TL;DR:
- Your sales are unpredictable because you’re only marketing to the tiny 3% of people ready to buy today.
- Most of your future clients fall into two other groups: those who are just realizing they have a problem, and those who are researching solutions.
- To get steady growth, you need to help the first group and build trust with the second. This turns marketing from a hunt into a welcoming path.
Is your business a cycle of feast and famine? One month, you’re swamped with exciting new work. The next, you’re staring at an empty calendar, and a quiet panic starts to set in. You wonder, “Where will the next client come from?”
This up-and-down is stressful. It makes you feel like you constantly have to be “out there,” hunting for your next project, shouting to be heard over the noise.
But what if the problem isn’t your service, your quality, or your effort? What if the problem is just your approach?
The Real Reason Your Marketing Feels Unpredictable
Most businesses spend all their time, money, and energy talking to a very small group of people: those who are ready to buy right now.
Industry research shows this group is only about 3% of your total potential market at any given time.
When you only focus on this tiny slice, you are constantly competing for a few ready buyers. It’s a race to the bottom on price, and it leads to that feast-or-famine cycle. You’re ignoring the other 97% of people who could, and eventually will, become your clients.
The secret to calm, consistent growth is to stop hunting and start guiding. You do this by understanding the three groups of future clients and creating a simple path for them to follow.
Meet Your Three Future Clients
Imagine your potential customers are on a journey. They don’t just appear at your door with a credit card in hand. They start far away, and you can be the one to guide them.
Group 1: The Curious
Who they are: These people have a problem, but they might not have a name for it yet. They aren’t looking for your service because they don’t know it’s the solution. Instead, they are searching for answers to their symptoms.
A person who needs a brand strategist isn’t searching for “brand strategy.” They are searching for “why are my sales so low?” or “how do I stand out from my competitors?”
How you help them: Be the most helpful voice in the room. Create simple, useful content that answers their questions and eases their pain, with no strings attached.
- Example: A web design agency could write an article titled, “5 Reasons Your Website Isn’t Getting Visitors.” It’s a genuine act of help that builds awareness and a tiny bit of trust.
Group 2: The Learners
Who they are: This group knows they have a problem and are actively looking for a solution. They are in research mode. They are comparing options, learning about the process, and deciding who they can trust.
How you help them: Build trust by showing them how you solve problems. Share your thinking, your process, and stories of how you’ve helped people just like them.
- Example: That same web agency could share a short case study: “How We Helped a Local Bakery Triple Their Online Orders.” This isn’t about selling; it’s about demonstrating your ability to deliver a real result.
Group 3: The Ready
Who they are: This is that 3% we talked about. They have done their research, they know what they need, and they are ready to choose a partner to help them.
How you help them: Make it easy and safe for them to choose you. Remove any friction or fear from the buying process. Be clear, direct, and reassuring.
- Example: On your services page, have very clear pricing, a simple “Book a Call” button, and a straightforward guarantee that removes the risk for them.
How to Build Your Attraction System: One Step at a Time
This might sound like a lot, but you don’t need to do it all at once. The goal is to shift your mindset from a hunter to a gardener. Gardeners don’t force things to grow; they create the right conditions.
Here’s how to start:
- For The Curious: Brainstorm five questions your ideal client asks before they know they need you. Write a simple blog post or create a short video answering just one of them.
- For The Learners: Think of a past project you’re proud of. Write a few paragraphs about the problem the client had, what you did to solve it, and the amazing result they got.
That’s it. By creating just these two small pieces, you have started to build a system that meets people where they are. You’ve laid the first few stones on the path to your door.
This approach transforms marketing from a stressful chore into a natural extension of the help you already provide. It creates a steady stream of clients who arrive already trusting you, because you guided them, taught them, and showed them the way.
It creates calm, predictable, and sustainable growth.
Ready to build a calmer business?
Does this approach feel more natural to you? We offer a free, 30-minute Growth Discovery call. It’s not a sales pitch. We’ll simply help you map out where your potential clients are and how you can start talking to them.