When Dorothy asked Glinda how to get home, the answer was simple—but not obvious:
She already had the power. She just didn’t know how to use it.

If you are looking to start a consultancy or coaching business and are wondering where your first clients are going to come from, then this post is for you!

That’s the situation most solo business owners are in when they’re just starting out. They’re convinced they need a funnel, a website, a list, and a marketing plan before they can talk to anyone about what they offer.

But in reality?
You know the the people who will be your first clients
They’re already in your world—you just need a way to reach out that feels natural and non-salesy.

Let me show you how.

What Is the “Ruby Slippers Strategy”?

The Ruby Slippers Strategy is a simple, low-pressure way to find your first clients by reconnecting with people you already know. It’s not a pitch. It’s not a cold call. It’s a relationship-driven jumpstart to your business.

Why it works:

• People love to help people they know.
• Your existing network is more powerful than you think.
• Most new business owners already have everything they need to begin—they just don’t realize it.

This strategy works whether you’re a coach, consultant, freelancer, or online service provider. It’s ideal for people starting out or restarting their business and want to do it in a way that feels grounded and human.

 Step-by-Step: How to Use the Ruby Slippers Strategy

Step 1: Identify Your Warm Circle

Your “warm circle” is anyone who:

• Knows you personally or professionally
• Might be interested in what you’re doing
• Might know someone else who would benefit from your help

Start here:

• Your email contacts (use your sent folder for clues)
• Facebook friends or LinkedIn connections
• Past coworkers, clients, collaborators, or classmates
• People in groups or communities you’ve participated in

Pro tip: You don’t need a giant list. Even 20–30 names is enough to get started.

Step 2: Organize and Prioritize

Don’t treat everyone the same. Use simple categories:

• Direct fit: People who might want your offer
• Referral partner: People who might know someone who does
• Cheerleader: People who just like supporting you

Use a spreadsheet, a notebook, or even your inbox to group and prioritize.

Step 3: Reach Out (Without Feeling Weird)

Here’s where most people freeze—because they don’t want to sound like a sleazy salesperson.

But this isn’t about pitching. It’s about reconnecting.

Here’s a simple message you can adapt:

Subject: Quick hello + update

Hey [Name], I’ve been working on something new and wanted to share a quick update! I’ve started helping [type of person] with [problem you solve].

Not sure if it’s something you’d be interested in—or if you know someone who might be—but I’d love to reconnect and hear what you’ve been up to, too.

Either way, I hope you’re doing well!

Be honest. Be brief. Make it about connection, not conversion.

Step 4: Follow the Conversation, Not a Script

If they reply:

• Say thank you
• Ask about them
• If it’s a good fit, invite them to chat or refer someone

If they don’t reply:

• No worries. It was never about “closing” anyone.
• You’ve started reactivating your network—and that’s gold.
  

What You Don’t Need (But Think You Do)

Let’s bust the myth: you don’t need…

• A funnel
• A fancy website
• A polished offer
• A lead magnet

You just need a reason to reach out and the courage to click “send.”

This strategy works best when you’re willing to show up as a real person—not a marketing machine.

Final Thought: You’ve Had the Prospects All Along

Dorothy didn’t need to search the world for what she already had.
And neither do you.

Your first clients are often people you already know—or the people they know.
All you have to do is reach out.

So stop waiting for a funnel. Dust off those ruby slippers, and start walking.