Unless you’re a fast food restaurant, chances are you cannot be, nor do you want to be, everything to everyone. You can’t mix and match all of your products (sandwiches) and add or subtract other items (condiments) until you are everything to everyone. You will make more money and be more productive and well-respected if you focus on a particular niche. Claim your expertise and focus on a particular client or market segment. Be the gourmet restaurant, not the fast food drive through.

Who is your ideal client? When you’re just starting out you may not truly know nor will you find it easy to turn away
potential clients who might not be just right for your goods or services. You don’t want to fall into the trap of changing your offerings to feed the market. Let the market come to you because you are specialized and exclusive.

Here are steps to work through when developing the persona of your ideal client:

  • If you’ve built the better mousetrap, who would be best served by it? Consider your client’s pain points and the solution your product or service offers and focus on that as your potential market.
  • If you know that your goods or services address XYZ issue in the market place, then go to the marketplace and demonstrate how you can help them do their XYZ even better.
  • If you have a client base, take some time to look at them and note all of the common traits they share. If you have turned away potential clients, make note of why and what they did, or did not, possess that made you think that your goods or services weren’t ideal for them. Your current client base is your best source for building a client persona.

Target a specific market. Make sure that your goods or services fit their needs then focus on making what you offer the best it can be.

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