When you first start out your brand or business — it’s so easy to get swept up in the hubbub of the launch and overlook some of the strategic basics of your offer. (Like putting in the hard work of identifying and really knowing your ideal client.)
Can anyone relate?
That’s why when we onboard a client — no matter where they are in their business — we walk through a mini-brand workshop (called The Mini) before we write a single word of copy or make any sort of strategic recommendations.
When we walk through The Mini with our clients we’re clarifying the strategic foundation of their brand and nailing down things like their mission, vision, values and their ideal client.
In fact — we spend a lot, a lot, a lot of time digging deep into the details of their ideal client.
When we ask our clients who their dream client is — we don’t settle for answers like, “Young women looking for more in life.” No — we poke and prod and pull and ask 30,000 questions to get to know your ideal client to an annoying level of detail.
And here’s why…
When you really know your ideal client, you strengthen your messaging.
One of the biggest hesitancies people often have when it comes to nailing down their ideal client with a great level of detail is the fear of “leaving people out” by speaking to just one specific person. But this is ALWAYS my reply:
When you try to reach everyone, you end up reaching no one.
When your messaging is too broad and your ideal client isn’t clearly defined, you fall into the trap of “people pleasing messaging” and your message gets diluted by trying to be all things to all people.
Ever heard that quote, “You are not a jar of Nutella. You cannot make everyone happy,”?
Well it 1,000% applies to your brand and your business.
Know who you’re for, know who you’re not for, and claim your lane like it’s no one’s business, sis.
When you really know your ideal client, you can get really specific on your offer and the value you bring.
Knowing your ideal client like the back of your hand helps you weed out the fluff on your offer and make sure your messaging packs a punch.
What do I mean by this?
When you narrow your offer, you strengthen your offer. Instead of being a jack of all trades — you can get oddly specific on what you specialize in because you’ve already gotten oddly specific on who you’re trying to serve.
I tell my clients all the time that knowing their ideal client allows them to craft every single piece of content like it were a love letter to her. Not a mushy, gushy love letter — but the kind of letter that makes her think, “Wait. How did you know I needed this?”
We want to know her so well that we can anticipate AND SOLVE her problems before she ever shares them with us.
That’s the value of knowing your ideal client.
When you really know your ideal client, you can say no so you can say yes.
When you’re just starting out, the idea of turning down business can sound scary or even unwise. But as your business grows — knowing your ideal or dream client frees you up from saying yes to every opportunity and gives you space to say yes to the right ones.
This is a muscle that absolutely needs some regular flexing in order to grow it — but it’s one that will serve your business or brand so incredibly well in the long run.
When you really know your ideal client — you’re freed up from desperately saying yes to anyone who will bite, so that you can reserve your time and energy when your ideal client comes around. (And because you have the right messaging and strategies in place, you know she WILL come around… quickly and regularly.)
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