Business | 05/18/2016
Identifying the Ideal Client
There’s an endless debate about the “ideal” man or woman, and a lot can go into the discussion. Level of intelligence, looks, religious beliefs, career, how funny they are—a ton of variables go into determining the perfect mate.
And of course, there’s not one right answer. One website had nineteen designers from across the world Photoshop a picture of a guy to represent the perfect man. As you might expect, all nineteen versions look different. There’s no single definition of the ideal man or woman that can be used across all people.
The same goes for clients.
Marketers, business-help gurus, and others always want to talk about “the ideal client.” But the ideal client is different for every business in every industry.
Here’s the deal:
Your ideal client is as unique as your firm, and while we can’t tell you who that is, we can tell you how to figure out what they look like.
Taking a Survey of Your Existing Clients Will Guide Your Strategy
Let’s thumb through your existing book of business. Think about the clients you enjoy working with the most. Who are they? Go ahead and write down a few names.
OK, now that you’re thinking of a few specific people, jot down what’s most memorable about each of those clients. I’m willing to bet that what you write down will give you a sense of why you like those clients the most.
Do you see any trends? Maybe they work in the same industry. Maybe they have similar hobbies as you. Maybe they’re steadfast in the investing philosophy you believe in, making your business marriage a perfect match.
So how can you actually use this?
Those ideal clients you already have can help you create the image of the clients you want to attract. You want more clients like them. If you could clone them, you would.
Of course, you can’t clone them. At least not yet. But you can do the next best thing.
Turn Your Ideal Client into a Persona
You should have, at minimum, a fuzzy idea in your mind of the ideal client you want now. It’s time to grab the colored markers and paint-by-numbers to fill in the rest.
Formalize a description of your ideal client. Start with these questions:
- What’s their age?
- Stage in life?
Now you have two points in your new marketing strategy. You have your model (a real person you’d like to emulate), and you have a detailed, written persona of what a clone of that person would look like.
The best part?
Now you can use this to market to prospects and bring in people who match that persona you just created.
(If you still need some help getting started with your persona, check out our persona questionnaire.)
Use Your Newly Created Persona to Zero in on Your Company Growth Plan
You have the battle plan in place, now what?
Let your persona(s) guide your marketing plan. Create blog posts, websites, and market commentary that those types of people will eat up.
If your persona is a newly retired woman from the Midwest whose main concern is her legacy, write content for that persona. Writing posts about how to build a diversified portfolio won’t get you the clients you’re looking for. Writing a post about legacy planning for women probably will.
That content won’t be for everyone and it doesn’t have to be. If someone sees the work you’re putting out and shrugs his shoulders, let him move on.
You’re looking for the ideal client, not just any investor who happens upon your website. To attract them, you first need to put in the work to understand who they are, and then create communication that will resonate with them.
If you need help crafting your ideas for your ideal client or knowing how to deliver a message they’ll connect with, that’s why we’re here. Drop us a line today.
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