I propose you a little game: Imagine that you make the most amazing cookies. They have the perfect texture, an incredible flavor, fun shapes, and healthy ingredients and they’re so delicious that you can’t have enough of them. At least, that’s what people that have tried them say.
Now imagine that you decide to sell those cookies (because who wouldn’t like to buy cookies) at a local fair in which other people sell food. You’re sure that your cookies will be a success and you’re super enthusiastic about it. So, you go to the fair with your beautiful cookie bags ready to start selling. But, at the end of the day, you only sold around 10% of the cookie bags you had. It was like people didn’t care about your cookies and you felt like you were invisible.
Turns out that the fair was full of people who sold vegetables, herbs, and spices. Pastries were not a big hit there since most of the people who visit the fair prefer other kinds of food.
Long story short: your Ideal Client was not at that fair. “Wait, who?” you might be wondering. Your Ideal Client is the person who’s more willing to buy what you’re selling. Remember when we talked about defining a niche? Let’s get back to it a little: a niche is a product or service you offer to a specific group of people (your target market). Your Ideal Client is someone you want to work with based on their values and characteristics.
In the case of your cookies, you should have figured out who would like to buy cookies that are healthy, have fun shapes, and with different flavors. Moms of kids perhaps? If so, where do they tend to purchase cookies, or where do they are likely to want to do it?
So, how do you get to know your Ideal Client? Easy my friend, You get to create it. Wait, don’t panic, it’s not like you’re going to get all Victor Frankenstein and create an unstable creature. You’re going to ask some questions and search for the answers.
These questions include name, gender, age, location, marital status, etc. The more specific the better you’ll be able to define this person. When you finish you’ll have your client’s story and this story is what’s going to help you to better understand your client and put yourself into his/her shoes. If you can “become” your client you’ll know exactly how to talk to them and your marketing will get easier:
- you’ll create SM material specifically for them
- you’ll advertise on the media they consume
- your web copy will address to them
- you’ll attract more people like your Ideal Client
In the end, you will be able to achieve your business goals because you’ll be connecting with people who really want to work with you.