The Networking Magazine

ISSUE 3

May 15th 2021

A DIFFERENT PERSPECTIVE

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A Business Voice Podcasts that are quick, responsive and can be added to editorials. A bolt-on for businesses who embrace change.

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Movement Vs Static QR codes are back to stay, should we embrace them or discount them in business?

EDITORIALS

Making An Impression Join us on LinkedIn.

Your New Voice REAL PEOPLE BEHIND REAL BUSINESSES

Website www.networkingmagazine.co.uk Facebook @thenetworkingmagazine Instagram @networkingmagazine Email info@networkingmagazine.co.uk Managing Editor Sanj Saigal

Contributing Editor Shabnam Choudhary Magazine We bring a new concept to networking, nding new connections and opportunities.

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CONTENTS A DIFFERENT PERSPECTIVE

CONTENTS PAGE This is an interactive contents page, press the section that you want to read.

ARTICLES REAL PEOPLE, REAL STORIES.

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HOW TO ATTRACT CLIENTS

NOTHING CHANGES, IF NOTHING CHANGES.

REFLECTION

DIFFICULT ROADS

WELCOME TO THE HIVE

ISSUE 3 MAY 2021

BRANDING

WEBSITES VS SOCIAL MEDIA QR CODES

WEBSITE CONTENT ENTREPRENEURS AND POTENTIAL CUSTOMERS.

7 Photo by: Laura Adai

Startups New businesses can always bene t

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from help, advice and support.

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We b s i t e s Vs S o c i a l M e d i a By; Helen Bantock

Websites vs Social Media

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t is undeniable that the growth of social media is stratospheric; in 2019 there were more new social media pro les than babies born globally.

So where does that leave the website?

Some people choose to promote their business only through social media, but I would like to argue the point as to why you also need a good, up-to-date, website that works together with your social media.

How do websites and social media di er?

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The main di erence between social media pro les and a website is that you don’t own your social media pro les. Someone else owns them and controls them, a bit like the homeowner versus the tenant.

Unless you are on a web creation platform like

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You have ultimate control Over the past year we have seen Facebook taking down people’s pages and Instagram accounts being hacked and held to ransom.

These things don’t happen often, but when they do it can be very disruptive. If you fully own your website you have full control.

Your website is your space No one can comment, be rude or negative in your space.

You don’t own your social media!

Wix or Squarespace, where you rent a site, you probably own your website.

What is the purpose of a website in a world of social media?

Your website is your shop window inviting prospective clients to come in. Ultimately the aim is

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to get your visitor to get in touch or buy right there and then.

Authority and legitimacy A well-crafted site adds authority and legitimacy to your brand, today’s equivalent of a glossy brochure.

Searches on Google may bring up your pro le on LinkedIn and Facebook but your rankings will be higher if you have a website which will enhance your presence and authority.

Photography: Alexander Shatov

to raise you up in search results. Getting an SEO (search engine optimisation) audit on the keywords needed in your sector to be seen is a great investment too.

Base camp Your website is your base camp for all other pro les you have. It also where you are able to hone your full marketing message, tell your story, and showcase all your products or services in one place.

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Social media gives you the opportunity to share your knowledge, products and o ering.

However, the posts are eeting. Getting longevity and traction over a longer period from a single post is quite hard. Showing your knowledge by blogging on your website is a great way

Words have longevity on the internet, once you have taken the time to create good content it will be there for as long as it adds value to your brand. Partner this with the right social media for your engagement, this linking one to the other will bene t hugely your business.

Referral reference point For those of us who invest our time in networking we know the importance of making it easy and accessible for our colleagues to refer us.

Much of my new business comes from referrals and recommendations, many people who get in

It is quite hard to refer someone to a business without a website – I know, because I’ve tried!

People want, and expect, to see a site to get a avour of the business and approach.

The importance of keeping your site as current as your social media Social media can represent you in the now, showing exactly what you are doing or o ering on the day. This has been a great tool over the last year when people have had to evolve their services and products to suit our lockdown lives. Websites do need attention too to keep them up-to-date and current.

In the week I wrote this article I had three phone calls from prospective clients saying they are too embarrassed to give out their website address because it is so out of date and not re ecting their brand right now. Often websites get tired or stale while people work hard to keep their social media en-pointe. These should, without doubt, be working in tandem.

Evaluate and revise Read through your site and check it is working for you: Are your prices and products up-to-date?

Are links to other sites still active?

Do you have good ‘Calls to Action’?

Are your telephone numbers all clickable from mobile devices?

• Look at what other people in your sector are doing. This should be an on-going check to see how other people are updating their presence.

• • • •

Get the right help or the relevant training A barrier to updating a website is usually getting the right help or nding the relevant training. These services are available – not only from someone like me but throughout the industry. If you have a website built, ensure you understand by whom or how your site is going to be updated.

I’m in full support of all social media engagement but believe there is a strong argument for a good website, when you put them to work together it is a winning formula.

Match / re ect your social media Your site should match and re ect your social media, giving a consistent message.

Your social media is eeting so make sure people can link back to your site where they can return to it time and time again.

Kite Web Design Web Design & Build | Content Management | Training www.kitewebdesign.co.uk

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Photography: Alexander Shatov ff

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touch have already done their homework on me sometimes reading all the testimonials on my site!

Photography by: Sheldon Liu

WEBSITE CONTENT By: Fiona Mocatta

Photography by: Floran Klauer

How to write great content for your website.

So, before you start writing, think: • • • • •

What are your goals?

• All good web content has a goal.

Do you want to attract more leads?

Encourage people to download your eBook?

Persuade readers to come to your workshop?

• • •

Once you know your goal, all the content you produce should be written to help you achieve it.

Think about your target audience.

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Writing content for a website is easier when you write with your target audience in mind.

• • •

Who am I writing this for?

What’s their problem?

What’s stopping them get what they want?

How can I help them solve their problem?

How are they feeling when they read my content?

What would they see as important information?

How do they want to feel?

What words would they use to search for my products or service?

What tone of voice do they want me to use?

Focus.

When you know a lot about a subject it’s easy to write thousands of words on it. But it’s a better idea to spread that knowledge over several pieces of content. Each should have one topic, one key idea or one argument or line of thought.

That way, you’re making it easier for your target audience to nd the information they need.

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s part of your digital marketing strategy, you need to be writing great content. But if you don’t have content creation, a content marketer or a content writer on your CV this can be a scary thought. Here are some writing tips to help you get started when you’re creating content or web pages for your business.

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For longer copy make sure you have the call to action throughout. Here’s how: It’s all about the headline.

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Make sure your headline is relevant and interesting to your target market. Does it answer a question they would ask? Does it sound useful?

And does it make them want to read on? If not, that’s as far as they will get.

Your headline and rst paragraph should show what the rest of the article is going to be about. It can sometimes be easier to write the headline and rst paragraph once you’ve written the rest of your content.

Is your content easy to read?

If not, split up your content into headings and subheadings. Use bullet points where relevant, as well as short sentences, infographics and more.

Do everything you can to make it easy for your reader to scan your content. When you write for the web, think bite-sized morsels.

Write with purpose.

The aim of each sentence is to get your target audience to read the next sentence. This is true both if you’re trying to provide information and encourage your audience to do your call to action.

Is the goal of your content, blog post or landing page to get someone to download, read or sign up for something?

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If so, use the body copy to give them enough information to make them want to do the call to action.

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Be original.

It’s important your content is written in your tone of voice. Your content should sound like you talking, so be true to yourself and your brand when you write. Put your spin on things.

Give your opinions. Don’t just regurgitate thoughts you’ve read elsewhere.

Be believable.

Research is your friend here. Include relevant statistics, data and quotes from trusted industry bodies or organisations to back up your points.

You want to establish yourself as being an expert – this will help.

When is an audience not an audience?

You know you’re writing content for thousands of readers, but each one needs to think you’re writing just for them. Never write “some of you…”.

To get o to the best start, always use the headline to grab attention.

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Have bullet points of key bene ts at the top of the page for people who make decisions quickly. Then a call to action Include more information underneath for people who need more evidence that you can help them. Then a call to action Then a testimonial or case study for social proof. And a call to action. You get the idea.

You should also write in the rst person and use the active voice. Writing in an active voice make for a faster-moving and more engaging read. It’s snappier, easier to read, and more interesting. Do you agree?

Ask questions.

One way of encouraging people to read the next sentence is by asking questions which make them think.

After all, “Are you dreaming of Mediterranean cruises?” is more immediate and emotional than “Here’s some information about your pension”.

Questions often come in threes and that’s powerful as it has rhythm, air and drama.

According to research, 83% more people will nish reading your content if its readability is targeted to the average 10-year-old rather than the average 16-year-old.

That’s why you should use simple language to help your target market quickly and easily understand your point.

Writing your website and content is not about vanity. It’s not about showing o your vocabulary or turn of phrase. It is about getting your target market to scan through your copy, learn and do the call to action. If there’s a choice between sounding clever and communicating clearly, choose clear communication every time.

Banish buzzwords.

You’re aiming to communicate clearly with your target market, so make sure you are not hiding what you want to say behind meaningless wa e.

Use words you would use in normal conversation with your friends, partner or children.

It’s not all about you.

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Remember to speak directly to your customer by using YOU far more often than I or WE. For example, “Are you struggling to get into your jeans?” rather than “I’m a personal trainer”.

When you’re writing about your product or service, make sure that you are writing about the bene ts to your target market of using the product or service, rather than just telling them about yourself.

“We love creating our 20-minute personal training videos” becomes “Our 20-minute training videos mean you can get t and lose the ab even when you’ve got a packed diary”.

Write quickly, edit s l o w l y.

Keep it simple.

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If you’re nervous about creating content for a website, just get started. Time yourself for 10 minutes and just get something down. Then go for a quick walk around the room, do another 10 – and so on.

Save previous versions so you can go back to them, and always check your copy several times before uploading it; after a sleep or walk is a good plan. You’ll need fresh eyes to spot errors, and a working brain to make sure your strategy is right. Maybe get someone else to look it over too if you can?

A quick note about SEO. It’s worth investing in using an SEO agency so your content is professionally optimised for search. Your SEO agency can help you with all elements of your content optimisation. They can also make sure that your copywriter (if you have one) or you know exactly what to write about to make sure as many people as possible read your content. Go with an agency who can show you case studies and have been recommended by someone you trust.

Share away.

Once you’ve nished writing and editing your content, don’t be shy. Be brave and remember to share it on your social media channels. Now you have some writing tips on how to create great content for your website, why not start thinking about your content goals and target audience and set that timer for your rst 10 minutes!

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Fiona Mocatta is a freelance copywriter and content writer. She’s been running her business since 2003. For more information on Fiona, what she does and who she does it for, check out www.mocatta.org.

B Is it me or is branding a buzz word that’s everywhere at present? As a branding expert with over 20 years in the industry, even I’m a little bored of using it. I have reverted to simply calling myself a graphic and web designer on occasion to stand out! Yet, I do believe in the importance of a

randing

solid brand for e ective business growth. So, I don’t want to ignore or belittle it in any way. So, why is branding important for small businesses?

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By Angela Zeballos

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Photography by: Jon Tyson

In order to understand why branding is important for small business owners (as well as the large corporates), we rst need to understand exactly what branding is.

So, what is branding?

Branding is the process of connecting good strategy with

Brand Strategy Brand Strategy looks at the reasons why the brand exists and what it stands for; its mission, vision, purpose and values. It also looks at how the brand should communicate and behave and consequently be perceived; personality and tone of voice. During this stage of the process, a business should rst look at key areas such as competitors, target audience and USP to determine where they are positioned within the market.

I would recommend nding a brand consultant to help you with this stage of the branding process as it can be complicated and di cult to do alone. You could also download our free guide on ‘What’s involved in Rebranding an SME‘, as this has worksheets for your Brand Strategy that you could work through. If you have a team, then set up a couple of brand workshops to work through the process in a fun and engaging manner.

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Your Brand Strategy de nes what you stand for, a promise you make, and the personality you convey. It de nes clear objectives to help guide the subjective design choices for your brand identity.

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Brand Design

Responsive Logo • Colour Palette • Typography • Pattern / graphic device • Iconography • Imagery / illustrations • You could either go to an agency who could help you with the complete branding process or commission two separate people or companies to focus on each area. One thing is certain though, the Brand

Photography by: Samuel Regan Asante

ere are two distinctive, separate areas of branding, Brand Strategy and Brand Design.

Brand Design or Brand Identity is the look and feel of your brand. The visual impact your brand makes on the world. It’s graphic design essentially, but it takes the brand strategy as an objective measure to guide the visual elements of the brand.

A strong and distinguishable brand image consists of;

good creativity.

Th

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Strategy must come rst and is fundamental if you want your business to start with the solid foundations to attract the right market and grow.

Brand Guidelines Once you have looked at both the core areas of branding, you should be provided with Brand Guidelines document – also commonly referred to as Style Guide or Brand Book. This is essentially a set of rules that explain how your brand looks and behaves. It will help with your Marketing Strategy and help keep your brand consistent across all marketing channels. This will help your online presence and social media platforms look seamless and consistent, helping to solidify your brands look.

Why is branding important for small businesses?

So now you’ve understood exactly what branding is, surely you get why a brand is important? In fact, it’s fundamental for small businesses right from the outset. A strategic and strong brand helps your company gain recognition and brand loyalty from its ideal customers.

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If a company explores its brand strategy correctly it’ll create an emotional connection with its audience, which is ultimately what it’s all about. To keep things simple, I’ve come up with four main reasons how branding will help your small business.

Photography by; Taylor Simpson

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1. Branding provides clarity and

4. Branding generates new

vision

customers

The Brand Strategy process provides a business with a clearer perspective of where the business should be positioned within the market. It helps small business owners take ownership of the brand and communicate it to others. Combine this with marketing tactics and you will have a solid marketing message to relay to your audience.

A good brand will have no trouble drumming up referral business, just like businesses known for great customer service. Strong branding generally means there is a positive impression of the company amongst consumers, and they are likely to do business with you because of the familiarity and assumed dependability of using a name they can trust. Once a brand has been well-established, word of mouth will be the company’s best and most e ective advertising technique.

2. Branding provides instant recognition

ABOUT THE AUTHOR of ‘Why is

Keeping your brand consistent allows it to be more immediately recognisable within your industry and with your target audience. You have eight seconds to make an impression, make sure your brand is instantly recognisable.

3. Branding increases perceived business value

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When a brand’s identity is cohesive, it increases the brand’s perceived value. Consistency allows your brand to appear more professional and reliable. It ultimately communicates that your brand takes pride in the details. By implementing brand guidelines, you make it easier to maintain the quality and integrity of your brand’s image.

branding important for small businesses?’

Hi, I’m Angela Zeballos, I’m the Creative Director and founder of az.design – a ‘virtual design agency’ concept established in 2013. This means I work with a multi- talented team of associates, to bring a fullservice o er to my clients speci cally tailored to their project brief.

At az.design we want to make branding easier for growing companies – ensuring your brand is up-todate, consistent and critically, appeals to your target audience. We aim to produce creativity that is at the forefront of design and technology, re ecting the latest trends and social media activity.

VISIT OUR WEBSITE

Photography by: Heather Ford

Movement Vs Static

Photography by: Mitya Ivanov

Interactive

audiences for both Podcasts and videos, often bringing life to routine posting on social media landscapes.

any have cast doubt over QR codes.

Unlike its traditional, more standardised format with its block format and black and white design, they now come in funky shapes and trendy colours.

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Working from home did facilitate an increase in the use of Laptops and PCs, which only fuelled their usage; monitoring software prevented access to equipment designated solely for a work purpose.

That aside, there is an obvious and somewhat frustrating fact about how they function because they simply fail to work on a mobile arena where links rule.

Do QR codes have a future?

I have personally used these codes since 2015; back then, they were something of a novelty. The pandemic gripped the global business community resurrecting their use to communicate with

QR CODES

We may have to take an example from the Chinese.

They were responsible for pushing the boundaries on their potential. Projecting a code in the sky

created a unique dimension and brought attention to them as a credible marketing tool.

Like a scene from the Batman franchise, this seemingly innocent code cast a striking image onto the skyline; its mesmerising shape made us stop and interact.

Drones were used in a coordinated display designing a code that portable devices could read. A truly de ning moment of euphoria which prompted the thought, why didn't I think of thatOn some level, their application in the hospitality and entertainment sector could prove valuable, especially when recovering from a global pandemic.

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The concept of creating movement from static advertisements is now used with AI developers who intend to exploit this scenario with endless possibilities, bringing a breath of fresh air to a new generation.

Photography by: Daria Shevtso

Photography by: Matt Briney

By; Falguni Desai

What should entrepreneurs know about potential customers?

Everything! Their troubles, their dreams, their favourite foods. The more you can nd out about them, the better you can serve them. It is a way to nding your niche – that unique place in your targeted customers’ hearts, and, let’s be honest about it, wallets. Find out all, or at least as much as you can.

Searching high and low

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If you have the budget, hire a marketing agency to conduct research and give you an insight into market and customer trends. But there are things you can analyse and look at before cooperating with a research agency. Indeed, there are a few things I would recommend you keep an eye on from the very beginning of your

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What should entrepreneurs know about potential customers?

enterprise. There are some things about a target audience even a startup should know.

In one of my recent articles, I talk about time, team and money. Neglect them at your peril.

However, when managed well, they can propel a business to greatness. Money, precisely cash ow, is the one that can cause dramatic problems for a company and its owners. When it comes to what should entrepreneurs know about potential customers, I am going to start with money as well. By which I mean their lifetime value.

Start with what you know: your existing customer base If you already have sales, turn to your existing customers. They have bought from you, so I am assuming they have has a positive customer experience, which makes them more willing to share information, should you need to approach them directly.

Analyse the contact points, your spend and the outcome of your promotional actions during

those transactions. Was that a good investment?

Then look a little wider: did those transactions begin a relationship with a client? How much is that worth to your business? This indicates how much you are willing to spend on your next campaign and what it takes to turn a group of potential customers into loyal ones.

How much are you willing to spend?

Looking beyond individual transactions encourages a broader perspective – unless a single deal is all you aim for. If not, consider the whole cycle. This indicates appropriate price points for your services and how much you can invest in client acquisition.

Whether you’re working with a digital marketing agency, conquering social media yourself or choosing to embark on a di erent type of a promotion, how much you can spend to get a lead and then a client is a rudimentary benchmark. You can get closer to it by assessing the customer lifetime value.

ROI or the point of no return

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Otherwise, how can you check that you are getting any return on your investment? It also shines a light on the whole of the customer experience you are o ering, highlighting the most loyal customers. And they should become your target audience.

Then you can really laser focus your marketing, increasing your visibility in places and moments your audience hangs out and is prepared to look for your product or service. Don’t waste your money on those who can’t be bothered with your o er. Use your time to o er better customer service to those that appreciate it and are letting you know with their wallets. Test and measure your spend so that you are ready to make an informed decision should a trend change.

Rely on numbers: stats over emotions

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We are living at a time when, promotion – seemingly – has never been easier. With new social channels, updated algorithms, a plethora of to do it yourself options, we are spoilt for choice. Our heads are being turned at every corner with a new colourful x that promises to work for our industry with a minimum e ort on our part.

The temptation to jump at the latest is ubiquitous. By all means, be aware of the new trends and tools. Many of them are useful and can reinforce your strategy – as long as you remember to check them against that strategy.

Always remember your potential customers: are they using that channel? Is this where they spend their time?

If not, however attractive it may sound, it will not do you good. The way of knowing for sure is trying and testing. You need to look at the numbers without emotion. ‘Everybody doing it’ is not a good enough reason to spend more

money if you do not get the expected return.

Respect your own needs and requirements and avoid marketing fads.

If you know why, you can o er an answer Getting to know your potential customers is an essential building block of a successful business.

Without understanding their buying habits, where they buy, why and how, you have little chance to meet their expectations and make them ambassadors of your brand.

If you are in the pre-sales stage, investigate your network. Google your competitors to see what your prospects think of them. Create a pro le of an ideal one and challenge your assumptions as you generate sales of your own. Whether you’re a small business or a seasoned entrepreneur, always verify your data to o er a better service and grow your business in a more focused, purposeful way.

About the author

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Falguni Desai is a Business Coach and part of ActionCOACH https://actioncoach.co.uk/ coaches/falguni-desai/about/, a global business coaching company. She has a legal background having previously worked as a corporate lawyer for more than 15 years.

Falguni delivers a coaching programme that is designed speci cally for small and mediumsized businesses. She uses a structured framework to help business owners grow their business by putting in the right systems and people in place so they can work ON the business rather than just IN the business. The aim is to create a commercial pro table enterprise that can ultimately work without the owner, who can then expand, take a passive income or sell the business.

The coaching provides clarity and helps the owner to achieve their goals. The accountability and discipline help get results quicker. Falguni’s role as a coach is not to tell the owner how to run their business but to help improve what is already in place. She in uences, supports and works in partnership with the owner, who is the expert of their business.

There is excellent business advice available in the market. However, there is a disconnect between this advice and the implementation of it. The coaching Falguni provides is fully focussed on implementation. We all know what we need to do, but we don’t do it, often because of time constraints. This programme is designed to make a “good” business become a “great” business.

As a Business Coach and advisor, Falguni helps business owners achieve the results they desire using proven tools, methodologies and systems, which have been tested and perfected over more than two decades. She will hold owners accountable for their results and just like a sports coach, push them to perform at optimal levels.

If you want to book your complimentary session or if you want further information please contact Falguni Desai https://actioncoach.co.uk/coaches/ falguni-desai/#contact.

Photography by: Sarah Loetscher

So, If you don’t have a lead magnet or you don’t have a good one, this article will inspire you to take action and create a powerful lead magnet and this can be life changing for your business.

By: Margaret Guillen | MGCoach

This will be the content for your lead magnet.

How to attract clients

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o, If you don’t have a lead magnet or you don’t have a good one, this article will inspire you to take action and create a powerful lead magnet and this can be life changing for your business.Here are 6 ideas for creating an e ective lead magnet to attract your ideal clients.People often get stuck with the idea of what they should give away for free. Often my clients ask me:

“How do I come with the idea for a lead magnet?”

Before I share the di erent type of lead magnet rst you need to be clear on who your ideal client is and what problems they have. Next, ask yourself

“What are the 3 problems my ideal client have”.

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Then pick one of them and then build a shortlist of things they should do to solve this problem.

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How to attract clients.

What Is a Lead Magnet?

A lead magnet is a free o er/content given away to your ideal clients in exchange for their email address.

Lead magnet it’s all about attracting your ideal clients by giving them something of value, getting them to ‘opt-in’ to receive more information from you.

Once they have given you their email address and permission to begin a professional relationship, you can then market to them time and time again, it builds your credibility, builds trust.

We need to remember that visitors rarely purchase your services the rst time they visit your site, mainly because they don’t know who you are or your potential value to them.

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Most people today are so inundated with emails, newsletters and o er advertisements that the lead magnet must be a genuinely great value to get people to add one more email to their inbox.

If your sales come from freebee consultation and helping people understand their challenges and is part of your sales process, this is a great lead magnet for you.

So what’s the best type of lead magnet

BLUEPRINT

or a free gift?

Anything that saves people time is useful.

Like so many questions in business, the answer is … it depends.

Whichever lead magnet you decide to do make sure you Create an eye-catching title and compelling bullet points telling why visitors would want your gift.

Here are 6 types of a lead magnet (or free gift) and how to decide which one is right for you:

1. ASSESSMENT OR QUIZ People love to self-categorise. An assessment can help a potential client get in touch with their problem or pain (e.g. Are you su ering from adrenalin fatigue?

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Take this assessment to nd out) Use this kind of lead magnet, freebie is immensely popular right now and it’s a natural introduction to the o er of free consultation to discuss their results.

2. CHECKLIST/ cheat sheet OR

A checklist or cheat sheet is one of the lead magnets to enable your potential clients to take action quickly and complete the rst step on the journey to buying your paid service/product.

And if they experience quick results with your free o er, they’re more likely to buy your paid service/product.

An example of this kind of lead magnet is The Mover’s Checklist: 15 tips to have a great moving experience.

It lets your clients know how much there is for them to do, so they more eagerly seek your help. This type of lead magnet is great for a “done for you” or “done with your business”.

3. SPECIAL REPORT/GUIDE Reports and guides are among the most common types of Lead Magnets. The special report (sometimes called white paper) gives your client valuable information while

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explaining why they need the service that you provide.

Great formats for a special report title include “The 3 big mistakes that (target market) make that (cause problem)”. Or Top 5 secrets for (getting an outcome) …

If educating your audience is an important part of getting new clients, this lead magnet can work very well for your business.

4. FREE CONSULTATION/SESSION/ Free Training If you don’t want to spend time creating written products or videos, you can o er a free no-obligation consultation.

This is a great way to connect with potential clients on a 1:1 basis, and all it requires is a scheduling service such as Calendly, a video call Zoom.

You should be clear about what you promise to deliver during your consultation. O ering free session/ consultation as a consultant, Coach or Therapist can have mixed results.

Here are some tips:

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A well-done free session does not solve the prospective client problem, instead, it helps to analyse the challenges. Then the prospect can make a good decision about whether to move forward with your service. There is huge value in just identifying challenges/

problems. Don’t call it a free session because then it has no value, Instead, give it a name and bene ts.

Example: I‘m happy to o er you a “Health optimisation session” where we’ll look at the 4things that may be negatively impacting your health and the no 1 thing you need to do to move forward” I ‘m happy to o er you “a Business Booster session “where we’ll look at the 3 things that might be missing in your business or thing that may hold your business back and the no 1 thing you need to do to move forward.

When you o er a “diagnostic” session/ consultation like this, it helps educate your prospective client on why they need you.

Free training. Videos, workbooks, a combination of these tools or free training delivered through emails make for a great lead magnet. Think about problems that require multiple steps for your clients to solve. These can make ideal stepby-step training products for your lead magnet.

5. AUDIO OR VIDEO (SERIES)

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When you want to give a prospective client experience of you, using audio, video or a series of audios and videos can be valuable.

One example is the yoga postures video. or meditation audio, Often one (tip be sure you keep the length relatively short- less than 10 min is a good idea) While series used to be more popular, generally the shorter a lead magnet can be, the better.

So, don’t feel like you have to give a series or long audio or video. Often one well done 10 min audio or video will be a great gift, if you do o er a series, keep each video short and consumable.

Make sure your template supports what you are selling and doesn’t replace it. For example, if you o er social media consulting services, a free Facebook ad template or graphic generator for a Facebook pro le page might be a good lead magnet.

Let’s summarise what Makes a Good Lead Magnet?

There are 6 things that your lead magnet should do if you want it to be irresistible: • •

6. CHEAT SHEET/TEMPLATES Cheat sheets and handouts work well. They have a di erent “feel” to them than reports or guides.

They are generally short (one page or so) and help clients solve a speci c problem. You can deliver these as checklists, worksheets, or blueprints.

Because they are short, design counts, so you might want to hire a professional graphic designer to make your cheat sheet look stunning.

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Templates. Free templates are extremely popular and generate lots of leads. Service providers such as designers often use free templates as lead magnets as they are a great way to demonstrate the quality of their products.

•

•

•

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Solves a real problem – give them something they really want.

Promises one quick win – your lead magnet should promise (and deliver) at least one quick win for your ideal client.

Speci c –The more speci c you are about the bene t of your lead magnet, the better it will convert leads. Do not create a lead magnet about something general.

Quick to digest – PDF checklists tend to convert well because they are so quick and easy to digest. lengthy reports may make your prospects feel overwhelmed. That’s why I wouldn’t recommend, for example, a minicourse delivered over 14 days or a 200-page eBook as a Lead magnet.

High value – your lead magnet should have both high perceived value and high actual value.

Instantly accessible – your lead magnet will work best if it is something that can be delivered right away. People love instant grati cation.

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MUST –DOS FOR ALL OF THE LEAD MAGNETS Regardless of which lead magnet idea you use, make sure that you also do those steps: 1.

ABOUT MARGARET GUILLEN:

Create an eye-catching title and compelling bullet points telling why visitors would want your gift If possible, use client experiences, or your experiences, in the lead magnet, so the reader will know how people have worked with you Put a CTA (Call to Action) in the lead magnet, telling the prospective client how to take the next step with you.

This might be an invitation to email you, or call you or a calendar link to schedule a time to chat (unless you’re using lead magnet no 4 Put your lead magnet out there!

2.

3.

4.

All of these free Led magnets can be o ered in the following ways: On a page on your website During the networking event When you speak to groups On a standalone landing page

• • • •

WHAT TO DO NEXT?

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If you are serious about making more money in your business and attracting a steady ow of your ideal client, getting the right support is essential. You can sign up for a Business

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Acceleration call and nd out what might be missing in your business or what may be holding you back from achieving your business goals.

Click to apply for a FREE 30min Biz Acceleration call – with Margret.

Margaret Gillen is a Client Attraction Expert | Business Coach.

I coach women who are building a thriving business around their expertise. I specialise in areas: women charging what they worth, how to package their expertise and their service that increase their income, make their business easier, and give them more freedom.

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LIFESTYLE SECTION

BY SHABNAM CHOUDHARY

A rare interview with a professional MMA ghter. Shabnam, talks to the man behind the ghter.

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GLOVES OFF

N.Y.SHOGUN

MY STORY

No pain, no gain!

Everybody has a story but this is

demonstrated undeniable fervour

Growing up in the 80’s, sharing

one story that I feel honoured to

in his journey, literally

a neighbourhood with

tell. Who would have thought that a

personifying his associated

Madonna and Keith Haring, at

chubby little kid from Alphabet City

tagline #hustle.

a time when hip hop,

in New York would have enough

Grinning from ear to ear, I am

courage and determination in his

instantaneously focused on Richie

soul to persist until he achieved his

and his incredibly infectious

goal of becoming a professional Mixed Martial Arts (MMA)

ghter

and esteemed personal trainer (PT)

laugh and warm persona. We talk for what feels like an eternity and

basketball and boxing were all the rage, was no mean feat for little nerdy Richie - who had no natural skills in any of these arenas (his words, not mine!).

I am so drawn in to Richie’s tales

It was dangerous; nestled

of his struggle, determination and

between China Town, Spanish

gratitude and genuinely excited

Harlem and Seaport, during a

I hereby present to you – Richard. J.

to share my account of these with

p e r i o d wh e re d r u g s a n d

Edwards (Richie) aka N.Y. Shogun.

you.

general crime were rife, you

to a celebrity and high pro le client base in London?

With a professional name that derives from the legendary de facto

can understand why Richie was

Early Inspiration

sheltered by his parents and

rulers of ancient Japan, Richie has

prevented from walking the

streets unchaperoned. He never played sports, wasn’t particularly cool and tended to be quite solo in his endeavours.

So, how was he inspired? Funnily enough, breaking his wrist a day before commencing school, resulted in an overnight stay at the hospital where he met his rst best friend, who sported a black belt in karate - JC. Renowned for being the toughest kid in town, Richie was mesmerised by the uidity of his kicks and swift movements and pleasantly surprised at how patient, caring and loving he was. Sadly, JC had an asthma attack and passed away a few months on; however, meeting him was instrumental to the start of Richie’s journey.

The Dojo Brothers and the whole Metro All Stars karate team (run by Hector Santiago, whose daughter attended the same school as Richie) were present at the funeral, so an acquaintance was formed. For those of you, like me, who are not familiar with this scene; remember the Ninja Turtle movies – well, these are the guys beneath the suits in the rst movie way back when!

“

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It’s not the always about the win, it’s about the chase.

and a brown belt in Brazilian jujitsu, who presented him with the

ghting scene in

Japan. Having someone believe in him was a powerful motivation and watching endless videos of these

ghts was

imperative, with training opportunities sparse, as no gyms would promote the MMA industry (it was still perceived as taboo and considered to be ‘like human cock ghting’).

Only 24 years old, with no experience, Richie plucked up the courage to trek to Boston for a UFC try out show, competing with 500 ghters. Another knockdown – a torn MCL (medial collateral ligament) Photo by: @jphayre

So, JC’s legacy lives on…

best boxers in the NYC amateur

Richie went on to join

scene. But, persist he did.

White Tiger Dojo, which he describes with a glint in his eye was like ‘training

with

superheroes’, as he never felt he was the fastest or strongest contender. A young kid, with a lot of heart and passion, he

It was a long path to reach the

injury from round one didn’t deter him.

Funnelling through the pain, knee supported by duct tape, Richie hid his mishap and continued to compete. He didn’t get through but the devastation just

point where he progressed

fuelled more determination.

from boxing to

I am inspired. I have never met someone

ghting

professional MMA. Richie was at Printing House for a couple of years, training how to box.This was when he met Sebastian Taylor – body builder

with so much

resilience to keep going and never give up.

Fighting took over and became his obsession and it was at this point he

went on to take hits in the hope that one day his dreams would come in to fruition.

The karate school eventually shut down, Richie’s dad was sadly diagnosed with cancer, and that was when he s t u m ble d a c ro s s t h e boxing room. There was nothing glorious about t h i s j o u r n e y, a b o u t getting your ‘ass whooped’ in sparring

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sessions by some of the

ght and passion – the

Photo Credit: @nadine.i.photo

decided to go professional, packed his bags and moved to Boston where he trained for a couple of

Professional Services

years with the elite.

A lot of introductions later and the connection with J Silver was formed. Richie chuckles memorably as he tells me how he was made to complete a 5 mile run then went to the gym for a sparring session. Bearing in mind he was a feather weight and J Silver was a heavy weight, he was lured in to a 10 round cage

ght and, with

burning lungs and laboured breath, he refused to be defeated. Finally, a breakthrough; poached by the Gold Team

ghters, he stayed there for 3

Full spectrum Boxing Kick boxing Strength training Corrective exercises – posture, general wellbeing etc.

Athletic training – adapted for professionals Nutrition – macro analysis, calorie de cit guidance Follow through approach; recommendations for connected services ie. meal prep, mental health support

years.

Inspired by the highest ranking warriors in the

From NYC to London

Japanese army, Richie lives by the Shogun code

So, how did Richie end up here – in sunny London? Like all great stories, it started with a woman. With what was meant to be a two week trip 11 years ago, funded by the air miles of doting colleagues, Richie landed in The Big Smoke and never looked back.

of conduct, morals and willingness to die for what you believe in. His overpowering mentality, where giving up has never been an option, is gripping. The years of struggle and hard work led up to now, and he beams with such positive energy and appreciation, which is so admirable.

He trained with Team Titan, now known as GB Top team, and still does to this day. From falling in love and uprooting his life to moving half way across the world, Richie ran classes at The Fight Factory in Purley and competed and won Essex

this year. In tow with a

ght against an opponent that was

plans for Pop up Events (exercise classes) later tness podcast with

James Arthur, which is currently under discussion, there is a lot of excitement ahead!

keen to get back in the cage.

If you enjoyed reading about Richie’s journey, be

Having always been a PT parallel to training and

@n.y.shogun on Instagram and visit https://

ghting, Richie has run classes at gyms and also privately. Holding pads for some of the best ghters in the country most de nitely paid o , as it a ords him the tenacity to be able to o er

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30 minute non-stop sparring sessions!

Richie’s next goal is. With the intent of reuniting

The past year has been di cult for everyone and

20kg heavier than him, despite his age, Richie is

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Like myself, you are probably wondering what the community by showing strength, he has

last tough

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The Next Stage

cage ghting championships.

MMA ghting has also ground to a halt. With the

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sure to stay connected by following him newyorkshogun.com/ for any PT enquiries.

If podcasts are more your thing, watch this space for my follow up interview and training tips session with Richie, which is coming very soon!

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N.Y. Shogun’s Top Health & Fitness Tips 1. Ask yourself – what do I want? Forget social media and family/friend in uences and focus on what YOU are trying to achieve.

2. Once you’ve gured this out, make a plan! Consult a PT, get some direction; you may just need a programme or plan to follow and not a PT. 3. What makes you happy? Find workouts that are actually a bit tough and challenging but also excite you. Going through the motions and then feeling demotivated afterwards is just a waste of time and energy.

4. Sleep well.

5. Eat well – portion control, meal prep and be aware of your consumption.

6. Be mindful. Meditate, nd ways to relax and switch o .

7. Refrain from the usage of steroids, diet supplements or engaging in crash diets. Be conscious to make a lifestyle change that is healthy but also makes you feel good.

28 Day Boxing Challenge For Richie, this lockdown felt the hardest. With no end in sight and the post-Christmas slump looming, he made the decision to create content and share a 28 Day Boxing Challenge on Instagram for the month of February.

With feedback from clients, friends and followers insinuating that they were fed up of regular body workouts comprising of burpees and the likes, he felt that boxing would be teaching a di erent skill set whilst also being a great release for those that engaged.

Breaking down the fundamentals of boxing that he teaches in private training sessions, the collection of free short reels posted during the month were a massive hit. Filmed by talented friend Mehrad Keroyan ( I n s t a g r a m @mehrad_k01), they were ecstatic at the response.

Even though Richie only has 1,400 followers on Instagram, one of the videos received a whopping 49,000 views.

In conjunction with this, long term client, X Factor winning singer and songwriter James Arthur, engaged with Richie where they went head to head remotely competing with calorie burning workouts. It is evident that Richie’s ethos ‘I never see what people do, I see them for who they are’ is paramount in his approach to socially connecting to provide motivation during this testing time.

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Photo by: mattbak_shots

Video credit: Mehrad_k01 Mehrad Keroyan

Let’s get personal…random things I really wanted to know!

1. If you could have a cheat day where you eat absolutely anything you want all day, what would you have?

Sweeties & chocolates!! We are laughing raucously as Richie and I discuss how ‘your grandmother was your rst drug dealer’. For the nostalgia and endorphins, particularly as he expresses that he is still a fat kid at heart, marshmallows and banana foam would rule the day.

2. If you could get in a time machine and give a piece of advice to your younger self, what would it be?

He wishes that he had more knowledge about the structure of tness. Finding it years later, and now almost 40, losing a lot of family members due to illnesses fuelled by being unhealthy saddens him. ‘No one taught them about diet and the importance it. If I could go back and do this, a lot of the people close to my heart would still be here today’.

3. If you could have a studio anywhere in the world, where would it be and why?

No way! There is me expecting something amboyant like a beachfront or yacht but Richie would stay right here – in Fulham, Chelsea - for the people, and simply because ‘London is home’.

The only other place would be NYC; back to the lower East Side. With the strong belief that you are a product of your environment, he hasn’t forgotten where he came from and would love to give back to the community that inspired him to be who he is today.

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Photo - @evanthewise

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THE NETWORKING MAGAZINE

August 2021

www.networkingmagazine.co.uk fi

The next edition is in August 2021.

Contact us today to nd out more information.

A conversation with Graham Wheatcroft, the resilience trainer who is reaching new heights.

By Sanj Saigal

Photo by @fayecornish

W

e all seek balance in our lives; I think in most cases, that goes without saying. It seems more relevant today than it ever has been.

One such image often associated with Yoga and meditation, and mental health is the Yin and Yang symbol. Its curious and appealing design re ects the harmony between work, rest and play.

I was fortunate to meet Graham Wheatcroft on a business networking group. Both professionally and personally, he promotes everything that the word; resilience stands for, oozing with energy and a legendary work ethic that most of us strive to achieve.

It's been such a challenging year for people, spending long periods at home, unable to nd a rhythm of life that once served us all so well, with Freedom being the operative word.

Struggling to overcome a relationship breakdown, he faced untold anxiety issues that were self-destructive.

His reference to a dark place and a low point in his life resonate with people who have experienced a similar scenario.

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Determined to break free from a downward spiral, a glance at a parked dumbbell would change his life forever. A curious mind combined with a ghting spirit would see him challenge himself to 100 curls. The driving force behind this was purely to see how he would feel, unknown to him; it would see him

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DIFFICULT ROADS LEAD TO BEAUTIFUL DESTINATIONS.

catapulted into a successful career helping people stay away from dark places and nding a life balance.

Why should people contact you?

My background was in Personal training for an iconic hotel chain. I know rst hand that the public is coaxed into spending countless hours lifting weights to get results.

I promote the use of simple tools such as bodyweight, dumbbells or even tins of beans to train and time e cient training sessions. I put so many other factors into the mix as I believe that meditation, breathing, and focus have a signi cant part in obtaining an overall feeling of accomplishment.

It's this unique blend of elements that create a very di erent ambience and experience for my classes.

Do you have a physical studio?

The simple answer is; no, I don't. I use a virtual platform called Remote Coach; it gave me an extensive reach, much more than a physical presence could ever o er.

The term; "pocket personal trainer or pocket PT is a natural evolution for my industry”.

As I promote a fusion between a traditional PT model and combine it with breathing techniques, meditation,

What symbol would you use to describe your business?

The majority of my clients feel that there are real bene ts to a virtual presence; my reach now includes the USA. I want to turn my attention towards corporate training as more and more people are currently working within a home environment.

That's a great question; I think a rocket would be the answer, forging forward at speed, moving in an upward direction. I feel that my journey can bene t people who have experienced anxiety.

Focus

I love treating everyone with a bespoke approach, tailored to their individual needs, however for clients who need more de ned parameters; I o er choice.

I have many interests, and being a family man; I love spending time with my children. Aged 7 and 20 months, they keep me in check and give me a higher purpose.

What types of services do you o er?

I o er a twelve-week package with all area access.

There will be a link to my Facebook page on this article for information, and you can always contact me on messenger. I strive to o er a non-negotiable high standard and at a competitive price.

The future In a world lled with uncertainty where there are constant challenges to overcome and the aptly named life balance is disturbed, it's comforting to know that someone like Graham has the experience to o er guidance.

Solitude and resolve for anyone who is feeling anxiety and wants a path back towards restoring that equilibrium between the mind, body and soul.

Contact Resilience training was the main focal point of his journey.

Photography by: Donna Marie Photography

If you would like to nd out more about Graham’s training experiences, 1:1, group and corporate, contact him via his Facebook page or email.

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Follow me on Instagram.

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exercise and mind conditioning, I like to think that I bring something new and dynamic to the table.

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THE

RECRUITMENT “

DIARIES

irty years experience fused with a passion for fashion”.

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A conversation with Shelley Pinto. The owner of a boutique fashion recruitment agency based in London talks about her journey and how the recruitment landscape has changed.

By Sanj Saigal

THE PREMIUM & LUXURY SPECIALIST RECRUITER "Thirty years of experience fused with a passion for fashion".

A conversation with Shelley Pinto. The owner of a boutique fashion recruitment agency based in London talks about her journey and how the recruitment landscape has changed.

By Sanj Saigal

“Nothing changes, if nothing changes”. both in the UK and Internationally.

chapter one of your journey be called?

“TRP - We nd the right people”.

I was intrigued by the person who others have described as being a brand and was excited to share a virtual co ee over a Zoom meeting to nd out more about the owner of TRP Recruitment in London.

If I had an opportunity to write a book about you, what would

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aspiration to become a buyer would see her work as a buying assistant at House of Fraser for a few years before transitioning over to the recruitment sector.

Within the Fashion and Retail landscape, she spent 30 years working with retailers, brands and suppliers, placing candidates from junior to C suite executives

“A passion for fashion” I know it sounds cliche, but fashion has always been one of my main interests from an early age.

Whether shopping or researching into the industry or “sell don't tell”,- I think I am a natural salesperson. It stems from my rst Saturday job working on a commission-only basis for a fabulous retailer called Charli. I learnt a lot from the owners.

Shelley Pinto began her career in fashion at the age of just fteen.

She worked as a sales assistant for a fashion boutique chain. Her

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THE NETWORKING MAGAZINE

The lockdown is a unique scenario; in my thirty years of experience, people have never been so grateful to get a new job in such challenging market conditions.

Nowadays, I am always selling -be it a candidate to a client, a job/ company to a candidate, or even getting my family to do things for me.

I know that you have deep routes with the recruitment sector. May I ask you why you are so passionate about your industry?

If you mean recruitment, the answer is easy, for just over thirty years I have been helping people, watching how their journeys have unfolded, giving them advice, and hopefully changing their lives for the better as well as assisting companies in bene ting them by providing them with the right people. I remember a few years ago, a client who was the owner of a large retail chain said to me; “I gave them what they needed, not what they wanted”, which always stuck with me.

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I also feel that I have worked with some incredible people over the years and made a real di erence to their careers, placing people sometimes 2 or 3 times and working in partnership with my clients and becoming an extension of their company. If I hadn't gone into recruitment, I would have liked to have been a teacher; I enjoy seeing people learn and develop, so recruitment has allowed me to use my sales skills to in uence candidates and clients. I am passionate about the fashion and retail industry; I think I have been a shopaholic at heart from early on in my career!

“ e lockdown is a unique scenario; in my thirty years of experience, people have never been so grateful to get a new job, especially in such challenging market conditions”.

This has been an unprecedented time. I know that you are a specialist recruiter, so on behalf of our readers, is this a good time to search for a new position?

With so many people still on Furlough, one of the main questions is, will there be a position for them at the end of the scheme? Sadly not, I fear so many companies have taken this time to restructure and have realised not all the roles they had were needed.

I have seen an upturn in recent months on several new roles being created where clients have seen gaps in their market or business, so this could be a good time for some people. Coupled with many new businesses popping up, a lot of people have become extremely entrepreneurial and small businesses set up in early lockdown are now starting to hire.

My advice to anyone looking for a new role at the moment would be to tell people to be proactive if applying online for a role, obviously ensuring their cv is correct and with relevant achievements to the role. Send a follow-up email or try and call after applying; this will let the employer know you are keen.

“We nd the right people”.

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PERSONABLE, PASSIONATE & PERSISTENT The boutique recruiter who o ers thirty years of experience.

Social media has changed how recruitment operates, so the critical thing is to ensure candidates LinkedIn pro le is up to date with an excellent professional picture and set your Facebook pro le to private! Lots of employers and recruiters may be inclined to check on potential employees.

If Furlough continues, keep in touch with employers, letting them know you are keen to come back, o ering to work in another role perhaps if needed.

Interestingly Over 60% of people who we are working with are currently looking for work while being employed. It shows good people still want career moves.

During my professional career, I have lived through many economic downturns. It has been one of the worst times, but

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keeping up to date with your industry is critical.

Be aware of new trends and changes, and upskilling where possible is essential. There are also many opportunities to be had in a freelance capacity as companies may not look at a permanent role; I have noticed a de nite increase in short term contract being o ered over the past six months.

If I was a client searching for a recruiter, why should I choose trp?

With over 30 years of experience & industry contacts, my team and I o er an honest, approachable and consultative service. Often referred to as Mrs P in the workplace, there was no way that I would leave this interview without knowing what that stood for, so when pressed, she o ered; personable, passionate and persistent as the de nition. Although intended to be in a light-hearted tone, I could see that these words were more of a code of conduct than just a strapline.

Do all recruiters o er the same products and services?

Fundamentally, yes would be the answer to that question, but I would say that it's not what you do, more how you do it as a recruiter. Here at trp recruitment, we always go the extra mile, speaking to clients and candidates out of o ce hours, during the weekends and even when we are away, people come rst.

If you took a step back in time and met yourself at the precise moment that you chose to be in your sector and were able to meet yourself. What advice would you give the younger version of yourself?

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To be nice to everybody; you never know who they might know or when your paths will cross in your careers. It's something which I feel I have done and continue to do; it is a small world; people remember you for what you do and say to them. It's also true that you should remain grounded because the people you meet on the way up are also there to greet you on the way down.

The future is not written yet; what does your look like?

I hope that as we come out of this awful pandemic that has a ected the fashion and retail industry so severely, my business continues. I foresee growth in both the digital and international sectors, where we see more opportunities arise. There will still be a need for quality candidates rather than quantity from a client's perspective, which will remain a key feature in the future. Partnering with other agencies is also a possibility.

If I asked your clients to describe you, what do you think they would say?

She would make light of those three words mentioned earlier - personable, passionate and persistent. And, of course, professionally, some might even refer to me as politely pushy.

Photography by: Brennan Ehrharolt

Reflection An interview with A y Hussain, the senior partner at Freedom People.

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By: Sanj Saigal

REFLECTION

A y Hussain - my journey.

An interview with A y Hussain. - Senior Partner at Freedom People.

It was a glorious morning, sun shining over the London skyline, a perfect setting for a phone call. When A y answered, we clicked immediately, and I have to say that I felt that I had known her for ages.

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I was keen to nd out more about her professional journey, and I thought that a great place to start would be to take her back to the point where the fashion sector in uenced her.

Origin I started my journey at the London College of fashion. At that time, I had a strong want and need to be a designer, and I think that is what steered me towards the sector.

Life took hold, and I decided to work in Fashion PR; I got married and, following that, carved a pathway into the digital sector; it was still very much on my radar to work within fashion retail but on the digital side.

From early on in my professional journey, I was fascinated with the in uence data had on my sector and

D

ata is king; it’s a residing fact that we all have to accept. It dominates the landscape for business models irrespective of sector. I was genuinely excited to speak to A y on both a professional and personal level.

REFLECTION

Embrace change! how decisions could be taken with its in uence.

I always had foresight and vision and could see from an early stage how the fashion sector and retailers could grasp the concept of using data and use it to carve new opportunities that would, in turn, re ect on the bottom line of their businesses.

“Data will talk to you if you’re willing to listen to it”. - Jim Bergeson.

Obtaining extensive experience in CRM and a unique take on the correlation between sales and data management.

A y progressed her career forward by becoming a consultant owning a boutique management consultancy with a focus on helping businesses to strategise their systems and enhancing end to end software success.

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A taste of the customer engagement process was the underlying career driving force and would de ne, at least in her case, just how critical data was in stimulating sales. Establishing how it played a part in employee satisfaction, productivity and e ciency would see her professional pro le ourish. She

“ e customer experience and the convergence of tech plus outstanding customer experience is a real di erentiator. Many recruiters use tech but they haven’t ne tuned the CX side and this can be o putting for clients as they demand a personalised experience in today’s connected and informed world”.

-A y Hussain

worked with some of the most iconic brands in both the banking and fashion sectors, catapulting her into the realms of senior management. A place deserving of a person who would once upon a time stand alone with a vision that most took for granted.

Do clients want something di erent?

I look at clients from two perspectives; candidates and business. For a recruitment business model, I think that there is a place for both. Data can be used to enhance the experience on both

“Without data you’re just another person with an opinion”.

- W.Edwards Deming

sides and used as a tool to manage the whole process.

To answer your question, clients want an improved version of the service that they received. Data can ironically be used to humanise the process, shining a light on strategy and playing a more signi cant part with e ciency.

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I can tell you what they don’t want; a robotic, non-measurable and tangible system that previously coined the phrase - it’s a numbers game. In recruitment, we can learn from data and apply the theory into helping to produce results for both client and candidate.

There is, of course, a competency framework involved in the selection process. It has to be factored in, but again it’s down to data, which can’t be ignored.

What motivates you?

I’m a very spiritual person; the corporate world is highly demanding and stressful. Having been through that period in my life, I have a focus on life balance. Identifying with life in a more humanised way is my driving force.

What do you like to do outside of your working environment?

I love Yoga and everything that its lifestyle promotes, such as being passionate about life. I love meditation, relaxation and consider that I’m on a spiritual journey. It brings equilibrium to my life and helps me to nd a balance between work and play.

How would the people who work with you describe you?

They would say that I’m very hands-on; I love getting involved and maintaining an open-door policy. I’m very chilled out as

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a person, and I think that people warm to that; I value people.

reactive, given how accessible data and technology is.

If you could meet a younger version of yourself, what would you tell yourself?

Tell me about Freedom People.

Never take what others think about you into consideration, push forward and combat fear with con dence.

“Insecurity and fear are the biggest blockers for success”.

If I could write a book about you, what would the rst chapter be called?

The awakening.

What was your best professional accomplishment?

Now! Working with my best friend, I love the fact that we are making a di erence together. There is a high value in synergy.

Do you prefer to be proactive or reactive?

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Without a doubt, proactive, I don’t think there is any space for being

We are not seen as just a recruiter but more of an extension to clients in house recruiting function. We indeed embrace data and so are more digital, breaking away from the stereotype and carving a niche framework with our clients. The focus is on digitalisation and is de nitely at the core of capitalising on a company history dating back to 1997.

A client’s wish list •

Expertise

•

Smooth process

•

A high service level

•

Good value for money

Clients want a strategic balance between those elements.

“in god we trust... the rest bring data”.

- Michael Bloomberg

What advice would you give new recruiters?

Use data to your advantage, increase e ciency and productivity by using it to improve your time management skills. The tools are freely available, so use technology to your advantage.

The Pandemic We have all been touched in some way by this horrible situation. On a personal note, I think it’s so cruel on many levels. In terms of business, I would say that humans got a chance to think. Adapting to a di erent way of working and thinking are the lessons learnt.

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“We are still driven by consumers”.

Photography by: Phyllis Poon

Photography by: Macie Jones

Photography by: Brandi Ibrao

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e ultimate layering look.

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egardless of your gure, I wholeheartedly believe that sports bras are an absolute necessity when working out – especially for those high impact movements.

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That’s why tank tops were invented.

On a serious note, layering when working out is always a good idea. And, a tank top worn on top of a sports bra can easily be whipped o when you get to that over-heating point mid-workout, if you fancy it of course.

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Now, the question is – do you actually want your sports bra to be visible (that hey, look at me I’m cute whilst working out type of vibe!) or is it merely functional?

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Wearable Tips A sassy sports bra Fashion - Fashion - Fashion

The Actual Bra Padded/Structured Sports Bra

One of my favourites is the Bee Wild Camo Sports

With thin fabric or gure-hugging tank tops, padded or structured bras are not only great for coverage of your intimate areas but work well to support those HIT workouts where every body part wants to defy gravity, leaving you sweat ridden. With most padded sports bras coming with removable pads, these are also versatile depending on the weather or for laundry purposes.

That sassy fashionable sports bra

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Now – it’s all fashion, fashion, fashion. With sportswear now becoming a recognisable part of the fashion industry, you will not be short of options for that “show o ” sports bra. There are so many variations of dynamic styles, fabrics and prints with all kinds of interesting strap structures!

Bra – it makes you look like you really mean business when attacking that training session.

Racer/Criss Cross Back Sports Bra If you don’t want your sports bra to be visible under your tank top then racer back styling is the way forward. With most tank tops being made in a racer back design, this is ideal for that discreet wearability factor. Personally, I love The Bee-Youtiful Sports Bra – Mint as it is a combination of the both.

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Spaghetti Straps Sports Bra If your tank top isn’t racerback, fret not. Although most sports bras have wide shoulder straps for additional support, you can actually nd spaghetti strapped options, which can be concealed and not show on your shoulders.

The Tank Top With gym wear being a fashion statement, you will be able to nd all kinds of tank tops! If you don’t want your sports bra to be visible, the options above are great but you can also opt for a tank top with small armholes and wide shoulder area fabrication. My go-to at the moment, which denotes my current mood, is the “Bees don’t kill my vibe” number. It is a total vibe in itself.

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I’d love to see how you wear yours if you’re uploading sel es (as we do, when we want the social media world to know that yes, yes, yes we are working out today (!))

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