The Savvy Entrepreneur

Don’t mistake your Ideal Client with your Target or Niche Market. They may share some similarities, but the differences are important enough to make a distinction.

Michael Port describes your ideal client in “Book Yourself Solid” this way (page 16):

Your ideal clients are a subset of the target market you choose to serve. It is just as important to identify your target market you feel passionate about as it is to identify the ideal clients you’re energized and inspired by. Remember, your ideal clients are those individuals who energize and inspire you; your target market is the demographics of the group you’re most passionate about serving.

Your ideal client is still in your target market, but now you’re making a distinction by identifying specific TYPES OF PEOPLE — personalities — that you PREFER to service. It’s those clients that you tell yourself “I can’t believe I’m getting paid to do this.“

Why does everything you’ve heard about marketing your business say you MUST choose a target market in order to be successful? It makes your job easier by knowing where to concentrate your marketing efforts!

Why take it a step further by identifying ideal clients who energize and inspire you? If your heart’s not in it, you’re not going to stick it out. You’ll get bored. As hard times come (and they WILL), you’ll be tempted to throw your hands up and say “That’s it! I’m done!” Whereas, when you serve clients who are ideal for you, your productivity will increase and so will your happiness. You’ll experience doing your very best work. And that’ll come back to you tenfold (or more!) in referrals, repeat business, glowing testimonials and more.

So think about it now: Who’s your target market? Who’s your ideal client?

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