There are a lot of tools out there than can help you figure out your brand and help you write better copy. Here’s an overview of my approach, and some background on why I do my work the way I do.
It’s likely you’ve ingested a lot of information about marketing. You’ve listened to podcasts, maybe downloaded some free worksheets, or even taken a class. In the early days of my business, I did the same things. And there’s definitely some wisdom to be gained from all of those approaches.
But if you’re anything like me, you’re probably finding that a lot of that good advice isn’t sticking. You take a lot of notes, and then never refer back to them. Or you’re so overwhelmed with ideas that you don’t know where to start. Or maybe you’re unsure which pieces of advice are most relevant to your business.
This is why I don’t offer group classes or free downloads. I’ve found that the most effective way to help other entrepreneurs is by speaking one-on-one, talking about their specific questions and challenges, and digging into their unique stories.
Concrete, actionable steps.
I’m not here just to make you feel better about your business. I’m here to help you actually improve your business. I never want a client of mine to look back on our time together and think, “Well, that was nice, but I’m not sure what I really got out of it.”
This is why after every call, I’ll send you an email summary of all the topics we discussed. And it’s why you’ll have homework after every session. This helps us both stay accountable and moving forward toward your goals. I want to capture the good work we accomplish together and make sure it supports the long-term plans that we put in motion.
True to your essence.
I know that when some people start working with a coach or consultant, they worry that their own unique essence will be lost. That if they hire someone to help them with their branding or writing, the outcome will be something that sounds more like the person they hired than themselves.
My ultimate goal is to help your business become even MORE “you” than it already was. I have no interest in putting my personal stamp on your brand or content; my job is to help you uncover and express the awesome essense of your own expertise, values, and style so that you and your brand are one and the same. I truly believe that service-based entrepreneurs should be writing their own content (not outsourcing it) because it’s essential that they speak to their clients in their own authentic voices. I can help bring that voice out, but I can’t (and don’t want to!) replace it.
Honest and direct.
There have been many experiences in my life that have taught me how important honesty is. I’ve never been good at beating around the bush, and I value people in my life who “tell it like it is.” So this is a trait I bring to my coaching. Not only do I tell my clients what I really think, I also encourage them to be as honest in their own businesses as they can – not to hide behind a facade they think seems more “professional,” but to really come forward as individuals, as humans, who in their work are connecting with and helping other humans. To me, it's the only way to live an honest, integrated life.
No fillers, no fluff, no bullshit.
When it comes to creating content, I’m never going to tell you to make sure your About page has a certain word count. I’m never going to suggest that you write 800 posts for your blog solely because it will help your search engine rankings. I happen to believe that the world has enough bullshit in it, and the last thing we need is more meaningless content for people to wade through.
My content philosophy is quality over quantity. Write the things you believe to be true, the things you really want the world to know, the things that can really help other people. Write them well and get them out there. Have an awareness of SEO and make some tweaks as needed. But write for humans, not robots. That will always be more effective. The rest will follow.
Life is too short to do work you don’t like.
I’ve spent a lot of time in my life agonizing over what kind of work I should do. As a result, I’ve done a lot of different kinds of work! And I’m at a point now where I’ve really narrowed in on something I absolutely love. And it turns out that the key to finding meaningful work wasn’t staying wide open to everything, but rather to be very, very picky.
So I encourage my clients to do the same. The digital age has made this both possible and essential. The “new economy” gives us the opportunity to work with anyone, anywhere! But as a result, there are SO MANY service providers out there now (gazillions of designers, photographers, advisors, etc.) that you really have to narrow down in order to stand out. This is where branding based on your story, strengths, and preferences comes in. Stop blending in, and start being a more authentic version of yourself. It not only feels better – it's also more effective.