If you were trying to find your soul mate through a dating site, a description such as “looking for someone 35-45 in Seattle who drives a red car” isn’t going to find you your Prince or Princess Charming. The same is true with your marketing materials. To find those people who get you excited about your business and what you’re doing, you have to laser in on your “ideal client.”
If you were trying to find your soul mate through a dating site, a description such as, "Looking for someone 35-45 in Seattle who drives a red car" isn't going to find you your Prince or Princess Charming.
The same is true with your marketing materials. Generic marketing will only attract generic clients.
To find those people who get you excited about your business and what you're doing, you have to laser in on what I call your "ideal client." You have to be very conscious about what you are saying so you can attract the clients who get the best from you and get the best results from your unique services.
"Well, Lisa, I do that by marketing to my target audience," you might say. That's great, but it's not enough. And it's not enough to market to your niche - you have to go further!
Picture a pyramid. The bottom or widest part is your target audience - let's say women, age 35-45, living in Seattle. The niche is the next part of the pyramid, such as women going through divorce. Many people stop right there in defining their clients, but not everyone fitting that niche is ready to invest in your services. You need to reach the ones who are ready - your ideal clients who are at the sharpest point of the pyramid.
A great way to start pinpointing your ideal client is to ask yourself the following questions: Which clients are my favorites (you'd want to clone them, that's how much you love them) and why?
Once you start creating this profile, you'll start thinking of the words your ideal clients need to hear. If your favorite client is super ready for change, then which do you think will resonate more with them?
I'm guessing you'll agree with me that it's number two.
The next step is to channel your ideal client into your marketing. You should know them so well that it should be as easy as writing to your best friend. You'll be amazed how your marketing will be transformed when you connect with your ideal clients.
Entrepreneurship – The Road Less Traveled
I believe that life is a journey, and just like any journey, it has some bumps in the road along the way. For me, those “bumps” came in the form of three layoffs in two years. I thought, “This is my life. I need to create a way for it to support me and bring me freedom and joy.” So… I started on that journey of entrepreneurship.
What I Learned From A Glitch – And A Rabbit
How did I learn how vital it is to be conscious about your marketing? By working with entrepreneurs! In fact, it's the core strategy behind what I teach, and it’s why I named my business Conscious Marketing. But here's where my head got in the way of my heart: I had an extensive marketing background. I played hardball with some of the top advertising agencies. I thought I had it going on! I didn't think I needed any help from a coach or a mentor, because I already had all the answers. I was wrong.
Everyone Needs a Soapbox!
I was kicked out of corporate America. Literally. I was let go three times in two years! It was difficult at the time, but now I see - the struggle had a purpose. Because of that trial, I found my true calling: helping business owners find their voice, get on that soapbox, and attract in their ideal clients like moths to light.
