Defining (and Reaching!) Your Ideal Client

Today we have another guest blog post by the lovely Cathy Nugent of Cathy Nugent Weddings!:

Think of those brands or people in the wedding industry that you gravitate to.

You probably gravitate to them without even realizing why. I already know mine, and I swear she could be my long lost sister with her love for leggings, mac and cheese, and puppies.

It’s no secret that people interact with people, things, and businesses that resonate with them on a personal level. In fact, your brand is a set of expectations, memories, stories, and relationships that account for a consumer’s decision to choose your service over another.

Think of it like this: There are a lot of amazing planners in this world. However, if you were a bride having to choose one over the other of the same qualifications, you’d probably choose the one you like or related to the most, right? It’s just human nature. If your business doesn’t resonate with a couple, what will make them choose you over the next planner? It’s much easier to ask for a sale when they are already invested in your brand and are excited about what you have to offer.

It can be hard to define who your ideal client is when you’re in the mindset of trying to make money for your business. We all know that more clients equal more money. But, a full calendar isn’t always the best for our business. Not only does it not fuel your passion, it leaves you unfulfilled and constantly looking for the next sale.

Hear me out.

It’s okay to admit that not every client you come across is the best fit for you.

Focusing on reaching your ideal type of clients is actually better than shouting to the masses. Don’t worry about shutting out a portion of the population. Not only will you be saving yourself time and money from chasing leads that don’t book, but you will be booking more of the clients you love and have a passion of serving.

Don’t get me wrong, you’ll still be booking clients that aren’t necessarily your ‘ideal client’. They may be a good fit, but not the ‘best’. However, as you switch your focus from the masses to this specific group of people, you’ll find yourself booking more and more of your ideal type of client.

But, who is your ideal client?

You should think about your ideal client as an individual. This individual embodies your brand and what kind of person you want to reach with your products and services. Defining them as an actual person will allow you to know your purpose, know who you’re talking to, and know how to reach them more effectively with your brand. It will also help you build your presence in the industry with the thought of what will make your ideal client choose your brand over another.

So, what’s their name? How old are they? How do their friends describe them? What do they like to do? What’s their style, and where do they shop? What do they follow online, and why do they follow them? What do you want them to feel when they find you?

For example, my ideal client is Carly. She’s a twenty something year-old from Atlanta who spends her free time enjoying coffee with friends, trying new things and food, exploring with her fiance, and spending quality time at home in her leggings with a glass of wine and her fur babies by her side. She dresses cute yet comfortably when she’s out of the office, and she’s in love with Target. She follows blogs such as Ruffled, Southern Weddings, and Style Me Pretty, and she likes these sites because they are cheerful and inspiring and post beautiful, high quality content. When Carly finds me online, I want her to feel connected to me personally, inspired to plan her wedding, and know that I want to give her a beautiful wedding experience.

So, how exactly do you reach your ideal client?

If you were sitting across from your ideal client having coffee, what would you both love to talk about?

You don’t always have to be stiff and stern when it comes to your business. It’s possible to be fun, relatable, and professional at the same time. People want to relate with you. No one wants to feel like they’re being lectured or talked at. They want to feel like they’re engaging in the topic with you and, better yet, that they’re part of the experience.

Believe it or not, it’s actually easy to make your ideal client resonate with you and get attached to you and what you have to offer without even realizing it. It’s called invisible marketing through things called brand boosters.

Brand boosters are five to seven things that you love and make a part of your brand. They could be anything. In fact, you may already have them and not even realize it.

I actually list my brand boosters on my website under my ‘About Me’ bio. I call them my ‘favorite things’. They include coffee, my alma mater, my dog, my planner, my family and hosting at home, and my faith. If you go back to the description of my ideal client, you can see I’m constantly speaking directly to her through my brand. Regardless of where Carly comes across my brand, not only does she feel like she ‘already knows me’, but she loves me as much as what I do.

Look through your blog, social media, and the copy on your website. What brand boosters have you already effortlessly woven into the message you send your ideal client? What things about you or your brand resonate with your Carly on the personal level that allow her to genuinely attach to you without realizing it? Once you know, you can emphasize and capitalize on them. You’ll better reach your ideal type of client, and thus fill your calendar with more weddings that drive your planning passion.

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