the words for it - Karolina Kurcwald Copywriter & Career Coach

you already have the thing

let's find the Words for It

a 2-month 1:1 personal brand coaching experience.

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You already know you’re different

You’ve always known. What you’re missing probably isn’t a niche, a strategy, or a rebrand. Or at least, not yet. First, you need the exact language to name what’s already true about you, and make it the thing your market can’t stop talking about.

And the rest will follow.

And that’s exactly what I’m here to help you with.

The Words for It: What is it?

format

4 × 1:1 video sessions
+ async support between sessions

timeline

Over 4-8 weeks (we meet every week or every two weeks) at a pace that lets things settle

what you keep

Your Differentiator Statement
+ Personal Brand Compass

The Words for It is for you if:

  • You know you’re good at what you do, but struggle to explain why you specifically are the right person for it.
  • People ask what you do, and your answer changes depending on who’s asking.
  • You’ve been told you’re “hard to categorize” – and you’ve half believed it was a problem.
  • You’re ready to stop shrinking yourself to fit someone else’s box and start building on what’s actually true.
  • You want a personal brand that feels like you – not a polished performance of someone you think you should be.
  • You’re looking for that one sentence that can summarize who you are – that feels true and lets you express what you really bring to the table.

This isn’t for you if:

  • You’re looking for a logo, a color palette, or a social media strategy. That comes later.
  • You want someone to hand you a personal brand template to fill in. This is individual discovery work (plus a couple templates, sure – but not a single formula).
  • You’re not yet ready to look honestly at what makes you different – including the parts that feel risky to own.
  • You need quick fixes. The words we find together need time to settle before they can work.

The Words for It: 4 sessions to get deep into your differentiator

The Excavation (90 min)

We go deep before we go broad. Through structured conversation, we surface the patterns, obsessions, and ways of thinking that have followed you across every job, project, and role – the things others notice about you before you notice them yourself.

Outcome: A long-list of raw material – themes, phrases, contradictions – that form the building blocks of your differentiator.

The Naming (75 min)

We take the raw material and start shaping it into language. This is where the real work happens – finding the formulation that feels both accurate and alive. Not a tagline. Not a bio. The actual thing, in words.

Outcome: 3-5 candidate differentiator statements to sit with, test, and react to before Session 3.

The Claim (75 min)

We return to the candidates with fresh eyes. You’ll have noticed which one you keep coming back to, which one makes you nervous in the right way. We refine, sharpen, and land on the one. Then we test it: how does it sound in an intro? In a pitch? On your about page?

Outcome: Your finalized Differentiator Statement, plus 2–3 ways to deploy it immediately (bio, LinkedIn headline, introduction).

The Integration (60 min)

The statement is only as good as your ability to inhabit it. This session is about confidence and consistency: how to speak about yourself without shrinking, what changes in how you show up online and in rooms, and how to keep building from here.

Outcome: Your Personal Brand Compass – your differentiator, your tone of voice markers, and 3 principles for how you show up.

The Words for It launches Fall 2026

Get on the waitlist to be notified.

Frequently asked questions

It’s a 1:1 online personal brand coaching program for people who want to find the language to describe themselves professionally – with confidence and clarity.

The whole program includes 4 online sessions 60-90 minutes long, happening every week or two weeks, depending on the pace you select. This means we’re looking at a month or two months maximum.

It’s for anyone who needs clear words for what they do and what sets them apart:

  • experts building their personal brands
  • job candidates looking to upgrade their CVs and job interview presentations
  • freelancers and solopreneurs who want to get better at expressing their value proposition
  • anyone who wants to always know what to say in response to “So, what do you do?”

  • A differentiator statement you can use on your website, LinkedIn profile, CV, etc.
  • A personal brand compass with your tone of voice and key principles of how you show up online
  • 4 online sessions with a copywriter and messaging strategist turned career coach
  • Unlimited support via voice notes on WhatsApp


Sure, you can. The real difference is: AI can’t see you. It can only respond based on what it finds in the depths of the data it has access to and how it compares you against it. It won’t see when your eyes light up when you’re talking about something, hear how your tone changes, feel your enthusiasm. But yes, the choice is absolutely yours.