Why Defining Your Ideal Client Hasn’t Helped You in the Past

I’ve heard it all when it comes to defining your ideal client, or “client avatar.”

“You definitely need to define your ideal client.”
“You definitely do NOT need to define your ideal client.”
“You can’t market your business without knowing your ideal client.”
“Defining your ideal client is a waste of time!”
“Why work with someone who’s not an ideal client?”
“There’s no such thing as an ideal client in real life!”

Yikes. It’s no wonder my clients come to me confused about who their ideal client is and if they need one at all.

Why Defining Your Ideal  Client Hasn’t Helped You in  the Past, online marketing strategy for creative female entrepreneurs

So today, I’m busting through all this confusion and getting real about defining your ideal client.

First, YES, you absolutely need to define your ideal client in order to attract them to your business. There’s a right way and many, many wrong ways to do this. But I’ll get to that in a second.

Second, YES, ideal clients do exist in the real world. Yes, you can find and work with yours soon.

But now, let’s talk about why people feel so burned about defining their ideal client.

As I said, there are many, many wrong ways to define your ideal client. SO many wrong ways.

The point of defining this “perfect” person you’d like to work with is NOT to define his/her…

  • Gender
  • Age
  • Socioeconomic status
  • Places they hang out

I repeat – THOSE THINGS DON’T MATTER when defining your ideal client.

(Some of you are thinking, “Well what the heck does matter then because that’s all I’ve got!”)

The point of defining your ideal client is to understand her deep mental cravings – those things she’s hoping you can offer her that others haven’t.

This definition goes light years beyond the typical “female, between the ages of 30 and 60 with disposable income.” (That makes me cringe just typing it.)

If we don’t know what this ideal client is desperate to see, learn, hear from you – what she’s craving from your line of work – we can’t efficiently market to her. And we certainly can’t expect to fill our client list with those like her.

Let me be frank. I’m not interested in helping my clients get one or two ideal clients, while the rest are soul-suckers. I’m just not. That does not feel like a win to me.

What DOES feel like a win is helping my clients fill their client lists with people they love to work with and can truly, positively serve.

So that’s what I mean when I reference “defining your ideal client.” It all comes down to what she’s mentally craving from you.

Over the next two weeks, I’ll be publishing the two core exercises I use with my clients to define their ideal clients. These will be published on the next two Thursdays, October 12th and 19th.

In the meantime, begin brainstorming what YOUR ideal client mentally craves from you. Having a brain-dumped list on-hand for when you go through these two exercises will be helpful to you.

And, as always, schedule your free JAM Session with me if you need the expert guidance involved in 1-on-1 Marketing Coaching.

Author: Brit Kolo

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