Last May, another writer said something that cracked open my thinking.
We were in a business roundtable session, and I’d just finished my spiel, rattling off “what I do.” I wasn’t succinct and was clearly not lit up. One writer cocked her head and said, “You sound burned out.”
Oof. That landed. I’ve been working on the same types of projects for years and have been ready for a change. I was just scared to admit it.
It was past time to expand my thinking.
Since then, I’ve re-evaluated the direction I want to take my business in the next two to three years.
Instead of positioning myself as a freelance writer for SaaS companies, I want to move into a more strategic content partner role. This new role for myself allows me to help clients shape their overall content approach, not just deliver the assets.
I currently offer this service to one client, but I haven’t yet developed it into a strong offer I can market. I’ve spent the past few weeks creating a couple of offer ideas and refining my target audience so I can start testing.
If you’re also feeling stuck or ready to pivot, here’s a behind-the-scenes peek at the exact three-phase process I’m using to reframe my message and test new offers.
Phase 1: Explore
Where do my skills/interests intersect with some of the most in-demand industries?
ChatGPT provided me with a list of five sectors, including one of my current niches, and suggested ways I could leverage my skills within them. It also gave me possible service offer ideas and a short list of potential companies to research.
For example, AI suggested working with AI consulting companies. I’ve worked with multiple tech companies that include AI, but I hadn’t considered focusing on AI-specific companies that help organizations incorporate AI into their workflows.
This is a huge opportunity right now.
When asked how I could package my skills, AI suggested a “Content to Revenue” package where I review underperforming pages and make recommendations for improving them. That fits well with my skills and what the market needs.
I’m keeping a Notion doc of every possibility so I can revisit them later.
Phase 2: Action
Exploration is fun, but it doesn’t make money. At some point, you have to stop overthinking and get your idea into the world.
This is where I see so many people stall. We keep our “new offer” tucked in a Google Doc or AI chat where it feels safe. However, the only way to know if a message is effective is to put it in front of actual humans.
My rule? No more than three days between idea and small-scale test.
What does testing look like?
- Posting casual updates on LinkedIn or Substack about my idea.
- Mentioning my new direction in emails with past clients.
- Using my Substack as a low-stakes testing ground for specific phrasing.
- Reaching out to marketing consultants I know for their feedback.
So far, I’ve connected with potential clients on LinkedIn and Substack. They’re coming to me instead of me to them. I’ve also seen some positive responses regarding the new lead magnet I’m working on.
It’s not big data, but it’s something, and I’m taking notes.
Phase 3: Tweak
This phase makes you feel like you’re making real progress.
If you’re lucky enough to get feedback on your idea from past or potential clients, that’s gold.
I sent an early iteration of my content strategy offer to a past client. She’s co-owner of a small marketing agency. She responded that she wanted to see more proof of a similar project I had done for someone else.
She’s right. My offer made sense, but without a clear case study or example, it’s a harder sell.
Her comment shaped my next step. I began compiling a mini-portfolio of past strategy work I could reference. I’ve done the work, I just need to present it in a way that makes it easy for someone to say, “yes.”
What I’ve Learned So Far
Speed matters. The longer you sit on an idea, the harder it is to release it. But when you develop the muscle of putting ideas out there regularly, it feels easier. You’re not married to one “perfect” idea that’s never seen the light of day.
Your audience will write your best copy: Pay attention to the exact words people use when they respond to you.
Gather proof: Even warm leads want evidence. Pull industry statistics, showcase your work.
Most importantly, please don’t wait around trying to figure it out on your own. The best offers are built in conjunction with market needs. The messy middle is where the magic happens.
Your Turn
If you’re thinking about repositioning yourself, start by writing a simple offer:
“I help [industry/job title], achieve [result], so they [outcome].”
Keep it short and straightforward and share it online or with other professionals who can provide quick feedback. Refine it based on the feedback and repeat the process. The more you do this, the more data you’ll gather to help point you in the next direction.
