When you’re crystal clear on who you serve and what your clients are trying to achieve, everything in your business becomes easier, from marketing and messaging to sales and conversions.

In this episode of *Money Secrets*, Fi kicks off a brand-new four-part series called **From Maybe to Yes (Sales Sprint)**, designed to help small business owners boost revenue with clarity, confidence, and strategy. This series begins with one of the most foundational topics: **how to attract the right clients**.

Listen to Episode 55

What You’ll Learn in This Episode

Why your ideal client sits at the heart of your business strategy: Fi explains why knowing exactly who you’re speaking to: their goals, challenges, desires, and language, lays the foundation for every decision you make in your business.
How to identify the problems your clients are trying to solve: Great offers don’t start with what you do. They start with the transformation your clients want. Fi shows how to look beyond surface-level problems and understand what’s truly getting in their way.
The real purpose of your value proposition: Before you talk about features or inclusions, you must be able to articulate the outcome your client is chasing, and how your service or product removes the barriers between them and that outcome.
Why jargon kills conversions: Your clients are on page 1, not page 100. Fi breaks down how to communicate in the voice of your customer and why using their own words leads to faster, easier sales.
How to make your website actually work for you: Most business owners focus their website on themselves. Fi explains why your homepage and about page should centre your client - who they are, why they’re here, and what they want - and how to make your pricing and call-to-action clear and compelling.
The brave move of putting your prices on your website: Fi shares why transparent pricing saves everyone time and why premium pricing requires premium communication, visuals, and brand experience.
The crucial step most small business owners miss: You must test your offer in the real world. Fi explores product-market fit and why talking to real people matters more than tinkering behind the scenes.

Attract the right clients - From Maybe to Yes #1 (EP#55)

Money Secrets Podcast – Episode 55

Introduction

We've made a lot of progress as a society in many areas, but one thing that hasn’t changed enough is our relationship with money. If we want to tip the scales in favour of marginalised people, we need to understand the secrets to making money in small business.

The more we talk about money — especially the secrets that usually stay behind closed doors or on the golf course — the more empowered we become. My mission is to get more money into the hands of good people, specifically business owners like you.

Because I believe small business can change the world. And to do that, we need to be making more money.

Acknowledgement of Country

This episode was recorded on the lands of the Wurundjeri People of the Kulin Nation. I’d like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on.

I pay my respects to Elders past and present, and recognise that sovereignty has never been ceded. This always was, and always will be, Aboriginal and Torres Strait Islander land.

How to Attract the Right Clients (Without Overcomplicating Your Marketing)

Attracting clients isn’t about shouting louder on social media or adding more marketing tactics to your to-do list. At its core, making consistent sales comes down to clarity — knowing exactly who your business is for, what problem you solve, and how clearly you communicate that value.

In this episode of Money Secrets, Fi Johnston kicks off a four-part From Maybe to Yes (Sales Sprint) series by breaking down one of the most foundational (and often misunderstood) parts of business growth: attracting the right clients.

If you’ve ever felt like your marketing isn’t landing, your website isn’t converting, or you’re attracting enquiries that aren’t the right fit, this episode — and this post — will help you simplify things and refocus on what actually works.

Step one: get clear on your ideal client

Your ideal client isn’t “everyone” — and it isn’t vague. You should be able to name them, describe them, and speak directly to them in your marketing.

Ask yourself:

Who is this person or business?
What are they trying to achieve?
What’s getting in their way right now?
What do they want life or business to look like on the other side of this problem?

Problems aren’t a bad thing — they’re the reason people look for help. Your role is to understand those problems deeply and position your business as part of the solution.

It also helps to reflect on:

Who you love working with
What you already know about their world
Why serving this client feels meaningful to you

Step two: create an offer that actually helps

Once you understand your ideal client, the next step is creating an offer that genuinely supports them.

This means thinking beyond surface-level deliverables and asking:

What outcome does my client really want?
How does my service or product improve their life or business?
What changes for them once this problem is solved?

You’ll also want to consider:

What’s included in your offer
How does it solve their problem
Whether you’ve tested this idea with real clients
Whether there’s genuine product-market fit

Clarity here makes everything else easier — especially marketing and sales conversations.

Step three: communicate your value in your client’s words

One of the most common mistakes small business owners make is explaining their work like an expert — instead of like their client.

You might be highly experienced and technically skilled, but your client is often only just beginning to understand their problem. If you’re on page 100 and they’re on page one, your language needs to meet them where they are.

Pay attention to:

the words clients use in enquiry forms
how they describe their challenges on discovery calls
the phrases that keep coming up again and again

Your job is to reflect that language back to them — clearly, simply, and without jargon.

If a 15-year-old couldn’t roughly understand what you do from your website, your messaging is probably too complicated.

Your website isn’t about you

This can be a hard pill to swallow — but your website isn’t primarily about your credentials, your story, or your experience.

Your website is about your client.

When someone lands on your homepage or About page, they should immediately feel:

“This is for me.”

That means:

speaking directly to your ideal client
showing that you understand their situation
sharing examples of clients you’ve helped who are similar to them

You can (and should) talk about yourself — but after your client feels seen and understood.

Good Money Club

Are you a female or LGBTQIA+ business owner who wants to make more money and create meaningful change? My 6-month program, Good Money Club, is designed to help you do exactly that.

We work on your pricing, positioning, business model, and mindset — so you can build your bank account and your impact. Read more about Good Money Club.

Be clear on pricing and next steps

Putting prices on your website can feel scary, but it saves an enormous amount of time and awkwardness for everyone involved.

Clear pricing:

filters out misaligned enquiries
attracts better-fit clients
signals confidence and positioning

If you’re charging premium prices, your branding, website, photography, and messaging need to support that — everything should feel aligned.

Just as important is your call to action.

Ask yourself:

What do I want this person to do next?
Book a call?
Send an enquiry?
Download something?

Make that step obvious, simple, and easy to find.

Final Thoughts

Attracting clients doesn’t require more noise — it requires more clarity.

When you:

Deeply understand your ideal client
Create an offer that genuinely helps them
Communicate in their language
Centre your marketing around them, not you

…sales become simpler, calmer, and more consistent.

This episode is the first in Fi’s four-part Sales Sprint series. If you want to take this work further, download the workbook and start applying these ideas directly to your business.

Next up in the series: how to run better discovery calls — and turn more of them into confident yeses.

Outro

Thank you for listening to Money Secrets. If you loved this episode, please subscribe, share it with a friend, or leave a review. Your support helps us get these conversations into the hands of more good people who deserve to thrive in business.

We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business.

In this podcast, Money Secrets, host Fiona (Fi) Johnston—Chartered Accountant, small business advocate, and impact enthusiast—dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open.

Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money.

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Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.business

If you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here.

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