Why Chasing Clients Never Works (And What to Do Instead)

There’s something strange about chasing: the harder you run after something, the faster it seems to slip away. Clients are no different. The more you scramble, pitching and proposing with all your might, the more elusive they become.

I'm no stranger to the subject. More than I’d like to admit, I’d write emails stuffed with big promises, craft proposals overloaded with jargon, and put all my energy into trying to impress. I was so focused on getting clients that I rarely paused to ask myself if I know what will truly help them.

The thing is, chasing sends the wrong message. It’s not the words; it’s the energy. Chasing says, “I need you more than you need me,” and people can sense it. It’s like trying to win someone over on the first date by telling them how desperately you need to be loved. It doesn’t make them lean in—it makes them lean back.

The irony is that chasing isn’t just exhausting; it’s counterproductive. Clients don’t want someone who’s scrambling for their attention. They want someone who makes them stop and think. Someone who can show them something they didn’t realize they needed. It’s not about razzle-dazzle (which, let’s be honest, rarely works); it’s about offering something real, grounded, and genuinely helpful.

After one too many unanswered pitches, I finally asked myself, “Am I actually helping anyone here, or am I just trying to get them to like me?” It wasn’t a fun question to answer, but it changed everything. I decided to stop chasing and focus on one thing: being useful. Not impressive, not flashy—just useful.

There’s a story about an ad executive pitching Volkswagen. While everyone else pushed flashy ideas, he simply said, ‘Think Small.’ No big promises, no over-selling—just clarity. That campaign didn’t just land the account; it redefined advertising. Serving works because it’s grounded in trust, not desperation. You stop trying to be everything to everyone and focus on what you can truly offer. It’s not about being the loudest voice in the room—it’s about being the one who listens and delivers something meaningful.

That’s the shift: when you stop chasing and start serving, everything changes. You stop trying to be everything to everyone and focus on the real needs of the right people. And here’s the secret—they’ll find you. Not because you chased them, but because you understood them.

And the best part? Working with those clients is a joy. It feels good. It reminds you why you started doing this in the first place. When you let go of the chase, the weight of proving yourself disappears. What’s left is the freedom to do your best work, to enjoy the process, and to build relationships that last.