Stop Casting a Wide Net: How to Hook Your Ideal Clients Online (Without Wasting Your Bait)
Hey friends! You’ve probably heard marketers talk about “fishing for clients.” It’s a popular metaphor because it sounds simple: cast a wide net, catch a lot of fish, fill your business with clients.
But here’s the truth. Most people using that metaphor have never actually fished.
I have. Growing up in Utah, I spent time fishing with my parents and spent time on the water in Montana with one of my best friends, who’s a fishing guide. I even fished the Florida Keys with my husband. But do you know how many fish I’ve caught in my life? Zero.
Although I may not be a master angler, I do know how to attract clients. Just as fishing requires patience, precision, and a strategic approach, marketing does too. Let’s talk about how to stop casting a wide net and hook your ideal clients.
CONTENT OVERVIEW:
- Forget the Wide Net and Focus on the Right Pond
- Know Your Fish (Your Ideal Client)
- Use the Right Bait and Keep It Fresh
- Build Relationships With Email and Lead Magnets
- Stay Consistent and Adapt to the Currents
- Smart Marketing Is About Strategy, Not Luck
Step 1: Forget the Wide Net and Focus on the Right Pond
Big brands like Nike and Coca-Cola can afford to cast a wide net. They have the budgets to be everywhere at once, from TV to billboards to YouTube ads.
For small business owners, that kind of marketing isn’t realistic. Trying to reach everyone often means connecting with no one.
Instead, focus on the right pond.
Ask yourself:
- Where does my ideal client spend time online?
- What kind of content are they already engaging with?
- What specific problem are they trying to solve?
When you narrow your focus, your message gets sharper and more effective. You’ll spend less money and attract more of the clients who are actually ready to work with you.
FREE RESOURCE: Ideal Customer Avatar Worksheet
Step 2: Know Your Fish (Your Ideal Client)
You can’t catch a marlin with trout bait.
In marketing, this means understanding your audience deeply before creating content or running ads.
Ask yourself:
- What do they value most?
- What are they struggling with right now?
- What transformation are they seeking?
When you can clearly picture your ideal client, you’ll know what kind of “bait” will attract them. Your messaging becomes personal, your tone becomes confident, and your results improve.
Use my free resource, Discover Your ICA Template, to map out your perfect-fit client.
Step 3: Use the Right Bait and Keep It Fresh
Even when you’re fishing in the right pond, you still need the right bait. In marketing, your bait is your content.
Your content should educate, inspire, or solve a problem. It should help your audience trust you before they even consider buying from you.
What works best:
- Educational content that gives a quick win or clear value
- Behind-the-scenes stories that humanize your brand
- Lead magnets such as checklists, templates, or short guides
Keep your content current. Update blogs, refresh old posts, and repurpose client success stories into videos or newsletters for a more engaging approach. Consistency keeps your audience engaged and positions you as an authority in your field.
Step 4: Build Relationships With Email and Lead Magnets
Your email list is one of the best tools you have for building relationships with potential clients.
A strong lead magnet will attract new subscribers, but consistent, helpful emails keep them engaged.
Try a simple three-step sequence:
- Welcome Email: Introduce yourself and share what they can expect from you.
- Quick Win Email: Offer a short, actionable tip they can use right away.
- Invitation Email: Invite them to take the next step, such as scheduling a consultation or downloading a free resource.
If you need help creating a compelling freebie, download my Identify Your Core Lead Magnet Workbook.
Step 5: Stay Consistent and Adapt to the Currents
Fishing and marketing both require persistence and adaptability.
You can’t expect results from one cast. You must continue to show up, test, and refine.
Set aside time each week to track what’s working:
- Which posts or emails are generating the most engagement?
- What topics or services generate interest?
- Where are your leads coming from?
If something isn’t working, adjust. Try a new topic, platform, or approach. When you commit to consistency, your visibility grows naturally over time.
FREE RESOURCE: How to Use Our Digital Marketing Team to Grow Your Business
Final Thoughts: Smart Marketing Is About Strategy, Not Luck
You don’t need to market to everyone. You need to target the right audience.
When you know who your ideal client is, where to find them, and what to offer, your marketing becomes intentional and effective.
And if you’d like some help building a strategy that works, I’d be happy to discuss it with you.
Book your Free Marketing Consultation and I’ll review your current systems, identify your top opportunities, and give you three custom recommendations to help you attract more clients.
Book your Free Marketing Consultation → JennieLyon.com/free-consultation
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