Define Your Ideal Client
‘If you’re talking to everyone, you’re talking to no one.’
- Marie Forleo
You’ve probably heard by now that you need to define who your ideal customer is. Why? Because by talking to one specific person, you can make sure every piece of content you send out is relevant to them. You want someone to feel that “this person totally gets me” when they come across your site.
When you talk to potential clients about their struggles, goals and aspirations in a clear, specific way, they know that they can trust you. They know that they can trust you to help them achieve their specific goals. And trust = sales.
The #1 thing most people struggle with is trying to appeal to everybody. You want clients! I get it! It feels crazy to think that there are clients that aren’t right for you, especially when you’re first starting out. But here’s the thing, the internet is a big place and more specific targeting = better service = more clients.
How to find your clients:
It’s helpful to think of one person you know (or even a celebrity) that you feel represents everything you want in a client.
Is your ideal client funny and down-to-earth like Jennifer Lawrence? Or glamorous and confident like Jennifer Lopez?
Describe them in as much detail as possible.
Where do they live?
How old are they?
What’s their gender?
Who influences them?
Where are they hanging out on social media?
What magazines do they read?
What excites them?
What are they struggling with?
Once you know who your ideal customer is, you will know where to find them, how to get their attention and most importantly, how to help them!
Of course, not all of your clients are going to fit this profile. This is just so that you can be strategic in your marketing and attract as many clients as possible.
places online YOU CAN LOOK for ideas:
- Facebook groups: see who’s posting about what you’re offering by using the search bar function. Luckily, there's a Facebook group for everything nowadays! For example, if you're a graphic designer, you could join a Facebook group targeting entrepreneurs or small business owners (Caitlin Bacher's For Love & Money comes to mind) and type "graphic design" "logo" or "designer" into the search bar. Look at the results. Who is looking for this service? Click on their profile & draw whatever conclusions you can from it. You might be able to guess their age, see their location and even better, they might have connected their business page to their profile. Feel free to do a bit of investigating ;)
- Twitter: who’s tweeting your topics? When you've found relevant tweets, click on their profile. Who are they? What else are they tweeting about? What websites are they linking to most? This is all valuable information on your potential client.
- Blog posts: check relevant articles + scroll through the comments. Who has commented? What has the writer not covered? This would be a way to uncover who is currently being underserved.
Let’s go over the benefits of defining your ideal customer:
- you can establish a more meaningful connection
- you can attract the clients you want (those awesome, well-paying, fun-to-work-with people)
- you will know WHERE to find clients (which is usually a huge struggle for new entrepreneurs)
- your blog will be truly helpful + focused
As your business grows, it’s possible that this target client might change. And I'd like to reassure you that that’s okay! Don’t feel as though you’re locked in forever to this person. Right now, you just need to make a decision on a person you think you can really help, and go with it!
Real life example: I sell an online course, Build a Better Website. Here’s my ideal client: She’s female, aged 25-40. She works full-time currently, but has a skill that she wants to turn into a freelance business. She's been dreaming about starting her own business for a while. She’s optimistic, hard-working and a go-getter. She doesn’t have the budget to hire a designer but she’s willing to do what it takes to make her business a reality. She loves simple, modern design and a good cup of coffee!
See how I much I know about her?
Here's another example: Here's Shaina of Your Ampersand Studio. She could offer her virtual assistant services to everyone under the sun, but instead, she offers "virtual assistant services for your photography business." Imagine the reaction she'll get from a photographer who comes across her website. It'll sound something like this: Wow, that's exactly what I need.
Write down 4-5 sentences describing your ideal customer in detail.