When it comes to finding your ideal client, there is a basic principle that you must remember:
Your prospects buy what you sell because they have specific needs or wants.
Your job as a business owner is to know, understand and deliver the solutions for those needs and wants, which will differ depending on each specific business. Therefore, it’s critical that you know exactly what your prospect’s needs and wants are. This is the essence of marketing: to create a match between your buyer and your product or service.
There are two primary categories of information that will help you with this determination.
The first category is demographics. These are the characteristics that identify the ability, need and interest of a client to purchase your product or service. Demographics define those clients who need what you sell.
The second category is psychographics. These are the factors that identify the motivation or reasons why someone wants to buy your product or service. Psychographics define those clients who want what you sell.
As you identify your prospects’ wants and needs, based upon their demographic and psychographic characteristics, then compare this data with your own wants and needs, you will gain greater insight into your ideal client. And once you accurately target your ideal clients, you’ll spend less time and money to acquire them.
