Your Best Work Is the Stuff You're NOT Talking About. The Premium Positioning Shift That Will Bring Premium Clients TO Yo

Something feels off in your business and you can't quite name it? It's time for a premium positioning shift.

You've been posting. Showing up. Sharing testimonials. Signing clients. And from the outside it probably looks like everything is working.

Clients are finding you. But they're not the premium clients who make you think "yes, this is exactly who I want to work with." The ones who challenge you. The ones who need the depth of what you do. The ones who would pay you more without flinching because they recognise the value of what you bring to the table.

And the reason they're not finding you has nothing to do with how often you're showing up. It has everything to do with the fact that your positioning hasn't caught up with where your business actually is right now.

Most women I work with are not struggling with visibility. They're struggling with the fact that their business positioning is still reflecting a version of their business that no longer exists. They've evolved. Their work has deepened. Their clients are getting results that didn't exist a year ago.

But their messaging strategy is still leading with the safe stuff. The easy wins. The results that trip off your tongue because you've said them a hundred times. And that gap between where you are and how you're showing up? That's where the premium clients are falling through.

Let's get into why that's happening and what to do about it.

 

Why You're Still Selling a Version of Your Business That No Longer Exists

Think about the last time you sat down to write a caption or update your website copy. What did you reach for? Probably the testimonial that's easiest to explain. The result that sounds impressive in a single sentence. The screenshot that requires zero context.

Of course, because those results are safe. They're provable. They don't require you to fumble through an explanation of something you're still finding the language for.

But when you keep leading with those results, you attract clients who want that surface level outcome. The ones who saw the screenshot and thought "I want that." Not the ones who need the deeper, more complex, harder to articulate work that you've grown into.

Your business has moved on. But your content hasn't. Your offers have deepened. But your positioning is still dressed in last year's language. And the longer that gap stays open, the harder it becomes to close because you start to believe that the safe results are the only ones worth talking about.

I see this all the time.

Women who are doing extraordinary work behind the scenes. Work that shifts how their clients think, how they show up, how they make decisions in their business. But when it comes to talking about it publicly, they default to the easy stuff because the deeper work feels too hard to explain.

And I get it. It is harder to explain. But hard to explain doesn't mean not worth talking about. It usually means the opposite. The results that are the hardest to put into words are often the ones that would stop the right person mid-scroll and make them think "she's talking about me."

Your premium positioning shouldn't be built on the results that are easy to prove. It should be built on the results that are hard to articulate but impossible to ignore once someone experiences them. And if you're not talking about those, you're not positioning yourself for where your business is going. You're positioning yourself for where it's already been.
 

The Results You're Calling a "Nice Little Bonus" Is Where Your Premium Positioning Lives

About a year ago I had a realisation that properly shook me. I'd been working with 1:1 clients and something kept happening. I'd get into their business, look at their positioning, and this thing would click. I'd come up with the naming of their brand. Their offers. The exact language that would become their entire identity.

And then their business would blow up. Within a week sometimes. People would start referencing them using the words I came up with. Clients would DM them reciting the language of their brand back to them like it had always existed.

I was calling this a byproduct. A nice little bonus of working with me.

Meanwhile somebody else was charging £20k for that same piece of work as a standalone brand development project. And I had it tucked away as a side piece inside my coaching container.

I wasn't hiding it on purpose. I just didn't recognise it because the easy results were so much simpler to talk about. "She signed 3 clients in a week." "She hit her first £10k month." Those are clean. They fit in a caption. They don't need context.

But the brand naming? The identity work? The language creation that changed how people saw my clients overnight? That felt messy. It felt hard to explain. So I didn't.

And that's exactly what most women do with their best work. They dismiss the things that don't fit neatly into a testimonial. They tuck away the results that require a longer explanation. They lead with what's easy instead of what's extraordinary.

Premium positioning of your business lives in the results you're currently calling byproducts. The things you do that you barely charge for because you don't even recognise them as valuable. The shifts you create that your clients can't stop talking about but you've never once put in your content.

If you're sitting there thinking "but I don't know how to talk about that," that's the point. The fact that you don't have the language for it yet doesn't mean it's not worth saying. It means you haven't done the work of finding the words. And that work is the foundation of premium positioning.
 

Is Your Messaging Strategy Repelling the Premium Clients

This might sting but you need to hear this. The women who need your deepest work, who would pay the most for your high ticket offer, who would become your best case studies, are probably scrolling past your content right now without stopping.

Not because your content is bad. But because your messaging strategy is speaking to a version of your ideal client that you've outgrown.

When you lead with the safe results you attract the clients who want the safe results. The ones who want the quick win. The 3 clients in a week. The £10k month. And those are great results. But they're not the full picture of what you do anymore.

The premium clients you want, the ones who would light you up, challenge you, and pay you properly, are looking for something different. They're looking for depth. For someone who can see what they can't see in their own business. For someone who can name the thing they've been circling around for months.

And when your content is full of surface level proof points, those women don't recognise themselves in it. They think "that's not for me" and they keep scrolling. Not because you're not the right person for them. But because nothing you're saying is signalling that you understand their level of problem.

Your messaging strategy needs to match the depth of your work. If you're doing £20k level brand development and identity work but your content reads like you help people sign more clients, there's a disconnect. And that disconnect is pushing away the clients who would value your work the most.

This isn't about being exclusive or elitist. It's about being honest. Honest about what you actually do. Honest about the results that matter most. And honest about the fact that leading with the easy stuff isn't serving you or the women who need you.

The shift isn't complicated. But it is uncomfortable. Because it means letting go of the proof points that built your business and trusting that the work you're growing into is worth talking about even when you're still finding the words.

 

Your Best Work Is the Stuff That Never Makes It Into Your Content

Think about the last client conversation that made you feel like "this is exactly what I'm supposed to be doing." The moment where you saw something they couldn't see. Where you named the thing they'd been circling around. Where the whole direction of their business shifted because of one observation you made.

Now ask yourself. Is that anywhere in your content?

For most women the answer is no. Because those moments feel too personal. Too specific. Too hard to generalise into a caption that makes sense to a wider audience.

But those moments are your premium positioning. They're the thing that separates you from everyone else in your space. They're the reason your clients stay. The reason they refer. The reason they say things like "I've never had someone see it like that before."

And when you leave those moments out of your content, you're presenting a flattened version of what you do. A version that looks like everyone else. A version that makes it impossible for the right person to find you because nothing you're saying reflects the depth of your work.

I had a moment recently in my Telegram group where someone messaged asking about a specific problem. I read what they wrote and I could see immediately that the problem they were naming wasn't the real problem. The real thing was sitting underneath, completely unspoken. I named it. And their response was "I have never had somebody see it like that before."

That's the work. That's what I do. And for a long time I wasn't talking about it because how do you put that in a testimonial? How do you screenshot that?

You can't. But you can tell the story. You can describe the moment. You can let people feel what it's like to be in a room with you and have that experience.

Your business positioning shifts when you stop trying to prove your value with numbers and start showing people what it actually feels like to work with you. When you stop leading with the screenshot and start leading with the story. When you stop waiting for the perfect language and start using the imperfect version because imperfect and real will always outperform polished and safe.

The women who need your work are not looking for another coach with a grid full of income screenshots. They're looking for someone who can see what they can't see. And the only way they'll know you're that person is if you show them.

If you want to hear exactly how to find your version of the "nice little bonus" and build your premium positioning around it, listen to the full episode.

 

Key Takeaways

  • Premium positioning isn't built on your easiest results. It's built on the work that's hardest to articulate but most valuable to your clients.

 

  • The results you're dismissing as byproducts, the brand naming, the identity shifts, the "I've never had someone see it like that" moments, are worth more than the safe testimonials you keep leading with.

 

  • Your messaging strategy determines who finds you. If you're leading with surface level results, you'll attract clients who want surface level work, not the premium clients who need your depth.

 

  • Letting go of old proof points and finding the language for your deeper work is uncomfortable. But it's the most important business positioning shift you'll make this year.

 

FAQ

What is premium positioning and how do you use it to sell high ticket offers?

Premium positioning is how you communicate the depth and value of your work so it resonates with clients who are willing to invest at a higher level. It goes beyond showcasing surface level results like income milestones or quick wins. Instead it focuses on the deeper shifts you create for your clients, the identity work, the strategic thinking, the moments that fundamentally change how they operate. When your positioning reflects this depth, your high ticket offer stops feeling like a big ask and starts feeling like the obvious next step for the right person.

 

How do you know if your messaging strategy is attracting the wrong clients?

The biggest sign is that you're attracting people who want a specific, surface level result rather than the deeper work you've grown into. If your enquiries keep referencing the "easy" results you post about, like signing 3 clients in a week, but nobody is asking about the transformational work you actually do, your messaging strategy is misaligned. Another sign is feeling like you have to convince people of your value. When your messaging matches your depth, the premium clients recognise it immediately without needing to be sold.

 

How do I position my high ticket offer to attract premium clients?

Start by identifying the results you've been calling byproducts. The moments where you saw something your client couldn't see. These are the results your premium positioning should be built around. Then find the language for them. Tell the stories. Describe what it feels like to be in a room with you. Stop leading with screenshots and start leading with specifics that reflect the depth of your high ticket offer. The premium clients you want are looking for someone who understands their level of problem, so your positioning needs to signal that immediately.

Transcript

[00:00:00] I want you to think about conversations that you've had with your clients this week, conversations that you've had with peers, with friends in your industry, pieces of content that you have stopped on, that you have saved or secretly screenshotted this week because it is relevant to how you see yourself or how you want to be seen.

[00:00:00] Then I want you to think about how much of that are you talking about in your own content. How much of that are you positioning in the work that you do? This is the gap we're going into today. The gap when you have got incredible results, you have evolved in your business, the way that you see yourself has changed, but your premium positioning has not.

Why Your Premium Positioning Has Not Caught Up With Your Business

[00:00:43] You have grown, your work has deepened. The results you're getting for clients now are completely different. It's like you've entered a different stratosphere to where you were 18 months ago, a year ago, but the positioning, the way that you show up and talk about your work has not shifted. This is when you are marketing to a version of yourself that built the success that you have now, and it's not the version that you have become.

[00:00:43] This is what we're going to get into today. It's something that I cannot tell you how many times I have experienced myself, and it has always been the stickiest of times, the thing that I have found the most uncomfortable, but has always led to the biggest breakthroughs in my business and in my brand.

[00:01:29] So let's talk about first, how do you know this is even showing up for you? Because you might be sitting there thinking, "No, it's cool, Rachel. I know what results my clients get. I am able to talk about that. I've done a client testimonial this week. Good, good, good." But I can bet there is another layer to this which you are not noticing and you are not owning.

Leading With Your Safest Results Is Holding Your Business Back

[00:01:44] You may be talking about the client work that you do and the results that your clients get, but let me ask you this question. Do you lead with the results that your clients easily get? By this, I mean the ones that happen in the first week. Or the ones that you can prove have happened time and time and time again, the ones that you have the testimonials for, the ones that are easy to say, the ones that just trip off your tongue when somebody asks, "What's the work that you do with clients?"

[00:02:10] Or, "Tell me about something that's happened with your clients in the last week." You're like, "Oh yeah, so and so, she managed to sign 3 clients. She had clients that were coming in and asking about her high ticket offer." These are examples from my business. Those results are easy for my clients to get, and they are the trap.

[00:02:26] If you wear those results like a badge of honour, and the online space is very good at keeping us in this place, right? It's like telling people about the fastest way that your clients get results, the easiest way that they get results. That is your minimum baseline of result. If you wear those like, "This is the thing that I do in the quickest way. Look at what my clients achieve. Look at how quickly it happens," you're not saying the thing that people are going to pay you highly for.

The Results You Are NOT Talking About Are the Ones People Will Pay For

[00:03:00] The results that you are not talking about right now are the things that your clients come in and get, and they didn't expect to get with you. The ones that accelerate their transformation so quickly. It's like that reframe that happens in a conversation that changes everything before you've even properly started to work with them, or the thing that you now do so naturally that you've stopped recognising that it is extraordinary.

[00:03:00] And you know what you're saying to yourself? You're saying it's a byproduct. It's something else, an untold bonus when people come in and work with you, this thing happens. It's like poof, magic. That is the thing you are not talking about that is keeping you in the gap where your business positioning has outgrown the results you lead with.

[00:03:49] Because of course, it's easy to talk about the things that you've got reams of testimonials for. It is easy to talk about the thing that you have become so comfortable with owning that you talk about it on repeat.

[00:03:49] This is the shift. In this episode, you are listening to this podcast, this is where you're like, "Holy shit, Rachel. There are so many things that I am not talking about right now. There are so many pieces of magic. There are so many aspects of my work that I am just attributing to being a byproduct of the work or the type of client that I attract or the energy that I'm giving out."

[00:04:30] No, this is not accidental. It is all intentional because of who you have become in your business, how you now work, the expertise that you now are able to deliver. That has all shifted. But you are still marketing the easy, more "tangible results" that were what your business used to run off.

[00:04:30] When you are looking to position your business at a more premium level, this is the work that you need to do. This is the uncomfortable stuff that people call an evolution and make it sound really glossy. It's hard. It's hard, but it is the thing that is going to shift your work into speaking to a different level of pricing, premium positioning, and the revenue that you're bringing into your business.

The Reason You Cannot Describe Your Best Work in a Caption and What to Do About It

[00:05:17] So I want to look at firstly why this is happening, because when you see why, you won't be able to unsee it. You are sitting in a language that is easy for people to understand, or that's what you're telling yourself. When you say something like, "My clients hit their first 5 figure month within 90 days," people get that. There's nobody that can really question it. I mean, they might want to see the proof of it, of course, the context, but it's very, "Here's the result, here's the proof. Bam, bam, bam, this is what I did." They can picture it, they can desire it because it's very functional. It is actually very transactional.

[00:06:00] The deeper results are harder to articulate. If I take my own business and what I do, I can go into somebody's business, I can meet somebody, not even in person, they can give me something as a message. This is what's been happening within my Telegram group even today when I've been recording this podcast episode. They give me a message about what's going on in their business and the scenario, and I can see exactly what it is that's the problem that they're not saying.

[00:06:19] They give me a different problem and I'm like, "No, no, I don't think it's this. And I haven't looked at the context of your business, and I haven't looked at your office, and I haven't looked at your content, but based on my experience, this is what I think it is. Let me put this into the scenario of your business and you tell me whether you think this resonates." And it's like even today when I've done that, somebody's like, "Holy shit, this has completely flipped what the problem is for me. I see now where I am not positioning myself to be the ideal client."

[00:06:58] I can do that because yes, I've got all this experience in business in the past, but I also am highly intuitive at looking at the message, the language somebody gives me, and reading between the lines. It is not easy for me to explain that.

[00:06:58] The easiest language for me to talk about is premium positioning, right? How do I say that within 2 or 3 sentences? How do I distil this down into a caption? How do I make it sound so catchy on Instagram? It's hard, right? Because it's not the easy way of talking about the tangible transformation.

[00:07:15] How do I sell an identity shift that changes how women show up commercially in their business forever? That's the work that I do. That is the level that I get to with my clients really quickly. How do I sell that? How do I talk about that? I can't bullet point it, so I need to look at the way that my messaging strategy describes it.

How to Mirror Your Ideal Client's Language Instead of Playing It Safe

[00:07:36] I need to be able to talk to that in a way that mirrors the discomfort that she is sitting in. Mirrors it in her language, because that's what's going to feel familiar to her, and shows her the cost of sitting in that place, of staying in that identity, of not speaking to the person that she wants to speak to, of not owning the premium positioning that I know and she knows that she can own.

[00:08:01] I need to make the way that I describe it, the way that I picture it feel so familiar to her by mirroring it back into her language. So I cannot rely on easy, safe, what everybody else is talking about to be able to communicate the work, the depth of the work that I do. And does that take more work to articulate? Absolutely.

[00:08:01] But if you are sat there listening to this episode because you want to attract clients who are leaders in your work, you want to attract clients that light you up, you want to attract the 1% mindset of somebody who is willing to invest, wants to grow, wants to evolve, then this is not hard.

[00:08:44] Doing the work to articulate the true depth of what you do and find the language and the familiarity that means she feels so mirrored in the way that you're describing it, for me, that is not hard. What is hard is continuing to attract a level of client that frankly, I don't want to work with and that I'm not best placed to help. That's when my business would feel really hard.

The Work You Are Doing But Not Owning Is Costing Your Business

[00:09:05] So how can you start to really get clear on what it is that you're hiding right now? I want you to look at the results that your clients didn't ask for when they hired you. The things that when you went into a first session with them, it just clicked, and they've said something like, "I have never had somebody name it like that before."

[00:09:28] I want you to look at the way that somebody describes what it's like when they work with you. Not the, "Oh, it's so nice. It's a great community, and she just really shows up for us." That's just surface level. But the thing when your clients really disliked you because you called them out, but ultimately, that was the best thing for them.

[00:09:51] Is it things that they are asking, work that you are doing with them that you are not directly talking about in the offer, but then you realise that has become one of the biggest pieces of work that you do?

[00:09:51] This was my own realisation that happened in my business about a year ago when I realised that a large part of the work that I was doing, particularly in one-to-one work, was supporting clients to come up with their own brand and position it. I came up with the naming of it. I would come up with the naming of their offers, and their business would literally blow up within the week of us doing it, and they would start to get referenced using the language that I had come up with.

[00:10:52] And this is not on them, it's on me, that I didn't own that piece of my work that I was doing, and I was not owning the value of that work, so therefore it just became part of my one-to-one coaching. There was a huge brand development piece that I was not talking about, and it's not that I now charge extra for doing that. I still do this work with clients, but I talk about it, and my pricing reflects it.

[00:10:52] If I'm going to help you to not only position your work, but articulate it so that you build a sought-after category of one brand where people are literally reflecting and reciting back to you the words of your brand, that's not a byproduct of my work. It's not a small thing that comes in at the side. It's a core part of what I was doing, and I had to get really honest with myself last year about where I was allowing that to just be like, "Oh, I just love doing this work, so I'll just do that with you over here." Whereas somebody else is charging £20k. I mean, I still don't charge £20k for the work, but somebody else is charging £20k to do that as one project.

[00:11:54] So get really honest about where you are allowing yourself to stay in the safety of the proven results that you don't feel uncomfortable about talking about now because there's so many of them, and they're so easy. And then the things you know that clients are getting, it's pretty inevitable that they're going to get it with you.

[00:12:00] I know that when my clients come and work with me, their content is going to improve. But that's not the result that I lead with when I talk about my masterminds or my one-to-one work. That's a given for me. It's the minimum baseline result that they're going to get with me.

[00:12:00] I talk about the depth of what else happens when they work with me, this identity work that we do, the recalibration, what I call commercial recalibration. Everything in their business positioning shifts. It's harder to articulate than saying, "Your messaging's going to get so much better. In one post, you're going to be attracting the dream client." That happens in my work a lot, but that's not what I'm selling it on because that's not going to attract clients at the depth I want to work with and who get the best results with me.

[00:12:48] 2 years ago, absolutely. Right client, now not. So I want you to get really clear on what are those features, what are the aspects of your work that you are putting down to a byproduct or the thing that feels harder for you to articulate, the thing that you are pushing to one side because the words don't come so easily to you to describe this. You need to get into that work. The thing that you are dismissing as hard right now is the thing that is keeping your business feeling hard.

How to Update Your Positioning to Attract Premium Clients Who Match Where You Are Now

[00:13:04] So what do you do to update your positioning to match where you are, to make sure that you are really establishing that premium level of business positioning that you know is going to attract clients at the right level to do the depth of work that you do?

[00:13:27] Before I go into this, if you are listening to this and recognizing that your positioning has not caught up with where you actually are, this is the exact work that we do inside Calibration Mastermind. It is my 6 month mastermind for women who are exactly the person I'm talking about in this episode, who know that they are operating at a higher level. You know the results that your clients get is not even coming through a smidge in your content. It's being diluted down in your stories. You are holding it back because you can't find the words to articulate it, which is both happening on an identity level of you owning it, but also because the strategy in your business, the messaging, the content, the offers, the pricing do not reflect it.

[00:14:08] This is the space where women like you come in and we match it. We match where you are today. You have outgrown what has built your business, and that's not wrong, but that is not where you're going. It is time to own where you're at, and Calibration is that space. If you're interested to learn more, then click into the show notes at the end and you will be able to find out more details about Calibration or know exactly where to DM me directly.

[00:14:35] So how do you close the gap with your positioning? Firstly, stop leading with what is easy to understand, what is comfortable for you to say, and start leading with what is true in your business. The results that are the hardest to articulate are the most powerful. Sit with them. Find the language for them. This is the work.

[00:14:53] Secondly, look at your best premium clients right now. Not the clients that were the easiest to come in and sign, not the clients who are doing the speed of work, but the ones that are not your most common client. They're the ones where you think, "If I could speak to you every single hour, if you were the only client in my DMs right now, if you were the only client in my Telegram group, in my messaging, or I was on calls with, my business would feel wildly different."

[00:15:22] The ones that get extraordinary results, what did they come to you for and what did they actually get? What are they leaving with? What are the breakthroughs that are happening? What are the conversations that you're having? The gap between those 2 things, what they came to you for and what they are getting, that is where your premium positioning is set.

[00:15:40] And thirdly, I want you to let go of proof points, of evidence, of testimonials that do not represent you anymore. That doesn't mean that you have to spend 3 hours going in and updating your website and doing all the behind the scenes stuff. This is not a tactical exercise. This is a clearing. This is the uncomfortable part of not relying on evidence that is easy for you to grasp to be able to sell right now. Some of it needs to go because it is not representative of who you are and where you're going.

[00:16:12] And leading with it, that easy screenshot, that easy testimonial that you've got in your bank of photos on your iPhone, and you're just like, "I'm going to do some story sequences about this offer today. I'm going to dive in. I'm just going to screenshot it. I've got the testimonial." Or your OBM says, "Do you have that testimonial you can just add in?" You're like, "Sure, yeah, I'll get it for you."

[00:16:12] That repetitive pattern, that ease is keeping you invisible to the woman you have become and the premium clients that most need you. You have outgrown it, and it's time for you to really own that and move from it.

[00:16:48] Here is what I want you to take away from today's episode. The results that you lead with are a choice. Right now, you might be choosing the safe ones, the ones that are easy to prove over the true ones that define your work. The clients who need the version of you that you have become are looking. They are looking for you right now. They are looking for somebody exactly like you, and they can't see you. It's not because you're not visible, and it's not because you're not consistent, and it's not because you don't have activating energy or any other story that you're telling yourself. It's because your messaging strategy is not positioning you to them.

[00:17:15] So this episode is where you shift it, and I would love to know after you listen to this episode, share with me any takeaways, any decisions that you have made, even if it is letting go. Tell me those decisions. Tell me the moves you are making right now at this moment that are for the woman who leads the business, your business, in 6 months' time.

[00:17:41] In the next episode, I'm going into something that goes even deeper into this, why the most premium level brands are not relying on their method to sell, and what that means for how you show up and sell, and means that you build demand whilst others are honestly losing out on sales, seeing their income drop, seeing what worked before not work anymore. This is how you're going to stay ahead, how you show up, how you sell, and how AI comes in to support you doing this. That is the next episode on Rich Work. Thank you for listening, and I will see you there.