Business Soul Searching

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

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


When you build your house on unstable ground…

…you spend lots of money on bricks, pipes, and marble kitchen tops only to see your house become crooked or, even worse, collapse.

The same happens with your website if you build it without a solid understanding of your target audience and your unique value proposition: You spend lots of time and money on website copy, design, and marketing. Yet, your inbox (and your business bank account) remain empty.

If you have a website but aren’t getting any inquiries from it, you know the pain.

If you don’t have a website yet, because the fear of investing into something that may not work paralyzes you, you know the struggle.

Build a solid foundation for your “marketing house” and start winning more clients (at last!)

This online self-paced course for service providers (with or without a website) takes you through a proven process that helps 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

…and create copy that resonates with your prospects and consistently generates new business.

5-star rating

🇫🇷 Samantha Andrews, Science Consultant and Writer

It’s a pain-free, pressure-free way to hone your business offerings and messaging that doesn’t take up all your time or force you to sit and work on it for hours at a time.

How did this course help other business owners?

5-star rating

🇭🇷 Nikolina Jović Belavić, Business Consultant

This course helped me find answers to some questions that seemed difficult to me until now. This especially applies to my unique value proposition, which I have 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 came across.

5-star rating

🇬🇧 Robert Lowton, Copywriter

The best thing about this course is how it helped refine my own thinking. Once it became clearer to me what it is I offer and to whom, the rest of the process was straightforward. I’d therefore recommend this course as a way to help people who are establishing/improving their own website to gain greater clarity. A great mix of reflection and input.

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.

What’s inside?

This course is based on a tried-and-tested discovery process I use in all my copywriting and website audit projects. Specifically, on its integral part: the Business Soul Searching Questionnaire I make every client go through before I start reviewing their website or writing new copy for them.

It consists of 12 lessons, divided into 6 modules, plus a section with bonus materials. Every lecture has:

  • Questions you’ll need to answer
  • Videos that will help you figure out the answers, and
  • Summary PDFs with the most important points to keep in mind while answering the questions

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

“Yes, but I don’t have the time”

If you’re currently marketing your business—be it writing newsletters, your website copy, or social media posts—you have the time.

What you probably mean is that this course doesn’t seem important enough to put it on the (looong) list of your todos. And I totally get it. But let me ask you this:

Would you like to get more and better clients?

If you don’t, why are you still here? You don’t need this course. Treat yourself to a cup of coffee with some delicious chocolate chip cookies instead.

Yet, if you do want more clients, but don’t see any results from all the hours you put into your marketing…

That time you dedicate to marketing your business? Currently, you don’t spend it. You waste it. And you’ll keep wasting it, unless you make sure that you’re marketing to the right people using the right words.

8 hours. That’s all you need to start getting better results from your marketing.

On average, it takes 8 hours to complete this course.

So, what if instead of doing the same things over and over again, hoping for different results, you stopped and took just 8 hours—the time you’d have spent anyways—to make sure that from now on, all your marketing efforts target the right people using the right language?

5-star rating

🇨🇦 Athena Juszko, ELT Author, Editor, and Project Manager

I’d say that an average person who wants to read through everything and also to 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, answering the pre-video questions and doing the tasks. I’d also like to go through all the PDFs again.

For many students, it took even less time to go though the course.

How many hours did it take you to finish the course (approximately)?*

About 5 hours, but I also skipped a few writing bits to finish later. But that’s maybe another 2 hours of work.
I worked on it off and on over the course of a weekend.
4-5 hours. I didn’t do in one go, so it’s difficult to tell.
The course can be consumed in 5-8 hours.

How many hours did it take you to finish the course (approximately)?*

About 5 hours, but I also skipped a few writing bits to finish later. But that’s maybe another 2 hours of work.

How many hours did it take you to finish the course (approximately)?*

Approximately 4 hours.

How many hours did it take you to finish the course (approximately)?*

4.5 hours

How many hours did it take you to finish the course (approximately)?*

It took overall 2-3 days but It can be consumed in 5-8 hours.

How many hours did it take you to finish the course (approximately)?*


Ok, but what exactly is inside?

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!

Watch a sample lesson

Defining your target audience: Why creating buyer personas is a bad idea (and what to do instead)

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:
Defining 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.

Enroll now

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

$ 129 USD

30-day money-back guarantee.

Enroll now

🎁Or get FREE access to the first 6 lessons

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

5-star rating

🇪🇸 Wendy Baldwin, Editor and Writing Coach

With the guidance of this online course, I wrote a bit of copy for my website that I am really happy with. It was a fantastic ah-ha/click-into-place moment. I definitely have more confidence writing my own copy than I did before.

Wendy Baldwin

What are the 3 most helpful things others have learned in this course?

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
  • Expressing my UVP (the “said no prospect ever” test is gold!)

5-star rating

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

My three most helpful takeaways from the course were:

  • Really niche down on the target custom narrower (I’ll go through the course again for my second offer)
  • Formula for the unique value proposition
  • Templates for writing the home, about and service pages

5-star rating

🇮🇳 Shweta, Freelance B2B Technology Writer

My three most helpful takeaways from the course were figuring out:

  • Who my target audience really is
  • That thee “unique” in USP/UVP need not really be unique in the whole world
  • Why the clients should hire me and not my competitors


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

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