I was at a barbecue the

other day, sausages, salads,

the usual chatter about work,

holidays and footy, and I

ended up sitting next to my

mate who owns an IT business.

He's one of those like

cool, calm, collected tech

guys and he works with big

corporates and he works with

medical practices and his

work is so-called so cool.

But he also looks after the

systems for me and a few

of my clients, and so he

knows the work that I do.

So I thought we're

chatting about business,

and he said to me, Hey,

Emma, I know what you do.

I know you're a

business coach.

I know you're amazing with

women, all the things,

"but I don't know which

women you work with."

I'm like, what?

And I thought to myself,

whoa, this is a problem.

This is a problem because

if someone doesn't actually

know what I do and who

I work with and how they

can help, how on earth

could I expect referrals?

How on earth could I expect

my name to be talked in

spaces where I'm not around?

Right?

And that conversation sparks

something big for me, and

it might just for you too.

And so today I wanna talk

about why clarity matters.

And how to make it easy

for people to refer you,

to recommend you and

remember what you do

and who you do it for.

So we're going to unpack

three simple things you can

do right now to make sure

that the world knows how

to talk about your work.

See, I just left

that to chance.

I just figured people see

me on socials, I talk about

it often enough, all the

things, and that's not enough.

So we're gonna

dive straight in.

We assume everyone gets it.

I'm a business coach.

What's not to get?

I help women make money.

What's not to get?

Apparently.

Quite a lot.

We assume our family and

our friends and our network

have all connected the dots

and that magically they're

out there spruiking us.

Mm, they're not, and

they haven't connected

the dots, so we have to

do that bit for them.

And it sucks.

I know it sucks, ladies,

but it is what it is, so

we just have to do it.

that conversation at the

barbecue was my wake up call.

I've been in business

for almost nine years.

Here was someone who

knew me personally.

They had referred

clients to me.

They totally understood

what I did, and yet he

didn't actually know

who I worked with.

And as we talked about it,

uh, I said to him, well,

I work with women who own

service-based businesses.

I don't do product-based

businesses.

I say I don't work with

bricks and mortar, but

that's actually not true.

I work with a lot of

bricks and mortar.

They just still happen to be

in service-based businesses.

And as we were talking,

I said, oh, I was telling

him about one of my clients

who's a physiotherapist,

and he's like, I know

that Physiotherapy center.

I'm like, uh,

that's my client.

And he's like, oh, you

do people like that?

That's your client.

I'm like, yes,

that is my client.

Oh my goodness.

Oh my I think clarity

creates the connection

and then the connection

creates the opportunity.

the best way I can

describe this, right?

I want you to do me a favor

because I did this myself.

After this conversation, go

and ask five people, just

five friends, colleagues,

past clients, family.

Ask them to tell you in one

sentence what they think you

do and who you do it for.

It will be mind

boggling for you.

If they can't describe it

clearly, that's your sign

that we need to sharpen

the message, and you might

be really surprised at

how unclear it really is.

Little story.

We run Go-Getters days, three

times a year in Melbourne,

twice in Brizzy in 2026.

They are amazing days.

And at the end of the day,

everyone gets to stand up

with a little framework

that I give them and tell us

what they do, who they do it

for, and how much it costs.

There was 75 women in the

room the last go-getters day.

How many do you reckon

stood up and did that?

Less than half.

There's an opportunity to

stand in a room of other

business owners and tell

them who you do work for,

why it matters, what it

is, and how much it costs.

And it dumbfounds me

that only 50% of the

room want to do that.

I mean, I get it scary.

You need to have courage

and you need to like step

outta your comfort zone.

And the nerves are like,

everyone's shaking.

But the room is

gloriously warm.

You've spent all day with

these people and unless people

know what you're selling,

how the heck can they buy?

Unbelievable.

I wanna talk about

downplaying your work.

Fast forward a couple of days

after that barbecue and I

was chatting to some family,

they had come over and we

were chatting about work.

I always deflect.

I didn't realize

how much I deflect.

I'm a business coach by trade.

All I do is ask questions,

solid questions,

but I ask questions.

If someone asks me a question,

I ask a question straight

back, very bad habit.

And they said, so what's

happening for you?

I'm like, I don't know.

Just a, you know,

busy coaching this,

coaching that thriving

women, all the things.

And this time I

thought, no, Emma, no.

You've just had that

experience two days ago.

You actually need to

practice what you preach.

Don't be a slow learner.

So I told them what

I actually did.

I made it very simple

because I left that barbecue

riding that thing out,

going right, we gotta

get clear on this, right?

And so I said to them, I'm

a accredited business coach

for women in

service-based businesses.

And I've got a few spots

open for one-on-one coaching.

That was it.

They asked a number of

questions after that.

We unpacked it.

It was simple, it was

clear, and it was direct.

I didn't take up 10

minutes espousing all

the bits and pieces.

It was super simple

and super clear.

You know what happened next?

Oh, you should

talk to my friend.

They've just stepped

into this space.

I'm like, oh my goodness.

It was like a little

nudge from the universe.

Sometimes, ladies,

I'm not that bright.

Sometimes it takes a bit for

me to learn things as well.

But if I'm not talking about

my work and you are not

talking about your work, how

can we expect anyone else to.

I also wanna say at this

point, I come from hr,

HR background, and what

I see over and over again

is brilliant women with

brilliant technical ability

and they're like, the work

will speak for itself.

No, the work doesn't speak

for itself, especially if

you've got your own business.

Stop being the technical

expert and start talking

about the work that

you are actually doing.

That is the way you get

well-known and better

positioned and funnily

enough, get more clients.

So let's do that, shall we?

Your step, your next

step is that next time

someone asks you what

you do, don't deflect.

I mean, you've gotta do

some practice on this.

You've gotta jot it down.

You've gotta know

what you're gonna say.

But it's like when you go

to a barbecue and someone

says, what do you do?

And you've got like that much

time to go, I'm a business

coach, I work with women

service-based businesses.

What do you do?

That's it.

Right?

And you've gotta

get good at that.

We've got to get good at

telling people what we do.

And you need to

practice it out loud.

I've said this

again and again.

The tongue has memory so every

time you say something, you

trip over yourself and it

sorts it out, and then you

sound better the next time.

Don't not say it.

Don't just do that.

I'm practicing in my

head and then when it

comes out, you go, Hmm.

Should have said

that out loud.

Sounded so much

better in my head.

No.

So practice saying it

clearly and proudly.

No fluff, no apology.

Something like I help insert

audience to insert result you

deliver That's one sentence.

One sentence.

That's all you need.

For me, it's, I help women

in service-based businesses

grow their revenue,

profit and confidence.

And then if someone

asks more things, great.

That's it.

You don't need a pitch,

you just need clarity.

We don't work hard

enough on clarity.

After those two conversations,

and I got my butt

kicked twice, I thought,

right, this is on me.

This is on me.

Right?

Kind of like following up

in the sales process, I

hear lots of women say,

oh, I sent a proposal, but

I didn't hear anything.

Did you follow up?

Did you actually do the

things that as a business

owner, we need to do?

Right.

So if people don't know

how to talk about my work,

it's because I haven't

given them the words.

So I came home, I crafted

a paragraph, told them

exactly what I did in three

sentences, who I help, how I

help them, how I get results.

Then I sent a few people,

some business contacts, a

few friends, and just said,

Hey, if you ever come across

anyone who needs a business

coach, one, here's my bio and

here's quick snapshot of what

I do and how I help Bing.

I hate it when my

experiments will work.

I really hate it.

Within a week, I

had two referrals.

That is how it works.

People just knew what I did

and they wanted to help me.

I wanna just pop in one more

story here because I think

this is really relevant.

I've been seeing the same

hairdresser for 25 years.

It's a long time, isn't it?

and if you're not watching

this or if you're watching

me, you'll see that

I've got blonde hair.

If you're not watching

blonde hair takes a bit, a

little bit of maintenance.

So I see her four times

a year and every time

we talk about business,

because she loves what I

do, I love what she does.

She's got some nieces who

own product-based businesses

and all the things.

And in my most recent

appointment with

her, she said, Emma.

I think you could

help my nieces.

Now I hear this a bit.

I hear this a bit, right?

And I'm like, what

do, let's talk about

what your nieces do.

Oh my golly.

Her nieces own two

product-based businesses

that are currently in

Coles and Woolworths.

They're not small businesses,

and I said, I would love to

help them then and there,

she pulled her phone out,

stopped doing my hair, pulled

her phone out and said, I'm

just gonna send them a text

message with your details

and your Instagram handle.

Is that okay?

Is that okay?

Knock yourself out.

Right?

That is how it works.

We've been in business,

we've been in relationship

together for years.

She knows what I do.

She watches what I do because

I work when I go there and

she's like, yeah, I reckon

you could help this person.

And then after that she

went, you know what?

I know this, this

psychiatrist, and there's

this psychologist and

there's this person.

Emma, I have a

lot of contacts.

I'm like, I know you do.

And she's like, would you

mind if I shared your details?

I'm like, I would

not mind at all.

In fact, knock yourself out.

Do you want me to

write you an email?

And she's like, yes, please.

Wrote her an email off.

She went, happy as Larry

did not expect that.

But there you go.

People want to help.

Oh my goodness.

They so wanna help.

But they can't help you if you

don't give them the language.

So your next step is to

write a short paragraph.

That answers three questions.

What do you do?

What do you do for people?

Who do you do it for

What result do they get?

Then share it.

That's the scary bit.

Hey, I reckon, I

reckon everyone's like,

yeah, I've got this.

I've got this.

Da, da.

And then share.

Who am I sharing it to?

Your network, your clients,

your family, your colleagues.

Dog doesn't matter.

It's not showing off.

It's setting people up

to connect you to the

right opportunities.

So here's what I learned

from a barbecue and

some family chats.

Don't assume that people

know what you do, even

the ones closest to you.

Don't downplay your work.

You need to own the work, and

you need to own the result.

I'm a results based

business coach.

If you don't want results,

we won't work together.

It's really simple and you

need to make it ridiculously

easy for people to refer you.

Clarity isn't

about being clever.

It's about being remembered

and when people know exactly

what you do, they can't

help but talk about you.

Also, it helps to give

them a good experience,

so don't be a knob.

There's that.

And just.

That pitch or that paragraph

or those three questions,

I want you to think about

the clients that you love

working with, the premium

clients that you love

working with, and maybe you

don't have enough of those.

That's what your pitch,

that's what your paragraph

needs to be aimed towards.

Because as we evolve in

business, sometimes we create

different offers for different

audiences, and that's okay.

But we really, what we

know is that as we improve.

Our expectations improve,

our audience improves.

Our ideal client

improves all the things.

So make sure that your

pitch is pitched to where

you want it to go in the

future, not the person that

you were five years ago.

If this episode has made

you think I need to get

clearer about my message

and make sure people

actually know what I do.

I hear you.

Maybe it's time that

we work together.

When I coach women

one-on-one, we build that

business foundation that

makes everything easier.

Your positioning, your

pricing, your sales rhythm,

love sales, your messaging,

all the things, and you walk

away with that clarity and

that confidence and a plan

and makes people get what you

do and wanna talk about it.

Because here's the thing.

We work so hard, we work

so hard, and you deserve to

have your work understood

and your message heard.

Let's do that together.