You’re a coach with a business that has done your job in identifying your ideal client.
You’ve designed an appealing, user-friendly website.
Created a free offer that is promptly placed above the fold to build your email list.
You’ve done everything you’re supposed to do to get new clients and yet the clients aren’t coming.
What gives?
If you’re a coach than you more than likely will agree with me when I say that getting clients is one of your biggest concerns, frustrations, headaches, heartaches and, let’s face it… gut aches you’ve ever experienced.
Identifying your ideal client is a well-known piece of having your own coaching business.
Unfortunately, that isn’t always enough to build a thriving business.
There is a monumental difference between identifying an ideal client vs. identifying a marketable ideal client.
An ideal client consists of age, gender, marital status, family status and perceived problem.
For example – Women, ages 45-60, married with kids that feel stress and never put themselves first.
For most coaches, this feels like a solid ideal client, (target audience), identification.
However, upon closer examination, we’ll find that this is absolutely NOT a marketable ideal client.
Here’s what I mean by “marketable”.
Can you easily and affordably reach your ideal clients through paid marketing such as Facebook, Instagram, YouTube, etc.?
The best way to judge the answer to that question is to research that ideal client based on the identity factors you’ve established.
In our example above we said the ideal client was: Women, ages 45-60, married with kids that feel stress and never put themselves first.
While we can certainly agree that there are a lot of those women out there, the truth is they aren’t identifying themselves in that way on Facebook, Instagram or YouTube.
Meaning, there isn’t a Facebook page, Instagram page or YouTube page where these women are hanging out.
In other words, you can’t target them with paid advertising.
That’s why this isn’t a marketable ideal client.
Let’s dig deeper to turn this non-marketable ideal client into a sure-fire marketable ideal client.
We’ll start with the same base client and I’ll give you three examples of how you could tweak this client to make them marketable.
Tweak #1: Women, ages 45-60, married with kids that feel stress and never put themselves first that are also teachers.
In a Facebook search, I quickly identified 5 pages designated to teachers where I could target them with paid advertising. Just by adding a profession to the ideal client identity I can now call out and speak to my ideal client with paid and unpaid advertising.
Tweak #2: Women, ages 45-60, married with kids that feel stress and never put themselves first and want to use the Paleo diet to lose 10 pounds in 45 days.
Again, with a quick Facebook search, I found several pages that are dedicated to the Paleo diet. These pages will be key to reaching this “marketable” ideal client.
Tweak #3: Women, ages 45-60, married with kids that feel stress and never put themselves first that are experiencing symptoms of menopause looking for natural relief methods.
After researching this ideal client I quickly found Facebook pages dedicated to natural supplements, clothing, books and resources all for women with menopausal symptoms.
Where should you go from here to actually get new clients?
Great question!
Use the information I shared here today as a way to audit your current ideal client.
Ask yourself these three questions.
1) Is my ideal client defined to a level that I can actually reach them through paid advertising, making them marketable? (Like in our examples… teachers, Paleo diet or menopausal symptoms)
2) Is my ideal client looking for a specific solution to the problem they have?
3) Is my ideal client aware of the problem my programs and services solve and are they actively looking for a solution?
If your answer to any of these questions is “no” then you have homework to do my friend.
This is key to your success!
Until you actually have a “marketable ideal client” you’ll be forever trying to paddle upstream without a paddle.
Instead, do it the easy way.
Niche’ down! Choose a marketable ideal client! Watch your revenue soar!
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Want my help in identifying your own
“marketable ideal client”?
