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If you’re a life coach, therapist, healer, copywriter, accountant, or attorney, you likely work with clients over a defined time period—3-month programs, packages, or project-based work.
Some of us work with clients more sporadically. I’m a copywriter, and most people don’t need a new sales page or website every month. Still, I have a group of long-time clients who come back again and again. And those repeat clients? They’re a niche of their own—a powerful one.
Most businesses define their niche by demographics, industry, or goals. But regular clients are a niche we often don’t define or target. Yet they’re sitting right in front of us, quietly fueling our income.
5 Big Reasons Regular Clients Are Business Gold
1. They’re Lucrative—Really Lucrative
A client who spends $1,000 a year might bring in $5,000 in five years. Over a decade, that’s $10,000—without ongoing marketing costs. No ad spend. No launch stress. Just consistent income from a trusted relationship.
2. They Expect Loyalty in Return
Regulars don’t want surprises—especially when it comes to pricing.
One of my vendors recently quadrupled their rates with zero warning. I only found out through another business owner. No discounts, no “thank you” for my loyalty. Needless to say, I felt betrayed. And yes, I let them know.
3. Transitions Are Tricky for Regulars
When you exit your business or shift directions, your regulars feel the loss. My longtime tax preparer transitioned out and referred me to someone new—who I still use today. But when my financial advisor retired and sold his client list, I wasn’t sold on the replacements. I chose someone on my own.
4. Relying Only on Regulars Is Risky
It’s tempting to scale back your marketing when you’ve got a full roster of regulars. But what happens if a few of them leave? Change direction? Retire? Regulars are amazing—but they’re not guaranteed forever. Keep your marketing engine running with low-effort, high-visibility tactics like podcasting, blogging, webinars, or workshops.
5. One-Off Clients Matter Too
Some services are naturally one-and-done. (Let’s hope you’re not a regular with a DUI lawyer.) In my own business, many clients hire me for a single launch. But I also offer options like a “Professional on Call” package—pre-paid hours they can use as needed. Angela Wills is doing something similar with her VA business. These flexible offers help build loyalty, even among occasional clients.
Treat Regular Clients Like the VIPs They Are
We don’t usually think of regular clients as a market segment. But we should. These clients offer more than just repeat business—they bring emotional investment, brand advocacy, and long-term stability.
They deserve VIP treatment:
- Early access to offers
- Preferred scheduling
- Loyalty pricing
- Personal check-ins
Because here’s the truth: regular clients are treasures.
They already trust you. They’ve stopped shopping around. And when treated right, they’ll stick with you for years.
Bottom Line?
Recognize your regulars. Reward them. And keep building for the future—because a thriving business balances loyal clients and fresh ones.
Angela Wills has a knack for maintaining relationships with clients and keeping them year after year. She created a course, “Forever Customers,” to share what she’s learned. Click here to learn more.
I interviewed Angela on a podcast recently, where we talked about building relationships. Click here to listen.
