Avatars, Personas, Ideal Clients...
These are the fictitious people who embody the characteristics of your demographic. But stop, think for just a second. Do not get caught up in all the fancy lingo and terminology of the advertising world. Don't let marketers tell YOU who your ideal client should be. Don't get caught up in the demographics and money and 2.5 kids..... THINK.
Who do you have currently that is your favorite client? The one that is easy to work with, that trusts your judgement and knows that you have their back? Who is the client that fits perfectly into what you have to offer? Who is the client that will truly see the benefit of your skill sets and product offer? What is it about them that lights you up?
Demographics are great for narrowing the field, but the CLIENT YOU CAN BEST SERVE is your perfect match. Period.
Decide who that is first and foremost. Ask your current "perfect fit" clients to refer you. Talk to them about what they love about you and how you work. Fine tune your marketing message and brand design to appeal to THAT CURRENT client and not necessarily anyone else. By doing that, you will attract more like them. They are not the only one out there, so target exactly who you are seeking.
Marketing should NOT be a shotgun approach. Yes, you may get clients...but are they "perfect match" clients? Will you spend more time wrestling with opinions and attitude, losing money in the end? Why bother? Get focused!
Interested in learning more? Contact NLC for a deep dive strategy meeting.
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