How To Define Your Ideal Client

To have a successful business, you need to know and understand WHO it is that you are selling to. Why do you think influencer marketing works so well?! It’s because they know their audience! This concept is the same for any kind of business and in any size. Let’s teach you how to define YOUR ideal client! 

1. Create a customer

Get into the mindset of your ideal client. We mean the clients you wish you could multiply over and over – the ones that appreciate you, value you, and match your price point. This means different things for every business – a fishing store is going to have a 180 flip of an ideal client to a home goods store so dive deep into defining the client. 


  • Age
  • Average Income
  • Gender(s)
  • Where do they live?
  • What kind of car do they have?
  • Are they single? Married? Divorced? Engaged?
  • Do they have kids?
  • Are they Type A or Type B?
  • What are their hobbies?
  • Favorite bands, podcasts, shows, or movies?
  • Where do they like to shop? 
  • Who are their role models?
  • What’s their drink of choice?
  • What is their dream vacation?
  • Describe their average weekday.
  • Describe their average weekend

Identifying these things about your ideal client sparks marketing and design ideas for us designers and knowing these things about the customer you WANT will help you reach them. But how do you turn those into bookings or sales?

2. Identify their pain points

Knowing who they are and how they live is one thing, but we also need to identify the customer’s pain pints so you can market your brand to them specifically and show them exactly why they need you. This helps you figure out ways to tell them “we can make your life easier and here’s how”, sometimes when they don’t even realize it! 

To get you started on this exercise, here’s an example of our ideal client’s pain points for a wedding stationer:

My ideal wedding client is an engaged male or female with an appreciation for stationery and details, between the ages of 22-35. Their pain points may be:

  • Overwhelmed by all of the options and needs help with being educated on the process and materials
  • Is looking to hire an invitation designer but doesn’t know where to begin
  • Feels like the prices are all over the place and need to know a realistic budget
  • Wants to begin wedding invitation design but is unsure about their future wedding plans due to global conditions

3. Adjust Yourself

Now that you have defined your ideal client, you need to adjust your client experience, workflows, and deliverables to be able to effectively market  to that audience. In addition, there are SO MANY things needed to create a strong brand. Download our FREE branding checklist to make sure you have all those boxes checked for your biz. 

The next goal is to get those ideal clients and convert them into sales. Trust us, when you are getting inquiries from 70% ideal clients and over 50% of them BOOK YOU, you know you’re doing something right AND  you’ll know you’ll be enjoying each project working with this type of client. 

We want to help you grow your business and feel CONFIDENT in your business brand. Schedule a free consultation to see how we can improve your company! 

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March 2, 2021