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Your Ideal Client: Who They Are and Why You Need One

Being your niche’s “jack of all trades and master of none” won’t bring you the profits and freedom you’re after. It leads to wasted money on marketing that attracts the wrong people, and stress from trying to serve clients that were never ideally suited for you in the first place. Avoid making this mistake by becoming a specialist at serving a very specific kind of customer: your ideal client.

Who Is Your Ideal Client?

Your ideal client is the kind of person you want to work with more than any other. They’re looking for the type of product or service you most want to spend your time on, they tend to be happy with their purchases from you, and they’re a pleasure to deal with.

You know what their problems are, plus, you have the skills and knowledge to alleviate their pain points by providing the perfect product or service. You don’t need to guess how to help them because you understand their needs perfectly.

Why You Need Them …

Trying to be the business owner who pleases anyone and everyone is a recipe for failure and frustration. However, when you focus your attention and energy only on your ideal clients, your business life will become exponentially easier and more rewarding. It enables you to stand out from your competition with ease as the obvious go-to authority, spend your time perfecting your skills in your zone of genius, and work with more clients who love what you do (and avoid wasting energy on the ones who don’t).

Being laser focused only on your ideal client also makes it easy to come up with an effective marketing message that attracts them to you with far less expense. The marketing savings come from no longer wasting precious advertising dollars on people who aren’t a good fit (and inevitably fail to convert from prospects to customers).

An Ideal Client Is Not the Same as a Target Market

A target market refers to a group of people based on demographics, raw numbers, and averages, whereas the term “ideal client” refers to individuals. And it’s far easier to think of attracting a certain kind of individual to your business — someone with problems, feelings, desires that you can relate to — than it is to figure out how to attract someone, for example, between the age of 35-45 with an average of 2.2 children and 1.2 pets.

Knowing your perfect client is key to successful small business marketing. Check out my resources for Creating an ideal Client profile—there's a video, workbook and step-by-step instructions.

Go Get Your Ideal Client

Now that you understand exactly what an ideal client is and why they’re so important to your business, it’s time to direct your efforts at marketing to and serving only those people. The result will be a more rewarding and profitable business for years to come.


About the Author: Jasmine Holmes

With over 15 years of graphic design and marketing experience, Jasmine Holmes loves being able to say, “I’m older than I look.” Jasmine is the owner of 910 West, a digital marketing company serving small businesses in Gilbert and throughout the US. It is her combined experience in traditional print and online marketing that sets 910 West apart from the competition and makes Jasmine a marketing expert. At 910 West, she works with a talented team to deliver small business digital marketing essentials: local search, email marketing, and brand development. When not working, you might find her at a farmer’s market buying locally grown veggies. Jasmine passionately believes in the power of small business and loves working with them to create lasting success.