Why You’re Attracting the Wrong Clients (And How to Fix It)

Let’s talk about something most expert coaches and consultants don’t like to admit:

👉 They’ve built incredible careers 
👉 They may have even published a book (and won accolades for it
👉 Yet...their phone hardly ever rings

If you’re nodding your head, you’re not alone. 

And the issue isn’t your credibility or your talent.

It’s your positioning.

I see this all the time with smart, capable people. Coaches, consultants, former execs, and service providers who want to be known and sought after, aren’t getting found by the right people.

And it usually comes down to one thing.

They are not clear who their audience really is or how to get in front of them.

“I Thought I Knew My Customer…”

When I first stepped out of my corporate PR career and launched my consultancy, I thought I had a pretty clear idea of who I wanted to work with. But I kept attracting the wrong people.

I’d get inquiries from business leaders who either weren’t ready for PR. Maybe they didn’t have a clear message but expected front page media coverage. Bottom line, they didn’t understand what strategic visibility was all about.

That's when I realized my message was too vague. I was trying to talk to anyone and everyone. So I ended up with people who had unrealistic expectations.

That experience forced me to get laser-focused on who I wanted to serve, how I spoke to them, and where I showed up. Once I did that, I started to attract the right customers.

If you’ve been wondering why the clients, media, or opportunities you want aren’t finding you, it might be time to look at how clear your audience actually is.

Visibility Starts With Audience Clarity

I’ll say this again and again.

If you’re not getting noticed, it’s not because you’re not good enough.

It’s because you haven’t positioned yourself in a way that makes the right people pay attention. The people who are best-suited to work with you.

And that starts with audience clarity.

You need to know:

• Who you want to serve
• What they’re struggling with
• What they’re searching for
• The words they use to describe it

This allows you to show up with a message that lands.

Unfortunately, many people skip this part. They jump straight into content, websites, or social media without doing the foundational work. Then they wonder why nothing sticks.

So How Do You Actually Do Audience Research?

Let me be clear.

Audience research isn’t complicated or expensive.

It’s just listening.

It’s about paying attention to what your people are already saying and using that to inform what you say.

Here’s the simple 3-step process I use to guide my clients. Whether they’re just getting started or repositioning after a career pivot, this is where we begin.

Step 1: Create a Basic Research Guide

Start by outlining what you think you know about your ideal audience:

• What kind of work do they do?
• What keeps them up at night?
• What would make their life easier?
• What goals are they chasing?

This doesn’t have to be fancy. A Google Doc or notes app will do. The key is to get it out of your head.

Then ask yourself, what are the gaps in what I know? That is where your research begins.

Step 2: Listen to What’s Already Out There

There is so much gold in what people are already saying online.

Here’s where to look:

• Testimonials (your own or your competitors’)
• Comment sections on thought leaders’ posts
• Reddit threads, Facebook groups, Quora, Amazon reviews
• Podcast reviews in your niche

You’ll start to see themes, repeated phrases and learn the exact words they use to describe their challenges.

That language becomes your messaging.

You don’t have to come up with the perfect words. You just have to repeat the ones they already use.

Step 3: Talk to Real People

Yes, this part takes a little effort. But it is the most powerful.

Talk to 3 to 5 people who fit your target audience. Ask questions like:

• How do you describe yourself/what you do?
• What are you frustrated about right now?
• If I were to ask what you really want or need, what comes to mind?

When you listen without trying to sell, people will tell you everything you need to know.

These conversations uncover what’s really going on beneath the surface.

Why This Makes You Magnetic to the Right People

Once you’ve done this work, everything else becomes easier.

• Your website copy will speak to your customer.
• Your LinkedIn headline will attract the right connections.
• Your pitches will start to land as intended.

Because you’re finally speaking the language of your people.

And when you do that, you stand out.

You build trust.

You become the one they want to hire or feature.

Clarity comes from truly understanding the people you want to reach.

You’re Closer Than You Think

Many of my coaching clients come to me feeling like they’ve tried everything. Social media, email marketing, article submissions, you name it.

But once we nail their audience and message, the whole game changes.

• They get media requests.
• They attract the right clients.
• They feel confident showing up as the authority they are.

And it all starts with the work I just walked you through.

If you’re tired of being overlooked and ready to be seen by the people who actually matter, this is the first step.

Want to go deeper?
Learn more about my step-by-step roadmap to visibility in my group program, Known in 90 Days.
Check it out here →