Building client profiles.
Do not try to bend yourself into a shape that some imaginary client wants you to assume. First of all, there is no such person. Instead, think first of your favourite clients, ever – and profile them! What made the working relationship special? What were you able to do for them that rocked their world? Consider making case studies for up to 3 such clients so you ‘show don’t tell’ prospective buyers what YOU are looking for in a client.
Characters/personas. If you don’t have a roster of clients, it’s imagination time.
What does she like to wear? What’s her favourite author? Expressions used, vernacular fashion, likes and follows. If you get really clear about the interests/passions, location(s), demographics of your target audience, it will shape how you communicate. As communications become more sophisticated, you can target ads according to age, education level, interests, and geography: don’t lose sight of your original vision as you wade into the world of data analytics!
You are far too wise and self aware to pretend that you could possibly be all things to all people (really, who would actually want that?? Plus, chocolate already has that covered). Instead, be entirely you, be entirely clear about what you are offering and what you want to see in the world thanks to your work, and you will magnetize the people who ‘get’ you to your side.
Exercise
Build out 3 “personas”. Use the following questions to build a ‘back story’ for each client. Make these all one pagers.
Goal—What are they trying to achieve by working with you?
Aspirations & Values—What is of primary importance to this person? Would emotions, logic, or impulse shopping influence their decisions?
Needs & Requirements—What answers does this person seek? What are the person’s must-haves, desirables, and value-adds?
Painpoints—What would cause this person to opt out of working with you, or abandon a process midway? Why?
Expectations— What are the expectations this person has in coming to you? What is the person’s mental model – their preconceptions – for this experience?
Engagement Spiral Stage & Customer Type—Might this person represent someone who is just starting their journey? Customers who are ready to sign up/work with you? Satisfied returning clients who are planning to upgrade?
Emotions—What is the person’s current emotional state? To what degree are they guided by their feelings?