It’s not just about who you’re serving; it’s about whose life you’re looking to change.
When it comes to defining your ideal client, it’s less about what they look like, and more about what keeps them up at night.
In other words, the “psychographics” of your target audience (meaning their values, opinions, struggles, goals and beliefs) matter a whole lot more than the “demographics” (age, race, marital status, income).
This isn’t to say you shouldn’t have a clear physical image of your ideal client in your head. It just means your time will be better spent trying to understand how they see the world than determining what brand of shoes they’re wearing.
Here are some effective ways to target your ideal client when writing your copy/ captions:
- Start with their pain points. What are they struggling with (ie. making sales/back pain/managing a full schedule while still remembering to drink enough water)? Better yet, how do they feel in the struggle (ie. frustrated/overwhelmed/ready to take an extra long nap)?
2. Map out the transformation they want to see. What results are they looking to achieve (ie. more money/more freedom/being able to keep up with the grandkids on the weekend)? Better yet, how do they feel once those results are achieved (ie. relieved/empowered/like a f*cking boss)?
- Walk them through how you’ll take them from A to Z (and why you’re the one for the job). Remember to meet them where they are. Use references they’ll understand and appreciate (pop culture, lifestyle or otherwise), and share your own personal transformation if applicable. Whatever you do, cut the jargon, delete the fluff, and make your solution as clear as possible.
Struggling to niche down and really define your dream client? We can help with that. Our #FindYourWowfactor workbook walks you through specific exercises to help you create a client avatar that actually works, and it’s included in your 1:1 Social Strategy Session (where we build you the content strategy your ideal client can’t refuse). Click here to learn more.