(click here to print this out -->Finding Your Ideal Client and Target Market hand out )

Who is your Target Market and Ideal Client?

Understanding the Difference Between Your Ideal Client and Your Target Market

Target Market

A target market is defined as “a group of customers towards which a business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy.” And that’s true.  For instance, if you are a personal trainer, your target market may be young professionals that want to stay fit and learn the latest methods, or perhaps individuals recovering from illness, or maybe just men looking to get fit.

Knowing your target market is important because you can’t be everything to everyone.

Ideal Client

Your ideal client resides inside your target market.  These are the individuals that energize you with their enthusiasm, or respect for your abilities at your work.  These people happily compensate you for your time and inspire you to do more and be better and provide the best service possible.

The fact is, even if you think you “KNOW” your target market, if you are taking this course, then you must want something more.  You must want to experience more success, so I am going to ask you to please suspend your resistance to the exercises I’m going to provide.  Please take a deep breath and engage in these activities and look for aspects and possibilities to make your life even more amazing than it already is.

Imagine, learning how to advertise your services, and booking your calendar completely full with clients that bring you joy and financial abundance.  That is what I want for you!

It’s not just about the money.  It never is.  Money is just a tool.  Money allows us to easily do things, to pursue hobbies, or donate time or financial assistance, money makes everything easier, but it is never really the goal.  The goal is always joy.

So, before we can figure out how to speak directly to your ideal client, we need to get a clear picture of who that client is.  Many of you may be just starting out and may not have clients (or not many) while others may have a lot of clients but maybe too many that drain your energy rather than energize you.  The fact is, when you are performing at your top level, you are providing your clients with the best that you can be.  They will experience better results and will end up referring more people to you.

PART ONE: Your Target Market

What five things really turn you off when talking to a new client or prospective client?

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BE HONEST!  No one is going to see this list but you, so BE HONEST.
Describe the type of person that you
DO NOT want as a client.
(example: I do not want clients that are constantly complaining and blaming other people for their perceived unfortunate events.)

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Look at your current client list and list any that are examples of what you don’t want.

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Knowing what you don’t want, will help guide your social conversations away from the things you don’t want to experience and towards the things that you do…

Your Target Market

STEP ONE: List all the different groups of people who use your service.

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STEP TWO: Circle the group that you feel you relate to or feel the most interest or connection in working with.  Do you have any clients in that group?  Write their names here.

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STEP THREE: Answer the following questions:
What are you passionate about as it relates to your work?

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What natural talents and strengths do you bring to you work

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What aspects of your field of you know the most about?

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What aspects of your life connect you to the selected market?

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Now Combine all three steps and complete the statement: My Target Market is___

Example: My target market is women entrepreneurs in the health & wellness service industry because I appreciate that their satisfaction in helping others is a driving force in their business.  They are creative and thoughtful and expressive and passionate about using their talents to help others. I enjoy helping them, they encourage and inspire me.

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Part Two:  Your Ideal Client

Describe your ideal client

What type of people do you naturally enjoy spending time around?

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What do those people like to talk about?

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What do those people like to do?

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List some of the moral or ethical standards that they follow.

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Do they contribute to their community? How?

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What attributes does your ideal client HAVE to possess.

Be Honest. Be Selfish. Be Brave and Bold and write without thinking about what someone else might say!  List a minimum of 8 things that you potential clients MUST have.

You are not the YMCA or COSTCO, where anyone with a membership is welcome.  Those are huge communities with something for everyone. You need to filter out the people coming through your door.  You need to select people that provide you with positive energy and don’t drain you.  You want to be invigorated and uplifted by your clients, not dragged down.  You need to set the intention that you are meant to help certain people because the more that you are empowered the more you will empower them!  By listing the attributes that your ideal clients have you are creating your filter, to open the door to the best of the best in terms of who you can help that will help you help them.

Here's an example:

  1. My clients are seeking my feedback and don’t resist hearing it.
  2. My clients take action when they get feedback.
  3. My clients are able to see their possibilities even against the odds.
  4. My clients take responsibility for their situations and do not feel entitled or like victims of circumstances.
  5. My clients are honest and truthful and do not complain.
  6. They must live in New York City
  7. They must understand the value of coaching and not view it as a last resort.

 

The 8 things my ideal clients must possess:

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Describe (in detail) your interaction with an ideal customer:

[My mental picture of ideal customer:  I am sitting at my desk sipping coffee on a sunny morning around 10am.  The kids are at school the dog is in the yard, and my skype pop-up tells me my 10 o’clock appointment is right on time.  I’m greeted by a smiling face who excitedly tells me about how well she did this week in getting her business off the ground.  She tells me about the phone calls she made, and appointments she went on.  I listen smiling as the session progresses.  She takes notes as I make comments and provide additional steps in certain areas to amplify her progress.  And she gratefully schedules our next appointment.  After the call is closed, I send her the invoice that I know will be paid promptly.  I marvel at her progress and her ability to overcome her original “so called” obstacles to success.]

What does your perfect client consultation look like?  What does it feel like?  What does your client look like?

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Describe what kind of life you want to create.

Knowing your ideal client is great, knowing yourself is better.  For you to understand your worth, you also need to understand your purpose.  Again, this isn’t all about money as a goal, this is about money as a tool.  You may want to create a life where you work 3 hours a week and spend the rest of your time on a farm you fund that helps veterans with ptsd.  The fact is that having money, being successful at what you do, will make that life easier to attain.

So, take some time and visualize the life you want to create.  Having a clear picture of that life also serves as a dress rehearsal. Knowing where you are going and actually experiencing it is one way to jump start that activation.

By the way, did you know that everyone has different abilities to visualize?  Some people can visualize a freshly sliced lemon, squirting juice in all directions as it’s squeezed into an ice cold glass of water… and their mouth will actually salivate… but not everyone.   Some people may hear the sound of the ice tinkling in the cup of cold water... and others may feel the cold wet condensation on the glass and sticky lemon juice on their hands as they visualize.

My point?  Well, I don't want to cram you into a box when you are visualizing...  You discover your purpose in the best way for you... if your ideal client is described by what he/she drives or is wearing, so be it!   You experience happiness and harmony when helping that person... listen to your intuition.

Describe the kind of life you want to create through your business

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Summary:

You now have the following:

  • Detailed description of Target Market
  • Specific picture of Ideal Client
  • Understanding what energizes and encourages you within your current business
  • Understanding how the conversation between you and your ideal client
  • The beginnings of your social marketing platform… your offer.