A quick one: Tomorrow 4pm GMT I’m hosting a masterclass on writing Long-Form content that gets you clients, not just now, but for years to come → SIGN UP FOR FREE

​If you’re an independent founder, coach or consultant selling expertise, Long-Form writing is your ticket to sustainable inbound sales. And, you don’t even need to write that often. I’ll break this down in detail tomorrow. Sign up to join and receive live feedback and guidance in the zoom room. If you’re busy, sign up anyway for the replay.

Authority Entrepreneurs Write Long-Form Content

If you’re anything like most of the people I coach, you don’t just want to deliver good work for your clients, you also want a business that stands for something.

That’s what I call being an Authority Entrepreneur.

Definition of an Authority Entrepreneur

Authority Entrepreneurs build their business around a belief: a way of seeing the world they want to share or shift. Their business becomes a vehicle for that belief, a way to create impact and shape ideas that matter.

This isn’t about taking on client briefs just to pay the bills. It’s about owning a stance and attracting opportunities that align with it. It’s about translating your ideas into content, not just to sell, but to articulate the core thesis behind your work.

You might deliver coaching, consulting, or run an agency, but you stand for something. Business gets built by ideas, not just by output.

That’s the work I’m doing with clients: yes, helping them grow profitably and sustainably, but also sharpening their message until it cuts through. Authority Entrepreneurs become known for how they think.

And in turn, everything shifts because you command higher rates, develop deeper trust, and more autonomy because you dictate the terms of how you work. In time, committing to your authority compounds and creates leverage that scales beyond you. Scale comes from developing intellectual property, frameworks, and a body of work that does the heavy lifting when you’re not in the room.

I’ve lost count of how many of my clients tell me they want this kind of setup operating on their behalf before the day they might have a child. I get it… and I’m here for it. Whatever your reason for wanting this kind of business, I see you.

Are you building this kind of business?

Quick checklist:

• Want to be known for something in their field

• Care about being respected for their ideas, not just their outputs

• Want to be associated with a distinct message or way of thinking

• Have depth (real experience, real insight) and are hungry to express it, and, to stay in their lane, deepening their insigth and craft for years to come

If that sounds familiar, you’re already walking the path of an Authority Entrepreneur. Whether your body of work is ten years or ten days old, this newsletter is a space I’ve created for you.

You can’t build Authority without long-form thinking

If you’ve set your sights on moving beyond one-to-one delivery or day-rate consulting and your future includes writing books, creating courses, speaking on stages, or developing IP through training, software, or licensing, then long-form content is the stepping stone that gets you there.

Here’s five reasons why:

1. Long-form writing is a forcing function for your best ideas

The act of writing is the act of thinking. Authority Entrepreneurs have solidified their beliefs and perspectives about their work, and that doesn’t won’t happen in a vacuum.

When you sit down to write something substantial it means you’ve first had to organise your thought. It demands depth and your half-formed ideas become solid concepts.

I’m better in my discovery calls, training sessions and networking events or panel talks because of the regular commitment I make to writing my ideas down.

2. It shows your depth of insight and your care for your craft

Anyone can post a carousel or a tweet. I’ve written LinkedIn posts from the most random of places (!) always on the fly.

But Long-Form commands respect: from your audience, yes, but also from yourself. Sitting down to write something meaningful says: I care enough about my work to think deeply about it. This is a demonstration of seriousness that attracts serious clients.

3. It keeps working even when you’re not

Unlike social media, long-form content lives on. It’s searchable … by people, by Google, and increasingly by AI models. Your thinking continues to circulate even when you’re offline. It’s the clearest example I know of “write once, attract for years.”

Fun fact: I can attribute more than £70,000 of work to a single piece of long-form writing in 2023, that continues to bring the right clients my way.

This research from Orbit Media proves that even in 2025, it’s still the very same:

4. It’s the most practical form of thought leadership

Yes, podcasting and video can create more intimacy, but they also come with a heavy production time or cost that stops most people from being consistent.

Writing, by contrast, is accessible. You can do it from anywhere, without a studio or fancy equipment. It’s free, and, the most efficient path to building a serious body of work.

5. You don’t need quantity, just quality

What stops many busy founders from Long-Form writing is the belief that they have to carve out hours every week to make it worthwhile.

But you really don’t.

Even having one (powerful), cornerstone piece of writing that captures your One Big Idea can make a huge dent in your ability to build Authority and attract aligned clients.
Your One Big Idea is a core belief that underpins your business and everything you teach, sell, or create.

That very piece becomes the spine of your message, it lives on your website, becomes a talking point with prospects, and gets shared in the circles you move in. It expands your potential_.

So….

If you want this kind of business, one that scales through ideas, content, and conviction then I’d love to see you at tomorrow’s live masterclass: Turn Your Ideas Into Authority Content: Write once, attract clients for years to come

We’ll cover:

• How to identify your “One Big Idea”

• How to structure your Hero Piece for maximum impact

• How to get your Hero Piece discovered by the people who’ll pay

• How to get Ideal Clients from your writing

You don’t need more time or more research. You need to commit to sitting down and overcoming the resistance surrounding your best work. It’s waiting for you. And, those clients are out there looking for it.

Right, I’m off to meet with a client who first reached out to me with this message earlier this year:

Thanks to 2022 Ellen for writing and creating clients three years on.

See you tomorrow?