storytelling Archives - Page 3 of 4

Posted on 22nd June 202022nd June 2020 by Kirsty France — Leave a comment

Networking: The business resource that keeps on giving

I’ve been thinking about the resources I use in my business a lot recently, trying to work out what’s working and what isn’t. I keep coming back to networking, mainly because business is often about who you know and partly because there are so many options. As I mentioned in this blog I’ve found that paid networking events have given me more solid relationships than free ones. But then I talk to other business owners and realise that not all networking is created equal. It got me wondering about the kind of networking I do and why it works for me.

Timing

There are so many networking event that you could feasibly spend all your time going to them, but you wouldn’t get much work done. The demands of family life rule out both breakfast and evening networking events for me which helps me narrow them down.

It means that I only go to daytime events, which has a massive impact on the kind of people I meet. They’re often senior employees of larger businesses, which usually means they have money to spend. (Yes, I’m totally capable of being mercenary.) I’ve also met people who’ve built up their side hustle or who threw themselves in at the deep end like me.

Connecting with people

Building a business is about creating relationships. Some of the people I’ve met networking have become customers, but others have become my unofficial ambassadors in their own networks.

My main networking group is women only and hugely supportive in lots of different ways. There’s always a listening ear and great advice. While approaches differ between business owners and employees, there’s still one common thread. We all promote each other, even though that’s not a requirement of membership. My network has widened because we mention each other on social media and attend each other’s events.

Follow up

My favourite networking groups have become my favourites because they make it easy to build relationships. I’ve no problem with making the time to follow up with new contacts individually, but it’s easy for your email (or theirs) to get lost in the midst of a heaving inbox.

While social media can be equally busy, the memberships with Facebook groups have brought more lasting relationships. Other members ask questions or share their content and the hive mind gets to work. People don’t just learn what you’re about in a chat over lunch, they see reminders all the time.

Other networking groups

I often turn down events because they don’t fit with my schedule or my budget. But I’ve also said no without really understanding why. I look at some of the people I’ve met over the years and marvel at the connections they have and the events they’re invited to. Often the only difference between us is that they’ve been in business for longer and have more contacts.

Yet sometimes I think I hold myself back through fear. What if they’re just better than me? Maybe they’re ‘proper’ business owners and I’m just someone who’s going to be found out one day? I think it’s something I need to address.

If there’s one thing I want you to take away from this, it’s to look at the events you’re going to (or not going to). Are they the right ones for you? Is avoiding some holding you back? The reason I tell you this story is not because I have a networking event to sell (I don’t), but because I hope it’ll help. It’s also because being honest and sharing my story has helped me to build my business and meet some amazing people along the way.

If you want some help sharing your story in the right way, just get in touch.

Posted on 26th May 202026th May 2020 by Kirsty France — Leave a comment

Are we really pivoting?

Are we pivoting? White arrow on purple background. — Photo by Nick Fewings on Unsplash

I know, I know, I’m sorry – I’m sorry if you’ve heard the word ‘pivot’ far too many times in the last couple of months. I’m definitely tired of it (along with ‘unprecedented’) but if I’m going to face the thing I have to use the word. So. Are you pivoting? I keep getting it mixed up with pirouetting. That may actually be a better choice. If you feel as if you haven’t stopped spinning you’re not alone.

Pivoting has become a key term because a lot of us have had to consider it. Whole industries have come to a standstill overnight. Some are eligible for Government support but others aren’t. We’ve all got bills to pay and mouths to feed. I started pondering the actions I’ve taken since lockdown and what I’ve seen other businesses do. What’s been happening for you?

Are we pivoting or just readjusting?

To a word geek like me, pivoting means turning in a completely new direction. This has clearly been necessary for a lot of people. I’ve seen friends whose work has disappeared overnight apply for all kinds of jobs. Delivery drivers and grocery shop workers are in higher demand than ever before.

For the rest of us, it’s possible that we’ve just changed the way we do things. Your business might be able to continue online rather than in person. I’ve done online networking and a friend’s yoga class is now taking place over Zoom. My eight year old’s guitar lesson and football sessions have gone virtual as well. Virtual football coaching with a kid hurtling around the garden is quite an experience! The great thing is, we’re able to continue even if some bits have changed.

Getting creative

For some of us, adapting has meant getting creative. Pubs have started offering takeaways – I’ve even had a socially distanced gin delivery! My personal favourite was the lady who is painting rainbows on people’s windows. She’d normally be creating beautiful hand painted signs and chalkboards for shops and events, now she’s cheering people up at home.

My business has always been online, so it’s mostly business as usual. (Apart from the fact that I’m currently home schooling two under 10s.) The trouble is, some of the businesses I work with are struggling. It’s made me look at creating new products that will help without breaking the bank. What’s more, they’ll still be there when we go back to whatever the new normal turns out to be.

Is this a pivot?

Even though I’m creating new things and have adjusted my working week to fit around the kids, I’m not actually pivoting. I’m doing the same thing I was doing before, writing words and trying to help other business owners. All the same, things have changed. It’s not that long ago that I swore blind I was never going to create any kind of digital product. It all seemed like far too much work. Creating something I could sell wasn’t too much of a stretch. I just had to get over my horror of generic content by creating something semi-generic.

The real challenge was the techy bit. How on earth was I going to set up an online shop that would actually take money without me being involved? Well, I’ve done it. Turns out that the people who make shop software want small businesses to be able to use it so they make it easy. I know, who would have thought it?

Are you pivoting or just adjusting? Whatever your experience I’d love to hear about it so please share in the comments.

My isolation silver linings

I’m delighted to have been challenged by the fabulous Steve at https://thediaryofdad.com/ to write about the positives that have come out of isolation. I have to confess, when all of this started I was panicking. As a business owner, the possibility of not being able to work for an extended period was scary. At least I don’t have employees to worry about. I’d convinced myself that I couldn’t possibly get anything done with the kids at home. Thankfully, there have been plenty of positives. Here are just a few.

I have an amazing business community

I’m used to spending time on my own, working at home while my sons are at school. I’m also an introvert so I thought that the hardest thing about isolation would actually be having the entire family under one roof, all of the time. It actually turns out that I miss talking to other adults, whether it’s at networking events or the school gate.

Thankfully, I’m part of an awesome small business community that quickly mobilised to take events online. It’s not quite the same as hugging your friends in person, but it’s great to keep in touch. Whilst social media isn’t always good for my mental health just now, spending time in the right places has been a real bonus.

Flexibility is key

One of our biggest isolation challenges has been the change in routine. It’s also created one of the biggest positives. My kids love routine, so we’ve created our own. School have sent suggested activities home but it’s up to us how we structure them. We’ve also introduced stuff that they wouldn’t learn at school, like how to do their own laundry, as well as new takes on fun activities. Who knew you could get IT, music appreciation and cookery into organising a kitchen disco?

I’m also thankful that we’ve created a balance when it comes to working at home. My husband and I are both self-employed, but while his workload is steady, mine fluctuates. With good communication and flexibility we’ve been able to settle into a pattern that works for both of us.

Work is still happening in isolation

The fact that my business is already online so can mostly carry on going (kids permitting) was a real silver lining. However, I had no idea whether my clients had any money to spend. Thankfully, some of them do. Some are using the enforced down time to get on with projects that they hadn’t had time for before. Others just need some help communicating with their customers without sounding like they’re trying to profit from a crisis.

The thing is, we’re all just trying to get through this as best we can. It’s been really heartening to see how many people are supporting their community, including other small business, when times are tough.

My kids are mostly great

There are days when I can’t face another conversation about Pokémon. Or Minecraft. But mostly I’m really glad that we’ve got the time to listen. I feel as if I’ve got to know them better. It’s also been great to discover that they’re actually pretty resilient. My youngest turned six in isolation. The fact that this year’s party was a cake and the extended family on FaceTime didn’t faze him at all.

I always knew I was pretty patient, but it goes further than I ever imagined. It has to when your children’s insecurity about the situation comes out two hours after bedtime when you just want to flop in front of the TV. Being able to take the time to administer hugs when they’re needed has been the biggest silver lining of all.

Thanks to Steve for the nomination. I’m nominating Rona Myatt to pick up the baton and talk about her isolation silver linings.

If you’d like to learn more about what I do (when I have time to do some work) or ways to improve your business marketing, you can sign up to my mailing list by completing the form below.

Posted on 23rd March 202023rd March 2020 by Kirsty France — Leave a comment

How are you?

I had a completely different blog post written for this week. Yet somehow I couldn’t bring myself to publish it. It felt a tiny bit irrelevant to tell another story when the world has turned upside down. So here I am. The only question running through my head is ‘how are you’? Not just for you, but for myself as well. The last time my eldest son went to his fun football session, I got a funny look from one of the dads because I coughed. I couldn’t bring myself to tell him it was his aftershave! Now, every time I cough I wonder if it’s the first sign. Trouble is, I am a cougher. My youngest boy is too. Blame the asthmatic ancestors whose legacy wasn’t the condition itself, but extra sensitive airways. The last couple of weeks have seen me in extra vigilant mode in case the usual coughs become unusual ones. I’ve also been conscious of the different ways that people have reacted to this. I’m not going to talk about the crowds who treated social distancing as a green flag to flock to their local beauty spots. It’s a waste of energy and I’m going to need all mine. What I will tell you about is what’s helped me and what definitely hasn’t.

The personal networks

I’m lucky to be in a brilliant range of business networks, but there are some beyond that too. The parents at the school gate and the local community associations are all a part of my network. It’s been heartening to see how many people have stepped up to help. There’s been co-operation that has helped quarantined families and vulnerable people to be fed and supported in other ways. There have been social media posts in my school groups giving ideas for things to do with the children. There’s also been a phenomenal level of whingeing. I know it helps some people, but the difference between that and the alternative is really striking.

Business support

Most of all, there’s been business support. The panic that your business won’t survive doesn’t last long when you’re in a community of amazing women who’ll help you to brainstorm ideas one minute and teach you how to implement them the next. They’ve also helped to alleviate the guilt. It’s more than working parent anxiety just now. It’s the feeling that you shouldn’t be promoting your business when other people are struggling. The truth is, you shouldn’t feel bad about offering something that will help people. There’s also nothing wrong with putting on your own oxygen mask first. If you can keep a roof over your head and food on the table you’re less likely to need a bail out and that’s better for everyone.

How’s your social media?

Life is being lived on social media more than usual at the moment. There’s been extra positivity because support groups are mobilising on Facebook. There have been the usual spats, but no more than usual. The thing that’s got to me, more than anything, are the people predicting what’s going to happen. I don’t mean the experts. I’m hugely grateful for the people who are providing proper data and explaining the psychology behind the guidelines. I mean the people fretting about stuff that hasn’t happened yet, if it ever does. It took me a long time to stop worrying about things I can’t control, which means I can’t deal with other people doing it. I appreciate that’s my foible but it’s made me much more careful about where I spend time.

I hope you and your loved ones are OK. Saying ‘how are you?’ has taken on a whole new seriousness, hasn’t it? If you need anything, whether it’s practical support, a listening ear or absolutely anything else, please shout. I’m helping quite a few people with finding the right words to market their business at this strange and crazy time, so let me know if I can do that for you too.

In the meantime, take care and I’ll speak to you soon.

Posted on 28th January 202028th January 2020 by Kirsty France — Leave a comment

Leaving your comfort zone

When you’re in business there’s a lot of talk about leaving your comfort zone as a tool for growth. I’ve realised that it’s a message that mostly resonates with women. A couple of weeks ago I shared the image below on my social media accounts and the response was greater than anything else I’ve shared this month. Then I realised that everyone who liked and commented, no matter which platform they saw it on, was a female business owner. It wouldn’t be the first time. It’s entirely possible that I’m living in a female centric bubble on social media, but it struck me that you don’t hear men talking about comfort zones. Maybe the ones who start businesses are just naturally confident and the rest get a normal job. Yet I meet loads of women who start up on their
own but lack the confidence to shout about what they do. I don’t say this as someone with all the answers because I struggle with it myself.

I’ve been trying to think of ways to get rid of the mind monkeys (thanks to Claire Mitchell at The Girls Mean Business for that phrase). Actually, since I’ve been watching Baby Chimp Rescue on BBC2 they’ve turned into cheeky chimps in my head. (Seriously, if you haven’t watched it, do. It cheers me up and makes me sob in equal measure.) Then I realised that I’ve already done something that lots of people wouldn’t do outside of a gap year adventure. When I was already a (supposedly) sensible solicitor I headed off to Argentina for a solo expedition. No organised tour, no nothing. Just a husband who’d gone to learn advanced skiing for six weeks and a self-planned itinerary. This is how I got the confidence.

Baby steps

When I told my colleagues that I was going to haul myself across Argentina with nothing for company but a good book (often the best kind of company) they looked at me as if I’d gone a bit mad. My friends and family, on the other hand, barely batted an eyelid. (Although the potential cost of international phone calls meant my mum finally learned to text.) This wasn’t the first time I’d travelled alone, although it was certainly the most dramatic. I had a habit of taking myself off to different cities to explore for the day and took a family history research trip to Edinburgh. By the time I landed in Buenos Aires I was ready. While big, dramatic leaps out of your comfort zone are sometimes necessary, it’s definitely worth getting warmed up first.

Getting involved

The biggest shock of landing in a foreign country by myself was the fact that I was completely alone. It was scary and liberating at the same time. I could do whatever I wanted and didn’t have to negotiate with anyone else. Starting a business was much the same. The key (for me at least) to tackling both situations has been to get involved with something. In Argentina I booked the activities and got a table for one in the local restaurants. It’s amazing how many people talk to you when you’re by yourself. It’s the same in business when you find the right networking groups. I’ve built relationships with people that understand the life and my business (not to mention my head) is in a better place because of it.

Does all of this mean that I’ll never have to worry about leaving my comfort zone again? Of course not. Mind monkeys can strike even the most successful of us. It’s just reminded me that it is possible. If you’re reading this thinking that I’m braver than you, I’m not. I’ve probably just had more practice.

If starting a blog is outside your comfort zone, I’m here to help. My 5 day blogging kick start challenge starts on Monday and will help you go from a blank page to a finished blog. Sign up using the form below to join in.

Want more?

Claire Mitchell from The Girls Mean Business on squishing
your mind monkeys

Treat yourself to some real life baby chimps in Baby Chimp Rescue

Posted on 25th November 201925th November 2019 by Kirsty France — Leave a comment

What are you doing for Christmas?

At the risk of sounding like Joey from Friends, how are you doing? Stressed out, frazzled, wondering how you’re going to fit it all in? Gliding into the festive season like a graceful swan (but paddling like mad underneath)? Or are you actually serene about the whole thing? However you feel about Christmas, remember this. In a month’s time it will be Boxing Day, which is a whisker away from it all being over.

As I write this I’ve done some Christmas shopping and we’ve had a half-hearted discussion about where we’re spending The Day Itself. I’m currently leaning towards doing what we’ve done for the last few years. Stay put and welcome whatever assortment of relatives want to come for Christmas dinner. So what are you doing for Christmas? Why am I even asking? The reason is that whilst I haven’t found the secret of a totally Zen Christmas, these days it doesn’t stress me out like it used to. In case the very idea of Christmas is turning you grey, here are a few of my stories of Christmases past that should help…

The one where we ate Boxing Day pizza

I used to put a whole heap of pressure on myself about Christmas dinner. While my husband used to do most of the cooking I was the one who did the shopping. I’d stress out about whether I’d ordered enough food. When it actually arrived I felt like a doomsday prepper.

One year we were seeing my Mum on Christmas Day then catching up with the rest of the family over the next few days. It was the first Christmas after a family bereavement so it was always going to be tough. My husband’s family were coming for Boxing Day and no-one could face cooking for a second day. So we went for pizza. It was relaxed, stress free and everyone was happy. Now we do it every year.

The one with nine people

Last Christmas we had more people for Christmas Day than I have ever cooked for. (I imagine some of you think I’m an amateur – you’re probably right.) It was only the second time I’d ever cooked Christmas dinner and we had four extra people, one of them vegan. Then I remembered that a turkey crown is designed to feed an army and my usual vegetarian main was also vegan. Once I learned how to make vegan crumble* all was well.

The main challenge with nine people isn’t feeding them or even getting them round the table. You just have to tuck your elbows in. It’s making sure that different generations aren’t falling over each other all day. Speaking of which…

The one where we went for a walk

I married a man who finds it impossible to do nothing. Admittedly, I’m also a fidget but give me a good book and I can remain stationery for hours. As the kids are also much nicer to be around when they’ve had fresh air, we spent one Christmas morning climbing a hill.

I packed sausage rolls, cheese straws and sweets to keep the kids going and off we went. We ambled up the hill, chatted to the dog walkers and enjoyed the fresh air. (And before you vomit at how idyllic it all sounds, it rained on the way back.) Still, the picnic tasted just as good in the car.

Why am I telling you this? It’s because these are some of the best Christmas memories I have and two of them came from loss. We changed things because we wanted new memories to distract us from the ones we missed. If Christmas is stressing you out, whether it’s because something is different or because it’s more of the same, try changing it.

*Use soya margarine. Yeah, that was a tough one.

More help

For the cooks among you, here’s BBC Good Food’s 2017 guide to a stress free Christmas with some handy hints. Of course, you could go out if taking your children to a restaurant isn’t stress inducing too.

Of course, you could just run away…

Posted on 28th October 201928th October 2019 by Kirsty France — Leave a comment

Hallowe’en: what’s your story?

I know that there are lot of different views out there about Hallowe’en. Lots of you love it, others think it’s over commercialised rubbish. Take to Twitter and you’ll find a growing movement of evangelists who see it as Satan worshipping. They clearly haven’t done their research. Hallowe’en grew out of Samhain, the old Celtic New Year celebrated by Pagans. The last time I checked, Pagans didn’t actually believe in the devil.

Of course, it’s easy to suggest that views on Hallowe’en are all black and white. Really, it’s far more complicated than that. That’s why I decided to give you my perspective on Hallowe’en.

The fun bits

As regular readers will know, I have two young children. They’ve been excited about Hallowe’en since the end of September and are both incredibly disappointed that their school won’t let them wear costumes instead of uniform.

As I write this, debate in our house is still raging about whether we’re going out trick or treating or just getting a big tub of sweets to hand out to anyone who calls. Trick or treating is mostly fairly good natured near us so I suspect the final decision will be made by the weather. I know that a lot of people regard it as an American tradition that we’ve had foisted onto us. Personally, I enjoy it. It makes me feel part of a community and its fun trying to guess whether a child we know is hiding behind that mask.

Hallowe’en horror

Of course, I know that Hallowe’en in general, and trick or treating in particular, isn’t fun for everyone. We’ve always observed the rule that you only knock at doors that have a pumpkin on display. Last year a house near us put sweets by the front door with a note asking that we didn’t ring the bell as they were trying to get their baby to sleep. If that had been me, any interruptions would have ended in a real horror story!

Unfortunately not everyone behaves well. Every year we hear stories about people being terrorised or having their property vandalised because they didn’t answer the door. The playground heard tales of little kids in tears because someone had smashed their pumpkin for fun or chased them down the road with an axe. Those stories make me wonder what goes on in people’s heads (and have inspired a few ideas for crime stories – watch this space).

The memorial

For me, Hallowe’en isn’t just about pumpkins and scary stories. It’s a memorial too. There’s a Pagan concept which says that the veil between the living and the dead is at its thinnest on Hallowe’en. That’s why it’s become associated with ghosts and spirits, as it was thought to offer the best chance of communicating with your departed loved ones.

It’s a different kind of remembrance for me. We always celebrated Hallowe’en when I was growing, with a carved pumpkin and lots of sweets. Oh, and a birthday cake. I know that’s not traditional, but my Dad was born on Hallowe’en. That was the main reason for the party. He died a few years ago so the meaning of Hallowe’en has changed for me. It’s a tough day because I miss him, but it also gives me the chance to look back and be grateful for his life.

Why am I telling you all this? The truth is, our stories are important. They help us to find our people, in business and life in general. That’s why we should never be afraid to share. Thanks for reading.

Posted on 16th September 2019 by Kirsty France — Leave a comment

How do you write a blog and keep your privacy?

blogging privacy One of the many benefits of writing a blog (if you want to know the others read this) is that it helps your future customers get to know you. You can talk to them about the stuff they’re interested in like a human being rather than a corporate cardboard cut-out. A lot of people love the idea of buying from a small business but they’re wary of being ripped off. The end result is that they go and buy something from a reliable big name brand and not you. A blog helps you to overcome that by letting them see the person behind the business. Of course, the downside of this is that you have to put yourself front and centre. The idea of sharing your story is all very well but what if there are still parts of your life that you want to protect? The good news is that you can write a blog and still maintain your privacy. You just need to follow a few simple steps.

Consider the law

There are certain professions where you need to be careful about what you write. If you offer any kind of medical or psychological treatment, it goes without saying that your patients’ information is confidential. You could potentially still write case studies but they’d have to be heavily anonymised. You’d also still need the patient’s permission.

A lady at one of my workshops had signed an NDA which meant she wasn’t allowed to talk about her former employer at all. Even an anecdote could potentially be recognisable. In circumstances like that you should probably stick to referring to something that an experience taught you rather than the experience itself.

Set your boundaries

Before you start writing your blog it’s a good idea to consider what you’re willing to share. The ultimate aim in writing a blog is to promote your business. Your focus should always be on your customer and what they need to know. Personal information is where it helps you to show your customer that you’re their kind of person.

If you work with parents and have children yourself it gives you common ground. However you can still draw a line. Think about how much of your family life you’re willing to share and set your personal boundaries early on.

Give the edited highlights

Once you’ve decided how much information you’re able and willing to share, you can start getting specific. One of my key priorities is to protect my children’s privacy. As you can see, it doesn’t mean that I can’t mention them at all. There are so many common reference points between parents that you can be a bit generic and still strike a chord. (In fact it’s one of the few places where cliché can sometimes work.) Every parent knows the struggle of a non-sleeping baby or trying to get small children to put their shoes on.

Whatever you want to say, think about the ways you can offer a shared experience.

Other people in your blog

The way you talk about other people in your blog doesn’t just apply to your children. There’s a potential story in every encounter you have with a client, networking contact or even someone in a Facebook group. There are certain types of conversation that you might have on a regular basis, but others will be unique. Think about whether the person you’re writing about could be identified from the information you’ve given. If they are you might still be able to talk about them, but get their permission first. (In case you’re wondering, I’ve been in touch with NDA lady to get the OK from her.)

If you’d like to learn more about putting your personality into your marketing, sign up to my mailing list for useful hints and tips every month. You’ll also receive a copy of my free guide ‘Stop hiding your business!’

Posted on 23rd September 2019 by Kirsty France — Leave a comment

The end of an era

end time to leave This week has a bit of an end of an era feeling for me. I’d only been in business for about 6 months when a friend got in touch to ask if I’d do some consultancy work for her. She worked in the legal department for a large company and they needed some support as one of the team was on maternity leave. It had left a gap that my expertise could fill. It was one day a week for about 6 months or so, which meant I could still build my business and work around my family.

There were a few changes in the business which meant that I ended up staying longer than originally planned. 6 months or so has turned into three and a bit years. Now the time has finally come for me to say goodbye and tomorrow will be my last day.

In a lot of ways this is a good thing. The work I was doing has nothing to do with writing and it’ll be good to get back to focusing on the business that I intended to build. I will miss the people though. One day a week in a normal office was actually kind of fun.

Don’t panic

It would also be easy for me to panic. When you’re self-employed it can be easy for big holes to open up in your income at incredibly short notice. It’s the sort of moment where you need to dig deep and possibly even resort to some motivational memes. (If that’s your thing.)

Why am I telling you this story? It’s because I know that most of you will have been in this situation. You’ve worried about falling off a cliff. Don’t give up. Keep going and you’ll be OK. (In all honesty, I’m writing this down so I can look back at it if I ever need a reminder.)

Start where you are

I’ve taken a bit of time to remind myself of the things I have going for me. A brilliant network, for one thing. Friends who will listen and business contacts who have my back. Even the roof over my head and the food in the fridge make me wealthier than a big chunk of the planet’s population. If my story strikes a chord with you, take a few minutes to consider what you already have. If you need to build something new, you can only start where you are.

The other thing to remember is that it’s easy to let worry make you desperate. There are plenty of powerless people in the world but I’m willing to bet that you aren’t one of them. You always have choices. I’m choosing to remember why I started my business in the first place and the boundaries that I’ve set around myself. Unless I’m down to my last pennies I’m still going to say no to a client that I can’t help. There are enough great people in my network that if I’m not the writer for you I’ll probably know someone who is.

When it comes to running a business I believe that we’re all in it together. So if you ever need a pep talk, a rant or a cuppa (virtual or otherwise), just shout. Have an amazing day.

Posted on 24th July 2019 by Kirsty France — Leave a comment

Why you need a fresh perspective on your marketing content

Fresh perspective content When you first start marketing your business it’s all trial and error. You might find that one post is a hit then something similar completely flops. Over time you can start to build up a picture of what your audience responds to and where your customers are coming from. Of course, it’s never quite that simple. Your customers’ needs change over time and external trends have a big part to play in that. Sometimes it’s hard to tell what’s having an impact on your business and what changes you might need to adapt to in the future. Getting a fresh perspective on your marketing content can help you to stay relevant and grow your business. Here’s why.

Getting stuck in your own head

Are you stuck in a rut? If you’ve been marketing your business in the same way for a while, you could be. That’s not necessarily a bad thing if you’re still getting a steady flow of customers. Unfortunately it could trip you up in the long run. Retail has changed completely in the last ten years, with more and more people shopping online. The companies that have survived are the ones who built or adapted their business to suit. If you follow the same marketing formula all of the time without getting a different perspective you’ll get bored and so will your audience.

I freely admit that I’m terrible for getting bogged down with my own thoughts. In fact, it often means that I go round in circles! We all need to look around to see what‘s happening out there once in a while.

Talking to your customers

If you’re fed up of the sound of your own voice, you probably need to listen to someone else’s. Talking to your customers is a great way to track changes in your target market. Of course, it has its limitations. As Henry Ford said, if he’d asked his customers what they wanted they’d have said a faster horse. But asking your customers what challenges they’re facing and how they want to shop can give you valuable insights into how their lives are changing over time. Maybe they’ve stopped watching video and started listening to podcasts because they’re more convenient. Perhaps there’s a challenge they’re facing that you have a solution for – you just need to shift your focus and talk about it more.

This doesn’t just apply to your customers, of course. Talking to other business owners about what’s happening with them can help you to discover what subjects people are interested in. You just have to keep your ears open.

How you can get a fresh perspective on your content

If your conversations with your customers and networking colleagues lead you to a new type of content creation or if you discover that the tone of voice you use isn’t winning you fans any more you’ll need to change your approach.

We’re still in holiday season as I write this. A change of scenery can be ideal for getting you out of your own head. Sometimes issues with your content arise because you’ve drifted too far from your original message. The values that people connected with have been lost over time. If your holiday allows you some quiet time, use it to remind yourself who you want to serve and how you can do that. Talk to your family (or yourself if you feel like it) and listen to the phrases that you use. Those are the ones you need to include. Alternatively, go and get some training to learn about the kind of content you want to create, or to improve your technique.

If you’d like to get some training to help you get started creating a blog for your business, or to improve the content you already have, sign up to my mailing list using the form below to find out more about my small group and 1:1 training.

Tag: storytelling