Refine your offers with Client Validation Calls
During the brand and web design process, I sometimes end up stepping into the role of a marketing coach too. As we’re building out their dream digital home together, I ask a lot of questions—because I really need to understand their offers and who their dream clients are.
And it’s usually during this part of the convo, when we’re digging into the details, that they pause and say something like, “I’m still figuring out what I’m offering, to be honest.”
Let me tell you: this is so normal.
That fuzzy feeling around your offers? It’s actually super common—especially during a rebrand or redesign. In fact, I believe it’s often the thing that nudges people to reach out for support in the first place. Things feel murky. You want clarity. You know having another person on board—someone to ask the right questions and keep you moving—will help you finally build that course, launch that new offer, or test out that beta round.
Whenever a client tells me they’re feeling unsure, I gently remind them:
The quickest (and easiest) way to tune into your dream client’s needs is simple… just ask them.✨
Introducing... Client Validation Calls!
These are basically heart-to-heart chats with folks in your community who you think could be your dream clients. Picture it like a cozy coffee date where you're all ears, soaking in their words. The goal? To understand their needs and how they talk about them, so you can refine your offers and sprinkle those exact words into your marketing, sales pages, emails, and more!
Ready to dive in? 📞🌟
Step 1: Identify your people.
Take a look around your existing community and try to identify people that would be your dream client (or close to it). It’s great if you can get 5-10 people. Even better if that number is closer to 20. You can reach out to them personally, and/or post to Instagram stories that you’re looking to hop on a call with a few people for research. You’ll want to ask them for a “15-20 minute Client Validation Call”. Share with them that you will not be pitching anything, you’re just there to listen to their needs! Consider offering a little treat like a Starbucks or Amazon gift card, or even a digital gem from your shop to thank them for their time.
Step 2: Write down your questions
Before you book any calls, take a little time to prep. This is a great moment to revisit (or create!) your Customer Flow Journey—the step-by-step path your clients take from discovering you to working with you.
If you haven’t explored this yet, I highly recommend checking out The Customer Flow Worksheet. You might uncover some helpful gaps or ah-ha moments. After this work your questions might become clear, like:
• What kind of freebie would actually excite them?
• What low-ticket offer would feel like an easy “yes”?
• Is my main offer really aligned with what they need?
Getting clarity here will help you shape your interview questions.
I’ve also put together a starter Google Doc with sample questions—just tweak them based on what comes up for you during your Customer Flow work.
Step 3: Schedule the call.
Once they’ve said yes, hop on Zoom and (with their permission) hit record. You’ll spend about 15–20 minutes asking your questions, listening closely, and following up wherever something sparks curiosity. Since you're recording, there’s no need to multitask with note-taking. Just stay present and focus on their energy and words.
Step 4: Repeat and Transcribe.
I would reach out to 5-10 people to start out. Upwards to 20 or 30 would be amazing to really start to see those trends pop up. Start to write down the common desires, common struggles and the actual words they are using. You can treat yourself to a transcript of each convo for a small fee using Temi (I’ve done this, and think it’s totally worth it).
These calls are like gold mines for your business. They're your ticket to uncovering trends and patterns among your dream clients, guiding you to create offerings they'll resonate with and happily pay for.
FAQs
Can’t I just ask on Instagram? Do I really need to schedule a Zoom call?
Totally—you can (and should!) use Instagram polls, Q&As, or even your email list to ask questions and get feedback. But I still highly recommend hopping on a few actual calls.
Here’s why: people tend to open up more when they’re talking to a real human. You’ll get deeper insights, better stories, and a clearer understanding of what your dream clients are struggling with.
Plus, while there’s no pressure or expectation, the folks who raise their hands for these calls often end up becoming future clients. Just something to keep in mind. 😉
Should I give them a discount or gift for hopping on a call?
I think that’s a lovely touch! Totally optional, of course—I trust you to make a decision that feels aligned for you. But if you’re just starting out, offering a small thank-you can be a great incentive. Something like a Starbucks gift card or a discount on your services for the first 5–10 people is a sweet way to say, “I appreciate you.”
That’s it! Whether you’re a client reading this or you’re someone on the internet looking for some guidance, I hope this blogpost feels supportive for wherever you are in the process.
If we haven’t met yet, I’m Jena Thielges a Brand and Website Designer. I specialize in working with women who are coaches, therapists, healers and service providers. Founded in 2019 on seven years of agency experience, Sundai Studio is more than a brand and web design studio—it’s your energy, embodied in design. Because even your branding should feel aligned.
Check out my offers here and get in touch if you’re ready to book a free consult call!
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