Identifying, Defining & Attracting Your Ideal Client
Clients are the backbone of every business, take the time to attract the ones you want.
You’re going to spend a lot of effort tending to the needs of your ideal clients, so let’s make sure you are able to clearly define who that is.
Treat this as a worksheet exercise or a journal prompt to get you thinking and strategizing on your ideal client. Whether you’re creating a new brand or refreshing an existing one, this is one of the strongest exercises you can do to help build a stronger brand that attracts those ideal clients.
You’re going to go through the following steps:
Identify
Define
Attract
Keep reading to learn how to identify, define and attract your ideal client.
By completing these 3 simple steps to create your ideal client avatar and know where you will find them, you can carry on replacing this ideal client with real world people who fit this mold. Grab a pen and paper or brainstorm document to make sure you are getting all of your ideas down!
Step 01. Identify
A simple way to begin is to create an “are” and “are not” list.
List the following under each header:
Personal (or company) Values
Industries they’re in
Their business and personal goals
Personality traits
Experiences
Afflictions/pain points
Demographics like age, location, gender, education, background.
Here’s an example of an Are/Are Not List:
Maybe for a new vegan cafe in Queen West with a grunge 90’s vibe. Or a vintage, gender-neutral clothing store in The Annex… you decide!
As a second part of this section, answer the following questions:
Who are they?
What do they want?
What problem are they trying to solve?
What do you know that they need?
What do they think they need?
What do they already know about you/your offering?
Step 02. Define
Create your Ideal Client Avatar
When marketing your business, an ideal client avatar is a little fiction that helps us understand who our ideal customers are so we can more easily find and attract them. It’s a customer profile that is a best-case scenario for your business. The more focused you are, the easier everything becomes and you tend to attract who you are focused on serving.
Now this does not mean you will only work with people who exactly fit this avatar, but it helps to target similar people and grow your business in alignment with your core values and goals.
Part one:
Create your Ideal Client Avatar by defining the following parameters…
Name
Age
Photo (a great headshot can be found using stock sites like Pexels, Unsplash)
Profession & Industry
Avg. Household Income
Hobbies and interests
Family Dynamic
Goals
Pain Points
Where they source info from
Where they hangout online
Other brands they’re drawn to
Values
Part two:
Define your solution by combining your clients outcomes with your process…
Examples of a defining your solution:
Outcome: No details overlooked
How it’s achieved: Through executive proficiency and systems built and learned through experience in the corporate world.
Outcome: Timelines adhered to
How it’s achieved: Through comprehensive project management from start to finish and extensive industry experience.
Step 03. Attract
In this digital age, there are thousands of opportunities to communicate with your ideal clients everyday. This can feel overwhelming and like you’re just yelling into the abyss.
By identifying, defining and attracting your ideal client strategically, you have a better chance at speaking their language, relating to them and ultimately converting them to a buyer, follower, subscriber (whatever your goal is).
A few communication channels that will help you speak to your clients are…
Content Marketing
This means blog posts, videos, podcasts, Lead Magnets, etc. you should create these geared towards what your ideal client would enjoy and consume.
Paid Traffic
When researching which ad platforms to purchase, you can use the demographic of your ideal client avatar to advertise to others in the same demographic.
Product + Service Creation
Using your ideal client avatar, create an offering of a product/service that is highly catered to this person.
Copywriting
Describe your offers in a way that speaks to your avatar’s problems and compels them to want to buy. Using your brand tone of voice, language and persona. Remember that your ideal client likely knows far less about your offering than you do. Don’t make assumptions about what they know or assume things are common sense.
Email Marketing
Gear your email marketing and lead magnets towards something your avatar will subscribe to and actually open. People get tons of boring emails everyday trying to sell them things. Be the one that stands out and actually gets opened. Your avatar can even be used to segment specific email marketing campaigns to different avatars for a highly personalized experience.
Networking
Join networking groups where your Ideal Client hangs out. This can be on LinkedIn, Facebook, in person, with your local Chamber of Commerce, Meetup or other networking groups. There are so many organizations dedicated to networking in very specific niches.
Books I Love on the Topic of Ideal Clients:
Outside In: The Power of Putting Customers at the Center of Your Business by Harley Manning
The Art of Client Service: The Classic Guide by Robert Solomon
Are you ready to find them? You can’t just create a business and hope that your ideal client will find you.
My surefire way to create a community full of ideal clients who align with your brand values is to follow these simple steps:
Identify
Define
Attract
Remember: You should attract the clients you actually want to interact with on a day to day. Attract the community you want to surround yourself with. What you put out into the world is what will return to you.
Make sure to follow for more helpful tips + advice. Your business deserves the best. Click here to work with Field & Co.!
Looking for more?
Click here to read about How to Influence Buying Decisions
Click here to read about Why I’m a Business Owner who Prioritizes Employee Well-Being