Story to relate Visualizing Your Ideal Client:
Imagine a nice cool morning, a fresh breeze coming through the window, the smell of fresh, homemade croissants while holding a cup of hot coffee. Sounds so nice… but, not everyone would resonate. No. Not everyone likes coffee, croissants or even the fresh air. You see, some would prefer the thought of a very cold glass of freshly squeezed orange juice or even a plain glass of water. The point is, we all give preference and are motivated by different things. This is stemmed from our personal thoughts, wants, and needs.
Similar to the motivation and personal preferences above, the same with business and clients. When you think about your business and what you bring to consumers, it’s important to understand that there are people who will absolutely rave about what you offer and others who simply will not understand the point or value in what you’re offering – and that’s okay.
While it’s tempting to think that everyone needs what you have to offer, in reality, this just isn’t the case. As a business owner, it is important that you understand who your ideal client is so that you can create, sell and promote your product or service in a way that attracts them, resonates with them and ultimately leads them directly to you for your expertise.
Here are 4 Ways to Visualize Your Ideal Clients
Step One – Know Your Business
What is your expertise? It is absolutely essential to have a strong understanding of your business. Don’t worry, you don’t have to be an expert at branding or marketing to effectively apply this step.
Try to get to know your business from the perspective of your client. For example, what exactly do you provide for them? Who is finding value and benefiting the most from what you have to offer? What problems do you solve for them and why are they coming to you as opposed to your competition? Once you know what you’re an expert at and how you help people, ask yourself where you are going to find that client base and how you are going to approach them?
Step Two – Define the Ideal Client for What You’re Offering
Take a step back and think of your business. Think of your service or product. Now think of your client. How old are they, what is their occupation, education or business? What does their financial situation look like? What do their livelihoods look like? Get specific. What has to happen in their life in order for them to seek your product or service? When creating your ideal client, get so specific that you can measure it, so that you are able to know who you are targeting and if that target market is working for your offer and vice versa.
Step Three – Be Willing to Pivot
You may have started focusing on one target client base but at the end of the day, you may have to pivot based on your results and that’s why it’s so important to measure your results. Let’s say you’ve aligned your marketing efforts to attract your ideal client and now you find that your brand and personal core values don’t seem to match up with the client’s you’re working with, you may ask yourself “NOW WHAT?”. Don’t be afraid to pivot in business. It is normal and completely ok to go back to the drawing board and re-create your client avatar. These things take time, yes, but it is well worth it.
Step 4 – Empathize with Your Ideal Client
Picture yourself prior to you being in the position you’re in now. What did that person look like? What did you need the most? What training did you need? Where were you in your life? Where were you living? We so often create these outlandish, perfect, ideal clients in our head when we start our business yet, we forget that we, ourselves, may be the perfect avatar.
When you are able to empathize with your ideal client, you understand their needs, frustrations and motivations and speak to these factors through helpful, valuable and engaging content. If you are offering something you needed prior to being in your current business, think back to how you were at that time, what did you need most?
Remember, people are out there that need your product or service and want what you have to offer. Make sure you know your business and what problems it solves for your clients; define who your ideal client is (age, income level, occupation, gender, education, location), measure your results, and don’t be afraid to pivot and take a moment to try and empathize with your ideal client. Keep freaking going – you’re doing great!
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