Does your marketing feel like a shot in the dark—sometimes it works, but most of the time, it misses the mark? If you’re struggling to attract ideal clients consistently, your story is likely all about you. The secret? Make it all about them.

With a client-centric story, you can change that—and that’s what we will explore in this post.

It starts with truly understanding your ideal client

Many consultancy owners think they understand their ideal clients, but here’s the catch: your clients often don’t fully understand their own needs either. 

It’s your job to understand them better than they understand themselves.

Start by asking:

• Who are they? What’s their role, industry, and challenges?

• What do they want? Focus on the outcomes they desire, not just the solutions you provide.

• What pain are they experiencing? Identify their frustrations and unmet needs.

• What mistakes are they making? Understand where they’re going wrong and the consequences they face.

When you show that you understand their frustrations better than they do, you create instant trust and credibility. That’s what sets you apart.

Bullseye Focus

Here’s a common mistake: trying to appeal to everyone. You’ve probably heard the saying “When you try to speak to everyone, you end up speaking to no one.” To truly engage, you need to focus on your bullseye ideal client—the person you’re best equipped to help.

For instance, if you’re targeting tech startups, don’t generalise with ‘business owners.’ Narrow it to ‘founders of SaaS companies with 10–50 employees who are scaling their sales team.’ The more specific, the more impactful.

Worried about missing opportunities? Don’t be. 

Laser-focusing on your bullseye client isn’t about exclusion—it’s about clarity. The clearer your message, the more magnetic it becomes to the right people. And as a bonus, you’ll also attract a wider audience who resonate with that message. Think of it as ripple effects from a sharp aim.

Crafting a compelling Client-Centric Story

Every great client story includes these three ingredients:

1️⃣ Desired Outcome: What do they want most, and why does it matter?

2️⃣ The Pain: What’s standing in their way and causing frustration?

3️⃣ The Mistakes: What are they getting wrong, and how can you help?

When your story aligns these elements with your client’s emotions and aspirations, it becomes irresistible.

Outcomes over solutions

Many consultancy owners feel tempted to lead with their expertise or process—it’s only natural. But clients aren’t buying your method; they’re investing in the transformation you deliver.

For example, a perfume ad doesn’t sell the scent; it sells confidence, allure, and attractiveness. Similarly, your consultancy’s messaging should emphasise the results your clients want, not the steps to get there. 

Outcomes speak to your client’s heart; solutions only speak to their head. Tap into their emotional drivers—how will achieving their goals make them feel? Confidence, security, and pride are what they’re buying, even in the B2B world.

Put your story to the test on LinkedIn

LinkedIn is a fantastic place to test and refine your client-centric story. Here’s how:

1. Headline: Call out your ideal client and highlight the transformation you deliver.

2. About section: Make it all about them—their pain, their desires, and how you help.

3. Connection Requests: Test your profile’s effectiveness by sending 50–100 requests to ideal prospects. Compare acceptance rates before and after optimising your profile.

Think of LinkedIn as your testing ground. Your headline and About section are not set in stone—iterate based on feedback and results until you strike a chord with your ideal prospects.

Avoid common pitfalls:

1. Too broad a focus: Narrow in on your bullseye client. If you try to speak to everyone, you’ll resonate with no one.

2. Logic over emotion: Balance emotional appeal with logical reasoning. Aim for 70% emotion and 30% logic.

3. Talking about yourself: Count the "you" vs "I" in your messaging. If "I" dominates, rewrite to focus on the client.

Bonus: Interview your ideal clients

Once you’ve outlined your client story, validate it by interviewing 3–10 ideal prospects. Listen to their words and emotions—they’ll give you invaluable insights to refine your messaging.

If you’re unsure how to start, try this:

• Ask open-ended questions like: What’s your biggest challenge right now? If you could wave a magic wand, what would your ideal outcome look like?

• Record their answers and look for patterns in their words and emotions—this will become the backbone of your messaging.

Pro tip: Keep the conversation casual and curious. Your goal is to uncover their true feelings, not to pitch. Authenticity opens the door to the best insights.

Conclusion: Test, refine, and engage

Your ideal clients are out there—they’re just waiting for you to speak their language. A client-centric story isn’t just a marketing tool; it’s the foundation for building trust, engaging prospects, and growing your consultancy. Start crafting your story today, and watch the opportunities flow in.

Refine your story, test it, and watch your network and conversations transform. Every step you take brings you closer to more ready-to-buy calls and the steady growth your consultancy deserves.

Ready to generate more sales calls with your ideal clients?

Stop spinning your wheels and start seeing real results. My free Ready-To-Buy Playbook gives you the exact framework to build a client-centric funnel that generates consistent, high-quality sales calls.

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