Taking Personal Style to the Next Level 

I’ve been gallivanting at different events over the past week or so and as such have found myself chatting to strangers and being asked what I do. I’ve answered this question in SO many different ways over the past ten or so years and I’ve never really settled 100% on any of the ways. I’m always refining what I say and how I say it to try and get across the depth of the work I do. It’s also very important for me to distance myself from the perception of my work being shallow and superficial – related to fashion, trends or just about ‘looking nice’. 
 
I was having a chat with one of my FAB Business Club members last week about how I see my business developing over the next few years. As I often do, I’ve been doing my checking in with myself about what is making my heart sing. I was explaining how my most rewarding work, and what lights me up like Blackpool Illuminations or the Las Vegas Strip, is working on a deep dive with someone who is ready to take things to the next level. 
 
As we were chatting, she used the phrase “fully expressed” – I made a note of it, more on that later… 

The Ideal Client Was Not So Ideal 

Being my own boss has been hard at times. Riding the roller-coaster as a self-employed person has many twists and turns. Also, learning about all the different aspects of business that working for yourself involves. You’d be naive to think that you can just get on with what you are actually good at and forget the rest. One of the biggest challenges in business is marketing and crafting your message so that the people you want to work with ‘get’ what you do. 
 
Deciding who your customer is and how you help them. Most people, including me, start off in business thinking that you don’t want to exclude anyone from buying your services and you cast your net wide. Any customer is welcome right? You need the money, there are bills to pay. 
 
The trouble with this mass approach is that by trying to market to everyone you aren’t focused. It turns out you’re best to niche and become a specialist. There’s this thing in marketing terms called your “ideal client". You can even give them a name. Back in the early days of my business mine was called Jane Smith. You think about their life and likes and hobbies etc. and imagine you are writing to appeal to them in your blogs and on your website. 
 
You think about their challenges and how you can help them. I was very excited when I started to take this ideal client malarkey on board and had women saying, “have you been in my house?” and I got messages replying to my blogs etc. because my words resonated with my ideal client. 
 
For a long time, I knew I had my message right as I was growing my following on Facebook and there were women engaging with my posts each day. My potential clients were out there! Woohoo! 
 
However, eventually I realised that most of my avid followers weren’t ready to actually invest in themselves- neither time nor money, they just didn’t value themselves enough. My business plan was flawed, it was always going to seem like a struggle because I needed to convince ‘Jane Smith’ that she was worth it so that she’d treat herself. She just wasn’t ready. 

Getting Your Messaging Right 

Then it dawned on me. When I studied for my PGCE (teaching qualification) back in the 90’s we learned about Maslow’s hierarchy of needs. I could apply this in relation to my business. Basically, his theory is about humans needing certain levels of security in specific areas to function effectively. So, in simple terms, at the bottom of Maslow’s hierarchy, my students were going to learn better if they weren’t hungry or physically uncomfortable - you know what it’s like if you’re in training or meeting etc. and your chair is uncomfortable, or you desperately need a wee...you can’t really focus. 
 
It was at this point I realised that ‘Jane’ wasn’t at the right level of Maslow’s Hierarchy – doh! 
 
I recognised that the majority of the work I do with clients is linked to the higher levels and for my clients to get on board and take ownership of their style journey they HAVE to have a good level of self-esteem otherwise they aren’t ready to invest in themselves. 
 
They need to be interested in exploring and expanding their understanding and curious about their thoughts, feelings and behaviours around identity and self-image. They are interested in personal growth and being the best, they can be. This is all at the top of the pyramid – self actualisation. 
 
Things changed the way I worked. I rebranded and my ideal client changed too. I started marketing to “Amanda” instead of “Jane”. I changed my messaging and started talking about what I do in a different way. 
 
THIS was where it all got more interesting for me and my clients. I was showing that my work was deeper than who wore what at the Oscar’s and what’s in fashion this season. 
 
THIS was where I’d have the interesting conversations, and it became about so much more than just getting dressed. 
 
It was much more about listening to feelings and evaluating experiences. It became exciting and transformational. 

Happy High Status 

As you’ll know if you’ve ever had a conversation with me or been following me for a while, my work these days is very much about identity and feeling empowered to express yourself in a way that feels authentic and sustainable. It’s supporting you be unapologetically you. Possibly even, instantly recognisable, because you are owning your look- you have an air of confidence and ‘happy high status’. 
 
"Happy high status" is a concept I first came across when reading Viv Groskop's How to Own the Room: Women and the Art of Brilliant Speaking. It’s a great read and combines practical advice, inspiring anecdotes, and insights from successful women speakers, making it both motivational and actionable – whether you want to speak on stages, deliver a presentation at work or even give a speech at a social occasion. I recommend it. 
 
So you can see, the concept of Happy High Status aligns beautifully with my work in guiding women with gumption to step into their full confidence and express their authentic selves through personal style. By understanding the nuances of how you present yourself—whether it’s through posture, presence, the colours and clothes you wear, you have ‘comfydence’. You are comfortable and confident in your own skin so that you project authority and ease simultaneously. 
From Just Nicely Dressed to Unapologetically, Fully Expressed 
This journey is about more than just looking good; it’s about feeling good, stepping into your queen energy, and owning the room with quiet, undeniable self-assurance. It’s style and self-expression as a tool for personal power, helping you attract the opportunities and visibility you deserve. (All of this, as well as having the practical long-term satisfaction with your wardrobe choices.) 
 
As my business birthday fast approaches, it’s interesting to see how my own confidence in what I do and how I do it has evolved. From focusing on the surface-level aspects of personal presentation to embracing the deeper, transformational work of helping women step into their power. I’ve also stepped into mine. I love how my work is about creating a lasting alignment between who you are and how you present yourself to the world. 
 
The concept of Happy High Status perfectly encapsulates this transformation—blending confidence, authenticity, and self-expression to help women feel empowered and unapologetically themselves. My clients not only look good but feel amazing, unlocking a sense of self-belief and personal presence that ripples through every aspect of their lives. This isn’t just about style—it’s about self-actualisation,(thanks Mr Maslow) growth, and stepping into your full potential with grace and joy.😊 
 
And back to my note about being ‘fully expressed’ – it’s inspired a new headline for LinkedIn which I feel is very ‘Ronseal’, what do you think? Thank you, Tina Bettison. 
 
Guiding women with gumption from just nicely dressed to unapologetically, fully expressed! Are you ready? 
FAB Business Club : female authentic ballsy 
This community is really special. It's got the most amazing vibe going on. It’s a safe space where you can metaphorically fling off your bra. It’s women empowering women and providing a circle of support because being in business can be a lonely place. 
 
It's a supportive business network with personal development and a heart centred vibe at the core of the community – no pressured referrals or other stuff you don’t like about networking. It’s birds of a feather networking and growing their businesses together, sharing collective wisdom, a place to thrive and celebrate camaraderie. It’s a space where you feel like you have come home. 
 
We have monthly meetings, online and face to face events. Your first meeting is free, hit me up for a complimentary 'Golden Ticket' to see if we're a good fit. 
The paid membership includes an option to upgrade your networking to include personal style and brand mentoring with me. There's also free FB group if you’re not ready to invest just yet. Come and join in the conversation. 
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