Here's what you missed if you didn't join us live for the Informi Talking Small Business lunchtime webinar, where Sophie Cross spoke with Zara-Dee Hannay about top tips for visibility, staying confident, and putting yourself out there without feeling awkward.
Introducing Zara-Dee Hannay…
Zara-Dee is a Brand Visibility Mentor based in Leeds. She helps talented freelancers who hate self-promotion show up with confidence, get seen for what they do best, and do more of the work they love.
A trained actor with 10+ years of client-facing experience and an accredited coach, she loves supporting creatives to build confidence in showing up and growing a business that supports the life they want.
She also hosts the podcast Success Behind The Scenes, sharing honest conversations about the highs and lows of self-employment.
24 key takeaways from the webinar
1.Sales is just listening.
Selling doesn't have to feel pushy or uncomfortable. At its core, sales is simply listening and responding to what someone needs — exactly the same skill as good conversation.
2. Have something prepared in your back pocket.
You don't need a rehearsed script, but having a confident, practised answer to "what do you do?" means you're never caught off-guard at a networking event.
3. Confidence is built through doing.
Visibility confidence doesn't come before you show up; it comes from showing up. Practice and repetition are what build it over time.
4. We are our own biggest barrier.
Nine times out of ten, the thing stopping small business owners from being visible is themselves — their own assumptions, fears, and self-imposed limitations rather than any external obstacle.
5. Ask yourself: Is this a fact or a feeling?
When a limiting belief stops you from showing up, challenge it. Is it actually true, or is it just an opinion you've absorbed? Most of the time, it's the latter.
6. Nobody is watching you the way you think they are.
The fear of being judged by former colleagues, old bosses, or people from your past is almost entirely unfounded. When you see someone else posting online, you don't think badly of them — your audience doesn't either.
7. Imagine someone else posting your content.
If you wouldn't cringe seeing another business owner share what you're about to post, that's your permission to post it.
8. Speak to one person, not everyone.
When showing up online, picture one specific person — your ideal client or a client you've loved working with. Speaking to them directly makes your content more personal, more relevant, and far more effective.
9. Online presence builds legitimacy.
Whether someone hears about you by word of mouth or finds you through search, they will look you up. A clear, active online presence confirms you're real, credible, and worth reaching out to.
10. Word of mouth and online visibility work best together.
Relying solely on referrals means you're invisible to an entire audience. Combining both gives you the best of both worlds: trusted recommendations and discoverability.
11. Get your profile to a place you feel proud of.
One of the simplest ways to feel more confident about reaching out to people is to feel genuinely good about what they'll find when they look you up. Invest time in getting your LinkedIn profile, website, or Instagram to a place that represents you well.
12. Don't be afraid to update your headline.
Changing your LinkedIn headline as you evolve isn't a sign of inconsistency; it's part of the process of getting clear on what you do best. Most people won't even notice you've changed it.
13. Visible and memorable are not the same thing.
Showing up regularly makes you visible. Being memorable requires something more: a distinct point of view, a consistent voice, or a willingness to be genuinely yourself.
14. Don't hide behind your brand.
People buy from people. Stepping into the limelight as the founder or individual behind the business can feel uncomfortable, but it's what builds real connection. Shift from "we" to "I" and let your personality come through.
15. Share personal details that feel natural.
The things that make you relatable — a camper van, a dog, a love of a particular city — are often what lead to genuine connection and client relationships. You don't have to overshare; just share what you'd mention naturally in a face-to-face conversation.
16. Flip it from self-promotion to service.
Instead of thinking "I'm selling myself," reframe it as "I'm showing up to help people." When your content is genuinely useful to your ideal client, it stops feeling like self-promotion.
17. Be cautious with AI-generated content.
Audiences are increasingly savvy at spotting AI-written posts and comments. Write in your own voice — tools like Grammarly can help with editing, but let the words be yours.
18. Choose one channel and commit.
Spreading yourself across multiple platforms at once leads to burnout and inconsistency. Pick the one where your ideal clients are most likely to be, learn the culture and etiquette of that platform, and show up there consistently.
19. Start smaller than you think you need to.
If you're not posting at all, don't commit to posting every day. Start by connecting with three new people a week, or commenting on three posts. Build the habit before building the volume.
20. Avoid the burnout-and-disappear cycle.
Posting every day for two weeks and then going silent for a month is one of the most common visibility mistakes. A sustainable, modest rhythm is far more effective than intense bursts followed by silence.
21. Use networking to listen, not just to pitch.
Going to a networking event is a brilliant opportunity to pick up on what your ideal clients are struggling with. You don't need to sell — just listen, and let that inform how you show up later.
22. Be the only one of you in the room.
Seek out networking events where your ideal clients gather, not just events full of your peers. Being the only accountant at a vets' networking event, for example, makes you instantly memorable and positions you as a go-to resource.
23. Connect online after meeting in person.
After a networking event, follow up with new connections on LinkedIn. Reference something genuine — a shared experience, a post of theirs you noticed, a connection you have in common. That personal touch is what makes you stand out.
24. One action to take this week.
Rather than trying to overhaul your whole approach at once, Zara-Dee's advice is to sit down with a pen and paper, reflect on what resonated today, and write down one small, specific thing you can do to become more visible this week.
Watch the whole webinar back…
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Connect with us…
Connect with Zara-Dee on LinkedIn
Connect with Sophie on LinkedIn
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