Issue #17 - The wrong (and right) way to get clients…

Jan 29, 2023

Read time - 4 minutes 

The number #1 mistake you can make when it comes to getting clients is trying to get people interested in the thing you are selling.  

This is called “Demand Creation” and unless you have billions of dollars to spend on advertising, it rarely works. 

Let me explain. 

To create demand from scratch you have to convince and persuade someone to be interested in the thing you are selling. 

This takes a lot of energy. 

It also ignores the fact that: 

“People love to buy, but hate being sold to” 

So what’s the easy way? 

Channeling the demand that’s already there. 

When I grasped this idea, everything changed.  


Creating Demand vs Channeling Demand 

You don’t have to create demand from scratch.  


Because demand already exists. 

Right now, at this moment, your dream clients have problems they want solutions to. 

They have pains they want relief from and things they want to experience. 

These motivators are the demand that’s already there. 

Rather than persuading and convincing someone how awesome your product/service is… (creating demand) 

All you have to do is: 

  1. Tap into the demand that is there  
  1. Channel it towards the thing you are selling. 

Example of creating demand for a relationship coach: 

“Hey guys, this month I am taking on one new relationship coaching client. Here’s what you get when you sign up to coach with me… (list out a bunch of features and benefits).. If this interests you, reach out to me via dms” 

Example of channeling demand for a relationship coach: 

“Not being able to attract the romantic partner you’d like to date can leave you feeling like you are not enough. But settling for someone who is not the person you are looking for, is not the answer. The truth is the person you are looking for is out there waiting for you. But to find them you must first do the inner work that will lead you to show up as the person THEY are looking for. If you want to learn how to do this I have one more spot for 1-on-1 relationship coaching this month. If this interest you, reach out to me via dm’s” 

See the difference? 

One tries to sell the product while the other taps into the demand that's already there. 

To be able to do this, you must understand the person you are marketing to so well that you could write a page in their journal.  

When you understand those you seek to serve at a high level, it makes it easy for you to create content that connects with the motivators that drive people to buy. 

When you go about marketing and sales in this way... 

Marketing becomes less about persuasion and more about connection. 

Convincing clients turns into connecting with clients. 

Hope this helps.  


Abraham Casallas 


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Written by Abraham Casallas

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