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.

Building Your Media/PR Plan: A Solopreneur's Strategic Guide

 

As a small business owner or solopreneur, you've probably wondered how to get your name out there without breaking the bank or hiring an expensive PR agency.  The truth is, you can create a highly effective media and PR strategy yourself – but it requires more than just firing off press releases and hoping for the best.

A solid media plan isn't about chasing every opportunity that comes your way.  It's about creating a strategic framework that aligns with your business goals, speaks to your ideal customers, and positions you as the go-to expert in your field.

Start with your foundation: define your 'why'

Before you even think about contacting journalists or crafting press releases, you need to get crystal clear on your core message.  What makes your business different?  What problem do you solve that others don't?  This isn't your elevator pitch – it's deeper than that.

Ask yourself: if someone could only remember one thing about your business after reading about you, what would you want it to be?  This becomes your North Star for every media interaction.

For instance, if you're a productivity coach, your core message might be ‘helping overwhelmed entrepreneurs reclaim their time without sacrificing quality’.  Everything you say to the media should reinforce this positioning.

Know Your Media Landscape

Many solopreneurs make the mistake of targeting every publication under the sun.  This scattergun approach rarely works.  Instead, create a tiered media list that reflects how your customers consume information.

Tier 1: Trade publications and niche websites where your ideal customers spend time.  If you're a sustainable fashion designer, this might be eco-lifestyle blogs, sustainable business publications, or fashion trade magazines.

Tier 2: Local media – often more accessible and surprisingly influential.  Local newspapers, radio stations, and community magazines are always looking for local business stories.

Tier 3: National media – the holy grail, but often the most competitive.  Only target these when you have a truly newsworthy story or unique angle.

Research each publication thoroughly.  What stories have they covered recently?  Who are their key journalists?  What's their typical lead time?  This intelligence will make your outreach far more effective.

Create your content calendar with media hooks

Successful PR isn't reactive – it's planned.  Create a 12-month calendar that maps out your key business activities, seasonal opportunities, and industry events.  Then identify the media hooks within each.

For example, if you're a financial advisor:

• January: New Year financial resolutions, tax planning tips
• April: Small business tax deadline stories, financial spring cleaning
• September: Back-to-school financial planning for families
• November: Year-end financial planning, small business tax tips

Each of these represents multiple story opportunities across different media outlets.  The key is to think like a journalist – what would their readers find valuable and timely?

Build relationships, not just media lists

Here's where most solopreneurs go wrong: they focus on the pitch, not the relationship.  Journalists receive dozens of irrelevant pitches daily.  The ones that get attention come from people they know and trust.

Start building relationships before you need them.  Follow relevant journalists on social media, engage thoughtfully with their content, and share their articles when they're particularly good.  When you do eventually pitch, you'll be a familiar name, not another stranger in their inbox.

Consider creating a simple CRM system to track your media contacts.  Note their interests, recent articles, and any personal details they share publicly.  This personalisation makes all the difference when you're crafting your outreach.

Diversify beyond traditional press

While newspaper and magazine coverage is valuable, today's media landscape is much broader.  Consider these often-overlooked opportunities:

Podcasts: Often easier to get on than traditional media, and perfect for detailed storytelling about your expertise.

Industry panels and webinars: Position yourself as a thought-leader while building relationships with other experts.

Guest blogging: Builds your authority and often leads to other media opportunities.

Speaking opportunities: Local business groups, industry conferences, and online events all need speakers.

Awards and recognition programmes: Many industries have awards specifically for small businesses or entrepreneurs.

Develop your story bank

You'll need different stories for different opportunities. Develop a bank of 5-7 core stories that showcase different aspects of your business:

1. Your origin story: Why you started the business, what problem you identified
2. Your biggest challenge story: A significant obstacle you overcame
3. Your client transformation story: How you helped someone achieve remarkable results
4. Your industry insight story: A trend you predicted or a shift you've observed
5. Your failure and learning story: A mistake that taught you something valuable
6. Your innovation story: How you do something differently from competitors
7. Your future vision story: Where you see the industry heading

Having these ready means you can quickly adapt to different media opportunities and always have something interesting to share.

Perfect your pitch process

When you do reach out to media contacts, your pitch needs to be concise, relevant, and immediately valuable.  Follow this structure:

Subject line: Make it specific and intriguing, not salesy

Opening: Personal connection or reference to their recent work

The story: One paragraph maximum, focus on the reader benefit

Your credentials: Brief explanation of why you're the right person to tell this story

The offer: What exactly you're offering (interview, data, photos, etc.)

Call to action: Clear next step, with your contact details

Keep the entire email under 150 words.  If you can't explain your story idea concisely, it probably isn't clear enough yet.

Measure what matters

PR success isn't just about the number of mentions you get.  Track metrics that actually impact your business:

• Reach and engagement: How many people saw your coverage, and how did they respond?
• Website traffic: Are media mentions driving visitors to your site?
• Lead generation: Are you getting enquiries following media coverage?
• Reputation building: Are you being recognised as an authority in your field?
• Relationship building: Are you developing ongoing relationships with journalists and industry contacts?

Set up Google Alerts for your name and business to monitor coverage, and use UTM codes (In Google Analytics - GA4) on any links you provide to media contacts so you can track traffic from specific articles.

The long game

Building an effective media presence takes time.  You might not see immediate results, but consistent effort pays off.  The business owner who regularly shares insights, builds media relationships, and positions themselves as an expert will eventually become the person journalists turn to when they need a quote or story idea.

Remember, you're not just trying to get your name in the paper – you're building a reputation as the go-to expert in your field.  Every media interaction, every relationship you build, and every story you share contributes to that long-term goal.

Your media and PR strategy should evolve with your business.  What works for a startup will be different from what works for an established business looking to expand into new markets.  Regularly review and refine your approach, always keeping your core message and business goals at the centre of everything you do.

The most successful solopreneurs understand that effective PR isn't about luck – it's about strategy, consistency, and relationship building.  Start with these fundamentals, and you'll be well on your way to creating a media presence that actually drives your business forward.