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Lane' Richards

Identifying Your Ideal Event Industry Client for 2019

Don't be afraid to hire the right client; it's essential to your business success.

Are you a little late to the game and still unsure who your ideal event industry client is? When I ask wedding professionals who their ideal client is, I usually get “anyone getting married.”

In reality, this means no one.

These pros want to acquire as many clients as possible, and end up trying to serve the widest market possible. It might seem logical to cast your net wide. You might be worried about narrowing down your target market for fear that you’ll be excluding some clients. But, this is a common marketing mistake. You can’t do or be everything to everyone. If you try to market to “everyone getting married,” you’ll never have enough money to reach your ideal client. Instead, you need a laser-like focus on a narrow target market.

What is an Ideal Client?
An ideal client is someone who finds the perfect solution to their pain points in the services you provide. You’ve likely already worked with a few but didn’t realize it.

You’ll know you’ve found the unicorn of all unicorns when they’re easy to work with. It’s like working with your best friend. They “get” you and what it is you provide. They’re loyal to your business and will be likely to refer their friends and family to you. And most importantly, they’re ready and willing to take action and buy from you, now.

Why You Need to Have a Clearly Defined Ideal Client
Getting clear on your ideal client allows you to build your entire business, message and services around serving your defined client group. It shows you where and how you should be marketing yourself and your business. Remember, when you market to everyone, you’re selling to no one 

Unless you’re a major corporation, you don’t have a huge marketing budget. You can’t afford to throw money at every marketing effort that crosses your path. So when you’ve identified exactly who your dream client is, you can target your marketing dollars more strategically.

How Do You Identify Your Ideal Client?
There are a number of ways to get clear on who your ideal client is.

One way is to survey existing clients. Ask them basic demographic questions and why they purchased from you. Open-ended questions are best, such as “what keeps you up at night” (specific to wedding planning).

Also, you can get basic details from sources such as your Google or social media analytics. When using analytics, look beyond demographic details. Pay close attention to what your audience engages with, likes, or shares.

What Do You Do After You’ve Identified Your Ideal Client?
Once you have your audience persona clearly identified, you’ll want to make sure your brand, content and messaging aligns.

Are the images you use on your website, marketing materials and social accounts those of your ideal client? Does your website copy speak directly to the pain points of your ideal client? Is it in your voice, vs. a lifeless online version of you? Hint: instead of typing your copy or even social media posts, record them and then transcribe your recording. This helps ensure you show up authentically online so there’s no disconnect when you meet a client in person.

It can feel overwhelming trying to identify your ideal client. However, it’s a vital first step to laying a solid business foundation. If it’s been on your list to do, make it the first thing you cross off for 2019. When you’ve taken the time to create your specific client persona, you’ll not only attract more clients, but the right clients.

Lane’ Richards is a multidisciplinary entrepreneur and owner of Wedding Pro Coaching, offering mastermind business coaching and educational programs to wedding industry professionals who need help building, running and growing their businesses in the crowded wedding industry.

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