The Value of GOOD Marketing
The story behind GOOD Monday:
Meet Georgie Mercer, the founder of Good Monday: a digital marketing agency that focuses on simplicity and goodness within a brand, while also prioritising simplicity, connection, and authenticity.
Georgie’s journey from the bustling marketing scene in Melbourne to the quieter rhythms of country Victoria highlights the courage it takes to align one's career with personal values. "It was a big decision to leave the city and start my own business, but it was the best one I ever made," she shares. "I wanted to create a marketing agency that took the ego out of marketing and focused on supporting good people and good businesses."
"When I left my corporate job in the city to start Good Monday, I knew I wanted to do things differently," she adds. "I saw so many marketing agencies focus on the metrics and flashy campaigns, but I felt that something was missing. I wanted to strip away the ego and focus on what really matters: telling good stories and building genuine connections."
Georgie’s philosophy is at the heart of Good Monday’s success. "Good marketing isn’t just about what you see on social media," she explains. "It’s about understanding the brand’s DNA and creating a holistic strategy that resonates across multiple touchpoints—whether that’s through email marketing, social media, podcasts, or even in-person events. It’s about telling a story that people can connect with, and that’s how you build a brand that lasts."
How Good Monday Builds Brands with Heart
For Mercer, building a brand isn’t just about reaching as many people as possible; it’s about connecting with the right people. "Our approach is very much rooted in authenticity," she says. "We work with brands that have a good story to tell, and we help them share that story in a way that feels true to them."
Mercer emphasizes the importance of understanding the client’s purpose and values before developing a marketing strategy. "When we start working with a business, we always ask: what’s your ‘why’? What are your core values? Once we understand that, we can craft a strategy that not only reaches people but also builds trust and loyalty."
This approach is reflected in Good Monday’s ethos, which is all about supporting small businesses and creating a positive impact. "We don’t work with just anyone," Mercer notes. "We’re very intentional about choosing clients who are aligned with our values and who are making a genuine difference in their industry or community."
Georgie’s Tips for Small Business Owners
Georgie’s expertise doesn’t just benefit her clients; she’s also passionate about sharing her knowledge with the broader creative community. During her appearance on the Courageous Creatives Podcast, she offered several tips for small business owners looking to elevate their marketing strategy:
Know Your Audience: "Before you start creating content or running campaigns, you need to understand who you’re speaking to. Who are your ideal clients? What are their pain points, and how can your business be the solution they’re looking for?" Mercer advises. "It’s not just about selling; it’s about genuinely connecting with the people who need your services."
Be Consistent with Your Message: "Consistency is key in marketing," she explains. "When your audience sees that you’re showing up regularly with a clear and consistent message, it builds trust. They start to associate your brand with reliability and quality."
Start an Email List: Georgie is a firm believer in the power of email marketing. "An email list is one of the most valuable assets a small business can have. It’s a direct line of communication to people who have chosen to hear from you. We always encourage our clients to start building their list from day one."
Focus on Storytelling: "People connect with stories," she says. "It’s not just about showing your product or service; it’s about showing the journey behind it. Share your story, your values, and your mission. That’s what makes people feel like they’re a part of something bigger."
Foster a Community: Georgie also added that fostering a community – whether a business is based rural and regionally, or speaking to a larger audience, is key to success. "Marketing should never feel one-sided,” she says. “It’s a conversation, a dialogue. We want to create marketing strategies that feel like a genuine exchange between the brand and the audience."
Invest in Visibility: As for her advice to businesses wanting to get into print or media publications, like magazines and podcasts, Mercer says, "If you want to reach a community of engaged, like-minded people who value creativity and authenticity, this is the place to do it. Sponsorship [or ad spend] isn’t just about visibility; it’s about aligning yourself with a community that cares."
A Message for Aspiring Creatives and Business Owners
When asked what defines a courageous creative, Georgie doesn’t hesitate: "It’s someone who is unapologetically themselves and takes action, even when things are messy. It’s about showing up authentically and trusting that good things will come when you put yourself out there."
Georgie is also looking forward to collaborating with more businesses through her agency. "I’m so passionate about helping small businesses succeed," she says. "Seeing our clients grow and thrive is incredibly rewarding. I know that when you tell your story with authenticity and align your marketing strategy with your values, amazing things can happen."
Stay in touch.
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