3 Questions to Discover Your Ideal Client
There seems to be a lot of urgency out there for online business owners to find their focus. “Determine your niche,” they say. “Create your ideal client avatar,” they beg.
I don’t know about you, but I’ve always had a negative reaction to these things. Maybe it’s because I have so many interests, and it’s hard for me to focus on one thing. Or maybe it’s because I have felt that in order to grow my business, I had to cast my net far and wide. I didn’t want to limit my options too early.
Regardless of the reason, I’m here to offer a different perspective and it’s based on the incredible book Attracting Perfect Customers: The Power of Strategic Synchronicity by Stacey Hall and Jan Brogniez.
I’d like to say that I had a lightbulb moment while reading this book, but the truth is I had a lighthouse moment (you’ll get that reference in a bit, I swear). What I learned was that in order to focus my business, I had to do more than just zero in on my optimal client. I had to change my perspective altogether.
Why I Almost Didn’t Read This Book
When a friend recommended this book to me, I was a little wary of the word “perfect” in the title. As a recovering perfectionist, it’s a word I try to avoid since I’ve learned it’s not all that attainable.
If you have struggled with perfectionism, don’t let that word in this title stop you from picking it up. The authors are all about helping readers attract ideal, amazing clients and teams that are unique to each individual. The perfect fit for you! And for me.
And since I was picking apart the title, I also had a reaction to the word “customer.” I’ve never thought of the people I work with as customers. They’re clients. So I had to train my eyes to skip over “customer” throughout the book and see “client” instead. Maybe for you, it will be your “audience” or “readers.” Use the word that’s right for you.
Another thing that gave me pause was the cover. This book was written in the early 2000s. And it looks a little dated. I’ve read a couple other business books from that era with tips about fax machines and pagers that didn’t age so well.
If you’re willing, I encourage you to keep an open mind with this book because the principles in Attracting Perfect Customers are absolutely applicable and timeless, even if the cover art isn’t so much. And you know what they say about judging books.
3 Questions to Reveal Your Ideal Clients
The most powerful part of the book for me was following their steps to envision what my perfect client is like. And what they will expect from me. All of a sudden, I was super clear about exactly who I want to attract into my circle of clients.
I encourage you to walk through the next three questions and see what it uncovers for you.
1. Do you want an ideal client?
If the answer is no, that’s ok. It’s always important to remember that this is your business and no one can tell you what’s right for you. Only you know.
But if the answer is yes or you’re at least curious about it, keep reading.
Now, this is where the lighthouse reference will start to make sense. In the book, the authors use a lighthouse analogy to illustrate our power as business leaders to influence and attract the right clients who will value your services.
They write that the purpose of a lighthouse is to stay still and steady, be a guiding light for moving ships at sea, and bring them safely to the light at the shore. In your business, are you a lighthouse? I can tell you, for the last few years, I hadn’t been.
Hall and Brogniez go on to say, “Lighthouses do not wade out into the water looking for boats to serve. Your responsibility is to stand still and keep shining your distinctive light, to keep polishing the lens to ensure that your light has the power and brilliance to break through the darkness and attract the attention of only perfect customers.”
Before I read this book in early 2019, I was running up and down the shore, chasing this idea or that client, and not staying still long enough for people to find me. There was no way to gain true traction because I kept deviating from my purpose.
Since then, I’ve become ultra-clear and I’ve been finding more success than ever.
Because I’m staying put and remaining consistent, I have been helping more bloggers and online entrepreneurs find the best freelancers.
2. How specific should your ideal client be?
It seems like most “experts” advise you to focus on one thing. But what they don’t tell you is that your focus, your ideal client, your niche can be as general or as specific as you want.
No one can lead you to the right answer but you. And that’s the beauty of this process. When you identify your inherent value that you offer to your clients, you can then flip that script and look for the very specific people who need the very specific thing that you provide. Whatever it is.
The authors do a beautiful job of driving home that point. They write, “When we value ourselves and our business, potential customers are also able to see the value. For your business to be its most attractive to others, start believing in yourself. When you believe in yourself, you will attract more people who also believe in you.”
Now I know the concept of “believe in yourself” seems a little baseline. But truly, how many of us actually believe in ourselves? Whether we’re riddled with insecurities or Imposter Syndrome or perfectionism, like a certain, um, me, these self-doubts hold us back in our work and keep us from wooing dream clients and colleagues.
This book gives you the stepping stones to overcoming self-criticism and getting clear on the vision for your ideal client.
3. Where do you start when determining your ideal client as a freelancer?
First, start where you are. Notice who you have been serving and what you like and don’t like about your current clients. The idea is to put your energies into attracting more of what’s going right and believe that it is possible to have nothing but ideal clients.
Second, consider going general to get specific. If you’ve only been freelancing or in business for a few months, it’s likely that you haven’t given yourself enough time to get the clarity you need. Allow yourself the grace to figure out the work that brings you joy and which clients are best for you and your business. You’ll know it when it works, and you’ll know it when it doesn’t.
If you’re still not really sure how to dial into the clients you like or don’t like or find clarity around your business, Hall and Brogniez share a series of steps you can use to reflect and envision your ideal client. It’s a process they call “strategic attraction.”
Step 1: What are the specific traits and characteristics I would like my ideal clients to have?
Step 2: What motivates my ideal client? What do they value?
Step 3: What expectations should my ideal client have of me?
Step 4: What changes do I need to make to continue my relationships with my current ideal clients and attract new ones?
Attracting Perfect … Team Members?
The power of attraction is a dynamic force, and Hall and Brogniez do a brilliant job of positioning this strategy to draw in the right customers.
As a hiring strategist, I can’t help but immediately recognize its worth for envisioning your ideal team members as well. You can apply all of their methods to create a circle of empowering and collaborative team members to help you drive your business forward.
Ready to Start Searching for YOUR Ideal Client?
When you’re ready to grow your business with nothing but your ideal clients, I can help. Sign up for my freelancer email list so you can receive links to hot new job opportunities, as well as my expert tips to help you land your dream clients.
