Hey, Reader!

I've been having 1:1 chats with some of you over the last week or so, and one conversation really stood out to me.

She's been running a menopause coaching business for 15 years. Served over 15,000 clients.

She recently updated her website. There's a section about her background - 15 years running a first aid training company, teaching thousands of people.

It’s just two lines.

But here's what she told me:

"I took it out. And I put it in. And I took it out. And I put it in. I'm still not 100% sure whether those 2 lines belong there."

15 years. 15,000 clients. Agonising over two lines.

If that resonates with you, you're not alone. Every person I've talked to struggles with some version of this, either dismissing their background, second-guessing their message, or getting stuck on what to say.

Here's what I'm learning in these chats:

We're really good at misdiagnosing our own problems…
because it’s so dang hard to see the forest for the trees.

3 signs you're misdiagnosing your marketing problem

1. You think you need a content strategy when you actually need positioning clarity

You stare at a blank screen every time you sit down to post. Content frameworks feel forced. You can't nail your elevator pitch without over-explaining.

What's really happening: You haven't defined your positioning clearly enough. When you don't know exactly who you serve and what makes you different, every piece of content becomes a chore.

2. You think you need to post more when you actually need systems

You post when inspired (rarely), then disappear for weeks. You feel guilty about inconsistency but can't maintain momentum. One person told me she builds "an absolute rigorous diary" of content that lasts 2-3 months... then it falls apart and she starts posting reactively again.

What's really happening: You have decent clarity but no structure. You're starting from scratch every single time.

3. You think you need to "figure out marketing" when you actually need professional brand assets

Your message is clear, you post consistently, but your website and socials don't match the authority you've built. Your DIY brand is working, but not as hard as it could be.

What's really happening: There's a disconnect between your strategic positioning and your visual brand.

2 things on my radar

✦ Hustle culture stops working after 40. Here's what replaces it:​
Why the grind that once felt empowering now feels draining—and what actually works for building a business in midlife. Read the article

✦ I’m taking mushroom gummies for clarity.​
I’ve been suffering with mental clarity latelty, so I’m taking 2 mushroom gummies a day, (functional mushrooms, not magic mushrooms). I’m only one month in, but I’m seeing positive signs. Do you take them?​

1 action to take this week

→ Grab 8 free photo websites for your next Instagram post

I just posted a carousel with 8 professional photo sites I use for client work—all free, all high-quality, all better than generic stock photos.

That's it from me this week. I'd be super grateful if you took my poll.

With love & curiosity,
xo, Louise 🫶

P.S. That quiz I'm building? It diagnoses exactly this—so you stop guessing what to fix next. Launching to my list first. Watch your inbox.

Spread the Love. Share with a Friend.

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