Give your practice an authentic edge
What would it feel like to know your secret sauce and talk about it in a way that resonates with your dream clients? It doesn’t matter how lush your photographs are, or how sleek your site. If your messaging is unclear, potential clients won’t understand what you do, who you work with, or why they should choose you. But nail your messaging, and you become a magnetic force.
Your business isn’t as sensational as you deserve
Struggling to level up?
Your business is doing fine but you’re ready for more. Yet you’re not quite sure of your x-factor or where you deliver the goods. Marketing feels like a chore, and most of your work still comes through word of mouth. You need help to level up.
Feeling stale and uninspired?
Maybe you don’t enjoy all the work you’re doing, or you don’t dig all your clients. Perhaps you love part of your business, but you’re not doing that enough. You’re not feeling it anymore, and you need a reset to fall back in love with your biz
It’s normal to struggle to express how you’re different
As coaches and consultants, we’re too close to our work to see our own genius clearly. And often we don’t pause to ask our clients why they chose us, or why they value our work. So, when people ask what makes us different, we’re lost for words.
“My website is a really accurate reflection of me and what I do. People say my site is really clear and easy to read. And I find if people have read my website before they talk to me, they know exactly what to expect in terms of my process, and my fees. I’m booked out six months in advance, all chunky coaching engagements with good businesses, and my revenue is up too. I’m making significantly more each month than I was the year before.”
Ian Cartwright, Sales Coach & Author
Powerful positioning makes you a leader in your field
Know what makes you especially valuable.
Confidently charge a premium fee.
Operate from a position of authentic strength.
Have more influence in your field.
Attract more enquiries from the right people.
Fall back in love with what you do.
The market becomes less forgiving each day
Not only are we in a recession, but AI is encroaching on so many areas of business. If you can’t clearly explain your offer, and express what makes your approach uniquely valuable, you’re in danger of lacking the edge you need to be hired. Having a strong point of difference has always been a fundamental of business success. In the future it may be essential for business survival.
Your repositioning package
Stand out in a way that resonates with your dream client
We’ll develop powerful language to talk about your business, so you’re never stumped when people say, “What d’you do?” You’ll get clear on where you really excel and know how to sell that. Then we’ll build you a hero offer that speaks your clients’ language and plays to your strengths.
Why this approach works
When your language and your signature offer convey your vibe and your special genius, not only do you attract your crowd, but you increase your chance of having a great experience with your clients. And when people enjoy working with you, they come back for more and spread the word.
What you get when we work togethe
Your repositioning package includes:
Analysis of 5 client interviews and a summary of key themes.
An audit of 5 key competitors.
Positioning workshop.
Your key messaging toolkit.
Hero offer workshop.
Your hero offer sales page.
$6,150 + GST
$3,075 per month over two months
“Lizzie helped create a massive change. I didn't know how to articulate what I was trying to articulate. When people asked, ‘So what is it that you do?” I was struggling to explain. This is rocket fuel. I'm exhilarated.”
Angus Jenkins, Coach, Facilitator, MC & Speaker
How your repositioning project rolls
Step 1: Client interviews & research
Client interviews uncover what the people who hire you find most valuable. Do at least five interviews to discover problems your clients struggle with, why they choose you, and the value you deliver. I’ll support you with interview questions and interview tips.
You can hire me to do these interviews, but they’re a great way to reconnect with key clients and you may end up with new work as a result. Once you’ve done the interviews, I analyse the transcripts to identify insights. Plus, I audit your close competitors to find gaps and opportunities you can own.
Step 2: Positioning workshop
In this workshop, we dig into knotty, juicy topics like:
The big thing you’re here to do.
The problems you solve for your ideal clients.
The goals and dreams you help them achieve.
What makes you stand out.
What makes your approach different.
I bet you’ve wracked your brains to answer those questions already so many times and come away unsure. This time will be different because we’ll be armed with fresh client insights. Plus, my zone of genius is being able to cut quickly to the heart of what makes coaches and consultants stand out.
Step 3: Key messaging toolkit
This toolkit positions you to stand out from the crowd in a way that resonates with your dream clients. It gives you powerful language to talk about your business, so you’re never stumped when people say, “What d’you do?” And you’ll be clear on your zone of genius, that area where you really excel.
Your key messaging toolkit covers:
Who you’re for, why they choose you, and the value you add.
Your internal direction. Purpose, mission, vision, and values.
Your external messaging. Industry category, tagline, elevator pitch, point of difference, unique approach, and customer promise.
Step 4: Hero offer workshop
In this workshop, we’ll review your hero offer and evolve it to be more irresistible to your dream clients. That includes exploring what makes your approach uniquely valuable and reviewing your prices to make sure they reflect the way you want to work, and the value you bring.
Step 5: Hero offer sales page copY
I take your hero offer and package it up with persuasive sales page copy. I’ll walk people through the problems you solve and the great benefits you deliver, while highlighting your unique approach and your vibe.
“We loved working on Chameleon’s positioning and brand language with Lizzie. It really helped us refine our brand and create a clear personality around who we are. It feels much more like us. It's perfect how it all came together.”
Tom Lee, Marketing Manager, Chameleon Creator
This repositioning process is a good fit for you if you …
Struggle to express what makes you special or why people pick you.
Know your language isn’t really expressing your voice or your vibe.
Have a high value offer that needs to be packaged in a more persuasive way.
Your Repositioning FAQs answered
-
Positioning is about making sure your offer fits your dream client’s needs and stands out for all the right reasons.
You join the dots for potential clients and show them how your services solve their painful problems and help them achieve their business goals.
More than that, you explain why your ideal clients should choose you. You highlight how your experience and approach is different to your competition and why that point of difference matters to your clients.
And you give proof. You prove with client case studies and testimonials that you walk your positioning talk.
-
Let me tell you a story. AI has gutted the bottom end of the writing industry. It put all the Google monkeys regurgitating basic online research out of business overnight.
But they weren’t the only ones who had their lunch munched by AI. I’ve heard plenty of sob stories from excellent writers who’ve also seen revenue plummet since Chat GPT hove in sight. And most of these writers have a few things in common.
1. They haven’t clearly defined their market and the problems they solve.
2. They aren’t highlighting the value in their offers enough.
3. They haven’t worked out their point of difference.
4. They haven’t focused their marketing / aren’t marketing at all.
Now those first three points are all foundations of positioning.
Without clear positioning, you’re offering commodity services. That means the only real thing that differentiates you from your competitors is price. Being a commodity service is a vulnerable position in any market. It’s a death knell in a market being cannibalised rapidly by AI.
Of course, positioning is important whether or not your industry is under threat from AI. Everyone has competitors. And if you can’t make a strong case for why people should choose you and not Bob down the road, you’ll struggle to close sales.
-
Strong positioning means you’re not just another person offering the same service as a bunch of other coaches and consultants.
When you clarify your positioning, you’re able to work people through the reasons to choose you as their coach or consultant. You can clearly explain:
The problems you solve.
The benefits you deliver.
What makes you different,
Why your approach is especially valuable.
When you help a very particular group of people see how you’re uniquely equipped to help them out, you become the go-to expert in that field. And when you’re the go-to expert, you can charge a premium price.
-
If you already conduct client interviews regularly, and you’ve a bank of five recent interview transcripts I can review, we can work with that.
Otherwise, I recommend you start with client interviews because they’ll give you valuable insights into problems your clients struggle with, help you understand why people choose you, and the value you deliver.
I’ll support you with interview questions and interview tips.
-
I typically have a four-to-six-week waitlist for new projects.
I typically have a four-to-six-week waitlist for new projects. Once your slot comes up, repositioning usually takes a couple of months.
In the first month you conduct client interviews, I analyse them and do some competitor research before we do your key messaging workshop. In the second month I work on your key messaging toolkit before we get stuck into your hero offer.
Tired of being just another coach or consultant?
I know what that feels like. When I started out, I was always looking around at my competition, wondering how they were doing so well.
Fast forward four years and I don’t even believe in competition. I turn down work every month because I’ve so many enquiries and do hecking epic projects with flipping awesome folks. But this isn’t about me tooting my trumpet. It’s about pointing out the thing that changed. Once I began to work out what made me special and lean into it, my business started to take off.
My superpower is helping you express your genius and the true value of your work in a way that sounds like you. When you do that, you attract people who dig your vibe, love your work, and pay you what you’re worth.
But it’s hella hard to nail our own secret sauce because we’re all too close to what we do. Accelerate the whole painful process with my support.
Repositioning can be a springboard for a whole website copy refresh or making content marketing work for you
Client interviews
If you haven’t time to do client interviews, I can interview people for you. I’ll conduct five client interviews and give you transcripts and a short insights report.
Website copy
Your website messaging is one of your most powerful marketing tools. Is yours delivering the goods? I write kick arse web copy for coaches and consultants.
content support
Whether you’re starting out creating content, or need to reset your content game, a content strategy and content coaching sets you up for success.
“Abley is a complex business. It became confusing talking about what we do. We needed a succinct way to share with potential clients and employees who we are and what we do. Lizzie was able to get the key points from our people so well and work them into a simple compelling brand story our audience could understand.”
Mel Gurden, Marketing Manager, Abley