Welcome to *Meaningful Work Remarkable Life*. I’m your host Brook McCarthy, a business coach, trainer, and speaker living and working on the unceded lands of the Camargo people here in Sydney, Australia.
In this podcast, we explore the paradoxes inherent in working for love and money, magnifying your impact, and doing work you feel born to do. We examine the intersections of the meanings we bring to work and the meanings we derive from it. Hello, hello! We have a fantastic topic today, if I do say so myself.
We’re talking about calling in your next-level clients. It’s not uncommon—in fact, it’s very common—that we outgrow our ideal clients. Calling in your next-level clients is about attracting your next-level opportunities. It’s about amplifying what you want more of and who you want more of, and realizing that you don’t have to stay where you are.
The theme of this season is change, and it bears repeating over and over that it’s normal to change, evolve, and progress. In fact, it’s more worrying if you’ve been servicing the same type of client for decades. It’s human and encouraging to evolve, including in terms of who you wish to work with.
This isn’t a blame game or about shaming anyone. It’s not about throwing a tantrum and declaring, “Enough’s enough, I’m done!”—unless, of course, you’ve been tolerating truly bad behavior and have reached your breaking point, in which case, congratulations. Sometimes, reaching a breaking point is necessary to spark real change. But this is not personal; it’s not about blaming a particular type of person. I genuinely believe that there’s someone for everyone.
I’m also a massive fan of the concept of ideal clients because they make or break your business. Clients directly impact so much about your business. Without clients, your business is just a hobby. They are the lifeblood of your business, so it’s crucial that they are a good fit. If they’re not, someone else will likely be a better match for them.
One hallmark of an ideal client is their view of your pricing. They see your price as an investment, not an expense, because they value time more than money. Far-from-ideal clients, on the other hand, nitpick over pricing, claim they could do it themselves, and often don’t want to. Ideal clients take full responsibility for themselves and their outcomes. They’re not in a state of emergency or looking for you to save them. Far-from-ideal clients may see you as a lifeboat, investing too much responsibility in you, which often leads to less-than-optimal outcomes.
There’s tension when we outgrow our ideal clients. It’s natural to feel discomfort or pushback when calling in next-level clients, raising your prices, or targeting different audiences. This tension stems from identity evolution—your new identity as a business owner and the one you’re growing into. Change can bring feelings of grief, which is confusing, especially when making technical updates like changing your website, branding, or pricing.
You might feel ungrateful for your current clients or wonder why you’re “rocking the boat.” But this is a natural part of growth. Pushback can come from peers, clients, or even family and friends. Some business peers may feel threatened or jealous as you evolve. Clients might resist change, though we often catastrophize this. Family and friends may struggle with your evolution, and it’s important to set boundaries and be discerning about who you seek advice from during times of rapid change.
How do we manage this? The psychological aspect is often harder than the technical changes. Many invest in stunning branding and marketing but retreat in fear of showing their new selves. This discomfort stems from fear of criticism, whether real or perceived. Highly conscientious individuals, especially women, often fear contradicting themselves. But evolving perspectives are a sign of growth and progress, not inconsistency.
To call in your ideal clients, your messaging must change. Long-time business owners may find this harder because they’ve ingrained certain habits. When launching or repositioning offers, what you *don’t* say is as important as what you do. Focus on empowered clients who see value in your expertise and are motivated by preference and pleasure rather than fear or lack.
You’ll need to shift from addressing basic-level concerns to speaking to those with a more nuanced understanding of your field. This will require refined messaging, emphasizing insights and ideologies rather than step-by-step solutions. Breaking old habits and crafting messaging that aligns with this advanced audience is crucial.
If this episode resonates with you and you’re ready to call in your next-level clients, I invite you to apply to join my Audacious Mastermind. This is for ambitious women ready to own their power, influence, and income. Visit hust/audacious to learn more and apply.
Lastly, if this episode has inspired or excited you, please write me a review. Your feedback helps other values-driven business owners find this show. Thank you for listening!
