Are you finding it tough getting the number and quality of clients into your business?
If so, it could be you haven’t nailed down enough who your ideal clients are so you can speak to and connect with them and attract them to your business.
There is a misconception in the wedding world that the more people you are appealing to the more clients you are going to attract and therefore more bookings you’ll make.
However, the truth is that trying to appeal to everyone can mean you’ll appeal to no-one!
I know that can seem counter-intuitive at first, but, the more clarity you can get on who your ideal client is, the more you can streamline and structure your marketing and messaging to speak to that person so they think:
“Wow this person get’s me and only they can give me what I want!”
It really does make everything else so much easier when it comes to making decisions within your business so it’s worth spending some time on this.
So how do you start to focus in on who your ideal client is?
1. First of all think about YOU, your business and your brand.
- What service and products do you want to create and supply? This is your business so you want to be doing the work that brings you joy and that you love the most.
- What are your values?
- What is unique about you?
- What do you do best? So, for example, you might be a florist but what do you focus on in your style of floristry? What about your work is different or makes you stand out? Which geographical area do you work within etc?
- 2. Think about PAST CLIENTS you have loved working with that you wish you could clone again and again.
- Who valued you?
- Who was a joy to work with?
- Who loved everything you did and had no hesitation buying your product/service?
- What did you love about them?
- What made them so great to work with?
- What do these customers have in common?
- 3. Put an IDEAL CLIENT AVATAR together. Write down all the things you can think of that your favourite clients had in common.
- What blogs, magazines did they read when planning their wedding?
- Which other suppliers did they use?
- Where did they spend their time when planning their wedding?
- What do they care about?
- What do they love?
- Where do they live?
I find giving this person a name so you can visualise them in your mind’s eye as a real person really helps with this exercise.
You can, of course, define who your ideal client is even more as time goes on. I find sending a quick survey to clients after their wedding really helps to gain a deeper understanding of who they are.
Once you have honed in on whom your ideal client is it makes everything so much easier in marketing your wedding business.
You can go where your ideal client is, share blogs and content that they will value and attract those that are a good fit and want to work with you on their wedding vision.
Let me know how you are getting on with defining your ideal client!
I’ll be dropping in with more tips for running your wedding business again soon.
To Your Success!