I have a little secret I want to share with you around the topic of discovering who your ideal client is… I’ve been helping people to attract new clients and win more business for over 20 years now and in that time, anytime I have a conversation about pinpointing who your ideal client is, I can encounter a little bit of eye-rolling and groaning, “Oh Bernadette, that’s just so basic, I’ve done all of that, I know who my customer avatar is.”
So I want to tell you something – getting clear on your ideal client and being able to specifically describe who it is that you’re really talking to, is not boring and it’s not basic. It is one of the most essential things that you can ever do in marketing your online business.
Let me give you an example. I’m lucky enough to participate in a mastermind on Richard Branson’s private island, Necker Island. When I was on that trip last year, on one of the morning breaks, I overheard a conversation between two multimillionaire business owners. They’re both doing over $10M in annual revenues and one of them says to the other, “You know, I guess what it all comes down to is really knowing what your customer wants, and giving it to them”.
I wish I had a camera or a video that I could have whipped out right at that moment to capture what these guys were talking about. Because here they were, these super successful, multi-million dollar business owners, and yet they are still having a conversation about knowing who their client is. So I think it’s a huge mistake for people to think “oh, that’s basic and I can skip over that.”
Knowing Who Your Ideal Client Is Will Transform Your Online Marketing
When you really take the time to understand who your ideal client is, it transforms your marketing. It helps you to get really clear about who it is you’re speaking to, and when you know that, it really helps when it comes to your marketing strategy. For example, knowing who my ideal client is has helped me eliminate writers block. When I need to write an email, a sales letter, an ad, a piece of video, I can visualize that one person. I know where she is sitting and how she’s looking at me.
You really want to get clear because often what people do with their online marketing is they think, “What would make a good ad, what would make a good headline” and my answer to that is – “You need to get really clear on the who and then you can get clear on the how”.
My message for you today is to really take the time to identify who is your ideal client and I’m going to show you how to do that…
The ‘Ideal Client’ Discovery Exercise
Firstly, your ideal client isn’t ‘Everyone’. I gave this exercise to someone a few months ago and she works in the spiritual realm, and she said, “But Bernadette, everybody can benefit from spiritual healing”. And I said, “I agree, that’s true, but there are some people that are gonna be more predisposed to purchase your services than others”. And so that’s where you want to start to narrow down. If you try to sell to everybody, it gets super, super expensive and you can’t have a strong marketing message that really stands out if you’re trying to talk to everyone all at once.
Get Clear By Writing a Description of Your Ideal Client
So let’s get started with the exercise. I want you to get really clear and I want you to write a description of your ideal client. Think of it as if you were placing a personal ad. I want you to describe a person. Tell me how old are they, are they male or female, where do they live, do they have children, if so, what are their children’s names, do they have pets, if so is it a cat, is it a dog or is it both, what do they do, how do they live in their everyday life. Get really detailed and take the time to think about your ideal client.
If you have clients already, you can think about someone who was your best client or your favorite client and use them as the example. If you’re just starting out in business, and you’re not sure, do the best you can. My motto is version one is better than version none. So you just start here and know that this is an exercise that you can refine over and over.
I personally like to make sure I spend time every single day just imagining what it’s like to be my ideal client. That helps me to tune into what their challenges are, what their problems are, their hopes, their aspirations, and it helps me to serve my clients better.
This ideal client exercise is really gonna help you with your online marketing messaging. Please don’t roll your eyes and try to skip over this and say, “it’s too hard or it’s too easy.”
This is business, this is marketing – knowing who your ideal customer is.
I hope I’ve inspired you to go and do your ideal client exercise and after you’ve done it I’d love to hear from you – please share what you’ve discovered in the comments below.