How do you move from taking whatever business you can get to building a purpose-driven, aligned client base? The right-fit client base fuels not only revenue but also passion and long-term fulfilment. 

In this episode of The Agency Blueprint, we discuss how agency owners can stop chasing clients and start choosing them. We also explain why it’s time to stop being a generalist trying to appeal to everyone and take a bold positioning, even if it means turning some people away. 

Don’t miss this episode to learn about the power of authentic storytelling to your audience, which builds connection and trust! 

Key Questions: 

[02:14] Who is your true Ideal Client Profile, and what do they really care about? 

[04:20] Can you name a client you didn’t enjoy working with? Why? 

[05:36] Are you afraid of repelling potential clients by taking a clear stand in your messaging? 

[11:44] Where does your ideal client actually spend their time, and are you showing up there? 

[17:40] Can your story of failure help someone avoid the same mistake? 

What You’ll Discover:  

• [02:14] Defining your Ideal Client Profile (ICP): demographics, psychographics, buying triggers, and decision-making structures. 
• [04:20] Why defining who you don’t like working with can often be more revealing than listing who you do. 
• [05:36] Why taking a strong position in your messaging, even at a cost, makes you magnetic to the right clients. 
• [06:55] Understanding how your ideal client makes buying decisions helps you mirror their process and build trust faster. 
• [08:24] Why tailored positioning isn’t a marketing tactic but how you build seamless, mutual trust and fit. 
• [09:44] How choosing the right clients allows you to enjoy your work without the dread of toxic interactions. 
• [11:47] How to map your client's professional environment so you can market more strategically. 
• [13:00] How a small niche craft business scaled massively by starting in one Facebook group and expanding consistently. 
• [15:04] How being more human and vulnerable in your content helps build authentic connections and trust. 
• [17:40] The power of authentic storytelling in increasing audience trust and helping potential clients feel more connected. 
• [19:44] When you stop chasing and start choosing your clients, your business becomes more impactful and joyful.