Shownotes
Feeling the speed of 2025 like it’s moving at double time? You’re not alone. In this episode, we’re unpacking the four key trends reshaping the way health and wellness professionals, coaches, and founders do business — without losing their soul in the process.
We’re diving deep into how to integrate AI in a human-first way, why depth is officially beating volume, how to turn community into your most valuable currency, and why authenticity 3.0 isn’t just a buzzword — it’s your edge.
If you’re navigating the tightrope between staying relevant and staying real, this is your mid-year reset.
✨ Inside this episode:
- Why humanized AI is a non-negotiable (and how to use it right)
- The rise of intentional marketing ecosystems
- Community over clout: building trust that converts
- Authenticity that isn’t curated — and why your behind-the-scenes is your best asset
Links and resources mentioned:
- One Hour Content Marketing System: https://www.deeplyrootedbusiness.com/content-waterfall-system
- Quiz Funnel Build: https://www.thelaunchcollaborative.com/quiz-funnel
- Aligned Leads Formula: https://gal-agency.com/aligned
- Wandering Aimfully: https://wanderingaimfully.com/join/ref/226/
- How to Grow a Business in an Overwhelming Time: https://player.captivate.fm/episode/91cf6bf4-839e-4931-a43e-8b8725a7b0bf/
Meet Your Hosts
Jessica Walther is the founder and CEO of The Launch Collaborative and Sustainable Success Systems. As a launch strategist and systems consultant, Jess is dedicated to helping solo business owners and small-but-mighty teams build businesses that deliver both peace and profit. She specializes in creating sustainable growth strategies that align with her clients' values and lifestyles.
Rachel Lopez is the founder and CEO of Gal Marketing Agency, a boutique email marketing and strategy firm. With over a decade of experience, Rachel helps heart-driven entrepreneurs craft intentional marketing strategies that attract, nurture, and convert leads sustainably. Her human-first approach ensures that marketing efforts feel authentic and effective .
Together, Jess and Rachel blend systems, storytelling, and soulful strategy to help you grow a business that's deeply aligned with your life—not just your revenue goals.
Connect With Us:
Learn with Us
Get Jess's Sustainable Success Systems Starter Kit, a Notion Business Management Systems that takes your business from overwhelmed to organized with 4 foundational workflows. <<Learn More Here>>
Diagnose Common Launch Problems and Fix Them Fast! Get the Launch Cure Guide : https://www.thelaunchcollaborative.com/launch-cure
Get Rachel's Guide to a High-Converting Email list to learn 4 shifts to elevate your emails & embrace sustainability in your marketing. <<Get it Here>>
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Transcripts
All right, Jess, real talk.
Speaker A: Does it feel like: Speaker B:Nope.
Speaker B:Yes, definitely.
Speaker A:I have definitely been feeling the vibe shift in a lot of different industries I support, in my own audience and even in my own business direction.
Speaker A:So if you are also feeling those things, we are here to tell you that you are not alone.
Speaker A:What we're going to be diving into today is what we see working right now for health and wellness professionals, coaches, consultants and founders, especially those that feel like they're navigating the tightrope between staying relevant and staying real.
Speaker B:But first, if you're new around here, welcome to the Growing A Deeply Rooted Business podcast.
Speaker B:My name is Jessica Walther, your systems expert.
Speaker B:I'm here with Rachel Lopez, our marketing mastermind.
Speaker B: ee shaping the second half of: Speaker B:So, without further ado, let's get into it.
Speaker B:So trend number one is one we talk around a lot, which is humanizing AI in your business.
Speaker A:Yeah, I think we see AI popping up everywhere and it is one of those things that it's kind of unavoidable.
Speaker A:Right.
Speaker A:AI can be extremely helpful when it's used properly.
Speaker A:And this is something that Jess and I talk about through and through.
Speaker A:Like, you have to be able to prompt it well so that it actually can save you time with whatever you're putting into it, whether that be outlines, captions, emails, content, ideas, whatever that may be.
Speaker A:But it's also not the magic end all be all to, like, have you not hiring geniuses in your business to do those certain things.
Speaker A:The way that AI can be powerful and really impactful in your business is by bringing more of you into it.
Speaker A:So humanizing it in a way that allows you to use it as like a starting point to get you to like 60%, and then you use your zone of genius to get it through the rest.
Speaker A:So a lot of our clients we see using AI really impactfully right now are the clients that are using them to like, organize your ideas.
Speaker A:If you're anything like me and Jess, specifically Jess, where you're shooting out like 25, like genius level ideas at a time, you can really use it to structure and really bring things, like, into reality a lot faster versus kind of using your own brain space.
Speaker B:Yeah, I think this year we've really Seen the shift from AI is a nice to do, like where people were dabbling in it, exploring it, you know, figuring out the benefits to this is now something that you have to integrate into every single workflow in your business or you're going to get left behind.
Speaker B:And that's like not fear mongering, that's just the way that the world is moving to.
Speaker B:And as a systems person, you know, I'm really having to go back through each one of these systems that I've created for my clients already and seeing like where are the strategic points where we can insert AI so that we're still staying true to us, our business, our voice, our tone, our values, but being able to accelerate our productivity in a way that allows us to make a bigger impact.
Speaker B:I think a lot of people, you know, think that AI is kind of like cheating or like I'm going to use AI to be more productive.
Speaker B:But the way that I really like to approach AI is that it's giving you the ability to be able to plant more seeds and spread your message at a more rapid pace or to get a better output.
Speaker B:So, you know, in the past I would spend four hours doing my newsletter.
Speaker B:Now, you know, I kind of start with like a.
Speaker B:And my rule is like first human, like when you're going into AI, like human touch first, human touch last.
Speaker B:That first and last touch rule with AI is really important.
Speaker B:So I'm going into AI and I'm not just saying like write my weekly newsletter.
Speaker B:I'm brain dumping the things that I want to talk about.
Speaker B:It's giving me a output and then I'm going back and forth with it, refining it.
Speaker B:So it's not just like an in and out kind of thing.
Speaker B:It's really using AI is like a collaborative partner and tool to get more done.
Speaker A:Yeah.
Speaker A:And it's one of those things that it really just streamlines efficiencies because if you have prompt saves that are very structured in the way, like I'll use our one hour content system, for example.
Speaker A:That is something that we have it so structured so that the output is in a way, it's digestible in a way that you can like say, okay, this is my content idea for this week and this is a proven reels format.
Speaker A:Take this content idea and output it into my proven reels format in a way that saves me time from having to chop this up into five different types of content pieces and stuff.
Speaker A:And so what you're not going to do is go into AI and say, generate me a personal Story one that's super inauthentic and probably unethical.
Speaker A:Somewhere around the lines, if you're making marketing about stories that like aren't happening, but you take that and flip it and like what Jess said, human first, AI, human end.
Speaker A:And you say, this is my personal story.
Speaker A:How can I work this content idea into it and tie all of the pieces together kind of thing.
Speaker A:Those are the things that I can't give you, which is those like lack the human components of your life that you bring into your business.
Speaker B:Just want to drop in like a few different, like tactical ways that we're like shifting systems inside of my client's business to make using AI easier.
Speaker B:So number one is prompt libraries are, you know, we have a prompt library inside of the cut one hour market marketing system that we have, but I recommend everybody, whether you're getting that system or not, have a prompt library after you go back and forth with your ChatGPT or your Tober, whatever named your robot.
Speaker B:Once you get that outcome, ask it, what prompt would I need to give you at the beginning of this to be able to get this output faster and then save that prompt into your prompt library?
Speaker B:So number one, integrating a prompt library.
Speaker B:Number two, collecting your stories, your client, case stories, your client wins.
Speaker B:So a lot of work that I've done this month is inside of one particular client's notion workspace and we're creating a database in her content marketing hub where we can drop case studies from her practitioners, screenshots from client wins, weekly check ins from clients, their Google reviews.
Speaker B:We're collating all of that into like one space so that all we have to do is, you know, export, delete the name column so we're HIPAA compliant and then feed it into our chatgpt.
Speaker B:And now we've trained our chatgpt on real life problems that our clients are having, how we're really impacting them and then that's how we're getting like keeping like the human and the real results or simply taking a case study that you've completed with the client and putting that into ChatGPT and prompting it to help you come up with some social content with it.
Speaker B:So those are just some like systems because AI can be really powerful.
Speaker B:But like as someone who plays in a lot of AI, it can be a big time waster too if you're not integrating it into an actual system.
Speaker B:Like you.
Speaker B:I have plenty of chats where, you know, I kind of let myself get away with it because I view myself as an explorer.
Speaker B:But if Any other person who really wasn't a systems person was doing what I was doing.
Speaker B:I really inefficient in their business.
Speaker B:It's really important that you're using AI within your systems that you already have created and not just kind of like dilly dallying it all over the place.
Speaker A:Yep, exactly.
Speaker A:All right, let's get into trend number two that we are seeing, which I want to like scream this all over the world and the Internet, which is depth over volume.
Speaker A:Especially when it comes to like marketing output.
Speaker A:You see so many people will say like post daily, be everywhere, do more all about that stuff.
Speaker A:It really in the space that we're in, just in the world, in how busy things have been in business, it leads to burnout like period.
Speaker A:So really making sure that like what I'm.
Speaker A:Well I would say what I'm seeing in my clients business is that we're doing less but we're going deeper with what we're doing.
Speaker A:So we still give the illusion of omnipresence.
Speaker A:But it's a super focused on the marketing ecosystem, but like intentional marketing ecosystem.
Speaker B:Yeah.
Speaker B:And I really do think, you know, with the rise of AI and the ability to be able to pump out marketing so quickly, anything that view, you know, has your own face in it.
Speaker B:Anything that like a robot can't do is going to become extremely valuable.
Speaker B:Anything that's longer, anything that's more thoughtful, anything that's more intentional, I think we're definitely going to start to see, we're already seeing it on TikTok where it's like less dancing videos, more just face to cam.
Speaker B:Like you know, those FaceTime style videos or talking head videos, those are going to make it over to Instagram soon.
Speaker B:Like Instagram's always a little like further delaying or podcasts having a rise, YouTube having a rise.
Speaker B:Because those are all platforms where yeah, I can do it, but it's a lot harder to do it, you know, take a lot more effort.
Speaker B:You're always going to stand out when you're doing something that everybody else isn't doing.
Speaker A:Yeah.
Speaker A:And then going back to this like the feel of omnipresence, but like not actually creating 25 variable different content pieces is essentially what we've designed in our one hour content system where we're using the waterfall where we're saying okay, we have this one idea and we're going to then break it down into 20 or 10 different components.
Speaker A:But it's the same idea.
Speaker A:So like it truly is working smarter and not harder.
Speaker A:So if you have A case study.
Speaker A:How do we take that case study and turn it into a real.
Speaker A:A carousel, a story feed, or whatever they call those things?
Speaker A:I feel like an elderly woman right now on the interwebs.
Speaker A:And how do we really work in a way that isn't us sitting down and saying, okay, now I have to write this and what's my concept going to be for this kind of thing?
Speaker A:Working on that long form content and then chopping it up and positioning them in their additional formats, I think is really the smartest way to go about it.
Speaker B:Yep, for sure.
Speaker B:Right.
Speaker B:Trend number three, community as currency.
Speaker B:So big follower accounts definitely do not mean what they used to.
Speaker B:We're really seeing the real momentum happen inside small intentional communities, whether that is offering like a behind the scene private podcast or an Instagram broadcast channel, or a coaching program, or even a highly engaged email list.
Speaker B:People do not just want to consume your content anymore.
Speaker B:They want to feel connected to you.
Speaker B:They want to feel like they belong somewhere.
Speaker B:So integrate that into your content plan as you're moving into Q3 and Q4.
Speaker A:Yeah, I think this is one of the most important things too, because Jess and I have said, I think the last, like seven podcast episodes that we've done, trust is the most important thing right now.
Speaker A:And you, like, nobody's just showing up to a page and being like, oh, you have a budget template.
Speaker A:And, you know, how have you actually given me context into, are you even good at budgeting?
Speaker A:Like, are you like a thousand, $200,000 in debt kind of thing?
Speaker A:Like, building that credibility and that trust in that relationship all leans into the transparency of how you work back and forth with your audience and things like that.
Speaker A:So it's really important to maintain that as your foundation for what you're doing, because quality over quantity is in.
Speaker A:Like, that's what we're doing now is making sure that the people who are buying from us trust us.
Speaker A:We're back to the old no, like, trust.
Speaker B:Yep, period.
Speaker B:We're back there.
Speaker B:We're back there.
Speaker B:So as you're moving into Q3 and Q4 planning, some of the questions you can ask yourself is, what pieces am I integrating into my marketing funnel?
Speaker B:That will help build trust.
Speaker B:That will help create more connection with your offers.
Speaker B:How can you serve more people more intimately, even at scale?
Speaker B:And how do you make your clients really feel seen and supported and not just sold to?
Speaker B:So those are three, like, really key answers.
Speaker B:We talk about them a lot.
Speaker B:Like, I can give you all of our selection, all our solutions, one hour marketing system so you have more time to spend with your clients.
Speaker B:Our quiz funnels, because people, those are.
Speaker B:That's going to make people feel seen, heard and understood.
Speaker B:And yeah, everything.
Speaker A:The align leads formula.
Speaker A:Call the right people into your land.
Speaker B:We've done it all.
Speaker B:This is our businesses are built for this.
Speaker B:We are about to pull.
Speaker A:Okay, so then this last trend that we're seeing, kind of really, really important again, is authenticity.
Speaker A:3.0.
Speaker A:We're saying we've all heard in the past, be authentic, be yourself.
Speaker A:Give them a piece of, you know, who you are.
Speaker A:Kind of think in the world that we're in right now, it has to go deeper.
Speaker A:And it is going deeper.
Speaker A:It's not just about polished, posed, or curated vulnerability.
Speaker A:It's about being willing to share your process while you're in it.
Speaker A:So a lot of the behind the scenes of if you're, you know, maybe not so much of an emotional business owner and you don't share that thing, it's learning new things, learning new skills in your business.
Speaker A:It's understanding that businesses pivot.
Speaker A:And so how can we be honest in those pivots?
Speaker A:How can we bring our audience with us while we're making these shifts?
Speaker A:This is something that I'm personally going through right now with who I want to be working with and how I want to exist in my own business after becoming a mom.
Speaker A:And this is something that is really, like, it's scary to share because you're like, oh, my gosh, I have all these people that, you know, follow me and trust me and want me to keep doing my email marketing.
Speaker A:But, like, for me, that's not what I'm vibing with right now.
Speaker A:So it's really, it's.
Speaker A:I see the pain in it because, like, it is hard to kind of, you know, bring it to light.
Speaker A:But I think more people appreciate it once I am sharing this.
Speaker A:And like, in the communities that I have shared this with, I get so many, like, people being like, yes, I feel that too.
Speaker A:There's a lot of people in this space right now that are pivoting and shifting and they're all doing it behind the scenes and it, like secrets, like, yeah, we don't do that.
Speaker A:We can all do it together.
Speaker A:I think it's really fun.
Speaker B:Yeah.
Speaker B:And I think if you want, like, a really good example, and I talked about them last week in our episode was my business coaches, Jason and Caroline Zuck.
Speaker B:From one wandering aimfully.
Speaker B:They are actually, like, doing their last launch of their coaching program program right now.
Speaker B:And their whole promotional plan Leading up to this was like behind the scenes of doing like our last launch of our promotional program.
Speaker B:So how they communicated to their members that they were going to pivot, why they decided to pivot, what their process looks like for planning their launch, what their process looks like for building their launch.
Speaker B:They even have a live page right now where you can go and see how many sales per day they're getting.
Speaker B:Like, I'll, I'll find the link.
Speaker B:I think when this episode airs, it'll be like one of the final days to kind of join their program.
Speaker B:But even if you go and like view their sales page, like their sales page is all like they completely reworked it.
Speaker B:They sharing, showing how they're using AI in their business to completely rework everything.
Speaker B:Like everything these two people touch is like genius and so intentional.
Speaker B:I just want to be like, how do you get this so intentional?
Speaker B:Like how do you stay ahead but also stay this intentional in what you're doing is like, that's something I'm trying to figure out.
Speaker B:But like if you want to see a real life example, their Instagram, they did a 40 day lead up to launch where they kind of took your behind the scenes every day.
Speaker B:I thought that like watch our sales page in real like, or watch our sales in real life kind of thing.
Speaker B:So I thought that was really cool.
Speaker B:And, and they always do that.
Speaker B:They call it like building live or something.
Speaker B:Building live or whatever.
Speaker B:And that's kind of how they launch everything, which I think is so cool to do it.
Speaker B:But you have to be really organized to do that too.
Speaker B:There is two of them, so I try not to compare myself to them.
Speaker A:Too too much and going back to being authentic.
Speaker A:Like they're not doing this to perform or to go viral or whatever.
Speaker A:Like this is truly in their values and this is them.
Speaker A:Like, I think that's what's really happening right now is that it's super impactful because it's just so aligned with who they are and it's not some phony performance that they're putting on or, or curated content.
Speaker A:Because in reality launches can go wrong.
Speaker A:And having this out there, this is super transparent of them.
Speaker A:It's their last launch ever, but you know what I mean?
Speaker A:Like, I think that's super admirable.
Speaker A:I really, I love that because I think more businesses need to be living aligned with their values.
Speaker A:Like front, back behind business, all around their businesses.
Speaker A:I think that's the most important thing.
Speaker B:Yeah.
Speaker B:And one more thing and we're at our 20 minute mark.
Speaker B:But I just had one more spark of, like, thought that popped into my head of how I've been shifting, how I'm approaching content.
Speaker B:And I heard it.
Speaker B:I wish I could remember who I heard it from, but somebody on the Tiki talky, and they were like, instead of thinking about creating content, think about documenting.
Speaker B:Yes, doing so that's kind of how I have been approaching it because I've always felt that, like, the offers that I'm trying to market are not really aligned with what I'm actually doing.
Speaker B:A lot of the times I don't know, and I don't know why there's like a disconnect there or something that I'm, you know, like, still trying to figure it out.
Speaker B:But at the end of the week now when I'm doing my weekly reset, I'm like, I'm trying to make an intentional thought of, like, what did I do this week?
Speaker B:What questions did I answer for my clients this week?
Speaker B:Like, what tools did I discover this week?
Speaker B:And just documenting that instead of trying to just create content.
Speaker B:For creating content, obviously when you're like going into a launch or something, you need to be like more intentional with your, you know, what you're actually putting out there.
Speaker B:I guess you don't have to.
Speaker B:I mean, Jason, Caroline, they were just documenting what they were doing every single day.
Speaker B:And it created really, really great content with what they resonated.
Speaker B:And I think that's what people want to see right now.
Speaker B:They want to see behind the scenes of how things work.
Speaker B:They want to see the real.
Speaker B:The real real.
Speaker B:So.
Speaker A:But I saw that video too, and I was like, duh, it can literally be that simple.
Speaker A:Like, document, don't create.
Speaker B:Hello.
Speaker B:Yeah.
Speaker B:And it's like, oh, wait, I did all of this already.
Speaker B:So as I'm jumping back into YouTube, I'm just like thinking about, like, okay, what is everything that I have created in the last couple months that I want to share with people or YouTube or like one of the cool tools that I started to use or that sort of thing.
Speaker B:So super excited to approach content in that way going into the last half of the year.
Speaker A:Yeah.
Speaker A:Okay, well, to wrap up, we have some quick kind of a mid year check in questions that if you are journal journalers like us or.
Speaker A:Or you like to kind of go a little bit deeper, use these gentle reflection questions.
Speaker A:We'll leave them in the show notes and they'll be on the blog as well.
Speaker A:But first one is, where can I use AI to simplify without sacrificing my voice?
Speaker A:I think that one's really important.
Speaker A:What content can I deepen rather than multiply?
Speaker A:How can I foster more connection inside my offers and community?
Speaker A:And then how can I share my process, even when it's not perfect?
Speaker B: I just want you to know that: Speaker B:So even if you feel like Rachel and I talked about this in the beginning, that this week our productivity was shot, you're still doing amazing work.
Speaker B: You're alive in: Speaker B:You have a business still.
Speaker B: You made it through: Speaker B: ecession, you made it through: Speaker B:Covid like, you have got this.
Speaker B:And you don't need to trace trends.
Speaker B:You just need to stay aware of how the landscape is shifting and find ways that authentically align with how you want to do business.
Speaker B:So if you found this episode helpful, thank you for being here.
Speaker B:Make sure you share it with a business bestie.
Speaker B:Talk to us on Instagram, share our episodes on your social media if that helps, that that resonates with you.
Speaker B:And so be sure to subscribe if you haven't already.
Speaker B:But we have got some really fun and valuable episodes lined up.
Speaker B:We did some quarterly planning, so we're, we're stacked until September and until next week, we are rooting for you.
