Why “Selling” Feels Hard—And How to Make Clients Come to You Instead
Sylvia Garibaldi, BA Hons., BCom
CEO and Founder, Marketing, Training and Social Media for Legal, Mediation and Financial Professionals | Podcast Host
Ever feel like promoting your services makes you seem pushy or salesy?
You’re not alone.?
I see this all the time—especially with lawyers, mediators, and divorce professionals who genuinely want to help people but struggle with marketing themselves.
But here’s the truth: selling feels uncomfortable when it doesn’t align with your natural way of helping others.
What if you could attract ready-to-buy clients in a way that feels natural, authentic, and actually helpful?
That’s where the “Serve First” mindset comes in.?
Instead of chasing clients, you create so much value that they come to you.
It builds trust, establishes authority, and makes marketing feel effortless.
Why Traditional Selling Feels So Awkward
Most professionals hate selling because it feels self-serving. Nobody wants to come across as desperate, aggressive, or insincere—especially in highly personal fields like divorce mediation or family law.
But here’s the key: When you focus on serving first, marketing stops feeling like “selling.” It becomes an extension of your work.
Let’s break down how to make this shift—and why it changes everything.?
Adopt a "Serve First" Mindset
Most people think selling is about pushing their services. That’s why they feel uncomfortable doing it. But here’s the secret: the best way to sell is not to sell at all. Instead, serve first.
1. Lead with Value
Stop talking about what you offer. Start solving problems. Share free, high-quality content—e-books, webinars, or even simple LinkedIn posts—that help your audience with real challenges. If you’re in the divorce space, for example, create a free guide on handling the first 30 days post-separation. Give them something that makes them say, "Wow, this helped me."
2. Build Real Relationships
Forget the hard sell. Engage with your audience where they are—LinkedIn, community events, online forums. Your goal isn’t to pitch. It’s to listen, understand, and be present. The more you genuinely help, the more people trust you.?
And trust? That’s what makes sales effortless.
3. Educate, Don’t Sell
Content isn’t about promoting yourself. It’s about empowering your audience. Write posts that break down complex, emotional topics. Divorce mediator? Create short videos explaining mediation in simple terms.?
Workplace Mediator? Share a case study on how to handle workplace conflict before it escalates.
?Educate so well that when they need help, you’re the only name that comes to mind!
Service-First Marketing: The Smart Way to Attract Clients
Most people try to sell first and serve later. That’s backwards.?
The best businesses win by giving massive value upfront—no strings attached. Here’s how to do it:
1. Create Lead Magnets That Actually Help
People don’t care about your services; they care about their problems. Give them something useful before they even consider hiring you.
If you’re in family law, create a free co-parenting guide. If you’re in estate planning, offer a simple checklist to get started. Give it away in exchange for their email—it builds trust and grows your audience.
2. Make Client Intake Seamless
Your first conversation with a potential client sets the tone. Have a structured approach. Use scripts that focus on listening, not selling. Ask the right questions to understand their situation, and be honest if you’re not the right fit. This not only builds credibility but also ensures you work with the right clients.
3. Use Content to Stay Top-of-Mind
Your potential clients are already searching for answers online—be the one who gives them!?
Write blog posts, record short videos, or launch a podcast where you answer real questions they struggle with. The more you educate, the more you position yourself as the go-to expert. Bonus? Google loves this, so you’ll rank higher without spending on ads.
4. Build a Community, Not Just a Business
Stop thinking of marketing as one-way promotion. Engage. Join relevant LinkedIn groups, participate in industry forums, show up at local events, and help people without expecting anything in return. The result? A network that refers to you naturally and clients who trust you before they even reach out.
The formula is simple: Give first. Trust builds. Sales follow. That’s how you win in service-first marketing. ??
This Mindset Is Costing You Thousands Every Month
Hesitating to market yourself? Feeling like it’s inauthentic? That resistance is silently draining your revenue.?
Every month you wait to fix this, you're leaving thousands of dollars in lost business on the table.
I see this mindset issue again and again with many of our clients.?
Highly skilled professionals—lawyers, mediators, divorce experts— are great at what they do but struggle to get consistent clients because they resist marketing themselves.
?And every time, it’s costing them significantly in lost opportunities.
Here’s Why:
1. Marketing IS Your Service
If people don’t know you exist, they can’t hire you.??
Every blog post, video, or podcast episode is an opportunity to help someone before they even meet you.?
2. Your Lack of Boundaries Is Costing You Energy (and Clients)
Burnout isn’t a badge of honor.?
If you’re constantly overextending yourself, your service quality drops, and that costs you referrals, renewals, and reputation. Set clear boundaries—clients respect pros who respect their own time.
3. If You’re Not Staying Relevant, You’re Falling Behind
Your competitors are learning new strategies, mastering new tools, and staying visible. If you're not actively improving your marketing approach, you’re making it easier for clients to choose them over you.
Let’s Be Real:
What’s the Solution - Stop Resisting Marketing and Start Serving Instead
Marketing feels uncomfortable when it’s about self-promotion. But here’s the shift: marketing isn’t about you—it’s about helping people at scale. Once you embrace that, everything changes.
1. Reframe Your Mindset
Marketing isn’t separate from your work—it’s just an extension of your service.?
Every post, video, or email is another way to help people who don’t even know they need you yet. Share your expertise, and the right clients will come to you.
2. Set Boundaries (Without Guilt)
You don’t need to be available 24/7 to be effective.?
Set clear boundaries with your audience and clients. “I respond to messages within 24 hours” is professional. “I’ll drop everything to answer at any time” is a fast track to burnout. Serve sustainably.
3. Stay Sharp—Keep Learning
Marketing changes quickly.?
The best in the game keep evolving. Learn about new strategies, test different content formats, and stay ahead of the curve. The more you grow, the better you serve.
Reflection Questions
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Serve First. Sales Will Follow.
Most professionals stay stuck because they focus on selling instead of serving. Flip that mindset, and everything changes.
? Build trust before selling
? Become the go-to expert
? Attract ready-to-buy clients
I’ve seen it happen over and over—when you genuinely serve, success follows.
Take Action ??
Pick ONE way to serve today:
You’ve got this!
CEO and Founder, Marketing, Training and Social Media for Legal, Mediation and Financial Professionals | Podcast Host
1 天前Have you ever struggled with marketing your services because it felt too ‘salesy’? What strategies have helped you make it feel more natural? I’d love to hear how you approach this!