A successful business relationship has a lot in common with a successful personal relationship. It’s all about trust, mutual respect and striving to please the other person by taking into consideration their preferences and avoiding their dislikes at all costs.
First of all, it’s important to understand that you can’t be in a relationship with everybody. You need to select only those people whom you resonate with and who, at their turn, resonate with you. We’ve mentioned the ideal client before and described ways to create the user persona.
This time we want to go a bit further than the usual demographic and sociographic and even beyond writing the story of your user personas. After these text-book exercises, try to think about the match between this Price Charming of your business dreams and the toads in real life.
Location, Location, Location
After taking into consideration all your desires regarding the ideal client, do you think you can find it in the places you are looking for them? It might sound like a no-brainer, but you have to be where your clients are. If you are coaching moms, you have to advertise at kids’ activity centers. If you want to sell to billionaires, you’d better upgrade your golf moves and if you target teenagers, but you don’t do Insta stories, you might be on the wrong track. Hang out where your clients are in their natural habitat.
Even if you are writing a newsletter that will be distributed to thousands of readers, they should never feel that. Knowing your ideal client means crafting your words like you would write a love letter to the one and only who is your reason to wake up in the morning.
Treating communication like this helps your message cut through the noise created by online advertising. It is also a good idea to create several variants of the newsletter, tailor-made for each of the user personas you have in your portfolio.
What Makes Them Tick
Winning hearts and wallets is all about understanding the mindset of your client. You need to take a deep dive among their fears, childhood passions and personal values. Tapping into these dark corners of their personalities makes them more likely to spend more.
The general guideline should be to stir some emotional connection, to create a link. Never allow your clients to choose you solely on price, or you set yourself for losing business quickly. Be an Apple, not a cheap Chinese alternative.
Find someone who is as close as possible to your ideal client and ask for feedback, even pay them as counselors. If you don’t have time to survey anyone and ready to identify “who” your ideal client is TODAY, download this guide on How To Identify Your Ideal Client