It's your ideal client.
I can pinpoint at least three huge reasons to focus on your ideal client.
There may be lots more but these will start you off.
1. Your message (spoken or written) becomes really clear to the person you want to attract
For example, imagine you're selling cruises to seniors and you're also selling cruises to 20-somethings.
Each group wants something different.
You're still selling cruises, but seniors probably want a restful, relaxing get-through-the-day, do nothing, eat lots, and lie on the deck kind of experience.
20-somethings are likely to want to party with loud music and there's lots of drinking and fun going on.
So their reasons for buying are different.
When your marketing reflects the reasons a group wants to buy, it will resonate with people in that group.
When you try to make your message right for everybody at the same time, it remains bland and vague and lands with nobody because it's not specific enough to get the attention of any one group of people.
It doesn't mean you don't get clients. But it's like going on a journey without a map: you may get where you want to go. But it's harder and it's more work because it takes longer.
Make it easy on yourself!
In marketing we talk about the pain, problem and predicament that people are in, that your product or service can solve for them. Sometimes it's the pleasure they hope to get.
When you tailor your message to a particular ideal client profile, you can address the pain, the problem and predicament that that particular client has and they'll go: "Wow this person really understands me."
And right there you make a connection where they feel that you're on their side.
Creating that rapport is the first step in getting your potential clients engaged with what you do.
2. Going beyond the message
When you have a very clearly defined ideal client, it's easier for you to figure out where to find them and how to reach them.
You save time, money and energy by not running to every venue in town or spending time on every social media tool on the Internet.
So knowing who your ideal client is affects how and where you market your business.
It becomes the backbone of your marketing strategy.
3. You become known as an expert
People want to work with someone they perceive to be an expert.
When people perceive you as an expert in working with a particular type of client, you become very desirable. So you can become a big fish in a small pond instead of a small fish in a big pond.
From a financial perspective, the more of an expert you become, the more money you command BECAUSE you're an expert.
You see this in action with doctors.
Doctors who specialize in orthopedics or gynecology, or some other closely-defined area, charge a lot more than a general practitioner.
"But," I can hear you say, "there are lots of different kinds of clients I can work with."
No worries here.
You can have multiple ideal client profiles.
Then you can come up with a different message for each type of client based on the wants and problems and predicaments of those people.
Identify your ideal client, so that your spoken and written message lands precisely with that person, and your marketing strategy is consistent.
Need help with creating an Ideal Client Profile? What questions do you need to ask yourself? My module on creating your Ideal Client Profile can help. Email me at Maggie@MyMarketingMessage.com or call me at 805 965 9173 for more info.
Copyright 2015 Maggie Dennison