Branding: How To Define Your Ideal Client

December 13, 2019

Working out your ideal client is such a major part of creating an online programme and your following because you don’t want to end up working with people you don’t enjoy working with and also, from a marketing perspective, you need to get super, super clear on who this person is.

Otherwise, it’s kind of like throwing mud at the wall and hope something sticks. This is a really important part for you to get clear on. What we’re going to do is go through a series of questions. These are all in your workbook, so you can follow through with this audio, and answer these questions in your workbook. Now, the first question is do you have a current client who’s your ideal client?

When I was recreating Boom, I based it on my top three favourite clients, and so going through process, you can keep that person in mind when you’re answering these questions because if you already know you’ve got a client that you really like working with, and they’ve purchased your programme, so they’re willing to pay you the money, then they’re a great place to start at. If you have a client, write down who they are. Now, the next bit is the boring bit. It’s the demographics. Write down what you think is their age, marital status, do they have kids? Whereabouts are they located? Is it global or is your ideal client? Get specific as possible. Even if you are global, is it in a certain state in the USA? Or, is it New Zealand? Or, is it a state within Australia or is it local?

Be Specific

Now, ideally the beauty of online business is you can be global, so stay global, but in this exercise, be specific. With an ideal client exercise, you’re not saying that you won’t sell to other people, but what you want to do is just make sure your marketing is focused on the type that you do want.

Work

The next question is what do they do for work or what is their business situation? Have they currently got a business? Are they in a job? Are they looking to leave their job and start a business? Have they been in a business for a long time? Are they looking at getting out of their business? What’s their work/biz situation?

Income

Now, the next question is what do they earn? This could be two-fold. What is it they earn themselves and also, what do they earn as a household? Perfect example: If somebody filled out a form to work with you and you asked for their specific income, and maybe it was a stay-at-home mom and their answer was zero income, you might have a preconceived idea that she wouldn’t be able to afford you, but the fact is she may have a husband who makes fantastic money and is willing to invest in the mother of his children to take on a new endeavour. Work out what you think they will earn and what you think that they would earn as a household, as well.

Leisure & Activities

All right, so where do you think they would hang out? What do you think that they would do for leisure? Where would they spend their time hanging out? Let’s say for example, if you’re aiming at people in maybe home design or house kind of industry type businesses, maybe it’s real estate agents, then maybe they would hang out at things like home shows or open homes or maybe you’re aiming at the mom market. They might be at playgrounds and kids adventure parks. Maybe you’re aiming at the entrepreneur who is single and probably out there networking a lot at events, so maybe events is somewhere that they would hang out a lot.

Fun

Now, the next question is what do they do for fun? When they’ve got their free time, what is it they’re doing? For me, for example, I’m travelling. Think about your ideal client and what do they do when they have free time? Do they chill out? Take time to themselves? Do they go out with their friends and have drinks? Do they go by themselves and travel? Do they take holidays with their partners? Do they take family holidays? What do they do for fun? What really excites them when they’re not working their butts off and tied up in day to day stuff?

Media

Next I want you to list what magazines and books, and even TV shows and movies that they would watch. Now, the beauty of this question is it helps you define a target market that you can use when you’re doing Facebook Ads. Your answer to that question will be great targets for ads. What magazines and books are they reading and what movies and TV shows do they watch? A good example of this is I’ve actually had quite a few clients who are working with people after divorce, and so I targeted some ads purely anything related to “Eat, Pray, Love,” the book, the movie, the author, and the ads did super, super well.

Disposable Income

What do they spend their disposable income on? You worked out their income earlier on. Where do they spend that money? Is it on travel? Is it on furniture? Is it on luxury shoes and clothing? Is it on purchasing investments? Where do they spend their disposable income? These next three questions are extremely important. these are probably the biggest of all. What do they worry about when they lay awake at night? If you’ve got an offer then that is going to fix some form of pain, so what is it they’re laying awake at night talking to their husbands or wives about? Or, just laying there by themselves, what is it that’s stressing them out and keeping them awake at night? Ideally, this is what you want to be solving with whatever you’re offering.

Problems

The next question, what problem can you solve? When you work out what’s keeping them awake at night, what is the problem that you can solve for them? The final of the three most important questions is what is the transformation that your solution will bring them? What will their life look like if they apply what you teach them and get the transformation that they want. Those three questions, if you ask yourself nothing else, those three questions are the most crucial. Now, going on, the next question, why would they buy from you? Why is you’ve got the skill or the knowledge or the system to help solve their problem? Why would they buy from you? Is it experience? Is it you’re the only person in the world with this particular programme or problem fixer? Why would they buy from you specifically?

How To Serve

Now, you can write down hopefully quite a few different things in here because naturally, when you’re creating a programme, there’s two sides to it. People often go, “Oh, I don’t know enough about the topic,” but sometimes that’s you just undervaluing yourself, but on the other hand, you do really need to know what you’re doing. Why would they buy from you? Now, if you have to coach directly, are they someone you’d want to spend the weekend with? If you imagine if you decided down the track that you wanted to do three-day retreats, or maybe you’re doing them already. If you had to spend three days on a retreat with that particular client, is that someone you’d really like to work with? Now, this is on a sliding scale situation. If you’ve got a lower ticket item that has no you in it, and you don’t have to answer any questions or do anything, then it’s not really going to matter so much.

If you’ve got someone that you have to work with directly one on one, then that does matter, because you’re going to have to spend a lot of time with them, but even if you’re doing lower ticket, you’ve still got to qualify the people that are working in your programme because you don’t want them to go through it and be the kind of bitch and moan people who are going to complain. You need to make sure they’re going to be the “get shit done” people who are really going to apply what you teach, not come in and complain about everything, not apply what you’re teaching and then turn around and say, “This doesn’t work.”

A Day In Their Life

Now, the next step is to describe a day in the life of the person that you’ve just described in the ideal client exercise. What would they do in their day? Kind of like their perfect day but in a more simplified process. Where are they? What are they doing? Who are they with? Final question is who would get the best results from working with you? Maybe you have someone already who’s got the best results. Describe them. Or, out of all of the stuff that you’ve written, is this someone who’s going to get fantastic results from what you’re offering? Now, the final one is not a question, it’s more of a task. Give them a name.

Visualise Them

As I said, finding your ideal client or defining them is an important step of the process and it doesn’t mean you’re cancelling out everybody else. Now that you’ve really defined down that ideal client and you can go back through this process after you’ve written it and answered the questions and just go over it again because you might find that you can further define your demographics and more detail about your client, but I want you to get so clear on who that client is that you have a visual of them in your head and I want you to give them a name. We used to have on the wall back when I had a web design a company, we used to have on the wall a picture of our ideal client that we got out of iStock or just off Google Images and we listed what he was like, what he did on weekends, everything about him.

It’s an excellent exercise to do. It just keeps those people in the forefront of your mind as you create all your marketing and everything that you’re putting out there because they’re the people that you can help, they’re the ones that you can cause the biggest transformation with and they’re the ones who need you the most. Hopefully that’s helped you clarify your ideal client and I want you to print off on the wall a bullet point list with a picture if possible, give them a name, and just keep that in mind with everything you’re doing.