Is this why customers are not seeing your value?

Many years ago I suffered from chronic fatigue. I was completely burnt out. It was a miserable time in my life and it wasn’t pretty.

Every minute of every day was a struggle and some days even lifting my arms felt so hard it was more than I could manage.

For someone who approaches everything with a positive, can-do attitude, It was pure torture. I cried. A lot.

Over the years, I tried everything. I spent thousands of pounds seeing doctors, therapists and specialists, trying every treatment, remedy and diet that was recommended.

None of it helped.

I never gave up hope of getting better but, in my lowest moments, I wondered if this was how it was going to be for the rest of my life.

Then, one day, almost in passing, someone mentioned a 3-day ‘course’ a friend’s daughter, who had chronic fatigue, had done. She said it had helped her.

Always willing to try anything, I jumped on google, found my nearest practitioner and picked up the phone.

I was probably on that call for no more than 15 minutes, but I came off totally believing that I had just found the answer to my prayers.

I felt absolutely sure this was going to help me, despite the fact that nothing else had.

I cried with relief.

When I think back to that short conversation, I know exactly why I felt so confident that it would work for me ….. because the practitioner I spoke to was so confident it would work for me.

I remember her exact words. She said, “Susan, you can totally do this. There’s no way it won’t work for you”.

I can’t describe the immense relief and joy I felt in that moment.

I carried that confidence she gave me through the whole training and beyond. In fact, when it comes to my health, I carry it with me to this day.

I never doubted her, or myself, for a moment.

What I’m NOT saying!

Now, just to be clear here – I’m not talking about someone making claims about things they can’t deliver. I’m not endorsing the sort of ‘hooks’ I see on Facebook, and in my inbox, that declare: “I can help you make £100K in the next 30 days with no product, no mailing list and no experience” ☹

That is NOT what I’m talking about at all.

I’m talking about standing in your value.

I’m talking about confidently communicating what you can help your clients do. Who you can help them become. What challenge you can help them overcome.

I’m talking about recognising and feeling good about the value you deliver. The difference you make.

When you’re confident about what you do, and the results you help others get, your customers will feel it. They’ll lean into it. They’ll feel relieved, reassured and in safe hands.

They’ll be so glad they found you.

But …

For others to see your value, you need to see it first.


I see too many business owners hesitating to tell people how they can help them. Their language is passive. They hang back, reluctant to make their offer. Fearful of coming across as pushy or salesy.

And I totally get that none of us wants to come across in that way, but there’s a huge difference between being salesy and knowing that what you offer is incredibly valuable to the person who has the specific problem you can solve.

If you’re not super confident about what you do, you’ll struggle to communicate your value to your clients.

Be confident in your offer.

Be confident in what you do and how you help your clients.

Be confident in your process.

Be confident in the results you help your clients get.

Be confident in your pricing!

Be confident in your role as a Guide for your customers (and if you don’t know what I mean by that, I highly recommend you read Building a StoryBrand by Donald Miller).

You started your business to solve a problem. There are people who have that problem. Therefore, you have something of immense value to share.

If you can help your customers accomplish something they can’t do on their own, they’ll want to know that!

If you can help your ideal client get results they have no idea how to achieve without your help, don’t keep that a secret!

If you want people to see your value, confidently stand in your value.

And if you recognise that’s something you need to work on, try listening to these affirmations every morning. They work for me!

** If you want help communicating your value to your ideal client, my coaching packages are designed to help you do just that! **

Simply email susan@thebusinessofstories with the word VALUE and I’ll get back to you with details of how my coaching packages work.