Shift Your Focus
Building a Marketing Strategy That Brings You Clients, Not Just Followers
**Black Friday with a Twist: Accessibility, Not Urgency**
This Black Friday, I’m not slashing prices—I’m extending accessibility. When you book a free call before 31st December, you can take advantage of extended payment plans for my 1:1 coaching programs, making it easier to invest in your business without financial strain.
💬 Book your free call before 31st December to explore if we’re the right fit and secure your extended plan.
As solopreneurs, we often hear that we need to build an audience—lots of followers, likes, and views. But here’s a common mistake: focusing too much on growing an audience instead of building a client base will increase the size of our mailing list but that won’t translate into sales.
While it’s great to have people engaging with your content, many of those people (the vast majority) won’t actually buy from you. They might like your posts, cheer you on, and even share your work, but they’re not the ones who will invest in your services. So why are you pouring all your energy into reaching them?
The truth is, your marketing needs to focus on your clients, not just your audience.
It’s easy to get caught up in the numbers—follower counts, likes, comments—but those metrics don’t necessarily translate into paying clients. And as a solopreneur, your business depends on clients, not engagement. If your marketing is designed to please the masses rather than connect with the people who need your services, you’ll end up wasting time and energy on strategies that don’t convert.
Here’s the key shift: the metric that counts is not engagement.
The metric that counts is money.
What actually moves the dial in your business? Is it another "like" on Instagram or a new client signing up for your services?
When you focus on money as the key metric, you start thinking strategically about which marketing activities bring in revenue. You start making decisions based on what works to generate income, not just engagement.
Instead of thinking about how to appeal to a wide audience, think about how to speak directly to the people who are ready and willing to invest in what you offer. These are your ideal clients.
Knowing your ideal client starts with creating a customer avatar—a detailed profile of who they are and what they need. This step forms the foundation of your marketing strategy because it allows you to craft messaging and marketing that speaks directly to those people, rather than trying to appeal to everyone. When you have a clear picture of who your client is, your marketing becomes more focused and intentional. [Incidentally, I have a framework for creating an avatar which I can share with you when you apply for 1:1 coaching].
Your marketing should be designed to attract clients, not just an audience.
Likes, shares, and comments are nice, but what you really need are people who resonate with your message so deeply that they become your clients. These are the people who not only see the value in your work but are also willing to pay for it.
[N.B. Your ideal client is always someone who can pay for your services]
Once you know who your client is, you can build your marketing strategy around them. You don’t need to be on every platform or create content that appeals to the masses. You just need to show up in the places where your ideal clients are and speak directly to their needs. When you focus your marketing on your clients and the activities that make money, you’ll see more meaningful results—because you’re no longer wasting energy on people who will never buy from you.
Think of your marketing as a system—a machine within your business ecosystem that works to attract, nurture, and convert the right people. Every piece of your marketing should serve a purpose in bringing the right clients into your world, not just generating buzz or applause from a general audience.