Write the one blog post that calls in ideal clients for years to come.
6-weeks to get it done: 3rd Nov - 12th December 2025
Spaces limited. Doors close 27th October.
Build authority. Grow your business.
Authority is the biggest differentiator in today’s market.
It’s what lets independent founders, coaches and consultants step out of the time-for-money trap, command higher fees, and attract clients who want them for how they think, not just what they do.
But here’s the gap: most people never move beyond surface-level content. They blend into the noise. And that is where Long-form Writing comes in.
It’s the level up that signals real Authority, the proof that you know your stuff, that your perspectives are worth paying for, and that you take your work seriously. The kind of signal that draws in Ideal Clients and makes them willing to pay top rates.
Here’s How You’ll Do This Work (in just six weeks)
DEFINE YOUR ONE BIG IDEA
Authority is built by sharing your beliefs about your work widely. Here, you’ll define your One Big Idea. Think the centre of gravity that all your work revolves around. Growth and momentum becomes so much easier with this in place. You’ll focus on this in weeks 0-2.
WRITE YOUR HERO PIECE
You’ll write a killer piece of content that showcases your One Big Idea, your Authority and what you really stand for. It is like a sales letter that educates and persuades Ideal Clients that you’re for them, but isn’t salesy! A Hero Piece works on your behalf for months if not years to come.
You’ll write this in weeks 2-5 with lots of help from Ellen.
HAVE YOUR WORDS READ
Once you’re done, you’ll distribute your piece widely. Whether its in direct emails, blogs, newsletters or all of the above, you’ll be supported to get it out in the world and have advice about doing this for maximum effect (for LLMs, search and your network to find it).
You’ll do this in the final week.
Hero Pieces transformed my business (and my life)
Take it from me: I’ve sustained a six-figure coaching practice for the last three years with almost no reliance on social media.
Where did my clients find me? My writing online.
“The pieces that have consistently brought in multiple inbound leads each month — from strangers across the world have all been long-form content (2,000+ words).”
I’ve been a business owner since 2020 and in that time I have never…
Gone viral
Had more than 1k followers on Instagram
Used paid ads
Sent cold DMs or outbound emails for clients
But I’ve been fully booked.
That’s all thanks to writing consistently, and getting really good at writing Long Form Content that acts like a sales letter to my Ideal Clients. It’s time I unveilled exactly how it’s done.
What stops entrepreneurs doing Long-Form content effectively?
WHAT TO WRITE
Knowing which ideas are impactful enough to warrant your precious time
Having your OBI means you’ll never doubt this again.
HOW TO WRITE
Overthinking the best structure, voice, format and how much to reveal for free.
Structure for a Hero Piece is repeatable, and you’ll learn fast.
WHEN TO WRITE
It’s “important but not urgent,” and… “one day” isn’t a day on the calendar
Community and accountability is your ticket
Why Long-Form Content Builds Authority & Grows your Business
Demonstrates your expertise without you in the room
Acts like a sales letter to your ideal client — inviting them in, making them feel seen and understood
Works on your behalf while you sleep — attracting clients for months (even years) who can binge your ideas when you’re not in the room
Outlives the algorithm, with SEO continuing to deliver traffic and leads long after publishing
Doesn’t require fancy tools tech or equipment to be executed professionally
Sharpens your own thinking and beliefs, which makes you stronger in both sales and delivery, which in return boosts your business
All of this is possible — if you actually write, and if you write the right things.
Why Write a Hero Piece?
Your hero piece is what sets you apart from every other coach, consultant, and service provider in your space.
It's not your credentials or accolades. It's how you see the world.
Your contrarian ideas. Your unique approach, backed by real theory, data, and case studies.
We focus on nailing your Hero Piece inside Authority Letters because it is the one piece of content that's so valuable people bookmark it, share it, and keep coming back to it. The kind that attracts new clients for months (even years) without you having to sell.
This is especially powerful when what you do in your business is a bit unique or requires more explanation. People don't always catch the nuance of your elevator pitch. But when you get their full attention with your Hero Piece? They get it. And suddenly you become their go-to expert and get the enquiries flooding in.
Different businesses need different types of Hero Pieces. Inside Authority Letters, you'll see examples and get directed to the most impactful approach for your specific business and situation.
Authority Letters Includes:
Live hands-on trainings
Live group training sessions with Ellen that teach you the ins and outs of finding your sticky One Big Idea, writing your stand-out Hero Piece and nailing your distribution.
Accountability & community
Between the training sessions, join live co-working and accountability calls to work ON your writing, together.
Feedback & edits
Get Ellen and The Ask team’s real time edits and feedback on your written work. Clarify your ideas, sharpen your prose and make your Hero Piece sing.
Community & tools
Inside Circle, our community space, you’ll connect with your peers, and find writing tools and guidance— from leveraging AI, LLM-driven SEO to help choosing platforms (Substack, Wordpress, Ghost, Medium, Blogging etc).
Ready to sign clients from your words?
If you do the work with me, here’s what I promise:
You’ll have more conviction in your work, and your ideas, full stop. Your Authority will grow thanks to the clarity and depth of thinking this forces you do to
You’ll have a compelling Hero Piece - the spine of your Body of Work - which acts like a magnet for aligned clients
Clients will quote your Hero Piece in enquiries, discovery calls and in your delivery, for months if not years to come
You’ll get your Hero Piece read far and wide, and learn a lot more about your market as a result
You’ll come away with a smart, energising peer group to keep learning and growing with
And, just checking.
Authority Letters is right if you….
✅ You can commit to 3 live sessions and writing your Hero Piece between 3rd Nov -12th Dec 2025
✅ You are a founder, coach or consultant with real business experience to draw from (and write about) - part time founders are welcome!
✅ You’re serious about building a body of work online that grows your business over the long run — whether you’ve been doing this a while or just getting started, Long-Form writing is a craft you’re excited to keep growing in.
Are you in one of these situations?
If you see yourself in any of these….
-> You are a time stretched founder ready to step into your Thought Leader Era. You’ve a tonne of content ideas and the desire to write, but you have clients and demands on your time and want to ensure that when you DO sit down and write something, you’re proud of the end product and want to maximize its impact.
-> You have a lot you want to say and to educate your Ideal Clients on, but feel overwhelmed when it comes to writing it all down or knowing where to focus.
-> You’re ready to start charging higher rates and not have your value questioned when it comes to high impact projects
-> You have recently repositioned or created a new set of offers and want some heavy hitting content to go alongside them to create inbound client demand.
-> You are relatively new to your Long-Form content creation journey and want a solid foundation from which to start.
-> You are excited to create Long-Form content that grows your Body of Work on a continued basis. This seems like the right stepping stone for you, as you know you benefit from hands on support, feedback, accountability, inspiration and guidance!
… then Authority Letters is your perfect next step.
🚫 And won’t be for you if
You don’t want to do the writing yourself
You have zero experience with websites, emails, or social media and need a lot of hand holding
You are expecting quick hacks or viral moments from the get-go
Your Investment
£950 GBP
£700 GBP
(Oct 2025 Pricing)
Investment for the full six weeks of trainings, accountability and writing sessions, edits, custom tools and prompts, plus access to your peers and their support.
Payment plans are available at checkout. Or if you’d value a 1-1 check fit with Ellen first, book here.
Enrolment is now open, spaces are on first come first serve basis
Doors close 27th October 2025.
We start 3rd November 2025.
Got questions? We’ve got answers.
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If you are excited by the prospect of becoming better at writing long form pieces, then yes, absolutely. This is absolutely a teachable skill and practice makes perfect.
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Training sessions: Mondays at 4:00 PM (UK time) — each session lasts 75 minutes.
The first session is on Monday, 3rd November, and they run every two weeks (3 sessions total).
Accountability / writing calls: The exact time will be decided by the group, based on everyone’s availability.
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Authority Club is designed to help you move from “good at what you do, but unclear how to communicate or grow it” to recognised, in-demand, and confidently charging more for your expertise and paying yourself generously as a result.
By going through the Authority Process, you can expect to:
Define a clear, compelling positioning that makes your offer easy to understand—and exciting to buy.
Develop a body of work that builds trust and interest, even while you sleep.
Communicate what you do with confidence, clarity, and consistency.
Create more opportunities through content, conversations, and strategic collaborations.
Increase your rates and reduce the guesswork around where your next client will come from.
Feel more confident and aligned in your business decisions, marketing efforts, and overall direction.
Most members report feeling much more clarity, confidence and energy within the first few weeks! And ultimately, that is why clients will choose you.
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This is a Sprint - six weeks of focus - please expect to attend three x 75 min trainings (or catch up on the replays) plus three x co-working sessions in which you’ll work on your writing or distribution.
In addition, you may want extra solo hours for the writing, or using the community - for Ellen and peers feedback and guidance. -
The investment is £1299 if you join by 11th May. If you choose to stay beyond your first 12 months, you’ll continue to pay your original rate.
Payment plans are available, but please note: This is not a monthly subscription. If you opt for a payment plan, you’re committing to the full programme fee, just split across multiple payments.
On your application form you can request a payment plan if you require. -
Most sessions will take place at 4pm GMT, often on Tuesdays.
The full events calendar will be available for you inside the AC community space but works for Europe, Africa and American timezones.For our Australasia friends, the time may be less ideal for live sessions. That said, all sessions are recorded, and you’ll still get personalised async Content Clinic feedback and community support even if you can’t always join live.
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In short, no. Since you’ll get immediate access to all of the intellectual property inside, please purchase with discretion.
If there is an extenuating circumstance that means you’re unable to commit to the Sprint times, your place can be moved to future one.
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The deadline to sign up is the 31st October but spaces are being allocated on a first-come-first-serve basis so if you’re ready - sign up today to secure your spot.
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No - Authority Letters focuses on your Hero Piece of content. But we have support for that inside Authority Club or 1-1 sessions, if you decide to stay for more support after we can help out with that.
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If you have some business/client experience to write about and the intention to sell to clients, yes, you’re very welcome.
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Your Hero Piece is not designed to sell a very specific service, it is not a sales page. You are very likely to gain a lot of clarity about your services as a result of the thinking, writing and sharing your Hero Piece and so my belief is that this is a great way to gain clarity!
For anything else, please send your query in below…
Ellen or a team member will get right back to you!