Spotlight on Roslyn Richardson of Crescendo Communications | Photo Finish Photography | Sydney Portrait Photographer
Recently, I had the pleasure of meeting and capturing beautiful corporate headshots for Roslyn Richardson of Crescendo Communications.
Roslyn is a natural when it comes to marketing and communications and I found her professional, very easy to work with, relatable and authentic. Roslyn would make an asset to any business she provides her services to so let’s find out a bit more about her!
1.) What services does your business provide?
Crescendo Communications helps businesses tell their story and create meaningful connections through a range of engaging mediums – think blogs, newsletters, marketing communication and web content, press releases and PR, feature-length media articles, opinion pieces, interviews and even books! Everyone has a story to tell that connects them to their customers in a deeper way.
2.) When did you start your business?
I started the business in 2014, after 10+ years working in PR. At the time I was juggling being a mum with a very young family, working for a fast-paced PR agency and supporting my partner’s start up business. I realised I needed to change things up to continue doing the work I love and being there for the people I love.
3.) Why did you start the business?
I began my business with a view to freelancing in PR while also juggling caring for small children and helping my partner tell his own business story through content marketing. I quickly discovered there were many small businesses with incredible stories to tell, especially in the health, wellness and happiness sector. I now focus on smaller businesses with founders who are driven by a personal story and lived experience. Their stories are both the purpose for their business and their key differentiator that connects strongly with customers.
4.) Tell us a bit about yourself.
I’ve always love ideas and storytelling in its many forms – books, music, movies, photography, podcasts, news articles and documentaries. As a child a dreamed of following many different career paths (photographer, songwriter, journalist, documentary maker), but found writing allowed me to bring together storytelling elements with my love for words, ideas, research and connecting with people. For me, communication is powerful when it creates meaningful connection and builds trust. I believe we are all hardwired for human connection and we learn and connect best through storytelling. Stories helps us understand the world, each other and ourselves. Beginning in media and PR almost 20 years ago, I’ve worn many hats and worked with large and small businesses as well as individual entrepreneurs, but I’m always the story seeker.
5.) Why should a potential client consider your business over others?
We all communicate differently. However, I think the best communication conveys ideas, commentary or research in a thought-provoking, inspiring or entertaining way.
I value authenticity, insight, passion and empathy and developing a deep understanding of people is a key strength. I take time to get to know a client’s business and become an extended part of their team. I start with understanding the business goals, the language that resonates best, and the writing style their audience prefers. Every piece of communication has a clear purpose and message.
Your content is mostly written in an editorial, journalistic style, rather than the language of a marketing brochure, so it is more authentic and trustworthy. Story-telling and real-life case studies are key. Working with me means you need to be open to sharing your story, knowledge and insights with others. It takes vulnerability and courage sometimes, but the process of thinking at this level gives my clients greater insight into what sets them apart. It’s not uncommon for my clients to discover their true value and purpose by telling stories.
6.) How has your experience with your business been so far? Were you nervous or worried before? How did it turn out?
Starting the business was a giant leap of faith in myself and my clients. I don’t think I could have run a business without first developing a strong sense of my expertise and strengths. I have had to trust my instincts and curiosity. I was a classic ‘people pleaser’ so it took me a long time to get out of “the client is always right” mode, and realise my value is not just giving someone exactly what they ask for. We are taught to be humble, and many businesses focus on the product or service rather than the emotion or intangible benefit it offers. People often don’t see how inspirational their stories are.
7.) What are some of the difficult aspects of your job? (e.g. difficult client, keeping up to date with blog/marketing, etc). How did you deal with it?
I’m still terrible at saying ‘No’ and I need to get better at this – saying Yes to the wrong opportunity means I’m not available for the right one. I also am the least pushy person ever, so I really hate chasing people for anything. Hounding a journalist to lock in an interview is my least favourite task – but most are surprisingly grateful when you do hound them!
8.) What’s the best client/job you’ve had so far? Can you describe what services you provided, what their feedback was and how it made you feel?
I love learning from my clients and developing a genuine partnership during a project. I recently helped a wonderful coach with her first book, which is a remarkable best-selling success. The process of weaving her personal experiences, research and insight produced the most inspiring book and completely transformed how we both viewed ourselves. She is so generous with her feedback. “Your wisdom and support are beyond what I ever could have hoped for. Words cannot express how thankful I am. I know I have grown leaps and bounds during the process with your guidance.” ~ Yu Dan Shi, Author Come Alive
9.) How can people contact you?
Email: roslyn@crescendocommunications.com.au or mobile 0438 518 548
