Matilda Small Business Tool

Matilda — Business Hub by DWC Magazine
DWC Magazine Presents

Meet Matilda

From the Old Germanic Mahthilt — maht, meaning might, and hild, meaning battle. A name that means strength in battle, carried by empresses and queens who refused to be overlooked.

Matilda is your business-building companion — free tools to measure your visibility and sharpen your writing, and a full hub covering everything you need to build, grow, and promote your business, online and off.

Start With the Free Tools Explore Matilda Premium
Free Tool 01 — Assessment

How Visible is Your
Business, Really?

Answer a few honest questions about your online presence and brand visibility. We'll show you exactly where you stand — and what to do next.

Section 1 of 5 0%
01
Foundation
Your Online Presence
Do you have a professional website?
How easy is it for someone to find you on Google when they search your name or what you do?
Do you have a Google Business Profile or equivalent directory listing?
02
Connection
Social Media Activity
Which platforms are you actively using for your business?Select all that apply
How consistently do you post content on social media?
Does your social content clearly communicate your expertise and who you serve?
03
Authority
Content & Thought Leadership
Do you create long-form content — blog posts, newsletters, podcasts or video?
Have you been featured in media, publications, podcasts or as a guest speaker in the last 12 months?
Do you have a defined brand — visual identity, brand voice, clear niche?
04
Community
Network & Relationships
Do you have an email list that you communicate with regularly?
How actively do you network, collaborate or build relationships in your industry?
Do clients, colleagues or community members refer others to you?
05
Strategy
Intention & Growth Mindset
Do you have a clear strategy for growing your visibility this year?
How would you describe your confidence in showing up visibly for your business?
In the next 90 days, what is your primary visibility goal?

Free Tool 02 — Writer's Resource

Article Writing
Checklist

Whether you're sharing your story or promoting your business, write with clarity, confidence, and purpose.

Select your article type above to begin.

Non-Promo Article — Content that puts your reader at the centre. No pitch, no hard sell. Personal essays, how-to guides, opinion pieces, and educational features. The goal: deliver genuine value and build lasting trust.
Your Progress 0 / 0
01 Before You Write — Clarify Your Purpose
I know exactly who I am writing for Essential
Name your reader: age, situation, pain point. The more specific you are, the more powerfully they will feel seen.
I can complete this sentence: "After reading this, my reader will…"
One clear outcome keeps your article focused and purposeful from start to finish.
I have chosen one specific angle — not a broad topic
"Mental health" is a topic. "Three ways to quiet anxiety without meditating" is an angle. Narrow is powerful.
02 Headline & Opening Hook
My headline is specific, clear, and promises real value Essential
Use numbers, questions, or "how to" wherever possible. Avoid vague titles like "Tips for a Better Life."
My opening line makes the reader want to keep going
Start with a bold statement, surprising fact, relatable question, or a brief story. Never begin with "In today's world…"
My intro clearly signals what the article covers
Readers decide in seconds whether to stay. Tell them exactly what they will get — and make it worth their time.
03 Content & Structure
I have used clear subheadings to break up the content Essential
Most readers skim first. Good subheadings guide them to where they will read closely.
Every paragraph has one main idea
If you cannot summarise a paragraph in five words, it is doing too much. Split it into two.
I have included at least one example, story, or real-life scenario
Examples make ideas stick. Show, don't just tell — this applies to every article you write.
I have removed content that doesn't serve my one main point Pro Tip
Every sentence earns its place — or it goes. Ruthless editing is a gift to your reader.
Sentences are short and conversational — aim for under 20 words each
Write like you talk. Long, winding sentences lose readers. Punch. Then pause.
04 Tone & Voice
I am writing to one person, not a crowd
Say "you" not "people" or "readers." It creates an instant personal connection with every single reader.
My tone is warm, human, and free of jargon
Would your reader nod along if you read this aloud to her over coffee? That is your bar.
I have removed filler phrases like "In conclusion" or "It's important to note that"
These are space-fillers with no value. Delete without guilt.
05 Ending & Next Step
My ending ties back to the opening or lands a satisfying conclusion Essential
Don't trail off. Land the plane. A strong ending is what readers remember and share.
I have included a soft next step — share, comment, reflect, or try something
Even non-promo articles can invite engagement. A thoughtful closing question goes a long way.
06 Final Polish
I have read the article out loud at least once
Your ear catches what your eyes miss. Awkward sentences and run-ons become immediately obvious.
I have proofread and run a spelling and grammar check
Errors undermine credibility. Use Grammarly or paste into Google Docs as a final safety net.
My article is the right length — not padded, not cut short Pro Tip
600–1,500 words is a solid range for most articles. Every word should earn its place.

Your Article Is Ready

You have worked through every section. Your article is clear, valuable, and reader-first.
Hit publish with confidence — your audience is waiting for your voice.

Promotional Article — Content with a clear commercial purpose: driving awareness, sign-ups, downloads, or sales. Done well, it still delivers genuine value and persuades. The difference: you are guiding readers toward one specific action.
Your Progress 0 / 0
01 Know Your Offer & Goal
I can describe my offer in one sentence Essential
If you can't, your readers won't understand it either. Clarity wins clicks every time.
I know the one action I want readers to take
Download, sign up, buy, book, share — choose one. Multiple calls to action confuse and dilute.
I know the specific problem my offer solves
Women don't buy products — they buy solutions. Lead with the problem, then introduce your answer.
02 Headline & Opening Hook
My headline speaks directly to a desire, fear, or frustration Essential
Example: "Tired of Being Overlooked? Here's How to Get Noticed — Without Selling Your Soul."
My opening paragraph makes the problem feel real and urgent
Paint the pain. "You've tried X, Y, Z and still feel stuck." This earns buy-in before the pitch arrives.
I avoid starting with my brand or product name
Nobody cares about your brand until they trust you. Start in your reader's world, not yours.
03 Value First — Then the Pitch
I have given real, useful content before mentioning my offer Essential
Give before you ask. A tip, insight, or story first earns you the right to promote. This is the DWC way.
My offer feels like a natural next step — not a sudden pivot
"If you want to go deeper, here's how I can help" is a smooth bridge. An abrupt pitch breaks trust.
I have focused on benefits, not just features Watch Out
Feature: "30-day programme." Benefit: "Feel confident in your body within a month." What does it do for her?
04 Build Credibility & Trust
I have included social proof — a testimonial, result, or real story Essential
Real results from real people are more persuasive than any claim you make about yourself.
I have addressed the most likely objection — "But what if…?"
Anticipate doubt. If readers think "That won't work for me," handle it in the article before they click away.
My claims are honest and I don't over-promise Watch Out
Hype kills trust. "This changed my life" is vague. "Here's what changed for me" is believable and powerful.
05 Your Call to Action
My CTA tells readers exactly what to do next Essential
"Click here" is weak. "Download your free guide now" is specific and compelling. Action verbs + outcome.
My CTA appears at least twice — mid-article and at the end
Some readers are convinced early; others need the full journey. Give both groups a door to walk through.
If I have used urgency or scarcity — it is genuine Pro Tip
Only use real deadlines or limited spots. Fake urgency damages credibility the moment readers sense it.
06 Tone, Readability & Final Polish
The article feels persuasive — not pushy Essential
Pushy = pressure tactics. Persuasive = empathy + clear logic + genuine enthusiasm. Our readers know the difference.
I have broken text into short paragraphs and clear subheadings
Dense text kills momentum. White space keeps readers moving toward your call to action.
I have read it out loud to check flow and naturalness
Promotional copy that sounds robotic doesn't convert. It should sound like you — at your most confident.
I have proofread and removed all typos and errors
One typo in a sales article can cost a conversion. Small errors plant seeds of doubt. Eliminate them.

Your Article Is Ready

Every section complete. Your promotional article is value-rich, trustworthy, and built to convert.
Time to publish and let it do its work.

Writer's Resource

Writing Your Bio

Your bio is not a CV. It is the first thing a reader uses to decide whether to trust you. These steps will help you write one that feels like you — and works.

  • Start with what you do — not who you are The instinct is to open with your name or job title. Resist it. Lead with the transformation or value you offer. The reader wants to know what you can do for them before they care about your credentials.

    Instead of: "Sarah is a coach with 15 years of experience."
    Try: "Sarah helps women in their forties stop shrinking and start leading."
  • Name your reader — make her feel seen The best bios speak directly to a specific person. Who do you serve? The more precisely you name her — her situation, her struggle, her goal — the more she will feel you wrote it just for her.
    Example "I work with established women founders who built something real and are now running it on fumes."
  • Include one piece of credibility — not a list Choose the single credential, result, or experience that is most relevant to this audience. One well-chosen detail is more persuasive than a catalogue of achievements. Ask yourself: which one thing would make her trust me most?
  • Add one human detail Something that is true, specific, and a little unexpected. Not generic ("I love coffee and long walks") — something that reveals character. This is what makes a bio memorable and distinguishes you from every other expert in your field.
    Example "She grew up wild on horseback in the Australian bush, where the rhythms of nature taught her to listen deeply and see clearly beneath the surface."
  • Write in third person for articles and profiles Third person ("She is…") is standard for contributor bios, directory listings, and media kits. It reads as more authoritative in a publication context.
    First person ("I am…") works well for social media profiles and personal websites where you are speaking directly to your audience. Match the format to the platform.
  • End with a clear next step Your bio should not just describe you — it should direct the reader somewhere. A website, a specific offer, your DWC author page. Even a single closing line with a link turns a passive profile into an active introduction.
Short 40–60 words
Directory listings, social profiles
Standard 80–120 words
Article bylines, speaker profiles
Full 150–250 words
Media kits, about pages
Common Mistakes to Avoid
  • Opening with your name or job title as the first thing the reader sees
  • Listing every qualification, award, and role you have ever held
  • Writing in a tone that sounds nothing like you
  • Using vague descriptors — "passionate," "dedicated," "results-driven" — without evidence
  • Forgetting to say who you actually help
  • No link, no CTA, no clear next step for the reader
Matilda Premium

Everything You Need to Build
Your Business

Seven complete sections covering the full journey — from finding your niche to running your first market stall. Written for women building businesses anywhere in the world, with tools, templates, and answers when you need them.

01 Foundations Find your niche, define your brand voice, and set realistic first-90-days goals that you can actually control.
02 Getting Online Choose the right platform, build an email list from day one, master SEO basics, and take photos that sell.
03 Growth & Visibility Pick your platforms with intention, plan content without burnout, and write press releases that editors actually read.
04 Monetisation Pricing psychology, choosing between products, services and digital offers — and charging what you're worth.
05 Content & Voice Write copy that sells without sounding salesy — connected directly to the free Writing Checklist above.
06 Offline Promotion Markets and pop-ups, print materials that convert, local partnerships, referral systems, workshops, and event photography.
07 Tools & Templates Pricing calculator, pitch and press release templates, content calendar, and a full apps reference table — plus Q&A whenever you're stuck.
Matilda Premium £15 One-time payment · Lifetime access
  • All seven sections, every chapter
  • All tools and templates
  • Writing score on every writing section
  • Q&A — ready answers, or ask us directly
  • Free updates as Matilda grows
Unlock Matilda — £15
Best Value Premium + Conversations £55 One-time payment · Lifetime access
  • Everything in Matilda Premium
  • Access to ALL DWC Conversations
  • How to Get Featured in the Media
  • Charge It Like You Mean It
  • Mic Drop — and every future Conversation
Unlock Everything — £55

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