Twelve weeks to build your business foundations. The rest of the year refining them with me.
Why you?
The question your clients ask before they book, even if they never say it out loud.
Let’s give them an answer so clear they stop looking.
“I’m so good at what I do. I just can’t explain why people should pick me.”
I know that feeling. For years, I couldn’t either.
And that didn't stop me from spending a fortune on marketing, courses, and coaches, trying to get more people to buy… without ever figuring out why they should.
Maybe you're a coach, like me. Or a therapist, an interior designer, a real estate agent, or a personal trainer. You're so damn good at what you do.
But if clients don't understand why you're the obvious choice, you end up chasing the next solution. And then the next.
And so the search for the magic bean continues…
How many courses, memberships, workshops, and digital products have promised you that this is the one that will change everything?
And how many times have you handed over your credit card thinking, "Okay, THIS time will be different"?
Each one either skipped the crucial foundational work or buried you in so much of it you'd never finish.
And that foundational work should start with a handful of questions…
The groundwork
If you can’t answer these questions with complete certainty, neither can your clients.
- How well do you understand your competitors?
- How much research have you done on your offer and the demand for it?
- Do you know what your ideal client is thinking, feeling, needing and hearing from everyone else?
- Or did you just… build it and hope?
It's the work that keeps getting skipped. And without it, you'll understandably find it hard to explain why someone should pick you over the next person. It's something you really have to work at.
But do it properly and you'll find the thing that makes you different.
I call it your fingerprint.
Motive
Your fingerprint is what makes people buy.
It's a unique blend of your experience, your approach, your story, your strengths, the way you do the things you do, your sense of humour, what you stand for, what you stand against, what you value, where you've been, and where you're heading.
If you haven't figured out yours yet, that's what we'll do together.
When people can see what makes you different, they stop comparing.
Once you know your fingerprint, you’ll record it (it’s what we’ll call your ‘Case File’), and then Claude will work from it every time you open a chat.
It will know who you’re for, what you stand for, how you sound and what you’d never say, so everything it helps you with starts from what makes you, you.
And the bigger change is that you’ll know it too.
What that looks like, day to day:
- Someone asks what you do, and you answer in a sentence they could repeat to a friend.
- Past clients can tell the people they know exactly why they should call you.
- An enquiry that isn’t right for you stands out quickly, and saying no to it gets a lot more intuitive.
- On a sales call, you talk about your offer without a script, and afterwards you send one page that does the selling for you (that’s The Report).
That’s also where the money is. They stop wading through hundreds of Google reviews, trying to choose between a handful of businesses that all look the same.
They find your content or your website, and one conversation later they know it’s you they want.
(Which, from where I’m sitting, is the nicest kind of sales call.)
There’s just one catch: you have to be willing to own it.
That means saying what you stand for out loud, even knowing some people will roll their eyes.
You’re not marketing to all 8.3 billion people on the planet, it’s okay.
Owning it will put some people off. Good.
You're not Nutella (and you don't want to be.)
You want to be Marmite. (It's the British spread whose own slogan is “Love it or Hate it.”) People are either in or they're out when it comes to Marmite; there's no polite middle. That's the entire point. You can't make everyone happy, so make the right people very happy.
You want to be Marmite. It's the British spread whose own slogan is “Love it or Hate it”: people are either in or they're out, and there's no polite middle. That's the entire point. You can't make everyone happy, so make the right people very happy.
Be more Marmite
The Fingerprint
Three steps to becoming the obvious choice
The Fingerprint Club. Where you find out what isn’t landing before your clients do.
We build your foundations first: who are you, what do you stand for, who's your ideal client, what makes you stand out.
Then we build your offer around what we've figured out and test it on real people, come back and refine it a bit more.
Then we build the systems and automations that keep your business running without you doing everything manually. In that order.
The result
Your competition won’t know what hit them.
At the end of 12 weeks you'll know why you're doing what you're doing, who you're doing it for, and how you're going to put it out there.
Your offer will reflect what makes you different. You'll have systems that run without you doing everything manually.
You’ll be able to repeat your message so clearly that the people who follow you will start repeating it back to you.
And when the 12 foundational weeks are done, you're not cut off.
The systems you built are yours. They live in your Claude account, not mine.
For the rest of the year we keep going: one group Q&A call a month, recorded, with questions sent in beforehand, and your work reviewed in Skool with feedback inside 48 hours, Sunday to Thursday.
After that you can stay in the Club for $149 a month, at that rate for as long as you stay, or take what you’ve built and fly solo.
Other people’s light bulb moments will switch yours on.
I built this as a group thing on purpose.
There's an energy that comes from doing this alongside other people.
You’ll know exactly what makes you different, and how to say it.
Using the F.I.N.D. Method: Foundations, Identity, Narrative, Delivery
WEEKS 1–3
Foundations
Outward-facing research. Customer research, competitor analysis, market research. Understanding what's out there, what people need, and what they're hearing from everyone else.
WEEKS 4–6
Identity
Inward-facing work. Your strengths, your differentiators, your fingerprint. We figure out where you stand out. Then we build your offer around it.
WEEKS 7–9
Narrative
You learn how to talk about your offer without a script and without wanting to die. Real conversations, real practice, real feedback from the group.
WEEKS 10–12
Delivery
We package everything into something you can use. Your offer on a page, your Claude systems handling content, onboarding, follow-ups, and admin.
Starts January 12, 2027 · ten spaces only
"She’s the answer to the questions you didn’t know you had."
"As a new business owner, I was terrified of the big thing called Marketing. I knew how to talk to people one-on-one, and I knew that the work I was doing had value to my customers, but I had no familiarity with how to translate that knowledge into any kind of interesting content. Working with Sarah immediately put my mind at ease! I cannot recommend her highly enough."
"As a new business owner, I was terrified of the big thing called Marketing. Working with Sarah immediately put my mind at ease! I cannot recommend her highly enough."
Where AI fits in
AI is only as good as what it knows about you.
Here we are in 2026 with thousands of AI coaches vying for your attention, all selling you the next big thing that will "change everything."
You know what it changes? Nothing. Not if you don't know what you're doing or why you're doing it.
When you DO know? It saves you hours. It runs your systems. It makes you money while you focus on the work you’re good at.
I've used ChatGPT, Gemini, Perplexity, and a few others I've forgotten the names of. Claude is the one for me. It's the one I use every day, the one my clients are using to build systems and strategies that are freeing up their time and changing how their businesses run.
But it’s too powerful to just "have a go" with. You need to know how to use it, when to use it, and what to feed it.
That’s the part I’ll teach you.
The method
Claude is the Watson to your Sherlock.
Think of it like this (I'm a little bit obsessed with true crime, so let's use detective speak): Claude is there to do the legwork: the market research, the competitor analysis, the onboarding processes, the follow-ups, the content planning, the editing, and the admin that's eating up hours of your day.
But it can only work with what you give it. In order for Claude to do a proper job, it needs to know your business inside out. And that means answering the big questions about your business. They’re not complicated, but they do take time.
That’s my job: getting those questions answered with you, properly, so Claude has something real to work with.
The toolkit
Five Claude tools that run on your fingerprint
They live in your own Claude account.
-
The Investigation
the deep-dive discovery that uncovers your 5 layers of uniqueness
-
The Case File
your brand identity in one place. Values, stance, voice, how you show up
-
The Evidence
your offer, built and pressure-tested against everything you found
-
The Debrief
where you learn to talk about your offer without a script
-
The Report
everything on one page. What you do, who it’s for, why you
Pin down why people should pick you.
Build the offer that proves it.
From $249/month
In my defence
Why me?
Certified business coach. Self-employed since 2007.
Exhibit A, me
Before I started using Claude properly, my business lived all over the place: ideas in my Notes app, course content in Notion, content pillars on Trello, voice notes sent to myself on WhatsApp.
My revenue has tripled since I started using Claude. But that's not the part I want to talk about.
I want to talk about the fact that my kitchen is tidier. I see the bottom of my laundry basket. I’ve taken up gardening again.
The money is great. But having the TIME for your people, going out for dinner, concerts, holidays… the big things AND the small things… that’s what we’re planting the seeds for.
The evidence
What working with me is like
"From the minute we started coaching, I was clear on the big picture plan, and I could check things off as we went along. Sarah blew my mind with her insightful business sense and knowledge. I now have short, medium, and long term goals, and a roadmap of how to get there."
Alana Stern
ADHD Coach
"My mindset around my business completely changed. I feel more confident about who I am, my clients’ needs, and my offer. She tailor-made a program to my needs, and also let me know where I needed to improve and how to do it."
Estelle Waise
Sleep Coach
"Building my business felt so overwhelming. There was a lot that I wanted to put in place to create my unique brand and messaging. Sarah has made the process so easy for me. I felt heard and supported every step of the way."
Justine Friedman
Clinical Dietician & Mindset Mentor
"Sarah is a lifesaver! As a practitioner, I’ve struggled with translating complex medical concepts into clear, engaging content. Sarah has a knack for listening, capturing my voice, and crafting powerful messages. Our online presence has exploded!"
"Sarah is a lifesaver! She has a knack for listening, capturing my voice, and crafting powerful messages. Our online presence has exploded!"
Leslie Chadwell
Founder, Essential Elements
What you can hold me to
If you've read this far and you're thinking "this sounds good but I've thought that before": I hear you. I really do.
I am so very tired and jaded and disillusioned with the thousands of courses and digital products and memberships that promise the earth and deliver a lumpy potato. Not here. No, sirree.
I can’t promise overnight success, and if someone else does, run for the hills.
Do the work with me, and you’ll leave with:
- Foundations you've pressure-tested
- An offer refined against them
- Ideal client profiles you built yourself
- Working Claude systems you own and can keep running
- The know-how to build the next thing yourself
My side of the deal:
I will review your work personally.
You send me your work: your offer, your client profiles, the way you describe what you do. I tell you what isn’t landing, you fix it, I look again. You’ll hear back in about 48 hours, Sunday to Thursday.
You keep what you build.
The tools and systems live in your Claude account, so they’re yours whatever happens next. Your place in the Club runs for 12 months, and carries on at $149 a month if you want to keep the calls and the feedback.
You won’t drown.
I built this so you can do the work without it taking over your life. One call a week for 12 weeks, then one a month.
This is for you if:
- You have a business and you know you need to be using AI but you have no idea where to start
- You've got an offer but you can't explain why someone should pick you over the next person
- You've been through enough courses that bury you in templates and worksheets and then never check if you did any of it
- You want someone to look at your work, tell you what’s not landing, and help you fix it
- You know the foundational work is what's been missing, and you're here to finally get it done
This is NOT for you if:
- You want someone to do it all for you. I'll guide you and build alongside you, but the thinking has to come from you. Nobody else can figure out your fingerprint.
- You’re looking for a magic prompt that fixes everything for you. This is a year of real work, and the first 12 weeks are the hardest.
- You're not in a position to show up for the calls or do the work between sessions. Every call is recorded, but if you already know you can't carve out the time, this isn't the right moment.
Start date
January 12, 2027
Twelve weeks of weekly calls, then monthly for the rest of the year.
Time
Tuesdays, 8pm Israel / 6pm UK / 1pm EST
Roughly 60–90 minutes, live and recorded.
Location
Online, on Zoom
Calls run on Zoom. The link comes by email. Every replay, plus the community, lives in Skool.
Group size
Ten spaces
Groups are kept small on purpose, so everyone gets the attention they need (and so I notice when you go quiet).
Doors closed
Enrolment is closed.
The first cohort is running. Email me and I’ll put you on the waiting list for the next one.
Email me →
Founding cohort
$249/month
for 12 months
Next cohort
$279/month
for 12 months
The price goes up for the next cohort: $360 more over the 12 months.
Choose how you pay
First session is January 12, 2027 · the group is capped at 10 people
Your place in The Fingerprint Club runs for 12 months. After that it’s $149 a month if you want to keep going.
"She’s not afraid to tell you the truth, in the nicest way possible."
"Sarah is not only super creative and visually strategic, but she also has a keen business sense. She’s incredibly versatile, and I trust her implicitly. Plus, she’s so much fun to work with!"
Loose ends
What else do you need to know?
What is The Fingerprint Club?
It’s the group you’re in for the year: the calls, the feedback, the other members and everything I add along the way. Your place starts on day one. The Fingerprint, the twelve-week foundational program, is the intensive at the front of it.
What if I miss a session?
Every call is recorded. Watch it back and bring your questions to the next one, or to our Skool community.
Do I need to know Claude?
No. I teach you everything on the calls, and the tools do the heavy lifting. You just need to show up and be willing to try and keep going.
I’m already using ChatGPT. Do I need to switch?
You don't have to burn it all down. But the systems we build in this program run on Claude, and there are good reasons for that. I'll show you why on the calls. If you're “in too deep” with ChatGPT and don't know how to jump across, that's one of the easier problems to solve.
Do I need to pay for Claude?
Yes, you'll need Claude Pro ($20/month) to use the tools between sessions.
What if I don’t want to use Claude later?
Then you take the thinking with you. Your Case File, your client profiles, your offer and your one-page Report are documents about your business, so they work anywhere you paste them.
The five tools are built in Claude, so running them needs Claude. Stop paying for it and you keep everything you wrote, and lose the tools that automate it. If Anthropic changes something a tool depends on, I’ll show you how to adapt it, and that’s written into the terms rather than left as a promise.
I teach Claude because it’s what I use every day and what I can teach you properly. What we work out about your business belongs to you either way.
I’ve only used Claude for writing. What else can it do?
OMG so much more! It connects to your Gmail (search, summarise, draft replies), your Google Calendar (time blocking, scheduling), and your browser. You can build reusable workflows called skills, set up tasks that run on autopilot, and create interactive tools right inside the chat. If you feel like you're only scratching the surface, you're not alone. I'll show you.
What if I already have an offer?
Great! I'm expecting that'll be the case for a lot of you. We pressure-test it against your fingerprint and sharpen whatever needs sharpening. You'll probably keep your offer and leave with a much better and clearer version of it.
I’ve started things like this before and not finished them. What’s different?
I keep the group small (10 max) and I notice when people disappear. If you go quiet, I'll check in. I've also built this so you're not drowning in content between sessions. But I'll be honest: I can give you the tools, the structure, and the support, but the commitment has to come from you.
Can my assistant or team member join?
Yes. If you run a practice, an agency, or any business where someone else handles the day-to-day, bring them. They can join the full cohort alongside you, get their own place in the Club and the materials for the 12 months, or both. The foundational work (Weeks 1–6) needs to come from you because nobody else can figure out your fingerprint. But from Week 7 onwards, and ESPECIALLY during the systems build (Weeks 10–12), having your team member there means they learn how everything works and can keep it running without you doing it all yourself.
What do the months after the 12 weeks look like?
You stay in the Club and we keep going: one group Q&A call a month, recorded, with questions sent in beforehand. Your work gets reviewed in Skool, and you hear back within 48 hours, Sunday to Thursday. The format may change as the group grows, but the call and the feedback stay.
What happens after my 12 months are up?
The systems and tools you built are yours. They live in your Claude account, so they stay with you whatever you decide. If you want to keep the monthly call, the feedback and the new resources I add, you stay in the Club at $149 a month, and that rate is locked for as long as you keep it. Cancel and come back later and you'll pay whatever the rate is then. Stop paying and your place in the Club ends, but the tools and systems you built are still yours, and so are the recordings of your own cohort’s calls.
What happens when I say ‘yes’?
You'll get a welcome email with how to set up Claude Pro, what to bring to Week 1, and where to find the group on Skool. Our first session is January 12, and you'll have my contact details within 24 hours. Bringing a team member or assistant? Mention it when you sign up and I'll get them set up too.
Over to you
So, why you?
Let’s find out. Twelve weeks to the answer;
the rest of the year making it count.
First cohort starts January 12th.
Not sure yet?
Book a free chat first and I'll tell you honestly if we're a fit.