Whenever I work with multi-passionate clients, whether they offer multiple services or serve different types of people, their biggest worry is usually the exact same one: Am I confusing my audience?

Cause if your ideal clients are different, the way you talk to them isn’t going to be exactly the same all the time. The same goes for your services.

And because every multi-passionate business is unique, sometimes a copy-and-paste strategy just won’t work. Even when I work with my clients, I never give them the exact same “roadmap” or strategy, because their businesses are never exactly the same.

So, consider this blog a “choose your own adventure” guide on how to approach your messaging based on what feels right for you.

Strategy 1: Find the Common Thread Among Your People or Services

Even if your services or audiences seem different, there is usually a common thread connecting them.

Let’s say you offer therapy or coaching to very different groups of people. At the end of the day, most of your clients are looking for the exact same core thing: they want to feel a certain way.

So ask yourself, what do they all want? How do they all want to feel? Maybe they all want to feel more confident, less anxious, or simply happier.

For example, if you work with high achievers, whether they are in a corporate 9-to-5 job or running their own business, they are usually looking for sustainable success without the burnout. They want to regain control of their time, overcome imposter syndrome, and step off the hamster wheel.

Or maybe you work with people who identify with being the eldest daughter. Across the board, they often want to break free from chronic people-pleasing, stop feeling responsible for everyone else’s emotions, and finally feel appreciated without having to constantly over-deliver.

(Sidenote: I’m an only child, so all the eldest daughters are free to correct me if this ain’t exactly it, or you can just chat more about this in the comment section at the end of this page.)

So make a list of the core emotions or desires your people share.

And here’s how you’ll apply this:

In the top section of your homepage on your website, you’ll speak to “everybody” in your audience, initially focusing on what they all want.

Then as they scroll, you can direct them to hyper-specific pages (e.g., “Therapy for women going through divorce” or “Coaching for high achievers”). Your social media can follow a similar rhythm: overarching posts that speak to everyone, sprinkled with targeted posts for your specific client 'segments'.

Strategy 2: Repel the People You Wouldn’t Want to Work With by Going All-In on Your Values

If focusing on a shared feeling doesn’t fit, try falling back heavily on your core values. I recently saw an amazing example from a therapist whose marketing explicitly listed why someone should work with her. Her list included very specific but polarizing views, including political ones.

So you can use your values to attract the right people and deliberately repel the wrong ones.

Here are a few examples of strong value stances you might take:

• Being fiercely anti-hustle culture and pro-rest.
• Being neurodivergent-affirming and rejecting traditional, rigid business advice.
• Being deeply rooted in a specific faith (e.g., Christian) or proudly atheist.

If you want to clarify your own values, sit down with these questions:

• What do other people in your industry do online or offline that makes you cringe, upset, or pissed off?
• What’s the status quo that you’re challenging?
• What moments have you experienced that you wish no one had to experience alone, or at all? Start the sentence with “I wish no one...”
• If you had to turn away a paying client tomorrow, what would be the exact reason?
• What movements, boundaries, or causes do you actively champion in your personal life?

Strategy 3: Create a Sub-Brand (Mini-Brands within Your Main Brand)

I know someone read all of this and thought, “But what if my services/audiences are just too radically different? One website will never work.”

That’s where sub-brands come in. If things feel too unrelated, you don’t always need to build a brand-new brand from scratch.

For example, I worked with a client who runs a kids’ meditation business, equipping parents with techniques to help their children practice mindfulness. She wanted to sell kids’ affirmation cards but didn’t want to sell them directly through her service-based brand. And she had a huge and cool vision for the future that pushed us to create a mini sub-brand specifically for her physical products.

So basically, the brand design stayed mostly the same, and so did the messaging. What we added was a new font for the sub-brand, a new logo, and a new website, and both websites led to each other depending on what people were looking for. So we didn’t have to start from scratch. We just built on top of what already existed.

In another example, one of my other clients, who I’ve been working with for over a year, wanted a main brand with multiple, different sub-brands underneath it, which included a cleaning business and a tea company. Each had completely different branding but a similar tone. So there are different ways to tackle sub-brands.

So which one of these 3 strategies will you try first?

Need a bit of help? I got you.

If you're multi-passionate and you’re feeling a bit confused about how to talk about your services or talk to your different audiences, I’d love to help. You can check out my one-on-one personal branding program for introverts, or check out my free one-time audits (which I offer 1 to 2 times a month) to help give you some clarity and guidance.