Engage Potential Clients.

How to Engage Clients Without Feeling Like a Sleazy Salesperson

If you run a small business, you’ve probably spent hours staring at your website, scrolling Instagram, or worrying that your next networking event is going to be painfully awkward. Here’s the truth, engaging prospective clients doesn’t have to be complicated. It doesn’t matter if you have 12 followers or 12,000, or if your website looks like it was built a robot in 2005. What people actually want is simple.

Prospective clients are looking for three things: trust, clarity, and connection. Nail these, and you’re halfway there.

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1. Trust: Show Them You Get Them

People want to know you understand their problems. This isn’t about showing off credentials (although those help), it’s about empathy.

• Online: Write blog posts, reels, or posts that tackle the questions your clients actually have. “I struggle with X—what should I do?” “How do I know if Y is the right choice?” These kinds of answers demonstrate that you know your stuff.
• Website: Case studies, testimonials, and clear explanations of what you do all build credibility.
• Offline: Be genuinely curious about people’s challenges when you meet them. Listen more than you talk. Nothing builds trust faster.

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2. Clarity: Make It Obvious What You Do

Confusion kills sales. If someone has to dig through your website, social posts, or business cards to figure out what you offer, you’ve already lost them. More about clarity here

• Online: Be explicit about your services, prices (if appropriate), and how people can work with you. Every page, post, or email should answer: “Can I work with this person? How?”
• Offline: Your elevator pitch should be simple, not salesy. Think of it like a menu—what’s on offer, and how do I get it?

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3. Connection: Let Them See the Human

Clients don’t hire businesses,they hire people I know everyone says that, but that’s because it’s mostly true. They want to feel a little spark of familiarity or relatability before spending their time and money.

• Online: Show personality in your posts, stories, and emails. A small joke, a relatable anecdote, or a behind-the-scenes glimpse can go a long way.
• Offline: Smile, make eye contact, and remember names. Personal touches matter more than flashy marketing.

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Engage happens!

The real magic happens when trust, clarity, and connection overlap and combine. A client who trusts you, knows what you do, and feels some personal connection is far more likely to reach out—even if your Instagram account has 10 followers.

So stop worrying about posting every day for the sake of numbers. Focus on these three things, in every interaction: online, offline, and on your website. That’s what keeps small businesses alive and growing—not gimmicks, not viral posts, and certainly not being everywhere at once.

Remember one meaningful conversation or one thoughtful post that actually converts is worth far more than a thousand “likes” that go nowhere. If you need help with a strategy for your solo or small business you can contact us here. Or check out the Business Growth Blueprint to get some direction for your business.