The patriarchy wrote your brand story
I thought you were building something different. So why are you still using its tools?
we do things differently here
Here we do messaging for values-led coaches and service providers who are done with the patriarchal playbook, destructive individualism, and the LinkedIn bros with their engagement pods, and the MLM Girl Bosses with their passive income shell dreams.
You want a business that doesn’t compromise on your principles.
You want community and peace.
You want to be able to make sales without selling your soul.
We can do that.
You need to ditch the hero
Current marketing advice is taking you on the wrong journey – The Hero’s Journey.
The lone expert riding in to save the day, the customer as a “problem” to be agitated until they crack. Every template you’ve been handed runs on the same engine – individualism, conquest, and one person winning while everyone else watches.
That’s the story capitalism and patriarchy like best. And if your work is relational, collective, and a bit more complicated than “I had a problem, I bought the thing, I’m fixed now”, it’s no wonder you feel like Sisyphus with that damn boulder.
But…
There's a different journey
And it pulls in different people.
It’s called the Heroine’s Journey: networked, cyclical, rooted in building with people rather than winning alone.
When your message runs on that structure, it reaches the ones who are already wired that way.
And because we’re not trying to make anyone feel rubbish first (no fake scarcity, no countdown timers, no poking at a wound so we can sell the plaster), the selling never costs you your values.
To do that, we need to dig a little deeper
Your audience is reading your emails somewhere between the news and the nursery run, with the world wobbling in the background. Every decision they make is filtered through that.
Build your messaging on real life, the one they’re living in right now, and it connects. Build it on a tidy demographic or something Claude told you was “groundbreaking”, and it bounces.
That’s why all my work is steeped (like Builder’s tea) in research and listening. To your audience, and to what’s going on in the world around them.
How we work together
Some people want a second opinion on the cabinet handles… others want to gut the whole kitchen.
Both are welcome here. Take a look and see which one sounds like your particular jam.
But Peta, we've only just met!
Fair. If you want to take some time to get to know me before we become besties with matching friendship necklaces, taking down the patriarchy, why not download one of these?
The Regenerative Story Map
Squeeze More From Your Social Proof
Messaging on Purpose
Map your story in a way that holds all the nuance of what you actually do for people, rather than flattening it into a tidy hero arc that loses the best bits.
Stop getting polite praise, and start learning more about your audience, what they need, and how to talk to them effectively.
6 short, coffee-length episodes that will help you see what messaging actually is, why it matters, and how to build it on purpose instead of stapling it together as you go.
Kind
Words
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