The benefits on getting clear on your ideal client
“When you speak to everyone, you speak to no-one”. Seth Godin.
Last year, so many of my clients gained many benefits by getting clear on their ideal client. When you’re in business, particularly a small business your resources, your time and your budgets need to be maximised.
When you have a clear picture of your ideal client, marketing your business becomes a lot easier and more cost-effective. Rather than trying to be everything to everyone you can concentrate your resources on those clients who are most likely to buy from you.
It’s a bit like creating a niche. It enables your efforts to be more focused and so that your messages resonate with your ideal client.
And don’t forget, you can actually get to choose your customers! You get to choose who you want to do business with. So creating this profile isn’t limiting…it’s empowering!
To help you collate this information on your ideal client, I’ve pulled together a handy workbook that you can download and work through at your own time. Download it here
This workbook has a one page profile with pointers on how to fill in each of the boxes which will give you a detailed view of your ideal client. This includes information on
- Your ideal clients goal or destination
- Your ideal clients back story
- Sources of information
- Your ideal clients challenges or pain points
- Your ideal clients objections
- Ideal client day in the life
Once you have clarity on who your ideal client is, what they want from you, what messages they want to hear from you and how they like to be communicated to, it becomes a very powerful tool in your sales and marketing efforts.
Here are just a few ways you can introduce insights of your ideal client into your marketing and messaging:
- Copywriting & design. Every word needs to be targeted to your ideal client profile. This goes for all kinds of content, including blog posts, video scripts, webinars, sales pages, your elevator pitch, social media posts, your email newsletter and presentations.
Likewise, all design elements need to take the ideal client profile into consideration to ensure that the visual appearance attracts the right prospects, supports the message, and helps facilitate resonance with the potential client or customer.
Narrowing a target market to a specific ideal client makes it much easier to align your message to your audience so your marketing targets the right message to the right person at the right time.
- Personalisation and segmentation. Writing to one person — your ideal client — allows you to be highly specific in your marketing and sales copy. You can personalize the message just for them.
If you have enough data, you can segment your ideal client persona even further.
For example, not every client will be in the same phase of your customer life cycle at the same time. Some will be brand new to your product or service, some will be in the middle of their life cycle, and some will be coming to the end of their relationship with you.
Ensure your marketing efforts is as effective as possible by creating unique marketing campaigns targeted to the clients and customers in each stage of the customer life cycle.
- Decision-making. A deep understanding of exactly who your ideal client is can also be a guide as to what information you need to provide to help prospects, clients and customers make a buying decision.
Using the information you have about what is important to your clients, provides you with everything you need to create effective marketing campaigns that naturally guide your prospects, clients and customers to a conversion.
It is also going to help you make decisions. In the future, when you’re faced with a marketing decision or you’re unsure about a particular message or campaign, or you’re faced with a decision about your own business, you can ask,
“Will my ideal client like this?” If the answer is yes, move forward. If the answer is no, skip it.
And finally, determining your ideal client is not about focusing on just one type of customer you’ll ever do business with. You can have numerous ideal client profiles for various products and services you offer, and you can have profiles for a particular time or situation. Make sure you come back to your profiles and modify them when you need to.
With Thrive Coaching, my ideal client is changing in 2018. It’s helping me make decisions on my marketing efforts, my services that I offer and the methods and types of communication. It also helps me feel confident to stop doing activities that I know won’t reach out to my ideal client or has little interest or value to them.
You can download your free workbook here. I’d love to hear what you think of the workbook and how it helps you. Email me, or come join the conversation on my Facebook group Women Who Thrive in Business
I’m Sam Dixon, owner of Thrive Coaching – success and business coach to ambitious business women who want to create, develop and grow their business with confidence. For a free 30 minute discovery call get in touch on 07972 783 507 or email firstname.lastname@example.org