Do you feel like you're lacking focus on who your tribe is? Maybe you've been in business for a few years already, but still feel like you're running around in circles trying desperately to please everyone because you're so afraid of losing any potential clients.
First of all, you're not alone. Where you are head and shoulders above of the majority of small business owners, is that you are aware of what you are trying to do, and how it might not be working in your advantage. Perhaps you're torn between trying to reach your ideal clients without alienating everyone else. Maybe it's scary to think that your potential clientele would be smaller than ‘the whole damn world'.
You know what, it's a natural instinct to feel like we should be everything to everyone in order to thrive and have enough clients. But not having a clear grasp on who you want to serve is actually counter productive. If you try to please every possible client out there, you won't connect with those people who would be your ideal clients. You need to know who you're communicating to in order to engage them.
1. Create a Target Client Persona
Creating a Target Client persona is one of my favourite things to talk about at my workshops. Creating one is such a valuable and energising process. You know you're getting close to the right persona, when you start getting that excited feeling about your business again, and soon enough the road ahead starts getting clearer. The 30-day Business Plan Refresh course goes deeper into the subject, and I've also put together this printable workbook that helps with creating your very own persona, but a good place to start is by looking at the clients who you've worked with before that were a perfect fit. Research them and try to find out as much as you can about them, their personalities, their values, their shopping habits, everything that helps you with fleshing out a real life persona. If you haven't yet created one, I urge you to do it as soon as possible and not waste any more time feeling overwhelmed about who you're serving.
2. Talk directly to your target client
Once you know your target client, talk directly to them! Do this with all your communication, from the copy on your website to your visual identity and the products that you offer. Yes, you are right, this might turn some people off. That's ok! Repelling some prospective clients is actually a good indication that you are on your way to creating a business and a brand that will excite your ideal clients. Focusing on one ideal client gives you a clear voice.
‘Focusing on one ideal client gives you a clear voice.'
3. Make all decisions with your target client in mind
When you have a specific persona in mind, all your decisions become that much easier. You don't have to endlessly weigh your options, as you know that if the decision is right for your target client, it is right for your business. This is the biggest relief imaginable when you have been plagued with overwhelm for a while.
4. Don't worry about not pleasing everyone
It's ok not to please everyone. There will be other business who will be a better fit for those who are not your target client (plus it gives you an opportunity to do something nice for another entrepreneur who you refer clients to), and you'll have more energy and resources to pour towards the clients you should be working with. The more consistent you'll get at attracting your ideal clients, the more fulfilled both you, and your clients will be, and the more your business will prosper.