Comments Off on I am a disappointing social activist
by allwordsbypeta
I am not active enough or “left” enough for a lot of people.
People I admire.
I am not vocal enough. Or hard-line enough.
I work with brands who might not completely align with all of my values.
I don’t post about Gaza or ICE or PIP reforms every day.
I have turned the breaking news notifications off on my phone.
And I haven’t shared enough GoFundMe’s.
I cannot watch videos or look at photos of dead, dying, starving, grieving humans. Because then my hyper-empathy (which I’ve generously passed down to my son) means I literally can’t function for the rest of the day.
But who am I (I can hear the pushback from people I love and respect) to opt out of their suffering? How privileged must I be to be able to ignore it? How can I ignore it?
For 2 reasons:
My business keeps us afloat.
I am the main breadwinner in our household. For quite a while I was the only one. So many of the people I know in the online space have a partner with a steady income, or savings they can fall back on when they make decisions about who to work with. It’s not true of all of us, and I wish this was talked about more.
The money my business makes feeds and clothes and educates and houses my family.
I’ve weathered Silicon Valley funding crises, AI, recessions, tariffs, global wars, and insecurity. Countless days when my pipeline has dried up as clients pull back due to uncertainty or having to pay 160% to import their goods before they sell them.
I don’t have the luxury of being able to switch my Stories to 24/7 condemnation of any government. I HAVE to find work. Or we don’t eat either.
Nuance is underused
I firmly believe something. Rarely (if ever) is something as cut and dried/black and white/no-brainer as it appears.
Labour is not evil. Nor is it our Saviour. Governments are cowardly, but they’re also responsible for navigating global circumstances 1000x more complicated and interconnected than they’ve ever been.
Republicans have some views I don’t agree with, and some of them need a pretty comprehensive education on a lot of stuff (and to spend some time in deep conversation with the poor and vulnerable). But they’re also not evil people.
Trump…well, Trump is the exception to my nuance rule. The only nuance I’ll allow with him is the same one I did with all the troubled young people I worked with when I was a youth worker – no behaviour happens in a vacuum, he is the result of the things done to him, and the things he did because of the things done to him.
Maybe the Christian tenet of “every human was made in the image of God and is redeemable” never really left me…
I’m a hypocrite
Anyway, I wanted to talk to you about how I struggle to do all the things I encourage you all to do. That I help my clients to do – to weave your values and social conscience into your messaging.
Because the fiscal reality within our current capitalist system weights heavy on me every day.
Because there are simply too many things I care about that are being torn apart right now. I can’t talk about all the things I’m against, or worried about, or want to shine a light on, because there is not enough time in my day. Or in my brain. I can’t do it.
But that doesn’t mean I’ve given up.
I don’t have to pick between being “all in” 24/7 and doing nothing at all.
And neither do you.
It’s tempting to see the discourse online and think that you only have a say, or can be considered a “good little activist”, if you hit all the whack a moles all the time. And that you can’t post about the offer you need to sell – that will really help someone’s life/business/family – because “how can you be talking about money at a time like this?!”
I heard Ray Dodd, a money coach, say earlier this year: “Every time you sold something, there was a war going on.”
Honestly, that stopped me in my tracks. Because it’s true. We pick and choose what is considered to be “serious” enough to make selling insensitive. There is always pain and suffering and trauma. And we should consider it in our words and our actions.
But, and I know this will piss some people off, your mortgage company still wants payment when there’s a war in Sudan.
You do not owe some random, well-meaning person on the internet your potential revenue from that week’s sales.
Change is made on the ground
So, how do you balance your social conscience with the realities of being a human with responsibilities?
There is no one right answer (sorry). But I have some thoughts. (And I also have a bunch of things to help you, whichever route you decide to take – I’ll list them all at the end).
Change is made on the ground, not in the algorithm.
Change is made through the conversations you have in the school playground, the connections you make in the doctor’s waiting room, and the communication lines you open with people who disagree with you (and yes, this can happen online as well as in real life. I’m not a fan of algorithms, but I’m also not willing to throw out the biggest communication channel the world has ever seen).
If you feel helpless, and guilty, and that visceral need to just DO something, then start here. Build your community.
You can do this purely by talking to those around you, finding out about your neighbours and offering support (whether that’s a listening ear as they moan about an unhelpful mother in law, or sharing school pickups).
You can do this by tapping into community groups, or starting your own. Is there a food bank you can help at? Is your Town Council looking for new blood (probably not as sinister as it sounds!)? If you’re in the US and there are mutual aid opportunities, or Signal groups giving people heads up about ICE raids, can you join those?
And, if you’re at the stage of life where there is no time after childcare and other caring responsibilities and work and everything else, then concentrate on having conversations with the people you meet every day, about things that matter.
Build links, because those links are how real community happens. The kind of community that comes together when the shit hits the fan. The kind of community that makes everyone’s lives better.
Make time to dream
A Milton Friedman quote popped up on a podcast I listened to the other week: “At times of crisis, the solutions will be chosen from the ideas lying around at the time.” I’m not a Friedman fan, but he was a smart guy. And this struck me. When crises happen, societies can’t take years to come up with new ideas of how to fix them or rebuild. They need ideas that are almost ready to go, that have been incubated and are ready to be born.
This is a task that lots of us are neglecting in favour of running on the reactive media treadmill.
And it’s a task that, in its undertaking, builds joy, hope, and community.
So, yes – use your platform to speak up for the things that matter to you. To showcase and shine a light on issues you think deserve more attention. Protest and campaign and fundraise and volunteer. All this is vital – especially as the collateral damage of our economic and social policies piles up further.
AND.
Join groups where you can talk about ideas. Where you can share stories and read books and explore different ways of building communities and societies. Learn about poltics and civics and advertising and propaganda. Debate and dream.
So that these ideas are ready when we need them.
It all matters. So find the things that work for you. And continue building your business. Rather than feeling guilty because you can’t perform the social media activism that ideological purists demand of you.
Some resources to help you reach out
I’ve been talking about this kind of thing for a while, so I have some great resources to help you, whichever road you go down:
There are now over 50 episodes of the Soap Box Podcast out in the world, all of them inspiring chats with business owners about their own personal soap boxes and how they talk about them in their business and life. Worth a dive!
Here’s a blog post on how to have better conversations, especially with people who disagree with you. As we approach holiday season (with its inevitable awkward family conversations), this might be a big help.
If you’re looking for a simple framework for talking about this kind of stuff in your business without sounding like you’ve turned into a charity, then read this post on how to talk about politics without pissing people off.
Particularly relevant to this topic of how we build movements and communicate in the social media age is this podcast episode with Evante Daniels and his book “Power, Beats, and Rhymes”.
And, if this has inspired you, then please check out The Portal Collective, a platform for course creation, community building, and conversation away from the broligarchy and algorithms, where movements and new ideas are already being born.
Comments Off on Stop waving case studies at terrified clients: A better approach to B2B marketing during a recession
by allwordsbypeta
The bottom line: When business owners are terrified about economic uncertainty, waving case studies at them and shouting “just invest in marketing!” is tone-deaf. Here’s why that approach fails – and three empathetic strategies that actually work for purpose-driven brands.
There have been tears, and recriminations, and a general accusatory tone.
The swimming pool in our local leisure centre is closed. Because the boiler is broken. So that means that all children’s swimming lessons have been cancelled.
It’s been two weeks, and Erica is cross with me. (Because, obviously, it’s completely my fault. I snuck in with an oversized spanner and undid some pipe that was integral to the whole engine. Just so I didn’t have to wrestle her still wet, wriggly, 5-year-old body out of a swimming costume and into her clothes…
I didn’t, I promise….)
But, it’s refreshing, honestly. Because for the first 5 years of her life, I’ve been trying to convince her that letting go of me in a swimming pool wouldn’t, in fact, kill her. And that, if she did, she’d find the whole experience much more enjoyable.
Being proved right is quite nice sometimes. And also exasperating. (Bit like parenting in general, really)
I knew, because I’ve already been through it with one terminally anxious child, and because I’ve learnt to swim myself, that she would be perfectly safe. That the water could be fun, and relaxing, and that she’d enjoy splashing around playing games. Once she took the (metaphorical and actual) leap away from being a limpet around my neck.
But, from her perspective, I was talking bollocks.
How could I possibly know that it would be ok? How could it possibly be ok when she was terrified? When everything around her looked uncertain and strange, and she didn’t know whether there was anywhere steady to put her feet?
Sound familiar?
The problem: marketing during a recession has become tone-deaf
LinkedIn, Instagram, Threads, Facebook (anyone still there?!), podcasts, webinars – all the marketers everywhere are trying to get you to close your eyes and make the leap into investing in their services. To trust them that clinging on to as much of your revenue as possible is self-defeating, and will never result in growth.
Telling you that yes, it does look scary, but you’ve been here before, and you know that letting go – making an investment in your Facebook ads, brand messaging, email strategy, PR plan – will mean you can swim more easily towards your goals (is the metaphor getting tortured yet? Answers on a postcard, please).
And you know what? They’re right.
There are buckets of case studies, stats, research articles, and real-life evidence to back them up. To show you that pulling back on marketing in a downturn, recession, or time of uncertainty, can stunt your business growth. And that investing in strategic marketing can supercharge it (or whatever verb we’re not currently avoiding because ChatGPT is obsessed with it).
But all you can see is no solid ground, tariffs, global insecurity, constantly changing waves. And all you can feel is the terror that letting go, taking even a gentle leap – will ruin everything.
Why the “just invest in marketing!” approach isn’t working
Marketers telling you that you should invest in marketing even though the market is so unpredictable/perhaps there’s a recession coming/blah blah blah, doesn’t have the effect they think it does.
It comes off as self-serving.
“I know you’re confused and stressed, and the immediate response is to pull back on all costs, but you shouldn’t. Because I need work.”
Yes, that’s what it sounds like.
Even though there are facts and stats, and they can show you the McDonald’s case study that backs up investing in marketing in a downturn. Even though they mean well (most of them), and they’re right.
It’s tone deaf.
And it’s beginning to sound a little like the B2B version of those coaches who tell you that you’ll never grow if you don’t invest before you’re ready. Leaving you with massive credit card bills, a group call where you get 5 minutes of “advice” a month, and a side order of regret.
It’s also the opposite of good, effective, empathetic marketing. Disregarding the anxiety your audience is going through is a terrible strategy (ethically, and in terms of effectiveness).
What the data actually says about marketing during a recession
Here’s the thing: the research really does show that maintaining marketing spend during economic uncertainty pays off. But how you present that information matters.
The stats everyone quotes:
A McGraw-Hill study of 600 companies found that firms maintaining or increasing ad spend during the 1981-82 recession saw 275% sales growth over five years, compared to just 19% for those who cut advertising
Companies that kept marketing during the 2008 recession achieved a 17% compound growth rate, while competitors who pulled back struggled to recover
Nielsen research shows brands going “dark” for six months lose 2% of long-term revenue each quarter, and it takes 3-5 years to recover that lost brand equity
The McDonald’s story everyone loves: During the 2008 recession, McDonald’s increased their advertising investment while competitors like Burger King pulled back. And, as a result, McDonald’s stock rose 18% while Burger King’s dropped 31%. They invested 3.2 times more than Burger King in advertising and positioned themselves as the value option with their Dollar Menu strategy.
These numbers are real. The strategy works.
But you know what else is real? The absolute terror that business owners feel right now about making any investment when everything feels uncertain.
It might be time to invest in marketing. Or it might not.
Here’s what I’m not going to do: tell you that NOW is definitely the time you need to invest in strategic brand messaging or marketing strategy.
It might be time for you to invest in being more strategic with your marketing and messaging.
It might not.
I can’t unilaterally decide that for everyone in my audience. I’m not scrolling through your accounting software or sitting next to you as you weigh up cancelling that Patreon subscription.
(If we jump on a call, you lay out your struggles and goals, and I know working with me can help, then I’ll absolutely make a recommendation. Based on your circumstances.)
Like with Erica and her swimming fears, it’s time to be a little less tough love, and a little more “let’s have a hug while you tell me how you’re feeling, and maybe then we’ll go have a paddle in the baby pool.”
3 ways to market empathetically during economic uncertainty (without sounding self-serving)
If you find yourself in the position of trying to convince business owners to part with their hard-earned cash (because you know in your heart of hearts that it will make their business stronger – not because you’ve got a quiet diary), then there are other ways than waving the McDonald’s in 2008 case study at them.
1. Pay attention to what they’re actually afraid of
It’s time to move beyond dismissing their concerns with a “but the data says…” Instead, think about sitting down next to them and really understanding what’s keeping them up at night.
What this looks like in practice:
Instead of “Companies that cut marketing lose market share,” start with “I know you’re looking at your cash flow and wondering which expenses are truly necessary right now. That’s a completely valid concern.”
Ask questions like:
What specific financial pressures are you facing right now?
What would need to be true for you to feel confident investing in marketing?
What’s your biggest fear about maintaining your marketing spend?
Then – and only then – can you address those specific concerns with relevant solutions.
Why this works: Your potential clients aren’t arguing with the data. They’re paralyzed by fear. When you acknowledge their fear as valid rather than something to overcome with statistics, you build trust. And trust is what drives decisions during uncertain times, not case studies.
Yes, the bigger strategic project will bring them brilliant results. But right now they need the quick and tangible wins. How could you repackage your genius in a way that gives them those?
What this looks like in practice:
If you’re a web designer, instead of only offering full website redesigns:
Offer a conversion-focused homepage audit with actionable fixes
Create a landing page package for one specific service
Provide a “quick win” package that updates their three highest-traffic pages
If you’re a business coach, instead of only six-month programmes:
Offer a one-off strategy session with a written action plan
Create a “sprint” intensive focused on one specific challenge
Provide quarterly check-ins rather than ongoing monthly commitment
If you’re a photographer, instead of full-day shoots:
Offer a headshot refresh session for updated LinkedIn profiles
Create a “content bank” mini-shoot for social media
Provide brand photography specifically for their highest-converting sales page
The psychology behind it: During economic uncertainty, businesses look for what researchers call “branded affordability” (the same strategy McDonald’s used with their Dollar Menu). They maintained quality but made it accessible to budget-conscious customers.
Your services probably already create strong ROI. But if the upfront cost feels prohibitive when someone’s anxious, they’ll never get to experience that ROI. A smaller entry point with clear, measurable outcomes reduces the perceived risk.
Real example from my business: When I noticed purpose-driven startups and small businesses saying “Your Brand Messaging Guide looks great, but it’s beyond my budget right now,” I created the Mini Guide at roughly half the price. Same quality, focused scope, tangible results. These clients used them to plan content strategies, brief designers, and tighten messaging (all the things they really needed without the full bells and whistles they weren’t ready for yet). I practiced what I’m preaching to you.
Don’t expect them to be convinced by what a global behemoth did when they’re running their business from a desk in a coworking space in Coventry.
What this looks like in practice:
That McDonald’s case study is brilliant for context. But your actual clients need to see businesses like theirs succeeding with your approach.
Instead of “Companies maintaining marketing during the 2008 recession saw X% growth,” try:
“I worked with a three-person consultancy last year who were terrified about investing in brand messaging during a slow quarter. We created a focused messaging framework for £1,595 that they used to update their website, pitch deck, and LinkedIn content. Within two months, they closed a client worth 10x that investment – specifically because their new messaging resonated.”
Why this works: Research on marketing during downturns shows that traditional buyer personas become less relevant during recessions. Psychological segmentation that considers emotional reactions becomes more important. Which basically means you need to show your audience – “people like me buy things like this.”
Your prospective clients aren’t emotionally connected to McDonald’s success in 2008. But they are emotionally connected to businesses that mirror their own size, stage, and challenges.
Where to find these examples:
Case studies from businesses at similar revenue levels
Stories about customers who were initially hesitant but saw results
Your own journey investing in your business during uncertain times
The value-based marketing approach for purpose-driven brands
Here’s what ethical B2B marketing during a recession actually looks like: You’re focus should be on helping the right people make informed decisions for their specific circumstances. For example, in my business:
Some businesses genuinely shouldn’t invest in comprehensive brand messaging right now. Maybe they’re in survival mode. Maybe they need to focus on cash flow. Maybe their resources are better spent elsewhere.
And some businesses absolutely should invest – because clear, strategic messaging is exactly what will help them stand out when competitors go quiet, or because muddled messaging is actively costing them deals.
My job, and yours, is to help people figure out which category they’re in, not pressure everyone into buying.
Creating flexible options that meet people where they are
Focusing on customer retention as much as acquisition
Beyond being ethically sound (and making you a pretty cool person), this approach makes good business sense. The clients who do work with you will be the right fit, not people you pressured into something they weren’t ready for.
What purpose-driven businesses should actually do about marketing right now
If you’re a purpose-driven startup, coach, or service provider wondering whether to maintain your marketing efforts, here’s my actual advice:
Audit your current marketing spend:
What’s driving revenue versus what’s just creating noise?
Where are you getting the best ROI?
What could you trim without impacting your ability to attract and convert clients?
Double down on what works:
If your website converts well but traffic is low, focus on driving qualified traffic
If you’re getting traffic but poor conversions, fix your messaging (that’s where I come in)
Get crystal clear on your value proposition: During uncertain times, B2B buyers are going to prioritie solutions that promise clear wins. Can someone understand exactly how you help within 10 seconds of landing on your website?
If not, fixing that messaging is probably worth more than any new marketing channel you could add.
Make it easy to say yes:
Clear pricing (or at least pricing structure)
Low-risk entry points
Proof that you understand their current challenges
Trust signals (testimonials from businesses like theirs)
Whether you’re the one scared of the leap, or the one coaxing others into the pool
Whether you’re the business owner terrified to invest, or the marketer trying to convince others, empathy wins every time.
For business owners: The data really does show that strategic marketing investment during downturns pays off. But that doesn’t mean you should ignore your gut feelings about your specific situation. Find an expert who will help you figure out the right path for you, not just sell you their solution regardless of fit.
For marketers and service providers: Stop leading with the McDonald’s case study. Start leading with empathy. Understand that your potential clients aren’t irrational for being scared. They’re being human. Your job is to help them make the right decision for their circumstances, not to pressure them into any decision.
Start there. And if you’d like a hand turning that empathy into strategy that actually converts, let’s talk.
You’ve got questions about marketing during a recession? (Or while everyone is panicking about there maybe being one?) I’ve got answers:
Should I cut my marketing budget during a recession?
No, cutting your marketing budget during a recession usually backfires. I know that sounds counterintuitive when you’re trying to preserve cash, but companies that maintain their marketing during downturns recover faster and steal market share from competitors who go quiet. The research across multiple recessions is pretty clear on this. That said, I’m not telling you to keep spending money on stuff that doesn’t work. Be strategic about where you invest, not just slashing everything because you’re scared.
How do I know if I should invest in marketing right now?
Ask yourself: is unclear messaging currently costing me deals? If potential clients are confused about what you do or why they should pick you, then yes, you should invest in fixing that. It’ll pay for itself quickly. But if you’re genuinely in survival mode and worried about making payroll next month, then no. Sort out the immediate crisis first. Marketing can wait until you’ve caught your breath.
What’s the difference between maintaining marketing spend and being tone-deaf?
The difference is empathy, honestly. Being tone-deaf means waving case studies in people’s faces while ignoring that they’re genuinely terrified about their business. Empathetic marketing means saying “I know you’re scared, here’s what might actually help you right now” instead of “just trust me and spend money you don’t have.” One acknowledges reality, the other pretends fear isn’t valid.
Why do so many businesses cut marketing first during downturns?
Because marketing feels like the easy thing to cut when you panic. It’s often seen as “nice to have” rather than essential (spoiler: it’s not). When cash gets tight, business owners look for things that won’t immediately break the company if they stop. Marketing seems like one of those things. Except it’s not, because cutting it means you lose visibility, brand equity, and market share. And then you’re really struggling when things improve.
What type of marketing works best during a recession?
Marketing that works best during a recession is the stuff that clearly shows value. Focus on how you solve problems or save people money. Show ROI. Share testimonials from businesses similar to your prospects. Make it really easy to say yes with clear pricing and low-risk options. And honestly? Digital channels often win here because you can measure what’s working and they don’t cost a fortune.
How can small businesses compete with larger competitors during economic uncertainty?
This is actually when small businesses have the advantage. You can be faster, more personal, and more empathetic than the big corporations who are busy cutting budgets and laying people off. While they’re going dark, you stay visible with strategic content. While they’re hiding behind automated systems, you build real relationships with clients. You become the trusted alternative to the faceless corporation that stopped returning calls.
Ready to get your messaging right?
If you’re ready to stop guessing what your audience wants to hear and start communicating with clarity and empathy, let’s talk about whether brand messaging support makes sense for your specific situation right now.
I offer strategy calls where we’ll dig into your current challenges, what you’re trying to achieve, and whether working together would actually help.
Because whatever the economy decides to do, one thing remains true: clear, empathetic messaging that resonates with your audience will always outperform confused, generic copy that makes people work too hard to understand your value.
And unlike forcing a terrified five-year-old into the deep end, we’ll start exactly where you are and build from there.
(My exceptional VA helps me edit my podcast so it actually goes out, and puts my copy into carousels that don’t look like a colour-blind 3-year-old made them)
Like so many others, I’m doing the work of 7 people. And yet, we’re told we’re cheating if we let AI lend a hand.
I’m in charge of sales, marketing, growth, finances, delivery, client relations, quality control, network building, capacity planning, and everything else.
I also have 2 children (1 with additional needs), a cat, a husband, laundry, cooking, meal planning, shopping, cleaning, school runs, exercise, and a million pieces of life admin that pop up out of nowhere (you know the ones).
Business for a lot of people doesn’t mean renting an office, growing by word of mouth and investing in wider marketing when you’ve grown to a certain size and can afford to hire someone to do it for you.
Now you have to plan and organise and create daily (or more) content for at least 4 different channels, battling myriad algorithms, understand SEO, and work out funnel automation from the very beginning.
You have to be your own full-sized marketing department before you even fill your books (or pay yourself a salary).
So yes, more people are using AI to take the pressure off. Because, let’s not beat around the bush, it is too much pressure. For this new breed of business owners, who are more likely to be balancing caring responsibilities around their brand, these pressures are unreasonable. However much shiny content by people like Amy Porterfield tells you it isn’t.
Which is why I think the gatekeeping and shaming around using AI is unfair, and unreasonable.
Yes, there are ethical issues around AI – its development, regulation, use (uncompensated) of art and content made by humans, environmental impact, the fact that Sam Altman is obviously part of the Silicon Valley “I’m smart so I can do whatever I want”, and “isn’t this interesting I’m going to see where it leads, even if it might hurt people” mindset.
For example, I can’t stick around on LinkedIn or threads for more than 5 minutes these days without reading that asking ChatGPT a question is like pouring a bottle of water down the sink.
Which, fine. But have you stopped and checked what the environmental impact of doomscrolling for 3 hours is? Or your latest “it’s for the content” Amazon purchase? Honestly, the problem is less saying “thank you” to the robot living in your computer, and more all those millionaires flying around in private jets… just saying.
If you have an online element to your business, then you rely in some way on the algorithms of the various social media sites. These algorithms reward profiles that put out frequent and regular content. And, yes – even if you’ve got an email list – you need some way to drive leads to that list. If you’re at the point in your business growth when you can’t afford to outsource to a marketing team, then you are the marketing team. And, in order to be seen amongst the noise on social media, you need to come up with a ridiculous amount of content. The overriding feeling is that it’s about volume.
And I’m sorry, but the average (often female) service-based business owner cannot produce this volume in an organic, considered, handcrafted way, without burning out or neglecting the client work that pays their bills.
You telling them that they’re personally melting the ice caps and ripping off every single author out there isn’t making them reconsider using AI. It’s just layering on another coat of shame, overwhelm, and the feeling of not being enough.
Look, I’m a copywriter. I’m aware that AI has knocked out a large portion of my industry. I’m aware that it has made it harder to convince people of the value of what I do. I have lost clients who decided (sometimes correctly, and sometimes not) that they could take the work we’d done together so far, pair it with ChatGPT, and cut their marketing investment to $20 a month.
Would I prefer everyone to adopt their very own pet copywriter to handcraft every single piece of marketing and sales material they put out into the world?
Sure.
But that was unrealistic before AI, and it’s even more unrealistic now.
We laud the lowering of barriers to entry to business. How the internet has opened up opportunities, made being an entrepreneur more accessible.
This is part of it.
Why punish and browbeat the self-belief coach who can now help more clients? Or the ADHD mentor who can now find more people to support because she can use AI to organise her thoughts and combat procrastination?
Do I think that people could be creating more effective AI content?
100% yes.
Do I roll my eyes as I see brands and individuals who I rate putting out emoji-strewn captions that could be talking about any industry or offer?
100% yes.
Do I offer services for clients who want nothing to do with AI and are happy to invest in human-crafted words and strategy?
Obviously.
Am I going to continue to suggest to these brands that investing in messaging strategy and brand voice work that they then train their AI with will make ongoing content creation easier AND more effective?
Damn right I am.
But what I’m not going to do is write 53 LinkedIn posts about how I can spot when you’re using AI because of em dashes, or rocket emojis, or contrast structure, or because you mentioned cheese.
The majority of these brands aren’t putting out this content because they think it’s the best thing since sliced bread. They’re doing it because they’re fucking overwhelmed. They feel like the algorithm is against them (because it is), and they’re just trying to build a business that pays their bills and makes life worth living.
Why are we shaming people for using the tools at their disposal to make their lives easier?
I’d rather help people build sustainable businesses (with whatever tools help them do that) than add to the pile-on.
Comments Off on Consistent Brand Messaging: The secret to never running out of things to say
by allwordsbypeta
Every Friday morning, I rock up to an upstairs room in a local pub, wearing a red and white badge with my name on it. I pop a smile on my face, a security blanket cup of coffee in my hand, and meet with 40 other local business owners.
Yes, I have joined a cult.
But I promise, I’m fine (I don’t need a “Blink twice if you need rescuing” intervention).
In fact, I’ve brought in a considerable amount of revenue since I joined back in June.
The challenge of consistent brand messaging in networking
My local BNI Chapter is full of inspiring, ambitious people. They’re funny, kind, generous, and driven. And every week we all get 30 seconds to tell the room about our businesses and let them know what we need – who we’re looking to be introduced to, what offers we currently have, which clients we’d like to work with.
The first time I had to do this – I was terrified.
And terrible.
The second time? I was a little more prepared (although I still forgot to breathe).
As I got into the swing of things it became less nervewracking. And, you know, I’m good with words (duh), so I had an advantage.
When consistent brand messaging feels like a struggle
But, as the weeks went on, I started to get a little stuck.
I’d educated the room on what copywriting actually was and wasn’t. I’d explained to them the value a conversion-focused copywriter can bring to their business – in added traffic and revenue. I’d laid out how my approach was maybe a little different with its focus on empathy and research.
But one morning, sitting down to work out what I was going to say in my 30 seconds, I began to panic. 50 weeks a year. How on earth was I going to explain my business each week without boring everyone?
Surely there are only so many ways to describe what I do and why it’s awesome?
The foundation of consistent brand messaging
But, it turns out I didn’t need to be worried.
Why?
Because of the invaluable information I have at my disposal, information that makes it easy to be creative while sticking to the point:
I know my brand
I know my voice
I know my ideal client
I know the unique value I provide
I know what services I want to offer
I know my key brand messages
And I know which messages work at which stage of the buyer journey.
These slabs of concrete are the foundation my brand is built on – the things that keep me steady in the face of nerves, tiredness, and people who don’t really know what copywriting is.
Leveraging your brand knowledge for consistent messaging
With all this information, I can create endless 30 second snippets that consistently reinforce who I am, what I do, and why they should care in the people sitting in that room.
That’s also how I create relevant and on-message social content. Content that brings me impressions, engagement, connections, and qualified leads in my inbox. It’s how I keep a consistent brand message without being so generic and repetitive that it turns into background noise.
The Brand Messaging Guide: your tool for consistency
This is also how my clients use their Brand Messaging Guides. Once they’ve got the foundations of their brand in place, they have the tools they need to communicate consistent brand messaging:
Brand Voice
Brand Story
Brand Archetype
Customer Avatars with pain points and dreams
Potential objections and how to overcome them
Key Messages
Competitive analysis and positioning
Unique value propositions and elevator pitches
They can create (or have their team create) blog content, social content, pitch decks, sales pages, email newsletters, and BNI presentations based on the Guide. Safe in the knowledge that they’re being consistent and on message at all times. Building that know, like, and trust factor.
Embracing consistent brand messaging
So, I didn’t need to worry as I wandered into that networking meeting for the first time – I’ll find another 52 ways to tell people about my business, no problem.
How about you?
Feeling a little stuck with your brand messaging? Not sure how to keep it consistent across all your platforms and interactions? It might be time for a Brand Messaging Guide of your own.
Book a free strategy call, and let’s talk about how we can make your brand messaging as consistent and compelling as a Netflix binge-watch. (You know, the kind where you suddenly look up, and it’s 3am, and you’re surrounded by empty snack wrappers. But in a good way.)
Comments Off on Putting some substance behind authentic marketing – how your unique story should inform your brand
by allwordsbypeta
Every now and again, the argument about authentic marketing reappears online. How can you be “authentic”? Should you be trying to be “authentic”? Is authentic marketing a completely redundant phrase because all effective marketing is authentic?
My take? Yes, all marketing should be authentic. But not all marketing is. And I want to help you make your marketing more authentic. So you can feel better about doing it, and your audience can feel better about responding to it.
And one of the most important keystones of this is story.
The myth of the ‘7 stories’
There’s this theory – there are only 7 stories in the whole world. (here’s a YouTube video explaining them all, if you’re curious.)
Across thousands of years, millions of films, billions of books, songs, and poems – there are (apparently) only 7 different stories. And everything humans have ever created is a variation of one of them.
I call bullshit.
Sure, you can categorise anything you want. My 4 year old quite likes sorting her annoying little Bratz dolls into groups. Long hair, short hair, shoes, no shoes, well behaved, looked at her funny…
(You think I’m joking, but there is currently a tiny doll with too much eye-makeup sitting in a box in our understairs cupboard because “she didn’t say please in the right way)
The categories are arbitrary. And within those categories, there’s so much variation that the category becomes objectively worthless. One doll has long pink hair with sparkles (I know), and the other has a black afro. But it helps her sort things. Make order in the chaos (and man, can I relate to that).
If some bloke wants to do a deep dive into all the stories he can find and neatly sort them so he can breathe a sigh of relief at the organised piles before heading off for nap time, then fine.
But that doesn’t mean he’s right. Or that his opinion has any bearing on reality.
Because stories are infinite, and it’s the variations that make them so magical. That can turn our world on its head when we hear them. That can uncover a deeper meaning we had never imagined. Or that can help us through whatever it is we’re going through that we thought no one else had experienced.
Because, if we decide that there are only 7 stories. Then we’re resigned to believing that there are only 7 types of people. That we’re not really unique at all.
And you really are. Completely unique.
Scratch the surface, get deeper than “how was your day”, “how are the kids”, or “what do you think about Beyonce going country?”, and that’s what you discover.
Nail authentic marketing by using your truly unique story
Everyone has had a specific journey that makes their perspective or experience astonishingly unique.
I sat in a seminar earlier this year on how to market without the traditional “sales funnel”. And this seminar was full of inpsiring business owner, with unique stories. But it turned out none of them were talking about that story in their marketing.
They studied international relations at university and then ended up coaching a gymnastics team. But their daughter has a rare disease so they’ve spent a lot of time in the healthcare system.
They worked in logistics for a decade before writing a book about surfing. But they also have to care for their elderly father on the weekends.
They spent years in hospitality and corporate, before making a hard left into coaching. And it turns out they’ve got ADHD.
They grew up wanting to be Prime Minister but instead they worked as a youth worker for 15 years before burning out and taking a hard left into marketing (oh wait, that’s me…)
This seminar was filled with gloriously talented and creative individuals running businesses that make the lives of their clients better in many different ways. But they weren’t fans of selling, because they didn’t want to feel pushy, or big-headed. And, surely everyone knew what they knew, so why would anyone pay for it? Their story wasn’t unique.
Except it was. And it was the missing piece in their marketing.
They just needed to see it how others saw it.
How your unique personal experiences inform your brand message
So there are two things I think about this. And, because you’ve clicked on this link, you get to hear them.
There is only one you
The first thing I do with new clients is work on their USP. We look at the things that they are uniquely positioned to provide that nobody else can. Why they are different.
Why do I do this? Because you are the only person who is that unique combination of the expertise that you have, the training that you’ve done, the knowledge that you’ve acquired, the life experiences that you have chalked up, and the personality that you are born with/been nurtured into.
And that “you-ness” is what your future customers connect with – why they want to work with you and, yes, hand over their money. This is why authentic marketing works – because your audience can feel the you-ness behind what you put out there. (I talk more about making that emotional connection here.)
But, because we’ve already acquired this expertise, training, and knowledge, we think it’s no big deal. Anyone could do it, so it’s not really worth that much. But that’s crap.
Your insights are worthwhile.
Your hard work has value.
From a purely capitalistic standpoint – your creativity commands a price.
But, even if you’re not down with full-throated capitalism, you still shouldn’t shy away from selling to your audience.
Why? Because, when you sell to people in an email, in a Facebook ad, or on a webpage, you are not trying to trick them out of parting with their hard-earned cash. You are not trying to encourage them to spend more than they can on something that is frivolous, that won’t help them, or that they could find out for free. You are helping people.
You are recognising that your audience has specific problems. Things that on a smaller or larger scale are making their lives worse, or stopping their business from being as good, as effective, as aligned, as easy, as profitable as it could be.
Because of your unique story, you have a solution to offer your audience.
Whether it’s your incredible service, or a fabulous product, you are providing them with a way of making their lives or their business better. And you’re the only one who can do it in the way that you do it.
So you are not trying to trick them into buying something. You are not trying to tell an engaging story and then segue seamlessly into a sales pitch so that they don’t even notice that they’ve taken out their credit card and punched in the numbers and suddenly sent you £3000 for nothing. Newsflash – that’s not authentic marketing. You are doing something that helps them.
Your emails and your web pages and your adverts and your social media captions are not manipulative tricks. They are ways to communicate effectively. Ways to let your ideal audience know that the problem that has been keeping them awake at night or making them miserable over breakfast – you can help them with it. And it doesn’t have to be there anymore.
How your unique story builds connection
I will still be saying this when I’m an old woman, rocking in the chair on my porch in the house I’m going to retire to in the Canadian countryside (#goals):
“People buy people”
There are a million places that people can get business advice. Thousands of different apps they can download to help them with productivity. Hundreds of courses on how to get the best out of Canva. One way they make that choice is through price, sure. But a huge part of the decsion-making process is done through vibes.
No matter how logical and rational we think we are – we’re buying the person doing the selling. Would we sit down inn a pub garden with them and chat about our day? Do we feel like they really understand us? Are they “our kind of people”?
And how do they gather the information to make those decisions? By consuming our content – including our story. And if they like what they hear, then they’re much more likely to buy from us – and benefit from the help that we can offer them.
And, believe me, they don’t want a cookie-cutter, generic rags to riches, or hero conquers all story. They can get that in a cheap airport novel. They want your real, unique story.
So, if you’re sitting staring at your social media scheduling software thinking, “Everything I have to say has been said a million times before”…
Comments Off on 6 Tips to Connect With Your Audience That Work
by allwordsbypeta
Why I think authentic marketing is the best thing since sliced bread.
This is a picture of me on a bench. With Sobble – a Water-type starter Pokemon.
No, I’m not a Pokemon trading whizz. A few years ago the only small Japanese creature I could pick out of a lineup was Pikachu. And I couldn’t tell you anything about him other than he was yellow. But my 10-year-old son is obsessed with the game.
Sobble wasn’t the photoshoot companion my incredible photographer Karen was expecting. But it is impossible to go anywhere in my life and not be confronted by my children. Or some reminder of them
“So what, Peta?” (I can hear you rolling your eyes all the way from Berkshire!)
Well, firstly – rude!
And secondly – I have built a loyal and supportive audience by sharing all parts of my life (not just the #soblessed performance parenting bits, and not just the #girlboss entrepreneur stuff). You want me – you get stories of humus-covered webinar notes and answering client emails during the 2 am feed. And you get Pokemon, Minecraft, a far-too-deep understanding of the Napoleonic Wars (Ethan’s new obsession), and metaphors based around Hey Duggee.
To put it in marketing speak – I’ve built my business through authentic writing and authentic marketing. I connect with my audience by being me. All of me.
And that strategy is also how I take my clients’ brands from boring to boast-worthy. One of my copywriter friends, Sonali, calls the way I write “like a human being speaking to another human being”. Which, in the world of online marketing, is rarer than you’d think!
Why those guru-backed marketing strategies aren’t working for you
Trying to get people to buy things is an ancient practice. (Spoiler alert – we’ve been doing it long before Don Draper ever lit his cigarette). In the golden age of advertising, very clever marketers and psychologists learnt how to sell using manipulative copywriting tricks and hit-and-run marketing tactics plastered all over billboards and newspaper spreads. and now – Facebook ads are the new billboard ads, but accessible for those of us without buckets of wallpaper paste and a broom. So the same tactics have stuck around.
And they worked for a while. But now we have a few problems. Because I’d guess that ad spend isn’t working very well for you right now. And the social media algorithms aren’t currently your friends either.
It’s because these tactics weren’t made for you. They were developed for massive businesses. The Birds Eye’s, Mcdonald’s, and even Ben & Jerry’s of the world. You can’t beat their budgets.
And those 3 step programmes constantly being sold to you by coaches on LinkedIn, Instagram, and even TikTok? You know the ones – post 12 times a day and engage with at least 25 people in the comments whilst following 56 new people. Oh, and film Reels and Stories and start dancing while pointing at things. All while running your own business.
They work for these coaches, sure, but that’s because they have a team of 15 badly paid content creators doing it all for them. So they can focus on the important stuff. You can’t win the quantity race.
But what you can win – is the quality race.
How to connect with your audience
If you want to connect with your people – the ones who will buy your stuff, reply to your emails, and tell your friends how amazing you are – then you need quality connection.
You get that with authentic marketing, and here are my 6 tips for how to connect with your audience (and boost your business):
Get clear on who you’re speaking to.
You can’t make a connection with someone if you don’t know who they are. You need to put in the hard work on researching your ideal customer. Find out where they hang out, what they like doing, what other things are going on in their lives.
Listen to them.
Every authentic connection is built around dialogue. It’s all very well having something to say, but is it what they want to hear? The more time you spend listening to your ideal audience, the better you’re able to communicate with them. As people. Not just wallets on legs. You can find out more about listening here:
Your customers are real people. And they want to connect with a real person. You.
If you’re a smaller brand, then this is easier. Drop in some behind-the-scenes content (not overly curated “look at my artfully prepared Sunday lunch and my rosy-cheeked cherubs sitting around the table without throwing peas at each other”. But your early morning dog walk, how pleased you are that it’s warm enough to put the washing on the line, frustrations with HMRC – that kind of thing!).
If you’re a larger brand, then you can’t just be one person. But you are still made up of real people. Showcase them, Celebrate them, and sound like them – not like faceless customer service robots.
With real values
These days, people are overwhelmed with choice on how they spend their money. As wonderful as you are, they can probably buy almost an identical service or product from about 8 other businesses. They are looking for why they should spend their money with you. And we’re not talking about price.
One of the reasons the About Page is the 2nd most visited page on any site is your potential customers are checking to see if you’re principles match theirs. They want to know if you care about the same things they care about before they hand you money. They want to make sure their hard-earned cash is spent with companies who align with their values.
Which means you have to talk about your values. Decide what they are, and make them obvious in your messaging. For more on how to do this without turning Instagram into a soap box, here’s another post:
So, you’ve acknowledged that the people you’re selling to are real people. But that means they have real lives, with real pains. The marketing mechanism of finding people’s pain points and speaking about them in your copy is true.
The difference with authentic marketing? You’re not using those pain points to try and make people feel bad so they’ll buy your stuff. You’re not poking at the pain points to convince them that, without your product, their life will be worthless and awful.
You’re making them feel heard. You’re saying “I know you’re struggling. And you’re not alone.”
That is authentic marketing GOLD.
Address those pains with empathy
And, once you’ve acknowledged those pain points. Once you’ve sat down on the park bench next to your potential customer and listened to their struggles. Then you can put your arm around their shoulder. You can address those pains with empathy. And show them how your offer could be the solution they’re looking for.
You can show them how you (someone close to you, or past customers) were in similar situations. That you understand how they feel. And that you’d like to help. Because you care.
The key? You have to actually care.
And that I can’t help you with.
How I can help
Rather get this off your place so you can focus on the parts of your business that don’t feel overwhelming? That’s cool. This is where I come in. I’ll work with you to:
Develop a messaging strategy that sees your customers as real people
Create a website that feels like your authentic online home
Write content that your ideal customers can’t wait to devour
Or, if you’re not quite there yet, then sign up to my weekly newsletter for more tips on authentic marketing, weaving your values through your messaging, and news on Hey Duggee.
Comments Off on 5 Lead Nurturing Email Sequence Examples to Wow Subscribers
by allwordsbypeta
Get your nurture sequence to do all the work for you, while you sip on your latte.
Let’s talk about first impressions…
I sign up to a lot of email lists.
Partly because I’m nosy. I like to know what people are saying, and I like to see different lead nurturing email sequence examples.
But it’s also because I like to know a brand if I’m going to spend my money with them. And what better way to do that than to sign up for their list, and devour the 4-5 emails they send me introducing their brand, their ethos, their origin story, their funny little foibles, and what their dog did in the office that one time…
Except that often doesn’t happen.
Why you need an email nurture sequence
When I discover a new brand and sign up to their email list, I’m not just after the discount/freebie/special offer. I’m motivated (excited even) to find out more. I’m ready to get to know them, to dive into the story, to become part of their tribe.
Which means I’m waiting to spend money with them (and tell my friends about this great new business I’ve found).
When there’s nothing…except for maybe a 2 line templated email saying: “Here’s your discount code”…then I’m left deflated. I want my email nurture sequence. I want more!
This was their opportunity to make the perfect first impression. To pick me up in my excitement and plonk me in front of all they had to offer. So that I’d jump in and become their newest customer.
Without it…if I’m honest…they end up in the graveyard that is my Promotions tab, only to be noticed if they send a particularly interesting subject line in a month’s time.
Which is why I’m so passionate about getting all the businesses I work with to create (and continuously one) their welcome sequence – those 4-5 emails that get sent out to new subscribers.
It’s your one chance at a first impression. An opportunity to develop the initial excitement of a new visitor and turn them into one of your tribe.
Increased sales, increased customer LTV, increased organic referrals, you name it: your welcome sequence can hand it to you.
How to write a good email sequence
You’re sat, staring at the blinking cursor, your discount code already entered into your Shopify backend.
How do you sum up years of mulling over your idea in your head, the late nights struggling with stock levels, or tying down your USP, the bookkeeping, hiring your first team member, the way your product or service has made people’s lives better, what you want every one of your customers to feel like when they hear from you…
What can you write that will make them feel like they know you, and want to be a part of your story?
Well, that’s it really – you need to give them a story to be part of.
What is the story of your brand?
Human beings love stories, and we share the good ones. We used to share them around campfires at the mouths of caves, then we traded them in return for food and shelter as we travelled to new towns and lands. We wrote them in books and wove them into songs and turned them into multi-movie franchises.
Now we click tiny arrows as we scroll through our phones, sharing the best stories with our friends and followers. And our reach is endless.
Story nurtures connection – and that is how you get customers that buy from you, stick around, tell their friends (and Insta followers), and take your brand off into the stratosphere.
What’s your story?
How an email nurture sequence is your dinner party opener
Sipping your warm glass of pinot grigio, you glance nervously around the room. Couples and small groups are scattered across the space. Some are staring at the comfort of their phones, some checking their watches, some trying to work out the best place to sit.
School performances, college reunions, company parties… Life is full of situations where we have to make artificial connections with people we just happen to be thrown together with.
And what is the first thing everyone asks? “So, what do you do?”
Your stomach seems to have made its way towards your knees. As an entrepreneur, you often don’t have the luxury of an easily explainable job title or field. “I’m a doctor!” is easy. Everyone fills in the rest. “Oh, I refurbish antique furniture and sell it to rich women at craft fairs” is understood.
“Well, I own a business that helps female entrepreneurs find their joy” is likely to elicit a confused furrow of the brows and a nervous sip of wine.
What do you say to people who ask what you do?
What are the important things you want people to know about your business?
What do you wish you had written down when you were trying to work out the best place to put your name tag?
Those things are what your welcome sequence of emails should be made up of.
A primer for your business, how it helps people, and why they should care
How do you make a connection?
You can’t make a connection if you don’t know who you’re trying to connect with.
Imagine walking up to someone at a party, and launching into a heartfelt story about how Airfix models have been the thread that pulls your life together. And expecting that to be the beginning of a beautiful friendship/romance/lifetime filled with the smell of glue and balsa wood.
I mean, there is a chance that they delight in opening a new model aeroplane too. But you’re taking a pretty big gamble. Surely a safer way would be to start a general conversation, and maybe ask if they had ever heard of Airfix models? Before you commit yourself to going all in!
Emails are the same. When you’re getting ready to build that connection with your subscribers – the one that will bring you sales, greater customer LTV, and free advertising from all your loyal fans – you need to know who you’re writing to. Who is the “lead” for this lead nurturing email sequence? Yes, I know using the term “lead” is a little dehumanising. But you all knew what I meant!
Who is your audience?
Were they die-hard Friends devotees who’ll spot a Ross reference a mile off? PIVOT!!! Did they burst into tears at the news that BTS are taking a hiatus? Are they spending their weekends trying to work out how to stop the pigeons eating their tomato plants? Or are they balancing caring for their aging mum who refuses to have outside carers, whilst supporting their teenagers through exams?
This is why so much of my job when I start work with a new client is research. There are many ways to say who you are and what you do.
But it takes finding out about your audience to pick the one way that will resonate with them the most.
So, before you even start with your “Hi! I’m just popping into your inbox to say thank you for signing up! email…
Take some time to investigate who you’re talking to. You might even get to talk about Airfix models.
The importance of providing value
For me, marketing will always be about the long game.
Your welcome emails, your nurture sequence – they’re what draw new people in. You give them a taste of who you are, and a story to dive into – be part of.
But then you need to get them to stay. And that’s where your ongoing emails come in. I’ve been on too many email lists that shift from an endearing welcome email, straight to “BUY MY STUFF!” with a shedload of high res images and lots of “SALE!” banners.
Now, I know that I am a customer. A way of making money. But I’m also a person. And I want to know that a company has thought about how they can serve me, as well as sell to me. I want them to play the long game.
Keep your customers on board by sending them value. Articles you think they’ll find interesting, stories you think will make them laugh, tips from your industry that will make their day easier.
This works for other sequences too. If you’re trying to work out how to write a good email sequence for a product you’re launching, or a membership you’re advertising. In any of these cases, you need to mix your more salesy content with serving your subscribers.
Because, when you do this, they feel less like a cash cow, and more like a valued part of your business.
And then they’ll give you more cash.
Getting this off your plate
If you think this all sounds great, but you don’t have the time or the inclination to do it yourself…
Then it’s time to bring in the big guns…
Me…
Head over to myemail services page to find out about my packages. Or fill in my contact form and we’ll have a chat about the best way to introduce you to your people.
And, if you’d like more ideas on how to play the relationship marketing long game, then you probably want to sign up to my newsletter. It comes out on Friday mornings, and it’s packed full of value, funny stories, and things I think you’ll find interesting (see what I did there?).
Comments Off on How to keep up with politics without your head exploding
by allwordsbypeta
I talk a lot about UK politics.
I sit here sipping my Earl Grey tea and polishing my monocle, aware that my sphere of reference is ridiculously narrow. Even as I make a concerted effort to look beyond my borders.
The fact is, it’s impossible to stay up to date on every issue and event currently kicking off around the world. Unless it’s your full-time job. And as the internet makes our world smaller, it brings home just how interconnected we all are – for good and bad.
So, if you want to acknowledge in your messaging that you are a citizen of the world, affected by Roe V Wade, grain supply lines in Ukraine, and the melting Arctic ice…
How do you possibly stay in the loop?
1. Work out how much you can handle.
If you have the time and headspace to devour the entire Guardian website, and follow it up by listening to Radio 4 while you do your burpees then more power to you. But if (like me) both time and headspace are limited, decide the amount of content that will make you feel informed without feeling overwhelmed. And be OK with that.
Got 5 minutes, but still want to be informed? The Knowledge is a free daily email collated from across the media on all the issues of the day.
2. Take breaks.
I am a politics junkie. I will sit down at a party with someone I’ve only just met and spend 2 hours talking about how the PFI policies of the last Labour government paved the way for NHS privatisation. (And then regret it the morning after!). But even I need a break. Sometimes it all gets too much. When the world is tough, or your life is tough, or both – have the confidence to step away for a bit. We’ll catch you up when you get back.
3. Vary your sources.
Mainstream Media is not the balanced information Mecca that it used to be (well, if it ever was). And the Facebook algorithm does not provide a one-stop-shop for everything you really need to know. If you want to make sure you’re getting the whole story, and you want to be aware of what other groups are also thinking, then you need to triangulate your sources like a good little orienteerer! Mix it up, step out of your box, etc. etc.
Tortoise Media is another relatively unbiased place to find decent information. Especially on important issues that the mainstream media have moved on from.
4. Listen to people with lived experience.
Professional commentators are paid to have opinions on things. Journalists are paid to write interesting stories that make you buy their newspapers. The good ones do their research, and talk to the people actually affected by an issue. Those living it. But a lot don’t. If you want to know what it’s like being a poor single mum juggling childcare and DWP assessments, or a middle-aged mechanic who’s just been made redundant and is walking to the Job Centre every day, then seek them out.
Head to Twitter, find them. And LISTEN.
5. Don’t fall into the “what about the dolphins?” trap.
You’re a lovely person. You care about a LOT of things. And occasionally you might post about one of them. On your personal or business social media. Only for some plonker to come along and say “I can’t believe you’re talking about this! It obviously means you don’t care about these 3 other things!”
And of course, it doesn’t mean that you don’t care about those other things. Only that it’s impossible to talk about all the issues you DO care about all at once, within the character limit of your favourite social media platform.
It’s important that idiots like this don’t put you off voicing your opinion and advocating for important issues. You can talk about the importance of good sex education in schools, while also caring about the plight of bumble bees but not talking about it today.
And it’s important to remember that we can’t all campaign for all the things all the time. Share the load. Don’t feel you have to jump on every campaign that comes along. It doesn’t make you a terrible person if you don’t go on the dolphin march.
“But I’m so adorable!”
So, there you have it.
5 steps towards staying informed, and using that information to speak out about the issues that matter to you. Take this knowledge and use it wisely! And if you really want to get started, but you have no idea how you can fit this into your business, then we need to talk.
Comments Off on How to show up authentically online without oversharing!
by allwordsbypeta
This is my preferred selfie!
Authenticity is the big buzzword in the world of small businesses right now. Especially how do you show up authentically online?
You need to be showing up as your “authentic self” on your social media channels (cue “hilarious” reels of me pointing at invisible words on the screen trying to game the algorithm. Not really, I’m never doing that.).
Maybe it’s because of my naturally cynical British brain (yeah, it’s probably that).
Don’t get me wrong, I’m glad that we’re slowly moving away (at least in some corners of the internet) from the performative posts online where we show off the tidy side of our perfectly arranged “home office” whilst ignoring the bit behind us where we’ve hidden all of the kid’s drawings, empty water bottles, crayons, and crumbs that are usually on the table.
But I’m always wary of just swinging the pendulum from one side to the other, where I feel a little like I’m letting down the sisterhood when I post a picture of my kitchen in the rare moments it’s actually clean. Or when I find an image of my kids in which they’re not trying to sit on each other’s heads.
And the thing is, buzzwords usually start off as great ideas with logic and analysis behind them. As a business owner or entrepreneur (pick the title that feels more “authentically you”!) being authentic online is good for engagement. Your potential customers see themselves in you, they relate. And this makes them more likely to buy from you and work with you.
As well as that, the drive for more authenticity was meant to make it easier for people to show up in the online space. You didn’t have to fit into a certain box, follow a certain formula, speak in a certain way, or build your website with a certain tool. You could be yourself.
But it turns out being yourself authentically online is still bloody hard.
Which “self” are you going to be?
How much of your life/principles/ethos/beliefs/personal vocabulary/mad earrings are you going to put out into the public domain for your potential customers to see?
When you’ve put yourself out there – the honest, real-life you – how do you cope when some people don’t like it? Now they’re not just rejecting your product, it feels a lot more personal.
And then, along with that, comes a whole heap of self-image issues that we like to think we’ve parked because we’ve “done the work” (read: liked the Instagram posts). Do I have to be in my photos? I can’t possibly do a reel right now because I didn’t wash my hair this morning. What if my kid walks into the background of my Story and pulls a funny face?
As messy as it gets!
Ways to show up authentically without making everyone within 5 feet roll their eyes:
If all that is running around your head then grab a cup of tea, and keep reading. Because it’s going to be ok…really.
Think about your audience: this can be pretty basic customer research, or you can geek out over it. But coming up with a customer avatar (ok, sorry, marketing speak: an image in your head of your ideal customer…excellent, the rash has gone now) can help you think about the sort of photos, captions, emails, and adverts that they would relate to.
Think about your style: If you’re a put-together person then a full face of makeup might make sense for your photos and videos, but if you can bring yourself to be a little less coiffed then you can own that and make it work.
If you’re pretty straight-laced (hey, no judgement, if everyone was punk we’d run out of safety pins) then coming out all guns blazing in your emails and marketing material is going to feel a bit weird, and be pretty hard to sustain.
Your authentic voice needs to contain some of you.
But don’t feel like you have to include it all: You might be really into Japanese anime or building bug hotels in your spare time. You might run a business making hand-pressed floral soaps but listen to thrash metal while you do it.
If you’re comfortable showing that side of you to your customers then that’s great! But if you’d rather not then that’s fine too. Your online “authentic self” doesn’t mean handing all elements of your life and personality over to the Facebook police. Pick what you want to share, and stick with that.
Look for the trends: Nope, not what everyone is dancing to on TikTok. Start noticing the patterns in how you speak when you’re comfortable and “in your flow”. That’s your brand/business voice. So if you can write and talk in that way, then your message will be that much more relatable.
People love consistency. They want to know what they’re going to get when they scroll your feed, or visit your website. No one likes surprises when it comes to their digital diet.
Get some help: writing about yourself is hard. You’re not being rubbish – it’s psychologically proven to be difficult for us to get our brains around. Our brains find it harder to recall things we’ve done well and much easier to flood us with all the things we’ve sucked at.
As well as this, when you sit down to write about your brand or business you’re doing it from the perspective of the expert and it’s difficult to put yourself in someone else’s shoes. So you end up with a whole page of text that makes sense to you. But your audience has no idea why they should care.
Finding a copywriter and strategist who can give you that sense of perspective, help you relate to your audience, and pick out all the things that are actually awesome about you and your brand, is golden (I know, I would say that, but my clients say it too, so I have actual proof!).
So, if you’d like some help to work out what your “authentic” brand voice is (or you know a fellow entrepreneur who’s struggling), then I can help you with that!
You might have heard (if you follow me on social media, subscribe to my email list, or read this blog – yeah, I’ve banged on about it a lot, sorry), that I was on the Build Your Copywriting Business podcast this week.
I talked with Nikki and Kate about how I started my copywriting business from scratch with a tiny baby and a homeschooling 8-year-old. We also chatted about how most time management tips seem to forget the responsibilities of those of us who are caring for children full time.
You can catch the episode here, or watch it on YouTube here to see my smiling face (and yes, I am in a van. We were at a summer festival in the UK and it was the quietest place I could find!).
As with all great conversations, there’s always more to say. So I wanted to collect my best practical tips and mindset hacks here. Some we covered on the episode, and some we didn’t get to. It’s by no means an exhaustive list, and not all of the ideas will apply to everyone’s circumstances. But I hope you find them helpful whether you have children to keep alive or you’re balancing other responsibilities.
Be realistic about your time
Don’t feel as if you have to do all the things. Yes, your Facebook groups and copywriting communities have Facebook Lives, and Study Hall hours. There are summits and live coaching and it’s all great, but be realistic about how much you can be involved in an online community. And don’t be tempted to feel as if you’re a 2nd-class online citizen because you literally don’t have time. Also, catching up afterwards (if you can) is just as beneficial.
Communicate clearly
Working part-time is ok, as long as you communicate clearly and realistically, with your clients and with your family. When it comes to your family, managing expectations is really important. You might not be able to read every bedtime story, and you might have to work the occasional weekend. But making sure everyone knows this is happening can stop frustrations
With your clients, communicating boundaries and turnaround times in advance as clearly as possible keeps everyone happy. If you can’t get a sales page written until Friday then tell them that. It doesn’t matter that you’ll be spending time watching your child play football and ferrying them to dentists appointments, rather than ploughing through a project for another client. Your clients don’t have the right to a 24-hour turnaround (unless you can do it and they pay you accordingly!). They’re here for your writing, not your attention 24/7.
Make the most of podcasts and audiobooks
You’re not going to have time to sit down and devour all the juicy marketing books everyone posts on social media. But you can listen to some brilliant experts while on the school run, cooking dinner, feeding the baby, and sorting the washing. There are so many great podcasts out there that, whatever your sphere of interest, you’ll find something you can learn from. Earbuds are a must though unless you want your baby’s first word to be “metrics”.
Realize your superpowers
Yes, you might be up through the night, but this means you are able to check and reply to messages from those in other time zones. When 2 am is a regular reality for you, why not embrace it and nab those jobs everyone else is sleeping through?
Also, as a parent (or someone with other caring responsibilities) you will have incredible powers of listening and understanding. You’ll be able to have a conversation and discern exactly what is actually going on behind it. Sure, your son might be talking about how he hates maths because the teacher is too strict. But he might actually mean that he’s struggling to understand and is embarrassed to say anything.
You can use these powers of discernment to get to the root of your client’s problems. Sure, they might be talking about how their sales page doesn’t convert, but they might actually need help developing a brand voice that sounds more like them.
Get a voice recorder on your phone
With a button right on the home screen. That way, if you have a great idea, or you remember something, you can note it down without having to move the baby and get to a piece of paper. I write some of my best copy via this app. You can also use transcription software like Otter to get it onto the page afterwards.
Ditch comparisonitis
Some people have entire afternoons to work through training modules or write 25 pitches in one go. You don’t. And that’s fine. There is enough work out there for everyone, and you bring things to the table that no one else can. Your journey may take a little longer, but that doesn’t make it any less impressive.
Also, you’re often comparing your everyday reality to someone else’s highlight reel. You have no idea what sacrifices they had to make to get to where they are, or what help they had along the way.
Someone else’s success isn’t your failure – it’s just more success.
Be more open and honest about your reality
This is just as important with clients as it is with your fellow freelancers. I’m not talking about sharing stories of exploding nappies (there is still such a thing as TMI), but the more people stand up and say “I’m running my business while feeding my baby”, the more parents sitting at home will realize that it is an option for them too.
And the more clients will realise that the image of a professional freelancer/business person, is more varied than it used to be.
Get help where and when you can
If you have the option of childcare, even if it’s just a family member taking the baby out for a walk for an hour, then take it. Any opportunity you can find for uninterrupted writing time is worth its weight in gold. Also, bite the arm off anyone who offers to help with cooking, cleaning and laundry until you are doing well enough in your business to pay someone to do them!
And if you’re tempted to feel guilty for delegating, remember that your time has value. If you can earn more by working that you pay someone to do your ironing, or go through your accounts, then it’s worth it.
So, these are my top tips for how to run a business while keeping a baby alive.
