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Pre-script (Is that a thing?) 🤔

Heads up: this one’s a little more reflective than my usual spice. But I’m thinking out loud on purpose. Because I know I’m not the only one working through this. If your messaging feels a little off or your content doesn’t quite click anymore, pull up a chair. We’re figuring this out together.
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When clarity doesn't come easily

Most weeks, I sit down with tea in hand, a clear opinion, and a strong sense of who I’m about to make nod (or mildly annoy).

But this time? That didn’t happen.

So I scrolled through my Idea Bank (Thank you, Adriana, for convincing me to stop treating post-it notes like a project management system.)

Three past client questions stood out. How to:

• talk to different types of clients at the same time
• speak about different offers without confusing people
• shift directions without sounding inconsistent

Turns out, they’re the same ones that have been making me want to pull my hair out lately.

What makes these tricky is that they aren't just tactical. They're tied to how buyers perceive your value.

So I stopped chasing a polished take and met myself where I was. Then I decided to borrow a move from my friend Renee Frojo, who uses her writing to think out loud.

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📣 And now a word from our sponsor... (Just kidding. Still me. But this is a word about my new offer.)

If your drafts folder is a graveyard and your brain goes blank when it’s time to post on LinkedIn… Join the waitlist to find out more about Content Circle: so you can write content in less time with waaay better results. ​ Plus you get access to exclusive Founding Member pricing and a bonus download with 4 simple content tips. ​ Be the first to know

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What consistent resonance really looks like

I’ve been crystal clear about how I position myself in the market. I know because I hear it:

• in the DMs where people say “this hit me at the perfect time”
• in the comments that quote my posts back to me
• in the client calls where someone references a phrase I used three newsletters ago

That kind of resonance doesn’t happen by accident.

It’s the result of being strategic.
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So what’s the problem? Well…

Serving different audiences without losing the thread

I'm launching a new membership, Content Circle. And while it aligns with everything I believe, it’s designed for a slightly different client.

Yes, it supports earlier-stage founders who haven’t quite found their rhythm with LinkedIn content. But it’s also built for seasoned, profitable business owners who:

• built their brand on referrals and are ready to expand their reach
• are shifting away from outbound and want more inbound traction
• have strong offers, but posts that don’t reflect their depth
• are tired of thinking “I should post something” with nothing strategic to say

If I don’t get this right, I risk sounding too advanced for one group and too surface-level for the other.

So now I’m sitting in the middle of a tactical question wrapped in a strategic one: How do I keep showing up for my core 1:1 clients…while also making space for this new segment without muddling the message?

Some of the people in my world are founders or marketing leads at impact-driven B2B companies. For them, the work is often deep and strategic: clarifying their positioning, refining their messaging, and making sure every piece of copy reflects it.

Others are solopreneurs, marketers, or VAs: the ones actually creating. They’re looking for strategy, structure, and feedback to help their ideas connect and convert without the overwhelm.

Different roles. Different needs. But the goal is the same: content that builds trust and turns the right people into buyers.

Why buyers need to see the connection clearly

What you’re reading right now is me thinking this through in real time.

Just because I can see how the parts of my business connect doesn’t mean someone else will. And when that connection isn’t obvious, even great content can backfire.

Confused buyers don’t convert; they end up working with your subpar competition instead. And they’re not leaving because your offer sucks. They’re leaving because it didn’t resonate.

That’s why clarity across your content matters. It’s not about choosing one audience and ignoring the rest. It’s about being intentional with the words you use and the signals you send. So your audience knows they’re in the right place.

What to do when your service (or ideal client) changes
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I help clients walk through this exact thing: reposition without losing alignment. Define new buyer segments without fracturing their voice. Say something new without abandoning what’s already working.

And still, I’ve found myself overthinking every line, second-guessing every shift. (Damn expert trap)

When you’re known for one thing, and it’s working so well, the idea of shifting, even slightly, feels like a risk you can’t afford to take.

I have done-with-you services for websites and messaging—not promoted, rarely public, selectively offered. Not because they’re not valuable, but because I don’t want to muddy the brand.

But Content Circle? It’s different.

It’s not a background offer. It’s a front-facing one and it needs to be center-stage.

So I did what I always do when things feel messy: I went back to my client notes, brand guidelines, post drafts, and voice-of-customer threads. And what I saw reminded me of this:

Same business, different buyers

When clients worry about splitting focus between different audiences, the first thing we do is figure out what holds it all together.

Different buyers. Different entry points. But the root problems? They’re usually the same:

• They’re growing, but relying on referrals
• Marketing feels like guesswork, not strategy
• They’re trying to speak to everyone and be everywhere

The problems stay the same. The language? That’s what needs to shift.

And if you’re juggling multiple programs, audiences, or services, that’s the question to ask: What’s constant underneath the differences? Start there.

My 1:1 deep strategy work vs. Content Circle. Different format, same mission: clarity that drives connection (and ultimately lands clients).

So here’s what I’m exploring: what’s the deeper thread that ties it all together?

• Is it building trust through consistency, no matter where someone finds you?
• Is it helping people create bold copy that actually reflects the depth of what they do?
• Is it knowing your audience deeply enough to meet them where they are, then using strategy and psychology (ethically) to move them where they want to go?

I’m still playing with the angles. But I know the throughline is there. And fine-tuning it? That’s what keeps the brand consistent. So every offer earns trust instead of splitting attention.

Let’s talk about what that actually takes, without losing what’s already working.

What it really takes to reframe your messaging

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Here’s the part people miss. Positioning is the strategy. Messaging turns strategy into language. Copy makes that language convert.

(If you want a deeper dive into how these pieces work together and where they often fall apart, I broke that down here.)

If one shifts, the rest can’t stay static. Everything moves together, or the whole system breaks down.

That’s where I am now. How do I speak directly to a solopreneur creating their own content, and also to a B2B marketing lead managing a team?

Because what I have now resonates. It brings in the right leads. It makes referrals easy. People repeat my language back to me. They share my work. They trust it.

What’s working isn’t luck. It’s the result of a message I’ve tested, refined, and protected. And I’m not about to screw it up with sloppy segmentation.

So the thing that’s keeping me up at 3 a.m. isn’t whether I can write the copy.

• It’s whether the shifts I make might stretch too far in either direction
• Whether something gets lost in the process
• Whether what works now will stop working if I’m not careful

And I don’t control where someone will first encounter my brand: LinkedIn, an email, a sales page, a referral.

So the copy has to do two things at once: Speak to the right pain points with precision, and still reinforce a cohesive brand narrative across every touchpoint.

This is what it looks like to evolve strategically, without letting the story get away from you.

Start here: how to map your own message

Whether you’re launching something new or just realizing your old language no longer fits, mapping the overlap between your services is the first step.

This is what keeps your content from feeling scattered and helps people understand how you can help them, no matter which offer they find first

Here’s how to begin.

Note: This isn't a napkin-worthy framework. It’s meant to give your brain a starting point when you’re staring at too many moving parts.

• List your current offers. Not just what they include, but who they’re for and what problems they solve
• Look at the language your clients use before and after they work with you
• Pinpoint the belief or transformation that shows up in every one, even when the delivery shifts

This is the kind of work I do in strategy sessions*. Sometimes in one conversation. Sometimes over time. Not a perfect framework. Just pulling a thread until the full picture comes into focus. (And eventually it always does.)

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*Shameless plug/PSA: The price of my strategy sessions is going up soon. You can lock in the current rate if you book before that happens.

Questions I'm still asking (and you might be too)

This is a shift big enough to make me rethink everything. (Okay, not really. I know your strategy should evolve as your business does.) But that doesn’t make it less mildly terrifying.

• How do I adjust my message without diluting what’s already working?
• How do I create alignment across my brand without oversimplifying the complexity?
• How do I talk to multiple audiences without losing anyone in the process?

At the end of the day, I don’t just want something that sounds good. I want it to build trust with and convert the right people, without confusing the rest.

I’m getting clearer on the through lines, and experimenting with how they show up across platforms, from LinkedIn to sales pages.

You don’t need all the answers before you share your ideas. But the better you understand your own positioning, the easier it becomes to reposition publicly without losing people along the way.

I’m still sitting with the nuances:

• How often do I speak to this new segment directly?
• When is it helpful to draw the connection between Content Circle to my deeper work, and when is it distracting?
• How do I build a brand narrative that feels cohesive without oversimplifying what I do?

There’s no tidy bow here. Just honest reflection, aligned experimentation, and a reminder that messaging clarity isn’t a one-time project. It’s a living process.

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Until next time,

Stacy
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P.S. Want your LinkedIn posts to finally align with how you talk, what you sell, and why people buy? Join the waitlist for Content Circle. Doors open soon, and you’ll get early access plus a founding member rate for waitlisters only.

👋🏻 I hope you enjoyed issue 57! Still built on buyer psychology. Still saving inboxes everywhere from mediocre marketing. (Did someone forward this to you? Subscribe ​here​.)

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