// brand bootcamp

// Homework //

Your worksheet is in the Google Drive, or can be accessed here too…

I suggest you print it and fill it out with a pen!

Ideal Clients

To be successful in your business we first need to determine exactly who you would like to be working with, who would be your dream client. We need to understand what motivates them, what would make them choose you, and really, what makes them tick. It’s not enough to know demographics, we need to understand them more deeply and be able to connect at a personal level to build trusted connections.

Often times when we are knee deep in our business (or just starting out) it can feel like we don’t have any choice in who we work with - we simply take the clients or customers that approach us, because we need the work/sales right? We’ve all been there, but I’m sure you know this isn’t a good strategy (or in fact, a strategy at all!)

When we work with clients that are the wrong fit for us we end up feeling micromanaged, or that we can’t provide what they need and then spend waaay too long trying to keep them happy. Clients that are a bad fit drain our energy and confidence at the same time. Let’s be more strategic than reactive, let’s make a plan for getting you more of the lovely clients and customers that are a joy to work with.

Where to start?

I always base my ideal clients on someone I know, or have worked with in some capacity in the past. It’s so much easier and much more powerful and realistic, to start with a real person in mind. Have a think about the people you know.

Let’s start by considering if any of your previous clients have been an absolute joy to work with. The ones that just ‘get’ you, where your working relationship is easy and light and you feel you can do your best work. They may not be the ones that pay you the most, but they are the ones you wish you could work with all the time!

What do you know about them? Start writing!

but, I’m new…!

Perhaps you are struggling to think of a client, or you are just starting out, this is where you need to draw on friends and people you know well. Is there anyone you can think of that you would love to work with, who you know that would really value what you do? Do you know them well enough to use as an ideal client profile, do you understand their thinking and motivation? This is not a wish list!

why this works…

This is meant to be an inspiring exercise, and once complete your ideal client profiles will form the basis of everything you do moving forwards. You will use your ideal client profiles (muse, avatar all the same thing!) to make your decisions in the business in the future from the photos you select, to the tone of voice your business uses online. You will name your ideal client, and find a photo that fits - let’s imagine she is a Sarah.

From now on you will ask yourself ‘would Sarah like this, would it resonate with her?’ whenever you are making any decision on copy, marketing, design, websites, social etc. This is why it’s so powerful, you can immediately see if something isn’t right or not for the person you actually want to work with.

We need to know their needs, their pain and struggles, hopes and dreams. We need to get under their skin and be really specific here.

The ideal client needs to be realistic!

Examples of some ideal client profiles I’ve written for clients I’ve worked with…

This one was for Becky at The Freedom Finance Club

This one was for Kate at Kate Hughes Meditation, Kate had three ideal clients, which spanned the clients she wanted to work with across different arms of her business. Claire was one of the profiles for Kate’s local drop-in classes.

This one was for Rebecca at Isla&Fraser .

This one was for Simone at The Premier PA Simone runs a business supporting other business owners with their PA needs. ‘ Exceptional PA services delivered virtually.’

This is one of Ify’s ideal client profiles, Ify is a nutritionist and Yoga teacher, her business we recently renamed The Modern Glow.

If people can't see what you do clearly and why, they won't choose you.

I would like to offer you a complimentary 60 minute 1-1 session, you can access my calendar here to book in a session if you feel stuck now, otherwise you can save it until later in the Bootcamp.