This is part 2 of a 3 part series. Part 1 is about Your Unique Brilliance.
Knowing who your ideal client is and where to find them is a key piece of any business plan, not just your marketing plan.
Yet I find that all entrepreneurs, not just creative entrepreneurs, resist narrowing their focus to a particular niche or type of person.
Trying to market to everyone creates chaos and overwhelm for you and confusion for people in the marketplace.
Why do they resist? Because they are afraid that if they narrow their focus, they will have even fewer clients flowing in than they do now.
Nothing could be further from the truth! I know it seems counter intuitive but trust me, the narrower and more specific your focus, the more clients can self-select and say, “Yes, you have exactly what I need right now!”
Let’s work on your Ideal Client Profile
Trust me, once you do this, your marketing will feel so much easier!
Here are a series of questions to get you started.
You could get out a journal and start writing down your ideas. You could doodle images that represent your clients or you could create a mind map to begin creating a visual representation of your perfect client.
You could also start by picturing one of your favorite current clients in your mind. Answer the following questions as if you were talking about one specific person.
- who are they?
- what are their biggest challenges?
- what are their pains, problems and predicaments?
- what do they love?
- what do they believe?
- where do they shop?
- what are their hobbies?
- what is their age?
- what kind of relationship are they in?
- do they have kids? pets? gardens?
It’s crucial that you create a very detailed profile of the one person that represents your perfect client. You want to include their psychographics as well as demographics, and geographic location.
psychographics: the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research.
Here are a few more questions to ponder about your favorite client:
Q1. What makes this person your favorite client?
Include every detail you can think of! Some examples might include: they are smart, creative, pay on time, have a great sense of humor, are punctual, authentic… you get where I am going with this.
Q2. Are there enough of this type of perfect client in the world to buy your products or services so that you can reach your financial goals?
You might give them some help here – that’s a tough question to ask
Q3. Where does your favorite client hang out, both in real life and online?
This will include the types of groups, associations and organizations they participate in and what social media sites they use
Once you have a clear mental image of your client I want you to create a detailed, written profile and visual image as well. In the last chapter, I talked about how important expectations are as well as trust. The more clearly you can define your perfect client, the easier it will be to attract more of them.
Why does this work? First, you know exactly whom you want to work with and you expect to work with them. Second, you know them intimately, making it easy to establish relationship with them based on trust.
Once you know the who, you can:
- Target clients who want what you are selling, making sales easier.
- Reach that 67% who are a ‘maybe’ because you are speaking their language.
- Create a website that is juicy and attracts your perfect clients because it speaks directly to them.
- Create a marketing plan that is magnetically attractive to your ideal clients no matter where you meet them, saving you time, money and tears over trying to sell to the wrong people.
- Look up baby names for people born in the same year as your Ideal Client – pick one and give him/her a name
- hang your ideal client profile on the wall of your office so you see that person’s description when you are writing any marketing copy