YOUR NEXT LEAP
You’ve gotten strong in holding space for your client’s truth.
But your truth is still raw and undeveloped.
Because coaching taught you to: “Attune first, assert later (if at all).”
Without someone in front of you to attune to, your truth feels dangerous because your power comes from sensing others, not from anchoring in yourself first.
This is why your message still feels unclear. You’re still waiting for someone else to validate that your truth is “right.”
But your message needs to lead before it can spark curiosity. Trying to attune to everyone who comes across it stifles your voice and any chance they have at resonating with you.
Your next leap is in asserting the truth that deeply moves you and intentionally repels those who who are not in alignment with it.
It’s to recognize your ideal client doesn’t just share a niche or industry.
They share the same values you have - and they are aggravated when those values are dampened - just as you are.
Not everyone will follow, like, or appreciate what you’re saying. Some will disagree and reject you.
Which is why you should stop trying to attune to such a wide range of people.
Because if your message is still trying to include everyone, it will never have the spine to call in anyone.
YOU ARE THE DEER
You’re someone who naturally holds space and safety for others to open up.
You attune closely, listen carefully, and create connections rapidly. You pay attention to details and pick up on patterns in conversation most miss. Your sensitivity is one of your strongest gifts.
When it comes to talking about your work, there is a depth that is difficult to put into words.
You’re not OK boiling it down to benefits and ROI. There is something too big about your work to fit into a tidy plastic pitch.
You want your message to feel as alive, nuanced, and true as the work itself without having to water it down to be understood.
WHAT YOU'RE DOING WELL
You speak from the heart. Even when it’s hard.
You care more about integrity than superficial business success.
You’re anchored in something deeper. You don’t follow trends; you follow your inner knowing.
You respect your audience and trust their intelligence instead of manipulating them
You sense the quiet truths that others overlook and you’re brave enough to bring them into the light
YOUR HIDDEN PATTERN
You have built your business so far through referrals and word of mouth.
People coming to you is low pressure and feels good. You don’t have to market yourself.
But deep down, you want to be more intentional with creating clients.
You want your message to do a better job resonating with the right people and repelling those who aren’t a fit.
It’s just that stepping out of the deep woods, into the open, and asking for business is overwhelming.
So here’s your pattern with marketing:
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You retreat when a post doesn’t resonate
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You doubt your gifts when your messaging is unclear
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You have a tendency to over-explain, soften, or overthink your content
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You yearn for a sabbatical to get away from the world and develop your ideas
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Showing up and staying consistent is exhausting.
You don’t burn out because you lack ideas. You burn out because it costs so much to share them.
Meanwhile, you look over at the Hyena…
They post like clockwork. They sound confident.
Because The Hyena dodges their fear by building a persona.
It’s not them being seen. It’s their mask being seen.
The Hyena feels fine because they never actually showed up.
But you feel exposed because you are the one who does.
That’s why you often envy the Hyena’s output but secretly resent the emptiness underneath it.
You want to tell the truth in a way that sparks attention, curiosity, and desire for your work. But every time you try to build your message, it starts to feel like you’re losing yourself.
Which means:
Your business lives or dies by referrals.
You rely on being discovered instead of being known.
And your message can’t carry the weight of attracting the right people on its own.
TRY THIS:
List your 3 core values and define them. What is most important to you? What drives you?
Then nail down your 3 anti-values: the polar opposite drivers you don't tolerate. These need to wildly contrast what's important to you. The goal is to make it as obvious as possible what you stand for and what repels you. If your anti-values won't offend anyone, you're not offering enough contrast.
Keep in mind your ideal client shares your core values and is also repelled by your anti-values.
Start your message by speaking directly to this person. (”You/your” not “my clients”).
Call out who you work with through the lens of your shared values. Then call out who is not a fit for your work.
For example: “If you’re the kind of executive who values keeping a polished, curated persona to maintain reputation, my work isn’t for you. I work with leaders who are willing to drop the performance and lead by example. The kind of people who would rather be real than celebrated for being fake.”
When describing your work, emphasize the values - not simply what you do.
Say what it protects, what it demands, and what it refuses. Anyone can say “I do deep work.”
But the people meant to work with you need to know:
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What values you’re defending through your process
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What behaviors or beliefs you won’t tolerate
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What the work requires of them
For example: “I refuse to coach people through another performative transformation just to keep up appearances. This work is for people who are done trying to ‘optimize’ their way out of a truth they haven’t faced yet. I’m not here to hold space for your mask. I’m here to help you rip it off.”
WHY DO THIS:
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Unaligned prospects self-select out early. The right-fit clients lean in faster because they feel directly spoken to.
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Your ideal client feels deeply seen immediately in your message
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You start attracting clients who share your convictions and values - the kind of people you can get the best results with
