How to Use Authenticity to Expand Your Client Base

Comfort breeds confidence. People are naturally drawn to those who are similar to them. This principle is a powerful starting point for building your client base. 

The first place to prospect is within your natural pockets—communities or demographics where there’s an organic alignment. For example, a woman business owner might discover a natural audience among female entrepreneurs. By targeting these familiar spaces, you can build trust and momentum quickly.

But your natural pockets will only take you so far. Eventually, growth requires stepping outside your comfort zone and reaching audiences with fewer natural similarities.

Authenticity can counterbalance unfamiliarity. A personal brand that reflects your authentic personality allows you to navigate unfamiliar spaces without pretense. Authenticity gives you the confidence to highlight your unique value, even when you don’t share the same background as your prospects.

When pitching as an outsider, don’t attempt to fake insider status. Instead, focus on what you uniquely bring to the table.  So, if you’re pitching a company larger than yours or a person more accomplished or well-known than you, expressly acknowledge their strengths. Then shift to discussing how your skills or insights address their gaps or opportunities. You might, for example, compliment a politician on gaining a large online following before pivoting to your proven ability to develop a policy platform to turn that following into a movement.

This sincere approach builds trust. By staying true to yourself and focusing on your unique strengths, you’ll bridge gaps, win respect, and grow your brand (and client base) authentically.