Selected findings from client work
What I Find
Every one of these is revenue that was already in the business, sitting somewhere nobody was assigned to look. Not a broken part. Two working parts that nobody was reading together.
Most of them were not what I was hired to find. They surfaced because I was reading the whole business at once, and because I have built every one of these pieces myself at some point.
Client names are withheld where the work is recent or the detail is theirs to share. The finding is the point.
The highest-traffic page in the business was turning away a whole audience it already had a product for.
An FAQ tells visitors who need a chair that this programme is not for them. That answer is accurate, well written, and doing real work for the reader. Then it stops. A different programme in the same business, at $27, is built for precisely those women, and the page has never mentioned it. That funnel carries around 82% of all-time revenue, so this is the busiest room in the building.
A copywriter would read that FAQ as correct, because it is. You only see what is sitting there if you are holding the whole offer suite in your head at the same time as the page. Five well-built pages, and not one of them cross-promoted another programme.
She asked why LinkedIn was not bringing in clients. The answer was that it never would, and that it was already sitting in front of three audiences she had offers for.
Her one-to-one clients come from Instagram, Google, podcasts and word of mouth. They have never come from LinkedIn. What LinkedIn is genuinely strong for is exactly the three business audiences already inside her offer model, which nobody had connected to the channel because channel strategy and offer architecture were two different conversations.
Ask a LinkedIn specialist why LinkedIn is not working and the answer is more LinkedIn. This finding repointed the channel and then reduced the effort going into it, which frees the hours for the places her clients actually come from.
Four people documented their own work honestly. Reading the four documents against each other is what found the gaps.
Three recurring quarterly deliverables turned out to be nobody’s, each one annotated by the person nominally responsible with a version of “this is not something I have been doing, or was shown in training.” Two open roles the founder was hiring for had almost no actual work written into them.
An ops consultant runs a task audit to write SOPs, and reads each person’s tab to document that person. Reading the tabs against each other is a different act, and it is the only one that shows work falling through the space between capable people who were each doing their own job correctly.
Getting revenue out of the list was the job. Knowing what kind of list it actually was changed what that job cost.
They knew the list mattered and had wanted more from it for a long time. Their own post-mortem two years earlier had flagged it, guessed at a reason, and left the question open, because the platform made those segments genuinely hard to isolate. So the size of the opportunity had never been established, only assumed.
Testing against the live system split it three ways. Roughly 33,000 contacts who had engaged once and drifted. Around 31,000 who had actually paid them money and gone quiet. Only about 8,000 who had never engaged at all. So roughly four in five were people who had already engaged, or had already paid. That is an audience you can write to, not one you have to go out and find again.
The best email in the business sent the same offer to everyone, on a list where almost nobody owns more than one thing.
The weekly newsletter reaches essentially the whole mailable list and is comfortably their strongest broadcast. Every issue closes with a fixed P.S. linking to one sales page. Good copy, a genuine asset, doing exactly what it was written to do. But the P.S. is the same one for everybody. So the single promotional slot in the best email they send is spent on a generic ask, across a list where 95% of buyers own exactly one programme and 70,103 of them own only the flagship.
Nobody was wrong here. A copywriter writes one P.S. for one newsletter. Who owns what lives in the transaction data, which is a different report and usually a different person’s job. The opportunity only appears when you read the two together.
I talked a client out of buying from me twice, including one I had already invoiced.
She had booked a strategy intensive. Reading her business, the return was not in a strategy session at all, it was in moving her website to a platform that suited her better. I wrote and asked whether testing that move would be more helpful than the session she had booked. Then I told her, unprompted, that the new platform’s email service was a paid add-on, which undercut my own recommendation. Later she asked about a full site redesign in the region of four and a half thousand dollars. The growth was not there either, and I said so again.
A recommendation is only worth something if I am equally willing to tell you the money is better spent elsewhere, including somewhere that is not me.
In their words
“We were stretched thin and no one was looking at the whole picture. The biggest ‘aha’ moment was realizing our next stage of growth wasn’t about building something new, it was about better connecting the customers, systems and assets we’d already spent years creating. The 90-day plan was the standout: focused sprints we could actually execute, not vague advice.”
Kirk SlobodyWin with Yoga · Strategic Clarity Intensive“Christa has run the marketing side of SurgicalMaster since 2023, managing our monthly launches and becoming an absolutely essential part of the business. Nothing needs to be chased, nothing falls through the cracks, and I never have to wonder whether something is being handled. I trust Christa with major parts of the business that I simply don’t have the time to watch myself, and she has earned that trust again and again. I honestly can’t imagine running SurgicalMaster without her.”
Ziv SimonFounder, SurgicalMaster · three years, monthly launches“I’ve worked with Christa on a number of different projects over the years and she continues to be an absolute gem in this industry. The quality of her work has always exceeded my high standards. Even when we ran into unexpected challenges, she didn’t back down or make excuses. She made the deadline without sacrificing quality. If you’re wondering whether she really lives up to the investment, she does. She’s one of the few people I trust to ‘do it as well as I’d do it myself.'”
Mollie F.Real To Ideal · agency owner“I have actually cried on a couple of occasions when looking at my online course, website and branding, because it is so soul-aligned with my vision for my business.”
Stacey SandersonSanderson Psychotherapy · Inquire Within Holistic Coaching“Working with Christa on our operational organization helped us create a more streamlined infrastructure for our virtual team to be more productive. She introduced better tools, organized our online systems and even provided helpful strategies to maximize our last launch. I highly recommend Christa if you are ready to scale to your next level of success.”
Melanie BensonMelanie Benson Inc.“Thank you so much for sending along all of the intensive deliverables and the proposal well in advance of the promised date. I appreciate your thoroughness and your enthusiasm for this project, you definitely overdeliver. I have no doubt that your expertise will be invaluable in this journey.”
Jen JacobsonADHD Over 40 · Strategy Intensive“Working with Christa is truly a delight. Playful, creative, fun, and honestly I feel like we make magic together. I also love that she is willing to teach me how to do things myself.”
Kelly BradleyHealing Lifestyle Design“Even when she was looking over some of my email campaigns that she was doing, she asked if there was a specific reason why I had a pitch at the end of this campaign and really not any in the beginning or the middle of the series. And just that alone showed me that she really cares about my business and she sees the mission for my business. And honestly, that’s really hard to come by in this day and age.
I actually really didn’t even wanna do this testimonial because I was like, I want her all to myself.”
Crystal TurbettCrystalT Does TherapyWho I have worked with
Fifteen years. Dates are the full span of each relationship.
Selected builds
Websites, funnels and members areas, built and designed in-house. Platform named on every one.
Want to know where the growth is in yours?
That is the whole job. A month, entirely async, and you leave with the findings, the evidence underneath them, and a plan you own.
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