Welcome to Module Four
Who is your ideal customer?
In module one you explored the values, strengths, and attributes you bring to your company. In module two, you dissected the qualities of your offering. Whether you provide a service or a product, you’ve clearly identified what you sell in the way of benefits. This is key when it comes to aligning yourself with your ideal client. You’ve done the work to gain a clearer understanding of what you provide, now is the time to envision who is buying from you.
For some entrepreneurs, the search for the ideal client is akin to a treasure hunt for the holy grail. Where are they, who are they, what do they look like? Is there such a thing as an ideal client in the first place?
If you don’t have a well-defined idea of who your perfect client is, you risk going down a rabbit hole of misaligned expectations, ever-changing project objectives, and wasted time and resources. Going through the exercise of defining who it is you want to work with will help make your work more effective, your process more efficient, and your day-to-day much more enjoyable
What does your ideal client look like?
I’ll give you an example to get you started. My ideal client values creativity engages in learning and growth. They love what they do, they are ambitious, and they see the value in the services I provide.
So who do you want to work with?
In figuring this out, you can use a variety of tools: demographics, psychographics, archetypes and customer profiling. I suggest you do them all and get familiar with them as these tools will later have a purpose inside your marketing plan.
Demographics help identify specifics about your client as well as “where” your ideal client lives, works, plays. Age, gender, marital status, address, place of employment are all examples of demographics.
Psychographics tell you about their interests, values, preferred activities, and personality.
Archetypes help to develop the story that speaks to your ideal client. Check out the resource library for more on archetypes.
Customer profiling identifies key similarities among your clients and why they work with you in the first place.
Research . . . please Don’t Assume
If you assume you know why your clients buy from you without doing the research, you are missing the opportunity to understand your clients on a deeper and more meaningful level. You will also be missing out on learning how you can be advertising more effectively and improving your own customer service offering. If you don’t know why your clients buy from you, it is time you ask them.
That is why surveys are so important. Surveys are an invaluable tool that help you gain a deeper understanding of your current of prospective clientele. I encourage you to survey your existing clients. If you don’t currently have clients, identify who you want to work with and then seek them out to survey them. This is one of the most valuable exercises you will do for your business, and one that proves time and again to help grow a small business into a customer centric business.
Going through this process offers you an opportunity to take a step back from your business and take a look at everything you do (and love to do) with fresh eyes. It can be challenging when you feel like you are too “thick in the reeds”. If that’s the case, consider getting your business partner, an employee, or a third party to help consult you through this exercise.
If you have questions, or require more clarity on anything, don’t hesitate to reach out on the Facebook page. I am excited to hear about what you discovered about yourself and your clients!
Exercise: Download your workbook. We added a few bonuses in the Resource Library that may be very helpful.