This Mum

This Mum This Mum is a marketing and design studio led by Cherise. Strategy, design and digital support, handled with experience and care. Visit thismum.co.uk

We work with founders and small businesses to shape brands, websites and content that support real growth. This Mum helps startups, founders & future-focused brands get seen, get strategic, and grow faster. Founded by Cherise Lindsey, This Mum blends brand strategy, storytelling, and digital marketing to help you stop overthinking and start building a brand that actually works. Whether you're scal

ing your business, pivoting your positioning, or just tired of trying to do it all. You're in the right place.

✅ Strategic brand positioning
✅ Social & content strategy that converts
✅ Clear messaging for big-hearted businesses
✅ Done-with-you or done-for-you support

Let’s build your brand.

19/01/2026

Most decisions are shaped long before the moment someone enquires.

Priming happens through repetition, language, and familiarity. When people regularly hear the same ideas from you, your offers feel easier to consider when they appear.

That’s why consistency matters more than perfect timing.
Your content isn’t only about today’s performance. It’s also about what your audience is slowly getting used to hearing from you.

If you want your next step to feel natural, start preparing for it now.

19/01/2026

Your opening line does more than start a post. It does a little thing... (actually it's a big, very big thing)... It sets expectations. 📈

It frames what the reader should pay attention to, and it influences how they interpret everything that follows. If your opener is vague, your post can feel like hard work, even when the idea is strong.

A useful habit is to start with the outcome. What do you want them to understand, believe, or feel by the end of the post? Then build backwards from that.

This is especially helpful on sales pages, pitch decks, and any piece of content designed to move someone towards a decision.

If your hooks have felt a bit soft lately, it might not be your ideas. It might be your starting line.

19/01/2026

One of the fastest ways to make your content clearer is to stop trying to speak to everyone at once. Different people are in different decision stages.

Some are just discovering you. Some are comparing options. Some already trust you and are waiting for the right moment. They don’t need the same message.

Before you write your next post, choose who it’s for.
➡️Is it for someone brand new who needs context?
➡️Is it for someone nearly ready who needs reassurance?
➡️Is it for someone already following who needs a clear next step?

When you decide that first, you can focus the intention, meaning, and motive of your message. Your examples get focused. Your call to action makes sense. And readers pay more attention when something reads like it was written for them.

People want to be seen and heard, and writing for them does just that.

If your last few posts have felt a bit general, segmentation is a really good place to start. Not sure where to start? Ping me a message and we can brainstorm audience segmentation together.

19/01/2026

A lot of people avoid repetition because they’re worried they’ll sound annoying.

In reality, most people are only just starting to recognise your message when you’re feeling bored of saying it. Content isn’t consumed in neat order. It’s absorbed in fragments.

Repetition is what builds memory. It’s how people begin to associate you with a particular idea, outcome, or way of thinking.

If you want to test this, pick one idea you want to be known for and say it in a few different ways this month. Same message. Different angles.

If you’re unsure what that core message should be, I’m always happy to help you find it.

19/01/2026

Reciprocity is a pattern that builds over time. It shouldn't be mistaken for strategic tactics.

When your content helps someone feel clearer, calmer, or more capable, trust starts to form quietly. You don’t need to manufacture engagement when the value is already there.

The quality of the responses you receive is often shaped by the tone you set.
If you want thoughtful comments, write something worth reflecting on.
If you want meaningful conversations, speak to something real and specific.

A useful prompt for your next post is to answer a question your audience hasn’t quite found the words for yet.

If you’re trying to build a connection without forcing it, I’m always happy to help you think that through.

14/01/2026

If you’ve got a brilliant mix of offers but people keep asking what you actually do, it’s often a messaging issue, not a capability issue.

When everything gets airtime, nothing stands out. And when you try to speak to everyone at once, your message becomes harder to follow.

Most audiences need one clear entry point. One obvious “this is for me”.

A helpful way to structure it is to group what you do into themes. Not a long list, but a few clear buckets that make sense to your audience’s brain.

Then, when you write content, choose one theme at a time and speak to the person who needs that specific solution.

If your bio or website reads like a menu, it might be time to simplify the structure so your best-fit clients can find themselves faster.

14/01/2026

Tactical burnout is real. You start with good intentions, and then you end up drowning in content advice, random posting prompts, and strategies that don’t actually suit your business.

Most people aren’t tired of marketing. They’re tired of generic tactics that create more noise and more work.

A solid strategy doesn’t add tasks. It removes them. It helps you decide what matters, what supports your goals, and what you can confidently ignore.

If your content plan is starting to feel like busywork, you don’t need to overhaul everything. Start by asking: what’s the one thing I want my content to do this month?

Lead generation. Authority. Community. Referral support. Pick one.

When your content has a job, it stops feeling like a never-ending list.

14/01/2026

It can feel disheartening when your content doesn’t get much response, especially when you know it’s good work.

But a lack of visible engagement doesn’t always mean a lack of attention. A lot of people trust slowly and act suddenly.

They’ll read. They’ll watch. They’ll sit with your words for weeks. And then one day you’ll get the message that starts with, “I’ve been following you for a while.”

This is why consistency matters so much. Not as a content grind, but as a steady signal. It helps your audience feel like they know what to expect from you, and that is what builds trust.

If your posts feel like they’re floating in silence right now, keep going. You’re not performing. You’re building familiarity.

14/01/2026

It’s very easy to tell your story from the centre of your own experience. Most of us do. We talk about what we built, what we learned, what we do.

But your audience is listening with one question running quietly in the background. Where do I fit into this?

That’s where narrative framing matters. Your audience is the main character in their own story. Your role is the guide, the one who helps them see the path, the choice, the shift.

If you want your content to feel more relevant, try shaping your next post around the change your client wanted, not the process you delivered.

Where were they before? What was the turning point? What feels different now?

Those details help someone recognise themselves and think, this is what I’ve been trying to articulate.

14/01/2026

Emotional safety is one of the quietest reasons people choose you. And it’s also one of the quietest reasons they don’t.

Your audience isn’t only reading for information. They’re noticing tone. They’re noticing how your words feel. They’re noticing whether your message gives them space to breathe, or whether it adds pressure.

This matters even more when the people you serve are already overwhelmed, sceptical, or carrying a lot. They’re not looking for performance. They’re looking for steadiness.

A simple check you can do this week is to read your last few posts as if you were having a wobbly day. Ask yourself, does this feel like a calm place to land, or does it feel like another thing to keep up with?

If you want help strengthening your message without losing your authority, feel free to message me. We can make it clearer and kinder at the same time.

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