How
to Identify Your IDEAL Client
If there’s one mistake that new—and
sometimes even established—business owners make, it’s this: failing to develop
a clear vision of her ideal client.
Too often we think our service or product is “for everyone.”
And while it might be true that everyone could use your help, it’s simply not
possible for you and your brand to appeal to everyone. Your prices might not be
in line with what some can afford. Your branding might not resonate with
others. Your story may not touch everyone with the same sense of urgency.
And when you try to reach everyone, rather than narrowing
your focus to your truly ideal client, you dilute your message, making it even
less likely that those perfect customers will find you.
But if you’re just starting out, it can seem an impossible
task to know who your ideal client is. Start with these three points.
1. Gender. Is your
audience male or female? While men and women might both read and enjoy your
content—and even buy your products—you will most likely find that your market
is skewed heavily one way or the other. Men and women are different, and they
are affected by stories and branding in very different ways, so what appeals to
a man will not always appeal to a woman. Look around at some of the brands you
buy, and you’ll quickly see how they form their messages to appeal to one or
the other, but very rarely both.
2. Goals. What
does your client hope to achieve, and how do your products and services help to
realize those goals? Whether she’s trying to build a profitable crafting blog
so she can stay home with her children, or he’s working to create an online
resource for muscle car fans, if you don’t know where they’re going, you can’t
help them get there.
3. His or her point in
the journey. Is she a beginner or well along on the path? How you speak,
how you write, what marketing methods you use, and even what prices you charge
will all be determined by your ideal client’s level of sophistication. Whether
you’re teaching beginning knitters how to cast on, or helping couch potatoes
train for their first 5k, their level of commitment (and willingness to spend)
is far different from a long-time knitter who is discovering intarsia, or a
runner working up to a triathlon. And you will not reach your market effectively
if you don’t know exactly where they are and what they need at this point.
Of course, if you’re just starting out, you might not yet
know who your ideal client is. That’s okay, too. But pay attention, because
they will tell you. They’ll tell you through the products and services they
buy. They’ll tell you by following you (or not) on social media. They’ll tell
you by commenting on your blog and asking questions that are relevant to them.
Watch your interactions, study the businesses of those who
contact you for help, and take a look at what your competition is doing, and
soon enough you’ll have a clear understanding of who your ideal client really
is.
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