“Not marketing to me anymore!” How to rebrand when your business grows

“Up to now I’ve been working with individual creatives. I’ve been an individual creative. I’ve never worked in a corporation.

“Yet I’m getting invited to hold workshops in large companies and executives are coming to me for coaching.” That’s how a client I’ll call “Rita” began a consultation a while back.

“I haven’t walked in their shoes,” Rita continued. “My coach told me to market to people like myself. But in this case, I’m not marketing to me! Why would someone believe I can help them?”

Rita had fallen for the widely reported myth of, “You must tell your story. You’re qualified because you are just like the people you help. You know what they’re going through. You can help them.”

When you’re audience doesn’t share your history, find a new story.

Rita had a story that resonated with her audience of solopreneur creatives. She could share her experience of moving from a struggling solopreneur to a confident, profitable business owner. But she couldn’t tell an origin story about moving from frustrated corporate executive to confident, fulfilled professional.