One of the cornerstones of any business is to be able to identify your ideal client. Without that, you’re just yelling into a megaphone and hoping that someone comes along who is willing to listen to you.
Your ideal client is the person who needs what you have and who thinks you’re the person to give it to them.
They know like and trust you, have built a relationship with you, and can relate to you. So must so that even if they are surrounded by a crowd of consultants all selling the exact same products that you sell — or even selling the same direct sales company that you sell — they would still want to choose to purchase from you.
Is your ideal client the same as another consultant’s ideal client? Maybe, but not likely.
So, your marketing message really becomes about defining your ideal client and answering his or her questions, fulfilling his or her needs, and solving his or her solutions rather than merely selling your stuff.
Listen to this episode for tips on how to identify your ideal client.
Identify Your Ideal Client: Who are you Talking To?
Hey, it’s Brenda from Sassy Suite.
How are you?
And welcome to our weekly training, little mini videos with me about social marketing right here, on Sassy Suite, EmpowerSocial.
You guys, this video is small, bite size, shareable with your team, so we can all do social marketing better.
This whole month of May we are focusing on business processes and we’re talking about some introductory concepts about social marketing.Today’s topic is about ideal client definition.
Now, ideal client is such an important topic.
It’s so important that we really talk about it first in all of our marketing coaching. And the reason it’s so important is you have to know who you’re talking to before you can craft a message that’s going to connect with her or him.
So the idea of ideal client is really narrowing down exactly who is the right person for your product based on the values of your product, not just the value of the product itself, but the value of all the other things around it: the emotional connections, the problems that it solves, the value to your prospect.
So when you’re thinking about why you are selling your product, what originally attracted you to your product? Was it the love of the product itself? Was it the community? Was it the social, was at the ability to create connections with people? Was it social media? Was it leadership? Was it empowerment? What was it?
All of those things are values that help define what your ideal client might be looking for.
So we think about ideal client definition. We really have to understand who it is we’re talking to, because when we’re talking to the very specific right person, we have a better chance of her saying, “Oh, that’s me. You’re talking to me“. Versus trying to cast a wide net and really not connecting with anybody.
If for example, you sell clothing, everybody wears clothes, right? Everybody wears clothes. So if you were saying something like, “I sell clothes, who needs clothes?”
That’s very different than saying, “I sell amazing clothes that help you feel fashionable. Even if you’re a busy mom on the go work at home and live in your yoga pants.”
Your kind of talking to me now, which is very, very different than saying, “are you a busy professional who works in an office? And needs easy, on-the-go pieces that are wrinkle free because you travel all the time?”
Different ideal client definition. That’s not me. I don’t travel ever.
So when you’re thinking about who is the person who would love your product, we really have to think about what are the goals that she’s seeking? What are the things that she is seeking when she comes online and with her products that she’s investing in?
So let’s say for example, you sell something related to skincare, makeup, skin care, things like that. Everybody has skin, y’all, everybody has skin, right?
Ideal client is very different for someone who’s in her forties, okay.
Than somebody say, who is in her twenties and is thinking about, spends all her time outdoors and she’s an outdoorsy person versus someone who’s in her forties and never goes outside ever.
Sunscreen, wrinkle cream. Okay.
So when you’re thinking about ideal client definition, we really want to organize and create our messages, so they are specific to the person we’re trying to reach. And then we talk about the values of why your ideal client is on social media in the first place.
Is she coming for social entertainment, relationships, connection, community? Why is she online?
When we serve those things in our content, we have a much better chance of reaching her and connecting with her.
So my challenge for you is this: spend a little bit of time thinking about ideal client.
Now, if you have not yet picked up our brand new workbook, Kickstart Your Direct Sales Social Marketing Strategy. Okay, we have an entire section dedicated to ideal client definition. Who is my ideal client? Who is my ideal client? And okay, whole page just about ideal clients.
And here’s the sort of final parting wisdom on ideal client: chances are she is someone who you were six months, a year, two years, three years ago. She is you before you evolved in your business journey.
So she’s looking for the same things you were looking for before you joined your company. And when you speak to her, speak to the former you. You’re going to have a better chance of connecting with her.
So speak to her emotional needs, her community needs, her business needs, her mindset needs.Those are all things that are going to help attract the person to you who’s going to be the best person for your business.
Hey, if you’re not over in the Socialites Suite yet, come on over and join!
If you have not yet grabbed your free Kickstart Workbook. It’s 34 pages of awesome. I should just rename it 34 pages of Awesome. And you can grab this at sassysuite.com/kickstartworkbook, and I will see you guys next time!
Working on your direct selling marketing strategy, and want reliable information to help untangle all this? Join us in our new and free group Elite Kickstart: Next Level Collaboration for Direct Sales Success. See you there!