Visibility & content creation that pay
Start with your Minimum Viable Visibility — the smallest, smartest moves that bring clients and protect your most precious resource: your time.
We’ve all been told we need to be everywhere online.
Post daily. Show up on LinkedIn. Write a newsletter. Create more. Share more.
But the reality is this: as a purpose-driven solopreneur, you don’t have infinite hours.
Time is a non-renewable resource. Once it’s gone, it’s gone forever.
Money? You can always make more.
That’s why we need to protect our time fiercely, and invest it in what actually moves the needle.
That’s where Minimum Viable Visibility comes in.
Minimum Viable Visibility
It’s like the MVP (Minimum Viable Product) in tech: you don’t build the whole car on day one. You start with the smallest, most effective piece, and layer from there.
But before we get tactical, I want to say this: being visible is hard. It’s not just “posting more.” It’s showing up fully, and that can feel scary.
It’s putting yourself out there when you don’t know who’s watching, or if anyone will respond.
It’s an act of courage and generosity.
I wrote about this here.
Worth reading if you’ve ever felt afraid to show up publicly (like I have) or hate that awkward “shouting into the void” feeling.
The 4 Building Blocks of Minimum Viable Visibility
1. Your “Work With Me” Post
Credit to Lucy Werner from Hype Yourself, had a brilliant guide on this before her publication got accidentally deleted. (So give her a follow as she is brilliant).
In essence its a simple page or carousel post that answers:
What you do
Who you help
How someone can hire you
Example: Simone’s version that she published on the back of it.
It’s not about likes. It’s about clarity, so that anyone visiting your profile instantly knows how to work with you. And so your friends or colleagues can easily share it with others.
Your move: Write your “Work With Me” post this week. Keep it short, clear, and easy to share.
2. Case Studies & Client Stories
People hire you when they believe you can help them. Case studies and client stories let them see themselves in your work.
They’re evergreen, they keep working for you for months or even years.
Ways to share them:
A short “before → after” transformation story.
Example: How IMMA helped Caroline transition from finance to sustainability
An interview that explores the process.
Example: How Simone & Sophie started collaborating within IMMA
A walkthrough showing how a project came to life.
Example: How I helped my brother build and test a business in 3 days, with no budget
And if you don’t have clients yet? Write about other projects in your space that inspire you, this helps potential clients see what’s possible.
Your move: Publish one story this month, whether it’s from your own work or an inspiring example from elsewhere.
3. Evergreen Answers to Common Questions
If you get the same questions over and over “How did you start working for yourself, Lilli?” or “Is this worth the investment?” Answer them once in a thoughtful, shareable way.
Then, instead of retyping the same reply, you can send the link.
This saves time and ensures your answer is complete and polished.
To find out what people want to know, run a quick “Ask Me Anything” on LinkedIn or in your newsletter. Let their questions guide your content, then make those answers public.
Your move: Write down 3 questions you get all the time. Draft short, shareable answers you can use again and again.
4. Your Core Beliefs
Core beliefs are the principles you want to be known for. The ones that don’t change, no matter how your business evolves.
They act like a compass, guiding your decisions and attracting people who share your values.
For me, one is: building a business is like tending a garden. Growth takes care, patience, and the right conditions.
Your beliefs don’t have to be “unique.” They just have to be yours: lived, felt, and visible in your work.
Your move: Write down 3–5 statements you deeply believe about your work. Let them guide your content, your offers, and the way you work with clients.
Your Next Step
Pick one of these four visibility building blocks and start this week:
Your “Work With Me” Post
Case Studies & Client Stories
Evergreen Answers to Common Questions
Your Core Beliefs
Reply (by email or in the comments) and tell me which one you’re starting with — because accountability works.
Then keep going.
Visibility isn’t about doing everything. It’s about doing the right things.
The ones that build over time, bring in clients, and protect your most precious resource: your time.
Because at the end of the day, followers don’t pay the bills. Customers do.
A Note on the Opportunities Section
In this section of the newsletter, I usually post the opportunities we share in the collective. Today, not.
Over time, I’ve noticed something about most members in IMMA Collective: we’re what Brendan calls builders, not seekers.
Builders don’t wait for the perfect opportunity to land in their inbox.
They create it.
They start conversations, shape collaborations, and open doors that didn’t exist before.
In the years I’ve been curating opportunities here, some members have landed five-figure gigs. But many public opportunities are highly competitive, and that’s just the small fraction that actually gets published.
So while we’ll continue to share those, our focus is shifting. We’re moving toward becoming more like a business development team for our members.
Creating opportunities, not just passing them along.
That’s what’s on our roadmap, because our members are often pioneers. They’re shaping the future of purpose-driven work.
And pioneers don’t wait for an invitation — they build the path.
Thanks for reading, and happy building.
