The Quiet Realization That Sparked Everything
This month, I found myself questioning something I hadn’t touched in nearly a year: my value proposition.
I probably should’ve looked at it months ago…but momentum has a way of masking things.
Thanks to previous clients and solid connections, I had a steady stream of work.
But now, that’s starting to dry up.
When I launched this business—my third—I wasn’t starting from scratch. I had a warm audience, experience, and a clear offer.
Done-for-you lead gen systems for service businesses. The pitch was:
“I’ll build a complete client acquisition engine that saves you 40+ hours a week.”
But the more I repeated it, the more I realized:
It could’ve come from anyone.
I Knew It Had to Change
There’s a frustrating feeling that comes from knowing your offer is valuable… but still seeing it fall flat.
I started noticing the signs this year. People understood what I offered, but not why it mattered.
Or they said, “I already have someone helping me with this.”
You know how many times I’ve heard that?
It was enough times to make me think this business might not work. Even referrals felt forced, like they had to explain me to others.
It really set in when I saw a post from another “lead gen expert.”
Same promise. Same jargon. Different face.
That’s when I realized I’d built a generic message.
And when you’re a small business trying to stand out, generic is dangerous.
You have to be the only obvious choice for the right people. So, I made the decision to rebuild the foundation in March.
What I Changed
The first shift I made was in my audience.
Instead of trying to serve all kinds of service businesses, I narrowed in on one clear group:
Coaches making $5–10K per month who want to scale to $40K but don’t want to work more hours to get there.
The second shift was in how I defined the problem.
Instead of saying, “You don’t have enough time to market yourself,” I said:
“You want to grow, but you’re tired of spending your life on sales calls and cold outreach."
And then came the most important part: the solution.
I stopped selling “systems” and started selling freedom from discovery calls and a transition to working 3-days per week.
That clarity made a sizable change in just a few weeks.
I had four different experts reach out to explore referral partnerships, more than I’d had in the previous ten months.
I finally communicated the outcome in a way that clicked.
What About You?
If you’re not getting traction on your offer, it doesn’t necessarily mean your work is the problem.
It might be the way you’re framing it.
That was me for almost a year.
And honestly, I didn’t see it until I forced myself to pause and rethink the story I was telling.
So, I’ll leave you with this question:
If someone read your messaging, would they feel it could come from anyone?
You want your message and your value proposition to only come from you!