Little Black Book Page 2

  CHANGE YOUR SCENERY

  Don’t forget to mix it up once in a while. If you usually work from home, try to spend one or two days a week working in a different environment, whether it’s your local library, a dedicated co-working space or a chilled-out café (check out the Appendix for some freelancer-friendly workspaces around the world). If you work in an office, try working in a different part of the office or from a communal area. Staring at the same four walls day in, day out has a tendency to make your mind stagnate, so switch it up!

  BREAK IT UP

  If you’re feeling truly stuck, step away from what you’re doing; forcing yourself to power through will only lead to mediocre work. Either focus on another task for a while, or stop working altogether and come back to the original block a little while later. Completely immersing yourself in work 24/7 doesn’t necessarily mean you’ll produce your best work, or even more of it.

  DIGITAL DETOX

  Try going ‘screen-free’ by switching off your phone and laptop for a few hours of each workday. You’ll be surprised at how much more you can get done without the constant distraction of digital technology at your fingertips. Often your best thinking happens with a pen in hand, so put the screens away and go old-school.

  CUT THE CRAP

  Every now and then, take the time to consciously evaluate the work you’re currently doing, and weigh it up against the kind of work you ultimately want to do. Which projects or aspects of your job description do you find most stimulating? Once you’ve worked this out, make a conscious effort to slowly recalibrate your working life to incorporate more of this type of work. This could involve discussing your role and career development with your boss, or doing more work for certain types of clients. Making a long-term commitment to streamlining your work output so you’re doing more of what you find interesting will likely get you feeling more inspired in the long run.

  Chapter 3

  BUILDING YOUR BRAND

  NOT JUST A CORPORATE BUZZWORD – THE IMPORTANCE OF PERSONAL BRANDING

  ‘Always be a first-rate version of yourself and not a second-rate version of someone else.’

  – Judy Garland, actress

  The integration of social media into pretty much every aspect of our personal and professional lives has made it easier than ever to hone your ‘brand’. But what exactly is a personal brand? And do you actually need one?

  STANDING OUT

  Your personal brand is a way of letting people – particularly potential employers or clients – know what your distinct talents are, and what you represent. In industries where competition is fierce and your skills may be easily interchangeable with the next [insert profession here], having a strong personal brand is a way of marketing yourself to others. It’s what makes people choose you over the next person, and keeps them coming back for more – besides the quality of your work, which, it goes without saying, needs to be top-notch. Having a solid personal brand can make your job searches a little more fruitful, or help turn your side hustle into more than just a hobby.

  And here’s the truth: you already have a brand. There’s already a wealth of information readily available to anyone who chooses to Google you, and it tells a story about you. Being more strategic about that information is a way of controlling the conversation and creating your own narrative, instead of letting others do it for you.

  FIND YOUR NICHE

  Find and understand your USP (unique selling point). What particular combination of skills do you have that few others can offer? Are you an illustrator who’s got a lot of experience working on fashion-related briefs? Or a features writer who also happens to be a dab hand at photography? Communicating the unique qualities you have that set you apart from the competition will pay dividends, whether that means being commissioned on an exciting project, or putting you on the fast track to promotion.

  DRESS THE PART

  We’re judged in a matter of seconds on our appearance, whether at a party or a job interview. It might sound superficial, but your appearance is a crucial part of your brand, as the way you dress has an enormous impact on people’s perception of you. Human beings are highly visual creatures, and a strong, consistent aesthetic tends to stick in the memory. This doesn’t mean you have to dress in head-to-toe Prada (although if that’s your thing, do you). Start by striking a balance between expressing your personality and looking professional, which, depending on where you work, can be anywhere on a sliding scale from tracksuits to power suits. Whatever you wear, make sure it’s something that makes you feel good – your wardrobe choices influence your mindset, and feeling comfortable and confident about your appearance will translate to your attitude, helping you work better.

  STICK TO YOUR GUNS

  Values are key, so identify what matters to you and what your ethics are. Do you enjoy social good projects? Working in a collaborative environment? Mentoring others? Figuring out what motivates and excites you (or what annoys and bores you) and being able to convey that to others makes you more than just another face in the crowd. Don’t be afraid to be vocal about your passions.

  GET SOCIAL

  If you work in the creative industries and you’re not up on your social media, you’re seriously missing a trick. Social media is a fast, easy way to self-promote (something women unfortunately tend to shy away from) and a great way of keeping up with new developments and job opportunities in your industry. It’s not necessarily just about having a huge number of followers either – ignore the popularity contest and focus on how social media platforms allow you to give people a taste of your personality and communicate that directly, #nofilter. Be consistent – even little things like using the same profile picture across different platforms make a difference.

  SELF-PROMOTE

  For freelancers in particular, letting people know about the work you’ve done for other clients is part of the game – people always want to work with creatives who seem like they’re in demand, so don’t shy away from plugging your work at events and on social media, or sending it into industry publications for consideration. If you work in an office, make sure your manager and your peers are aware of your wins – get comfortable with tooting your own horn!

  BE EASY TO FIND

  If you have a portfolio-based job, make sure you have a personal website filled with examples of your best work, and the type of work you’d like to do more of. Squarespace’s well-designed, easy-to-use templates are a great option if you’re not a coding whizz. Be selective about the work you showcase too – quality wins over quantity every time.

  STAY CURRENT

  Make sure your CV and any online profiles you have are always bang up to date, and don’t just wait until you’re in the market for a new job. You should update them regularly while your accomplishments are still fresh in your mind, and so any potential employers checking you out online have a clear picture of what you’re currently up to. It doesn’t hurt to always have a ready-to-go CV either.

  GO THE EXTRA MILE

  Whether that’s writing articles for relevant industry publications, starting a blog, or joining a community of like-minded creatives such as Women Who – it pays to be engaged and to have opinions. If you’ve got an impressive side hustle, include it on your personal website or CV. Doing something that goes above and beyond your day-to-day work is a great way of boosting your profile, and makes you much more appealing to work with.

  KEEP IT REAL

  Above all, be authentic. Your personality is the most important part of your brand, so stay true to yourself. Your online persona should be genuinely representative of what you’re actually like in person. If your sassy Twitter alter ego turns out to be a timid wallflower IRL, the disparity between the ‘real’ you and the ‘curated’ you is only going to be a let-down, which won’t work in your favour. Don’t let a preoccupation with your ‘brand’ get in the way of the really important stuff either, or spend more time self-promoting than doing the hard work of actually honing your craft. The best pe
rsonal brand is being really good at what you do.

  Chapter 4

  PUBLIC SPEAKING 101

  HOW TO GIVE A KICK-ASS PRESENTATION

  ‘I like a good speaker, and I appreciate an intelligent audience.’

  – Dorothy Parker, poet, writer and critic

  To thrive in the creative industries, you’ve gotta give good pitch. Being an effective saleswoman – of your work, of your ideas and of yourself – is one of the most useful skills you can cultivate, which means mastering the art of giving convincing presentations. Read on for some tips and tricks that can be applied in most situations, whether you’re giving a talk at an event, or pitching to a prospective client, investor or employer.

  WORD COUNT

  If you’ll be delivering your talk using a slide show, keep the number of words on each slide to an absolute minimum. There’s nothing more boring than sitting through a talk where the entire contents are written out on each slide – people will tune out of what you’re saying and read your presentation off the screen behind you instead. Visuals are a good way of keeping your audience’s attention, so (if the subject of your talk allows it) incorporate some eye-catching imagery to support your narrative. Copy-wise, try limiting yourself to brief headings on each slide, and structure your presentation so that the headings of each slide spell out the key points of your presentation. Try it – it’s a game-changer.

  USING NOTES

  Presenting without notes definitely looks slicker and more polished, but they’re a good confidence-boosting safety net if you’re feeling nervous or haven’t had much time to prepare. An occasional glance at your notes is much better than losing your train of thought halfway through your presentation. Just make sure you’re holding a few discreet cue cards, not stacks of rustling paper. Jot down key prompts, keywords, or even the beginnings of sentences to jog your memory.

  STRUCTURE AND PACE

  Introduction, argument, conclusion: treat giving a presentation like writing an essay, and keep all of the sections roughly the same length, with a quick recap at the end to remind your audience of the key points. If you’re presenting multiple options for consideration, go into a little more detail on your preferred option – it’s a simple but effective psychological trick that can help sway your audience towards your choice, without making them feel as though the decision is being made for them.

  LOOKS COUNT

  Whatever program you use to create your presentation (Keynote and Google Slides are both good options), ensure your formatting is tight. That means consistent use of font – no more than one or two fonts or font sizes – and sleek, crisp-looking slides. If you’re pitching to a major client or potential investor, consider investing in a few hours of a designer’s time to make your deck as visually appealing as possible.

  KEEP IT SIMPLE

  No special effects, please. Nobody wants to watch your slide title crawl, whoosh, or fade onto a page.

  PRACTICE MAKES PERFECT

  Whether you’re new to public speaking or a seasoned pro, rehearse your talk as much as you can, both on your own and in front of willing friends. Learn your presentation inside out, then practise delivering it so you seem relaxed and natural. If you end up feeling comfortable enough to throw in a few ad-libs, that’s great too.

  ALL KILLER, NO FILLER

  Filler words such as ‘um’, ‘er’ and ‘like’ are pretty damn jarring from an audience perspective and make you sound a lot less polished. Try recording yourself giving your presentation on your mobile phone and watching it back – you’ll probably be surprised at how often you end up using them. The better you know your presentation, the less likely you’ll be left fumbling for the right words and reach for one of these instead – yet another reason to get practising!

  BODY TALK

  Public speaking can be hugely nerve-racking, especially if it’s something you don’t do very often, or, worse, have never done before. Feeling nervous often triggers a fight-or-flight response in our bodies, leading to a huge surge of adrenaline that can manifest itself in the form of shaky hands, sweaty armpits, or a dry mouth – not exactly ideal when you’re standing in front of an audience! Try the following techniques to help counteract your body’s (totally natural) reaction to nerves:

  Breathe

  A few minutes before you’re due to speak, do a bit of meditation-style breathing. Taking slow, deep breaths will give your body a much-needed influx of oxygen, calming you down and helping to alleviate any physical signs of nervousness you might be showing.

  Drink water

  Make sure you’re well hydrated and have a glass of water handy while you’re speaking, in case your mouth starts feeling dry. Tempting though it might be to rely on a bit of Dutch courage, you should avoid hitting the booze beforehand. Alcohol dehydrates your body (which won’t help with a dry mouth) and impairs your cognitive functioning – which makes you more likely to lose your train of thought, and could slow your responses if there’s a Q&A element to your talk. Save the glass of wine for celebrating afterwards!

  Eat something

  Having an empty stomach can exacerbate your anxiety, so make time for a light snack a good hour or so before your presentation.

  EYE CONTACT

  Make eye contact with your audience, dividing your attention equally between all corners of the room. Early on in your presentation, try to find friendly-looking faces in the audience and direct your words towards them. They’ll make you feel calmer and more confident and help you gauge how your words are going down.

  TELL A STORY

  The best presentations have a bit of levity, so include a relevant anecdote (personal or otherwise) to humanize yourself and help build a connection with your audience. Stories are a great way to start off a presentation, as they instantly capture people’s attention.

  WHAT TO WEAR

  Dressing with personality is great in general, but this is one situation where you don’t want your outfit to distract from what you’re saying. So keep it simple.

  Any questions?

  Chapter 5

  MONEY TALKS PART I: KNOWING YOUR WORTH

  GETTING PAID WHAT YOU DESERVE

  ‘Civil liberties are theoretical if they are not accompanied by economic freedom.’

  – Simone de Beauvoir, writer and activist

  When you do creative work for a living, it can be all too easy to shy away from the commercial and financial aspects of working life. The (not entirely undeserved) notion that the admin involved in dealing with finances is boring, combined with the fairly ‘uncreative’ nature of money management, tends to put many people off dealing with it head first. Given its subjective nature, creative work can also be difficult to quantify, and therefore hard to put a price on – what isn’t difficult is finding excuses to talk yourself out of asking for more money. Not to mention that our general reluctance to talk openly about money in professional settings is further exacerbated within the creative fields, where there’s at times a slight snobbishness about money and the notion of ‘selling out’. All of this means that it can be hard to know where to begin.

  Yet money management, and ensuring you’re properly compensated for the work you do, is as much a part of your job as the fun, creative side – particularly if you’re self-employed, or want to turn your ideas into a business. Being financially literate is an infinitely powerful thing, especially for women – and it’s never too late (or too early) to get your finances in order. You’ll probably find that the sense of freedom having a handle on your money brings will actually enable you to do your best work.

  So no more excuses. The next two chapters are about how to ‘do’ money, so you can get – and keep – that paper.

  SALARY BENCHMARKS

  Finding out where you are on the pay scale can be tricky given the taboo surrounding discussing salaries with friends or co-workers. As a starting point, try tactfully asking around among industry friends, mentors and recruiters to make sure you understand what the going r
ate is for a given job, company, or freelance gig. Try to check in with people who work in different parts of your industry too, to get a variety of perspectives. Be reasonably upfront about your reasons for asking, and always make it easy for the other person to politely avoid the conversation if they’re uncomfortable discussing it. A good way of framing your question is to ask if they’d accept £X salary for a certain position, or to find out what they’d consider a fair figure. It’s a bit more diplomatic than asking for someone’s salary outright, and you’re more likely to get a helpful answer. Online salary surveys can also be useful, but be sure to corroborate your findings with some IRL research to factor in the vagaries of your specific environment.