I was recently at an event with local Aromatherapists, and in one of my discussions, I was asking an attendee who her ideal client was. Her response was, “Everyone. I mean, everyone can benefit from essential oils.” While the latter may be true, “everyone” is too broad of a scope when it comes to defining your ideal client.

Define Your Ideal Client – Why?

I’m sure that you’ve heard the saying: “If you are talking to everyone, then you are talking to no one,” and this applies to marketing as well. When your message is too general, it’s challenging to target your audience.

Think about a company that you adore. What are the images they use to draw you in? What is their language like? What is their overall message? Now, dig a little deeper with your detective hat on. Does it sound like they know you? Does it seem like they are almost in your head, reading your mind? If so, I can guarantee that they have put a lot of effort into knowing exactly who they are talking to – your biggest frustrations (pain points), hopes and dreams, and more.

Define Your Ideal Client

So, how can you implement this strategy?

Take out your favorite journal, or open up a fresh document and start the brainstorming process. Who is the BEST fit for your product or service? Which type of person tends to organically gravitate toward your business?

It is a helpful exercise to give your customer a persona – create an avatar. Give them a name, an occupation, marital status, etc. Go granular here. Where do they like to hang out; are they introverted or extroverted; what social media channels are they browsing; what are are their favorite books, hobbies, and the like? Think about their priorities in life. What keeps them up at night? What are their wins, what are their struggles, how do they make buying decisions, etc.?

The more definition you give to your ideal client avatar, the better you can craft everything to attract them, from your marketing copy to your packaging.

Let’s look at an example

Say you create a natural face cream that supports aging skin. You’ve identified, in a nutshell, that your ideal client avatar is a 55-year-old woman who appreciates natural ingredients and minimalism, with a desire to look radiant. Now, put that layer of being “in tune” with your client avatar when it comes to your marketing and packaging. The label perhaps would lean toward recycled materials, in a soft or earth tone color scheme, with a nice balance of “white space” for the design. Your sales page would follow suit, using keywords that would appeal to her like organic, sustainable, renewable, pure, fresh, etc. Your images would hone in on her ideals, her desires, and what the product could do for her. I think you get the idea.

It is very different than just creating a great product and putting a pretty brochure together. It doesn’t matter how fantastic your product or service is if it’s not selling and getting into the hands of the people who could benefit from it.

By knowing precisely and specifically who you’re talking to, you can communicate with them in terms and language that they’ll understand, appreciate, and ultimately respond to.

Defining your ideal client is something that will serve your business well. Also, knowing who your product or service is not for is equally as valuable.

Until next time…breathe joy,
Integrative Business Advisor

Note: Originally published in the Alliance of International Aromatherapists July 2017 Newsletter.