CONTENT FOR THRIVING BUSINESSES

YOUR INSTAGRAM MEETS YOUR CLIENTS BEFORE YOU DO.

You're so much better at your job than your profile suggests.

Your business is doing brilliantly. Your Instagram is… trying its best. So let's make it brilliant at introductions: the right things, to the right people, while you go and do literally anything else.

For established coaches, therapists, consultants and creatives with full diaries and better things to do than write captions.

Nina Hudson
HI, I'M NINA
MESSAGING, NOT METRICS ✦ THE RIGHT MESSAGE, NOT MORE REACH ✦ SLOW, ORGANIC, ON PURPOSE ✦ FOR ESTABLISHED PERSONAL BRANDS ✦MESSAGING, NOT METRICS ✦ THE RIGHT MESSAGE, NOT MORE REACH ✦ SLOW, ORGANIC, ON PURPOSE ✦ FOR ESTABLISHED PERSONAL BRANDS ✦
FREE TOOL
Free: the Instagram time calculator. Find out how much time your Instagram is actually costing you.
Try the time calculator →

Referrals don't need convincing.
They need confirming.

WHY IT MATTERS

People check your Instagram before they get in touch.

Someone recommended you this week. Then they checked your Instagram. Your profile is where people check up on you, and what they find there decides who gets the message: you, or the other name on the list.

THE PROFILE THAT STOPPED
@jesscarterphotoLast post: 34 weeks ago

Hey Jessica! Are you taking on new clients? You haven't posted in a while...

Seen

A last post from spring. (Which spring is anyone's guess.) Or a lovely feed that gives no clue what you actually do. They know what the profile tells them, and it isn't telling them much.

THE PROFILE THAT'S ON MESSAGE
@jesscarterphotoPosted 2 days ago

Hi Jess! Saw your post about camera-shy clients. That's exactly me. Are you taking anyone on in the spring?


Just now · typing BOOKED

The name field says what you do. The pinned post answers their question. Four posts in, they message you. And you didn't write a word of it, you were with a client. 💅

MESSAGING, NOT METRICS

I don't make you viral.
I make you make sense.

Your business is thriving. You don't need a crowd. You just need the people who hear about you (and the right ones who haven't yet) to look at your profile and get it straight away.

GOING VIRALBrings strangers who were never going to hire you. (Lovely for them, but useless for you.)CLEAR MESSAGINGBrings the people who already need what you do.
A LEAD MACHINEFills your inbox with people who aren't a fit.A PROFILE THAT EXPLAINS YOUThe wrong people rule themselves out. The right ones arrive half-sold.
FOLLOWER COUNTSLook great. Pay nothing. 4,000 new followers sounds amazing for a Bristol hairstylist, until they're mostly bald men in Bulgaria.THE MOMENT THAT MATTERSSomeone hears your name, checks your profile, and decides.
GROWTH HACKSWork until the algorithm changes.SAYING IT EVERY WEEKBuilds a reputation that works while you're busy with clients.

Fifty thousand followers who'll never book you is just a very big waiting room.

Skeleton waiting
still waiting for those 50k to book

Is this you?

BUILT FOR YOU IF Your business is thriving, and it's been going a good few years. You'd rather not think about Instagram at all. (Not "less". At all.) You've already said the good stuff somewhere: a podcast, a newsletter, a blog, a very long voice note. You want it done, not explained to you.
nodding at all four? hi.
NOT FOR YOU IF You want ten thousand followers by Friday. Different sport, and I don't own the kit. You decide what to post the morning you post it. I plan a month out. You'd rather stay behind a logo. Faceless brands need a different kind of help.
YOUR PROFILE, BACKING UP YOUR REPUTATION ✦ WHERE PEOPLE CHECK UP ON YOU ✦ YOUR PROFILE, BACKING UP YOUR REPUTATION ✦ WHERE PEOPLE CHECK UP ON YOU ✦YOUR PROFILE, BACKING UP YOUR REPUTATION ✦ WHERE PEOPLE CHECK UP ON YOU ✦ YOUR PROFILE, BACKING UP YOUR REPUTATION ✦ WHERE PEOPLE CHECK UP ON YOU ✦

IT'S NOT THAT YOU CAN'T DO IT.

It's that you don't want to.

You're fully booked, your business is thriving, and you love what you do. Clients to look after. Invoices to send.

Then, apparently, a reel to cut and a caption to write. On a Sunday. You know you should, but you realllllly don't want to.

You'd rather not. I'd rather do nothing else.

you, every Sunday at 21:47
21:47 Sunday Reminders
Post something (snoozed) Reminders
Post something (snoozed) Reminders
Post something (snoozed)
snoozed. again.
Nina smiling at her desk
WHERE THE POSTS COME FROM

You've already said it. Just not on Instagram.

Somewhere there's a podcast episode where you explained it perfectly. Or a newsletter. Or a blog post. Or a client testimonial. Or an email. Or even just a voice note you sent me at 10am.

I go through all of it, work out what you keep coming back to, and make sure it reaches your profile the way you meant it. Your words, your opinions, your jokes. Not a marketer's version of them.

Podcasts you've been onEmails and newslettersBlog postsTalks and workshopsReviews and client messagesVoice notes (yes, the eleven-minute ones)

You keep running your business. Instagram isn't your problem anymore.

Kate Hudson writing notes
me, on episode 14 of your podcast
WHAT YOU GET

Here's the deal.

Your profile is where people check up on you. My job is making sure it backs up your reputation and shows how well your business is actually doing. I write it, design it and post it, from things you've already said. You approve it.

01The Four LinesI go through what you've already made: podcasts, emails, blog posts, reviews. Out of it come the four things your profile should keep saying.
02Your profile, fixed firstName field, bio and pinned posts rewritten so a stranger gets it in six seconds.
03Twelve posts a monthCarousels, reels, talking heads. Written, designed, edited and posted.
04Two approval roundsThe ideas and words first, the finished posts second. About 20 minutes of your month. Less time than choosing a Netflix show. Am I right?
05A shot listExactly what to point your phone at, and for how long. You film. I do everything else.
06A monthly look at what's landingWhat people saved, sent and asked about, and what we say more of next month. Not follower counts. We've been over this.

Two ways in. (three felt greedy.)

THE WHOLE THING Done for you Everything above. Twelve posts a month: carousels, photo posts and talking-head reels. Instagram, plus one more platform if you want it. For profiles that need to say a lot, and say it on camera. Tell me more →
Done with you I plan it. You make it. Same Four Lines, a monthly calendar with hooks, captions and a shot list, and a monthly check-in. You do the designing and posting. For people who don't mind making it, they just don't want to decide what it is. Tell me more →
Done for you starts with a foundation month. Done with you starts with your first plan.
Apply to work with me →
HOW I START · AN EXAMPLE BUSINESS

Four lines in. A profile out.

The Four Lines are the four things your profile should never stop saying: who it's for, what you believe, what's really going on, and what you're not. I find them in what you've already said. Then every post says one of them, until people say them back to you. (See: Mr Brightside. Nobody's bored of it yet.)

Two men dancing and singing along
still not bored
WHAT I FOUND IN HANNAH'S PODCAST, BLOG AND ONE CALL
1 · WHO IT'S FORCouples therapist in Bristol. Couples who aren't in crisis, just not really talking any more.
2 · WHAT SHE BELIEVESYou don't need to be on the edge of divorce. You'd go to the dentist for a niggle.
3 · WHAT'S REALLY GOING ONNobody's right. It's what's under the argument about the dishwasher.
4 · WHAT SHE ISN'TIt's not an hour of being told off. I don't take sides.
EXAMPLE
hannahrosetherapy
HR
48
posts1,286
followers312
following
Hannah Rose · Couples Therapist BristolFor couples who aren't in crisis. Just not really talking any more.I don't take sides and I won't tell you off.Book a first session ↓
You don't need to be on the brink.
The dishwasher isn't about the dishwasher.
What a first session is. (And isn't.)
We're not fighting. We're just not talking.
Nobody's right.
A niggle, not a crisis: how to tell
every post says one of her four lines
RECENT POSTS

Posts I've made lately.

And all they had to do was click "Approved".

See more on Instagram →
REAL CLIENTS swipe or scroll for more →
HOW IT WORKS

Your Instagram runs a month ahead of you.

1 · Apply2 · I go through everything you've already said3 · Then this, every month
WEEK ONE · MEI write next month.
WEEK TWO · YOUYou approve it and film your clips.
WEEK THREE · MEI make it.
WEEK FOUR · YOUYou approve it again and it's scheduled.

Same weeks, every month. You'll know when I need you before I need you.

NOT FOR VIRALITY ✦ NOT A LEAD MACHINE ✦ NOT FOR LAST-MINUTE POSTING ✦ NOT A GROWTH HACK ✦NOT FOR VIRALITY ✦ NOT A LEAD MACHINE ✦ NOT FOR LAST-MINUTE POSTING ✦ NOT A GROWTH HACK ✦
IN THEIR WORDS

Unprompted.

What clients say when nobody's asked them to.

Client message: I wanna cry! It's perfect. No comments or feedback whatsoever. Go ahead! You get me, my voice, and my style so well! Thank you!
CLIENT MESSAGE
LinkedIn recommendation from Diana Ferreira: Nina is a machine! I'm amazed at how much social media content she can produce in a short time and with such high quality.
DIANA FERREIRA, ON LINKEDIN
Instagram comment from pedroganco: Best decision we made at Portugal Travel Concierge this year was to start working with you.
INSTAGRAM COMMENT
Client message: Love how you've written it! So engaging and fun and witty. Totally my brand voice too. Thank you.
CLIENT MESSAGE
Client message: I got a lot of great feedback for yesterday's post! Thank you for helping me with this.
CLIENT MESSAGE
Instagram comment from growwith.ro: Nina is the best! So happy to have you on my team.
INSTAGRAM COMMENT
Nina smiling at her desk
ask me anything. (within reason.)
THE ONES EVERYONE ASKS

Quick answers

Will it sound like me?

Yes. I write from things you've actually said: podcasts, emails, blog posts, the way you talk on a call. Then you approve everything twice before it's posted. Two yeses, or it stays in the drafts.

I haven't got a podcast or a blog. Does that matter?

Not at all. A call and a few voice notes go a long way. Most people have more than they think, though. That newsletter from 2022 counts.

How much of my time does this take?

Two approvals a month and the odd bit of filming. About 20 minutes, or roughly one meeting that could have been an email.

What happens in the first month?

The first month is the busy one. I spend two weeks going through everything that exists about you and your business: your website, blog, old posts, emails you're happy to share, reviews, what other people say about you, and any photos and footage you've got. From that, I work out the four things your profile needs to keep saying.

Then I plan your second month. Posting starts there.

Do I have to be on camera?

Some of the time, yes. You're the brand, so your face is what people are buying. (Talking, not dancing. Nobody's pointing at text.)

Will this bring me more clients?

Some will. I won't promise a number, because anyone who does is guessing. I'll promise the people who look you up get it, and remember you.

Can you make me go viral?

No. Viral is a lottery ticket. This is more of a pension.

I've outsourced this before and it sounded like a marketer.

I know. It's the most common reason people are nervous, and it's fair. I start from what you'd say, not from a template, and you see every word first. Nobody will be elevating anyone's journey. ✨ Promise.

What if I've got a launch?

Tell me four weeks ahead and I'll plan around it. Launch posts replace regular ones that month, so your total stays the same.

What if I want to stop?

You stop. No exit interview, no sad emails. Done for you is three months to start, then month to month. Done with you is month to month from day one. The posts stay up and the profile stays yours.

YOUR NEXT TEN · FREE

Not sure what you'd even post? I'll tell you. For free.

Send me your website and your Instagram handle. I'll read both and send back ten posts your Instagram should have, each with a hook and a line on what to say.

A plan for your next ten posts, built from your business. Not a PDF of tips.

Get my ten posts →Two fields to fill in. Yours within a few days.
Your Next Ten for @hannahrosetherapy
1. "The dishwasher isn't about the dishwasher."SAY The small argument you keep having is usually standing in for a bigger one.
2. "You don't need to be on the brink to come to therapy."SAY Most couples wait two years. Noticing you've stopped really talking is reason enough.
3. "Here's what actually happens in a first session."SAY Walk them through the hour, and the two things you'll never do in it.
4 to 10 arrive in your inbox.
free
Nina Hudson in a blue jumpsuit
STAFF IDTEAM OF ONE
Nina Hudson Languages3 Years in Spain13 Clients at a time5, at most Times I've written "elevate your brand"0
WHO YOU'D BE WORKING WITH

The person who'd be running it.

I'm Nina. I studied Modern Languages at Cambridge, I've lived in Spain for thirteen years, and I've written a stack of textbooks about getting a point across clearly. The point is your business now, and the textbook is your Instagram.

Five clients at a time, on purpose. Enough that I know your business properly, and your opinion on the Oxford comma.

More about me →

Don't want to run your socials? Don't.

You've earned the reputation. Your profile should show it.

Roses are red,
your last post was spring.
You're brilliant in person.
Your grid says nothing.
So hand me the login,
go do something fun.
I'll make it say what you'd say.
Then consider it done.

FREE TOOLNot ready to talk? Find out how much Instagram is really costing you. Time calculator →
GET IN TOUCH

Tell me about your business.

Two minutes, tops. Tell me what you do, who it's for and what's been getting in the way. I read every one properly and reply within 48 hours.

Not ready to talk yet? Get ten post ideas for your profile, free.

no sales call. no pitch deck. just a reply. ↓