📈 The Most Underrated Growth Channel: Your Past Clients

Crazy growth play that 90% of founders ignore:

Talk to people who’ve already paid you.

Wait, that doesn’t seem crazy.

Then why aren’t you doing it?

Let’s be honest, how many of your past clients have heard from you in the last 90 days?

Exactly.

While everyone’s chasing new leads, launching funnels, and obsessing over ad performance, your easiest next sale is probably someone who’s already said “yes” to you.

Let’s fix that.

Here’s how to turn past clients into your most powerful growth engine:

1. Reconnect Without Overthinking It

You don’t need to run a campaign.

Just check in.

Try this:

• “Hey, just checking in, how’s everything going since we wrapped up?”

• “You popped into my head this week. Want to catch up?”

• “We’ve made a few upgrades to how we help clients. Want a quick look?”

This is all about reopening the door.

2. Make It Easy to Work With You Again

Past clients allow you to skip the cold intro or trust-building phase.

But you still need to paint a clear picture.

If your services have evolved or you’re offering something new, say it plainly.

Example:

“We’re now helping founders turn their process into evergreen content that drives leads, perfect for businesses like yours.”

Clarity creates conversions. Make the next step obvious.

3. Turn Good Work Into Repeat Work

If someone had a great experience, don’t assume they’ll automatically hire you again.

People are busy. You need to remind them why they choose you.

Try this:

• Share a quick result or stat from your last project

• Suggest a natural next step (e.g., if you helped with brand strategy, now help with content)

• Offer a “past client” incentive for a limited time

Keep the door open, and give them a reason to walk through it.

4. Ask for the Referral

Your happy clients want to refer you.

But they won’t unless you make it simple.

Try this:

• “Know anyone who needs [your offer]? I’d love an intro.”

• “Here’s a quick blurb you can copy and paste if someone comes to mind.”

• “Want to be part of our referral circle? I’ll send the details.”

Referrals aren’t awkward if you lead with value, not desperation.

Bonus tip: Video referrals are a secret weapon!

Ask former clients to jump on a quick call where you ask them about their experience.

Then turn the recording into a nice video you can post everywhere - your website, social media, etc.

Check out an example from my content agency, FounderBrands:

The Takeaway

Sure, new sales funnels are important.

But keeping your former funnels alive should be an automatic part of your business.

You need to stay in touch with people who already trust you.

They know your work. They’ve seen the results.

And with the right nudge, they’ll happily work with you again. Or send someone your way.

So before you spend another dollar on ads or launch a new offer:

Open your inbox. Reconnect. Reengage. Restart the conversation.

Whenever you’re ready, there are 4 ways I can help you:

1. FounderBrands: Build your online identity. Become the authority figure in your industry.

2. Promote your business to 1,800+ subscribers by sponsoring my newsletter.

Cheers,

Collin Rutherford

PS. I’ve had the same goal since January.