In the first step with all of my clients, I go through a brand discovery with them. This process helps us understand the core of their business. A major part of that is getting to know who their ideal client is.
What the heck is an ideal client?
Just in case you’re still wondering what the heck an ideal client is, let me clarify. An ideal client is your “dream client.” It’s the type of client that you get super excited to see an email from in your inbox.
I can’t tell you how many of my clients initially say their ideal clients are “women in their 20-50’s”. This makes me cringe, BUT I get it! It’s not their fault. Many of us small business owners have a little case of FOMO.
We think that if we target EVERYONE then we will get all the clients. When in reality we will only end up with crickets. OR worse the clients we dread working with.
Your can't make everyone happy
you're not pizza!
Here’s a scenario for you. Let’s say you are a baker. Now you could bake cookies, wedding cakes, birthday cakes, cupcakes, brownies, macaroons, pies, muffins, scones, soufflés, pastries or any other sweet treat for Rick, Kathy, Pam, Bobby or anybody else that walks into your bakery. BUT man oh man, does that ever sound exhausting!
Instead you are one smart cookie who knows her ideal client! (pun intended 😉) You’re a baker who creates buttercream wedding cakes for the nontraditional high-end brides in the Columbus, OH area.
And the icing on the cake is since you know who your ideal client is, you know exactly how to market to her.
You understand her struggles and pain points. You know what types of phrases she is saying and which ones she doesn’t understand. You know what social platform she spends most of her time on.
You know everything there is to know about this dreamy bride that you want to work with. So much so that when she visits your website or social media, she thinks you’re talking directly to her. She instantly builds a connection with you. She starts to feel like she can trust you, that she really knows you and that you are secretly her new bestie.
This is marketing gold!!!
This dreamy ideal client will feel confident while they are purchasing your service or product. Once you figure out your ideal client, you will start to book more and more of them. You will feel like each client who books with you is as dreamy as winning all expenses paid trip to Paris!
In my next blog post, I am going to cover how you can find your ideal client.
In the meantime, if you’re looking for an article about a company who REALLY knows their ideal client, then check out this Fast Company article on Anthropologie (it’s so good!).