BRX Pro Tip: Define Your Ideal Client First
Stone Payton : Welcome back to Business RadioX Pro Tips. Stone Payton, Lee Kantor here with you. Lee, when should you start honing in and really getting clarity around your ideal client?
Lee Kantor: I think it’s something you do pretty early on. I think that at first, a lot of people are like, hey, anybody that pays me is my client and that’s what I’ll do. And that’s a great way to learn who you like to work with, who you don’t like to work with. But as soon as you can, and as soon as you have kind of clients that you’ve identified as, okay, I’m good at working with these people, I’m not so great over here, this is somebody I’d like more of, this is somebody I’d like less of. As soon as you’ve kind of got a gut feel for that, that’s when you got to kind of double down.
Lee Kantor: You’ve got to be able to, then, at that point, really start being selective, and as quickly as you can, try to get to that point. At first, you’re trying to reach everybody. And then at some point, you’ve got to reach somebody and that somebody better be specific and it better be exactly as clear as possible of who that person is.
Lee Kantor: So as soon as you can kind of get out of that framework of anybody would be a client, that’s going to be good. What’s going to happen? The reason why that doesn’t work is because vague targeting leads to vague marketing, and that gets vague results. So, by honing in on, okay, who is the client I do my best work with, not just anybody that pays me but the person that’s a perfect hand-in-glove fit, that’s the person I want more of, that’s the person I’m going to target. Now your marketing becomes a lot easier.
Lee Kantor: Secondly, you’re going to get really good at serving them. That’ll allow you to raise your prices because you’re going to be more and more of an expert in a subject matter expert when it comes to dealing with them. You’re going to understand all their pain points. You’re going to understand what they’re frustrated by. You’re going to understand what keeps them up at night. You’re going to understand what they’ve tried and what hasn’t worked.
Lee Kantor: And then, this is going to allow you to kind of reverse-engineer your message. And once you know exactly who you’re talking to, everything – your content, your outreach, your conversations – everything is going to get easier because you’re no longer trying to boil the ocean here. You’re not trying to talk to everybody. You’re only going to be talking to that specific person that’s that exact right fit, and that you’re going to be able to give them the most value possible, and that you’re going to start being able to raise your prices. You’re going to start becoming that subject matter expert in that niche, and you’re going to become that go-to person that if they want the problem solved that you solved, that you’re going to be the one that they go to.
