Following on from last week’s blog about Business Vision and how to be
really clear about your business dream, I’m delving into a bit more detail
about a very important aspect of clarity that you need for your business.
Do you know who your Ideal Client is? I mean really, really know……..like “what they eat
for tea and what colour socks they wear on a Wednesday” know!
Okay, maybe not that in depth,
but you get my drift.
Years ago, before the grey hairs set in and the wrinkles took over, I used to be involved in strategic planning for huge marketing and sales campaigns. Back then, we’d use the term “target market”. Now, I know that this can sound a little cutthroat when you’re talking about a person or group of people who you ideally want to build a relationship with rather than hit in the back and shout “bulls-eye”!
And these days there are so many different words for the same thing. I’m
sure you’ll have heard of most, if not all of these; ideal client, target
market, soul client, super customer, avatar and so on….
It is absolutely essential to identify who needs
and wants to buy from you and the
answer to this question is never “everyone“. It is
impossible to sell to everyone. The very nature of the product or service that
you supply, whether that be coaching, yoga classes, handmade jewellery or
financial services, means that only a specific segment of all the human beings
in the world will want or need to purchase from you.
work upfront and being totally honest about
- who you want
to connect with,
- what your
product can help them with,
- what pain or
discomfort they experience without it and
- what a blessing
buying from you will give them
is going to
help you nail your marketing, messaging, communication and ultimately PROFIT!
Sometimes it can take a while to figure it out.
It certainly did for me & I
can really relate to those feelings of confusion and trying to please everyone.
When you’re desperate to grow your business, when you want more referrals and need more income, then it’s easy to take on pieces of work, commissions, short term contracts and clients where you feel drained, frustrated and fed up. You didn’t become your own boss to work in areas that don’t light you up or allow you to feel fulfilled.
I suspect though, that we’ve all been guilty of it at some point because we needed the income, the clients or the portfolio.
And also, if you don’t absolutely
know who these amazing people are that want to do business with you, then
you’re spending precious time, energy and probably money marketing to the wrong
people, rocking up at networking events where you will never make the right
connections or sell your stuff and becoming gradually disheartened by the lack
of connection and sales.
I’m sure you don’t want to fall into that trap so here’s a quick-fire way of identifying that client who is going to be a dream customer:
- What does your ideal client look like?
- A person or Business – B2C or B2B (Are you business to business or business to consumer?)
- Man or Woman, Youth or Child (remember who is buying and who has the ££).
- Young or Old – use age brackets if it helps.
- Family circumstances – married, single, cohabiting, children?
- Location. Where do they live? Is this a town, county, UK or worldwide.
- Are they low, middle or high earners. What is the income bracket? Is your ideal client affluent? Do they like a bargain? Are they willing to invest?
- Where do they hang out and how will you get in front of them? Online/offline – Facebook, Twitter, Instagram, Linkedin or Networking Groups, School Gates, pre-school clubs, Village Hall.
- What kind of language and ways of communicating do they use – watch them, listen to them – what words do they use? You can use this to your advantage!
- What is their need or the challenge/pain that they currently have that your product or service is going to solve for them?
- What is lacking in their life that they need and you can give them? BE SPECIFIC.
- What do you have/give/make/sell that is going to make their life that bit happier, easier, quicker, pain-free etc
- The more work you do on what it is about your product that can help your ideal client with the pain, discomfort, annoyance, time or money wasted that not having you in their life creates, the more you are nearer to nailing your USP (unique selling point) and niche.
Profiling and targeting your Ideal Client is not devious or
“icky” although very often even mentioning this to clients can make them
feel a bit uncomfortable for some reason. This makes perfect business sense and
it allows you to bring your talent, your product and your amazingness to the
table and lay it all out in front of the people who really need it!
By starting with these basics you are going to cut down on wasting your
own time, energy, effort and money by not marketing to the wrong
people. Instead, by doing the work above and segmenting your market you’ll
get a brilliant vision of how and where you can communicate with your ideal
client to solve their challenges and frustrations.
If you haven’t already got your hands on my fabulous free resource then you can download it here 4 Key Templates for Stepping into your CEO shoes. It’s packed full of business basics for nailing your business vision, getting to grips with your money, setting yourself up for success and ensuring your stay on the right track – all with helpful hints and pointers for how and when to do this!
I’ll also be talking about the subject of Dream Clients in much more detail over in my Private Facebook Group Build Your Brilliant Business with Anna – so come and get connected and start delving deeper into your business, your dreams, your ideal clients, your profits and everything that you want your business to be.
I’d love for you to connect with me through Social Media – you know
where all the links are. And you can always let me know what you want to hear
more about and I’ll do my best to oblige!