Thunderwolf
"Becky is the queen of clarity. She really helped me hone what it is I'm offering and who my core audience is"
The challenge
Gem Tordoff is a talented copywriter whose career spans teaching, marketing communications, and creative work across multiple sectors. After three years of freelancing under the name Thunderwolf, she had built strong experience, but still felt unsure how to position herself clearly in a crowded market.
The result was a sprawling website, a set of generalist services, and messaging that tried to appeal to too many audiences at once. Gem wanted clarity: where to focus, what genuinely differentiated her, and how to package her offer in a way that felt confident, coherent, and commercially viable.
The approach
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Discovery: I began by immersing myself in Gem’s world through a detailed pre-work questionnaire, designed to surface her strengths, motivations, frustrations, and ambitions — alongside the type of work that energised her most.
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Positioning workshop: Building on this insight, I prepared and facilitated a focused positioning workshop. Together, we explored what Gem stood for, her distinctive point-of-view as a copywriter, the audiences she was best placed to serve, and the ways she wanted to show up and market herself.
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Strategic direction: With the workshop output in hand - and the benefit of external perspective - I distilled the core themes and translated them into clear strategic recommendations. This included guidance on positioning, service structure, and business model, with a tiered set of packages (including clearer scope and pricing), and defined marketing priorities and content themes to help bring the offer confidently into the world.
The results
Since our work together, Gem has gained real confidence in her direction. Her website has evolved into a clear, focused proposition with services that are much easier to understand and sell. The strategy now acts as a touchstone she regularly returns to, keeping her positioning sharp and her decisions grounded.
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