The 3 things every client checks before saying yes

In partnership with

Let’s be honest for a moment.

You are not getting ghosted because your offer is bad.
You are not getting ignored because your price is too high.
You are getting filtered out before anyone even considers messaging you.

Every client, even the ones who claim to make fast decisions, runs you through a quiet checklist. It is not written down anywhere, but it shapes everything.

If you are missing even one of these boxes, it does not matter how strong your pitch is. You have already lost them before you even knew they were interested.

Here is what actually happens before someone decides to say yes.

1. The credibility check

The first thing anyone looks for, before price or service or any kind of sales page, is whether you look real.

People have been burned too many times. They have seen fake screenshots, exaggerated testimonials, and AI-polished stories that sound a little too perfect.

So before they reach out, they are asking one question:
“Do I believe this person actually does what they say?”

They will scroll through your feed, click on your links, and read your posts.
They will check if you have been around for more than a few weeks.
They will look at how you talk about your work, not just the wins but the process, the clients, and the lessons.

If everything looks like a highlight reel, they assume you are just another player in the noise.

But when you show proof, when you share real work, real thoughts, and real people, you immediately separate yourself.

That is how trust is built now. Quietly, long before they ever decide to message you.

(If you click the ad below, it helps fund the work behind these newsletters. It is free for you, but it makes a real difference on my side).

Shoppers are adding to cart for the holidays

Peak streaming time continues after Black Friday on Roku, with the weekend after Thanksgiving and the weeks leading up to Christmas seeing record hours of viewing. Roku Ads Manager makes it simple to launch last-minute campaigns targeting viewers who are ready to shop during the holidays. Use first-party audience insights, segment by demographics, and advertise next to the premium ad-supported content your customers are streaming this holiday season.

Read the guide to get your CTV campaign live in time for the holiday rush.

Learn more.

2. The consistency check

Once they believe you are real, they start looking for proof that you will still be around next month.

Because clients are not just buying your service. They are buying reliability.

Most people disappear the second attention drops. They post a few things, lose momentum, and vanish for a month.

That might be fine if you are just creating content, but it destroys trust if you are trying to build relationships.

When someone is thinking about hiring you, they are not only watching what you post. They are watching what you do not post. They notice when you go silent. They notice when your tone shifts from confident to uncertain.

Clients want stability. They want to know that if they invest in you, you will still be here tomorrow.

And consistency does not mean posting every day or flooding everyone’s inbox. It means showing up with rhythm, with a clear voice, and with a point of view that does not fade when the algorithm does.

Consistency is a signal. It says, “I am serious about this. I am not disappearing when things get quiet.”

That is what makes people start trusting you enough to take the next step.

3. The energy check

This one is invisible, but it decides everything.

People feel your energy before they ever read your words.

They can tell when you are trying too hard.
They can tell when you are writing to get clients instead of trying to help people.
They can tell when you are frustrated that no one is buying.

And that energy leaks through every sentence.

If your posts sound like you are pitching, people ignore you.
If your messages sound like you are chasing, they pull away.
If your tone sounds even slightly desperate, they vanish.

No one wants to buy from someone who needs the sale.

The best client acquisition energy is calm, grounded, and confident without trying to prove anything.

You know your work delivers results.
You know who it helps.
And you know that if this person is not the right fit, someone else will be.

That kind of quiet confidence is what draws people in. That is when messages start showing up in your inbox without you pushing for them.

(People always ask how they can support the newsletter. The easiest way is by clicking the ad below. It costs nothing, but it helps keep things going without adding fluff).

Don’t get SaaD. Get Rippling.

Software sprawl is draining your team’s time, money, and sanity. Our State of Software Sprawl report exposes the true cost of “Software as a Disservice” and why unified systems are the future.

Stop SaaD in its tracks

The quiet test you did not know you were taking

Every post, every story, every comment is part of this test.

People are deciding, long before you realize it, whether you are someone they can trust.

They do not say it out loud.
They do not comment.
They just watch.

And then one day, out of nowhere, you get a message that starts with, “Hey, I have been following your stuff for a while.”

That is when you know you passed the test.

The goal is not to chase clients. The goal is to remove doubt so they come to you on their own.

So, what does this mean for you?

If you are not getting the kind of clients you want, it is probably not a visibility issue.

It is a trust issue.

You do not need another funnel or a new lead magnet. You need to show up in a way that feels believable, steady, and confident.

Start sharing more of your process.
Start writing like a real person instead of like you are writing copy.
And stop pretending to have everything figured out.

People do not want perfect. They want proof that you understand what they are going through and that you can actually help.

When you start doing that consistently, things shift.

You stop chasing attention.
You stop overthinking every post.
You start attracting people who already decided they trust you.

Because that is what is really happening behind every yes.

(If you click the ad below, it helps support this newsletter. It costs you nothing, but it quietly keeps things running and lets me keep the writing focused on what matters).

Want to get the most out of ChatGPT?

ChatGPT is a superpower if you know how to use it correctly.

Discover how HubSpot's guide to AI can elevate both your productivity and creativity to get more things done.

Learn to automate tasks, enhance decision-making, and foster innovation with the power of AI.

Download the free guide.

If this felt a little too close to home, that is a good thing. It means you are paying attention.

If you are not sure which of these filters might be holding you back right now, reply to this email and tell me. I read every message myself, and I will point you in the right direction.

Sometimes, you are closer than you think. You just need someone to help you see what is missing.