How to Identify Your IDEAL Client

If there’s one mistake that new and sometimes even established business owners make, it’s this: failing to develop a clear vision of their ideal client. 

Too often, we think our products and services are “for everyone.” And while it might be true that many could use your help, it’s simply not possible for you and your brand to appeal to everyone.

• Your prices may not be in line with what some can afford.
• Your branding might not resonate with some.
• Your story may not touch everyone with the same sense of urgency.

And when you try to reach everyone, rather than narrowing your focus to your truly ideal client, you dilute your message, making it even less likely that those perfect customers will find you.

But if you’re just starting out, it can seem an impossible task to know who your ideal client is.

Start with these three points to identify your ideal client. 

1. Gender.

Is your audience male or female? While men and women might both read and enjoy your content and even buy your products, you will most likely find that your market is skewed heavily one way or the other.

Men and women are different, and they are affected by stories and branding in very different ways, so what appeals to a man will not always appeal to a woman.

Look around at some of the brands you buy, and you’ll quickly see how they form their messages to appeal to one or the other, but very rarely both.

2. Goals.

What does your client hope to achieve, and how do your products and services help to realize those goals?

Whether she’s trying to build a profitable crafting blog so she can stay home with her children, or he’s working to create an online resource for muscle car fans, if you don’t know where they’re going, you can’t help them get there.

3. His or her point in the journey.

Is she a beginner or well along on the path? How you speak, how you write, what marketing methods you use, and even what prices you charge will all be determined by your ideal client’s level of sophistication.

Whether you’re teaching beginning SEOs about keywords or helping couch potatoes train for their first 5k, their level of commitment (and willingness to spend) is far different from a long-time SEO who is discovering reverse backlinking strategies or a runner working up to a triathlon.

And you will not reach your market effectively if you don’t know exactly where they are and what they need at this point.

Of course, if you’re just starting out, you might not know who your ideal client is. That’s okay, too. But pay attention, because they will tell you.

• They will tell you through the products and services they buy.
• They will tell you by following you (or not) on social media.
• They will tell you by commenting on your blog and asking questions that are relevant to them.

Watch your interactions, study the businesses of those who contact you for help, and take a look at what your competition is doing, and soon enough, you’ll have a clear understanding of who your ideal client really is. 

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ABOUT THE AUTHOR: TORIE MATHIS

Torie Mathis helps entrepreneurs grow their business with Smart Marketing.  She is a best-selling author, Army veteran, international speaker + trainer, and the CEO + Creative Director at Lake Shark Media. She also teaches entrepreneurs how to get smart with digital marketing at toriemathis.com