Who is your Ideal Client (and who isn’t)?
Ideal Client, Dream Client, Customer Avatar. These may seem to be interchangeable words, but they mean different things. Your dream client is someone you'd love to work with but doesn't need you, while your ideal client is the one you should be focusing on.
What even is a dream client?
Dream clients are the people who want to work with. But may not be in the position to invest with you, may not see your offer as a priority, or aren’t able to commit.
i.e., You’d love to work with Taylor Swift on her social media management. She doesn’t see social media management as a top priority (because duh she’s Taylor Swift).
Action: Find clients like your dream client who may have a problem that you could help with
What are ideal clients?
Ideal clients are a good fit for your business. You can solve their problem and you have similar values. BUT For many reasons, they might or might not have the qualification or experience needed.
How to identify ideal clients
These are the people you follow and you would love to work with. They might not know they have a problem or they don’t know about a solution (yours).
They may mention problems that they have–like seeming to attract clients who don’t have the budget for you-but they haven’t made the connection on to why that is.
i.e., You want to work with Elopement Photographers. Most that you follow have expressed that they don’t think they need a brand because they use IG for leads
So ideal clients may not fully understand how valuable your offer is (more on that below).
Action: Create content that speaks to the problem that they are having, then present a solution (yours).
Who is your Target audience?
Your ideal clients become your target audience when they express some interest in you. They're most likely following you. But aren't ready to work with you.
i.e., That brand designer that follows you and always answers your polls and likes your post.
Action: Start a conversation with them--with no intention to sell-- but to understand them and their business.
Right-fit Clients/Qualified clients:
These are ideal clients who are ready to invest in you and have the right mindset to get the best results.
How to attract the right-fit clients?
Be specific with who you want to work with and what qualifications and experience they need to have. Marketing should focus on the results you can help them achieve.
Action: Show transformational testimonials and reviews and portfolio/case study pieces to show what it’s like to work with you.
What does your ideal client want?
Let’s break some common myths about your ideal client
MYTH #1: You need to know their likes and dislikes to a T
TRUTH: You need to know more about what they are feeling and where they want to be
You don't need to know that they like Taylor Swift and drink 3 cups of coffee a day. What you want to show them is that you see their struggles, understand them, and can provide a solution to where they want to be.
MYTH #2: You have to make up an ideal client avatar
TRUTH: They're probably right in front of you.
Fun Fact: I wrote my web copy based on one actual person. Even though she already worked with a copywriter, I wanted to work with others like her. I found out what she was struggling with, and what she is really looking for, and tailored my copy and SEO to what she said. So go out and talk to them!
MYTH #3: Everyone needs this!
TRUTH: While your offer might be needed by all, it doesn’t mean you talk to everyone and their problems
Like your dream crush who might not be compatible, you have to be more specific on who you want to be talking to.
Pick 1 problem that your ideal client is having
I can’t seem to stand out!
Figure out why that matters to them
Want to be able to work with family-owned businesses, but can’t find clients
Find out what they really care about
Financial freedom, more time with their family, flexibility to travel…
MYTH #4: If you have to convince them, they aren’t your ideal client
TRUTH: There are at different stages of awareness
You may have made a list of companies and brands that you wanted to work with.
You followed them to learn their language
You had conversations with them in the DMs
Maybe you even pitched them
But guess what?
They don’t see a need for you (yet).
As you already saw, your ideal client might be at a different level of maturity for your offer.
Instead you need to find someone who is at that maturity level:
Ask in your community (with a poll or a Facebook Group post) and try to gauge if people are thinking about your offer in the future
Engage with them →Those are your ideal clients because they are aware that they have a problem
BUT, those people that you do want to work with and don’t need you, can still benefit from you in the future.
Continue to build a relationship with them. Write content like blogs so that others like them can find you and if they need you one day, you’ll be top of mind.
MYTH #5: I can use vague words like ‘purposeful’ to draw in the right people
TRUTH: You should be a *tad* more specific
Get to the root of why that is important for your ideal client. Plus think about it: Every role has a purpose so what kind of purposeful entrepreneur are you speaking to?
That’s like saying you want to work with respectful and nice people. Most people think they are respectful and nice, right? So be more specific on the WHY:
Why does it matter that purposeful brands have your offer?
Is it so they can give back to the community? Support their family? Feel seen and appreciated by others?
Why does it matter that YOU are the person providing this offer?
i.e., what makes you different from everyone else offering the same thing as you? What’s your approach?
MYTH #6: I can have two audiences
TRUTH: You should speak to ONE person
Your best bet is to have two brands or product suites (like courses vs 1:1 work) that speak to two different audiences. Why?
1) When you speak to two audiences. You are most likely speaking to two problems, which will confuse your audience.
And a confused audience doesn’t convert.
2) It seems too good to be true and your audience may be skeptical. So they’ll bounce off your website.
Now that you know more about your ideal client, you can go out and talk to them.
I hope you found this post helpful. Make sure you’re subscribed to the email list to get notified of when I post blogs like this.