Finding your perfect fit clients

It’s mud season in the Pacific Northwest.

And mud season is particularly difficult for:

• Parents of young children

• Washing machines

  
  

My daughter has no less than six pairs of mittens.

Which seems like plenty, until you factor in the daily cycle of them coming home either drenched in mud or completely MIA.

The other day, we were running low, so I went on a mitten rescue mission at her school.

I found one lone glove lying outside the front steps.

Another pair in the lost and found.

But one was still missing.

So, I went hunting for it in the playground.

When I say I found gloves, it was like a gold digger striking a rich vein.

None of them were my daughter’s, mind you.

There were mittens everywhere—iced in the frost like fossils, left behind on play structures, balanced on the see saw. All sizes and shapes and colors. It was a mitten free-for-all.

I began collecting an armful of frozen and forgotten gloves.

Finally, at the far end of the playground, I spotted my daughter’s (bright purple with a pink line). The perfect match to the one I had.

And this got me thinking…

Are you looking for any client, or perfect fit clients?

A lot of service providers market to anyone and everyone. 

They don’t want to leave anyone out or miss someone who might be a good fit. 

But the result is bland and generic messages that attract mismatched leads. 

It’s counterintuitive, but you will actually attract more clients when you speak to a particular person.

You’ll also find that doing your work is a whole lot more rewarding and fun. 

When you are working with someone who recognizes their need for you and is a great fit for what you offer, they have the best chance at good results. 

They see a lot more value in your expertise. 

They are more likely to succeed and tell others about you.

The first step I always start with in the branding process is digging more into who your perfect fit client is. 

We need to know who we are taking to before we shape an entire brand around them. We want to understand what makes them tick. What they struggle with. What they really want.

Otherwise you are just making arbitrary decisions that appeal to no one, or the wrong fit client. 

I could pick up all the mittens in the world, but if there are not a match for the other one I have, it’s a lot of work for that don’t belong together. 

For you craft a brand that is irresistible, you need to start with who you want it to be irresistible to. But different people have different tastes.

Trying to appeal to everyone results in appealing to no one. 

So before you dive too far down the branding rabbit hole, make sure you have thought about your perfect fit client, who they are, and what they want.

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