Insights from Our Ask The Expert Session with Sophie Cross

Getting your marketing right is essential but it can feel overwhelming and will often end up at the bottom of your to-do list. It’s a complicated mix of elements that is difficult to nail.

So we invited Sophie Cross to be our guest for an Ask The Expert session. She’s the founder and editor of Freelancer Magazine, copywriter, marketing trainer, and creator of the brilliant LinkedIn for Humans course.

We had an honest and practical conversation about how to make your marketing more effective and more YOU.

These are some of the most valuable takeaways from our time with Sophie, along with reflections and prompts to help you apply this to your own business.

We’ll also be going through these together in our Co-Working & Networking session next week and in other sessions I’m sure we’ll be checking in on how this is going for everyone. It’s a process…. 

🖊️ Why Is Marketing So Difficult?

Many of us didn’t set out to be marketers. We became coaches, creatives, therapists, writers, designers, service providers… and suddenly found ourselves needing to write about what we do, promote ourselves, and stand out online.

And as Sophie pointed out, this can feel like “trying to write your own dating profile.” You’re so close to your work, and so emotionally connected to it, that it’s incredibly difficult to describe it clearly. Let alone with confidence and authenticity. 

While it might not be something you’re “naturally good at” you can learn how to share your work with the world, using Sophie’s tips:

🖊️ Start With the Client, Not Yourself

One of the most helpful mindset shifts Sophie shared is this:

“Instead of starting with ‘What do I do and how do I talk about it?’, start with ‘What does my client need to hear?”

This tiny shift makes a huge difference. Suddenly it’s not about squeezing yourself into clever marketing language, but about tuning in to the people you help and what they’re feeling, worrying about, or craving.
 

TRY THIS

- Write down the top 3 challenges your ideal client is struggling with right now.

- Beside each one, jot down what they might type into Google or ask a friend for help with.

- Now ask yourself: is that what your website / Instagram bio / latest newsletter is actually speaking to?

So much of great marketing is simply making sure the right people know that you 'get them’.

🖊️ Use Real Language

We often think marketing copy has to sound polished or professional or clever. But simple, clear and real, always wins. 

Sophie reminded us that the best copy sounds like you would speak.

One of her favourite tricks, 

“Record your discovery calls or Zoom chats and actually listen to the language people use when they describe their problems. That’s your copy.”

Forget buzzwords. Forget trying to sound fancy. The goal is to sound like you. Someone your client would trust and want to be around.

Jot down powerful client phrases in a notebook or in audio notes in your phone. That’s the gold you’re looking for.

🖊️ Feeling Self Conscious? That’s Normal

Someone in the session asked: “How do you get over the discomfort of talking about yourself online?”

Sophie’s answer: you don’t….entirely.

“This feeling often comes from the fact that you care. That you want to get it right. But you have to remember that people aren’t looking at you and analysing every word. They’re scrolling quickly, skimming. Don’t overthink it, just speak to them.”

Done is better than perfect. Act before you’re ready.

And if you’re worried about posting something that doesn’t quite land? Good. That’s how you learn. Marketing is all about testing, trying things out, tweaking as you go. It doesn’t need to be precious.

🖊️ Repeat Repeat Repeat

This was a big one. 

Most of us feel like when we’re saying the same thing over and over again, we’re annoying our readers. But as Sophie put it: 

“You might be sick to death of your own message, but most people are only seeing a tiny fraction of what you post. Repetition is how people remember you.”

Think about how many times you’ve seen an ad before it really stuck. It’s the same for your business.

Instead of chasing variety, focus on consistency. What do you want to be known for? What are the key themes you want to reinforce?

And then say them again. And again.

🖊️ Structure Your Offers Simply

Another helpful insight came around how to structure your offers or services, especially if you do a few different things.

Rather than trying to make everything fit into one tidy message, Sophie suggested separating your services into clear categories or “mini brands” if needed.

“Think of your business like a shop – you might have different shelves or sections, but each one is clearly labelled. Don’t try to smush everything together.”

This is especially helpful if you have both 1:1 services and group programmes, or if you work across different industries. It’s good to be known for one thing. You’ll connect more easily with your target audience that way.

🖊️ Start with the Easiest Win

When you’re feeling stuck with your messaging, Sophie recommends starting with whatever is easiest.

That might be rewriting your Instagram bio, sending one email to your list, or updating the heading on your homepage. 

“Pick one small thing you can improve and get that done. It will give you a sense of momentum and confidence.”

You don’t need to overhaul everything. Small tweaks often make a huge difference. And only talk to one person when you’re writing. Think of your best client, and speak directly to them.

Only have one message in each post/ newsletter, and one clear CTA. Keep it simple!

🖊️ Key Takeaway

What stood out most in this session wasn’t just Sophie’s advice, it was her reassurance that we’re all figuring this out as we go.

Marketing is a conversation, a way of connecting with people who want and need what you’re offering.

It’s a process of learning more about who you help, how you help them, and how best to say that.

If you’ve been wrestling with your words, feeling unclear about your niche, or unsure how to show up online, take a breath, and remember that,
 

- You don’t have to be perfect

- You do need to be consistent

- You already have everything you need, it’s just about getting it out of your head and into the world

✨ Prompts to Explore Your Marketing Voice 

🖊️  What do my clients really need to hear from me right now?

🖊️  What are 3 phrases I’ve heard clients use that describe their challenges?

🖊️  What do I want to be known for in my business?

This is from our monthly Ask The Expert session. If you’d like to watch the full recording of this session (and all our previous Expert sessions) join the membership here.