Don’t Market to Everyone. Do This Instead.

You’re ready to put more effort into marketing your business.

You have a great logo, brand, and website. So you think, “I’ll create an ad!” But no one responds. You don’t make more sales or drive traffic to your site.

This is because you haven’t found your ideal client.

There is a popular quote in marketing that says,

“..if everyone is your customer, then no one is your customer…”

You may argue that big businesses like Apple market to everyone through TV commercials, but there’s a big difference.

They have money to spend and waste.

It’s different for a small business. We need to get specific about who we want as customers or clients.

100 Dream Clients

In the book The Ultimate Sales Machine, Chet Holmes says to make a list of 100 dream clients. Then, take your list and make a consistent effort to secure them as customers.

Take a moment right now and think of who has purchased your service or product recently who was the perfect client for your business or venture.

Now, take that one step further. Where does your ideal client shop?

Are they interested in any common thing? Maybe it’s a certain clothing brand or store.

Next, look at other businesses that are already serving your ideal client, but aren’t competing with you. The key is to build a relationship with these business owners on a personal basis.

Once you figure that out, you know who to market to.

Let’s do an example together using an example real estate business:

Imagine you had a client who has a high income and lives in a certain area. They used you to find and purchase their new home.

You had a great experience with them and they were your dream clients.

How can you connect with other potential clients just like them?

Here are a few questions you could ask yourself:

1. Where did they move from?
2.  What neighborhood did they buy a home in?
3.  What other things are they interested in online? (what do they share personally on Facebook?)
4.  What are some of their pain points or what are they afraid of?
5.  What do they value?
6. What is their gender or marital status?

You start to get a picture of what your dream client looks like.

Once you answer some of those questions, you start to get a picture of who your ideal client is.

Let me know in the comments what you think about making a dream 100 list. I’d love to hear your thoughts.