In this week’s Content Classroom, I’m pulling back the curtain on how I managed to sign 9 new high-profile clients in just one month. No cold emails, no cold calls—just consistent, authentic content delivered through video. The beauty of this process isn’t just the outcome (although 9 new clients is a pretty sweet deal); it’s the method behind it. I want to show you how it’s not about overnight success or aggressive sales tactics. Instead, it’s about playing the long game and trusting the process.
Click on the image below to watch the video on YouTube… don’t forget to like and subscribe if you enjoy it!
Consistency Is the Foundation of Success
If you take away one thing from this newsletter, let it be this: consistency is everything. It might sound cliché, but it’s the core of my success. Over the past 18 months, I’ve shown up every single week, creating and posting video content on LinkedIn, refining my strategy, and learning from my mistakes. You can’t dip in and out of content creation and expect to see results.
Consistency builds trust. The people who follow you on LinkedIn or other platforms are constantly exposed to your face, your voice, and your message. They get to know you over time. And that’s crucial—because trust isn’t built overnight. If you only post sporadically or when you “feel like it,” people won’t stick around. But if they see you show up time and time again, you become familiar, and familiarity breeds trust.
I didn’t always have this figured out. Early on, I made a lot of mistakes, targeting industries that didn’t align with me or my values. For example, when I first started, I was focused on SaaS software companies, thinking they would be a great target audience. And yes, while I did find success with a few, it never felt completely natural. I realised that I wanted to work with people I truly resonated with. So, I pivoted and began focusing on executive coaches and ADHD business leaders—people I genuinely enjoy connecting with and helping.
This process of refining your audience is something we all need to go through. You’re not going to get it right straight away, and that’s okay. It’s not failure; it’s part of the journey. You start broad, then narrow down as you learn who you enjoy working with and who responds best to your content.
For more tips on this journey, check out Why Starting is Better Than Perfection in Content Creation.
The Power of Seasonality (And Why You Should Plan Ahead)
I can’t overstate how important timing is. Some months are naturally busier than others, and September is a prime example of this. The back-to-school, back-to-business mindset kicks in, and suddenly everyone is ready to hit the ground running. I capitalised on this by being proactive, not reactive.
Here’s where the real magic happens: By consistently creating valuable content in the months leading up to September, I was able to prime my audience. When September rolled around, I wasn’t scrambling to find clients; I had already laid the groundwork. This is why it’s crucial to understand the seasonal peaks in your industry and plan for them well in advance.
What’s the takeaway? Don’t wait for the busy seasons to arrive before you start hustling. Put in the work beforehand so you’re ready when the clients are. And don’t just focus on creating content during those peak times—ensure you’re delivering valuable, relevant content year-round to keep your audience engaged.
Get ready to stop dreading those cold messages and start turning them into warm, human conversations! In this episode, Heidi Medina shares her secrets to building genuine connections on social media without feeling sleazy. Discover how to craft messages that actually get responses and hear some hilarious stories about the worst outreach she’s seen—and what we can all learn from them.
Packed with insights and humour, this episode will change the way you think about networking online. Tune in on 9 October at 3 PM UK time and learn how to make your direct messages as impactful as your real-life conversations.
If you want to hear the challenges and wins other business owners face in marketing their business, or the expert advice of industry leaders and marketing experts, then you should probably catch our podcast, MarketPulse! You can find us on all good podcast directories, and on YouTube.
Video: The Fastest Way to Build Trust
Now, let’s talk about video. If you’ve been following me for a while, you know I’m a huge advocate for video content. And here’s why: Video is personal. It allows people to see you, hear you, and connect with you in ways that written content simply can’t. It’s the closest thing to a face-to-face interaction.
Think about it—when you watch a video, especially one where the person is speaking directly to the camera, you feel like they’re talking to you. Even though I’m speaking to many people when I record, it feels like a one-on-one conversation to the person watching. That’s incredibly powerful.
And here’s another reason video is so effective: It creates an emotional connection. People don’t just buy products or services; they buy into people. They want to work with someone they trust, someone they feel understands their needs. Video allows you to convey emotion, enthusiasm, and authenticity in a way that’s much harder to do through text alone.
For a deeper dive into building trust through emotional content, check out How Passionate Content Converts Viewers to Customers.
Repurposing Video Content for Maximum Efficiency
One of the biggest advantages of video is how easily it can be repurposed. Let’s be real—content creation can feel like a never-ending task. But when you create one piece of long-form video content, you can chop it up and distribute it across multiple platforms, saving yourself a lot of time.
For example, I can take a 10-minute video, break it into smaller clips, and post them on LinkedIn. I can turn the transcript into a blog post or an email newsletter. I can even create shorter, more engaging snippets for Instagram or Twitter. The possibilities are endless.
But here’s the kicker: If your process isn’t efficient, you’ll eventually burn out. That’s why I’ve developed a streamlined system for repurposing content. If you’re struggling to find joy in video or feel overwhelmed by the process, it might be a sign that something isn’t working. Drop me a line—we’ll figure out what’s blocking you and how to make it enjoyable.
For more on repurposing content, check out Convert Your Target Audience.
The Key to Consistent Client Generation
So, how do you go from creating content to consistently landing clients? Here’s the truth: It’s a long game. But if you stick with it, the results will come. Here are the key principles that helped me:
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Be consistent: Show up every single week, even when you don’t feel like it. Consistency builds trust.
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Use video: It’s the most effective medium for building an emotional connection with your audience.
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Find your niche: Refine your target audience over time, focusing on the people you enjoy working with and who resonate with your message.
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Repurpose your content: Maximise the value of each piece of content by sharing it across multiple platforms.
If you’re still wondering how to apply this to your own business, I’d love to chat. Sometimes it just takes a small tweak in your process to see a massive change in results.
For more tips and strategies, don’t forget to check out these related articles: Why Starting is Better Than Perfection in Content Creation How Passionate Content Converts Viewers to Customers Convert Your Target Audience
