In today’s article, I will show you exactly how to define your ideal client.
Firstly, I want to start with this question and tell you my story.
Who do you love to serve?
If you’d asked me that question a year ago, I wouldn’t have been able to answer you with any clarity.
I can say defining my ideal client was not an easy one.
Of course, I had some ideas in mind, however not have a clear picture.
One day I stumbled across this video by George Kao, and as soon as I read the caption, I felt less confused; in particular, this question opened my mind:
What kind of people is responding to my authenticity?
It helped me start reflecting on who I am, the clients I worked with at the time, and what kind of people responded to my help when sharing content.
And then, through work and having conversations with my coach, I connected the dots.
Well, that’s the moment I knew the person I wanted to work with.
Everything started to change, and I had more straightforward ideas day by day.
In addition, it was easier to know what to say about my business, and I felt much more confident.
That’s when I first realised that the first step in building solid business foundations is to define your ideal client.
The importance of knowing your ideal client
Knowing and understanding your ideal client is a vital part of a profitable and purposeful business, I always say.
Think about someone experiencing the various online touchpoints they can have with you.
Try and imagine the experience that this person may have if your website talks to established online business owners, your Instagram to beginner freelancers, and your email is about single moms.
Sounds confusing, right?
In the end you can’t talk to everyone. (Jil Sander)
Two things happen compared to that scenario when you clearly define your ideal client.
Your entire online presence is tailored to that specific person, and every time you share your work, you intentionally speak to your dream customer.
By gaining clarity on your ideal client, each of your online touchpoints can serve a purpose.
Consequently, you’ll better focus your time and create with more ease.
It’s time to dive into these five questions that will help you define your ideal client and step into their shoes.
Let’s get started!
1. Who your ideal clients are?
The first piece of the puzzle is to give them an identity.
Think about your ideal client by making a list of relevant common traits, both demographic (job, age) and psychographics (values, beliefs)
Are you selling your design consultation services to an established online women entrepreneur in their 30s changing her life moving to the canary island, or a couple in mid-40s with kids living in London who wants to change their home?
Do they read about politics, music, self-help, attend personal development and business learning online events, or do they focus on niche offline communities, follow a few online experts and buy physical magazines in the world of interior design?
Do they invest in looking for the highest quality of service by choosing the best solution tailored for their needs, or do they prefer investing in something more affordable, like a membership where they can learn by themselves and connect with other creatives?
If there’s one thing I’ve learned about defining your ideal client, it’s that you need to dive into their world with as many specific details as you can.
- What matters to your ideal client?
- What are their values?
- Where do they spend their time?
Understanding your ideal clients at a deeper level will help you connect with them.
2. What does their life and business look like right now?
Now, you’re ready to stretch your imagination muscle.
Imagine your ideal clients, and look a life through their eyes at the exact moment they’re about to buy from you.
- Which emotions do they feel?
- What story are they telling themselves?
- What specific words and phrases are they using?
The goal is to tap into what they’re currently facing in their life and business.
All you’re doing is to experience their day-to-day and think about what they’re going through.
Certainly, imagining life from their point of view can be challenging, but flexing your imagination muscle is a good thing.
Here’s a little exercise you can do to tap into your ideal client’s mind.
Create a Pinterest Board with a series of photographs you think resonate with your ideal client’s life.
Secondly, before jotting down answers, look at the pictures and close your eyes for 15-30 seconds.
Lastly, write down everything that comes to mind, like a journal entry you’re writing as your client.
Visually seeing an actual human can make it more accessible the process.
3. What are your ideal client’s biggest fears?
It’s time to go deep.
It is important to remember that every human being has struggles and fears.
Take time to imagine what’s stopping them from achieving what they want.
- What do they worry about?
- What keeps them up at night?
- Where does the stress go?
The goal here is to bring awareness to the fears and limiting beliefs your ideal client is facing.
And I like to see it as a journey through what your ideal clients don’t want to face in life and business because it triggers too many fears.
I’ll give you a practical example using my ideal customer avatar.
“I fear not being able to take the right steps to grow my online business and feeling fulfilled about my working life. I see this as impossible to realise. It makes me feel nervous, and I procrastinate a lot of things. Also, I’m scared because I’m unable to keep up the consistency with my online presence, and I get stuck in this gloomy mood.”
People want to feel seen, heard and understood.
Therefore, when you address your ideal client’s fears, they will feel that you get them, and it will help you strengthen the relationship.
4. What are your ideal client’s desired outcomes?
The next step to define your ideal client is to know their desires.
People don’t just have fears, worries, preoccupations. They also have desires and ambitions, whether short term or loan term.
Think about what your ideal clients wish.
- What your ideal client is aiming to achieve?
- What’s his or her aspiration?
- What do they dream about?
Imagine what they would love to have and how they would love to feel.
Answering this fundamental question will help you understand what your ideal client is shooting for.
Because when you know what your ideal client wants to achieve, you’ll be able to craft a powerful message that’s relevant and relatable.
And invite them to take the action you specifically want them to take.
5. What’s their motivation?
The last step is to explore the reason behind what they want.
One of the most powerful questions you can ask someone is: “Why…?”
- Why do they want to achieve that goal?
- Why is that important to your ideal client?
- What motivates them to take action?
It’s a deeper exploration into what drives your ideal clients to achieve their goals and knowing their real motivations.
The “why” helps you better define your ideal client.
In addition, when you deep dive into the most times unspoken desires that your ideal client has, you understand what motivates your audience to take action.
You’ll be able to powerfully tell them the cost of not taking action and start working with you.
By answering these questions, you are well on your way to clearly defining your ideal client.
Defining your ideal client will help you in every aspect of your business.
Create better services, focus your time, energy and get you to connect with the right people so that you can bring more ease into showing up for your business.
To help you in this process, I created something for you.
Download the FREE ideal client workbook to create your ideal client profile