In this episode, host Kelsey sits down with Lauren Murdoch, founder of Murdoch Marketing, a fractional marketing consultancy based in Burlington, Ontario. Lauren shares the raw, messy, and ultimately inspiring story of leaving a burnout-inducing corporate career, taking her family to New Zealand for four months, and coming home to build a business rooted in clarity, community, and genuine strategy. This is a must-listen for marketers, entrepreneurs, and anyone who has ever felt the pull toward something more aligned — but wasn't sure how to get there.

• How Lauren went from corporate marketer to fractional marketing consultant after 15 years
• The 1:00–3:00 AM panic attacks that finally pushed her to quit
• Why she spent months saying yes to everything — and what it unlocked
• The real story of how her family made four months in New Zealand happen (no big bank account required)
• Her first fractional client — and why he showed up at a golf simulator
• Why going viral is NOT the goal — and what actually generates revenue
• The simple marketing moves most small business owners skip entirely
• How co-hosting workshops became her most powerful visibility strategy
• Why she hopes she never goes viral

1. It's never the right time to take the leap — but if the desire is there, dig in and figure out how to make it work. The right conditions rarely just appear; you have to engineer them.
2. In the early days of a new business, saying yes to everything isn't reckless — it's research. Clarity comes from doing, not planning.
3. The best marketing starts with one thing: being relentlessly clear about who you are, what you offer, and telling people exactly what to do next.
4. Optimize before you add. Before building a new offer or platform, look at what you already have and ask if it's been given a real chance to work.
5. Getting out of your office and into rooms — events, coffee chats, workshops — is still one of the most underrated business development strategies that exists.

• "You will always find reasons not to do something. It's never a good time."
• "Don't go try to do five to ten channels. Pick two. Get really good at those."
• "I genuinely hope I don't go viral — because that's not the fastest path to building a real business."

• Murdoch Marketing website:murdochmarketing.ca
• Lauren’s Instagram:@itslaurenmurdoch
• Kelsey's Website: www.KelseyReidl.com
• Kelsey's Instagram: @KelseyReidl
• July 23rd Burlington Event: Cocktails, dinner & speakers on inner self and outer style — checkmurdochmarketing.ca for details
• New Zealand Work From Heart sabbatical program (mentioned in context of Lauren's employer's policies)

Lauren Murdoch is the founder of Murdoch Marketing, a fractional marketing consultancy helping entrepreneurs and small business owners build clear, effective marketing strategies. After 15 years scaling companies in corporate marketing, she left to build a business and life that actually fit — including a four-month family adventure in New Zealand. She's based in the Burlington/Hamilton area of Ontario and works with clients across Canada.

Consistency isn't about doing everything all at once — it's about doing the right things, repeatedly, in a way that's actually sustainable. In this solo episode, your host breaks down the real reason most people fall off the wagon, introduces a powerful Venn diagram framework for diagnosing consistency blocks, and walks through a practical goal-mapping method you can use starting today.

• Why modern productivity advice sets you up to fail at consistency
• The Cambridge Dictionary definition of consistency — and why it might surprise you
• The difference between healthy evolution and self-sabotaging reinvention
• Why "big burst" entrepreneurs burn out before they ever see compounding results
• The tortoise and the hare: what it actually takes to win the long game
• The Time–Energy–Money Venn diagram for diagnosing why you're inconsistent
• The "never break the chain" calendar method (and how the host has used it for 15+ years)
• How to set 1–3 outcome-based goals and map them to a strategy, a why, KPIs, and support systems
• Why the path of least resistance is the secret to long-term consistency

1. Stop trying to be consistent with everything at once. Pick one focus per season and stack habits intentionally over time.
2. Use the Time–Energy–Money Venn diagram. If two of three are present, you can be consistent. If none are, eliminate or defer the goal until the conditions change.
3. The "never break the chain" method works — but only for goals that genuinely matter to you. Meaning fuels the mark on the calendar.
4. Map every goal to four elements: the goal itself, the strategy, the why, and your KPIs. This eliminates decision fatigue and keeps you on track.
5. Consistency is the path of least resistance — by design. Build systems and get support so that showing up becomes the easiest choice, not the hardest.

• "It's not the entrepreneurs who work the hardest who succeed — it's the ones who show up consistently, so they're always top of mind."
• "Structure your life so that consistency is the path of least resistance."
• "If you have no time, no energy, and no money to invest in support, you're not going to be consistent. That's not a character flaw — that's math."

• Kelsey's Website: www.KelseyReidl.com
• Kelsey's Instagram: @KelseyReidl
• The One Thing by Gary Keller — goal-setting and focus
• Jerry Seinfeld's "Never Break the Chain" method — visual habit tracking
• F45 Training — referenced as an example of removing decision-making from a fitness routine
• Factor Meals — referenced as an example of outsourcing for consistency

Kelsey Reidl is an entrepreneur, fractional CMO, and host of Rain or Shine (formerly Visionary Life). She's been podcasting for 8 years, helping entrepreneurs show up consistently and build sustainable businesses. She runs the Wave Mastermind and specializes in marketing strategy, website design, and business growth. Kelsey is a mom to a 2-year-old, an avid mountain biker, and a firm believer in the "rain or shine" mentality.

Matt Diamante — founder of the Hey Tony Agency — joins host Kelsey for a candid conversation about his winding path from process server to band member to SEO expert. Matt breaks down the foundational steps any small business owner can take to rank on Google, explains how AI search is changing content strategy, and shares the simple daily habit that transformed his referral-only agency into a content-driven machine.

• How Matt accidentally fell into marketing while trying to promote his band
• The unusual jobs (process server, film crew) that shaped how he runs his agency
• Growing an alternative lifestyle blog from zero to 4 million monthly visitors — and what it taught him about hooks
• The origin story behind the name "Hey Tony"
• The three SEO fundamentals every small business needs: Google Business Profile, a multi-page website, and topical authority
• Why most SEO vendors are scamming small businesses — and how to protect yourself
• The AI prompt Matt uses to write unique, expert-driven blog posts in one hour
• How SEO is evolving in the age of ChatGPT and AI search engines
• What two books pushed Matt to post on social media every single day in 2023
• Why he doesn't batch content — and why he thinks you shouldn't either

1. Every page on your website is a door. Service-based businesses should have a dedicated page for every service they offer. If Google doesn't see it, it doesn't know you offer it.
2. Use AI to extract your expertise, not replace it. Instead of asking ChatGPT to "write a blog post," prompt it to interview you with 10 questions and answer in voice mode. The result is genuinely unique content that reflects your experience.
3. Get to the point faster. In the age of AI search, content that buries the answer under a long preamble will lose. Lead with the answer, then go deeper.
4. Reviews require a system, not willpower. Build a consistent ask into every completed transaction. You can incentivize leaving a review — just not a five-star one specifically.
5. Consistency beats perfection. Matt went from 4 hours per video to 5–10 minutes by posting every single day. The skill builds. The ideas flow. Just start.

• "I believe the world is built on small businesses. If I can help good people grow through SEO, they can hire more staff, create jobs, send their kids to college. If I want to make the world a better place, I can do that one small business at a time." — Matt Diamante
• "SEO is just solving somebody's problem. How do I fix this myself? That's a blog post. How do I hire someone? That's a service page." — Matt Diamante
• "That's basically how you run a business. You set up a printer in your car and you figure out how to do this more efficiently." — Matt Diamante

• Instagram: Search @heytonyagency or Matt Diamante
• ???? Get Found by Matt Diamante — Matt's plain-English SEO book for small business owners
• ???? The One Thing by Gary Keller & Jay Papasan
• ???? Jab, Jab, Jab, Right Hook by Gary Vaynerchuk
• ???? AnswerThePublic.com — tool for finding customer questions to write blog posts around
• ???? ChatGPT / Claude — recommended AI tools for blog post creation
• ???? Hey Tony Inside — Matt's community for small business owners doing their own SEO
• ???? Google Business Profile — free local SEO tool for any brick-and-mortar or service-area business

Matt Diamante is the founder of Hey Tony Agency, a Canadian digital marketing agency specializing in SEO for small businesses. After growing an alternative lifestyle publication to 4 million monthly visitors, Matt channelled those hard-won content lessons into building an agency, a community, and a book — all aimed at helping small business owners get found online without getting scammed. He has posted on social media every single day since January 2023.