| Creating your Ideal Client Profile to Market your Services
Now that you've identified your Maximum Opportunity Segment, it's time to draw up one of the most profitable tools in your marketing arsenal: your Ideal Client Profile. By marketing your services only to your ideal clients, you'll bring in substantially more business, cut your costs for acquiring new clients, and stop wasting valuable time, effort and money.
The way you do this is by finding out everything you'll need to know to market to the clients in this segment. You want to develop a deadly accurate profile of your Ideal Client. This includes many of the characteristics you've already discovered in the previous Work Exercises.
Your Ideal Client Profile is made up of two paragraphs. It will start with one tight paragraph identifying precisely who your Ideal Client is. It can include any or all of these factors:
Ø Your client's industry or portion of an industry
Ø Job title
Ø Age range
Ø Geographical limitations
Ø Pertinent market conditions
Once you've got this nailed down (you'll see how in a minute), add a second paragraph that identifies how to market to this Ideal Client. It will include any or all of these factors:
Ø What is the greatest problem they want to solve?
Ø What is the greatest opportunity they want to take advantage of?
Ø What credibility factors make them want to do business with you?
Ø What are the best ways to easily and inexpensively reach them?
Ø What image must you have to make them want to do business with your firm?
Now, admittedly, this second paragraph may be a bit challenging to develop at this point. There's a lot of information that will be presented in later chapters to help you better identify some of the factors mentioned above. But for now, do your best to put together a clear picture of your market capabilities with your Maximum Opportunity Segment.
It will give you a much clearer picture of where your business is going. And it makes it much easier to effectively do the other key Work Exercises in the next couple of chapters.
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