How to Understand the Masculine and Feminine of our Psyche for Business


Everyone, irrespective of gender, has a male and female aspect.

In order for us to navigate the work place with confidence, we need to develop both these sides of our psyche.

We live in a world of duality: hot/cold, up/down, in/out, male/female.

Men have a female side to their psychology = anima.

Women have a male side to their psychology = animus.


It is the marriage of both male and female which enables us to become balanced as human beings and to operate successfully in the world and in business.

Five steps to developing our Masculine Principle/Animus for business

Both anima and animus have a light and a shadow side. The light is the qualities we admit to and try to develop; the shadow is the qualities we ignore or refuse to accept. Our task is to bring both the light and shadow qualities into consciousness and then integrate them.

Step One

Become aware of the light qualities of the feminine psyche:














Step Two

Become aware of the shadow qualities of the feminine psyche:





Disowning power – e.g. waiting to be rescued




Fear of Intimacy

Step Three

Become aware of the light qualities of the masculine side of the psyche – animus:



Analytical thought





Desire for achievement

Develop these qualities. However, be aware that at first, the animus can seem either bossy and opinionated, with an answer for everything, or too timid to raise his head.

Step Four

Become aware of shadow qualities of the masculine psyche – animus:




Mechanistic behaviour


Step Five

Finally, we need to integrate all of these elements by stepping back and observing our behaviour. If we find ourselves acting in shadow, breathe and add the light quality of the animus or anima.

E.g. We want to be rescued by a knight in shining armour (shadow anima) – we find something we are scared of and do it anyway (light animus), thus bringing out our courage.

We find ourselves being moody (shadow anima), we focus on an aspect of our business, make a decision and carry it forward (light animus).

Or if we find ourselves becoming argumentative (shadow animus), we do something creative (light anima).

Or we find ourselves being too ruthless (shadow animus), we concentrate of our caring qualities.


Irrespective of our gender, each of us must recognise and develop the light qualities of both and learn to recognise and use the shadow.

Each of us will need to focus on different aspects.

Some of us will tend toward courage and risk taking but need to be particularly aware of becoming pushy or argumentative.

Others of us may be more timid and passive and need to concentrate on developing the ability to take risks or make decisions.

In business, it is extraordinarily useful if we can see the light and shadow working in other people. When either we or someone else is in shadow, never trust a decision made at that time.

Marcus Aurelius said: “You have power over your mind – not outside events. Realise this and you will find strength.”

For more information, contact Author and “magic lady” Laurelle Rond



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How is your marketing performing?

If you operate in a very sales driven organisation then it may be the case that you know exactly how marketing tactics are performing. But I often find that clients are less concerned with detailed reporting if they see an up-lift in business.

The aim of marketing generally is to see an uplift in business, but looking at the finer details can often give you a great insight into the performance of exact elements within your marketing and gauge how recipients responded.

Email marketing statistics to monitor:

Open rates – This can often be a key indicator of whether your topic as described in the subject line was tantalising enough. It is possible to get the strength of your subject lines assessed by third party websites such as

The time of day that an email is sent may also be an influencing factor on open rates so may also be worth testing.

Click through rates – It is crucial to include a call to action within an email communication/newsletter, so a click through to your website is the desired goal.

Recipients – It is also worth reviewing ‘who’ is regularly opening your emails. It may be a catalyst for cleaning up your database and removing old contacts who are no longer interested in your products or services.

Social media statistics:

Likes/Shares and Comments – Last year Facebook was found guilty of reporting inaccurate statistics regarding paid advertising, ( it may be surprising that this has not damaged their business. But this has to be attributed to the fact that business users have an indication of engagement and can see first-hand the results of their posts and advertising.

Checking on Like, Shares and Comments is so easy, and you can get an indication of the topics that generate a response from your followers.  More and more business is being generated via social media, so it may be worth noting exactly where your leads are coming from.

It isn’t always measurable as some activities are geared towards reinforcing the brand/enhancing reputation, rather than generating direct leads. But it is always worth asking how/where a client heard about you. Irrespective of the nature of your campaigns, make sure you record the results e.g. 10 more phone enquiries, 2 new clients, value of sales generated. By knowing the performance statistics, it will enable you to replicate the successes, and direct future investment in those activities that will generate results.

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The secrets of SEO unveiled. How to boost your SEO and website the natural way!

First off, I would like to start off with some top tips and #SEO quick wins

  1. Is your #website Google verified? (ask your web person/host if you are not sure)
  2. Is your website #Mobileresponsive / #Mobilefriendly? (ask your web person/host if you are not sure)
  3. Does your website have a #sitemap.xml? (ask your web person/host if you are not sure)

Many clients I have spoken to have often dabbled with SEO or used suppliers and not had great results.  Many promise the earth and don’t deliver.  SEO, like many other aspects of marketing, isn’t  a magic wand or a miracle worker, but there are some guidelines to follow and some things to do to get the best results you can.

Get on Google

Google my business

  • As well as the above top tips, here is another. Is your business on Google maps (also known as Google my business or Google places).  You may have one set up that you don’t know about so search for it and “claim” a listing if it is yours.  If you already have one or are setting one up, then make sure it is 100% set up
  • ask for reviews (great for boosting your rankings) and
  • add photos to make it stand out and interesting.

(here is an example of Pinpoint Marketing’s, and please leave a review if you would like to! thanks!!)


Has Linkedin set up a company profile page on your behalf? This can happen so check if you have one and then claim it as yours and get promoting and networking online!

Google adwords

Confused by what keywords that you should use and what to potential clients type in when searching?  Google has a free search tool. Check out

Website pages

When adding pages or building a website, don’t forget to include and update Meta titles and Meta descriptions.  Also bear in mind geographic searches. #toptip – have you submitted your website to the free online directories out there?

Google analytics

Don’t forget to make sure Google analytics is added to your website (grant access, add the code and ask your website host if you aren’t sure) so you can log in regularly and track visitors/users, bounce rates, pages views, pages that are of interest and so on.  Key parts of #Googleanalytics to look at are users, acquisition and behaviour.

Google analytics


Keep content up to date and include keywords too. Blogging is a great way to maximise and showcase your content.

Content is king!




Would you like help with your SEO, website or reviewing your Google Analytics then please ask me and I will happily point you in the right direction!






Note – This blog is a very quick overview and if you aren’t sure on certain aspects then always ask an expert.

Another Note – I put all of this into practice myself and always have done, but I got reminded of a lot a of this advice and learned more on a SEO course by

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Copyright and how it affects image usage

Copyright law is a cause for concern for many businesses, so we thought we would try and give you the highlights and draw your attention to the pitfalls. The law itself is very complex, so should you have a specific query, you should seek expert advice.

Copyright is a key protection for your work in whatever form it takes, allowing others to use it only with your express permission. This is an automatic protection, so no need to register or even the requirement to display © within your work.

In 2014, in light of the easy accessibility of resources and media online, the law changed to offer greater protection to the creator of such works.

What is covered under copyright as detailed on

  • Original literary, dramatic, musical and artistic work, including illustrations and photography
  • Original non-literary written work, such as software, web content and databases
  • Sound and music recordings
  • Film and television recordings
  • Broadcasts
  • The layout of published editions of written, dramatic and musical works.

The law states that anyone other than the creator cannot copy, distribute copies (free or otherwise), rent, lend, perform, make an adaptation or put on the internet without prior permission. However, the UK law only protects you here and not abroad. There are international agreements in place which offer protection but advice should be sought.

Although copyright protection begins as soon as the work is created, there are limitations on how long it lasts depending on the type of work.

E.g. written media is 70 years after the authors’ death, and sound and music recordings 70 years from first release. Once copyright has expired, anybody is entitled to use or copy the work.

The area that gives most concern is the use of photography. DO NOT take/copy images from the internet and assume that because they are in the public domain that it is ok for you to use them in your own material. It isn’t!

Many photographers licence their images via a collecting society, so you can seek permission and pay a royalty to use their imagery fairly simply. But there is also the option of using ROYALTY FREE images online. Many online libraries have royalty free images but they don’t always make them easy to find. Try Pixabay ( as they provide a vast range of free images.

Our advice is to always be very mindful of where you source your images and do not ever assume that they are free to use.


Further information on copyright and the law is available from these sites:

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What’s your colour?


I think we can all agree that colour does actually have an impact on our perceptions. If a person walks into a meeting head-to-toe in bright orange, whether you want to or not, you may assume that they are a joker or just colour blind! The same applies to branding, get the colour wrong and you may actually damage the brand.

I have to admit that there isn’t any reliable research relating to colour and perception, but instead we rely on personal preference, exposure and culture to form our opinions. This hasn’t stopped one serious bod from The Logo Company from trying to classify colour based on current uses…

Yellow – Optimism, clarity, warmth

Orange – Friendly, cheerful, confident

Red – Excitement, youthful, bold

Purple – Creative, imaginative, wise

Blue – Trust, dependable, strength

Green, peaceful, growth, health

Grey – balance, neutral, calm

Do you agree?

But while choosing a colour for branding as a reflection of your company values is important, another thing to consider is the colour of competitor branding. You will often see lines of Estate agents windows side by side on the high street, they may very well share the same values and working practices, and so branding is a key differentiator. Colour can be a great way to stand out from the competition!

There is a tendency to have one colour for your brand as the current trend is to go for simplicity, as well as keeping print costs low when investing in merchandise! But even if your logo is a single colour, consider a branding palette, as this will make website and collateral design more dynamic.

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Show some love…

Are you guilty of getting caught up in the day to day running of your business?

Invoices will always need to be processed, suppliers to be chased, wages to be paid, the list goes on…

But how often do you switch your focus to nurturing your business?

Customers respond well to nurturing, just look at John Lewis. They have taken the approach of solid customer service both pre and post-sale combined with mainstream advertising. John Lewis has fared the storms of previous economic uncertainty by keeping their customers loyal. But while we don’t all have the marketing budget to match that of this retail giant, other marketing tactics such as newsletters, blogs and social media can be effective for your business.

The key is to make sure that you maintain contact with your existing customers and keep them informed. If customers remain engaged then they are more likely to stay loyal. This does not mean calling them once a week – anybody would find that annoying. It is far simpler than that with the use of pre-scheduled activities.

Newsletters – These are a great way to update subscribers on company news, product developments and availability. These should be scheduled for intervals that both you and your customers are happy with, e.g. once a month. These can always be used as a reference tool if they contain educational information.

Blogs – This is me practicing what I preach. My blog followers are not necessarily the recipients of my newsletter. But I find that people like the opinion and varied topics whilst not subjecting themselves to the hard sell.

Social media – Messages can be scheduled in advance, or can be posted as and when the inspiration appears. Either way, it need not dominate your time, but it should be regular although not incessant!

Of course the occasional email or call does provide the personal touch!

If you would like advice on how to create your own newsletters, blogs or social media plan, then we are happy to help or visit:

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Love what you do!

Where did January go? It could be the case that the resolutions for this year have already been abandoned and we plod on in much the same way we did before. But just stop for a minute and in the spirit of Valentines take stock of your business and what you love about it.

I expect that, like me, you made the bold decision to start your own business because of a love of what you do or your field of expertise. But there are often other elements of managing a business that are somewhat of chore as we don’t love them or even particularly understand them. Running my business has been made much easier by utilising the expertise of others in order to manage my accounts and HR responsibilities. By outsourcing the jobs I loath to better qualified and knowledgeable individuals, I am free to get on with the activities that give me the greatest satisfaction.

The same applies to marketing, it is essential for your business to develop and grow, but if this is a topic that simply doesn’t ‘do it’ for you, then why not call in an expert?

My career has been spent in marketing and I live and breathe it every day!

Pinpoint Marketing Consultancy operates with the aim of supporting businesses like yours, to achieve their goals through planned and well executed marketing activities. We love creating marketing plans, newsletters, social media training, content planning, websites, PR, copy writing and more…

Getting started on identifying your specific marketing needs couldn’t be easier, simply click on the link below and complete the survey.

Show your business you care and love it and let me do what I love doing best.

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