REsisting-the-pressure-to-niche---Kylie-Gabutto

Are you resisting the niche? Here’s why that is a big problem.

 

THERE IS A TEMPTATION TO RESIST NARROWING YOUR OFFERS TO ONLY WORK WITH YOUR IDEAL CLIENT

Defining who your ideal client is, can be TOUGH. Because it takes some digging and you aren’t sure whether you are on the right track or not. I understand the tendancy to skip this step.

The one thing that very few coaches will tell you, is that your ideal client, can and will change over time. The more experience and success you enjoy in your business the more clarity you will have around your Ideal Client.

The important thing is that you START the process and TWEAK AND PIVOT across time.

Here are some of the COMMON excuses I hear all the time about niche resistance.

  • You don’t want to limit your business’ potential. You would work with anyone.
  • You are worried about sales and making money. So anyone with a heartbeat and a credit card is your IDEAL CLIENT.
  • Or, you know you want to niche your market…..BUT you have no idea how to determine who that is.

MAKING THE SHIFT FROM ALIVE AND BREATHING TO YOUR IDEAL CLIENT

Your ideal client is a quite possibly a beautiful blend of you.

Your passions, your beliefs, your dreams and your history.

What I have discovered is that you need to look outside your own story.

When you start to think of your ideal client it is easy to talk in generic and familiar terms. Drilling down beyond the basic demographics is new territory.

And then the doubts crawl in….

What if I miss a detail? What if I exclude someone who would be perfect? What if I get it WRONG?

Hang in there. All you have to do is start.

 

LET’S FIND YOUR IDEAL CLIENT

I like to start with who I don’t want to work with. Chances are you aren’t all that clear at first on who your ideal client is but I bet your sweet success, you know who you DON’T want to work with.

Good old fashioned demographics

Your client persona

Your golden avatar

Client Opposite

It is so much easier to determine who you don’t want to work with, especially after you have been in business for a little while. Remember, what I said was my ideal client when I first created my business, “anyone with a heartbeat and a credit card!” Boy oh boy! I learnt pretty quickly who I didn’t want to work with after taking that approach.

If you think about the people you struggle to communicate with, the relatives who don’t “get” you and they type of financial situation people will need to be in to work with you. Also you need to understand where your expertise can and can’t help.

LIST IN AS MUCH DETAIL AS POSSIBLE WHO YOU DON’T WANT TO WORK WITH

Demographics

Traditionally marketers have used demographics as a way to define who they are communicating with and ultimately selling to. The demographics of a target customer or client are generally quite broad and is where most companies stop.

Once you have determined who is not an ideal client, You can narrow things down quickly with good old fashioned demographics.

Your client’s demographic will typically take into account things like, gender, age, socio-economic status or standing and education.

WHAT ARE YOUR IDEAL CLIENTS’ DEMOGRAPHICS?

Client Persona

Your clients persona is a process of defining who they are, what it is they are try to achieve in their life and their business, what their goals are and how they drives their behaviour, how they think, how they buy, what it is that drives their buying decisions, where they tend to buy and at what point in the process they buy.

Client Avatar

DETAIL YOUR IDEAL CLIENTS’ PERSONALITY

Over the last few years there has been a trend towards creating a Client Avatar. A picture and story of your ideal client.

I think this works because you then write all of your copy to that one person. The client you know as well as you know yourself. You know her name, her likes, her dislikes, her lifestyle, her concerns, her dreams, her children’s names etc. etc.

A word of warning: Don’t get too hung up on this part of the exercise. I have seen clients circle their ideal avatar for way too long and avoid revenue generating activities.

You will need to revisit this exercise and redefine your client avatar as you and your business changes. This doesn’t mean you got it wrong the first time, it simply means that as you have grown and your business has developed your avatar has undergone a transformation too.

A client avatar drills down into the phsycology of your customer. This is where you give your client a name, a story and some specific characteristic. It is when you take a subset of your ideal demographic

SPEND SOME TIME BUILDING A CREATING A FICTIONAL CHARACTER THAT CONTAINS ALL THAT YOU HAVE OUTLINED IN THE PREVIOUS STEPS. WRITE A STORY THAT CHRONICLES HER LIFE.

Do you need help to narrow your niche and find your ideal client?  I work with women in business to help them create a Stylish Sales Strategy to grow their businesses.  I do this through my Style + Heart Coaching.  I would love to be part of your success team, simply hit the apply now button on the Style + Heart Coaching Page to organise an obligation free discovery call.

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