Attracting your ideal clients isn’t about playing the numbers game—it’s about creating a business that resonates with those who share your values and vision. Caitlin Copple and Holly Conti, co-owners of Full Swing PR, reveal the strategies they’ve used to build a thriving agency that attracts the right people, focusing on authenticity, strong values, and a clear sense of purpose.
From the early years of Full Swing PR, we knew we wanted to work with bold, values-driven clients—people building businesses not just for profit, but for impact. What we didn’t know at first was how to magnetize those dream clients without burning out on cold outreach or contorting our messaging to fit the status quo.
Fast forward six years, and we’ve built a business that consistently attracts seven- and eight-figure service providers—think law firms, architecture studios, CPAs, and physician-led practices—who are eager to grow but don’t want to DIY their visibility. We’ve scaled our own agency to be one of the fastest-growing privately held companies in the Rocky Mountains two years in a row, according to the Inc. Regionals awards. Here’s how we did it—and how you can, too.
The biggest shift came when we stopped worrying about the competition and focused instead on creating a category of one.
“Blue ocean” strategy teaches that when you play in a “red ocean” of competition, you're fighting for scraps in a crowded market. But when you shift into a “blue ocean,” you create your own lane—where your dream clients are already waiting.
At Full Swing, we built an offer that starts at $120,000 a year. It’s not cheap—but it eliminates the need for our clients to hire a social media manager, an email marketing strategist, a copywriter, a publicist, or a digital strategist. We serve as their outsourced CMO with one mission: make communications drive real business results.
Our B2B professional services clients don’t want to supervise a bunch of marketers, nor do they have time—they want more discovery calls, better leads, and six-figure deals that come from being seen in the right rooms and on the right podcasts, niche newsletters and other outlets. We design a Visibility Funnel that complements their Sales Funnel. And it works, with results like:
● 4x more discovery calls within six months
● 1,500% LinkedIn growth (with zero ad spend)
● Multiple six-figure contracts landed after high-quality podcast features
When your offer is this dialed in, the right people recognize it immediately—and they’re happy to pay for results, not fluff.
Your brand’s values aren’t just a nice-to-have—they’re a magnet for the people you actually want to work with.
We don’t just quietly support progressive causes at Full Swing—we lead with our values. We’re proud to be a women- and LGBTQ-owned agency, and we make it clear that we work with under-recognized leaders, including many businesses owned by queer and Black, Latine and Indigenous leaders. We’re a remote company based in deep red Idaho, and we’re loud about policies like offering travel stipends for employees who must leave the state to access abortion or gender-affirming care. We’ll continue to do this, even as Idaho criminalizes it.
Our public stances are not just the right thing to do, but they make our ideal clients lean in and want to learn more. People want to work with people who get them. We regularly hear from new leads who say, “I saw what you posted on LinkedIn and knew I had to reach out.”
As our past business coach Rachel Rodgers says, “Call your fans.” Why aim for palatable when you can be fabulous, and more importantly, real? Just watch as the right people find you.
If you’re not having fun, you’re probably not attracting the kind of clients who want to, either.
We’re piloting Visible by Nature: The Full Swing Flotilla this year—an 88-mile river retreat down the Salmon River in Idaho, an off-grid adventure designed to help high-performing entrepreneurs connect to their calling by getting out of their heads and into nature while exploring their visibility hangups.
Launching an experiential offering not only builds our brand but also attracts exactly the kind of introspective, mission-driven leaders we love working with. It also creates a natural on-ramp to our ongoing PR work. You’d be surprised how many six-figure retainers start with someone saying, “That river trip sounds amazing.”
If your services are feeling stale, ask yourself: how can I bring more joy or surprise into the client experience? Sometimes fun can power your best funnel.
No agency wants its clients to stay the world’s best-kept secret. The same is true for agency founders. And we are a busy bunch.
That’s why we hire a contractor to help us find and pitch visibility opportunities like this one. Could we do it ourselves? Sure. But is that the best use of our time as we work to double revenue to $2.2M this year? Definitely not.
We also invest in business coaching to work through our own visibility blocks. For women, LGBTQ folks, and people from historically marginalized communities, the fear of being seen is very real. We’ve been conditioned to believe that visibility equals risk. That’s why coaching and community are essential. They help us show up more powerfully—not just for our clients, but for ourselves.
If you want dream clients to notice you, you have to stop hiding behind your clients’ successes and start by owning your own wins.
At the end of the day, magnetizing your dream clients isn’t about tactics. It’s about alignment.
Alignment between who you are, what you offer, and what you believe. Alignment between your pricing and the results you deliver. Alignment between your public persona and your private values.
When you build a business that’s deeply aligned, you don’t have to shout to be heard. You just have to show up—and the right clients will find you.
About the Authors
Caitlin Copple and Holly Conti are the co-owners of Full Swing PR, a women- and LGBTQ-owned communications agency that helps under-recognized leaders grow their reputational capital and revenue. Learn more at fullswingpr.com.
