What I’m doing to make sure my business works

In a couple of weeks, I’ll be jumping back into full time self-employment for the third time around, after being at my current job for 3.5 years.

I was planning on staying until the end of the year so it’s a little sooner than anticipated, but if you’re a parent, you probably won’t be surprised to hear that my return to work after maternity leave was not handled as well as it could have been (I’m not sure how much I can say about that so I’ll leave it there) and I’ll be leaving earlier than expected.

I’ve been self-employed in some capacity since 2018 before taking a hiatus from 2021-2023 after becoming very disillusioned with the whole online business space.

I currently work as a brand designer and strategist, and I also have my own stationery shop, Paperettes.

The thing is, I’m extremely driven and hardworking, which suits being a business owner, but I’m also extremely sensitive and a little bit shy, which doesn’t.

I have a cycle of panicking during quiet periods and applying for jobs, and I’d like to break that cycle and have the self-belief to stick it out.

So, here’s what I’m doing to make it work.

Not relying on social media

Social media can be a wonderful thing - I’ve grown my businesses and made so many friends and connections there, especially through Instagram.

But relying solely on social media to grow your business is a trap - it’s always changing, for one thing, and where I used to be able to predict how well a post would do pretty accurately, all bets are off now.

Algorithms and audiences are fickle, so it’s a fool’s game to put all of your eggs in the basket of these platforms - plus, it seems to need more and more of our time to create engaging content these days.

I actually enjoy creating content, and I get most of my work via Instagram, so I’ll continue putting the effort in, but I’m also doing things like pitching, contributing to articles and networking to build a steadier foundation for my businesses.

Mindfully ignoring negativity

As I mentioned above, I’m very sensitive - and that often results in me absorbing a lot of negativity and worries about things like the economy, struggling businesses and whether AI is going to destroy the design industry (my hot take is that people say this about various industries every couple of years and if Canva didn’t do it, ChatGPT won’t either - also, if its design skills are as bad as its writing skills, I’m not worried).

In the past, I’ve taken this negativity at face value and had a mindset of “well if person x is struggling, there’s no hope for me” and it’s simply not good for my resilience or wellbeing. It’s my responsibility to set boundaries that protect my mental health and choosing to scroll past doom-mongering is one of them.

Of course, it’s important to be aware of what’s happening in the world, but we seem to have been in a recession, feeling the effects of a recession or about to go into a recession since before I finished school, so…I don’t know, I suppose I’m kind of numb to it now.

I’ve also noticed that many people just can’t get their head around the idea of running a business or freelancing, especially older relatives, and will suggest things like temping or teaching - which feels a little insulting when you’ve just shared that you’re doing something you’re really excited about and would appreciate their support.

I have to remember that while I find it difficult to get my head around someone staying in a job they hate for 30 years and not trying to change it, others might find my drive to be happy at work idealistic.

It’s just a case of differing mindsets, and I’ve decided to stop other people’s opinions clouding my own.

Not waiting for opportunities to come to me

When I started my first business, seven years ago now, I had a spreadsheet full of influencers that I sent a freebie to, and publications that I pitched articles to.

Every day I would email an influencer or publication and pitch my business (though I didn’t know that was what I was doing at the time).

I was determined to make it work, and I’m going to need a bit of that girl’s confidence and audacity back in order to grow my businesses.

I often see fellow business owners share articles they’ve been featured in, events they’re speaking at and brand partnerships they’ve landed and think “why not me?” And the answer is…because I’m waiting to be picked, instead of putting myself forward.

I’ve made a promise to myself that I’ll get up an hour earlier than my daughter every day and spend that time crafting and sending a pitch.

Challenging my beliefs

I’m not sure why, but despite evidence to the contrary, deep down I don’t believe that I have the right to support myself and my family as a business owner.

It feels like such a special and privileged thing to be able to do, and I guess I don’t feel special or worthy enough in some way, even though I know that I’m a talented designer and strategist.

As with many things, this probably stems from childhood, being in an extremely unsupportive relationship that plummeted my already low self-esteem for most of my twenties and coming from a working class, northern family who believe that you get a degree, get a good job and stay put.

I need to believe that this can work, to protect my mental health and also to make sure I actually do the things that will make it work instead of self-sabotaging.

And that’s going to be the biggest challenge.