Ideal Client Profile Mistakes

Trouble defining your ideal client? Many people make the same critical errors when defining their perfect client.

When you make any of these fundamental errors, it becomes practically impossible to define the ideal client in a way that allows you to relate to them because you haven't truly connected with those clients. You're not addressing their real concerns. If you aren't addressing their genuine concerns, then you aren't solving their real problems.

No matter what service you have - this is the point of your service. It is to address your client's very real problems and make their lives that much easier. This is true whether you are a therapist or you rent out a wedding venue

Today, we will review some of the common mistakes people make when defining their ideal client and discuss how to avoid these errors.

Mistake 1 - Assuming your past good clients are your ideal clients

Many start their search for the ideal client by identifying past clients they enjoyed working with. This is a great start, but it doesn't get to the heart of why they became a client in the first place.

The problem with this approach is you are starting from the end and working back to the beginning. What made a great client to you? Maybe they didn't complain and just let you do your thing? Or did they pay on time for once?

These are good things, but you need to dig deeper into them. What were their motivations for coming to you in the first place? Did they want someone to take care of the business?

Understanding what drives these clients is crucial, and this leads us to mistake number 2.

Mistake 2 - Not digging deep enough

Almost every method of defining your ideal client starts with superficial items. What are their age, income, gender, etc.?

Again, like mistake number 1, you need to start somewhere, and this is a good starting point.

Then, you need to dig a little deeper. Where do they shop, go on vacation, have a family, and the like?

These things are essential, too, but this is not deep enough. To understand your ideal client, though, you need to understand what motivates them to take action.

In one sense, you need to become a therapist, analyzing and dissecting. Maybe they shop for groceries at Whole Foods, but why? What motivates this behavior? Is it because they think Whole Foods has the freshest fruit and ingredients, and they are willing to pay a premium price for the best? Okay, now we're getting somewhere. Or is it because they care deeply about the environment and its effects on the world around us?

These are two very different motivations, and targeting your marketing to these two distinct types of clients is a crucial way to differentiate yourself from your competitors.

Mistake 3 - Assuming your ideal client is just like you

This is a big one. I am a cool person. I would buy my services, wouldn't I? Although you may purchase your services, part of the problem is that you are too close to it.

Honestly, I design webpages, but I wouldn't buy a website design from myself. What?!?!? You say? You wouldn't even buy your web designs? Well, no, because I already know how to make a webpage. I do not sell my services to individuals who already possess the knowledge to create websites. I am selling them to people who need my services.

You need to separate yourself from your ideal client. Even if you would buy your goods, you have a very different background with very different motivations than the people who are purchasing goods from you.

Mistake 4 - Not enough data

Having sufficient data can be challenging when you're just starting. Sometimes, there isn't that much data available.

Interviewing past clients is the best course of action. Short of that, talking to friends or family who have made similar purchases to the service or product you are offering can also be a good start.

To gather a wider range of data, consider using a product like SurveyMonkey. You can ask very specific questions and get data from a large pool of participants. Just remember that surveys like this should be a starting point, and defining your ideal client is a continuous process.

Mistake 5 - Focusing only on demographics

It can be easy to fall into the trap of focusing on demographics. After all, this is the basis for your targeting. Women over 40, without kids, might be the demographic you are going after, but remember that you want to focus on the values of this group.

What concerns do women over 40 without kids have that your product or service can address? Identify those deeper concerns, and you will begin to discover your messaging.

Mistake 6 - Not aligning with the values of your company

Finding an ideal customer is also about aligning how that ideal customer fits into the larger profile of the products and services you are trying to offer.

You want to ensure that the ideal customer aligns with your broader business values. Do you want your business to provide value-based services/products? Or do you want to give a premium experience?

Be sure that your ideal client profile matches the overall ascetic that you are conveying with your business to maximize the value you are getting from your marketing.

If these don't match up, you are going to be selling the wrong product to the wrong person.

Mistake 7 - Being too rigid in your ideal client definition

The ideal client profile is a great starting point for targeting the right customers for your business. However, it is essential to remember that no single client fits the ideal client profile.

Each client is unique and brings their thoughts and experiences to bear on the decisions they make. The ideal client profile should be a living document that evolves as you continue to interact with clients who are best suited for your business.

Conclusion

In this post, we went over some of the mistakes that businesses make when defining their ideal clients. Use this information to refine your ideal client profile to continue to find the best clients for your business and target them correctly so that you can provide the most value. Good luck with your businesses, everybody, and if we can help in any way, don't hesitate to contact us