One of the cornerstones of any business is to be able to identify your ideal client. Without that, you're just yelling into a megaphone and hoping that someone comes along who is willing to listen to you.
Your ideal client is the person who needs what you have and who thinks you're the person to give it to them.
They know like and trust you, have built a relationship with you, and can relate to you. So must so that even if they are surrounded by a crowd of consultants all selling the exact same products that you sell — or even selling the same direct sales company that you sell — they would still want to choose to purchase from you.
Is your ideal client the same as another consultant's ideal client? Maybe, but not likely.
So, your marketing message really becomes about defining your ideal client and answering his or her questions, fulfilling his or her needs, and solving his or her solutions rather than merely selling your stuff.
Identify Your Ideal Client: Who are you Talking To?
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What Should You think about to Identify Your Ideal Client
Now, ideal client is such an important topic.
The reason it's so important is you have to know who you're talking to before you can craft a message that's going to connect with them.
So the idea of ideal client is really narrowing down exactly who is the right person for your product based on the values of your product, not just the value of the product itself, but the value of all the other things around it: the emotional connections, the problems that it solves, the value to your prospect.
So when you're thinking about why you are selling your product, what originally attracted you to your product? Was it the love of the product itself? Was it the community? Was it the social, was at the ability to create connections with people? Was it social media? Was it leadership? Was it empowerment? What was it?
All of those things are values that help define what your ideal client might be looking for.
We really have to understand who it is we're talking to, because when we're talking to the very specific person, we have a better chance of them saying, “Oh, that's me. You're talking to me” versus trying to cast a wide net and really not connecting with anybody.
If for example: you sell clothing, everybody wears clothes, right? So if you were saying something like, “I sell clothes, who needs clothes?” That's very different than saying, “I sell amazing clothes that help you feel fashionable. Even if you're a busy mom on the go work at home and live in your yoga pants.”
You're kind of talking to me now, which is very, very different than saying, “are you a busy professional who works in an office? And needs easy, on-the-go pieces that are wrinkle free because you travel all the time?”
Different ideal client definition. That's not me. I don't travel ever.
So when you're thinking about who is the person who would love your product, we really have to think about what are the goals that they are seeking? What are the things that they are seeking when they come online and what products are they investing in?
So let's say for example, you sell something related to skincare, or makeup. Everybody has skin, y'all. But the ideal client is very different for someone who's in their forties, who needs help with wrinkles, and aging skin, then somebody who is in their twenties and spends all their time outdoors and they're an outdoorsy person, and want help to protect their skin from the sun.
So when you're thinking about ideal client definition, we really want to organize and create our messages, so they are specific to the person we're trying to reach. And then we talk about the values of why your ideal client is on social media in the first place. Are they coming for social entertainment, relationships, connection, or community?
When we serve those things in our content, we have a much better chance of reaching them and connecting with them.
So my challenge for you is this: spend a little bit of time thinking about ideal client.
Who your Ideal Client may be?
Here's what we've found. Chances are they someone who you were six months, a year, two years, three years ago. They are you before you evolved in your business journey.
So they're looking for the same things you were looking for before you joined your company. And when you speak to them, speak to the former you. You're going to have a better chance of connecting with them.
So speak to their emotional needs. their community needs, their business needs, their mindset needs. Those are all things that are going to help attract the person to you who's going to be the best person for your business.