Business for Self-Employed Creatives

We can’t be motivated and productive all the time. Sometimes we need to take breaks to recharge. Other times we need to do what we feel like doing, and not just what we think we should be doing. Everything comes down to a choice and understanding what the best thing for you actually is in that moment. For some reason, when people start working for themselves, they tend to forget that stopping from time to time is a perfectly valid option. It’s easy to get so engulfed with what you’re doing – all the things you have to do, want to do, think you should do – that you forget that sometimes the best thing to do is nothing.

00:37 Who’s to say how much you have to get done by when? Only you! That’s one of the perks of being a business owner. We need to stop putting so much pressure on ourselves.

01:12 The world is in a weird place right now, and that’s affecting everybody.

01:52 I'm personally at a point where I can't get everything done.

02:38 The pandemic has had an impact on our motivation and productivity.

03:53 I needed to get this episode out but was just starting blankly at my computer because I didn't feel like writing an outline.

05:27 I think it's important to know and acknowledge that we all deal with these same things in our businesses, and in our personal lives in general. People who seem like they have it all together, don't always have it all together. 

05:57 It's important to take breaks to recharge.

07:16 If you're faced with two options, make your choice based on what is right for you in the moment, and not just what you think you should do.

08:19 There isn't one solution that is going to work for everyone every time.

08:59 It's good to set goals, to have plans, to strategize. But it's also important to be okay with changing your mind. 

09:34 If you Google productivity hacks, you'll find advice from all these people who are "doing it all." But they're not doing it all. 

10:14 Being human is complicated. But instead of fighting that, let's embrace it. Enjoy the fact that you can change your mind. 

11:27 Be decisive and know how to figure out if you need to do something now or if you can afford to wait.

12:41 It comes down to you and what's right for you. You don't have to explain to everyone else why you decided to do something or not do something.

Connect with me through your favorite platform: https://pods.link/aardvarkgirl

If you have questions, comments, or suggestions for topics, email info@aardvarkgirl.com or find me on social @aardvarkgirl. If you want to work with me, that’s where you’ll find me, too.

Thanks for listening!

You may have seen her in shows like Veep, AP Bio and NCIS, or co-hosting “Let's Make a Deal” with Wayne Brady. In this episode, I'm talking with Danielle Demski about work-life balance and the newly changing world of TV.

Learn more about Danielle at http://www.danielledemski.com/

Follow her on Instagram @danielledemski and Twitter @danielle_demski

00:39 Balancing work, marriage & motherhood

01:56 Adjusting to life during COVID - when productions aren't happening, travel isn't safe, and you have to find new adventures.

04:19 When you love what you do, you figure it out - producers are finding new ways to shoot while social distancing

05:31 Working from home with a husband and two small children

09:05 Missing sports

10:28 Adapting how tv & other content will be made

11:42 Don't worry! The new episodes of "Let's Make a Deal" that you're seeing on TV now were filmed before lockdown!

When I’m working with people on their businesses, the comment I get more than any other is, “I don’t know what I don’t know.” When you start going down that rabbit hole researching all the things, it can seem like there is just too much to do. What do you do first? My best advice is to not overthink it. Start simple and grow as you’re able. You don’t have to have it all figured out ahead of time. And sometimes you don’t even want to because as you start doing more business, you realize what needs to change. You learn as you go. You make adjustments and you keep going. You make more adjustments and you keep going. Wash, rinse, repeat.

I emphasize this because I like to have everything in order before I launch anything. But in the past, that put me in the habit of wasting time. Time that I could’ve been spending actually doing business and not just planning for it. I couldn’t even count the number of times in the last 5 years that I’ve changed my focus, my website, my services, my internal processes, everything about my business. It’s constantly evolving, and I love that. I’ve had to learn to trust and accept that you can’t know everything ahead of time – you have to get in there and start doing. That’s the best way to figure out what you don’t know.

That being said, you have to start somewhere. So start with the basics. But even if you’ve already started and are running your business, don’t tune out just yet. I’m going to talk about two of the most important things that all self-employed business owners should be doing, and I find that a lot of people aren’t. First, and most importantly, be clear on what your business is.

01:30 Decide on your business name and get the matching domain.

02:04 Make sure you have a strong logo and website. My personal recommendation is Tansy Aster Creative

03:25 Be clear about what products or services you're offering and what you're going to charge.

03:47 Create a one-page business plan to help clarify the information in your head.

04:06 It's important to have a good CPA.

05:02 Decide if you want to start as a sole proprietor or LLC.

06:40 Get the appropriate business licenses.

07:30 You must keep separate accounts for your business income and expenses - never mix with your personal accounts!

08:34 Keeping solid bookkeeping records will make your life easier. Check out Quickbooks Online, Freshbooks (affiliate link) and Wave Apps.

10:05 Make it easy for clients to pay you, even if you lose 3% to credit card fees (which are tax deductible).

10:29 You don't have to be profitable right away to deduct your business expenses.

10:56 Plan on putting aside at least 35% of your income to cover your taxes.

It sounds like a lot. I know. It can be intimidating, but if you start getting into the mindset of a proper business owner now, you will be much better prepared to move forward. It does get easier as you go. So if you want to start a business, get these things in order, stop thinking about it, and get going.

Connect with me through your favorite platform: https://pods.link/aardvarkgirl

 

People put a lot of focus on followers - the number of people on our social accounts - as proof of success. But I think it's more important to concentrate on delivering solid content that connects with our target audience and inspires them to engage and share. Maybe it's because I don't enjoy social media, but I do believe organic growth is possible, and often more meaningful. For me, if even one person resonates with my message, I consider that a success.

 

01:06 What follower count can means for podcasters, YouTubers, IG posters and bloggers

 

01:39 Looking for validation in the numbers

 

02:12 My goal is to develop meaningful connections with other business owners

 

02:58 Share helpful tips, strategies, images and videos - don't make it all about selling

 

03:15 Don't be afraid to mix it up with some non-business posts to show who you are

 

04:15 Growth can be slow - it takes time to build and maintain the right audience

 

04:58 Sometimes we expect too much too fast. There's no set amount of time that is "right."

 

05:14 Take the wins when you get them. When anyone connects with your post, you've accomplished something.

 

05:42 Take a minute to tell people when you like what they're doing. That feedback matters. We should support each other.

 

06:35 Keep doing good work, share when you’re inspired to share, and keep being true to who you are. That’s what really matters.

In this episode, I'm talking with celebrity publicist and owner of Caprio Media Design, Michael Caprio. Michael represents celebrities like Olivia Newton-John, Ian Ziering, Leeza Gibbons, Richard Marx, and Jon Secada, along with Vegas shows like Chippendales and Human Nature.

He talks about how his love of Broadway led to a thriving career in PR and ultimately starting his own company.

We discuss the 3 most important things his mom taught him - "be kind, be honest, and be forgiving." He also adds "be respectful" to that list, and applies these traits in everything he does. He understands the importance of surrounding yourself with like-minded people, which is why he only does business with people who have these same values.

Hear Michael explain why kindness should never be mistaken for weakness, how communication is lacking these days, and why his biggest pet peeve is when people don't respond to emails. Check out the full episode for more insight into the world of publicity, staying humble, and doing more than what's expected of you.

Find Michael on social @mikecaprio

Connect with me through your favorite platform: https://pods.link/aardvarkgirl

 

02:00 Doing more than what’s expected of you, in terms of throwing a media event.

04:13 “We all have to understand that we have to help each other.”

05:14 Looking at the bigger picture to find relationships that are going to last 20 years, as opposed to a three- or four-month contract. Michael has been representing Olivia Newton-John for the last 22 years.

07:16 Michael’s vow to take these three things his mom taught him through the rest of his life: be kind, be honest, and be forgiving.

09:45 “You have to respect the people you work with.”

12:10 The influence of the team around you.

13:12 Choosing to work with down to earth, kind clients like Olivia Newton-John, Ian Ziering, Richard Marx, Vinny G from Jersey Shore, Chippendales, Jon Secada, and more.

16:54 Having a good sense of who you are and what you can deliver. “I firmly believe you just need to be honest.”

19:42 Thinking outside of the box – how Michael’s career started with an internship in college.

22:39 The importance of loving what you do. “I've rarely had a day where I wake up and I go, “Oh God, I've got to deal with that person today.” And that, to me, that’s success.”

23:40 Michael’s post-college journey, turning a 3-day temp job into a full-blown career.

28:20 Creating opportunities. “You'll succeed in life if you actually listen. If you don't always keep your mouth open, but you keep your ears open all the time, you're going to get a lot further.”

31:50 Moving on to create his own company, Caprio Media Design, in 1998. “Success is skill and opportunity.”

34:10 The difficulties we’re facing now with the pandemic, and why it’s important to do what we can to help. “If you can’t give back, what’s the point of getting?”

36:40 No matter what your skill is, you can choose to be positive, kind and respectful. 

38:12 The importance of communication in business, and why his biggest pet peeve is when people don’t respond to emails.

43:23 In addition to being kind, honest, and forgiving, be respectful. “Have respect for what everybody's doing. We are all the exact same person.”

45:35 “Our future is all about young people, and young people have to be passionate. Actually, everybody has to be passionate.”

For a video summary of this topic on YouTube, or to connect with me on your favorite platform, visit https://pods.link/aardvarkgirl

One of the trickiest parts of running your business can be finding new clients. So many of us know what we have to offer, but conveying it clearly to the right person at the right time can be challenging.

And a lot of us don’t want to sell. You want the work, but you don’t want to be pushy or gimmicky or come across as desperate. So you spend the time to craft a clever, well-written pitch that you believe will connect. You send it out to your carefully curated list of ideal customers. And then… crickets. So many people don’t even bother to respond, and that leaves you confused, disappointed, and wondering what you could’ve done differently.

Based on what I’ve received lately, and what I’ve heard from other business owners, here are some suggestions for pitching new clients.

01:06 Do your research.

Make sure that the person or company you’re pitching is a good match for your services. Take the time to understand what the business needs and how you’d fit in. It’s really obvious when you’re sending the same generic template to everyone, and that doesn’t usually work.

02:18 Make it about THEM, not you.

The most common mistake I see in pitches is when the vendor makes it about what they’ve done, and what they need, instead of focusing on what they can do for the client. You want to solve a problem for them and make their lives easier. Consider their needs and let them know what you can do for them.

03:11 Personalize it

Let the potential client know why you connect with them – whether it’s a personal experience, a particular set of values, or sharing a similar goal. Why do you want to work with them? Why should they want to work with you? These days, people are looking for much more than a service provider. They want to build relationships with others who resonate with their ideals.

03:53 Be authentic

When pitching a new client, or interviewing for a new job, people have a tendency to say what they think the hiring person wants to hear. This often comes across as rehearsed speeches, catch phrases, and vague descriptions of what they have to offer. But if everyone is basically saying the same thing, what sets you apart? Be honest in your pitch - be who you are and not who you think they want you to be.

05:17 Show your value

The best way to engage new clients is to identify their pain points and offer solutions. Do you have a specific idea for that person’s company? Can you provide a case study that shows the value you provide? Do you have any free resources you can share? You want to keep the email short, but provide options so they can explore further if they want to.

06:04 Make it easy for them to learn about you

People like to find out as much as possible about someone they’re considering hiring, so make it easy for them to find helpful, positive information about you. Your website should be easy to navigate and clearly show what services you offer. Is your LinkedIn page up to date? This is often the first place people go, so it should be as detailed as your resume, if not more. Be sure to include recent projects, clients, credits list, portfolio samples, or whatever is relevant to your industry and the people you’re trying to attract. And don’t forget that they will look for you on social, and everything you post could impact how they perceive you.

07:08 Have strong references

Never underestimate the importance of having strong references available for your potential clients. List them on your resume. Get recommendations on your LinkedIn profile. Post testimonials on your website. It can be uncomfortable to brag about yourself, so let other people do it for you! But, don’t be afraid to acknowledge that you’re good at what you do. People need to know that if they’re going to work with you. It’s important to act confidently so others know they can trust you to get the job done.

08:46 Don’t take it personally

No one likes rejection. It’s hard when you put all this effort into a pitch… just to hear a “no,” or, worse, nothing at all. But it’s important to remember not to take it personally. Rejection isn’t always about you. You never really know what’s going on with the other person, and there could be a number of reasons why it’s not the right time, none of which are about your talent, ability, or personality at all.

09:56 Manage Your Expectations

Pitching new clients isn’t easy. It can be time consuming, nerve-wracking, and frustrating. Remember to manage your expectations. Most email marketing studies in 2020 show average open rates of 20% or lower – that means that only 20% (or less) of people are even opening emails, let alone reading them and converting into clients. So give yourself a break!

10:20 Send it and let it go

Put your best effort into your pitch, hit send, and let it go. Don’t obsess over any lack of response, or beat yourself up thinking you’ve failed. That’s simply not the case. Remember that the time you’re spending is an investment in yourself, and keep trying. You never know who might connect at the right moment and become your next big client.

I recently heard the phrase "toxic positivity," which sounded contradictory. How can positivity be toxic? I know not everybody wants to hear about the “power of a positive mindset” and “everything happens for a reason.” But toxic?

It’s not saying that all positivity is bad, but if you’re portraying yourself as being happy no matter what, or shutting out anything that might be viewed as negative, that’s the problem. It's also encouraging everyone to always see the bright side, or to keep anything bad buried instead of opening up about it. That can be dangerous, too. Sometimes that kind of insincere positivity can lead to unintended harm, misunderstanding, or worse. Thinking about it in that context, I can understand why the word “toxic” might apply.

But my optimism is grounded in realism. It’s not about pretending that nothing bad ever happens or thinking that how you feel when something does is wrong. It’s about accepting the situation and making the choice to find something good in it. That’s not always easy. You can’t necessarily see it right away. It can take some active effort, but just like with anything, with practice it can become habit to search for the good instead of focusing on the bad. Here are some of the ways I apply a positive mindset to my business and personal life.

01:30 My “1-day rule” for negative feelings

02:05 Being practical about what I can control

02:25 We can feel a lot of different things at once.

03:05 Making positivity a habit using the Improv concept of "Yes, and..."

04:07 What does all this talk about feelings have to do with business? When you have a positive, solution-oriented way of thinking, you can work through obstacles more effectively. And that is crucial in business.

04:34 Mindset is a huge part of my business coaching, because people need to understand the "why"

05:33 Change “I have to” to “I get to”

06:03 Little shifts in the way you think can drastically impact to how you feel about your business, the people around you, and so much more. When it comes down to it, positivity isn’t going to solve the world’s problems, or even your own. It’s not going to prevent bad things from happening. But, if you choose to be optimistic and focus on the good, you’ll be better equipped to handle the challenges that come your way. And that helps you build a stronger business. There’s nothing toxic about it.

Connect with me through your favorite platform: https://pods.link/aardvarkgirl

In this episode, I'm talking to Robbie Gennet (singer/songwriter/musician/journalist/teacher/artist) about finding inspiration in tragedy. From losing his home in the California fires to COVID-19 changing the music industry again, he's had to adapt. But rather than feeling defeated, he's found a new drive and is working on some of the most exciting material of his career.

We talk about random meetings leading to lifelong friends (one such encounter with him is the reason I'm called "Aardvark Girl"), finding gratitude and acceptance, looking at fear as a driver, stepping out of comfort zones, and being conscious of time slipping away.

He also breaks down his songwriting process, his love of words, hiding philosophy in lyrics, and why he leaves meaning open to the interpretation of the listener. With the constant changes in the world, he understands the value of creating solely for the love of the art, especially when there is no business model for what you want to do.

You either have excuses or a plan. Hear all about Robbie's plan in this insightful episode from a songwriter's perspective.

You can find Robbie at https://www.robbiegennet.com/ and http://www.thekeyofone.com or on Facebook at https://www.facebook.com/robbiegennet

Connect with me through your favorite platform: https://pods.link/aardvarkgirl

00:19 How a random meeting after a concert in 1997 led to the name "Aardvark Girl"

03:52 Everything happens for a reason, and sometimes random events can change the course of our lives.

05:05 Keeping a positive attitude, even through tragedy - it's about gratitude and perspective.

06:04 How two major back-to-back tragedies fueled Robbie to create more. It started with acceptance.

08:17 The impact from these tragedies seeped into his songwriting - looking at things from a meta level. Using fear as a driver, he aims to unlock and break that instinct that stops people from unifying with others.

10:47 Making the choice to keep moving forward by developing a process for writing songs and making the effort rather than waiting for inspiration to hit. You have excuses or you have a plan.

11:50 Creating for the sake of creating, and engaging that creativity to elicit deeper thinking in others.

14:55 The meaning of a song is open to the interpretation of the listener, regardless of what it was written about.

19:59 The power of music - the feelings, the mood, the visceral emotion... These days, there are a lot more ways to get out to people and connect with the ones who "get" you.

21:35 Nostalgia from the music in our teens and twenties and how it seems to be more impactful than music now.

24:00 Missing curation, and wondering how you can make something now that's so compelling that people don't want to shut it off.

25:19 When your whole industry changes, you have to adapt or you're going to get left behind. With no business model for music, you can only do it for the love.

26:42 What every artist wants is to be taken seriously, and to matter.

27:34 "Your best songs are ahead of you." That's how every day of your life should be.

30:49 On being conscious of time slipping away, and how that can accelerate your goals and drive.

33:15 "Have delusions of grandeur! Pretend that the thing that you're creating is going to get out there and affect the world in a great way."

34:23 "You can't sit idle. That's the only thing you can't do. You have to scratch into it every day, grab the shovel, put it in the dirt, wipe your brow, and dig. That's it."

Talking about money? Setting boundaries? Managing expectations? It can be difficult having those conversations with clients sometimes, but that communication is essential in any working relationship.

I've heard so many freelancers complain about an "unreasonable" client who calls after work hours, need constant attention, doesn't respect their time, etc. But rather than talk to the client about those issues, they just complain and build resentment inside.

Sometimes, yes, clients are... challenging. But if you aren't happy with how business is going, and they don't know your concerns, how are they supposed to change?

00:44 Rule #1: Keep emotion out of it. Business conversations should be practical and logical, with the goal of finding a mutual solution.

01:08 Contracts should include every detail - scope of work, rates, schedule, location, payment terms, etc. Make sure both sides have a clear understanding of everything that is expected.

01:31 Working with friends can be wonderful, but don't forget about rule #1, and make sure there is a solid written agreement in place. It's easy to think you don't need all of that because you already trust the person, but it's important to treat it like any business deal - it protects both sides in case anything goes wrong.

02:38 When you're feeling undervalued or disrespected by your client, it's important to talk to them about it. Otherwise, they might not realize they're doing anything wrong. It's important to establish boundaries when it comes to office hours, where you're doing your work, etc.

04:07 When you're working as a freelancer or independent contractor, you set your own hours and location. If a client wants to dictate those for you, they have to hire you as an employee.

05:36 Consider communication style. We all have different preferences when it comes to emailing, texting, and general communication. If you and your client like to do things differently, talk to them and try to reach a compromise.

06:13 It's okay to push back against your client, but remember to be respectful in the way you handle it. The one area where I recommend going along with whatever they want is when it comes to accounting. You want to make it easy for them to pay you.

06:47 When a payment is late, don't be afraid to follow up, but approach the conversation in a friendly manner. No one is going to go out of their way to help you if you yell at them, even if you are upset for a valid reason. There are a number of reasons why a payment might be delayed, so give people the benefit of the doubt.

08:37 Beware of scope creep - when the client keeps adding work or changing expectations from the original agreement. Remind them, politely, about the terms of your contract and let them know you'd be happy to discuss rates for the additional requests. Remember rule #1, and don't assume they're trying to take advantage of you.

10:03 Sometimes you have to walk away. If you feel that a client is constantly abusing you or disrespecting your boundaries, it's not a healthy working relationship. Don't waste your time, or theirs, if your working styles just aren't compatible. Letting go of a bad client frees up your time to work with someone else who is a better fit.

10:53 When deciding whether to take on a new client, consider more than the money. A low-paying client is likely to be more demanding and difficult, cause you more stress, and take you away from opportunities to work with those who understand the value of your services.

11:59 Don't be afraid to stand up for yourself, charge what you're worth, or to value your own time. Be courageous and have those difficult conversations with your clients. Communication is so important in everything we do. If you learn to do it effectively, you're going to be much happier and you can focus on the more fun parts of your business.

Connect with me through your favorite platform: https://pods.link/aardvarkgirl

My name is Amanda and I'm an introvert. Sometimes I feel like I have to open with that and identify myself so people know how I'm going to react in certain situations. But I find that a lot of people have a misconception about what being introverted really means, and can easily underestimate the value of those characteristics, especially in business.

01:08 A major difference between introverts and extroverts has to do with energy and how we're affected by the people around us.

01:30 Sometimes an introvert doesn't appear to be "shy," but that's not what it's about. We can be sociable, but we need time to ourselves to decompress afterward.

01:59 Networking can be particularly difficult as an introvert because we do better one-on-one than in large groups. I stopped going to loud, crowded networking events because they weren't enjoyable or productive for me.

02:42 You have to honor yourself and know when you need to push yourself out of your comfort zone, and when you need to accept that something isn't right for you.

03:11 At one of those networking events, someone told me I couldn't be a producer because I'm an introvert. When actually, some of my introverted tendencies make me a stronger producer. The power of observation allows me to be keenly aware of what's going on around me, helping me anticipate potential problems. Listening to others instead of always talking helps me connect with others.

04:28 Being quiet and nice are not hindrances. You don't have to be bold and outspoken to be successful. You can be those things and be successful, but the point is you can be introverted, extroverted, or somewhere in between, and be good at what you do.

05:00 Know who you are and own it. Understanding your strengths helps you navigate client relationships better. Sometimes you might choose to compromise, but other times you might realize you're just not the right fit.

05:57 Don't be afraid to have conversations with your clients, vendors, and other people you're working with - let them know how you work and why it benefits them. Just because they pay you doesn't mean they can decide how you should run your business. It all comes back to communication.

06:56 You just have to be who you are. It's the best way to stay authentic to your business and make sure you're connecting with the right people who appreciate you. You can be an awkward introvert and still be successful. You can be a life-of-the-party extrovert, and still be successful. Just be yourself and be successful.

Connect with me through your favorite platform: https://pods.link/aardvarkgirl