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Clients Are Not One Size Fits All

Lori Lyons July 2020

Marketing Kuel Category Expert: Lori Lyons

Have you ever tried one of those ‘one size fits all” dresses or tee shirt only to find you are swimming in it – or – even worse – it’s too small?

Or you try on “one size fits ‘most’” and you aren’t ‘most!” Trying on a fantastic outfit that is in your size makes all the difference in the world! You relate to it, you know you will get compliments, you work it! 

In your business, working with “everybody” is the equivalent of “one size fits all” at its worst form! I know… you want to help everybody because every single person on the planet needs what you have to offer. I hate to be the one to break it to you – but everyone doesn’t! 

Anyone With Teeth

Recently I heard someone that sells toothpaste say that  “anyone with teeth” is her ideal client. Now… do you tell everyone you know with teeth about this person? Probably not. What if instead, she said she works with people that have sensitive teeth? Does this give a specific need and does this bring to mind someone that can use her product? Does this make this person an ideal client? Yes…! 

Why do marketers talk about this so much? Because it’s the very basis of what you offer. Not what you do – but what you offer. When you know who you are talking to then your entire marketing plan can be easier and you will make more money. 

The Ideal Client

A combination of traits of these top five clients  is where you will find your ideal client.”

When developing who your ideal client is, think about who your favorite client is. Or top five favorite clients. These are your super clients. They love you and buy everything you have to offer. They have a great deal of loyalty. A combination of traits of these top five clients  is where you will find your ideal client. 


Take the best – and “not so best” – of all of them. Age, marital status, children – or not, where they live, what type of house do they live in? Other information to consider – what do they do socially? What are their kids activities? Do they participate in spiritual or religious activities (churches, synagogues, mosques, etc.) 

 When building my ideal client, I compiled a dossier that the FBI would envy! I gave her kids names – heck, I even named her cat and dog. The more you know about her – or him – the more specific you can be in your marketing language. 

The next step in identifying your ideal client is to identify the problems they have. Your ideal clients will all have the same, or variations of the same, problems. Some may have more or less but the overall theme will be the same. Not only will you have the solutions to these problems, but you will know exactly how to market to them. 

Know. Like.Trust.

Now that you’ve identified who you would like to work with – the next question is – how do I ask them if they need my services? 

The short answer – you don’t. 

The Know, Like, Trust factor can be established easily by engaging first with genuine interest.”

Most marketing today is built on the simple concept of Know, Like, and Trust (KLT factor.) Whether you are marketing online, or in person, keep these simple three words in mind. Get to know them first, establish a relationship, and build trust; then, it’s an easy next step to work with you.

Don’t Do This

A recent example is a friend posted on social media asking why, after connecting with someone on facebook, she immediately got a message asking her to “buy my stuff.” No trying to establish a relationship. No trying to engage. What do you think my friend did? Right – she immediately “unfriended” this person. The interesting part is that my friend was this person’s ideal client. By NOT establishing the KLT factor first, she not only lost the respect of my friend, but this person then became the conversation of quite a bit of engagement on a FB thread. (No names were mentioned but this is a behavior that is happening frequently now with all the automation available.)  

Engage With Genuine Interest

The Know, Like, Trust factor can be established easily by engaging first with genuine interest. Ask about them first. This not only allows you to learn about them and what they do but puts the focus on them, not you. 

When you start attracting and working with your ideal client, business just seems to run more smoothly. It shows in your attitude and the synchronicity of how you work together. The connection you will make will ultimately show in your bottom line and in client referrals. Now, go find those ideal clients! 

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About the Author:

Lori is America’s Midlife Marketing Maven helping GenXBoomers take the frustration and mystery out of marketing their businesses. She owns a digital marketing agency, Igniting Your Business and specializes in website design, branding and marketing strategy. She loves teaching Encore Entrepreneurs how to grow their businesses so they can concentrate on following THEIR passions and THEIR clients. Lori thinks there is nothing better than seeing someone’s eyes light up when they “get it” and then they take it and make money, easily and simply and without the stress they had before.

Lori will be launching her podcast, The Encore Entrepreneur Podcast this summer where she will be interviewing entrepreneurs and talking about how they market their businesses and the tools and techniques they use. She lives in Atlanta with her husband of almost 30 years and helps her 22 year old entrepreneur son with his marketing. She is a sports fanatic and loves her Atlanta Braves baseball!