A lot of the clients I get, struggle to find their ideal customer. To work out who their ideal client really is, I go through the process described here with them so in the end we know everything about their ideal customer.
Who do I want?
Step 1 in the process is thinking who you’d like to have as an ideal customer. This can still be very generic right now, we will zoom in later.
So you might like to get burned-out employees as your customer or female entrepreneurs or children that are looking for a new hobby. This description will be really vague and not suitable for usage but it does give you a starting point.
Now you need to paint a picture of that customer. Most of the time you can think of an old customer or maybe someone you know that would be perfect for you. Why is that person perfect?
Right down anything you can think of.
Characteristics of the ideal customer
When you are thinking about that specific person and why you like them as your customer, you will think of characteristics that are important for all your customers. Other characteristics might just be fun about this one person but have no impact whatsoever on why someone is your ideal client or not. Right down the important characteristics and leave the others.
Think of ‘characteristics’ in the broadest of terms. It can be character traits but also age, place of residence, male/female, family setting, languages they speak, work they do, whether they have pets… Anything can be important for your image of the ideal client.
Right down anything that you think is important for your ideal customer.
Thinking / doing / hearing / seeing
Now that you know their characteristics, it is time to get into their heads and think about the things your customers sees and hears.
Let’s start with ‘thinking’. What does your customer think about? What does he care about? What does he worry about? What does he say to himself?
What does she say and do? What does she say to her family and friends? What does she do? Think about actions that either contradict or confirm those thoughts she is having.
What does he hear? What does he hear from his coworkers and boss? What does his partner say to him?
What does she see? Think of seeing as anything in the media. What does she read in newspapers and magazines? What does she hear on the radio? What does she see on internet and tv?
By describing all of this you can jump into these kind of topics during your communnication with them.
The fears and dreams of your target audience
There are loads of tricks that use the fears of a customer. Those aren’t per definition my favorite tactics but it is important to know what scares your customer. What worries he has, where his pain points are.
But for me dreams are just as important, or maybe even more important. What does she want to achieve? What does she want to do or see more than anything?
The last part of the process is labels. What description does the customer feel describes him/her? When the customer is an introvert but that isn’t what triggers them, then there is no use in saying ‘Hey introvert’ cause it won’t cause them to look up. So what labels suit your client?
The complete process
The process goes from a general description to describing traits and characteristics, to thoughts and actions, dreams and fairs to end up at a label that suits the customer.
When I go through this process with my customers it takes up quite a bit of time. Sometimes it takes us a whole session, or we split it up and the customer thinks about the questions at home. But the results are fantastic: they have a much clearer image of their ideal client which means they can communicate more clearly and attract more customers.
Do you want to attract more customers with ease? Let’s look at your ideal client profile during an Intensive. Get in touch for more information.