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3 Questions to help you identify your ideal client

Get into the right mindset to identify your ideal client and then ask yourself these 3 questions.


When we talk about T Swift’s brand, we’re not talking about her marketing—although her marketing moves have been really good.

Taylor’s marketing includes things like  jumping on relevant marketing trends, surprise album releases, collaborations, and fan engagement initiatives.

Her brand includes things like her core values, how she takes control of her narrative with lyrics and public statements, strong themes consistent throughout her work like empowerment, authenticity, and relatability.

Now…Let’s dive in further…




Taylor embodies personally everything her brand is. Her whole life is her logo. (It’s no wonder she blew up more than ever during the most recent “Eras Tour”—her brand’s taken a lifetime to build.)

Take it, use it:

✅ Take center stage and make your brand personal. Use content that shows how your brand values match up with your personal values and opinions irl.



—and the story she’s telling is, women and girls can do whatever they want. You don’t have to do what others expect you to do.

Take it, use it:

✅ Whether on a deeper level or right on the surface, your brand can make a philosophical statement about how things ought to be. (E.g., women should write their own story instead of society writing it for them) People love to get behind a cause they believe in. So give them one.



Taylor has so much integrity to the core values of her brand that it doesn’t matter if we don’t love a new album, we’re going to try to give it a shot and respect it without letting it damage how we feel about the brand.

That’s the power of trust.

Take it, use it:

✅ If you’re nurturing your brand right, your fans can handle a product that flops without giving up their brand loyalty. That’s the magic of the “Taylor’s Versions.” It’s basically Taylor saying, here’s a version of that old song that’s even closer to the true brand that you love. Brilliant.



She’s audience-centric. Taylor makes her fans a part of the brand by creating puzzles and dropping easter eggs meant to engage and entertain just them.

Take it, use it:

✅ Create inside jokes and “had-to-be-there’s” that make your audience feel special when they can participate in something only they would get. (Disclaimer: This is a brand-enhancement move that will work best once you already have a healthy, engaged following.)



We feel like we know who Taylor is, because she’s not shy about sharing her opinions with the world. She knows she can’t please everyone—but she engenders love from her following by being loudly authentic.

Take it, use it:

✅  Don’t avoid being opinionated because you know it won’t vibe with some people. Focus on your tribe and resonate with them. In a phrase, “have courage and be kind” when sharing your opinions online.



Taylor’s a disruptor of the status quo. She makes it her job to test the boundaries of what she can do with her music. (Have you seen her music videos? “Bejeweled” is almost 6 minutes long and includes prelude and epilogue scenes with celebrity cameos.)

Take it, use it:

✅  Dream big. If something’s never been done before, but you think it would be a great value-add to your offering, just do it! Don’t let the status quo put you in a box.


Want to apply any of these winning strategies to your brand? I can help.

Schedule a Power Hour with me and we can brainstorm together how we can T. Swift-ify your brand.

No matter how long you’ve been in business, at some point you’ve come across others talking about their ideal client.

You may be thinking, “Is there actually a benefit to marketing to one particular client?”

The answer is YES!

But before you identify your ideal client, you need to make sure you have the right mindset.  You want to be sure that your focus is on serving those clients who would most benefit from what you offer, rather than marketing to everyone.

Focusing on one client does not limit what you can achieve in your business.  In fact, putting your time and effort only into those clients that will directly benefit from your product or service will produce the greatest results and therefore the greatest profit.

Figuring out your target client is a key piece of the marketing puzzle.  It is one of the first questions I ask as I start my branding process.  I like to keep things simple – and you should too!

So what steps do you need to take when identifying your ideal client?

There are a lot of people you can help, but finding the RIGHT people boils down to asking yourself these three simple questions:

Question 1:  Who do I REALLY want to work with?

You will be interacting with your clients on a regular basis, so you want to make sure you can connect with them.  Take a moment to step back and ask yourself, “What kind of person do I like working with?”

Think about your past clients.  Identify those with whom you had the best experience.  What made that situation work so well?  Do they all have similar characteristics?  How did you meet them?  Knowing who you loved working with before, will help you in creating that same experience over and over.

Have yet to work with your first client?  Think about how you’d want that experience to feel.  Picture the person or group you’d like to work with and do some research.  Figure out what they like and where they hang out.  This will help you to better identify your ideal client when you come across them.

A quick note: Over time your “ideal” may evolve, especially if you’re kind of guessing right at the beginning. Take note of what is ideal to you and what is not, and allow your brand to change to better attract and serve that perfect person.

Concerned about limiting yourself to a specific type of person right away? Find comfort in knowing that you are never locked in to serving just one person. It’s your business, you can serve or turn away whoever you want! However, for a more successful marketing experience, it is better to speak towards one type of person, than trying to talk to everyone.

Question 2: Who has a problem I can help solve?

In other words, who needs your product or service?  You can also ask yourself, “Who does NOT need what I offer?” This question is just as important as asking yourself who would want what you provide. It can help you narrow down your ideal client even further.

Get specific. The more detailed the better. This will help you to begin to focus.

Think about what stage of life they are in. What would motivate them to seek out what you offer? They may already be using a product or service similar to yours, and you need to figure out how you can better resolve their problem.

Figuring out their pain points, rather than what makes them happy, will yield the best results.  Pain motivates people more than pleasure.

Question 3:  Who has the ability to pay for what I offer?

Although you may want to solve a problem for a specific person or group, you have to consider the fact that they may not be able to afford what you charge. No matter how much you can help, there is no benefit to marketing to those that don’t have the ability to pay. This is a conundrum that many new business owners experience.

Your time is valuable. Do not undervalue what you are worth. Only you know that value, and over time that number will change.Being confident in that number will help your business grow.

Once you narrow down your ideal client, you can then move forward, feeling confident not only in what you offer, but also in yourself.

Make sure to check back in as your business changes and grows. As I mentioned earlier, as you and your business change, your ideal client can as well!

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