Let’s be honest – most of us started our service-based businesses because we were really good at something specific. No one warned us we’d also need to become expert marketers, content creators, and lead generation machines.

This week on the Beyond the Systems podcast, I sat down with Mills Gray, a business coach with 16 years of experience who started with a painting holiday company (think luxury art retreats – how amazing does that sound?) before finding her sweet spot helping service providers attract their dream clients.

What I love about Mills’ approach is that it’s refreshingly practical. No “just post three times a week on Instagram” advice here. Instead, she shared some game-changing strategies that actually work for busy service providers.

The Rule of Thirds That Changes Everything.

Remember when I was a VA working 40+ hours a week just serving clients? Turns out, that’s a recipe for burnout. Mills suggests splitting your week into thirds:

– One-third lead generation

– One-third selling

– One-third serving

I know what you’re thinking – “But Sam, I barely have time to serve my current clients!” Trust me, I get it. But here’s the thing: when you’re constantly in service mode, you’re setting yourself up for the feast-or-famine cycle we all dread.

The Collaboration Strategy No One’s Talking About

Here’s where things get interesting. Instead of trying to grow your audience from scratch, Mills suggests focusing on collaborations. But not just any collaborations – strategic partnerships with people who share your ideal client but aren’t direct competitors.

For example: If you’re a VA, don’t partner with other VAs. Instead, look for brand designers, funnel experts, or even garden tour planners (yes, that’s a real business – I have a client who does this!). Your ideal clients are probably following them too.

Lead Magnets That Actually Convert

Can we talk about lead magnets for a minute? Mills dropped some truth bombs here:

– Your cold audience needs something different than your warm audience

– Quick and easy beats comprehensive every time

– The hook matters more than the content (because apparently not everyone wants our freebies… who knew?)

And here’s my favorite tip: don’t spend more than two hours creating your lead magnet. You’ll probably need to refine it anyway, so start simple and iterate based on response.

The Systems Reality Check

One of my favorite moments was when Mills admitted she’s abandoned more project management tools than she can count. Finally, someone who gets that sometimes the “perfect” system isn’t the one you’re “supposed” to use – it’s the one you’ll actually stick with!

She keeps it simple with:

– Kartra for most business operations

– Google Drive for document management

– Claude AI for content creation

– A PA (or VA) who “gets it”

The Real Secret to Growth

Here’s what really stuck with me from our conversation: growth isn’t about working harder or longer. It’s about working differently. It’s about setting up systems that support your business goals without burning you out.

Ready to streamline your business so you can focus on what you do best? I help service providers create efficient systems that make space for growth. Book a call with me here [LINK] and let’s talk about how we can set up your business to run like clockwork.

And if you’re ready to get your systems in order so you can actually implement these strategies? Let’s chat. I help service providers like you create streamlined systems that make space for growth without the overwhelm. Book your free systems audit here.