Define what you sell and who you sell it to.
Before investing in messaging, websites, or campaigns, there’s a more fundamental question: Do you have an offer that someone can clearly say yes or no to?
You’re not alone.
Many B2B service businesses have never clearly defined their offer.
In simple terms, your offer is:
If that feels unclear or difficult to explain, that’s exactly what this session is designed to fix.
Most B2B service businesses move into marketing before their offer is fully defined.
So even with effort behind it, something doesn’t quite work:
Not because of execution, but because the offer isn’t ready.
This session helps you define it, along with the audiences it is meant to reach.
The Offer & Audience Blueprint features a ninety-minute working session with Michelle Richard, followed by a written blueprint delivered two weeks from the first call that defines your offer and the audiences it is meant to reach.
You leave with a clear way to articulate what you sell, who it is for, and how someone gets started. Written down, in plain language, so the decision doesn't have to be made again every time someone asks.
This is a working session, not an assessment.
You walk away with your offer defined, your audiences defined, and both written down in language you can use immediately.
Ninety minutes, split across the two things everything else depends on.
We drive toward a version short enough to say out loud without thinking about it. Then the harder part: defining what is not included.
Most owners can describe what they do. Far fewer can say what they turn down. That boundary is where clarity actually lives, and it's usually what's been missing.
We start from your three best current clients and work backward. Who are they, what were they trying to solve, and what do they have in common that isn't obvious from the outside.
By the end each audience is defined tightly enough that someone else could build a list from the description, and each has a clear role. Some you pursue. Some refer. Some you note and set aside. One audience defined that precisely is a stronger result than four vague ones.
One document, four parts.
What it is, who it is for, what problem it solves, what is included, what is not, and how it is priced.
Your audiences defined and designated primary, referral, or future, each specific enough to build a list from. Plus the ones we set aside, and why.
One page per audience. Roles, company profile, where they spend attention, and what makes someone a poor fit.
Search-ready descriptions of each audience, used to identify where these people already spend time.
A structured process, without overcomplicating it.
Two weeks from the first call to the finished document.
Thirty minutes. We confirm what you already have and what's genuinely missing. If it turns out you don't need this, we'll tell you.
We look at how your competitors describe themselves and how your clients describe you, so the session starts from real language rather than assumptions.
Ninety minutes on Zoom. Recorded, so you can stay in the conversation instead of taking notes.
Michelle writes it. You have it about a week later.
Thirty minutes to confirm it sounds like you, adjust what doesn't, and finalize.
When your offer and audiences are defined, everything downstream gets easier. Your message sharpens, you become visible where buyers are searching, and they understand what you do and choose you with confidence.
When those definitions are vague, the reverse happens. Website copy, content, search visibility, and sales enablement all take your offer and audience definitions as their input. Build on a vague foundation and the work is vague too, and the cost shows up later as rewrites.
This is also true of AI tools, and increasingly so. When someone asks an AI assistant for a recommendation in your category, the model can only surface businesses it can categorize. A business described three different ways across its own website tends to be surfaced for none of them.
This is the starting point. Once your offer and audiences are defined, the AI Visibility Audit shows you where you appear when buyers ask AI tools for a recommendation.
And when you're ready to put those definitions to work on your website, the Website Experience Audit shows you what to fix before you invest in a redesign.
Investment
$2,500
If you're ready to define your offer and the audiences it's meant to reach, get started by booking a call below.
No long term commitment required.
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