14/10/2026
Your purpose isn’t your service. It’s what changes for your client after working with you.
I had a client who said, “I sell candles.” Then she told me about the customer who cried because a candle reminded her of her nan. That’s the business.
Ask yourself:
What do my clients feel after working with me?
What do they do differently?
Am I saying that in my marketing?
When you know that, your marketing gets clearer and easier to write.
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