‘The Ideal Client’ Venus Fly-Trap

Step #1 – Sketch out your Ideal Client

This is often the 1st step that mentors or business coaches undertake. There’s potentially an ‘infinite’ amount of research you could do, but I prefer to start with a few pointers just to get clients thinking on the right lines:

• Who are they?  Sex, age, location, status, budget
• Why are they searching? Replacement, time-saving, reliability, brand
• How do they search? Online, brochures, desktop v mobile, forums, referrals

Step #2 – Write for the Ideal Client

Use words that resonate with your ideal client – don’t worry about writing for a generic group.

Assuming the ideal client is, say, a 40-60 year old male business owner with 5 staff, I would come up with a list of words or short descriptive phrases to help keep my writing and messages on track; e.g.

• Time-starved – multi-tasker, not able to fully delegate
• Visibility – for process & pricing (see delegate)
• Ambitious – wants to grow his business quickly / grant funding would resonate
• Willing to automate – appreciates he needs to free up his time

….etc

Step #3 – Think solutions not problems

Tell your ideal client the answer to their problems…..don’t just list a load of features or restate their problems.

Consider this example:

FEATURES: “Upgrade to a 512mb smartphone with a new photo-sensitive 6″ screen”

BENEFITS: (having identified the ideal client this time as, say, an older 65yr+ person): “Enough memory to access the internet wherever you are, combined with an extra-wide screen which can be zoomed in to make reading messages easier.”

Step #4 – Tell them ‘why’

Use words such as:

• so that
• because
• by
• in order to

Consider these 2 examples:

“In this free guide, you’ll learn how set up a lasting power of attorney”

OR

In this free guide, you’ll learn how to set up a lasting power of attorney so that, should you become incapacitated, your children will be able to manage your finances and take vital decisions about your care”

Step #5 – Review for clarity

Don’t hide behind jargon or corporate-speak.

If you do have a specific phrase to use associated with your industry, use the words in Step #4 to clarify exactly what you mean.

“We use ‘Agile Process Engineering’ in order minimise unforeseen delays in software development – this helps to  keep IT budget overruns to a minimum”