Kat Boogaard
What 1,100 Solos Learned from Industry Experts
Welcome back to The Wedge, the newsletter for solopreneurs who build with structure and purpose.
If you want a steady stream of clients, you need more than great work. It takes clarity, consistency, and a willingness to put yourself out there. But, for many solopreneurs, lead generation can feel mysterious, intimidating, and downright uncomfortable.
During the “Leaf No Lead Behind: Master Multi-Channel Marketing and Lead Generation” panel of Lettuce’s recent Solo Summit, these four experts shared what it actually takes to market your solo business:
- Ashley Dennison, Founder of Comms Consultants
- Bradley Jacobs, Founder of MyLance
- Courtney Spritzer, Founder of Entreprenista
- Elaine Pofeldt, Writer, Editor, and Consultant at Elaine Pofeldt, LLC
Here’s a look at some of the biggest takeaways from the session so you can start filling your own pipeline—without all the uncertainty and clammy palms.
Your Network Will Only Take You So Far
When you start your business, a lot of your early work comes from people you already know. “The first few clients come from your network, which means they already trust you,” explained Bradley. That’s a great starting point. “But at the end of the day, that does run out,” Bradley continued. “It just does.”
When you hit that wall, it’s not enough to coast on your existing connections. You need to take a more intentional approach by defining your ideal customer, articulating your value proposition, and actively getting your message in front of the people who need what you offer most.
As Elaine put it, “If you don’t put yourself out there and get in the ring, no one will know about you.”
Your Mindset (Seriously) Matters
“It is so important to have a positive and abundant mindset as an entrepreneur, especially if your goal is to attract new clients,” Courtney shared. This mindset helps you approach sales—a responsibility that many solopreneurs dread—with a sense of optimism rather than obligation.
Another trick that helps? Changing your perception of the entire sales process. “I’m not selling. I’m finding clients with a problem that I can solve,” Bradley said. “It removes the whole stigma of selling. I look for opportunities where my expertise is going to be valuable.”
“Can you tell yourself a different story about this process?” Ashley added. “Instead of calling yourself a ‘salesperson,’ if that feels uncomfortable to you. Or instead of calling this person that you’re trying to connect with a ‘prospect?’ That doesn’t feel so scary or intimidating.”
Meet Your Potential Clients Where They Already Are
“If you have been in business for at least a year, you have some sort of track record of clients you’ve served,” explained Courtney. She recommended that, quarterly (or, at the very least, once per year), you look back and ask yourself these questions:
- Who were my clients?
- Who did I get the best results for?
- Who has stayed on with me the longest?
- Who renewed their agreement?
You can use this information to narrow down and define your ideal customer. After all, you can’t market effectively if you don’t know who you’re marketing to.
“People come to me all the time, and they’re like, ‘My ideal customer is startups between five and 500 employees,’” shared Bradley. “And I ask them, ‘Do you think the five-person startup and the 500-person company have the same problem?’” So, make an effort to get as specific and granular as you can.
Once you know who you’re targeting, you can figure out where they’re spending their time—and the best way to get your business in front of them. “Does it make sense to do some cold outreach to these types of people?” asked Courtney. “Does it make sense to ask your current customers if they have referrals for you and develop a referral program? Does it make sense to partner with other companies that are also serving those customers?”
Don’t be afraid of some trial and error to figure out the best way to put yourself—and your expertise—directly in your ideal clients’ path.
Stop Being Afraid of LinkedIn
LinkedIn is a great place to get in front of potential clients, especially if you’re focused on B2B. But many solopreneurs feel too intimidated to post regularly.
This is another area where a mindset shift can be helpful. Ashley said, “Instead of showing up on LinkedIn to be the most fancy pants thought leader in the world with the best insights and the most sophisticated level of expertise,” she opted to be vulnerable, candidly share what she was working on, and ask people to follow along. “People wanted to cheer me on. They wanted to support my journey,” she added.
And, while LinkedIn is a powerful outlet, it certainly isn’t the only place where you can make an impression. It’s important to consider where your ideal clients like to spend time as well as your own strengths and interests. “If you’re someone who likes to make videos or if you’re someone who likes long-form content, that may influence which channel you spend the most time on,” added Courtney.
TIP: Stuck on what to post? “Ask a thought-provoking question for the people in your industry or in your field,” Ashley advised. It’s simple and doable—but it also makes you look curious and invites engagement.
Success Comes From Showing Up (Again and Again)
Ultimately, growing your solo business isn’t about going viral or seeing instant results. You need to show up consistently and give your efforts time to actually work.
“We need to give our content a chance to succeed,” concluded Bradley. “You can’t post and, after two weeks, be like, ‘It’s not working!’” Pick a strategy, stick with it for at least three months, and see if the momentum builds.
With clarity, commitment, and a little bit of patience, you’ll create a marketing engine that fills your solo business’s pipeline—without relying on luck, referrals, or last-minute scrambles.
Learn more about marketing your solo business by watching the full session or check out the complete video library to get more insights from the other experts at Solo Summit.