Marketing Mistake, Part 2: Two Questions to Ask When Identifying Your Ideal Client

Identifying Your Target Audience - Your Ideal ClientThanks to guest blogger, Ava Diamond.

In Part 1 of this series, I touched on the “big fail” in marketing – you’re creating a message with broad appeal because you don’t want to leave anyone out. It’s a “big fail” because, in actuality, marketing to everyone is marketing to no one.

Many of you have already identified your “niche”, your tribe, your peeps. I’d encourage you to see if you can get it a little tighter, a little more focused, a little more specific. See if you can’t find some ways to make your messaging even more targeted. Time and energy invested here pays off big as you develop and grow your business.

So who are these peeps, your tribe?

It’s a specific group of people with an urgent, specific problem or need that they are absolutely willing to spend money on. They’ll either spend money to alleviate the problem, or to get something they desire strongly.

There are two parts to this:

1. They have a problem, struggle, or desire.
2. They’re willing to spend money on it!

The way you attract them is to have a message that is so targeted – so specific – that your tribe feels like you got inside their heads, read their minds, and are speaking directly to them.

The more focused in and targeted you are, the more you’ll sell. It’s a simple truth.

And it’s counter intuitive. Clients ask me all the time, “But Ava, if I focus in on a narrow niche, aren’t I excluding people?” And my answer is “no, absolutely not”. You are including the people:

  • You can help the most.
  • Who benefit most from what you have to offer.
  • Who feel like you’re a match made in heaven.

I had a client who was a wellness coach. When she came to me for her VIP intensive, we looked at her message and her perfect audience. When asked, she said she had her niche–that it was women. So, she really hadn’t identified her tribe yet because “women” is too broad a reach.

Through a series of questions and exercises she more deeply identified her ideal clients. We found that she was most passionate about working with women over 50 who want to have more energy and get more fit so they can thrive in the second half of their lives. Now that was specific enough to develop a targeted message.

It doesn’t matter that she’s excluding men and women under 50. There are enough women in her target market to fill her bank account.

So here are two questions to help you get closer to identifying your perfect clients and your perfect audiences:

1. What’s your sweet spot? What’s the perfect intersection of your talents, your passions, who you’d love to work with, and a market need?
2. Who would you love to work with? What clients have you had that seemed like the “perfect match” for you? Who energizes you and gets you excited at the thought of working with them?

Once your get super clear about your ideal client and audience, you can focus your message and watch your business take off!

About Guest Blogger, Ava Diamond: Founder of Big Impact Speaking, Ava is a speaking mentor and messaging strategist. She has created such programs as Speak Your Way to Clients and Cash, and the Rock Your Speaking Academy. A professional speaker for seventeen years, she helps entrepreneurs rock their speaking so they expand their influence and reach, become known as the “go-to” expert in their field, and get all the clients they want.

Download the complementary Rock Your Speaking Power Pack at http://BigImpactSpeaking.com Contact Ava at ava@bigimpactspeaking.com or at 970-224-3015.

Comments

  1. Great post! As a video producer and marketing coach I can’t stress this point enough to my clients. Each video should be targeted at a specific target audience. Thanks for your tips here to narrow and define your ideal client. I’ll definitely share with my peeps!

    • Becky, these tips hold true for any form of marketing -from videos and web sites to brochures and sales pages. Thanks for sharing Ava’s pointers with your peeps. Much appreciated. ~Debra

  2. This is so true. I call it marketing to any warm body with a wallet when it comes to trying to fill workshops and seminars. Never works!

    It is so much easier to market to people when you know who you are actually talking to.
    Daphne Bousquet recently posted…Event Advertising For Local WorkshopsMy Profile

    • We all want warm bodies in our workshops Daphne, but as you suggested just any warm body with a wallet doesn’t suffice. We want those folks we can help the most and who will listen to us (or read our marketing message) and say “yes, this person understands me.
      Not to mention, they’ll walk away from your workshop/seminar feeling like they really got value from what you shared with them. Thanks for your input! ~Debra

  3. This was great to read because this was EXACTLY what’s been on my mind lately. How did you know? I really need to narrow down that niche more specifically. It becomes more and more clear everyday. I love the questions that you asked and I’m going to work on answering those today. Thank you for posting this!

    • You’re welcome Jocelyn. I guess I must’ve been reading your mind when I asked Ava to share her tips here. Keep me posted on how the process flows for you. Have a great time answering the questions! ~Debra

  4. Who energizes me – oddly it tends to be the clients with very low budgets and we can make huge differences with what they’re currenty doing. And while I love these challenges, they tend not to pay the bills immediately.

    Still working on it – these are great questions to ask! Thanks for sharing 🙂
    Jan Kearney recently posted…Where To Find Free Images For Your Blog?My Profile

  5. So glad to see this message is hitting home for you all. Jan, yes, their willingness and ability to spend money is key. Of course there are other business models, like finding sponsors, etc…but this series is really focused on your ideal peeps that can pay you.

  6. I have identified my target market, ideal client and niche. The question is how do I find where they hang out? Yes, I have joined forums and discussion groups but many of them are weary once they find out what I do. It’s hard to join the conversation and provide value because then they think I’m just trying to sell my services/programs. I find this part difficult. Any suggestions would be helpful.
    Thanks, Bonnie
    Bonnie Giller recently posted…Healthy Meals and Daily Exercise: Make Time for Healthy Habits!My Profile

    • Share from your heart Bonnie. I have a gut feeling that you’re good at that. And, look for your target market in offline places (i.e. networking groups) as well as online. I’m going to email you a document to help you entitled “6 Key Places to Find Your Best Clients.”
      ~Debra

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