Special Interests: Weapons of Mass Attraction For Neurodivergent Women

Why talking about what you love brings clients through the door

Dear neurodivergent entrepreneur

There’s a particular moment I’ve noticed.  

I’ll be speaking with someone — a client, a reader, my friend who’s heard it all before — and we’ll move from pleasantries into something more interesting. Usually business. More precisely, the way women like us are trying to run businesses in ways that don’t fry our nervous systems.  

And all of a sudden… I’m off.  

Without trying, without planning, the words tumble out. I talk about simplifying offers. I talk about income regulation as trauma recovery. About how most mainstream marketing advice is built on assumed capacity none of us actually have.  

And the person in front of me starts nodding, leaning in. They’re properly listening now. Sometimes it turns into a booked session.  

It doesn’t happen because I’ve said something wildly clever. It’s not because I’ve hit a “pain point” or followed some magic formula.  

It’s because I’m talking about something I genuinely care about. 

What Happens When We Talk About What We Love  

A lot of us have grown up with the idea that our passions and fixations — especially the ones that go deep or get a bit intense — are something to keep in check. Maybe it was a teacher who told you to pick a more “sensible” project. Or someone at work side-eying you for being “a bit much” about your idea.  

Or maybe it was subtler. Feeling like you have to tone it down because it’s not ‘professional.’  

But when you permit yourself to speak plainly and fully about the thing that lights you up… well. People notice. The words carry differently. And there’s something in that — a sort of quiet magnetism — that pulls the right people in.  

I’ve seen it happen again and again.  

The Myth of Having to Sound “Professional”  

One of the biggest fibs we’re sold in business — especially online — is that you have to sound a certain way to be seen as credible. That you need polished branding and tidy messaging, and to avoid talking about that weird thing you’re slightly obsessed with, just in case it scares people off.  

I disagree.  

People don’t want perfection. They want authenticity.  

They want to hear someone talk about something with care in their voice. They want to listen to someone who’s not putting it on.  

That might be you, explaining why your handmade ceramics are shaped the way they are. Or why the way we price offers is often rooted in social conditioning. Or why certain kinds of copywriting just don’t work for neurodivergent clients because of the way our brains interpret tone.  

It doesn’t need to be shiny. Or loud. It just needs to be real.  

What Makes It “Special”?  

There’s something specific about how neurodivergent interests work.  

We don’t just like something — we follow it down rabbit holes. We research, build systems, and rearrange things in our heads until they make sense again. Sometimes quietly. Sometimes obsessively. And usually with great care.  

These aren’t random hobbies or surface-level likes. They’re part of how we understand the world.  

When I talk about business to a fellow traveller — one of us — I’m not just talking about funnels and pricing and systems. I’m bringing in twenty years of lived experience. Burnout. Trial and error. My own way of seeing the world.  

That’s the bit people feel.  

That’s the bit they trust.  

When You Stop Trying to Be for Everyone  

A client of mine once hesitated to talk openly about her interest in ancestral ritual. She was worried it was “too niche.” That clients might be put off. That it made her seem less serious.  

We talked it through.  

She added one small paragraph to her website. Just a line about how her work is grounded in ancestral connection, and why that matters to her.  

The emails changed overnight.  

She started receiving messages like: "I’ve been looking everywhere for someone who gets this. I knew the second I read that line, you were the right person."  

She didn’t suddenly change her offer. She didn’t rebrand. She just allowed people to see all of her — not just the bits she thought would pass the Google Ads test.  

That sentence wasn’t off-putting. It was the door in.  

Putting It into Practice  

If you’re reading this with your own interests in mind — the ones you keep a bit behind the scenes — here’s a very simple exercise:  

📌 Write a few lines about what you’re genuinely fascinated by.  

📌 Don’t worry about tying it to your business (yet). Just describe what you love and why.  

📌 Read it back. Out loud. And see how it feels.  

Now, imagine your ideal client sees you talk about that in an email or on your About page. What changes?  

The quiet truth: most people aren’t looking for generic. They’re looking for a sense of connection. Authenticity. Intrigue. Humanity.  

And that comes far more naturally when you’re not pretending — or holding back.  

My Own Business, Built on This

Everything I’ve built — this website, my offers, my Peace & Profit system — emerged from my special interest in how neurodivergent women run businesses. What drains us. What energises us. And how to make it work without forcing ourselves to follow rules not made for us.  

It started as an interest. It became a body of work.  

Not because I forced it, or planned it like a proper business development person — but because I kept following the thread.  

Right now, the thread might look like you talking (with great enthusiasm) about how spreadsheets calm your nervous system, or how scent impacts decision-making, or how you once solved a client’s problem with mushrooms?  

Don’t ignore it.  

That’s where your people are.  

They recognise something familiar in the way your eyes light up.  

They hear your care.  

They trust you — because you’re being you.  

And that, more than any marketing strategy in the world, is the real magic.

Yours plainly and with affection,  

Hannah xoxo