When we work for someone else, a lot is decided for us—including the customers we serve, and the products and services we provide. My former job had a lot of upside, but I often struggled with the kinds of clients and projects we worked on. Too many of them were not companies or ideas I could get behind.
So when the economy took a nosedive and I got laid off, I decided I would work with more relatable businesses and clients. But other than “websites” and “not Fortune 500 businesses, not C-suite people,” I didn’t have a plan. Nor did I do anything more than make assumptions about who, specifically, would truly value what I could provide.
As part of a small team, I helped generate creative ideas, wrote copy, and built websites. I had experience in multiple creative areas, but when it came to anything beyond basic marketing, I didn’t know what I didn’t know. Being part of a team helps us grow, but encourages us to do so within our little silos. Stick to what you know, and leave the rest to someone else.
When I started my business, I knew of marketing. But because it wasn’t part of my day to day, I didn’t have the skills to actually reach anyone with marketing. And when I decided to focus on websites for clients with small businesses, I thought that was niching down. I didn’t know then that “small business” is a category that applies to millions—not a niche—most of whom were not a good fit for me.
I forged on, and spent the next few years overworking, undercharging, and losing out on one project after another.
It’s OK, though. I mean, sure—my bank account might look a bit better today if I’d figured out more, sooner. But here we are. And anyhow, I believe that getting it right requires a willingness to risk getting it really wrong.
I still don’t have all the small business answers, but eventually I found my way and my ideal clients. Even though my specialty is websites and website content, I am quite passionate about helping other very small businesses avoid (or cut short) some of the birthing/growing pains I experienced.
Figuring out your ideal customer (or client) is an important first step; it’ll help you with everything else.
noun
Someone who truly benefits from what you offer, values your work, and pays you fairly and without hesitation.
When I realized I needed to go back and evaluate (not assume) who my ideal client was, I Googled. Most of what I found was meant for much bigger businesses. Although I did find some good, general ideas, what’s out there was overly complicated for very small businesses like mine (and maybe yours).
The ideal customer concept is far simpler than the junk in Google search results would have you believe. Figuring out who your ideal customer is isn’t very difficult either (once you strip away the big-company marketing jargon).
If you have even a few customers you’ve genuinely enjoyed and wish you could somehow multiply, you’re in the right place. I’ll cover the most important reasons you should care about your ideal customer, and how figuring out who they are will lead you to more win-win outcomes.
If I’ve done my job, you’ll be ready to create your own Ideal Customer profile. It won’t be hard (promise!), and if you want I’ll send you a worksheet I designed that makes it easy-peasy.
Alright, friend— let’s get into it.
Why Finding & Focusing On Your Ideal Customer Matters
There was a pivotal moment after my years-long slog when I realized that even if I could win more projects it wouldn’t be enough. It wasn’t just about money. I often spent 40 hours on what should have been a 20-hour project. It was a mentally and physically draining beast of my own making. The financial reward didn’t come close to matching the effort.
I figured out that smaller budgets weren’t always the issue when I realized that people who’d previously paid for website help were less likely to balk at the very same rates another person thought were exorbitant. While I didn’t fully know who my ideal client was, I knew it would be someone who valued quality.
Since raising prices is the quickest way to weed out people who care more about what they’re paying than what they’re getting, that’s what I did. It didn’t fix everything, but I was on the right track.
Even though I’ve written a lot about how marketing shouldn’t be about you, your business 100% needs to align with what’s ideal for you. Your customers are the biggest part of that, and what we’re focusing on right now. But it’s absolutely essential that you find the work you do satisfying and rewarding.
Running a business can be brutal at times. I know too well the temptation to take every project—even the ones that wear you down. If that’s where you’re at right now, let’s figure out who’s ideal for you. Because when you start choosing who you want to work with and how, everything else begins to fall into place.
Defining your ideal customer won’t mean you have to immediately reject everyone who doesn’t fit the profile, finances be damned. You can choose who to serve at every point. But when you know your ideal customer it’s like having a north star, guiding you even if you sometimes need to take a step or two off the path.
You deserve a more satisfying and more profitable business. Attracting more people like your favorite customers will help you get there.
What Is an Ideal Customer Profile, or ICP? (In Simple Terms)
Although I don’t always appreciate big-company marketing jargon, the term Ideal Customer Profile is the clearest, simplest way to describe what we’re going for. If you use the term ‘client’ instead of customer, you can use Ideal Client and Ideal Client Profile; they mean the same thing. ICP is shorthand for Ideal Customer (or Client) Profile.
The “Ideal” part of the equation doesn’t mean perfect. It’s more like someone who’s an all-around great customer you’d like to have more of. When you take a little time thinking through what it is about your favorite customers that makes them great to work with, you aren’t just appreciating those specific people. You’re looking for patterns.
Creating an Ideal Client Profile does not involve silly exercises where you make up people, and give them characteristics that have little to do with your business. That’s called a customer avatar. It could be helpful for some people, but I think it’s better to base future decisions on things that actually exist. My favorite clients, for example.
Example: My Ideal Client Profile
My primary ideal client is a small, entrepreneurial business that operates mostly or totally online. They’ve had some past experience with professional marketing, copywriting or design, possibly with a corporate job. They either built their first website themselves, or did it with whatever help they could get at the time, and may not have been satisfied with the end result. As a result, they now appreciate the value of a experienced partner who strives for perfection and delivers quality.
They sometimes come to me with design or functionality challenges; it’s fun and incredibly satisfying to help solve them in a way that exceeds expectations. While their budgets aren’t unlimited, we always seem to find a way to meet their need yet stay within their budget constraints. It’s a whole lot easier and more efficient with great communication and implicit trust on both sides!
I do have a secondary ideal client profile. While this person might eventually fit my primary profile, where they’re at now looks a lot different, and they need different things from me. Fortunately for both of us, it’s a simpler set of challenges. If that weren’t the case it would be too challenging to serve multiple ideal clients, since my business is so small.
How Defining Your Ideal Customer Helps Your Business
Knowing who your ideal customer is does more than just help you figure out who you want to work with—it transforms the way you approach your business and marketing. Key benefits include:
- Better, More Cost-Effective Marketing: When you know who your ideal customer is, you can target your messaging and marketing efforts directly toward them. Instead of trying to appeal to everyone, you speak directly to the people most likely to appreciate and benefit from what you offer.
Example: Instead of running broad ads or posting vague social media updates, a yoga studio targeting working moms can focus on the benefits of short, flexible classes that fit into busy schedules. The more specific messaging resonates with the studio’s ideal clients, delivering better results for less money. - Saves Time and Energy: By attracting the right people, you can avoid spending hours on clients who are a poor fit. Your energy goes into the projects you love, and you can avoid customers who drain your time or expect more than they’re willing to pay for.
Example: Imagine you’re a graphic designer who loves working on branding for skilled trades businesses. Defining and targeting this ideal customer keeps your focus on work you love, helps build a portfolio that showcases your specialized expertise and enhances your appeal to future tradespeople/ideal clients. - Builds a More Sustainable Business: Doing work you find satisfying, for people who value your services, leads to stronger, more satisfying business relationships. Your customers are more likely to be loyal, refer others, and pay what your work is worth, creating a more sustainable and profitable business in the long run.
Example: A website consultant that consistently works with people who value her expertise, and who enjoy increased website engagement, will build a client base that’s more loyal and more willing to invest in long-term collaborations. True story!
The bottom line is this: Doing work that brings you great satisfaction, and delights people you think are great, leads to win-win outcomes. In other words, you and they both get the happiest of happy endings.
The Ideal Customer Profile Worksheet: The Simplest Way to Identify Your Best Customers
My worksheet is simple (only 4 steps) but more flexible and helpful than the free Ideal Customer Profile templates I found when I realized my business needed an ICP. It’s a clear, step-by-step guide that helps you reflect on your best customers, figure out why you work well together, and build a profile to attract more of those good experiences. And, it’s free for subscribers.
Whether you’re narrowing your focus for the first time or refining an existing customer base, this worksheet makes the process easier. By organizing your thoughts and providing prompts, it acts as a framework to help you quickly define the customers who’ll value your work and stick around for the long term.
Get Your Free ICP Worksheet
Whether you need to improve your website, your marketing, overall sales strategy, or all of the above, creating an Ideal Customer Profile should be your first step. With your ICP guiding you, you’ll attract more of the kind of people you want to serve, and build stronger, long-lasting customer relationships.
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