Attracting Your Ideal Client
Positioning yourself and your coaching program as "THE SOLUTION" to your ideal client's problems is key to commanding a much higher rate than the coach who tries to serve a wider audience. Your clients will value your expertise much more – and be more likely to act on it successfully – when they know they are part of a carefully chosen subset of a larger market. So, while everyone can benefit from having a coach, not everyone will benefit from having YOU as a coach. The fact is, your knowledge, skills, coaching style and experience make you the perfect coach for only a very specific person.
"When you speak to everyone, you speak to no one." ~ Meredith Hill
One of the easiest and most obvious first steps in identifying your ideal client or knowing who they are is asking the right questions. By doing this, your marketing strategy will speak the language that they will understand and identify. So, if you don't know the answers to these questions, it's time to start asking:
What is their family situation – are they married?
Does they have children?
Does they live in a house or apartment? In the city or in a rural area?
What is their socio-economic status?
Are they wealthy or working class?
Are they from a privileged or more humble background?
Do they have a job?
Do they own her own business?
How old are they?
Are they college educated?
Are they an empty nester?
Are they retired?
What are the exact problems you are uniquely positioned to help them solve? For example, if you’re a branding expert with a background in jewelry design, you’re the ideal solution for an up-and-coming jewelry maker who has trouble differentiating themselves from the crowd. The pain point you’re answering for them is “How can I stand out in a crowded market and sell more jewelry?”
This is just the tip of the iceberg of questions that you can ask when it comes to identifying your ideal client. But once you know the answers to these questions you will have a better idea and know exactly how to reach your ideal client as well as speak their language. You'll understand:
What platforms that they socialize on or hang out – forums, Facebook and LinkedIn groups, local meetups, and more are all gathering places for like-minded individuals. Chances are if your dream client is spending time in one particular group, there are others there who will also benefit from your coaching.
Where they're going – Your dream client has goals, and if you can discover them and create a plan to get them there, they will gladly pay you a premium for your coaching services.
Please know that if you’re just starting out, it can seem daunting to identify your dream client, their needs, and where they spends there time. But as you work with more people and build your client base, you’ll be better able to refine your message – including your email marketing, sales copy, social media outreach, and more – and you will naturally begin to attract exactly who you want to work with.