Your Ideal Clients are your bread and butter … and sanity. When you talk to your Ideal Clients, keep in mind:
1. You have to know who your Ideal Client is.
We know we’ve said this a million times before, but after some conversations this weekend, I feel I need to bring it up again.
The more focused your marketing is, the better response you get from the clients you feel called to work with.
So take some time and really think about who you want to have on your table or in your chair day after day. Write it down. Make those thoughts concrete.
Sure! You can have more than one set of Ideal Clients. Just remember that each set has different needs. Plan on different messages for each set.
2. You have to know what they want to hear.
Let’s say you want to focus on middle-age professional women.
You can tell them that you do deep tissue work or trigger point work, but that doesn’t mean anything to most of us.
- We want to know that you will help us reduce the pain in our shoulders, necks, and heads.
- We want to know that you have suggestions to help us out between sessions.
- We want to know that you can help us get over it sooner. Whatever “it” is.
Since we’re on the subject, here’s what else we’re interested in:
- Are your daytime appointments less than your evening appointments?
- If we come see you during the workday, are you going to mess up our hair?
- Do you have towels for us to wipe off the oil?
3. You have to know where to find them.
One of the great things about knowing who your Ideal Clients are is that you will actually save money. When you know who they are, you will know where to find them. When you know where to find them, you will have a better idea how to advertise and market to them. Then, you won’t have to spend money advertising and marketing to everyone else.
Let’s go back to the middle-aged, professional women.
Start with offices. There are “professional” areas in every town. Do the offices or buildings have “community” boards? Is there a newsletter that goes out with any regularity? Can you put flyers on cars in the lot? All of these are basic — but no one does them.
Let’s go a little further. What else is in this neighborhood? Where do all the ladies go for their 10:00 lattes? Can you set up a chair there? Give a 10-minute neck and shoulder session? Where do they go for lunch? Can you buy an ad space with them? Will they let you put your flyers up anywhere? Where do people go after work? Out for drinks? Pedicures? Look around. See where they cluster.
And further: Community college night classes. Community center exercise/dance classes. We’re there. All our middle-aged grrlz are there. Where are you? We need you.
4. You have to know how they want to hear from you.
How you market to your clients depends on who your Ideal Client is.
This may take some experimenting. If you were going after 65+year-old, active, conservative seniors, you may find they prefer to get printed information snail-mailed from you. This would be my dad.
Or, they may indeed have embraced the digital age and want it all in their email inbox. My mom.
So you may have to plan to reach out a couple different ways to the same group. Fine. Be sure to keep track of who responds to what. It takes a little time in the beginning, but it pays off down the line.
5. You have to know when to reach out to them.
Understanding your Ideal Clients give you a certain amount of insight into their lives.
Are your middle-aged, professional women mothers of school-aged kids? Are they in charge of holiday meals? You’ll learn these things.
When you learn, you’ll know when to reach out with reminders to come in when the back-to-school shopping is done. Or that you have special hours after the holidays so they can have some ME time. Or what have you.
Anticipate their actions and be pro-active. This will show that you are aware of how the rhythms of their lives move. This will show them how your work can fit into their lives.