Today we’re digging into something that a lot of service-based business owners struggle with but don’t often talk about.

If you’ve ever felt stuck in a cycle of overwhelm—like you’re spinning your wheels despite all the effort you’re putting in—you’re definitely not alone. Today, I’m breaking down the top three struggles that might be holding you back and, more importantly, why feeling this way doesn’t mean you’re failing. I’ve faced these challenges myself, and I’ll be sharing a bit of my story later in the episode. It’s part of why I’m so passionate about helping others move through these same struggles to get clear and grow.

I’ve been there—working long hours, feeling stuck, and wondering why I just couldn’t get to the next level. Spoiler alert: it’s not about working harder. Let’s dive in.

This podcast is for service-based business owners ready to escape the overwhelm of juggling client work and marketing. If you’ve felt stuck in inconsistent income, unclear marketing, or the edge of burnout—this is your space. I’m Esther Gretton—Business Growth Mentor, certified coach, and creator of the Clear Business Growth Framework.

With over 10 years as a business owner, a decade in corporate business development, and five years as a business lecturer, I help you gain clarity, attract more great-fit clients, and grow your business—without burnout.

Each week, you’ll get real strategies and insights to help you feel in control and confident as you build your business. Let’s dive into this week’s episode.

Struggle #1: Attracting Consistent, Great-Fit Clients

This one shows up all the time. It’s not just about getting more clients—it’s about attracting the right ones consistently.

Let’s break that down:

• Attracting: Knowing what to say and do to naturally draw in your ideal clients.

• Consistent: Having a repeatable process that ensures you’re not left wondering where your next client will come from.

• Great-fit clients: The ones who align with your values, are ready to do the work, and who genuinely benefit from what you offer.

When you’re working with great-fit clients, business feels energizing—not draining. But when you’re undercharging, unclear in your messaging, or hesitant about pricing, it becomes harder to consistently bring in the right people.

Many business owners haven’t clearly defined who their great-fit client is—or what they truly want on a deeper, emotional level. When you can communicate that transformation clearly in your messaging, your ideal clients feel seen, understood, and ready to say yes.

Here’s a quick clarity exercise:

Write down the three biggest results your service delivers. Then go deeper. What emotional transformation does it create in your client’s life or business? That’s the gold. That’s what drives your messaging, your offer, and your pricing strategy.

My Story: From Confusion to Clarity

When I started my first business, I left corporate and jumped into entrepreneurship with a business partner. We initially tried to launch a wellbeing business that never really took off—we had no offer, no messaging, and no clear client. Sound familiar?

Eventually, we pivoted and created a sports marketing business. Once we had our messaging, our offer, and a clear process in place, everything changed. We scaled to multi-six figures in just eight months.

The second time around, with a different business, I used those same lessons to get clear much faster. And that’s why I’m so committed to helping others lay the right foundations—so you don’t have to learn everything the hard way like I did.

Struggle #2: Overworking and Undercharging

A lot of service-based business owners price based on what they think the market can handle, rather than what their service is truly worth.

Here’s the thing: you’re not selling your time. You’re offering a transformation. When you can articulate the real valueof your work—what it helps your client achieve—you’ll feel more confident in charging what it’s actually worth.

Try this: Write down your top client success stories. Reflect on the transformation your clients experienced, not just the service delivered. What was that worth to them? That’s where your true value lies.

Struggle #3: Feeling Lost in the Noise

It’s easy to feel like everyone else has it all figured out. Social media shows the highlight reel, not the behind-the-scenes. Even the most confident business owners have off days. Everyone experiences fear and uncertainty—it’s just part of being human.

Instead of comparing yourself to others, take a moment and write down three things you’re really proud of in your business right now. Shifting into that energy of appreciation makes it easier to create, connect, and grow.

Ready to Get Clear and Grow?

If these struggles resonate, and you’re ready to go deeper, I’ve created something just for you. It’s called Get Clear and Grow—a step-by-step program designed for service-based business owners who want to break free from the overwhelm and confusion of marketing and sales.

This pilot round kicks off May 1st, and I’m opening it to just five people. You’ll get hands-on support, practical tools, and my proven framework to help you attract more great-fit clients and grow your business—without sacrificing your authenticity or sanity.

You can check it out and apply at: www.getclearandgrow.com

Thanks for tuning in to The Clear Business Growth Show. I hope today’s episode gave you some clarity, inspiration, and next steps you can actually use.

Remember—growth doesn’t happen overnight, and it shouldn’t. With the right strategy and support, you can build a business that truly supports your life.

I’ll see you next week—stay focused, stay clear, and keep growing your business with purpose.

You know your work is valuable. You know you have the skills.

So why is it so hard to confidently sell yourself? If you find yourself overthinking every Instagram post, rewriting your sales page 20 times, or hesitating to pitch your offer, this episode is for you.

Overthinking and second-guessing aren’t just frustrating, they’re costing you clients and income. Today, I’m breaking down why this happens and how to shift into showing up and selling with real confidence.

1️⃣ Clarity Beats Perfection

So many business owners think they need the “perfect” brand, website, or social media presence before they can confidently sell—but that’s a lie.

Your dream clients aren’t looking for perfection. They’re looking for someone who understands their problems and can help them solve them.

Instead of over-editing and delaying action, focus on clarity:

• Is your offer clear?

• Is your messaging simple and direct?

• Are you consistently showing up for your audience?

Action creates confidence—not the other way around.

 

2️⃣ Selling Isn’t About You—It’s About Them

One of the biggest mindset shifts in sales? Selling isn’t about you. It’s about helping your clients make a decision that benefits them.

If you hesitate to sell because you’re afraid of being “too pushy,” flip the script:

Instead of: “I don’t want to pressure people to buy.”

Try: “My offer can genuinely help them—my job is to make that clear.”

Instead of: “I feel uncomfortable talking about my prices.”

Try: “Confidently sharing my price helps the right people make a clear decision.”

 

3️⃣ Confidence Comes from Momentum

Confidence isn’t something you magically “feel” one day—it comes from doing. The more you show up, sell, and put yourself out there, the easier it gets.

Waiting to feel “ready” is just another form of procrastination. The fastest way to build confidence is to take action before you feel 100% ready.

Every time you show up and sell, you’re reinforcing your expertise and positioning yourself as a leader.

Let’s quickly recap! First, clarity beats perfection—stop over-editing and delaying action, and focus on clear, consistent messaging. Second, selling isn’t about you, it’s about helping your clients say yes to the transformation they need. And third, confidence comes from momentum, waiting to feel ‘ready’ is a trap. The more you take action, the more confident you’ll become.

Thanks for listening,

Esther Gretton

Website: www.esthergretton.com

Instagram: @esther_gretton

Email: [email protected]

You’re putting yourself out there, you’re marketing your services, and you’re getting some interest… but something still feels off. Clients aren’t saying yes as easily as you’d like, and selling feels harder than it should. If that sounds familiar, your offer might be the problem.

If your offer isn’t clear, compelling, and positioned correctly, potential clients will hesitate—even if they want what you do. Today, we’re going to uncover the biggest offer mistakes that could be holding you back and how to fix them so clients say yes with confidence.

Clients buy results, not processes.

Ask yourself:

• Does my offer explain the exact problem I solve?

• Is it clear what my clients walk away with?

• Would I be excited to buy this if I were my ideal client?

Examples:

• 🚫 “I offer branding and website design.”

✅ “I help service providers build a brand and website that attracts high-value clients and makes selling effortless.”

• 🚫 “I offer social media strategy sessions.”

✅ “I help business owners turn their social media into a client-attracting machine.”

2⃣ Use Language That Reflects Investment

If you’re attracting people who say “I can’t afford it,” the issue might be your messaging.

Premium clients think in ROI, not price tags. The way you describe your offer shapes how it’s perceived.

Examples:

• 🚫 “Affordable social media management.”

✅ “Profitable content strategy that attracts premium clients.”

3⃣ Showcase Your Process (So Clients Trust You Faster)

Great-fit clients want to know how you deliver results. A clear method builds trust and positions you as an expert.

Tips:

• Share before/after results

• Explain your unique method

• Show what it’s like to work with you

4⃣ Talk About Transformation, Not Just Tasks

Don’t just list what you do. Highlight what changes for the client.

Examples:

• 🚫 “I offer business coaching.”

✅ “I help service providers scale to $10K months without burning out.”

• 🚫 “I write website copy.”

✅ “I create messaging that turns visitors into paying clients.”

Let’s recap. First, the language you use matters—ditch ‘affordable’ and speak in a way that reflects high-value results. Second, showcase your process—clients need to see how you deliver. Third, shift your content to highlight transformations—people buy outcomes, not just services.

You’re showing up. You’re creating content. But somehow, you’re still attracting people who hesitate, ask for discounts, or never follow through. So what’s going wrong?

The truth is, the words you use in your marketing determine who reaches out. If your content isn’t bringing in premium clients—clients who are ready to pay—it’s time to tweak your messaging.

And if this episode is speaking to you, I have something that will help—my free guide, The Premium Pricing Reset. It walks you through the exact steps to start charging more with confidence. You can grab it now at www.esthergretton.com/pricereset 

1️⃣ Use Language That Reflects Investment

👉 If you keep attracting people who say, “I can’t afford it,” or “Do you have a discount?”—the problem isn’t them. It’s your messaging.

The words you use shape how people perceive you. If your content keeps mentioning “affordable” or “budget-friendly,” guess what? You’ll attract people looking for the cheapest option.

Premium clients think differently. They don’t ask, “How much does it cost?” They ask, “What’s the ROI?”

Instead of:

🚫 “I offer social media management for small businesses.”

Try:

✅ “I help business owners create a profitable content strategy that attracts premium clients and scales their revenue.”

One sounds like a task. The other sounds like an investment. See the difference?

2️⃣ Showcase Your Process (So Clients Trust You Faster)

👉 Your dream clients aren’t just looking for someone who “does the work.” They want an expert with a proven process.

If your content only talks about what you do without explaining how you get results, you’re leaving room for doubt. That doubt makes potential clients hesitate—because they don’t fully trust the value yet.

Here’s how to change that:

• Share before & after client wins.

• Talk about your unique method.

• Show them what it’s like to work with you.

💡 A clear process = higher trust = clients who commit faster.

3️⃣ Talk About Transformation, Not Just Tasks

👉 People don’t buy coaching, marketing, or design. They buy a transformation.

If your content is focused on what you do instead of what changes for the client, you’re missing a huge opportunity to position yourself as a high-value expert.

Instead of:

🚫 “I offer business coaching.”

Try:

✅ “I help service providers scale to $10K months without burning out.”

Instead of:

🚫 “I write website copy.”

Try:

✅ “I create website messaging that turns visitors into paying clients.”

Premium clients don’t want tasks. They want outcomes. Make sure your content reflects that.

Let’s recap. First, the language you use matters—ditch ‘affordable’ and start speaking in a way that reflects investment and high-value results. Second, showcase your process—clients need to see how you create results so they trust you faster. And third, shift your content from listing tasks to highlighting transformations—people buy results, not just services.”

If this episode hit home, and you’re ready to attract clients who are actually excited to pay you, grab my free guide, The Premium Pricing Reset, at www.esthergretton.com/pricereset It’ll help you shift your pricing and messaging so you attract high-value clients with confidence!

Thanks for listening,

Esther Gretton

Website: www.esthergretton.com

Instagram: @esther_gretton

Email: [email protected]

If you’ve ever thought, ‘Maybe I should lower my prices so more people say yes,’ stop right there. You’re not too expensive, you just need to start attracting the right clients.

The problem isn’t your pricing. The problem is that you’re marketing to people who don’t see the value in what you offer. In today’s episode, we’re going to talk about how to shift your positioning so you naturally attract clients who expect to pay premium rates.

And if this episode is speaking to you, I have something that will help, my free guide, The Premium Pricing Reset. Grab it now at www.esthergretton.com/pricereset and start pricing with confidence.

 

1⃣ Low-Budget Clients Will Always Exist—Your Job is to Attract the Right Ones

👉 There will always be people looking for the cheapest option. Your job isn’t to convince them you’re worth it—it’s to position yourself as the obvious choice for those who already value what you do.

🚫 The wrong clients see your pricing as an expense.

✅ The right clients see your pricing as an investment.

Instead of worrying about the people who say, “I can’t afford it,” focus on attracting the ones who are already looking for high-value solutions.

 

2⃣ High-Value Clients Expect to Invest

👉 Here’s something most people don’t realise: premium clients actually feel safer investing at higher price points.

Think about it: If you were hiring a branding expert, would you feel more confident investing in the person charging $500 or the one charging $5,000? Higher prices often equal more trust.

Instead of:

🚫 “How do I make this more affordable?”

✅ Try: “How do I make this feel like the obvious best choice for premium clients?”

Premium clients aren’t looking for cheap, they’re looking for certainty.

 

3⃣ You Don’t Need More Clients—You Need Better Clients

👉 If you’ve ever thought, ‘I just need more leads,’ pause for a second. What if, instead of needing more clients, you just needed better ones?

The key to sustainable business growth isn’t about lowering your prices to get more people in the door—it’s about positioning yourself so the right clients see you as the only choice.

Let’s quickly recap! First, low-budget clients will always exist, but they’re not your people. Second, high-value clients expect to invest—your job is to show them why you’re worth it. And third, you don’t need more clients, you need better ones—clients who value what you do and are ready to pay for it.

If this episode resonated with you and you’re ready to attract more premium clients without lowering your prices, grab my free guide, The Premium Pricing Reset, at www.esthergretton.com/pricereset.

Thanks for tuning in, and I’ll see you next week for more clarity, confidence, and strategies to grow your business the right way!

 

Thanks for listening,

Esther Gretton

Website: www.esthergretton.com

Instagram: @esther_gretton

Email: [email protected]

 

Ever feel like every potential client you attract says, ‘I love what you do, but I just can’t afford it?’ If this keeps happening, the issue isn’t just your pricing—it’s how you’re positioning yourself. In today’s episode, I’m breaking down why this happens and how to start attracting clients who actually expect to pay premium rates.

And if this episode resonates, I have a free guide to help—The Premium Pricing Reset. Grab it now at here.

1️⃣ People Buy Based on Perceived Value. Clients aren’t just paying for a service—they’re paying for the transformation they believe they will get. If your messaging is unclear or your offer isn’t positioned well, potential clients won’t see why it’s worth the investment. That’s why some businesses charge 10x more than others for essentially the same service—they’ve mastered the art of positioning. If you keep hearing, “I can’t afford it,” the issue isn’t always price—it’s that your potential clients don’t fully see the value yet.

2️⃣ You Need to Show, Not Just Tell. Your messaging needs to actively demonstrate why your offer is worth the investment. This means using testimonials, case studies, and tangible examples to help potential clients visualize the transformation they’ll experience. If you’re only talking about what you do rather than what your clients gain, you’re missing a key piece of the puzzle. Instead of saying, “I help people with marketing,” say, “I help business owners simplify their marketing strategy so they can generate consistent $10K months with less effort.” See the difference?

3️⃣ It’s Time to Reposition Yourself. If your pricing keeps attracting price-sensitive clients, the way you talk about your offer needs to shift. Stop using words like “affordable,” “budget-friendly,” or “accessible” if you want to attract high-value clients. Instead, focus on transformation, premium service, and ROI. Clients don’t hesitate to invest in things that feel essential to them—your job is to make your offer feel like a must-have, not a nice-to-have.

Alright, let’s recap what we covered today. First, people buy based on perceived value, so if you keep hearing ‘I can’t afford it,’ it’s likely a messaging issue, not a pricing issue. Second, you need to show, not just tell—use testimonials, case studies, and clear language to make your value obvious. And third, it’s time to reposition yourself—ditch ‘affordable’ messaging and start speaking to premium clients who expect to invest.

Ready to reset your pricing and attract the right clients? Grab my free guide, The Premium Pricing Reset, here and start positioning yourself for premium clients today!

Thanks for listening,

Esther Gretton

Website: www.esthergretton.com

Instagram: @esther_gretton

Email: [email protected]

Raising your rates should feel exciting, but for so many business owners, it just feels terrifying. What if clients say no? What if you feel greedy? What if raising prices makes you lose business instead of growing it? The truth is, charging more is not just about picking a higher number—it’s about knowing how to confidently own your pricing without fear. In today’s episode, we’re going to break down exactly how to raise your rates without guilt or worrying that clients will disappear.”

And if this episode is speaking to you, I have something that will help—my free guide, The Premium Pricing Reset. It walks you through the exact steps to start charging more with confidence. Grab it now here.

Higher Prices Attract Better Clients. When business owners fear raising their prices, they often think about the clients they already have instead of the clients they want to attract. But here’s the reality—low-budget clients will always exist, and they’ll always be looking for the cheapest option. If your pricing is set to attract “affordable” buyers, that’s exactly who you’ll keep getting. Premium clients? They expect to invest. They aren’t looking for the cheapest deal; they’re looking for the right fit. And the truth is, they associate price with quality. If you’re undercharging, some of your best-fit clients may actually be overlooking you because they assume you’re not at their level. Instead of worrying about losing low-budget clients, focus on aligning your pricing with the right clients.

Confidence Comes from Clarity. A lot of business owners feel guilty about raising their rates because they don’t feel justified in doing it. But what if pricing confidence isn’t about just “feeling ready” but about knowing your value? When you have a clearly structured offer, when you deeply understand the transformation you provide, and when you have real client success stories, raising your rates doesn’t feel risky—it feels obvious. One of the best ways to remove pricing guilt is to look at the results you provide. What problems are you solving? What’s the long-term impact of your work? Instead of focusing on “charging more,” focus on how your work is changing things for your clients.

Your Dream Clients Expect to Pay More. Have you ever noticed that the best brands rarely discount their prices? That’s because premium buyers don’t make decisions based on cost—they make decisions based on value. If you’re attracting clients who always want a deal, it’s likely because your messaging is positioned toward “affordability” instead of “high-value transformation.” The reality is, the right clients won’t flinch at your new rates because they already expect to pay premium prices for premium results. Your job isn’t to lower your prices to match the wrong audience—it’s to reposition yourself to attract the right one.

Alright, let’s quickly recap what we covered today. First, higher prices actually attract better clients who value your work, so stop worrying about losing budget clients. Second, pricing confidence comes from clarity—when you deeply understand the transformation you provide, raising rates feels natural. And third, premium clients expect to pay more, so it’s time to shift your messaging and stop trying to appeal to the wrong audience.

If you’ve been waiting for the perfect time to raise your rates, this is it. Grab my free guide, The Premium Pricing Reset, at www.esthergretton.com/pricereset  and take the first step toward charging what you’re truly worth!

Thanks for listening,

Esther Gretton

Website: www.esthergretton.com

Instagram: @esther_gretton

Email: [email protected]

Still Stuck Undercharging? Here’s What’s Really Holding You Back

“You’re great at what you do. You’ve been in business for a while. So why are you STILL undercharging? Why does it feel so hard to confidently charge more—without second-guessing yourself?”

“Here’s the thing… the problem isn’t just your pricing. It’s deeper than that. And today, I’m going to walk you through the REAL reasons you’re still stuck undercharging—and how to finally shift out of it so you can confidently raise your rates and attract the clients who are READY to pay you.”

And by the way, if this episode is hitting home, I have something that will help—my free guide, The Premium Pricing Reset. It walks you through the exact steps to start charging more with confidence. You can grab it here.

 Undercharging Isn’t About Price—It’s About Confidence

Most people assume pricing is just about numbers, but the truth is your pricing is a reflection of how you see yourself. If you doubt your worth, you’re going to underprice your services.

👉 Think about it—why do some business owners confidently charge $5,000 for something while others struggle to ask for $500 for the same result? It’s not about skill. It’s about confidence and how clearly they communicate the transformation they provide.

Here’s what to ask yourself:

• Do I fully believe in the value of what I offer?

• Do I hesitate when telling people my price?

• Do I justify my rates or offer discounts before someone even asks?

If you answered yes to any of these, your pricing struggles are more about confidence and positioning than they are about the actual number.

Pricing Fear Keeps You Stuck in a Cycle of Overworking

A lot of service providers set their prices based on what they think people will pay instead of what their service is actually worth.

👉 So they stay stuck at a rate that forces them to take on more and more clients just to make a sustainable income. This leads to exhaustion, resentment, and the feeling of always being busy but never moving forward.

Think about it this way: If you’re currently charging $1,000 per project, and you want to hit $10,000 months, you need 10 clients per month. But if you charged $3,000 per project, you’d only need 3-4.

More clients isn’t the solution. Better pricing and positioning is.

The Pricing Reset: Your First Step to Charging More

The first step to resetting your pricing is shifting your mindset from “time for money” to “value for transformation.”

Instead of thinking:

🚫 “I can’t raise my prices because I’ll lose clients.”

Try:

✅ “The right clients will recognize the value and pay for it.”

Instead of:

🚫 “I just need to get more experience before I can charge more.”

Try:

✅ “I already have skills and experience that deliver real results—my pricing should reflect that.”

ACTION STEP: Write down three clear transformations your clients get from working with you and ask yourself: What is that actually worth?

“If this episode hit home and you’re ready to stop undercharging, I’ve got something for you. My free guide, The Premium Pricing Reset, will walk you through the first steps to confidently raising your rates and attracting high-value clients—without fear or hesitation. Grab your copy now here, and let’s start pricing in a way that supports your business and your life!”

Thanks for listening,

Esther Gretton

Website: www.esthergretton.com

Instagram: @esther_gretton

Email: [email protected]

Welcome to The Clear Business Growth Show! If you’ve ever felt like your business is blending into the background—struggling to stand out in a crowded market—this episode is for you.

Today, we’re talking about why your values are your secret weapon in business growth. When you deeply understand and embody your core values, you naturally attract the right clients—those who think, “Wow, she’s exactly the kind of person I want to work with.”

If you’ve ever found yourself working with clients who drain your energy or wondering why your marketing isn’t resonating, this might be the missing piece. Your values aren’t just words on a website—they shape your client experience, messaging, and brand identity. And when you use them strategically, marketing becomes easier, more authentic, and more effective.

In this episode, we’ll cover:

✅ How to identify your core values (beyond the generic ones)

✅ Why values-based marketing creates trust and long-term clients

✅ Practical ways to weave your values into your marketing, offers, and client experience

By the end of this episode, you’ll have clear, actionable steps to make your values work for you, so your business feels aligned, your marketing flows naturally, and your great-fit clients come to you.

Thanks for listening,

Esther Gretton

Website: www.esthergretton.com

Instagram: @esther_gretton

Email: [email protected]

FULL EPISODE TRANSCRIPT:

Welcome to The Clear Business Growth Show, the podcast for service-based business owners ready to escape the overwhelm of juggling client work and marketing. If you’ve ever felt stuck in a cycle of inconsistent income, frustrated by not having a clear way to market and grow your business, and teetered on the edge of burnout—you’re not alone. I’ve created this podcast for you. I’m your host, Esther Gretton, Business Growth Mentor and creator of the CLEAR Business Growth Framework. Drawing on my 10 years as a business owner, a decade in corporate business development, five years as a business lecturer, and my expertise as a certified coach, I’m here to help you gain clarity, attract more great-fit clients, and grow your business—without burning out. Each week, I share actionable strategies and real-world insights to empower you to grow your business so you can feel on track and in control. If you’re ready to transform the way you approach your business, you’re in the right place. Let’s dive in.

 

Today, we’re talking about how knowing and using your values can be a key way to differentiate yourself in your industry. When you truly embody your values, you naturally stand out from your competitors and attract the right clients—those who think, Wow, she’s the kind of person I want to work with. She shares my values. This episode is for you if you feel like your business is blending into the crowd. Because here’s the truth—your values are actually your superpower. They are what clearly set you apart from anyone else in your industry. And they’re not just words on a website (though, to be honest, not many people even put them on their websites unless they’re big corporates). Your values define the experience you create for your clients and attract the right people to your business.

 

Think about the best client relationships you’ve had—the ones where you got off a discovery call and thought, I really hope they work with me; they’re a perfect fit! Those clients aligned with your values. And on the flip side, we’ve all had clients who weren’t a good fit, and those relationships can drain your energy, time, and resources. Today, we’re diving deep into the power of core values—why they matter, how to define them, and most importantly, how to use them to attract more great-fit clients who align with your vision and mission. Whether you’re just starting to articulate your values or looking to refine them, this episode will give you practical steps to make your values a magnet for your ideal audience. So, if you’ve ever struggled with feeling like you’re marketing to everyone instead of the right people—this one’s for you. Let’s dive in.

 

Why Do Values Matter?

 

Shared values build trust and long-term relationships. Think about a time when you bought a service or product from someone whose values aligned with yours. How did that feel? Now think about a time when you bought from a business that didn’t share your values. What was the difference? The same principle applies to your clients. When they sense that you share similar values, they feel more connected, making them more likely to work with you. Whether they explicitly recognize it or not, they’re drawn to people who share their perspectives, priorities, and ways of working.

 

Your values should show up across the entire customer journey—from the first time someone discovers you, through their decision to work with you, to the ongoing client relationship. Values-based marketing connects with clients on a deeper level, helping them move from interested to excited about working with you.

 

How to Identify Your Core Values

 

Dr. Brené Brown has a fantastic list of values that I often recommend to clients (I’ll link to it in the show notes). But before you look at any lists, take some time to reflect on a few key questions:

1. What’s your ‘why’? Why did you start your business? Why do you continue running it? What impact do you want to make—personally, professionally, and maybe even globally?

2. What does your ideal business and life look like? Picture a workweek where everything is running smoothly. How are you spending your time? What kinds of projects and clients bring you the most joy? How does your business support your lifestyle goals?

 

Once you define your values, you can start integrating them into your brand messaging, marketing, and client interactions.

 

Living and Communicating Your Values

 

Once you’ve identified your core values, the next step is making sure they show up in your marketing and client experience. In your messaging: Share your ‘why’ in your content, whether it’s on social media, your website, or this podcast. In your offers: Ensure your services align with the values you hold dear. In your client experience: From discovery calls to project delivery, make sure your values come through in how you communicate and work with people.

 

For example, if one of your values is freedom, you might highlight how your services help clients create a business that supports their lifestyle. If your value is authenticity, you might share personal stories about your journey and the real challenges you’ve faced. The key is to be consistent. When people see the same values reflected in everything you do, they trust you more.

 

Take Action

 

I have a challenge for you: 1. Write down your top three to five core values. 2. Look at your day-to-day business activities—are you living those values? If not, what small changes can you make? 3. Identify one way to weave your values into your marketing this week—whether it’s sharing a story on social media, updating your website copy, or simply bringing more of you into your content. I’ll add a link to Brené Brown’s values list in the show notes to help you refine your list.

Yeah yeah

Final Thoughts

 

Your core values aren’t just nice to have. They are the foundation of a business that feels right and attracts the great-fit clients you truly want to work with. Leading with your values naturally builds trust and fosters deeper connections. And in a world filled with AI, automation, and cookie-cutter marketing, your authenticity is what will make you stand out.

 

Thank you so much for tuning in. And as I’ve mentioned in previous episodes, the Clear & Grow six-month program is launching soon—stay tuned for details!

Feeling stuck in a business model that no longer works for you?

If your service delivery is eating up all your time, leaving you overwhelmed or burnt out, it’s time for a change.

In this episode, we’re diving into how to redesign your service model so it truly supports your lifestyle—without sacrificing revenue.

I’ll walk you through scalable service options, real-world examples of business owners who made the shift, and practical ways to streamline your operations using automation and AI.

Plus, I’ll share an exercise to help you map out an ideal week that aligns with the business (and life) you actually want. Let’s build a business that works for you, not the other way around.

Thanks for listening,

Esther Gretton

Website: www.esthergretton.com

Instagram: @esther_gretton

Email: [email protected]