How to Attract Your Ideal Clients While You Sleep
A free recorded training for professional service business owners who want a steady flow of the right clients, without having to personally go out and find every one of them.
Why does winning new clients still depend entirely on you?
You're good at what you do, and the clients who find you usually stay. But finding them is another matter. Every new enquiry seems to come from you: your networking, your referrals, your posts, your conversations. When you're busy serving clients, the marketing stops. When the marketing stops, the enquiries dry up. And so, you head back out to find more, all over again.
The busier you get, the less your marketing works
This is the cycle most professional service firms get stuck in. You go out and win more clients. You get busy. Existing clients get less of your attention, and some of them drift away. That frees up time, so you go back out looking for more. It's not a business that grows. It's one that just keeps you running.
Meanwhile, the marketing landscape has become harder, not easier. A few years ago, social media and online advertising offered a cheap shortcut to your audience. Now those channels are crowded with noise, made louder still by AI-generated content that all sounds the same, and many businesses spending heavily on paid ads are seeing their lowest returns yet. Pay a lead generation company instead, and you risk a diary full of calls with people who were never your ideal clients in the first place.
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What if your marketing kept working long after you'd stopped?
Last year, Charlie Reading received a LinkedIn message from someone he'd first met 20 years earlier, and hadn't spoken to in 17. That person had never become a client. Yet all that time, they'd been quietly following the content from Charlie's old financial planning business, and when they finally needed help, there was only one person they were going to call. Charlie had sold that business three years before the message arrived.
That's what an automated marketing machine does. In this free recorded training, Charlie shares the Ideal Client Magnet framework he used to build Efficient Portfolio into one of the UK's top financial planning practices, generating more than 300 ideal client leads a year and delivering 50% year-on-year growth, all while taking three months off every year.
It's an approach built on what has always worked in marketing, human connection, with technology used to free you up to do more of it. Or, as Charlie puts it: digitalise the repetitive, humanise the exceptional.
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What You'll Learn In This Free Training
- Why most professional service firms are stuck in founder-restricted growth - and how adopting a flywheel approach, like Amazon's, means your business gets better the bigger it grows, rather than more chaotic.
- How to get your marketing message right - why stories cut through the "curse of knowledge" that professional experts face, including the eBay experiment that turned $250 of unwanted items into $8,000 simply by adding a story to each listing.
- How to target your minimum viable audience - why marketing aimed at everyone resonates with no one, and why the dentist who wrote to 95% of his patients asking them to go elsewhere built one of the world's best-known practices.
- How to make your message genuinely relevant to your ideal client - the story of why Paul Gascoigne turned down Manchester United, and how an ideal client SWOT and the six human needs reveal what your clients actually care about.
- How to use AI to grow your marketing without taking up your time - from having AI critique your website against your ideal client, to using AI notetakers for tailored follow-ups, training AI to write in your voice, and creating video, image and podcast content in minutes.
- How to nurture the people who discover you - using attraction marketing devices, including the free book that Charlie can attribute to over £1 million in fee income, to turn anonymous audiences into contacts who reach out when they're ready.
- How to reverse the risk of working with you - the lessons behind Osprey's lifetime guarantee, and how a professional service firm can make its first step an offer that's hard to turn down.
- How to build a referral system that ends feast-or-famine marketing - making your business talkable, building in reciprocity, and the simple question that filled the Business of Endurance podcast with guests like Alistair Brownlee and Chrissie Wellington.
- How to build partnerships that send you ideal clients - how working alongside accountants and solicitors who serve the same clients created a win for every firm involved, and most of all for the client.
- How to position yourself as the expert - why a client was grateful for just 10 minutes of Charlie's time in a first meeting, and how a book, media appearances and a clear client journey work together to build trust before you've even met.
Who This Training Is For
- Consultants, financial advisers, accountants, solicitors, coaches and other professional service business owners.
- Founders who are still personally responsible for bringing in most of their new clients.
- Anyone tired of paying for leads, ads or networking that rarely turn into the right clients.
- Business owners who want to build a more valuable, more sellable business with marketing that runs without them.
Your Host: Charlie Reading
Charlie Reading built and sold three businesses, including Efficient Portfolio, a financial planning practice named the Best Financial Planning Practice in the Midlands. Its marketing was so effective it continues to bring in enquiries years after the business was sold. Along the way, he delivered 50% year-on-year growth while taking three months off every year for over a decade.
He's the author of five books, including The Dream Retirement and The Business of Endurance, has appeared regularly on LBC radio and spoken on stages from Miami to Singapore. He now runs The Trusted Team, helping professional service business owners build scalable businesses that grow without depending on the founder, including through the Professional Marketing Magnet coaching programme.
What You'll Come Away With
- By the end of this training, you'll have:
- A clear understanding of the six stages of the Ideal Client Magnet: message, audience, growth, nurture, endorsement and transformation.
- A sharper sense of which stories you should be telling in your marketing, and why they matter more than your qualifications.
- Practical ways to start using AI in your marketing straight away, without your content sounding like everyone else's.
- Ideas for attraction marketing devices, risk reversal and referral prompts you could build into your own client journey.
- A clear starting point: one ideal client, one marketing machine, built properly before you move on to the next.
Frequently Asked Questions
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What is an automated marketing machine?
Does this mean replacing human contact with AI?
Do I need to build everything at once?
Is this only relevant to financial services?
Is this training free?
Are you ready to build a business that works for you?
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