And it’s no bloody wonder we find standing out so difficult. Not only is it formidably tough to see what makes us uniquely brilliant because we’re far too close to what we do. But as Kiwis and Aussies, we’re fighting that inner voice that tells us to keep quiet and blend in.
Problem is … that hardwired fear of judgement is holding our business back and stopping us having the impact we crave.
We spend our lives trying to fit in, then we start our own business and struggle to stand out
READY TO STOP PLAYING SMALL & BEIGE? Read on
You don’t really know why people choose you or what makes you stand out from the crowd of people who do what you do. Some days you feel like you’re blending into the wallpaper because you can’t make a strong case for working with you.
Maybe you’re still in that mode where every offer is customised. Or maybe you’ve got a few packages, but they feel a bit blah, like a bunch of the work you do could be done by any of your competitors and it doesn’t really fill your cup.
You enjoy making content, but you’re not sure what you’re doing or whether your content translates into sales. In fact, you’re pretty sure it doesn’t because all of your work is from referrals, and you get nervous about those sales drying up.
You’re a few years into your business. You’re making it work. But it’s a grind. You see other coaches and consultants killing it when you’re still worrying about where revenue will come from each month. Sometimes you find yourself asking, is this it?
You’re spectacular at what you do
but the way you show up is letting you down
You struggle to explain what you do
You don’t have an signature offer that lights you up
You don’t know how to promote yourself
You crave something more meaningful
MAYBE THIS IS YOU?
IS THIS YOUR SITUATION?
DOES THIS SOUND FAMILIAR?
HONESTLY, YOU’RE FED UP
You’re a SOLO coach or consultant
STOP BLENDING IN. BECOME INIMITABLE
AND ATTRACT THE WORK YOU WANT
It’s tough working out what makes you stand out, but it’s essential. Without that clarity, you’re building your business on a copycat base – just another commodity service provider in a noisy crowd.
When you begin to understand what makes you inimitable you can align your messaging, your offers, your voice, and your content to create a business in a class of its own, attract those people you love working with, and do projects that feed your soul (as well as filling your bank account).
Attract the people you’re meant to work with and do the work you were born to do
“Before discovering Lizzie, I lacked strategy and consistency in my content. Finding Lizzie has transformed my approach to my coaching practice. I understand what my clients need from me so much better as well as how to articulate it. Lizzie's input has forced me to think about what I stand for, what makes me different and what principles underlie my work.”
— Alison Reid, Executive Coach FOR New Leaders
“I wasn't able to articulate what I'm about and what I stand for.”
Become inimitable
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02
03
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AND SEE THESE CHANGES in your BUSINESS
Once, solid but unexceptional was a viable business position – you might not make a fortune, but you’d pay the bills. That era is receding fast in the rear view window. With AI able to regurgitate strategy and content in seconds, always available for coaching conversations, basic services are no longer a compelling sell.
People who don’t offer intensely interesting experiences will disappear into the noise
We’re in the era of the personality driven practice where successful solo pros offer inimitable experiences as well as results. This isn’t about being polished or professional. This is about turning up your real until it roars.
THE FUTURE OF THE SOLO PRACTISE IS FULLY HUMAN
Nail what you do and why people choose you with this four-week exploration of what makes you stand out
STAND OUT IN A WAY NO ONE ELSE CAN
Explore and define territory you can truly own – that area where you stand out from all the other solo pros doing the same thing. It’s time to finally nail an elevator pitch you’re actually excited to share.
Craft a sizzling signature offer your fav clients can’t resist. We’re talking work that fires you up, where you’re coming in hot from your zone of genius, doing that work you were born to do, and delivering kick arse results.
Ever noticed that so many solo pros sound exactly the same? Bland and boring is no way to stand out. Stop wasting time trying to sound professional, and amp up the volume of your inimitable personality instead.
Not all content delivers results. Develop a content strategy that reflects your personality, experience, and that x-factor that makes you unique, while also helping you sell that delicious new offer of yours.
IN FOUR WEEKS, HERE’S WHAT WE’LL COVER TOGETHER
WEEK 1: SECRET SAUCE
WEEK 2: SIGNATURE OFFER
WEEK 3: VOICE
WEEK 4: VISIBILITY
“I’ll walk in and people feel they know me because my voice is so clear, and the stories I tell so personal. The trust is already there because they already feel they know who I am, and what I stand for.”
— Ulrika Brunner, CEO, Inspire Group Asia
“I’ll walk in and people
feel they know me .”
- Get clear why people choose you.
- Unpack what makes you inimitable.
- Identify the territory you want to own in public.
- Claim your turf with your messaging.
- Audit your current offers.
- Design your signature offer.
- Define your client pathways and secret offers.
- Test and package your offer.
Here’s what we’ll cover each week
Secret sauce
Signature offer
WEEK 1
WEEK 2
- Nail your content fundamentals
- ID your expert topics.
- Align content to your client journey.
- Explore the principles of effective content.
- Dismantle blocks to showing up full noise.
- Amp up the inimitability in your content and customer journey.
Visibility
WEEK 4
• De-corporatise the way you write.
• Add colour and character to your voice.
• Create your personal style guide.
Voice
WEEK 3
LET'S BREAK it DOWN
WHAT YOU GET
On Wednesdays, I take you through the key concepts for that week in a 90-minute workshop on Zoom.
4 X WEEKLY Classes
On Fridays, we have a 60-minute Zoom check-in where you can ask questions and test ideas.
4 X WEEKLY CHECK-INS
You also get workbooks, exercises, story frameworks, and real-life examples. Everything you need to Become Inimitable.
WRITING RESOURCES
when you join BECOME INIMITABLE
"A mind-blowing session around getting our stories straight with who we are and what we do with the amazing Lizzie Davidson. This woman is an effing rockstar.”
— Donna Carter, Anti-dogmatic, human centred H&S solutions
“Getting our stories straight with who we are and what we do.”
Become Inimitable
is for you if…
You want to get clear on what makes you uniquely valuable and nail how to talk about your brilliance to the world.
FOR SOLO-PROS TIRED OF PLAYING SMALL
You love the idea of crafting a strong signature offer so fun to deliver, you fall back in love with your business again.
You’d like to be more confident using content to attract your ideal clients and build your reputation as a memorable expert in your field.
You're keen to stand out from the crowd of people too scared to be real.
4 hours a week won’t be enough time to nail your secret sauce and launch a new offer, but you can make a good start. Here’s how long I reckon it will take to do each exercise:
- Customer research and analysis: 6-8 hours
- Unpacking your secret sauce: 6-8 hours
- Signature offer outline: 6-8 hours
- Writing sales page: 8-10 hours (plus time for design)
- The basics of your personal style guide: 6 hours
- A simple content strategy: 6-8 hours
This is 38-48 hours all up, so you may not get all the work done in November. However, each week I’ll tell you what basics you need to nail to move to the next step, and what you can circle back to and work on more.
Set enough time aside
to do the work
YOUR TIME COMMITMENT
“Lizzie gives strategic confidence.”
“Looking at my own positioning, I was missing something. I wasn’t satisfied with how I talked about myself; I couldn't get clear and needed someone to help. Lizzie gives strategic confidence. Part of that is her process, the way she explains best practice, and links things back to customer insights. Part of it is her experience and personality, her ability to relate to what you’re going through.”
ANDY MITcHELL, EXPERT IN POSITIONING FOR SCALE
what it’s like to
work with me?
“Suddenly, things I didn't want to admit to myself became very clear.”
“What I really needed was to look at my suite of offers, what was successful, and what was on brand. Lizzie was kind and candid about what didn’t deserve to be part of the mix. Something she does very well is create safe conversations. Suddenly things I didn't want to admit to myself became very clear.”
BELINDA THOMAS, LEADERSHIP DEVELOPMENT EXPERT
“One of the hardest, most nourishing things I've done in a long time.”
“Finding Lizzie has transformed my approach to my coaching practice.”
“A little wildness and joy.”
“Working with Lizzie has been one of the hardest, most nourishing things I've done in a long time. She’s helped create a massive change. It’s night and day when I think about my content before.”
“Lizzie’s coaching is invaluable in helping me show up more often, more effectively, working smarter not harder. She is incredibly generous with her insight, time and resources.”
"Lizzie helped me breathe a little wildness and joy into my website, which aren't characteristics I normally associate with dead internet words."
Angus Jenkins, Coach, Facilitator, MC & Speaker
Alison Reid, Executive Coach for new leaders
Aden Date, Unboring Team Development Expert
Your FAQs answered
No. I’ll be running the workshops live on Zoom, and the weekly check in sessions will be live on Zoom too. You’ll also get a workbook with resources for each workshop, recapping all the things we’ve discussed (so you don’t have to frantically scribble notes), along with exercises, templates, frameworks, and real-life examples to get you inspired.
This course is designed for solo coaches and consultants, anyone who sells services and knowledge products B2B or B2C.
If you’re a solo pro who wants to stand out more from the crowd or shift your positioning to something that doubles down on your strengths and your inimitable je ne sais quoi, this is for you.
You’ll also have less experience of selling and delivering offers so you may be guessing more about things like which offers deliver the most impact, and which services you find most joyful to deliver.
That said, this is hugely valuable work for any solo pro starting out. I wish I’d understood back when I started my practice how important it is to be more intentional about things like:
• Knowing the impact you want to have in the world.
• Understanding the sort of life you want to live and designing your business to deliver that.
• Architecting your business to play to your strengths and enthusiasms.
• Knowing what makes you different from your competitors.
I’m only building these things into my business now, five years in, and it would have been so valuable to have had an experienced guide take me through these exercises when I started out.
More realistic scenario, you start putting your new messaging and signature offer out there, and it takes a while for your new focus to gain traction. If you do the work and promote your offer effectively and consistently, results typically start to show up in about three months.
Even more realistic scenario, you start putting your new messaging and signature offer out there and it kinda works, but you have to do some evolution and refinement to get your new direction to truly hit the spot. This can take longer, but if you’re focused about testing your new offer and messaging you can make good progress fast.
My friend and client Andy Mitchell, who is a positioning genius said to me, “As solo pros, we all occupy a position in the market, but few of us intentionally plant our flag on the ground we want to claim.”
Positioning matters for three main reasons.
1. It’s a busy, noisy world. Strong positioning helps you cut through the noise and stand out in a crowded market.
2. Strong positioning makes you more memorable. Most clients and potential clients only have bandwidth to remember a couple of points about you. You can leave those things to chance, or you can be intentional with the messaging you convey.
3. As AI takes over more and more aspects of the services consultants and coaches used to deliver, our main point of different is our humanity and the experience of working with us. This is why I am so insistent on the importance of infusing our voice, our offers, and our customer experience with more of our personality.
Once you’ve gained greater clarity on what makes you stand out and what makes you uniquely valuable, we then apply your new positioning to key parts of your business / brand, including your signature offer, voice, content, and customer experience.
Best case scenario, you start putting your new messaging and signature offer out there, it strikes an immediate chord, and the emails start coming in. This happens, but it’s rare.
More realistic scenario, you start putting your new messaging and signature offer out there, and it takes a while for your new focus to gain traction. If you do the work and promote your offer effectively and consistently, results typically start to show up in about three months.
Even more realistic scenario, you start putting your new messaging and signature offer out there and it kinda works, but you have to do some evolution and refinement to get your new direction to truly hit the spot. This can take longer, but if you’re focused about testing your new offer and messaging you can make good progress fast.
The market for solo coaches and consultants has become more crowded as economic turmoil creates more redundancies. How well you stand out will define the next aera of your business.
I don’t want to scaremonger but most of the economic commentators I follow don’t see this changing any time soon. The market is only going to get more crowded and more unpredictable. It is only going to become harder to stand out.
If you blend into the wallpaper you will disappear into the abyss. Being intentional about your positioning, your signature offer, and the experience of working with you shifts you from being just another freelancer to being the go-to expert in your field.
As well as the workshops and check ins, I recommend you put aside 4 hours each week to read your resources and do the exercises for the workshop.
4 hours a week won’t be enough time to nail your secret sauce and launch a new offer, but you can make a good start.
Here’s my estimate on how long it will take to do each exercise:
• Customer research and analysis: 6-8 hours
• Unpacking your secret sauce: 6-8 hours
• Signature offer outline: 6-8 hours
• Writing a detailed sales page: 8-10 hours (plus time for design)
• The basics of your personal style guide: 6 hours
• A simple content strategy: 6-8 hours
This is 38-48 hours all up, so you may not get all the work done in October. However, each week I’ll tell you what basics you need to nail to move to the next step, and what you can circle back to and work on more.
Tools like your brand messaging, personal style guide, and content strategy are ever evolving, so these estimates will get you started with a solid base.
If you've a question about this course I haven't answered, drop me an email.
Got another question ?
Here to help you turn up your real till it roars
Some oddballs learn to conceal their eccentricity. Others try and fail. I’ve never been good at blending into the wallpaper. And, looking back, I can see I was doomed in my efforts to be conventional from the start.
I’d love to say I embraced my outsider status, but to tell the truth I’d have done anything to fit in, I simply didn’t have the ability to conform. And while being a feral ratbag with a compendious (and filthy) vocabulary might be my superpower now, twas not always thus.
We all want to fit in. We can’t help it. It’s a fundamental primitive urge. And if we spend our lives trying to fit in, it’s no surprise if we struggle to stand out when we start our own business.
But if you blend into the wallpaper, you disappear into the abyss. Instead, in a world of beige, become inimitable. Instead of hiding your idiosyncrasies, embrace them. Turn up your real till it roars, attract your people, and do the work you were born to do.
hey there, I'm Lizzie
