Articles by Lynn SwayzeClientsPersona

The 7 Clients You Attract When Your Mindset Monkeys are Running the Show


Confession time:  People tell me I have a ton of confidence and that I’m nice and empathetic.

The truth is, a lot of that comes from having a sucky life and learning everything the hard way.

Like, scarred for life kind of life. Molested, raped, neglected, broke, homeless, family law drama … been there, done that, got the tee shirt. 🙈

And what happens when you’ve had that kind of life is that until you get your 🐒 mental monkeys 🐒 in order, you’ll attract all kinds of narcissists, energy vampires, and abusers into your life.

While I DEFINITELY saw this in my love life…

I ALSO saw this in client relationships too…

And the experiences cost me hundreds of thousands in lost work and a whole boatload of misery and self-doubt. 😭😭😭😭

Over the years, I attracted just plain terrible clients who took advantage of me.

Or on the flipside, I attracted good clients but created bad working relationships because I wasn’t doing authentic work and living authentically. 🙁

Either way, the whole point of consulting – great results – didn’t happen as often as I would have liked.

Which is why, I think, almost every expert and “guru” you talk to will recommend books and mentoring on MINDSET before they recommend ninja tactics, strategies, or tools.

Tools are useless until you can actually USE them.

I’ll share my own mindset resource recommendations in a moment.

But first, let’s talk about the 7 types of clients you attract when you aren’t your authentic, powerful self (and the 4 you attract when you get your ducks in a row):

👉Actually Broke Brenda
This type of client is actually broke, and expects free work. They will give you the biggest sob story about how bad off they are, but when you give them advice, they don’t implement. Or if they pay you, they’ll nickel and dime you for every ounce of work you give them. This person is likely to not launch or launch waaayyyy later than originally planned.

👉Fake Broke Billy
This client insists they’re broke, but they actually aren’t. So they’ll give you the same sob story and how broke they are, and often negotiate percentage deals. However, they aren’t broke… or at least not as broke as you. (For example, I once had a client give me a sob story about how they were broke… and then they put $20,000 on a credit card, including paying other venders four figures to do less work than I was doing.) This person is likely to not launch or launch waaayyyy later than originally planned.

👉Narcissist Nancy
This client makes everything about them. They expect you to respond to every call and email within minutes, drop every other client, and devote yourself exclusively to them and their project.

👉Boundary Pushing Pete
This is the type of client who’ll hire you for one thing, and before you know it, you’re running everything and working waaaaaay past scope.

👉Multiple Personality Mary
This type of client doesn’t know what they want and can’t let their inner visionary chaos stop for a day. So they’ll change everything as soon as you’ve built it, including their business name, lead magnet, and core offer… only to leave you having to redo it all to keep up.

👉Sexual Harasser Harry
This client will start off slightly flirty, and then fall into sexual harassment at some point. You’ll get the nagging suspicion they hired you just to be able to fantasize about sleeping with you.

👉Forever Failing Frank
This client seems to figure out how to cause every business and marketing strategy to fail. Doesn’t matter, it doesn’t work for them. This person seem so fail at everything they do, and will gladly blame you for their latest failure while insisting if only you’d tried harder, you could have saved them.

And of course, here are the amazing clients you’ll come across when you are authentically YOU and build your marketing so you attract ideal fit clients consistently:

👉Inspirational Ingrid
This person is doing really amazing work… and their work is likely to change you in the process. This client is changing people’s lives and probably changes yours more than you change theirs, while insisting that isn’t the case. They pay well and respect your time.

👉Go-Getter Gary
This client is a BEAST. They have big dreams and they follow through, just as they said they would. They will implement what you say, move forward decisively, and launch on time.

👉Perfectly Reasonable Ron
This person is neither amazing nor terrible. They’re simply reasonable to work with. They pay well, show up, and respect what you have to say. They are, as the name suggests, reasonable people who get reasonable results.

👉Amazing Outcomes Oliver
Finally, there’s the knock-it-out-of-the-park client. This client gets BIG WINS and of course, provides an amazing testimonial/case study for future clients. They’re just great to work with.

And of course, YOU become a better consultant when you embrace your authentic expert status, because not only are you attracting great people who need help, you’re attracting those who’ll get GREAT results with you, which in turn makes you a better service provider because you’re only working with great people who’ll actually show up and get results.  (#Win-win for everyone!)

If you’d like some help figuring out the whole “how to be an authentic expert” part, don’t worry. I’m offering my free, uber concise guide to the 11 components you need to have in sync. It’s available now. 

P.S. If you’d like to upgrade your mindset so you can SHOW UP and GET RESULTS, here are a few resources:

  1. Psycho-Cybernetics by Maxwell Maltz
  2. Reinventing Your Life by Jeffrey E. Young
  3. Anything by Dan S. Kennedy
  4. #Mindfix Consulting with Erin Pheil


Articles by Lynn SwayzePersona

Whose Rules do Experts Follow?


“Don’t talk to me about rules, dear. Where I stay, I make the goddamn rules.” – Maria Callas

In Wild Women Talk Back : Audacious Advice for the Bedroom, Boardroom, and Beyond by Autumn Stephens, Maria Callas gave that quote in regards to her controversial personality and performance.

You see, Callas achieved fame at a time (in the early 20th century) when women were slim, slim, slim… yet she was overweight and audaciously confident in herself. Even when she slimmed down to meet public standards, she continued to act in defiance of cultural norms of the day.

(Such as being a “diva”, dating extravagantly rich men, and cultivating a persona worthy of the celebrity she was.)

Much like Mae West, Callas called the shots and won big in return.

She was called a “genius” and “magnificent” and “goddess” by her peers, even as she skirted the rules and failed as a singer by some people’s standards.

She had magnetic presence caused by living her life, her way.

What does this mean for us as consultants?

It means that in order to sell as effortlessly as possible, build your tribe, and enjoy the work you do, you need to be ruthlessly in congruence just like Mara Calla.

The persona you adopt as an expert should be in alignment with the person you’re trying to sell to and the package you’re selling.

And when you have ruthless authenticity and put all the pieces in alignment with your worldview (YOUR rules), you sell.

Not your clients rules. Not your peers rules. YOUR RULES.

Your business, your way.

And if people don’t like who you are and the world you’ve created? Well, they can find someone else.

People are attracted to leaders with the courage to be authentic.

Only insecure, commoditized non-experts try to water down who they are to fit the mold.

Experts do the opposite.

Will you have detractors? Oh yeah.

Will you push some people away? I hope so.

But will you be the PERFECT SOLUTION for others? YES! YES! YES!

That’s what you’re likely missing if you aren’t selling as much as you’d like as a consultant, you’re likely missing this type of ruthless authenticity and ultimate congruence.

If you’re not sure where to start, then, I have the solution for you.

I’m giving away my Concise Guide to the 11 Marketing Factors absolutely free.

In this short PDF guide, you’ll discover:

  • The 11 factors which must be in congruence if you want to build effective marketing campaigns for your consulting business
  • What each of those factors means and how to define them for yourself
  • How to put it all together into a concise statement to give to your marketing team

Claim your copy now.