noths Archives - Page 3 of 4

Here's the thing: pausing

In each moment, in each day, we have an opportunity to pause and consider what we want our businesses (lives) to be like.

To me, this feels obvious, necessary, and ongoing. I spend a lot of my time talking with people about what they want their businesses to be like. I spend a lot of time facilitating the pause, and the answers.

But I also know that it’s something that gets squished down to the bottom of the list on a daily basis. I know that it can be incredibly hard to put time aside for this, and to give yourself permission for it.

So, even though it feels (to me) like I say this a lot: take time to pause.

You’ll feel better for it. You’ll gain clarity. And the more you do it, and follow through on whatever you need or want to bring in, the more clarity, happiness, and ease you’ll feel.

You can do it on a micro level, a daily, momentary, what-do-I-need-this-afternoon level.

In fact, you can do that right now. Sit in your seat, take a deep breath. Feel the pause. Feel the potential – you can change your day around from this point forward! What is missing from your business, your life, your surroundings, right now? Perhaps it’s inspiration, enthusiasm, or creativity. If that feels really strong to you – that desire to feel inspired and creative – maybe you could give yourself an hour to read something inspiring, or go to an art gallery. Mix up your usual routine.

As you sit, you might feel like you’re in need of productivity – perhaps you’ve been piddling around all day or all week. What about giving yourself one thing to finish today? Or setting a timer for 20 minutes to work on one task (and one task only)?

On a bigger level, a deeper level, you could take half an hour to wonder about what you want your business to be like. Not just problem-solving the stuff that’s going on right now, but thinking about a year or two from now. What do you want your business to be like then? Let yourself see it, feel it. Be really honest with yourself about what would work for you. (Avoid comparison.)

Then imagine or two things to add into your day or week that might nudge you in that direction. It might be research, or tidying up, or designing something you love (instead of what you “should” be making). Whatever feels like a tangible thing – nothing huge, we don’t want to overwhelm or overturn – build it into your schedule.

Because here’s the thing:

You’re in charge, and your business is here to serve you, to add to your life, not just take away all the time. You need to check in with it, and with yourself, to make sure it feels right, and is giving you what you need.

Aim for fulfilled, not depleted.

Try taking some time off for reflection.

Consider a mentoring session for increased clarity and enthusiasm.

But most of all, be true to you.

Here's the thing: marketing

Since leaving notonthehighstreet.com (almost a year ago!), two things have become really clear to me:

1. Online marketplaces are changing. It’s a great model, but NOTHS and Etsy (and even Folksy and smaller sites) are getting too big to guarantee visibility and sales to all who join. Etsy no longer shows all new products on a homepage or category page. NOTHS is so big now, you really have to be featured to gain page views.

2. Creative businesses who’ve seen success on marketplaces often don’t really know how to market themselves. Because it wasn’t necessary to market yourself when NOTHS did it for you (with gumption). Or Etsy provided the visibility naturally. I’ve said it about a hundred times in the last year: so many NOTHS sellers are at 9 out of 10 for general business skills (because they’ve had to be), but 2 out of 10 for marketing skills (because they haven’t had to).

If you’re reading and thinking, OMG, that’s me, don’t panic. You’re not alone, and there’s so much you can do about it.

The first thing to accept is that everything is a work in progress, because the world evolves constantly, and your business will evolve and grow in the next week, not to mention the next year. Your skills as a business owner will continue to develop even if you don’t do very much at all – the experience of running a business is a guarantee of that, no matter what.

Another thing I encourage you to see is that marketing isn’t a terrifying, technical piece of expertise that’s going to take you a degree and ten years’ experience to understand. It’s not. Marketing is basically flirting, and even before it’s that, it’s just talking to people. Hopefully about your business and your products.

People ask me for marketing advice all the time, and to be honest, it still stumps me on occasion. I still fall to the belief that you have to be “in marketing” to know what it is, or that you have to have detailed knowledge and understanding of Facebook or Google and how they work. There have been times, when faced with so many questions and so much fear, I’ve questioned whether I know about marketing at all! And then I remember that, in fact, I do – and it’s not as complicated or scary as the questions in front of me.

Marketing is not advertising.

Advertising (paid-for ads in magazines, newspapers, blogs, Facebook, shops, tubes, etc) might form part of your marketing strategy, but that’s not all marketing is. And advertising is changing – because consumers are changing. We’re used to online ads now, and magazine ads. Yes, it’s a good way to get visibility and awareness up (if you’re targeting the right kind of people with an ad), but it’s not a guarantee of sales.

If you choose to use paid-for advertising, whether on Facebook or in magazine, see it as an experiment that you’ll tweak next time based on the results. And always, always, make sure you’re targeting an audience who are likely to be interested in what you’re selling. (Extra advice: if someone calls you up to sell you advertising, be skeptical. Even if it’s Vogue.)

SEO isn’t complex.

Geek out over SEO research or other people’s reports if it floats your boat. But here’s my tried-and-tested experience: good content is good content, and if you write well, post good images (with image tags) and build links to your page or site, your online content will get found. There. One sentence. You can totally do that.

As with many things in small business, it’s often better to delegate what you’re not an expert in. But I encourage you to experiment with being your own marketing strategist, because there are charlatans out there. And you can totally do this. You might seek out a copywriter if that isn’t your forte. You may ask someone to manage your social media or advertising experiments, but be involved in the big questions, so that you know what works and what doesn’t for your business.

Marketing is something that you can do on your own terms. So embrace that, and get it working for you.

Here’s the thing:

Marketing is about consistency. Keep sharing your products, your message, your brand with people. And yes, keep sharing the same things with them. Variations on a theme, if you will.

Some things to do:

Find three marketing messages for your business. A basic example: ‘We sell shoes.’ ‘Our shoes are handmade.’ ‘We (and our products) are fun and high quality.’ Make sure every single thing you send out points to at least one of those messages.
Get the big paper out and plan your social media and other marketing. Create a marketing plan that involves regular posts on social media, regular advertising tests (should you wish), and regular press releases. Notice the most-used word in that sentence: REGULAR. You have to keep putting things out there, every week.
Send out press releases and samples to people who will like your products. Find magazines and bloggers who are talking to your audience, who are aligned with what you’re making. Create a press release that tells them, lovingly, about you and your products. Show them nice shiny images, or post them a sample of your product. Tell them where to find you online and how to get in touch. Do this for every new product. And consider doing something now for Christmas.

And I know there will be some of you who are already posting regularly (or not) and feel like you’re sending message out into a black hole, a void that never sees or returns your calls. That may be a signal that you need to shake it up. Post more images, if you’re always posting words. Or make sure all your images have nice captions, calls to action, or discussion points. Post elsewhere, targeting different people. Do something that simply brings a smile to people’s faces. That’s the point of marketing – make people feel good and associate it with you.

I promise marketing isn’t as complex or scary as it sounds. Every business is different and needs different things, so this is all about experimenting with what works for you.

My upcoming course, Inspired Action, will spend an entire week on marketing, and will include a lovely marketing planner. If you’re wondering about how to build your marketing skills and strategy, it might be just the thing for you. Read more and register here.

Have a lovely weekend!

My first retreat

I find Cliff House quite easily. I’d been studying the map for weeks (probably months) and felt like I knew all the landmarks by heart. I pull in, and it feels like the clouds part.

I get out of the car, and let myself into this beautiful Victorian house, which is – fortunately – everything I had hoped for. I walk through the hallway, into the dining room and through to the kitchen. It’s in there that I do a little jump up and down, starting to feel the bubbles of excitement for what this weekend is going to be.

My sister arrives shortly afterwards, which ramps up the excitement. She and Ross are almost as amazed as I am that this is our home for the next few days.

We walk round everywhere, getting lost and confused a few times. Holly and Lara arrive, and after that, guests arrive in fits and starts. Every time someone new arrives, I feel the excitement all over again.

There are introductions, squeals, hugs, so much chatter. As evening comes in, there’s Prosecco, and then dinner is served. The food is good. The wine is good. Both are better than I had hoped.

Everything’s pretty smooth so far, but I’m nervous for the next bit. For the opening ceremony. This is where I show them what it’s going to be like, here on this retreat. I’m going to introduce some concepts, and I’m going to lead a meditation. Are they going to go for it? Will I be able to calm my nerves to do it?

And there are some hesitations, but everyone sinks into this new way of being – a different kind of workspace.

We start to relax in a way we haven’t in a long time.

Every moment starts to get longer, and suddenly it feels like we have so much time.

***

I’ve been trying to find some words to explain what the retreat was like, for me and for my guests. It’s taken a while (unusual for me – I like the words). The retreat weekend was more than words, more than output, more than problem-solving.

It was a feeling.

Last week, I looked back through my notes of how I wanted guests to feel at the end of the retreat, and my notes say: seen and heard, supported, allowed to thrive, nourished, clear, well rested.

Yes, that’s what I wanted. And that’s what happened.

It’s easy to forget that being well rested, really relaxing and letting go of the brain clutter, can allow you to open up to new ideas, to what you really want. That’s what we did.

And on Saturday afternoon, as guests were going for massages and making moodboards, it felt like we’d been there a week. We’d been there 24 hours.

The messages I’ve received then and since have been wonderful, tear-inducing things. I know that the retreat made a difference to everyone who came, and it’s amazing seeing how much people have achieved in just over a week since they got home! That’s what clarity does, I guess.

But it’s also changed how I’m looking at my business. This is the work I really want to do – working with small business owners holistically, talking to them as people as well as businesses. Not just at retreats, perhaps, but acknowledging what we believe and how we feel as people can drastically effect our work as businesses.

Yes to that. And yes to more of this work for me.

Because here’s the thing:

Marketing is not advertising.

SEO isn’t complex.

Here’s the thing:

Enter The Forge