What kind of people do you really enjoy working with (and why)?
At the beginning of this process, I said:
“Our businesses should be created from a desire to make lives better. Before we can understand how to improve the lives of others, we need to have a clear idea of what we want for our own lives.”
However, you cannot help everybody.
You should not even try to help everybody.
In fact, there are people you should are meant to work with and there are people that you should never work with no matter how much money they offer you.
There are clients you will work with that will make your business grow and there are clients that you will work with that will stunt the growth of your business.
Defining your ideal client is an extremely essential step in the process of attracting better clients to your business.
Your ideal clients are the individuals that inspire and energise you to do your very best work.
These clients are the exact opposite of the type of clients that fill you with frustration, stress and anxiety.
I want you to spend every working day with clients who are ideal for you and your business.
Use these questions to identify which of your existing (or past) clients qualify as ideal clients and help you work out how to attract more clients just like them.
- Who are your top (existing or past) 3-5 clients?
- What do your 3-5 clients have in common?
- What worries keep them up all night?
- What challenges do they face on a daily, weekly, monthly, and yearly basis?
- What are their pain points?
- What do they fear might fail in their life if their situation continues or gets worse?
- What do they really want that they don’t have now?
- What’s stopping them from getting what they want?
- What have they tried that didn’t work for them?
- What objections might they have about investing in your product/service
What are your purpose-driven goals for your ideal client?
Now, let’s work on your purpose-driven goals for your ideal client.
- What ultimate result would you give to your ideal client if you had no constraints?
- How can you help them get what they really, really want?
- Why would they pay almost anything for your “dream solution”?
- What specific benefits do they get from experiencing your solution?
The answers to these questions is a great place to start for discovering your purpose for how you are going to impact clients’ lives.
You may already know what your purpose is or you may be starting to discover what it is.
My purpose is to help coaches and consultants, like you, achieve their maximum income potential.
In order to realise this purpose, I have a robust plan for accomplishing it.
Helping 100 coaches, consultants or training providers build online businesses that generate £1m in revenue.
- What’s the result or metric you could use to measure how your purpose has changed the world?
- What are you going to do and use in order to reach your purpose and vision?
Think about product ideas, services and delivery methods.
It doesn’t need to be extensive, but try to list a variety of ways that you could impact the lives and businesses of your clients.
Think about delivery methods like books, courses, coaching, workshops, high-ticket services, low-ticket products etc.
What Are You You Bringing to Your Market?
We need to determine what you’re bringing to the market.
There are a lot of misconceptions about market demand, what your customers need and what your customers want.
In truth, it’s almost impossible to get people to buy something they NEED but don’t WANT.
The world NEEDS to eat less meat if we are to sustain its population and resources.
But I WANT an Argentinian rump steak with mashed sweet potato and Chimichurri Sauce.
Mmm mmm….. Anyway, back to your Market Need.
We’ll be using your purpose-driven goals from the previous exercises to define what drives your business.
Start by thinking about what you can do better in the market.
Don’t worry about focusing on a particular niche or industry just yet.
I want you to think about what is broken in your market.
Think about what is missing from your market.
If you’re not determined to bring something better to your market, then you will find it extremely difficult to build a truly successful business – online or offline.
In this exercise, we are simply going to:
- determine what you want to bring to the market
- discover an audience that wants it
- sell your services and products to the people that want them
If it turns out there is no clear demand from the market, for what you are offering, then we can go back to step 1.
Your competition is already showing you where they don’t want to be (and what they don’t want to do).
For example, there are particular markets that they do not want to serve, there is content that they do not want to produce, there is a certain platform that they do not want to promote on.
This is a clear opportunity to dominate that platform and create content that serves your chosen market.
- What would make you the number one player in your marketplace overnight?
- What if you recorded 200 videos teaching your target market about how to improve their lives and their businesses?
- What about if you had three published books and regular speaking engagements?
Obviously, we are not going to actually be able to do this overnight, but the answers to these kinds of questions give us possible goals to aim for.
Finally, I want you to think about what it is that other people want and need, remembering that WANT is more important than need.
- What do your ideal clients WANT and NEED and what can you do about it?
We know that they NEED your product or service.
However, we need to ‘meet’ them where they are at right now in their lives and focus on what they WANT.
Another way to think about the difference between WANTS and NEEDS is to think about the difference between BENEFITS and FEATURES.
When it comes to helping other people it is important to remember that we need to understand how they need to be helped.
And, also never forget that most people are continuously tuned in to an internal radio station called WIIFM (What’s In It For Me).