Confession: I used to be “just another option in my niche”—and it sucked
When I started my business in 2019, I was a copywriter. Or better, “just another copywriter”.
Sure, I was getting clients, and a few high-level ones, too.
But it was mostly through unpredictable word of mouth, endless calls and back-and-forths with “I’ll think about it” prospects, and with plenty of low-vibe clients and work that didn’t excite me along the way.
It was beyond frustrating: I knew I was good, and my clients were getting fabulous results, like making £11k in one week.
But from the outside? New potential clients couldn’t see that brilliance. And as infuriating as that was, I eventually realised… it was all on me.
I was showing up with generic messaging, positioning, and vague buzzwords.
I was sharing endless tips and inspirational content that trained my ideal clients to only see me as a free resource, online friend, or influencer.
I was saying what everyone else in my industry was saying.
I wasn’t conveying the value of my services in my marketing.
But because I was so close to my business, I couldn’t see it, let alone fix it.
It was after investing in my first business coach and getting that external perspective that things started to change.
I slowly started upskilling and pivoting towards a messaging-first approach to marketing for my clients, too. Why?
My clients are in the same situation—and itching to change it
I don’t work with desperate founders who haven’t validated their business model or who aren’t selling at all. If you’re here, the chances are…
you’re already running a profitable business, and you are signing clients. It’s more unpredictable and time-consuming than you’d like, though.
The marketing you’re spending so much time, energy, or money on?
It doesn’t feel worth it. It brings you crickets, random engagement, lots of enquiries and calls with wrong-fit prospects who tell you “It’s just not the right time”, and low-vibe clients who hesitate, find excuses, and question your advice.
Why is this happening even though you’re brilliant at delivering your services?
The same problem I used to have: from the outside, high-level clients aren’t getting it. Right now, they’re only treating your services as a “non-urgent nice-to-have” and seeing you as “just another option in your niche”.
In other words, your messaging, positioning, and marketing aren’t doing your business justice.
But when you fix that? When everything you share makes the right people think “OMG, it’s like she’s in my head! This is exactly what I need”?
That’s when you start attracting more high-level clients who, instead of all kinds of concerns and objections, only have one question: “When can we start?”
Plus, as women, we have an additional challenge (so, it’s even more important to rebel against it)
Conveying the value of our services and staying on track with our marketing is hard for everyone (until you have complete clarity and the right strategy in place, that is).
But something makes it even more challenging for most women entrepreneurs: the conditioning that we should shrink, be everything for everyone, prioritise being liked and relatable, and be humble.
No wonder so many women end up blending in and subconsciously downplaying their brilliance:
showing up as THE ONE—the authority that high-level clients can feel confident investing in, not just ‘liking’ and engaging with—is literally the opposite of all that.
So, yes, it can feel a little uncomfortable at first. But it eventually means that:
You get to impact more high-level clients more easily
More of the very people you say you want to support (and who are currently getting burnt by investing in louder but less experienced competitors) can get the right help
One more woman is flipping the finger at the conditioning that wants to keep us small
You start moving and feeling like THE ONE too, finally owning your brilliance unapologetically
I’m the marketing message strategist & mentor you hire when you’re ready to do that
Background in an in-house marketing department (strategy > fluff and babe marketer vibes)
Digital Marketing & Content Marketing certified
Author in my spare time
Featured in Authority’s Magazine Female Disruptors series and the Best Digital Marketing Agency Blogs by Fact Bites
I love dressing 80s (but you already figured that out, didn’t you?)