She's Googling Her Problems at Midnight — The 5 Questions Every Business Owner Must Answer

If someone asks what you do and you feel a little knot in your stomach — or you give a different answer every single time — this episode is your intervention.  

Because here’s the thing: that fumbling elevator pitch isn’t really an elevator pitch problem. It’s a foundation problem. And it’s why your content feels hard, your offers aren’t converting the way they should, and you feel busy without feeling clear.  

In this episode, I’m walking you through the five questions every business owner has to be able to answer with confidence — the same ones I’ve been paid thousands of dollars to help my clients nail down.  

Answer these five questions with clarity and everything else gets easier. 

Your content, your conversions, your confidence — all of it.  Plus, I’m sharing something I’ve been quietly building that puts all five answers into one powerful document in about 90 minutes. 

🤖 Grab The Business Brain File GPT: leahgpt.balancingbusy.com

You solve a unique problem and you know you do great work and that you care about your clients, this episode will ensure that she can feel that too!

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Transcript

Welcome to Balancing Busy. I’m Leah Remillet, and if you’re tired of working hard and still not getting ahead, you are in exactly the right place.

There are certain questions that every business owner has to be able to answer. They are the ones that we are asked all the time, almost daily. And yet these five questions, even though they’re truly your business foundation, they are ones that a lot of us are very uncomfortable answering. In fact, you’ve been maybe low-key avoiding them.

So today, what I want to do is walk you through each one of these questions, explain why they matter — which you’re going to know exactly why they matter — but how you tweak and adjust them to make them more powerful, and then ask you to honestly assess how solid yours actually are. And then I’m going to tell you about something that I have been quietly whispering about for the last couple of weeks. And now it is my birthday week and I’m feeling generous. I am just so excited to share this with you. So stay with me.

What we’re going to do is break down all five questions and go through each one in order.

The very first question: what do you do?

This is the one that gets people. Someone maybe asks you at a party or at church or at school pickup. “So what do you do?” And I want to ask you — what happens? They ask that question. What then comes out of your mouth? Do you give a really clear and confident answer that makes them lean in? Like literally lean in. They’re like, “Oh, wait, what?” Or do you accidentally ramble? Maybe you kind of start over three times. You’re going in circles. You watch their eyes slowly glaze over while you’re trying to explain your niche, your framework, your backstory, your offer suite all at once. You completely overwhelm them and leave them trying to figure out how they’re going to sidestep away.

Here’s what a great answer to this question does. It pulls people in. It makes them think, “Oh, I know someone who needs that.” Or even better, “Wait, that’s me.” And that’s the goal. The goal is that they can see themselves or they can see someone that they know in your answer. When you answer in a way that pulls them in and helps them to identify someone, you’ve nailed it.

If, on the other hand, someone asks you what you do and your answer is different every time — that’s not just an elevator pitch problem. It becomes actually more than an elevator pitch problem. It’s a foundation problem. Because this is the foundation of your business. When you think about building your entire business, you have to start with a solid foundation. If you were building a house, you would need to know the kind of house you’re building in order to build it in a way that it’s going to be strong, that it’s going to be powerful, that it’s going to stand against whatever might come at it and try to blow it over.

So now that we’re realizing this isn’t just an elevator pitch problem, this is a foundation problem — we know it just hasn’t been nailed down. Ultimately you haven’t nailed down those couple of sentences that just clearly and confidently explain what you do, the problem you solve, and why they should care. And until you do that, every piece of content you write — certainly the hero section on your website, which is that very first section, the second that they get there — all of that is going to be fuzzy. And that’s exactly what we don’t want.

So let me share mine with you so you can kind of hear what I’m talking about. I want you to pay attention. If this gives you a little more of a leaning-in sense — you’re like, “Okay, yeah” — or if you’re totally confused and zoning out. Here we go.

“You know how so many mom entrepreneurs are working all the time, but they’re not really seeing the results that they want? I help them simplify and organize their business so they absolutely know they’re working on the right things at the right time, and they see it — because they have more time, more money, more clients, and better results without sacrificing their home, health, or happiness.”

That is critical to the way I work with my clients. So when you hear that, you lean in. You want to hear more. You want to understand. You think of someone who needs it. Maybe you think of yourself. That’s what a strong answer does.

The second question: who do you help?

This is also often framed as your ideal customer or your customer avatar. But ultimately, who is that ideal person that you would love to work with? If you could just clone them over and over and over. They’re the dream — because that’s who you want to position everything that you do. Every message, every piece of content, every time you speak, you want to talk to her.

Now, where this gets wrong is that a lot of times you’ll see something like “a woman aged 25 to 45.” That’s not a dream client. That’s a census category.

What I want is for you to be able to picture a very real person. A real person. Either the best client you’ve ever worked with or someone that you know who would be your absolute dream client. The client who got results, the one you loved working with, the one you want to work with over and over and over again. Can you describe her so specifically that she would read your content and think, “Is she in my head right now? What is happening?”

That’s the goal. That’s what we’re trying to do. When you know her that well — her fears, her frustrations, the things she whispers to herself at 2 a.m. that nobody else is hearing — your content creation stops feeling like a chore. Because you stop staring at this blank screen. Instead, you’re writing to her. And she feels it. You know her and she knows you know her.

Most business owners think that they know their ideal client, and then they go through a real process to define her, and they realize that they were a lot more vague than they thought.

Mine has a name. I know exactly who she is. I can see her. But ultimately, here’s mine: She is a mom entrepreneur already making money. She’s been in business for a while, but she knows she’s capable of more. That is key. She is quick to act when something clicks, but she is so sick of courses that did not deliver. She’s juggling kids and the house, multiple family schedules and a growing business, so it is no wonder that she feels stretched thin and she is craving clarity. She just wants to know that she’s working on the right things at the right time, in the right places, because she does not have time to waste. She doesn’t just want more income, she wants confidence and momentum. And more than anything, she wants a business that supports her life instead of competing with it. And her deepest secret? She wants a business her husband can’t wait to brag about.

That’s not a demographic. That’s a person. So if I write to her specifically — to her, every time I sit down — can you see how she doesn’t feel like she’s reading content? She feels like she’s reading something that was written just to her. Because I actually did.

Question number three. What do you offer? What do you sell? What are your services? Basically — how do you make money?

You probably know what you sell. But I even find there that I have a lot of clients who question if they’ve positioned it right, if they’ve packaged it right, if they have the right offers. Should there be something in the middle? Do I have it priced right? All of those things.

The other part of this is that you have to know how to talk about it in a way that makes the right person immediately say, “Oh my gosh, yes. How do I get started?” Because there’s a difference between describing an offer and positioning it. I remember hearing once that the most powerful thing you can do is that you never have to actually ask for the sale. They ask how they get their hands on it. That’s when you know you’ve absolutely done it correctly.

So there’s a difference between describing and positioning. Describing sounds like: “It’s a membership where you get access to trainings and tools.” Positioning sounds like: “It’s the four-part system that gives you more time, more money, more clients, and better results without burning out.” It’s the same offer, but it invokes a completely different response.

If you know that you’re talking to enough right people but you’re not getting enough “Where do I sign up?” from the right people, then the offer may not be the problem. It might be the positioning.

I actually went through my own GPT — my own Brain File — and it actually helped me refine my own offer suite. My low ticket, my mid ticket, my high ticket, with ideas to make each one fit better inside. It was amazing. Because here’s what your three-part goal should be: your product goal is to solve a clear problem, then you give them a clear result, and next you offer a clear next step to keep working with you. That is a positioned offer.

Question number four. Tell me about you.

Okay, so this one’s sneaky because it feels personal, not professional. So we either get overly casual — “Oh, I’m just a mom who started this little thing” — or we go full-on LinkedIn and watch the other person start looking for the exit. You’ve probably been in front of both. You’ve asked somebody, “Oh, tell me about you,” and one of those two things has happened. They either completely minimize themselves, or because they’re feeling a little insecure and nervous, they go into that full-blown LinkedIn mode and you want to figure out how you get out of that conversation.

Your bio is not just a formality. And I think too often that’s what I see — people look at it like a necessary evil. “Oh, I’ve just got to make a bio.” It’s a trust builder. It’s the moment someone decides if you’re the person that they’ve been looking for.

So if you love your bio right now, that’s great. But if you don’t, this needs to be solved. You need to love your bio. It needs to sound like you. It needs to make the right woman want to follow you, hire you, and refer you. If you’re cringing even a little, that’s information. There’s no shame. It’s just telling you: okay, I want to work on this and make it better.

There are three main bio types that we each need. The first is a one-liner — great for social media. The next is your intro bio — what I send every time I’m going to be on a podcast or speaking on stage when someone else needs to talk about me. And then the third is the about me for your website. But a truly great bio is actually less about you and more about what you can do for them.

Question number five. Our final question. What keeps your clients up at night?

This is the one that separates good content from magnetic content. Anyone can write about their topic. But when you write about what your client is already thinking about at midnight — the fear she hasn’t said out loud, the thing that is going through her head over and over as she’s unloading the dishwasher, switching the laundry, sitting down to work, the frustration that she’s been carrying, that she has been thinking about today — and you speak to that? That’s when she stops scrolling.

If you can name her problem better than she can name it herself, she will trust you before she’s spent a single dollar with you. And she will happily spend those dollars.

Imagine having 24 prompts or questions that your ideal customer is asking right now. If I had 24 prompts I know she’s asking, that becomes my content for the next six weeks if I’m posting super regularly. But if I’m looking for podcast episodes, that’s 24 weeks of podcasting. That’s half a year. Having these questions right there in front of you — oh my gosh, it changes the game.

These five questions — they’re not random. They are the foundations of every business. In fact, there have been hundreds, if not thousands of courses developed to help people answer these five questions. Business coaches, strategists — I have been paid thousands of dollars to answer these five questions for my clients. And when you don’t have crisp, confident answers to all five, everything else just gets harder. Writing content takes longer. Offers don’t convert the way that they should. You feel busy, but you’re not clear, and you keep adding things on top of what’s honestly a shaky base. And you’re wondering why nothing feels stable — but it’s because you don’t have that foundation.

And that’s exactly what I have been building, and I’ve been whispering about it for the last couple of weeks.

Let me tell you about the Business Brain File first. It’s a GPT. What is a GPT? It’s a custom AI coach. I built this on top of ChatGPT, which you’re probably already using. But instead of a generic AI that gives you generic answers, this one is trained in my exact framework — my coaching, my trainings, courses and the leading sales psychology frameworks. It knows exactly what questions to ask and in what order. And it knows how to push back when you’re being vague. So you actually get specific, usable answers without fluff.

Think of it like having me sit with you, asking you questions one by one, coaching you through your entire business foundation section by section, asking you the questions I ask my high-level clients. That’s what the Business Brain File GPT does. You click the link. A custom AI coach opens. And for about 90 minutes — some of my clients have been saying it took about 60, some have said 90, it took me 58 minutes when I went through it myself — in this one single session, it’s going to walk you through six sections: your business snapshot, your brand persona, your dream client profile, your expert bio — with that one-liner plus the bigger bio — your complete offer suite, and your mission and growth goals.

And when you’re done, you have a document called your Business Brain File. One document. Your entire business foundation. Your niche confirmed. Your messaging sharpened. Your avatar defined. Your offer positioning — boom. Your bio is even written and ready. It is done. It is yours.

And next time someone asks you for your bio, you’re ready. Next time you’re sitting down to create content, you’re staring at 24 prompts that are the exact questions she’s asking in the middle of the night. Your offer letter is refined and powerful. Plus, you can copy your Business Brain File into any AI tool that you use. If you prefer Claude, you’re going to take your Business Brain File, drop it in there, and now it’s got it. If there’s some new system coming out next week that you’re trying, you start with your Business Brain File. Now it automatically knows exactly who you are, who you serve, the problems you solve, how you solve them. It is all right there.

Now here’s the part where I just start getting extra giddy and excited. It is my birthday week. And yes, I am absolutely one of those people who does not believe I deserve a day — I think I deserve a week. And I have been quietly, maybe even a little bit shyly, mentioning this for a couple of weeks because I wanted to make sure there were no kinks, that I had it all worked out, that I had a bunch of beta testers going through it, and I wanted to make sure that it was as good as I knew it could be. And it is. So now I am shouting. It is amazing.

And right now — right now for my birthday week — you can get the entire Business Brain File for seventeen dollars. Yes, that’s what I said. One seven. Seventeen. Of course it’s going to go up. I’m going to bring it up incrementally. It will eventually land at ninety-seven dollars, which honestly is still a steal for what this delivers. But right now it is seventeen dollars.

I’m going to have the link in the show notes, or go to leahgpt.balancingbusy.com. Not only do I want you to get this today because this is a no-brainer, but I also want you to carve out the time today. It is going to take you somewhere between an hour and an hour and a half. You will probably accidentally scroll longer than that or watch TV longer than that today. Don’t do it. Sit down. Open this up. It is actually going to be fun. And that’s maybe my favorite part of this whole thing — it’s fun. You get done and you feel kind of giddy. You’re excited.

So do the session. Walk away clear. If you don’t feel more confident and more focused when you close your laptop from when you opened it, just email me. I will give you every penny back. No forms. No hoops. No questions.

So let’s come back to those five questions. What do you do? Who do you help? What do you offer? Tell me about you. What keeps your clients up at night? Those answers are your foundation. And your foundation is legitimately 90 minutes away.

I am going to blow your mind. It is going to be amazing. So click the link in the show notes, grab the Business Brain File — it’s a no-brainer — and I want you to email me as soon as you’re done. I want to hear about it.

Remember: you do not need more hours. You need the right ones. I’ll see you next week.