This comes from years of companies testing, experimenting and marketing with precision to the exact people who they want to buy their products.
It’s SO easy for new business owners to fall into a trap of trying to please everyone by making a product that they believe will appeal to the masses.
But remember, when you’re designing your own business out of what you’re PASSIONATE about, you get the make the rules and decide who your ideal client is.
With over 7 billion people on the planet, the last worry on your mind should be if you can find clients.
Instead, I need you to focus on building your tribe, and ensure that the exact people who you want to connect with are able to find you.
Once you’ve pinpointed your ideal client, then your branding and content will connect with them SO easily, and they’ll be excited to pick up the phone to talk to you and be excited to buy your products.
I’m going to show you how you can create your ideal client, and why this is going to make a huge impact on your business.
“Build something 100 people love, not something 1 million people kind of like.” — Brian Chesky, Co-Founder & CEO, Airbnb
Step one: the problems
I’m guessing you created your product or service because you want to make an impact on someone’s life, and you want to help solve someone’s problems.
I wanted to help the girl who KNEW she was capable of so much more than her mundane retail job folding merino wool sweaters but didn’t even know where to begin to claw her way out.
I solved her problem by creating a collection of interviews with successful creatives who have impacted millions, and an affordable membership that gives her the tools to do the exact same.
Go back to when you first came up with your business idea, and really pinpoint the people whose problems you were trying to solve.
You’ll want to make sure that this ‘ideal client’ is the type of person you like. If you offer a service, you’ll want them to be someone who you would enjoy being around, and who you think you would have fun with offering your service.
If you sell a product, envision this person using your product and sharing it with their friends.
You want your ideal customer to be someone who you’re excited to see use your products, get serious results, and share it with their own friends too.
They’re going to become your best friend, not by mistake, but by design.
Once you’ve decided on who your ideal client is, and you know them inside and out, then everything else will come much more naturally. You’ll find it much easier to decide on branding that aligns to your perfect customer, and you’ll find you create your messaging with a whole lot more fluidity.
Say bye-bye to writer’s block!
Step two: the questions
If you’re starting an online business, one of the huge factors you’ll be relying on is your copy.
A great copy allows you to sell your products and services when you are not even there.
You have to make sure that every single post you create on Instagram, the tweet you send, and the line you write on your site feels like it’s talking to one specific person, the girl or guy who is reading your blog.
The only way you can do that is to know EXACTLY who you’re speaking to.
This does not mean you have some general ideas about them, like they’re 25–40 and live in a condo. No. You should know them like you know your own BFF. Ask yourself questions like:
- Where do they shop?
- What job do they have?
- Are they in school?
- Do they exercise? How often?
- What do they read?
- What shows do they watch?
- Where do they spend their time?
- What social media platforms are they on?
And the most important one:
What are the biggest problems they’re facing?
If you want to succeed in your business, you should know what problems are keeping them up at night, so that you and your amazing product, can help them solve it and make their lives even better!
Step three: the stories
I’m going to tell you straight if you’ve been having problems with selling your product, it’s likely because you don’t truly understand who you’re trying to sell it to.
The saddest thing I see is an unbelievably talented person, with a great product, not able to sell it because they’re missing out on this important point.
If right now, you only have a loose description with the details we outlined in the previous section, give a name to your target persona and create a story for them
My target persona, the girl who I LOVE to work with, has a name and has a distinct story. She is capable of achieving so much more in her life and business, and by knowing that, it’s how I help her achieve her yes.
Spend some time to get to know your new-found persona.
Better yet, if you know someone in real life who fits the description, invite her out to coffee and pick her brain on her current obstacles in life.
Get to know her and find out the products that she is currently buying that help her navigate through life, and even get her feedback on your products, branding, and mission statement as you grow your business.
“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” — Steve Jobs
The most important thing to remember is that you’re not going to appeal to everyone, and neither would you want to.
You want to find the tribe who LOVES you for who you are and raves about your products and services.
It is your job to give them a TON of value, love them hard, and get to know them really well.
These are the people who you’re going to be providing amazing value to, so it’s crucial to know their story in-and-out and address the perfect way to delve in and help them create their own yes.