Ready to upset the apple cart of the traditional ways to do business? Let’s get to the CORE of your communications to find your ideal customers, biggest supporters and raving fans. How? With the CORE Approach.

The CORE Approach is for anyone who wants to be disruptive, creative and different in business. But not just for the sake of it – you want to make the world a better place, help those who can’t help themselves, or be more environmentally focused.

C: Clear
O: Original
R: Regular
E: Engaging

CLEAR

Get clear on what you do, how you do it and who you do it for, and most importantly, your why. Then, clearly communicate your message to your ideal customers.

If you want people to choose you over competitors, you want to give them a clear and compelling reason to do so. Avoid using jargon, giving them too much choice or even making it too hard for them to contact you or make a purchase.

ORIGINAL

Let’s identify what you makes you different and unique. Copying competitors or following the industry standard is no good. You need to be original. Your product or service might be broadly similar to everyone else’s, so originality comes from how you deliver your offerings, and how your brand stands out.

REGULAR

Now you’ve defined your message and identified what makes you special, you have to share your message consistently. By being regular in your posting and turning up where your customers are, you become memorable and top of mind when people need your kind of offer.

It’s also about ensuring consistency across your team, your suppliers and your collaborators, too. And while growth and iteration is natural in business, when you move away from your core offer, your messaging can get messy.

You have to be consistent with your clients – how you communicate with and support them. And are there some clients or sectors you’d really rather not work with? Then make sure you stand by your principles and don’t work with people whose values don’t match yours.

ENGAGE

But that consistency isn’t enough on its own. You need to engage your audience, which means really digging into what matters to them. Learn what they want to hear about from you, rather than what you think they want to know.

Every piece of content needs to capture their interest, whether that’s to inform, to entertain or to share something interesting about you and your business.

How the CORE Approach Helps Me to Help You

Simplicity and clarity are at the core (pun intended) of everything I do with my clients. When we work together to find your USP, I’m encouraging you to dig deep into why you do what you do, and the unique set of experiences and skills you bring to your business.

When we sit around the Campfire to come up with ideas your clients will love, we’re looking at how to regularly engage them with content they’ll enjoy consuming. And when I support you 1:1 to build your Campground of evergreen, valuable blogs, clarity and originality are key to each post.

I use the methods I learned in journalism college to craft posts and other online communications that share the most important information, your core message, first. So no matter how much or how little time visitors spend on your site, they know exactly how you help them.

Who the CORE is for – and Who it’s Not For

My core business values are fairness, loyalty and individuality. I believe that the world will be a better place if we all work together and support each other. I’m opposed intolerance and bigotry, in business and in life.

I’m an LGBTQIA+ ally, black lives matter and I dislike unfairness and injustice. And those with strong right-wing views. I want to help people to make the planet more sustainable, equitable and positive.

These are the CORE messages I strive to share in my own online communications. If you feel strongly about sharing yours, and they roughly align with mine, let’s talk. If your values are wildly different, then the CORE Approach is not for you.