We learned this one the hard way.

If you’ve been through this too, you’ll know exactly what we’re talking about. And if you haven’t, don’t click off this email until you’ve got the lesson well and truly in your brain so you can avoid this massive drain on your time, energy and income.

It’ll save you a heck of a lot of heartache.

When we started our business back in very early 2017, we leaned into the concept of “Say yes to every opportunity and figure out how to make it happen later.”

It was uncomfortable, yes, but it was also exciting and made us feel like real entrepreneurs. I mean, that’s what people were telling us to do, what the books were saying and what we saw others doing. And while it worked (we quickly hit the supposedly magical £100k mark), every day felt hard and there was practically no pleasure in any of it.

It felt like a grind. An unthankful hustle. And we were exhausted.

But we thought it was normal. We thought it was what having a business was all about.

Almost three years to the day since we cofounded our business, we shifted our focus and almost immediately the heavy fog of hardwork hustle started to lift.

How? Because we got picky.

We got really honest with ourselves and got clear about who we wanted to serve and how we could best serve them.

We tuned into the dream clients we desired to work with, figured out what it was they wanted and needed and how we could share what we already know, what comes easily to us after decades of writing, editing and communications experience.

We figured out the wisdom and magic we already held and how to share it with those we dreamed of working with.

It was like a light being switched on.

Because the moment we tuned in to who we were serving, it became a heck of a lot easier saying no to misaligned projects and people who came our way.

Here’s the hard truth: misaligned clients are a drain on your time, energy and income.

Avoid them by getting crystal clear clarity about who you’re here to serve and how you can serve them with ease and impact.

So clear that no one who discovers anything about you or your business is in any doubt - you want them to experience a full body yes or a heck no.

Make the decision easy for them.

Since we’ve tuned into what feels really good and got really focused on who we’re for and how we can serve, things have felt easier, more aligned, more expansive and really fun.

No Sunday night dread here thank you very much, there’s absolutely no time or energy for any of that nonsense.

And you know, what? The work has flowed with ease and every client we’ve worked with, every project we’ve work on has felt good. Really good.

It can feel uncomfortable at first and is definitely a practice - particularly when it comes to sales page writing and content creation - but being honest with yourself about who you are and aren’t for is the golden thread your business needs.

Here’s an example from our business:

If you’re wanting a team to write all your copy and content so you can chuck it over your shoulder and have someone on call morning, noon and night to write that post, sales email or website update, we’re not the team for you.

We’re for you if you want to learn how to pour purpose and power into your words every time you write, are ready to put the work in with us as your guides and get big, juicy doses of best friend energy with a side order of silliness so you can write everything your business needs with clarity and confidence.

You don’t have to be for everyone to make an impact.

Get picky and you’ll spend less time and energy serving the draining, misaligned clients and more time calling in those who definitely want what you’re offering.

Write and create copy and content with your dream clients in mind.

Share messages and stories that will resonate with where they’re at and help them get to know, like and trust you.

You’re creating a beautiful business. When you’re true to yourself and who you want to work with, writing and creating content and copy will be easier, more impactful, way more enjoyable and a whole load more profitable.

You’re already magic, believe it to receive it.

With love,

Laura + Becca