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It’s lonely at the top (or bottom)

lonely at the top

There have been a few times recently when I’ve started to feel that no one else gets it. Logically, I know it isn’t true, but there’s no accounting for the wobbles a human brain is capable of having. As I write this, my mood has improved considerably, and I feel much less isolated, but I still think it’s worth talking about the time when I felt really lonely. That’s the only word I can use to describe it.

When you start a business, lots of people give you advice, whether you want it or not. When I told people I was going to be self-employed, I got lots of responses. Everything from a heartfelt good luck to ‘oh well, you can always go back to the law if it doesn’t work out.’ Of all the responses I got, no one talked about loneliness.

Working on your own

Most weekdays, I sit at a desk, on my own. Don’t speak to another living soul from 9 until 3, or sometimes later. It varies depending on when I’m picking the kids up that day. I’m frequently thankful for the school run. That sounds like madness, doesn’t it? For some people, it means running the clique-ridden gauntlet of the other parents who won’t speak to you. To me, it’s the opportunity to see other humans that I didn’t marry or give birth to. The only downside is that most of them aren’t business owners either. They don’t understand what it’s like to be by yourself all the time.

Lonely at the top

Working on your own has its own challenges, but so does being the boss. I’ve spoken to more than one business owner who feels lonely, even when they’ve got a team of employees. It’s easy to feel isolated even when, or perhaps especially when, you’ve got other people relying on you. The decisions all rest with you, which means the stress does too.

I’ve no doubt that being in the middle of a crowd can feel even lonelier than being on your own, especially when that crowd are all looking to you for leadership. Even Margaret Thatcher admitted that being Prime Minister was a lonely job, as you can’t lead from the crowd.

Social media is a double-edged sword

Facebook has tried to improve its image recently by emphasising the ways the platform can build communities. I’ve found lots of groups that are useful to me in different ways, including a few business groups. They’re full of people who run businesses, so they should understand the challenges. Yet somehow, when I was feeling isolated, they didn’t do the trick. Every post I came across was from someone happy and positive, or someone who was having a major crisis. If I’d had a specific problem I wanted solving, I probably could have asked a question to find a solution. Somehow, ‘I’m feeling a bit down, and I don’t know why’ felt ridiculous.

What really helped?

Two things really helped me to get out of the doldrums. Firstly, constructive time alone. Ironic, really. I realised that I felt lonely because all of the decisions are down to me, and I really wanted someone else to tell me what to do. Then I remembered that I hate being told what to do. I spent a morning with my notepad and pen looking at the plan I made last year and what I need to do to implement it. My head felt much clearer after that.

I also went to my networking group. It helped, even though I didn’t talk about how I’d been feeling. Just spending time, in person, with women who understand life puts things into perspective. It also reminded me that I have a network out there when I need them.

If any of this resonates with you, please don’t suffer in silence. Seek support wherever you can, whether that’s from a friend, family member or somewhere else. The Samaritans offer 24/7 support, without judgment, to anyone who’s struggling. They’re at the end of the phone at 116 123 or online.

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Why storytelling works in your marketing

why storytelling works

It’s easy to think of storytelling as being something you do with your children. You can cuddle up at the end of the day and send them off to sleep with a lovely bedtime story. Mine are still young enough to watch CBeebies, so we sometimes get the added bonus of a tale read by Tom Hardy. (I even know people without kids who tune in to watch him anyway!) If that’s how you think of storytelling, you might be forgiven for having dismissed it as an effective marketing tool. Actually, it’s one of the most effective approaches you can take.

What are stories for?

Storytelling has been around for as long as there have been human beings. Even the earliest cave dwellers painted the walls with images of themselves and the animals they hunted. There’s a basic human need to share information. Storytelling doesn’t have to be about anything particularly exciting. You tell a story when you talk about your day or what you did at the weekend.

The reason we feel the need to share is because stories bring us together. When you meet someone new, the conversation you share tells you something about them. It helps you to decide whether they’re your kind of person or not. In your personal life, stories help you to forge new relationships. When you use storytelling in your marketing, you can bring your customers into your world.

Know, like and trust

You’ve probably heard of the ‘know, like and trust’ factor before. Just in case you haven’t, it’s the idea that your marketing lets your customer get to know you, work out whether they like you, and eventually come to trust you. It’s also known as relationship marketing. Brands of all sizes can market themselves in this wa,y but it’s particularly important for small businesses. People find it easier to trust the big brands. They seem solid and reliable in contrast to small businesses that might be run by scammers or have shockingly poor customer service.

When you use storytelling in your marketing, you can introduce the person behind the brand. You can share images to show that you’re a real person. Your content, your blog in particular, can share information that helps your customers understand your values and how you run your business.

How to think about storytelling in marketing

Now, you might be reading this thinking ‘that’s all very well, but what stories do I tell?’ – I’m glad you asked. They won’t be the same ones you share at the school gate or when an elderly relative tells you about their ingrown toenail. As always, it’s important to remember the first principles of marketing. Namely, your customer cares about themselves more than they care about you. When you tell a story about yourself, it really needs to be a story about them. For example, when I tell you that I have to get this blog post finished because it’s nearly time to pick the kids up, I hope you’re nodding. You sympathise with my need to juggle my business and family because you probably do it too. If you share something that you have in common with your customers, you help a bond begin to develop.

There are lots of different ways to do this. You can talk about how your business has developed if your customers are going through something similar. If you want to market to parents, talk about your own family or why you do what you do. Your story could be a whole blog post, a picture or a couple of sentences. The opportunities are endless.

If you’d like a chat to find out how I can help you use storytelling in your business, you can book a call here.

Alternatively, sign up for my mailing list here, and I’ll send you a free copy of my eBook ’50 blog topic ideas for your business’ as a thank you.