MODULE 1: WHAT IS AN IDEAL CLIENT PROFILE? 

Do you struggle attracting ideal clients? Have you ever wondered how other designers attract dream projects? You probably wonder often how to get the right clients to notice your company and what to say to get them to call you.  An Ideal Client Profile (ICP)  is a fictional character that is your “dream” client based in reality.

MODULE 2: BENEFITS OF KNOWING YOUR IDEAL CLIENT PROFILE

1. Strategy -  ICP information can tell you WHO to go after, as well as HOW to go after them. Targeting a broad audience can use a significant portion of your marketing budget - you must deliver a meaningful return.
2. Content - Create more relevant content. Every blog post, freemium, and Instagram caption is targeted to only attract the most qualified prospects, including the language you use and how you communicate your relevance to your prospect’s needs.
3. Efficiency -  Boost your pipeline inquiries and save time on low quality leads and “tire kickers” by optimizing your marketing communication.
4. Close More Leads - understanding your ICP’s pain points means knowing what to say to a prospect in order to win them over.
5. Better Projects & Profits - working with clients who value your expertise and align with your values will provide better projects and higher profits. When you work with clients you love, you’ll enjoy every minute of the work you’re doing.

MODULE 3: STEP 1 - INTREVIEW YOUR BEST CLIENTS

If you don’t have an understanding of your best clients, it can be hard to create a profile for new prospects. The data collected should include a combination of demographic + psychographic information. Don’t be afraid to dream, this is your business and your ideal client. What if you’re just starting and don’t have previous clients to interview? Make this person up 100% today - and re-visit the exercise each year to build upon. You can also look at testimonials published by other designers and learn what their clients feedback was to identify some relevant points. You can also partner with complimentary businesses who target the same audience to compare notes and information about clients.

MODULE 4: STEP 2 - CONSIDER THEIR CHALLENGES

Now that you know a little about WHO your ICP is, think about what challenges them enough to drive them to hire you. Understanding what problems your potential clients may need to solve helps you identify solutions you can provide. When you understand this and explain your services as a way to reduce their workload, it will resonate with the prospect much more. You can align your services with their goals in the marketing messaging and the sales process.

MODULE 5: STEP 3 - IDENTIFY WHO YOU DO NOT WANT TO TARGET

A mistake many business owners make is thinking they cannot say “no” to business. Truth is, you DO have people you do not want to target. They may be people who browse without buying, cannot make a decision, people who are “D-I-Y-ers” or individuals who cannot afford you. Think of who these people are for YOU, and exclude them from your target market.  For example, you want to target home owners and not renters.

MODULE 6: STEP 4 - WRITE YOUR IDEAL CLIENT AVATAR

It IS important to create a formal document of who your target audience is. Not just for yourself, but as you grow your business, your team / outsourcing solutions will be on the same page. Having your avatar documented makes life easier for you to review and revise the profile routinely. 

Your ICP will evolve and change as your business matures. Especially if you add new services to your business.  And now that you know who they are, what pain points they have, and where they spend time, you can create your marketing plan to capture their attention.

MODULE 7: RECAP

Knowing WHO will be a viable prospect to hire you is key in crafting an effective marketing message and closing the sales process. 

MODULE 8: WRAP-UP

Spending time identifying the values, qualities and characteristics of your best client is an exercise in efficiency. While this profile may be fictional, you will be directing all of your marketing, advertising & sales efforts towards those individuals who actually exist AND will specifically hire you AND be a delight to work with. 

No more clients “shopping” you, questioning your capabilities, or trying to negotiate your pricing. Instead, they will relate to you personally & professionally, what you do, and appreciate the services you offer.  You will find yourself enjoying working with these individuals on a level that makes work feel like hanging out with friends...that pay you. Will you need to revisit and revise your ICP? Absolutely.

As you and your business grow & evolve, your ideal client will too. Plan on reviewing or performing the ICP exercise annually. 

You’ll be glad you did!