How to Define Your Ideal Client Beyond Their Budget & Location
The Kate Show | Episode 45
“Do you know who your ideal client is?”
I ask this question during nearly every marketing consultation I have with interior designers, home stagers, and workroom owners. Most often, I get these answers:
“I’m not sure who my ideal client is or why I need one.”
“I serve anyone who can afford me because my pricing helps filter out bad clients.”
..but every now and then, I hear an answer that fills my little marketing heart with delight:
“Yes, and I could tell you what she ate for breakfast this morning.”
That last response is the one to aim for, ladies and gents. If you aren’t so in tune with your ideal client that you don’t know his / her lifestyle habits, you will constantly struggle in your marketing and in your business finances. Knowing exactly who you’d like to serve, meeting them where they are, and building services around their specific needs is the key to making marketing easy and business profitable.
Listen to the Episode
Do you (really) have an ideal client?
When you know exactly who your target client is, you’ll find that writing a social media caption, a blog post, a newsletter, and new website copy becomes simple. Why? Because it’s easier to talk to someone than it is to talk to no one.
Are you currently serving no one in your business? If you define your ideal client only by their budget and location, you don’t have an ideal client. Chances are high that you’re casting too wide a net…and yielding an unsatisfactory number of fish…if you catch my drift.
9 questions that will help define your ideal client:
Grab a pen and paper. You absolutely need to write down the answers to these questions, as it will help your brain create a full-color picture of exactly who your ideal client is. You might even be able to think of a person or client in real life who matches this description. This person should be the focus of your marketing messages and services going forward.
Which personality type meshes well with yours? It might help to think about your best friend’s personality.
What type of project do you most enjoy? Try to limit this to one or two types of projects.
What skill do you have that makes you extra amazing at design, staging, or soft furnishing fabrication? This skill could be totally unrelated to your field, such as the ability to make strangers feel like old friends or your crazy ability to work the numbers and stay within your clients’ budgets.
What types of problems are you most adept at solving, based on the special skills you just listed? What are the emotions behind that problem? Fear, overwhelm, and stress are a few common emotions we can associate with problems.
What type of person experiences these problems and falls prey to these negative emotions?
Describe this person: Their age, income, family situation, location, etc.
What is important to this person? Think of the charities or fundraisers this person would support or think about how they are spending their time (raising kids, working, travelling).
What are they posting on social media? What do you think they pin on their Dream Home Pinterest board?
How are your services addressing this person’s exact interests, concerns, fears, and priorities? Which interior design, staging, or soft furnishing services would help alleviate the negative emotions and problems these people face in their homes or careers?
Make sure your services are tailored to your ideal client. This doesn’t mean offering off-the-wall packages, but it does mean adding extra touches that show you understand your ideal client’s deepest needs.
I give specific examples of this in today’s episode of The Kate Show. Hop over to iTunes or Google Play and start listening to get the full scoop on defining your ideal client.