11 Things Learned In 11 Years Of Business

In September, I hit the 11-year mark on my marketing business. It was also the exact same time I moved into our new home, so I didn’t have much time to process the moment. I’ve also been on a sabbatical as we moved from Arizona to Massachusetts this summer, so though my business is still active, I haven’t been actively business-ing (hey I made a new word!)

I was 40 when I took the leap and began Dani Cutler Content Creation LLC. I had been volunteering my time with an independent radio station in Phoenix for 5 years at that point, and a good friend and business collaborator pushed me to turn my skills into a business. Mostly focused on social media marketing, it’s been a constantly-changing field. I finally found my niche in the music industry, and also incorporated more promotions and traditional marketing into my toolkit. As I prepare to re-launch my business after the holidays (or before, all depends on me really,) here are 11 things I’ve learned over the last 11 years about business. In no particular order:

1. Be afraid, but brave. Being fearful is not a negative. We have an endless amount of information available to us. Education is power. I knew nothing about starting a business when it was first suggested to me, but I was motivated by the idea of being an asset to businesses who didn’t know how to use social media in a more professional setting. I still feel afraid of parts of running a business to this day. The bravery comes from continuing forward.
2. Research. Piggybacking from above, research not just the information on actually starting a business, but you need to research your industry and see what others are doing. Like what someone is doing? Great, use that to enhance your business. Disagree with another’s strategy? Great, use that too.
3. Build Connections. You have to actually talk to people to build those networks. It takes effort, and also it takes being out there in the real world on occasion. Bonus- I have made some very close friends over the years which started as business connections.
4. It’s ok to be un-trendy. I read article after article, graphic after graphic about what is trending and this is how you advance your business. Do this TikTok dance and go viral. Post a video every single day. I hardly incorporate any of it. Guess what? My business survives. Being viral isn’t going to make you money. Being yourself and knowing your business will.
5. Don’t undersell. This one has been one of the most difficult for me. I want to help others so much, sometimes I cut my costs more than I should. When I began actually asking for what I am worth, I was initially surprised that my business didn’t tank. Then I realized that this is because I’ve proven my value and knowledge.
6. Be transparent. I don’t have anything to hide. I am forthcoming on how I can help, the time it will take, and equate that into a contract. I also try and be somewhat open in my personal life as well. I want people to know that the person they see online is the person they could possibly work with. I leave it up to others to decide if I’m a good fit or not.
7. Flexibility. In digital marketing, especially in the music industry, you have to be flexible. It can mean later nights, weekends, long days. It’s not a 9-5 M-F gig. You can be flexible and still maintain boundaries.
8. Work/Life balance isn’t 50/50. Having those boundaries helps you create your own balance between work and life. Awareness is the key. If you know your industry, then if you have three weekends full of events, it’s ok to say no to the fourth weekend or take a weekday or two off. It all depends on how you want to balance it. It does get a little more challenging when you love what you do, but having those boundaries not only helps your own mental and physical health, but clients aren’t demanding of your time at 10pm on a Tuesday.
9. Self-care is essential. I think 7 & 8 leads right into this one. Establishing boundaries is a form of self-care. Since my business is mainly online and very social media heavy, I can’t just leave it and take a week or two off social media. However, there are down days where I can be online less. I also limit being online later at night (that’s where those boundaries come in!) I’m also trying to get outside a little more and being more physically active, which is MUCH easier here now living on the east cost!
10. Always have a contract. I don’t care if it’s your mother. Even if the terms are free lunch for a year, all work requires a contract which details the requirements for you and your client. Now, having a contract doesn’t always mean that something won’t go wrong. I have had a couple of times where I’ve been ghosted and there was just nothing else I could do but let it go and take the loss. Bonus- get at least 50% of the payment up front before you start work.
11. Know when to reevaluate. Not every project with a client is going to go well. Owning your business gives you the control over who you choose as clients for the most part, but it’s not a guarantee. There have been several times I’ve had to cut ties with a client (make sure you have an “escape clause” in your contract!). On the plus side, every time I did, room was made for a better opportunity. Trust yourself, listen to yourself. One big tell is if you’re not happy with something, then it’s time to look a little deeper into the why.

These are the main things I’ve learned over the years, and it’s helped me not just become a better entrepreneur, but a better person overall. I hope one or two of these can help you too!