Understanding the Marketing Funnel: How to Attract Clients Authentically

Have you ever poured your heart into a social post, a workshop invitation, or a beautifully designed flyer—only to hear crickets? It’s one of the most frustrating experiences for any purpose-driven business owner. I’ve been there, and I know that moment of wondering: What am I missing?

Here’s the truth I’ve come to embrace: the most powerful marketing doesn’t start with you. It starts with them—your future clients. And the secret to reaching them lies in understanding something many of us were never taught: the marketing funnel.

Let’s walk through how it works, and more importantly, how to use it in a way that feels true to who you are—because authentic marketing isn’t about tricks. It’s about connection.

The Cold Audience: Where Most Businesses Get It Wrong

Think about this: would you walk into a room of strangers and immediately pitch your services? Of course not. It would feel awkward, pushy, and tone-deaf.

Yet, that’s exactly what so many service providers unknowingly do when they post online, send emails, or show up in community spaces. They lead with their offers—without creating the emotional connection first.

Here’s what I’ve learned (the hard way): 90% of your marketing should be focused on your potential clients’ pain points—not your services.

They don’t care (yet) about your certifications, modalities, or even your unique framework. They care about one thing: “Do you see me? Do you get what I’m going through?”

What Does This Look Like in Practice?

Let’s make this tangible. Say you’re a mental health practitioner. Instead of saying:

“I offer therapy sessions for anxiety and depression.”

Try:

“Does your mind feel like it never turns off—even when you’re completely exhausted?”

Or maybe you’re a leadership coach. Instead of:

“Sign up for my executive leadership program.”

Try:

“You’re in charge of so much—but who’s helping you lead with clarity and calm?”

These shifts are simple, but powerful. They reflect what your ideal clients are already thinking and feeling—before they even know what you offer.

The Key Principles for Speaking to a Cold Audience

These three guidelines have completely transformed how I communicate with potential clients:

• Speak to the pain, not the solution.
  Your service might be the solution, but if you lead with it, you’re skipping a vital step: empathy.

• Use the language your clients use.
  Ditch the jargon. Listen to what your clients say in sessions, discovery calls, or even in DMs. Mirror that language back to them.

• Show empathy, not expertise.
  You don’t need to prove your knowledge. You need to prove that you see them.

When you lead with understanding, you earn curiosity—and that’s where the real magic begins.

The Middle of the Funnel: Building Trust, Slowly and Steadily

Once someone feels seen, they’re more open to learning. This is where you shift gently from awareness to education.

At this stage, it’s okay to start weaving in how you help—but the focus should still be on your audience’s experience, not your offer.

Here’s a helpful rule of thumb: only 10% of your content should directly promote your services.

That means 90% is value-driven, story-based, or curiosity-creating. The middle of the funnel is where you become a trusted guide, not just another voice selling something.

The Bottom of the Funnel: Inviting the Right People to Work With You

By the time someone reaches the bottom of your funnel, they’re primed. They feel understood. They trust you. And they’re ready to take the next step.

This is where a clear, confident invitation matters.

Whether it’s a call to action to book a session, apply for a program, or attend a workshop, the key is this: make it easy and empowering to say yes.

Your CTA isn’t a pitch—it’s a lifeline. It’s an open door for someone who’s been silently searching for support.

Here’s how I invite aligned clients to connect:

👉 Ready to explore how this could look for you? I offer a free 30-minute strategy session to help you identify the next best step—whether we work together or not. Let’s have a real conversation.

Book your strategy session here