I have started about 2,000 conversations with prospective clients.

And there's a common theme that has proven to be right over and over again:

Those who focus on the identity of their audience or on a virtuous cause...

...do worse in their business.

Examples: Those who...

✅ Coach female / black entrepreneurs

✅ Do Marketing for vegan solopreneurs

✅ Do Operations Consulting for "ethical businesses"

✅ Are focused on social impact

Their revenue is invariably lower than that of companies who focus on solving a difficult problem FIRST. 

Now, Coaching, Marketing, Operations Consulting... those are difficult problems. But it's the primacy of the focus that makes a difference. If the focus is on the identity of the target client -- bad. If the focus is on the problem -- good. 

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The State Of Client Acquisition Podcast covers the fascinating world of transforming strangers into clients. Our audience are Small B2B leaders and solopreneurs. We focus on the whole process - Strategy - Positioning - Content - Prospecting - Selling. Got a question you want me to cover? Submit it on www.StateOfClientAcquisition.com.

Watch this episode on YouTube: https://youtu.be/aYXCh_KfcPE

Watch the ungated training on how to win clients in 2022 - The Funnel 🔻 and the Pot 🍲

And here are my paid products: Conversations That Close - How to start friendly, non-salesy, but assertive conversation with the aim of finding clients. $150 Basic, $499 Premium: www.ConversationsThatClose.online