A letter to my Ideal Client
Having just marked my fifth coaching anniversary, I’ve been thinking about the hundreds, probably thousands, of people I’ve met through this work.
Some, I’ve had the pleasure of supporting year after year (and feel very grateful for those relationships!). Some, I’ll work with for a few sessions or a few months. And then there are the initial consultations that don’t turn into ongoing support. Even in those short calls, we go deep. Tears aren’t rare. Financial goals and realities get shared. Dreams spilled.
I find it hard to explain what happens inside my coaching containers, exactly, because my sessions toggle from the deep, complex and emotional in one breath and into the ‘dirty number crunching’ as one client called it, in the next.
In a one off 45 min session, I helped to detangle a business owners’ entire vision and positioning to unlock more ease in sales.
Here’s how they put it in the email after:
Prior to coaching, I met thousands of people in my headhunting career. My role was to quickly establish trust, assess someone’s skillset, goals, and help them navigate a big career decision in startups or otherwise.
I’m able to dive into the challenges and opportunities someone is facing with speed and pull from these thousands of data points to add value and guide us forwards. Pattern matching on human behaviour, a business issue or perhaps a niche area of work that I randomly know about thanks to a previous client.
When you book an hour with me, you’re not just getting an hour—you’re getting twelve years of conversations helping smart, talented professionals to make sense of their path, understand themselves and make decisions.
But this letter isn’t really about me.
It’s about you.
A letter to my Ideal Client
You’ve built something good. You can feel that in your bones, and your clients tell you that your work is powerful.
It’s not that you’re a stranger to hard work, either. At school and in your jobs you’ve always put in your all.
You’re smart (smarter than average) and you care deeply about what you do. It’s hard to relate with peers in the 9-5 who who treat work as just a paycheck when you’re all-in on what you’re building. You see your business as the unlock for a brighter future—for you, maybe your family, and the people you serve.
But if we get real for a second, you’re frustrated.
You’re frustrated because you can feel time slipping away from you, and progress towards your big vision feels slow.
One day you feel like you can conquer the world, a business baddie if you will, the next you feel small and insignificant and wonder where the confidence went
You’re circling the same questions about your niche, offers, or positioning, and how to talk about what you do. Over and over. This energy is costing you momentum (and maybe money).
Your brilliant ideas and concepts all live inside of you. But that’s the problem — they stay there for too long, rarely seeing the light of day because you overthink how to say it, where to post your ideas or how to get the attention of new people
Your expertise feels ordinary to you. (Psychologists call this expert-induced amnesia—you’ve forgotten how extraordinary your knowledge is.) You neglect to share the obvious stuff.
You’re torn between big-picture vision and day-to-day firefighting. One minute you’re dreaming about the future, the next you’re buried in invoices or client delivery.
You suspect you’re under-communicating your value—your website, content, or sales calls don’t quite capture your brilliance and you can’t quite do this on your own, even, or especially if, your skillset lies in this work it is so hard to do it for yourself.
Your income is stagnant or slowing, or even if you have it, wealth building feels so far off.
Beneath all these challenges, you are craving a business that feels aligned to who you are at your core. One that is also profitable, and sustainable and that comes without burning yourself out or playing small. You want to feel confident in your decisions and excited about what’s next.
It is possible, I promise.
But the reality is that business is a complex set of systems, intertwined in one.
You’re juggling identity-level existential questions rooted in childhood baggage, alongside knowledge of how the latest LinkedIn algorithm works. You’re aware that taking risks, being creative, confident, decisive and self-aware are all valuable traits but at times you’re so bogged down in client work that the traits can elude you.
So despite your smarts, willingness to win and hard work…. riding the rollercoaster that is entrepreneurship is hard.
You’re doing a great job keeping up. If you haven’t heard that said to you in a while, let me remind you of that today.
But if you want more from your business, a marked change in direction, results, or a new lease of energy, I want to address you today.
I’m especially speaking to you if you…
Recently full-time. You’ve made the leap, maybe juggling income streams or leftover freelance work. You haven’t quite replaced your salary yet and need help “putting it all together.” Like Tania when we worked together:
OR
Are ready for a gear shift. You’ve been at this for years but a pivot or rebuild is brewing. You want to zoom out, and think about the next decade, but using your historical data and experience. Like Rebekah, who had 20 years’ experience in business:
OR
Are scaling beyond yourself. You lead a small agency or consultancy. Your business was built on your skillset, and now you need to codify your brilliance, clarify positioning, and grow into confident leadership without losing the founder magic. Like Sarah:
If we work together, here’s what I commit to
Clarity, fast. I’ll spot patterns, simplify complex ideas, and untangle knots that have kept you spinning for months.
Ideas you might not have considered. I don’t simply ‘reflect back’. With me it’s always “Yes, and’. I’ll build on top of your dreams, with the next idea, introduction, framework, or article. I do improv, after all (IYKYK)
Decisions, not dithering. I’ll hold space for your fear, but I won’t let indecision stall us. We’ll land on choices you’re excited to stick with and get to momentum
Strategic depth + practical action. Vision, mindset, numbers, messaging…it’s all connected, and we’ll work at that intersection always.
Whole-person coaching. Your business doesn’t live in a vacuum. Tears, laughter, personal news and spreadsheets all welcome here.
Professionalism without pretence. I’ll show up prepared, present, and honest—with boundaries that keep both of us healthy.
You’re also getting a coach who’s made £500K+ solo, understands long-form content and authority-building without a big social media following. I’ll roll my sleeves up and get into the details, and words, if you’re writing something to grow your business… I’m your girl and your editor on hand.
But hiring me is not a panacea for pain.
I cannot profess to save you from the perils that are entrepreneurship: the uncertainty, the highs and the lows.
But I can commit to standing by your side through it.
Yes, the business stuff, but I’ve had the pleasure of being alongside clients’ engagements, marriages and babies, too. Three engagements in the last three months from couples where I’ve worked with both parties, if you can believe it.
This work is about your business but it’s also about your life.
And so guess what, you’ll see me living my life too. I won’t share it all with you. But know that I go to therapy, I prioritise family, relationships and fun with friends. I invest my money and build my body at the gym, and protect my peace and my energy. Sometimes that means putting in a boundary with you, too. Your success is important to me but not at the cost of my own burnout.
But when I show up to our sessions you get my full attention and commitment to the growth you seek. Yes, in your business, but the work you do in your business extends into all areas of your life. I believe business growth is personal growth.
Crying and pain and emotion are part and parcel of this; you don’t need to hide them from me or apologise for your anguish if we get into sticky territory — I may be logical and practical, but I’m deeply empathetic too, and I know what it feels like to care a helluva lot about your business. I’ve been where you are—paying a mortgage solo, navigating uncertainty without a safety net. I get it.
So, was I speaking to you?
If this spoke to you, is it about time we spoke?
Coaching is an investment, sure, but my clients aren’t millionaires. I’ve priced my services to be within reach.
The question is, are you willing to take a bet on yourself?
You might think you’re investing in me when you hire me, but you’re actually investing in you. You’re investing in a future version of yourself. One that with my help, you can access faster, and hopefully with more fun and ease and simplicity along the way.
I’m opening a few spots between now and November for new 1-1 clients who are committed to their growth this year and are tired of doing everything on their own.
We start with a no-obligation consultation to see if there’s chemistry and I believe I can help you. During this call I’ll share options for working together if there is, including group options.
It all starts with your ask….
