually working.

Here’s your permission slip to simplify:

1. Social Media:
Focus on engagement rates (likes, comments, shares, saves) and forget follower counts - they don’t tell the full story

2. Email Marketing:
Watch open rates + click-through rates. This shows who’s really connecting with your emails

3. Website:
Check traffic sources + conversion rates… Where are people coming from, and what actions are they taking?

Remember: Simple > Complicated

When you zoom in on the metrics that matter, you save time, reduce overwhelm, and make smarter marketing decisions aligned with your values.

Learn exactly how to track your marketing without stress: MegBrunson.com/marketing-data 

What’s one metric you always check first? 
I’d love to know - share below!

ID: Infographic titled ‘Marketing Metrics.’ Text: ‘The goal isn't to track everything, it's to track the right things.’ Key metrics: Social Media Metrics (engagement rates, not follower count), Email Marketing Metrics (open rates, click-through rates), and Website Metrics (traffic sources, conversion rates). Background features a soft pink and blue gradient with abstract curved shapes.

 #JustMarketing #EquityForAll #BossMom #MomBoss #AntiRacism #EquityCenteredBusiness #AntiRacist #BlackLivesMatter #SocialJustice #RacialJustice #BeTheChange #DismantleWhiteSupremacy #DiversityEquityInclusion #EthicalMarketing #OnlineBusinessMarketing #WomenInBusiness #SocialMediaMarketer #EthicalBusiness #MarketingCoach #SocialMediaMom #OnlineMarketingTips #CommunityOverCompetition #DEI #Mompreneurs  #FemaleOwned #ValuesMatter #ContentMarketing #ContentMarketingMembership #WeeklySocialContent
For mission-driven entrepreneurs, tracking marketi For mission-driven entrepreneurs, tracking marketing data often feels like yet another overwhelming task on your endless to-do list.

But here’s the thing, tracking your marketing success doesn’t have to send you into a spiral. It can actually become one of the most empowering parts of your business.

Because when you understand what's working (and what’s just noise)...

…You make smarter, values-aligned decisions.
…You stop chasing vanity metrics that don’t matter.
…You save precious time and energy.

It’s not about tracking everything or aiming for perfection. It’s about finding clarity and creating marketing strategies that actually support your goals - without burning out.

I’m breaking it all down:
1. The key marketing metrics to focus on (ditch the rest!)
2. How to make tracking ADHD-friendly and stress-free
3. Simple systems to help you stay consistent without feeling chained to your dashboard
4. How to analyze your data with a growth mindset - and make confident adjustments

Progress, not perfection, is the goal here.

Check out the blog to make tracking work for you (not against you): MegBrunson.com/marketing-data 

What's one metric you actually enjoy checking? 
Drop it in the comments… I’m curious!

ID: Illustration of two people sitting at a desk, smiling and working on a laptop, with a coffee mug and a small plant beside them. Surrounding them are icons of charts, graphs, a target, and a megaphone. Text: ‘Tracking Your Marketing Data Without Overwhelm – and Adjusting Strategies as Needed.’ The Just Marketing logo appears at the bottom right on a purple gradient background.

 #JustMarketing #EquityForAll #BossMom #MomBoss #AntiRacism #EquityCenteredBusiness #AntiRacist #BlackLivesMatter #SocialJustice #RacialJustice #BeTheChange #DismantleWhiteSupremacy #DiversityEquityInclusion #EthicalMarketing #OnlineBusinessMarketing #WomenInBusiness #SocialMediaMarketer #EthicalBusiness #MarketingCoach #SocialMediaMom #OnlineMarketingTips #CommunityOverCompetition #DEI #Mompreneurs  #FemaleOwned #ValuesMatter #ContentMarketing #ContentMarketingMembership #WeeklySocialContent
You’ve heard it everywhere: “Grow your follow You’ve heard it everywhere:
 “Grow your followers.”
 “Get more likes.”
 “Chase that viral moment.”

But here’s the truth: Vanity metrics won’t build the kind of brand that changes lives.

What will?
— Prioritizing accessibility so everyone feels welcome
— Centering inclusivity so diverse voices are heard
— Building genuine relationships that stand the test of time

When you align your marketing with your mission, magic happens:
— You attract the right people (values-aligned, ready to connect)
— You show up consistently without burning out
— You create ripple effects far beyond the algorithm

Ready to ditch vanity metrics and focus on values-driven growth: MegBrunson.com/social-media-marketing-success

What’s ONE value you want your marketing to reflect this year? Let’s name it + claim it.

ID: A pink and purple gradient background featuring a dartboard with arrows, a purple briefcase, stacks of coins, and growth icons. Text reads: ‘Shift your focus from vanity metrics to values-driven goals. It's not just good for your brand - it's good for the world.’ The Just Marketing logo appears at the bottom.

 #JustMarketing #EquityForAll #BossMom #MomBoss #AntiRacism #EquityCenteredBusiness #AntiRacist #BlackLivesMatter #SocialJustice #RacialJustice #BeTheChange #DismantleWhiteSupremacy #DiversityEquityInclusion #EthicalMarketing #OnlineBusinessMarketing #WomenInBusiness #SocialMediaMarketer #EthicalBusiness #MarketingCoach #SocialMediaMom #OnlineMarketingTips #CommunityOverCompetition #DEI #Mompreneurs  #FemaleOwned #ValuesMatter #ContentMarketing #ContentMarketingMembership #WeeklySocialContent
How do your values show up in your business? Anyo How do your values show up in your business?

Anyone can slap their values on an "About" page and call it a day.

But if your business is truly values-led, those beliefs show up in your: 

— Client onboarding process
— Pricing and payment options
— Marketing language
— Team communication
— Accessibility choices
— Boundaries and business hours
— Collaborations and brand partnerships

The question isn’t just what you believe…
It’s how you bring those beliefs to life in your everyday biz decisions.

I’d love to know: What are your core values, and where do they show up the strongest in your business?

(Mine sometimes show up on my t-shirts! 😉)

ID: I am smiling with my long pink hair pulled to one side, wearing pink glittery glasses and a bright pink T-shirt that repeatedly says "Abortion is Healthcare " in white text. I'm standing in front of a wall made of glass blocks.

 #JustMarketing #EquityForAll #a11y #EquityCenteredBusiness #DiversityInMarketing #SocialJustice #RacialJustice #BeTheChange #DismantleWhiteSupremacy #DiversityEquityInclusion #EthicalMarketing #InclusiveMarkeitng #AccessibleMarketing #MarketingAccessibility #SocialMediaMarketer #EthicalBusiness #MarketingCoach #CommunityOverCompetition #MarketingWithPurpose #MarketingWithImpact #DEI #DEIMarketing #SocialMediaForAll #ContentCreation #ContentMarketing #ContentMarketingMembership #WeeklySocialContent  #MarketingWithADHD #adhdBusiness #adhdBusinessOwner
Feeling stuck on what to actually measure when you Feeling stuck on what to actually measure when you stop chasing vanity metrics?

Here’s your cheat sheet for measuring inclusivity + accessibility instead:

Inclusive Metrics:
1. Engagement Diversity: Who’s showing up? Are underrepresented voices in the mix?
2. Feedback on Inclusivity: Are folks telling you they feel seen + included?
3. Representation Analysis: Does your content library reflect the world around you?

Accessibility Metrics
1. Adoption of Accessibility Features: Alt text, captions, readable text… are you using them consistently?
2. Audience Retention: Are folks sticking around? Accessibility supports sustained attention.
3. Positive Feedback: Are people noticing + appreciating your accessibility efforts?

These are the metrics that actually matter when you’re building a brand rooted in justice, inclusion, and ethical marketing.

Remember: Numbers tell part of the story - but people’s experiences tell the whole truth.

Dive into the full blog to learn how to track, improve, and celebrate these metrics: MegBrunson.com/social-media-marketing-success

ID: Infographic with a purple gradient background titled ‘Just Marketing® Metrics to Track,’ featuring two illustrated characters smiling and waving. It lists ‘Inclusive Metrics to Track - Engagement Diversity, Feedback on Inclusivity, Representation Analysis’ and ‘Accessibility Metrics to Track - Adoption of Accessibility Features, Audience Retention, Positive Feedback.’

 #JustMarketing #EquityForAll #BossMom #MomBoss #AntiRacism #EquityCenteredBusiness #AntiRacist #BlackLivesMatter #SocialJustice #RacialJustice #BeTheChange #DismantleWhiteSupremacy #DiversityEquityInclusion #EthicalMarketing #OnlineBusinessMarketing #WomenInBusiness #SocialMediaMarketer #EthicalBusiness #MarketingCoach #SocialMediaMom #OnlineMarketingTips #CommunityOverCompetition #DEI #Mompreneurs  #FemaleOwned #ValuesMatter #ContentMarketing #ContentMarketingMembership #WeeklySocialContent
What if we measured success in social media by how What if we measured success in social media by how welcomed and included our audience feels - instead of chasing empty stats?

Imagine this...
— Content that resonates deeply (not just scrolls by)
— Communities built on belonging (not just numbers)
— Metrics that reflect your mission, not just your marketing

This is what happens when you shift toward measuring inclusivity and accessibility.

Are diverse voices engaging with your content?
Are folks telling you they feel represented + valued?
Are you removing barriers with captions, alt text, and design choices?

These are the new success signals for mission-driven brands.

Not flashy. Not always trending.
But absolutely transformational!

If you’ve ever wondered “How do I know if my content is truly inclusive + accessible?” - this blog breaks it all down with simple, actionable metrics and ideas: MegBrunson.com/social-media-marketing-success 

When was the last time you felt truly seen by a brand online?
Let’s reflect — share your thoughts below.

ID: A pastel gradient background featuring a lightbulb with a brain inside and the Just Marketing logo. Text reads: ‘Rethinking Social Media Marketing Success’ and ‘Measuring the Impact of Inclusivity and Accessibility.’ Decorative icons include a speedometer gauge and hands holding a star.

 #JustMarketing #EquityForAll #BossMom #MomBoss #AntiRacism #EquityCenteredBusiness #AntiRacist #BlackLivesMatter #SocialJustice #RacialJustice #BeTheChange #DismantleWhiteSupremacy #DiversityEquityInclusion #EthicalMarketing #OnlineBusinessMarketing #WomenInBusiness #SocialMediaMarketer #EthicalBusiness #MarketingCoach #SocialMediaMom #OnlineMarketingTips #CommunityOverCompetition #DEI #Mompreneurs  #FemaleOwned #ValuesMatter #ContentMarketing #ContentMarketingMembership #WeeklySocialContent
If you’ve ever found yourself gripping the wheel If you’ve ever found yourself gripping the wheel a little tighter behind a logging truck, you’re not alone!

And last week, Final Destination recreated that iconic death scene to promote the new movie - a marketing move that’s part throwback, part genius, and all about going viral: trucks loaded with giant logs, advertising the new Final Destination movie.

These trucks are rolling IRL jump scares… and thanks to cell phones and social media, they’re now everywhere online.

This is a brilliantly layered strategy that we can totally learn from:

— Nostalgia is powerful. What part of your brand story or industry might spark a “Remember when?” moment for your audience?

— Offline can boost online. Even in the digital age, showing up in the physical world can spark real buzz — especially when it's camera-worthy.

— Make it easy (and irresistible) to share. Whether it’s a visual, a vibe, or a story — the more “OMG I have to post this” it is, the better.

— Creativity > cash. You don’t need a horror movie budget... The emotional hook and clever execution are what make this campaign legendary.

We don’t need to shock and scare our audience like Final Destination - but we can tap into what they already feel, remember, and want to share.

I gotta know: Have you seen one of these trucks in the wild? 

I haven't yet - and really hope I do!

Every time we pass a log truck, I look in my rearview to see if it's a promo - but living in the PNW they're always just log trucks - LOL. 

ID: Composite image of three trucks hauling large logs and rear advertisements for the movie Final Destination: Bloodlines, mimicking a famous scene from the franchise. A sticker with a cartoon lightbulb and the word “brilliant!” overlays the image.

 #JustMarketing #EquityForAll #BossMom #MomBoss #EquityCenteredBusiness #SocialJustice #BeTheChange #DiversityEquityInclusion #EthicalMarketing #OnlineBusinessMarketing #WomenInBusiness #SocialMediaMarketer #EthicalBusiness #MarketingCoach #OnlineMarketingTips #DEI  #ValuesMatter #ContentMarketing #ContentMarketingMembership #WeeklySocialContent
"Likes are up - so everything’s great, right?" "Likes are up - so everything’s great, right?"
 ...Not necessarily.

Vanity metrics aren’t telling you the whole story.

In fact, here’s why traditional social media metrics (aka vanity metrics) can lead you down the wrong path:

1. Quantity ≠ Quality
 Lots of likes don’t mean your audience actually cares or will take action.

2. They Don’t Reflect Your Values
 You can grow fast — but does your content reflect inclusivity and accessibility, or are you sidelining your mission to fit in?

3. They Encourage Performative Content
 Chasing viral trends can water down your brand and alienate the communities you want to serve.

4. They Fuel Burnout
 The pressure to "always post more" is draining, especially for neurodiverse entrepreneurs and small business owners balancing everything.

It’s time to shift.

Ready to rethink how you define success?
Visit: MegBrunson.com/social-media-marketing-success 

I want to know: What is the number one metric you are currently prioritizing in your social media marketing? 

ID: Infographic titled ‘The Problem with Traditional Vanity Metrics’ with four points: ‘They Prioritize Quantity Over Quality, They Don't Reflect Your Values, They Encourage Performative Content, and They Contribute to Burnout.’ The "Just Marketing" logo appears at the bottom. Background features a soft purple gradient with abstract chart and graph illustrations.

 #JustMarketing #EquityForAll #BossMom #MomBoss #AntiRacism #EquityCenteredBusiness #AntiRacist #BlackLivesMatter #SocialJustice #RacialJustice #BeTheChange #DismantleWhiteSupremacy #DiversityEquityInclusion #EthicalMarketing #OnlineBusinessMarketing #WomenInBusiness #SocialMediaMarketer #EthicalBusiness #MarketingCoach #SocialMediaMom #OnlineMarketingTips #CommunityOverCompetition #DEI #Mompreneurs  #FemaleOwned #ValuesMatter #ContentMarketing #ContentMarketingMembership #WeeklySocialContent
Are you feeling stuck between marketing that feels Are you feeling stuck between marketing that feels good and marketing that actually works?

The old rules of social media reward whatever’s loudest and fastest. 

But if you’re here, you probably care about something deeper:
— Ethical content that respects your audience
— Inclusive messaging that makes everyone feel welcome
— Accessible design so no one’s left out

That’s why I lean on the Just Marketing® Strategy Foundations — because when your content aligns with your values, success becomes sustainable (and so much more fulfilling).

Here’s the quick overview of the framework I use:

Ethical Marketing
— Be transparent
— Avoid performative actions
— Amplify voices that need to be heard

Inclusive Marketing
— Use inclusive language
— Engage your community
— Audit your representation

Accessible Marketing
— Add alt text to images
— Caption your videos
— Make your designs easy to read and understand

REMEMBER: Start small and scale up. You don’t have to overhaul everything today to start showing up better tomorrow.

If you’re ready to rethink your approach and center ethics, inclusivity, and accessibility.. Diver deeper with me at:  MegBrunson.com/social-media-marketing-success 

Drop your fav gif if this is the kind of marketing you want more of in the world!

ID: Infographic titled ‘Just Marketing® Strategy Foundations’ with three pillars: 1) Ethical - Be transparent, avoid performative actions, amplify others; 2) Inclusive - Use inclusive language, engage your audience, audit representation; 3) Accessible - Use alt text for images, include captions on videos, choose easy-to-read text. ‘Remember: Start Small and Scale Up’ is noted at the bottom.

 #JustMarketing #EquityForAll #BossMom #MomBoss #AntiRacism #EquityCenteredBusiness #AntiRacist #BlackLivesMatter #SocialJustice #RacialJustice #BeTheChange #DismantleWhiteSupremacy #DiversityEquityInclusion #EthicalMarketing #OnlineBusinessMarketing #WomenInBusiness #SocialMediaMarketer #EthicalBusiness #MarketingCoach #SocialMediaMom #OnlineMarketingTips #CommunityOverCompetition #DEI #Mompreneurs  #FemaleOwned #ValuesMatter #ContentMarketing #ContentMarketingMembership #WeeklySocialContent
We’ve all been there: hustling for likes, chasin We’ve all been there: hustling for likes, chasing follower counts, and watching the numbers climb (or stall) on our dashboards.
 
It feels like progress… but is it really?

When "going viral" becomes the goal, we risk losing sight of what actually matters - creating content that reflects our values, fosters genuine connections, and makes space for everyone in our communities.

For mission-driven entrepreneurs (especially those of us navigating business while neurodiverse), social media shouldn’t feel like a popularity contest. It should feel like a conversation.

That’s why it’s time to shift the focus from vanity metrics to value alignment. When we do, we:

 — Prioritize people over numbers
 — Create accessible, inclusive content
 — Build authentic relationships rooted in trust

Viral posts come and go. But meaningful impact? That’s what lasts.

Curious how to start redefining your version of success on social? 

I break it all down - from why vanity metrics fall short to what you can track instead for ethical, inclusive growth - at MegBrunson.com/social-media-marketing-success 

How do you define success on social media right now? 
Is it likes and follows… or something deeper? 
Share below: let’s spark a values-driven convo.

ID: Pink and purple gradient background showing a glowing yellow lightbulb emerging from a blue box. Text reads: ‘Rethinking Social Media Marketing Success,’ followed by ‘Going Viral (crossed out) vs Value Alignment.’ The Just Marketing logo appears at the top right.

 #JustMarketing #EquityForAll #BossMom #MomBoss #AntiRacism #EquityCenteredBusiness #AntiRacist #BlackLivesMatter #SocialJustice #RacialJustice #BeTheChange #DismantleWhiteSupremacy #DiversityEquityInclusion #EthicalMarketing #OnlineBusinessMarketing #WomenInBusiness #SocialMediaMarketer #EthicalBusiness #MarketingCoach #SocialMediaMom #OnlineMarketingTips #CommunityOverCompetition #DEI #Mompreneurs  #FemaleOwned #ValuesMatter #ContentMarketing #ContentMarketingMembership #WeeklySocialContent
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I also Believe…

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