Unlock Your Marketing Flair: Speak Directly to Your Soul Client’s Heart

Ever feel like you’re shouting into the wind with your marketing? You’re pouring your heart, soul, (and probably a fair bit of your precious time – especially when you’re juggling school runs, a PhD, & the delightful chaos of family life, like I am!) into crafting what you think are brilliant messages, only to be met with… well, crickets. Or worse, you attract clients who just aren’t the right fit, leaving you feeling drained rather than energised. (And let’s be honest, I sometimes feel this, even now when launching something new!).

Today, we’re diving deep into something I’m incredibly passionate about, something that forms a cornerstone of how we help female entrepreneurs truly flourish here at Femmeprenista. It’s what I call Flair – & no, it’s not about being the loudest or the flashiest. It’s about something far more profound: understanding the very heart of connection & crafting marketing messages that don’t just get noticed, but resonate so deeply with your ideal soul clients that they feel like you’re speaking directly to them. This is a key part of our Business Flourish Framework, & honestly, it’s a game-changer. This is especially important if you’re in the Foundation Builder stage – that’s for those of you building foundations for growth by establishing core marketing & sales messages.

The Missing Ingredient? It’s Not About Louder, It’s About Deeper

For so long, marketing has been peddled as this complex beast of tactics, algorithms, & shouting louder than the next person. And yes, strategy is important (my MBA brain loves a good strategy!), but if your messages aren’t rooted in genuine human understanding, you’re essentially just throwing spaghetti at the wall & hoping some of it sticks. And let’s be honest, who has time for that, especially when you’re a busy mum trying to build an empire between nappy changes & dissertation deadlines?

The real magic, the true Flair, happens when we shift our perspective. It’s about understanding, as the brilliant marketing mind Rory Sutherland puts it, that so much of value is actually created “in the mind.” Think about that for a moment. It’s not always about the tangible features of what you offer; it’s about the perception, the feeling, the story, & the meaning your ideal client attaches to it.

When we grasp this, we realise that our marketing isn’t just about listing benefits; it’s about crafting an experience, a narrative that taps into the existing thoughts & emotions of the people we’re truly meant to serve. It’s about psychology, empathy, & authentic connection. It’s not just about selling a service; it’s about providing a solution that solves a problem for your soul client! You can find out more about his work Rory Sutherland.

Tuning In: How to Hear What Your Client is Already Thinking

There’s a timeless piece of marketing wisdom, often attributed to the legendary copywriter Robert Collier & echoed by modern marketing maestros like Sabri Suby, that says you must “enter the conversation already taking place in the customer’s mind.” You can find out more about Robert Robert Collier.

Now, this isn’t about mind-reading or some sort of sneaky psychological trick. Far from it. This is about profound empathy. It’s about taking the time to truly understand your soul client:

• What are their deepest desires & aspirations?
• What are their secret fears & frustrations that keep them tossing & turning at 3 AM? (And I’m not just talking about a teething toddler here!)
• What language do they use to describe their problems & their dreams?
• What solutions have they already tried, & why haven’t they worked? Sabri has a great article Sabri Suby about marketing.

When you can answer these questions, not with assumptions but with genuine insight (perhaps gleaned from conversations, surveys, or even just really listening on social media), you unlock the ability to craft messages that feel like a perfectly timed whisper in their ear, rather than an intrusive shout.

This kind of marketing isn’t manipulative; it’s an act of service. It’s about showing your ideal client that you see them, you understand them, & you genuinely have something that can help them on their journey. It’s about building trust from that very first interaction. By really taking ownership of your business’s voice, you’re already embodying Focus!

Your Message, Your Power: Taking Ownership of Your Business’s Voice

Here’s something I believe with every fibre of my being: crafting these resonant messages is an act of personal responsibility. As entrepreneurs, especially as women who are often juggling so many roles, it’s easy to feel like we’re at the mercy of external factors. But when it comes to how your business is perceived, you hold so much more power than you think.

The words you choose, the stories you tell, the empathy you convey – these are the tools you use to shape that perception. This isn’t just about attracting clients; it’s about attracting the right soul clients, those soul-aligned individuals who value what you do, respect your expertise, & are a joy to work with. It’s also a way of ensuring your FUEL as you don’t feel as though you’re constantly ‘selling’ & more guiding.

Taking ownership of this means stepping away from generic templates or trying to sound like someone else you admire. It means digging deep to find your authentic voice & having the courage to use it, even if it feels a bit vulnerable at first.

So, how do you actually DO that? Try these prompts:

• Define your ‘Why’: What’s the driving force behind your business? What impact are you driven to make?
• List your values: What principles guide your decisions & actions?
• Write like you speak: Imagine you’re explaining your business to a friend over coffee (or wine!). What words would you use?

Because here’s the truth: your unique perspective, your experiences, your way of seeing the world – that’s your superpower. That’s your Flair. And as a fellow PhD student exploring the nuances of Black female entrepreneurship, I can tell you that finding & owning your authentic voice in a world that sometimes tries to tell you to “sit down & be quiet” is incredibly potent. To use the words of Lisa Nichols: “Don’t allow people to dim your shine because they are blinded. Tell them to put on some sunglasses.”

A Little Story About Finding the Right Words (and a Lot of Relief!)

I remember this so vividly from one of my earliest ventures, Nisbett & George, which I co-founded with a friend back in my university days. My eldest was just a baby then, so the juggle was already very real! We were so incredibly passionate about what we were creating – innovative products for parents & babies. We talked endlessly about the features, the materials, the design process… & yet, it wasn’t quite landing. We were met with polite nods, but not the spark of connection we were hoping for. I think our biggest challenge back then was truly articulating how our products differed from the sea of other baby products.

I was so frustrated. I knew we had something valuable, but it felt like we were speaking a different language. I’ll be honest, there were times I felt like throwing in the towel altogether – imposter syndrome hit hard, & I questioned whether I even had a unique voice to share! Then, after a particularly insightful lecture in my Marketing module at UEL (University of East London – an environment that truly helped me find my academic feet after a shaky start elsewhere!), & a lot of late-night chats with my co-founder, something clicked. We realised we were so focused on the ‘what’ that we’d completely missed the ‘why’ from our soul client’s perspective.

We weren’t just selling baby products; we were offering solutions to the everyday overwhelm of new motherhood. We were offering a moment of peace, a tiny bit of order in the beautiful chaos, a way to feel a little more put-together when everything else felt like it was unravelling (you know, those “one eyeliner on because I was too busy cleaning something unidentifiable off the carpet” kind of mornings!).

So, we started to change our language. We stopped leading with technical specs & started talking about the feelings, the frustrations, the small wins that our products could facilitate. We started entering that conversation, the one already swirling in the minds of tired, loving, dedicated new mums. And you know what? The shift was incredible. Suddenly, people weren’t just interested; they were connecting. They felt understood. It was such a powerful lesson in reframing, in realising that the true value often lies not just in the thing itself, but in what it means & does for someone in their specific context. It was an early, hands-on lesson in the power of Flair. This story highlights that “People don’t buy WHAT you do; they buy WHY you do it.” (Simon Sinek).

Learning to Sparkle: Why Authentic ‘Flair’ is a Skill You Can Master

Now, you might be reading this thinking, “That’s all well & good, Carlene, but I’m not a natural wordsmith/psychologist/marketer!” And I hear you. But here’s the good news: developing your marketing Flair is absolutely a learnable skill. It’s not some innate talent you’re either born with or not. As Jim Rohn says “Success is nothing more than a few simple disciplines, practiced every day.”

Here’s a quick checklist to get you started:

1. Deep Dive Empathy: Schedule time this week to genuinely connect with at least 3 of your ideal clients. Ask open-ended questions to understand their challenges. Actively listen to their responses.
2. Uncover Your Own Value: What unique experience or perspective do you have that allows you to help your client? Write down what makes you the perfect guide.
3. Transform Value into Resonant Messages: Armed with the previous two steps, craft 3 social media posts for your ideal client that speak directly to one of their challenges & offer a specific solution you can help them achieve.

It starts with cultivating that deep empathy, understanding your own unique value, & then learning how to translate that into messages that resonate. It’s about being willing to listen, to experiment, & yes, to take that personal responsibility we talked about.

And the beauty of mastering this skill is that it doesn’t just impact your marketing. When your messaging is truly aligned:

• Your sales conversations feel more natural & less like a battle, because you’re attracting soul clients who are already halfway there.
• You have more energy (your Fuel!) because you’re working with clients you genuinely connect with, rather than trying to force a fit.
• You can build more efficient systems (your Flow) because you have a clearer understanding of who you’re serving & what they need.
• And, if you’re looking to cleverly integrate technology (our Fusion approach), AI tools can even help you analyse customer language or draft initial ideas, but that foundational human understanding & empathy must come first from you & your soul client. You can find out more Femmeprenista AI Tools

This is crucial for building not just a profitable business, but a truly fulfilling one – a business that reflects your values, allows you to make the impact you dream of, & yes, can even thrive amidst the wonderful, wild ride of motherhood & entrepreneurship. It’s about working smarter, connecting deeper, & building something you’re truly proud of. You can learn more Business Flourish Framework.

Ready to Find Your Flair?

Crafting marketing messages that sing to the soul of your ideal client isn’t about complicated formulas or inauthentic tactics. It’s about genuine understanding, authentic expression, & a willingness to connect on a human level. It’s about embracing your unique Flair. Building an offer so good that your soul client feels stupid saying no! More information about this concept can be found Alex Hormozi Website

When you get this right, it’s like unlocking a superpower. You’ll not only attract more of your dream clients but also build a brand that feels truly aligned with who you are & the impact you want to make. & that, my lovely soul client, is what building a flourishing business is all about. This is how we design Flair using our Business Flourish Framework.

If you’re ready to move beyond generic messaging & truly learn how to craft those soul-connecting messages, to build the core systems for your marketing & sales, & to launch your business with confidence, our Launch Programme Page is designed to help you do just that. It’s a 12-week online group implementation accelerator perfect for those who have a validated idea & are ready to make it happen. More on Simon Sinek’s finding your why can be found Simon Sinek.

Carlene Nisbett

Founder & CEO, Femmeprenista

Wife, Mother of four, Business Owner, PhD Researcher, Pet mom, Plant mom, 5’0″ tall Passionate Multitasker & Wine Lover, You get the drift