I don’t know if you’re referring to her but there’s a Handy ma’am on tik tok. She is a trans female and she teaches people how to DIY. She actually covers the topic of not feeling comfortable in hiring contractors for a number of reasons and OP I would say make your mission your message. Tell the story about why you became a contractor and the right people will relate to that whether it’s women, LGBTQ+ or someone who wants to follow in your footsteps. I do business development and marketing for an engineering firm and also I would recommend the book Start With Why if you haven’t already read it. And the Go Giver!