Tag: writing

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Case study: website copy for Communicate OCE

The website copy for Communicate OCE will be live soon.

Making changes in your business can take time, and it’s wise to reflect as you go through the process. When I first met Heather Sanders from Communicate OCE, she had already thought long and hard about whether she needed a website and what she wanted to achieve. Here’s how we worked together to write website copy for her new speech therapy site.

Heather’s business

Heather works with her clients to provide functional speech therapy. She regularly works with clients who have experienced catastrophic brain injuries, so they often have complex needs. We had met at networking events, but our first meeting to discuss her website was the first time I’d heard her talk about her business in detail. Her love for her work was infectious. She described working with young people who needed to learn how to speak in real-life situations, from catching a bus on their own to going shopping or accessing dating apps. She carries out assessments at home, school or any environment her clients find challenging.

Communicate OCE’s website copy needed to speak to two different audiences. They work with professionals such as solicitors, whose clients have often been involved in catastrophic accidents. While Heather doesn’t prepare expert reports for legal proceedings, she frequently works with clients involved in claims. The website also needed to speak to parents whose children need support.

The first draft

During our initial chat, Heather and I discussed the information her website needed to include and how we’d structure it to make it clear which sections were for which clients. OCE is typically fully booked via referrals, so they needed a brochure website where potential clients could learn more about the business and the team behind it.

We agreed on what pages I would write, and Heather sent me more information about some points we discussed. Then, I got to work on the first draft.

Feedback

One of the reasons I started my business was because I wanted to have the flexibility to spend time with my family and go on holiday without waiting for the boss to approve a leave request. This means that I often end up working with people who have the same priorities. After our initial chat and the first draft, Heather and I both went on holiday with our families, and our lives got hectic in various ways. We kept in touch so we both knew what timeline was realistic.

The great thing was that by the time Heather emailed me with her feedback, she’d had time to sit and look at it properly without feeling rushed. She could see how the copy looked on the page and realised there were a few things she wanted to expand on.

Live edits

Sometimes, the best way to incorporate a client’s feedback into your copy is to get them on a call and make changes as you talk. You won’t always get the final version that way. Sometimes, I need to go away and think about the best way to approach things. Live edits are great for discussing how a word or phrase comes across and how readers might interpret it. Sometimes, an initial conversation gets lost in translation and needs adjusting to reflect reality.

That’s exactly what Heather and I did over Zoom. I could make suggestions, and she could clarify what specific terms mean in speech therapy circles. It’s a lot more fun than endless emails. After our call, I sent Heather the final pages and here’s what she said:

Testimonial from Communicate OCE

Ready for a chat?

If you’re looking for a copywriter to create your website copy or work on another project, let’s have a chat. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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5 tips to help you choose the right copywriter for you

Have a cup of tea with me and see if I'm the right copywriter for you.

There are loads of ways to find a good copywriter. You might have bumped into one of us at an event, asked your network for recommendations or searched online. Whether you decide to work with a freelancer or an agency, there are a few ways to choose the right copywriter for you. Here are my tips to help you in your search.

Can you talk to them?

The best way to learn whether a copywriter is a good fit for your business is to talk to them. You don’t have to feel as if you’ve met your new best friend, but if the conversation is stilted and awkward, it isn’t going to work. Good copywriting is built on a relationship where you can speak freely and feel that your writer is listening to you.

When you talk to a copywriter, ask yourself how much information you feel comfortable sharing. Most of my clients need to get their personality into their marketing. If that’s the case for you, a writer that lets you be yourself is vital.

Shared values

You’ve built your business around your values and how you want to work. The right copywriter for you will often have a similar outlook on life. Being on the same wavelength means they’re more likely to speak your language and get that into your marketing.

You might also share similar personal circumstances or history. That can help if you have a personal reason for starting your business or if your lifestyle influences the way you prefer to work. It can take time for a relationship to develop and for your writer to learn what you want. Having shared values can get the process off to a good start.

How do they market themselves?

However you found your copywriter, it’s a good idea to check them out online to see how they market themselves. If you want someone to write blog posts, do they have their own and write new posts regularly? Are they active on social media? If they have an email list, you can sign up to see if you like what they send.

You can also check to see if you enjoy their writing style. Every copywriter will tailor their work to you, but it’s usually a good sign if you like how they write for themselves.

What experience do they have in your industry?

You might want to work with someone who already has a working knowledge of your industry, especially if it’s highly regulated. I used to be a lawyer and work with lots of legal, finance and insurance professionals. Speaking the same technical language and understanding how their brains work helps.

If a copywriter has worked in your industry before, they may know what style works well and have results they can share. Equally, if you want to take a radical approach, they’ll know what cliches to avoid.

Ask for samples

Asking for samples lets you see examples of a copywriter’s work and how their style varies for different clients. They might have a portfolio online (like mine) with a few samples, but it’s always worth asking for more, especially if you have a particular project in mind.

You can ask for samples to narrow your options if you’ve had several recommendations and want to decide who to meet. If you already think a writer might be a good fit, looking at their portfolio can help you decide.

Ready for a chat?

If you want to find out whether I could be the right copywriter for you, let’s have a chat. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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What my sat nav taught me about business

What my sat nav taught me about business

I never needed a sat nav until I started my business. I drove to the same few places most of the time and caught the bus or train to work. I only started plugging my phone in to give me directions when I had to find my way to see clients or head to a new networking venue. Until the day I used it for personal reasons, and it taught me a lesson. Here’s what my sat nav taught me about business.

The sat nav story

My road to sat nav enlightenment came on a day when I wasn’t actually working. I had a few errands to run that involved driving to several places. I’d been to each of them before individually but had never called on all of them in succession. Have you ever had that thing where you can picture the places you need to go but not the route between them? I had that.

I was heading to my second stop, and the road names started to sound familiar. I was paying attention to the road signs but ignoring the landmarks. My phone told me to go straight ahead at the next roundabout, but something felt off. I looked up to see a massive sign on the side of a building telling me to turn left for the car park. If I hadn’t looked around, I’d have ended up on the wrong side of a large fence.

Here’s what my sat nav taught me about business.

The road map isn’t always right

How many times have you heard someone say they have the blueprint for business success? Often, they have a map that’s based on what worked for them. That’s not to say they don’t have anything useful to say. If you don’t know where to start, their example can give you ideas for things to try. But your business is different from theirs. What worked for them might need tweaking for you.

Trust your instincts

I only looked up to see the massive sign showing me where to go because something didn’t feel right. You know your business better than anyone else and getting to know your audience will help you decide what to sell and how to market your business. The advice you follow should feel right to you, based on your values and what you know about your customers.

This comes with a caveat. You might get good advice but ignore it because you’re scared of what people will think. Working with a good coach can help you tell the difference between something that won’t work for you and something you’re avoiding for a different reason.

Look up once in a while

OK, I admit it. I’m picturing Ferris Bueller as I write this. (Yes, I know I’m giving my age away, but I don’t care.) In business, looking around can take a few different forms. You might want to think about the reasons you started your business and how you want to work and treat your customers. Maybe you want to talk to your audience, online or face to face, to find out what they need. Sometimes, your industry changes, and you need to change with it.

However you do it, looking around can help you decide whether you’re on the right track or need to change course.

Ready for a chat?

I can’t guide you through business decisions, but I can help you see your business through your customers’ eyes. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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Case study: life in translation

One of the things I love about my work is meeting business owners with widely varying skills and learning more about what they do. Working with a translator gave me new insight into the challenges he faced, particularly when trying to translate a particular public figure. It taught me a lot about how life in translation works.

Translation sounds fun

I’ve been slightly fascinated by the world of translators ever since I read the Asterix books as a kid. My grandad worked for Brockhampton Press, which published children’s books, including the Asterix series. They were originally written in French, and academics at the University of Leicester worked with the authors on the English translations.

The tricky part was translating French jokes and puns into English humour. Re-reading them as an adult, I realised that they didn’t just succeed in that but also in including some jokes that kids would understand and others that were just for the grown-ups.

The story came back to me when a friend put me in touch with a translator who needed my help.

The goal

In early 2017, I spoke to a translator with a science and engineering background. He had started a translation business and formed a network with translators speaking different languages. His goal was to network more, and he was keen to build his online presence by writing blogs.

He had various ideas for topics and shared some helpful resources with me. These included articles about language skills, customer service, and the role translators could play as the UK navigated Brexit. They helped me understand how he worked and how a translator could help with cultural awareness and language barriers.

Of course, the Brexit vote wasn’t our only political upheaval in 2017.

How to translate Trump

In January 2017, Donald Trump was sworn in for his first term as the President of the United States. Working with a translator gave me a different perspective on this event besides the political debate. I discovered that the president is extremely difficult to translate because he doesn’t speak like a normal person. He uses slang, and his speech patterns differ from those we usually expect from elected officials. His tendency to go off-script also leads to sudden tangents. Translators struggled as their clients often thought they must be getting the translation wrong because it wasn’t the kind of language they expected.

We’re entering a second Trump administration in the USA, and I wonder whether translators are still having trouble with his speeches. Or does everyone know what to expect this time around?

If you’re ready to work with a copywriter, let’s have a chat. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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What information do copywriters need to work with you?

What information do copywriters need? Image shows me writing it all down.

Asking this question is a bit like asking how long a piece of string is. It depends. (That’s also an answer I often gave when I was a solicitor.) The information copywriters need to work with you depends on you, your business and the person you work with. It can also change over time. The most important thing to remember is that a good copywriter will explain how they work and what they need from you so you know what to expect.

In this post, I share some of the information I’ll ask for when we meet for a chat and if you decide to work with me.

Do we get on?

I won’t ask this as a direct question, but I think about it when I chat with a potential new client. I work mainly with small businesses, and getting your personality into your content is important. If the conversation is awkward or disjointed, you’re less likely to be yourself, so it won’t come across in your marketing, and you won’t get what you’re paying for.

Who do you want to talk to

If you try to market to everyone, you’ll end up with bland, boring copywriting that doesn’t speak to anyone. Think about your ideal customer and how you talk to them in real life. When you understand their lives and what they need or want from you, we can focus on them and use language that helps them feel understood.

What your business does

I know this is ridiculously obvious, but this wouldn’t be a complete list without it. You might offer a few different services or products or just one. An overview of what you do and how you work will help your copywriter think up new ideas and ways to communicate with your audience.

What does your brand stand for

Massive corporations invest heavily in determining their brand position and understanding what people think when they hear their name or see their logo. You don’t have to spend millions, but you should consider what you want people to feel when they see your social media posts or visit your website. If you’re a one-person business, your personality and values inform your branding. You might be friendly and approachable or luxurious with a hint of mystery. You might offer a high-end, tailored service but still be down-to-earth enough to chat over a cuppa. (That’s what I’m aiming for, by the way.) The language you use sets the tone and your customers’ expectations. It’s also a good idea to consider what makes you stand out.

Your plan

I’m not a marketing strategist, so I won’t help you develop a marketing plan, but I can help you bring it to life. I can help you tailor your content to different platforms and suggest ways to reuse the same words in various places so they go further (and bring your copywriting bill down).

I’ll also ask if you’ve got other people on board, like a website designer or SEO expert, as I can work with them too.

Your voice

Getting your voice into your marketing helps your future customers get to know you. If they meet you in person, you’ll already feel familiar. Of course, that only happens if your marketing sounds like you. I’ll ask how you want to come across and consider how that aligns with your customer’s expectations. For example, if you work in law or finance, your clients expect a certain level of professionalism but might also look for someone they can talk to. We’ll talk about how to find the right balance and help your personality come across.

How you prefer to work

When I work with someone regularly, we’ll usually have a catch-up once a month over Zoom or in person if we happen to be in the same place. It helps me get to know you better and keep up to date with what’s happening in your business. That doesn’t apply to everyone. Some businesses prefer to send me a written brief and their brand guide or links to previous content so I can learn what tone of voice they use. I’ve had people send me voice notes explaining what they need to say so I can turn it into a blog post or a page on their website.

I tailor my work to you, including the words we create and the process we use.

What do you want to achieve?

If you have a plan, you should also have a goal. What do you want people to do when they’ve read your words? It could be buying a product online, booking a call or signing up for your email list. Your copywriter needs to know what the goal is so they can craft a call to action and lead people towards it in the rest of their writing.

Essential information

What essential information do copywriters need from you? Well, everything I’ve mentioned so far, but there’s more. Some of it depends on whether you need ongoing support or a one-off project. If you have a particular deadline in mind, your copywriter needs to know how much work is involved and whether they have time to get it all done before your deadline. Your budget is also important, as there are often ways I can tailor my service to fit.

There might be other practical details, such as prices, product specifications or contact details. Regulations in your industry might require disclaimers, legal information or confirmation that you’re authorised by a regulatory body like the FCA.

Ready for a chat?

If you’re ready to work with a copywriter, let’s have a chat. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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Human vs AI: who can help you tell a good story?

Can AI help you tell a good story or do you need a human?

The subtitle for this could be ‘What I learned from having a pigeon down my chimney’. Yes, you read that right and of course, I’ll get to the story later. The real point of this post is to ask whether AI can help you tell a good story in your business or if you might need a human being instead.

Why do you need to tell a good story?

The main difference between your business and all the other ones offering a similar product or service is you. Your personality, values, and the way you look after your customers. It’s a different story for big brands, but for small businesses like ours, our personality matters.

I know it’s a cliché, but people buy from people. Telling a good story helps you connect with the right ones. The story doesn’t have to be personal, but your future customers need to feel they’ve had a conversation with you, even if you’ve never met. Getting your tone of voice and sense of humour into your writing helps that happen.

The time I asked ChatGPT to tell me a story

I asked ChatGPT to tell me a story from its life because I was curious about how it would respond. This is what it said.

“I don’t have a life in the traditional sense—no childhood, adventures, or personal milestones. But I do have a kind of story!

Once, I was just a simple algorithm, learning to understand patterns in text. Over time, I evolved, growing smarter with the help of countless conversations and questions from people like you. Each interaction helped shape me into a better listener and helper. While I don’t have my own experiences, I love being part of yours—whether it’s brainstorming ideas, solving problems, or just sharing a laugh.

That’s my “life story”—short and digital but always growing!”

It’s undoubtedly accurate but not exactly inspirational. The lack of common ground between ChatGPT and me, besides the fact that we’ve both learned things over time, means I don’t feel any connection. It might be able to suggest a solution to a problem, but I’d still seek advice from some humans, too.

Getting a pigeon out of a chimney

Many years ago, I was sitting on the sofa at home (a different home from the one I’m in now) and heard a noise from the chimney. The chimney was boarded at the bottom, and I thought I heard something land. Then, after a moment of silence, there was a scratching noise. Something was alive in there. I called the RSPCA, and they said they couldn’t help because it was probably a wild bird. Then I remembered we knew a vet. My husband rang him, and he came straight round, agreeing it sounded like a bird. The husband prised the board away with a hammer, and Dan, the vet, reached in to retrieve a slightly sooty pigeon. He carried it out into the garden, where it sat on a table, coughed a few times and generally looked dejected. Dan said he didn’t think anything was seriously wrong but that we might want to put the bird somewhere safe in case the local cats came calling.

I went to the shed to see if I could find a box. The door stuck as I pulled it and finally opened with a bang that startled the pigeon. We watched it fly off into the night, happy it would be safe in a tree somewhere.

I tell you this because it’s the kind of story an AI would never create, and it hopefully tells you something about the type of person I am. Of course, there’s also a lesson behind it.

Work with an expert

If we hadn’t been able to find a friendly vet out of hours when that pigeon came down our chimney, that story could have gone very differently. We’d probably have ended up with a distressed, sooty bird flying around our living room in a panic. Dan knew how to lift it from our fireplace and keep it calm because he’s an expert.

Telling stories in your marketing helps you connect with your audience so they can get to know you. You might find it easy, but if you don’t, get some help. AI can help you get started, but a human can help you tell a good story by writing it for you.

If you’ve created a marketing plan and want help to turn it into a good story, I can help. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list here, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you.

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Why Your Business Needs a Communications Strategy (and Not Just a Content Plan)

Guest blog by Joanne Parker from Joanne Parker Communications explaining the importance of a communications strategy.

Hands up, who has created a content plan for 2025?

If you have, you may be feeling quietly smug, safe in the knowledge that you know exactly what content you will create every week for the next month, six months, or even year.

Having such a plan in place is undoubtedly a great achievement, but without a communications strategy, you will likely miss a trick.

A content plan is not the same as a communications strategy. Yes, they’re related, but one without the other is like baking a cake without a recipe—you might end up with a cake, but it won’t be as light, airy and tasty as it could be.

Starting at the end

I often find the best way to think about strategy is to consider how you will know if your content plan is successful.

What are you going to measure?

Often, clients will say things like ‘awareness.’

Awareness of what? By whom? Where? When? With what message?

If you don’t have the answers to those questions, you could well be generating content for the sake of it.

What is a communications strategy?

Think of it as the big-picture plan that defines why you’re communicating, who you’re talking to, what you want them to do, and how you’ll measure success. It’s your guide to every piece of content, every campaign, and every conversation.

Why Isn’t a Content Plan Enough?

Here’s a scenario I see all the time. A business has a fabulous content plan. Posts are going out daily. The captions are witty, the graphics are slick, and the engagement is… well, it’s fine. But when I ask, “What’s the goal of all this?” I’m often met with blank stares or vague responses like, “To build awareness” or “To sell more.”

That’s where the problem lies. Without a strategy, your content is likely disjointed, inconsistent, or aimed at the wrong audience. You’re busy posting but not necessarily moving closer to your business goals. A strategy ensures every piece of content has a purpose, fits into the bigger picture, and helps you achieve measurable results.

Strategy First, Tactics Second

Imagine you’re planning a road trip. The content plan is your playlist, snacks, and stops along the way. But the communications strategy is the route you’re taking, the destination you’re heading to, and the map you’ll use to get there. Without it, you’re just driving in circles, hoping to stumble upon something interesting.

A good communications strategy answers these key questions:

  • Who are you talking to? Your audience isn’t “everyone.” Narrow it down. Are you speaking to busy parents, eco-conscious millennials, or CEOs juggling a million priorities?
  • What do you want them to do? Maybe it’s subscribing to your newsletter, booking a consultation, or changing their behaviour. Be specific.
  • Why should they care? This is where your messaging comes in. What problem are you solving, and why are you the best person to solve it?
  • How will you reach them? This is where the content plan comes in. Social media, email, blogs, videos—these are your tools, not your strategy.
  • How will you measure success? Metrics matter. Are you tracking clicks, sign-ups, sales, or something else? Without data, you’re flying blind.

Real-Life Example

Let’s say you run a boutique fitness studio. You might have a content plan that includes daily Instagram posts, weekly blog updates, and monthly email newsletters. Great! But without a strategy, your efforts might look like this:

  • Posting motivational quotes that don’t resonate with your audience.
  • Writing blogs about general fitness tips that don’t showcase what makes your studio unique.
  • Sending emails that don’t align with your upcoming promotions.

With a strategy, however, everything changes. You decide your target audience is busy professionals who want quick, effective workouts. Your key message becomes, “Fitness that fits your schedule.” Now, your Instagram posts focus on time-saving exercise tips, your blogs highlight success stories from working professionals, and your emails promote lunchtime express classes. See the difference?

The Benefits of a Communications Strategy

Here’s what a solid strategy can do for your business:

  • Clarity: You’ll know exactly what to say, to whom, and why.
  • Consistency: Your messaging will be cohesive across all channels, building trust with your audience.
  • Efficiency: No more wasting time on content that doesn’t serve your goals.
  • Impact: Every piece of communication will move you closer to your business objectives.

Creating a communications strategy doesn’t have to be daunting. Start by revisiting your business goals. Then, think about your audience and what they need from you. Outline your key messages and choose the channels where your audience spends time. Finally, set measurable objectives so you can track your progress.

If you take the time to map out your strategy, your content will work harder and deliver results that meet your objectives, helping your business flourish and grow.

Joanne Parker helps you create your communications strategy

Joanne Parker

Joanne Parker Communications

Tel: 07596719763

Email: hello@joanneparkercommunications.com

Website: www.joanneparkercommunications.com

LinkedIn: https://www.linkedin.com/in/joanne-parker-writer/

Arrange a meeting: https://calendly.com/jpcomms/getting-to-know-you

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What can you expect from your copywriter?

What can you expect from your copywriter? Find out here.

Outsourcing can be daunting when you’re used to being the only person looking after your business baby. How can you hand anything over when you know how things work better than anyone else? If you’ve decided to get some help writing your marketing, you’re probably wondering what you can expect from your copywriter. Every writer is different, but here’s what happens when you get in touch with me.

I’ll get to know you

Whatever you outsource in your business, choosing the right person is vital. Most of my clients meet their customers face to face. I work with them to make sure that the words we use in their social media posts, blogs, emails, and websites create the same experience they’d get in person.

That only happens because we get on well. They can talk to me, and I can ask the same nosy questions that their customers would. In some cases, they’ll say, “I want to do some posts about this, you know the sort of thing,” and I do. That doesn’t happen immediately, but it starts with a chat to see if we get on. If it doesn’t feel right, we can stop there.

We’ll talk about your plan

I don’t do marketing strategy, so I tend to work with people who already know what works or have a plan for the things they want to try. I will talk to you about your business, how you want to present yourself and the kinds of customers you want to attract so I can tailor my words to match your goals. If you already have a website designer, SEO expert, or marketing consultant on board, I’m happy to talk to them, too.

Next, we’ll get into the specifics of each piece of content. If I write for you regularly, for example, on a series of blog posts, we’ll speak every month so you can talk me through the topic or give me some background reading. Chatting in person or over Zoom means I can get your tone of voice and phrases into your content.

I’ll write your content

When I understand the plan, I’ll go away and write the content. For a single piece of content, such as a blog post you can expect your copywriter to deliver a first draft of the whole thing. For a larger project like a website, I might send a couple of pages to check whether the overall tone is right. That way, if something needs changing, we can do it early on.

When I deliver the first draft, I’ll ask for your feedback. Sometimes, there might be sections where I’m unsure I’ve used the correct terminology or understood something properly, so I’ll ask about those. (Misunderstandings usually happen because I have lawyer’s handwriting. You can take the woman out of the legal profession, but some habits die hard.)

You can give me feedback

The words I write for you need to reflect your personality and values and represent your business out in the world. If there’s something you don’t like, you can tell me about it. It can be something I’ve misunderstood and poorly explained or a word or phrase you never use because it makes you cringe.

If there’s a bigger disconnect and you’ve realised I’m not the writer for you, that’s OK too. My contracts have a minimum term, but you can give notice anytime within the first month.

We’ll change what needs changing

If you’ve given me feedback and we need to change things, we can work however suits you. I’ve worked from notes in clients’ emails and done live edits over Zoom to discuss changes and find the right words in real time.

Everything I do is tailored to your needs, so you get words that work for your business.

Get in touch

I hope this guide has helped you understand what you can expect from your copywriter. If you’ve created a marketing plan and want help to bring it to life, I can help. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list here for the chance to win a free copy makeover.

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The Last Noel

It's Christmas Eve in the department store and the last noel for one of the staff.

Becky looked up at the clock and was dismayed that only three minutes had passed since she last checked. She scanned the shop floor in front of her. Still empty. It was hardly surprising. You’d have to be pretty desperate to venture down to the basement on Christmas Eve. The last customer she’d served had left two and a half hours before, and they’d only needed batteries so their kid’s new toy would work on Christmas morning.

“The choir of children sing their song, they practised all year long,” sang out over the speaker.

Becky had heard that song at least a billion times since the Christmas music started on November 27th. She thought the children must be slow learners since they were only singing ‘ding, dong’ over and over again.

She looked up at the clock again. Four minutes this time. Another glance around the shop told her no one had come in. She wondered why they stayed open on Christmas Eve but realised she knew the answer. Mr Parker wouldn’t risk someone coming in for a last-minute gift, batteries or wrapping paper to find their doors closed.

“We could be the difference between the perfect Christmas and disappointment,” he’d said, leaning in just a little too close.

She and Emily had asked if they could leave early as the shop was deserted when they came back from lunch break. He’d been watching her with an oily smile when she handed over the pack of AAA batteries an hour and 45 minutes later.

Becky distracted herself by wondering, again, how old he was. He insisted on being called Mr Parker when all their other duty managers used their first names. They all wore smart trousers and polo shirts with their name badges, but he always wore a suit and tie. Maybe he wanted to look older than he was. Becky was sure he was older than her, but probably not by much. Perhaps he’d got his job via the graduate scheme and would move on to learn about another department soon.

She couldn’t wait to go to university. Six months ago, a year out to earn some money and take out fewer student loans had felt like a good idea. People had warned her that retail was tough, but it was this or bar work. At least her obnoxious customers here were mostly sober. They might shout at you but didn’t pin you in a dark corner because your skirt sent the wrong message.

Becky straightened up as she heard footsteps on the stairs next to her counter. She turned to smile at Emily as she came into view. Becky realised they made unlikely friends on the surface. Emily bore all the hallmarks of a well-brought-up, middle-class young lady who was always immaculately turned out. Becky had got the job on the condition that her uniform must always cover her tattoos, and she’d only wear a stud in her nose instead of a ring. They’d started at the same time and had quickly discovered, during shared lunch breaks, that they were both there for the same reason. A shared bus journey home had cemented their friendship, even though Emily had carried on to the more expensive outer suburbs after Becky got off.

“Deserting your post?”

Emily smiled. “I almost thought Parker was hiding behind you just then!”

“I’ve had lots of time to perfect my impression. What are you doing down here?”

“It’s as dead up there as it is here, but Anne convinced Parker that you might need my help, so here I am! Honestly, I could have kissed her. She’s a lovely woman, but as I don’t know anything about children or dogs, our conversation is a bit limited.”

“Well, I definitely need your help. I’m dying of boredom. Have you got any plans for tonight?”

“Some of my school friends are back from uni, so we’re going to the pub to catch up. You?”

“Dunno. After the Christmas party, I’m not really in the mood to go out. I’ll probably end up listening to Mum argue with Dad about whether illegal immigrants are going to eat our cat.”

“Ugh. Hopefully, there’ll be something good on TV to distract you.” Emily stopped speaking, and Becky felt the silence had reached out to touch her. “Are we still, erm, you know…”

“Yeah. As long as you’re sure. This isn’t your fight.”

“Of course it is. He needs to know he can’t behave like that and get away with it.”

“Behave like what?” Parker must have tiptoed down the stairs. He stood a few feet away, gazing at them expectantly with raised eyebrows. “That doesn’t sound like a work-related conversation. I don’t pay you to stand around chatting.”

“You don’t pay us at all,” Emily muttered.

His expression reminded Becky of her grandmother’s face when she was pretending to be too deaf to understand the things she didn’t want to hear.

“Emily, why don’t you go upstairs and help Anne? It’s nearly closing time.” He watched Emily climb the stairs before turning to Becky. “You can cash out your till.”

“Will do. Oh, I almost forgot. My key was jamming when I logged back in after lunch. Could I borrow yours?” Parker rolled his eyes as if she’d purposely arranged the malfunction. “I need to go to the top floors and check everyone’s cleared out. Come with me to open the lift, and then you can have my keys.”

“But –”

“But what?”

“I thought the lift was only for when you’re taking stock with you.”

Parker stepped closer until she flinched away from the smell of his breath. “Are you a manager? Your badge doesn’t say so, whereas mine does. Stay in your lane, missy.”

He flourished the keys as he walked, like a bargain basement prison warder. Becky saw his smug smile and thought it was amazing that someone could get that much pleasure from being the custodian of a key to the service lift. He turned the key to open the door, handed her the keys and pressed the button for the second floor. Becky watched as the lights showing which floor the lift had reached got to the top before turning back towards her till.

…

They’d missed the last bus home. The police inspector had kind eyes and told them a constable would take them home as soon as they’d finalised their statements.

“Thank you, inspector,” Emily said as she hugged Becky. “I’m just so relieved Becky’s OK.” She turned to her friend. “When we heard the scream, I thought something terrible had happened to you. When I looked round and saw you halfway down the stairs… I don’t think I’ve ever been more relieved.”

The inspector nodded. “It’s strange he got into the lift alone if it was only meant for moving stock. We’ll get to the bottom of it though, don’t you worry. I can only imagine it was some sort of technical issue.”

“It must have been,” Emily replied. “That lift only moved if you had a key, and he had the key with him, didn’t he, Becky?”

Becky nodded slowly and gulped as the sick feeling rose in her throat.

“Yes, I wanted to double-check that with you. Now, you went upstairs to return a key, is that right?”

“That’s right. He lent me his till key because mine wasn’t working.”

“But the other keys stayed with him?”

“Yes. Only managers can have a lift key. He was a stickler for the rules. I handed him back the key, he put it back on the ring, and I went down the stairs. Then I heard the scream. Oh God, I think I’m going to be sick.”

They’d only meant to scare him. Every night since the Christmas party, Becky had woken drenched in sweat, reliving what Noel Parker had done to her. She only wanted him to feel that same fear, and Emily helped her find the way. Becky had climbed all the way up to the second floor. His clammy skin had touched hers as she handed him his keys, and he smiled as she shuddered.

How was she to know he’d be distracted and step straight into an open lift shaft?

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Do you trust your business instincts?

It can take a lot of planning and experience to help you trust your business instincts.

Lots of us (me included) started our businesses to do the thing we love to do best. In my case, that’s writing, but for you, it might be something completely different. You might even want to keep doing the same kind of work on your own terms. The trouble is that running a business is a skill we must develop over time. It’s taken me a long time to start to trust my instincts. Even now, when someone I follow on social media suggests trying something different, I wonder whether I should be doing as they suggest. Here’s what I’ve learned so far. I hope it helps you learn to trust your business instincts.

Shiny object syndrome is real

There’s always something new in business. It might be the latest technology, a new marketing trend or updated legal guidance. Sometimes, you have to pay attention, for example, to whether there’s a new law affecting how you trade or handle customer information. Otherwise, if you’re tempted to jump on the latest trend, ask yourself why you’re doing it. Are you testing using video to see if it improves your social media stats or overstretching yourself through fear of missing out? Understanding your reasons and what will work for your customers will help you make an informed decision rather than chasing the latest shiny thing.

Understand what’s right for you

We all need help sometimes, but admitting it can be tough. Talking to experts in marketing, law, or finance can help steer you in the right direction. However, remember that every business owner is different. Your life, values, and motivations are your own, so comparing yourself to someone who works weekends (when you don’t) or doesn’t have children (when you do) isn’t helpful.

Working with a coach you trust, who’ll listen to you and give you a framework to find the answers that work for you is a great starting point.

Choose what you can use

If you’re anything like me, you probably follow lots of different business owners, marketing experts, and coaches online. They all offer different things, but you don’t have to follow everything they recommend. You can take a pick-and-mix approach. Start with a base layer of dolly mixtures, add some gummy bears and top the whole lot off with chocolate buttons. (I really want some chocolate now.)

If anyone tells you that you have to follow all their advice, even if it doesn’t feel right for you, that’s probably a sign to back away.

Remember, the gurus are business owners too

It’s easy to forget that the experts you see online are also business owners with products and services to sell, just like you and me. If they can help you achieve one of your goals, that’s great, but it’s also okay to say no to anything that isn’t a good fit for you.  I’ve bought training from an amazing coach who has built her business around creating and selling marketing courses and products. She has specific courses to help business owners create products like hers and always discusses the benefits. I completely agree with her logic, but I won’t be buying those courses because they aren’t right for me.

Just because someone you admire is selling something doesn’t mean you have to buy it.

When you trust your business instincts, you can create marketing that works for you. If you’ve created a marketing plan and want help to bring it to life, I can help. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list here, and you could win a free copy makeover.