E113 Stop Writing Content That Disappears | Erica Holthausen

E113 Stop Writing Content That Disappears | Erica Holthausen

Most self-employed consultants spend hours writing content—blog posts, articles, LinkedIn updates—only to watch it disappear into the digital void. They post once on LinkedIn and assume the work of getting published will somehow magically bring clients. It won't. The real problem isn't how much you write; it's that you're treating content as a one-and-done checkbox instead of a strategic business development asset. This episode reveals how to transform your articles into conversation starters, relationship-builders, and deal-closers that actually move your business forward. If you're in the feast-or-famine cycle and you've invested time in writing, you're leaving revenue on the table by not leveraging what you've created. Erica Holthausen is an Authority Development Strategist and former content marketer who works with self-employed consultants and established firms to build authority and close deals through strategic writing. She's been a freelance writer, editor, and consultant, and her first business taught her an invaluable lesson: you can't hide in content creation forever. Now she helps consultants use writing as a real business development tool—not busywork. She works one-on-one with select clients, runs a capped writing community of 75 people, and offers an evergreen program for consultants ready to write for high-visibility publications. Erica is opinionated, contrarian, and committed to helping consultants do less, better. Connect with Erica ● Website: catchlinecommunications.com ● LinkedIn: https://www.linkedin.com/in/ericaholthausen/ ● Free Monthly Q&A: The Authority Lab (mini-training + Q&A) Key Takeaways ● High-level consulting engagements are won through authority, not volume. ● Your perspective is your differentiator—it's how you approach the work, not your credentials or unique process. ● If you're not using your content as an asset, you're checking a box and wasting your time. Call to Action: If this helped you think differently about your consulting business, leave a review. It'll take less than a minute and it'll help other independent consultants find the show. Work with AJ, Client Attraction System Assessment Most consultants don't have a client attraction system. Do you? You've got expertise. The question isn't whether you can do the work — it's whether you have a system that consistently brings clients to you. Book a free Client Attraction System Assessment with AJ. On the call, you'll get clarity on: • Whether you have an actual system for attracting clients • Which part of your process needs attention • The one change that would shift you from reacting to the market to leading it This assessment is right for you if you're making less than $100K, know you should be at $150K or more, and want to stop guessing about why you aren't getting new clients consistently.

E112 How Ancient Sanskrit Principles Can Transform Customer Experience and Business Growth | Hema

In this episode, AJ Riedel talks to Hemalatha Chandrasekaran, founder of Upacharah, a consulting firm that helps micro and small businesses move from manual processes to digital tools. Hema brings an uncommon philosophy to consulting, one rooted in ancient Sanskrit tradition, that reframes how she serves clients and differentiates her practice in a crowded market. Why You Should Listen to This Episode: If you've ever struggled with inconsistent income, questioned whether your niche is too narrow, or wondered how to stand out when other consultants seem to offer the same thing you do — this episode is for you. Hema is honest about her lead generation challenges and clear about the limitations of relying only on referrals and networking. She shares why the philosophy of Karma Yoga is a a guiding that every consultant who has ever given without immediate return will recognize. And her philosophy of Upacharah — serving every client as if they are the most important person in your world — is both a business differentiator and a way of doing business that feels genuinely sustainable. What You'll Learn in This Episode • The 'Island' Problem in Self-Employment: Why self-employed consultants rarely ask for help, even when they need it — and what the cost of that silence is on your revenue and growth. • How to Use Your Philosophy as a Differentiator: How Hema built her entire brand and client experience around the Sanskrit concepts of Upacharah and Karma Yoga — and why that level of intentionality makes her unforgettable in a crowded market. • The Hard Truth About Referrals and Networking: Why these two tools, while valuable, are not a client attraction system — and the real impact of unpredictable lead flow on your monthly income. • Karma Yoga as a Client Strategy: How doing your best work with no strings attached — and genuinely detaching from the outcome — can produce business results that a traditional sales approach often can't. • How to Grow a Consulting Practice on Stable Ground: How Hema is using a full-time contract as a financial cushion to invest in her team, hire family members, and build the capacity her consulting practice has been waiting for. • Why a Book Might Be Your Most Sustainable Marketing Asset: How Hema discovered her book idea from observing her father's quiet systems — and why putting your expertise in a book outlasts everything you post on social media. Connect with Hema on LinkedIn: https://www.linkedin.com/in/hemalathachandrasekaran/ Hema's website: upacharah.com  Work with AJ — Client Attraction System Assessment Most consultants don't have a client attraction system. Do you? You've got expertise. The question isn't whether you can do the work — it's whether you have a system that consistently brings clients to you. Book a free Client Attraction System Assessment with AJ. On the call, you'll get clarity on: • Whether you have an actual system for attracting clients • Which part of your process needs attention • The one change that would shift you from reacting to the market to leading it This assessment is right for you if you're making less than $100K, know you should be at $150K or more, and want to stop guessing about why you aren't getting new clients consistently. This isn't a sales call. You'll get a straight diagnosis of where your system stands and what needs to happen next. Book Your Call

E111 Why Being Good at Everything Makes It Harder to Get Clients | Katy Flatt

In this episode, host AJ Riedel talks to Katy Flatt, content operations consultant and founder of The Girl in Question, a content marketing consultancy. Katy brings 9+ years of content marketing agency experience and a rare ability to bridge the gap between creative teams, project execution, and strategic content goals — and she's refreshingly honest about what it's actually like to try to build a business around it. Why You Should Listen to This Episode If you're a self-employed consultant who knows exactly what you do but can't seem to package it in a way that gets clients paying attention, this conversation is for you. Katy is in the middle of the journey — not looking back from a mountain of success, but actively wrestling with the same positioning, niching, and messaging questions that keep so many consultants stuck under their revenue goals. AJ and Katy dig into the real psychology behind trying to be everything to everyone, why even experienced consultants avoid niching down, and what it actually looks like to start betting on yourself. About Katy Flatt Katy Flatt is a content operations consultant with more than 9 years of experience in the content marketing agency world. She specializes in helping content agencies and marketing teams close the gap between creative output and operational execution — the piece of the puzzle most teams don't even know they're missing until things start falling apart. Her work focuses on building the systems, processes, and stylization guidelines that keep content teams moving consistently and efficiently. She is the founder of The Girl in Question and is based in the U.S. Connect with Katy on LinkedIn: linkedin.com/in/katy-flatt-347964135 Work With AJ Most consultants don't have a client attraction system. Do you? You've got expertise. The question isn't whether you can do the work — it's whether you have a system that consistently brings clients to you. Book a free Client Attraction System Assessment with AJ. On the call, you'll get clarity on: • Whether you have an actual system for attracting clients • Which part of your process needs attention • The one change that would shift you from reacting to the market to leading it This assessment is right for you if you're making less than $100K, know you should be at $150K or more, and want to stop guessing about why you aren't getting new clients consistently. This isn't a sales call. You'll get a straight diagnosis of where your system stands and what needs to happen next. Book Your Call

E110 How Crystal Harrison Scaled Beyond Her Bookkeeping Business

Most self-employed consultants ignore their bookkeeping until April 1st hits, then panic. Crystal Harrison built SnapTax specifically to solve this problem and in the process, she's sharing what it takes to go from a referral-based bookkeeping business to launching a software product that consultants actually use. In This Episode AJ Riedel talks with Crystal Harrison, founder and CEO of SnapTax, a financial management and quarterly tax planning tool built for solo entrepreneurs, independent contractors, and consultants. After 20 years as a bookkeeper, Crystal saw the same problem repeatedly: her clients needed a tool that was simple, intuitive, and designed specifically for people with inconsistent income, not accounting software built for companies with payroll and inventory. Why You Should Listen to This Episode: If you're a self-employed consultant, you're juggling two competing challenges: building your business and managing your finances. This episode is packed with real strategies for both. You'll learn how to prioritize revenue-generating activities when you're building something new, how to separate "activities that feel productive" from activities that actually move the needle, and how to stay visible in an AI-driven marketplace while still nurturing leads into customers. Crystal also shares the exact mistakes she made launching SnapTax—and how understanding your real customer pain points is more valuable than any amount of engineering skill. This is a masterclass in building something people actually want. What You'll Learn in This Episode: ● Why Consistency Beats Perfection in Your Back Office: The difference between having a system and actually using it. Crystal explains why even the best tool fails if you're not committed to showing up regularly—and how 10 minutes a month can eliminate April tax panic. ● The Two-Pronged Marketing Strategy Every SaaS Founder (and Consultant) Needs: Customer acquisition on one side, AI visibility and authority building on the other. These require completely different strategies, and you can't ignore either one. ● How to Spot Real Customer Problems Versus Imaginary Ones: Crystal thought she needed to build extensive training videos. Her customers needed 30 minutes of personal attention. The lesson applies to your consulting practice. ● Why Google Ads Work (When Other Channels Don't): The specific setup mistakes that kill ad performance, and why AI optimization in Google Ads has changed the game for low-dollar products and services. ● Revenue-Generating Activities vs. Foundation-Building Work: Not everything that feels productive is revenue-generating. Crystal spends 30 minutes daily on Reddit answering questions with no mention of SnapTax—and it's foundational to her long-term success. ● What Independent Consultants' Finances Reveal About How They're Running Their Businesses: The patterns Crystal sees in her clients' financial chaos tell a bigger story about their overall business systems. Listen to These Key Moments. Connect with Crystal: https://www.linkedin.com/in/snaptax/ This assessment is right for you if you're making less than $100K, know you should be at $150K or more, and want to stop guessing about why you aren't getting new clients consistently. This isn't a sales call. You'll get a straight diagnosis of where your system stands and what needs to happen next.

E109 The 15% Rule: How to Stop Educating Strangers and Start Attracting Clients Who Are Ready to Buy

In this episode, host AJ Riedel talks to Sue Begent, Founder of Sue Begent LLC. Sue is a messaging and positioning specialist for solopreneurs who came out of 20 years in pharmaceutical marketing, where she was responsible for global launches of billion-dollar drugs, and now applies that same depth of strategy to consultants and coaches who are tired of sounding like everyone else online.   Why You Should Listen to This Episode: If you're a self-employed consultant making less than $100K and you're stuck wondering why your work doesn't translate into clients, this episode hands you the answer most coaches won't say out loud: you are marketing to the wrong people. Sue introduces the "diamond buyer" idea, the 15 to 20% subgroup of your ideal client who is already aware of their problem and actively looking to invest in a solution. Stop trying to convince strangers they have a problem. Start writing for the ones whose first question is "will this work for me?" instead of "how much does it cost?" You'll walk away with a clear way to look at your LinkedIn profile, your website, and your weekly content, and see exactly where it's leaking clients.   What You'll Learn in This Episode: •        The Diamond Buyer Concept — Sue defines the small subgroup of your ideal client who is ready to invest right now, and explains why marketing to anyone broader is a slow, expensive uphill climb. •        The 3-to-5-Second Rule — Why your LinkedIn profile reading like a corporate resume is repelling the exact buyers you want, and what to put in the first three lines instead. •        Positioning Through Contrast — Why narrowing in on "women solopreneurs" or "executives in transition" is no longer specific enough — and the contrast move that made one ADHD coach’s pipeline fill up. •        The Five Beliefs Framework — How to stop staring at a blank cursor every Monday by writing to the five core beliefs your ideal client must hold before they’ll hire you. •        Reaching Back to Where You Used to Be — Why the experience you walked away from is often the exact thing that makes you the right consultant for someone earlier in the same journey. •        The AI Sameness Problem — Why sounding like everyone else online is now a real revenue problem, and how to use AI without losing your voice. About Sue Begent: Sue Begent is the founder of Sue Begent LLC and a messaging and positioning specialist for solopreneurs, consultants, and coaches. She spent close to 20 years in global pharmaceutical marketing — including positioning and messaging at the global launch level for what are now billion-dollar drugs — before starting her own practice 10 years ago. Sue created the Diamond Buyer concept and the broader Diamond System (Diamond Buyer, Unique Ground, Powerful Position, Buyer's Beliefs) to help solopreneurs translate their expertise into messaging that actually attracts ready-to-buy clients in a noisy, AI-saturated marketplace.   Connect with Sue on LinkedIn: https://www.linkedin.com/in/sue-begent/ Most consultants don't have a client attraction system. Do you? You've got expertise. The question isn't whether you can do the work—it's whether you have a system that consistently brings clients to you. Book a free Client Attraction System Assessment with AJ. On the call, you'll get clarity on: ● Whether you have an actual system for attracting clients or if you're still relying on hope, referrals, and networking ● Which part of your process is broken: how you're finding prospects, how you're staying top-of-mind, or how you're converting them into clients ● The one change that would shift you from reacting to the market to leading it. This assessment is right for you if you're making less than $100K, know you should be at $150K or more, and want to stop guessing about why you aren't getting new clients consistently. This isn't a sales call. You'll get a straight diagnosis of where your system stands and what needs to happen next.