How and Why To Create An Ideal Client Profile

Marketing

How and Why To Create An Ideal Client Profile

One of the first things you should do when you decide you are going to sell a product or service is to create an Ideal Client Document!

This is important for three reasons:

  • You can’t start posting on Social Media or your website until you know who you are speaking to.
  • You need to know who you’re speaking to so you know what causes them pain.  Then you can sell them the product or service that solves that pain.
  • The IC will guide you on everything you do, including pricing.  For example, you can’t charge that single mom as much as you can the CEO of a Fortune 500 company.  I mean you can, but you may hear crickets.

So spend a few hours considering things such as:

  • Age group
  • Income
  • Family status
  • Education
  • Lifestyle goals
  • Location
  • Where they shop
  • What they wear

You can write up a nice little story about your IC. Give them a name, know their lifestyle and describe them exactly.

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But if you stop there and start selling to that person, you may not do well because you are missing a huge piece of the puzzle—and losing out on the best clients because of it.

If you sell a service, consider also Personality Mismatch

Here’s something that’s rarely considered in the “ideal client” equation, and it’s arguably the most important part if you sell a service: personality.

If you’re snarky, sarcastic, fun-loving, and loud, then a quiet, middle-aged mom who spends her time volunteering at the church is probably not a good fit for you. Sure, she might need your help, but she will be uncomfortable with your style, or you’ll be miserable trying to reign in your natural exuberance to fit her style.  You don’t want to be miserable doing your job, even if you are paid.

Better to pass mom on to a coach who is a better fit for her personality wise.

Make sure that what you offer is what they want

This one can be difficult to calculate from the start, but once you recognize it (or the lack of it) it’s worth paying attention to.

Oftentimes, people are intrigued with your product or service OR they tried something else, but now want to try yours.  The problem with this is they may not be satisfied as

Niche down a bit more

People want so badly to sell something to anyone, that they intentionally keep a broad scope.   An example is a person selling travel – consider niching down to travel for the adventurer or travel to Europe or travel for the reluctant flyer.  It doesn’t mean you’ll miss out as typically, people not in your niche will still buy from you, but it sets you apart as an expert and thus there is an instant trust built.  Also, if someone is in that niche (i.e a person who loves adventure), you can truly do deep and provide so much targeted help for those people.

The secret is to create a niche that you enjoy.  If you love adventure, as an example, you’ll love creating blogs or PDFs that help those kinds of people, because you’re speaking to yourself.

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