Show, Don't Sell: The Art of the Invisible Pitch

I've been building tools for my own practice for 25 years. Some of them end up being useful to clients. But I learned early on that the worst way to introduce a new capability is to schedule a meeting about it.

Nobody wants another vendor pitch. Nobody wants to evaluate another tool. And nobody wants to feel like they're being sold to by someone they already trust.

The Invisible Introduction

Instead of pitching a new tool to existing clients, I just use it visibly.

Branded reports in their inbox. Dashboard screenshots in status emails. Consistent styling on every deliverable. Professional formatting that clearly came from somewhere.

They don't need an explanation. They just see professional, consistent tooling working in the background of the work they're already paying for.

The Question You Want

Eventually someone asks: "What's this thing I keep seeing in your reports?"

And now they've invited the conversation.

You're not selling. You're answering a question they asked. The dynamic is completely different. They're leaning in instead of leaning back.

Why This Works for Premium Services

This approach works especially well for high-value, trust-based relationships:

• No pressure — They see the capability when they're ready to see it
• Proof first — They've already seen it working before you discuss it
• Natural fit — The conversation happens in context, not in a vacuum
• Their timing — They ask when they have a need, not when you have a quota

The companies that ask about my tools are the ones who are ready to actually use them. No convincing required.

The Practical Takeaway

If you're building something new—whether it's a process, a tool, or a capability—resist the urge to announce it.

Instead:

• Use it in your work
• Let it show up naturally in deliverables
• Make it visible but not the focus
• Wait for the question

Show, don't sell. The right clients will notice.