Here’s exactly what I tell coaching clients who want more high quality leads
You’re pouring your time and/or money into marketing, but the leads aren’t coming in the way you hoped. Your website looks professional. You’re posting on social media and going to networking events. You’re doing all the “right” things, but something’s not clicking.
If this sounds familiar, you’re not alone! I run into some version of this problem all the time. Here are the top 3 tweaks I recommend most often for clients who want better results from their marketing efforts.
1. Make a More Specific and More Compelling Offer
People are more likely to take action when they understand the specific result you’re offering. Generic promises like “quality service” or “great results” don’t cut through the noise.
Here’s an example from an accounting firm: “Small Business Tax Rescue Package: We’ll review your last 3 years of returns, identify every missed deduction, and if we don’t find at least $5,000 in savings or refund opportunities, you pay nothing for the review.”
Just like that accounting firm, does your offer include specific numbers (time, money, or results), a clear deliverable (so they know exactly what they’re getting), tied to a specific pain point? Does it reduce the perceived risk by including a guarantee or a performance promise?
If you feel like you can’t hit all four criteria of a compelling offer, are you sure you’re addressing a well-defined niche audience? Because the more specific you are about who you serve and what problem you solve, the easier it becomes to craft an offer your top prospects can’t ignore.
2. Your Marketing Is Not About You
Take a look at your website. Is it filled with “we’ve been in business for 20 years” and “we offer these services”? That’s making it about you.
Your potential clients don’t care about features or your “About Us” page until they know they like you and are convinced you can help them. Flip the script to build trust more quickly. Instead of listing what you do, show them the results they can expect.
For example, a financial services firm might replace “we provide comprehensive bookkeeping services” with “sleep better knowing your financials are accurate and tax-ready.”
3. Diversify Your Lead Sources
If all your leads come from just one or two sources (e.g. client referrals or Instagram), you’re one algorithm change or market shift away from a serious problem.
A diversified strategy includes multiple channels: referrals, email marketing, strategic partnerships, local networking, content marketing, and paid advertising.
You don’t need to do everything at once, but you should be building multiple streams so that if one dries up, your business doesn’t grind to a halt.
Your marketing might be falling flat because you don’t have a compelling offer for a specific audience, you’re focused on features instead of results, or you’re relying too heavily on just one or two lead sources.
These mistakes are easy to make, and easy to fix by putting yourself in your buyer’s shoes. Why not take a few minutes to imagine yourself as a prospect? Jot down some questions, concerns, and pain points, then revisit your marketing assets with a fresh perspective to see how effectively you’re addressing them.
The 12 Week Year: By Brian P. Moran & Michael Lennington
The 12 Week Year is a useful reframing if you’ve ever noticed how easy it is for annual goals to lose momentum. By treating twelve weeks as a full “year,” the book encourages sharper focus, clearer priorities, and a healthier sense of urgency around what actually matters.
Thanks for reading The Extra Mile! Subscribe below to receive new posts and support my work. If you enjoyed what you read, share or leave a comment!
