When you’re launching something different in a crowded space, clarity isn’t optional. It’s the thing that gets people to pay attention – and decide to trust you.
The Situation: A smart, soulful idea with no clear message
Krystle, a therapist-turned-coach, knew dating apps weren’t working – not for her clients, not for the people she saw repeating the same patterns, and not for herself.
So she created The New Way To Date, an online community that blends personal growth with meaningful connection. Less swiping, more self-awareness. Less performative dating, more depth and trust.
The vision was powerful. But the message?
Krystle had all the pieces: a unique angle, a therapist’s understanding of emotional safety, and a deep desire to help people find love in a healthier way. But like a lot of purpose-led founders, she was stuck trying to say everything at once – and unsure how to explain what made her offer different from the rest.
“I knew I had something good. But I didn’t know how to talk about it clearly. I kept trying to explain everything, and ended up saying nothing at all.”
The Goal: A clear and confident foundation
Krystle needed help getting her message out of her head and into the world in a way that felt authentic, clear and actionable.
Together, we set out to:
- Define what made her idea a truly different way to date, so it could stand out in a saturated market
- Clarify the promise and positioning of the brand
- Develop messaging that felt aligned with Krystle’s values as a therapist
- Create language she could use confidently across her site, socials and content
The Process: Strategy combined with empathy
Over four weeks, we worked through:
- Founder-led discovery to unpack Krystle’s vision and past experiences
- Voice of customer research to surface real pain points and just the right language
- Competitor analysis to identify the gaps The New Way To Date could own
From there, I created a brand messaging guide including:
- A clear positioning statement and tagline (“Dating with Depth” – I was really proud of that one!)
- A warm, grounded brand voice
- Customer avatars that spoke to the emotional and practical reality of dating today
- Messaging that balanced emotional safety, self-trust, and the desire for connection
- Copy templates and bios Krystle could use in press, profiles, and on podcasts
The Outcome: A message with traction
With the messaging guide in hand, Krystle was able to write confidently – and stay consistent. From her website to email funnels, from blog posts to event descriptions, she finally had language that reflected the care and thought behind her offer.
★★★★★
“You helped me go from having the whole world of dating and personal development to talk about – to having something clear and focused to say. That made a huge difference in my confidence, and in what I share now.”
Krystyle Hearly
Founder, The New Way To Date
And her audience noticed too. The clarity in her new positioning gave people a reason to believe – and something to connect with emotionally.
Why it matters
In the relationships space, everyone’s promising “something different”. But too often, that difference gets lost in vague, identikit language. What Krystle built wasn’t a dating app. It was a safer, deeper space – designed by someone who understood how real trust is built.
This project helped her show that difference, and gave her a message she could grow into, not grow out of.
Is your big idea giving you trouble? Are you spinning between a million different angles? Are you unsure which message is going to move the needle with your audience?
Then you need my help. Be like Krystle and borrow my perspective for a while.