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Here’s the dictionary definition of “Ideal Client” – noun, “anyone who will buy my product or service.”


It still surprises me when I consult with business owners and I ask them, ”Who do you sell to?” they often answer, “anyone who wants it…”

So then I narrow it down…

Q: “Okay, so who is your Ideal Client?”

A: “Anyone who will pay for it!”


Your ideal client is the one who is hungry for and who best fits your offering.

And not only that, they are repeat buyers who also refer their friends, family and colleagues to you!

Would you like more of these clients coming to you?

If so, you need to first identify who these people are, what pain they’re in, how your solution can help them, what they need to know before buying, what common objections they may have and so on.

Armed with this knowledge, you can compose your marketing strategies in a manner that is going to talk with them at the emotional level that is driving them to take action – and by doing so; you will gain their trust and ultimately their business.

And if you really know what you are doing, you can also present your marketing strategies in a manner that allows them to qualify themselves, so when they make contact with you, they are not just mildly interested in what you have to offer…They are hot!

And how much easier would business and life be if you were only dealing with ideal clients instead of time wasters?

For example, if you provide legal services it may be something like, “ we understand that you don’t want to have to do this, after all, taking this action could cause a massive split in the family that may be irreparable; but at the same time, you know you have to, you know what is right; so make us the bad guy and let us get you what you are entitled to and deserve…” 

Would someone considering fighting for a share of an inheritance be motivated to contact this law firm after reading this?

Of course they would!

You have shown that you understand and empathise with their situation; you have shown them how to get the outcome they want while minimising the stress involved in a process that is uncomfortable at best.

Remember that each marketing campaign will have one message delivered to one market through one medium.

So here’s the steps to get clear on the audience you want to target. 



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Ideal Client Profile


  • How old are they?
  • What sex are they?
  • Do they have children?
  • What income level are they?
  • Are they single or dual income households?
  • What other interest do they have?
  • What hobbies do they have?
  • Where do they hang out?

The list could go on and if you get stuck you can check out Brian Sun’s ideal client checklist here https://blog.autopilothq.com/define-your-ideal-customer/ His checklist will help you build on what I have started here. So this is a great start in identifying who you will be talking to in your marketing and advertising, however… People buy with their emotions first and foremost and then they justify the purchase with their intellect. So in order to trigger them to make the purchase, you need to also understand which emotions when triggered will cause them to buy. To identify these emotions, you will need to understand things such as: Psychographics

  • What problems they have
  • What keeps them awake at night?
  • What is their greatest fear?
  • What are their aspirations?
  • What do they value most?
  • What do they achieve from buying from you?
  • What objections do they have?

Combining the two (Demographics and Psychographics), you will understand who your ideal client is, where they are, and how you can get them to buy from you. Taking the time to understand these important foundations of any marketing strategy means your marketing effort and dollars will be in all the right places. And that has to be good for your business right?

Rohan James is Creative Director at Success Wizards. He is a master at using words to create desired outcomes, but when it comes to surfing his favourite breaks, the word “master” is nowhere to be found!


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