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Zero Click Marketing is a marketing strategy podcast about content marketing, audience research, and how brands grow when clicks matter less. Hosted by Amanda Natividad, Chief Evangelist at SparkToro and Co-Author of the book, "Zero Click Marketing," the show explores how marketers reach audiences, build influence, and earn attention in a zero-click internet. New to the show? Start with Episode 2: What Zero Click Marketing Actually Is.
[00:00:00] Erica Bonser: Another reason to encourage people to start a podcast I feel as if it might be one of the fewer forms of marketing that is undoubtedly not AI-generated Especially as people continue to get the ick factor with AI
[00:00:15] Erica Bonser: that was one of the biggest considerations I had when starting a podcast. Not because I like to be the center of attention. I really don't. It's because it was the number one way of saying, "This is me," and showing up that way,.
[00:00:30] Amanda Natividad: I'm Amanda Natividad and welcome to Zero Click Marketing. I wanna kick off with our icebreaker question.
[00:00:41] Amanda Natividad: something you and I have in common, among many things, is that we both used to work at So I was at Fitbit a while back. You were at Lululemon-
[00:00:50] Amanda Natividad: and Prana. Mm-hmm. And I love Prana's clothes, by the way. I used to have a bunch So my question to you is in this past experience, what was something you learned about fitness, whether it's like, look, maybe it's a broad before.
[00:01:07] Erica Bonser: Or maybe it's a marketing
[00:01:10] Erica Bonser: All right, two things. One, and I think every marketer should know this if they don't already, is that fitness or like sports or something, it's not just an activity. It's an identity.
[00:01:22] Erica Bonser: People,
[00:01:23] Amanda Natividad: and I'll just go with the Lululemon route, who choose to shop at Lululemon, like there's a reason why they invented the word athleisure.
[00:01:30] Erica Bonser: It's because who you are when you're doing your activity to who you are at the office and in between, there is no difference. So, it's more of just a style. And so I even think about the Fitbit piece because tracking your performance, and there's like so many different things like Fitbit.
[00:01:50] Erica Bonser: Tracking your performance is also an identity. It's like a subset of the fitness community for a certain type of individual, like my husband, who is goal-oriented and wanna better themselves and like the competitive piece from an analytical standpoint. So I think we think of like a pair of stretchy pants and a Fitbit as a tool or like as a thing to have, but really it's just an extension of you as an individual.
[00:02:21] Amanda Natividad: That's super interesting. Yeah. I hadn't thought of it in that way before but I fully agree. It's an identity.
[00:02:28] Amanda Natividad: What was the other thing you said, too?
[00:02:30] Erica Bonser: The other thing is because we all know that anything negative is very click bait-y, right? Fitness culture can very easily go toxic.
[00:02:39] Erica Bonser: And so as a marketer for whatever company you're at in that world, you have the choice of like which side of the line you're gonna be on. and even those who claim to not be toxic can get that way. Like I found that at Lululemon. You know, like we're talking a lot about leadership and, wonderful, beautiful things like loving yourself and all these things.
[00:02:59] Erica Bonser: And especially when I helped open up the girls line, Aviva, which no longer exists. You know, we did goal coaching for young girls and things like that. But when you like pull back that like fancy exterior, there's like some l- some stuff underneath it. So I think it's just like an interesting one to be in because as a culture, the wellness culture- has some negative
[00:03:22] Amanda Natividad: It does
[00:03:23] Erica Bonser: aspects.
[00:03:23] Amanda Natividad: It's hard. and the way that it the company is a little bit inevitable.
[00:03:31] Amanda Natividad: it's not personal against
[00:03:34] Amanda Natividad: I don't even mean that as like a negative thing, even though it can be negative.
[00:03:37] Amanda Natividad: I think it's just, it is what it is. That's just how it can be
[00:03:41] Amanda Natividad: Like at Fitbit, It was always just really in that culture. and I think what was interesting for me is I am someone who does not self-identify in any way as, like, athletic or anything. Like, I do exercise, but it's not something that I feel like is part of my identity.
[00:04:00] Erica Bonser: It's a thing I have to do be healthy. Like, I just, I don't like it. Like, Runner's high does not exist for me. It's runner's low for you? It's
[00:04:09] Amanda Natividad: runner's low. I don't like sweating.
[00:04:11] Amanda Natividad: as soon as I start sweating, I'm like, "This is disgusting." But it's a necessary evil. I don't think
[00:04:15] Erica Bonser: those brands are going after you.
[00:04:17] Amanda Natividad: No.
[00:04:17] Erica Bonser: You're, like, the happy, like, a- add-on. Like, oh, and the Amandas of the world can come and buy our stuff, too.
[00:04:24] Amanda Natividad: Yeah.
[00:04:24] Erica Bonser: But that's not who they're marketing for.
[00:04:26] Amanda Natividad: And I only just started buying from Lululemon. Okay. And even then, it's only because of this Amex deal that they've been running this past year or so.
[00:04:37] Erica Bonser: Like, every quarter you get I think it's $100 in credit
[00:04:43] Amanda Natividad: if you spend 150 at Lululemon.
[00:04:47] Amanda Natividad: I bought the Daydrift wide-leg trousers.
[00:04:50] Amanda Natividad: But I bought them on sale for 78, and then I got my credit, and then I was like, these were, like, basically $12.
[00:04:59] Amanda Natividad: I pick a thing every quarter. Like, I have it on my calendar and I'm like, "Oh, it's time to buy something." And I'm like, "It has to be $100 or under."
[00:05:05] Erica Bonser: Yeah. Hey, I think that I do like your strategy here. And it is interesting. And we don't have to go down this rabbit hole, because that's so anti-Lululemon historically.
[00:05:16] Amanda Natividad: Yeah, it
[00:05:16] Erica Bonser: is. It is. But I guess in this new world, they gotta do what they gotta do. they didn't even have sales before.
[00:05:21] Amanda Natividad: And no returns.
[00:05:22] Amanda Natividad: No returns?
[00:05:24] Erica Bonser: Yeah.
[00:05:24] Amanda Natividad: Oh my gosh.
[00:05:25] Erica Bonser: Oh, but- I would have people come to me and I'd be like, "Nope.
[00:05:27] Erica Bonser: We cannot-" Oh my gosh ...
[00:05:28] Amanda Natividad: do this." And now they or maybe they did before, I don't know- They
[00:05:32] Erica Bonser: do a lot of things now ... they,
[00:05:33] Amanda Natividad: yeah. Yeah. They hem your pants
[00:05:36] Erica Bonser: Oh. Yeah, that's from my era. We had a whole- Okay ... sewing department- Amazing ... in the store.
[00:05:41] Amanda Natividad: I know. I'm 5'1", so I love it. so much.
[00:05:44] Amanda Natividad: Okay, the thing I learned about fitness, digital health, whatever, or I guess the thing I believe, as a lesson in hindsight in working at Fitbit is, fitness is social, but health
[00:05:59] Erica Bonser: My little theory is that that's part of what ultimately kind of led to Fitbit's downfall.
[00:06:04] Amanda Natividad: Downfall in the sense of like, they're still producing great products, but they did sell to Google a while back. And I think it's because as a company they were just at odds with the whole fitness is social thing, but also you can trust us health stuff. Like, they just seem like and I think it was too hard to
[00:06:28] Erica Bonser: Do you feel like that may be true of any company that holds onto a large amount of data in general?Like Flow or- any of those apps.
[00:06:37] Amanda Natividad: Interesting. Probably. I think especially when the major part of their growth factor is the social aspect, of being, "Hey, it's better with friends.
[00:06:47] Amanda Natividad: Add your friends. Do this thing together." And then you suddenly have to be like, "Oh, but also your stuff is private. Don't worry about it." "It's private now." And then you're like, "Wait, what's private?" For me personally, fitness is also private.I don't like working out with friends.
[00:07:02] Amanda Natividad: I go to workout classes, but I don't make friends there, and I just, like, do my thing and I I don't like talking to people about my progress. Because I'm, very unathletic and not very and it takes me a lot of effort be at an average pace.
[00:07:20] Amanda Natividad: Do you run or
[00:07:21] Erica Bonser: I used to.
[00:07:22] Amanda Natividad: You used to.
[00:07:22] Erica Bonser: Before having a baby.
[00:07:24] Amanda Natividad: Okay. Well, so then you recently were a runner.
[00:07:26] Amanda Natividad: if you were kind of trying, not trying your hardest, if you were kind of trying, how fast could you run a
[00:07:32] Erica Bonser: I was a distance runner.
[00:07:33] Erica Bonser: So that changes things. I was, like, an ultra distance runner. But, like, a 9.5 was my race pace for a half.
[00:07:41] Amanda Natividad: I was in my 20s when that happened. and now 10 years takes for it a mile, I feel like is my- Yeah ... race pace. I
[00:07:50] Amanda Natividad: that's awesome. you said ultra. Does that mean you were doing ultramarathons?
[00:07:55] Erica Bonser: It's like 50 miler races.
[00:07:57] Amanda Natividad: You did-
[00:07:58] Erica Bonser: That's a- That's
[00:07:59] Amanda Natividad: crazy ...
[00:07:59] Erica Bonser: that's a whole other version of me. That was-
[00:08:01] Amanda Natividad: That's amazing ...
[00:08:02] Erica Bonser: my Lululemon days is when that
[00:08:04] Amanda Natividad: was. That's cool. That is so cool. See, I say I don't like it, but I love it for everybody else.
[00:08:09] Amanda Natividad: I'm like, "Hell yeah, I am so rooting for you. I'm donating to your race." " I don't wanna attend, but, like, I support you. Like, I'm so with it." Yep. But for me, I'm not,
[00:08:18] Erica Bonser: It's great. But, you know, side note, when you get to the ultra distances, it's like you and 50 other people, and then as soon as they say go, you could spend hours and not see anyone.
[00:08:27] Erica Bonser: So, like, that is my vibe. Yeah. And now, 'cause mountain biking is my number one, where I am in Santa Fe, I go out, I never see anyone, and it is the best.
[00:08:37] Amanda Natividad: Sounds really nice. It's really
[00:08:38] Erica Bonser: nice.
[00:08:39] Amanda Natividad: So I was saying how, like, I have to try really hard just to be kind of average. Like, I have to try my best to be able to do, like, and when I say try my best, I mean, like, train for, like, months to be able to do, like, a- 10 or 11-minute And that's just, that's how I am. And that's, I'm okay with that.
[00:08:58] Amanda Natividad: The other thing is I'm fine with it. I don't care. But it's also why I don't like to talk about it, like with friends who are into this stuff. Like, and that's why I don't like running with them. Yeah. 'Cause I don't... Last thing I would ever wanna do is run with you and have you feel like you have to wait for me.
[00:09:12] Amanda Natividad: Even if you were like, "No, no, it's totally fine," I'm like, "No, I don't like it." Like, I don't wanna be a burden. Like, just leave me to die. It's fine.
[00:09:19] Erica Bonser: You know what's funny? It doesn't even matter if you're a good athlete, people feel the same way. I literally will say, "I want to be with you. We can ride in the car together and back, and I will talk to you.
[00:09:34] Erica Bonser: But when we start, you do you, boo, and I'll just be happy knowing that you're having a great time. But I don't want any of your energy or pressure on me."
[00:09:45] Amanda Natividad: I love
[00:09:45] Erica Bonser: it. Can't handle it.
[00:09:46] Amanda Natividad: Yeah.
[00:09:47] Erica Bonser: I wanna have fun. Only goal. I love it. Which means be by myself.
[00:09:51] Amanda Natividad: Yeah, that's, that's how I am too.
[00:09:53] Amanda Natividad: Okay, let's move on. We're here to talk about podcasting, And it's in anything we want talk about. I do often recommend to people if they start a podcast, whether it's a brand or an individual. I guess it's my bias, though, that it's partly because I feel like it forces you to get better at something, and that something-
[00:10:12] Amanda Natividad: is usually communication, or it's even just honing your messaging. And I feel like starting a podcast is a, it's a repeatable, accountable way to force yourself to
[00:10:24] Erica Bonser: Absolutely. Especially because there's nothing to hide behind. Well, I guess if you do audio only, then maybe you get to hide a little bit. But it is completely different than words on a screen. And I would say, another reason to encourage people to start a podcast I feel as if it might be one of the fewer forms of marketing that is undoubtedly not AI-generated Especially as people continue to get the ick factor with AI, cause, you know, on LinkedIn now, People are self-policing each other, for that little, you know, this is written by AI piece. Or I think about Claude watermarking some of their content, and I don't think that as a regular consumer you would know that, but on the back end you could.
[00:11:08] Erica Bonser: that was one of the biggest considerations I had when starting a podcast. Not because I like to be the center of attention. I really don't. It's because it was the number one way of saying, "This is me," and showing up that way, and it does force me to be better.
[00:11:26] Amanda Natividad: Yeah. How long have you been doing your show now?
[00:11:28] Erica Bonser: Just a few months.
[00:11:29] Amanda Natividad: Yeah. Okay, so you're
[00:11:30] Erica Bonser: new. Like, we literally just launched. Yeah. It's, it's really, really new.
[00:11:34] Amanda Natividad: Yeah. How are you thinking about success of
[00:11:39] Erica Bonser: There's a bunch of different ways that I've been thinking about this podcast in particular, and I would say anyone should think about any podcast. What's the main goal of it? Like, what do you wanna get out of it? Who's it for? how does it, align with your brand?
[00:11:53] Erica Bonser: That could be company or personal, that's fine. because what do you wanna get out of it and the who's it for may not align. I've been kinda tossing some of those around, because part of me wants to say, " This podcast for me is a great idea because I'm the number one person selling at my company, and I feel like people say yes and buy from me, and then continue to work with me because of the experience they have when they get to meet me."
[00:12:22] Erica Bonser: And so this podcast is the experience of meeting with me without you having to be in front of me. But is that purpose, you know, it may be like that self-fulfilling, like, purpose of sales building that pipeline, is that worth someone's time, and who's it actually for, and why would that be of value?
[00:12:42] Erica Bonser: So how can we accomplish both? That's what I've been really trying to think about. How have you thought about podcasting with ZeroClick?
[00:12:51] Amanda Natividad: So I started this show back in March. I had been thinking about the for a year and a half. So it takes me a long time, to get started this year though has been the year that I'm like, "This is the year of Zero The book is coming out in October. We're doing it. I'm going all in. I'm gonna do consulting, all that stuff." I thought of it, I think pretty similar to you, as a kind of distribution I don't think of it as like, "I'm gonna distribute content to all these It's like the broad version of distribution. Like, how do I think about sharing my ideas with the world in a way that is scalable, or more scalable than just one-to-one conversations, you know?
[00:13:34] Amanda Natividad: So I was thinking about that, and I was thinking about- Like, how to make marketing for the book a little bit more sustainable. Like, I thought of it as can I create an owned channel where I can promote my book in a way that is directly highly relevant to the listeners? Because the last thing I wanna do, right, is push out content that's like, "Listen to my book," or, "Buy my book.
[00:14:00] Amanda Natividad: Everyone click here." Like, I don't wanna do that.
[00:14:02] Erica Bonser: It's not sustainable, but also it's not fun.that super sucks. I'm not into it. I don't like doing that. And as a typical marketer, I hate selling my own
[00:14:10] Amanda Natividad: stuff
[00:14:11] Erica Bonser: Yes. But is it, like, we hate selling our own stuff, or we know how invasive we can be and we don't wanna be that person?
[00:14:19] Erica Bonser: Is that really it?
[00:14:21] Amanda Natividad: Yeah, I think that's it. '
[00:14:22] Erica Bonser: Cause I don't mind selling something. If you need it, and whatever this is works for you, then I'm happy to make that match. But if I am coming and harassing you, and, like, knocking on your door, and calling you, and doing all these things,It's like consent. I don't wanna show up where I wasn't invited.
[00:14:38] Amanda Natividad: I like that. it does feel like a consent issue 'Cause I feel like when someone's listening to this show, then they've opted in for my ideas. You know? They're like- Yes ... "Oh, I care about what Amanda has to say. I care about what her guests have to chose these guests.
[00:14:54] Amanda Natividad: I'm curious about these answers." And then that feels like that's why people are here, because they're looking And so I guess I just worry that it's like they've already opted in for the ideas. Is it too invasive? Is it pushing too hard to be like, "Hey, buy my I feel like it is.
[00:15:14] Erica Bonser: well, it can feel that way. However, the podcast and then the book are in alignment with each other. And so if someone's listened to the podcast and not into it, then they will exit themselves. But if they are listening to these conversations, it's resonating, it's helpful, and you present them with the book, and if it's literally just that, "This exists in the world.
[00:15:36] Erica Bonser: Would you like yes, no?" Now you are inviting them to seek something else out that is in complement to what you're doing here.
[00:15:45] Amanda Natividad: Yeah, Okay, now let's talk about distribution for you. Yes. How are you thinking about it? how much do you care about growth? Where's your head at?
[00:15:54] Erica Bonser: So I think it's funny when everyone starts something. And I see this with my clients, right? They go, "You know, we wanna do whatever campaign and the entire world must know about it, and that's what success means." And for me, even if I, have been helpful for even 100 or so people, 1,000 people would be great.
[00:16:15] Erica Bonser: Like, that is fine as long as they're the right people. So marketing for me, every effort is tied to something else. So this is just going to get repackaged and rebundled in a million different ways and exist over an extended period of time. So I see a podcast as a really great vehicle to support initiatives across every channel moving forward, which is nice.
[00:16:41] Erica Bonser: The networking piece is great, too, because I know that, whether you're on my podcast or I'm on yours, like this, dance we're doing is going to benefit each other. So we like that. But when I'm thinking about success and what I want to do with this I really believe that, especially starting out, it's really about how can I transform and have this content have legs to it.
[00:17:06] Erica Bonser: So where could it go? And then the rest of it is more of just like this dream and well wish. And as it grows and I start to see traction, I can start to edge it in certain ways that maybe would be more beneficial.I almost wanted to say Hail Mary, 'cause I'm reading that book, and the movie is so great.
[00:17:24] Erica Bonser: It's a trying it on. Because out of every other channel that I've assessed for Fan Club specifically, this is the one that makes the most sense, so this is the bet I'm placing.
[00:17:34] Amanda Natividad: Yeah, I love it. I do think that your note about what I am essentially hearing as sustainability is really important for podcasts.
[00:17:43] Amanda Natividad: Like, you already have this, like, rich discussion that you've saved, right? It's for the public record. what else can you do with it, right? Can you build upon the ideas? Is there anything to repurpose that could become a resource on your website? I think all those things are really I think there are a lot of really smart people who are doing that.
[00:18:04] Amanda Natividad: I think it can be helpful to give yourself a number of like, okay, each episode has to or three things. Whatever those things are. I mean, at least for me, it helps to give myself a number to be accountable to.
[00:18:17] Erica Bonser: I mean, yeah, ultimately what you want is for the show to drive outcomes, but outcomes take time. In the short term, you can track your output. Like, okay, what am I actually doing with this Mm-hmm. And outcomes doesn't even have to be from the podcast itself, but what the podcast created.
[00:18:36] Erica Bonser: the other types of content that you're creating. And you know, I'm thinking s- from a zero click standpoint, how can you benefit from the conversations being had on a platform like this in other ways? through repackaging of a conversation is, one way of doing that.
[00:18:53] Amanda Natividad: Yeah, that's true.
[00:18:54] Amanda Natividad: Okay, so you're a couple months in. have you been able to see any kind of business outcome yet? it doesn't have to be somebody who heard your podcast and decided to become a customer, although I do wanna hear that too if that's the case. But, like, what kinds of outcomes have you far?
[00:19:10] Erica Bonser: No outcomes. It's literally we have, three shows out, right?
[00:19:15] Erica Bonser: Because I also have an agency that I work with who produces this, my content. And, making sure that my vision is coming to light and that it's really in alignment with the brand, because right now, if you were to look at the podcasts that I have out, the music that was chosen, the fact that they took out some of the banter and chitchat, those are not in alignment with, what I want this to be.
[00:19:41] Erica Bonser: And even when we were getting things ready to launch and I was looking at some of the AI-generated stuff that they created, it's like, "No, no, no, this can't be it." So I feel like I'm in such a beginning phase, ground level that, um, that I'm thinking about all these things and trying to refine it, while also not being like, "It can't launch until it's perfect," because
[00:20:01] Erica Bonser: That's not real either. if anything, I'm, excited to see what does happen because it's another proof point for me as a marketer to like, You know, we can make a channel, channel work-" Yeah ... "that I would tell someone else to do."
[00:20:12] Amanda Natividad: Yeah, for sure. And I think the creation itself
[00:20:16] Amanda Natividad: There's a lot to be said for that, you know? And I think it's when you make anything, as any kind of content creator. Even if let's say you started a blog, the, outcome that there is a blog with content on it, I think that is plenty. Same with a podcast. Yes. Like, did you stick with it for five 10 episodes, right?
[00:20:35] Amanda Natividad: Because isn't there that kind of famous stat Is it 90% of podcasts don't go past
[00:20:40] Erica Bonser: I didn't know that.
[00:20:41] Amanda Natividad: Yeah, it's a thing. Well,
[00:20:42] Erica Bonser: I hope I make it. I will. I will make it. I
[00:20:45] Amanda Natividad: hope I make it. It's something like that. I just making stuff
[00:20:50] Erica Bonser: I'll believe it. If you say it, I'll believe it. That's how this trust economy works, right?
[00:20:54] Amanda Natividad: Here's what it is. It's roughly 80 to 90% of all podcasts are abandoned before reaching episode
[00:21:01] Amanda Natividad: 10 or 20
[00:21:02] Erica Bonser:
[00:21:02] Amanda Natividad: Reaching just 21 episodes puts a show into the global top 1%.
[00:21:08] Erica Bonser: Oh. Wow.
[00:21:10] Amanda Natividad: Yeah, you could be in the top 1% in a, couple of months
[00:21:13] Erica Bonser: You know what that tells me? what I love is how accessible things are these days, where, we could just say, "I'm starting a podcast," and make it happen. That is beautiful. Blogs, it doesn't matter what the medium is, we can make it happen. But either there's the reality sets in of time and, like, how much it actually takes to continue creating and, saying yes, whatever you said yes to, making that work, or people feel as if something must be broken, it's not working by 10, by 20 episodes, and they aren't seeing the future-oriented, like the, this is an investment, like your 401K right, where you're not gonna take it out until later.
[00:21:56] Erica Bonser: I wonder if people get a little down on themselves or burnt because they're not seeing... You know, 'cause maybe the, the question you just asked me about business outcomes, if you were to ask me the same one in 20 episodes from now, I might have the same answer.
[00:22:09] Amanda Natividad: Maybe, yeah. and I get it. it can be a little bit of a grind.
[00:22:12] Amanda Natividad: to your point, it's never been easier to create a podcast, which is awesome.
[00:22:16] Amanda Natividad: But it's also, a grind if you're new to recording, editing, kinda any kind of audio production, even if it can be a light lift. For shows that don't go for very long, I get it, which is also why, like, if you are starting a podcast, you really have to figure out your intrinsic
[00:22:36] Erica Bonser: Yes. And I think be realistic. I mean, the realistic piece or that part of that conversation is something that I have with all of my clients. Mostly because I work with small businesses, and there are so many different channels and things you can say yes to, but if you only have X amount of time, resources, personnel, da, da, da, da, da, da, da, and you have certain standards for how things should be, is it realistic for you to start a podcast?
[00:23:07] Erica Bonser: It might not be. And is there something else that you could start that would be a small step in that direction that maybe would prime you over time or help flex some muscles so that you can be better so that when you're presented with this opportunity again, it makes sense to say yes.
[00:23:27] Amanda Natividad: Yeah,
[00:23:28] Amanda Natividad: And you can do that kind of testing by pitching yourself to join others' podcasts to be like- Yes ... do I even like into a if you're a brand, right, you can also run webinars, w- webinars are a one-off thing, and you can sort of treat that as a podcast.
[00:23:43] Amanda Natividad: Those things give you
[00:23:47] Amanda Natividad: I have a, kind of a last question here. Let's give people a kind of cheat sheet for podcasts. Like, you're podcasting 2026, what are the, like, three to five whether this is as specific as a or more abstract, like a concept.
[00:24:05] Amanda Natividad: The things that you would- Okay ... start a podcast in 2026.
[00:24:09] Erica Bonser: Well, I'm gonna go assuming that you're doing audio and video, the combo, 'cause you should. Personal opinion. because you said starting with microphone. you need to really pay attention to the overall visual experience that you are providing someone.
[00:24:23] Erica Bonser: I spent a lot of time trying to make this background the way it is, and it is on brand, and I'm stoked about it. And how I present myself, you know, I'm doing my hair, I'm putting lipstick on. Like, there's a, certain way. And yes, good camera, headphones, mic, all of it. You wanna make sure that when someone is engaging with it, and even if it's just audio, that it sounds good, comforting, so, you know, and all that.
[00:24:52] Erica Bonser: I love what you shared about a podcast is a great way to work on yourself from a communication standpoint, all of that. You need to start articulating concepts, ideas, start pitching yourself, try to sell things to people, even though this is not really selling, but,
[00:25:10] Erica Bonser: become a better speaker because there's so much content out thereYou did share that you have heard a podcast where someone said, "Um," a lot, and it is distracting, and we're not gonna listen to that. ties into the experience piece.
[00:25:25] Erica Bonser: i'm gonna say you need someone to help you out because we're all tired. Some of us got kids. I don't know. We're all probably full-timing it with a side hustle, da, da. Become really good at the talking piece and then find somebody else who's really good at the editing and producing. You don't have to do it, but I'm just gonna say you should probably do that.
[00:25:42] Erica Bonser: Sounds great to me. The last two pieces are create or have conversations or tell stories that are worth someone's damn time Because there's only so much attention to give. And if you are going to have the opportunity to live in someone's ear for 30 minutes, 60 minutes, it needs to be worth that because we only have so much time in this world and this life.
[00:26:08] Erica Bonser: And then make sure that however you are presenting yourself is in alignment with how you want to be perceived, and it's something that you can consistently do and it's not you morphing yourself to fit something else, and/or it's in alignment with your brand. So how I choose, the words I choose, how I choose to show up, the music All of that is in alignment with The Fan Club brand, which is also true of who I am.
[00:26:37] Erica Bonser: And I think those are the things we need to think about.
[00:26:40] Amanda Natividad: I love it. That's the perfect answer. That comes from the heart and the experience. thank you for saying everything that you can't Oh, good. When somebody's Googling, like, "What do I need for a podcast?" Thank you for saying all of profoundly important things that people that you would never find from a ChatGPT, from a Google, those sorts of things.
[00:27:05] Amanda Natividad: Erika, I wanted to have you on the show because in the time that we've worked together, because Fan Club did SparkToro's Even in the short time we've known each other, I've really truly gotten the how thoughtful you are, how well you work, like how much details matter to And so my closing, very easy is, for anyone listening, what's the best way for Or to hire you,
[00:27:37] Erica Bonser: Thank you for the compliment, by the way. Words of affirmation are one of my love languages.
[00:27:41] Erica Bonser: if there are small businesses out there, startups, however you identify, and you have either hit a plateau and you can't seem to quite get past it, you feel like you're getting lost because all your competitors and you kind of all sound the same, or maybe you're starting something fresh and you wanna just, help getting off the ground, you can work with Fan Club.
[00:28:04] Erica Bonser: We do branding, so everything from positioning and messaging, category design, and then the visual brand identity. And we do all of the executing, so from fractional marketing, which you'd be talking to me in that,case. We can act as your outhouse marketing team, from content production through to telling you not to do something.
[00:28:28] Erica Bonser: And you can find me on fanclubbrands.co.
[00:28:33] Amanda Natividad: I love it. for that. outhouse, like it.
[00:28:37] Erica Bonser: Okay, I'll let you go. Thank you for this, Erika. friends listening, I'll see you next week.
[00:28:43] Erica Bonser: Ciao, ciao.
[00:28:43] Amanda Natividad: All right, friends.
[00:28:44] Amanda: Thank you for listening or watching Zero Click Marketing. We'll see you next week.