In today’s newsletter I’m going to tell you about the one blog post I wrote in 2023 that allowed me to scale beyond six figures (and double my 2022 revenue). I can attribute £70k worth of sales to that one article.

If these are the kind of results you’d love in your business, and see Long-Form writing as an attractive way of doing that… I’ve designed Authority Letters for exactly this purpose.

What’s Authority Letters? It’s the 6-week sprint to ideate, write, and then ship the one blog post that will call in your most aligned clients for months, if not years to come. We start 3rd Nov, and 10 spots have been snapped up, but there’s still time for you to join (or watch the masterclass).

If you want to fit-check this with your situation or want a payment plan, simply hit reply or book a call with me for the answers you need. But be quick, as doors close on 27th! Spots are capped to ensure I can give 1-1 feedback on everyone’s writing — once we start, doors won’t reopen until next year.

Right, onto today’s post…

This one blog post blew up my business (in a good way)

In 2022 you could say I was a little all over the place (literally, because I spent nine months ‘digital nomadding’ moving countries). What all this travelling showed me was that my business wasn’t quite as ‘online’ as I’d hoped.

What wasn’t working…

With a lack of local network, creating new clients was a lot harder on the road. Despite growing my email list by 1k this year, it didn’t bring in enough potential clients. By December 2022 I was quite exhausted and had dug firmly into my savings for a lot of the travel as business revenue wasn’t cutting it.

I got through combining a hodgepodge of activities that filled my calendar but left me scattered. I was operating different programmes and messaging, edging towards burnout.

The turning point…

I hired a coach of my own. We committed to six months of work, and her main message to me was: you need a high-value piece of writing that will work hard, whilst you’re not working, at bringing in inbound demand.

This sounded like a dream, until it actually happened.

I should first acknowledge that I had to work through some self-belief hurdles to get this done (aka believing that my time investment would pay off, believing I had anything unique or powerful enough to write), not to mention the practical hurdle of making the time to write something good amongst my client commitments.

I did make it happen, and now, three years on, I’m such a big believer in the power of Long-Form and help a lot of my clients do the same (Read: Authority Entrepreneurs write Long-Form). I’m pleased I had a mentor guide me on this and that I dedicated the time and space to making this blog post as strong as it could be, getting feedback from others along the way. _{(That’s exactly what we’ll do inside Authority Letters)}

How this one blog post blew up my business (in steps)

The first piece of context is that in Spring 2023 I saw that my existing coaching programme was not helping me reach my revenue goals or attract the right-fit clients.

Step 1: I created a new offer

I remember taking a day off. On a very rare occasion, I was swimming. In just a few laps I’d created all the details of this new offer, including the name (Unique Contribution), in my head whilst ‘relaxing’. The power of taking time away from screens.

Step 2: I mapped the steps of this offer to the sections of the blog post

I realised this blog post could essentially walk readers through each step of the offer. Sure, that involved giving away a lot of the details, but as Kim, who joined the masterclass last week quoted beautifully “The ‘why’ is for free, the ‘how’ is for fee.”

Step 3: I called it a ‘Guide’

This Guide was written to take readers through my thought process on how leaning into your Unique Contribution is how you build the right, and profitable, business for you.

Your Long-Form piece of writing might be a newsletter post that doubles up as a blog (a function of platforms like Substack, Ghost and Beehiiv). It might be a blog that lives on your website. It might be a ‘Guide’ that you put into a Pdf or a public-facing Notion page. You might call it a blog, newsletter, or guide. Different businesses and offers would be better suited to different formats.

The core requirements? Make this piece of writing so compelling, so relevant to your ideal clients, that showcases why you’re the Authority to choose when they are ready.

Step 4: I edited and edited until it was great

I was no stranger to writing on the internet, but this Guide was a bit different to a weekly email. That’s because it was intended to sell my services and to be shareable in its own right. This is no small feat, and I would be lying if I said the process was quick. Draft 1 came pretty fast, but the subsequent edits took some time and an extra pair of eyes to get it just right. The good news is that even when writing is live in the world, you can usually still edit it (as I did!).

Step 5: I got the Guide seen, and shared

Once I was happy for it to go live, I did a few things. There was public talk I did on stage for You Are The Media where I promoted the Guide as a next step for attendees (scary and I felt sick all day). Then there was the easier part - at least for me - including emailing it to people directly, getting it hosted on the right platforms, blog, and also collaborating with key people who helped distribute it further.

The result?

I landed my first £5k client within a couple of weeks, then the next came, then the next. Every single month enquiries came in for Unique Contribution.

Even in 2024 Summer (over one year later) the Guide was being quoted as the reason new people were reaching out to me. I had thought I’d need ads to get this kind of reach, but this was all organic.

The process gave me so much confidence and clarity in what I offered, how I helped, and made my sales calls so much more easeful. New clients came to the call already bought into my way of thinking and working.

I think this Guide could easily still be serving me today, but since I switched my messaging to be focused on Authority, the Guide has been archived - thought it absolutely shapes the work I do with clients to this day.

What you could describe me doing in 2023 was creating a Hero Piece.

A Hero Piece is the one piece of content, aka a blog post or guide, that explains your thought process and perspective. It allows readers to get excited, and want to reach out. In the three years since, I’ve been thinking deeply about what makes for a strong Hero Piece and believe it looks different for different types of businesses.

But if you sell an intangible service like coaching or consulting, it’s a powerful tool in your toolkit if you too want to blow up your business.

Your Hero Piece is a powerful pillar to your business if you’re building a body of work online. All other writing or social media posts could be created off the back of it.

I genuinely believe carving out time and space away from your business to do this work is impactful, and there’s so much value in creating a tangible asset that showcases your best and clearest thinking.

The right Hero Piece can quietly generate leads, speaking invites, and client trust for years to come, and that’s what I want for you inside Authority Letters.

Authority Letters is for the experienced entrepreneur who’s ready to bring their best ideas together into one clear, powerful narrative they’re proud to stand behind. The kind that lives on your website, gets shared, and starts conversations for you.

It’s for those who know real Authority isn’t built through endless short-form churn, but through one standout Hero Piece: the asset that makes your expertise undeniable, attracts bigger opportunities, and justifies higher rates.

Inside Authority Letters, you’ll get structure, feedback, and accountability to create that piece within six weeks alongside a smart cohort who are doing the same.

Doors are open for 12 more days - check out all the details - and if you need help making a decision, I’m here to help sense-check the fit.

Don’t forget! If you want to leverage long form writing to grow your Authority you can join Authority Letters (or rewatch the masterclass) to get what you need.