How To Get Clients, as an Authentic Business

Coaches, Healers, and Mentors, here’s a marketing framework to help you fill your practice.

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Trust

Before anyone will hire you or buy from you, they need to have enough trust in your business.

  • You’ve shown yourself as authentic in your content or your marketing. They feel you’re being honest and true to who you are.
  • You’ve been showing up consistently in your content, or email newsletters, or this could even apply for in-person networking.
    Your Consistency = Your Reliability, in your audience’s mind.
  • You’ve gotten endorsements (positive mentions, testimonials, recommendations, positive reviews) from people or sources that they trust. This requires you to do some networking, perhaps gifting some of your services to influencers who have an audience you want to reach.
  • Your visual branding looks trustworthy to them. This will depend on what other brands they trust, and how your branding measures up to what they’re used to seeing.

Alignment

You are offering a product or service that is aligned with what they are used to buying or can imagine themselves buying.

  • Describe what you do, in your content and marketing, in ways that help your ideal clients envision themselves also experiencing your service. For example, tell stories in your content about your work with your clients (keep them anonymous unless they’ve given you permission.) Or interview your happy and willing clients to share their story of working with you. I have a video series like this that I call Client Lessons.
  • Offer samples of what you do. You can let your audience/network know that you are giving away a limited number of free 1–1 sessions, for example. Or record a Zoom call (video or just audio) with you and a willing client (or supportive friend) where you are actually doing your service for that person, and if you have their permission, share that video or audio in your content and marketing, so that others can get a taste of what it’s like to work with you.
  • Offer a live (in person or online) group experience that is free or low cost, where you are demonstrating your expertise, giving them an experience they’ll find useful or be delighted by. Example of a free one is Ruth Toledo Altschuler, a Flower Essence Practitioner, who offers free online Healing Circle experiences. An example of a low-cost experience is my online workshops.
  • Encourage your existing clients to refer you to their friends. There are many ways to do this. One example: Give your happy clients a Gift Certificate that they can hand to their friends. Everyone wins: your clients might enjoy letting their friends in on a deal for a service they believe in, those friends who need your service get to try it out, and you get new clients.
  • If you don’t have any clients yet, or not enough clients to be able to easily do the above actions, then try this: Ask the people you know if they are willing to try out your service, without charge, for the purpose of you developing some possible case studies. Even if they aren’t willing to share their name, you can describe the case studies, in your content and marketing, in a way that keeps their privacy.

Invitations

If your audience doesn’t know about your offering, or hasn’t seen it lately, you’re making it harder for them to say Yes to hiring you.

  • Have a rhythm of posting about your offering(s) on your Facebook business page
  • Have a rhythm of personally contacting your biggest supporters and past clients and referral sources. For example, if you have 50 people you want to personally keep in touch with every 3 months, then it only requires you to touch base with 4 people per week. Very doable. You’ll be better at keeping in touch than the vast majority of business owners.

Written by

Authentic Business Coach & Author of 4 Books including "Authentic Content Marketing" and "Joyful Productivity" https://www.GeorgeKao.com

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