Networking, Reader. Networking is working.

And ain't that always the truth?

People buy people. We know this.

So first up, here's today's golden nugget: if you're feeling the pinch or wondering how to add impact to your digital campaigns, a little bit of old fashioned hello-ing seems to be working wonders.

I'll get into the roots of that and what else I'm doing in a moment.

But first:

• A thought-provoking conversation about AI
• AI ethics for creatives (a free course)
• Final call for the best freelancer event of the month​
  ​

Let's go.

A thought-provoking conversation about AI

From Alex Evans on LinkedIn. It's slightly apocalyptic so don't read this if you're feeling shaky.

AI ethics for creatives (a free course)

Felicity Wild, founder of Writers Against the Algorithm, has launched a free AI ethics email course for creatives. Sign up here.

Final call for the best freelancer event of the month

TBF, there are loads of great freelancer events going on this month. Check out The Marketing Meetup, for example. And Freelancer Magazine.

But the one I'm banging on about is about MONEY. You get to discuss it with me and a host of really great people next Thursday. More here.

The roots of what's working (and what might not be) on the marketing front.

Last week I cast doubt over my marketing plan when I secured our first, official Embedibble contract through an unexpected avenue - my existing network.

That existing network is organically growing and this week I've had a couple of lovely opportunities for Incredibble (the content arm of my business) come through. Thank you friends who trust me to do great work for you - and the people you know.

My wider strategy, in very simple terms, looks like this:

• Build the brand's reputation: speaking opps, PR opps
• Connect with more, new people on LinkedIn: drop them an authentic hello. Post high-quality, relevant engaging content as consistently as possible.
• Connect with people I used to work with or nearly worked with: emails and LinkedIn messages letting people know what we're up to.
• Write this newsletter: let people get to know me and what we do, while adding value.

I want to do creative DM. I want to do email campaigns. I hope to include those later when time and budget allow.

But when things consistently come in based on something you're doing naturally (and how nice is it to have nice conversations with nice people?! To be generous with knowledge and time?! To make friends?!), sending connection requests to strangers on LinkedIn feels a little arduous. I also find myself deprioritising it, as I onboard new clients and continue to network with my network.

We have a short-term, long-term conflict here.

Short-term, me networking is all well and good. Long-term, we know it's not sustainable.

BA (Before Ada), I didn't crack the sustainable marketing nut. And maternity leave (and probably the appearance of AI and a global trust recession) nearly wiped out my business.

AA (After Ada), I have never been more driven to find a life-work-time balance that brings stability to my family. Sustainable consistency is a must.

There will come a point when my business is ready to employ wider, deeper marketing tactics to achieve our aim - without me. I suspect I won't know when I'm there - will you remind me? And send help?

Until then, networking with good people will be the tactic I'll continue to run.

Have you experienced this conflict? Is it true for you right now? How are you approaching it?

That's all for this week, Reader.

Thanks for reading.

Helen

How to work with Incredibble in 2025

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We specialise in editorial support, maternity or interim marketing cover and specialist marketing expertise.

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