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Feeling overwhelmed by all the content and marketing advice out there? Want to run and hide (or melt) the second you think about what you "should" be doing on social media? Content with Character will guide you to take action, think outside the box, and experiment with some unconventional marketing approaches. This podcast brings a human-centric perspective on visibility and content creation through writing, podcasting, speaking, networking, collaborating, and beyond! Time to redefine "marke ...
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The Craft of Custom

Paul LaRoche & Emily Aborn

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Whether you’re dreaming of building a forever home, looking to create a custom vacation getaway, or looking for a home that supports your lifestyle, this podcast is for you! Join us as we provide behind-the-scenes insights and advice for intelligent homeowners looking to renovate or build a dream home in the Monadnock Region. We’ll get into the art and science of the custom home-building industry and help you know everything you need along the way! Cohosted by seasoned NH Builder, Paul LaRoc ...
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She Built This®

Emily Aborn | She Built This

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The podcast for business owners and professionals excited and inspired by success and focused on personal growth. If you’re someone taking action towards your dreams, this show is for you! Join us for lots of laughs and learning with Content Writer, and owner of She Built This, Emily Aborn, as she interviews successful women entrepreneurs, professionals, and those who support them who are changing the world by following their passions! One part inspiration, one part practical tips and tangib ...
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Asking, discussing, and answering the question, How do you want to be seen? Far, far more than how we want to look, or even how were are looked at. How we live our lives, show up every day, and the principles, ethics, and personality we bring to our personal and professional lives ~ this is how we are seen. So why not decide how you'll be seen?
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Summer is officially HERE in New England! It's time to get outside and enjoy those bonus outdoor living spaces. Patios, firepits, outdoor kitchens, pools, and more. In this episode, we talk about the custom outdoor living spaces that make life so much better. In this episode: When in the home building process to consider your outdoor living spaces …
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Feeling like Instagram just isn’t hitting the way it used to? You're not alone. This week, I sat down with Instagram strategist Michelle Gifford to get honest about what’s actually working right now—and what isn’t. We talk through how to make content creation sustainable, how the algorithm really works, and what makes marketing feel more aligned (e…
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Text Emily! Were you sick of social media, uh, long before yesterday!? I'm not alone in the sentiment that modern social media is problematic in a lot of ways. But... don't worry, this episode isn't completely bashing social media! I'm showing the value in it as I encourage you to keep going, even when you don't feel like it or don't feel like it's…
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We’re told that marketing requires hustle, constant availability, and showing up 24/7. But at what cost? In this episode, I’m sharing the real story behind why I turned off notifications, redefined my work hours, and stopped working from the beach (yes, really). Because protecting your energy is a strategy—and boundaries aren’t walls, they’re invit…
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Text Emily! If your business had a body, how would its heartbeat be? Would the pulse be alive and thriving? Or slowly dragging forward? In this episode, we’re doing a mid-year check-up on our marketing, content, and messaging! You’ll walk away with the tools you need to do a full scan with clarity, revived energy, and next steps. Put on your surgic…
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One of my favorite ways to get clients? Podcast guesting. And no—it’s not just about showing up, sharing tips, and hoping for the best. It’s about building real relationships, delivering value, and knowing how to turn one great interview into long-term opportunities. This week, I’m joined by Sam Brake Guia, podcast host and co-founder of PodWritten…
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Text Emily! Do you feel stuck shouting into the void? Trapped in comparison? Drowned out by the noisy online space? What if you don't need another opinion, strategy, opt-in, course, or coach? What if you don't need to be more, be less, or dance to the beat of a different drum? What if your marketing could be WAY MORE FUN and feel more comfortable f…
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SEO isn’t dead; it just evolved. Google’s algorithm has changed a lot in recent years, and if you’re still thinking like it’s 2012 (hello, keyword stuffing!), this episode is for you. I’m joined by Lindsey Busfield of Optimize My Firm to break down what’s actually working in SEO right now—from AI changes and backlink credibility to the human-first …
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Text Emily! We all get by with a little help, but... Determining what kind of help you need, where to look for it, and how to give yourself permission to ASK for it, that's another matter entirely! In this episode, I'll share some common signs that you may need extra hands, eyeballs, or tools in your business and what to do before you bring in the …
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Windows are the… well, windows to the home! They bring in light, connect us to the outdoors, shape the style of every space, and even impact comfort and efficiency. In this episode, we’re opening up the world of windows and going beyond just the view! One of the most important design decisions you’ll make in your custom home, we dive into: window s…
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“Hire a team, scale fast, never stop growing.” That’s the advice we’ve all heard. But what if that isn’t your dream? What if building a business that actually supports your life means not hiring a big team? This week, Maggie Patterson joins me to talk about her new book, Staying Solo, and why more business owners are choosing to stay lean, profitab…
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Text Emily! You don’t need more time. You don’t need more motivation or inspiration or another planner, course, shiny object, or time management method… you more attention. And LESS distractions and clutter. I recently did an episode on Time Management and Experiments in Productivity, and today we’re going to bring a fresh spin as we get into atten…
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Yes, we had to resist the urge to sing "Electric Boogie" in this episode. Consider yourself spared. Electricity plays a part in almost every aspect of your day. In this episode, we talk about the importance of all things electric and what to consider to make yours flow easily for your lifestyle in a custom home build. Inside this electrifying episo…
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Threads isn’t just another X clone—it’s a community builder. If you’ve been wondering how to use Threads to grow your business and actually connect with people, Laura Sinclair is here to share how she’s done exactly that. We talk about how she approaches the platform differently, why her community keeps showing up, and how she’s built real relation…
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Text Emily! One of the keys to building trust, expertise, and credibility, and helping people understand what you’re sharing is communicating with CLARITY. When it comes to our businesses, forget content, cash, and all the other stuff they say is king… Clarity is King. In this episode, we'll take a look at how clarity comes through in our messaging…
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If walls could talk... They'd tell you the story of framing, insulation, and sheetrock that goes into a custom-built home. They'd share how when you work with LR3 Development, LLC, you get nothing but the best when it comes to quality and attention to detail throughout each important layer. In this episode, we get into the many things to consider w…
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Do you really need another social media app? If you’re still figuring out if Bluesky deserves a spot in your strategy, this episode is for you. I’m breaking down everything you need to know—from its launch and user experience to the real differences between Bluesky, Threads, and X (formerly Twitter). You’ll hear my thoughts on its underground, comm…
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Text Emily! There have been plenty of times I haven't trusted my gut. In life and business. Sometimes ignoring it has me chasing a shiny object... sometimes it leads me to think I need to change everything NOW... I've collaborated with the wrong people, tried things I didn't want to do, and I've even posted something I didn't feel 100% about, but I…
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Not all living rooms and cozy spaces are created equal! In this episode, Paul walks us through the custom functional and aesthetic considerations for the comfiest rooms in the home! In this episode of the Craft of Custom: Questions and considerations to customize your living space The balance of function and inviting in these relaxing spaces Ideas …
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If you’ve ever woken up and thought, “what if I just didn’t post today?”—this one’s for you. Because sometimes the problem isn’t the strategy. It’s that you’re tired. Life is lifing. Your season is heavier. And marketing feels like too much. In this episode, I’m sharing the real story behind my current season of business, why burnout hit hard, and …
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Text Emily! More followers, page views, website traffic, podcast guesting spots, it all sounds great in theory… but it’s not always better. In most cases, it's just MORE. In this episode, we get into 6 ways to make your message MORE impactful as we shift from a numbers-driven mentality to an intentional, strategic mindset focused on right-fit vs. j…
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Two of the most used rooms in the home, kitchens and bathrooms, have a lot to consider and dream about when building a custom home! In this episode, we get into the details that go into the planning of these two rooms from functionality to aesthetics. In this episode of the Craft of Custom: Where the process begins when designing a kitchen and bath…
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Posting more doesn’t require more confidence—it requires clarity. And as today’s guest Natalie Bullen reminds us, showing up consistently isn’t just about marketing. It’s about choosing to stand in your values, serve your people, and build something sustainable—without letting fear or perfectionism slow you down. In this episode, we talk about mark…
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Text Emily! Do you ever feel like you’re over-scheduling every minute of every day? Or maybe you just usually wing it and hope for the best? Perhaps you fall somewhere in between? Whether you’ve shown TIME whose boss or let it run the show and bowl you over, this episode is for YOU. This is a live, from-the-field report after I conducted a number o…
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In this episode, we're headed to the lower level of the home as Paul breaks down what happens after breaking ground! We go through the fascinating process of laying the foundation and helping homeowners design and build the perfect lower level for their needs. You’ll understand which decisions are involved right from the get-go and how it varies fr…
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Sales and marketing should work together—but too often, they don’t. Instead of collaborating, teams operate in silos and miss opportunities hiding in plain sight. Victor Adefuye is here to change that. In this episode, we talk about how AI is bridging the gap between sales and marketing—by turning real sales conversations into actionable marketing …
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Text Emily! Can you / should you befriend clients? Should you take on friends as clients? What are the pros and cons? Just how blurry should those lines between professional and personal relationships be? Often debated in business circles, some swearing by mixing friendship and business and others avoiding it like the plague. To mix or not to mix? …
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Did you know it takes over 100 individuals collaborating to bring a custom home build to life? Building a custom home isn’t a solo journey, it involves numerous skilled professionals from plumbers to painters all committed to exceptional craftsmanship. In this episode, we explore the role Paul plays throughout the home build process as well as how …
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Big followings don’t guarantee sales. Connection does. Because it’s not about how many people see your content—it’s about how many feel something from it. Brooke Adams joins me to break down the real difference between having an audience and building a community. We dig into what keeps people around, how to create belonging (without burning out), a…
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Text Emily! Ever had a moment in business or life where the dam finally broke? The pressure of "should" gave way, it all became too much, the straw broke the camel's back... and you woke up knowing something needed to change? Something’s gotta give. And when that happens, we need to REGROUP! An honest sit down to review, reflect, evaluate, and disc…
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What does the custom home-building process really look like? From plans to perfection, we get into the process from start to finish in this episode. You’ll see behind the scenes and learn what happens in those initial meetings, when the plans get finalized, and of course, when it’s ready to move in and make the home your own. In this episode of The…
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Let’s talk about scrappy content. That low-effort, high-impact content that doesn’t look perfect—but still gets the job done. In this episode, I’m joined by Adam Constantine, founder of Ace Creatives, to talk all about the power of creating content without the studio setup. We dive into what makes scrappy content work, how to stay consistent with o…
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Text Emily! When AI language models first emerged on the scene, I was a "hard pass". Largely due to my debilitating fear of art becoming a lost art, I warned everyone who'd listen about AI and resisted using it as a tool in my own business. Two years later, so much more has changed in the world of AI and content creation than I ever could've predic…
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We were long overdue for a proper catch-up with host and builder, Paul LaRoche! In this episode, Paul answers the many questions that have been on Emily’s mind as well as recently submitted listener questions. You’ll hear about current projects, Paul’s recent move, how he navigates the work/life balance, and more! In this episode of the Craft of Cu…
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Think your LinkedIn profile is doing its job? After auditing 10 accounts during the annual LinkedIn Challenge in the Mindful Marketing Lab, I found clear patterns—some great, others... not so much. In this episode, I’m walking you through the most common profile mistakes, the kinds of content that actually work, and the one thing almost everyone is…
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Text Emily! Celebrating episode 100(ish) because #AprilFoolsDayJokeisonMe How do you know if something is just a shiny object and distraction or an idea worth pursuing? Joining me to answer this question are three immensely special guests: one of my best friends, Lindsay Dreyer, my brilliant collab buddy Barb Davids, and... the man, myth, and legen…
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Location, location, location. Where you build matters. In this episode, we break down what to consider when searching for the perfect plot to build your custom home. From lifestyle to commute to rules and regulations, we'll get you started on selecting just the right land for your next home. In this episode of the Craft of Custom: Which factors mat…
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Influencer marketing isn’t what it used to be. Brands are shifting from chasing big names to working with highly engaged niche influencers. So how do you find the right influencers and create partnerships that actually drive results? I’m joined by influencer marketing expert Sherri Langburt, who’s breaking down what’s working now and how brands can…
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Text Emily! As a Copywriter and Content Marketing Consultant, people often ask me questions about visibility, marketing, and content creation (naturally). While I'm always ready to throw down and dive deep into all the nuances and nuts and bolts. While I WANT to dissect and break down the components of copy and content into the tiniest molecules, I…
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Are you an Over-Planner, a Big-Picture Thinker, or a Hands-Off Dreamer? In this episode, we get into how your personality plays a role in the homebuilding process. What's your home building personality? Tune in to find out! We'll help you identify yours and lean into your strengths for an even more successful and collaborative build! In this episod…
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If you’re tired of the constant social media algorithm changes, it might be time to give Pinterest another look. Unlike social media, Pinterest is a search engine—which means your content lasts longer and keeps working for you. I’m joined by Pinterest strategist Heather Farris, who’s breaking down how to use Pinterest the right way in 2025. Whether…
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Text Emily! Ever notice how some podcasts, blogs, emails, and posts are seemingly created JUST FOR YOU? Creating content in a conversational way helps us be more relatable and personal. It uses everyday language of our community to mirror how people actually speak. The advice "just write how you talk" though doesn't exactly cut it when it comes to …
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Building a custom home vs. purchasing an existing one? What are the pros and cons of each option? In this episode of the Craft of Custom, we share the 7 benefits of building custom and top reasons to choose the perks of a custom build. We get into how building a custom home provides you with: A home designed for your lifestyle: Your home should fit…
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If your marketing to-do list feels overwhelming, you’re not alone. But what if you didn’t need more marketing, just better marketing? In this episode, I’m sharing a smarter approach to marketing—one that helps you maximize your time, focus on high-impact activities, and get better results without burning out. Whether you have two hours a week or tw…
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Text Emily! What do you want to be known and remembered for? When it comes to business… The legacy you leave might look a number of different ways. It could be the impact and difference you make, the lives you change, the tangible assets and dollars you leave to someone else when you move on, or your unique skillset and experience. How do you want …
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There’s an ever-increasing emphasis on sustainability in new construction. Does building green have to come at the expense of luxury and style? We don’t think so! In this episode, we’re busting misconceptions around what it means to “go green” and showing how Paul seamlessly brings elegance and sustainability together under one roof. In this episod…
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If you’re only posting your podcast once and moving on, you’re missing a huge opportunity. Your podcast can be the foundation for ALL of your content marketing—if you know how to repurpose it the right way. I’m joined by Anisha Patel, a pharmacist-turned-podcaster who has mastered turning one podcast episode into weeks of content. Whether you’re po…
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Text Emily! "Find Your Voice". Ah, the classic elusive and vague advice shared far and wide across the internet, amiright? What does that even mean? How do I find it? Where was it before I found it? Is a brand's voice the same as the business owner's personality? Brand Voice is the consistent way you/your business communicate. It’s an art and a sci…
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Text Emily! I often talk about the benefits and importance of consistency, focus, staying steadily in your lane as a business owner. AND, sometimes the element of random surprise can be just what we need! In this episode, I share three random insights on how mixing things up a bit led to: Deeper connection and better conversation Previously unseen …
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Working with a thoughtful and intentional builder like Paul LaRoche at LR3 Development, LLC ensures you don’t miss a single important detail! In this episode, we get into some of the overlooked rooms, features, and elements that go into a custom home build and how to start dreaming of your unique needs and preferences. In this episode of The Craft …
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