Finding Your Ideal Client

Finding Your Ideal Client

Finding Your Ideal Client

By John Jantsch

When it comes to targeting a market many people simply look for someone who needs (or who they think needs) what they do and then they try to offer it to them.

This may be the greatest single recipe for small business disaster. May I be blunt here?

When looking for your ideal client there are three questions you must answer.

1) Do they “want” what I have? It does not matter if they desperately need what you have. If they do not want it for one reason or another, then you are sunk. You will kill yourself trying to convince someone that they should buy from you.

2) Do they value what you do? You must look for people who are already investing in the type, or at least the category, of service you have. Price shoppers will always be prices shoppers, do it yourself types will always be do it yourself types. Look for those who appreciate the extra they get from you.

3) Are they willing to pay a premium for what you do? This one is often overlooked and misunderstood. No matter what you sell you don’t need to compete on price. When you compete on price you find that there is always someone willing to go out of business faster than you. Raise your prices, explain what you do to add value, and look specifically for those select individuals and businesses that expect to pay a premium.

Now of course this opens up another can of worms. Once you find your ideal client, you must be able to communicate how your firm is uniquely qualified to solve their problems.

You see; marketing your business never really ends.

If you liked this post, check out our Ultimate Guide to Small Business Marketing Strategy.


Using Content As Your Voice of Strategy
I’ve said it once (or twice) and I’ll say it again: content is no longer king, it’s air. It not only touches all aspects of your marketing these days but of your business as well. Your audience expects to find information about any product, service, or challenge they face simply by typing a keyword into […]
The Importance of Visual Elements in Your Brand Strategy
When you’re building your brand, including the development of your story, personality, core message, brand promise and so on, you need to be sure to include a strategy for visual components as well. No matter how great your business and messaging are, let’s face it, visuals are usually the most effective way to capture your […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.

Grab 7 Steps To Marketing Success

This eBook has been downloaded and used by thousands of business owners and marketers to use as a blueprint for marketing success. Start building your marketing system today!
x