A Few Words
I guess you fell in love with my website and want to find out more about the person behind it all. I totally get that.
I could just tell you how I was born and grew up in London but currently live in Jerusalem, Israel (yes, there is a slight weather difference) with my husband and four little kids. I could mention those fun but totally irrelevant facts such as how I enjoy cooking & baking, play the keyboard, can read 4 books in one day, and can’t draw to save my life. But na, that would make for a very boring About Me page.
Let do this differently. Here goes…
You know that kid sitting in the front of the class, taking notes in the short-hand they developed themselves, ready with answers to all the questions the teacher hasn’t even asked yet? Yup, that’s me. Super ambitious, high achiever – my school reports had all the synonyms there.
But how do you transition that into real life? My first decision was to skip traditional university. Too slow, too boring. I took a job teaching in high school, tutored in the evenings, and did an Open University maths degree in my spare time. (I did mention that I love studying, right?)
The Real World
Time to enter the real world. I landed a job in SEO, and loved it. Of course, I studied everything in depth until I knew it all inside out. It wasn’t long before I was offering a whole range of digital marketing services to clients (yes, I too began on Fiverr) and quit my job. The office had been fun, but commuting just ate up my day like a dog swallowing an ice cream whole.
So, there I was, growing my digital marketing business, attracting more clients, about to hire an assistant… when it happened. The big turning point of my career. Drum roll please!
The Big Moment
I stumbled into the world of marketing consulting. Until now, I’d been focused on a company’s online assets – but this got real. I won’t go into the difference between marketing and digital marketing here (CTRL+click that little link if you’re interested, so you can read it when you’re finished here), but this was where I really found my footing.
Remember, I began my post-school life as a teacher, and still miss teaching. (As other parents will know – teaching toddlers how life works is just not the same.) Well, this was my chance!
I launched with a bang (a free workshop actually) and was soon guiding business owners in all sorts of industries on how to grow their business. From building their confidence to streamlining their business model, from handling prospective clients to increasing their range of offers, I did it all. And loved it.
I kept up my digital marketing and before long I realised that the two areas are actually perfectly aligned. Some businesses I worked with didn’t have an online presence – but the majority did, and working on improving that soon became part and parcel of our work together. Digital marketing takes on so much more meaning when you frame it in the bigger picture, when you know what the entire business is focusing on and working towards.
Time to get serious
Anyway, I was having a great time with all my different clients, but enough is enough. It was time to niche down, and get serious. I knew that if I would get deep inside one industry, I’d be able to offer far more value to my clients within that industry. And so, as you will know if you’ve read other parts of my site, I decided to work with private dental practice owners.
I actually quite like going to the dentist. It’s a chance to relax, to just lie there and stare at the ceiling (and wonder who on earth placed those pink teddy bear stickers there), and not have to worry about anything on your to-do list. I also know that not many people share my view on this, which creates a nice challenge. How do you market a business where the majority of clients are scared of coming? Unless it’s a House of Horrors, it’s usually a recipe for disaster. Just think of that creepy old man who ran the corner shop that everyone avoided. That is, unless you’re a dentist.
So, I jumped right in, read up all I could about how to grow a dental practice and the common issues owners face (my fondness for studying kicking in here), and spoke with a few people who work in the field. And then I began working with dentists.
And the rest, as they say, is history.
Oh wait – I have to put ‘The End’ in fancy cursive script. It just wouldn’t be complete without it. Here we go: