How To Find Your Dream Clients & Customers...

In our independent businesses, we can't (and wouldn't want to be) all things to all people. A key part of planning your successful strategy is knowing who you want to work with.

Because how can you find them if you don't know who they are?

Step 1: Identify Your Ideal Client

(I'll use the words client and customer interchangeably here, but you can adopt whichever language seems best for your business.)

Maybe you already have some idea of who your ideal person is. Write down a list of anything that comes to mind.

Next, think about who you are already working with, and identify who it is that energises you the most. Who would you love a duplicate of!? Now, think about what these people have in common. Are there any key features, values or characteristics? Do they match your initial list?

Sometimes, our ideal clients and customers do fit into objective demographics like age, gender, occupation etc... but I also want to introduce the idea that these things might be secondary to how your ideal people think and feel.

Step 2: Creating Your Boundaries

Another powerful exercise is to write down a list of characteristics or traits that mean I would NOT work with somebody. Who would I turn away? This feels a little bit rebellious, but it's also really empowering. Who are you not willing to spend energy on?

This could be things like:

• People who feel very demanding or rude in their initial emails.

• Anyone who pays late, or makes a booking and then doesn't show up.

• Businesses that feel unethical in their nature.

Play with this concept, and think of it as a powerful boundary setting exercise. I know that at the beginning it can be tempting to accept anyone who is willing to pay and support your business, but I've learnt from experience (as have many of my self-employed pals) that this usually costs more than it's worth when it comes to your energy.

Also, filling up your calendar with people who aren't a great fit actually blocks the way for those who would be perfect. I believe this works energetically as well as with literal available time and appointment slots!

So, once you have a list of what you don't want, write down all of their opposites.

Does this match up with your initial list, or are there elements you will adapt and change?

By blending these few techniques together, hopefully you now have a nice, succinct list of what you do want. Now, your mission is to communicate that, so that these people recognise themselves as your ideal clients when they see you!

Step 3: Get Comfortable Telling Everyone Who Your Ideal Client Is and Isn't!

This works in two ways:

1. People see your list and say 'yes that's me!'

2. Others see your list and say 'oh, that's not me.'

   
   

Did point 2 make your stomach drop a little bit? The idea of turning people away can feel quite uncomfortable, for all kinds of reasons. However, I genuinely believe it's helping both parties to be clear from the beginning about what you want, and what you think will work best.

Think of it like dating, where you've probably heard all the cliches about not settling for someone that doesn't feel right. Settling might feel okay if all you want is a one-time transaction, but the longer the relationship is that you have with your clients, the more important your compatibility becomes.

And really, even if you're selling a single piece of art, or jewellery, or lunch (which could all be seen as a one-time transaction) the ideal scenario is still to build repeat customers with great relationships.

If someone buys one product, but tells all their friends how much they love it, that's a valuable client relationship you've created. So much better than someone buying something that wasn't quite right for them, and then repeating a less appealing message out to the world.

So, my advice is to define clearly what you do and don't want, and then be transparent about it. If a vegan cafe posts something that a meat-lover doesn't like, that's fine. Create your own version of this. Trust that there will be enough of the right people, so you don't need to settle for the wrong ones.

Step 4: Share Your Ideal Client 'Out Loud'

You want to make it as easy as possible for people to figure out whether you are a good fit for them. This goes for your website, social media, printed marketing and in-person networking.

On social media, these are some practical ways that you can let people know who it is you want to work with:

• Share your list! I've literally done this several times, as you can see in this example post and reel. One is more about feelings and values, and the other is describing business types. I like to vary it and experiment with which works best.

  
  

• Share reviews, testimonials and customer photos from your existing ideal clients. This help re-iterate that you are already working successfully with these people! Potential ideal clients can easily visualise themselves in your world.

  
  

• Engage in places where these people hang out, especially if you genuinely enjoy these places too. For example, I leave comments all the time on local cafes, yoga studios and wellness accounts that have a similar vibe to me. This isn't to make sales, it's to make connections.

  
  

• Create 'I feel seen and heard' type content for those ideal clients. Sharing relatable quotes is a great one for this - you know those memes that get it *spot on*? If it makes you smile because it's so true, then this is the gold! Often, the more niche the better...

Step 5: Putting It Into Practice:

We dive into all of this this together during my Marketing Mindset Workshops and I'd love for you to join us if you're ready to really raise the game on how comfortable you feel marketing your business.

If you'd like to be notified about the date for the next one, just email hello@strengthinfeathers.com or send a message on Instagram and I'll make sure you're on the list. The next provisional date and location is Shiva Studio in Newquay on the 16th May!

Happy Marketing,

Emily x