When I ask most business owners to identify their ideal client or ideal client group, they don’t have a clue. They are all too happy to sell to anyone and everyone. The problem is that if you don’t know who is most likely to buy your products, you don’t know where to look for them.
- The Profile
Clients tend to use descriptions to identify with, or choose the products and services that are in alignment with their identity. A man describes himself as a foodie, which is why he invests in organic produce. A woman describes herself as fit, which is why she buys exercise clothes. These client descriptions – or better yet, client profiles are the keys to understanding who you are targeting. Once you understand your existing clients and figure out who is going to use the solution you provide, it becomes much easier to seek them out and talk to them exclusively.
2. Who Are They?
Think about what types of people will be most likely to have the same problem or want the same results as the existing clients you interviewed. Can they be grouped by age, gender, demographics, income, geography, occupation, etc.? Try to paint a very comprehensive picture of your ideal client and include as much information as possible. Is it a man or a woman? It could be both. Maybe it is a child. How old are they? What is their demographic? What is their socioeconomic condition? What issues do they have? Really try to pinpoint who they are.
3. Imagine the Ideal Client:
We are looking for a profile of one person. Give her a name. Say “hello.” She will be your constant friend and companion in your business-building adventures.
Once you know who she is, it is much easier to find the other people out there who share her interests and problems. Now that you have a detailed client profile, you need to create the feeling of a one-on-one relationship, even when you are writing for a 10,000 people mailing list. Direct your work towards this one imaginary person and everything will suddenly start to flow easier. Then with time, the clients that meet this description will come to you!
Something that a lot of businesses do is try and target several type of clients at once, with the same marketing strategy. In the case where you have many different clients, you need to communicate with each one separately. You cannot attract people with different needs to the same product using the same marketing messages and techniques. You need to pave separate paths for each client group, speaking to each in sales language that only they relate to.