Stop Explaining Why You're Worth It: The Real Reason Great Consultants Stay Stuck in Feast or Famine
- Aliza Freedman
- Dec 16, 2025
- 10 min read
Feast or famine isn't because you're bad at what you do—it's because your ideal clients can't figure out if you're for them.
This guide shows you the 4-step system to create messaging that breaks through: pre-sold clients who don't question your pricing. Plus: why "being good" isn't enough anymore and the exact pain points keeping you invisible.
Let me guess.
Last month was incredible. You closed two great clients, felt like you finally figured this whole business thing out, maybe even started dreaming about hiring help.
This month? Crickets. You're refreshing your inbox. Checking LinkedIn obsessively. Wondering if you should lower your prices or pivot your entire business model.
Welcome to feast or famine. And no, it's not because you're bad at what you do.
Here's what's actually happening: Your ideal clients can't figure out if you're for them.
So they keep scrolling. They bookmark your site "to look at later." They ghost after the discovery call. Or worse—they hire you, then immediately start price shopping and questioning every invoice.
Sound familiar?
The painful truth is that great consultants and coaches stay stuck not because they lack skills, but because their messaging is invisible. You blend in with everyone else saying they're "strategic," "results-driven," and "passionate about helping businesses grow."
Your ideal client reads that and thinks... nothing. They feel nothing. They can't tell if you're the solution to their problem or just another expense they can't afford right now.
The Real Pain: It's Not Just About Money
Sure, the feast or famine cycle is stressful. But let's talk about what it actually costs you:
You're scared to set big goals because you don't have a strategy that reliably brings in clients. How can you plan to hire that VA or invest in that certification when you genuinely don't know if you'll have revenue next month? So you play small. You stay stuck. You tell yourself "maybe next year."
You're not getting enough meetings with the RIGHT prospects. Oh, you're getting meetings. Just not with people who get it. Instead, you're spending hours on calls with tire-kickers who want your expertise for Fiverr prices. People who need to "talk to their business partner" (translation: they're not serious). Prospects who are really just picking your brain for free advice they'll use to DIY it.
You're constantly defending your pricing. Every proposal turns into a negotiation. Every call includes "that sounds great, but..." followed by some version of "can you do it for less?" You know you're worth it. But explaining WHY you're worth it gets exhausting. Fast.
The hard truth: Generic messaging doesn't just make you invisible. It actively attracts the wrong people while repelling the right ones.
Here's the thing nobody tells you about branding and web design: Generic messaging doesn't just make you invisible. It actively attracts the wrong people while repelling the right ones. Whether you need branding for consultants, branding for coaches, or branding for small startups, the foundation is always the same—crystal clear messaging that speaks directly to your ideal client.
Why "Just Being Good" Isn't Enough Anymore
You've probably tried everything:
More networking
Better LinkedIn posts
A new website
SEO
Paid ads
That expensive course on "scaling your consulting business"
And some of it worked... for a minute. Then you're back to feast or famine. Back to wondering why that prospect who seemed SO excited suddenly went dark.
The problem isn't your tactics. It's your positioning. This is where small business branding becomes critical—and why so many marketing consultants focus on brand strategy before anything else.
When your ideal client lands on your website or sees your LinkedIn profile, they're asking themselves one question: "Is this person for me?"
If they can't answer that in five seconds, they're gone. And I mean GONE gone. They're not coming back. They're not bookmarking you. They've already moved on to the next consultant who makes it crystal clear who they serve and how.
This is why brand strategy matters more than your logo ever will. This is why effective small business branding—the kind Rainmaker Branding specializes in—is about messaging first, design second.
Real Results: What Happens When Your Messaging Actually Works
Imagine this instead.
A prospect lands on your website. Within seconds, they think "Holy shit, this person gets it. This is exactly what I need."
They don't price shop. They don't ask if you offer payment plans. They don't need three more discovery calls to "make sure it's a good fit."
They just... buy. Because your messaging did the heavy lifting before they ever talked to you.
This is what we call The Rainmaker Effect. When your brand strategy and messaging are dialed in, you stop chasing clients and start attracting them.
Your website visibility improves because you're not trying to be everything to everyone—you're dominating a specific niche. New clients show up pre-sold, already knowing you're worth it.
Real results look like this:
You book discovery calls with people who've already decided to hire you (they just want to meet you first)
Your pricing becomes a non-issue because the right clients expect to invest
Referrals get better because your clients can actually explain what makes you different
You can finally plan beyond next month because your pipeline is consistent
The feast or famine cycle... just stops
Ready to break the feast or famine cycle? Let's talk about fixing your messaging →
Building Brands That Get Business: The 4-Step System
So how do you actually fix your messaging? Not with more generic "we're passionate about helping businesses succeed" nonsense. With a system built on building brands on trust and transparency.
Step 1: Get Brutally Specific About Who You Serve
"I help business owners" is not specific. Neither is "I work with entrepreneurs" or "I support coaches and consultants."
Your ideal client needs to read your homepage and think "Wait, are they talking directly to me?"
Here's what specific looks like:
If you're a consultant, this might look like: "I help CFOs who are stuck in reactive mode finally build finance teams that run themselves—without adding headcount."
If you're a coach, maybe: "I work with burned-out executives who need to lose 30 pounds but can't stomach another generic meal plan or bootcamp class."
If you're a small startup doing work that matters, perhaps: "I help families with ADHD teens who've tried everything find a therapist who actually gets it—and sees results in weeks, not years."
Notice what these do? They don't just describe an industry. They describe a specific person at a specific stage with a specific problem.
Your turn: Can you describe your ideal client so specifically that they'd read it and feel seen? Not "I help families." Not "I work with nonprofits." But the exact person with the exact problem you solve better than anyone else.
Step 2: Name the Pain They're Feeling Right Now
This is where most people screw up. They talk about what they DO instead of what their client is FEELING.
Critical insight: Your ideal client doesn't care about your "proprietary framework" or your "holistic approach." They care that they're stuck in feast or famine. They care that they're scared to set big goals because they don't have a reliable strategy. They care that they're wasting time on calls with tire-kickers instead of perfect-fit clients.
When you name the exact pain they're experiencing—in their words, not yours—something shifts. They stop seeing you as another service provider and start seeing you as the person who finally understands.
This is the foundation of effective small business branding. It's not about being clever. It's about being clear and deeply empathetic—exactly what a skilled marketing consultant helps you uncover through strategic brand strategy work.
Step 3: Show Them What's Possible (Without the Pain)
Once you've named the pain, paint the picture of life without it.
Not vague benefits like "increased revenue" or "better clients." Specific, visceral outcomes they're desperate for.
"Imagine opening your calendar and seeing it booked three months out with clients who already know they want to work with you. No more 'let me think about it.' No more 'can you send me a proposal and three references?' Just 'when can we start?'"
That's what effective messaging does. It makes the transformation so clear they can taste it.
Step 4: Make It Stupid-Simple to Take the Next Step
You've named their pain. You've shown them what's possible. Now what?
Most websites make this way too complicated. Seventeen different calls-to-action. "Book a call" and "download our guide" and "follow us on LinkedIn" and "check out our services."
Pick ONE thing. Make it obvious. Make it easy.
For our mission of empowering service businesses to scale, we use The Rainmaker W.I.N. Process: Website, Increased Visibility, and New Clients. It's a clear path from "I'm struggling" to "I'm booked solid."
Your path might be different. But it needs to exist. And your ideal client needs to understand it immediately.
The Part Nobody Talks About: Why Good Consultants Stay Invisible
You know what's wild? Most of the consultants and coaches stuck in feast or famine are genuinely talented. They get incredible results for their clients. They have testimonials that would make you weep.
But their messaging? Sounds exactly like everyone else's.
"Strategic solutions for growing businesses." "Helping entrepreneurs reach their full potential." "Transforming organizations through innovative thinking."
Cool. So does literally everyone else.
The consultants who transform generic companies into market leaders don't have better services. They have better clarity. They've figured out how to articulate what makes them different in a way that makes ideal clients think "Finally. Someone who gets it."
This is what a consultant does when they actually nail their message.
They make you clearer. They help you own your positioning so confidently that your ideal clients recognize you immediately.
What This Actually Looks Like in Practice
Let me show you the difference between generic messaging and ideal client messaging that converts.
Generic approach: "I'm a leadership consultant helping companies develop their management teams and improve organizational culture."
Ideal client messaging: "I help tech companies scaling from 50 to 200 employees whose managers are drowning—turning accidental managers into confident leaders without sending them to week-long offsite trainings."
See the difference? The second one makes a specific person think "That's literally my exact situation right now."
Another example for coaches:
Generic: "I'm an executive coach helping professionals achieve work-life balance and career fulfillment."
Ideal client messaging: "I help VP-level women in finance who are crushing their numbers but completely burned out finally set boundaries that stick—without tanking their reputation or missing their next promotion."
The second version? That person is already reaching for their credit card.
Common Mistakes That Keep You Stuck in Feast or Famine
Even when consultants and coaches understand they need better messaging, they still make these mistakes:
Mistake #1: Trying to appeal to everyone. You think casting a wider net means more clients. It doesn't. It means you attract nobody because everyone thinks you're too general.
Mistake #2: Leading with credentials instead of understanding. Your ideal client doesn't care where you went to school or how many certifications you have. Not at first. They care if you understand their problem.
Mistake #3: Making it about you instead of them. "I'm passionate about..." "I believe in..." "My approach is..." Nobody cares. They care about their problems and whether you can solve them.
Mistake #4: Using jargon your ideal clients don't use. If your target client doesn't walk around saying "synergistic solutions" or "paradigm shifts," neither should you.
Mistake #5: Hiding your pricing or being vague about who you serve. This attracts tire-kickers. The clients who are serious appreciate clarity upfront.
The Path Forward: From Stuck to Sold Out
Here's the truth: You can keep doing what you're doing. Keep hoping the right clients magically find you. Keep explaining why you're worth it. Keep riding the feast or famine roller coaster.
Or you can fix your messaging.
When you nail your ideal client messaging—when you speak directly to the person you serve best, name their exact pain, and show them what's possible—everything changes.
Not overnight. But consistently.
You start attracting prospects who are pre-sold. Discovery calls become shorter because they already know they want to work with you. Pricing objections disappear because the right clients expect to invest. Your calendar fills up three months in advance instead of three days.
That's what building brands that get business actually means. It's not about being the cheapest or the flashiest. It's about being the clearest about who you serve and why you're the right choice for them.
Your Next Move
If you're reading this and thinking "Okay, but HOW do I actually fix my messaging?"—here's where to start:
Step 1: Write down the last three prospects who ghosted you or said no. What did they have in common? What were they really looking for? Why weren't you the right fit?
Step 2: Now write down your three best clients ever. What did THEY have in common? What stage were they at when they hired you? What were they struggling with? Why did they choose you over cheaper options?
Step 3: Look for the pattern. Your best clients are your ideal clients. Everything in your messaging should speak directly to more people like them.
Step 4: Rewrite your homepage hero section to immediately clarify: who you serve, what problem you solve, and why you're different. If someone can't figure this out in five seconds, start over.
Step 5: Test it. Share your new messaging in a LinkedIn post. Send it to a trusted colleague. Better yet, show it to someone who fits your ideal client profile and ask "Does this make you want to keep reading?"
And if you're sitting here thinking "I need help with this because I'm too close to my own business to see it clearly"—that's exactly when you bring in a marketing consultant who specializes in brand strategy and small business branding for service businesses. At Rainmaker Branding & Marketing, this is literally what we do: uncover what makes you different and articulate it so clearly that prospects say "That's exactly what I need."
Ready to Fix Your Messaging and End Feast or Famine?
Here's what happens next:
✅ We uncover what actually makes you different (not what you think makes you different)
✅ We articulate your value so clearly that prospects recognize themselves immediately
✅ You stop explaining why you're worth it and start attracting pre-sold clients
Because here's the thing: You can keep playing small, scared to set big goals because you don't have a reliable strategy. You can keep wasting time on calls with the wrong prospects. You can keep explaining why you're worth it.
Or you can fix your messaging and finally break free from feast or famine.
Your ideal clients are out there right now. Searching for exactly what you offer. The only question is whether your messaging helps them recognize you as the solution.
Stop blending in. Start standing out. And watch what happens when the right people finally see you clearly.
