Lead generation is the engine of any successful business. But here’s the uncomfortable truth: most business owners are chasing leads the wrong way.
Sep 3, 2025
You’ve set up a website. You’ve tried Facebook ads. You’ve even attended networking events hoping someone would bite. But business is still running slow.
What gives?
It’s not about how hard you’re working - it’s about how strategically you're positioning yourself. Most marketing falls flat because it’s too broad and generic. It tries to appeal to everyone and ends up resonating with no one.
The solution? Targeted lead generation.
When you zero in on your ideal client - the person who gets the best results from what you offer - your message becomes magnetic. You stop chasing leads and start attracting the right ones: people who trust you, pay you well, and stick around for the long term.
Let’s look at how this works in practice - using an accounting firm as an example.
1. Who are you talking to?
If you run an accounting firm, it’s easy to say, “We work with anyone who needs help with tax, bookkeeping, or accounts.” However, that’s a marketing death sentence because it puts you in the same bucket as every other firm out there.
The firms that thrive are the ones that specialise. They know who they serve best and craft their message around that client.
Let’s say your firm works particularly well with e-commerce businesses. You understand the platforms, the payment processors, and the common issues that e-commerce business owners face. That’s a niche you can own.
Or maybe you work with freelancers and creative professionals - people who are great at their craft but hate dealing with the accounting side of things.
Start by asking:
What industry are they in?
What are they struggling with? (Late filings? Cash flow problems?)
What do they value most - speed, fixed fees, proactive advice, tech integration?
What result do they want? (Less stress? More profits? Better visibility?)
💡 Pro tip: Create an “Ideal Client Profile” with their demographics, pain points, values, and goals. The clearer your picture, the sharper your marketing.
2. Where do they spend their time?
Once you know who you’re targeting, ask: Where are they hanging out - and how can I show up there?
Let’s stick with the e-commerce example. Your ideal client might be:
Active in Shopify or Amazon seller Facebook groups
Subscribed to newsletters like Startup School or The Hustle
Attending digital business events or trade shows
Listening to podcasts about online business and passive income
If you work with freelancers, they might be on LinkedIn, browsing Upwork forums, or part of creative Slack communities.
But showing up isn't enough. You need to understand what they're doing there. Are they asking for help? Looking for service providers?
When you enter these spaces with empathy and useful content—not a sales pitch—you build trust. Over time, you become the go-to expert, not just another firm.
3. What is the messaging we give to them?
Too many accounting firms lead with “We prepare accounts and tax for clients.” But clients don’t care about your services - they care about their problems being solved.
So instead of listing features, speak to outcomes and emotional triggers.
Ask yourself:
What is my ideal client frustrated with? (Feeling disorganised? Not sure how to manage cash flow?)
What are they afraid of? (Fines? Scaling without the appropriate financial systems?)
What do they dream of? (Predictable income? Freedom to scale without chaos?)
If your messaging says,
“We help Shopify sellers keep more of what they earn, automate their books, and finally understand their numbers,”
you’ll get far more traction than
“We offer bookkeeping and tax returns.”
Speak to what matters. The right leads will lean in.
Final Thoughts: Don’t Chase Everyone - Attract the Right Ones
Lead generation doesn’t have to be a grind. It’s not about being everywhere - it’s about being in the right places, with the right message, speaking to the right people.
When you define your ideal client, understand their world, and communicate in a way that connects, lead generation becomes natural - and your business becomes unstoppable.
I use the 3 W's framework with clients to get a consistent flow of leads into their business, as it helps them get more clients, and increase their revenue. Let’s work together to build a lead generation strategy tailored to your strengths - and the people you’re meant to serve.
