Why There Is Money In Knowing Your Ideal Client

28th November 2023
Featured image for “Why There Is Money In Knowing Your Ideal Client”

When we’re starting out, it’s easy to overlook how important it is to work out exactly who our ideal client is.

Initially there are fears of becoming pigeon holed or of missing out on the majority of potential customers out there. But in hindsight, taking the time to really know my ideal client has been fundamental in my success.

Thinking You Can Appeal To Everyone

Ten years ago or so, when I first started my wedding business I thought I could appeal to all types of couples – everything from a budget village hall wedding, to an uber luxurious London hotel. There was nothing unique about what I was doing, I just planned weddings -whatever weddings I could get my hands on. The market was competitive, and this meant I even found myself reducing my prices just to secure the business, resulting in very little if any, profit.

And guess what? No matter how busy I got, I just wasn’t feeling it as so often the couple wanted to see who was the cheapest rather than who was right for them.

This wasn’t me and these people, lovely though they usually were, weren’t the people I wanted to work with.

Enter My Business Coach

One of the first questions my business coach asked me was who my ideal clients were. In detail. Where did they hang out. What did they like to do? What was their favourite tv show – yes, really down to that level.

Then we looked at what they saw as the perfect wedding to plan? Where would it be held? What would it look like? What kind of entertainment would there be?

Back then of course, I didn’t know what an ideal client was, let alone who my ideal client was, so I went ahead planning weddings in village halls, in marquees, in rambling country hotels and in anywhere my couples would pay me to work in!

So this analysis led me to discover that the people I wanted to plan weddings for did not aspire to a village hall wedding. They wanted something urban, something modern and something unfussy. They did not want to appear ostentatious, but they were willing to pay the best.

Once I had done my research and nailed down my ideal client, I was able to change my website and my copy to reflect them, including an increase in my prices. 

Remember – If your ideal client cannot afford to pay you, they are not your ideal client.

So. I stopped. I re branded. I targeted just the couples who would want the kind of weddings I wanted to create, and in doing so, I alienated myself from 95% of all the couples out there.

But. Again, this is a huge but.

The remaining 5% all came to me. And none asked for a discount or bought on price.

I secured my ideal clients and we were fully booked for 18 months. Equally importantly, I began pricing what I was worth, meaning my business became profitable, whilst I was planning the weddings that I wanted to plan, with the clients that I wanted to work with.

Work With Who You Want

When I started the consulting business right from the beginning, I worked a lot on who my ideal client was, and I also think it is just as much about what you want to help people with as who you want to work with.

An ideal client is different from market research.

This is when you identify a gap in the market as opposed to thinking in reverse, about who you want to work with. Think if a person walked through the door and offered you money to do something for them, who would you want it to be and who would you wish that it wasn’t? That is when you will know who your ideal client is. 

It’s about getting clear on:

Who you want to work with.

Rather than :

Who would want to work with you?

What makes you unique, and what makes you stand out, especially online, is knowing who you want to work with and making sure that everything resonates with your clients’ needs. Pick one of the problems you can solve for them and lean into that, make that your strength. 

Know Your Niche

When you need someone to help you with a problem you always look for the person that covers the issue you have. If I was looking for someone to help me recover from the damage caused by bullying, for instance, I would look for a mindset coach that specialises in helping people who are victims of bullying, with trauma.

Let’s look at it like this… 

Let’s say you had a stinker of a toothache, so you rushed down to the chemist to get something to help you. On the shelves there are five pain relief products to choose from. Four of these products cost around £1.00 and their branding says something like “Gets rid of pain quickly.” The fifth costs £10.00 and the label says “Guaranteed to eradicate tooth pain within ten minutes”. You’ll plump for that one every time!

What do you want to be known for? 

If you are fortunate to have strengths in a number of areas, that will stand you in good stead when you are starting out, but you need to niche it down.

As our US friends will say “The riches are in the niches”, so focus on the one thing that you want to be known for.

For clarity, think about :

  • Who have you worked with that you’ve loved? 
  • Is there a pattern to the people that you’ve worked with that you enjoyed?
  • Do they share a common problem or need?
  • Is it something about them as an individual?

The Problem, The Symptoms, The Solution

I talk about all three – the problem, the symptoms and the solution. When you know who that ideal client is, you need to change your voice and your messaging to what would resonate with that person.

You’ll need to be clear on what your value is. What problem are you solving for them? In what way will what you do bring an improvement to their lives? Once you know this, and how to share this “too good to refuse offer” it’s all about sharing it in all your content.

Your brand should be clear and strong. This should reflect your values, as well as creating a style that suits your image and will be right up the street of the customer you’re trying to target.

In Conclusion

When you know who you want to work with, you must never be afraid to stand by that.

It is ok to have a disconnect with 95% of your audience, because you know the 5% will be there for you.

Never be afraid to polarise – I have always said I’d rather be Marmite than vanilla (and I hate Marmite!)

Free Training

Lisa Johnson reveals the steps she took to hit her first six figures
Get Free Training


Leave a Comment