We start with a business strategy session to ensure that your brand voice fits with your pricing, your business structure and the relationship you want to have with your clients.
Then we'll have a session designed to capture the sweet spot where your zone of genius meets your core values and your deeper sense of purpose, so that we can ensure that your brand effectively represents you at your absolute best.
Next we'll have a story-capture session, where we discover the stories that shed the most light on the transformations you can create by the services you offer.
Then you'll gain a new, customer-focused insight into your business as a result of my in-depth research on your behalf - I'll interview your three favourite clients to capture the essence of what you do best, what they were looking for when they hired you and how your services have worked for them.
Next I'll research the rest of your market and the other players offering alternatives to your services, to make sure we understand how you fit into the overall ecosystem in your niche.
Throughout the process, I'll be working with an SEO expert who will review your existing SEO to capitalise on what's already working for you and will then guide us towards nuanced long-tail keywords that get to the heart of what you want to say, but use the language of your ideal clients, making you so much more findable by those who need your services.
You'll come away with a Brand Voice Playbook including a story bank, content ideas generator and a goldmine of information on your ideal clients and how to position your offer against the alternatives. This will be your touchstone as you go forward with your business, guiding not just your content strategy but all of your business decisions.
So, what exactly's in the Playbook?
Part One - All about You, Your Niche & Your Dream Clients
Your Sweet Spot: Your signature blend of core strengths, values and inner purpose
Your Origin Story: How you came to found this business and why it matters
Your Point of Difference: What makes you stand out in the marketplace
Ideal client Dossier: All the juicy information from my interviews with your favourite clients
Your Ecosystem: A rundown of how you fit into your niche, with info on how your competitors are positioning themselves
Your SEO: Expert feedback on what's working and what needs to be strengthened
Part Two - Content & Style
Core Messaging: Your brand beliefs, values and message (where your sweet spot meets your ideal clients' needs)
Writing Goals: What you're trying to achieve when you share content
Voice Appeal: Your signature style of communication
Content Types: The best formats and platforms for you to share information and ideas
Content Themes: 3-6, tailored to where your interests intersect with your perfect clients' issues (with longtail SEO keyword suggestions)
Story Bank: Your unique stories, with suggestions about where & when to use them
Part Three - Marketing Strategy
Outreach Plan: concrete ideas for how best to reach out to your ideal clients
Editorial Calendar: 6 months of ideas for blog posts/social media updates - all optimised for SEO
Tone of Voice: This will shift depending on your audience and the context