One paragraph, twelve drafts, infinite ways to say ‘I help people’

Writing about your own business is fascinating territory.

I just crafted this intro for a networking contact, and it got me reflecting on the creative process behind describing what we do:

"Arian works with small business owners to develop custom strategic plans that bring focus and actionable direction to their business.
Her co-creative approach means you're an active partner in building your roadmap rather than receiving a generic template, creating genuine buy-in and deep understanding of every strategic decision. This collaborative process makes you far more likely to actually follow through.
Through 3-4 focused sessions, you'll develop a personalized strategy with practical recommendations, clear timelines, and measurable goals covering financial projections, marketing strategy, and concrete next steps you can execute immediately."

The interesting challenge isn't finding the right words—it's choosing which truths to highlight.

When you know your work inside and out, everything feels important. The methodology, the outcomes, the process, the timeline.

But clarity comes from ruthless prioritization. What does your ideal client need to hear first? What makes them think "yes, that's exactly what I need"?

I find the vocabulary shifts naturally as I think about different audiences.

"Strategic" for the planning-focused client, "actionable" for the implementer, "co-creative" for those who've been burned by cookie-cutter solutions.

The real skill isn't in being brief—it's in being precise about what matters most to the person reading.