The “Fake Client” Shuffle in 2025
Every seasoned entrepreneur has faced them: the so-called “potential clients” who stroll in, flash a smile, and dangle promises they never intend to fulfill. They toss out questions like, “So… who exactly do you reach?” which really means, “We didn’t bother doing even the simplest homework on your brand.” If you’re an established business with visible accounts and major campaigns, why waste time entertaining that nonsense?
Confidence Is the Real Test
Here’s the play: they’re not actually interested in your reach. They’re testing your confidence. If you stumble, over-explain, or start sweating, they know they’ve got you chasing their approval. Flip the script. I’ve shut them down before with, “Haven’t you done your homework?” Deadpan. Straight face. Like they just asked if water’s wet. The silence that follows is deafening. This isn’t arrogance—it’s clarity. It forces them to confront their own lack of seriousness.
The 2025 Twist: AI, Automation, and the Creator Economy
This game has gotten nastier in 2025. Every “buyer” now arrives armed with AI tools—Perplexity searches, AI-generated briefs, LinkedIn deep dives, and even automated sentiment analysis. They know who you are before they hit your inbox. So when they ask the same tired question—“Who do you reach?”—it’s not ignorance. It’s manipulation. They’re fishing to see if you’ll beg for their business or panic-sell your value.
Some even use AI prompts to script their “questions,” making it feel slick and high-tech. But it’s the same carrot on the same stick. If they truly wanted to know your reach, they’d have pulled the data themselves before the meeting. In today’s creator economy, where personal brands and digital footprints are everything, this kind of fakery is a red flag.
Walking Away Is a Win
If they ghost you after that? Good. That’s not a loss—it’s a time-saver. They never planned to write the check anyway. Real clients who want results don’t play cat-and-mouse. They know the value, see the proof, and buy in without running you through a dog-and-pony show. In 2025, with tighter budgets, AI noise overload, and automation streamlining decision-making, serious buyers are easier to spot—they’re direct, move fast, and don’t need hand-holding.
The Cookie Analogy Still Holds
Think about it. You walk into a grocery store and grab Pepperidge Farm cookies. Do you stand there asking, “Who is Pepperidge Farm trying to reach?” Hell no. You buy the cookies because you already know the brand, trust the taste, and don’t need a focus group to justify the bag in your cart.
That logic hasn’t changed in 2025—it’s just louder. Consumers, advertisers, and clients are bombarded with options and AI-generated noise. They don’t have time for brands that wobble. They want confidence. If you’re still explaining your worth at this stage, you’ve already lost.
The Rule for 2025
Here’s the takeaway: if someone doesn’t recognize your value on sight, they’re not your client. In an era where your digital footprint, deals, and receipts are one AI search away, there’s no excuse for someone pretending they don’t know.
Stop pitching to people who aren’t buying. Stop wasting hours proving yourself to folks who aren’t serious. The real buyers already know why they’re in your store. The rest? Let them keep shopping for cookies they’ll never eat.
