The Power of Understanding Your Ideal Client
The foundation of effective marketing is having a clear understanding of your ideal client, or your target audience. Who are you trying to reach?
Too often when I ask a new client this question, the answer is vague. They’re not sure. Sometimes the answer is “Everyone?”
This is a problem because if you don’t have a clear picture of who you’re trying to attract, your message will fail to engage. Your marketing will be weak and ineffective.
So it’s imperative that you spend time identifying precisely who your ideal client is, as this will inform all of your marketing efforts — your website, talks, 1-on-1 conversations, emails, articles, videos, social media and more.
By definition, an ideal client is someone who:
1. Knows they have a problem
2. Is seeking a solution NOW (there is urgency)
3. Has money to pay for a solution (this should be obvious)
4. Has a positive, can-do attitude (someone you would enjoy working with)
This means an ideal client is not someone who can’t admit they have a problem (“I’m not that overweight”) or isn’t motivated to take action yet (“I can live with this”).
No, we’re seeking the person who is ready and motivated for change, and willing to prioritize an investment in their health. We’re looking for someone who is seeking our help and doesn’t need to be convinced.
In order to attract this person, we need to speak in compelling language they can relate to. We need to make them feel understood. To do this, we “step into their shoes” by answering the following questions:
- How old are they?
- What gender are they?
- What are their interests and passions?
- What do they struggle with?
- What symptoms or issues are they having right now that has them seeking a solution?
- What results, or outcomes, do they want? How do they want their health to change?
- What are their hopes and dreams for themselves and their families?
I recommend you sit down for 25 minutes and and do this exercise. Eliminate all distractions and really sink into it. Visualize one person who represents your absolute ideal client — one who is actively looking for your help (even though they may not have discovered you yet) and is highly motivated to take action. This person may not represent every type of client or patient you’ll work with, but they represent the best, most typical one.
Pay particular attention to the results that they want, and be specific whenever possible. For example, maybe they want more energy. Drilling down further, you realize that specifically, they want to eliminate that mid-afternoon slump that drives them to cookies and coffee. So “have more energy” becomes “have consistent energy all day long without needing sugary or caffeinated afternoon pick-me-ups.”
When you use specific, results-oriented language like this, your marketing becomes compelling and alive with authenticity. Your prospects feel understood.
Now, once you’ve done the exercise, apply what you’ve learned about your ideal client to all of your marketing platforms: Your website, articles, videos, presentations, emails, ads, social media posts, networking, etc. And speak directly to your ideal client, using the second person (you), which will make your communications even more personal.
When you’ve done this right, you’ll know because you’ll get comments like “I felt like you were reading my mind” or “I’m so thankful I found you — you’re exactly what I was looking for.” Doesn’t that feel good!
Now, go find a quiet place and dive into your ideal client’s world by answering the questions above. The sooner you do, the sooner you’ll see the results in your business.