Author: Kirsty France

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How thinking about seasonal marketing can help you plan your content

Seasonal marketing leaves in a line.
Photo by Designecologist: https://www.pexels.com/photo/leaves-hang-on-rope-1389460/

If I told you to think about the seasons when you plan your marketing content, a whole host of obvious ideas might spring to mind. Or they might not. Maybe your business doesn’t have obvious seasons or perhaps you’ve done every topic you can think of to death. Seasonal marketing doesn’t have to be about Christmas or encouraging your customers to book their summer holiday. Here are some obvious seasonal marketing ideas along with a few that take a sideways view.

Special occasions

A special occasion like Christmas or Easter gives you a great focus for your marketing if you offer related products or gifts. In a broader sense, you could treat the whole wedding season as one big special occasion. It’s always worth thinking about how you can relate your product or service to a special occasion in a less obvious way. You could offer financial advice for the school holidays or promote noise-cancelling headphones before your relatives descend for Christmas (or is that too harsh?).

Spring

Seasonal marketing for spring might feel like an easy job if you’re a garden centre or if you can help people with their spring cleaning as you can share hints and tips that will help your audience even if they don’t buy from you. You can also find ways to talk about outdoor activities, particularly if your business is related to travel. Talk about what’s available in different areas, even if you don’t earn anything by promoting them. You can also share stories about environmental issues and how you’re doing your bit.

Summer

If I’m being optimistic, summer could equal sunshine but it’s also weddings and school holidays. You can talk about fun in the sun, wedding fashion and last-minute holiday deals but think about taking a different approach too. Lots of working parents struggle with school holiday juggling every year. You might be able to offer activities but what if you could support them with getting a better work-life balance?

Could your content include screen-free ways to entertain children or what to do if you hate hot weather?

Autumn

I love Autumn because it’s the start of the rugby season and it becomes socially acceptable to stay indoors.  It’s about finding the balance between being cosy inside and getting outdoors. Autumn also brings Hallowe’en and bonfire night, two of my favourite festivals. You can use scary stories in your marketing without talking about ghosts. Share the things that could go wrong if your customers don’t ask the right questions when they’re choosing a service provider. Fireworks are about light triumphing over darkness – how do you help people overcome adversity?

All this and I haven’t even mentioned how you could educate your audience to channel that back-to-school energy.

Winter

Have you ever read ‘The Lion, the witch and the Wardrobe’ where the witch made sure that it was always winter but never Christmas? Christmas makes winter bearable because it’s all about fairy lights and family time. Then you’re into January and a diet of broccoli and water. The symbolism of a new year is great, but I reckon that good winter marketing needs to acknowledge the fact that people need cheering up. It’s freezing outside and dark by teatime. Offer your audience a new start if they want it but give them something to alleviate the gloom too.

Do you need some new ideas for your blog and seasonal marketing? I can help with that. Book a call here and let’s have a chat. You can also get 50 blog topic ideas you can use in your business today by snaffling a copy of my book here.

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Resources to help you come up with new blog topic ideas

Image shows a woman at her desk trying to think of new blog topic ideas

It doesn’t matter if you’re thinking about starting a blog or have been doing it for ages, we all dry up sometimes. You think you’ve said everything you could possibly say that would interest your audience or every topic that comes to mind seems too obvious. (The truth is, it’s only obvious to you because you work in your business all day, every day and you know it all.) How can you come up with new blog topic ideas? Even more importantly, how can you come up with them without spending hours doing it? Here are some great resources that will give you lots of new blog topic ideas fast.

Do the groundwork

Think about your business and the main topics you’re going to talk about. Mine are content marketing, blogging, content writing and copywriting. Yours might be different products or services. Start with the big topics then break them down. For me, that would look something like breaking blogging down into topic ideas, writing style and structure… you get the idea. Then think about what’s going to interest your customer. This is the longest part of the process, but it will help to tune your brain into the kind of topics your audience will enjoy so you’ll come up with ideas more easily in the future. If you want an easy way to come up with topics that will appeal to your audience, my book ’50 blog topic ideas for your business’ has fifty of them (in case that wasn’t obvious).

Use Google

There are technical ways that you can use Google to come up with ideas, particularly if you’re getting into finding keywords for ads. However, there is a quick and simple way to do it too. When you start typing a search into Google it gives you suggestions for ways to complete your search. I did a search for ‘blog writing for…’ and this is what it looked like:

You can do the same thing. Start your search with one of your key phrases and see what comes up. It’s a bit of a blunt instrument but it could give you some quick inspiration when you need it.

A useful website

Enter a keyword or phrase into Answer the Public and it will show you what searches people have made which include that word. It includes a whole host of things including questions and even an alphabetical list of terms. It doesn’t show you which ones are frequently asked questions and which ones have only been asked once, but you could find an interesting question that you can answer in a blog post.

Here’s what it gave me when I searched for blog writing:

Ubersuggest

Neil Patel is a content marketing god. Virtually any search you make about marketing will give you something from him on the first page of Google so it’s fair to say he knows his SEO. Ubersuggest is a free tool (there is also a paid version) that lets you see what people are searching for. It also gives you the numbers on search frequency and how easy it would be to rank for that phrase if you’re trying to improve your SEO. I searched for blog writing and here are the results:

Even if you aren’t getting deeply into SEO just now, it’s a good way of seeing what phrases your audience is searching for.

Do you need some new ideas for your blog and content marketing? I can help with that. Book a call here and let’s have a chat. You can also get 50 blog topic ideas you can use in your business today by snaffling a copy of my book here.

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Is your body image holding you back?

How many of you have suffered from body image issues? *hands go up*

I certainly have and since starting my Sparrowlegs business, it has become apparent to me how many of us women in business have struggled with the image in the mirror.  Did you know that your body image could be holding you back in your business? Body image is what we think and feel about the way that we look and not just simply what people see. So, how can it get in the way of your greatness? In the way of you showing up and being successful (and a reminder here that you get to choose what success looks like for you, it’s not one size fits all and I really didn’t intend that pun!)

Is negative body image holding you back?

So, firstly, negative body image LIMITS you. Believing you aren’t ‘beautiful’ enough (what defines beauty anyway?!) you aren’t slim enough; your skin isn’t clear enough, to be the person you want to be. We are subjected to a constant barrage of images and inferred expectations of a construed idea of what ‘beautiful’ is and sometimes we can’t see past it. These thoughts limit you; you might not choose a certain career path or say “yes” to opportunities because you believe that isn’t a choice for people who look like you. You may not progress your business because the image you have of yourself holds you back. Sometimes we think “when I’m slimmer I’ll succeed” or “when I look better, I can work on my business” – These are just limiting beliefs.

Secondly, feeling negative about the way you appear may stop you from taking risks, and from being brave. That’s not to say that I don’t have days where I look in the mirror and struggle with what I see BUT through the work that I’m doing I’ve learned how to manage those feelings better. Your body image, if negative, can keep you in your comfort zone. It can keep you from doing your lives on social media, from sharing the photos and even from turning up to meetings. We all know though, that forming true connections is a way to build our business, being relatable and vulnerable. That all starts with showing up as our true selves.

Lastly, having a negative body image makes you more likely to compare yourself with others. You can start to believe that others are more successful because they look a certain way. That’s not the case though, those that are successful (and to reiterate – success looks different for us all,) don’t limit themselves; they take the risks, and they stay on their own path without comparing. Another person’s beauty doesn’t make us less beautiful – this we MUST remember!

What can you do about it?

So, I hear you asking, what can you do to change things?

Surround yourself with the people who like and love you for who you truly are. Talk to them and you will realise that everybody has worries and insecurities. We all struggle with negative body image at times.

Support your body image by taking care of your body. That can look different for each one of you but don’t underestimate how much self-care can make you feel good about yourself. Treat yourself with kindness, and speak to yourself kindly. If you wouldn’t say it to a friend don’t say it to yourself.

Lastly, be you! People love to see the real you. Don’t let what you look like hold you back. Some people will love you and others won’t (their loss obviously!) Just remember your purpose and the right people will surround you

Now go, shine your light and follow your dreams and passions……

My links

Facebook Group:     www.facebook.com/groups/sparrowlegs

Instagram                 www.instagram.com/miss_sparrowlegs

Website                     www.sparrowlegs.com

Email                         anupa@sparrowlegs.com

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The power of letting things slide

A woman on a balcony letting things slide.

When I first started my business, one of the main reasons was the flexibility it gave me. When I was a solicitor there was a flexi-time policy and I changed to part-time working to give me more time with the kids but I was still basically working a 9-5. I couldn’t take an afternoon off on a whim or disappear early because it was sports day at school. Flexibility had to be planned. I was able to plan and prioritise my work but I wasn’t high enough up the food chain to decide that some things weren’t essential. Still, as a business owner, it’s taken me a while to truly embrace letting things slide. Here’s how it happened.

I took part in a challenge

Does anyone else feel as if we’re constantly batting away advice about the new thing we must do if we want our business to succeed? This is particularly true in marketing. There’s always something about why you need to add another social media platform or what kind of content you should be producing this week.

It used to make my head hurt. Then I did two things. I subscribed to emails from Anita Popat, who only tells you the social media stuff you need to know. Then I did a 3-day Facebook challenge with Libby Langley designed to help you make marketing decisions based on your personality and values. It taught me what I already knew. Stop listening to people who say ‘should’ and do what feels right for you.

The family holiday

Then came the Easter holidays. You know the drill. I’m a business-owning mum so the school holidays are always a balancing act. The first few days after the kids broke up were fine because I was still in work mode. I had a plan and there was work I’d promised to do. Then I went on an actual holiday. We got on a ferry and went to Holland for a long weekend. It was glorious (the weather and the place) and I realised how much I’d needed some time out. A chance to play with my kids, go swimming every day and drink lager on a weeknight. I hadn’t realised how tired I’d been. I told myself that I’d have a day off when we got back from Holland then I’d start working again.

The reframe

We got back from holiday and I didn’t get back to work. My brain didn’t want to. I read some emails but mainly I wanted to have days out with my boys before they went back to school. At first, I thought I was being lazy. I told myself I should have been working. Then I remembered that I don’t listen to people who tell me what I should do and gave myself a break. I didn’t post a single thing on social media for a whole week. The world didn’t end. No one forgot I exist. All the work that pays my bills is still getting done. Those extra few days gave me the headspace I needed to decide what was important in my life. I realised that letting things slide was the best thing I could have done.

Why am I telling you all this? It’s because sharing our stories is important. When you’re a business owner people sometimes forget you’re a human being as well. I hope that by giving you a glimpse behind the scenes I’ll encourage you to do the same. If you’d like to have a chat about it, you can book one here.

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Are you setting boundaries between your personal life and business marketing?

The image shows a laptop, book and phone wrapped in chains. This is setting boundaries at its least technical and most extreme.
Photo by Pixabay: https://www.pexels.com/photo/black-android-smartphone-on-top-of-white-book-39584/

I’m a big believer in sharing some of your life in your marketing. Here’s why. The question is, how much do you share? It’s one thing to give your audience a glimpse behind the scenes, but that doesn’t mean giving them access to your entire private life. Everyone is different; what’s right for you may be inappropriate for someone else. Here are some of the things I thought about when I was setting boundaries between my marketing and life behind the scenes. I hope they help you too.

Can you talk about work?

I ran a blogging workshop at a business retreat a few years ago and one of the attendees told me that she couldn’t talk about her day job. At all. She’d signed a non-disclosure agreement. She was building a business on the side and could talk about that but couldn’t share any anecdotes about her work history or experience. It’s an extreme example, but if you work with sensitive information or have a duty of confidentiality towards your clients this could be an issue for you. The problem is that case studies are a great way of showing future customers the kind of challenges you deal with. I often share an anonymised version of a case study in these circumstances. If it’s something distinctive or highly personal I’d still recommend contacting the client in case they recognise themselves.

What do you want to protect?

Your family might support you in your business but that doesn’t mean they want to feature in your marketing. My husband has appeared in the background of a few Zoom calls, but he’d be deeply uncomfortable if I put him on Instagram. I talk about my children because it helps me to connect with other business-owning mums, but I never share images of them or mention their names. This is the kind of boundary that it’s best to set by having a conversation with the people closest to you. My kids aren’t old enough to consent to be on social media, so I don’t put them on there. That’s why I acknowledge their existence but don’t share details.

You might think this is a small issue, but it can cause rifts if you make assumptions. (Google ‘why don’t we see Aimee Osbourne’ if you don’t believe me.)

Setting boundaries around personal details

Setting boundaries isn’t just about protecting your family members and throwing caution to the wind when it comes to your privacy. On a practical level, sharing too much personal information puts you at risk of identity theft or being scammed.

You might have started your business because of something you went through and want to help others with. Connecting with your audience might mean sharing some incredibly personal details. You might be talking about your experience of baby loss, medical treatment or mental health issues. Your audience might read about your experience and emotions and be relieved that they’re not alone. At the same time, you might feel that some details are too personal. Remember, it’s your decision. If it feels like too much, leave it out. I know you want to help your audience but think about what’s right for you too.

Do you need some help creating marketing with the right boundaries? I can help with that. Book a call here and let’s have a chat. Or, sign up to my mailing list for blogging and marketing hints and tips straight to your inbox every month.

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Why you need to show your life in your marketing

A woman celebrating - you can put life into your marketing too.

You’ve probably seen loads of marketing advice telling you that you need to share your knowledge and establish yourself as an expert in your field. That’s all true. When you have a small business, you need to go one step further and share a bit of your life with your customers. The big brands can build a corporate image around their values, but you need to show your audience who you are as a person. Here’s why you need to put some of your life into your marketing.

It makes your audience feel part of something

Content marketing is designed to help you build a relationship with your audience so that they’ll buy from you. When your marketing creates a community, it helps your audience feel as if they’re part of something amazing. That might happen because of chats in the comments on your posts or what you share in your Facebook group.

The easiest way to make your audience feel included is by giving them a glimpse behind the scenes. If you create products, you can share videos or posts of you making something. Someone might see the work in progress and decide they must have the finished product! Case studies are brilliant if you’re like me and offer a less visual service. You can show prospective customers the process so they know how you work and can read about the results.

Shared experience connects you with your customers

Maybe you started your business because you came through a challenge and wanted to help other people do the same. Your story needs to be central to your marketing. It shows your customers that you understand what they’re going through because you’ve been in their shoes. You can build trust by talking about your experiences. This is particularly good for business or health coaches, personal trainers and parenting experts.

Showing your life and the experiences you share with your customers can also work in another way. Whilst it might not be directly relevant to your business, sometimes you just want to work with someone who’s on the same wavelength as you or support their business. I work with lots of business-owning mums and it gives you a shorthand that makes communication easy and fun.

Sharing your life shows people you’re human

When you spend time running a business online, you’ll inevitably come across people who forget you’re a human being with feelings. They think that those nasty comments will bounce off (if they even think before they type). Sharing posts that show people what your life is like when you’re not at work helps to remind people that you’re a real person. It could also help to distinguish you from another, similar, business. I haven’t had anyone tell me they want to work with me because I’m a rugby fan so far, but you never know!

One word of caution; use posts like this sparingly. Every so often is fine but your customers aren’t your friends. They don’t need 500 pictures of your baby, cute puppy or to hear about how hungover you are. Just an occasional reminder that you have a life outside business.

Are you ready to put some of your life into your marketing? I can help with that. Book a call here and let’s have a chat.

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Rise & Shine

What gets you up each morning? I recently read that the latest estimates from the Labour Force Survey (LFS) show that the total number of cases of work-related stress, depression or anxiety in 2017/18 was 595,000, a prevalence rate of 1,800 per 100,000 workers. Many of them struggled to even get up in the morning.

I remember those days – where energy, calm and ease felt like they were in a foreign land. One of those episodes, many many moons ago, required setting up home with my sister, brother-in-law, niece and nephew. Life was a pretty bleak place to be. The call of the darkened room and no company, locking myself into the cocoon of a duvet were a place of safety and isolation.

But it often stopped me from doing the normal things – cleaning my teeth, having a shower, taking medication, or going to the shop – I would have quite happily stayed in that “pit” (quite literally) for months if I could.

But every single morning, two little faces would greet me at the bedroom door, encourage me to drink, get up, go again, take the medication, find some energy to walk them to school, tell me a joke, sing me a song, or make up silly stories.

I was hell to live with at times – I was struggling to live with myself, let alone other people having to face the wrath of anger that often came their way.

But still, every morning, those two faces would show up before they headed off to Primary School.

I look back with an element of shame on that time – because those that I loved the most in the world, so young and vulnerable themselves, were the ones pleading with me to go again. They shouldn’t have had to do that. But I am forever eternally grateful that they did.

In the same breath, I look back on those times with fondness – experiencing unconditional love every single waking morning. I smile at the numerous talks that we had as I walked them to school, the trial and error of doing scooter tricks, or making up names for each other. We giggled in a way that still rings in my ears, warms my heart and brings a tear to my eyes even now as I write.

The reality of life’s lesson being this……

In the worst of days, I gained some of the most beautiful and treasured memories, priceless for the rest of times, ones that I will hold onto forever.

And now, some eight years on, two of those beaming faces are grown and at University, following in my footsteps of becoming a teacher . I couldn’t be prouder, not even by the university status – although that in itself is MAGICAL.

No, I am even more proud of the human beings that they have become and continue to be.

Today’s lesson is a simple one – however hard it may feel, light and love are around every corner – from a smile from a stranger, to the breeze in the trees, to the blues of the skies. Just keep going, one small step at a time.

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4 powerful emotional marketing tips to make your customers buy

Emotional marketing creates a connection.
Photo by Juan Pablo Serrano Arenas: https://www.pexels.com/photo/man-and-woman-sitting-together-in-front-of-table-951290/

When you create marketing that shamelessly targets your customers’ emotions, you’ll sell more. That sounds pretty cynical, doesn’t it? It doesn’t have to be. You’re excited about your products and services; you love what you do and feel a warm glow when your customers are happy. Your marketing needs to show them how they’ll feel after they’ve worked with you, so they can get excited too. If you’re wondering what you can do to get emotional marketing working for you, here are my top 4 tips to get you started.

Show them the before and after

Great marketing shows your future customers that you understand their needs and can help them. You could tell them how you help, but it works better if you show them. I could say something like “I save you time by writing your blog for you.” It’s easy to understand but rubbish as a piece of emotional marketing. What if I said, “are you tired of being stuck to your laptop writing another blog post when you’d rather be putting your kids to bed?” If you’re a business owner with mum guilt the second version is going to be more powerful because it has a detail that hits home. Talk about the feelings that your customers have now and how they’ll feel when they’ve worked with you. Get into details and your marketing will be much more effective.

Show your customers what you have in common

Emotional marketing helps your customers to connect with you as a human being. Its one of the advantages that small business owners like us have over the big brands. We can use our personalities in our marketing and attract people who like what they see. (My main challenge with this is that sarcasm doesn’t always come across in print.) When you use emotional touchpoints in your marketing you create understanding. It’s incredibly effective when your customers are where you used to be, with a baby that won’t sleep or a challenging health condition. Show them where you were and how far you’ve come.

Use emotional marketing to connect with what they want

People are motivated by lots of different things, but some emotional motivators are more powerful than others. Your future customers might want to stand out from the crowd, feel more confident or that they’re taking care of their own wellbeing. What needs and feelings are bringing your customers to you? You might appeal to some deep-seated emotions, like a need to belong. If you offer something that might be considered a bit niche or offbeat, your marketing could help your customers feel that they’ve finally found someone who understands them. Think about what feelings go with your customers’ aspirations and talk about them.

What do you want them to do next?

Whenever you create a piece of content, ask yourself what it’s for. I know that all marketing is designed to let people know what you do and how to buy from you, but each blog post, social media post or email will have its own specific aim. Some things are educational or designed to raise your profile, while others are more focused on selling. Ironically, while you want your audience to feel good about your business, they’re more likely to act if they feel a negative emotion. That could be you telling them that today is their last chance to buy that Christmas present, or something more general.

Are you ready to get some emotion into your marketing? I can help with that. Book a call here and let’s have a chat.

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Why you need to start using emotional marketing

A woman experiencing emotional marketing.
Photo by Ekaterina Bolsova via Pexels

Does your marketing get in touch with your customers’ emotions? I don’t expect you to have them sobbing into their cornflakes all the time, but emotional marketing can be incredibly powerful. The adverts that you remember are the ones that made you feel something. Think of that McDonalds Christmas ad that made every mum wish her children would stop growing up so fast and you’ll get what I mean. Emotional marketing doesn’t have to be hysterically funny or make your audience cry to be effective. Here’s why you need to start thinking about your customers’ emotions when you create your marketing content.

Know like and trust

You may have heard this one before, but the know, like and trust factor is one of the key things you need to build if you want a successful business. People are learning to trust their local small businesses, but they can still be wary of handing their money over to someone who might disappear into the night. If you regularly share marketing content that shows your audience you’re a real person they’ll start to trust you. Make it something human and relatable and they’ll start to like you.

The great thing about emotional marketing is that you can be yourself. That might be terrifying, but it helps you to attract your kind of people. Your marketing makes them feel seen and understood. We’ve all learned the value of community over the past two years; emotional marketing can help you to build a community around your business.

Decisions come from the heart as well as the head

Have you ever made a logical decision then hesitated because it didn’t feel right? Or had a gut feeling about something that eventually proved to be correct? Our brains process emotional information far more quickly than facts. In fact, emotions bypass the logical part of the brain altogether. It means that emotional marketing helps you to create a great first impression before your customers know anything else about your business. They might still make a list of pros and cons, but it’ll probably come later. Or be completely irrelevant if they don’t like you.

That doesn’t mean that your marketing has to be ‘likeable’ as long as you make your audience feel something. Creating a connection is the most important bit.

Emotional marketing can be used in different ways

As you might expect, different emotions get different results. Negative emotions are more likely to encourage people to take action. Content that makes them laugh or feel happy is more likely to be shared. Your business will influence the kinds of emotions you want to evoke, but it’s important to include a mixture. You might help people with a challenge that makes them feel stressed or anxious. Maybe you want them to think about something difficult that they didn’t know about. It doesn’t mean that your marketing needs to be relentlessly depressing. You can still share the positives. This is particularly true if you’re showing your audience the before and after – more on that in a future post.

Are you ready to get some emotion into your marketing? I can help with that. Book a call here and let’s have a chat about how I can help you.

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Case study – creating flexible packaged services for Fishers Solicitors

Flexible packaged service case study

My work with Fishers Solicitors’ started thanks to a conversation about my packaged services at a networking event. If you’re at all familiar with my work, you’ll know that’s a common occurrence. I’m usually involved in the conversation in question, but this time I wasn’t. That’s the beauty of networking with people who remember what you do. One of the partners at Fishers was talking about marketing and the fact that their marketing manager often needed members of the team to write blogs. The trouble is that busy solicitors generally have more pressing demands on their time. It was proving to be a struggle. I was swiftly introduced for a chat with Chloe, who co-ordinates their marketing.

The challenge

When I spoke with Chloe it soon became clear that they needed more than blogs. Like a lot of professional service businesses, they had access to a bank of articles that they could share but they also needed content that was unique to them. The practice covers a range of different services so they have plenty to talk about. Chloe told me that she gets lots of content ideas from the different teams but that execution is an issue. They struggle with formatting and getting their message across in the right way. She wanted to create a discussion-based blog that is topical and pushes their strategy. They’re also regular contributors to a magazine where they answer a legal question each month and want to add new content to their website too.

The solution

My packaged services are built around creating a set number of blogs each month. However, they can also include other types of content too. While Chloe wants to build an effective blog to build Fishers’ reputation and position them as thought leaders there’s more to it than that. Since we started working together, I’ve written blogs, a new page for their website, a magazine Q&A and a news item that can also go out as a press release. Chloe and I speak once a month and she introduces me to other members of the team so we can have a chat. That means they can just tell me what I need to know in a few minutes, rather than trying to write content in a way that’s completely new to them.

Does your business need flexible content at a predictable cost? I can help with that. Just email me or book a chat here.