There is no ideal client. Nobody is going to live up to this customer avatar you created because someone told you to. So stop setting yourself up for disappointment and let go of that idea. You’re limiting yourself and your business.
Now that I’ve gotten that out of the way, let’s talk about your favorite clients instead—the ones who work in the niche that interests you most, or the ones who are easy to work with, or the ones who have tons of influence on social media.
They may not have everything you’re looking for all at once tied up in a neat little bow, but they do have certain qualities you’re loved to work with. And you want more clients like that.
If you are ready to let go of your ideal and start booking better clients, I’m going to show you how customer acquisition doesn’t have to be so hard.
1. MAKE SURE YOUR BRANDING REFLECTS THE TYPE OF PEOPLE YOU’RE TRYING TO ATTRACT.
(In fancy marketing terms, this is called positioning.) If you want to work with high-end weddings, then your own branding should be top-notch, flawless, and gorrrrgeous. For example, an iPhone video isn’t going to cut it for an ultra-luxury wedding planner’s About page, they need to use professional videographers (preferably the ones they’d recommend to their brides). If you want to specialize in intimate elopements, use the camera phone—you’re more relatable.
You’ll want to make sure that your website copy and social media/blog content have the right tone. A professional, formal tone might be enticing to a high-end client, but if you’re targeting creative entrepreneurs, it can be just the opposite. Try to find a voice that matches your clients’.
2. SHARE THE WORK YOU’RE PROUD OF, ASPIRING TOWARD, OR THAT YOU WANT TO CREATE MORE OF.
If you can’t stand creating yet-another-rose-gold wedding invitation, don’t showcase any in your portfolio.
Instead, showcase the fancy calligraphy you love working on. Even if you haven’t sold something or offering a certain service yet, don’t be afraid to make that your focus. It only takes one client to say yes. If you don’t put it out there, nobody’s going to buy it for sure.
3. START NETWORKING IN THE RIGHT PLACES.
Are you looking to connect with clients who are influencers on Instagram? It can be as simple as leaving thoughtful comments on their photos and trying to build that relationship slowly as a foundation before reaching out with an idea on how you could work together.
Looking to work with someone in a particular niche? Where would that person be spending their time? Look for local classes in their area of expertise, or attend a networking or fundraising event. You can even look for Facebook groups where they might be members. The bottom line is you need to put yourself in front of your favorite clients and start building relationships.