You have probably heard a number of times that you need to know who your ideal client avatar (ICA) is. And whilst I don’t always agree with some of the advice that gets shared online oh so frequently; this I do.
When you know and understand WHO you want to be selling to, your messaging becomes so much clearer, you start to resonate with people who will want to buy from you, and ultimately, you begin to make more money.
What is an ideal client?
When I say, you need to understand who you want to be selling to, I don’t mean “anyone who needs XYZ” That’s way to general. You need to specific. And I mean REALLY specific. You need to identify ONE person. And this one person is someone who loves your business, who buys from you on more than one occasion, who recommends you above everyone else to their friends and family. Any would they do that? Because you have tailored your content to appeal to them, to solve their problems, and they don’t see the need to look elsewhere because you satisfy their needs.
Why do I need to know who my ideal client is?
You may sell to a variety of different people which is fine, you can still do that, and you will. Defining your ideal client doesn’t stop sales from people outside of your ICA, it just means that you can make your marketing clearer; whether that’s on your website, social media or other marketing activities to appeal to the person who you know will definitely buy from you. And remember, just because you’re identifying one specific person, doesn’t mean that other people won’t also resonate with elements of that person too.
The phrase “you can’t please everyone” is so true. For example, if you sell gifts, you may very well sell to adults in their 20’s right up to grandparents; but the messaging for those two age groups are very different. They are in different stages of their lives; their aspirations, requirements and problems in life are completely different. How can you appeal to both? You can’t. So, pick one who you’d LOVE to sell to. Who do you want to nurture, and develop a long-lasting relationship with? Remember, it doesn’t mean you can’t sell to anyone else; it means that your efforts are more focussed. Trying to sell to everyone, will usually result in selling to no one.
How to determine who your ideal client is
This comes from you. When you imagine someone buying your product or services, who are they? What is their name? How old are they? What is their job title? Where do they live? Are they married? Do they have children? What are their hobbies? How much do they earn? Etc. Really get down to the details of your ideal client so that you really understand who they are.
The most important questions you need to ask is, what problems do they have? Can I solve them? If so, how? This will be the foundations of your content moving forward when it comes to marketing to your ideal customer.
I have identified my ideal client. Now what?
Speak to them through your content. Look at your website copy, who does it appeal to? Does it speak TO your ideal client, identifying their problems and offering a solution to it? Or is it all very general and all about you? If it’s the latter, make your amends to appeal to your ideal client.
Use your social media channels to connect and engage with your ICA. Make sure your content allows them to resonate with you. People like to buy from people let your personality to come through. The work you done before identifying your ICA gives you an insight to their lives and what they want to hear from you.
Identifying an ideal client is one of the hardest aspects of marketing my clients face, mainly due to fear that by picking one person they will alienate everyone else and lose sales. However, evidence has shown that it has the complete opposite effect, and businesses start to see an increase in sales when they begin to focus their messaging. But remember, nothing is set in stone. As your business grows and develops, your ideal client may change too, so keep visiting this and tweaking as you go.