Ideal client clarity…
… is truly the golden ticket to authentic marketing with grace and ease to the people you love and can impact the most.
That doesn’t mean that you can’t work with others. It means that the people you are most energized by and can make the biggest impact for aka your ideal client will be attracted to your messaging as if it is magnetized to attract only them.
Ideal Client/Customer Brought To Life
Have you noticed that there are some retail establishments that are more than places to buy things? I’m talking about the stores that somehow make you feel like you’ve arrived at some magical place and before you know it you’ve lost track of time (and your budget). This place inflicts a feeling of connectedness somewhere deep inside you. One that makes you feel “at home” and you find yourself leisurely walking through every aisle and looking at ALL THE THINGS?
Anthropology’s Ideal Customer aka Client
One of those stores for me is Anthropology. When I walk in the door I’m instantly captivated by the artistic displays that coordinate with the seasons so beautifully. The clothes that are unique and don’t look like what everyone else is wearing. The home goods that are exotic and would make great gifts for my friends or for me. I take my time and walk methodically yet leisurely through every nook and cranny of this place.
When I make a purchase you better believe that it’s something special. And do they ever make me feel special! They wrap it in colorful tissue… use a lovely gold sticker holding the ends of the tissue together like a seal of approval… and put it in a beautiful bag that I’m proud to carry all through the shopping center. It says, “I purchased something fabulous from a very special place”. My shopping badge of honor!
I hadn’t really considered that the company carefully considered who their IDEAL CUSTOMER was. They had spent a lot of time, money, and energy creating a retail environment that spoke to that person. The company isn’t just selling clothes and furnishings. They’re selling a sense of adventure and originality — and the promise of self-discovery.
I have a strong belief that everyone is unique and has something special the world needs to experience [ORIGINALITY]
I have a strong desire to travel and feel like I have the geographical and financial freedom to do so [SENSE OF ADVENTURE]
I am a constant student myself, my awareness and how I show up on the world [SELF-DISCOVERY]
BOOM! I AM THEIR IDEAL CUSTOMER!
What is this sorcery they’re using on me?
It’s the same sorcery that every small business owner should be using in their own biz. Taking the time to truly understand your ideal client is.
I know this. I coach this with my clients and teach this in my workshops. AND IT STILL WORKS ON ME…. It’s like magic. They don’t hunt me down with ads and unwanted email. In fact, they don’t advertise at all.
It’s like a magnetic field pulling me into the store… I can’t help it. The feeling is too strong. I gladly spend money.
How do you know if someone is ideal or not?
I recommend doing the deep clarity work to make your ideal clients come to life in your mind but for the purpose of this post, I’ve developed this quick assessment to help you see the difference between “Ideal” and everyone else.
There are 4 different types of people
1. Your IDEAL client
- This person has the EXACT problem you solve and they KNOW it.
- They are actively looking for a solution to their problem.
- You LOVE working with them and they love working with you.
- It’s quick, easy and less expensive to market to this person.
- Your fastest path to revenue/business.
2. People you can help, but…
- These people need more love and hand holding to move to the inner heart.
- It takes convincing to show them they need you.
- You have to start with what isn’t working… show them.
- They are not ready right now. It may take time to get them ready for what you offer.
- This is a potential client, but not right now.
3. People you can help someday, maybe…
- Even if you know it would help, they really don’t see the value in what you have to offer.
- They don’t see they have the problem you solve.
- Marketing to them takes a lot of time and effort because you have to educate first.
4. Everyone else…
They don’t have the problem you solve and don’t need your solution.
Just because you want to help everyone it doesn’t mean you should.
When you aim for the ideal client you don’t have to work so hard to convert casual lookers into enthusiastic buyers. When you speak directly to this person in ways that connect emotionally to their struggles and deepest desires your messaging will pull them to you. They will want to know more about you, your offerings and how you can work together.
July 1, 2019