A really common pain point I hear from small business owners is the struggle to connect with their ideal client. I know how hard it is, especially in a world where everyone’s attention is being pulled in multiple directions. 

But there is something you can do to improve your connection with your ideal client, and that’s getting really granular in understanding who they are. 

It’s not enough to just know demographics like their age, income, occupation, education level, geographic location, whether they have children etc. 

We also want to know their user habits like where they usually hang out online, what social media platforms they’re on and when they use them, how they like to consume content, who else they engage with or follow on social media. 

And to take it a step even further and really understand our ideal clients, we need to understand psychographics. These are the mental characteristics of your target client. It looks at their goals, beliefs, motivations and fears. 

Here you’re answering questions like:

• What are their interests?
• What hesitations might they have about your business?
• How much would they feel comfortable spending on your service?
• What’s their personal style?
• What do they value?
• What are their pain points or the problems they have (that you can solve).
• How do they like to be served? 

You can add your own insightful questions to this list, but the idea is to develop a really detailed profile of who you are trying to attract. 

If there’s one question you can pay particular attention to, make it this one: HOW DO THEY WANT TO BE SERVED? This is SO important to understand. 

→ Maybe they prefer targeted email correspondence over the chaos of social media, so how can you get them onto your email list? 

→ Perhaps they require a lot of face time with you – is that something you are able to facilitate? (Free webinars are great here!)

If we can identify what our ideal client wants and needs, and the emotions driving that, we will know how to SERVE them. And the more we SERVE, the less we have to SELL. 

Know who you are trying to attract and you’ll find communicating and connecting with them becomes that much easier.