Illumin Blog

Your Ideal Customer...in 100 Words.

I wish Mike Michalowicz's book, The Toilet Paper Entrepreneur, was around a few years ago when I started Illumin. It probably would have helped me identify my ideal customer that much quicker.

In Mike's illuminating subchapter, Who's Your Ideal Customer?, he references an exercise that helps business owners identify the ideal customer. By making a simple list of 100 words or phrases that identify your ideal client, you're able to build a business and brand that appeals to that client as well as better focus your resources (time, energy, money).

Tap Into Others to Identify Your Ideal Customer

Despite the fact that I use a similar method with my own clients, I must admit it took me a while to identify my ideal customer. In fact, the "ideal" Illumin customer was pointed out to me by  my own clients and my virtual assistant. Yes,even consultants need consultants and advisors to help us step out of our own way and uncover the hidden gems and opportunities in our business. (In fact, that "ideal customer" revelation is the catalyst to my website redesign slated to be up by end of September. Stay tuned!)

In addition to identifying characteristics like: smart, athletic, traveled, nurturing, adventurous, etc., dig deeper. Identify what "ideal" means to you and your business. This can include such criteria as clients who...

• willingly pay your premium prices
• buy in quantity  
• often refer you
• value your expertise
• get why you're "worth it"

You'll want to delve deeper into each of these criteria to uncover the characteristics of your ideal client. Be sure to capture words that identify clients whom you love to work with and who identify with your values. These qualities should be added to your 100 Word List.

The saying, "Nobody knows your business like you do" isn't necessarily true. It may take a strategic partner, customer, employee or consultant to point out the unique characteristics of your clients. Sometimes you're just too close to them. Whatever you do, take the time to tap into these people to help identify the client who...
 

• gets your value,  
• is willing to pay for it and  
• is a good referral resource 

When they give you their valuable feedback...act on it. Ignoring such valuable information can cost you in sales.

Are Blinders Keeping You From Your Ideal Customer?

Identifying your ideal customer can be harder than you think. It's not uncommon that new, or even existing, business owners misinterpret who their ideal customer is because we often work with blinders on (our own interpretation, myopathy and biases). This can doom a business as we spend invaluable resources pursuing clients who are not the ideal. Realize that, as your business evolves so, too, may your ideal customer.

Has Your Client Changed with the Economy?

This economy is producing many shifts and challenges for business owners. Consider re-evaluating your ideal client profile given our current economy. It may have changed.

A key to helping you do this is to see which of your products and services are selling, and which are not. Who seems to be buying from you now, and who is not? Now, dig deeper into the characteristics of that particular client. Therein lay the keys to your ideal customer.

Don't be afraid to let go of what's not working (this means products, services or even clients who no longer fit the "ideal).

A key to sustainability and growth is the ability to let go and flow with what your respective market is telling you to do.