Editor’s Note: The Write Reflection™ provides resources for entrepreneurs and small businesses that help them succeed. From 1:1 content training to supportive membership communities, we provide the tools your brand needs to achieve sustainable growth. As the workforce grows older, businesses that prioritize menopausal support in the workplace can stand out as truly great places to work. Support programs such as the one featured in this article are a great resource for brands who wish to differentiate themselves from competitors while attracting top-notch talent. Have you ever been in the middle of giving an important presentation at work, only to feel like the entire left side of your face is on fire? When it happens, do you feel like a guilty perp sweating through an interrogation as your coworkers toss weird looks your way? If you’re nodding your head profusely, then you’re among the 75% of women who experience hot flashes during menopause. Of those, 30% are still in the workforce, facing the daily struggle of managing their symptoms in such a public space. As embarrassing as that scenario sounds, hot flashes are only one of the 40 known menopausal symptoms. Mood swings, joint pain, brain fog, and breast tenderness that make wearing a bra feel like absolute torture are among the other signs your body is winding down estrogen production. The only thing worse than experiencing a debilitating hormone migraine or fatigue so severe you can barely function is discovering you have zero support in the workplace to navigate this new normal. Sally Sidani-Wilkinson wants to flip the script on the narrative surrounding workplace discussions about menopause. She’s one of a growing number of health coaching professionals taking the lead in equipping workplaces with the tools they need to support women in perimenopause and menopause. Her menopause support programs minimize the impact of menopause on workplaces by optimizing the health and performance of the workforce. Clearing the (brain) fog: Menopause education and awarenessThe first step in helping perimenopausal and menopausal women cope is to encourage awareness and education in the workplace, said Sidani-Wilkinson. “Male managers, especially, don’t realize the implications of menopause. When they talk about it in the media, they just talk about hot flashes and it’s so much more than that. There are more than 40 symptoms, some of which can be quite debilitating.” Awareness programs must extend beyond management and human resources to include every employee. Sidani-Wilkinson offers workshops that educate on what menopause is and how it affects women. She walks participants through every sign and symptom and how it can affect women in the workplace. “I encourage men and even young women to attend as well so they understand the implications (of menopause),” she said. “Empathy is important. The key thing is to be able to listen. If a woman feels listened to, it’s going to help her feel like she’s getting the support she needs.” Menopausal women aren’t the only ones who benefit. Employers can reduce the impact on their bottom line when they must retrain new workers to replace menopausal women who have quit their jobs from lack of support. “It’s not just about health and well-being. It affects your bottom line,” said Sidani-Wilkinson. “Women can’t do their jobs and work effectively and efficiently if they’re struggling with symptoms. It’s in everyone’s best interest to find solutions. How companies can support menopausal employeesOnce employers buy into the need for support for their menopausal employees, the next step is to develop policies and programs to achieve the goal. Of critical importance is how to start the conversation with an employee who needs the help, said Sidani-Wilkinson. This is where proper training for managers comes into play. “Everyone in management must have menopause support training,” she said. “In terms of equality in the workplace, menopause is part of that. You can’t attract and retain female talent if you’re not providing menopause support.” Sidani-Wilkinson provides training for managers on how to engage their employees in the discussion, prioritizing empathy above all else. The next step involves coming up with strategies that address individual needs as menopausal women transition through this natural stage in their lives. Sidani-Wilkinson recommends flexible working policies because they allow the freedom to work from home or come in later in the day. “It’s really important to note that there’s no one-size-fits-all solution,” she said. “Every single woman is unique. They’ll have a different experience; a different severity of symptoms and managers must speak with their employees to put together an individual plan for support.” Many workplaces prioritize including a safe space support group for women going through the transition. These programs can be on-site or virtual chatrooms designed to meet the specific needs of each menopausal employee. “If it’s in person, make sure it’s a quiet, private location so the person doesn’t have to be concerned with being overheard by coworkers on such a private matter,” said Sidani-Wilkinson. Health coaching for menopausal women at workA third option for workplaces is to consider offering health coaching services to their employees as part of their benefits. It’s a natural progression in the offerings by professionals like Sidani-Wilkinson. She recommends any organization that seeks her assistance implement this component as stage 3 of the process. During her consultations with menopausal employees, Sidani-Wilkinson takes a natural, holistic approach to improving symptoms. She reviews their health history and symptoms and then tailors a bespoke program for them. “I meet them where they’re at because everyone is different.” Part of her individualized health plans include nutrition guidance, exercise encouragement, stress management techniques, detoxification from toxins, sleep improvement strategies, and an emphasis on self-care. “Self-care is important because (menopause) is a stressful time and stress can make your symptoms worse,” she said. Stigmas and taboos around menopause still exist, especially in the workplace. Women struggling with menopause symptoms experience further discomfort at work when exposed to sexist and ageist comments. “Women are made fun of often because of it and it makes them feel like they’re not capable of performing at their work anymore,” said Sidani-Wilkinson. Health coaching can give professional women the tools they need to change the narrative. “Don’t suffer in silence,” she said. “Now is the time that you can speak put. Don’t feel embarrassed or quit talking about it. Get the support you need, whether it’s at home or at work.” About Sally Sidani-Wilkinson
About the Author – Shari Berg
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How to Strategically Reinvent Your BrandService-based small businesses experience a similar challenge at some point in their journey. They onboard more clients than they can reasonably handle out of fear of not having enough income to survive. Eventually, the pressure of finding more hours in the day to meet all their clients’ needs leads to burnout. That’s where Elena Herrera of West Coast Psychology Specialists found herself at the end of 2023. A licensed psychologist, she worked in agencies and as a supervisor for psychologists in training before transitioning into private practice. She operated her private practice part-time at first, continuing to serve in her other positions. In January 2023, she decided to go all-in on her independent therapy services. Thirteen months in, she began to feel the pressure of being a service-based small business owner. “I love the work that I do,” she said. “I work with couples, men in tech careers – especially engineers – but it’s stressful relying on my appointments for income. Whenever people cancel, that’s income that I’m losing. For peace of mind, I knew I needed a backup plan.” Establishing a Small Business Plan BElena didn’t want to completely abandon her desire to help people. It’s why she became a psychologist. Instead, she began exploring options that would allow her to use her psychology degree to continue to make a difference. What she landed on was consulting opportunities that required her expertise. One of her passions as a therapist was helping men in technology careers. “The way engineers cope and reach out for help is different,” she said. “One of the biggest stumbling blocks for these men is they feel like they must use logic to solve problems and therapy can feel vague and unclear at first.” When she was regularly counseling men in this industry, she discovered a lot of their anxiety stemmed from the way they were treated in the workplace. Drawing on that experience gave her an idea for her new business direction. While she could offer stress-management workshops for men in tech, she decided her time was better spent addressing the root of the problem. “Where the work needs to be done is with leadership,” Elena said. “I think smaller tech companies would be more receptive to this.” Leading the way to a healthier workforceElena doesn’t envision a one-size-fits-all solution to the problem. She must ask a few questions – some of which might be uncomfortable to explore – before she can work her magic. The first step is to uncover what’s going on with the leadership team, which requires a leadership assessment. “Are they on the same page?” she asked. “How do they communicate their expectations with their employees? Once I know the issues, then I can intervene and customize a plan that fits the situation to solve the real problems.” She doesn’t believe in taking an “I know more than you do” approach because that doesn’t help people feel comfortable enough to open up and trust her throughout the entire process. Now that she has a new service model in place, Elena said she’s excited about the possibilities. “It’s a way of doing something new using my brain differently,” she said. “The expectation that I have is that I’m going to make some good connections and use my style – which is approachable and connective – to come in and help people.” Navigating the bumps in the roadFiguring out a new direction doesn’t mean the journey is without bumps in the road. For Elena, one of the biggest challenges she faces is cutting through the noise to stand out among her competition. There is a lot of competition in the mental health therapy space with therapists who have made a similar transition. They’ve left their clinical roles completely to write articles and do consulting work. She’s discovered the key to getting noticed sometimes comes down to who you know in the industry. “It’s inspiring and frustrating at the same time,” she said. “Inspiring because they’re women who have all taken these bold steps. Frustrating because they aren’t necessarily any more skilled than I am, but they’ve met the right person or have the right connections. I’ve learned that’s really the key. I feel like that’s a roadblock because if you don’t have that, you’re just hustling and hustling.” Marketing strategies to support the shiftElena said she has learned to take a deep breath and continue putting herself out there. To overcome some of the obstacles standing in the way of her new business growth, she’s spending a lot of time networking with others in the industry. “As a naturally introverted person, I’m doing things that make me feel very uncomfortable,” she said. “I’m posting a lot on Alignable and LinkedIn, which I never did before. I’m networking with a lot of people and planting seeds. I don’t see it as a waste of time. I’m making valuable connections.” Besides virtual networking, Elena said she plans to host a paid event for other therapists who are early in their careers. She’ll offer them advice about how to build their practices and give practical tips for growth strategies that work. She also welcomes any interviews or speaking engagements where she can discuss her new business direction to generate new leads. “I’ve already been on two podcasts for people who have a passion for working with men,” she said. Small business owners who want to share their expertise as part of their marketing strategies can find opportunities on HARO. Additionally, she’s working on revising her website to align with her new business direction. Getting active on social media is another way to generate awareness and connect with your ideal customer. Small business owners struggling to find their footing with social media content creation can schedule a 1:1 content marketing training session with a member of The Write Reflection team. Ongoing content creation support also is available in the soon-to-launch Mainstreet Marketing membership community. Get on the waiting list to reserve your spot. No matter which marketing approach you take, Elena said she’s a big fan of relying on other professional women to help her grow. “It’s OK to reach out to other successful women to get ideas,” she said. “It’s in our nature to be helpful and nurturing. Leaning into what’s natural for us, we can still do that, even in business.” About the Author - Shari BergIt’s difficult to forget an encounter with Emida Roller. She’s fearless about approaching people with her warm smile and shining personality that draws you right in. Before long, you’ll find yourself asking about her passion and what she does for a living (only to discover the two are one and the same). The genius behind Emida Roller Productions, she’s turned her love of art into a thriving small business. It’s not an exaggeration to say she’s mastered the art of the deal. Luckily, she’s willing to share her must-have marketing tips to boost your brand’s visibility. Conquering the fear of connectingTerrifying is a word some entrepreneurs and small business owners use to describe marketing themselves to others. If in-person networking events are part of the process, you can kick that terror up a notch. Approaching perfect strangers and striking up a conversation doesn’t come naturally to many people. That’s OK, said Emida. “You start small, you get more comfortable, and then you push yourself,” she said. Emida recommends an effective strategy for coping with the anxiety that comes with convincing yourself to put yourself out there. Pretend you’re an actor on stage. The networking event is a production and you’re the star. “You have to switch it on,” she said. “If you do it enough, you’ll get more comfortable.” Another coping mechanism is to find yourself a networking buddy. Her daughter is a wonderful artist. However, Emida said she struggles with the networking part of marketing. To quell her fears and give her a confidence boost, Emida goes to networking events with her daughter to serve as her personal cheerleader. “Go with somebody,” she said. “You get that moral support and you’ll be less anxious if you’re talking in a group.” If you’re new to in-person networking, Emida has one more trick up her sleeve. She suggests starting with a smaller event to break yourself in. Once you build up your confidence, then you can attend larger events more comfortably. Networking strategies that stickEvery small business is different. Marketing strategies that produce sustainable growth for one brand might fall flat for another. However, learning about different approaches can help you decide which approach resonates with your ideal customer to give you a starting point. “Find people who are doing similar things – someone who is doing it better – and find out how they’re marketing and putting their names out there,” said Emida. “Most people want to share their techniques and help you if you just ask.” When you go to community events or other in-person networking opportunities, go the extra mile to stand out in the crowd. One of Emida’s best ideas for an upcoming conference she plans to attend in March is to make a jean jacket with a scannable QR code about her business on the back. Doing so shows off her artistic skills and makes learning about her business easy and entertaining. “Sometimes, networking and promoting yourself is boring,” she said. “You have to find a way to make it fun.” Besides in-person networking events and community gatherings where she can introduce herself and spread the word about her services, Emida has found success in making valuable connections on Alignable. An online referral network for small businesses, Alignable boasts more than 8 million small business and micro small business owners as members. Think of it as a virtual Chamber of Commerce. Its targeted approach and community-focused features help small business owners forge meaningful connections in their local or niche markets. “Joining Alignable has been a great way to find people who need my services and whose services I can use,” she said. “One good thing about Alignable for me is there are a lot of marketing people there. I can tell my story better than anybody else, but there comes a point where I know I need help, and (Alignable) is a good place to get it.” Solving setbacks and other growth challengesWhen Emida first started out, her business was called Wall Designs by Emida. She concentrated on creating unique wall art in the interior of homes and businesses. To promote her work, she sent letters to local building contractors introducing herself and offering to personalize the interior walls of their model homes with her unique designs. “I was surprised because four of them took me up on my offer right away,” she said. It turned out to be a good marketing move. “You have 10,000 people walking through those homes in a 2-week period and that’s great exposure for my art.” Eventually, she started getting enough work to keep her going as an independent artist. She also began doing outdoor murals, which required figuring out many things – including how to set up a scaffolding by herself. “When you work by yourself, you have to tackle many challenges,” she said. Emida became so proficient at setting up a scaffolding alone that she had her daughter film the process. “Then, I uploaded it to my YouTube channel and shared how to do it with other people. I showed all the tricks I use by myself. Those videos have more views than the ones of my actual art stuff,” she said, laughing. Today, her business name has evolved to reflect the full experience customers can expect from working with her. “I’d been thinking about a name that encompasses everything I do. I don’t just show up and paint a mural and go home. Now, I have a conversation about the theme, get ideas from the community on what should be in the mural, and involve them in the whole process,” she said. “My big thing is how I engage with the community. That’s part of my branding. I’m not just an artist. I’m a community engager.” Her unique approach to community involvement earned Emida a lot of free press. Reporters would give her their numbers and ask her to call when she started her next project. Starting over again (and again)One of the challenges Emida has faced with marketing her business involves her and her husband’s shared passion for moving to new places. The couple recently moved to Georgia after spending about 3 years in Connecticut. Every time they move, Emida starts over again with marketing her brand. Instead of getting frustrated, she finds ways to connect with her new community to spread the word about her business. She attended a town meeting and contributed to a discussion about creative ways to get people involved. In the process, she naturally worked in how her business brings communities together on an art project. “Marketing is like a boulder rolling down a mossy hill,” she said. “The more you do, the more the ball rolls and gathers moss.” Even though her challenge is unique, the lessons about how to solve it apply to any small business struggling to market itself. Emida recommends looking for different places to spread your work and to do a good job when hired so those customers will keep recommending you to others. “Every 6 months, reach out to former clients to thank them again and remind them you’re still doing the work if they know anyone who needs your services,” she said. Keeping the pace (and peace)One of the lessons Emida learned early on in her business was the value of having a solid contract before beginning work with a new client. “I started out without (contracts), and I had problems,” she said. “Having a signed contract eliminates a lot of problems.” Another struggle she encountered in the early days was second-guessing herself through the slow times. “I would wonder if I could sustain myself with my business model,” she said. “But I found ways to keep the flow by spreading out the work.” Instead of trying to do 2 to 3 projects simultaneously, Emida staggered the start dates and rotated between large and small jobs to give herself breaks as needed. Final words of marketing wisdomRunning a small business comes with a steep learning curve. Generating enough leads to turn a profit is one of the many lessons you’ll either pass or fail. Learning to embrace the challenges as opportunities and stepping outside your comfort zone to build a strong network are surefire methods that have helped Emida survive and thrive. “Be prepared,” she said. “Know what you bring to the table and be willing to give a bit more than expected to leave a lasting impression. Be assertive, and you’ll close the deals.” About the Author - Shari BergYomi Gerard knows what it means to struggle to build a successful business in Africa. A conversion copywriter for SaaS and Tech companies, he attributes his achievements to learning how to fend for himself from a very young age. Scraping to get by while working in restaurants, water factories, and phone repair shops, he finally turned his aspirations toward copywriting as a sustainable career that could help him thrive. “I didn’t start writing until my last job – a pure water factory – where I was paid N13,000 (15USD per month) for working 8 a.m. to 6 p.m. every day of the week,” said Yomi. “I knew I could not fulfill my dreams at that rate, so I went into copywriting.” That was in 2018. He took a brief break from his new career in 2019 before diving back into it in 2020. He niched down to serve SaaS and Tech companies within the last year, which is a specialization he’s enjoying. Today, he writes for some of the most successful businesses in Africa and beyond. “It was pretty amazing to me that I could make money from writing,” he said. “The fact that someone would pay me to do what I love to do, it was cool.” Yomi hasn’t let success go to his head. He’s never forgotten how hard he worked to reach his goals. Fast forward to today, and Yomi is paying it forward by helping other young African entrepreneurs achieve their dreams through E-preneur Africa. E-preneur Africa is BornImagine. Innovate. Inspire. Those three words adequately capture the vision of his passion project. “Access to the internet provides us all with equal opportunities,” said Yomi. “But not everyone knows how to navigate these paths.” That’s where E-preneur Africa comes into play. Conceived in April 2022, E-preneur is a storytelling platform featuring the tales of Africa’s most inspiring e-preneurs. It serves as a place where Millennials and Gen-Zs can find community, funding, and visibility to grow their brands. It’s modeled after Forbes, but specifically for young Africans who are leveraging the Internet to build businesses and grow their brands. “I believe stories are the world’s greatest motivation,” said Yomi. “Nothing stirs you up more than knowing someone has walked a path you’re currently on and succeeded.” His motivation to launch E-preneur stems from his early struggles to make ends meet. Yomi said he hopes to spare his fellow African entrepreneurs the same rough road by giving them a platform that showcases their value and expertise. Leveraging the Internet’s PowerThere’s more to E-preneur Africa than showcasing up-and-coming young talent. Yomi plans to use his years of experience leveraging the power of the Internet to help others do the same. “(The Internet) helped me get away from doing menial jobs,” he said. “It allowed me to do something more that I actually enjoyed.” Knowing the Internet exists and understanding how to use it to start or grow a business idea are two different things, Yomi said. He hopes to spare other young Africans the struggles he endured by teaching them a better way. “Having to go through the hustle and the struggle to make ends meet, not knowing that there were opportunities online, was hard,” he said. “I didn’t have anyone to guide me. It makes a big difference having someone to point you in the right direction so you’re not constantly making mistakes.” Yomi said the average African is very ambitious, with a lot of aspirations. “I see a lot of opportunities presented online, but if you don’t have access to them, you can’t take advantage of them,” he said. Growing with FamilyOnce E-preneur Africa gets past its initial launch stage, Yomi said he plans to add coaching and mentoring services to the platform. He wants to provide access to experienced African entrepreneurs and instructors across multiple industries to provide insight to those just starting out. His growth hub joins budding creatives and entrepreneurs on the same journey to making a global impact. To help facilitate exposure, E-preneur Africa has a digital magazine, email newsletter, and social media accounts that feature young African talent. Yomi also recently started a podcast that hosts young African success stories to inspire others. The Man Behind the MissionGoing all-in as an entrepreneur is challenging. No one knows this better than Yomi. When he first launched his copywriting business, Yomi was juggling it with finishing school. He found himself writing 3,000 words every day to make a reasonable income as he gained experience. “I had to churn out a lot of words every single day,” he said. “Because I was new and I was trying to make ends meet, I really didn’t have the opportunity to say no to some kind of jobs and predatory payment behaviors.” He felt constrained and unable to say no to unreasonable tasks and low pay because he felt pressured to pay the bills. Some other challenges included the inconsistent power supply and connection issues that plague Africa. “Customers would tell me that we couldn’t work together if we couldn’t communicate,” he said. Limited resources also kept him from working effectively when he first was getting started. “For a year, I did everything on my phone because I lacked the resources to buy all the equipment I needed.” Toward the end of 2020, he had a client in the United Arab Emirates that helped him turn things around. It was his first retainer job, replacing the low-wage content mills he previously worked with while trying to gain experience and support himself. “It gave me much more confidence,” he said. “I knew if I poured my heart into it, I could make it work.” A Guiding Light for African EntrepreneursHis future vision for E-preneur Africa is to make it the gold standard for Internet entrepreneurship. He hopes to reach people who are less privileged throughout Nigeria and all of Africa. “We want to impact people and see their lives changed, the same way my life was impacted by leveraging the Internet,” he said. “I want to see the same kind of transformations happening in the lives of young people.” E-preneur Africa seeks more influencers and collaborators to help create fresh content that aligns with its mission and vision. Already established entrepreneurs and content creators interested in helping grow the platform are encouraged to reach out to Yomi to learn more. AuthorShari Berg has known she wanted to be a writer since she was old enough to hold a pencil in her hand. She believes everyone has a story to tell, and it’s her job to discover it. Shari owns The Write Reflection, a Pittsburgh-based copywriting and content writing company that empowers small business owners to wield the power of words. |
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