Episode 12. ​​How to Find Clients for Your Online Business (without ads!)

​​How to Find Clients for Your Online Business

Episode 12. ​​How to Find Clients for Your Online Business (without ads!)

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This week, we’re kicking off the first in a three-part series to help you make the transition from a startup business owner to soldout and scaling. We’re going to start things off with the basics: how do you find high-quality, paying customers – wherever you are in your business. We take a look at what some of the biggest companies are doing and scale them down to fit your business, finding a unique value proposition, getting to know your ideal client, and how to establish an expert status and use it to find customers.

In this episode, you’ll hear… 

  • 03:16 – Why most business owners approach finding clients backwards
  • 09:59 – Where I went wrong in my first business
  • 19:33 – Finding a market for your ideal clients
  • 27:40 – How to differentiate your business
  • 36:57 – Leaning into your expert status
  • 40:36 – Creating content geared towards your ideal clients

Is there a market for what you want to create?

In my first business, I was much more focused on creating the service that I wanted – without really finding out if it was a problem other people had or needed solved. They may have liked what I had to offer, but none of them were looking for my help. You can’t spend all of your energy convincing someone they have a problem; you need to look for the people who already want what you offer, but don’t know that it exists yet.

How do I make my business stand out from the competition?

If you see several people running a business similar to what you want to do, don’t let that stop you from starting. But don’t fall into the trap of looking at the successful people in your industry and trying to model your business exactly after them. Instead, look at the surrounding spaces and identify your unique value proposition. How do you do things differently? And what do your potential clients dislike about these other services that you can improve? It’s these differences that you are going to want to lean into in your marketing.

Lean in to your expert status

Balancing expertise can be difficult. On one hand, you don’t want to start a business you’re unqualified to handle, so a certain level of expertise is necessary. On the other hand, you don’t want to get stuck in a constant cycle of educating yourself and getting certifications without ever actually starting your business. Think about one topic that you can confidently talk about for the next five years. It’s OK to not know things, but you should know your core competency like the back of your hand.

If you found this podcast episode helpful, you’ll definitely want to attend the From Startup to Sold Out Masterclass 3-part series on November 3rd-5th to deep dive into this topic and more!

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Resources Discussed in This Episode


  • Read Sam’s Blog for the latest legal tips, podcast episodes & behind the scenes of building her seven-figure business.
  • Listen to our customer stories to see how getting legally legit has helped 1,000s of entrepreneurs grow their own businesses.



  • Kajabi // use Kajabi to sell your course, program, or even build your entire website. Get a 30-day free trial with my link.
  • SamCart // what I use for my checkout pages and payment processing and LOVE. And no, not because it’s my name.
  • ConvertKit // what I use to build my email list, send emails to my list, and create opt-in forms & pages.

DISCLAIMER: Although Sam is an attorney she doesn’t practice law and can’t give you legal advice. All episodes of On Your Terms are educational and informational only. The information discussed here isn’t legal advice and isn’t intended to be. The info you hear here isn’t a substitute for seeking legal advice from your own attorney.

On Your Terms is a production of Crate Media.

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