Business Soul Searching

Zero in on your target audience. Uncover your unique value proposition. Win more clients.

A self-paced online course for service providers
(with or without a website)

Do you have to write your own website copy or posts on social?

If your online marketing aren’t generating enough new inquiries, chances are, it’s because you are trying to sell to the wrong people and/or using the wrong words.

For example, if your target audience is “everyone in [insert your geographical location].” Or if your value proposition is “I’m better and more affordable than my competitor.”

(Spoiler alert: that’s not a target audience and not a value proposition.)

Stop throwing things at the wall to see what sticks

Want your marketing efforts generate more new clients without taking (long and expensive) courses on marketing and copywriting?

This (short and affordable) course will take you through tested and proven process that will help you:

  • Clearly define your target audience
  • Understand which benefits of your services your prospects value most
  • Decide what services to focus on
  • Uncover your unique value proposition
  • Understand what it’ll take to make your website stand out
  • Start writing marketing copy that resonates with your prospects MUCH better

5-star rating

Nikolina Jović Belavić, Business Consultant

This course helped me answer some questions that seemed difficult to me until now. This especially applies to my unique value proposition, which I’ve never been able to define. Everything I tried on that topic I was not satisfied with it. This course provided the best instructions on how to define your UVP that I’ve ever come across.

If you’re worried that you won’t have the time for this course…

Your peers who took this course report that they spent 8 hours on average to complete it.

Which means that after just 2 days, you start targeting the right people using the right language and seeing better results from your marketing.

Is getting more and better inquiries worth investing 8 hours? You decide.

5-star rating

Athena Juszko, ELT Author, Editor, and Project Manager

I’d say an average person who wants to read through everything and also do all the tasks, should block out 8-10 hours. It took me around 10 hours to complete everything. This includes going through all the videos and doing the tasks.

(You know who took 8 hours to define their target audience and unique value proposition? Your competitors. The same ones that drive you insane with their “look how successful I am” posts on social. Just sayin’.)

What’s inside?

This course consists of 12 lessons, divided into 6 modules, plus a section with bonus materials.

The lessons are small enough, so you don’t have to set aside big chunks of time. Drop in and out anytime to pick up where you left off later.

Module 1:
How well do you know your services?

What do you offer on your website? This seems like a simple question. But you will be surprised to hear how many business owners stumble here, because they lack clarity about their offers.

In this module, you’ll learn how to name and refer to your services in a way that signals value and relevance to your prospects.

Module 2:
Who is your target audience?

Six out of twelve lectures of this course are dedicated to defining your target audience. You’ll learn:

  • Why you should ditch buyer personas and what the better approach to defining your target audience is
  • Who your ideal client is, generally speaking: as a company and a person who’ll be looking at your website
  • Problems your prospects are struggling with and results they want you to help them achieve
  • Decision criteria and objections that may be preventing your prospects from reaching out

5-star rating

Anastasia Olson, Virtual Business Assistant

The materials are on-point and detailed, without fluff, but with enough detail and examples that I wasn’t confused while I was going through them. Not boring at all!

Module 3:
Who are your prospects comparing you to?

Your prospects aren’t shopping in a vacuum. They’ll be comparing you to your competitors. That’s actually good news. It’s much easier to win if you know who you are up against.

In this module, you’ll learn:

  • How to quickly find out who your competitors are
  • How to compare your website to competitor websites the right way and uncover a ton of priceless information that will help your website stand out (+ comparison table template)

Don’t have a website yet?

This module will still be very useful to you because it will help you discover what competitor websites do well (and where you’ll need to match up) and what they do less well or not at all (and where you can stand out). This will help you create a better website from the start.

5-star rating

Hanna Marciniak, Freelance Translator

The competitor website analysis tool is simply great! I had a list of my direct competitors, but I’ve never analyzed their websites (I didn’t know how or what criteria I should use).

Module 4:
Uncovering your unique value proposition (UVP)

aka the Holy Grail of Marketing

Why choose you?

The questions in the modules are arranged in a way that leads you to figuring out your unique value proposition step-by-step, without overwhelm. So, when you’ll need to answer the question of why your prospects should choose you, you’ll be well-prepared (and surprised by how easy that answer will come to you).

You’ll learn:

  • One big misconception you have about UVP that makes it unnecessarily hard for you to define yours
  • Four must-have characteristics of a solid UVP so when you’ll be working on yours you can tell whether what you came up with will resonate with your prospects
  • An easy 3-tier framework that will help you come up with a solid UVP

+ Lots of bad and good UVP examples from real-life websites that will inspire you to create your own.

Module 5:
How well is your website performing?

Do you have enough people from your target audience visiting your website to get new inquiries? In this module, we’ll look at the performance of your website (if you already have one) to make sure you set realistic expectations with respect to receiving inquiries.

Not a friend of website analytics or not sure where to find that data? Don’t worry, I’ll show how to get to the bottom of things.

Module 6:
How to use your answers to create better copy

Great news: By now, you’ve identified what your copy needs to tell your prospects on every page of your website for them to move further down your sales funnel or to send you an inquiry.

In this module, you’ll learn how to use your answers and the insights they deliver to create website copy that resonates and drives more inquiries on autopilot.

5-star rating

Katie Stone, Copywriter for Health Businesses

The final lecture on “how to use your answers” was gold. Everything was tied in together. I’ll keep coming back to this.

Start creating better marketing copy today with these guides & templates

By the end of this course, you’ve uncovered the benefits of your offer and the problems, desires, and objections of your ideal audience in and out. You also know what information goes on what page.

But how to start writing or updating those pages? In these bonus modules, you’ll find:

  • A fool-proof page structure for your 3 most important pages (+ real-life examples of home, About and service pages that work)
  • The #1 way to make your copy resonate better
  • 3 simple templates to turn your knowledge about your clients into effective copy

…to help you start creating copy that resonates better right away.

Stop relying on guesswork

Zero in on your ideal clients, uncover your unique value proposition, and start winning more clients (at last!)

30-day money-back guarantee.

$ 129 USD

Enroll now

Not sure if it’s worth it? Get FREE access to the first 6 lessons

Sales Tax or VAT may apply. Your enrollment is processed by Teachable, Inc.


How much time does it take to finish the course?

It will take you about 5-10 hours overall to go through the course materials. The modules are cut in smaller lessons and structured in a way that you can drop in and out easily and come back to them anytime without losing your effort.

I’m just starting my business. Does it make sense to take this course?

Yes, absolutely. Taking this course will save you months (years? decades?) of wasted effort trying to market to a wrong audience or using language that doesn’t resonate with your prospects.

How long will I have access to the course materials?

You get life-long access.

What material formats are available?

Each lesson has a video with subtitles + a downloadable summary PDF with the main takeaways from that lesson.

Is there a money-back guarantee?

Yes. There is a 30-day money-back guarantee. To get a refund, please contact me at

How did this course help other business owners?

5-star rating

Jay Henry, Content Writer

My biggest takeaway from the course was learning to think about my services from the client’s point of view. Especially in terms of:

  • Considering their needs and their objections,
  • Evaluating my competitors, and
  • Finding the right words to formulate my UVP

5-star rating

Julia Scales, EN > DE translation and copywriting for food, travel and hospitality

My three most helpful takeaways from the course were:

  • How to niche down on the target customer
  • Formula for the unique value proposition
  • Templates for writing the home, about and service pages

5-star rating

Mayur Bardolia, Learning & Development Specialist

I have been struggling to know what I was selling, who my target customers were, and what they wanted.

After the Business Soul Searching course, I learned how to find out what my customer wants. Instead of relying on guesswork, I learned a process of making my offer stand out from the competition.

Meet your tutor

Gill Andrews

Hi. I’m Gill Andrews, a copywriter, website consultant, and online educator. I turn underperforming business websites into slick lead-generating machines. I also teach small business owners how to do it themselves through online articles, podcasts, videos, and other educational resources.

This online self-paced course is based on a process I use in all my website audit and copywriting projects to help my clients zero in on their target audience and uncover their unique value proposition. Once you go through it, you’ll feel much more confident in the services you offer and how you describe them to your prospects.

Enroll now

Or get FREE access to the first 6 lessons

New online course: Find your unique value proposition