how to attract your dream clients
The truth is, catering to everyone is one of the biggest mistakes you can make in your business strategy.
Early in business it’s easy to get caught up in the mentality that all business is good business, but the truth is, catering to everyone is one of the biggest mistakes you can make in your business strategy.
Defining who your people are is a step that should be done early and referenced often as you build your brand, expand, and explore new avenues of services, products, and channels of communication. It may feel silly at first, but take my word, it’s valuable.
You’ll hear marketers refer to this process as developing your customer avatar. This avatar is the fictional character you create in order to understand his or her beliefs, fears, desires, personality traits, quirks, and character flaws. You are then able to create content to market to your ideal customers by keeping your avatar in mind as the direct recipient of your messaging.
I like to think of this process as writing the bio of a character in your business’s story. You are developing a complex and unique individual who brings their own flavor on life to the table. The best brands know their character intimately, and speak to them like only a best friend could.
Each character’s story will develop differently, however regardless of how it unfolds, there are a few questions that are important to spend some time with. Place priority on answering the questions below, and then it’s time to dive into some serious make-believe.
- Every business solves a problem for a customer in need. What is the problem (or problems) your dream client is struggling with the moment they decide to look for someone’s business like yours?
- What does your dream client value most in their life?
- What challenges are they facing?
- What do they daydream about?
- What kind of goals do they have for their professional life? Their personal life?
- If their problem from Question #1 isn’t addressed, what do they fear the consequences will be?
Now, it’s time to talk details. Think about how your dream customer’s world looks.
- What gender are they?
- How old are they?
- How do they dress? What kind of haircut do they have?
- What does their work life look like?
- Do they have a spouse? Children?
- What do they drive?
- Where’s their favorite place to shop?
- Where do they hang out with their best friends?
- What’s their favorite vacation destination?
- How is their home decorated?
- What’s their favorite movie? Favorite song?
- What inside jokes do they have with their friends and family?
- What are their pet peeves?
- How do they talk? Do they swear? Do they use jargon or colloquialisms?
Next. Give them a name. You’d never read a novel with a well-developed, complex, relatable character with no name, right? Pick one. Write it down. Bonus points if you find a photo. (Jump on Google and find someone who looks the part. I won’t tell anyone. Pinky promise.)
Now you can write the narrative. It can be as long or as short as you want, as long you include two parts. Give yourself the freedom to add anything that feels relevant as you paint the picture.
First, share the problems your customer is facing—what is frustrating them, standing in their way, not allowing them to succeed at whatever the task at hand may be? How does their life look? How are they feeling? What are their loved ones saying? Set the scene.
Second, how can your business provide exactly what they need? How do they find you? What questions and concerns do they have when they approach you? What kind of value are they looking for from you? How do they feel when they sit down with you or stumble into your product?
Keep this information close by. When you find yourself stuck on what to say or do, the answer usually lies within the story you just told. Write your website copy, your Instagram posts, and your emails to this customer. Think of their face, their home, their feelings, and speak to them directly. Create products or services that address their specific problems, that fit in their life—design them to fall into place like they were meant to be there.
Use this process to let go of the idea that you can or should serve everyone. It’s not your job and it’s not possible.
Focus your attention on thoughtfully serving your people and leave space for the others to take care of theirs. It’s here that you’ll build a strategic path to the clients you dream about that need you the most.