Who Are Your Ideal Customers?
Every business has two distinct types of customers. There are the ideal customers who:
- Are the best fit for your unique mix of strengths and solutions.
- Contribute the majority of revenue and profits.
- Have the longest retention and highest lifetime value.
Then there are the non-ideal customers who:
- Aren’t a good fit for your unique strengths.
- Are more price-sensitive and less likely to stay long term.
- Are the hardest to please or serve to the best of your ability.
Many trainers, consultants, and coaches struggle to clearly differentiate between the two. As a result, they end up attracting the wrong people—instead of focusing on the types of prospects who are most likely to become their ideal customers.
Luckily, there’s a better way to build your business. But you first have to realize that you can’t be everything to everybody.
Focusing on Your Ideal Customers Will Help You:
- Attract the right prospects and sell your products/services more easily.
- Generate a higher return on your marketing and outreach.
- Differentiate yourself from the competition.
- Provide a clear value proposition that justifies a higher price point.
- Concentrate on the tactics that make it much easier to find your ideal customers—and for them to find you.
What Gets in the Way?
- Not understanding the difference between ideal and non-ideal customer types.
- Fear of making the wrong choice.
- Resistance to saying no to new business, even when it’s a bad fit.
To Make the Right Decision, Ask Yourself…
- Has my business’s growth stalled because I haven’t been specific enough about my ideal and non-ideal customer types?
- What would happen if I stopped trying to be everything to everybody, and instead focused on only serving the types of customers who were the best fit for me and my business?
- What am I willing to do differently starting today?
Schedule Your Complimentary Strategy Call
If you’d like to explore ways to focus on the right types of prospects for your unique business, I’d be happy to help guide you through some of the obstacles that may be keeping you stuck.
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- Find and fix the weak spots in your marketing that are holding you back
- Fine-tune your positioning and marketing strategy
- Start growing again by attracting more of your ideal customers
For over 20 years, I’ve been helping entrepreneurs and marketers overcome obstacles to growth.
Here’s what some of my coaching, marketing consulting, and messaging strategy/copywriting clients have to say about working with me.
“Marcus takes a first principals/story arc approach to all work, and really helped us build the frameworks to run efficiently and be more productive.”
Ryan Radcliff, Director of Product Marketing, SupportLogic
“Marcus has provided a lot of clarity and challenge to my ideas…really helped me dig through a few difficult places as I’m building my business.“
Kincy Clark, Co-Founder at OneStudy.ai
“I have been truly impressed with the positive feedback received from both our internal team and external stakeholders on Marcus’s work.”
Tim Horak, Director of Government Solutions, EagleView
“Marcus ended up “nailing” the thing I had to get back to to make the whole endeavor work. (And in a much more graceful way than how I’ve been approaching it.)”
Melanie D’Arcy, Freelance Copywriter
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