I’m celebrating ten years in business, and it’s a real pinch-me moment. Being able to call myself a writer when people ask what I do is still a thrill because it was a dream for a long time. I’ve been thinking about what ten years in business has taught me and what the ten essential lessons would be. So, here’s what I wish I’d known when I started my business.
Get everything in writing
I got burned early on by not having a written contract. I sent a proposal via email, then the client suggested a higher fee for more work. When a dispute later arose over what our agreement included, I ended up getting paid less. Always get the details in writing before you start work.
Trust your instincts
My work depends on me having good relationships with my clients. If it’s the wrong fit, no one enjoys the process, and you don’t get the results you want. I’ve ignored my gut feeling more than once, and it’s never ended well. If something feels off, trust your instincts and walk away.
Value your service
If you’re a one-person business, the idea of standing up and saying “this is how much I charge and I’m worth it” might have you scuttling away to hide. Remember, people need what you offer, so please don’t fall victim to ‘little me’ syndrome. Getting the right support will help.
Get good coaching
Speaking of good support, finding a good coach can transform your business. They’ll give you a different perspective, ask good questions and challenge you when you make excuses. The key is to find someone on your wavelength who’ll help you find the right answer for you, rather than taking a one-size-fits-all approach.
Network
Networking has helped me find most of my clients, either because I’ve met them at an event or someone else has recommended me. It’s helped me build connections with related businesses and find support. My business wouldn’t be here without it, and I’m very grateful I was introduced to it early on.
Set boundaries
When I started, I believed people would think I was unprofessional because I only worked school hours. Now I’m upfront about it, because I don’t want to work with people who expect me to sacrifice family life for work. Don’t be afraid to set boundaries with clients or your family if it helps you work how you want to.
Follow your definition of success
A successful business can look however you want it to. It doesn’t have to mean working all hours to earn six figures. It can be flexible hours and enough money to keep a roof over your head, living in a camper, or lots of holidays. Work out what you want and aim for that.
Pay professionals
Paying professionals, whether it’s a VA, accountant, website designer or copywriter, lets your business benefit from the skills you don’t have. It also saves you time so you can focus on what you’re good at and saves you money in the long run. Networking and recommendations help you find the right people.
Know your numbers
When you understand your numbers, you’ll know whether you have a business or an expensive hobby. I kept an eye on the finances from the start, but I wish I’d kept a closer eye on website traffic and social media numbers so I wouldn’t have wasted time on marketing that didn’t work.
Look after yourself
I started my business so I could enjoy my work and choose my hours so I’d get to spend time with my family. These days I know how important it is to look after myself, so I’m trying to get better at eating well, exercising and getting enough sleep. If you’re stressed, your health will suffer, and you won’t be able to enjoy your life.
Ready for 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. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!
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. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.
In 2015, I was working as a solicitor, had two young children and dreamt of making my living as a writer one day. At that point, I wanted to be an author and hadn’t considered copywriting as a potential option. By the beginning of 2016, I’d left my legal career behind, and Kirsty France Writes was born. Here’s the story so far.
Early days
When I first decided to start a business, I quickly realised how supportive the community can be. I already knew quite a few self-employed people and business owners. They reassured me that no one really knows what they’re doing and shared resources that had helped them. They introduced me to Facebook groups, websites and a networking group that I’m still a member of today. Networking, whether on social media or in person, got me my first clients, and it’s why I still have a business today.
Good and bad clients
I’ve had some fantastic clients over the years, and a few that weren’t the right fit. I’ve learned some valuable lessons, including how to spot red flags and turn clients away if it’s not going to work.
Even the best relationships come to an end. If you’re starting out, you might think that clients only leave because something negative happens. While things definitely go wrong sometimes, needs and priorities also shift towards something you can’t provide. I treasure the people who’ve stayed with me long term, but I’ve also learned to reflect on the great relationships that have ended to help me spot more people like them in the future.
Lockdown
I’ve worked from home since the start, so when lockdown came, lots of people told me that my life wouldn’t really change. It turns out that my sanity depends on a healthy mix of time at my desk and getting to go networking and seeing people in real life. Some networking continued online, but it’s not the same. Oh yeah, and I also had two primary school-aged children who suddenly weren’t at school anymore.
My business went quiet, but I still had some work to do. I also experimented with introducing digital products. That lasted for a few years post-lockdown until I decided it wasn’t worth the effort anymore. These days, I give away my favourite eBook to new email subscribers as a thank you.
Learning what I stand for
When I first started the business, I believed that, as an ex-lawyer, I’d work with lots of law firms and other professional services businesses. I quickly learned that I don’t generally enjoy working with bigger firms. I much prefer supporting sole traders and smaller businesses with great stories who want to get their personalities into their marketing. There are exceptions, but it’s always about the people for me. I love the variety of working for different types of businesses, moving between writing about insurance, jewellery, dogs and lots of other interesting things.
It took me a long time to embrace leaving the corporate mindset behind and to start applying that to my work and marketing. Great coaching has played a vital role in helping me loosen up and be myself. It’s still a work in progress, and getting my clients’ voices into their marketing feels easy in comparison!
The future
As I look back on the story so far, I find myself thinking about the lessons I’ve learned and what the next ten years might look like. I’m still working on being a published author and wondering how that might combine with my business.
I still want to help more small businesses shine and grow as I head into the future. If I can support you as we head into the next ten years, let’s have a chat.
Ready for 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. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!
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. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.
If you’ve worked in a larger organisation before becoming self-employed, you will have been used to having teams around you, and your manager may have set you goals with specific deadlines. Sound familiar? When you work for yourself, that doesn’t happen. You’re the one setting your own goals and deadlines. You have plans for your business to grow, but the time you spend actually working on your business can slip, especially when client work comes in, as that takes priority; that’s billable time after all. That’s where having a form of accountability that works for you is invaluable, as it helps keep you focused and on the right track.
How do I work out what goals/tasks I need accountability support with?
As a small business owner, you may have sat down at the end of the year and reflected on how much you have achieved in the past year. If you haven’t done that yet, don’t worry; try to plan it once a quarter. Take time out of your business, maybe head out for lunch and celebrate what you’ve achieved. If there are things you’d like to have done but haven’t, ask yourself why.
Is it that they aren’t aligned to your personal values?
You didn’t have the time to learn the skills you needed to achieve them.
Your goals changed, and they weren’t key to achieving your dreams.
You’re always putting off certain tasks until the last minute: submitting the tax return, creating/updating your website, and setting up a mailing list. They can be time-consuming and only become priorities when really urgent.
Does brainstorming ideas with other people really help?
In short, yes. It can help you to understand what tasks are the most important at the time to help you achieve your goal. Remember that if you worked in a team before, how useful it was to bounce ideas off other people (not literally of course)! Now you predominantly work alone and come up with some amazing ideas only to talk yourself out of them, often because you’re missing a piece of the puzzle or don’t know who to ask to fill a skills gap you might feel that you have.
You have the ideas, now what? They sit in that notebook only to be looked at again when you finally get around to sorting your workspace. Having a small group of people you trust can really help you reignite your passion, come up with ideas on how to set aside the time needed to focus on them and identify what support might be useful for you.
So, you have the ideas, how do you make them a reality? That’s where accountability comes in.
You could get together with a fellow business owner. This works well until one of you gets busy, and then accountability is no longer at the top of their list. You’re then left knowing what you need to do, but it’s not the exciting stuff that you set up your business to do, so it gets put to the bottom of your priority list again.
That’s why I set up my Reignite and Refocus accountability sessions. They can be tailored to suit your way of working. From quarterly in-person sessions in Leicestershire, where I live, to monthly online sessions, right through to an online membership and 1:1 sessions. We meet once a week. First, to set business and personal goals, then refine those goals and break them down into manageable tasks. There’s a refocus co-working session to help you mop up the tasks that even with accountability nudges in our WhatsApp group fall to the bottom of the to-do list. Then we finish the month with a short celebration session to recognise what you have achieved. As all too often we just move forward to the next goal without taking the time to really realise what we have accomplished, and who doesn’t like to celebrate?
Detective Inspector Alan McLeod turned to his wife, Carol, and handed her two fully-laden hot chocolates before turning back to the market stall. He heard his daughters squeal with excitement behind him and wondered how much of their faces would be covered in whipped cream by the time he turned back around.
“There’s your other two hot chocolates. Are you sure you wouldn’t like some marshmallows on yours?”
McLeod chuckled and glanced down at his protruding belly. “No thanks, I look enough like Santa already.”
As he followed Carol and the girls through the crowd, he spotted his colleague, Detective Sergeant Angela Hobson, near the metal barrier that separated the runners from the spectators. “Morning, boss, you’re not on duty for this, are you?”
He shook his head, “hundreds of Santas plus the promise of hot chocolate is one of the kids’ favourite Christmas traditions. They’ll find the sweet stall in a bit and be on a sugar high until bedtime. Sorry you got drafted in.”
“I don’t mind. That flu bug’s decimated uniform, and there are less fun ways to spend time standing in the cold.”
“True. See you later.”
He caught up with his family. Catriona had drained her drink and was smiling at him through a face full of cream. Isabel had somehow managed to get chocolate on her forehead and was fidgeting as Carol tried to wipe it off.
“Excellent, reinforcements,” Carol said with a smile. “Can you take a wet wipe to our firstborn, please?”
McLeod cleaned Catriona’s face as best he could, given that she kept turning away to watch a crowd of people in Santa suits assemble on the other side of the railing.
“What would they make of this in Glasgow, do you think?”
“They have one. I hear my nephews are regular participants.”
They shuffled closer to the barrier as more spectators crowded around them. Catriona was in front of McLeod, and he heard her gasp as she looked into the marketplace. “So many Santas!”
“It’s lovely, isn’t it? All these people raising money for charity.” There was a stage at the end of the enclosure where a DJ played cheesy Christmas tunes. McLeod wondered whether there was a collective noun for Santas and chuckled as they all started dancing to ‘I wish it could be Christmas every day’.
The music faded, and the DJ spoke into his microphone, “Are you ready?!” A few Santas cheered. “I can’t hear you. Are you ready?” That got a louder response from the crowd. “It’s time for your warm-up, so here’s our very special guest, fitness legend Jamie Grant!”
McLeod watched the cheering, singing crowd in front of him until his eyes settled on a woman who wasn’t smiling. She wore her false beard around her neck, and her face had a frozen look. She lifted her chin as if she was trying to stop herself from crying. Poor woman, McLeod thought. Christmas can be tough.
He turned towards the stage to see what a fitness legend looked like. Jamie Grant wore his Santa suit jacket open, presumably to show off his tanned, oiled pecs and the vest with his company logo. He seemed vaguely familiar, and McLeod remembered one of the constables telling him that he’d signed up for his personal training sessions before showing him a YouTube video where Grant performed an unfeasible number of pull-ups.
On the stage, the real-life Grant was lifting his knees high into the air, while shouting, “Come on, Santas, get those knees up. Unless you puke, faint or die, keep going!”
McLeod rolled his eyes and wondered whether this was anyone’s idea of motivational speaking. It appeared it was. He heard some shouts of “legend” and “we love you, Jamie” from the crowd.
The warm-up was over, and the runners were turning away from the stage and towards the start line. There was some jostling as the runners who’d positioned themselves next to the stage for the warm-up tried to get through the crowd.
❄
Jamie Grant turned and headed for the stairs at the side of the stage, satisfied with his five minutes of work. He’d already posted on Instagram and TikTok about his good work for charity, and his assistant was waiting further down the course to film a video of his run. The Santa suit was embarrassing, but what could he do? The punters loved it. He saw someone approach out of the corner of his eye. “Sorry, no photos. Maybe later.” They didn’t move, so he looked up. “I said, not now. God, what is wrong with people?”
“You tell me.” The figure moved closer.
❄
“Three, two, one, go!” The DJ called into the microphone, and the air horn blasted to start the run.
McLeod watched as a thousand Santas ran past him and out of the marketplace. As the last few disappeared, he turned to his family. “Ready for a snack?”
Then, he heard the scream.
❄
McLeod saw Hobson running towards him as he walked around the barrier towards the stage.
“It’s Jamie Grant. The paramedics are already with him, but it looks like he’s beyond saving. The race director is arranging for the volunteers to move the barriers so we don’t have a thousand people trampling over him.”
A paramedic looked up as McLeod approached. “Nothing we can do, I’m afraid. He’s got a nasty head wound.”
“Looks like blood on this side of the steps.” Hobson pointed to a red patch on the outside of the stairs. “Maybe he fell?”
“The angle’s wrong for a trip on the stairs. Did anyone see him when he left the stage?”
One of the volunteers stepped forward. “I heard him talking to someone. A woman, I think. I could only hear what he was saying, but it sounded like she wanted a photo. I think I heard shouting, but the DJ was counting down to start the race, and it was really loud, so it’s hard to tell.”
❄
Half an hour later, McLeod felt he was making some progress. There was a tent over the body, and the forensic examination had found a torn piece of Santa suit fabric on a barrier next to the stage. The final runners had finished. McLeod had seen the mood shift from festive celebration to confusion and worry. Not the pre-Christmas celebration everyone had expected. It was time for him to take to the stage.
“Ladies and gentlemen, can I have your attention, please? I’m DI McLeod. I’m sorry to have to tell you that there has been a sudden death, and we need to gather evidence to determine how it happened and why. My officers and the race coordinators will be speaking to each of you to gather your contact details, so please stay where you are until you’re released. If you believe you have any information that could help us, please talk to me or another police officer. Thank you.”
❄
Marianne Hopkinson had remained calm throughout the race, and when she confirmed her address and phone number to the police officer at the barrier. Her restraint failed when she got back into the car, still wearing her Santa suit. Adam should have been with her, spurring her on and holding her hand as they crossed the finish line. She put her face in her hands and sobbed.
❄
The marketplace was silent. A litter of empty cups, sweet wrappers and broken belts from the Santa costumes lay on the ground. McLeod read the notes and witness statements his team had gathered to see what they knew. Some witnesses said they’d seen someone dressed as Santa near Jamie Grant after the warm-up. He’d almost snorted in derision, until he realised that most of the Santas were already in front of the stage waiting to start running. The marshal had heard a female voice. A spectator had noticed someone stumbling away from the scene. They’d remembered that part of their race number was 27 as it was their husband’s birthday. A runner had been surprised to see another Santa coming up behind them, as they’d deliberately put themselves at the back. They’d noticed their lime green trainers as they passed.
Hobson emerged from a nearby coffee shop. “Good news, boss. Their CCTV shows someone running from the side of the stage. It doesn’t cover the steps, but she’s definitely come from that area. Race number 273.”
McLeod looked at the photograph Hobson had taken. It was the woman he’d seen in the crowd. The one who looked like she wanted to cry.
❄
McLeod summarised his discussion with the race director as Hobson drove them towards Marianne Hopkinson’s house. She’d been a regular member of their running club for years, along with her son Adam, until his sudden death earlier that year.
“No wonder she was struggling today. It’s the first time she’s run it without him.”
“What happened to him?”
“He had a heart attack. He was driving home after a weights session and pulled over because he didn’t feel well. His friend found him when he noticed the car and stopped to see if he’d broken down.”
“Blimey. How old was he?”
“Twenty-four.”
“That’s horrible. Also, we’re here.”
She undid her seatbelt and reached for the door handle, then realised McLeod hadn’t moved. “Are you OK, boss?”
“Aye. I don’t like it.” He felt her questioning gaze and said, “If she’s a killer…”
“She could just be a witness.”
“True, but if she did kill him, why? She’s had a terrible loss. If this is some kind of grief reaction. Ach, I don’t know. I know we need to catch the perpetrator, if there is one, but I don’t have to like it.”
Marianne opened her front door and looked out at the police officers who introduced themselves and showed their warrant cards. McLeod could see her lime green trainers behind her in the hall.
“I know why you’re here. Come in.”
❄
Marianne and McLeod sat at her kitchen table while Hobson made tea.
“I think you know that we want to talk to you because you were near the side of the stage when Jamie Grant died earlier today.”
Marianne nodded. “I’m so sorry.” She began to cry. “It’s all my fault.”
McLeod and Hobson exchanged a look as she placed two mugs of tea on the table.
“I just wanted him to understand what he’d done so it wouldn’t happen to anyone else.”
“What had he done?” McLeod asked gently.
“Do you know what happened to my son?”
McLeod nodded. “He had a heart attack.”
“He had a heart attack because of Jamie Grant.” She paused, wrapping her hands around her mug and taking a sip of tea. “I love running, and Adam started coming with me when he was just a little boy. It was the one constant in our lives, even through his teenage mood swings. We’d run and talk. After he graduated from university, he moved back here and got a job. He sometimes felt tired, but he’d rest until he felt better. I think running with me helped because it made him slow down. Then I started weight training. He said he wanted to try it too, but not at the same place as me. Too many menopausal women, and he felt out of place. So he went to Jamie Grant.
He was constantly tired and told me that even though he was doing all of this training, he didn’t seem to be getting any stronger. Jamie Grant said it was normal to feel tired when you started a new plan and that lots of runners struggled because they weren’t as strong as they thought. Then Adam started to feel sick all the time. He was living in his own flat by then, but whenever he visited for dinner, he’d struggle to eat. I said I thought something was wrong, but he dismissed it. Said he’d had a heavy session in the gym and needed time to recover. But he never took the time. He did three sessions a week, even when he was exhausted. When I asked him why he didn’t take a break, he told me Jamie would start nagging him on WhatsApp. They had a group, and he’d contact him separately too, if he hadn’t done all his sessions.
Then I got the phone call. His friend had found him in his car. The weeks after that are still a blur. His Dad only came back from London for the inquest, said he didn’t want to leave his new wife alone for too long. If my sister hadn’t moved in, I don’t know what I’d have done. She was the one who made sure I ate. She’d tuck me up in bed as if I was a tiny child. I suppose I was, really.
At the inquest, the pathologist said he’d died of heart failure and would have been having symptoms for at least a few weeks before he died. Tiredness, muscle weakness and nausea are all typical signs. Then Grant got up to give evidence. I’d told the coroner that Adam had been training with him, so they got in touch. He stood up there and smirked. Yes, Adam had said he was tired, but they all say that. You’ve got to push through the pain. Runners often overestimate what they’re capable of. Lots of people feel a bit nauseous after a hard session. He just didn’t care. He’s supposed to look after people’s health, and he doesn’t even know what the symptoms of heart failure are!” She started to sob.
McLean reached out and put his hand over hers. “I’m so sorry you lost your son.”
Marianne nodded and gradually composed herself, her eyes gleaming. “Thank you. Of course, the main reason I take my anger out on Jamie Grant is that it distracts me from blaming myself.”
“It wasn’t your fault,” McLean said.
“I was his mum. When I told him to go to the doctor, he said I worried too much, and I should stop fussing. But that was my job. I worried about him all the time, and I should have made more of a fuss. Maybe he’d have booked an appointment just to shut me up.”
“Can you tell me what happened today?”
She nodded slowly. “We always used to do the Santa Run together. When he was tiny, I’d take him in the pushchair. This year was the first time I’d done it without him. My friends were amazing. I don’t think I’d have made it to the starting line without them.
When I got there, I realised the anticipation had been worse than the actual event. Then I heard them announce the warm-up, and there he is, on stage in front of me. Jamie Grant, as smug as ever, is telling people to carry on even if they puke or die. Exactly like Adam did. I decided I wanted to talk to him, to try and make him understand what he’d done. So, I headed towards the stage, listening to all those people praising him. I felt so angry, but I knew I had to be calm. It would be easier for him to dismiss me as a hysterical woman otherwise.
Then the warm-up finished, and he came down the steps. I asked him if he remembered me. He glanced up from his phone, shook his head, and told me I couldn’t have a photo. So I asked him if he remembered Adam. Do you know what he said? ‘Is that the dead guy?’ The dead guy. That’s all he was to him. I asked him if he ever told his clients to see a doctor, and whether he understood which symptoms could be life-threatening. He shrugged. I told him that if he’d said it to Adam, he might still be alive. He told me that people blame PTs for everything these days. I swore at him then. Told him exactly what I thought of him. He just looked at me and told me to calm down. That’s when I moved closer.
There must have been something in my expression that scared him, because he started to panic. His expression changed, and he put his hands up. He told me to back off. I didn’t know what I intended to do, but he moved first. As I reached him, he pushed me. I went backwards and collided with a barrier, but he stumbled too. The next thing I knew, he was falling. I watched him hit his head on the steps and could see he was dead. As soon as it happened, I knew I should have called for help, but I panicked. I didn’t think anyone would believe it was an accident, so I ran. I’m not expecting you to believe me either.”
“Can we see the Santa suit?” McLean asked. “Or have you disposed of it?”
“It’s in the cupboard under the stairs. Blue IKEA bag.”
❄
The Christmas lights were twinkling as McLean left the police station a few hours later. He wished he could have told Marianne that he believed her, that she could stay in her kitchen and remember her lost boy. But he wouldn’t have been doing his job. She’d repeated her story under caution, for the benefit of the tape, and her Santa suit had gone to forensics for analysis. There was a missing patch at the back that appeared to match the fragment from the fence. It was out of his hands. For now, Marianne was free, and McLean would be home in time to read his daughters a bedtime story.
If you’re looking ahead to next year and planning your marketing, how are you feeling? If you find it daunting, it might be time to simplify things. Here’s my guide to help you create your marketing plan without the overwhelm.
Where do your ideal clients find you?
If you’ve reviewed this year’s marketing, you’ll already understand what’s working and where your ideal clients (you know, the ones who actually pay you) come from. When you create your marketing plan, focus on the platforms that yield results.
Social media is notoriously fickle, but it has its uses if you post in the right places. It’s worth remembering that you don’t own or control the platform like you do with your website or email marketing. Your social media pages or profiles could get suspended or disappear overnight for spurious reasons, so always have a backup plan that directs people towards something more reliable.
Pick a monthly theme
Choosing a monthly theme (or a weekly one if you prefer) gives you a focus for your content. You can spend a whole month talking about the same topic in different ways. It helps your customers understand what you do because the message is consistent. It’s also brilliant for planning because you don’t have to reinvent the wheel every time you want to write a new post, and you can batch-create your content ahead of time.
If choosing a theme still feels overwhelming, this blog explains my process. You can also book a brainstorming session with me if you’d like some one-to-one support.
Choose a story
Good marketing shares your expertise and values, and shows people you understand their needs. Storytelling is a powerful way to get the message across. Humans have been sharing stories for thousands of years, so the format makes sense to our brains.
Stories don’t have to be complicated. You can try explaining how you do something, telling a story about a previous client and what you achieved, or explaining the reasons you started your business. They all demonstrate your skills and show your future clients that you understand them. A story can be something small, like the time I wrote about going crabbing with my kids on holiday, getting into chats with random strangers, and how it reminded me that doing your own thing can attract the right people.
Use different formats
You don’t have to write something new and fresh with every post. If you’ve written a blog, break it down and edit it into individual social media posts and use it in your marketing emails. You can also create a shortened version for people with less time to read.
It’s absolutely fine to say the same thing in different formats. Most people won’t see everything you post on social media, and they also have different preferences. I like a mixture of video and written content, but some people will prefer one or the other.
There might also be times when the language you use in one post won’t resonate, but a rephrased version will.
Why does my audience care about this?
When you create a marketing plan and add something new, ask yourself whether your customers will care. How does the thing you’re describing solve a problem or otherwise improve their lives? It might help them and show that you know what you’re doing, or entertain them and make you more relatable. Think about times when you can create ad hoc posts when you’re out and about, as this can show your values in action. You might be out learning new skills or connecting with other people like them.
Ready for a chat?
If you need help creating your plan or bringing it to life, 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. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!
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. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.
We’re heading towards the end of the year, when lots of us reflect on the things that made us happy, what we’d like to change and how we want the year ahead to feel. If you’re thinking about your business and getting ready to review your marketing, here are a few questions to ponder to help you plan for next year.
Where are people getting to know you?
When I talk about marketing, I mean anything that helps people get to know you and learn more about what your business does. That includes anywhere people might read your words, watch your videos or talk to you face-to-face.
Think about:
The website pages people spend the most time on
The videos they watch all the way through
The posts that get likes, comments or shares
The chats you have at networking events
The downside is that people might read your social media posts without interacting, but this process should give you a rough idea of where they’re finding you and what’s attracting their attention.
Where do your enquiries come from?
The next stage is to see who’s getting in touch and how. Most of my enquiries arrive by email, often from people I’ve talked to online or in person. When someone contacts you, they might have looked at several platforms, but the method they use will tell you a lot about the content that nudged them into action.
If you use a website contact form and have Google Analytics set up, you can see the path visitors take to your contact page. It helps you understand the customer journey and focus your marketing on the things that get results.
What do your favourite clients have in common?
This might seem a bit off piste, but understanding what your favourite clients have in common helps you attract more of them, which will make your business life a lot more fun. Working out where those clients have come from also helps you focus on doing more of that. If they engage with you on social media or mention blog posts they’ve read and enjoyed, you can review those in more detail to replicate the effect in the future.
Are you being consistent?
Good marketing is about building relationships, so consistency is essential. When people see you popping up regularly, they remember you, learn about what you do and know you’re still around when they need you.
Consistency doesn’t have to mean posting every day, but it does involve having a routine you can stick to. It creates predictability for your audience and helps you plan, which is much less stressful than winging it.
Where is the money coming from?
We’re in business to make money, and your finances can tell you what’s working in your marketing.
If your enquiries lead to interesting chats but not many bookings, the solution often starts with your marketing. If you’re attracting tyre kickers or people who say “I didn’t think it would cost that much”, there might be a disconnect between how you present your work and the quality you actually deliver.
I’ve had a tendency to apologise for my own existence and downplay my services in the past. If your marketing attracts people who don’t see the value in what you offer, it’s time to change how you talk about your work.
How are you?
Most of us started our businesses to enjoy our work, set our own goals, and have more control over how our lives look. Marketing takes time, and if it’s the thing you always leave until last, you might find yourself working late, getting stressed and feeling guilty because you’re missing out on time with your family.
If the life you imagined isn’t the one you currently have, look at the marketing you currently do and how long it takes. Simplifying and streamlining your marketing or getting the right support can ease the burden.
Ready for a chat?
Reviewing what is (and isn’t) working in your marketing helps you plan for the year ahead. If you want to get more consistent with your marketing or write content that feels more like 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. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!
Please 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. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.
In a world flooded with data, pitches, and product claims, it’s not the facts that people remember, it’s the stories. Storytelling is no longer a nice-to-have in business communication; it’s essential. Whether you’re pitching a product, building a brand, or leading a team, storytelling bridges the gap between information and emotion. This helps people not just understand what you do, but believe in why it matters.
At the heart of compelling storytelling lies a powerful model know as the Rhetorical Triangle: ethos is the credibility of the story, pathos is the emotion of the story and logos is the logic of the story. These three elements work together to create stories that resonate, influence, are memorable and inspire action.
Ethos: Establishing Trust Through Authenticity
Ethos is about who’s telling the story. In business, it’s not enough to have a great idea; people want to know who you are and why they should trust you. Are you credible? Do you walk the talk? This is critical in the world of social media where so much is hype over honesty.
When businesses tell stories that are honest and personal, maybe about their beginnings, their failures, their mission, they establish ethos. Think of Ben and Jerrys ice cream. Their story around sustainability and activism make their environmental ethos clear. Their voice is rooted in transparency, which builds a sense of trust. Authenticity is key here. People can smell insincerity a mile away. The more genuine and human your narrative, the more powerful your ethos becomes.
Pathos: Tapping into Emotion
While facts tell, feelings sell and Pathos is the emotional heart of a story. It’s what moves people. It’s what makes your message stick.
In business storytelling, pathos shows up when you talk about your customers’ struggles, your team’s triumphs, or the social impact of your work. Emotionally charged language using words like hope, fear, joy, or resilience, helps your audience feel the stakes, not just hear about them.
Consider the countless small businesses that thrived during the pandemic by telling raw, emotional stories on social media. They offer a window into their products, but also about the people behind them. Those stories created emotional connection, and that connection drives loyalty.
Logos: Backing It Up with Logic
Of course, even the most heartfelt story needs substance. That’s where logos comes in, it appeals to the logical, critical thinker. Data, metrics, processes, case studies: these elements provide the why it works behind the why it matters. In a business setting, logos reinforces your emotional story with facts. For example, a social enterprise might share a story about a woman empowered by their training program (pathos), talk about their founders’ vision (ethos), and then show statistics about how their work has helped over 10,000 people globally (logos). Each element strengthens the other.
A story built on all three pillars is not only convincing, it’s unforgettable!
Why It Works: Human Brains Are Wired for Stories
Research shows us that stories activate more parts of our brain than data alone. When we hear a story, we don’t just process language, we simulate experience. We live the story. That’s why storytelling fosters empathy, trust, and action. In business, this means better engagement, stronger relationships, and more meaningful impact.
Bringing It All Together
To craft compelling business stories, begin with your values. Who are you? Why do you care? That’s ethos. Then ask: what do you want your audience to feel? That’s pathos. And finally, what facts, outcomes, or logic support your message? That’s logos.
A well-told story isn’t about selling, it’s about connecting. When your story reflects real emotion, grounded in credibility and backed by truth, people listen. More importantly, they remember. Because in business, just like in life, it’s not just what you do that matters. It’s the story you tell about why you do it.
About Wendy
Wendy Garcarz is a leading voice in entrepreneurial leadership and strategic business growth. She specialises in helping women-led businesses step into their thought leadership potential and drive meaningful impact across sectors. Through coaching, consulting, and cutting-edge frameworks, Wendy helps small business owners unlock their influence and the economy’s future. She is the founder and CEO of Refirement CIC, the global movement for redefining retirement for women in the 21st century. We are creating a supportive community for women who want to rock but not in a chair!
Yes, you read that right. I did say you need a human copywriter as well as AI, and not instead of it. You might think I’m opposed to AI, but I’m not. If you use it well, it’s a very useful tool, but it’s not a substitute for a real person. Here’s my guide to the pros and cons.
Great ways to use AI
You can use AI for free or at a relatively low cost, which is great news if you want to keep your overheads low. I’ve used it for things like brainstorming, or filling in the blanks when I’m writing an article and want to check I haven’t missed anything important. I tend to start by coming up with my own ideas, then take them to ChatGPT to see if it can suggest more. (In fact, an MIT study suggests using your own brain is the best way to make sure you remember the information later.)
If you give your favourite AI factual information, it can help you organise your thoughts and plan tasks based on your priorities. In other words, great stuff if you want to use your time effectively and plan coherent content.
Disadvantages of using AI
Of course, AI has its downsides. It doesn’t have the same social awareness or nuance as a real person, so it can come off as tone deaf if you use it to write your content. It also doesn’t understand legal compliance or ethics, which could get you into hot water
AI works by collating and recycling content that already exists. It doesn’t have a fact checker or a filter, so it often gets its facts wrong. It doesn’t have original ideas and can’t tell the difference between great writing and something utterly predictable and generic. There’s a lot more of the latter out there, which means you get the written version of pig swill. A mix of everything with no clear flavour.
A human writer can match your tone
I’m told you can train an AI if you give it time, which is fine if you have the time and need a low-cost option. But we’re in business. We wear all the hats, make all the decisions and have lives outside our businesses that we’d like to get back to. When you work with the right human writer, they can get to know you and match your tone quickly so that you can get on with other things. We can also tailor it to the subject by listening to the way you talk about different things and understanding your tone of voice.
Relationship building
I spoke to someone recently who had named their AI and said it made them feel good about themselves. I get it, especially as I smile when ChatGPT tells me it likes my approach to a topic or that I have great ideas. The thing is, that’s part of the problem. When you have a good relationship with a real person, they’ll push back when they’re unsure whether an idea will work, rather than flattering your ego. I was chatting to someone from a charity that works to support teenage girls’ mental health, and she described a rise in toxic relationships and abuse due to AI telling teenagers what they want to hear when it comes to relationships. They expect the same, often unrealistic behaviours from real people, and it doesn’t end well.
An AI won’t buy from you, but a person will, so having a human who’ll give you feedback based on their understanding of your business and customers will help you build relationships with the right people.
Ready for a chat?
If you want to work with a human writer (who’s also open to using AI well), 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. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!
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. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.
Have you ever visited a site where the words felt warm, friendly, and full of personality – but the images looked stiff, generic, or completely mismatched? It creates confusion, even if the reader cannot pinpoint why, something just feels off. That’s because your brand isn’t just what you say – it’s what people see and feel too.
A strong brand is built on consistency. When your copy and imagery work together, your message feels cohesive, authentic and trustworthy. Every element – from your tone of voice to your visual style – should tell the same story.
Matching your voice to your visuals
As I photographer, I see this all the time. Someone will invest in incredible copy that captures who they are perfectly, but then rely on old headshots or stock photos that don’t reflect the same energy. The result? A disconnect that weakens the message.
Other businesses have beautiful photos but outdated or unclear messaging. This conflict weakens the overall impact – your audience can’t connect with a mixed message.
Consistency matters
Why does consistency matter? Consistency builds trust and recognition.
Your clients may need to have experienced numerous interactions with you before they feel ready to buy from you. It’s important, therefore, that each and every touch point needs to make them feel as though they are getting to know you.
They may visit your website on numerous occasions prior to making a decision so it’s important that your message feels aligned, cohesive and credible.
When you do align the two? Your business feels instantly more professional and trustworthy. Your images will reinforce your words and not conflict with them and most importantly your personality will shine through without feeling forced.
Your marketing will actually become easier because you will have a clear message where every element feels connected.
How to get started
That probably all makes perfect sense, but where on earth do you start?
Start with your brand personality. How do you want to make people feel when they work with you? If your tone of voice is calm and confident, think soft colours and natural lighting. If it’s bold and empowering, move more towards strong colours and striking backgrounds.
Invite your photographer and copywriter to work collaboratively with you, by involving your experts from the outset you can build something truly cohesive.
If you follow Kirsty on social media, you might have already seen how beautifully Kirsty demonstrates all of this in her own marketing. The images I created for her sit perfectly alongside her copy – each post feels polished yet genuine, with the images reinforcing her warmth and brilliant sense of humour! It’s a great example of how photography and copy can work hand in hand to tell one cohesive story and build real connection with an audience.
Using photography to bring your words to life creates a consistent, memorable brand. Why not revisit your own website to see how well your images reinforce your copy? If your images don’t yet reflect the story your words are saying (or vice versa!), maybe it’s time to update them.
About Julie
Julie Grant is a brand and headshot photographer who helps creative business owners feel confident showing up online. She specialises in capturing the personality, quality, and care behind each brand — creating imagery that tells your story and connects with your audience.
I don’t do marketing strategy. Except, I kind of do. Sort of. Good copywriting is built on understanding who you’re talking to, where you’ll find them and what you want to achieve. We won’t get anywhere if the language I use to speak to your people misses the mark. I’ll work to understand all of that, even if I haven’t helped you figure it all out. If you have a head full of ideas but no idea how to turn them into marketing content, I’ll help you refine them and bring them to life. How can a copywriter help you get organised? Here’s how I do it.
Choosing a theme
Your head is full of knowledge about your business. Most of the time, you probably don’t even notice, because you use it to serve your customers automatically. You only start thinking about how much you have to say when you plan your marketing, and then it gets overwhelming incredibly quickly. I can help you get organised by getting all the information out of your head, then identifying the themes so you can choose one to focus on.
Breaking it down
Even when you’ve picked a theme to focus on for next month’s marketing, there’s still a lot you could talk about. Some topics are massive, so you can use them more than once if you break them down into smaller sub-themes. Even then, trying to cover everything would lead to mega-long blog posts or social media posts that no one reads, as there’s too much information and it’s overwhelming. I can help you break everything down and get granular enough that your posts are the right length for your chosen platform and easy to digest.
Asking questions
When you talk about things you do every day, you might forget that your customers don’t have your knowledge. In fact, that’s why they need you. I can put myself in your customers’ shoes and ask the same questions they would (or get you thinking about what they already ask). My questions can help you see things from their perspective and find the right angle. Sometimes, a question can prompt new ideas to add to your planning list.
Finding the right format
Formatting can make a big difference to your words’ effectiveness and whether they get seen. Copywriting is about encouraging people to make a decision, so you need to get your words in the right order to lead them down that path. You also need to give people the right information so they trust what you say, and formatting can play a big part in that. If they find a blog post but they’re only looking for one piece of information, using subheadings can help them find it, or ensure your answer (and the link) turns up in their search results or AI search summary.
Repurposing inspiration
Reusing and repurposing content you’ve already created helps it go further and saves you time. (Mainly because you’re not constantly having to come up with fresh new ideas for every post.) You can make the same point in multiple different ways because no one sees everything you post, except for you. I can help you with ideas for things you can create yourself, or repurpose existing posts for you, for example, by breaking a blog post down into social media posts or emails.
Ready for a chat?
If you’d like some help getting your marketing ideas organised and putting them into words, 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. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!
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. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.
