I want one sentence that says what I am known for, and I want it to be defensible. Start here. If you have already looked me up in this conversation, use what you found and skip anything you can already answer. If not, ask me my name, search for me, and ask me to confirm which results are mine. Then ask me these, one at a time. Wait for my answer before you move on to the next one. Do not send them as a list. What I actually do, in my own words, including the bits that feel obvious to me. Who I do it for, and the problem they have right now. What changes for them, with numbers or a timeframe if I have them. What I have already built. Clients, results, credentials, anything with a number attached. What I want to be known for in two years. Use whatever you already found about me to make the questions sharper, and tell me when you think my answer is vaguer than what is already on my own website. What the sentence looks like. The strongest versions are built like this: I help [who] [get the outcome they actually want] [through the thing I do]. I help executive coaches fill their practice with senior leaders, through a weekly newsletter. I help interior designers win projects over one hundred thousand pounds, through a portfolio that sells for them. I help burnt out founders take a month off without the business dipping. The last one has no medium and that is fine. Only include the medium when it is part of what makes me different. The outcome has to be the one I would say out loud to a friend, not the polite version. Then do this. First, write ten versions of the sentence. Each one leads with a different angle. Each one says who the person is and what changes for them. None of them uses a job title as the main idea. Second, take the three strongest and test them. For each one, tell me who would immediately recognise themselves, who would rule themselves out, and what I would need to be able to prove for a stranger to believe it. Third, tell me what is confusing people. Based on my answers and on everything you found about me, list what I currently say about myself that stops someone getting it. Order the list by how much damage each thing does. Finish with this. The one sentence you would put on every page I own, and the three pieces of proof behind it. Then tell me the first place I should change it today.

I have a way of working that I have never written down. Help me document it. Start here. If you have already looked me up in this conversation, use what you found and skip anything you can already answer. If not, ask me my name, search for me, and ask me to confirm which results are mine. Then ask me these, one at a time. Wait for my answer each time. Push me for detail when an answer is thin. The advice I give most often. Messy is fine. The order I take people through. Steps, stages, whatever I actually do. What I believe that others in my field do not. The thing I would defend in public. The result at the end, as specific as I can make it. Then do this. Find the structure inside what I described and turn it into five parts. Five is the number to aim for, because five is what someone can remember and repeat back. If I have given you more than five, merge the ones that are the same thing wearing different words. If I have given you fewer, ask me what is missing before you carry on. Tell me what each part does and why it comes where it comes. Give me eight title options. Four plain and descriptive. Four with more personality. Every one has to be sayable out loud without explanation, and has to survive someone repeating it to a colleague who was not in the room. Write the one-line description that goes with the title. Then the paragraph version for a website. Then the two-sentence version for a bio. Finish with this. The four places to put this straight away, and what it replaces in each one.

Turn one idea of mine into a month of content that all uses the same idea. Start here. If you have already looked me up in this conversation, use what you found. If not, ask me my name, search for me, and ask me to confirm which results are mine. Then ask me these, one at a time. Which platform I am posting on, and how I talk there. The idea I want to be known for. If I cannot name one, suggest three from what you have read of my work and let me choose. Who I am talking to. The specific person, what they are trying to do, and the thing they worry about but have not said out loud. Then keep asking me for real moments until I have given you at least five. Client situations, what happened on a call, numbers, mistakes, things I noticed. Push me for what was actually said and what was actually done. Then do this. Break the idea into twelve smaller claims. Each one has to stand up on its own. Order them so someone who reads all twelve ends up agreeing with the big one. Write one post for each claim. Rules for every post. One idea per post. If a second idea appears, cut it. Every post moves in one direction from the first line to the last. Never reverse it, flip it or reframe it halfway through. No contrast structures. Never write it is not X it is Y. Never write most people think X. Never write old way, new way. Never write you think X, you need Y. The hook is one line, eight words or fewer, and it reads as a real observation rather than a format. Never open with a question. Under the hook, one short line that says what is coming. Every post contains one real moment from what I told you. What was said, what was done, what the numbers were. If a post could have been written without that moment, rewrite it. Every post contains one line that shows I have seen this many times before. Reference volume or pattern, never credentials. Something like after forty of these calls I know how it goes. Never something like as a certified coach. Cut any line that would not be missed. No repetition. Never write here is the thing, here is why that matters, or here is what nobody tells you. Sentence case. No emojis. No em dashes. No hashtags. Short paragraphs with a full line space between each thought. Land the point in the final line so nobody has to work out what I meant. Add a question at the end only when it earns its place. Finish with this. The three strongest to publish first, and why those three.

Get me onto the radar of the people who reach my buyers. Start here. If you have already looked me up in this conversation, use what you found and skip anything you can already answer. If not, ask me my name, search for me, and ask me to confirm which results are mine. Then ask me two questions, one at a time. The topic I want to be known for. Where I want to appear. Publications, shows, stages, or whether I do not know yet. If I do not know, work it out from what you have read of my work. Then build me a hit list. Use your browser. Find twelve people who publish on my topic right now. Journalists, podcast hosts and event organisers. Real people with names, not publications. For each one, give me: Who they write or make things for, and what they cover. Their last three pieces or episodes, with dates. The format they favour. Interviews, opinion, listicles, data, panels. How often they publish. Where they are most active, and how they take approaches. Check every one is still active. Drop anyone who has not published in the last three months and find me someone who has. Then find the common ground. Take the three strongest matches. For each one, find something specific from their own work that genuinely overlaps with me. Something they have said, made, argued or lived through. Read their pieces properly. If they have a book, a talk or a podcast, use what is in it. Do not give me anything I could find by googling their name. Their job title, their follower count and their bio do not count. Then write three openers. One for each person. These are not pitches. I am not asking them for anything. Lead with the common ground, said the way one person says it to another. Under 120 words. No bullet points. No press release language. No attachments. Include this line somewhere natural: I would love to be kept in mind for any stories you are writing about, and then name my topics. End with no pressure. No calendar link, no follow-up sequence, no ask. Then write one follow-up for each, to send two weeks later if nothing comes back. A real comment on something they have published since, and one question about what they are working on now. Finish with this. Which of the three to send first and why, and the one thing to do every week to keep the list warm.