Holding out for your ideal client

For some reason I’ve got Bonnie Tyler’s Holding Out for a Hero on a loop in my mind. Maybe it’s the windswept view and rain lashing outside my window. Drama, wind machine, big hair, leather trousers…

Whatever it is, I can only apologise, because you’ve probably got it too now. And this blog is only tangentially connected to Bonnie. It’s about holding out for your ideal client, and probably not the kind of hero Bonnie was singing about.

When the economy is looking stormy there’s a temptation to take on any work that you possibly can. Income is income, and you know what you have to do to keep your business afloat.

There is a rationale for being flexible. You might be uncovering new skills during lock down that you’d like a chance to test out. You might feel moved to lend your support to people and groups that just can’t afford what you normally charge. You might feel swept up in all the change that’s unrolling around us, and want to do things differently. It’s your business, and you can use it however you choose.

Should you lower your sights?

But what if you’re not looking to change? You might be asked to lower your rates by clients who could pay, or take on jobs that aren’t exactly in your sweet spot. Should you do it?

Only you can answer that question. You could argue that this is an extraordinarily anxious time, budgets are tight, so it makes sense to make sure you’re still in the game. Work with clients through this difficult period in whatever capacity you can, and you’ll be in a strong position with them once confidence returns. That’s one argument.

Or should you hold out for your hero?

Another way to look at it is to stick to your guns. You know your value, and if that particular client doesn’t recognise it, there will be others that do.

That might feel risky, and you’ll have a sense of how much of a risk that is in your market. (By that I mean you’ll know how many conversations with potential clients you’re having, how many people are engaging with your content; you’ll have a feel for your particular section of the market by what you can see or hear around you.)

Neither route is risk free. Don’t take the work and risk having no money. Do take the work, and risk tying up your time and headspace (and self confidence) doing work that makes you feel undervalued.

Pragmatism is a sensible approach. Look at every opportunity that comes up on its own merits, if and when they happen. Focus your attention on the one thing you can control in all this - the story that you’re putting out there.

A few tips on how to tell your story to attract your heroes

Know your hero.

Bonnie’s hero has got be strong and he’s got to be fast and he’s got to be fresh from the fight. Yours might have to be the CEO of a software company fresh from a merger, or the Director of Charity fresh from the realisation that they need to raise more funds very quickly, or a home owner in the South West fresh from the realisation that want they really want is a green roof. Be specific about who your hero is and what they need.

Be really clear about the problem you solve

I think being clear about the problem you solve this is a more useful and human definition of ‘be niche’. Think in terms of client problems, not industry niches.

Be a helpful expert.

People pay for expertise, and they trust people that help them. Put the two together and it’s a powerful calling card.

Share the right stuff.

Focus on creating and sharing content that will be valuable for your ideal clients. Bonnie wants a Superman to sweep her off her feet. You might just want clients that are happy and able to pay for your services. Share whatever it is they’re looking for.

Show, not tell

Show the difference that you make to the people you really want to work with. Case studies, stories, bring your work alive so your ideal client can experience it.

Be easy to buy from

Be very clear about the work you do want. Sharpen up your services page. Have something simple and understandable for people to buy.

Consistency matters

The more consistent you are with your message, the less likely you are to get asked to do things that aren’t quite right for you.

Focus your marketing single-mindedly towards your hero client, and you’ll raise your chances of the right ones finding their way into your story.