We were lucky to catch up with Joanna Ingram recently and have shared our conversation below.

Joanna, thanks for taking the time to share your stories with us today One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

Absolutely. In an industry that often prioritizes market gaps, client preferences, or fleeting trends over the well-being of the business owner, my approach takes a radically different stance: I focus on the joy and unique brilliance of the coach or consultant first.

The standard approach to building offers and messaging often overlooks one crucial element—the energy of the business owner. Coaches and healers are encouraged to look at market data or what’s “in demand,” crafting offers to fit a perceived need while sidelining their own passions, talents, and values. This can lead to misalignment, burnout, and the draining experience of serving clients who aren’t a good fit.

I’ve seen this firsthand, not only with my clients but in my own journey. Early in my business, I tried to follow the standard playbook—working with any client willing to pay, building offers based on what I thought would sell, and marketing in ways that felt forced and inauthentic. It left me depleted, questioning my abilities, and eventually stepping away from my business for three months to recover.

It was during that time that I realized something profound: my messaging and offers weren’t aligned with who I had become or the clients I truly wanted to serve. I gave myself permission to elevate my message, prioritize my energy, and design a business that reflected my joy and brilliance. The results were transformative—not only for my business but for the way I work with my clients today.

This philosophy is at the heart of my BrandEPICS method, which identifies five foundational elements for creating unique messaging: Experience, Pain points/Struggles, Interests/Passions, Character/Personality, and Skills. Instead of starting with market gaps, we focus on the business owner. By identifying the 1-2 areas they’re most energized by, we shift the focus entirely—aligning offers and messaging with their joy, not as an afterthought, but as the driving force.

Take Kara, for example. When she came to me, she was earning six figures but working 60-hour weeks for unappreciative clients. She felt stuck and drained, questioning whether she could continue. By focusing on what lit her up and aligning her messaging with her energy, we crafted a premium offer that reflected her unique brilliance. She let go of her most demanding clients and replaced them with aligned, high-value clients who appreciated her work. To date, she’s made over $200k with this new offer, working fewer hours and feeling re-energized in her business.

What I’ve noticed is that misalignment shows up the same way for so many: inconsistent marketing, self-doubt, and the exhaustion of working with mismatched clients. The industry often encourages this cycle, leaving business owners depleted. But it doesn’t have to be this way.

By taking a business-owner-first approach, coaches and healers can create sustainable, profitable businesses that feel joyful and expansive—businesses that don’t just survive but thrive.

For me, this work is more than strategy; it’s about helping clients reclaim their energy, align with their higher-frequency selves, and attract clients who deeply value their unique gifts. That’s the shift that changes everything.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

After two decades working in London as an advertising agency director, solving complex marketing problems for multi-million-pound clients, I reached a pivotal moment. While I thrived on the strategy and creativity of my work, the corporate culture didn’t align with who I was at my core. When the pandemic hit and I was laid off, it felt like the universe was nudging me toward something more meaningful. I knew I wanted to work with heart-centered entrepreneurs who were creating genuine change in the world.

But transitioning into entrepreneurship wasn’t as seamless as I’d hoped. In the early days, my messaging was unclear, and I attracted clients who drained my energy and undervalued my expertise. I burned out within six months and had to take a step back to reevaluate everything. That experience taught me a powerful lesson: your business should feel as good as the results you deliver. It’s a lesson I now share with my clients, helping them achieve in weeks what took me over a year to figure out.

Today, I work with established coaches, healers, and consultants who are ready to elevate their messaging, attract premium clients, and position themselves as thought leaders in their industries. My 4-week Messaging Intensive helps clients uncover their unique brilliance, articulate their value with clarity, and create messaging that resonates deeply with the clients they’re here to serve. For those seeking deeper integration, my longer-term engagements embed this elevated messaging into their offers and marketing strategies for lasting, sustainable growth.

A client transformation that highlights the essence of my work is Cat, a life coach. After we elevated her messaging to truly reflect the value of her work, she mentioned her new high-ticket offer just once before it even launched—and she attracted two premium clients immediately. That clarity and confidence shifted everything for her. While I’ve helped clients achieve big results, such as a first $100k launch or half a million in revenue for a group program, it really excites me to help create these seemingly small but game-changing moments. Cat’s experience demonstrates how clear and aligned messaging can create tangible shifts quickly, setting the stage for long-term success.

What I’m most proud of is the ripple effect of this work. When my clients gain clarity and alignment, their energy shifts, and they attract clients who light them up. It’s not just about big revenue milestones (though those happen too); it’s about creating a business that feels expansive and abundant.

And as the host of the Goals with Soul podcast, ranked in the top 2%, I’m able to explore these ideas and share them with a global audience of soulful entrepreneurs. The podcast has become an extension of my work, offering insights and inspiration to those seeking to align their business with their deeper purpose.

The message I want potential clients to take away is that you don’t need to burn out or compromise your energy to succeed. You can create a business that feels aligned, sustainable, and deeply fulfilling. My work is about helping you uncover your unique brilliance so you can shine in your own way—and make the impact you’re here to create.

What’s worked well for you in terms of a source for new clients?

For me, the best source of new clients isn’t just one thing—it’s the synergy of multiple intentional touchpoints working together. I call this my Marketing Ecosystem. It’s about positioning yourself as a thought leader and expert through high-quality, aligned strategies rather than chasing fleeting internet trends (no dancing on Reels here, thank you very much!).

My clients—mostly ex-corporate, perfectionist, high-achieving women—don’t want to feel like they’re scrambling to keep up with the latest algorithm. They want a marketing approach that’s expressive and authentic but also professional. It needs to align with who they are while building trust and connection with premium clients. That’s where the ecosystem approach truly shines.

Take, for example, an article I wrote for an online magazine. It generated 17 discovery calls because it clearly spoke to the struggles and desires of my dream clients. It wasn’t just the article itself—it was the way it fit into my broader strategy, showcasing my expertise in a way that felt natural and authentic.

Similarly, my podcast, Goals with Soul, has been an incredible tool for building trust. It allows potential clients to hear my voice, get a sense of my approach, and connect deeply with my energy. By the time someone reaches out after listening, they already know they want to work with me—it’s less about convincing and more about alignment. And honestly? I love recording podcasts because I can show up in my PJs, feeling completely myself, and share from the heart. It’s intimate, it’s real, and it works.

What ties all of this together is the Marketing Ecosystem—a series of touchpoints that work seamlessly to build trust, connection, and authority. High-value clients aren’t deciding to work with you after one post or ad; they need to see you in different contexts, from an insightful podcast episode to a relatable email, to a piece of content that feels like it was written just for them.

But here’s the key: marketing should feel easy and fun. If you’re forcing yourself to show up in ways that drain you, chances are you won’t stick with it—and your clients will sense that. For me, I love presenting and writing, and those have become core pillars of my ecosystem. Audio content, like podcasts, is another favorite because it feels natural, and I can be incredibly vulnerable in what I share. These are the ways I enjoy showing up, and because I enjoy them, I do them consistently and with energy.

This is what I help my clients discover too—what feels easy and joyful for them. For some, it’s video; for others, it’s deep-dive articles or guest podcasting. The magic happens when their marketing aligns with their energy and passions because that’s when they show up authentically and consistently, and premium clients are drawn to them.

And the best part? This kind of system is sustainable. A single long-form piece—whether it’s a podcast, article, or guest appearance—can be repurposed into short-form posts, stories, or emails, creating consistency without constant effort. It’s about working smarter, not harder.

For me, the Marketing Ecosystem has been one of the most valuable elements of my business growth. It attracts premium clients who resonate with my work and are ready to invest because they’ve already experienced the depth of what I offer. And it’s a joy to help my clients build ecosystems of their own, so they can market in a way that feels authentic, aligned, and energizing.

When I look back at how I’ve built my client base, it’s clear: the right touchpoints, working together in harmony, make all the difference. From articles to podcasts, emails to guest appearances, the ecosystem approach allows me—and my clients—to attract aligned, premium clients with ease and joy.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

The biggest lesson I’ve had to unlearn is this: I thought I could only work with industry newcomers because I was new to this industry myself. I discounted 20 years of experience as an ad agency director advising multi-million-pound clients on their marketing strategies, creating campaigns that delivered incredible ROI, and thriving in high-pressure boardrooms. Somehow, when I stepped into the coaching and consulting world, all of that seemed irrelevant to me.

It’s almost embarrassing to admit, but I kept myself stuck for 18 months, working with clients who were also just starting out. I undercharged, overdelivered, and attracted clients who could only afford beginner rates—and, unsurprisingly, got beginner-level results. I felt completely depleted, unsure of my worth, and frustrated. I remember looking at women coaches and healers who were earning more than me and feeling a deep sense of shame. How could I support them when I felt like I hadn’t figured it out myself?

It took a long time (and a lot of soul-searching) to realize how flawed that thinking was. In my corporate career, no CEO ever asked me if I had a million pounds in the bank before they trusted me with their marketing budget. They valued my expertise, not my personal net worth. The same applies here. My ability to support high-achieving women in repositioning their brands and messaging isn’t about whether I’ve walked in their shoes financially—it’s about the specialized expertise I bring, the strategic clarity I offer, and the transformations I can help them create.

Another big shift came when I embraced my zone of genius. In the early days, I tried to be everything for everyone—business strategy, marketing plans, content, you name it. It was exhausting and ineffective. When I let go of being a generalist and leaned into what lights me up the most—messaging—I found my sweet spot. Helping established coaches and healers articulate their brilliance, reposition themselves to attract premium clients, and create offers that align with their highest vision? That’s where I thrive. It’s my unique expertise, and when I focused on it, everything started to click.

Unlearning the idea that I had to “prove myself” or stay small has been the biggest gift to my business—and to my clients. Now, I attract and work with incredible women who inspire me as much as I inspire them. It’s a partnership of equals, rooted in expertise, authenticity, and mutual respect. And that’s the energy I want to bring to everything I do.

Looking back, the lesson was clear: your worth isn’t defined by where you are now but by the expertise, passion, and brilliance you bring to the table. Embracing that changed everything for me—and it’s the same shift I now help my clients make.

Contact Info:

• Website: https://joannaingram.link/website
• Instagram: https://www.instagram.com/iamjo.ingram
• Facebook: https://www.facebook.com/ingram.jo
• Linkedin: https://www.linkedin.com/in/joannaingramconsulting/
• Youtube: https://www.youtube.com/@joanna.ingram
• Other: Podcast: https://podfollow.com/goals-with-soul