161: The We Do Not Care Club - Business and Marketing Edition
10 Things I no longer care about in business and marketing
Hello, my sweet friend. A lot has happened since my last episode. We took our boys on a quick trip to Montreal, the kids went back to school, and I celebrated a milestone birthday. Your girl is officially in the 50 and up club. Aside from a little cold the day after, I’m feeling pretty good about it.
But here’s the funny thing… leading up to my birthday, everyone kept asking: How will you celebrate? Big party? Big event?
To be honest, I didn’t want to do any of that.
And then, thanks to a thread of fellow Virgos, I realized I wasn’t alone. For the first time, I gave myself full permission to celebrate my milestone birthday exactly how I wanted — which was very little.
That’s when I knew I had truly joined the We Do Not Care Club.
If you’re not familiar, the We Do Not Care Club movement was started by Instagram creator Just Being Melanie, who hilariously lists all the things women in perimenopause and post-menopause do not care about anymore.
Inspired by her, I created my own Business and Marketing Edition to mark my 50th.
So here it is.
The 10 things I no longer give a flying F about in my business.
1) We do not care if we miss a week.
No podcast episode? No email for the first time in years? It’s fine. We run our own businesses, which means we get to choose how and when we show up.
2) We do not care what Instagram gurus say.
No B-roll, no lip-syncing, no editing reels for hours. We don’t want to be slaves to the algorithm or chase going viral. We’d rather build slow, authentic relationships with 10 real buyers than 10,000 passive scrollers.
3) We do not care if you love creating reels.
If TikTok or Instagram lights you up, go for it. Truly — we do not care. You do you.
4) We do not care what 20- and 30-year-old coaches say.
If you’re not juggling kids’ activities, aging parents, endless household tasks, and sleepless nights on top of running a business, you can’t tell us to just “get up at 5am and hustle.” Our bandwidth is precious — and we know it.
5) We do not care about the em dash.
We’ve used it for decades, and we’re going to keep using it for decades. Period.
6) We do not care about AI as much as you think.
We’ve lived through vinyl → cassette → CD → MP3 → Spotify. VHS → DVD → Netflix. Typewriters → pocket computers. We’ll adapt. What always matters more? Real skill, real talent, and a get-shit-done work ethic.
7) We do not care about being the best-kept secret.
No more waiting to be discovered. We’re done whispering about our genius. It’s time to unapologetically share our gifts.
8) We do not care about being perfect.
Laugh lines, neck wrinkles, typos, glare on glasses — we’re showing up anyway. You’re lucky we’re sharing our hard-won experience at all, so focus on the gold, not the imperfections.
9) We do not care to justify our premium prices.
We have decades of experience. If you want access to that? It comes at a premium. Full stop.
10) We do not care about the latest marketing gimmick.
Funnels, flywheels, hacks, gimmicks — they’re all the same basic sales process repackaged. What actually matters? A clear message, a clear offer, building relationships, and exchanging value. That’s it.
Your turn
So, my friend — are you with me? Are you a member of the We Do Not Care Club: Business + Marketing Edition?
What are you no longer available for in your business (or in your life)?
Keep the vibes going
The We Do Not Care Club might not be real, but the Joy of Copy Club is.
It’s the same vibe of progress over perfection — getting your message out, growing your impact, and being paid well to do it.
The Joy of Copy Club >> www.kimkiel.com/copyclub
And if you need a laugh, definitely follow the creator of the We Do Not Care Club movement, Melani Sanders:
https://www.instagram.com/justbeingmelani/
https://www.tiktok.com/@justbeingmelani
https://www.youtube.com/@JustBeingMelani
Thanks for being here with me — wrinkles, typos, snark and all. We need more smart, powerful, mature women’s voices in business and marketing. We need your voice.
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[00:00:52] Hello, my sweet friend. A lot has happened since my last episode. We took our boys on a quick trip to Montreal. Our kids went back to school and I celebrated a milestone birthday. Your girl is officially in the 50 and up club. And to be honest, aside from a small cold, I got the day after I turned 50. I'm feeling pretty good about it.
[00:01:16] But here's a funny thing that happened to me in the weeks and days leading up to my 50th birthday. Several friends and family members kept asking me, how would I celebrate? What would I do? Would I have a big party? And to be honest, I didn't want to do any of that to which people would reply. But it's your birthday.
[00:01:36] People wanna celebrate you. So few reasons to get together and celebrate anymore, you've gotta do something. And I get it. I've loved getting together and celebrating all of my friends' 50th birthdays. We've had older family members who celebrated their 75th and 80th birthdays this year, so there have been a lot of birthday parties and celebrations.
[00:01:59] [00:02:00] But for my own milestone. I just wasn't feeling it, and I was starting to feel shameful for not wanting to plan or host a big event. And then I came across a thread where a fellow Virgo shared that she doesn't like to make a big deal about her birthday either.
[00:02:18] And all these Virgos chimed in about how they didn't like to celebrate their birthdays. As well, and for the first time in my life, I felt like it was okay to not have a big party. It's like I finally got the permission slip to do what I want to do, which is very little after that, I stopped feeling apologetic.
[00:02:40] About not wanting to have a big party for myself, and instead I felt confident that it's my frigging birthday and I get to celebrate it however the fuck I want. I decided that I did not care about what other people's opinions were, about how I marked my milestone birthday, and that's when I knew. I'd truly joined the We Do Not Care Club.
[00:03:04] Now, if you're not familiar with the We Do Not Care Club. Uh, it's a movement started by an Instagram creator called Just Being Melanie. She dresses up in her robes with multiple pairs of glasses on various parts of her body. She, uh, has. She just looks frazzled and unkempt, uh, and she shares lists of things women in perimenopause and post menopause do not care about.
[00:03:34] She's hilarious. And she says the quiet part out loud, and I'll link to her profile in the show notes, but she is what inspired me to create today's podcast. Episode and so to mark my milestone birthday, I'm not gonna do some lame 50 things I learned in my life over 50 years, or five things I learned from five decades on in, in life.
[00:03:58] Instead, I'm sharing [00:04:00] an episode about all the things I'm no longer available for as I enter by fifties. So may I present to you the we Do Not Care Club, business and Marketing Edition. One, we do not care that we did not release a podcast episode last week or send an email to our list for the first time in like three years.
[00:04:22] We just weren't feeling it. Last week. We were busy turning 50 and we aren't gonna feel bad about it. The thing is, we run our own businesses, so we get to choose how and when we show up in those businesses. Two, we do not care what the Instagram gurus say. We are not filming B roll. We are not limb syncing and writing text overlays and wasting time, editing different cuts.
[00:04:49] We do not wanna be a slave to the algorithm. We do not care about going viral. We care about building authentic, slow relationships with maybe 10 real buyers instead of 10,000 passive scrollers.
[00:05:03] And three, we do not care if you choose to invest your time into TikTok or Instagram. If recording B roll and editing reels lights you the fuck up, then keep doing it my friend. We do not care. Number four, we do not care what 20 and 30-year-old business coaches say about running a business if they are not managing a busy household.
[00:05:28] Driving kids here and there, paying exorbitant sports and school fees, while also dealing with their parents' latest health crisis and having to clear your schedule to take them to their appointments and stay patient while they complain about everything under the sun. While dealing with the hot water tank that just failed or scheduling the oil changes while functioning on three to five hours of interrupted sleep and still running a business and managing a team, we do not care what you have to say.
[00:05:58] You do not know how little [00:06:00] bandwidth we have, so we cannot just get up at 5:00 AM and hustle all day because that is simply not available to us and trust me. We see how you change your tune the minute you become a parent or face a health crisis or support an aging family member, and then suddenly you're an expert on running a business as a mom or as a parent, or as someone with a chronic health condition.
[00:06:25] We see you number five. We do not care about the M dash. We have used the freaking M dash for decades, and we will continue using it for decades. Six. We do not care about AI as much as you want us to. You see, we've lived through countless technology re revolutions. We have transitioned from vinyl to cassette, to CD, to MP three to Spotify.
[00:06:51] We evolved from VHS to DVD to Netflix. We used to use a typewriter. Now we use a computer that fits inside our pocket. We know we will evolve with the AI revolution, and we just don't need to talk about it every five seconds. If the video killed a radio star generation knows anything, it's this. High quality work, actual skill and talent, and a get shit done.
[00:07:20] Work ethic will outlast every single tech revolution because at the end of the day, if you ain't got smarts and talent, it doesn't matter what you command the robots to do. And number seven, we do not care about being the best kept secret anymore. We are done watching others less qualified and less talented take up airspace.
[00:07:45] We are done whispering about our genius or waiting to be discovered. We know it's time to step up and share about our gifts and be unapologetic about it. And number eight, we do not [00:08:00] care about being perfect. We will show up with our laugh lines and the ring light glare on our glasses. We will go on zoom or video, even though whatever the fuck is happening with our necks is happening to our necks.
[00:08:14] We do not care about typos or errors in our emails and posts. You are lucky we are sharing our hard one experience with you, so you'll just have to look. Pass those wrinkles and typos and focus on the gold. We do not care about being perfect anymore. Number nine, we do not care to justify our premium prices, our fees, our turnaround times, or our limited availability, or have decades of deep experience, and you gotta pay a premium to access that for yourself.
[00:08:47] And number 10, we do not care about the latest marketing gimmick or funnel or hack. We have seen marketing and business practices cycle around and around many times, rebranding these tactics as a tiny funnel or a freedom funnel or a marketing flywheel is just simply. Rebranding a basic sales process. We know that what matters most is the fundamentals, a clear message, a clear offer, a way to connect and build relationships.
[00:09:24] And that a way to exchange money for the expertise you use to solve your client's problems. We do not care what you call it. We care if you are honest, ethical, and do no harm to others. So my friend, are you with me? Are you a member of the We Do Not Care Club Business and Marketing Edition? What are you no longer available for?
[00:09:48] What do you no longer give a Flying F about in your business or in your life? Now? I do not have a real, we do Not Care Club, but [00:10:00] I do have the Joy of Copy Club, which is a pretty good, uh, a pretty good fit. It's the same vibe. Of progress over perfection, getting shit done, sharing your talents with the world, and getting paid well to do it.
[00:10:15] Of course, I'm gonna drop the links to the Joy of Copy Club in the show notes because the doors are always open. So reach out to me to start that conversation and see if it's a right fit for you and make sure you follow just being Melanie on Instagram, TikTok, or YouTube. She's fricking hilarious. She's real.
[00:10:34] She is all of us. So check the show notes for her links. So as I close out this snarky tongue in cheek rant to mark my 50th birthday, I do wanna say thank you for being with me. Every single week listening to these little rants, trying the strategies I share, and putting yourself out there, getting your beautiful voice and your needed talents into the world.
[00:11:01] Because we really do need to hear more smart, powerful, mature, real women's voices in entrepreneurship and marketing. We need to hear from you. And I am cheering you on. Thank you so much for joining me today. I'll be back again next week.
[00:11:23]
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