Isobel Cowell

Head of Social @Kurogo | Creating Thought Leaders Through Personal Branding | Founder of Dear Future Marketer | LinkedIn Top Voice: Next Gen

Building engaged communities in-house at fashion and beauty brands.

Hi, I'm Isobel, Social Media Manager at Tropic Skincare.

At 21, I joined a personal branding start-up as 1 of 3 full-time employees. 6 months in, we'd grown to 8 and I was quickly promoted to Head of Social, growing our clients brands whilst managing my incredible team of content writers and account managers.

But as much as I loved start-up life, fashion and beauty was my calling.

I joined a growing luxury fashion reseller as Social Media Lead, leading the strategy and content for an audience of over 2 million on TikTok, and 600K on Instagram, averaging 1 million views on TikTok weekly. I also assisted in the launch of the #1 TikTok Live Shop in the UK, hosting and moderating shows weekly.

I now work at a growing luxury beauty brand, leading the strategy on all social platforms, working amongst an incredible brand team of 25 to bring the brand vision to life.

So follow along for all things career growth, and fashion and beauty marketing insights.

Founder

An Instagram page teaching you how to grow your personal brands and LinkedIn accounts

My personal brand changed my life. Now, let's change yours. | Personal branding + business coach

Your business doesn’t have to look like this:

→ Constantly chasing new clients
→ Revenue up one month, down the next
→ Wondering why things only work when you’re “on”

Truth is, most founders have accepted that as the norm.
But it doesn’t have to be.

“In short, Luke solved a problem I'd been having for months in the first 30 minutes of meeting. As someone who has spent $1000's on coaching and courses, I recommend Luke over anyone I've worked with.” - Steve Swift, Email Marketer

Here’s my backstory: 

I spent 8 years in the corporate world helping companies who made millions.

I did these 2 things to help them scale: 

1/ Keep clients happy (so they stayed)
2/ Streamline how the business ran

Then I spent 3 years learning how to write online, turned it into a repeatable system, and how to turn that attention into sales calls and inbound leads. 

That resulted in 1,000,000s of people reading my content, a LinkedIn Top Voice badge, and 100s of leads along the way. 

“After following his advice, I closed two deals totaling $5k… Now I’m maxed out with side work and can attract more clients anytime.” - JM Domingo, Email & LinkedIn Marketer

Then…
I took all of that knowledge and focused on helping founders build something sustainable. 

And helped 50+ founders to write online, sign clients, and scale their business too. 

I called it the Different Success model.

It works on 3 principles: 

1/ Attract the right-fit people with a clear (and fun) writing system
2/ Positioning your core offer to make it easy for clients to say ‘yes’
3/ Structuring the business so clients WANT to stay (and you get to work around your life)

“We accomplished together: #1 personal growth Linkedin Germany, 10K followers in 6 months, clients, podcast invitations, sponsorships.” - Alexander Plank, Mindset Coach

It's what happens when your business stops relying on constant selling, and starts being built to last.

You’ll attract better clients.
You’ll make consistent sales.

But the best bit: you’ll have the freedom to finish early, take your partner on a date, or travel without guilt, because the business supports your life. Not the other way around. 

If you want to see how I can help, here’s 3 ways: 

1/ Newsletter → Get weekly emails from me to help you grow + win
2/ Power Hour → Get me 1:1 for 60-mins (and ask me anything)
3/ Different Success → My 1:1 coaching programme (DM me)

For any questions, hit DM and I'll get back to you ASAP :-)

Luke Redhead

I built my business from a second-hand desk for years. [AD]

That little old desk helped me achieve a lot: 

→ 1,000,000s of impressions online
→ 50+ clients coached 1:1
→ 20+ talks and podcast appearances

(Fun fact, it was a second-hand desk from my uncle who used it to build his business)

But now we’re going for these: 

→ Share long-form pieces of content weekly (deeper breakdowns)
→ Create video breakdowns around content, offers, and business
→ Become recognised across multiple platforms (not just one)
→ Help more founders create calm money for their business
→ Collaborate with more founders + solopreneurs
→ Systemise the business for more inbound
→ Write more (because I actually love it)

And my favourite one: 

→ Finalise all the details for our wedding later this year

Laptop business is cool.

But a dedicated space to to focus helps a ton. 

So heres the new office, all set up and ready to go. 

(I love it)

Huge shoutout to the team at Plugable for helping me get this office set up properly after seeing my last post. 

They kindly reached out and sent me some tech to make the new office as productive as possible. 

Didn’t expect that. But very much appreciate it :-)

Now I’m off to get stuck in.

P.S - What do you want to see more of first? Long-form or video breakdowns?

Building online businesses by writing online. | DM me for a free 29-minute training on the Different Success model

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I completely repositioned my business at the end of last year.

(Even though things were going well)

All based on one theory:

That people want to invest into deeper, closer work, instead of just buying more information.

The reason is simple.

Information is everywhere.

In the last few years we’ve seen:

→ More people sharing value and giving away everything for free
→ AI making it easier than ever to get answers quickly
→ More guides and lead magnets filling up drives

And people are still searching.

Take my mindset coach client for example. He just wanted someone to go on the journey with him and guide him along.

No big $10k/mo promises or "guaranteed" results.

(Because there's so many variables it's almost impossible to guarantee)

He just wanted to be alongside someone who could help him take the next steps to where he wants to be.

That resulted into 13 months of working through every step of his business, content funnels, and mindset to get him where he needs to be.

2 weeks ago he got featured in Forbes.

Insane.

I’m seeing more and more people buy into ideas and deeper thinking now more than ever.

So that’s my focus now.

And should be yours too.

P.S - I recorded a 29-min recording all about this, with the model that I’m using, so you can see it in action. Grab it here: https://lnkd.in/eMjQtTzW

I took a big gamble for 2026.

In December I completely overhauled my content strategy and my business model.

(Even though it was working great)

I did it because I firmly believe:

→ Reach isn’t the ultimate goal anymore
→ Resonating with the right 1,000 people is
→ Ecosystems + depth matter more than surface level

Trust is hard to build. And there’s very few hacks out there that’ll magically fix that.

Which means people are craving trust and real.

Now more than ever.

The result so far:

Jan = More leads, clearer content, and much more potential for the rest of the year than most months in 2025.

It’s working well. 

So, to help you too, I sat down for 30-minutes and mapped out exactly how I’m planning to grow my business this year when it seems harder than ever.

Watch it here: https://lnkd.in/eMjQtTzW

My systems consultant client has their priorities right. They said this on our onboarding call:

“I don’t want to worry about new clients every month”

Instead they’d rather:

→ A handful of great clients who stick long-term (less churn)
→ Bigger projects to get stuck into (rather than surface level)
→ Have time to play golf in the week + live their life (not just work)

And I LOVE it.

Listen. Businesses are built on sales.

No clients = no business.

But compare these 2:

Founder 1 → Constantly replacing clients every single month, stressing from 0
Founder 2 → Has 5-15 clients onboard, 6+ months at a time each, isn’t stressed

Both make the same money in this scenario.

But who do you think enjoys their business more?

I’d much rather work with clients who are in it for the long-term journey. The ones who want to transform their mindset, their business, everything.

Instead of those who just want a plaster for a deeper problem.

Plus, you get to build real friends that way. Some of my best clients I’d class as close friends now.

Way more rewarding if you ask me.

5-10 high-ticket clients can make you a LOT of money. And doesn’t kill your sanity.

And I personally think that’s a far better goal.

So for my systems client, we’re building their business towards making that real.

Here’s how we’re doing it (free 29-min training video): https://lnkd.in/eMjQtTzW

“But posting content every day is hard”

Only if you make it hard.

I see this all the time:

→ Founders wait to feel inspired/ready to post
→ Then they stress about not feeling inspired
→ And that means they’re further from writing

And yet the clients out there still have no idea how good it could be to work with them, and business stays stuck. 

It’s a vicious cycle. (One that I’ve been guilty of relying on in the past)

Instead, here’s a solution for you:

I’m running a content challenge. It’s called the Timeless 9-Post Challenge.

The goal: Give you 2-3 weeks of posts using all 9 pillars of my Timeless strategy.

So you can see:

→ Coming up with content ideas doesn’t need to be hard
→ Systemising your content doesn’t remove your personality
→ You can write good content quickly (and get paid by new clients)

I was going to run this exclusively for my email list. But I’m too excited not to share it here too.

So here’s my offer to you today. Get:

→ The 9 pillars of my Timeless strategy
→ 9 post angles, prompts, and structure
→ Video breakdowns for all of them
→ 2 weeks 1:1 access to me for guidance
→ AND if you write + post 3, you get a 1:1 call too

For just £49.

If nothing else, you get 2-3 weeks of posts made easy.

Comment or DM me ‘9 POSTS’ and I’ll send you the details.

(Limited spaces)

I ran a content challenge for my clients over the past few weeks.

Some messages I’ve had:

→ “This challenge has been awesome can’t lie”
→ “It was EXTREMELY easy to come up with it once I had the prompt”
→ “I’m on fire this evening and I’ve literally been writing for about 30 minutes”
→ It came naturally, it doesn’t feel forced or salesy at all - I like it”
→ Timeless Content is GOLD”
→ “It was really good, really simple to write because it was more about the mission”

And my fave ↓

“I've had at least 5 people tell me that my posts really resonated with them and instantly made them connect with me so it's gooood!!”

I didn’t do it because they needed help writing. All of them can write really well.

It was direction they needed.

There are 1,000s of content ideas out there. And your brain easily gets overwhelmed when you try to think of them all.

But limit your thinking to:

→ 9 Principles
→ A handful of angles for each
→ A structure to use each time

You get words on a page a lot quicker (and get buyers to see you). 

Remember: Resonance is the way forwards. Not reach.

Focus on resonating with the right people = your content will do its job well.

P.S - I’m opening this challenge for a handful of people. You'll get 1:1 support from me + all the post structures to get timeless content out there (and get buyers into your world) Want the details? Check the pinned comment below ↓

If you want to sign clients, stop trying to impress them when you talk to them. 

Do this: 

Every single person I meet online, I treat as if they’re an old friend.

Not a stranger.

Most people are scared to get into conversations. Because their gut is telling them:

→ “You need to impress them”
→ “You’ve got to sound/look your best”
→ “You have to deliver some great value here”

And yet all the other person wants is for you to show up and be someone they want to talk to.

Which 99 times out of 100 is just being yourself.

Which means this happens:

→ Their guard drops (because they don’t feel awkward)
→ The conversation flows more easily
→ If it aligns well, an offer feels natural

You get a better feel for working with them from the conversation.
They get a better feel of working with you by how you are.

If both align and it feels natural, the next step is obvious.

(And it’s WAY more fun to make friends than just try and sell all the time)

P.S - This works in the DMs, calls, anywhere. Go try it. You’ll be surprised.

P.P.S - Free training here to see how I'm building a human-first business around my ideas (not feeling like a sellout): https://lnkd.in/eMjQtTzW

In 4 years, I’ve written 1,100+ posts for myself. 

…and helped 50+ clients to build their business here too.

So to help you, here’s every best lesson I’ve learned about writing online (so you can get clients too): 

1/ Attention first. Always. No one buys from posts they don’t read.

2/ A bad post with a good hook beats a good post with a bad hook.

3/ Forget vanity metrics as the goal. It’s a bonus. Revenue > reach.

4/ Going viral is a bonus. Conversions are the objective.

5/ Every post should move people somewhere → belief, action, inbox, email list.

6/ 90% of your posts should have a CTA. Direction = momentum.

7/ Sell yourself as much as your offer. People buy trust before they buy products.

8/ Call out your ICP directly. Specificity makes people feel seen.

9/ Clear beats clever. Every time. EVERY time. 

10/ Position yourself in your content so people think “I need to learn from them”.

11/ Playing it safe is risky. Strong opinions attract strong buyers.

12/ If someone can disagree with you, it means the right ones can agree. 

13/ Repeat your best ideas frequently. Most people didn’t see it the first time.

14/ Name your frameworks and ideas + talk about them. Familiarity builds authority.

15/ Trends get views. Depth builds trust.

16/ 3-4 good posts per week is more than enough to get clients.

17/ Don’t post for the sake of consistency. Post for some shift/outcome to happen.

18/ Move people from platforms you rent to platforms you own (like email).

19/ The human side of your content builds relationships (and sales).

20/ Build a world around your content so people want to learn more from you. 

21/ Don’t chase trends. Buyers care about clarity, not choreography.

22/ Your perspective is far more profitable than “perfection”.

23/ You don’t need permission to share your thinking. 

24/ You can’t build with 0 impressions. But 1,000,000 isn’t the minimum. 

And my favourite one: 

25/ Literally nobody on this planet expects you to write perfectly, or have everything figured out. Now more than ever. And that is the most magnetic, attractive thing for leads right now. A real person who’s sharing ideas and thoughts regardless of what “trends” say to do. Far better. 

I could go on. But my brain is tired. 

So a final question for you: 

If someone read the last 90 days of your content, would they know how you help? What you stand for? Who you are? Where to go next? 

That’s the whole point right there. 

Not the likes. 

P.S - I recorded a 29-minute video breaking down my entire content strategy to attract buyers. Check it out (free) here: https://lnkd.in/eMjQtTzW

I’ve always hated being on video.

Yet I’m doing a lot more of them in 2026. Simple reason:

1/ I want more people to see me in action, not just how I write about it
2/ People are more skeptical about AI, and video can’t be faked
3/ Sometimes concepts need to be explained in deeper detail

What’s beautiful is right now, the more ‘raw’ the better.

No editing = no chance of “fake”.
No cuts = nothing being hidden.

Clients don’t get on a coaching call and expect you to present perfectly.

They expect stumbled words. Thinking pauses. Ums and ahs.

So I’m doing a lot more mini videos to show that side of the business too. Which means:

1/ The right clients get a feel for my coaching style before we meet
2/ People spend more time watching videos > reading a post
3/ I don’t have to worry about “perfection”, I just hit record

I won’t lie, it feels good to just create and put things out there for those who it helps.

But it's also a great way for business right now. 

P.S - I'm doing videos to my email list/as freebies. I've only ever posted one video on here. Should I do my second soon?

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The Battle

Isobel Cowell

Luke Redhead

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The Battle

Isobel Cowell

Luke Redhead

Followers

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Engagements

Likes

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