Planning pays off

 

Banks like to see your business plan if you’re asking for loan or overdraft facilities – although they’re heavily focused on the numbers.  Potential business partners also like to see your plan, whether it’s for the project you’ll be sharing or your full business plan, so they can see where your focus is and whether this project is a critical business cornerstone, part of a bigger plan or an afterthought.

But a business plan doesn’t have to be a 30+ page document.  You can do a business plan on one page (although you’ll probably need to work up parts of it to turn it into an action plan).

With a new calendar year just a couple of days away, this is often the time when businesses start to look at their plans for the year ahead.  Goal setting takes place – and then, in 3,6 or 12 months you check your progress.

Are you thinking about the year ahead and getting focused on what you’d like the year to be like for your business?

Do you want to grow financially, more staff, bigger premises?

Do you want to earn more, but work less – so you’re looking at ways to generate residual income?

Are you scaling back to give yourself less stress, or more time with family?

A business plan isn’t just about making more money, it’s also about having the lifestyle you want.  It’s no good working 14 hour days to make the business successful if you don’t have time to do the things you love with the people you want to spend time with.

Get a big piece of paper or a pad of sticky-notes and jot down all the things that you want from your business in 2026.  They don’t have to be in any kind of order at first, just getting them out of your head – regardless of how crazy they may sound – is your aim for now.

When you’ve asked yourself that ‘what do I want my business to achieve in 2026?’ question three times and can’t think of anything else, it’s time to review your ideas and get them into some kind of order.

Maybe prioritise – high, medium, low – and turn them into goal statements.  You may be able to amalgamate two or more into a single goal.

Be specific – so not ‘more profitable’, but ‘increase profit by 20%’ (of course, that means you need to know what your current profit is!)

Getting results

The problem is that – you can’t ‘do’ a goal.  You need something to aim for, but getting there requires a ‘to do’ list of actions that take you, step-by-step, towards that outcome.

For example, you might say “I want to increase profits by £100K by this time next year.”

Now you’ll need to work out:

• Which product/services and how much of each you need to sell to generate that level of profit
• What the cost of each sale is – including overheads – so you are focused on profit, not turnover
• Whether you want to increase prices, frequency of sale or customer base, or all of these to generate that profit
• What activities you need to do to make more sales – not just ‘maybe’, but guaranteed sales
•  How much time these activities will take
• Who will do what – it may not all need to be you, but you will need to create very specific, clear briefs to ensure that the right things are done right!

These details probably won’t be part of the main business plan, but are a critical part of achieving success!

STOP PRESS!

That phrase is old-fashioned newspaper language for a story that is so important that they stop the press to include it.  Of course, printing presses are no longer how newspapers are printed, but the thought behind it remains. 

As a business it’s almost impossible to attain that level of story, unless you’re in a huge corporation, where your activities may have an impact on a large proportion of the working population.  However, many people, getting their business into ‘the media’ is something they aspire to.

Most business people consider ‘media’ to be newspapers, magazines, industry journals, radio and TV.  But there’s so much more to it than that.

Media isn't just where you get coverage - it's anything that carries your message to an audience. If you create it, curate it, or contribute to it, and it serves your marketing goals, it's media.

Of course, the publications and broadcast media play a part, but if you’re sending out press releases at regular intervals, that’s probably not going to get the kind of results you hope for. 

Broaden your horizon and consider some of these media opportunities:

Digital publications & lead magnets

eBooks, whitepapers, and research reports are brilliant for establishing authority whilst capturing leads.  Think industry benchmarking studies, how-to guides, or comprehensive toolkits that solve a specific problem your audience has.  These can be anything from a single page to a few thousand words, depending on the subject and style.  I’ve got a whole section on my website featuring these – I call it my Treasure Chest.

Event-based media

Award ceremonies and industry events aren't just about winning; the application process, announcement, and post-win content all create media moments.  The same goes for speaking at conferences, local events, hosting webinars, or running workshops.  They all generates content that you can repurpose.

Educational content

Online courses, masterclasses, email series, and certification programmes position you as the expert.  These work especially well for B2B businesses with complex offerings; it gives you the opportunity to explain and explore the nitty-gritty.

Community-driven media

Newsletters (proper ones, not just promotional blasts), membership communities, forums, and user-generated content campaigns.  Think customer case studies, testimonial videos, or community spotlights.

Visual & interactive media

Infographics, interactive tools and calculators, quizzes, templates, and downloadable resources.  These get shared far more than blog posts and have longer shelf lives.

Micro-content

Social media series (LinkedIn carousels, Instagram guides, etc.), short-form video content, email sequences, and even well-crafted comment sections can all be strategic media.

Collaborative media

Guest appearances on other people's content, podcast or video interviews (not just hosting), collaborative research projects, and co-branded content with complementary businesses. 

Once you start thinking about media as ‘any channel that carries your message’, rather than just ‘places that might mention your business’ the possibilities really open up.

Why you're the wrong person to write your marketing copy

Here's an uncomfortable truth: you're probably rubbish at writing your own marketing copy.  And before you close this tab in a huff, let me explain why it's not actually your fault.

You know your business inside out.  You've lived and breathed it for months, maybe years.  You understand every feature, every benefit, every clever thing your product or service does.  That's brilliant for running your business, but it's absolutely terrible for writing about it.

The curse of knowledge

When you write your own copy, you're writing from your perspective, not your customer's or client’s.  You're explaining what you think is important, not what they actually want to know.  And here's where the problem lies: these two things are rarely the same.

You might be super-excited about your ‘revolutionary 12-stage filtration process’ or your ‘cutting-edge cloud-based infrastructure’.  Your potential customer?  They just want to know if their water will taste better or if their files will be safe.

You’re talking to the wrong person!

Most business owners write marketing copy as if they're explaining their business to themselves.  They use industry jargon that makes perfect sense to them, but sounds like gibberish to everyone else.  They spend three paragraphs on how their business was founded in their garage, when potential customers are frantically scrolling to find out whether you deliver to Manchester.

It's not that your founding story doesn't matter, it's that it matters after you've convinced someone you can solve their problem. But you're too close to see which bits go where.

Features aren't benefits (even though they feel like they are)

This is where business owners trip up constantly.  You list features because you're proud of them.  You worked hard on that stuff!  But customers don't buy features. They buy the life improvement those features give them.

‘We use organic, locally-sourced ingredients’ is a feature. ‘You'll know exactly where your food comes from, and it tastes incredible’ is a benefit.  See the difference? One's about you; the other is about them.

But when it's your business, making that shift feels counterintuitive.  You want to talk about what you've built, not translate it into what it means for someone else.

Too much context, not enough clarity

You know all the context.  You know why you made certain decisions, why your approach is different, why that particular feature exists.  So when you write, you accidentally include loads of backstory and explanation that nobody needs.

Meanwhile, your potential customer has about eight seconds of attention span before they click away.  They need the answer to "Can you help me?" immediately. Not after a preamble about your business philosophy or a detailed history of your industry.

For example – when you look at the first screen that appears when you load your website – does it tell you what/how you help?  If not, you might need to rethink that – before your visitor hits the back button.

The solution? Get out of your own way

This isn't about you being a bad writer; you might be a fantastic writer.  But you're writing about the one thing you can't be objective about: your own business.

The best thing you can do?  Get someone else to write it.  A copywriter, a marketing-savvy friend, even just someone who fits your target customer profile.  Give them a brief, answer their questions, and then let them translate your knowledge into something that actually connects with real people.

Or, at the very least, write your draft and then brutally edit it whilst pretending you're seeing your business for the first time.  Ask yourself: "Would I know what this means if I'd never met me?" and "Does this answer the question my customer is actually asking?"

Your business deserves better than copy written from inside the bubble. And your customers deserve copy that speaks to them, not at them. 

Sometimes the smartest thing you can do is admit you're standing too close to see clearly.

What makes a newsletter worth opening?

Your audience's inbox is a battleground.  Every newsletter you send is competing with dozens of others for those precious few seconds of attention.  Understanding what makes people click ‘open’ rather than ‘delete’ isn't just good practice – it's essential for survival.

The opening decision

People decide whether to open your newsletter in about three seconds.  They're scanning subject lines whilst waiting for the kettle to boil or sitting on the train.  What stops them scrolling?  Clarity and relevance.  Your subject line needs to answer one simple question: "What's in this for me?" Vague promises or clever wordplay rarely work.  ‘Three quick tips to cut your invoicing time’ beats ‘You'll never believe what we discovered’ every single time.

What kills open rates?  Inconsistency.  If you promised weekly insights and deliver daily promotions instead, you've broken trust.  Frequency matters too; too often and you're a nuisance, too rarely and you're forgotten.  Find your rhythm and stick to it.

Does ‘friendly’ work in business?

There's a persistent myth that business communications need to be formal to be taken seriously.  The reality is rather different.  A friendly, conversational tone works brilliantly in business newsletters, provided you understand your audience and context.

The key is striking the right balance.  Chatty doesn't mean unprofessional.  You can be warm and personable whilst still demonstrating expertise.  Think of it as writing the way you'd speak to a client over coffee, not the way you'd write a legal contract.  People buy from people and newsletters are no exception.  A bit of personality helps you stand out from the sea of corporate monotone.

That said, know your sector.  A newsletter for creative agencies can be more playful than one for accountants – though even accountants appreciate clear, human language over jargon-heavy copy.

Does your newsletter tick these boxes?

Every successful newsletter, regardless of industry, ticks three essential boxes:

• Value first, always. Every edition needs to give your readers something useful before asking for anything in return.  That might be insight, entertainment, or practical advice, but it must be genuinely valuable.  If someone reads your newsletter and thinks "I'm glad I spent those two minutes," you've won.
• Scan-ability. Most people won't read every word.  They'll skim, looking for what catches their eye.  Short paragraphs, clear subheadings, and bold text for key points make your content accessible.  If your newsletter looks like a wall of text, it won't get read, no matter how brilliant the writing.
• Clear next steps. What do you want readers to do after reading? Visit your website?  Reply with feedback?  Book a consultation?  Make it obvious and easy.  One clear call to action is far more effective than five competing ones.

Get these three elements right, combine them with consistency and respect for your audience's time, and you'll build a newsletter people actually look forward to receiving.  And in today's crowded inboxes, that's no small achievement.

How Social Media algorithms are changing in 2025

The social media landscape is transforming dramatically in 2025, with algorithms becoming increasingly sophisticated and, frankly, more demanding.  If you're a business owner wondering why your carefully crafted posts seem to vanish into the digital ether, you're not alone.  Here's what's actually happening behind the scenes.

LinkedIn: Value over vanity

The days of stuffing your LinkedIn posts with trending hashtags are well and truly over.  LinkedIn's algorithm now factors in ‘dwell time’ – essentially, how long people actually spend reading your content.  The platform has shifted hashtags towards SEO integration rather than standalone discovery, meaning they work as support tools rather than magic bullets for visibility.

The platform's AI is looking for substance. LinkedIn is leaning hard into long-form, value-driven content, prioritising posts that spark genuine conversation over promotional fluff.  Using 3-5 relevant hashtags is still recommended, but they should complement quality content, not replace it.  Think less about gaming the system and more about creating posts that make people stop scrolling.

Instagram: Engagement is everything

The top three ranking signals on Instagram in 2025 are watch time, likes, and sends. The platform has moved decisively towards short-form video, particularly Reels, whilst static posts struggle for visibility unless boosted by advertising or influencer tags.

Instagram's latest update prioritises reciprocal engagement, meaning your content gets a boost when it prompts meaningful back-and-forth conversation.  The ‘post and ghost’ strategy is dead – if you're not replying to comments and DMs, your visibility will suffer accordingly.

Facebook Pages: The visibility challenge

Here's the uncomfortable truth about Facebook business pages: Facebook posts have an average engagement rate of only 0.06 percent.  Your followers won't necessarily see your posts unless they've specifically chosen to prioritise your page or have their feed set to ‘Most Recent’ rather than the default ‘Top Stories’.

Meta is refining its machine learning models to suggest content based on user behaviour, even from accounts they don't follow.  The algorithm favours content that generates meaningful engagement – comments and shares trump simple likes. If you're posting to a business page and hearing crickets, it's not personal; it's just the algorithm prioritising friends and family content unless you've earned your way into users' feeds through consistent engagement.

X (Twitter): A slow decline

X is experiencing what can only be described as a steady exodus.  The platform lost approximately 8 million users compared to last year, and in the 12 months leading up to January 2025, X experienced a decline of 33 million users, representing a 5.3% decrease in its global active user base.

Despite projections of advertising revenue growth, the platform faces fundamental challenges.  Real-time updates, trending topics and hashtags drive X's algorithm, but many users – particularly progressives, younger demographics, and minorities – have migrated to alternatives like Bluesky and Threads.  It's not dead yet, but it's certainly not the powerhouse it once was.

Threads: The business professional's surprise

Threads has emerged as an unexpected contender for professional conversations.  Threads hit 275 million active users in November 2024, growing rapidly whilst maintaining a more conversational, less polished atmosphere than LinkedIn.

The platform's audience skews younger – mainly adopted by Gen Z – but professionals are increasingly finding it valuable for authentic industry discussions. Threads' median engagement rate sits at 6.25%, compared to 3.6% for X posts, suggesting audiences are more willing to interact.  However, business adoption remains modest compared to established platforms, making it more experimental territory than essential real estate. 

In 2025, social media algorithms reward authenticity, engagement, and value above all else.  Hashtags alone won't save you.  Posting regularly to a business page won't guarantee visibility.  The platforms are demanding that you earn attention through quality content that genuinely resonates with your audience.  It's harder work than it used to be, but for those willing to adapt, the opportunities for meaningful connection are still there – just in different forms than we've been used to.

The bottom line

In 2025, social media algorithms reward authenticity, engagement, and value above all else.  Hashtags alone won't save you.  Posting regularly to a business page won't guarantee visibility.  The platforms are demanding that you earn attention through quality content that genuinely resonates with your audience.  It's harder work than it used to be, but for those willing to adapt, the opportunities for meaningful connection are still there – just in different forms than we've been used to.

How content marketing shapes your reputation

Your reputation isn't built by what you say about yourself—it's built by the value you consistently deliver and, ultimately by what other people say about you.  To influence your audience positively content marketing is an essential factor.

Every piece of content you publish is a reflection of your expertise, values, and commitment to your audience. Whether it's a blog article, an email campaign, or a social media post, each touchpoint contributes to the narrative people create about you and your business.

Blog articles: The foundation stone

When I write blog articles, I'm not just filling space on a website.  I'm demonstrating my knowledge, sharing insights and solving problems for my readers.  Over time, these articles become a library of expertise that positions me as a trusted authority in my field.  Potential clients often tell me they've read multiple articles before ever reaching out—they already trust me because I've proven my competence through consistent, valuable content.

Website Content: Your digital handshake

Your website content is often the first impression someone has of your business.  I've seen how clear, professional, and helpful website copy immediately elevates perceived credibility.  Helping your audience to get the information they want quickly and easily is a key point.  On the other hand irrelevant or outdated copy says ‘I don’t understand my customer’ and ‘I can’t be bothered’.  The way you present yourself on your own platform sets expectations for everything else.

Email Campaigns: Build relationships

Email campaigns nurture relationships in a more personal space—someone's inbox. When I send valuable insights rather than endless sales pitches, I strengthen my reputation as someone who genuinely cares about helping, not just selling. The consistency and quality of these campaigns directly influence whether people see me as a trusted adviser or just another marketer.

Social Media: Show up authentically

Social media has transformed how reputations are built.  They’re a great place to share quick insights, engage in conversations, and showcase your personality.  It's where people see the human behind the business.  Choose the right platforms for your audience and post regular, authentic content to stay visible and relevant, whilst also demonstrating that you’re active, current, and engaged with your industry.

Newsletters: Your direct line

My newsletter subscribers are my most engaged audience. They've explicitly asked to hear from me, so I take that responsibility seriously.  Delivering consistent value through newsletters reinforces trust and keeps my reputation top-of-mind.  It's a privilege to land in someone's inbox, and I treat it as such.

Lead Magnets: Prove your worth

Lead magnets, like guides, templates, or resources, showcase your expertise. When someone downloads your content, they're identifying they’re interested.  If that lead magnet delivers genuine value, it transforms their perception immediately.  It's the moment where a stranger can turn into someone who believes you can help them.

The Long Game

Content marketing isn't about quick wins.  It's about consistently showing up, delivering value, and building trust over time.  Every piece of content either strengthens or weakens your reputation.  The choice is yours to make with every publish button you press. 

Your reputation is your most valuable asset.  Protect it, nurture it, and build it through content that genuinely serves your audience.

How does a blog help your reputation?

 

Most small business owners have heard that ‘blogging is good’, but are a bit woolly about the benefits!  These are just a handful of reasons why you should write and publish your expertise regularly.

Your blog showcases your knowledge

Sharing your expertise provides validation for potential clients that you know your stuff.  If they’re looking for your kind of help and they have a couple of names that are unknown entities, reading your blog articles can give you an edge over potential competitors.

Your blog helps readers to understand your take on your specialism

Everyone is different – and not every customer or supplier is a good fit.  Most people who have been in business a few years have experienced trying to work with the customer from hell; and yet another provider has got on well with them.  Reading your blog will give potential customers an insight into how you work, so they can decide if they resonate with that.

Get more bang for your buck!

If you write a blog regularly it provides content for repurposing.  You can use it to lead your newsletter with value, to take quotes from for social media posts, as a section in a lead magnet, to turn into a video or audio and publish elsewhere.  This will expand your reach.

A blog post adds fresh content to your website

We all know that search engines like fresh content; it brings them back to your website more frequently and has the potential to improve your ranking, even if you don’t practise rigorous SEO.  Remember to add tags and categories to help with that too.

It sets you up as an authority – and ahead of your competition

When you publish your opinions and spin on your areas of expertise it positions you as an authority in your industry.  As many people simply can’t be bothered/don’t know how/don’t have time to write content, that puts you in the much more visible top echelon.  A good blog can also attract offers to speak at conferences, join expert panels at events and much more.

And the best things about it is that, if writing isn’t your thing, you can get help.  A good copywriter will learn to capture your voice and pick your brains so they can write content that sounds like you and reflects your opinions, beliefs and values.

Are you author ready?

If you are considering writing a book, to help you to give your business an edge, you need to be well-prepared to ensure your book hits the spot.

What does that mean?

There are a number of key activities that ensure a non-fiction book is successful.

1: Know your marketplace

Who else writes in your genre?  What have you got to say that is different or deeper?  That’s usually your unique take on the subject.  Who publishes that kind of book?  And, most important of all, research how well your kind of book sells (tip: Check Amazon).

2: Get your focus

It’s important to know what your big takeaway is going to be.  When someone has read your book what will their ‘Aha’ be?  Keep that in mind and ensure everything in your book contributes to that.

3: Choose your publishing option

There are so many different publishing options that there will definitely be something for you, but you need to understand the pros and cons of each of these – traditional, hybrid, independent, self-publishing, on Amazon.  And they’re all different and offer different things.  Don’t choose until you understand what you’re getting into – but you do need to have made the decision fairly early in your book development process.

4: Plan the content

Non-fiction books are easier to plan than fiction.  There is a much more defined structure – and that makes them easier to plan.  You need to decide what each chapter is going to be about and what is the most logical order for these subjects.  Then gather the content for each chapter.  If you do this first, you’ll have a skeleton plan to flesh out and writing will be much easier.

5: Create your chapter recipe

Successful books have a structure that each chapter is built around, so creating this will also make the writing process easier.  Think of it like a recipe book, every recipe has the same structure – it helps people to get from the name of the dish (chapter title), through a familiar and easy to follow process (subheadings and types of information).  Best of all, once they’ve done one recipe, they know what to expect with the next one and don’t have to ‘learn’ a new process.

6: Schedule writing sessions

Your diary is your friend!  Make regular appointments with yourself to focus on developing your plan into narrative.  If it’s in your diary, it’s more likely to get done.  Choose times when you are at your creative best, not when you’re tired.

7: Editing & proofreading

Traditional publishers will edit and proofread your book, some hybrid and independent publishers also offer these services, but most don’t.  Never skip editing – your book will be better with a professional editor on your team.  Proofreading is the last thing you need to do before your book goes to print.

8: Publication

The time from when your manuscript is submitted to having your book available for sale varies hugely from publisher to publisher.  Traditional publishers may have a lead time of up to two years, while small independent publishers are much quicker and flexible and may be able to get your book out in less than 3 months.  If you self-publish you’ll need to do everything yourself, so it’s down to you!

9: Launch

Nobody knows your book has been published unless you tell them.  The six weeks prior to publication are your opportunity to build excitement and anticipation among your audience.  A launch day bonus bundle can do a lot to boost sales on your first day.

10: Marketing

Marketing doesn’t stop at the launch.  You’ll need a marketing plan that incorporates a variety of media to keep your book in people’s awareness.

*****

There’s a lot more to producing a book than just writing; the more you understand the more successful your book will be.

10 boxes your home page should tick

We all hear that phrase ‘Content is King’, but it’s not quite true for the home page on your website.  The days of 300 words of text are long gone, search engines are more sophisticated and visitors to your websites behave differently.  They’re reading on smart phones rather than desktops and they don’t have time to read much when they’re looking for something specific.

Your job as the website owner is to remove all the barriers between your audience and your message, so getting what they want is simple, with nothing that stops them at any point. 

Think of your home page as the contents index and you’ll be on the right track.

Here are my ten top boxes you need to tick:

1: Brand

Make sure your logo is a reasonable size, not huge, not tiny.  Use your brand colours throughout the website and choose a consistent font, ideally sans-serif (easier to read on screen).

In the Brand banner that appears at the top of the page (and every other page) include your contact information.  Don’t expect people to navigate to the footer or the Contact page to get in touch.  Top right is usually where people look for this kind of information.

2: Navigation

On a mobile device this usually appears in the form of a ‘hamburger’, but on a laptop or desktop screen a horizontal strip reduces the number of clicks your visitor has to do to get where they want to go.

Many people do know that clicking on the company logo will return them to the home page, but not everyone does.  Don’t make life difficult for those who have not yet discovered this and include Home on your navigation.

Typically, your menu should be – left to right:

• Home
• Your main product or service categories
• Any resources you offer
• Blog/News
• About
• Contact

Home should always be on the left and About and Contact the last two on the right – and, these days, About and Contact is more common than, About us and Contact us.

If you have media packs the Media page would normally site just before the About page, or possibly as a subpage under About.

A menu that ‘floats’ – i.e. remains visible as the user scrolls down, is also an excellent way to make life easier for them.

3: Banner

This is usually an image that sits at the top of your home page, under your brand banner.  My advice is ONE image and key message as scrolling marquees (those images that change every couple of seconds) are more of an irritation to your visitor than a support for your brand.

The image should help to support the message – otherwise it’s just eye-candy.  The last thing you want is your visitor wondering what it ‘means’, that’s a distraction from them taking the action you want from them.

4: Headlines

The key message/headline that appears in the banner should tell the visitor exactly what to expect from your website.  It’s the information that is guaranteed to be ‘above the fold’ (on the first screen they see before scrolling) and shouldn’t leave the visitor trying to work out if they’re in the right place.  If it doesn’t make sense to them, they’ll be gone.

A second smaller headline, can appear below the image, introducing what you offer.

Headlines are not an exercise in creative writing, they’re there to signpost people.  Good headlines tell people that either:

• They will get this benefit
• They will solve this problem

They should be positioned in ‘you’ language – not ‘we’ language.  In other words, ‘You get this’, not ‘We do that’.

5: Introduction

If it’s not abundantly clear, this is your opportunity to grab the visitor’s attention with your second headline (see previous item) and a short overview of the benefits they could get or how their biggest headaches could be removed.  Short = one or two paragraphs only.

6: Core offerings

There’s a good rule of thumb about website content – tell people what you want them to do, and make it easy for them to do it.  The next thing people should see is your core product or service categories; ideally with attractive icons or image in clickable boxes.

This works as a call to action – ‘here are our best offers, click to find out more’.

7: Introduce yourself

A short intro of you or your company can add another element to your home page.  You don’t need to reinvent the wheel; use the first paragraph of your About page and headshot.  People like to see who is behind the business.

8: Knowledge links

Sharing your knowledge demonstrates that you know your stuff.  That’s where your blogs come into play.  Having direct links to the last 2-3 blog articles is a good way to draw in people who like a lot of information before making a decision.

9: Build your list

As most marketers will tell you ‘The money is in the list’.  If you don’t already have an email list (and even if you do) an opportunity for people to join it is a good strategy.  Nobody joins a ‘subscribe to our newsletter’ invitation, so offer something that will be of real value to your target audience and set up your automated follow up system.  The form can go on your home page – ideally nearer to the top, I’ve seen it work well embedded in the banner image, as long as the message is right.  Nobody will see it in the footer!

10. Footer

The footer usually has links to your privacy policy & T&Cs, your company registration, any accreditations or validations and, maybe, your business address, but it shouldn’t be huge.  Some footers include menus, but ensure whatever is on your main navigation is the same as what is in the footer – multiple menus confuse!

What’s your point?

If you’ve been asked to make a presentation or you’re planning a pitch to a potential client, where do you start?

Start with the end in mind

What do you want your presentation or pitch to achieve?

What is that big takeaway for your audience?

Once that is crystal clear, every part of your presentation needs to keep that in mind.

Who is your audience?

The better you know your audience, the more able you will be to tailor what you say to their needs and expectations.

A professional speaker usually asks the meeting organiser for this information, to ensure their speech is on target.  If you do the same, you’ll not only deliver a better presentation, but you’ll also be remembered for your attention to detail.  That means that you’ll be asked to speak again by that meeting organiser.

What do you want to say?

You will have some key facts, ideas, information that you want to get across to your audience.  Now you need to look at each of these things and think about how each impacts your audience and make notes of that. 

What will they get or how will they benefit from each of your points?

Remember that your presentation is about the audience, not you, so you need to present each fact, idea or piece of information in a way that they can relate to.

Story structure

All good stories have a beginning, a middle and an end – and so do good presentations.

Typically a presentation has no more than 5 parts:

1.      Introduction: Setting the scene
2.    Key point 1: The first issue you want to present
3.      Key point 2: The second issue you want to explore
4.      Key point 3: The third and final issue you want to outline
5.      Summary/Conclusion/Call to action

When you’re planning your presentation, map out each of these and what you want to include.  This might include statistics, graphs, charts, stories, case studies, theory, models, etc.

The visual elements can go on a slide deck, but don’t fall into the trap of putting all your notes on the screen – then people will read rather than listen.  That’s not as effective in getting your point across.

Rehearse

You should know your stuff – or you shouldn’t be making the presentation, but there are bound to be some nerves, especially if you’re not used  to presenting.  If nothing else practise your opening.  And your closing.

There’s nothing worse than someone arriving on the platform and saying “Er, thank you for inviting me, er, I’m [your name] and I’ll be talking about [your subject] today.”  Firstly, that’s the fastest way to disengage your audience and secondly, someone else should already have introduced you.

Instead, start with a challenging question, a big fact that will make them sit up and take notice or an outrageous statement.

The same applies to your close – your job is to get them to take action and DO something, not nod and clap politely.

Finishing with “I think that’s it, then. Thank you,” is a weak close.

Tell them what you want them to remember and inspire them to action.  If you haven’t rehearsed, there’s a high chance that you’ll forget the key thing you want them to takeaway.

*****

Remember, if you’ve been asked to present or pitch, it’s because you’ve been identified as someone who has a strong message.  Don’t abuse the privilege by ‘winging it’! 

AI: Exciting or Scary?

Nobody would describe me as ‘techy’, I’m a words person, not a technology geek, but AI definitely excites me.  The potential is almost beyond belief.  For small businesses it offers opportunities to do some things that weren’t possible without expensive expert help previously, professional images for social media, well-written articles for a variety of purposes, good quality video and much more.

However, it’s also scary – how do you tell when something is real and something has been created by AI?

Is AI spoofing you?

I’ve seen ads that appear to have famous talking heads promoting the product, but I’m fairly sure that these have been created without any input (or knowledge?) from the celebrity involved.

I know it’s possible to clone a voice on ElevenLabs, and an image on Heygen to convert to video.  Put the two together with a written script and you can create a video of yourself talking to camera without actually doing it.  That means you can create a video of anyone if you have a voice file (hello YouTube!) and an image (Google images).  I’m not sure how copyright might come into play if the image is copyrighted, as you won’t be publishing it, but, in any case, I’m fairly sure that anyone who you replicate without permission, may have a viewpoint – and probably a legal case!

I’ve noticed that some ‘clones’ can be spotted by their very slow blink rate, but technology is improving daily, if not hourly, and, by the time you read this, that may have been fixed.

The latest AI spoof is the rash of new dating sites – where you’re actually talking to an AI bot, not that girl or guy in the picture.  Try suggesting meeting for coffee and you’ll get all kinds of excuses!

How can AI help you?

On the other hand, AI can save a ton of time.  I used ElevenLabs to turn 8 video modules into text – in a minute or two each.  I had to edit it (there were lots of ums and ers – and nobody speaks as grammatically fluently as they write), but it saved me hours of listening and transcribing.

I use AI to help with headlines and ideas for email campaigns, where the same information needs to be presented many times in different ways.  I always edit it into the client’s voice and style, but it saves me time (and the client money).

I find that a detailed brief and links to existing material usually gets a better result than a short overview.  It’s worth investing the time in creating that brief.

There are so many new AI tools being launched that it’s hard to keep up with them.  I came across The AI Rundown, a daily email newsletter that is really good at short overviews of the AI landscape.  If you’d like to subscribe to that – here’s the link.