Why you need to know your ideal client

In the early stages, many freelancers aim to please as many clients as possible. Ironically however, as your messaging becomes less specific it can also become less impactful. 

Branding becomes more powerful the more specific it moulds its target consumer. Let’s think about the martini – essentially, anybody can order and enjoy a martini, but it’s branding becomes more powerful when marketed as a slick, suave drink ordered by Britain’s most famous, handsome and classy spy – see how specific that was!

The ideal client is more likely to feel aligned with a specific message. This is because they have confidence that you understand their problems and desires and that you have the solution they need.


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So let’s begin with how to choose an ideal client. It starts with asking ourselves some questions in order to narrow down and specify what and who we are looking for; 

  • Demographic information (age, gender, location)

  • Consumer behaviors (budget, spending habits, brands they buy from)

  • Values and personality traits

  • What events they attend + communities they’re apart of

  • What media they consume (blogs, podcasts, magazines, etc)

  • Who they are NOT (what traits make them NOT a good fit)

  • What would offer you credibility in their eyes (media features, brand partnerships, data to share)

Once this avatar has been shaped and created, we need to understand their problems and desires in order to fulfil them. 

  1. Desires — big picture, what does your Ideal Client want for themselves?

  1. Goals — what goals serve as benchmarks for your Ideal Client on their journey to fulfilling their desires?

  2. Problems — what are the tangible obstacles your Ideal Client faces in your area of expertise? 

  3. Pains — what is the emotional experience of having those problems? What does it feel like?

  4. False beliefs — what does your Ideal Client currently believe might be holding them back?

Now that we have this information we, the freelancer, need to mould the image of ourselves and our brand into a solution and remedy for the desires and concerns of the client.
The best way to do this in your proposition is to include the following: 

  • Share your credentials and qualifications 

  • Highlight your story, brand, values, and polarizing belief

  • Outline your UVP (unique value proposition) — this should include 3 elements: your company, you as a person, and your offer. 

  • Demonstrate that you understand their vision — the results they’re looking for. 

  • Outline your noble promise. I.e give a summary of the transformation you will cause for their brand. 

  • Consequences — what will their day to day be like if they don’t solve their problems via you. 

  • Stakes — what’s really at stake for them if you’re not hired to realize their desires? 

Market research:

If you still feel stuck identifying your ideal client’s needs, do some market research. Compile the information from the clients you resonated the most with. Then, review your DMs, emails, and even conduct an audit on your content to see what resonated most with your audience.

Once you have all the information available and laid out in front of you, look for themes. Does something seem apparently true for everyone throughout? Maybe they all shop at the same stores or all struggle with the same limiting belief?
Your products and services are just as much about your clients and community as they are about you and your business. And when we can come from this belief, your Ideal Client will feel like you’re speaking directly to them. 

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