Stop Chasing Clients: Use These Content Shifts to Attract the Right Ones

Priscilla Shumba
2 days ago
5 min read

Most small business owners doing content marketing think it's a matter of persuading their ideal client to work with them. It's NOT!

The job of your content is to leave enough psychological data that your target client persuades themselves you work with you.

Subtle change in wording but a totally different experience for your prospective client.

This 1 shift (if you use it) takes your content from pushy and salesy to inviting and resonant on a subconscious level.

Too many big words! (I'm a business nerd with a love for language😁) I hear you already, let's make it practical.

Psychological trigger #1: Auto-suggestion

Right off the bat, I want to make it clear that it's not a game of more and more content, BUT the right content.

Yes, consistency does still matter because it keeps us top of mind. Visibility matters!!! Think about every time you decide to grab a quick coffee, lunch, outfit, gift, etc. How do you decide where to shop in a world of information overload and endless to-do-lists? 9.99999/10 it's the places you've seen frequently. Whether their ad kept showing during your TV series viewing or it's the 12th Golden Arches (McDonald's) you've seen on your road trip. The psychological trigger was autosuggestion. You weren't hungry at Golden Arch no.1, but when you did get hungry it was a no-brainer to pull up into McDonald's. That wasn't a coincidence. It was marketing!

All this to say: create a sustainable content marketing rhythm. Stay in the game, being visible with a message that resonates.

On the other hand, if you feel you've become a content creator with no business to show for it, read this article first.

Be the 'favourite candy at the checkout' kind of small business.

Psychological trigger #2: Reputation

If no one has heard of you, you have no reputation. So, there's no need to pay attention to you. This is terrible but true: how many times do we gloss over (literally) the new person in a social setting? It's not until we know who they are that our interest is piqued.

The more times someone encounters your content, the more of a reputation you now have with them. That's what content is doing for your brand and business at scale. Now your prospect can refer to you as "that like coach guy or gal". You have a reputation!!

Ask yourself:

How can I create a meaningful connection and make a positive contribution through my content 1 person at a time.

This is where the magic happens and where most of us totally lose the plot. We're not in the business of going viral as a small business. If you're a coach with 1:1 services, you can't service 1.5 million people. So you don't need their attention and time, let them use their mental bandwidth for something else.

I suggest that my clients focus on getting 1,000 true fans. That's it! (Google the 1,000 true fans concept). It's about building a core community of people who deeply resonate with your message, worldview, and offers. This should be a relief! Put the vanity metrics in the dumpster (for now).

🎯Daily: Did you connect with 10 people who are your ideal clients today?

We are in the grassroots marketing business, both virtually and in person.

If we build relationships with our ideal clients, when they're in the market for our type of services -- guess whose making the list?!

Now we don't just want to be known or just make a positive impression. We want to be unforgettable.

A good name is more desirable than great riches; to be esteemed is better than silver or gold. (Proverbs 22:1)

A good name is how you create value.

Psychological trigger #3: Emotional connection

Being unforgettable is all about how we make our prospective clients feel. That old adage: people will forget what you said but never how you made them feel.

Does your prospect feel seen? A.k.a Mirroring.

Are you telling the kind of stories where they see themselves as the hero with you as their guide? Jump off the "Guru" stage and come down to being a teacher. Think about your favourite teacher growing up. This is key.

If you haven't read the marketing classic, Building A Story Brand listen to this.

Content Mistakes To Avoid

🛑 Don't merely use content to highlight the pain points of your prospective clients. As my 8-year-old would say, "I already knew that!". At the same time, it's too much to give a whole solution in a social media post. Can you feel the sensory overload?

👍🏾Try this. Give one part of the solution. Something they can do today and get a result. If you're a fitness coach, the simple exercise to relieve the tension in your neck and shoulders. It's enough to create CREDIBILITY. It's clear you know your stuff and can create [XYZ outcome]. Then invite them to your long-form content, which provides the whole solution.

The people who follow your CTA have self-selected that they need more. This is successful marketing: getting the right people (the ones who need your solution) to take a little step in the direction of your offer.

You don't have to feel icky about asking for the sale at this point because with their actions, they are asking for more -- Give it to them already! Make your offer.

There's a difference between trying to sell a passerby on the street your offer and giving them a sample of the menu, and then they follow you into the store. Same idea, just virtually.

🛑 I used to say something happens when we go virtual. We lose our compass for what's appropriate and the best way to achieve our goals. We jump on trends, chase virality, and drive ourselves absolutely crazy in the process.

👍🏾Use your content strategically as a conversation starter.

You’re not shouting into the void. You’re speaking to someone; a real person with desires, frustrations, and a need that you can meet.

When you apply these psychological triggers:

Auto-suggestion keeps you top of mind
Reputation gives you staying power
An emotional connection makes you unforgettable

Then, you stop chasing and start attracting. That's the goal!

If you're tired of trying to force content to work, I'm inviting you to take part in my Clarity Intensive, where we’ll uncover the messaging foundation your content needs.

👉 Click here to learn more

Book A 15 minute Collabo Call

And feel free to book a 15-minute no obligation, collaboration call to see if we're a good fit to work together.

🎯Content marketing shouldn’t feel like a chore. It should feel like a conversation that leads to conversion with the right clients.

Let's make marketing fun again.

Blessings!

Business Communications Strategist

Founder of ReinventingPerspectives Media

P.S. This blog is part of my behind-the-scenes series: The Mind of an Entrepreneur.It’s the in-the-moment thinking behind building a faith-driven business. The risks, the strategy shifts, the “Did I get that wrong?” moments—and the breakthroughs.