from capable to chosen

Build a consultancy people understand, trust and buy from.

Close the gap between being highly capable at what you do and being consistently chosen for it.

You might be making the leap from corporate, or a few years into running your own business and wondering why the clients, work or opportunities coming your way don’t quite reflect what you’re capable of.

Work with me to get clear on where you fit, what you offer, how you talk about it and how the right clients find their way to you.

Explore ways to work together ↓Explore my thinking

Sara DrawwaterFounder & Strategic Marketing Consultant

when you work for yourself

Being excellent at the work is not the same as being easy to choose.

You’ve spent years building experience, judgement and credibility in senior corporate roles. You know you can do the work, and do it well.

Working for yourself asks something different of you. Now you have to turn all that expertise into a clear market position, compelling offers and a way of talking about your value that other people quickly understand.

That can be surprisingly difficult when you’re close to the work. There’s a lot you could do, plenty you want to say and often more nuance than fits neatly into a headline or service page.

Whether you’re newly independent or a few years in, the challenge is the same: making the experience and capability behind what you do easier for the right clients to recognise, understand and buy.

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Commercial clarity

Make it easier to see why you're the right choice

Being easier to choose isn't about finding the perfect words. It comes from getting the thinking underneath them right.

Your positioning, offers, messaging and client journey all shape how someone understands your value, what they can buy from you and why they might choose you. When those decisions connect, your marketing has much firmer ground to build from.

That's what I mean by commercial clarity: knowing what you're building, where you fit, what you're offering and how to communicate its value to the right people.

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From Capable to chosen

Four stages that turn expertise into a consultancy people choose

The Capable to Chosen Method is a strategic framework for working through the commercial and marketing foundations of your business, from what you want to build to how you position, package and take your expertise to market.

Throughout, we'll uncover and strengthen the thread connecting your experience, perspective, strengths and ambitions, and use it to give what you're building its distinctive shape.

Discover
Define the business you want to build
We start with the bigger picture: where you want the consultancy to go, and what success needs to look like commercially and personally.
We look at your ambitions, commercial goals and what's already working, alongside the career experiences, strengths and patterns that give us something distinctive to build from.
Key decisions
Vision, goals and direction
Define
Establish your position
We bring your expertise into focus: who you're best placed to help, where you fit in the market, and what makes your perspective valuable.
From there we settle the position you want to become known for.
Key decisions
Positioning, differentiation and ideal clients
Shape
Turn your expertise into offers that are easier to buy
We work out how your expertise can be packaged into clear offers, how those offers fit together and the considerations that should inform how they're structured and priced.
Then we map how someone moves from interest to enquiry and sale.
Key decisions
Offer architecture, pricing and client journey
Express
Turn your strategy into a marketing direction
We turn the strategy into clear messaging and marketing direction, defining the language, messages and proof that communicate your value, and how these need to work across different clients, offers and stages of the client journey.
From there, we shape the content themes, channels and priorities that will carry those messages into your marketing.
Key decisions
Messaging architecture, content direction and marketing priorities

Start with the business. Build the foundations. Then take it to market.

Explore the full Capable to Chosen Method

In their words

What changes when the thinking comes together.

Working with Sara has been incredibly valuable. She has an uncanny ability to get inside your brain, extract what’s there and untangle it into something clear, focused and far more powerful.

Alexina CassidyFounder, Act Now Consulting

Sara is skilled at understanding organisational goals, services and products and communicating them in a way that appeals to your ideal customer.
Ian HarveyDirector, Harvey Norman Architects
Sara has a remarkable way of making complex communication challenges simple.
Heike GalbraithHealth Policy Consultant

Read the full client stories

Ways to work together

Build a consultancy that reflects what you're capable of.

What your marketing needs to do depends on the business you're trying to build and who you're building it for.

The starting point is understanding where you are, what you're working towards and where experienced marketing support will make the biggest difference.

You can start with a focused review, work with me to build the strategic foundations around your expertise, or bring me in around a defined marketing priority. Once the direction is in place, I can also stay alongside you to help put it to work.

Messaging ReviewRecommended start: £300

Messaging Review

A focused first engagement

If you know something isn't working as well as it should, but you're too close to see what's getting in the way, this is a good place to start.

I'll review your positioning, offers, messaging and marketing, then we'll spend an hour exploring the context behind what I've seen. Afterwards, I'll bring everything together into a personalised review with clear priorities and recommendations.

If you decide you'd like my support with what comes next, I'll credit the £300 in full towards Capable to Chosen.

Preparation & review · personalised recommendations · 60-minute follow-up call

Capable to ChosenFlagship

Capable to Chosen

Build the strategic foundations around your expertise

For when you need to step back from individual pieces of marketing and work through the business and marketing foundations as a whole.

We'll work through what you're building, where you fit, how your expertise should be shaped into offers and how you take it to market, bringing the thinking together into a clear strategic direction and a plan for putting it into practice.

If you're ready to move quickly, we can work through the Method intensively so you can get the strategic foundations in place and start putting them to work sooner. Or we can spread the work over a few months to fit your budget and availability. The scope stays the same.

Facilitated strategic sessions · your Capable to Chosen blueprint · marketing direction · implementation priorities

Retained Marketing SupportOngoing · from £500/month

Retained Marketing Support

Put your strategy to work

Once the strategic foundations are in place, I can stay alongside you to turn the direction into action.

Each month, we'll agree what matters most and where my support will make the biggest difference, combining experienced marketing direction with agreed hands-on implementation.

This might include your LinkedIn presence, website, thought leadership, messaging, content or marketing assets.

Monthly strategic session · marketing direction · agreed implementation

Marketing ProjectsFocused projects

Marketing Projects

Take a defined priority forward

If you already know where you need experienced marketing support to focus, we can work together around a clearly defined priority.

That could mean developing a website from strategy and structure through to design and copy, strengthening your messaging, supporting a launch or developing your thought-leadership direction.

We'll agree what you're trying to achieve, what the work needs to cover and what I'll deliver.

Defined scope · strategic direction · agreed deliverables

Ready to make your consultancy easier to understand, trust and buy from?

The Messaging Review is the simplest place to start. For £300, I'll review your positioning, offers, messaging and marketing, then we'll spend an hour exploring the context behind what I've seen. Afterwards, I'll bring everything together into clear priorities and recommendations.

Explore the Messaging Review

Ready to turn your expertise into a consultancy people choose? Explore the Capable to Chosen Method