Many founders assume that if their marketing isn't working, the problem must be the marketing itself.

But what if the real issue is the offer?

In this episode of Creating the Curve, Anna speaks with Janine Coombes, offer and positioning expert, about why so many service-based businesses struggle to sell what they do, even when they're working hard on marketing.

Janine explains why a clear, well-designed offer sits at the heart of any successful business, and how unclear messaging or poorly positioned services can make marketing feel like pushing water uphill. Together, Anna and Janine unpack the common traps founders fall into, including the "curse of knowledge," where you understand your own work so well that potential clients no longer understand what you actually sell.

They also explore how self-awareness plays a huge role in designing offers that work, not just for customers, but for the founder too. From aligning your services with your strengths to rediscovering joy in your work, this conversation is a reminder that business shouldn't feel constantly forced or draining.

Along the way they discuss:

• Why marketing often isn't the real problem

• The importance of clear positioning and messaging

• How to design offers that bridge the gap between where clients are and where they want to be

• The danger of selling something you're not passionate about

• Why founders should build businesses around their strengths and energy

• The concept of creating a "flowy" business that feels natural rather than forced

It's a thoughtful and honest conversation about building a business that works for both your clients and you.

To find out more about Creating The Curve, our community and membership, go to: https://creatingthecurve.co.uk

To connect with our gues, Janine, head over to: https://janinecoombes.co.uk