Shoot for the Moon, Land Among the Stars (to Sign Better Clients)
Do you prefer relying on bigger projects, high-ticket offers, or retainers but signing them feels like a fluke rather than your standard? Maybe they mostly come from unpredictable referrals, or most new clients tend to opt for your smallest offer and expect the world from it?
That’s a common situation for many of my clients (if you’re new here, I’m a marketing strategist and mentor for brilliant but undervalued women founders).
In most cases, we can change that. But there are objective realities and challenges to keep in mind.
For example, we’re going through a trust recession. While plenty of people and businesses do have the budget, they’re more hesitant to invest because they got burned before.
Which is why I don’t tell my clients “just keep showing up, raise your vibration, and trust that more of those high-level clients will find you” (even though that’d make me more popular on social media).
Instead, we usually do this:
My “shoot for the moon, land among the stars” approach to marketing. How does it work?
We get crystal-clear on who their high-calibre clients are (beyond surface-level avatars like “purpose-led businesses”): those who actually need their bigger offers, have the budget, and are prepared to invest (and spoiler alert: they all realise they weren’t actually targeting them with their marketing)
We stop seeing their smaller offers as “a cheaper one-off option for a separate client avatar who just hasn’t got the budget for more” (instead of continuing to wonder why so many clients expect the world from them or why not enough upgrade to bigger services afterwards)
In the bulk of their marketing, we always talk to that high-calibre client. Always. We don’t keep switching from them to a lower-vibe version or a different avatar (read this again, as it’s one of the most common traps, and I fell for it myself, years ago)
What tends to happen to my clients after they adopt my “shoot for the moon, land among the stars” approach to marketing
Even their new clients who opt for lower offers tend to be higher-vibe and more committed
It’s easier for them to retain or turn some of these new clients into bigger projects after that initial trust is gained
They also start getting more premium clients into their highest-ticket offers or bigger projects (for example, R., a brilliant coach, had never sold her £3k offer before working with me, and she has now sold it multiple times, and F. couldn’t believe how much she got to charge for a new project that came directly from her marketing)
Start aiming higher, strategically
The moral of the story?
You can’t just “trust that high-calibre clients will find you and start dropping £££ on your highest-ticket offer”, especially during the current trust recession. But if you’re strategic about it and implement the right changes, you can certainly give yourself the best chances of signing them more consistently.
Are you going to try my “shoot for the moon, land among the stars” approach?
And if this made you look at your marketing from a different perspective (and you’re serious about regaining hours, headspace, and control while working with more perfect-fit clients):