If you’ve spent any time researching marketing strategies, you know that everyone and their dog preaches the importance of figuring out who your ideal client is. And I’m one of them.
It took me a really long time to to “get” this. And I suffered for it. Clients were showing up, but not the ones that made my heart sing – that made me excited to do my work. Sure, some of them were fabulous – but I think that was more out of luck than any master plan.
Now, I’m much clearer on who I’m meant to serve. It’s been a process to get here, but let me tell you – it’s been worth the journey. I feel lighter and more energized by my business. I trust that the right people – the people who are meant to work with me – will show up.
Being successful in business requires that you polarize. This means that you embrace the fact that some people will like you while others will not. This can be a hard lesson to learn – especially for the people-pleasers out there ( you know who you are!). But it’s one of those tough-love lessons that’ll be a true catalyst for growth in your business.
Here’s the thing – you WANT people to react to you. You want them to FEEL something when they experience you and your brand. Neutrality is not the goal here. A Switzerland approach to biz will keep you broke and small.
And you want the people who don’t dig you – to get off your list (the faster the better) and go find their people! We are not meant to serve everyone. The sooner you understand this, the faster you’ll reap the rewards.
I was reminded of this last week after sending out a note to my community. I got an unsubscribe and she decided to let me know why she was unsubscribing. She noted that I lacked of credibility because I had a typo in my email.
At first, my stomach sank – I’m a communications professional by trade, so I take typos and grammar to heart. Then I quickly reviewed the message I had just sent. The big credibility buster? I forgot the letter ‘s” on the end of one word.
I started laughing. And then I thought, “if you seriously have to send me a note to say you’re leaving my list over an ‘s’ then you are SO not my ideal client. Best wishes and good-bye!”
Now, I’m not advocating being sloppy with your communications. In fact, I think it’s really important to be careful about each and every communication you send – it is all part of your brand experience. But really, an ‘s’?
I reminded myself that my ideal client has a sense of humour, is flexible and is a fun-loving soul at heart. They don’t care about a missing letter – they care about the bigger message.
I’m telling you about this recent experience because I know how easy it is to worry about the people who leave your list, or think you have to say yes to any client that comes your way (even if you KNOW they will be a pain in the a** to work with).
Instead, spend some time getting really clear on who you are meant to serve. Hint: it’s not everybody. Get as specific as you can and you’ll start to see those people show up. And you’ll be able to clearly identify when it’s time to say no.
Here’s a sample of my Ideal Client Profile:
- woman entrepreneur, likely in business 2-4 years
- service-based solopreneur
- mid to late 30’s
- 1-2 kids
- committed to her own growth – is done making up excuses
- willing to take action and do her work
- business is more than a side project for her – she’s passionate about it
- fun-loving
- great sense of humour
- willing to look at herself with a magnifying glass to see where she’s getting in her own way
- is ready, oh so very ready, to stop playing small and take a big leap forward in her business
- recognizes the importance of investing in her own growth and sees coaching as a catalyst strategy to get ahead
- knows that true success is on her terms – she’s dedicated to creating a business that will literally light her up inside
This is just a sampling of some of the qualities I’ve identified that my ideal client possesses. Re-reading this reminds me of who I’m meant to serve. And of who I need to be talking to.
Here’s a question I get asked, “Ya, but what if someone else shows up?” Great! Hey – I’m not suggesting that unless an exact replica shows up, you need to turn them down. We’re talking ideal here.
But it does help as a filter to be more intentional about your business. If you have a client requesting services from you and they fit none of the criteria you’ve outlined, you may want to take a step back and ask whether this is a good fit. Remember – every time you say yes to a client you’re not meant to serve, you’re saying no to a possible ideal client because you’re taking up that space.
Here’s what you can expect when you get really clear on your ideal client:
- Marketing is WAY easier – now you know who you’re talking to
- The clients that drain your energy fall away – you start saying no, and they stop approaching you
- Your ideal clients start hearing your messages and say, “YA – that’s so much. She gets me.”
- The sales process is smoother because prospective customers instantly see themselves in your message and want in
- Your business feels lighter and much more fun
- You carve out your own tribe of raving fans that totally resonate with your message (over all the rest out there)
- Your customers stick around longer and continue to buy from you – your business is no longer a one-hit wonder
If you haven’t already, spend some time today creating your Ideal Client Profile by digging into the demographic (age, sex, location etc.) and psychographic (challenges, opportunities, feelings, etc.) details of your ideal client. Get so clear that you can literally picture her (or him) in your mind’s eye.
Next, start talking directly to her in everything you do. Make your offerings targeted specifically to this ideal client. Write as if you were sitting across the table from her. Use this as a filter when new clients show up and feel free to say, “Thank you, but I don’t think we’re the best fit.”
Your business will literally open right up to new and exciting possibilities.
Please share your comments below – I’d love to hear about your experiences creating your Ideal Client Profile.
