If you know me at all, you know how much I preach the importance of knowing your ideal client. And if you don’t know me, well, hey girl! Let me talk your ear off for a minute!
Not knowing your ideal client before you build your products and packages is like throwing shit at the wall and seeing what’ll stick. Don’t do it, girl. Do your homework. You’ll thank yourself later.
Read on to learn how to nail down your client avatar so you can get it right, every. time.
Why Is Knowing Your Ideal Client Important?
Knowing your ideal client is pretty much the foundation of a profitable business. It only makes sense: you’re creating a product or offering a service for consumers to purchase, so don’t you need to know what it is they’re looking for to make sure you’re catering to their needs?
Here’s a scenario for you. Say you own a coffee roasting business. You’re super passionate about the pour-over method, because you’re a total coffee nerd and think it’s hands down the best way to brew your morning cuppa. You’re a creative entrepreneur and a small business owner, and you’ve built time into your mornings to enjoy that timely routine.
Maybe your target market, though, mostly works 9-5’s. They don’t necessarily have the freedom to indulge in a time-consuming coffee preparation method every morning. Sure, you’re passionate about it, but remember that you’re not selling to you. You’re selling to consumers with very different needs than yours.
Your clients need something faster, like a K-cup, French press, or even a pre-packaged cold brew that’s great to grab and go. Armed with this knowledge, you can start selling these coffee prep methods retail, and roast beans for these applications instead of just for a pour over.
Because why would a consumer buy beans roasted best for a pour over when they use a French press? That’s money you’re leaving on the table, all because you didn’t consider your ideal clients characteristics!
Defining Your Ideal Client
Alright, so you get the importance of knowing your ideal client, but how do you actually figure out who they are?
Don’t stress. It’s easier than you think. All it takes is a fresh new journal, some critical thinking, and some self-awareness about your business.
The key to finding your ideal client is to literally pretend you have a genie in a bottle. No really, imagine it right now.
If you could work with ANY person in the world, who would that be? What is she struggling with? What is her personality like? What is she passionate about? How can you bring your passions together to help support her growth and transformation?
Think back to our coffee roaster biz owner: she’s passionate about pour over coffee, so naturally she’d want her client to feel the same way, but the reality is that her client doesn’t. Her client doesn't have time for that. She is rushing her kids off to school every morning without spending a millisecond worrying about her own needs.
You got into this business for a reason, and you want to shout it from the rooftops. That’s amazing, and you should be! Along the way, you need to consider your tribe’s needs, though in order to create a product or service that speaks to her soul + solves her pain points in a way that is unique to you.
Check out the live video I did during last year’s 5 Days of Bizmas mini-training on defining your ideal client! It’s linked in my Facebook group for passion-driven women dedicated to designing their own freedom (you should join!). It’ll help shed some light on the right questions to ask as you dive into your ideal client discovery journey.
How to Attract Your Ideal Client
Defining your ideal client should be the first thing you do, because it should determine the process and outcome of everything else in your business. Once you’ve figured her out, then your goal becomes to attract her to your business.
If you’re scratching your head over how to do that, don’t worry-- I got you, girl. The answer is your branding.
This goes back to what we talked about earlier-- throwing your preconceived notions out the window. Let’s revisit our coffee roaster biz babe for a minute.
How will knowing her ideal client help her as she designs her essential branding elements, like logo, color scheme, and brand message? Here are a few examples of how.
When it comes to her logo, she might want to use lines that feel expedient. This’ll appeal to her consumer on the go. She also might want to go for an overall look and feel that conveys the quality of a handcrafted product, since her ideal client values that over crappy, big brand coffee.
Her color scheme should portray these values, too. Color plays a huge role in the mind of the consumer. Orange, for instance, conveys a bargain, and red might cause your client to think twice before purchasing. Rich, luxurious colors like blue, burgundy and brown, however, convey deep value and trust.
Her brand message, what she values and the way she communicates with her audience, should ride the fine line of feeling true to her while still telling her ideal client what she wants to hear. For instance, she might communicate that her special roast designed for a K-cup allows her client a quick morning cup without sacrificing quality. With this message, she’s staying true to her brand’s values of quality while simultaneously solving her ideal client’s pain point.
This is where considering your ideal client’s values becomes really important. If you want your ideal client to feel connected to your mission, tap into those values. Embody them.
Branding is a huge process of self and business discovery, so take a good, long time to focus on it. It’ll inform literally everything else about your business, and if you want to leave a legacy, you need to be thorough!
Have You Nailed Down Your Ideal Client?
If you and your ideal client aren’t besties by now, you need to change that ASAP! Having a hard time figuring her out? Check out the ideal client profile worksheet I’ve made for you and put into the free resource library. It’ll take you through all the steps of defining your ideal client so you can create products, packages, and a lasting brand that’ll speak to her for years to come!