Podcast
Flying Solo
Hosted by Flying Solo · EN
The show for those starting or running a one person business, hosted by Cec Busby. With over 100,000 members and stacks of resources, Flying Solo keeps you on track.
17episodes
Episodes
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From cringe to confidence: how to make selling feel good
6d ago00:36:29Tap to summarizeDoes the thought of sales and selling make you squirm? You’re not the only one. Yet, selling a part and parcel of doing business, so how can you get over the ick? To help us reframe our thinking and banish that cringe factor for good we're joined by Kate Toon. Kate is an ,award-winning business mentor, digital marketing coach,and author of the bestselling "Six Figures" series, including her latest, "Six Figures in Sales." We discuss what it really takes to sell without sleaze, why honesty trumps hype, how to price your services with confidence, and why building genuine rapport is your greatest sales asset—whether online, offline, or somewhere in between. If you’ve ever struggled with selling, this episode is packed with practical wisdom to help you find a sales style that actually feels good. Time stamped overview 00:00 Applying advertising skills to small business 03:56 Criticism of Meta advertising platforms 09:27 Setting freelance income goals 10:56 Discussing pricing strategies 15:28 Understanding Google's EEAT criteria 18:00 Challenges of running a bookshop 22:35 Importance of honesty in sales 23:38 The impact of brand connection 28:06 Improving your website's about page 30:17 The importance of strong writing skills 33:29 Focusing on emotional appeal Key topics 1. Mindset Shift in Selling · Selling is not inherently "pushy," but simply about matching solutions to the people who need them and overcoming objections rather than convincing uninterested parties (05:12). · Highlighting that discomfort with selling often comes from a misconception—it becomes easier and less "cringe" when you know your audience genuinely wants or needs what you offer (05:35). · Moving away from "bro marketing" and push tactics, Kate Toon advocates for honesty, conversation, and real rapport with potential clients (00:48, 08:31). 2. Pricing and Value Perception · Accurate pricing starts with logical, unemotional calculation understanding minimum viable income, realistic billable hours, and tiered income goals (09:27). · Price is rarely the main objection in sales; most clients can afford the service or product but are concerned about value and outcome (14:10). · Transparent communication about what is feasible within a client's budget and honest conversations about the value provided are crucial for long-term trust (12:21, 13:38). 3. Building Trust and Reputation · The "EEAT" (Experience, Expertise, Authority, Trust) acronym from SEO as vital for any business's digital and real-world reputation (15:28). · Consistent branding and authentic rapport—both online and offline—help potential customers feel confident, acknowledged, and valued (19:11). · Testimonials, peer recommendations, and clear evidence of qualifications play a pivotal role in building the authority and trust that drive conversion (16:43, 28:24). 4. Human-Centric Digital Marketing (Beyond Ads) · Kate Toon advocates for organic methods over paid advertising, emphasizing SEO, content quality, and relationship-building (04:53, 27:01). · Businesses should build extensive and authentic about pages, accumulating third-party endorsements and trust signals to enhance their digital footprint (28:24). · Content—especially copywriting—should be clear, jargon-free (unless appropriate to the audience), personable, and genuinely reflective of the brand's voice (30:17). Learn more about your ad choices. Visit megaphone.fm/adchoices
Transcribe →The rhythm of influence: mastering modern persuasion
2w ago00:37:12Tap to summarizeIn this episode of Flying Solo, Jeff Purser, communication strategist and author of Yes Yes Yes, shares insights on modern persuasion techniques. He emphasises the importance of timing, empathy, storytelling, and listening skills for soloists and small business owners to influence effectively without manipulation. Key topics The shift from hard sell to empathetic influence The importance of timing in persuasion Storytelling as a persuasion tool Masks of persuasion and emotional sequencing Listening skills as a key to influence Timestamped overview 00:00 Introduction to Persuasion for Soloists and Small Business Owners 01:12 Jeff Persa's Career Journey and Inspiration for the Book 03:08 Why Old School Sales Tactics No Longer Work 04:19 What Healthy Persuasion Looks Like Today 05:21 The Critical Role of Timing in Influence 07:07 Preparing Your Approach Before Engaging a Client 09:43 The Three Act Structure of Persuasion and Influence 11:21 The Power of Timing in Idea Landing and Authority 14:00 Lessons from Steve Jobs and Bill Gates on Persuasion 16:31 The Customer as the Hero in Business Storytelling 18:41 The Five Heartbeats Framework for Emotional Sequencing 21:03 The Masks of Persuasion and When to Use Them 23:29 Listening Skills as a Foundation for Influence 25:26 Effective Questioning to Understand Customer Needs 27:02 Persuasion in Internal Business Relationships 28:31 Overcoming Introversion and Presentation Anxiety 35:58 Key Takeaway: Persuasion is a Learnable Skill Host: Cec Busby Sound: Abu Baker Guest Jeff Purser Find out more about Jeff: https://jeffpurserproductions.com/ Buy a copy of Yes! Yes! Yes! Learn more about your ad choices. Visit megaphone.fm/adchoices
Transcribe →Small budget, big buzz: Jasmin Hyde’s PR playbook for soloists
3w ago00:29:49Tap to summarizeJasmine Hyde is the founder of strategic communications agency Hide & Seek. She sits down with Flying Solo to explore the ins and outs of PR for small businesses. Jasmine brings a wealth of insight on building visibility and telling powerful brand stories. Discover why PR isn’t just for big brands, how to get your story noticed without a huge budget, tips for pitching tobmedia, and how to communicate your brand’s purpose authentically. Plus essential advice on navigating reputation management and the rise of AI in communications. If you’re looking to level up your brand’s profile, this episode is packed with actionable tips to help you find your voice and get your message out there. Timestamped overview 00:00 Introducing Jasmine Hyde 05:20 Starting a brand during Covid 06:52 Early PR and brand building 12:43 Media briefing session tips 14:35 Researching the right media contacts 18:10 AI's impact on media industry 22:43 Importance of proof in green claims 25:44 Benefits of proactive PR 27:35 Understanding PR's supportive role 30:20 Ending and subscription reminder Learn more about your ad choices. Visit megaphone.fm/adchoices
Transcribe →Running on Empty? The health wake-up call for solo business owners
4w ago00:36:48Tap to summarizeIn today's episode,we're tackling a crucial yet often overlooked facet of entrepreneurship: your health. As a business owner, you enjoy unparalleled freedom, but it also means you're the sole safety net—no HR to check in and no one to notice when you’re burning out. Our guest is Daniel Kirkbride, founder of Cyora specializes in helping founders and CEOs uncover hidden health issues that could be holding them back. Drawing from thousands of health reports, Daniel shares eye-opening insights about why most high performers are operating well below their biological capacity—even if they think they’re doing fine. We’ll explore the "solo founder health trap," how to identify early warning signs of burnout, the importance of sleep, nutrition, and movement, and practical steps you can take to avoid running yourself into the ground while building your business. If you’re running on coffee and adrenaline and wondering if it’s really sustainable, this episode will help you tune into what your body is telling you and move towards a healthier, more resilient way of working. Timestamped overview 00:00 Early career and clinic beginnings 04:08 Transition to functional medicine 06:24 Why functional medicine matters 10:22 Common deficiencies in high achievers 15:07 Simplifying before adding improvements 19:17 Listening to your body's signals 19:54 Common signs of underlying health issues 24:14 Fitness basics and starting points 28:15 Healing timelines for health issues 32:12 Simplifying health and wellness routines 33:57 Prioritizing health like business 36:49 Closing remarks and goodbye Learn more about your ad choices. Visit megaphone.fm/adchoices
Transcribe →Preparing your business for sale: Insights on exit planning with Simon Bedard
Apr 1600:33:47Tap to summarizeToday we’re diving into a critical topic that many business owners overlook—your exit plan. After pouring years of passion and energy into your business, have you thought about how you’ll eventually move on? Simon Bedard is a seasoned expert with over 20 years of experience guiding owners through the exit process and author of "Exit Like an Expert." Bedard reveals why the biggest challenge in selling a business isn’t the market, but lack of preparation—only 20 to 30 per cent of businesses that go to market actually sell. So, we’ll explore the mindset shifts needed, the importance of planning ahead, common pitfalls to avoid, and strategies to maximise the value of your business when it’s time to say goodbye. Whether you’re thinking about selling soon or just want to prepare for the future, this episode is packed with essential advice on creating a smooth and rewarding exit. Timestamped Overview 00:00 Why business owners need exit plans 05:39 Closing down a small business 08:56 Reducing owner dependence 10:15 Making a business attractive to buyers 16:17 Types of buyers explained 17:09 What buyers look for 20:41 Advice for selling a business 25:44 Preparing your business for sale 29:16 Seller remorse and post-exit regret 33:03 Preparing for a business exit 34:27 Closing and next steps Key topics 1. Exit Planning for Business Owners Many business owners neglect to plan their exit, leading to complications or missed opportunities when it’s time to move on (00:15, 05:02). Only about 20-30% of businesses that go to market actually sell, largely due to lack of preparation (00:37, 02:23). Starting exit planning early gives owners more control over outcomes and allows for smoother transitions (05:04, 22:39). 2. Risks and Challenges in Selling a Busines Smaller businesses are harder to sell due to higher risks and difficulties obtaining funding (02:45, 02:55). Owner dependence—when the business relies heavily on the owner—makes transition difficult for buyers (09:05, 09:40). Concentration risk, such as relying too heavily on one customer or supplier, can lower the business’s value and turn buyers off (11:57, 19:02). 3. Buyer Perspectives and Value Drivers Buyers are primarily interested in the future earning potential of a business, not just its past success (17:00, 18:00). Strategic buyers look for synergies, like technology, IP, or key clients that fill gaps in their own business (15:49, 16:10). Factors like recurring revenue, diversified client base, and robust operational systems are attractive to buyers (11:02, 18:00, 18:21). 4. Emotional Aspects of Exiting Many owners feel emotionally attached to their businesses, which can lead to “seller’s remorse” or failed deals at the last minute (14:36, 29:16). Some owners prioritize legacy and the future of their employees or business mission over getting the highest price (14:49, 13:49). Planning for life after business—having purpose or activities lined up—helps avoid existential crises post-exit (30:44, 31:13). Learn more about your ad choices. Visit megaphone.fm/adchoices
Transcribe →From million-dollar mistakes to marketing mastery with UNTMD Founder Maria Kathopoulis
Apr 900:38:48Tap to summarizeMaria Kathopoulis has firsthand experience with the frustrations of marketing spend that fails to deliver results. After investing $250,000 in agencies across two businesses without seeing the returns, she took a bold new approach—launching UNTMD, a consultancy that flips the traditional agency model on its head and prioritises tangible revenue and real outcomes over vanity metrics. Maria shares her journey from costly missteps to scalable growth, exploring why understanding your business metrics, knowing your customer, and demanding accountability from your marketing partners is more important than ever. Plus, discover how AI is transforming marketing strategies for solopreneurs and small businesses, and learn practical tips for maximising your budget, no matter how lean. Timestamped overview 00:00 Frustration with marketing spend 05:18 Rebuilding and marketing the app 07:08 Learning business metrics and marketing 13:37 Focusing on what drives profit 15:45 Common business mistakes and misconceptions 19:33 Marketing strategies for different industries 23:21 Using AI to empower businesses 27:06 Using AI for business growth 30:27 Using AI to streamline tasks 34:32 Focusing on high-yield channels 36:25 Challenges scaling and building teams 39:39 Keys to business longevity'' Learn more about your ad choices. Visit megaphone.fm/adchoices
Transcribe →Rethinking networking: How to make real business connections
Apr 200:31:30Tap to summarizeKaren Dennett is a business and enterprise teacher, mentor, and founder of Hello Monday. She sits down for a chat with Flying Solo to explore why traditional networking doesn’t work for everyone and how a new approach is needed. Karen shares her journey from corporate teaching to building communities rooted in friendship, support, and vulnerability. In this chat we unpack the “ick factor" of performative networking, and discuss the importance of psychologically safe spaces, and practical ways to cultivate genuine relationships that foster sustainable business growth. If collecting business cards and small talk leaves you cold, tune in for fresh strategies to connect with like-minded business owners and build a community where you belong. Key topics 1. Rethinking Traditional Networking Many soloists and small business owners find conventional networking events exhausting and performative 00:24. Traditional networking can leave individuals feeling inadequate, isolated, or excluded 02:19. There's a growing shift toward building genuine relationships, not just collecting contacts 00:41. Friendship-based communities offer a more authentic and supportive approach 00:53. 2. Building Psychologically Safe Communities Vulnerability and authenticity are essential for creating safe spaces 08:29. Leaders set the tone by sharing their own challenges and experiences 08:45. Safe environments allow meaningful conversations, enabling members to be themselves 10:07. Fun activities and open-ended questions foster trust and openness 18:21. 3. Practical Steps for Friendship-Based Business Connections Use local venues like coffee shops and community groups for casual meetups 10:49. Avoid communities with high fees or performative expectations 11:36. Focus on curiosity about others, listening, and letting people feel seen 12:54. Create criteria to select suitable communities (location, goals, industry focus) 16:03. 4. Benefits of Relationship-Driven Networks These communities lead to organic business referrals and collaborations 22:20. Enhanced trust and credibility from ongoing, genuine conversation—not just exchanging business cards 23:07. Sustainable growth means new leads, improved development, and mutual support 23:55. Personal and professional growth is fostered through skill-sharing and encouragement 24:09. Timestamped overview 00:00 Rethinking networking for small businesses 05:37 Finding support in business 08:41 Creating a safe, supportive space 10:49 Building community at coffee shops 14:44 Building trust and finding your tribe 19:05 Setting intentions and building impact 20:13 Creating goals through shared reflection 24:28 Balancing in-person and online connections 29:02 Building confidence and networking 30:45 Rethinking traditional networking Learn more about your ad choices. Visit megaphone.fm/adchoices
Transcribe →Mental health and wellbieng secrets for soloists
Mar 1900:34:27Tap to summarizeGraeme Cowan is a resilience expert, workplace mental health advocate, and founding director of R U OK. Graeme shares his personal journey through one of the most severe cases of depression his psychiatrists had ever seen, revealing the early warning signs he missed, the pressures that contributed to his burnout, and the steps he took to rebuild his life. Now, as the author of "Great Leaders Care," he’s on a mission to educate business owners on why mental health is not a luxury but an essential skill for high performance. Cec and Graeme explore practical strategies for building resilience, creating supportive connections, and leading by example, both for yourself and your team. This episode is packed with tangible advice to help you nurture your wellbeing and stay in the “green zone”—where productivity and creativity thrive. Key topics 1. Mental Health and Early Warning Signs · Graeme Cowan shares his personal experience with severe depression, including early signs like waking up at 3-4am with anxiety and ignoring them until they became overwhelming. · He emphasizes the importance of recognizing individual warning signs and taking corrective action, such as cutting back on commitments and prioritizing sleep and exercise. · The role of self-care for solo business owners is highlighted, especially since there’s often no one else to check in on their well-being. 2. The Importance of Relationships and Connection · The Harvard Adult Development Study is cited, showing quality relationships are key to a longer, healthier, and happier life. · Graeme Cowan discusses creating “scaffolding” through regular connections and rituals with friends to support mental health. · Soloists often let relationships slide due to busy schedules, but scheduling time with people who are good for you is vital for emotional resilience. 3. Actions for Boosting Mood and Productivity · Intentional daily actions account for 40% of mood improvement, while genetics and life events have lesser influence. · Graeme Cowan recommends focusing on “VIP” – Vitality (physical health), Intimacy (relationships), and Prosperity (career purpose) – and investing in each area every week. · Being in the “green zone” (positive mood) leads to enhanced productivity, creativity, and performance. 4. Leadership, Well-being, and Modeling Healthy Practices · Leaders in small businesses must prioritize their own mental health, as modeling well-being motivates 91% of employees (compared to 38% if not modeled). · The ICARE framework outlined by Graeme Cowan helps leaders identify, support, and encourage help-seeking for those struggling. · Scheduling your “one thing” (the activity that centers you) and making it non-negotiable is a powerful mindset shift for avoiding burnout. Timestamped overview 00:00 "Solo Business and Mental Health" 06:02 "Self-Care for Solopreneurs" 07:02 Mastering Mood and Happiness 12:20 "Prioritizing Relationships and Planning" 16:32 Origins of "Are You Okay?" 17:29 "Building the 'Are You Okay?' Movement" 22:44 Leadership Stress and Self-Care 27:39 "Finding Your One Thing" 28:43 "What’s Your One Thing?" 32:26 "Focus, Connection, Purpose" Learn more about your ad choices. Visit megaphone.fm/adchoices
Transcribe →Late career transitions: How to design a meaningful third chapter
Mar 1200:33:38Tap to summarizeRobyn Greaves is a career transition specialist and author of Your Third Chapter. In this episode of Flying Solo, she dives into what it means to reimagine your career and find new purpose—especially if you're in your 50s, 60s, or beyond. Rather than viewing this stage as time to wind down, Robyn shares why more people are choosing to start something fresh, whether that's launching a solo business, transitioning into advisory or fractional roles, or simply exploring a new passion. If you're wondering how to shift your mindset, rebuild confidence after redundancy, or make the most of your experience in a changing world of work, this episode is packed with insight and practical tips for navigating the next phase of your career journey. Key topics 1. Rethinking Retirement and the ‘Third Chapter’ Many people in their 50s, 60s, and beyond are seeking more purposeful work rather than traditional retirement. The “third chapter” concept is about contribution, using one's wealth of experience, and designing work that feels meaningful. The traditional notion of retirement is evolving, with more people choosing to stay active and involved in new ways. 2. Navigating Career Transitions Later in Life Career changes can be prompted by redundancy, burnout, a desire for something new, or even health challenges. Transitioning successfully often involves self-reflection to identify values, transferable skills, and new aspirations. Robyn Greaves emphasizes experimentation—running small tests or starting side projects—to discover the right next steps. 3. Embracing Portfolio and Fractional Careers More people are building “portfolio careers,” combining several part-time, advisory, or freelance roles instead of relying on one job. Fractional roles allow experienced professionals to contribute to organizations in a flexible way, benefiting both parties. This approach provides greater work variety and income stability, often allowing people to pursue personal passions alongside professional work. 4. Mindset Shifts and the Value of Experience Overcoming internalized and societal misconceptions about age and retirement is critical for unlocking new opportunities. Building confidence after job loss or career change involves mapping out achievements and recognizing diverse skills. Experience, maturity, and resilience are major assets; leveraging them can offer significant business or consultative advantages. Timestamped overview 00:00 Redefining Work in Later Life 03:48 Aspirational Career Transformations 06:56 "Rethinking Purpose After Retirement" 10:10 Rethinking Work and Future Plans 14:17 "Burnout and Life Realignment" 20:19 Navigating Job Loss and Renewal 24:35 "Maturity Offers Unique Strengths" 26:32 "Clarifying Purpose and Values" 30:05 "AI Tools Need Human Oversight" 34:15 "Embrace Your Third Chapter" Host: Cec Busby Guest: Robyn Greaves Sound: Abu Baker Learn more about your ad choices. Visit megaphone.fm/adchoices
Transcribe →From spin to truth: Why integrity drives business growth
Mar 500:41:18Tap to summarizeDominic Thurbon is a behavioral change expert, international speaker, and serial entrepreneur In this episode of Flying Solo Dominic tackles one of the most pressing challenges facing businesses in our era of misinformation and disinformation: honesty and truth. Drawing on experiences from his own entrepreneurial journey, his time as a climate change partner at EY, and insights from his upcoming book To Be Honest, Dominic explores the profound impact truth—or the lack thereof—has on leadership, team performance, and the health of any business. He digs into the nature of truth in the workplace, the slippery spectrum between positioning and spin, and the crucial role psychological safety plays in creating a culture where people feel empowered to speak up. If you've ever wondered how to foster genuine honesty within your team, navigate the gray areas, or build lasting trust with customers, this episode will give you both practical strategies and thought-provoking perspectives. Key topics 1. The Crisis of Truth and Honesty in Business The modern business landscape is deeply affected by misinformation, disinformation, and AI-generated content, making it difficult to discern the truth Dominic Thurbon argues that truth is no longer just a “nice to have” but the foundation of a healthy business and society. A business that loses its commitment to honesty also risks losing effective leadership, sound decision-making, and overall trust within the organization. 2. The Three Types of Truth in Organizations Dominic Thurbon outlines three types of truth: “they truth” (truths about outsiders), “we truth” (truths about the group or company), and “me truth” (personal truths and self-awareness). Most conversations tend to focus externally (“they truth”), even though individuals have more control and impact dealing with “me truth.” Each type of truth requires a different approach and skill set to address honestly and effectively within an organization. 3. The Dangers of Spin and the Importance of Truth for Trust and Performance Businesses that indulge in spin, rather than truth, may see short-term gains but erode trust and sustainable value over time. Long-term customer relationships and high performance are tied to integrity management and cultures where honesty is fostered. Dominic Thurbon makes it clear that nothing “burns trust faster” than realizing a business is dishonest, and that authenticity, though valued, cannot substitute for truth. 4. Psychological Safety and Honest Communication Creating psychological safety is essential for enabling honest conversations and feedback in the workplace. Leaders must work harder than they think to create spaces where employees feel safe to speak up, especially because of inherent power dynamics in organizations. Modeling vulnerability and being the first to admit personal faults (as demonstrated by the story of Peter Sheehan) is a powerful way for leaders to foster honesty within their teams. Timestamped overview 00:00 "Accidental Entrepreneurial Journey" 04:11 "Truth-Telling Amid Misinformation" 07:05 "In-Group Truths and Leadership" 10:37 The Paradox of Truth 14:33 Morality and Lies in Business 17:45 "Positioning vs. Spin Explained" 21:43 "Sustainable Value Over Short-Term Spin" 23:13 "Truth, Trust, and Authenticity" 28:02 "Honesty Drives Business Performance" 31:38 "Making Truth Safe Matters" 33:16 "Power Dynamics and Speaking Up" 40:06 Pete's Bold Leadership with Feedback 41:42 Extraordinary Leadership and Accountability Host: Cec Busby Guest: Dominic Thurbon Sound: Abu Baker Learn more about your ad choices. Visit megaphone.fm/adchoices
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