here's the thing Archives - Page 38 of 44

Here's the thing: burning out too early

Every Friday I post a “here’s the thing” blog. “Here’s the thing” is something my mum (and many other wise people) like to say when they’re about to make a good point. Hopefully these posts are also good points.

“It’s better to burn out than fade away,” said Neil Young. Not when we’re halfway through November, hurtling towards Christmas, it’s not. Thanks, but no thanks.

Whether you’re starting to see the orders mounting up, or worrying because they’re not and spending your time and energy doing everything you can to make some sales, this is a plea: do not burn out too early.

Yes, this is the biggest sales opportunity of the year. Yes, you have to be on your game. Yes, you have to take advantage of every moment of every day in order to keep up.

But.

You can’t do everything. And if you’re exhausted and ill in the first week of December, there’s no way you’ll make the most of the opportunity.

You’re a human being, and you need rest, food, water, sleep, social interaction. They’re all crucial to your ability to work the long days and be as busy as you are (or will be).

And if you’re worrying about orders, know that worry also takes its toll on your body. Rest, laugh, take deep breaths.

Those taking Progress not perfection (my supportive email programme to keep you sane at this time of year) will be used to these reminders and nods of encouragement. I’ve been sending reminders to drink water, sleep, create rountines, and much more. I believe it’s essential to make sure you’re working at your maximum capacity.

So here’s the thing

Think long-term as you look after your health and energy levels:

Give yourself a break, and take regular breaks.
Find some things you can drop.
Create an evening routine that indicates that you’re no longer working.
Eat well and regularly. Nourish your body and brain so you don’t burn out.

It’s not just the short-term that’s affected by burn-out: you can feel the effects for weeks and months. And we want you starting the new year with as much energy and enthusiasm in tact as possible!

If you need some reminders and encouragement, I’m offering late entry to Progress not perfection for just £40! You’ll get a round up of resources I’ve already sent out, and you’ll get the rest of the emails with everyone else. They’re easy to absorb, and are designed to support you through these busy and challenging weeks. That’s 5 weeks for £40 (previously £65 for 8 weeks).

Here's the thing: quality content

I’ve written about quality before, but this time of year, when you’re still holding your nerve and waiting for the big sales to hit, it requires a little reminder.

When you’re busily fulfilling orders, or prepping stock, or managing and training staff, you’re in the thick of it and it can be hard to come up with a marketing message (on Facebook, Twitter, your blog, or in your email newsletter) that’s clear, true to you, and something customers are going to respond to. In short, a quality post. Couple that busy-ness with worry about low sales or no sales, and you’ve got a recipe for reactionary, half-baked and potentially desperate messages that turn customers off.

And I don’t want that for you.

Your business, your brand, your products, deserve high quality marketing. They deserve to be shown in the best possible light. You’re putting your all into this. We want that to shine through to the world.

Of course, ideally, you’d have a marketing plan all mapped out, and great ideas and content coming out of your ears. You wouldn’t have to discount your products to make sales, because they’d just be coming in anyway. In a dream world, you wouldn’t have to compete with the likes of John Lewis making heart-wrenching ads about penguins, because your customers would understand that you’re a different kettle of fish: independent, small, creative, and high-quality.

But the reality is, it doesn’t always get planned down to what exactly you’re going to say on Facebook, you know? And we all fall in love with John Lewis and almost (okay, maybe completely) forget that they’re going to grab the attention of what could also be your customers.

I know you are capable of connecting with people who want to buy your products. I know you have great products. I know they (and you) have a story that will get people engaged and interested and purchasing.

So here’s the thing:

Tell your story. Bring your posts and emails and tweets back to what makes you, you. Start the conversation. The positive, brand-affirming conversation.

Here are some ideas and tips to use to connect with your audience without selling yourself short:

Tell people what you’re always up to. This isn’t just about getting sales at Christmas – you’re not that shallow. This is about your dedicated approach to your business. You craft products by hand. You spend hours designing, creating, testing, developing ideas. Show people what’s behind the finished item.
Feel festive. Get some Christmas decorations up and post photos of them. Are you buying from other small creative businesses for your Christmas gifts? Show people, and tell them it means a lot to have their support too.
Put your products together in a new and interesting way. Simply directing people to browse your whole range isn’t the strongest message ever – every brand and their dog is doing that at this time of year. Put together a new collection or category of products based on a colour, a personality, a new theme, and link to it. Tell a story about how you’ve really been inspired by metallics or musicians or travel this year, so you’ve created gifts to reflect those passions.
Share positive reviews and customer feedback. Perhaps someone had a really touching story. Ask them if you can tell it on your blog, or Facebook, and get more people sharing their stories and ideas with you.
Be kind and generous, but not desperate. If you’re going to do a promotion or offer, consider how you might find something that doesn’t cheapen your product, but makes customers feel special. Perhaps you add a little gift rather than discounting. Maybe you could offer gift wrapping for free for a limited period.
Post a photo of your products in progress. Either as you’re making them now, or a shot of you making them from earlier in the year. Show customers that you put time and effort into each order.

It’s not easy to always be “on it” at this time of year. But I know you’ll come out stronger in January if you keep your messages and marketing consistent with your brand.

I can’t wait to see what you come up with!

Jenny x

PS This quote remains one of my favourite business mantras. Disclaimer: not suitable for those who are averse to swearing.

Here's the thing: notonthehighstreet.com changed my life

I don’t know about you, but autumn often makes me nostalgic – something about the mid-afternoon sun that makes things orange and warm and hopeful.

And I’ve been thinking about everything that brought me to this point: in my fifth month of self-employment and mentoring, about to move into my first non-rented home, and in a fun, fulfilling relationship with an awesome person.

One of the things that came to mind in my nostalgic mood was my interview with notonthehighstreet.com. It was in a little coffee shop across the road from their offices – they only had one very busy meeting room, so lots of meetings took place in the Corner Café.

We were meeting there, so I’d gone in and ordered a cup of tea. I was sat holding it, feeling the warmth of the glass mug and enjoying seeing the milky tea in a different way to usual. Out in Barnes, away from my then-job in busy Covent Garden, I felt really peaceful, but excited. I liked this business. I liked their brand and what they were doing. I was willing to man the phones, make the tea and wait for the right role to pop up.

Just before my interviewers walked in, I felt hopeful. It felt like my life was going to change.

And I didn’t have to wait long for the right role. In that interview, we were suddenly talking about a different job, something that sounded amazingly full of things I loved to do – proof, write, quality check, analyse. I was caught off-guard, but I went with it. I met Sophie Cornish and my first manager, Gail. Inspiring women then, and even more so now.

As I left, I felt even more excited! Not only was I going to work for this amazing business, I was going to be a doing a job that really felt like me, with passionate, intelligent women (and men, but there were like three of them in the business at that point). I had found a kind of home.

Here’s the thing: working for notonthehighstreet.com changed my life.

It stimulated a passion in me that had never before been clear. I’ve always been passionate (and stubborn, and determined), but I didn’t always really know what I was passionate about in my work life. I thought I was passionate about publishing, but honestly that was pretty boring.

And then suddenly here I was, finding a passion for doing a great job, finding and telling the story of fun and cool products, and supporting creative people. The hard work (and there was plenty) only seemed to make me more passionate.

I’ve heard people say it so many times: “notonthehighstreet.com has changed my life”. But they were Partners, sellers, small businesses that notonthehighstreet.com helped to find their audience and grow astronomically. It seemed like a statement exclusive to them. But it changed my life too.

In five years, I became a manager, an expert, a public speaker, a teacher. I worked with Holly and Sophie on both their books. I met Richard Branson (sort of – I was in the same room as him. That counts, right?). I won an award for being meaningful (where else do you get that?). I worked with Lucy, who managed me for years and became a treasured friend. I ran eight events, and spoke at seven of them. I met my boyfriend.

Five years later and it seems so obvious, that I would be here, mentoring small creative businesses. Helping them make more money, create their unique brands, and – ultimately – feel better about their businesses.

I can’t imagine not being here, not doing this. I feel, somehow, like I would always have ended up here, no matter which path I’d taken.

But that day, in that interview, and everything that happened since – all of that helped me get here. I cannot deny that notonthehighstreet.com changed my life.

And for that I’m incredibly grateful.

So here’s the thing

So here’s the thing:

Here’s the thing: working for notonthehighstreet.com changed my life.

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