Forget Your Ideal Client Profile. Your Catalyst Client Is the One Who Gets Results You Both Can't Stop Talking About

You've done the ideal client profile exercise. Probably more than once. You've got the name, the age, the lifestyle breakdown, maybe even a mood board with her face on it. You know her pain points in business, her goals, her daily routine. You might know her better than your own family at this point.

And yet, the clients coming into your world still feel like they're not quite right. They're paying, yes. They're showing up, sure. But the results are just fine. Not remarkable. Not the kind of results that get spoken about in rooms you're not even in. Not the ones that make you think, that is exactly the work I want to be known for.

What if the problem isn't that you don't know your ideal client? What if it's that you've been building a profile based on who can pay rather than who is at the exact right point for your work to create something extraordinary? That's what this episode is about. Not the demographics, not the mood board, not the surface level pain points in business that everyone talks about. We're going deeper into what actually has to be true for your work to land the way you know it can. And why understanding this will completely change your perspective on how to attract clients who are genuinely right for what you do.

This is the episode where we stop describing our ideal client and start diagnosing them.
 

She Knows Her Ideal Client Better Than Her Own Family and It's Still Not Working

Most people I start working with have done more research on their ideal client profile than they've done on their own business model. They can tell you her name, her income, where she shops, what podcasts she listens to. They've filled out every worksheet, answered every prompt. And I'm for it. You do need to understand who your buyer is.

But knowing who your client is and knowing what has to be true for your work to actually land with them are completely different things.

That's why I introduced what I call the catalyst client. In chemistry, a catalyst is a critical threshold. Too much and the reaction stalls. Too little and nothing happens. Your catalyst client is the person sitting at the exact tipping point where your work creates a reaction. Not just a nice result. A real shift. It's where what you do meets the conditions that make that shift inevitable.

An ideal client is a description. A catalyst client is a diagnosis.
 

The Real Reason They're Not Buying Has Nothing to Do With Your Pricing

When someone invests in your offers, they're not investing in your solution. They're investing in the gap between where they are and where they want to be. That gap is what I call the tension point. And identifying pain points at this level is completely different from listing surface level problems like "you're not confident" or "you need to own your power."

Let me give you a real example. If you're a leadership coach helping founders scale, you can't just speak to someone who wants to be a better leader. What does that even mean? The tension point is more specific. It's the founder who built to seven figures by being the smartest person in the room and now that's stopped working. They're losing senior hires within six months and it's putting them into a constant state of reactivity.

That's what keeps them up at night. Not "I need better leadership skills."

In my own business, my catalyst client isn't someone who just wants to scale. It's the person running at capacity, charging five times less than they know they could, and every time they raise their prices they panic and add more deliverables to justify it. The tension isn't "you need to raise your prices." It's that they don't trust their value without proving it through volume.

When you speak to tension instead of surface level problems, your premium clients don't need convincing. They feel seen.

 

Why Getting Clear on Who You're NOT For Will Attract More of the Right Clients

I call this the exclusion zone. And yes, I intentionally use the word exclusion because it brings up discomfort. You don't want to feel like you're leaving people out. But getting clear on who your work is not for is one of the most powerful things you can do to redefine how to attract clients who are genuinely aligned with what you offer.

Your anti-client isn't the obvious red flag. It's not the person who doesn't pay on time. It's the person who won't get the best result with you. Not because they're difficult, but because the conditions aren't right. Maybe they're too early. Maybe they need a different approach. Maybe your work requires a foundation they haven't built yet.

When you communicate that clearly, something shifts. Your catalyst client, the one sitting on that tipping point, sees it and thinks, "She's talking to me. This is exactly what I need." Premium clients especially respond to this. They don't want generic. They don't want "this is for everyone." They want to know that what they're walking into is specific, considered, and built for someone at their level.

In my business, I'm very clear that I'm not here to help you make big money months just so you can claim it online. I want sustainable business. And that means the work will stretch you. It won't be a plug and play blueprint. When I say that openly, the right people lean in harder.
 

3 Questions That Will Change How You See Every Client From Now On

In the episode I walk through three specific questions to help you identify your catalyst client and define your exclusion zone. Here's a taste of what they dig into.

Which clients got results with you that were fine but not remarkable? Look at the last six months of your work. Put your clients into two groups. The ones that were solid and the ones where something genuinely sparked. What's different between those two groups? When you start pulling out those patterns, you'll start to see what a client has to have in place for your work to do its best work. And when you bring that into your content and positioning, the right clients start to self-qualify before they even get into a DM or a sales call.

Who do you find yourself over explaining to? Not because they're difficult, but because the way you think just doesn't land with them. That's not a communication issue. That's a fit issue. And recognising it will save you energy and sharpen how you position your ideal client profile.

What is your exclusion zone? Who were you relieved to finish working with? Not the nightmare clients. The ones where it was good but you wanted it to end. That subtle feeling of looking at your diary and thinking, "I'll just get through that call." That's where you've outgrown certain clients but your content and positioning haven't caught up yet. And that's exactly why you keep attracting more of the same.

 

Key Takeaways

Your ideal client profile should go beyond demographics and into the specific conditions that need to be true for your work to create remarkable results.


Identifying pain points at a surface level won't move your catalyst client. You need to speak to the tension between where they are and where they see themselves, the thing that makes staying where they are no longer tolerable.


Premium clients don't respond to generic positioning. They need to see specificity, clarity, and a clear exclusion zone that tells them this work was built for someone exactly like them.


The way you attract clients shifts when you stop marketing to everyone who could buy and start positioning for the person whose results will speak for themselves.

 

FAQ

What is an ideal client profile?

An ideal client profile is a detailed description of the type of person or business that is the best fit for your work. It typically includes demographics, goals, challenges, and buying behaviour. However, a truly effective ideal client profile goes beyond surface level details and identifies the specific conditions, tension points, and readiness level that need to be in place for your work to create the best possible results. It's less about who can pay and more about who will thrive.

 

How do I identify my ideal client?

Start by looking at your past clients and separating them into two groups. Those where results were fine and those where the work genuinely sparked something exceptional. Look for patterns in what made the second group different. What was true about their situation, mindset, or stage of business that made your work land so well? Identifying pain points beneath the surface level, the real tension between where they are and where they want to be, is what separates a general buyer from your true ideal client.

 

What should a client profile include?

A strong client profile should include more than demographics and lifestyle details. It should cover the specific pain points in business or life that your client is experiencing, the tension point that makes change feel urgent rather than optional, and the conditions that need to be true for your work to create the best results. It should also define who your work is not for, which helps premium clients self-qualify and builds trust through clear, specific positioning.

 

Transcript

[00:00:00] I want to ask you something. You can close your eyes for this. Think about your best client, not the easiest client that you know you could work with, with your eyes shut because you've done it for years or you've done it on lots of projects, but the one that really excites you. The one where when you've had those projects together, when you've had that work together, it has just flowed.

[00:00:26] It has felt like the match of your work and them was always meant to be. And because of that, you have got incredible results. It has felt like the most expansive work for you. It has felt like it has taken you into a different stage of your own work. And if you don't work with clients in the traditional sense of having a service based business, this episode also applies to you.

[00:00:50] If you are building your personal brand, which everybody is, if you're thinking about which brands do you collaborate with, speaking opportunities, PR opportunities, I want you to think about your best piece of work. The projects or the partnership where everything just clicked, where it felt like what you brought to the conversations, to the opportunity really mattered, and the outcome, the results, the way that project went, reflected it all.

Your Ideal Client Is Not Who You Think It Is

[00:01:22] That's what we're getting into today. I've termed this an ideal client exercise, but we're not looking at your ideal client in the way that you probably have before. We are not going into what's their name, their demographics, where do they live. We are going deeper. We are looking at what actually made your involvement the exact right thing.

[00:01:44] At the time that you worked with them, what were the conditions that meant that your work together resulted in feeling like an enjoyable experience? It felt like you could bring everything that you want to showcase in your work to the table, and because of that, the results were off the charts. The way that you are building your reputation through the results that you're getting with clients is getting spoken about in rooms that you are not even in.

Forget Demographics. What Conditions Make a Client Truly Ideal?

[00:02:11] We are going to look at your ideal client, but from a place of what conditions have to be true in order for your client to truly be ideal for you. Not the client that can pay, not the client that has been the one that you've necessarily worked with before. That is going to be a download for this episode, and make sure you stay till the end because I'm going to be guiding you through how to attract clients who are genuinely the right fit.

[00:02:42] You have probably done the ideal client exercise time and time again, sat down with the questions. Who's your ideal client? Where do they live? What's their lifestyle like? Maybe you've even got a mood board, a vision board somewhere with her name on it, demographics, pain points in business, what are their goals.

[00:03:00] It's like sometimes when I start to work with clients, I feel like they know their clients more than they actually know their family. It is crazy how much work that they have done on this ideal client profile. I'm for it. I really believe that you do need to understand who your buyer is. If you understand how people buy, you will always be able to sell.

[00:03:30] But it's not going to come through understanding their demographics. Knowing who your ideal client is and knowing what has to be true for your work to actually land with them are different things.

The Catalyst Client. Why a Description Is Not Enough

The way we're going to look at it, and this is the most scientific that you'll ever hear me get, because science is not my thing. I am a words girl, but I'm going to talk to you about what I term the catalyst client. In chemistry, a catalyst is a critical threshold. It is the point where a reaction either triggers a sharp irreversible change or it can stall, so you add too much, it stalls.

[00:04:02] You add too little, there's no reaction. This is the way I'm inviting you to think about the client that you work with or the opportunities that you are going for in your business. That client is the person who is sitting at the exact tipping point where your work creates a reaction for them, a reaction that helps them to achieve the results of transformation, the change that they want to see happen.

[00:04:32] It's where what you do meets the conditions that make that shift inevitable. An ideal client is a description. A catalyst client is a diagnosis, an exact understanding of how your work comes in, who it's for, and why it is the absolute best match for the result that they desire. It's a specific set of conditions where your work does what nothing else can.

This Might Make You Realise You Have the Wrong Clients in Your Offer

[00:05:03] This definition we are going to go through will change how you select clients. And it may make some of you think, "I don't have the right clients in my offer." It may make you think, "I need to position my offer differently. I need to raise my pricing." And that is an opportunity for you to get clear on not just who is going to buy your offers, but who is the right fit to be in those offers with you, especially if you want to work with premium clients.

Identifying Pain Points That Actually Make People Move

[00:05:27] How do you identify this catalyst client? Because we're not out here doing scientific experiments trying to create these clones of ideal catalyst clients all over the place. This is about looking for the tension in what they're experiencing. I said that a catalyst is a reaction. It is a tipping point.

[00:05:50] So if we think about this related to your ideal client, we have to understand what is the tipping point for them. That point where they no longer are willing to tolerate the frustration they have, the place that they are currently in, or the lack of results that they are currently experiencing.

[00:06:00] This is not the surface level problem of "you are not confident" or "you are not owning your power." What does that even mean? This is deep tension. It's that friction between where someone is and where they're trying to reach. When somebody invests in your offers, they are not investing in the solution that you've got. They're investing in that gap.

[00:06:41] They can see where they want to be. They feel it. They are activated by feeling what it's like to have a multi six figure business or a seven figure brand, or to have a life where you can choose, pick and choose what opportunities you do, or what stages you speak on, or what trade shows you're invited into. Whatever that looks like. They can picture that desired success.

"One Day That Will Be Me" Is Not a Buying Decision

[00:07:06] They might not know the how of how to achieve it, but they can see that vision of what it looks like. They also feel the reality of where they are right now. But if we just picture the vision of success, that can feel out of reach or it can feel motivational. It can inspire somebody, but they don't move for it because they think, "I know I'll get there," or "one day that will happen," or "some point in the future that will be me." There's no incentive for them to do it right now.

[00:07:32] If we speak to the other side of the spectrum, which is "this is what's not working for you right now, this is how it's not going well for you," that's not empowering people to choose. That's speaking to their pain, to their problems, to what they don't want to tolerate or have available to them anymore.

[00:07:59] But I don't know about you, I want people that come and work with me who are excited, who are choosing to do the work, who are committed, who are saying, "Yes, I know this might not be easy, but I am fully in this, and because I've chosen to do this, I've chosen to change."

The Gap Between Who They Are and Who They See Themselves As

So if we want to speak to that person, we have to speak to that tipping point, that catalyst point, which is the gap, the frustration, the tension that they're in, which highlights what they're currently tolerating that does not match who they are and how they see themselves.

[00:08:36] That makes it immediate for them. That means that they are feeling the impact of staying where they are without us prodding the pain point and telling them that they're wrong. So let me take this into real examples so you can see the difference between speaking to a surface level problem and identifying pain points that actually create movement.

You Have Built Up to Seven Figures by Being the Smartest Person in the Room. Now That's Stopped Working.

[00:09:00] The tension point is where you are going to speak to your catalyst client, the one that is at that tipping point of making change. If I was a leadership coach, and I help founders to develop their leadership style to grow, scale their business, their brand, because of how they are leading, I cannot speak to somebody who is wanting to be a better leader.

[00:09:24] What does a better leader even mean? It will be so subjective. So I need to identify what is that tension point. That is meaning that they are capped in their leadership right now. And that tension point may be that they are still holding so tightly onto control in their business that they're not allowing their team to do what they have been recruited to do, and that is capping the growth of the business.

[00:09:56] So the tension point could be you have built up to seven figures by being the smartest person in the room, and now that's stopped working. You are losing senior hires within six months, and that is putting you into a constant state of reactivity in your business. So the tension isn't "you need better leadership skills."

[00:10:18] "You need to become the leader who scales a seven figure plus business, not the leader who was able to scale a six figure business." It's too conceptual. They don't grasp and feel what it is to be experiencing. What's the impact of not having better leadership skills? The tension point is that the way that they have run their business, the control that they have had over their business, has got them to a level of success, but now it is the thing that is breaking their team.

[00:10:43] That is a tension. That is keeping them up at night. That is what's going through their head every time somebody resigns again and they think, "Now I have to take on more onto my plate, which means that I don't have the bandwidth to be able to scale this business and to set the vision as the CEO."

Charging Five Times Less Than You Know You Could Be

[00:11:08] Another example. So let's take my niche. In the business coaching area, my catalyst client is not somebody who wants to scale their business. Again, scale. What does that mean? Scale through digital products, scale through affiliate marketing, scale through only high ticket. It will look so different.

[00:11:27] I need to ensure that the way that I work is clear by speaking to the exact tipping point that my ideal client is at, the one that wants to build their business in the way that I can support them. So my catalyst client's tension point is that they are running at capacity with their business. They have a lot of demand in their business, but they are charging five times less than they know they could be charging.

[00:11:57] And every time they raise their prices, they panic, and add more deliverables to justify it. And that again is putting a ceiling on how much they can do, how many clients they can hold, how they can scale their business in new innovative ways, because they're constantly delivering to justify the raise in pricing.

[00:12:18] So the tension point for my client isn't "you are not charging enough, you need to raise your prices." It's that they don't trust their value without proving it. By adding more, through more volume, by being in their client's business more. It's about identifying pain points that are specific, the tension that is going on in their business, in their daily life, that I know I can support them with. That is how you begin to understand how to attract clients who are truly right for your work.

She's Optimised Everything Except the One Thing That's Breaking

[00:12:47] Let's go into a completely different area, into the health space. If you work as a PT or you are helping women with their nutrition and to regulate their hormones, you don't speak to a client who is someone who wants to get healthy. Way too broad.

[00:13:15] It's the woman who is running a business, managing her family, is at capacity and has optimised everything else in her life. Her schedule, the support she has at home, the business coaching she's investing in, the mentors that she has around her, but she has not looked at her own health. She has not looked at her body, her capacity to be able to hold all of this.

[00:13:43] So the tension isn't her lack of knowledge around health. It's not "oh, you don't know what you should be eating." She can go and find the information. She knows she can Google it. She's got everything at her fingertips to be able to fit more protein in the morning, to be able to support her sleep. She knows what she should be doing. She doesn't have a knowledge gap.

[00:14:18] The tension is that she's not trusting herself to follow through on it, that she has built everything else to run so smoothly, but she's not trusting herself to follow through on her health and have the body that supports her and prioritises her at the middle of her life and her business and the family.

The Tension Is Never the Presenting Problem

So can you see the pattern as we've gone through these different areas? The tension is never the presenting problem. It's not "I don't know how to lead a team." It's not "I don't know how to raise my prices," or "I don't have people in my audience that will pay those prices."

[00:14:45] That is the line that I hear from 90% of people that come into my work. "I don't have somebody that's going to pay that much, Rachel." Do you, or do you keep on raising your pricing or reviewing your offers, raising the pricing, talk about it once, add in more one to ones, and then step back from it?

[00:15:06] That's the real issue. That's the real tension. It's the friction between who they are, who they want to be, what is not working anymore. The friction is what is not working for them anymore. And we need to get so specific on that because otherwise there's no reaction. There's no change. There's no catalyst.

Your Catalyst Client Reads One Post and Decides "I'm Done Tolerating This"

[00:15:30] It becomes a Sunday problem. "One day I will look at my health." "Oh, I know I should be better, eating to sustain my blood sugar level. I know that I should be better at getting good sleep. Someday." Your catalyst client is the one that reads something, reads a post from you, hears you on a podcast, listens to your live and says, "I'm not available for the current situation around me anymore."

[00:16:00] "I want what she's talking about. I feel so seen and heard by this. I feel like she's gone into my journal. I feel like she may have tapped my phone." But we cannot just see people and describe what's going on for them. We also have to speak to the cost of it, the impact of it, what it's holding them back from, where they are not holding a standard for themselves that they see themselves at.

[00:16:25] Where they are not in congruence with the identity of somebody who is ambitious, who is expansive, who does stretch themselves to their edges, because they continue to tolerate the same behaviour, the same patterns, the same things they are doing in business. The same results when they know that they are here for much, much more.

[00:16:48] But we have to identify and speak to that tension of what's really going on. Then present our way of being able to shift, help them shift it. Understanding these pain points in business is what separates content that converts from content that just gets saved and forgotten.

The Exclusion Zone. Why Saying "This Isn't For You" Attracts Premium Clients

[00:17:14] The other side of this, as well as getting so clear on who your work is for, what that tension point is that means they really resonate with "this is the work that I need to do," is also getting clear on who you are not for. I intentionally call this the exclusion zone because exclusion brings up discomfort for people. You don't want to feel like you are leaving people out. It's a natural human behaviour. We are designed to work together, to be collaborative, to be in groups. We are social beings.

[00:17:42] That's the reason I call this the exclusion zone, because you need to get comfortable with your own definition of exclusion. It is not about hierarchy. It's not about arrogance. It's belonging. By getting so clear on who you are for and stating with integrity who your work is not for, who your positioning is not for, that is when you will start to understand how to attract clients who are the right match. More of the right opportunities will become magnetic for you.

Your Anti Client Isn't the Nightmare Client. It's the One Who Won't Get Your Best Result.

[00:18:08] I want you to think about who your anti client is or your anti opportunity, if you're thinking about brand partnerships, collaborations, PR. Your anti client is not the obvious red flag client. It's not the person who doesn't pay on time or is really difficult. That's just a person you don't want to work with.

[00:18:32] I want to get way more specific than that. It's about the person who won't get the best result with you. It's not because they're difficult, it's because the conditions aren't right. Maybe they're too early in business if you're a business coach. Maybe they need a different approach to their business than the one that you work with.

[00:18:52] Maybe your work requires a foundation that they haven't built yet. When you can communicate that, not as gatekeeping or "don't come into my work if you are not at this level yet," that's not about creating a sense of belonging. That is exclusion. What we're doing is positioning, making it so clear who you are for, but also what you don't stand for in your business, what you don't stand for in how you operate and how you run your business or work with your clients.

[00:19:24] You will strengthen who you are for by being very honest about that. And the ripple effect of this is it will give your catalyst client, the one who is on the edge, the one that is on that tipping point of saying, "I know that I can get incredible results with her. I know that this is the work that I need to do." By being very clear on who you are not for, it will give that client who is right for you the certainty to move, to take the action.

Premium Clients Do Not Respond to Generic Positioning

[00:20:00] This is especially important for premium clients. They do not respond to generic. "We offer everybody this. This is for everybody who is at this level. This can be for you if you want to sell high ticket or low ticket or memberships or digital products." That doesn't create a sense of you knowing your expertise, of being exact in what they're going to get.

[00:20:30] And a premium buyer is really looking for that sense of, "Am I going to come in and get something specific here, or am I going to waste my time trying to figure out what the heck is going on?" Knowing your ideal client profile at this depth is what creates that clarity.

3 Questions to Find Your Catalyst Client (and Your Exclusion Zone)

There are a few questions that can really help you to identify who your catalyst client is and also who your work is not for. These are in your download, but I'm also going to talk you through them so that you can really get into how to think about these.

Which Clients Get Results That Are Fine but Not Remarkable?

[00:20:53] The first is, which client gets results with you that are fine but are not remarkable? This doesn't mean that you have had bad clients. It's getting more honest about who your work is really right for. Who needs your work right now? Who will excel in your work?

[00:21:00] So if you look at clients in the last six months, in the last year that you have worked with, you can do this for opportunities as well. Put them into two camps. Which ones were fine and solid? It was good. Nothing went downhill with them, but not exceptional. And then look at the ones that really felt like something sparked. It felt easy. It felt like the work that you were doing with them just ignited something. The results were at a different level.

[00:21:42] What is it that differentiates those two groups? If you can start pulling out these patterns, these traits, what a client has to have in place in order for you to get that exceptional result, you pull that out and then you start to bring it into your content, into the way that you are articulating what you do, who your work is for.

[00:22:03] Your catalyst client, your true ideal client, will start to self qualify themselves before they even get into a DM conversation or a sales call with you.

Who Do You Find Yourself Over Explaining To?

Second question. Who do you find yourself over explaining to, time and again? And it's not, again, because these clients are difficult, but it's because the way that you think just doesn't land with them.

[00:22:25] It's not about communication. It's about fit with a client, with an opportunity. If you are having to justify why your work is important or why what you're suggesting is relevant for them, it doesn't matter how many different ways you say it. If they don't agree with that, if they don't want to do it, if they're not open to having that conversation with you, then maybe that's an issue with the fit of the client and not the way that you're communicating it.

What Projects Were You Relieved to See the Back Of?

[00:22:54] Third question. What is your exclusion zone? This is the big one that makes people go, "Ooh, this feels a bit uncomfortable to go into." Who are you relieved to finish working with? Or what projects were you relieved to just see the back of? Not the completely nightmare clients or opportunities where circumstances went wrong, or they were obviously not a great fit client from the beginning.

[00:23:21] I mean the ones where it was good, but you wanted it to end. You were getting bored with it. You were thinking, "Gosh," you looked at your diary and you saw that you had a call with this client, and rather than feeling really fired up about it, you think, "Oh, I can just get through that and then I can move on to something else."

[00:23:41] That's a warning sign, because right now you are probably paying more attention to the very obvious warning signs of who you don't want to work with and who you don't want to be your clients. But these are the subtle nuances of looking at where you've outgrown certain clients, certain opportunities in your business, but your content and the way that you're positioning and the way that you're talking about your offers has stayed exactly the same.

[00:24:09] And guess what? You're going to still call in those same opportunities, same clients, and it creates a stagnancy in your business. So let's get really clear on your exclusion zone. It doesn't mean that you're going to go out with content of "don't come and work with me if," but it is really strengthening in "okay, what do we need to bring out more in the way that you speak and the way that you articulate, so that it's so clear who your work is for and what needs to be in place, and how your clients need to show up, or what opportunities are not the right fit for you."

Stop Marketing to an Ideal Client Profile You've Outgrown

[00:24:45] Let's get so clear on who you are and what your values are. Bring that to the forefront so that we can start to really position who you're not for as well. So in my business as an example, I don't talk about making these big money months without talking about the context of how they happen.

[00:25:17] I am very clear that I'm not here to help you to make big money in whatever way possible, just so that you can claim it online. I want you to have a sustainable business. I want you to be able to make that money consistently over time. And to do that, you have to be prepared to come and do the work with me.

[00:25:39] I'm not going to give you a blueprint. I'm not going to give you a framework and say, "This is an already made business. Follow these steps and you'll be able to make a 10K month." I don't think that that's very helpful for you, so I need to be clear about that so that clients understand it's not going to be a plug and play scenario when you come and work with me. It's going to stretch you. It's going to feel uncomfortable at times. It's going to require work.

[00:26:04] But this is what I believe has to be in place in order for that sustainability and that consistency to happen in your business. So where are you playing it safe in how you are speaking to your ideal client? You're speaking to an ideal client rather than a catalyst client. You're speaking to somebody that could get results with you rather than the client who is like, "Let's go. I'm at this tipping point. I'm not available for this anymore. I understand what it takes to come in and work with you, and I am choosing to do this work." That's a catalyst client.

The Real Reason the Right People Aren't Finding You

[00:26:26] So dive into the prompts. It is going to connect back to everything that we talked about in last week's episode. If you haven't gone into that yet, I was talking about the difference between rich thinking and wealth mindset. If you are able to come in and refine your ideal client based on this catalyst thinking, then you won't be spending time tinkering around with sales pages, changing offers, or being reactive in your business.

[00:27:00] Let's firstly get clear on whether the right people are even seeing it, even considering it. And then we refine based on the data of what is going on with your sales process, what is going on in your offers. But if the right person isn't even coming into your work or approaching you for opportunities, that's the core issue that we need to look at first before we look at sales, paid content, and changing our offers into something else. If you want to learn how to attract clients who are already at that tipping point, this is where you start.

Stop Marketing to Your Ideal Client. Start Positioning for Your Catalyst Client.

[00:27:29] An invitation to take away from this episode. Stop marketing to your ideal client. Start positioning for your catalyst client, the person where your work meets the exact conditions that make their shift inevitable. It's about exactness, getting so clear on who your work is for, and that is what premium clients trust.

[00:27:56] There are tension mapping prompts in the download for you to get clear on who your work is for and that exclusion zone question, so you can work through this in your own time. Next week is a different kind of episode. I'm going to be sharing my story. How it is that I've got here, what has shaped the way that I think about business, why I built Rich Work, and how I'm able to talk about premium business in this way. It's much more personal than what we've done so far, but will also give you a fresh perspective that will change the way you think about building sustainable business and leveraging your own wealth.

[00:28:20] Until then, I'm Rachel Pearson and this is Rich Work.