In the past year I have been given a variety of reasons why business owners don’t want to go through the process of identifying their ideal client. In the majority of cases these reasons are in fact myths. Below I bust the most frequent three:
Myth 1 – It means you end up working in a niche
One thing I often hear from people is that they don't want to work on identifying their ideal client because they don't want to narrow down the type of clients they work with.
This might sound surprising but you don't have to only work with your ideal client. You may want to, but you don't have to.
This is because knowing your ideal client isn't about restricting yourself to working with that type of client.
It's about focusing your marketing efforts so that you can deploy your time, effort and money ATTRACTING those people you'd most like to work with, who are most likely to buy and so on, instead of spreading yourself too thin.
So, if you happen to be referred or come across someone who doesn't fit the profile of your ideal client but you want to work with them then by all means do so.
Myth 2 – You have to choose between a man or a woman
Others hold back because they think they need to choose between a man and a woman.
You don't have to.
For some clients I have worked with it has been obvious that they target either men or women. That's because one gender makes up their entire or in some cases the biggest share of their market. Or they simply prefer to work with one over the other.
For others it's not so clear, in which case it's fine to come up with a male and female persona of your ideal client. Or a version with a gender-neutral name such as Alex or Sam.
What's important is that both personas have characteristics in common that make them your ideal client - the attitudes, behaviours and so on that make them most likely to purchase your product or services or easy to work with.
Myth 3 – I don’t want to target just one age group
Some don't think they can because their best clients fall into different age groups.
In such cases I get the business owner to consider whether their best client is in fact one person at different stages in their lives. It often is.
Do you want more focused marketing?
If you have been held back for one of these reasons and would like to now have a go at defining your ideal client, then take a look at 'You’re the one that I want’ for some practical advice. You could also sign up for my Ideal Client course (in conjunction with Ruth Kudzi Coaching) or drop me a line to find out how I can work with you to do it.
Photo credit: pixelsaway / 123RF Stock Photo
This article has also been published on LinkedIn