3 Reasons Why It’s So Hard To Identify Your Ideal Customer
Hello, brave entrepreneur! Today, I’m going to give some really good reasons to stop what you’re doing and identify your ideal customer.
Over the past 12 years, I have worked with tons of different types of businesses. Consumer packaged goods, dentists, coaches, consultants, other agencies, and the list goes on. In nearly every case, these businesses wanted to get started on their website and marketing right away. But I would convince them to slow down and identify their ideal customers in precise detail. Because when that crucial step is skipped, websites and marketing don’t help you win customers.
(Disclosure: I possess an uncanny ability to help people get totally clear about their ideal customers. It’s a kind of weird talent.)
But before I go on, let me give you my definition of an ideal customer:
Your ideal customer is the person who immediately perceives value in what you have to offer and is willing and able to pay you for it.
It’s as simple as that.
So, it’s entirely possible that right now you feel you have a pretty good handle on who your ideal customer is. But if someone came up to you and asked, “Quick, who’s your ideal client?” – would you stumble?
If your answer is yes, you’re leaving money on the table! Here’s why: When you force someone to figure out if your business is the right fit you’re asking that person to do a lot of mental work. All your ideal customer wants to know is: “What will you do for me?”
It’s true when you’re face-to-face and it’s especially true online – where you have about 1/20th of a second to make a deep connection with your customers. I think of a website as a pre-selling tool, because that’s exactly what it’s supposed to do…sell for you. Sadly, few websites accomplish it. When I first started helping people with their website content I read a book called, Don’t Make Me Think by Steve Krug. If you want to understand how your potential customers behave when they encounter your web content, I highly recommend it. It’s short, too!
The 3 Surprising Surprising Reasons Why It’s So Hard To Identify Your Ideal Customer:
1. You’re too close to your business. Many businesses get started because the founders wanted to help people who struggled with the same problem they once had. If this is you, you may think your ideal client is just like you were back then. But that may not be the case. Think about it…would you be your ideal customer now?
2. You’re operating on instinct instead of facts. It’s easy to confuse your ideal customer with your favorite customer. We all have customers we love, no doubt. But over and over again, my clients realize that the person who they would call their ideal customer is someone who didn’t pay their top price, was a barter account, or even a relative.
3. You’re afraid you’ll miss an opportunity if you focus on only one type of person. This is the big one. You may think that it’s crazy to build your business around one specific ideal customer prototype. But think again. When you can say no with confidence when your gut tells you that your business and a certain customer aren’t a good fit, then you can focus your time and attention to attracting the perfect customers, and…
- When you identify your ideal customer, you attract more and better referrals because everyone knows exactly who you work with.
- When you identify your ideal customer, your website is your pre-selling tool because it speaks directly to your ideal customers in their own words.
- When you identify your ideal customer, your networking is more fruitful because you become laser-focused and see her or him the minute you walk into a room. (This happened to me a couple of weeks ago and I landed the client two days later).
- When you identify your ideal customer, your marketing messages are consistent on every platform. Your ideal customer knows instantly that you get her.
- When you identify your ideal customer, you stop chasing customers who aren’t aligned with your services, fees, mission, and core values.
When you work through the process to identify your ideal customer, you’ll discover that you know more about her or him than you think you do. The problem for many of us is that we need someone to help bring it to the surface. I’ve developed a very cool process and formula that gets you totally clear about your ideal customers, guides you in uncovering the language that will emotionally connect with them, and gets it on your website and in your marketing. I’ve done this for so many businesses that I can’t even count them now! See what they have to say about how getting clear about their ideal customers have impacted their businesses on my Praise page.
And thanks for reading.
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