Category Archives: Client Relations

4 Concepts for Finding Your Ideal Client:

4 Concepts for Finding Your Ideal Client:

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.

  1. 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!

4. Consistency

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.

The Unique Business

In order to get your entrepreneurial dream off the ground, you must first understand the concept of a unique business. When it comes to a unique business, I notice that many people get off on the wrong foot because they do not understand how to see their business from the point of view of theirContinue Reading

Spotlight on Biz – Therapist Batya Yaniger

Spotlight on Biz – Therapist Batya Yaniger

Therapy is a very crowded business both in Israel and in the US. It comes in lots of flavors. but I have found Logotherapy, the field that Batya Yaniger specializes in, to be the most interesting and positive. It also has echos the Torah’s approach to self-development. Here’s Batya’s take on therapy and business. Hi Batya. Great having you here!Continue Reading

Spotlight on Biz – Rebecca Sigala

Spotlight on Biz – Rebecca Sigala

Have you ever considered what it’s like to be in business with your spouse? Well, here’s how one couple does it. Photographer Rebecca Sigala shares her perspective on business, art, and some stuff in between. As always, if you know of a great biz to be featured? Drop me a line. Hi Rebecca. Pleasure to have youContinue Reading

How to Keep Bad Customers from Pushing Your Buttons (Part 1)

Let’s face it. We love our customers, except when we don’t. Along with great customers, sometimes we get one or two of those bad customers that take all the fun out of running a small business. Then again, even if the customer is OK, you may still have some bad customer interactions. Small business owners spend so much time complaining  about bad customers, you’d think that this isContinue Reading

Spotlight on Biz – Hilary Faverman

A couple of weeks ago, I strolled down Ben Yehuda pedestrian mall in search of something to eat that’s not a sandwich or pizza and came across a new Anglo-owned muffin place (more on that another time). That’s when an idea hit me – why not feature stories of other Anglo small businesses in IsraelContinue Reading

5 Ways to Get More Clients in a Way that’s Right for YOU

Do you know a small business owner who dreams of getting more clients, but is earning peanuts? More often than not, instead of educating herself about marketing and business development, the owner is copying what others are doing. And you know who gets paid peanuts… “Everyone has a blog – I must get one too.”Continue Reading

8 Ways to Get More Clients to Your Business

Have you ever thought who your favorite clients are? What would you do to get more clients like that to your business? Because as you are looking to grow your business and go on to the next level, you are probably tempted to rethink everything your marketing until now. Don’t. In her 15 years ofContinue Reading

6 Steps to Selling Without a Sales Pitch

On a scale of 1 to 10, how much do you enjoy giving a sales pitch? Many small business owners I speak with would prefer getting a root canal done rather than sell. The word I hear most often when it comes to giving a sales pitch is “convince.” How do I convince the clientContinue Reading

How to protect your business from Google’s changes

Lately, Google has been shutting down the Analytics keyword feature,  a popular small business marketing tool, used to figure out which keywords drive traffic to a website. And this is not the first time such a thing happens. In 2012, Google’s Penguin algorithm massacred many a business by kicking them off of the first pageContinue Reading

Fixing a Mistake in Business and in Life

You know those times when everything goes wrong? A while ago, I planned a webinar and lots of people signed up to be with me on the call. Although I had accessed my chosen platform as a student via Skype for over a year, in honor of my webinar Skype decided to charge for calls,Continue Reading

Marketing Lessons in a Grocery Bag

How often do you get marketing insights while shopping for groceries? We spent this summer visiting family in the US. Our kids love staying with the grandparents, but there is one thing they absolutely hate about these visit – the food. Anyone who has ever been to Israel can vouch for the unbeatable taste andContinue Reading

5 ways to raise prices AND increase business

If you want to earn more from your business a simple way to do that is to just… raise prices. Now, I know what you are saying. “That’s impossible to raise prices. My clients already argue that they can’t pay what I charge.”  Believe it or not, it is possible to charge more AND increaseContinue Reading

Why You Won’t Get Clients With Facebook

  And neither will you get clients with your website. LinkedIn? No way. And forget about Twitter. Before I am stoned for marketing heresy, here is why. Have you ever observed a child building a Lego house with one piece of Lego? Two pieces? Five pieces? Of course not! To build a strong Lego house,Continue Reading

Where Do You Find Clients?

Where Do You Find Clients?

Business owners’ attempts to find clients often remind me of one my kids’ favorite books Where’s Waldo? You know, those busy pictures where you have to find the guy in a red-and-white striped shirt? We try to put ourselves “out there” in the hopes that some elusive client somewhere will notice us and bite. The biggestContinue Reading

5 Tips for Talking About Money and Charging Your Clients

“Talking about money with clients is so hard. It doesn’t feel right to charge clients in order to help them.” “Making money from other people’s misfortune makes me sick.” “My clients expect me to help them for free.” Sounds familiar? If I got a dollar for every time I hear one of these from clientsContinue Reading

Why Marketing Doesn’t Have to be Scary

Why Marketing Doesn’t Have to be Scary

Today, my daughter lost her precious ring. At the park. In a sandbox. It’s a ring that costs 10 cents, but is priceless to a 4-year-old. We spent a while sifting through the sand. We found 10 cents, some glass shards, and a toothpick. The ring of course was nowhere to be seen. For manyContinue Reading

On Getting Customers and Shlissel Challah – BizTorah

We all know that we have only seconds to get customer’s attention. We don’t always know how to do it. Think back to your childhood. How many of your parents’ talks do you remember? What about hands-on projects, outings, trips? Were those more memorable? Human beings (kids and clients included) are wired to seek novelty.Continue Reading

Niche Marketing: 5 Questions for Differentiating Your Business

Focus“All of my colleagues are doing this. Shouldn’t I be doing it too?” Most business owners have heard of niche marketing. Yet they are afraid that by concentrating on a niche, on just one section of the market, they’ll have to forego all the other clients. Differentiating yourself seems like the right thing to do,Continue ReadingContinue Reading

How to Prevent Misunderstandings with Clients in 5 Steps

  Realizing that a project is much broader than she had thought and quoted on is one of the most upsetting experiences business owners encounter. Let’s say you own a small marketing agency and have been asked to handle advertising for a clothing boutique. You sign on the dotted line only to be told byContinue Reading


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