How to Evolve Your Creative Business Without Becoming a "How-To" Teacher

There’s No Place Like Home – And No Business Like Yours

There’s a moment in The Wizard of Oz when Dorothy realises that everything she needed was already with her. She didn’t need to follow some strict path or become someone else - she just had to recognise her own strengths.

For a lot of creative women in business, it’s the same. You’ve spent years perfecting your craft and doing what you love, but maybe the idea of becoming a traditional "how-to" teacher doesn’t appeal to you.

The good news is there is another way!

Evolving your business doesn’t mean you have to teach people how to do what you do. Instead, it’ can be about finding new ways to highlight your expertise and attract clients and projects that are most rewarding.

You’ve Already Got What You Need

With the skills and knowledge you already have, you can open up new opportunities that fit with what you care about. This shift can help you:

• Attract the clients you really want to work with

• Get paid more for your time and expertise

• Free up your time to focus on the work you love

Position Yourself as the Expert (Without Giving Away Your Magic)

Dorothy didn’t need to become the Wizard to get what she wanted - she just had to recognise her own strengths. In your business, you don’t need to teach people how to do what you do. Instead, you can create a course that helps people understand why your approach works, making it clear why they need your expertise.

Example:
You’re a branding expert, and you don’t want to teach clients how to design logos. But a course that explains the strategy behind branding - like why consistent messaging or the right colours build trust - helps them see why they should hire you. They’re not learning how to do your job, but they’re understanding why you’re the right person for the job.

Attract Clients Who Value What You Do

Sometimes, like the Wizard, clients may be too focused on their own needs to fully appreciate your broader value. By offering a course, you can filter out those who don’t quite get it and attract the ones who do.

Example:
Imagine you’re a photographer specialising in personal branding. Instead of teaching people how to take photos, your course could cover how to prepare for a successful shoot - things like wardrobe and location choices. This helps clients appreciate the work that goes into it and makes them value your services even more.

Free Up Your Time for What You Love

Dorothy’s journey had plenty of detours, but she stayed on track. In your business, you might feel like you’re always explaining the same things to clients. A course can streamline all those repetitive conversations, giving you more time to focus on the work that energises you.

Example:
Let’s say you’re a copywriter who loves telling stories and crafting unique brand voices, but you find yourself repeating the basics of messaging to new clients. You could create a course that helps people clarify their messaging before they even come to you. That way, when they’re ready to work with you, they’re prepared to dive into the more creative and meaningful projects you enjoy.

Create Another Income Stream (Without Diluting Your Core Business)

Some creatives worry that creating a course will pull them away from their main work, but a well-designed course can complement your services. It can even create a new stream of income while letting you stay focused on the work you’re best at.

Example:
If you’re an interior designer, you could offer a course that helps clients plan their space - covering things like furniture placement and colour theory. This wouldn’t replace your design services, but it helps clients see what goes into good design, making them more likely to hire you for the bigger projects.

Build Long-Term Client Relationships

Dorothy’s journey didn’t end when she met the Wizard - the relationships she made along the way were just as important. In the same way, a course can help you build long-term client relationships by giving them a taste of your expertise and setting the foundation for future projects.

Example:
You’re a marketing strategist. Your course could guide clients through the basics of creating a marketing plan = defining their audience, understanding key metrics, and setting realistic goals. This helps them see why they’ll need you to execute the plan effectively when they’re ready to invest more.

Protect Your Craft and Keep Your Unique Value

Creating a course doesn’t mean giving away all your skills. Like Dorothy’s ruby slippers, your expertise is special to you. A course can help clients understand why your work matters, without teaching them how to do it themselves.

Example:
If you’re a landscape architect, your course could show clients how certain plants attract native birds or create beautiful spaces for family BBQs. This helps them understand the value of good design, making them more likely to hire you for the actual project.

Tap Into What You Already Know

Just like Dorothy realised she had the power within her all along, creating a course is about tapping into what you already know. It’s not about teaching people to do your job - it’s about helping them understand why your expertise matters, attracting the right clients, and building long-term relationships, all while keeping the magic that makes your work unique.

Ready to Evolve Your Business?

If you’re ready to explore how a course can help you grow your business, whether you’re in Melbourne or prefer 1:1 support online, let’s chat!

• In Melbourne? Join me for the Course Creation Programme -an in-person beta program to create your course alongside like-minded women.

• Prefer personalised support? Let’s work 1:1 online to create a course that fits your business vision.

Book a Free Consultation or Apply for the In-Person Programme to start building a course that helps you grow your business and attract the clients you want.