An ideal client is the one you enjoy most. They are a pleasure to serve. They appreciate your work and/or your products. They are in the industry or the segment of the population you know.
An ideal client is the client you want. If you could fill your work-day with ideal clients, instead of those less-than-ideal variety, your job would be a pleasure all day, every day.
Just imagine that for a moment!
Are They Real?
Yes, ideal clients are real. They are out there. So why aren’t you trying to attract that client with your marketing? Why are you trying to cast a huge, non-descript marketing net? Why not narrow your focus to what is, for you, ideal and reel in the bigger, better fish?
You probably aren’t doing it already, because you don’t know how. You have never given it a great deal of thought, have you? You have never contemplated a life where you served ideal clients. Now is the time to remedy that.
How? First you must define the ideal client for your business or service.
Define Your Ideal Client
Close your eyes and imagine your ideal client shows up at your workplace. Describe them in specific terms. Use a pen and paper to write down the answers to the following questions (and any others that will help define your ideal):
- Who are they?
- What do they want?
- What are their priorities?
- How do they act?
- What industry do they serve?
- What do they ask you to do?
Once you know your ideal client, their needs, their wants, their interests, their personality… you can aim your marketing directly at that ideal client. You no longer have to waste time and energy trying to be all things to all people. Now, you can hit the “bullseye” with your marketing efforts while improving your workday, your job satisfaction, and your bottom line!
Unfortunately, all clients may not be “ideal” and marketing for the ideal client will also pull in some of the less-than-ideal variety. Does that mean you turn away the “non-ideal” variety? No. But, it does mean you can turn them away — if you choose.
What Ideal Client Marketing Does
It attracts the clients you want. It also increases the chances that the clients you land will refer you and your services or products to their like-minded family, friends and peers. The result? You land more “ideal” clients via word-of-mouth.
What Ideal Client Marketing Doesn’t Do
Marketing for your ideal client does not limit the scope of your client base. There is no “rule” that says you must turn away any client of the “non-ideal” variety… but it does mean you can turn them away IF YOU CHOOSE to do so.
How?
Carefully. Gracefully. Kindly. Here’s an example:
“I’m sorry Mr. Green, my area of expertise is in the automotive industry. I would be happy to recommend a company that would better meet your needs. Call the ABC Company and ask for Joan Black. Tell her I sent you. She is wonderfully talented individual and will help make your project a success! Her number is 123-456-7890. Thank you for thinking of me, and please pass my information along to anyone in the automotive industry I may help. I hope your project goes well, have a wonderful afternoon.”
With this approach to refusing a client, you instantly make a friend. You not only help someone you don’t want as a client (giving you a good chance of referrals from Mr. Green to his own contacts who ARE your ideal client.) — you also offer referrals to other service providers to boost your own networking currency.
You can also use this as a reason to “touch base” with Joan Black. A quick phone call will give Joan a “heads up” that Mr. Green may be calling – and you will get credit for the referral. Joan will love you (and may recommend clients that aren’t ideal for her back to you). Mr. Green will love you (for putting his needs and his project’s success above your own desire to make money.) It’s a win-win-win proposition.
Compare that approach to this one:
“I’m sorry, Mr. Green, I’m not accepting new clients right now.”
Which response will do more to promote your business, define your service and result in business over the long term?
If you want more suggestions for ways to attract your ideal client, stay tuned to our blog and check out our custom printed products. Our products let you tailor your message, your branding and your voice to attract your ideal client – and you can create your custom products today, in minutes, using our interactive design studio.