SHINE YOUR LIGHT strategy course


For individuals on a professional quest

Position yourself as a thought leader to achieve your goals and gain greater impact for others.

SHINE YOUR LIGHT is a course that guides professionals to craft a tailored strategy to accomplish their business objectives. It’s based on my tried-and-true framework of four steps: Know yourself, understand your audience, choose your content pillars, and activate your strategy with the right tactics.

Since 2012, participants in the course have raved about how it helped them turn their vision, mission and values into an actionable plan based on their precious resources of time, money and energy. How? By strengthening the foundation of your business strategy and learning how to communicate for meaningful engagement online and offline.
#digitalstrategy #communications #socialmedia

Ambitious professionals who want to learn how to raise their visibility to achieve business objectives — and do the work. Today every individual needs to be discoverable and findable on the Internet because a Google search is the gateway to verification and credibility.

Business is about people, and outsourcing your identity, promotion and relationship-building to someone else can compromise the sense of authenticity surrounding your image online, and possibly damage your integrity.

Creatives (authors, filmmakers, artists, etc.), self-employed professionals, job seekers, social activists, team managers, entrepreneurs, business owners, and corporate leaders and board advisors can better understand the essential foundations for communication — online and offline — through this course and gain the know-how to execute it.

This course is right for you if you:

  • Love what you do and want to have greater positive impact
  • Strive to distinguish your brand from competitors by positioning yourself uniquely
  • Wish to connect with your ideal clients who may not know about you yet
  • Need a clear strategy that makes the most of your resources (time, money, energy)
  • Are ready to take your business to the next level by actively participating in this course

And you may have experienced:

  • overwhelm with all the potential directions your business could take, wondering which is the right option at what point
  • confusion with all the marketing hype being promoted with webinars and how-to articles
  • frustration that the time you spend on social media and other promotions aren’t getting results

Previously known as Social Media Boot Camp, this course has been renamed to reflect the holistic approach to achieving your business objectives. Social media is a power tool in your tool shed, but you can’t build a house with it alone and without a blueprint. This course will make sure you’ve got a solid foundation upon which to expand your business and welcome customers, partners, clients, and colleagues.

This eight-session course provides you with the know-how and tools to set your results-oriented business strategy in motion. Each session features a learning component with theory and best practices, exercises to accomplish key steps in crafting strategy and executing tactics, and discussion of your situation. Assignments between each session enable you to get real work done to establish your business identity, digital footprint, and audience outreach and engagement.

By the end of the course, you will have gained clarity on the running of your business, elevated your own confidence, and taken your business to the next level through:

  • a solid research-backed plan to grow your business
  • a clear definitive brand identity and story
  • a discipline to track your progress
  • a foundation to position yourself as a thought leader
  • a method to manage social media in 10 minutes a day

Format:Eight weekly live video conference calls (60 to 90 minutes), plus homework assignments that may range in time from 15 minutes to one hour. You can choose Private (one-on-one), Semi-Private (two participants) or Group format (4-12 participants). In all cases, content and guidance are tailored to the participant(s). There are advantages to all formats: Fewer participants means more personalization, and more participants brings richer discussion.

One-on-one consultation: For Private and Semi-Private formats, the eighth session is one hour of dedicated time with the instructor up to one month after the course ends; that hour may be divided into two 30-minute conversations. For Group format, each participant gets a 20-minute one-on-one at the end of the course.

Equipment: Participants must have a laptop or desktop computer to use during the class; a phone or tablet does not offer the same functionality or viewing experience.

Readiness: Participants must already be established as professionals (earning money for their products and/or services) and have a website and/or social media profile(s). Today’s mass medium is the Internet, and Google is the gatekeeper. This course is not right for someone who is not using digital means to connect with their target audience. This course teaches a holistic approach of online and offline methods.

Timing: The next group course begins January 2023. Exact timing of the weekly sessions will be determined by consensus of participants. Indicate your interest now.

Investment: Depends on the number of participants.
Private: £3,900 / $5,000
Semi-Private (2 people): £1,850 / $2,400
Group (3-12 people): £999 / $1,300 per person.

Which best describes your interest?

By the end of the course, you will have gained clarity on the running of your business, elevated your own confidence, and taken your business to the next level with:

  • a strategy for achieving your business objectives
  • a definitive brand identity and story
  • the know-how to position yourself as a thought leader
  • a variety of engagement techniques to attract your target audiences and new opportunities
  • a method to manage social media in 10 minutes a day

“I’d love to help you optimise your efforts to make an even greater impact.” -Liza Horan

This course draws on Liza Horan’s 30-year career in media and strategic communications. Her print journalism career turned digital in 1995 when she brought Tennis Magazine online for The New York Times Company, and led both the editorial and business sides of the venture to make Tennis.com the No. 1 global website for the sport. Her employers and clients include ReutersAmerican ExpressClub MedESPNInformaBritish Standards Institution, and individuals ranging from authors and self-employed professionals to C-level leaders from public companies. Liza earned her master’s degree in strategic communications from Columbia University in the City of New York, and her B.A. in sociology with journalism from Mount Saint Mary’s University in Maryland. She is an American living in Edinburgh, Scotland. For more details on her experience, see her bioMuckRack profile, and LinkedIn profile. She tweets at @LizaHoran.

Liza is an American living in Edinburgh, Scotland, and works with clients and colleagues all around the world.

participants rated course

“I found the course FULL of highly-valuable information – especially when it comes to tips and tricks for using social media in a highly productive way. It will change the way you think about how powerful social media can be when used properly.” -Phyllis Fortunato, Licensed Professional Counselor

“It really brings to the forefront the gaps in your marketing and business strategy, without making you feel as if you have failed and allows you to clarify where you want to be.” -Joan Frew, Spiritual Medium & Mentor

“I have learned a foundation for finding my lane, getting in my lane, and helping others find my lane.” -Manager of mind-body-spirit centre, The Sir Arthur Conan Doyle Centre

"What a transformation -- from being hidden to joining the social media party. Liza keeps pushing me with excellent ideas. She is terrific! Truly gifted and a great guide." -David X. Martin, Cyber Risk Management Advisor, Expert Witness & Author

“Liza is a breath of fresh air! Through her journalistic background, she’s a quick study on lots of relevant content possibilities. Through her technology understanding, she knows the limits and the limitless options for engaging and distributing content. And through her strategy work, she can clearly set goals and guide plans. As you work with Liza, she makes it feel like play…exploration, discovery, implementation…continuously in a virtuous, wondrous cycle of growth! Great fun and great results.” -Barbara J. Cooperman, CMO & Board Member

Ready to take things to the next level?

Register now for the January 2023 course.
Want to learn more? Schedule a call with Liza.