Hi Reader,
A lot of marketing strategies out there aren’t designed for service providers and experts.
It’s for content creators and influencers — people whose content is their product and whose playbook for success is all about scaling and reaching as many people as possible as often as possible.
Online marketing advice is often delivered with this 👆👆👆 goal in mind.
Because content creators and influencers these days are, essentially, marketers themselves. They’re building for the creator economy, which comes with its own set of rules… and those rules can be loud.
If you’ve been overwhelmed by the demands of the online marketing world lately, this should come as good news because it means you don’t need to follow their rules.
Unlike the creators and influencers of the world, you are not a marketer.
You are a service provider.
A therapist, architect, designer, consultant, coach.
Which means you don’t need a playbook built for impressions, scale, and attention.
You need a playbook for extending your expertise into the right spaces with the right people so that it’s easier for them to 1) find you, 2) connect with you, and 3) hire you.
That playbook looks different for every small business, because it gets built around your unique skills, perspectives, strengths, and resources.
It sets aside volume (thank goodness, so much pressure) in favour of clarity. Focus. Strong foundations. Wise priorities and saying no… a lot.
And it starts with the thing you already have: expertise. Which is great news! No reinvention needed.
Then it asks the question: how do we take the expertise you already have and make it the anchor for a welcoming, exciting brand experience that makes your marketing easier instead of harder?
If you want help building that playbook for yourself, I still have a few spots open for the Elevated Brand Roadmap in September.
(A quick heads up: I’ll be away in October and not booking projects again until mid-November… so if this is on your list for the fall, now is the time to reach out!)
And as always, let me know your thoughts on this email. I’d love to hear what creator-oriented marketing advice you’ve set aside in your own marketing!
Have a lovely weekend,
Kristen
What I'm loving lately
A more personal peek into the things I'm reading / listening to / watching / cooking... basically whatever's making life fun right now!
Braised Chicken Piccata — I've been a fan of Alison Roman's recipes for years and just added her pantry-focused cookbook, Something From Nothing, to my bookshelf (10/10 recommend). I've been a subscriber to her newsletter for years too, and last week it produced a home-run dinner: Braised Chicken Piccata with bone-in chicken and lots of sauce — the perfect early fall shoulder-season kind of meal. I served it over pearl couscous and it was DIVINE.
A "What I'm Loving Lately" request: what are you loving lately? With a honeymoon on the horizon I'm starting to stack my Kobo with beach reads / listens. My fave genres: escapist / world-building fiction (mystery, fantasy, sci fi — nothing dystopian or depressing please) or nerdy non-fiction (history, psychology). What have you read lately that you've loved?
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