Build a Client Attraction System That Actually Works

My guest Hanna Etu supports writers with mental health differences as they establish a regular writing practice and finally finish their memoirs—without losing the heart of their story.

Hanna came to our session wanting real answers around client attraction and retention. Even with consistent social media and a weekly newsletter, she was struggling to grow her list, reach the right people, and convert leads into paying clients. We took a look at every layer of her process, from lead magnets and nurture content to messaging, sales calls, and the offers themselves.

Inside The Hive, I’ve noticed this theme with a lot of second-act coaches: message tweaks and more social content only get you so far. So in this episode, we rolled up our sleeves and focused on where the real gaps were: clearer sales invitations, selling the outcome (not the package), increasing the volume of leads, and coaching confidently during the sales call itself.

Let me highlight the steps Hanna and I worked through to build a system that attracts more of the right clients, fills her roster, and feels aligned from top to bottom.

Step One: Sell the Outcome, Not the Process

It’s easy to over-explain everything included in your offer like the number of sessions, pages reviewed, edit schedules, but that’s not what your clients are really buying. They’re looking for an outcome. For Hanna, that means supporting writers to actually finish their memoirs. When you center your sales messaging on the result, you give prospective clients a clear reason to hire you (rather than getting bogged down in technicalities they may not even understand).

Remind yourself: the specific logistics of how you deliver the coaching matter less in your marketing. Details can come later, once a client decides they’re ready to work with you.

Step Two: Move From Nurturing to Inviting

Many coaches fall into the nurture trap: posting helpful content week after week and hoping that, if you give enough away, people will eventually reach out. The reality is, nurture alone doesn’t pay your bills or theirs. You must include a direct invitation in every single piece of content.

That doesn’t mean becoming aggressive or salesy. It can be as simple as a line at the end (or even a commercial break in the middle) of your email or post, letting folks know exactly how to take the next step with you. If you’re genuinely here to help, make it easy for people to raise their hand and say yes.

Step Three: Use Your Coaching Skills on Sales Calls

Sales calls shouldn’t feel like a battleground or a place to prove your worth. Instead, treat them as a coaching session with intentions and boundaries set up front. When clients voice concerns (especially self-doubt), coach them through it rather than breezing past or validating and redirecting. Let them experience your real support and problem-solving live.

Set the agenda, narrate the process, and coach generously, but protect your time by naming the container. This helps your prospective clients get traction and clarity, while you build trust and confidence as the expert they need.

Step Four: Double Down on List Growth With Collaborative Bundles

With less than 40 people on her list, the math simply wasn’t working for Hanna. Regular content is great, but you can’t nurture people you haven’t met! The most efficient way for her to grow was by hosting a collaborative bundle, essentially a lead magnet swap with other experts whose audiences overlap hers.

A successful bundle doesn’t just bring in writers; it pulls in prospects from adjacent spaces like mental health, creativity, productivity, or social justice. She’ll start small, with the goal of running two bundles a year, so list-building becomes an ongoing system rather than a one-off project.

Finally: Treat Your Weekly Newsletter Like a Premium Lead Magnet

Cranking out PDFs or Canva checklists isn’t always the answer for this audience. Instead, make your weekly newsletter the core “lead magnet”. Something people genuinely want to receive for its insights, encouragement, and practical tools. Frame your newsletter as a can’t-miss subscription, not just bonus content. That way, every new subscriber comes in primed to engage with your best thinking right from the start.

And here’s a nugget you don’t want to miss: If adding a direct sales pitch feels awkward with your audience, narrate the interruption. Literally tell your audience, “Here’s a quick commercial break: if you need support, go here,” then jump right back into your message. This transparency not only normalizes selling, it helps your people know exactly what to do when they’re ready for more.

We also got into exactly how to structure Hanna’s offers when someone’s not even sure they want to write a book, how to approach pricing with compassion, and why coaching on a sales call often feels more ethical than trying to “overcome objections.” Curious what that looks like in action? Listen to the full episode for the specifics.