Eighth Article in the Series:
Making Work Play
What did you learn from identifying your Ideal Client? For most of my clients, this type of in-depth work on your current client base is very revealing. You see common linkages between your clients you never knew were there, and you learned something about why they are your clients.
More importantly, you learned something about you. In analyzing your client base, you begin to understand what attracted clients to you in the first place. The concept of attraction is amazingly powerful and simple – it is the ability to draw others to you. I don’t know about you, but that sounds like an easier, more appealing way to build a business than what we usually associate with marketing.
Building or restructuring your business around an Ideal Client is not an effortless undertaking. Sitting in your office reviewing your description of your Ideal Client will no more bring clients to you than wishing on a star. Action is required on your part, yet it is with and for a type of client you enjoy, so let’s begin by understanding the framework for attracting Ideal Clients.
First, you need a message that speaks to your Ideal Client and thus Ideal Prospects. A message that reflects your understanding of the unique challenges your Ideal Client faces and the solutions you offer. We like to think that people buy from a rational, logical standpoint: that the decision to do business with you is based on a careful, well-considered analysis of the pros and cons, and the features and the benefits of your offering. Those factors may come into play at some point in the buying decision, but you may never have the opportunity unless you can appeal to the emotion of your ideal client.
Second, your message needs to reach your Ideal Prospects, as well as your current clients, so you are continually touching those who are most likely to do business with you. Consistency is the key: consistency in both the message and its delivery to your Ideal Prospects. Most marketing plans fail to deliver due to lack of motivation or maintenance. You want a method for reaching your Ideal Prospects that is easy and enjoyable for you to maintain and I will be sharing just how to do that over the next few weeks.