Even if 10,000 other people also do what you do.
You’re showing up on Instagram and maybe even having a little fun. But if your content still feels inconsistent or disconnected from your offers, it’s time to stop treating it like a feed to fill and start using it like a marketing system.
Open For Business is a group program where you’ll define your content themes and build your Instagram marketing system, so that people remember who you are, trust you, and choose you.
Define your content themes and build your Instagram marketing system, so that your ideal client remembers you, trustS you, and chooseS you.
INSTAGRAM-FIRST CONTENT STRATEGY & MARKETING PROGRAM
PROGRAM LAUNCHING AUG 3. Join the waitlist FOR EARLIEST ACCESS & BEST PRICING.
You had a vision when you decided to start a business — you took your skills, made the leap, and set up your Instagram account.
But one week you’re sharing tips.
The next you’re recreating a trend with an Olivia Dean trending audio
Then suddenly you’re panic-promoting an offer and hoping people drop four figures to work with you.
The post-and-pray routine is exhausting, especially when your DMs are quiet, your to-do list is full, and there’s STILL client work that needs your attention.
Posting consistently
doesn’t automatically build a recognizable brand.
You’re showing up but it feels like it’s not leading towards anything.
Instead of opening Instagram and spiraling about what to post, doubting your ideas, or wondering whether any of it is helping your business, you’ll finally be able to create content you’re excited about & WANT to stick to.
Right now, Instagram feels like a lot of effort for not enough return, when it should be your most lucrative marketing channel.
There’s a difference between “posting content” and understanding how to use content to market your business.
Instead of blanking out or overthinking what to post, you’ll have distinct content themes and marketing direction to consistently come back to.
Publish content with way less overwhelm
After Open For Business, you’ll be able to:
There’s a difference between “posting content” and understanding how to use content to market your business.
You started your Instagram to grow your business, so let’s start growing.
Share your face, personality, perspective, and work in a way that feels true to you without forcing trends or trying to sound like everyone else.
Show up more confidently and naturally online
By actively implementing throughout the program with direct feedback, support, and accountability, you’ll walk away with repeatable workflows that reduce decision fatigue and reliance on random inspiration.
Build systems that make content easier to sustain
You’ll better understand the role your content plays, how to connect them back to your offers, and how to market your business more intentionally on Instagram.
Think like a marketer instead of just a content creator
Understand how different types of content work together to build awareness, trust, and demand, so you’re not always relying on promotional posts alone.
Create content that supports sales
Laura, Branding & Messaging Strategist
“I used to feel so scattered with content and constantly overthink what to say, how to say it, and whether my ideas were even good enough.
Michelle helped me realize that content is more than just ‘posting online.’ It’s building demand and communicating your value consistently. I now understand how to create strategically and intentionally.”
“Open For Business completely shifted the way I approach marketing, instead of randomly posting or waiting for inspiration.”
Tash, Shopify Developer
“Before Open For Business, I had ideas, but I’d overthink and struggle to execute consistently.
I’m now creating better reels faster, showing more personality online, and following through on ideas. I also started sharing more personal content, which felt scary at first, but ended up helping me feel so much more connected to my audience.”
“This is genuinely the first online program where I felt like I was learning practical content skills I could immediately apply to my business.”
Katie A., Web Designer
“I was hiding behind my brand and didn’t feel confident being visible online. Michelle really challenged the way I thought about marketing and helped me feel comfortable showing up.
The office hours were my favorite part because the feedback was always so personalized and thoughtful. I never felt like I was trying to figure things out alone.”
“I’m now creating talking head content, posting on Stories regularly, and thinking more strategically about each post.”
You already know how to do your job well.
THIS IS FOR YOU IF
So pull up a chair if…
You want to show more of your face, personality, and perspective online but don’t know how to do it in a way that feels natural to you
You know you implement better with accountability, conversation, and shared momentum instead of sitting through another course alone
You know your services are good, but your content doesn’t reflect the depth, personality, or quality of your work yet
You’re stuck in the cycle of overthinking, disappearing from Instagram, trying to come back motivated, and repeating the whole thing all over
You struggle to connect your grid back to your offers, launches, or larger business goals
Your content is decided on the morning of posting and it drives you into instant panic mode
You’re tired of consuming general marketing advice and want targeted support for your business
You want your content to feel more intentional, recognizable, and rooted in your brand instead of trends that don’t fit you
You’re craving structure and direction without feeling boxed into robotic prompts
8 weeks to build your Instagram content and marketing system
Build your Instagram content and marketing system with:
Biweekly hotseat coaching calls (4 total)
Bonus guest expert workshops and consulting sessions
Weekly office hours inside The Cafe (Slack) for implementation support
Access to full curriculum (dropped weekly), plus workbooks, supporting tools, templates, and resources
Group activities and challenges to keep you accountable and moving forward
Create content that supports your business, not just your content plan.
Upcoming Group:
Sept 14 - Nov 6, 2026
(8 weeks)
Continue learning with 6 months post-program access to program materials
“Open For Business was the first time my content strategy felt personal, sustainable, and aligned with how I naturally want to show up online. I understand not just what to post, but why each piece of content exists and how it connects back to my business and offers.”
Leina found the sweet spot between content that sustainably markets her offers while still feeling personal.
- Leina, Web Designer
“It made me realize content creation isn’t just about posting creatively. There’s so much strategy behind it. I also learned entirely new tools and skills like editing workflows that I never would’ve tried on my own.”
Kara expanded her strategic and technical skills in content creation.
- Kara, Social Media Manager
Step up to the counter, here’s what you will learn inside:
WEEK Three
WEEK ONE
WEEK two
WEEK Four
WEEK Five
WEEK six
WEEK seven
WEEK Eight
Define your content themes
WEEK ONE
Know what makes you different, even if 10,000 people do what you do. You’ll nail down your unique POV and content themes. This is the foundation of everything that comes next.
You will:
- Define your set of content themes
- Identify your audience, point of view, and the offers each theme should connect back to
- Build your "Creator Mindset"
- Get clear on what you want to share publicly
PLAN WITH PURPOSE
WEEK Two
No more reactive posting. Build your content workflow and learn how to plan content like a marketer, align it to your business goals, and generate ideas that support your business.
you will:
- Learn how to plot out your content plan
- Build a system for generating ideas from your content themes, your life, and the world around you
- Learn to turn mundane concepts into quality ideas
- Set up a content calendar that maps to your real marketing milestones
IMPLEMENTATION WEEK
WEEK THREE
Time to get your hands dirty. Use this week to implement what you've learned or catch up!
CREATE CONFIDENTLY
WEEK FOUR
Learn how to turn ideas into reels or carousels without sounding robotic or trend-chasing. Inside the program, we focus heavily on personality-driven marketing so your content feels recognizable and rooted in your brand.
you will:
- Apply the GRAB framework to reels, carousels, and captions
- Learn the anatomy of short and long-form reels, including scripting and editing approaches
- Build a personal content creation workflow
BUILD AN EYE FOR CONTENT
WEEK FIVE
Less mulling over aesthetics, more paying attention! Learn how to film b-roll, identify what’s worth sharing in your business or life, and how to share it in a way that feels good.
learn about:
- Get a repeatable setup for talking-to-camera content
- Build a b-roll habit, including how to organize footage
- Weave personal and lifestyle moments into content without it feeling random or disconnected from your brand
IMPLEMENTATION WEEK
WEEK six
Time to get your hands dirty. Use this week to implement what you've learned or catch up!
MARKET YOURSELF ON INSTAGRAM
WEEK SEVEN
Most people can create content, but fewer know how to use it to drive interest for campaigns and amplify their offers. Learn how to match your content to your promotional cadence. We’re combining your efforts with marketing-led thinking!
you will:
- Learn how to plan content around a launch or promotion
- Understand the art of "unspoken marketing"
- Position Instagram as one piece of your bigger marketing ecosystem
IMPLEMENTATION WEEK
WEEK eight
Time to get your hands dirty. Use this week to implement what you've learned or catch up!
Step up to the counter, here’s what you will learn inside:
Define your content themes
WEEK ONE
Know what makes you different, even if 10,000 people do what you do. You’ll nail down your unique POV and content themes. This is the foundation of everything that comes next.
you will:
- Define your set of content themes
- Identify your audience, point of view, and the offers each theme should connect back to
- Build your "Creator Mindset"
- Get clear on what you want to share publicly
PLAN WITH PURPOSE
WEEK Two
No more reactive posting. Build your content workflow and learn how to plan content like a marketer, align it to your business goals, and generate ideas that support your business.
you will:
- Learn how to plot your content plan
- Build a system for generating ideas from your content themes
- Learn to turn mundane concepts into quality ideas
- Set up a content calendar that maps to your real marketing milestones
IMPLEMENTATION WEEK
WEEK THREE
Time to get your hands dirty. Use this week to implement what you've learned or catch up!
CREATE CONFIDENTLY
WEEK FOUR
Learn how to turn ideas into reels or carousels without sounding robotic or trend-chasing. Inside the program, we focus heavily on personality-driven marketing so your content feels recognizable and rooted in your brand.
you will:
- Apply the GRAB framework to reels, carousels, and captions
- Learn the anatomy of short and long-form reels, including scripting and editing approaches
- Build a personal content creation workflow
BUILD AN EYE FOR CONTENT
WEEK FIVE
Less mulling over aesthetics, more paying attention! Learn how to film b-roll, identify what’s worth sharing in your business or life, and how to share it in a way that feels good.
you will:
- Get a repeatable setup for talking-to-camera content
- Build a b-roll habit, including how to organize footage
- Weave personal and lifestyle moments into content without it feeling random or disconnected from your brand
IMPLEMENTATION WEEK
WEEK SIX
Time to get your hands dirty. Use this week to implement what you've learned or catch up!
MARKET YOURSELF ON INSTAGRAM
WEEK SEVEN
Most people can create content, but fewer know how to use it to drive interest for campaigns and amplify their offers. Learn how to match your content to your promotional cadence. We’re combining your efforts with marketing-led thinking!
learn about:
- Learn how to plan content around a launch or promotion
- Understand the art of "unspoken marketing"
- Position Instagram as one piece of your bigger marketing ecosystem
IMPLEMENTATION WEEK
WEEK Eight
Time to get your hands dirty. Use this week to implement what you've learned or catch up!
This program is so much more than just content prompts and posting tips.
WHAT IS THE OFB EXPERIENCE LIKE?
Across the 8 weeks, you will:
+ Move through focused lessons on a specific part of content strategy and marketing so you can build your understanding step-by-step. Modules are dropped weekly.
+ Implement the lessons through workbooks which help you integrate the lessons directly to your business, offers, and audience.
+ Be supported through workbook submissions and by bringing your content ideas, drafts, social media marketing questions, and mental blockers for direct Loom video feedback in twice-a-week office hours.
+ Get out of your own head quicker by through your social media and marketing challenges live during biweekly hotseat coaching calls.
This program is so much more than just content prompts and posting tips.
WHAT IS THE OFB EXPERIENCE LIKE?
Across the 8 weeks, you will:
+ Move through focused lessons on a specific part of content strategy and marketing so you can build your understanding step-by-step. Modules are dropped weekly.
+ Implement the lessons through workbooks which help you integrate the lessons directly to your business, offers, and audience.
+ Be supported through workbook submissions and by bringing your content ideas, drafts, social media marketing questions, and mental blockers for direct Loom video feedback in twice-a-week office hours.
+ Get out of your own head quicker by through your social media and marketing challenges live during biweekly hotseat coaching calls.
“This was the first time content themes actually made sense to me”
- Katie L., Web Designer
“The clarity around my content themes alone was worth my investment but I got so much more than that. I feel confident in going forward and growing my brand on instagram.”
+ Building content themes that make content easier to come up with
+ Understanding how Instagram supports your business goals
+ Developing stronger instincts around marketing your offers
and creating content that sounds like YOU instead of a template
Instead, we focus on:
This program isn’t built around chasing virality, pumping out posts by volume, or relying on generic prompts that leave you constantly depending on trends, shortcuts, or waiting for inspiration to strike.
Open For Business teaches you how to market your business through content.
Most Instagram resources teach you how to make content…
Just like you, I turned my skills into a business and Instagram became my #1 way to grow it. But before Hello Lemon, I spent 10 years in marketing, not as a content creator who figured out Instagram and started teaching it, but as a marketer who understands why something works, not just that it does.
From working with big-budget brands, scrappy startups, and now running my business, I’ve seen what’s possible with zero budget and a whole lot of creativity, especially on social media. The longer road isn’t always sexy (and rarely goes viral), but with thoughtful, sustainable strategy, I’ve turned my content into community and browsers into buyers.
Now, I help solo entrepreneurs make social media marketing the easiest part of their business, by infusing structure and personality where it counts… but let’s be honest, the 2PM iced coffees are doing the heavy lifting.
Hey, it’s Michelle!
WHO’S BEHIND THE CONTENT?
Before your sales page. Before they download your private podcast. Before they click on your website.
Instagram is still where people form first impressions, and that matters when you’re selling something personal, like your services or your brand.
This platform is visual, immediate, and human. When you use it in a way that adds to your business, it becomes less of a time-suck and more of a signal to your future clients ↓
“Hey, I’m here. I’m open for business and I know what I’m doing”
It’s noisy, trend-heavy, and easy to write off when you’re craving other ways to market your business.
The first sip always happens over there.
THE TRUTH ABOUT INSTAGRAM (THAT WE KINDA ALREADY KNOW)
But most people still go to Instagram first.
Open For Business was built from a decade of experience across branding, customer experience, loyalty marketing, campaign strategy, and content marketing – then tested in real-time through a beta cohort.
You will leave the program with:
content themes that anchor the way YOU show up on Instagram and beyond
more confidence showing your face, personality, and perspective online
more intentional marketing planning and decision-making
repeatable workflows for planning and creating
expanded technical skill set in content creation
“Open for Business has been one of the best marketing programmes I've taken, and I've even done a masters in Marketing.”
“I think this is the first time I've taken an online course and feel like I'm actually learning from it. It has literally been the best investment!”
Open For Business was built from a decade of experience across branding, customer experience, loyalty marketing, campaign strategy, and content marketing – then tested in real-time through a beta cohort.
You will leave the program with:
content themes that anchor the way they show up on Instagram and beyond
more confidence showing your face, personality, and perspective online
more intentional marketing planning and decision-making
repeatable workflows for planning and creating
expanded technical skill set in content creation
“I think this is the first time I've taken an online course and feel like I'm actually learning from it. It has literally been the best investment!”
“Open for Business has been one of the best marketing programmes I've taken, and I've even done a masters in Marketing.”
If your message and marketing aren’t clear, no amount of followers or consistency will fix that.
Let’s make sure the right people understand what you do, remember you when they need help, and trust you enough to choose you.
Hey, even I don’t have “10K fOlLoWeRs.” But you know what I *do* have?
IF INSTAGRAM *STILL* FEELS IMPOSSIBLE FOR YOU, LET ME SAY THIS AGAIN:
You don’t need more followers.
You don’t need to post by volume.
You just need a clearer way to connect your content to your business.
✔ An engaged audience that trusts me so when I post, they absorb the information (and interact).
✔ DMs from dream clients who already know they want to work with me, no convincing required.
✔ A content strategy that works on autopilot, without me having to chase trends
RECEIPTS, BECAUSE TALK IS CHEAP
The difference between “making content” and marketing your business.
Finalized their content themes
Mapped out campaign content plans
Experimented with new content formats
Developed content series ideas
Built and tested content workflows
Shown up more consistently on Stories and posts
Booked clients from actively marketing
Established new business relationships and collabs
Across the 8 weeks, students have:
Before joining Open For Business, students said things like…
“I have soooo many half-baked ideas but no structure”
“I want to market myself more using Instagram but don’t know where to start”
“I overthink too much and delay action”
“I can create beautiful content, I just don’t know what direction to take it in”
“I feel like I sound like everyone else”
“I struggle to turn my expertise and offers into content”
“I want to show my face more but I literally don’t know how”
“Open For Business covers in weeks what I’ve seen people try to teach over months.”
- Anna, ClickUp Expert
“There wasn’t a single moment where I felt like I was wasting my time. Everything was so intentional, well-structured, and fun to go through. It helped me hone in on my content themes which brought me a lot of relief since I wanted to talk about anything and everything!”
“Probably one of the most valuable programs that I could have done to grow my business as a solo biz owner”
- Andrea, Brand Designer
“The lessons are so straightforward, the feedback is incredible, and the workbooks are such good practice. I've already felt more confidence and seen some growth, so I know it will only improve as I continue getting my reps in.”
If any of these sound like you, Open For Business might not be the right fit, at least not right now.
You’re not available during the program period (Sept 14 - Nov 6)
Students who get the most out of the program are the ones who actively participate, implement, and use the support available
You’re looking for quick wins, shortcuts or a go-viral formula
Quick fixes feel good temporarily, but social media marketing is a long game. This program focuses on building the skills that support that.
You’re currently in a similar program, membership or course
This experience works best when you’re all in. I recommend focusing on one at a time so you don’t dilute your attention or confuse your strategy.
Your business has only been on IG for less than 6 months
If you’re brand new or about to start a business, make the most of these early months to experiment first!
You want to build a faceless business
In today’s era of social media marketing, your face, lifestyle and personality are a big differentiator for your brand.
Okay okay, you’ve scrolled down till here, so let’s talk details
Let’s turn Instagram into your best marketing tool with content that reflects your edge, systems that reduce decision-making, and marketing that makes people remember you.
Make your Instagram presence as legit as your skills are.
You’ve got the skills and experience. Now let’s get your social media strategy down.
