{"ok":true,"passport":{"revision_id":"2582c15e-10d5-4fb7-b427-4e5b47ae05e6","revision_origin":"course","name":"EMPOWER Life Solutions","city":"buderim","state":"Queensland","slug":"empower-life-solutions-aa2bf16a1a","canonical_url":"https://mcp-api.admin.gnr.media/public/passports/empower-life-solutions-aa2bf16a1a","marketing_passport_html_url":"https://mcp-api.admin.gnr.media/public/passports/empower-life-solutions-aa2bf16a1a","compiled_text":"EMPOWER Life Solutions\nMarketing Passport\n\nYour complete marketing foundation, organised in one place.\n\n1. Business Basics\nWebsite Address\nhttps://empowerlifesolutions.com.au/\n\nBusiness Stage\nEstablished\n\nCountry\nAU\n\nWhich industry best describes your primary business?\nLife coaching, counselling and mental health education. Private coaching and counselling for addiction, trauma and life transitions, plus Mental Health First Aid training and keynote speaking.\n\nHow does your business primarily operate?\nKerrie Atherton delivers private one-to-one coaching and counselling in person on the Sunshine Coast and online Worldwide. Premium coaching is sold as structured 6-week and 12-week experiences with client workbooks, rather than by the session. Free webinars and a podcast introduce the work. Organisations book Mental Health First Aid training, workshops and keynote talks. Stories of HOPE runs community and online events and publishes books.\n\nWhere do you currently serve customers?\nIn person on the Sunshine Coast and across South East Queensland and around Australia. Online coaching Worldwide. Stories of HOPE Worldwide online events reach people in Australia and globally. Training and speaking for organisations anywhere in Australia.\n\nIf you have a physical presence, where is it located?\nSunshine Coast, Queensland, 4556, AU and online\n\nWhich location matters most for your growth right now?\nSunshine Coast and Brisbane, Queensland, with private online coaching for clients Australia-wide.\n\n2. Mission, Vision, and Values\nMission (what you do and who you help?)\nEMPOWER Life Solutions supports people who are carrying more than anyone knows to understand what is really going on, release what they are carrying and move forward with purpose, joy and hope. Through private coaching, counselling, training and speaking, Kerrie Atherton supports high-performing professionals, people going through major life changes, and individuals and families affected by addiction, trauma and mental health challenges.\n\nVision (what success looks like in the future?)\nA world where people do not have to fall apart before they are allowed to ask for help. Within five years, EMPOWER Life Solutions is known as the trusted, confidential place for people who are successful on the outside and struggling on the inside. Through Off The Record Confidential and The Reconnected Self, people and organisations across Australia move from crisis to recognition, support, change and resilience.\n\nCore values (3–5 guiding principles)\nHope: whatever has happened in the past, the rest of your life can be greater.\nConfidentiality: a safe, private space for the conversations people cannot have anywhere else.\nHonesty and vulnerability: leading by being real, including about my own story of recovery.\nNo judgement: people are not broken, and seeking help is not a failure.\nEarly intervention: getting support while you still have choices, not waiting for rock bottom.\n\n3. Products and Services\nList of core products/services.\nOff The Record Confidential: private coaching for high performers, available as a 6-week Reset or a 12-week Private Experience\nThe Reconnected Self: coaching to reconnect with who you are, what matters and what is next after major life change\nOne-to-one counselling for addiction, trauma, PTSD, depression and emotional abuse\nMental Health First Aid training\nKeynote speaking, workshops and corporate programs on mental health and the human side of change\nStories of HOPE books, Volumes 1, 2 and 3\nFree webinars, podcast and Stories of HOPE events\n\nOutcomes: the results your customers get.\nClients finally say out loud what they have been carrying, often for the first time, in a completely confidential space. They understand what sits underneath their reactions, stress and coping habits. They recognise hidden coping such as alcohol, medication, work or busyness and build healthier alternatives. They set boundaries and stop saying yes when they mean no. They reconnect with who they are beyond their roles and with what matters to them. They finish with a personal reconnection plan and a 90-day forward plan. Organisations gain staff and managers who can recognise and respond to mental health concerns.\n\nPricing: how you package or charge for your work.\nPremium coaching is sold as a structured package, not by the hour: a 6-week program and a 12-week private experience, with a limited number of founding-client places at launch. Pricing is discussed after a free, confidential conversation. Books are available to buy online. Mental Health First Aid training, workshops and keynotes are quoted per engagement.\n\nHero Offer: the offer that drives most of your revenue.\nOff The Record Confidential: a 12-week private coaching experience for people who are successful on the outside and struggling on the inside. Built around Kerrie Atherton's VAULT Model (Vulnerability, Acknowledge, Understand, Liberate, Transform), with a shorter 6-week Reset as the entry point.\n\n4. Audience and Customers\nIdeal customer profile (plain English).\nThe person nobody thinks needs help. A high-performing man or woman, such as a business owner, CEO, executive, senior professional or leader, who is functioning and achieving on the outside but privately carrying pressure, burnout, relationship strain, loss of identity or hidden coping such as drinking more than they used to. They value privacy and would not walk into something labelled counselling.\n\nCustomer segments (if you serve more than one type of customer).\nHigh performers (Off The Record Confidential): carrying too much, want privacy, relief and clarity.\nPeople in life transitions (The Reconnected Self): after divorce, heartbreak, bereavement, redundancy, empty nest or retirement, asking who am I now, and wanting identity and direction.\nIndividuals and families affected by addiction, trauma and mental health challenges, including parents of struggling young people: seeking counselling and practical support.\nOrganisations, schools and community groups: need Mental Health First Aid training, workshops and speakers on mental health and change.\n\nCustomer Problems: the challenges they face.\nI tell everyone I'm fine, but I'm not. I'm carrying too much and nobody knows. I'm the one everyone calls, but who do I call? I can't switch off. I'm drinking more than I used to. My relationship is suffering. I don't know who I am anymore. I can't let people down. I'm scared someone will find out, or that I'll be judged or labelled. I don't want to wait until everything falls apart, but I don't know where to start.\n\nWhy do customers choose you?\nKerrie has more than 30 years of experience supporting individuals and families overcome addiction, trauma and mental health challenges, and she speaks from lived experience of her own recovery. Clients get a completely confidential, structured experience rather than open-ended appointments, with someone who understands high-functioning people and focuses on early intervention, before crisis.\n\n5. Competitors and Differentiators\nDirect Competitors: businesses offering similar products or services.\nPrivate psychologists and counsellors. Life coaches and executive coaches. Addiction and recovery counselling services. Burnout and wellbeing coaching programs. Other Mental Health First Aid trainers and mental health keynote speakers.\n\nIndirect Competitors: alternatives your customers might choose instead.\nDoing nothing and waiting until there is a crisis. Employee assistance programs (EAP). A GP visit or medication alone. Talking only to a partner or friends. Self-help books, apps, podcasts and online courses. Coping through alcohol, work, exercise or staying busy.\n\nYour Edge: what you do differently and why customers choose you.\nKerrie combines lived experience of recovery with more than 30 years of professional work in addiction, trauma and mental health. She offers a private, structured coaching experience designed for capable, successful people who would never book counselling, so they can get support early, before everything falls apart.\n\n6. Brand Positioning and Messaging\nPositioning Statement: the core idea you want to own.\nEMPOWER Life Solutions is the confidential place where people who are successful on the outside and struggling on the inside can get support before everything falls apart.\n\nShort pitch / 7-second explanation.\nI help high-performing people who are carrying more than anyone knows to have the conversations they can't have anywhere else, understand what's really going on and move forward, before it becomes a crisis.\n\nHooks/Taglines: memorable lines that spark interest.\nSuccessful on the outside. Struggling on the inside.\nNobody thinks you need help. That's often the problem.\nYou don't have to wait until everything falls apart.\nFor the conversations you can't have anywhere else.\nYou don't need another place to perform. You need somewhere you can be real.\nWho am I now, and what's next?\nReal conversations. Lasting change.\nToday choose change. Choose a life filled with purpose, joy and hope.\n\nTone of Voice: choose the style that fits your brand.\nWarm, honest and non-judgemental. Calm and discreet, never alarmist. Story-led and conversational, in plain Australian English. Asks reflective questions rather than lecturing. Hopeful and grounded in real experience, never clinical, preachy or salesy.\n\n7. Brand Story\nWho is your ideal customer?\nA capable, successful person who everyone relies on: the leader, the provider, the strong one. Or someone whose life has changed before they were ready, through divorce, loss, redundancy, children leaving home or burnout.\n\nWhat are they struggling with?\nOn the outside they are coping. Underneath, they are exhausted, irritable and disconnected. They may be drinking more, struggling to switch off, or no longer know who they are. They have told no one, because nobody thinks they need help and they are afraid of being judged or labelled.\n\nHow does your brand help?\nKerrie gives them a completely confidential space to say what they have never said out loud. Over a structured 6 or 12 weeks, she helps them acknowledge what they are carrying, understand what is underneath it, let go of what no longer serves them, and make practical changes, drawing on her professional experience and her own story of recovery.\n\nWhat does life look like after success?\nThey stop pretending to be fine. They have healthier boundaries and ways of coping, and they know what to watch for when old patterns return. They feel like themselves again, reconnected with what matters, with a clear plan for the next 90 days and beyond, and the relief of no longer carrying it all alone.\n\n8. Brand Personality and Voice\nBrand personality traits.\nCompassionate\nHonest\nDiscreet\nLoyal\nIntegrity\nHopeful\nColourful\nConnector\nEngaging\nCourageous and vulnerable\nGrounded and credible\n\nVoice Guidelines: the do's and don'ts that keep your communication consistent.\nDo: write as Kerrie speaking to one person. Use plain, warm Australian English. Ask reflective questions. Use real stories and lived experience. Use words like real, private, carrying, hope, reconnect, early, choice. Invite a private conversation rather than pushing a sale.\nDon't: use clinical labels or diagnose. Promise to fix or cure anyone. Shame or scare people. Use hype, jargon or pushy sales language. Describe clients as broken. Use phrases such as book a counselling session in premium coaching content.\n\nOne-Word Descriptor: the single word that captures your brand's essence.\nHope\n\n9. Brand Style Guide\nLogo usage notes.\n\nBrand colour # numbers\n#00AA9C Teal, primary brand colour for buttons, links and highlights (from the website)\n#00938C Deep teal, hover and secondary accent (from the website)\n#333333 Charcoal, headings and dark text\n#666666 Grey, body text\n#FFFFFF White, main background\nPlease check these against the logo before publishing.\n\nFonts / typography.\nHeadlines: Prata, an elegant serif that feels warm and trustworthy. Body: Open Sans, a clean, readable sans serif. Together they should feel calm, professional and approachable, not clinical.\n\nVisual preferences.\nReal, natural-light photography of Kerrie, warm and approachable. Calm, uncluttered layouts with plenty of white space and teal accents. Quiet, reflective imagery such as nature, light and open space. Avoid stock photos of people in distress, clinical or hospital imagery, and AI-generated faces presented as real clients.\n\n10. Website and Infrastructure\nWhat website platform do you use? Tick one. If you select other, please provide the platform name.\nWordPress (Divi theme)\n\nWhere is your Domain or DNS hosted?\nUnsure\n\n11. Marketing Channels\nCurrent channels in use.\nWebsite empowerlifesolutions.com.au with blog. Facebook. LinkedIn. Podcast on Spotify. Email newsletter. Free webinars: the first webinar in this market had 80 registrations in two days and 50 attendees. Stories of HOPE community and online events. Speaking engagements.\n\nChannels you want to use next.\nLinkedIn as the main channel, posting three times a week (recognition, education and story posts). A free webinar: Successful on the Outside, Struggling on the Inside. An online Off The Record Check-In self-assessment to capture email addresses. An email nurture sequence. YouTube and short video later.\n\nPaid vs organic mix (if any).\nOrganic only for now. Paid Facebook and LinkedIn advertising will be added only once the webinar and program have been proven to convert organically.\n\n12. Marketing Assets\nExisting assets (logo files, photos, videos, testimonials, case studies, written content).\nEMPOWER Life Solutions logo files (exist, to be uploaded)\nProfessional portrait photo of Kerrie (exists, can be published)\nWebsite with blog articles (published)\nStories of HOPE books, Volumes 1, 2 and 3 (published)\nPodcast: Emotional Abuse, A Conversation with Kerrie Atherton, on Spotify (published)\nOff The Record 6-Week Workbook (client-ready, for clients only)\nThe Reconnected Self 6-Week Workbook (client-ready, for clients only)\nVAULT Model and RECONNECT Model frameworks (developed, names not yet cleared)\nWebinar outline and six drafted LinkedIn posts\nHow Much Are You Carrying? 15-question self-check (draft)\nOne client testimonial on the website (Anon, Maroochydore)\nTestimonial graphics titled Real conversations. Lasting change. (design mockups only, not to be published as real testimonials)\nMissing: genuine consented testimonials for the new programs, case studies, video content, landing page and lead magnet\n\n13. Keywords and SEO Focus\nCore topics you want to be known for.\nEarly intervention for high performers who are struggling privately\nHidden coping and high-functioning addiction\nBurnout, pressure and the cost of carrying it all\nIdentity and purpose after life change\nBoundaries and people-pleasing\nTrauma recovery and hope\nWorkplace mental health and Mental Health First Aid\nAlcohol and substance use support and recovery\n\nPrimary keywords/themes (the search terms and themes your ideal customers actually use)\nconfidential life coach Sunshine Coast\nprivate coaching for high achievers\nsuccessful but struggling\nhigh functioning alcoholism help\nburnout coach for executives\naddiction counsellor Sunshine Coast\ntrauma counselling Sunshine Coast\nwho am I after divorce\nfinding yourself after a breakup\nmidlife identity crisis\nhow to stop people pleasing\nmental health first aid training Sunshine Coast\nmental health keynote speaker Queensland\n\n14. Goals and Success Metrics\nPrimary business goal (your main focus for the next 6–12 months).\nLaunch Off The Record Confidential and enrol the first 5 to 10 founding clients through a free webinar and LinkedIn, then refine the offer and build a repeatable path from content to webinar to private conversation to program.\n\nKey outcomes you care about (leads, sales, visibility, etc.).\nWebinar registrations and attendance. Email list growth and Check-In completions. Private discovery conversations booked. Founding clients enrolled in the 6-week and 12-week programs. Genuine client testimonials. LinkedIn engagement from the right audience. Speaking, training and corporate enquiries.\n\nBiggest constraints: what's limiting progress (time, budget, clarity, systems).\nTime, because Kerrie delivers all client work herself. Limited technical and marketing know-how, such as landing pages, funnels and Facebook. Too many offers and brands competing for attention. The frameworks and program names are not yet finalised or trademark-cleared. No email system or funnel is set up yet.\n","compiled_search_text":"empower life solutions marketing passport your complete marketing foundation, organised in one place. 1. business basics website address https://empowerlifesolutions.com.au/ business stage established country au which industry best describes your primary business? life coaching, counselling and mental health education. private coaching and counselling for addiction, trauma and life transitions, plus mental health first aid training and keynote speaking. how does your business primarily operate? kerrie atherton delivers private one-to-one coaching and counselling in person on the sunshine coast and online worldwide. premium coaching is sold as structured 6-week and 12-week experiences with client workbooks, rather than by the session. free webinars and a podcast introduce the work. organisations book mental health first aid training, workshops and keynote talks. stories of hope runs community and online events and publishes books. where do you currently serve customers? in person on the sunshine coast and across south east queensland and around australia. online coaching worldwide. stories of hope worldwide online events reach people in australia and globally. training and speaking for organisations anywhere in australia. if you have a physical presence, where is it located? sunshine coast, queensland, 4556, au and online which location matters most for your growth right now? sunshine coast and brisbane, queensland, with private online coaching for clients australia-wide. 2. mission, vision, and values mission (what you do and who you help?) empower life solutions supports people who are carrying more than anyone knows to understand what is really going on, release what they are carrying and move forward with purpose, joy and hope. through private coaching, counselling, training and speaking, kerrie atherton supports high-performing professionals, people going through major life changes, and individuals and families affected by addiction, trauma and mental health challenges. vision (what success looks like in the future?) a world where people do not have to fall apart before they are allowed to ask for help. within five years, empower life solutions is known as the trusted, confidential place for people who are successful on the outside and struggling on the inside. through off the record confidential and the reconnected self, people and organisations across australia move from crisis to recognition, support, change and resilience. core values (3–5 guiding principles) hope: whatever has happened in the past, the rest of your life can be greater. confidentiality: a safe, private space for the conversations people cannot have anywhere else. honesty and vulnerability: leading by being real, including about my own story of recovery. no judgement: people are not broken, and seeking help is not a failure. early intervention: getting support while you still have choices, not waiting for rock bottom. 3. products and services list of core products/services. off the record confidential: private coaching for high performers, available as a 6-week reset or a 12-week private experience the reconnected self: coaching to reconnect with who you are, what matters and what is next after major life change one-to-one counselling for addiction, trauma, ptsd, depression and emotional abuse mental health first aid training keynote speaking, workshops and corporate programs on mental health and the human side of change stories of hope books, volumes 1, 2 and 3 free webinars, podcast and stories of hope events outcomes: the results your customers get. clients finally say out loud what they have been carrying, often for the first time, in a completely confidential space. they understand what sits underneath their reactions, stress and coping habits. they recognise hidden coping such as alcohol, medication, work or busyness and build healthier alternatives. they set boundaries and stop saying yes when they mean no. they reconnect with who they are beyond their roles and with what matters to them. they finish with a personal reconnection plan and a 90-day forward plan. organisations gain staff and managers who can recognise and respond to mental health concerns. pricing: how you package or charge for your work. premium coaching is sold as a structured package, not by the hour: a 6-week program and a 12-week private experience, with a limited number of founding-client places at launch. pricing is discussed after a free, confidential conversation. books are available to buy online. mental health first aid training, workshops and keynotes are quoted per engagement. hero offer: the offer that drives most of your revenue. off the record confidential: a 12-week private coaching experience for people who are successful on the outside and struggling on the inside. built around kerrie atherton's vault model (vulnerability, acknowledge, understand, liberate, transform), with a shorter 6-week reset as the entry point. 4. audience and customers ideal customer profile (plain english). the person nobody thinks needs help. a high-performing man or woman, such as a business owner, ceo, executive, senior professional or leader, who is functioning and achieving on the outside but privately carrying pressure, burnout, relationship strain, loss of identity or hidden coping such as drinking more than they used to. they value privacy and would not walk into something labelled counselling. customer segments (if you serve more than one type of customer). high performers (off the record confidential): carrying too much, want privacy, relief and clarity. people in life transitions (the reconnected self): after divorce, heartbreak, bereavement, redundancy, empty nest or retirement, asking who am i now, and wanting identity and direction. individuals and families affected by addiction, trauma and mental health challenges, including parents of struggling young people: seeking counselling and practical support. organisations, schools and community groups: need mental health first aid training, workshops and speakers on mental health and change. customer problems: the challenges they face. i tell everyone i'm fine, but i'm not. i'm carrying too much and nobody knows. i'm the one everyone calls, but who do i call? i can't switch off. i'm drinking more than i used to. my relationship is suffering. i don't know who i am anymore. i can't let people down. i'm scared someone will find out, or that i'll be judged or labelled. i don't want to wait until everything falls apart, but i don't know where to start. why do customers choose you? kerrie has more than 30 years of experience supporting individuals and families overcome addiction, trauma and mental health challenges, and she speaks from lived experience of her own recovery. clients get a completely confidential, structured experience rather than open-ended appointments, with someone who understands high-functioning people and focuses on early intervention, before crisis. 5. competitors and differentiators direct competitors: businesses offering similar products or services. private psychologists and counsellors. life coaches and executive coaches. addiction and recovery counselling services. burnout and wellbeing coaching programs. other mental health first aid trainers and mental health keynote speakers. indirect competitors: alternatives your customers might choose instead. doing nothing and waiting until there is a crisis. employee assistance programs (eap). a gp visit or medication alone. talking only to a partner or friends. self-help books, apps, podcasts and online courses. coping through alcohol, work, exercise or staying busy. your edge: what you do differently and why customers choose you. kerrie combines lived experience of recovery with more than 30 years of professional work in addiction, trauma and mental health. she offers a private, structured coaching experience designed for capable, successful people who would never book counselling, so they can get support early, before everything falls apart. 6. brand positioning and messaging positioning statement: the core idea you want to own. empower life solutions is the confidential place where people who are successful on the outside and struggling on the inside can get support before everything falls apart. short pitch / 7-second explanation. i help high-performing people who are carrying more than anyone knows to have the conversations they can't have anywhere else, understand what's really going on and move forward, before it becomes a crisis. hooks/taglines: memorable lines that spark interest. successful on the outside. struggling on the inside. nobody thinks you need help. that's often the problem. you don't have to wait until everything falls apart. for the conversations you can't have anywhere else. you don't need another place to perform. you need somewhere you can be real. who am i now, and what's next? real conversations. lasting change. today choose change. choose a life filled with purpose, joy and hope. tone of voice: choose the style that fits your brand. warm, honest and non-judgemental. calm and discreet, never alarmist. story-led and conversational, in plain australian english. asks reflective questions rather than lecturing. hopeful and grounded in real experience, never clinical, preachy or salesy. 7. brand story who is your ideal customer? a capable, successful person who everyone relies on: the leader, the provider, the strong one. or someone whose life has changed before they were ready, through divorce, loss, redundancy, children leaving home or burnout. what are they struggling with? on the outside they are coping. underneath, they are exhausted, irritable and disconnected. they may be drinking more, struggling to switch off, or no longer know who they are. they have told no one, because nobody thinks they need help and they are afraid of being judged or labelled. how does your brand help? kerrie gives them a completely confidential space to say what they have never said out loud. over a structured 6 or 12 weeks, she helps them acknowledge what they are carrying, understand what is underneath it, let go of what no longer serves them, and make practical changes, drawing on her professional experience and her own story of recovery. what does life look like after success? they stop pretending to be fine. they have healthier boundaries and ways of coping, and they know what to watch for when old patterns return. they feel like themselves again, reconnected with what matters, with a clear plan for the next 90 days and beyond, and the relief of no longer carrying it all alone. 8. brand personality and voice brand personality traits. compassionate honest discreet loyal integrity hopeful colourful connector engaging courageous and vulnerable grounded and credible voice guidelines: the do's and don'ts that keep your communication consistent. do: write as kerrie speaking to one person. use plain, warm australian english. ask reflective questions. use real stories and lived experience. use words like real, private, carrying, hope, reconnect, early, choice. invite a private conversation rather than pushing a sale. don't: use clinical labels or diagnose. promise to fix or cure anyone. shame or scare people. use hype, jargon or pushy sales language. describe clients as broken. use phrases such as book a counselling session in premium coaching content. one-word descriptor: the single word that captures your brand's essence. hope 9. brand style guide logo usage notes. brand colour # numbers #00aa9c teal, primary brand colour for buttons, links and highlights (from the website) #00938c deep teal, hover and secondary accent (from the website) #333333 charcoal, headings and dark text #666666 grey, body text #ffffff white, main background please check these against the logo before publishing. fonts / typography. headlines: prata, an elegant serif that feels warm and trustworthy. body: open sans, a clean, readable sans serif. together they should feel calm, professional and approachable, not clinical. visual preferences. real, natural-light photography of kerrie, warm and approachable. calm, uncluttered layouts with plenty of white space and teal accents. quiet, reflective imagery such as nature, light and open space. avoid stock photos of people in distress, clinical or hospital imagery, and ai-generated faces presented as real clients. 10. website and infrastructure what website platform do you use? tick one. if you select other, please provide the platform name. wordpress (divi theme) where is your domain or dns hosted? unsure 11. marketing channels current channels in use. website empowerlifesolutions.com.au with blog. facebook. linkedin. podcast on spotify. email newsletter. free webinars: the first webinar in this market had 80 registrations in two days and 50 attendees. stories of hope community and online events. speaking engagements. channels you want to use next. linkedin as the main channel, posting three times a week (recognition, education and story posts). a free webinar: successful on the outside, struggling on the inside. an online off the record check-in self-assessment to capture email addresses. an email nurture sequence. youtube and short video later. paid vs organic mix (if any). organic only for now. paid facebook and linkedin advertising will be added only once the webinar and program have been proven to convert organically. 12. marketing assets existing assets (logo files, photos, videos, testimonials, case studies, written content). empower life solutions logo files (exist, to be uploaded) professional portrait photo of kerrie (exists, can be published) website with blog articles (published) stories of hope books, volumes 1, 2 and 3 (published) podcast: emotional abuse, a conversation with kerrie atherton, on spotify (published) off the record 6-week workbook (client-ready, for clients only) the reconnected self 6-week workbook (client-ready, for clients only) vault model and reconnect model frameworks (developed, names not yet cleared) webinar outline and six drafted linkedin posts how much are you carrying? 15-question self-check (draft) one client testimonial on the website (anon, maroochydore) testimonial graphics titled real conversations. lasting change. (design mockups only, not to be published as real testimonials) missing: genuine consented testimonials for the new programs, case studies, video content, landing page and lead magnet 13. keywords and seo focus core topics you want to be known for. early intervention for high performers who are struggling privately hidden coping and high-functioning addiction burnout, pressure and the cost of carrying it all identity and purpose after life change boundaries and people-pleasing trauma recovery and hope workplace mental health and mental health first aid alcohol and substance use support and recovery primary keywords/themes (the search terms and themes your ideal customers actually use) confidential life coach sunshine coast private coaching for high achievers successful but struggling high functioning alcoholism help burnout coach for executives addiction counsellor sunshine coast trauma counselling sunshine coast who am i after divorce finding yourself after a breakup midlife identity crisis how to stop people pleasing mental health first aid training sunshine coast mental health keynote speaker queensland 14. goals and success metrics primary business goal (your main focus for the next 6–12 months). launch off the record confidential and enrol the first 5 to 10 founding clients through a free webinar and linkedin, then refine the offer and build a repeatable path from content to webinar to private conversation to program. key outcomes you care about (leads, sales, visibility, etc.). webinar registrations and attendance. email list growth and check-in completions. private discovery conversations booked. founding clients enrolled in the 6-week and 12-week programs. genuine client testimonials. linkedin engagement from the right audience. speaking, training and corporate enquiries. biggest constraints: what's limiting progress (time, budget, clarity, systems). time, because kerrie delivers all client work herself. limited technical and marketing know-how, such as landing pages, funnels and facebook. too many offers and brands competing for attention. the frameworks and program names are not yet finalised or trademark-cleared. no email system or funnel is set up yet.","content_hash":"4e6d0faca8770bca9f1b304f88fccf640bca2089d7a85c1e49a21ada8f1c7174","foundation_line":"Your complete marketing foundation, organised in one place.","published_at":"2026-09-25T08:52:36.997Z","logo_url":"https://mcp-api.admin.gnr.media/public/passports/empower-life-solutions-aa2bf16a1a/logo","sections":[{"module_id":"m01","number":1,"heading":"Business Basics","anchor":"business-basics","blocks":[{"question":"Website Address","answer":"https://empowerlifesolutions.com.au/"},{"question":"Business Stage","answer":"Established"},{"question":"Country","answer":"AU"},{"question":"Which industry best describes your primary business?","answer":"Life coaching, counselling and mental health education. Private coaching and counselling for addiction, trauma and life transitions, plus Mental Health First Aid training and keynote speaking."},{"question":"How does your business primarily operate?","answer":"Kerrie Atherton delivers private one-to-one coaching and counselling in person on the Sunshine Coast and online Worldwide. Premium coaching is sold as structured 6-week and 12-week experiences with client workbooks, rather than by the session. Free webinars and a podcast introduce the work. Organisations book Mental Health First Aid training, workshops and keynote talks. Stories of HOPE runs community and online events and publishes books."},{"question":"Where do you currently serve customers?","answer":"In person on the Sunshine Coast and across South East Queensland and around Australia. Online coaching Worldwide. Stories of HOPE Worldwide online events reach people in Australia and globally. Training and speaking for organisations anywhere in Australia."},{"question":"If you have a physical presence, where is it located?","answer":"Sunshine Coast, Queensland, 4556, AU and online"},{"question":"Which location matters most for your growth right now?","answer":"Sunshine Coast and Brisbane, Queensland, with private online coaching for clients Australia-wide."}]},{"module_id":"m02","number":2,"heading":"Mission, Vision, and Values","anchor":"mission-vision-and-values","blocks":[{"question":"Mission (what you do and who you help?)","answer":"EMPOWER Life Solutions supports people who are carrying more than anyone knows to understand what is really going on, release what they are carrying and move forward with purpose, joy and hope. Through private coaching, counselling, training and speaking, Kerrie Atherton supports high-performing professionals, people going through major life changes, and individuals and families affected by addiction, trauma and mental health challenges."},{"question":"Vision (what success looks like in the future?)","answer":"A world where people do not have to fall apart before they are allowed to ask for help. Within five years, EMPOWER Life Solutions is known as the trusted, confidential place for people who are successful on the outside and struggling on the inside. Through Off The Record Confidential and The Reconnected Self, people and organisations across Australia move from crisis to recognition, support, change and resilience."},{"question":"Core values (3–5 guiding principles)","answer":"Hope: whatever has happened in the past, the rest of your life can be greater.\nConfidentiality: a safe, private space for the conversations people cannot have anywhere else.\nHonesty and vulnerability: leading by being real, including about my own story of recovery.\nNo judgement: people are not broken, and seeking help is not a failure.\nEarly intervention: getting support while you still have choices, not waiting for rock bottom."}]},{"module_id":"m03","number":3,"heading":"Products and Services","anchor":"products-and-services","blocks":[{"question":"List of core products/services.","answer":"Off The Record Confidential: private coaching for high performers, available as a 6-week Reset or a 12-week Private Experience\nThe Reconnected Self: coaching to reconnect with who you are, what matters and what is next after major life change\nOne-to-one counselling for addiction, trauma, PTSD, depression and emotional abuse\nMental Health First Aid training\nKeynote speaking, workshops and corporate programs on mental health and the human side of change\nStories of HOPE books, Volumes 1, 2 and 3\nFree webinars, podcast and Stories of HOPE events"},{"question":"Outcomes: the results your customers get.","answer":"Clients finally say out loud what they have been carrying, often for the first time, in a completely confidential space. They understand what sits underneath their reactions, stress and coping habits. They recognise hidden coping such as alcohol, medication, work or busyness and build healthier alternatives. They set boundaries and stop saying yes when they mean no. They reconnect with who they are beyond their roles and with what matters to them. They finish with a personal reconnection plan and a 90-day forward plan. Organisations gain staff and managers who can recognise and respond to mental health concerns."},{"question":"Pricing: how you package or charge for your work.","answer":"Premium coaching is sold as a structured package, not by the hour: a 6-week program and a 12-week private experience, with a limited number of founding-client places at launch. Pricing is discussed after a free, confidential conversation. Books are available to buy online. Mental Health First Aid training, workshops and keynotes are quoted per engagement."},{"question":"Hero Offer: the offer that drives most of your revenue.","answer":"Off The Record Confidential: a 12-week private coaching experience for people who are successful on the outside and struggling on the inside. Built around Kerrie Atherton's VAULT Model (Vulnerability, Acknowledge, Understand, Liberate, Transform), with a shorter 6-week Reset as the entry point."}]},{"module_id":"m04","number":4,"heading":"Audience and Customers","anchor":"audience-and-customers","blocks":[{"question":"Ideal customer profile (plain English).","answer":"The person nobody thinks needs help. A high-performing man or woman, such as a business owner, CEO, executive, senior professional or leader, who is functioning and achieving on the outside but privately carrying pressure, burnout, relationship strain, loss of identity or hidden coping such as drinking more than they used to. They value privacy and would not walk into something labelled counselling."},{"question":"Customer segments (if you serve more than one type of customer).","answer":"High performers (Off The Record Confidential): carrying too much, want privacy, relief and clarity.\nPeople in life transitions (The Reconnected Self): after divorce, heartbreak, bereavement, redundancy, empty nest or retirement, asking who am I now, and wanting identity and direction.\nIndividuals and families affected by addiction, trauma and mental health challenges, including parents of struggling young people: seeking counselling and practical support.\nOrganisations, schools and community groups: need Mental Health First Aid training, workshops and speakers on mental health and change."},{"question":"Customer Problems: the challenges they face.","answer":"I tell everyone I'm fine, but I'm not. I'm carrying too much and nobody knows. I'm the one everyone calls, but who do I call? I can't switch off. I'm drinking more than I used to. My relationship is suffering. I don't know who I am anymore. I can't let people down. I'm scared someone will find out, or that I'll be judged or labelled. I don't want to wait until everything falls apart, but I don't know where to start."},{"question":"Why do customers choose you?","answer":"Kerrie has more than 30 years of experience supporting individuals and families overcome addiction, trauma and mental health challenges, and she speaks from lived experience of her own recovery. Clients get a completely confidential, structured experience rather than open-ended appointments, with someone who understands high-functioning people and focuses on early intervention, before crisis."}]},{"module_id":"m05","number":5,"heading":"Competitors and Differentiators","anchor":"competitors-and-differentiators","blocks":[{"question":"Direct Competitors: businesses offering similar products or services.","answer":"Private psychologists and counsellors. Life coaches and executive coaches. Addiction and recovery counselling services. Burnout and wellbeing coaching programs. Other Mental Health First Aid trainers and mental health keynote speakers."},{"question":"Indirect Competitors: alternatives your customers might choose instead.","answer":"Doing nothing and waiting until there is a crisis. Employee assistance programs (EAP). A GP visit or medication alone. Talking only to a partner or friends. Self-help books, apps, podcasts and online courses. Coping through alcohol, work, exercise or staying busy."},{"question":"Your Edge: what you do differently and why customers choose you.","answer":"Kerrie combines lived experience of recovery with more than 30 years of professional work in addiction, trauma and mental health. She offers a private, structured coaching experience designed for capable, successful people who would never book counselling, so they can get support early, before everything falls apart."}]},{"module_id":"m06","number":6,"heading":"Brand Positioning and Messaging","anchor":"brand-positioning-and-messaging","blocks":[{"question":"Positioning Statement: the core idea you want to own.","answer":"EMPOWER Life Solutions is the confidential place where people who are successful on the outside and struggling on the inside can get support before everything falls apart."},{"question":"Short pitch / 7-second explanation.","answer":"I help high-performing people who are carrying more than anyone knows to have the conversations they can't have anywhere else, understand what's really going on and move forward, before it becomes a crisis."},{"question":"Hooks/Taglines: memorable lines that spark interest.","answer":"Successful on the outside. Struggling on the inside.\nNobody thinks you need help. That's often the problem.\nYou don't have to wait until everything falls apart.\nFor the conversations you can't have anywhere else.\nYou don't need another place to perform. You need somewhere you can be real.\nWho am I now, and what's next?\nReal conversations. Lasting change.\nToday choose change. Choose a life filled with purpose, joy and hope."},{"question":"Tone of Voice: choose the style that fits your brand.","answer":"Warm, honest and non-judgemental. Calm and discreet, never alarmist. Story-led and conversational, in plain Australian English. Asks reflective questions rather than lecturing. Hopeful and grounded in real experience, never clinical, preachy or salesy."}]},{"module_id":"m07","number":7,"heading":"Brand Story","anchor":"brand-story","blocks":[{"question":"Who is your ideal customer?","answer":"A capable, successful person who everyone relies on: the leader, the provider, the strong one. Or someone whose life has changed before they were ready, through divorce, loss, redundancy, children leaving home or burnout."},{"question":"What are they struggling with?","answer":"On the outside they are coping. Underneath, they are exhausted, irritable and disconnected. They may be drinking more, struggling to switch off, or no longer know who they are. They have told no one, because nobody thinks they need help and they are afraid of being judged or labelled."},{"question":"How does your brand help?","answer":"Kerrie gives them a completely confidential space to say what they have never said out loud. Over a structured 6 or 12 weeks, she helps them acknowledge what they are carrying, understand what is underneath it, let go of what no longer serves them, and make practical changes, drawing on her professional experience and her own story of recovery."},{"question":"What does life look like after success?","answer":"They stop pretending to be fine. They have healthier boundaries and ways of coping, and they know what to watch for when old patterns return. They feel like themselves again, reconnected with what matters, with a clear plan for the next 90 days and beyond, and the relief of no longer carrying it all alone."}]},{"module_id":"m08","number":8,"heading":"Brand Personality and Voice","anchor":"brand-personality-and-voice","blocks":[{"question":"Brand personality traits.","answer":"Compassionate\nHonest\nDiscreet\nLoyal\nIntegrity\nHopeful\nColourful\nConnector\nEngaging\nCourageous and vulnerable\nGrounded and credible"},{"question":"Voice Guidelines: the do's and don'ts that keep your communication consistent.","answer":"Do: write as Kerrie speaking to one person. Use plain, warm Australian English. Ask reflective questions. Use real stories and lived experience. Use words like real, private, carrying, hope, reconnect, early, choice. Invite a private conversation rather than pushing a sale.\nDon't: use clinical labels or diagnose. Promise to fix or cure anyone. Shame or scare people. Use hype, jargon or pushy sales language. Describe clients as broken. Use phrases such as book a counselling session in premium coaching content."},{"question":"One-Word Descriptor: the single word that captures your brand's essence.","answer":"Hope"}]},{"module_id":"m09","number":9,"heading":"Brand Style Guide","anchor":"brand-style-guide","blocks":[{"question":"Logo usage notes.","answer":""},{"question":"Brand colour # numbers","answer":"#00AA9C Teal, primary brand colour for buttons, links and highlights (from the website)\n#00938C Deep teal, hover and secondary accent (from the website)\n#333333 Charcoal, headings and dark text\n#666666 Grey, body text\n#FFFFFF White, main background\nPlease check these against the logo before publishing."},{"question":"Fonts / typography.","answer":"Headlines: Prata, an elegant serif that feels warm and trustworthy. Body: Open Sans, a clean, readable sans serif. Together they should feel calm, professional and approachable, not clinical."},{"question":"Visual preferences.","answer":"Real, natural-light photography of Kerrie, warm and approachable. Calm, uncluttered layouts with plenty of white space and teal accents. Quiet, reflective imagery such as nature, light and open space. Avoid stock photos of people in distress, clinical or hospital imagery, and AI-generated faces presented as real clients."}]},{"module_id":"m10","number":10,"heading":"Website and Infrastructure","anchor":"website-and-infrastructure","blocks":[{"question":"What website platform do you use? Tick one. If you select other, please provide the platform name.","answer":"WordPress (Divi theme)"},{"question":"Where is your Domain or DNS hosted?","answer":"Unsure"}]},{"module_id":"m11","number":11,"heading":"Marketing Channels","anchor":"marketing-channels","blocks":[{"question":"Current channels in use.","answer":"Website empowerlifesolutions.com.au with blog. Facebook. LinkedIn. Podcast on Spotify. Email newsletter. Free webinars: the first webinar in this market had 80 registrations in two days and 50 attendees. Stories of HOPE community and online events. Speaking engagements."},{"question":"Channels you want to use next.","answer":"LinkedIn as the main channel, posting three times a week (recognition, education and story posts). A free webinar: Successful on the Outside, Struggling on the Inside. An online Off The Record Check-In self-assessment to capture email addresses. An email nurture sequence. YouTube and short video later."},{"question":"Paid vs organic mix (if any).","answer":"Organic only for now. Paid Facebook and LinkedIn advertising will be added only once the webinar and program have been proven to convert organically."}]},{"module_id":"m12","number":12,"heading":"Marketing Assets","anchor":"marketing-assets","blocks":[{"question":"Existing assets (logo files, photos, videos, testimonials, case studies, written content).","answer":"EMPOWER Life Solutions logo files (exist, to be uploaded)\nProfessional portrait photo of Kerrie (exists, can be published)\nWebsite with blog articles (published)\nStories of HOPE books, Volumes 1, 2 and 3 (published)\nPodcast: Emotional Abuse, A Conversation with Kerrie Atherton, on Spotify (published)\nOff The Record 6-Week Workbook (client-ready, for clients only)\nThe Reconnected Self 6-Week Workbook (client-ready, for clients only)\nVAULT Model and RECONNECT Model frameworks (developed, names not yet cleared)\nWebinar outline and six drafted LinkedIn posts\nHow Much Are You Carrying? 15-question self-check (draft)\nOne client testimonial on the website (Anon, Maroochydore)\nTestimonial graphics titled Real conversations. Lasting change. (design mockups only, not to be published as real testimonials)\nMissing: genuine consented testimonials for the new programs, case studies, video content, landing page and lead magnet"}]},{"module_id":"m13","number":13,"heading":"Keywords and SEO Focus","anchor":"keywords-and-seo-focus","blocks":[{"question":"Core topics you want to be known for.","answer":"Early intervention for high performers who are struggling privately\nHidden coping and high-functioning addiction\nBurnout, pressure and the cost of carrying it all\nIdentity and purpose after life change\nBoundaries and people-pleasing\nTrauma recovery and hope\nWorkplace mental health and Mental Health First Aid\nAlcohol and substance use support and recovery"},{"question":"Primary keywords/themes (the search terms and themes your ideal customers actually use)","answer":"confidential life coach Sunshine Coast\nprivate coaching for high achievers\nsuccessful but struggling\nhigh functioning alcoholism help\nburnout coach for executives\naddiction counsellor Sunshine Coast\ntrauma counselling Sunshine Coast\nwho am I after divorce\nfinding yourself after a breakup\nmidlife identity crisis\nhow to stop people pleasing\nmental health first aid training Sunshine Coast\nmental health keynote speaker Queensland"}]},{"module_id":"m14","number":14,"heading":"Goals and Success Metrics","anchor":"goals-and-success-metrics","blocks":[{"question":"Primary business goal (your main focus for the next 6–12 months).","answer":"Launch Off The Record Confidential and enrol the first 5 to 10 founding clients through a free webinar and LinkedIn, then refine the offer and build a repeatable path from content to webinar to private conversation to program."},{"question":"Key outcomes you care about (leads, sales, visibility, etc.).","answer":"Webinar registrations and attendance. Email list growth and Check-In completions. Private discovery conversations booked. Founding clients enrolled in the 6-week and 12-week programs. Genuine client testimonials. LinkedIn engagement from the right audience. Speaking, training and corporate enquiries."},{"question":"Biggest constraints: what's limiting progress (time, budget, clarity, systems).","answer":"Time, because Kerrie delivers all client work herself. Limited technical and marketing know-how, such as landing pages, funnels and Facebook. Too many offers and brands competing for attention. The frameworks and program names are not yet finalised or trademark-cleared. No email system or funnel is set up yet."}]}]}}