I was listening to the news recently and heard Michael Rosen talking about ‘that’ Downing Street cheese and wine party that wasn’t a party. As you might remember, Michael is a poet who was hospitalized with Covid-19 and spent several weeks in intensive care. He compared lockdown to the blitz during World War 2. Here’s the quote that stuck with me:
“Instead of the equivalent of wreaths at the Cenotaph, what we’re getting is ‘oh, we were partying while you were doing that’.”
Michael Rosen
It bothered me and I couldn’t work out why. Then I realised that we’ve been hearing this kind of Blitz spirit stuff all the way through lockdown. It’s the people who say you’d never have survived if you’re hoarding toilet rolls or can’t even cope with staying at home. They say that everyone pulled together and no-one was out for themselves. The trouble is, it’s rubbish.
Michael Rosen was right
When Michael Rosen was talking about the Downing Street gathering, he referred to the social trauma that we’ve all been through in the last two years. In that sense, it’s a fair comparison. We’ve been isolated from our loved ones and faced huge uncertainty. We’ve longed to get back to normal (whatever that might mean). There has also been fear. We might not have faced being sent out to a foreign battlefront, but we’ve certainly dealt with the reality that a bomb might drop in viral form.
We don’t know what the long-term impact of Covid-19 will be. The Blitz generation grew up (and grew old) in a world very different from this one. I’m still absolutely certain that comparing our society to that one isn’t helping.
People cheated during the Blitz too
The reason I have a problem with the whole idea of a modern day ‘Blitz spirit’ is that it glosses over historical reality. There’s a nostalgia which imagines that every generation before this one was somehow perfect. We’re fed a wartime image where every neighbourhood pulled together. The trouble is, not everyone did. There were lots of examples of neighbours looking after each other and community groups organising resources and support. But then, as now, there were plenty of people out for themselves too. The blackout provided plenty of opportunities for crime. People behaved badly when they got the chance because they didn’t know when the bombs would drop. Even fundamentally decent people found ways to bend the rules. Which reminds me…
The rules are different this time
Covid-19 brought a set of rules that separated us from our loved ones so we’d all stay safe. In the 1940s my dad didn’t see his parents for months at a time because he was in a ship on the Atlantic. Near the end of his life, he told me that every day had been a bonus since then. He knew that a torpedo could come through at any moment and it would all be over. The difference was that when you got the chance to let off steam, you could do it in a crowd. The party that’s unforgiveable now would have been part of life then. The trauma might be the same but we processed it differently.
Why am I telling you this? It’s because even though no two lives are the same, we’ve all got shared experiences and it’s important to talk about them. You might not think that your personal stories can translate to your business marketing, but they can. If you’d like to find out how, send me an email or book a call and let’s have a chat.
Jess Iliffe has the best job in the world (obviously I do too, but hers is still fantastic). She gets to hang out with cute babies and their parents all day and take the most beautiful pictures. I met Jess networking (no surprises there) and her passion for her business shines through in everything she does. There’s nothing quite like seeing someone’s eyes light up when they talk about their work. Jess’ enthusiasm could power a whole town. We’d known each other for a while and I’d already written a couple of Facebook posts for her when she was too busy to think. Then, one day, she said “I need to update the copy on my website.”
The challenge
When I looked at Jess’ website, there wasn’t much wrong with it. As a photographer who specialises in photographing babies from birth to one year she has a very visual business and there are loads of gorgeous photos on her site. In other words, exactly what her potential customers need to see. We wanted to let the images take centre stage but still give potential clients the information they need. This included explaining how Jess works and what the costs of her service might be. Jess had also found that people were getting confused about pricing and wanted to make the whole thing clearer.
The solution
I started off by reviewing Jess’ existing website and making some recommendations about ways we could improve the copy. Then we had a chat over lunch so I could get a clear picture of the kind of clients she works with and the overall feel she wanted her new site to create.
Then I went away and wrote new copy. This included creating a friendly call to action that will encourage people to get in touch. I also added new descriptions to her services page and updated the pricing descriptions to make the whole thing clearer.
After a busy Christmas and New Year Jess hasn’t got round to updating her site just yet, but I’ll keep you posted. If you’re expecting a baby and would love to capture some truly beautiful images of their first days, I highly recommend you give Jess’ site a visit.
Does your website need a bit of a refresh? I can help with that. Just send me a message or book a chat here.
Your website homepage is the main point of entry for new visitors unless they’ve clicked through to read a blog post. It’s one of the most powerful tools you have for attracting new customers but it’s also easy to lose people if you don’t get it right. A website is an ever-evolving thing that you change as you learn more or your business changes, but here are just a few homepage basics to get you started.
Show visitors you have what they need (or not)
When a new visitor lands on your homepage you only have a few seconds to make an impression. It’s important that your headline shows them you can help. It could be as simple as saying who you work with and what you do. If you sell products you could start with images and a bit of explanatory content like ‘beautiful jewellery handmade in the UK’. If that’s what they’re looking for they’ll stay and dig deeper. They’ll leave if it isn’t for them and you’ve only lost someone who wouldn’t have bought anyway.
Show your human side
Even huge corporations have photographs of the people who run the show and it’s even more important when you’re a small business. Showing your face and those of your team (if you have one) helps your future customers to trust you. Include an image along with a brief bio on your home page and you start building a relationship straight away. Your home page shouldn’t be weighed down with too much text so add a click through to your ‘about me’ or ‘meet the team’ page for more.
Make information quick and easy to find
When you write your website homepage, give your visitor enough information but not too much. Put important stuff near the top then work down. (Beyond making sure visitors know they’re in the right place, there are no hard and fast rules. It’s one of those things you can play with and test over time.) Easy navigation is also key. If someone knows exactly what service they want, help them find it. If they need help working it out, signpost them to relevant information; that could be key blog posts, FAQs or a questionnaire.
Include testimonials
If you’re starting out you might not have testimonials yet, but they’re so valuable. They let potential customers see that you’ve helped real people like them. You’re not just telling them you’re good. It works on social media too – you’re much more likely to buy from someone if you can see that your friends like them as well. The technical term is social proof – it’s the digital marketing equivalent to asking around. Start gathering testimonials as soon as you can – I’m rubbish at this so it’s advice for me as much as you.
Contact details
This seems stupidly obvious but make it easy for people to buy. If you have an online shop this should be simple but if you don’t, show people how to book your services. Make it clear and straightforward on your homepage. Also, let people know what to do if they have a question. Give them a contact form. Put your email address or phone number in a prominent place and ask them to use that. This doesn’t just help them – it means that when you get questions you won’t miss them.
Are you trying (and struggling) to write your website homepage (or the rest of your website content)? I can help with that. Just click here to book your no obligation chat.
Hello and welcome to my guest blog for Kirsty France.
My name is Chloe Clark, and I am the director at Astral Fitness Sports Massage based in Hinckley. You can find out more about me at www.astralfitness.co.uk .
I specialise in using the hands-on art of Sports Massage to solve desk working related acute and chronic aches and pains in your neck, shoulders, back, and hips. I often help solve issues with other muscles too.
Desk Ergonomics
Is your desk set up well for you to sit in an unrestricted way? Do you have one main screen set up well, and a secondary screen or laptop that you frequently look at? It is very important that you set yourself up well for both screens and have a swivel chair so that you can move your whole body to look at each screen rather than twisting your neck. Look at the guide below;
If you can install a standing desk for your work, it will be a game changer not only for your body, but for your brain as well. Your brain operates more efficiently with a better blood flow around the whole body, which, you guessed it, happens when standing and moving about while working.
Stretching
Have you ever had a bit of a stretch at your desk and felt immediately better? But maybe you’re not sure if you’re stretching in a good way or if it’s doing any good? If it feels good- keep doing it. Stretching is a valuable tool to utilise several times a day to prevent aches and pains setting into your body and causing a longer-term issue. If you don’t stretch at your desk and want to know what to do, visit the below article by BUPA.
Regular movement is vital to having a healthy day at your desk. This could mean getting up and moving to get a drink once an hour, or simply standing and making more of your stretching time each day. If you work alone this is easy enough, and if you’re in an office you might get some stares! Start the trend of regular stretching, your colleagues will thank you for it.
Exercise
Your body needs movement for optimum health, it is not a losing battle if you’ve got eight hours a day at a desk ahead of you. Any exercise can and will go a long way to keeping you able to work and play in a healthy and pain free manner.
If you don’t exercise regularly, start with something small, five minutes a day is enough to get started.
Try Yoga With Adriene – YouTube , she has hundreds of free videos available for complete beginners as well as the more advanced yogi. Keep a mat close to hand and fit it in during your day if you work from home.
Go for a brisk walk at lunchtime, my favourite of all exercise, and the simplest and easiest way to get started.
Self-Care
Walking in the countryside, a spa day, swimming, indulging in a hobby, getting a massage… the list is endless when it comes to self-care, but it should be something just for you, to allow you time to reset away from your desk so that you can return to it refreshed. This is also true if you run your business from your phone or tablet and often sit on a sofa!
Thank you for taking time to read my guest blog today. If you are struggling to get any of the above to work and need a little extra help, please do get in touch with me, Chloe, for an appointment at www.astralfitness.co.uk
First, a disclaimer. I know a lot about writing website content, but not so much about the techy side. Let’s just say I know what I need to do to keep everything ticking over. If you want to know how to build a website there are lots of DIY guides out there, or you could just talk to my good friend Clare McCabe at Purple Star Design. She’s ace. So, if you’ve got the technical basics sorted, here’s how you can get started with writing your website content.
Work out what your website needs to do and who it’s for
This might seem obvious, but your website design depends on who you’re trying to reach and what your business does. If you have an ecommerce business you’ll need a shop, product descriptions and a way to take payment. Your website is an amazing tool to help you generate new leads. If you offer a service and get work mostly from referrals you might only need a brochure site that shows your expertise. As with everything in marketing, the language you use depends on who you want to talk to.
Start with basic keywords
Even if you haven’t gone down the SEO rabbit hole yet, it’s worth thinking about keywords early on and getting your site set up to include them from the start. You can keep this simple to begin with. What words might your customers use to find you? This could be the service itself (i.e., hairdresser) or a type of product (children’s clothes). They might ask a question that leads them to you even though they don’t know the name of your service. Start like this and you can build as you go.
Show visitors they’re in the right place
When a new visitor finds your website, you’ve only got a few seconds to make an impression. Your home page is likely to be the main entry point so make sure they know what they’re getting from the start. Share the most important information first and keep it clear and concise. If you have a lot to say on a particular topic, create a separate page and invite visitors to click through if they’re interested.
While I’m at it, keep your page titles simple and clear. You’ll lose visitors if they can’t find what they want because you’ve called it something obscure or overly clever.
Share the transformation
I could write reams on this (and probably will) but the most important thing about writing website content is that is needs to engage your visitors’ emotions. They’ve landed on your website because they’re looking for something. Whatever it is, there is always an emotional need as well as a practical one. It could be wanting to buy someone the perfect present or feeling desperate because their baby won’t sleep. Show them that you understand where they are and where they could be with your help.
Include a call to action
What do you want visitors to do once they’ve found you? Buy something or book a call for a chat? Make it easy for them to do that. What if they’re not ready to take that step? Think about something they could do that’s less of a commitment, that keeps you in their mind while they’re deciding. Offer them any additional information they might need. Invite them to follow you on social media or sign up to your email list so you can keep in touch.
DI Alan McLean sighed and looked at his watch. Only ten minutes until sunset. He could only guess what time Victor Alexander would return home from work and find whatever he was going to find. McLean pulled the file across the desk and opened it again. It was certainly an unusual case. He wondered whether he’d have been sent the file if half of the station hadn’t gone down with a spectacular vomiting bug. Probably not. It wasn’t a major crime yet, although it certainly had potential. At the moment it was a just bizarrely seasonal stalking.
The first photo in the file had been taken on 22nd December, when Mr Alexander had arrived home to find that the front of his house and two shrubberies had been festooned with fairy lights. It was the Santa dummy on the doorstep that had rattled him. Or rather, the sign around its neck that read ‘what will you be getting for Christmas little boy?’ He wasn’t alarmed – far too level-headed for that – but it was a nuisance. He wanted it on record in case something else happened. The Santa was certainly creepy. A real-life version coming down the chimney would have been enough to send you running away screaming. McLean had taken his daughters to a grotto with a far more avuncular specimen.
He looked at his watch again and wondered what they were doing with their Christmas Eve. Was there a festive movie playing at home? The sky had turned orange and it would soon be dark. Had they talked their mum into making hot chocolate yet? He didn’t yet know what time he’d get home. One call from the officers stationed outside Alexander’s house could give him an idea, but his phone remained silent.
He turned back to the file and another photograph. The 23rd of December had brought a new display. Mr Alexander arrived home to find a series of photographs showing happy families celebrating Christmas. They all looked happy, eating and drinking or exchanging presents. The photographs had been blu-tacked to his front door, along with a wreath saying ‘Merry Christmas’. The FIs hadn’t found any fingerprints but they’d sent the whole lot for further examination, just in case. McLean wondered whether they’d been decimated by vomit too.
Now it was Christmas Eve. Time to find out whether Mr Alexander would come home to another prank or something more serious. He read Alexander’s statements again. He was the senior partner in a firm of accountants based in Leicester city centre. It clearly paid well – the house was large and in an affluent part of town. Yet he lived alone. Conversations with his neighbours revealed a man who worked long hours and didn’t socialise. Perhaps that was why they hadn’t noticed the new decorations being added to his house. McLean wondered whether he should feel sorry for the man, or whether he liked things that way. He drummed his fingers on the desk. It was finally dark. Surely something had to happen soon. There were two plain clothes officers in a car outside the house and a patrol car nearby. His phone buzzed. Mr Alexander had arrived home and there was no obvious sign of any interference with his property. Maybe it had just been a strange practical joke that had fizzled out. Hopefully that meant that he could go home soon. He liked Christmas Eve better than Christmas Day; there was something wonderful about the anticipation. He’d loved sharing the traditions from his childhood in Glasgow too. Most of them had been the same as the English customs, except one. His wife had never heard that you should light a candle and put it in your front window to welcome strangers. Their children had turned it into a candle to welcome Santa instead. He smiled, wondering if the candle would be there to light him home. The phone rang.
“Go ahead. Understood. I’m on my way.”
…
Alexander’s house looked even more impressive in real life than it did in the photos. The fact that there was a top of the range Jaguar parked in the drive didn’t hurt. McLean knew the plain clothes officer who answered the door.
“Evening sir. We found him in the garage, turning off the power. He’s in the living room now. Mr Alexander wanted a word.” He ended on an eye roll. It had obviously been a trying night already.
As McLean entered the room, his eyes were immediately drawn to the display on the wall next to the fireplace. ‘How does it feel to spend Christmas alone in the dark?’ It had been created by a projector that sat on the carpet.
Another officer rose from the sofa as he entered the room. He’d been sitting next to a pale young man in handcuffs, who was shaking so much McLean wasn’t sure he was capable of standing. It was a stark contrast to the beetle-browed man in the armchair. McLean knew it was Victor Alexander before he stood up to identify himself and shake hands. He had a firm handshake and a piercing gaze. McLean remembered his neighbours’ comments and wondered what it would be like to work for him. You certainly wouldn’t argue with him. The man was physically unremarkable yet somehow, he had force.
“I know it’s not the usual form, but I wanted to hear his explanation before you took him away.”
McLean nodded. “Have you had an explanation?”
Alexander shook his head. “I’m waiting for him to stop trembling. Come on, pull yourself together man!”
There was another chair opposite the sofa and McLean sank into it. He looked into the eyes of the handcuffed man and saw the effort that he was making to form a sentence. Finally, with a gulp and a deep breath, he spoke.
“He doesn’t remember who I am.”
“Should he?”
“We’ve met a few times. I used to come and pick Fiona up when she was working late, save her getting the bus home.” He glanced at Alexander. “That happened quite a lot.”
“Fiona?” Alexander said. “Do you mean Fiona Mitchell?”
“My wife. I’m Mark Mitchell.”
“She was a good worker; I was sorry to lose her.”
“I bet you were. All that overtime for no extra pay.”
“She was dedicated.”
“She was overworked!”
“Is that what this is about?” McLean asked. “Getting your own back on your wife’s old boss? Why?”
Mark was shaking his head. “That’s not it. Let me explain.”
He fell silent until Alexander ran out of patience and told him to get on with it.
“I met Fiona when she was a trainee accountant. She was already working for Mr Alexander’s firm and they were paying for her training. I had quite a few friends who’d gone into law and finance so I knew you had to work hard to make it. The trouble was it never stopped. She told me that once she was qualified, she’d have more of her own clients so she could plan her workload. No more late nights because one of the partners needed her to do something urgent. Except it didn’t work that way. She became a safe pair of hands, someone he,” he nodded at Mr Alexander, “could rely on for sensitive work.”
Alexander nodded. “That’s true enough.”
“When we got married, she had to beg for two weeks off to go on honeymoon. Her Dad had a heart attack and he rang her to ask her to come in while he was still in surgery.”
“I didn’t know that.”
“Of course you didn’t. You don’t exactly encourage personal confidences. But how hard is it to realise that you don’t call someone into work on a day their relative is near death?”
Alexander didn’t reply.
“Christmases were the worst. They always open because tax returns are due at the end of January and their clients often use their Christmas down time to get up to date. Somehow Fiona always ended up working because she didn’t have children.”
“That wasn’t my decision. I left all of that to the office manager.”
“Yeah, but plenty of people asked you to intervene because it was unfair. You could have done that, but you just closed your office door and let the office manager’s cronies get their own way. Every Christmas I’d have to go and visit my family on my own. Every year I’d sit there, seeing the sideways looks between my aunties. Their poor neglected nephew with a career woman for a wife. As if she had a choice. All because you don’t need a break if you haven’t got kids. The irony is, we really wanted them. It wasn’t for a lack of trying.”
“Is that why she left?” McLean asked.
“Yeah. She got home from work one Christmas Eve and just sobbed; she was exhausted. We had two days leave together before she had to be back in the office. I wanted to wrap her in a blanket and sit her on the sofa but she needed to see her family. We spent the whole time travelling around to visit everyone, then she went back to work. She handed her notice in a couple of weeks later.”
Alexander was nodding. “I remember. I still don’t understand why you did all of this. Were you trying to give me a terrible Christmas as some sort of revenge?”
“No. That wasn’t it. Have you read ‘A Christmas Carol’? Charles Dickens?”
Mark looked around the room, addressing the question to all of them. Someone muttered that they’d seen the film and McLean wondered if they meant the Muppet version. “Scrooge didn’t understand Christmas. He thought that life was all about money so he ended up alone and friendless, with no-one to mourn him. You reminded me of that story. You’re all alone in this lovely house until you go back to work. Maybe you’re happy that way, I don’t know. It sounds daft now I say it out loud, but I thought that if I could recreate the ghosts, it would help you to understand what Christmas is for. That it might make you think about your employees and look after them a bit better.” He went quiet but McLean had a strong impression that he was holding something back.
“Did you have something else to say?” McLean asked. “Now’s your chance.”
“It’s just – are you happy Mr Alexander?”
Alexander looked surprised. “I can’t remember the last time anyone asked me that. No, I don’t suppose I am. I grew up in a family where hard work and fun were equally important. Oh, we had the most wonderful Christmases back then.” His eyes shone as he spoke. “My father used to dress up as Father Christmas for the children’s party at the factory and I had to pretend I didn’t know it was him. Then over the years, hard work took over and the fun stopped. My wife, Belinda, died.” His voice faltered. “She had breast cancer. We didn’t have children so when she went I was all alone. It’s easier to bury yourself in work than to submit to the sympathy of well-meaning neighbours. Then one day you find that work is all you have.”
He looked up at Mark. “I’m sorry about Fiona, I didn’t realise she was so unhappy. The truth is, I liked it when she came in over Christmas. I don’t suppose she liked me very much, but she was kind. It reminded me of Belinda. She was good at looking after people, I expect Fiona’s the same.”
Mark nodded. “She is. Everyone except herself. I’m sorry for your loss.”
“Thank you.” He looked up at McLean. “I don’t think I want to press charges. Am I able to do that? Can you just let him go?”
“We can. He broke into your garage, but that’s his only offence.”
“Good.”
Everyone stood up and the sergeant removed Mark’s handcuffs.
“There was one other thing.” Alexander said. “Why now? Fiona left nearly two years ago, what prompted you to visit me this year?”
Mark smiled and reached into a pocket for his phone. He found what he was looking for with a few taps and held it out towards Alexander. “This is our daughter, Angela. It’s her first Christmas.”
…
The sergeant went ahead of McLean to stand down the patrol car that had pulled up in front of the house. Victor and Andrew shook hands on the doorstep.
“I can’t supply you with a giant goose, but I hope you have a wonderful Christmas.”
“Thank you. The whole family are descending tomorrow so it’ll definitely be busy, but at least we’ll have a few quiet days afterwards. What will you do?”
“I don’t know. I’ll think of something.”
As they walked down the path, a woman of about fifty walked up. “I’m sorry to intrude, but I saw the police car; is everything all right?”
“Yes, thank you.” Victor replied. “Just a misunderstanding.”
“Oh, that’s good.” McLean saw her hesitate, biting her lip. “Look – I know we don’t really know each other, but Belinda was a good friend to me. I loved her very much and I don’t believe she’d want you to be on your own at Christmas. Would you like to come over for a drink?”
“Thank you, I’d like that.”
McLean smiled. It was a lovely gesture but he still felt as if he might throw up. He checked his watch. If he was lucky, he’d be home in time for hot chocolate.
It’s a cliché for a reason – people buy people. Most big brands don’t build themselves around the personality of the owner, but small businesses like ours have to. It can feel utterly squirm inducing to put yourself out there in your marketing, but it’s worth it. Your personality is the biggest difference between your business and every other similar one out there. Need more convincing? Read this. If you’re already sold on the idea of putting more of your personality into your marketing, read on. I’ve got some great ideas to get you started.
Write the way you talk
Grammar is a slippery little beast. I know the rules which means that I can bend and occasionally break them for effect. (Like starting a sentence with a conjunction – my ten-year-old was horrified by that one.) The great thing about content writing is that the overall effect is more important than sticking to the rules. You can write the way you speak and your content will often be better for it, as long as it gets your point across.
If you find it difficult to sit down and write, start by recording yourself. Imagine you’re explaining something to a customer and go from there. You’ll be able to hear the phrases you naturally use and include them in your writing. You can then edit your writing yourself or send it to someone like me.
Show your face
If this idea makes you want to hide under a rock, I get it. I’ve built up my confidence over time but there are still days where I’ve planned to go live and talk myself out of it. The reason I do it is because it helps people get to know me. When you show your face, it gets more personality into your marketing. It makes it more likely that people will pay attention because they recognise you from earlier posts or face to face networking. You stop being a faceless business owner and turn into someone they can trust.
The easiest ways to show your face involve video, whether it’s live, prerecorded or a reel. Plan what you’re going to say then just press the button and start talking. The more you do it, the easier it gets. If you really can’t face that yet, start with photos that have you in them and build from there.
Tell a story
The human brain loves stories. We associate them with happy childhood memories or good times with friends. Telling a story in your marketing can put your audience in the main character’s shoes or give them insight into your life. (Which gives them another opportunity to see you as a real human being.) Case studies are a great way to do this as you can tell them the story of someone you helped who is just like them. They can identify with their struggles and see you as the solution.
Sharing a story from your life is ideal if you share common ground with your audience. You might have been in their shoes in terms of life experience, for example as a parent. You could also have felt the same emotions, like overwhelm or imposter syndrome. It doesn’t mean sharing your life story but giving a bit of yourself will help you to build a relationship with your audience.
If you’d rather get to know me a bit first, you can sign up to my mailing list for blogging hints and tips straight to your inbox every month. You can unsubscribe whenever you like and I won’t share your information with anyone else.
When the Christmas scramble is over it’s time to turn your attention to a shiny new year. (If you’re really organised the best time to plan for the new year is before your Christmas marketing even starts.) If you plan your marketing on the hoof and never feel as if you’re quite on top of it, I’m here to help. Here are my 4 easy steps to help you plan your marketing for 2022.
Map your services to subject areas
This might sound like I’m stating the bleeding obvious, but your content needs to talk about stuff you want to sell. The key is to cover relevant topics in a way that shows your expertise but also lets your customers know that you understand them. You can keep things really broad at this stage and come up with general subject areas. For me, this part of the plan includes blogging, website copy and content marketing. Once you’ve come up with those, start to think about the challenges that your customers face that you can help with. Shifting your focus to the things that your audience care about will help you to come up with topics. Which brings me to…
Break the big ideas down into smaller topics
Within every big subject area there will be loads of smaller subjects. If you’re a beauty therapist one of your key areas might be skincare. Your audience will have different needs depending on their skin type, individual problems or even the time of year. Break them all down into the smallest topics you can think of. If you’re writing content for December your customers might be looking for Christmas gift ideas, ways to protect their skin in the colder weather or how to look after their skin during Christmas party season when they’re wearing make up more often. The narrower your topic, the more likely it is to be useful to your audience.
Choose a monthly focus
Marketing is pointless if it isn’t consistent. (You’ve probably heard me say that before.) We learn by repetition and studies suggest that someone needs to see your message at least 7 times before it sinks in. When you choose a monthly focus for your marketing it means that every piece of content sends the same core message. Even if your followers don’t see everything you share, the message sinks in and they understand what you offer. It also makes it easier for you to plan your marketing each month because everything comes back to the same central focus. It also means that you can use my next tip much more easily.
Repurpose your blog
A blog is a wonderful piece of content because it’s endlessly reusable. You can take each blog post and break it down into individual tips to share on social media. You can use each tip more than once, creating different types of content. That could include image posts, stories, Reels or other kinds of video just for starters. Look at your analytics to work out what your audience likes and try out new things to see what reaction you get. It saves you time because you don’t have to constantly plan new marketing content or write new words for each individual post. Don’t worry about repeating yourself because no-one sees everything you share.
Listening to my Heart is my life’s ‘work’ and it totally lights me up. You see, we all have an inner guidance system. Call it what you like – intuition, gut feeling, inner being, source – I know that this resonates with you. You know you have it. You’ve had that absolute knowing about whether something is right for you. You’ve felt that calling and known what the right thing was to do.
We all have it, we all know about it, but we’re not all deliberately connected to it. Because life gets in the way. And as a youngster we were actually trained away from it by [well-meaning] teachers, parents etc who wanted us to do as we were told by them. In life we encounter all the shoulds; all the advice and feedback from others; all the concerns about what others will think of our life, decisions and actions.
Connecting to my inner guidance and listening to my heart has led to so much ease and joy in my life. I love encouraging my daughters to listen to their own hearts. They won’t always have me to guide them, but they will always have their own inner guidance. And no one knows us better than we know ourselves, right!?
5 ways to connect to your own inner guidance system and leverage the energy that creates everything you desire in life:
1. Meditate daily for 20 minutes.
This is the absolute cornerstone of connecting to your own inner guidance system. Meditating allows you to quieten your mind and connect to the power within you. Consistent daily meditation is so powerful – you won’t recognise yourself after 30 days! I am currently running a 30-day meditation challenge in my Facebook parenting group (an inspired action straight from the heart of course!). Join us if you feel inspired (link below).
2. Be present.
Being present in the moment and focusing on the Now is super powerful – after all, the Now is all we ever have. By doing this we are able to enjoy each moment for what it is. Focusing on the past creates depression; focusing on the future creates anxiety. Why wouldn’t you choose to live in the present?
3. Calibrate negative emotions.
Everything you need is already within you. But from those lower vibration emotions (depression, fear, anger, doubt, blame) you are unable to tap into it. Soothing those feelings enable you to move forward in Love, Joy, Peace, Ease and Satisfaction (those delicious high vibration emotions) – and thus connect to your own inner guidance system where you will be able to see things from a higher perspective and literally manifest the right people, ideas and experiences. This is the work I do with people as a Clarity Coach.
4. Unfocus regularly throughout the day.
Taking 2-5 minutes throughout the day to close your eyes and breathe deeply allows you to unfocus and reconnect to your inner guidance system.
5. Flow activities.
Find a ‘flow activity’ that suits you. Flow activities are those which take you away from your mind and require you to put your focus solely on what you are doing. For example, running, colouring, crafts. What do you enjoy doing that helps you to unfocus from the world around you?
About the Author
Tracey Hutchinson lives in Leicestershire, UK and is a wife and an Unschooling Mum to 2 incredible girls – 10 and 1. She loves nothing more than to support Mums to go beyond traditional parenting, into the realms of parenting in the present moment with Joy, Ease, Love and Connection. As a Clarity Coach, she works with clients to release negative feelings, thoughts and beliefs around a particular topic and come into alignment with their own inner guidance system.
It’ll soon be time to hang up the ‘closed’ sign and head off for Christmas. (My closed sign is metaphorical – my office is in the garden and I don’t get visitors.) I know that there are lots of things that are traditionally great about Christmas, but it can also be hugely stressful. The conversation at a recent networking event turned towards gratitude and how much it can benefit our mental health. It got me thinking about the things I actually enjoy about Christmas, so I decided to write them down. Here are my 5 favourite things about Christmas…
Time off
I love taking the school holidays off. There’s nothing quite so joyful as turning off the alarm clock until January. I get to visit people I don’t get to see and spend more time with the ones I live with.
My favourite day off is the one I take on my own before school finishes. I know, I’m weird. I spend the day pottering about doing whatever festive thing comes to mind. It might be ‘Muppets Christmas Carol’ (again) or it could be wrapping presents with a mug of mulled wine and a mince pie. Bliss.
Eating
I’m a vegetarian so I’m not talking about turkey (although I do love Paxo). It’s all the other stuff that goes with Christmas. The cheese, the mince pies, opening the Prosecco at breakfast time. It’s the ridiculously huge tubs of Twiglets, Cheeselets and chocolates that you don’t get at any other time of year. I know I could eat pickled onions all year round, but I don’t. It’s all part of the festive feast and I love it.
Christmas lights
If Christmas trees were banned tomorrow, I wouldn’t mind, as long as I could still have my lights. I love wearing jumpers and scarves and the fact that cold weather makes hot chocolate essential. The only thing I struggle with is the lack of light. A lot of my favourite things about Christmas involve lights – the Christmas tree, the candles and the high street displays. When January comes and the Christmas lights go out, the winter always feels just a little bit harder.
Singing
I’m not a religious woman, but I always head to church at Christmas. One of my relatives is a churchwarden and it’s always fun going to Christingle and watching lots of small children handle naked flames. Also, Christmas carols are brilliant, even if you’re not a believer.
There are also loads of good tunes on adverts and in the shops (although I was once a Christmas shop assistant and I know how wearing they get by Christmas Eve). It’s the one time of year that you can sing to your heart’s content and no-one bats an eyelid.
Murder
Don’t worry, I’m not about to start bumping off family members. Christmas is often associated with ghost stories, but I’m a crime writer. ‘Hercule Poirot’s Christmas’ is a fixture in my festive viewing, along with any new Agatha Christie adaptations that pop up. My husband bought me a copy of ‘The Mistletoe Murder and other stories’ by PD James a few Christmases ago. Since then that bit between Christmas and New Year, when you can’t remember what day it is, finds me curled up on the sofa with a new seasonal crime collection.
What are your favourite things about Christmas? Leave a comment and let me know!
