Is Your “Dream” Client a Fantasy or a Reality?
This is a question that must be answered by everyone going through MIBOSO’s Authentic Personal Brand Development process.
Is the Answer to this Question Important?
YES! Because it’s all too easy to create a fantasy “dream client” that doesn’t exist in the real world! And if you’re not promoting your authentic personal brand to your “real” target market, you have little chance of attracting the “customers” that will make your business or career a rousing success.
What’s the Difference Between a “Dream” Client
and a “Real” Target Market?
A “Dream Client” is a fantasy composite of all the traits you wish your customers would have. These traits may have NEVER shown up in the customers (bosses , colleagues or clients) you have served. But you wish they would! A “Dream” Client wish list typically looks like this:
My Dream Client:
- Appreciates what I do
- Is eager to pay me VERY well
- Insists on paying me in advance
- Allows me to give them whatever I think or feel is appropriate
(In other words, they let me “run the show”)
- Is extremely interested in how I do what I do
- Constantly promotes me to their network
- Refers other “Dream” Clients to me on a regular basis
- Is very understanding and never complains when I am unavailable
How many people do YOU know that fit this criteria? Five? Two? None?
Now that we’ve examined the “Dream” Client, let’s take a look at your “real” target market.
A “Real” Target Market is Based on Historical Facts and Proof:
Accurate research and applied insight are required to create a “real” target market profile. The Target Market Profiling Module in MIBOSO’s Authentic Personal Branding Process includes the following questions:
- Who has valued the work you’ve done most highly?
- Why did they value it?
- For which bosses/clients have you been most efficient/productive?
- In what ways were you so efficient/productive?
- At what tasks do you consistently excel?
- In what environments/settings do you consistently excel?
- When told your performance is superior to others’, what specific factors make it superior?
Rely on Evidence and Facts, Not “Fuzzy” Praise
It’s crucial that when answering these questions you rely ONLY on evidence and facts, not platitudes, unsubstantiated generalizations, or “fuzzy” praise. For example, if you have been told, “You make everyone feel good about themselves.” What tangible result came out of, “everyone feeling good?” What proof do you have for that? If you can find some proof or evidence to back up what others have told you, you have solid data for your target market profile. If you can’t quantify what you’ve been told, toss it out and look for more “provable” feedback.
Once you’ve figured out what makes you shine in the eyes of certain people, you need to switch your focus from yourself, to them, in order to determine:
- Who finds you appealing and outstanding?
- What are their needs and challenges?
- What benefits do you offer that will fix their problems and/or fulfill their needs?
Identifying Your “Real” Target Market
Their Demographics will tell you where they congregate: (work, live or play), how much they earn, how old or young they are, their educational background and much more…
Their Psychographics will tell you: what they want, what they value, what challenges them, what intErests them and how much NOT having what they want is costing them. This could be an emotional cost, a lost opportunity cost, an ethical cost, or an actual hard cash expense. It could also be some mix of all or a few of each of these different costs. Most importantly, their psychographics will tell you how much your solution is worth to them!
The Final Reality Check
When you have your full target market mapped out – demographics and psychographics – do the final reality check. Test it with people who fit your target market profile.
But don’t stop there! Refine it with every client, colleague and boss you serve.
Keeping your target market profile current and “real” means that you’ll ALWAYS know “who wants what you’ve got.” And when you know that, you’re well on the way to successfully promoting your authentic personal brand.