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Let’s Set the Record Straight on AI

If you’ve been hearing whispers (or full-on panic) about AI taking over jobs, replacing employees, or rendering creativity obsolete, we’re here to tell you: take a deep breath.

At GoldBear Media, we don’t buy into the fear narrative. We believe AI isn’t here to replace you, it’s here to amplify you.

You’re Still the Strategy. AI Is Just the Support.

As a small business owner, you already wear every hat, from sales to customer service to social media. The last thing you need is another “tool” to manage or another trend to chase.

Here’s the good news: AI isn’t about adding more to your plate. It’s about taking some things off.

AI can support your business by handling the routine, repeatable tasks that slow you down, so you can focus on leading, serving, and growing.

Think of it like this:

• You know your voice. AI can help you draft the caption.

• You know your customers. AI can help you segment your email list.

• You know the story. AI can help polish it with better flow or grammar.

You’re still the decision-maker. AI is just the assistant.

Real Ways Small Business Owners Are Using AI

Here’s how business owners like you are already putting AI to work in their marketing (without needing a marketing degree):

Social Media Content

Use tools like ChatGPT to turn your ideas into a plan. No more starting from scratch or staring at a blinking cursor. You still decide what’s worth saying, AI just helps you say it faster.

Email Marketing

Platforms like Mailchimp and ActiveCampaign now include built-in AI tools that can:

• Suggest subject lines

• Recommend the best send time

• Analyze which emails your audience is actually opening

That means smarter emails, in less time.

The Goal Isn’t Perfection. It’s Momentum.

You don’t need to master every trend or write like a copywriter.
You just need a system that helps you show up consistently, and in your voice.

With the right support (yes, even from AI), you can market smarter, not harder.

A Reminder from GoldBear: People Still Buy from People

AI can speed up your workflow, but it can’t replicate your voice, your vision, or the values behind your business. That’s why the best strategies combine tech with your story, and that’s where small businesses win.

We’ve always said: connection beats perfection. AI helps you show up more consistently, so you can build trust without burning out.

Try This: One AI Tool to Save You an Hour This Week

Here’s a simple challenge for the week:

Pick one task in your business you don’t love doing, and let AI help.

Need a starting point? Try ChatGPT for something small but useful:

Example Prompt:

“Give me 10 ways to politely follow up with a customer who hasn’t paid their invoice.”

Or:

“Help me write a professional response to a client who keeps rescheduling.”

Tasks like writing emails, organizing thoughts, or even naming a new product, what used to take 45 minutes can now take 10. You still make the final call, but AI helps you get there faster.

Final Takeaway:

AI isn’t just for big businesses or tech pros. It’s a practical tool for the everyday tasks that slow you down, so you can spend more time doing the work that really matters.

You’re still the leader. AI is just the assistant.

———————–

Need help integrating AI into your content strategy?
Book a free 20-minute strategy session and we’ll walk you through how to use the right tools to save time and scale your content, without losing your brand’s heart.

Schedule your free strategy call

Everyone has tried it at least once. Learn how to follow a new trend that went completely viral just to not have the same success as so many others on the internet. Left frustrated and defeated, another trend is attempted just to follow the same path and never really finding a niche. 

This is a very common occurrence. It is super normal for businesses to feel like they are chasing their tail or chasing an unreachable carrot, just barely missing it and always trying to catch-up to the latest “in thing”. 

This unfortunately is completely unsustainable. Passion fades into burnout, and love transitions to frustration and dread. So, how can these be avoided? How does one catch up to the trends that are always moving away from them?

Trend Temptation

Here’s the truth – trends and the desire to follow them is very similar to “shiny object syndrome”. Seeing the fame and views that come with it fuels that overwhelming desire to get into that group. Often, this leads to jumping between programs and types of media. Maybe at the beginning working with reels, and after seeing someone’s success with podcasts, changed routes. With no success, changing from podcasts to blogs, and from blogs to TikTok, while completely dropping each previous method during the changeover.

This inconsistency is a sure-fire way to guarantee that none of the attempts go viral. By jumping around so much there is no way for people to always find where the content is, therefore negating any previous attempt when changed. Viewers will be confused and frustrated at the lack of direction and will not want to continue to watch or read it. 

See, using trends as a marketing strategy has three major downfalls. Inconsistency, inauthenticity, and short-term focus. Inconsistent posting and inauthenticity deter people from being interested in your content and having a short-term focus will seal the fate. 

Turning Trends into Tools

So, how do you use the trends to your advantage? They are tools aren’t they? Short answer, YES! However, avoiding the pitfalls that will drain success dry can be difficult, and once in one, it can feel impossible to get out.

This is why it is important to choose what kind of content is ideal before beginning to create an account or trying a trend. Ask questions like “Is this trend being done for quick views or is this something that the business would promote?”. The response will be telling and help give direction on how to proceed. 

Be sure the content of the post aligns with the ideals of the business. Posting with the mindset that the quality of the post is more important than the performance of it. Good posts get more consistent traction than ones who post the same content again and again or follow someone else’s post a bit too closely. 

Consistency (or lack thereof) is another very common downfall that can hurt the account. It is just about impossible to organically “trend” on an app. Most often, continuous discipline and consistency pushes more traction and allows for better performance on a post, not sporadic recreations of current fads.

Purpose over Performance

What can be taken out of all of this? Trends aren’t all that and following them won’t guarantee a post will perform well. Consistency, discipline, and drive are what will. It’s not necessary to do everything, just the right things consistently. Following these few key points will help ensure that purpose is being prioritized over performance.

1. Emphasize the content of the post. Pay attention to the reason why you are posting. If you don’t feel there’s a solid reason to post something, don’t! The quality and content of the post is just as important as posting consistently.

2. Understand the trend beforehand. This may seem obvious, but sometimes the most obvious things are the ones we skip. Make sure you understand the ins and outs of the trend before creating your own version. 

3. Remember the numbers don’t equal success. Keep reminding yourself that the amount of views or likes is not as important as consistency and progress. Engagement will funnel in as you continue to create, but you have to keep at it and trust that your work will pay off.

In 2019, Kelly Sundsvold’s life was turned upside down. Her husband, the father of their four children, was struck by a rare spinal infection that left him temporarily paralyzed, with no guarantee he would ever walk again. As the sole provider facing mounting medical debt, she started a graphic design side hustle on nights and weekends just to stay afloat. Then, COVID hit, and her business exploded. In this incredibly inspiring episode of The Salesblaster AI Autonomous Growth Show, Kelly shares her full journey from personal crisis to entrepreneurial triumph. She details how she built Gold Bear Media—now the Best Social Media Marketing Agency of 2025—out of pure necessity, replacing her and her husband’s income and eventually building a full family-run agency. We dive into her client-first philosophy, her unique “networking as a service” model, and her powerful advice for anyone in the workforce: “AI isn’t coming for your job. The person who knows how to use AI is.” Kelly’s story is the ultimate testament to the power of building a system to overcome the grind. She was forced by circumstance to create a business that could run while she managed a family crisis.

In this episode, host Brian Lofrumento is joined by a special guest, Shawn Sundsvold, co-owner and COO of Gold Bear Media, a marketing agency specializing in organic growth strategies. Shawn dives deep into the importance of measuring progress, tracking success, and celebrating achievements in your entrepreneurial journey. From understanding your target audience’s stories to harnessing the power of social media for brand recognition, this episode is packed with valuable insights and practical advice. So, sit back, grab your favorite beverage, and get ready to learn how to embrace consistency and achieve your goals as a wantrepreneur turned entrepreneur. Let’s dive in!

Kelly Sundsvold, CEO of Gold Bear Media, shares how she turned a family crisis into a thriving business and the role AI plays in marketing and content creation. Discover insights on:

• Building a small business with persistence and grit

• How AI is changing social media and video marketing

• Lessons from working with diverse industries and coaches

In 2019, Kelly Sundsvold’s life was turned upside down. Her husband, the father of their four children, was struck by a rare spinal infection that left him temporarily paralyzed, with no guarantee he would ever walk again. As the sole provider facing mounting medical debt, she started a graphic design side hustle on nights and weekends just to stay afloat. Then, COVID hit, and her business exploded. In this incredibly inspiring episode of The Salesblaster AI Autonomous Growth Show, Kelly shares her full journey from personal crisis to entrepreneurial triumph. She details how she built Gold Bear Media—now the Best Social Media Marketing Agency of 2025—out of pure necessity, replacing her and her husband’s income and eventually building a full family-run agency. We dive into her client-first philosophy, her unique “networking as a service” model, and her powerful advice for anyone in the workforce: “AI isn’t coming for your job. The person who knows how to use AI is.” Kelly’s story is the ultimate testament to the power of building a system to overcome the grind. She was forced by circumstance to create a business that could run while she managed a family crisis.

There’s a natural human belief that because someone is leading, they know what they are doing and how to do it. However, this is something that is simply incorrect. Oftentimes leaders are just as unsure about the direction to take as the team! However, the difference between a good leader and a ‘not so good’ leader is one that can stop and admit when they have no idea what to do. 

The Legend of “The All Knowing Leader”

Here’s the reality, no one really knows what they are doing. Even leaders need to rely on Google and others’ advice. The real strength in leadership comes from being teachable, not from simply being “confident” or “charismatic”. 

Good leaders ask questions, do research, and receive advice before making decisions – often teaching themselves on the topic extensively in order to make the best decision possible for the team. However, it is so easy to be swept up in this idea that the leadership is “above” everyone else and knows all. In reality, they are just as human and may not understand either. 

At GoldBear Media, we have watched many fall into the “The All Knowing Leader” trap. They sacrifice learning and understanding for power and respect. However, this method simply does not work long term. The team can see the cracks in the leadership, and it creates less confidence in them. Eventually, this will erode the team and cause it to fall apart.

Listening Doesn’t Diminish Authority, It Strengthens It

We’ve all had this experience: You present an issue to your boss, explain all the details of the problem and provide a solution that you think might work, just to be met with, “No. We’re not doing that,” with no explanation. It’s a frustrating experience with what feels like no resolve creating long term resentment. 

In this scenario, everyone loses. The employee will likely feel disempowered and will be less likely to bring new ideas to the table, ultimately taking away what could be growth to the team and business. The leader on the other hand may feel as though their authority is being put into question, however this simply isn’t true. By approaching the leader for help, advice, and assistance this shows a high respect for them. People don’t ask for help or advice from someone they don’t trust or have respect for. Because of this, dismissing the person without trying to listen and understand will net a loss in respect for leadership.

It’s important to remember that listening and understanding is a massive part of leadership and that failing to can cause people to dismiss the leaders abilities. In this scenario, the employee likely feels as though their communication and problem solving skills are not welcome. This will eventually lead to low performance, and poor attitude because there is a lack of understanding for the team.

Who You Listen to Matters

Listening is important, but who you listen to is just as. Listening to every voice is overwhelming and a recipe for disaster. Everyone has a different perspective and opinion, and theirs may not align with the company vision or direction. On top of which, not everyone is qualified to be giving the advice they are giving. Discernment is key when figuring out who to listen to and what advice to take.

Figuring out who you are helping and what you are trying to do should be step number one. Deciding that will help create understanding for who you should be listening to. Keep in mind, listening to the wrong people can create tension in the team and angle the business downward instead of fueling it for growth. 

Creating an Environment to be Heard

So, what helps the team be productive and work efficiently? The leader seeking to listen and understand what their team needs, and then providing them with the necessary tools to complete their job.

There are two pieces to this, and neither one can be neglected. 

The first one is looking to understand and listening to what is being said. Asking questions can be one of the easiest ways to help someone feel as though they are being heard. On top of that, it can also provide more context to the problem that may not have been discussed prior to the question being asked. Having a thorough understanding of the problem is key to finding a solution. 

The second step involves action. It requires putting in the effort to solve the problem. Without action, the advice or plea for help feels as though it falls on deaf ears. It is important to ensure that the team also finds resolve in the solution so they can feel as though they are part of what makes the team work. 

Neglecting either one of these pieces can cause resentment and frustration as the team can feel unheard from the lack of understanding, or frustrated from the absence of action from the person who is supposed to support them.

Listening Defines a Leader

The ability to lead is measured between many strengths and weaknesses, but one of the most important strengths to have as a leader is the skill to listen. People who are “in charge” are just as clueless as the lower level staff on most occasions.  Without a leader who listens, the team will feel lost, frustrated, and filled with resentment. Being able to understand and accept this as someone who leads is key in ensuring that the team runs as smoothly and efficiently as possible.

One of the hardest challenges when starting a small business is consistency. Whether it’s following systems, doing marketing, or just making steady income… it’s tough.

When you’re a solopreneur or part of a small team, it’s a lot to keep all the pieces moving. You’re wearing every hat, trying to prioritize the right things just to keep your head above water. And yeah, it can feel overwhelming and frustrating.

As both a small business owner and a marketing company, we’ve lived this. We’ve been in the weeds of growing our own business while helping others grow theirs. And over time, we’ve noticed a few patterns, common pain points, and recurring roadblocks that come up, especially when it comes to marketing and growth.

So let’s walk through them together. I’ll share what we’ve learned and how to think through each challenge so you can start building more momentum.

1. Lack of Budget

When you’re just getting going, every dollar counts. You’re watching expenses like a hawk, and sometimes that means marketing or hiring help gets pushed to the back burner.

But having a small budget doesn’t mean your growth has to stall. It’s actually a chance to get creative and scrappy. Focus on the stuff that moves the needle. Outsource small tasks when you can. Use free platforms. Be resourceful.

I like to say: any opportunity for consistent income is also an opportunity to grow your business, your network, and your confidence. Don’t focus on what’s missing. Focus on what you can do right now to keep moving forward.

2. Small Marketing Teams

If you’re a small shop, marketing often ends up being one more thing on a very long list and it rarely feels urgent.

This is where building some simple systems can save your sanity. And it’s definitely not the time to play hero and try to do it all. If daily social media content isn’t realistic, go with three solid posts a week. Want to send a newsletter but don’t think you’ll keep up with monthly? Start with quarterly. Just start somewhere.

Consistency is more important than frequency. And once you have a system in place, you can hand it off. Chances are, someone else can run with it and probably do a better than you did. That frees you up to focus on the parts of the business only you can do.

3. Trying to Be a DIY Hero

If you’ve started a business, you know the grind. In the beginning, it’s all on your shoulders. You’re the CEO, the admin, the tech support, and the coffee runner.

Ready to hear something you already know? You can’t grow by doing everything yourself. Delegation isn’t just a luxury, it’s a leadership skill. The sooner you can start offloading the stuff that eats up your time or energy, the better.

Start small. Pick one task you don’t enjoy or that drains you. Get it off your plate. You’ll be surprised what a difference it makes.

4. Inconsistent or Sporadic Marketing

Have you heard of the feast or famine cycle? It goes like this:

• You market like crazy to generate business.

• You land clients and shift to fulfilling the work.

• Marketing takes a back seat.

• You wrap up projects and suddenly realize there’s no new work coming in.

• Panic mode. Start marketing like crazy again.

Sound familiar? I’ve lived this loop more than once. And every time I was in the middle of it, I swore it wouldn’t happen again, only to be stuck in it 3 months later.

The problem: All that momentum you built at the beginning drops off when you stop showing up. And rebuilding that traction takes time, and often twice as much energy as the first time to just get where you left off.

So how do you fix it? Start by getting real about what you can maintain. Build a system to keep the marketing engine running, even during busy seasons. Delegate if you can. Social platforms reward consistency. So does your audience.

5. Lack of Strategy

This one is huge. If your approach to marketing is “I’ll do it when I can,” you’re probably spinning your wheels.

You need a plan. It doesn’t have to be fancy, but it does need to be clear and realistic. Two posts a week? Great. One newsletter a quarter? Perfect. Just stick to something you can actually maintain.

Life will happen. You’ll hit busy seasons. But don’t throw out the whole plan because of a rough patch. Adjust and keep going. Progress is messy—and that’s okay.

6. Lack of Clarity on Who You Help

If you don’t know who you’re trying to reach, your marketing won’t land. Simple as that.

Every successful business solves a specific problem. The clearer you are about who you serve and how you help, the easier everything becomes: your content, your offers, your client conversations.

You don’t have to know it all on day one. This is something that gets clearer over time. Pay attention to the people you love working with and who gets the best results from your services. That’s your lane.

7. Limited Availability of Content

Creating content consistently is a grind, and I get it. It’s hard when your plate is already full.

But the truth is, if you want to show up online, you need stuff to share. Templates, recording sessions, repurposed blogs…it all helps. Schedule time for content each week. Make it part of your routine.

It might take a few months to build a content library that works for you, but it’s worth it. Keep it simple. Do what you can. And give yourself grace while you figure it out.

Final Thoughts

If any of this hits close to home, you’re not alone. These are challenges nearly every small business owner runs into. The good news? You can absolutely work through them with the right mindset, some systems, and maybe a little help along the way.

At Goldbear Media, we believe strategy is what makes the difference between spinning your wheels and building real momentum. If you’re feeling stuck or unsure about your marketing plan, let’s talk. We can help you figure out what to focus on, how to stay consistent, and how to build a strategy that fits your business.

If you’re ready to start building a marketing engine that works, reach out to Goldbear Media. Let’s build a strategy that actually works for you.

At GoldBear Media, we hear it all the time:
“I’m afraid to send emails because what if people unsubscribe?”
“I don’t want to annoy my customers!”

We get it. Nobody likes feeling rejected. But here’s the honest truth:
Unsubscribes aren’t a sign of failure. They’re a sign of progress.

If you’re serious about growing your business, you have to stop letting fear of unsubscribers dictate your marketing strategy. Here’s why—and what to do instead.

First, Let’s Be Clear: Unsubscribes Are Normal

Every business, from your local coffee shop to major brands like Target or Amazon, sees unsubscribes on every email campaign.

According to Mailchimp’s 2024 Email Benchmark Report, the average unsubscribe rate across industries is 0.26% per email sent. That means for every 1000 people you email, 2–3 might opt out, and that’s perfectly healthy. (For smaller businesses who are growing their email list, those percentages will be higher due the size of your email list. However, if your net gain is higher than the unsubscribes, you’re doing the right thing.)

The Most Important Thing to Remember: It’s Not Personal

People unsubscribe for dozens of reasons that have nothing to do with you:

• Their needs changed.

• They’re cleaning out their inbox.

• They signed up months ago and forgot why.

• They get too many emails.

None of these reasons mean you did something wrong.

Why You Shouldn’t Obsess Over Unsubscribes

It’s easy to zero in on who’s leaving and forget about everyone who’s still there. But the real danger isn’t losing a few contacts—it’s losing momentum.

Here’s why unsubscribes shouldn’t scare you:

1. They’re Part of List Health

Unsubscribes naturally clean your list, leaving you with an audience that wants to hear from you. A highly engaged list improves your open rates, click rates, and ultimately your email deliverability.

In fact, HubSpot reports that email lists naturally decay by about 22.5% every year. That’s why healthy marketing strategies focus just as much on adding new subscribers as they do on nurturing existing ones.

2. They Save You Money

Most email marketing platforms (like Mailchimp, ActiveCampaign, or Constant Contact) charge based on list size.
If uninterested people unsubscribe, you’re not paying to email contacts who no longer want your content. It’s a cost-efficiency bonus.

3. They Give You Useful Data

Unsubscribes can highlight opportunities for improvement.
Did your unsubscribe rate spike after a certain campaign? Maybe the message, timing, or offer wasn’t aligned.
Use it as a learning tool, not a panic button.

What Matters More Than Unsubscribes

If unsubscribes are normal, what should you be paying attention to?

Simple: engagement.

Metrics that tell you how well your emails are working include:

• Open rates: Are people opening your emails? (A healthy average is around 17–28% depending on the industry.)

• Click-through rates (CTR): Are they clicking on the links inside? (A strong CTR is typically between 2–5%.)

• Replies or conversions: Are you sparking conversation or driving action?

If your audience is engaging, keep going. If not, tweak your messaging, frequency, or design based on the data you collect.

Remember: You can’t optimize what you don’t send. Sitting on your hands doesn’t give you the information you need to improve.

But What About Spamming People?

This is the second big fear:
“If I email more than once a month, am I spamming people?”

Short answer: Not if you’re doing it right.

If you’re providing value—whether that’s education, offers, updates, or inspiration—you’re serving your audience, not spamming them.

Here’s what spamming really looks like:

• Sending irrelevant, sales-heavy content with no real relationship built.

• Emailing people who never opted into your list.

• Hiding or ignoring unsubscribe options.

If you’re being honest, transparent, and valuable, you’re not spamming—you’re communicating.

In fact, research shows that 81% of small businesses rely on email as their primary channel for customer acquisition and retention (Source: Emarsys 2024).
Email marketing continues to deliver an average ROI of $36 for every $1 spent (Litmus Report, 2024).
Why wouldn’t you leverage that?

If You’re Not Emailing Consistently, You Have No Data

This might sound harsh, but it’s true:

If you’re only sending one email a month—or barely emailing at all—you have no real data to base your fears on.

Without consistent communication, you don’t know:

• How often your audience wants to hear from you.

• What type of content resonates most.

• How your open rates and click-through rates trend over time.

Consistency beats perfection every single time.

When you show up regularly, you collect the real-world information you need to build, adjust, and improve.

Here’s the Real Focus for Business Owners

If you’re serious about growing your business, shift your mindset away from fear and toward intentional action.

Here’s what you should prioritize instead:

1. Grow Your List

Your business can’t survive if you’re not adding new people into your ecosystem.
Use landing pages, lead magnets, website popups, checkout opt-ins—whatever it takes to grow your list steadily.

2. Show Up Consistently

Don’t ghost your audience for months at a time.
Build a rhythm they can rely on, whether that’s weekly, bi-weekly, or monthly.

3. Track Engagement, Not Emotion

Pay attention to open rates, click rates, and conversions—not how you feel when someone unsubscribes.

Marketing is math, not feelings.

Final Thought: Your List Isn’t a Trophy, It’s a Tool

Your email list isn’t something to sit on a shelf and admire.
It’s a living, breathing connection point between you and your customers.

The people who stay? Serve them.
The people who leave? Bless and release them.

The most dangerous thing you can do is stay silent out of fear.

At GoldBear Media, we help business owners take the fear out of marketing—and replace it with clear strategy, better results, and confident growth.