Answering this question about your ideal customer is one key element to your business’ success. But before you can determine where they are on social media you need to know who you are looking for. There is blog post after blog post about “How to Identify Your Target Audience and Ideal Customer” but they don’t really help everyone. Some people get confused. Should they be focusing on someone who is fictitious or someone they know. Is it one person or is it several different people? So many questions but no real answers if you are lost. And to complicate matters, even more, there isn’t a one size fits all answer.
Let’s take a look at some of my clients. Some have come to me with a clear idea of who their clients are. For example, a personal trainer who knows she wants to work with women who have had a traumatic experience and now want to build body strength or the graphic designer who wants to work with local businesses in his neighborhood. But then I have other clients who struggle to find their ideal customers. They say things like “Well, I want to serve everyone.” or “I don’t know my ideal customer.” While they may believe this is the case by spending time talking about it we find there is an ideal customer. It is one tied to your passion.
Together we are able to work through the uncertainty. I listen to what they are saying, ask guiding questions and over time we have an answer. While there is no one way of uncovering the answer the process has some similar framework. This framework includes:
Let Go of What You Think You Know
One of the first steps in figuring out your ideal client is to let go of what they think they know or don’t know about your ideal customer, by the way, this is easier said than done for many people.
What you think you know about your audience can be built on faulty information. You read somewhere that it is the audience for you or its based on a trend in the marketplace. Neither of these is attached to what feels right to you.
Self Exploration
You may be wondering how looking at yourself can help you find your ideal customer but it can. Is it the person who you are today, the person you were in the past or who you want to be? What parts of your personality are also part of your ideal customer? What words do others use to describe you? If you are selling a physical product like jewelry, what type of event would you wear a piece at?
Don’t Let Money Beliefs Stop You
So often, I have clients who don’t realize it but their money beliefs stop them from identifying their ideal customer. They have already limited people from the buying process. For example, I will hear, “Oh they don’t have money to pay for this or that.” How do we know what someone else feels is worth paying for? If they are your ideal customer we can work out the pricing for the product/services. Money beliefs going the other way also stand in peoples ways. “Well, my ideal client has lots of money and they don’t do this or that. Again the money beliefs and not letting go of what we think we know are getting in the way.
Go Back to Your Purpose/Passion
God has not given you the desire to start your business without having the people you are to serve in mind. Step back and pray. Let Him lead you and reveal to you who you are to serve. I personally am continually getting clarity on my idea customer in my purpose. As it becomes clearer I am able to nitch down and become more deliberate in who I want to attract.
Don’t Be Afraid to Shift
You may not have a clear picture of your ideal customer today and that is alright. Let’s start with what you do know. Let’s give it a try and see what we can find. If we find it isn’t the right group we can shift focus and go after the right audience. As you get to know yourself better and God reveals more to you the need to shift will be critical to your business’ success.
Talk to Others About It
Find others to talk to about your ideal customer. This can be a coach, mentor or trust friend/family member. Ask them who they think your ideal customer is. If this person knows you they may have great insight into who you are a great fit for. Listen to what they have to say and then give it some thought. Are they on point? What do they believe you do? Are they right?
So if you are struggling with finding your ideal customer start with this framework. If you are interested in working with me visit the Work With Kim page.