CURATE I JANUARY 2025

The Art Of Becoming Your Customers’ Must-Have Choice With Curated Messaging


______

Traditional Online Marketing Is Holding You Back

For years, the online marketing formula has been simple: create a message so polished it gleams like a marble floor, squeeze it into a soundbite, tagline, or elevator pitch, and call it a day. Then, follow up with cookie-cutter content prompts to pre-plan months of posts. Hand it off to a VA or intern, and voilà—you’re “done.”

On paper, it sounds dreamy: glossy, consistent, and oh-so-easy.

But here’s the truth.

That strategy will never work for you. It was never designed for nuanced and complex entrepreneurs like you.

It’s not how you think.
It’s not how you create.
It’s certainly not how you command.

Traditional messaging strategies are built for surface-level consistency—polished on top, but hollow underneath.

Look at how this plays out:

– A fitness coach with years of expertise reduces their message to, “10 Exercises to Tone Your Core”

– A chef with provocative recipes churns out, “5 Ways to Cook the Perfect Chicken Breast”

A financial advisor with sharp market insights posts, “3 Tips to Save More Money This Month”

– A relationship coach known her high success rates settles for, “The Top 5 Signs of a Healthy Relationship”

– An interior designer with impeccable taste boils it down to, “How to Pick the Right Throw Pillows for Your Sofa”

When you create messaging like this, it’s a missed opportunity.

Traditional messaging stifles creativity and erases the layers, nuance, and personality that make your work stand out.

Worse yet, your audience notices.

They’re perceptive because they’ve been bombarded by the same recycled, hollow ideas for years that might as well be copied and pasted from a generic marketing playbook.

Audiences are starving for curated messaging.

They want to feel like they’ve stumbled upon someone who not only respects their intelligence but also gives them something to think about, to hold onto, to feel.

______


Let me paint the picture with real-world examples of a cookie-cutter approach vs a curated approach.

FITNESS COACH

Cookie-Cutter Approach: “5 Exercises to Tone Your Core”

Curated Approach: “What Your Workout Says About Your Boundaries (And How to Set Better Ones at the Gym—and in Life)”

The fitness coach reveals how the way people approach fitness—obsessively, inconsistently, or with resistance—mirrors their larger relationship with self-care and discipline.

Result: Instead of offering, yet, another fitness tip, the coach opens a window into the psyche where real change can take place (which in my opinion is always intriguing).

FINANCIAL ADVISOR

Cookie-Cutter Approach: “3 Tips to Save More Money This Month”

Curated Approach: “Why You’re Still Broke (Hint: It’s Not Your Boba Habit)”

The financial advisor breaks down how it’s actually patriarchal narratives around spending—that keeps you from reaching your wealth goals.

Result: The post dismantles tired myths and positions the financial advisor as a leader who challenges the patriarchy and conventional wisdom.

INTERIOR DESIGNER

Cookie-Cutter Approach: ‘How to Pick Throw Pillows That Match Your Sofa”

Curated Approach: “Your Sofa is Boring (And That’s the Real Problem)”

The interior designer explores how people default to “safe” furniture choices that say nothing about their personality, and how to work up the courage to decorate the way you really want to.

Result: Instead of offering transactional tips, the interior designer positions themselves as a futurist who give you permission to be provocative with your interior design.

When your audience encounters curated messaging like this—they feel seen. And they’re not scrolling past. They’re commenting, saving, sharing, and coming back for more.

Curated messaging does more than create the like, know and adore factor. It has your audience positively hooked on you.

______

But let’s not stop there.

It also solves the real obstacles that keep entrepreneurs from showing up at their fullest potential to make more money, have more opportunities, and create a bigger impact.

First of all, curated messaging solves the confidence problem.

You know exactly what to say because you’ve done the work to uncover the depths of your ideas. You’re not fumbling around, trying to fit your messaging into a trendy format. Instead, you’re grounded—firmly—in the knowledge that your perspective matters.

No second-guessing. No wondering. You know.

Example: Instead of scrambling to throw together a post about meal prep, a chef steps into her true message: food as self-expression, intrigue, and decadence. She invites her audience into a world where flavors tell stories and meals are an act of rebellion against the mundane.

Now that’s messaging that sizzles.

Second, curated messaging solves the consistency problem.

Entrepreneurs don’t struggle with messaging because they lack ideas. Far from it. They have too many. It’s the chaos of ideas that stops them. Curating brings order, clarity, and focus. It filters your hundreds of––seemingly competing––ideas into a cohesive, meaningful narrative that flows effortlessly.

No idea gets left behind. Nothing gets trimmed down so it fits into a neat little sound bite, tagline, or elevator pitch that leaves your nuance and complexity behind. Instead, it’s front and center.

Example: A skincare founder curates messaging from her most passionate belief: “Why Saying Yes To Bad Ideas Is My Greatest Business Strategy.” The messaging flows easily because it reflects the nuance and complexity that makes her successful––not what she thinks her audience wants to hear. And she’s not limited to talking only about skincare. She’s bringing her full self to the conversation.

When your messaging feels aligned, it becomes a joy to create.

Third, curated messaging solves the dissatisfaction problem because it’s not transactional.

It isn’t some dreary checklist of posts to appease the algorithm. No, no, no! It’s a creative act—an offering. It helps you share the stories you ache to tell, the quirks that make you unforgettable, and the points of view that set your soul on fire.

The process feels alive. It feels meaningful. It’s art.

And it evolves with you over time.

Curated messaging grows as you grow. It deepens as your perspectives deepen. The more you curate, the better it gets.