Picking your person - don't make the rookie mistake I did!
Okay, so we’ve talked about how to pick your ideal client… but what if you don’t have one? 👀
Go directly to Jail, do not collect £200.
Yep, this is serious. Trust me, I found out the hard way.
The Rookie Mistake I Made
Let me back up a little. I started my online adventure just over six years ago. I was living in Sevilla, and applying some of the strategies that I used during my corporate career to smaller businesses there felt amazing. Infact, I racked up clients like nobodies business. Restaurants, shops, tapas bars, rooftop bars, the city’s festival…
When I came back to the UK, I thought the same would happen. I talked to anyone and everyone, and I was pretty lucky when it came to getting people signed up. My clients varied from banks to maternity lingerie brands, privacy consultants to spas. It was varied and exciting and it felt very successful… but it also felt far too stressful. I’d lie awake thinking of what content someone who needs a savings account might want on Instagram. I sent proposals to plumbers. There was barely an hour that a client or a stress didn’t cross my mind. Then there were the frustrating moments, the big brands with layers of hierarchy that meant a decision didn’t get made, or the clients that I just wasn’t enjoying…
And then it hit me.
I had never really narrowed down who I wanted to work with. I somehow avoided a lot of the acquisition issues around this - it can make it impossible to resonate with someone enough that they feel you can help them - but if I wasn’t sure who I wanted to work with, how could I find them?
Not convinced? Here’s why it matters.
You know your ideal customer SO WELL.
You know their dreams, their fears, their pain points. You can identify where they are struggling, what they are enjoying, and where you can help. Which means you can position yourself well - and your advertising will cost a lot less!
That’s not all, though. You’ll find that in getting a really clear idea of who your ideal client is, you’ll gain some insight into who you are, what you stand for and who you want to do business with. You’ll create a vision of what is important to you in business, and that’s a powerful thing.
It makes sales less icky.
We’ve all had those moments when you just can’t bring yourself to sell. And we’ve all spent hours in Facebook Groups placing friendly pitches, thinking of our bank balances nervously… but sales don’t have to feel awkward, or icky, or desperate.
If you know who you are selling to, you can make sure that your product serves them well. You can talk to them. You can serve them. That means they already know you, they build a relationship with you, and they are more likely to buy from you. Winning all round.
Your voice will become super clear.
Think about how easy it is to chat to your best friend. Then about how differently you behave talking to your partners’ parents… and again how different that is from if you’re presenting to a board of 12, on the 221st floor of a skyscraper.
You change your voice, and your message, to match your audience. If you’re super clear on who that is, you’ll find that you feel stronger and more confident in both. That means you can make your website, your social posts, your videos, your emails talk to those people who you really want to work with - and you’ll resonate so much more.
You’re not shouting into an abyss.
Where would you go to find mums? A parenting forum, probably. What about beginners interested in SEO? Quora, Reddit, Facebook Groups. PR Execs? Jump into #RaganChat.
If you know exactly who you are talking to, you can find where they spend their time - which means not only can you reach them there, but you’ll get insight into who they really are, and what they like to talk about. And like I said earlier, it makes any paid advertising so much easier!!
So, are we agreed that we need to do this?
You can grab my free workbook right here:
And if you’re still not sure who to choose, remember that this isn’t a forever choice. Pick someone for now. If you’ve never worked with your ideal client, go find people who might be your ideal client - look at Facebook Groups, or the clients of competitors.
You can alter, or completely change, your ideal client whenever you want to. But if you pick someone now, and start building this, you can start to scale up your business SO MUCH FASTER. It really is the basis to everything else.
Let’s do this!