Find the Person You're Built to Serve. Learn to Speak so She Hears You.
Friday, September 25, 2026 · 3:00 to 6:00 p.m. Pacific · $600
You Didn't Avoid Marketing Because You're Bad at Business
You avoided it because everything you've seen modeled feels wrong. The countdown timers. The manufactured urgency. The pain-point poking aimed at people who are already scared. You'd rather stay quiet than talk to a cancer patient like a conversion metric.
That instinct is correct. It's just pointed at bad marketing, not at marketing itself.
There is another way to do this work, and it's older than the squeeze page: know exactly who you serve, understand what they're carrying, and speak to them like a human being. Brand, story, benefit, and value. No threats required.
The Noise Problem Just Got Worse
Everyone is pumping out content now. Most of it is generated, generic, and interchangeable… the same physiology posts, the same recycled explainers, the same voice that belongs to no one. Your ideal client is drowning in it.
Which means the one thing that cuts through is the one thing that can't be automated: a real practitioner who knows exactly who she's talking to, speaking directly to that person's actual life.
That's what we're building in three hours.
Taught by Someone Who Ran the Machine
Most practitioners know Heather Cooan as a clinical mentor. Before any of that, she spent over fifteen years in digital marketing at the highest levels of the industry.
She worked inside Google on the AdWords team. She was Director of Acquisition Marketing at Infusionsoft, where she built their digital advertising engine from scratch, and VP of Growth and Demand Marketing at Virtuous. She served as technical editor on O'Reilly's Google AdWords book, contributed to Wiley's Display Advertising: An Hour a Day, taught paid search on Lynda.com, and spoke on international conference stages. Industry peers named her one of the Top 25 Most Influential PPC Experts and one of the Top Influential Women in PPC.
She has run the exact machinery behind the squeeze pages and countdown timers flooding this space. She knows how it works, she knows why it works, and she'll tell you plainly that it's the wrong tool for reaching people in crisis. What actually earns trust is older and simpler: know precisely who you serve, and speak to her like a human being.
You're not learning marketing from a clinician who read a book about it. You're learning it from a marketer who became a clinician.
Who Is Your Ideal Customer… in Her Soul?
"Women aged 25 to 45 with breast cancer" is not an ideal customer. That's a demographic, and it tells you nothing about how to reach her.
Consider two women, both 45, both newly diagnosed. One has spent her whole life putting everyone else first, and now her survival depends on learning, for the first time, to prioritize herself. The other is a high-driving executive who built a career on pushing through, and now she's being forced to slow down and re-sculpt her identity from scratch.
Same demographic. Completely different human with different needs. Completely different way you'd speak to her.
In this workshop, you'll define your ideal customer at the level that actually matters: how she processes information, whether she needs data or held space, what she values, what she wants, and what identity rupture she's standing in. Then you'll figure out where she lives online, and whether she's engaging there or quietly consuming… because the woman researching at 2 a.m. who never comments is still your client, and most marketing advice pretends she doesn't exist.
What We'll Cover
The first movement is definition. You'll build a soul-level profile of your ideal customer… psychographics, values, desires, and the moment of life she's standing in when she finds you.
The second is location and behavior. Where she spends time online, and how she participates when she's there. You'll learn to read the difference between an audience that's silent and an audience that's absent, and why small engagement numbers don't mean your message isn't landing.
The third is communication. You'll choose one channel based on your own communication strengths… written, video, or audio, long form or short. Not the channel some algorithm favors this year. The one you can sustain. Then you'll practice speaking to your ideal customer in her language, about her struggle as she describes it, with your message pointed at benefit and solution rather than fear.
What You'll Leave With
A completed ideal customer profile, anchored by a workbook you'll keep using after the session ends. A chosen channel with a rationale you can defend. And at least one piece of real message work drafted live in the room… a bio rewrite, a positioning statement, or a first post in your own voice.
This is a live working session, not a lecture. Come ready to write.
Who This Is For
Any non-prescribing practitioner supporting people through cancer, autoimmunity, or complex chronic illness who knows she needs to be visible and refuses to do it in a way that feels manipulative. You don't need marketing experience. You don't need to be technical. You need to know your work matters and be willing to figure out who it's for.