So, how do you go about painting an accurate picture of your model client, then creating a marketing plan that will draw more of them to your company?
You could start by reading this excellent article, How to Discover and Attract More of Your Ideal Client, by John Jantsch, founder of Duct Tape Marketing.
In this article, John provides some valuable steps for helping you identify your ideal client and using that information to build a marketing plan to attract more of them. Following are some highlights of his suggested steps:
If you can, create a spreadsheet of your clients and focus on the amount and type of business you do with each. Now, carefully comb through the list with an eye on profit. Which are your most profitable clients? Are there entire types of work or types of clients that traditionally produce unprofitable sales? The key is to understand the most profitable work.
Now Add Referrals
Now let’s divide that list again. From the profitable work identify clients that are known referral sources. Here’s what I’ve found to be true. Only happy clients refer and happy clients are most often found because you or your approach is a good match for what they needed.
From your group above it’s time to start looking at the physical characteristics that are known about your ideal client group. You’re looking for any common characteristics that are shared.
Behavior is Inbound
The secret to attracting, as opposed to hunting, your ideal client is to understand what makes them tick, what triggers them to go looking for someone like you, and what behavior they typically exhibit that might act as another marker for you to focus on.
The Biographical Sketch
Finally, once you are able to pull together profit, a propensity to refer, demographics and behavioral markers, you have the making of what I refer to as the ideal client biographical sketch. The idea here is that you create a picture of your ideal client through the use of words and images that is so rich, just about anyone could conjure up a vision of such a client.
I would suggest to, then, take another important step – carry out his advice!
In addition, I’d like to point you to one of my older blog posts, What Every Marketer Must Know About Their Best Customers, which will provide more information about defining your best customers and prospects.
The trick is not to hunt, but to get hunted.