🥇 Who your most important client is

Would you trust a dentist with bad teeth?

A financial advisor who is completely broke?

A personal trainer who is severely overweight?

Probably not, I know I wouldn’t.

However, I see examples like this all the time. Web designers with bad websites, social media marketing agencies with poor social media profiles of their own, course creation coaches who sell 1:1 calls rather than courses, sales consultants who put most people off with a hard sell, stressed yoga teachers, and cleaning companies with filthy vans. I could go on. These ironies erode a customer’s trust in you, and they kill your business.

The cause for all of these cognitive dissonance driving credibility killers is the same: you spend so much time and energy focused on delivering for customers that you forget an important truth - you are your most important client.

Make sure clients can see that you have done the work for yourself first. That your work rocks. That they can trust you.

Your business can survive without one client, but it cannot survive without one you. You won’t ever be able to charge proper prices or grow if you don’t look after your own business first. Invest in yourself.

Fix your own funnel first. Get your own life together. It will make everything else easier.

The dentist is ready to see you now. Make sure you aren’t making this mistake,

you are your most important client.

I shared this in my Work Smart Wednesday newsletter. Want the full set of related insights? You can read them here: https://worksmartwednesday.substack.com/p/work-smart-wednesday-june-18-2025

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