You might ask why figuring out your ideal client is important.
If you try to serve everyone, you will wind up serving no one…. You will be bland and boring!
Think back to a commercial you really liked that spoke to you. Why did that happen? It wasn’t by accident. Marketers research and figure out what will be attractive to you so they can get you to buy or be interested in what they are promoting.
My goal for you is the same… I want you to only put out things that will attract your ideal client.
Imagine building a raving fan club. They love you so much that they will market for you.
How do you do that? We want to craft your brand’s story through words, images and an overall cohesive look and feel. With a combination of the right offers and the right messaging you will resonate with your ideal client and be like a butterfly bush to a bee.
But before crafting those core messages, first identify
your ideal person and then you can find things that will speak to them.
And before you do that, take a moment and identify what’s best
for your business. Not all customers are good for you!
Step 1 – What makes a good client?
First, they have funds to pay you (even if they haven’t paid you in the past). No need marketing to folks who can’t afford your products or services.
Secondly, they should also be a joy to work with. You don’t want to cringe every time you hear their name. They should give you energy instead of sucking energy from you.
Third, they take your advice and listen to you as mentor. No need messing around with folks who ignore or don’t believe in what you’ve got going on.
Step 2 – Figure out your ideal client details
Determine who that person (or blend of people) is. Give them a name and a picture if you can.
How to identify your ideal client
Perhaps you’ve already worked with them in the past in either a free or paid relationship. They might be a combination of two people that you already know. A lot of times it is much easier connecting to those who are like you. Not that this should define who your ideal client is… but when there are some similarities it can make “speaking” to them much easier and natural.
A lot of different details determine your ideal client. Look at demographics, psychographics and social graphics.
Demographics look at things like:
- Marital status – married, single, widowed, divorced
- Where they live geographically and do they move around a lot
- Do they own or rent their house, what kind of house
- Kids and if they are young, middle school, high school, college or out of the house
- Ethnic background
This includes their buying habits, hobbies, spending habits and values. Demographics explain “who” your buyer is, while psychographics explain “why” they buy.
- Concerned with health and appearance
- Wants a healthy lifestyle, but doesn’t have much time
- Enjoys going online in the evenings, big fan of Pinterest
- Tends to favor quality over economy
- Finds fulfillment in her career and family
- Values time with a small group of friends
Describe where they hangout online. Think about the platforms they are on. What types of content do the consume and MORE importantly, what kind of things do they share online?
Where do they hang out offline as well? Where do they like to shop?
When they are with friends, what are things they talk about? Do they have identifiable memes that they like and share a lot both on and offline ie coffee lovers, foodies, rebel/do anything kind of woman, Target lovers.
Step 3 – Write down your ideal client details
Put all these details down on paper and find a picture of someone who meets these. It could be someone real that you know or a made-up person. Then when you are writing blog posts or social media posts, you can keep them in mind.
Step 4 – Create a board/collection of things
These should be things that resonate with you (and also you think will resonate with your ideal client based on #3). You can do this with Pinterest, a physical notebook, screenshots with your phone… whatever is easiest. Include sayings, colors, websites, videos, photos… anything you can find.
Then when you are sitting down to create your online content or marketing materials (or you are assigning someone else to do the work) you can easily “get” into that frame of reference.
To summarize your steps:
- Write down your ideal client criteria
- Determine who that person (or blend of people) is. Give them a name and a picture if you can.
- Write down their demographics, psychographs and social graphics.
- Create a board/collection of things that resonate with your ideal client
Bonus tip: Spy on your competitors to see who they are serving and what they are doing. You don’t want to copy them, but you can get some good ideas on what might work for your audience.
That’s it. I’d love to hear from you. What does your ideal client look like? Create a board and share it with me.
Til next time. ~Elian