A 23-year City coach who’d never faced a camera.
Liz Flavell is the brand — no logo, no team, no product to hide behind. Deep credibility, zero marketing, and a real fear of going wooden on camera. Our job: turn one expert’s voice into video that sounds exactly like her.
No website. No sales calls. No scripts. For ten years, almost every client came from one thing — recommendation.
Liz Flavell is a recruitment performance coach with 23 years in the City — one of the highest-billing recruiters of her generation — and she had never once spoken to a camera. With a coach, that’s the whole challenge: the person is the product, so the entire offer rests on her being watchable and unmistakably herself on screen. So we mined her real pain points on recorded calls, wrote bullet-point cues for someone who’s spent those years talking in bullet points, shot her in her own City in jeans, and framed every video around solving other people’s problems instead of bragging about hers.
We didn’t just film her. We built the engine.
A voice system, not just videos
We locked her own Verdict → Insights → Principle → Wisdom structure and a banned-word list (no motivation, mindset or manifesting), so every post sounds unmistakably like her.
A first-timer, made natural on camera
Bullet-point cues instead of scripts, real City settings over a studio, and patient reshoots — her brand intro took around 25 takes before it clicked.
Formats built for a coach
A phone-in-shot “DM reaction” format that bottles how recruiters really stop her in the street — plus whiteboard Q&A and walk-and-talks past Liverpool Street, Bank and the Gherkin.
Three platforms, one engine
Short-form Reels three times a week, repurposed to LinkedIn for recruitment leaders and TikTok for reach — scheduled and managed for her.
Follower ads + DM automation
An Instagram follower campaign aimed at solo recruiters, with automated DM welcomes routing genuine enquiries straight into her existing sales process.
The whole stack handled
From LinkedIn profile work to getting her set up on TikTok — a full marketing department for an expert with no team.
“Then it exploded.”
Liz Flavell — on what happened nextHer City, on camera.
An expert who hates marketing, made visible.
Watched — By the right people
Her first-ever video pulled 91 likes, 15 comments and 3,561 impressions — far above what we see on most accounts — and within months her LinkedIn was showing around 42,000 impressions, with roughly 70% of her early reach landing on brand-new audiences.
Braver — On camera
Liz went from dreading watching herself back to, in her words, “getting braver — even able to look at them when you post them.” For a personal brand, turning the expert into confident on-screen talent is the result.
Trusted — By her own network
Her clients started messaging to praise content she hadn’t lifted a finger to make — and one of them hired us for training off the back of it. As Liz put it: “It’s lovely you’re here to help me find work, but I’ve actually found you work.”
Straight from the client.
“For a woman that’s never been on camera before, you made me feel calm — and it’s been incredible. The prep was amazing and the uptake has been incredible too.”
“Back in December when we first met, I had no marketing presence — no Instagram, no following whatsoever. Then it exploded.”
On the before & after“I walk through London with people asking me questions — and that’s what Sam’s brought to life for me.”
On the idea“Seeing yourself on screen is a bit cringe. It took me a while to look — but the feedback has been incredible. I’ve had people contact me that I worked with 20 years ago.”
On the response“It looks professional and it’s very relevant. The feedback from clients in the industry has been phenomenal.”
On the contentThe agency for coaches.
For a coach, the person is the product — no logo, no team, no catalogue to hide behind. We take a credible expert who’d rather not sell themselves and build the entire visible side of their brand: the voice, the on-camera confidence, the content engine, the inbound. Liz is the proof it works from a standing start.
Start your case studyAre you the expert who hates marketing?
Book a free 20-minute call. If you've got real expertise but freeze at the thought of being on camera — or just have no system putting your voice in front of people — I'll show you how we'd build one, and give you a clear monthly price.