Let’s talk about one of the most magical mythical creatures out there. Unicorns? Nah, even more elusive. Your mighty IDEAL CUSTOMER.
I know it may seem like such an abstract topic. Talking about someone who doesn’t exist. Making up a life story and dictating what their past was.
I’m hoping this post, along with my added bonus workbook, will help you determine exactly who your perfect client is and how you can use this valuable information in telling your brand’s story. It really is an essential part of any marketing strategy, so I ask you to take the time, grab the workbook, and put this basic building block into your business plans.
You might have a vague idea who this ideal client is. I know for myself, when I first started, I was determined to not discriminate! If someone wanted my help, who was I to not help them?
However, it is important to understand you are not alienating anyone. In fact, the opposite is true. Whilst you are busy tightening your branding and your market strategy, your voice becomes clearer and the ones you are speaking directly to become more engaged and, in turn, an engaged follower and ideal client. This is the best way to streamline your business and not feel like you are screaming into the void.
Whatever the name is, Ideal Client, Avatar profiles, Perfect Customers, all of them will serve this purpose. However, for the sake of unity in this post, I am going with, your Ideal Customer. *the crowd goes wild*
Ok, now that it is settled, let’s get started!
Your Ideal Customer is someone whose needs are met through your services.
How are you fulfilling their exact needs through your service or product? Who you are trying to target?
This is about finding out who your targeted customer is based on your business goals. This person values what you have to offer and is apart of your story. Try to look at the bigger picture, this isn’t about the right now, but more where you see yourself going. Every few months, my Ideal Customer has changed, just as I’ve changed with my business. Because of this work is not a chore, I automatically get along with my clients and they love what I offer.
If you’ve been in business a while, take a look at your client book. Who do you see getting the most benefit? Who is getting the most value from what you are selling? Have you had problem clients? The one’s that really tested you. Chances are you can learn from them as well. It isn’t that they were necessarily monsters (ok, maybe a little), but maybe, just possibly, what you were pitching was indeed not what they needed. The other side of this is your best clients. What made them the right fit?
If you are feeling frustrated and ready to give up with this whole business malarky, can you honestly say that what you are offering is answering that Ideal Customer’s problem? No one is quitting on my watch, so let’s keep going.
When I say problem, I don’t mean needing new tires for their car. I’m talking about the mother who has been up all night frustrated and wanting to feel like herself again. I’m speaking to the millennial who needs an easy solution for meal planning.
For myself, I’m talking to the parents who have decided to not go back to their pre-baby job , but instead are ready to get started in making their dreams of working from home a reality.
I’m not trying to reach everyone. In fact that is the opposite of what I want to do. I want to make sure that the message I am putting out there speaks directly to that parent sitting at home confused, with a list a mile long, and no idea where to start.
If you are not sure on this message, a good place to start is to study your industry. It is perfectly ok to check out the community and competition. Are there any gaps? We all know there are a million “Mama merch” companies out there (the OG right here), so how might yours be different in this saturated market?
If you try and be the same - you will blend in...and if there is one thing this resident weirdo boss babe knows, it is that you have to be odd to be number one. ;) Who would have thought that standing out and being different growing up, would in turn work to my benefit and make me the most unique.
Use this to your advantage, carve out your own niche market and speak clearer to them.
When you hone in on who you are, what you do, and what you offer, you will be able to speak clear, communicate well, and reach the ideal client faster. You can’t please everyone. That is okay. It is so much more important to have 10 dream clients than 100 that just plain suck.
Now that you are starting to put this Ideal Customer together, you can start to implement this fantastic info into your marketing strategy. Taking allll that good info and focusing on how you are going to reach them.
Don’t do this exercise and forget about it. This is about doing the research and changing the way you are communicating when you “sell” - you can sell and have people not know they are being sold to.
What?! Take this example…
You and I have just arrived in a cute independent coffee shop. It is totally Instagramable worthy and the baristas are all beautiful and heavily tattooed. We’ve just ordered our drinks (er doughnuts?) and taken a seat at the table by the window. They are playing some new indie band in the background that we don’t recognize cause we aren’t that cool and I look to you and say,
“FLASH SALE, RIGHT NOW, ENDS SOON, CLICK CLICK CLICK”
Ridiculous right? Would you talk to your friend like that? No, of course not.
Instead I look to you and I say, “INSERT NAME HERE , I have been having a super productive week, so I thought it would be nice to treat myself with this new lipstick I saw. I am loving this color red. It is honestly the most perfect red I have seen in a long time. I am pretty sure you would probably love it too. I know they are having a flash sale,so it isn’t going to last long because it is so awesome. Here is the link, do yourself a favor and grab one for yourself.
You are changing the messaging. You are removing the spam. You are reaching them.
By downloading this free workbook, you will be able to figure out what you want and what your Ideal Customer wants.
Where do they live? How old are they? Where do they hang out online? What type of circumstances influence their buying decisions?
For homework, create a secret Pinterest board and start pinning all about their life! It is honestly really fun to do and is almost like a vision board of cool. For an added bonus further reading, check out how to set goals in your biz and start putting some plans into place.
Till next time x P
The 1st Step Your Business Needs To Take
Get my free workbook to help you define your ideal customer today. Every small business needs this very important building block to get them clearer about their brand's vision.