The Storytelling Copywriter: Building an Authority Brand
Leesa was an established, in-demand copywriter - great at the work she was doing, and getting plenty of clients through referrals. But if you'd asked her to describe her business in one sentence, she couldn't do it. Her services list read like she was scared to leave anyone out, and she had no clear idea about why a high-value client or collaborator would seek her out specifically.
“I was at a point where business was going well enough, work was coming in, but it was somewhat scattered.”- Leesa
Hidden beneath it all was a specialism she genuinely loved and was already somewhat known for: helping businesses write their brand story.
"I wanted to develop the part of the business I really loved. I wanted to be the storytelling person, you know, that people know. I had so many threads I was trying to grab hold of and no idea where to start!” - Leesa
Leesa had been going by the brand name ‘The Storytelling Copywriter’ for some time, but she hadn't fully committed to it, because some part of her didn't quite believe it was enough to build a brand around on its own. As a result, her messaging and positioning was very broad, and she hadn’t been willing to invest in a professional, cohesive visual brand identity when everything felt so scattered. Leesa felt this was holding her back - she needed some expert support to figure out what exactly she needed to do to get her where she wanted to be.
This is when we started working together.
“We started out by nailing down what I was trying to achieve. Beth asked questions that got me thinking, and I came away clear as a bell.” - Leesa
Over a series of Zoom calls, Leesa and I audited exactly what she had already - her messaging, her experience, her brand assets, and her visual identity across her entire online presence.
Together, we narrowed down the options, deciding what to cut, what to develop, and what was missing. We put together some concrete, achievable actions and milestones for the next few months.
“In the end I had a clear vision and a roadmap outlining exactly how I'd get there.” - Leesa
And when we were done, Leesa wasted no time in actually following the roadmap. No more agonising over decisions and continuing to undermine her own credibility - she just worked through the actions we’d agreed on, one at a time.
Among other things, she:
- Streamlined and re-wrote her website, based on the messaging and positioning we’d worked on together
- Commissioned a full new visual identity for The Storytelling Copywriter - logo, colour palette, brand visuals - and applied these everywhere for a professional, memorable brand
- Further committed to The Storytelling Copywriter by making it her website domain name (previously it had been her own name)
And since then, Leesa has been showing up EVERYWHERE! The new visual identity gave her the confidence to get some professional videos made, explaining who she is and what she specialises in. She developed a series of webinars explaining her methodology and promoting her signature service that maps directly on from that.
She’s been asked to speak at two different events (Sales Geek and The Marketing Meetup), and she’s also been approached to collaborate on a couple of offers as a brand story expert.
Leesa is also using her increasing industry authority to launch a storytelling course, teaching small business owners, VAs and solopreneurs how to use storytelling in their content.
“I've been fully booked for the thing I love doing ever since. I sh*T you not, this works.” - Leesa
Need some 1:1 support?
If you're in the same spot Leesa was, scattered but sitting on some real authority, just needing some 1:1 support to build an Authority Brand around it, take a look at The Authority Intensive. It's two structured 1:1 sessions with me, Beth, where we build you a roadmap to take you from 'service provider' to 'industry leader'.