07 Dec Why Your Ideal Client is the Secret to Your Success
If there’s one mistake that new—and sometimes even established—business owners make, it’s this: they fail to develop a clear vision of who their ideal client is.
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.
If you’re talking to everyone, you’re talking to no one!
Your pricing and branding won’t align with everyone. 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.
If you’re just starting out, it can seem an impossible task to know who your ideal client is. Here are three starting points:
Gender. Is your audience predominantly male or female? While men and women might both read and enjoy your content—and buy your products—you will most likely find that your market may lean 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.
Goals. What does your client hope to achieve, and how do your products and services help them to realize those goals? Whether their trying to build a profitable blog so she can stay home with her children, or he’s working to create an online resource for sports fans, if you don’t know where they’re going, you can’t help them get there. Clarity is key. Know what keeps your clients up at night.
Where are they NOW? Are they 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 people to train for their first marathon or helping someone change habits, their level of commitment and willingness to spend differs in what part of their journey they are on.
You will not reach your ideal client effectively if you don’t know exactly where they are and what they need and want.
If you’re just starting out, you might not yet know who your ideal client is. Pay attention to those who you want to serve. They’re already giving someone else their attention. Whose products and services do they currently buy? What do they read? Where do they hang out? What do they believe about the world? 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. Pay attention to their questions carefully.
Watch your engagement, study the businesses of those who contact you for help, keep your big-picture goals in mind and soon enough you’ll have a clear understanding of who your ideal client is. Then start talking to them in their language. Understand what makes them excited, sad, scared, annoyed. Share your solutions by understanding what they need and want first.
Remember, if you’re talking to everyone, you’re talking to no one!
If you’d like to find out more about how to attract your ideal client and craft a clear message to them in everything you produce, contact us to find out more.