I designed this workbook from a process I created when I was a web designer trying to figure out who I wanted to work with. It leads you step by step to understand who you enjoy working with the most, what they have in common, and how to focus your marketing efforts on them.
What is a perfect customer and why focus on them?
Your perfect customers fit you. They appreciate you and the unique skill and perspective you have. They “get” you. They gladly pay for what you and only you can do for them–because of who you are.
Another way of saying it is that you are exactly the answer or solution they are looking for.
They are the people with whom there is a mutual attraction, appreciation, and exchange of energy.
They will be happy to pay your fees, because they value you and what you offer.
You’ll spend less time marketing as they are more likely to become repeat customers and evangelists of your products and services.
And you’ll be less stressed, as you’ll spend less time justifying the value of what you do and more time doing it.
Targetting your perfect customers makes you attractive to them.
Everyone likes to be spoken to. The more you can speak to the people you want to work with, the more they’ll perk up their ears and want to buy from you. The first step is understanding who these perfect customers are and building a profile of them.
I really liked the overlapping nature of the questions, which helped me refine and clarify my impression of my clients more and more as I completed the exercises.
I like it that we ended on action steps – the workbook turns into a mini-business plan that I can pin up on my board and put to use right away.
Here’s an interesting footnote: while I was completing it and noticing that the type of client I kept coming back to as my favorite were ad agency art directors, I got a call out of the blue from a woman who works with these very clients, connecting them to illustrators. Wow! what timing! Just as I was mulling over how to reconnect with agency clients (with whom I haven’t worked in a while), I get this particular call! Is that cool or what?”
interactive designer, animator, illustrator