Last week, we talked about how to build an offering.
But you don’t have a business without clients, so this week, we’re diving into how to find them.
Good news: you don’t need a complex funnel.
Just a few clear steps that guide people from curious to committed.
If your marketing feels inconsistent, heavy, or unclear this is your permission to keep it simple, focused, and human.
Natalie a leadership coach shared a beautiful intention in our last session:
To build a minimalist business. This is what that looks like in action.
Many freelancers and solopreneurs in the impact space are brilliant at client work. But marketing and sales? Often left until there’s time, which never quite arrives.
That’s how the feast-and-famine cycle starts.
When you only market in the quiet moments, you lose momentum.
And in today’s market, sales cycles are slower. People take longer to decide. Staying top of mind (gently) is part of the work.
The good news? You probably don’t need hundreds of leads.
You might only need 5–10 great clients a year.
So here’s the real question:
How many clients per year do you need to run a thriving, profitable business?
That answer changes everything about how you market and sell.
This isn’t about building a content empire (unless you want to).
It’s about creating a simple rhythm that connects, nurtures, and converts without the stress.
1. Awareness & Interest
How people find you and why they pause & decide to learn more
You already have a network. This stage is about activating it and helping people quickly understand who you help and how.
Solo businesses often start here: a conversation, a referral, reconnecting with an old colleague. Awareness doesn’t have to be flashy. Just consistent.
What it can look like:
A personal referral or introduction
Thoughtful posts on LinkedIn that shows clearly how you help.
A simple, clear website (even one page is enough)
(Want to build one that works? Join our upcoming free website workshop with Stefanie Kruse, founder of reThink the Web, a sustainable web design studio for solopreneurs for a super practical framework.)
Watch out for:
Making it hard to understand what you do or how to get in touch
Not capturing leads, so everything stays in your head (that’s often where a lot of the mental load comes from).
Even a basic Google Sheet or Notion CRM will ease the mental load. We’ve got plug-and-play templates in IMMA.
Reflect:
How are people currently finding out about you?
Are you clearly showing the value of what you do?
How easy is it to take the next step?
2. Nurture
Turning a spark of interest into trust over time
Most people don’t buy the first time they meet you.
They think, research, pause, and come back if they remember you.
That’s where nurture comes in.
You don’t have to show up everywhere. Just stay in touch in a way that feels natural and human.
What it can look like:
Monthly or bi-weekly emails with tips or case studies
A personal follow-up after a recent interaction during an event, on LinkedIn
Behind-the-scenes posts, voice notes, or project reflections
Sending a podcast or article to someone it might help
Pro tip:
Not all content is equal. Some builds connection. Some drives leads.
If you're short on time, focus on content that shows how you solve real problems and why you’re the person to help. Case studies are the gift that keeps giving.
Reflect:
How can you stay top of mind in ways that feel good?
Do you have a simple way to track warm leads and reconnect over time?
3. Sales & Loyalty
Helping people say yes and making it easy for them to come back
This is where your work becomes their transformation.
But many solo business owners get stuck here, or spend too much time talking to the wrong people or sending proposals that get ghosted.
You don’t need a complex sales system.
Sales often unfold slowly, through filters and layers: a first message, a free call, a follow-up a month later.
Being ready for that rhythm and having a simple structure in place makes all the difference.
What it can look like:
A clear process to qualify leads, run discovery calls, and build proposals
Thoughtful onboarding that builds confidence and trust
Follow-ups that invite repeat work or referrals in ways that feel generous, not transactional
Reflect:
Is it easy to say yes to your offer or are there friction points?
How do you support people once they’ve signed?
Are you inviting happy clients to return or recommend you? How?
Marketing and sales don’t need to feel pushy or overwhelming.
But they do need structure especially if you’re building a business rooted in care and purpose.
✨ Want help mapping this for your business?
If you want to put this into action and get more tips on how to create such a simple structure or ask all sorts of follow-up questions join us for the One-Page Business Plan Workshop
You’ll leave with:
A clearer picture of your offer, as well as your marketing and sales—and where to focus at each stage.
A practical 90-day action plan to focus on what truly matters in your business.
🗓️ Friday, 6 June
⏰ 2.5 hours
🎟️ Live session: Free | Recording + email support: €180
Let’s take the overwhelm out of marketing and sales—and give you clear guidance to focus on what truly moves the needle.
Interesting opportunities for you
We save our members countless hours by selecting opportunities for independents from over 150 job boards. Here’s a sneak peek:
Behind the scenes at IMMA
Let’s spotlight some of the inspiring work our members are up to:
Cherian Mathew is prototyping a new offer to support early-stage, non-technical founders as they navigate tech decisions.
Aline Kubiak is launching a regeneration speaker series in Spanish.
Ariel Chamberlain is offering free 30-minute consulting sessions for U.S.-based nonprofits who are trying to figure out how to use the shrinking budget for maximum impact.
Carina Schulte is offering a weekly Open Office Space for impact entrepreneurs who want to dive into one of their current mental & business challenges.
Here’s a glimpse of what’s happening inside IMMA Collective this June. We’re only able to run this many sessions because our members are incredibly generous with their time and knowledge. This is what makes IMMA special.
It’s a space where impact-driven solopreneurs give as much as they gain.
Some of these are free to attend.
Others are for members because that’s where we go deeper.
Thank you for reading, any questions, drop them in the comments.
Lilli
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