SUPPORT SEASONS IN BUSINESS + BUY SARAH A COFFEE

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SUPPORT SEASONS IN BUSINESS + BUY SARAH A COFFEE 〰️

Sometimes work just… slows down. Enquiries stop coming in, sales feel quiet, and your studio starts to feel a little too still. Every small business goes through quieter seasons — but while some are predictable and manageable, others can feel unsettling or even scary.

In this solo episode I’m talking about the slower seasons we don’t choose — and how to move gently through them. I’ll share the three kinds of “quiet” I’ve noticed in my own business, what they can teach us, and a few gentle, practical steps to help you find your footing again.

If things feel slow right now I hope this one feels like a deep breath, and brings reassurance, and calm encouragement.

Episode themes:

The familiar, manageable lull that comes with your business’s natural rhythm
The unexpected slowdown when you’re not sure why things aren’t picking up
The “money’s tight” moments and what to do to keep your business afloat

Episode resources:

Citizens Advice — for guidance on self-employed support, grants, and benefits
Samaritans UK — call 116 123 any time, day or night
Shout Text Support — text “Shout” to 85258 for 24/7 confidential support

Welcome to Seasons in Business, a podcast for creative business owners who want to build something thoughtful and sustainable, at a pace that actually feels good. I'm your host, designer and printmaker Sarah Phelps, and if, like me, you're craving a slower, more spacious way to grow, with a little gentle encouragement along the way, you're in the right place. So turn off your notifications, grab a cup of tea or coffee, and get cosy.
Hi, and welcome back to Seasons in Business. In the last episode, I talked about choosing to run a slow seasonal business, but today I want to talk about the slower seasons we don't choose, the ones completely beyond our control.
Over the years, I've realised there are a few different kinds of quiet and slow in business. There's that familiar, manageable lull that we expect and plan for and can actually enjoy if we've been busy for a while. Then there are the times we thought we would be busier but aren't, and we're not sure why. And finally, there are the times when it gets really quiet — enquiries stop coming in, sales go down and we're just waiting for tumbleweed to blow through the studio.
And when that quiet lasts longer than we expect, or when things don't start to pick up again, that's when worry and anxiety can really start to creep in.
So in this episode, we'll look at each kind of quiet — the familiar lull, the surprise slowdown, and the money's tight emergency — and explore some gentle, practical ways to help you move through them.
I've talked openly about this on Instagram in the past and the response is always overwhelming. From sales in freefall and studio leases being cancelled, to taking on outside work and struggles with mental and physical health — running a creative business is not for the faint hearted.
And there are still plenty of businesses flourishing. But I know for many of us, the last couple of years have felt slower and quieter than we're used to. And with the economy so unpredictable, I suppose that's not too surprising. If I'm honest, my own business still hasn't quite returned to pre-COVID busy.
So wherever you’re at, think of this episode as part pep talk, part practical help, part hug — a reminder that we’re all navigating these ups and downs together.
And before we get into the practical steps, I want to remind you of a few important things.
Firstly, if you're feeling overwhelmed, anxious, or unsure about the future, you're not alone. It can look like everyone else is busy booking new clients, making sales and generally thriving. But things are rarely all they seem on the surface. Us small business owners are resilient and optimistic people, and sometimes we hold back the messy, tricky parts to maintain a professional image. But that doesn't mean we're not human.
Also, you are not a failure. The economy shifts, client budgets change, and sometimes, despite your best efforts, things feel stuck. So ignore the little voice in your head that tells you your work isn't good enough, or that you should give up and get a proper job. A quiet season doesn't define your worth or the value of what you're creating.
And finally, mindset plays a huge part in how we get through slower, trickier times. Not in a “just be positive” kind of way, but by gently focusing on what's within our control. It's okay to feel worried, have a cry or take a duvet day, but when you're ready, try to channel that energy as best you can into small, manageable steps. Because often it's the tiniest steps that bring the biggest momentum.
So let's start with the kind of quiet we're all probably most familiar with — those slow weeks or months that arrive around the same time each year. Maybe you're drowning in orders before Christmas, and when New Year arrives, things ease off. Or maybe you're a wedding supplier with a hectic spring and summer, and when autumn rolls around, things naturally wind down.
This isn't the kind of quiet that means something's wrong. It's simply the ebb and flow of your business year, and that will vary depending on the industry you're in. It honestly took me years to recognise the pattern and rhythm of my own year, but once I did, everything felt so much easier and there was a lot less panic.
So what do you do when things slow down? Well, without a plan, you might feel restless or even guilty that you should be doing more. But these quieter times can be a gift. They give you space to breathe, reflect, and invest in your business in ways you can't manage when things are busy. They're also perfect for tackling those tasks that always seem to find their way to the bottom of your to do list.
If you need a little inspiration, I have a few ideas to get you started:
A good place to start is tidying your spaces, both physical and digital. Clear your desktop, tidy away the piles of paper that have appeared (or is that just me?), back up your files, and maybe tackle that overflowing inbox — without stressing about reaching “inbox zero”, which I refuse to believe is actually possible. Removing clutter and distractions can make you feel calmer and create mental space.
Quiet days can be a great time to plan and create content too. This could be evergreen content like blog posts, guides, or downloads that keep working for you when you're busy. Or it could be social media posts that you can batch, create, and scatter throughout your schedule for the coming weeks or months. It's easy to fall behind when you're busy, so taking a little bit of time to create that content now can make life so much easier when work picks up again.
If you're in the mood to connect, you could reach out to past clients. Check in and see how they're doing, share some recent work they might find interesting, and invite them to chat if they have any ideas or upcoming projects. And while you're at it, why not ask for a testimonial? A few kind words can really boost your credibility. Just remember to actually use the testimonials on your website and socials, where they offer valuable social proof to your future clients and customers.
And don't forget to take care of the practical things too. Yes, tackling bookkeeping is boring, but imagine the sweet satisfaction and relief at tax time when it's all done. So file those receipts and follow up on invoices. It's not exciting, but doing it now saves a lot of stress later.
Use the quiet days to dive into learning, whether it's getting to grips with SEO, creating a strategy around your marketing, or something you've been putting off for a while. Learning is an investment in yourself and your business, and it always pays off.
Or if you're in the mood for something fun, work on a personal project. Being creative without a clear purpose or goal can lead you to work in completely different ways, and this can often turn into new products, services, or even entirely new directions.
And remember to step away from the screen to take a walk, visit a gallery, or try a new activity. Because inspiration often strikes when you're not actively looking for it.
Now don't try to do everything. This is really about staying connected — to your creativity, your business, and yourself — and taking small, intentional steps that’ll gently set “future-you” up for the busier times ahead.
That said, sometimes a slow patch is more than the usual ebb and flow. It rarely means you're doing anything wrong, but it can be a sign that something isn't connecting with your audience. Maybe your branding or messaging doesn't fully reflect where you are now, or your services aren't as visible or clear as they could be.
So if things have been quiet for a while and you're starting to worry, take a step back and take a deeper look. Not with judgment, but with curiosity. Ask yourself, are you reaching the right people? Are you attracting the kind of work you want more of? And if not, why?
It's worth starting from the ground up and reviewing the foundations of your business. Are you clear on your values, services, pricing, and strategy? If you're not, this might be causing confusion for your potential clients too.
Next, take a look at your website. Step into your client's shoes and check that it's speaking clearly in your voice, and feels visually aligned with your brand. Refresh old or out-of-date copy, fix broken links, and update your portfolio. Not only will it look fresh, but updating your website can actually give your SEO a boost in the long run.
And don't forget to check your analytics. See what's resonating and where your audience is coming from. Which blog posts are most popular? Which newsletters got the best replies? If you start digging, there might be clues about what people want to see more of, and you can focus your energy in that direction.
It's also worth revisiting your brand materials too. Are your brochures, price guides, and stationery doing their job well? Do they reflect your current brand style and values, or is it time for a bit of an update? We often put a lot of time into creating these engaging pieces that work quietly for us, but often forget that they need a refresh every now and then.
And think about how you're connecting with your audience. Consistency is key here, so try sending small, regular updates to your email community. Share launches and offers, but also a look behind the scenes. Remember the people on your list signed up because they genuinely want to hear from you, so don't be afraid to show up.
And if you've been feeling disconnected from marketing altogether, this might be the moment to rethink your approach. Could you experiment with a new platform, create a simpler rhythm, or find a way to show up that feels more natural and most importantly, easy to commit to?
The goal here isn't to overhaul everything, it's to look closely and make small changes in one or two areas that help your business reach the right people in the right way.
Of course, there may be times when no matter what you do, there's just nothing. It's too quiet. The silence feels heavy, and endlessly refreshing your inbox doesn't help (I know that from experience).
This kind of quiet can land hard mentally and financially. If you're facing a real income gap — the kind that makes your chest tighten and your stomach flip — panic can set in and quickly spiral. So it's important to stay as calm as possible. Give yourself permission to pause and focus on what's within your control. Even small steps like reviewing your finances, prioritising essentials, and cutting back where you can, can give you a bit more control and prevent the overwhelm from taking over.
And if you ever find yourself in this place, remember there is no shame at all in doing what you need to do. Sometimes keeping a business going means temporarily stepping back to focus on stability and survival.
That might look like taking on freelance work — the kind that won't necessarily make it into your portfolio but will pay the bills. Or it might mean taking a part time job to relieve immediate financial pressures. Plenty of us have juggled retail, hospitality or admin roles alongside our creative work, and more and more business owners are doing it to supplement their income. The aim is to ease the short term pressure and create breathing space so you can return to your business with a clearer, calmer head.
You could also check out what support you're eligible for. Government schemes, grants or benefits can be tricky to navigate when you're self-employed, but they're worth exploring. Citizen’s Advice is a good place to start if you’re unsure what you can access — you can find your local branch and see how to book an appointment through their website.
Finally, remember you don't have to deal with this on your own. The small business community can be such a supportive space, and chances are you're not the only one finding things hard right now. Reach out to someone you trust for a chat or a virtual coffee, whether that's a friend, another business owner, or just someone who gets it. It can feel vulnerable to admit things are tough, but that honesty often opens the door to real connection and support.
And if things feel especially heavy, please reach out for help. You can call Samaritans UK anytime, day or night on 116 123. Or you can text “Shout” to 85258 for confidential text support. I'll pop those details in the show notes.
So wherever you are right now — whether things are gently ticking along as planned, or you're in the middle of an unusually quiet time — know that every business goes through seasons like this. The quiet ones can feel the hardest, but they're also when we often find clarity, and resilience we didn't know we had.
So be gentle with yourself. Give yourself permission to slow down. Set boundaries around your time and energy, and allow moments of rest. Step away if you need to and come back when you're ready. You'll think much more clearly and make better decisions from a calm place.
And remember, this slow season will pass. Your creativity and your worth are not defined by today's bookings or sales, and you don't need to have it all figured out. Just take care of yourself enough to keep going.
Thanks so much for listening today. If this episode felt helpful or even a little reassuring, I'd love for you to share it with a friend or fellow creative who might need it too.
And I'd love to hear your thoughts, so drop me a message. My inbox is always open. Or come and say hello over on Instagram or Threads @sarahandmaude. And if you enjoy the show, you can hit follow so you never miss an episode. I'll leave a quick rating on review. It really helps more people find the show and means a lot, especially at this early stage.
Thanks again for listening and I'll see you next time.

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