I can still hear the words all these years later…

“You should never judge a book by its cover”

Yes mum, sorry mum.

Blah blah.

She was probably giving me a bollocking for being mean to someone.

And I probably deserved it.

But moving on…

As I’ve spent the last 18 months building my business and audience online.

I can’t help thinking that advice is wrong.

The truth is…

Everyone judges based on appearance.

And no I’m not talking about your dress sense (I guarantee mine’s worse anyway).

I’m talking about when we decide who to work with.

Because the fact of the matter is…

How you look has a direct impact on your perceived value.

Let me give you an example.

I saw someone on LinkedIn this morning with a badly cropped profile pic and a header that resembled clipart from MS Word.

Their bio read something like…

“I help busy founders ascend to their goals by empowering their personal branding”

If you’re confused as to what the hell that means, me too.

When your messaging and brand isn’t clear.

It’s an instant turnoff.

And your ability to sign clients is going to seriously suffer.

Try this little exercise…

Put yourself in the shoes of your ideal client. What would they type into the search bar if they wanted to hire someone like you?

Let’s say you wanted to hire a LinkedIn ghostwriter.

You’re not going to type in “someone to empower a busy founder with personal branding”

You’ll type “Linkedin ghostwriter” or “personal branding expert”

If those simple keywords aren’t on your profile, you’re not going to show up.

And when you look at it that way.

Simplifying your messaging becomes a no-brainer.


If clients can’t find you

Or worse…

They find you but think you’re low value

Then you’re sh*t outta luck.

This positioning piece is something I’ll be covering deeply in my July inbound lead gen workshop.

There’s still a few spots left but they’re filling up fast.

Here’s the link if you’re interested:


Let me know what the worst headline you’ve seen is…

Cya tomorrow,