You know what an ideal client is—the made-up description of the perfect person who would be drawn to your services and products. We write this description down with such thoroughness that we know where she lives, what her income is, what her level of education is, and what her problems are. We understand her needs and address them with our services, our products, and our approach. We write every word of copy to her. We create every product for her.
However, what if the ideal client you are focusing on is not big enough for your vision?
Part of what I am doing now is letting people know about a whole mangosteen beverage that is making a huge difference in health and wellness. It is recommended that you drink three ounces a day, which turns out to be one bottle a week. We recommend people buy two cases a month so they don’t run out.
Now I recognize this as an investment in my health and my quality of life. For me it’s a personal health insurance. Someone recently pointed out that a lifetime on this product would not cost as much as a day in intensive care. I’d much rather drink fruit juice than go to intensive care.
But if you’re thinking small, if your vision of your ideal client is not big enough you might find yourself focusing on the person who you think might not be able to afford it. Your approach might be “why don’t you buy one bottle and try it” when in reality, the best thing for them is to buy two cases and stay on it for at least eight to twelve months. You’ll be looking for a person who cannot or will not be willing to purchase your product or service. You have the wrong ideal client—at least the wrong ideal client for success.
But if you’re thinking big, your ideal client will be someone who immediately recognizes the value of your product or service, has the money available, and is willing to invest in the benefits you offer.
My ideal client in this venue is a 50 year old woman who is health conscious, prefers natural products, may be feeling some of the aging process in her body, wants to change that and sees her health as such a priority she immediately goes on the two-case program and plans on staying with it all her life! And as a bonus, my ideal client is a healer at heart, loves her freedom, and wants to become financially independent. She is smart, business savvy, loves people, and is excited about both the product and the business opportunity.
See how detailed I got? Have I left anything out? Notice that she has the money. Notice that she is drawn easily to what I offer. Notice that she has the skills and ability to take advantage of the business opportunity. This is my target audience, these are the people I look for and write to and recognize when I come across them.
Then all I have to do is sort. I go looking for this person. If a person doesn’t fit these criteria, they are not a good match. I don’t pursue them. I move on. I keep looking for the people who match what I have defined as those who can receive the most benefit from what I have to offer. When I do, I’ll find the attraction is mutual and the partnership instantaneous!
This is about defining your niche market. You have choice with your ideal client. Because the product I’m working with is about health and well-being I could target people who are sick. I’m not going to rule those out because the testimonials of great physical results are amazing. However, I’m a metaphysician and I want to focus on wholeness, so rather than adding “has health issues” to my ideal client, I am focusing on improved over-all quality of life. That will influence the words I use in conversation and copy and will also set up the Law of Attraction to attract health conscious people.
Make your ideal client description big enough to fit your vision. Give him/her money to buy what you offer, the ability to immediately see the value of what you offer, and the easy decision to purchase.
Think Big! Think big for your ideal client! Focus on finding them and you will soon be surrounded by the perfect clientele!
c 2006 Cara Lumen www.caralumen.com