Do you know your Ideal Customer Profile? If that term is new to you, keep reading – this is vital to getting the RIGHT leads to come to your website!
When you have a good picture of your Ideal Customer Profile in your mind (or better yet – pinned up above your desk!), you can craft the RIGHT marketing message on your website and blog, and start attracting the RIGHT clients to your website, and consequently, to your life. What could be better?
In this first installment of what I’m going to call PodNotes, I’m sharing with you my notes from a podcast I recently listened to that was just too good to NOT share: “The Importance of Narrowing Down Your Niche” from Jenna Kutcher’s popular GoalDigger podcast, episode 393.
From the show notes:
Your Ideal Customer Profile is a picture – in words and descriptors, but sometimes sketched out with images – that describes as closely as possible the type of person who your product or service is perfect for. If you’re already in business and you have one perfect, dream client, your Ideal Customer Profile might look a lot like that person.
The purpose in sketching out your ideal customer profile, Jenna Kutcher says, is to better attract and filter the RIGHT leads, and determine “whether everyone inquiring to work with [you] ACTUALLY fits within [your] target audience and thus within [your] niche.”
To identify your ideal customer avatar, ask yourself…
- Who do you really WANT to serve?
- Is this opportunity in alignment with your goals and values?
- What parts of your business bring you energy?
- What sucks your energy?
- What is truly worth your time to do? Meaning, what fulfills your value AND moves the profit needle forward?
To take it a step further, consider writing a bio of your ONE ideal customer or client. Think about who you are already serving most commonly OR who you WANT to serve and are capable of serving. What characteristics do these people have in common? Those would go into your ideal customer’s profile. While you want to build this singular, specific person, the process of building his or her profile comes from digging into and pulling commonalities from those you already serve or those you hope to serve.
[The above is excerpted from https://jennakutcherblog.com/narrow/ – click for Jenna’s full blog post]
In episode 393 of her popular Goal Digger podcast, Jenna Kutcher breaks down why it’s so important to identify a niche and know that niche. When you speak to your ideal client avatar, your marketing message goes much farther. Click to listen to the episode and read Jenna’s show notes.
My perspective on narrowing your niche
As a custom web developer since 2006, I resisted identifying a niche and narrowing down my ideal customer profile for a long time. “I help people with websites,” I would say. “It doesn’t matter what they do with the website. I can help any business with their website.” But I was wrong.
When I tried to help any company that had a website, or any person that wanted to achieve anything online, it was impossible to effectively market my help to any single unique audience. I would go to a women’s luncheon, but have my latest portfolio piece come from a tech company site with a dry, corporate feel. Or I’d go pitch a more corporate, for-profit healthcare company for an in-person pitch meeting and have a portfolio full of solo-preneurs and lifestyle brands. I was leaving my leads way too confused, and as my coach Jeannie Spiro says, “a confused mind always says no.”
When I relented and allowed myself to identify specifically who I want to work with – women who own businesses that they run themselves, largely online – I started to gain real traction in my marketing. And when I made my website explicitly consistent in speaking directly to my ideal customer profile, new leads started joining my lists and group at a higher rate. And the leads that didn’t check the boxes (i.e. “the guys”) started to drop off. Win, win!