I’ve got a pretty good set up now. And it seems to work because it makes goal setting managable, fun, and motivating.

At the end of the year I start to think about how the last 12 months have gone. Usually in the pub with a glass of wine. What did I enjoy? What did I learn? What was a challenge – and how did I move through it? This helps set the context for the next year, and reminds me of what has actually been either achieved or experienced – both of which are valid. Because the new year isn’t a fresh start – you’ve lived a life and that will have a bearing on where you are now. And it helps look at things holistically. So in 2023 I didn’t earn as much as the previous year, which taken in isolation might look like a failure, but I did get married, have an amazing holiday, partied hard at festivals, set up a book club and more, so in the scheme of things it was pretty decent.

This holistic view is something I then take to goal setting. I get a piece of A4 paper and divide it into themes. So for 2024 I did health and fitness, work and career, social and fun, culture and creativity, and relationship. In each one I write 3-4 small goals or actions I commit to for 2024.

Meaning along with the sub 50 min 10k and album club, there’s some careers stuff in there. Here are some of my work related goals.

⏱ Spend first 15-30 mins of my day working on my business.
🍷 Go to some kind of networking event once a month.
📚 Do more CPD – at least once a month.
✅ Make a list of 10 bucket list organisations I’d like to work with and contact them.

Easy stuff that feels managable, but could add up to big things.

The list is now stuck on the notice board in the kitchen, meaning I see it multiple times a day. There’s no point stuffing it in a drawer – you need reminders of it, keeping it current.

Finally, make it a living document. It’s fine to add things, reframe things, and get rid of stuff that isn’t serving you. This is to help you live your best life, and it’s not your best life if you’re hating it.

What are your top tips for goal setting? Would love to hear them!

PR is a quick win

Absolutely not. PR is a long game of building awareness. Because people can only buy from you if they know of you. It takes, according to theory, seven touch points for a customer to move from first interaction to the point of sale. So you need to be visible, embedding yourself in their minds. At that stage when the customer is about to click the button, make the purchase, sign the dotted line you need to be a brand they feel like they’re already in a relationship with, because of how familiar they are with you.

PR is either trade or consumer

I 100% do not agree with only doing B2B or B2C PR. Because all business people are also consumer people. They read HR Director and The Guardian, or subscribe to Accountancy Age and scroll on Twitter. They might be in slightly different mindsets at each point, but it comes back to visible, recognisable, and making them aware of you. So I’ll get mental health clients talking on psychology of relationships for consumer, as well as latest product release for healthcare publications, or tech clients responding to news about ChatGPT, as well as thought leadership on their solution.

PR is getting stuff in newspapers

Some of PR is about getting your name in the media. But it’s also about brand awareness, thought leadership, lead generation, podcast appearances, speaking opportunities, leveraging socials, newsjacking…the list goes on. A lot of time is spent on emailing journalists, granted, but it’s about the bigger picture of reputation management and thinking about what you want to be known for in the industry. Good PRs think about the bigger picture and creating opportunities for you to be seen, heard, and noted.

PR plays safe

People buy from people. And they buy from people they like. So brands and companies who have a personality are much more likely to convert the sale and seal the deal, and form long term relationships. There will be an element of managing reputation in the face of challenges and crisis comms, but the most successful brands are those who stand out as likeable, fun and someone you want to be allied with.

PR is like Ab Fab

Literally can’t remember the last time I had a glass of fizz with clients. But if you’re offering?

Highlights include being rowed across the Thames and denying your identity and being winched to safety overrooftops from the White Tower and suspending in the air. The team of twenty live actors are fantastic, challenging and in your face as the story demands. The final scene is frantic, intense, and scary as we’re locked in a cage and the future of London hinges on our decision.

More than just showing you videos, it makes you think – what would you do? Betray the plotters or save the crown? Deny your religion and save your life? Taking place in Tower Vaults, The Gunpowder Plot is the latest immersive experience from the award winning Layered Reality.

Tickets are on general sale now at www.gunpowderimmersive.com

Not me. I need a lot of rest. And I am much more productive when I get it. I never set an alarm, but wake up when my body tells me to, which is usually between 6am and 7.30am, after a good 8 hours or so.

We need to stop glorifying the idea that you have to be always on to be successful. I’m very much a doer, and very productive, but I know I can’t have the energy to be achieving unless I’m rested and fuelled (but that’s a whole other story).

Sleep enables our brains to work better, by enabling neurons to reorganise. It helps consolidate memory, thus helping improve organisation systems so we can remember information and processes that will help with work, as well as more simple things like turning up to meetings and hitting deadlines. It improves mental processes associated with learning, enabling us to progress faster with complex tasks.

A rested body is more energetic, meaning you can tackle tasks with zeal, and often get more done as a result. I know that on days when I’ve had a good amount of sleep I get through work in half the time than I do when I’m tired and weary. That extra couple of hours in bed, rather than being a waste of time, saves me hours in my working day. Matthew Carter, PhD, a sleep specialist at Williams College agrees in his TED Talk The Science of Sleep (and the Art of Productivity), saying that you get more done with more sleep, not less.

One study found that lack of sleep resulting in inefficiency and lack of productivity is actually costing businesses money. As good sleep is essential to heal and restore the body, it also contributes to more sick days.

A tired Francesca is often a grumpy Francesca, which probably doesn’t make me much fun to deal with. I pride myself on being friendly and fun to engage with, so want to be at my best for my clients. It’s very difficult to market yourself as a pleasure to deal with if you come across as a belligerent sod simply because you’re exhausted.

I also enjoy work more when it doesn’t feel like a slog. And my enjoyment of the jobs that I do, the projects I take on, the organisations I deal with and the people I deal with are central to my job satisfaction. So when I’m energised and engaged, being a business owner is the best thing ever. I’d like to keep it that way.

What about you? Are you hustler or a sleeper? Or is the relationship between the two more complex?

For me a good day at work, which adds up to good results for my clients, starts with a good sleep.

Over the last few years VAs, or Virtual Assistants, have become a big thing. Like a personal assistant in the office, they are there to support your business in whatever way you need, with admin, research, emails, diary management and even social media management.

2021 was the first year I used a VA. I felt a bit ashamed that I had too much to do and couldn’t manage it myself. But actually it’s been brilliant. I now have a few trusted VAs who I can lean on to do admin style tasks, freeing me up for the more strategic work that I like doing (and that pays me better). I never want to scale my business so it becomes an agency rather than me, but recognise there’s a value in getting support.

Here is what I’ve learned a lot about how to get the best out of a VA.

Trial a few Virtual Assistants

It’s so hard to find a VA out of the thousands out there, so I trialled a few. Some were fab at specific admin but couldn’t think creatively, whereas others went too off piste. I don’t agree with monitoring software and refuse to use an agency that suggests it. Explore your options and figure out what works for you.

Give your VA a proper brief

Like you’d expect to get a brief from a client, a VA can benefit from you giving them one. I like to tell my VA the why behind the task, the ultimate outcome, what I need them to do, roughly how long I think it will take, and a deadline.

Let them ask questions

Chances are you’ve been doing the same task day in and day out, so know what you like. A VA isn’t a mind reader, and won’t know everything you want. Give them an opportunity to ask questions and find out more.

Be open to new ways of doing things

And because you’ve been doing the same task, you’ll have a set way of doing things – but that doesn’t mean it’s the best way. Be willing to hear new ideas.

Agree a project fee

As is always recommended to freelance copywriters and marketers, it’s best not to use an hourly rate. Pay people for the value they offer, and encourage them to be efficient. But not everyone will want this, so respect the way they run their business.

Pay on time

As a freelancer I know how frustrating late payments can be. If someone has done the work they deserve to be paid. So I always pay invoices as soon as I get them. It’s just part of being a responsible business owner.

Jamie is a generally happy young man, 16 and living in Sheffield – but with ambition. He wants to go to the school prom in a dress. Will his classmates accept him, or is this doomed for disaster?

Camp, playful and giddy, it was a riot of singing and dancing with some incredibly witty one liners. The songs fell a little flat at times, although there’s a good mix of heart wrenching ballads and uplifting toe tappers, but was made up for by a pacy script and fun storyline.

As with all of these underdog stories, including the Billy Elliot that this musical has echoes of, we were rooting for Jamie from the start.

Of course it’s all about Jamie, but many of the other characters are also given space to share their stories and over time the whole cast is given a depth often not seen in musicals.  Empowerment and acceptance are at the core of this narrative, as well as whistle-stop tour of LGBTQ history but it never feels forced or pushed on you. The teen dialogue is accurate, and we’re given the opportunity to see a variety of people and cultures enjoy themselves onstage. It’s not just acceptance of Jamie, but everyone.

Based on a true story and documentary, this is a performance well worth seeing. Everybody’s Talking About Jamie is a joyous celebration of flying arms and flailing legs, bright lipstick and sequinned outfits, that will leave you feeling fizzy and uplifted as you leave the theatre. The theatre you’ve promised yourself you’ll return to very soon indeed.

What is social media engagement?

Simply put, social media engagement is a measure of how people are interacting with content and accounts. It might include:

• Likes
• Favourites
• Shares
• Mentions
• Comments
• DMs etc.

Why does engagement matter?

Having a high number of followers is something of a vanity metric. What is actually important when growing and building a brand is building trust and credibility. The more people engage with you brand, the more they are building a relationship with you.

It also plays a big role in how those mystery social media algorithms treat you, as they prioritise accounts with highest engagement, meaning the more engagement you are getting, the more visibility you will be given.

It can help your SEO, if you use the right terms, meaning you’ll be seen in search traffic.

How do I increase my engagement?

Start by engaging with others. Social media is exactly that – social. So interact with others, and grow your reputation by doing so. It’s a mix of proactive conversation where you try to spark engagement, and reactive, joining existing conversations.

You can:

• Like
• Comment
• Share
• Repost
• Send

To find the right accounts to engage with, try:

• Searching for a hashtag relevant to your interests
• Creating lists of notable people and engaging with them on a regular basis
• Looking at who follows your competitors

The various platforms prioritise engagement in different ways. LinkedIn favours engagement received in the first 60 minutes, Twitter loves a hashtag, and Instagram is all about the videos.

Create sharable and interesting content. Types of content that are more likely to get good interaction are polls, videos, and questions.  If you want people to engage back with you, you need to speak in a credible and authentic voice. Don’t go out with the hard sales pitch. Be chatty, friendly and supportive.

Make sure you keep an eye on your analytics and see which content is getting the most engagement. And then do more of that.

Get engaged

Basically have fun with it. It’s like going to a party (or pub, read more here). Keep showing up, having a chat, and sparking conversation.

We picked Hidden London on a Sunday morning, and had the city to ourselves, more or less. There’s something magical about exploring those sleepy streets that are usually so bustling with commuters and workers.

Between us, the boyfriend and I have lived and worked in London for over 25 years. I’m a big fan of exploring places through a quirky lens, liking to think of myself as a modern day flaneur. But Alex was able to show us places and spaces we hadn’t seen before, and put an interesting spin on those we had. Who knew that maypoles, trees, and cats had such a bearing on the history of our City?

We started off with an essential safety briefing, and some training. In those first few minutes I was ready to hang up the towel, convinced I’d fall off, crash, or break a bone, possibly all three at the same time. I persisted, and with reassurance from Alex, was soon up to a healthy speed. You ride predominantly in cycle lanes, which have had a lot of investment during Covid, so it feels pretty safe. I get bored easily, so the idea of over two hours had me pretty daunted, but the pace and rhythm of the adventure was perfect, and it never felt a slog. Not a moment to get bored.

eScooters are surprisingly affordable to hire. ScooTours partner and have a deal with Dott, but if you’re picking one up yourself, it’s just £1 to unlock, then 15p a minute. It seems a no brainer for a fast jaunt from meeting to meeting, or the tube to the office. I can see a day when it’s not just about tourist and weekend discovery, but a part of the commute.

Maybe the modern day flaneur will use an eScooter. Until then, jump on a ride with ScooTours.

ScooTours were kind enough to gift us the tour, and send some photos of another ride as I forgot to take any! Thank you!

I’ve always found business networking pretty painful. I’ve tried those early morning meetings, and found I couldn’t stomach the full English at 6am at a motorway hotel. I’m not comfortable recommending people who I don’t really know, just because the networking group demands a certain number of referrals. And I get really bored making small talk. I also hate it when someone is dismissive and rude, when they realise you won’t make them any money immediately. Hey, I’m still a person.

Selling doesn’t come naturally to me. I’m not against selling. It’s vital to having a successful business. But I think there’s a way of doing it. And the way that works for me when it comes to business networking is approaching it like I would the pub.

Show up

If you say you’re going to be there, be there. Don’t leave your mates waiting, and don’t commit to a networking meeting or event that you can’t really be bothered to do. Turn up on time and be present.

Ask questions

We all love to chat about ourselves. The most engaging people are those who ask questions and learn. We’ve all switched off when people drone on about themselves after a few pints. The same happens in business networking. Ask questions of people and get to know them. They’ll remember you as someone keen to build a relationship.

Be helpful

You can be helpful when it comes to business networking. That doesn’t mean you have to carry the drinks or stand a round. But be supportive and offer your advice when warranted. I get a lot of my work through Facebook groups and I think it’s because I offer advice and share my tips and learning.

Show enthusiasm

We would always rather spend a Friday night with people who smile and look like they’re having fun. Yes business is important (although not as much as some people make out), but there’s no need to be dry and boring whilst you do it. Look like you’re enjoying yourself and want to be there.

Be someone people want to hang out with again

Ultimately referrals and business relationships happen when people want to spend time with you. If you’re good at what you do, helpful whilst you do it, and personable and good to work with, people will want to hang out again – in the pub or in the meeting room.

Drink wine

Well why not?

First published on Anti-Sell.

Generalists see the big picture

Yes you could hire a copywriter to sit in their shed and write 3000 words of copy. But what good is that if it doesn’t fit into your wider communications plan? Generalists understand the strategic importance of your marketing for business objectives and how it all fits in to the bigger picture. They know what they do impacts the rest of the business and ensure that impact is a brilliant one.

Generalists can be flexible

If you want to hire a freelancer for a long term relationship it can be beneficial to choose a generalist. They can remain adaptable and flexible to serving your business as needs develop and change, delivering the right service at any one time, in an agile way. Without the need for you to onboard someone new to your business.

Generalists bring a different perspective

If generalists work in different sectors they can often bring ideas from one to another. This boosts creativity and can bring a fresh perspective to your field. You want your business to be uniue and innovative, and that outside in approach can help you do just that. Full-stack employees are prized by companies like Google because they believe “innovation is found at the boundaries between disciplines.”

Generalists are great at leading teams

Because generalists can apply their skills to a range of issues, they tend to have a good understanding of the different roles that people in a team can play. They’ve been there. This makes them great at leading teams and building strategies for success. They have a variety of experiences and each one of them shapes their approach and understanding of what makes people tick.

What do you think? Generalist vs specialist? I’ve written about why you don’t need a niche here. Let me know!