13 Steps to Attract Your Dream Clients
Have you heard the phrase, “Dress for the job you want, not the job you have.” I’m guessing you answered yes to that, or you’ve heard something very similar.
Point is, the key to attracting your dream clients and customers is a bit like dressing for the job you want. Without changing who you are inside (or the core beliefs of your business), you can change the image you project to potential clients and customers with some strategic planning.
It all starts with knowing WHY you do what you do, and exactly WHO you want to do it for.
In the world of marketing, your dream client might more commonly be called your ideal client. This is typically how I’ll refer to them as well.
In this post we’ll cover what an ideal client is, the benefits of creating an ideal client profile, and 13 steps / tips for attracting them.
What is an ideal client?
An ideal client is the person that you most want to work with, AND who is most likely to want to buy from you or need your services.
Your ideal client is also someone who values your product or service and is likely to refer you to others.
What your Ideal Client is NOT…
Your ideal client is not perfect. Let’s just get it out in the open now, no one is perfect.
Your ideal client is not some fantastic unicorn, those don’t exist (or at least they haven’t been found yet). Your ideal client should be based in our shared reality. :)
Your ideal client may not always be the same person year after year. So don’t carve them in stone. You ALWAYS have the freedom to change strategy as your business grows, and that could mean a change in who your ideal client is over time.
You may even find that your ideal client isn’t who you thought they would be. Keep an open mind, especially if you are just starting out. Your ideal client may turn out to be someone you didn’t expect.
The Benefits of
Defining Your Ideal Client
You might be thinking “won’t focusing in on my dream clients alienate others who could use my products or services?” In some circumstances, yes, of course, but generally, this is not the case at all. And in some cases, this is an advantage. It is absolutely okay to repel some potential clients.
Let me give you an example:
Do you remember when the first iPod came out? Perhaps you had one of those first gen devices. I bet you showed that little gadget to all your friends and told them how cool it was.
Well… I did not. To be honest, I may not have been Apple’s ideal client/customer. Maybe you are like me and someone else told you how much they loved their iPod before you got one yourself.
Fact is, your ideal clients and customers value your product or service and when you follow through and provide an excellent experience for them, they are going to shout it from the roof-tops. They will be your brand ambassadors, helping you market to other segments.
Focusing your efforts also makes it easier for those dreamy clients to find you.
Trying to appeal to everyone is a sure fire way to appeal to no one at all.
The more generic you make your messaging, aka, the more you try to appeal to everyone, the harder it will be for those ideal clients to actually find you.
Speaking directly to your ideal clients and customers lets them know that you are the right choice for them. When you use their specific language, you make a much stronger connection.
13 Steps / Tips for
Attracting Your Ideal Client
1 Know Your WHY
People don’t buy what you do, they buy why you do it.
You set out on your own for a number of reasons, no doubt. But it isn’t JUST because you want to travel, or have more freedom, or be your own boss.
Yes, all those things are amazingly cool, but there is definitely a deeper meaning behind your work. Running your own business is by no means the easy route, so you obviously have good reason for making the effort.
Get clear on WHY you do what you do, and let it be the foundation of your business. Knowing your WHY will help you make better business decisions and help you stay true to your intentions.
2 Know the Value You Provide
It is important for you to understand your own worth so that you can effectively express the value you offer.
Think about what specific problem you solve for your clients and customers. If you were on the other end of the deal, what would you want to hear in order to see the value in the offer?
3 Figure out Who You Most Want to Work With
Your ideal client might be your best friend, but not necessarily. Maybe your best friend isn’t the type of person that needs your products or services. Or maybe they can’t afford them.
Your ideal client should be someone you want to work with, but they ALSO must be someone who needs what you offer, is willing to pay for it, and is likely to recommend you.
4 Be Yourself!
What fun is running your own business if you have to keep faking it. If you ever worked a corporate job, or maybe even just any job for a larger company, you probably noticed that you were never fully able to relax and be yourself.
Appealing to your ideal clients should not mean having to change who you are. If you run a personal brand, people are going to want to know the real you! And even if your business isn’t a solo mission, infusing bits of personality into your brand that are authentic goes a long way.
This step comes before creating your ideal client profile because it is important that the ideal client you have in mind is someone you actually want to work with and who you can be yourself with.
This is not to say you should show up to your next zoom meeting in your PJs, obviously there are some limits. :) Be your authentic self, but be professional too.
5 Create an Ideal Client Profile
Get below the surface level. Really get to know your ideal client inside and out. What are their biggest challenges as they relate to your business? What brands do they buy from and why? What are their values?
Get to know the reasons behind your ideal client’s actions. Know what their goals and priorities are.
Some basic demographic information will also be helpful as you start to figure out where they are and how you can put yourself in front of them.
6 Validate Your Ideal Client Profile
Once you have an ideal client profile, take the time to make sure this person actually exists and is interested in your products or services.
One of the best ways to do this is simply by asking them. If you already have a few ideal clients, ask them if they can help you out with an interview. Don’t be afraid to do this. Honestly, they may even be flattered.
If you don’t have any dream clients yet to ask, try Facebook groups. Write up a post and let them know you are doing a little market research. If your ideal clients are in this group, chances are at least a few will be willing to help you out. You might even offer some small token of appreciation in return.
Another way to do this would be to survey your current audience if you have one. If your audience is large, this may be an easier route than interviewing.
If you have no audience you could alternatively run a few Facebook or Instagram ads. Run an ad over the course of 2-3 days targeting the different ideal clients you are considering. I’d suggest keeping it under $30-40. Allow them to click through to your website where you offer them something of value.
7 Design your Products/Services Around your Ideal Client’s Needs, Lifestyle, and Preferences
Yay! By this point, you’ve discovered that your ideal client is real, and does in fact need what you offer.
As you design new products and service offerings you can tailor them to meet your ideal client’s specific needs. This is just one great way to show them that you are the right choice.
Make them feel like you’ve developed your offer just for them. Well, because you have!
8 Build Your Brand Strategy + Visuals with Your Ideal Client at the Center
Your ideal client profile is just a piece of your overall brand strategy. Your values, mission, and positioning should line up with what your ideal client is looking for.
Your brand visuals should also reflect your ideal client and appeal to them. Getting to know the style they gravitate to and what brands they buy from and follow can give you a lot of great insight into what styles will work best for your brand.
9 Consider Brand Voice a Key Part of Your Brand Strategy
Once you’ve written your mission statement and other copy, it is important to comb through and double-check that your language aligns with your ideal client.
If you’ve discovered where they hang out online, don’t be afraid to do a little innocent social media stalking. Create a document that contains their exact language.
It is important to be yourself, so don’t go overboard here, but sprinkling in exact words that your clients use on the regular is a great way to connect with them on a more personal level.
10 Market with Intention
Get to know where your ideal client hangs out, and get your offer right in front of them.
If they hang out at coffee shops, maybe you decide to work at one 1 or 2 days a week. Try to make it a bit obvious what you are working on and be approachable. I’ve even heard of people just putting up a little sign saying what they do, and believe it or not, it worked!
You can also get in front of your clients online once you know where they are. Keep in touch with them, and engage in their community in meaningful ways. For example, Facebook groups are a great way to interact with potential clients. Offer value without pitching your services. If you are consistently providing value, there will be opportunities to link to your website.
Another advantage to knowing your ideal client so well, is that ALL of your communications are crafted with them in mind. If you get yourself in front of them, they will know you are talking to them.
Remember, trying to appeal to everyone, is a great way to appeal to no one. Being direct will help you stand out and make your efforts more effective.
11 Offer Value to Build Trust
Attracting your ideal client does not stop once you’ve got them on your doorstep. Invite them in dangit, and offer them something to drink.
Freebies are a great way to provide value and grow your email list. Or you could blog to show authority on the product you sell or the service you provide.
Giving knowledge away for free goes a long way in building trust between you and your potential clients and customers.
12 Fulfill your Brand Promise + Be Consistent
Being consistent is the number one thing that most businesses fall short on. Offering value builds trust, but being consistent helps you to keep it.
Be sure you are being consistent in every area of your business, from visuals to brand voice, messaging, and fulfilling your brand promise.
Being consistent with your brand promise is the number one thing that will keep clients and customers coming back to you.
When you land those ideal clients, deliver on your promise and be reliable. They will thank you for it, and probably tell your friends about your awesome brand.
13 Ask for Referrals + Testimonials
Last but not least, ask for referrals and testimonials. If you’ve done everything else, don’t drop the ball on this one.
Chances are good that if you’ve fulfilled your brand promise, and you’ve got happy clients and customers they will be eager to tell others about you.
They may do this on their own, but asking them to refer you certainly doesn’t hurt at all and can encourage them to do so.
Testimonials are also a great tool for attracting new clients that haven’t been referred to you.
There you have it. 13 steps for attracting your dream clients. Are you ready to get started?
Did you enjoy this post? Can you think of other tips for attracting your ideal clients? I’d love to hear from you! Leave me a comment to continue the discussion.