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Who is my ideal client? How do I identify my ideal client? Today, I want to go through three ways to do that. Once you identify the ideal client in your business you’re going to get a lot more revenue.
Another resource:
How to cold email enterprise companies – https://www.youtube.com/watch?v=JgSa1XWBEnY

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/// R E S O U R C E S
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/// R E S O U R C E S
Get the sales and service agreement we use to close business (free client contract template) [$1,000 value]: http://email10k.com/contract
Get the actual questions we use to qualify clients on the first call:
Get the proposal template you can use to sell 5 and 6 figure deals: http://email10k.com/proposal

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Take the free eal customer archetype quiz to discover your right people and see who you’ll work best with.

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3 Ways to Answer: Who Is My Ideal Client?
3 Ways to Answer: Who Is My Ideal Client?

주제에 대한 기사 평가 who is my ideal client quiz

  • Author: Alex Berman – Cold Email and B2B Lead Generation
  • Views: 조회수 2,531회
  • Likes: 좋아요 80개
  • Date Published: 2017. 11. 20.
  • Video Url link: https://www.youtube.com/watch?v=LZt1mh5W_9I

Who are my ideal clients?

An Ideal Client is someone who finds the perfect solution to their problems or needs in the services or products that your company provides. The Ideal Client will be loyal to your company, frequently uses or buys your products or services, and is likely to recommend you to their friends and colleagues.

Who defines ideal customer profile?

The marketing team should develop an ideal customer profile together with the sales department. They need to jointly define the most important information that should be available for a prospect profile and set it up as mandatory fields for the customer database.

How do I find my dream client?

How To Find Your Dream Clients
  1. Analyze your industry and identify the top companies in the market that could be targeting your potential ideal clients.
  2. Identify how your competitors are targeting their audience.
  3. Find out if your target audience lives locally, internationally, or both.

Why finding your ideal client is important?

That’s why identifying your ideal client is so important. When you don’t know who to market to, you end up marketing to everybody, which is a sure recipe for failure. Identifying your ideal client narrows the scope of your marketing efforts and enables you to use your marketing dollars much more effectively.

Who is your client?

A client is someone you create a trusting, long-term relationship with. Comparing clients to customers isn’t comparing apples to oranges, but the two terms aren’t exactly two of a kind either. Though often used interchangeably, each term holds its own connotation that can change the way your team works.

How do you create an ideal customer?

5 steps to define your ideal customer profile
  1. Ask yourself what problem your business solves. …
  2. Research and identify your best customers. …
  3. Analyze customer feedback—both good and bad. …
  4. Define important customer characteristics. …
  5. Use your ICP to optimize your brand and your marketing strategy.

How do you write an ideal profile?

6 steps to create a consumer profile
  1. Step 1: Define why you’re doing consumer profiling. …
  2. Step 2: Focus on two variables. …
  3. Step 3: Make sure your variables are mutually exclusive. …
  4. Step 4: Bring your consumer profiles to life with demographic filters. …
  5. Step 5: Analyse your data compared with your original outcomes.

How do you create a client profile?

How to Create a Customer Profile
  1. Use customer profile templates.
  2. Choose your customer profiling software.
  3. Dig into demographics.
  4. Collect customer feedback.
  5. Review your customer journey map.
  6. Focus on the problem that your business is trying to resolve.
  7. Examine contextual details.
  8. Understand your industry.

How do you identify potential clients?

4 Useful Tips for Identifying Your Potential Customers
  1. Segment Your Potential Customers. Segmenting your customers is the first step in identifying and understanding your potential customer base. …
  2. Research Competitors. …
  3. Shape a Healthy Brand Marketing Strategy. …
  4. Identify New Consumer Demands and Shift in Behaviors.

How do you attract ideal clients on Instagram?

Here are some tips to attract your ideal customers from Instagram:
  1. Post eye-catching images.
  2. Create a worthwhile Instagram contest.
  3. Improve your Instagram reach.
  4. Build customer relationships.
  5. Improve your response rate.
  6. Build rapport with influencers.

How do you find ideal clients on Instagram?

5 Tips To Find Your Ideal Customer On Instagram!
  1. Use Tags and Hashtags. …
  2. Uses Consistent, Concise and Cohesive Images For Your Feed. …
  3. Give Value in Every Post. …
  4. Include Your Business Info on your Instagram Profile. …
  5. Engage With Your Followers.

How do you create an ideal client profile?

An ideal client profile should be based on interviews and research from your current and past clients, prospects, and your staff. The end result is that you create a fictional character whom embodies your best client, but the information and data needs to be based in reality.

Take Our Quiz: Do you really know who your ideal client is?

Let’s start with one simple question first – who is your ideal customer or client? If your answer is Everyone, then Houston, we have a problem.

One of the most important elements of a marketing strategy is the development of an ideal target customer profile. Effectively understanding who makes an ideal customer allows you to build your entire business, message, product, services, sales and support around attracting and serving this narrowly defined customer group. Even if you are just launching your business, finding and serving an ideal customer is so important – having a defined ideal client from the very beginning will save months of wandering in the dark trying to be all things to all people.

Free Ideal Customer Archetype Quiz

Welcome to the Ideal Customer Archetype Quiz

No matter who you are or what you do, understanding who your right people are is not only relevant but absolutely vital to the survival of your venture. Cultivating a loyal niche is one of the most important things a brand can do. Your right people are your ideal market segment, also known as your niche. They’re the people who are most likely to buy what you’re selling.

The purpose of discovering and defining your Ideal Customer Archetype (ICA) is to identify the needs, goals, values, and desires of someone who is a perfect fit for your brand. Understanding why they buy can make all the difference in the profitability of your business.

Getting to know who your customers are at a more intense level will transform your brand and enrich your customers’ experiences. It also promises to bolster connections, deepen relationships, and increase your bottom line. Once you’ve defined exactly who your niche is, you can go about the business of building solutions that fit, and solutions that they’re most likely to purchase. Then you can drill down on your sales and marketing efforts.

Ready? Take the free quiz to discover the top three archetypal personas you’re most compatible with. Say goodbye to persuasive selling and hello to a more profitable, relationship-based business that truly matters.

Let’s go.

Identify Your Ideal Client with These 7 Questions

Whether you’re new to business or have been around for years, these seven questions will help you identify your ideal client so that you can understand how to best serve them.

The question I see time and time again is, “How do I get more ________?” Insert clients, readers, followers, engagement, likes, comments, purchases… anything that has to do with your business growth.

I could spew off a strategy-this and new-tool-that, but at the root of every marketing tip and trick is this: you have to speak to the right people. Trying to show up across every brand touch point, to every individual isn’t going to get you anywhere. You’re bound to get lost in the noise.

And because I’ve heard this way too many times, let’s just go ahead and address it right here, right now.

Zeroing in on your target audience and creating content specifically for them will NOT make you lose clients. In fact, and in my personal experience, deciding on who I want to work with and who I am a good fit for has only increased my revenue.

So, without further ado, let’s dive into all things ideal client and get you connecting with the right people so that you can bring more ease into showing up for your business.

Rather watch?


>> What is an ideal client?

>> What is an ideal client profile?

>> Why can’t you be for everyone?

>> 7 ideal client questions to ask

>> Creating the ideal client profile

>> Additional brand resources

What is an ideal client?

In a perfect world, your ideal client is the person that, if you could, you would clone, so that you would only work with them. They value you, your brand and your offerings. They identify with your brand’s message, values and purpose. They will become (if they aren’t already) your brand ambassadors and will eagerly advocate on your behalf.

What is an ideal client profile?

Your ideal client profile outlines the characteristics of that perfect-for-you person. It can cover everything from demographic information to what they’re currently struggling with to what they’re Googling in relation to your offering.

Why can’t you be for everyone?

It’s easy to roll your eyes when you hear the words ‘ideal client’ and think, “Sounds good, but I’m going to work with everyone so this isn’t for me.”

I understand the hesitation. In fact, nearly every client I work with tells me that they want to work with Person A and then also Person B and they can’t forget about Person C, either.

Now think about how someone experiences your brand and the various touch points they can have with you.

When you want to serve everyone, your experience may look something like this:

Your website talks to Person A, Person B and Person C, and then your Instagram talks to Person A sometimes and Person B sometimes, and your email is on a constant rotation of marketing to Person A, B and C. Your efforts are split into thirds and you have to try and connect with each person on a consistent basis. Sounds exhausting, right?

Compare that to the scenario where you have clearly identified your ideal client: Your entire website is tailored to that specific person, your Instagram content talks directly to them, every single time and each email you send intentionally speaks to that specific person.

By gaining clarity on that perfect-for-you person, each of the brand touch points has the ability to serve a purpose and intentionally connect with, and provide value for your ideal client.

And when your entire brand is working together, going towards the same destination, I promise you’ll get there with a hell of a lot more ease and fun.

7 ideal client questions to ask

Have I sold you on the importance of having an ideal client yet? If you’re giving me all the praise hands, it’s time to dive into these seven questions that will help you identify that perfect-for-you ideal client.

01. What do you do?

This may seem like an obvious one to some business owners, but when I first started out, my business offerings were all over the place. It’s hard to nail down your target audience when you aren’t clear on what you’re actually providing, amiright? So, I pictured myself meeting someone new and what my response would be to the question, “What do you do?” If I couldn’t answer that with clarity, I reworked my response until I could say something without stuttering and stumbling.

This “elevator pitch” process also led me to simplifying my offering as much as possible and zeroing in on my specialty. My first answer to this question was something like, “I provide digital marketing, social media, brand design, and web design services for small business owners online and local small businesses.”

Fast-forward to now and I can clearly articulate what I do: “I’m a brand and web designer for service-based business owners.” Do I still provide digital marketing services? You betcha. But it’s not what I want to focus on and it’s not what I need to say in order to attract my ideal client.

02. What does their life look like before they start looking for you?

Now that you have a clear understanding of the services you provide and your area of expertise, it’s time to start thinking about your ideal client. What does their life and business look like right now, prior to doing business with you? What does a day-in-the-life look like?

The goal is to understand how they’re currently operating in their business and life so that you can eventually speak directly to their pain points and know what transformation you’re able to provide.

Remember, for this exercise, all you’re doing is thinking about what their current day-to-day looks like. Check out my example below to get the creative juices flowing! 🙂

Social media manager example: My ideal client wakes up early and gets in a great workout. After eating breakfast and having her first cup of coffee, she sits down, ready to start posting on her social media channels. Since she doesn’t have any ideas for that day, she starts scrolling through Facebook and before she knows it, an hour has passed. She decides to hop into her email and make sure she’s up-to-date and then goes on Pinterest to see if there’s any inspiration there. Two hours later and she goes back to her email. She follows up with a client and notices a product order has come through—yay! She realizes it’s time for lunch and promises to post to Instagram and Facebook after eating….

03. What are their external problems?

Once you understand how they operate within their day-to-day, it’s a lot easier to understand their struggles and pain points.

Just like in life, there are two sides to every problem, and when it comes to your ideal audience, those sides are internal and external.

Let’s look at your ideal client’s external problems first. These are problems that others can see and are outwardly facing. For example, continuing on with the social media manager: their ideal client’s potential external problem could be an inconsistent Instagram feed that visually doesn’t look cohesive.

[[if you want to learn more about identifying internal and external problems, I highly recommend picking up Building a Storybrand by Donald Miller and/or listening to his podcast. His work is ah-mazing!]]

04. What are their internal problems?

Now, on the flip side of external problems are internal ones. These are thoughts, emotions, and feelings related to a problem or pain point.

Going back to our social media manager’s ideal client: They’re probably embarrassed by their visual inconsistencies on their Instagram feed. Or maybe they’re worried about what others think of them because they don’t post consistently and their images aren’t high quality.

Donald Miller, the author I mentioned above, says it best: Companies tend to sell solutions to external problems, but customers buy solutions to internal problems.

Being able to identify and clearly articulate your ideal client’s internal problems is what will help you build a solid relationship with your audience and trust within your community. Yes, external problems are important to understand and solve because it’s what the world can see. But, solving internal problems is what builds connection and loyalty with your ideal client.

05. What are they FIRST looking for when they find you?

Okay, you’ve identified what they’re struggling with, but how about understanding what they’re searching for? More often than not, what your ideal client is looking for and what they need are two different things. As an expert in your space, you know the lingo, the verbiage, and correct terminology. However, your ideal client is not the expert, which means they probably aren’t using the same language as you.

For example, my ideal client is usually looking for a logo when they first come across my business. I know that they need more than just a logo to create a strong visual brand, but that’s not something that even enters their thought process.

And you know what? That’s okay. Because it’s not their job to know or understand—that’s on me, as the expert.

06. Where does your ideal client spend their time?

I don’t know about you, but wasting time is not something I enjoy doing. One of the biggest time sucks for a digital business owner? Social media. And even more so if you’re spending time on a social channel that your ideal client doesn’t even like.

Since you’re now well versed in your client’s problems, it’s time to start actually talking to them. And that means showing up where they are. If you love Instagram but your ideal client doesn’t spend their time scrollin’ the ‘Gram, it’s time to focus your efforts elsewhere.

If you aren’t sure where to start, think about where your past clients came from. Clearly, that method was working, so why not focus your efforts there?

For all the brand new business owners, just start. Pick a channel and stick to it for six months. If it’s not doing anything for your business, switch it up. It’s okay to test things out… In fact, it’s HIGHLY encouraged! When you start thinking of your business as one big experiment, it takes the pressure off picking the wrong “thing” and puts you in the curiosity mindset. Which makes this whole experience a lot more enjoyable!

As a last reminder, it’s not the client’s responsibility to find you, the business owner and service provider. When you do your job well, you will be where they spend their time and show up when they search for what they think they need.

07. What is their version of success as it relates to their main problem?

By understanding those internal and external problems, you can then look at the flip side – what do they want? What are they working towards? What are they hoping to receive as a solution to those internal and external problems?

Get clear on their version of success and remember to use their language. As an expert in your industry/space/category, the words and phrases you use might not be the same as what your ideal client would say.

Creating the ideal client profile

By answering these seven questions, you are well on your way to painting a clear picture of that perfect-for-you person. The one that makes you LOVE being in business and doing the work.

To solidify the profile, compile all your answers into a single document that you can refer back to whenever you are creating content for your business. And, as you continue to show up for and work with clients, revisit this profile and update it for accuracy. The longer you are in business and the more consistent you do the work, the more clarity you will have on who you want to serve. Think of this profile as a fluid document that, just like your overall brand, grows right along side your business.

Happy branding!

All my best,

Additional Ideal Client Resources

Struggling with those limiting beliefs around niching down? Read this post on how to reframe them.

Want to use analytics to gain even more clarity around that perfect-for-you client? Check out this post on six data-driven ways to identify your ideal client.

Still not sold on the importance on having an ideal client? Read this post on how it will create a better brand experience.

Pin for later!

Do You Know Who’s Your Ideal Customer? Quiz

Do you know who your ideal customer is? For you to be a successful salesperson, you need to understand your customers and what you want they seek to satisfy. By using the quiz below, you will get to help you understand your customers and rake up more sales. All the best as you tackle each and keep in mind that every customer is different!

How to identify your Ideal Client and optimize your website

One of the cornerstones of any Internet Business is knowing who your Ideal Client is.

Almost all entrepreneurs and business owners make the serious mistake of avoiding this stage in the eagerness to have their website online as soon as possible, without even stopping to think about who it will be aimed at, what they are looking for, what problems they have and what solutions they need.

Who is an Ideal Client?

An Ideal Client is someone who finds the perfect solution to their problems or needs in the services or products that your company provides. The Ideal Client will be loyal to your company, frequently uses or buys your products or services, and is likely to recommend you to their friends and colleagues.

So who is specifically the Ideal Client for your company? To answer this, you don’t need a Ph.D. in Marketing or a Bachelor in Business Administration. Any entrepreneur or businessman KNOWS who his Ideal Client is.

Maybe you never really considered it too much, or didn’t realise how important it is.

Why Ideal Clients? Supposedly my Web site is for everyone! Why do I have to limit my focus to ONLY one type of client?

The first step is to analyse in detail and discuss with colleagues, to define the profile of your Ideal Client, i.e. who your online business is really aimed at.

Try to estimate the percentage of your customers who meet the profile of your Ideal Client.

Now relate them to your total customers. I could hazard a guess by saying that they are no more than 10% of all your clients!

Now that you have estimated the percentage of Ideal Clients you have as your customers, estimate how much profit you earn from those Ideal Clients, compared with the rest of your customers (i.e. ALL that are not Ideal Clients).

I assure you that those few Ideal Clients you have, are the ones that will provide at least 90% of your total revenue.


Now let’s imagine this: if these Ideal Clients represent 90% of your income and they are only equivalent to 10% of the total customers … What would happen if 100% of these customers were Ideal Clients?

Let’s play with some numbers:

Imagine you currently have 100 customer per month, who provide a total revenue of $10,000 per month (to make the maths easy).

Of these 100 clients, only 10 represent your Ideal Clients, and they provide 90% of your total revenue. This equals 90% of $10,000 – which is $9,000.

This means that your 10 Ideal Customers leave you $ 9,000 a month, while your other clients leave you revenue of only $1,000.

Now let’s imagine your 100 clients are all your Ideal Clients!

If just 10 Ideal Clients bring in a monthly revenue of $9,000, then 100 Ideal Clients could potentially bring in a monthly revenue of $90,000!

So if all your customers were Ideal Clients, instead of grossing $10,000 a month you could be grossing $90,000 for the same effort and outlay (as you would have the same number of customers, but they would all be Ideal Clients).

So by breaking down the numbers in a theoretical way, you can see why your website should be directed only towards your Ideal Clients.

The profile of your Ideal Client

The profile of your Ideal Client emerged after your initial analysis.

Now you need to put that profile under the microscope and analyse their behaviour on the internet:

What are they searching for?

What specific needs do they have?

What websites or blogs do they frequent?

Do they participate in forums? Which ones?

Are they active users of Facebook, Twitter, Instagram or other social media channels?

The creation of your Ideal Client Profile will provide vital information:

What message should be transmitted on your website

What services and / or products you should offer on the Internet

What direction your Content Plan should take for your Business Blog

What channels you should be targeting in your content marketing efforts

The best way to create your Ideal Client Profile is through simple surveys or interviews.

Think about those customers that accurately fit the description you initially created of your Ideal Customer and interview as many of them as realistically possible – have a coffee with them, call them on the phone.

You could send an email questionnaire, although a real conversation is more dynamic, and people can express themselves more freely.

Many of your Ideal Clients will not have time to write in detail – it’s different if you sit down for a coffee while talking about their needs and problems, and you can take note of this invaluable information.

We have created an Ideal Client Questionnaire with the most common questions you should ask your potential customers.

Don’t overwhelm your customers with too many questions. Try to be brief and direct.

Here are the questionnaire details we use to identify your Ideal Client.

Click here to download the worksheets.

Ideal Client Profile (Part 1) –

Demographic Data

Classic data such as age, geographic location, family, work, income.

Let’s look at an example of an Ideal Client for a Luxury Salon & Spa in the city of Miami:


Professional, entrepreneur, high-income

Aged 30 to 60

Lives within 30 blocks of the location of the Salon & Spa

Busy and active social life

Married with children

Has relatively little time to dedicate to herself, due to family and work commitments.

Going to the Salon and Spa is a well-earned treat and a chance to switch off, relax, and indulge herself .

She likes to stay as long as possible and make the most of all the services on offer.

She expects top-class service.

As I mentioned, the value of a personal or telephone interview is immense, since your Ideal Client will provide you with more full and intimate information by talking with them in person.

Ideal Client Profile (Part 2) –

Psychological Data

The demographic data told us who our Ideal Client is.

Psychological data, however, will tell us why they would want to purchase our products or services.

Part 2 will depend largely on your area of business.

We have created a simple guide of questions that will help you to create profiles appropriate to your particular business.

Click here to download the worksheet of your Ideal Customer >

Ideal Client Profile (Part 3) –

What are they searching for on the Internet?

What problems or needs do they have?

Encourage your Ideal Client to tell you what they are searching for online, what answers they need, what topics they are interested in related to your industry, what information they are looking for regarding your products or services.

As in Part 2 of this research, your Ideal Client will respond to very specific questions related to your industry or trade, but you can find in our worksheet a guide to create your own questionnaire.

Click here to download the questionnaire of your Ideal Client >

Going back to the example of Salon & Spa in Miami, let’s imagine that for Part 3, you get the following answers:

Internet connection schedule : She normally checks personal emails in the evening between 6pm and 10pm. At weekends she aims to check her emails only on Sunday night.

: She normally checks personal emails in the evening between 6pm and 10pm. At weekends she aims to check her emails only on Sunday night. Issues and Questions : She likes to keep up with the latest information about hair care and trends, as well as health and nutrition. She is interested in receiving updates on natural hair products that come to market.

: She likes to keep up with the latest information about hair care and trends, as well as health and nutrition. She is interested in receiving updates on natural hair products that come to market. Preferred Search Browser : Google. Sometimes she searches on Facebook .

: Google. Sometimes she searches on Facebook . Social Networks : She engages a lot with friends and businesses on Facebook. She also follows various feeds on Twitter, Instagram and Pinterest.

: She engages a lot with friends and businesses on Facebook. She also follows various feeds on Twitter, Instagram and Pinterest. Subscriptions : She is subscribed to several Health and Beauty blog newsletters. She also participates occasionally in forums, where she consults on various topics of health and beauty care.

: She is subscribed to several Health and Beauty blog newsletters. She also participates occasionally in forums, where she consults on various topics of health and beauty care. Mobile: She reads emails on her cell phone and also tends to use Facebook during personal time.

From these results you can calculate the best time to send your newsletters in order to get the best chance of them being read (6pm to 10pm), what type of items you should focus on with your Blog. You have a strong starting point for Keyword Research, and you know what social media channels you need to be targeting.

Your website and newsletters must be 100% compatible for mobile devices (which is now standard for all cases).

You could consider Pay-Per-Click advertising on the websites to which the Ideal Client is subscribed, and the forums.

Interview as many Ideal Clients you can and know.

Once all these surveys are done, you will have to compile all this information into a single report: your Ideal Client Profile.

Now it’s time to optimize your website!

At the beginning of this article we explained the massive benefits that an increase in the number of Ideal Clients can bring your company.

Now it’s time to optimize your Online Business!

Your Online Message

Optimize the message that flows from your website: its logos, design, colours, images, text, layout and titles.

You have about 5 to 10 seconds to capture the attention of your visitors.

If the key message that captures your Ideal Client’s attention is right at the end of your home page, then you are obviously reducing the chance of capturing their interest.

What if, instead, you have a clear headline at the beginning of your homepage with the exact message your Ideal Client is looking for?

For example, let’s go back to the Salon & Spa in Miami.

We know your Ideal Client is a busy professional woman who wants top-quality service and is happy to spend money on it.

What if in the header of your website you show a picture of a family with the message “Unisex and Family Salon – Great Deals!” ?

Your Ideal Client is not very likely to identify with the image and the message, and will keep searching for other options.

Now, suppose that at the top of your homepage you show a stylish professional woman relaxing on a massage bed with 2 people attending her – and a clear headline that reads “Treat yourself – you’ve earned it”.

Your Ideal Client will feel much more identified with this message than the previous one and will be more likely to engage the website and purchase your services.

Conclusion: Optimize your pictures, your headlines, your content, the WHOLE message that your website projects to fit your Ideal Client profile.

What type of services or products to offer on the Internet

Now that you know what your Ideal Client is looking for: offer it!

When you’re developing your website, don’t fall into the common mistake of selling exactly what you commercialized in the offline world. Things don’t work like that on Internet.

If you correctly identified your Ideal Client, you know what type of product or service they want, and what solutions they are searching for online.

Going back to our example of the Salon & Spa: don’t advertise a quick haircut or massage at discount prices. That’s not what this Ideal Client Profile is looking for. What she wants is a high quality service, an opportunity to relax completely from her work and daily pressures.

Conclusion: Offer your products just like your Ideal Clients request. Simply listen to them and give them what they need.

Content Generation Plan for your Business Blog

In Part 3 of the questionnaire we analysed in more depth the behaviour of your Ideal Clients on the Internet, and what kind of needs or problems they have.

Now you need to take that information and analyze it in order to provide them with specific solutions to all their needs, by means of your Company’s Blog (with news, articles, tips, product and service information, industry advice etc).

Each problem or need will have a key phrase, or ‘Keyword’ via which your Ideal Clients will search the Internet to find a solution. This is the moment where your Blog will provide you its invaluable benefit: new Ideal Clients.

These key words and phrases used by your Ideal Clients will be used as the basis of an article, news or some information in your Business Blog.

As an example, let’s return to the Salon & Spa in Miami.

Talking with several of your Ideal Clients, they expressed interest in knowing how to take care of their hair easily from day to day.

A possible title of an article on your blog could be: “8 Simple techniques to pamper your hair.” In this article, you will explain these techniques in detail, with plenty of professional tips and experiences – and of course mentioning that the products mentioned in the article can be purchased from you at a special price as a reward for being subscribed to your newsletter.

You would also add a link to your online catalogue and have a Call-to-Action button that says: “Book an appointment“ to tempt visitors to visit the Salon, thus pushing to convert casual visitors into paying Clients.

By means of this article – correctly positioned in search engines by carrying out Keyword Research and optimizing the page – you have captured the attention of new visitors who have searched with that key phrase ( e.g. hair care techniques) – and who you have attracted them to your website via your Blog.

If they are Ideal Clients of your salon, they will be attracted by the message that you’ve optimized for them and they will contact you!

Conclusion: Create and optimize articles, news and useful information in your Business Blog, specially optimized for your Ideal Clients.

Start working now by identifying your Ideal Client!

Download our questionnaire model, adapt it to your company and start with the interviews.

If you have any doubts or question with the survey or how to optimize your site, we’re here to help and advise.

Just leave your comment, and we will respond promptly.

If you found this article helpful, please help us by sharing it on Twitter or Facebook so other people can benefit from it.

What is an Ideal Customer Profile: definition and template questions

Ideal customer profile is a hypothetical description of a perfect customer that would benefit from your solution and provide you with significant value in return. It helps improve personalization and overall customer experience, leading to more successful deals, when all the parties are satisfied in the end.

Progressive profiling

Nowadays, interested potential clients mostly find out about products and services on the Internet before contacting a manufacturer or a seller and make a request through the website. Marketing teams must adapt to this and offer the interested parties relevant information and added value related to their situation. The higher the relevance of the information, the better the conversion rate.

Сustomer profiles

The marketing team should develop an ideal customer profile together with the sales department. They need to jointly define the most important information that should be available for a prospect profile and set it up as mandatory fields for the customer database.

At the same time, these fields should be queried in every web form, and not as mandatory, but as optional fields. The method of progressive profiling can help gradually fill out a prospect profile without deterring prospective customers with long and complex forms.

Web forms that adapt to the customer

Progressive profiling makes it possible to query only those fields in your website forms that should be displayed depending on the existing customer profile. This way, web forms remain short and manageable, guaranteeing a high conversion rate. For example, you can only ask about a position in the company if the first name, last name, company, and email are already in the customer profile.

The following information is part of an optimal customer profile:

Lead source: Where do leads come from? A conference, online advertising, webinar, phone call, etc.

Where do leads come from? A conference, online advertising, webinar, phone call, etc. Behavior : Activities on the website, email clicks and opens, reaction to certain offers, participation in events, and more.

: Activities on the website, email clicks and opens, reaction to certain offers, participation in events, and more. Willingness to buy : Where are prospects in the sales funnel? Have they just started to show interest? Have they already been interested in further content? Has there been contact with the sales department? Have they already received an offer? Have they made a purchase?

: Where are prospects in the sales funnel? Have they just started to show interest? Have they already been interested in further content? Has there been contact with the sales department? Have they already received an offer? Have they made a purchase? Persona : Decision-maker, head of the department, purchasing manager, etc.

: Decision-maker, head of the department, purchasing manager, etc. Demography : Position, industry, company size, origin, and more.

: Position, industry, company size, origin, and more. Purchase history: What was bought and when? What else can you offer to the customer?

The more information you have about prospects, the better the profiles, the segmentation strategy, and the relevance of the information or content. Use your customer data to optimize the customer experience.

Creating an ideal customer profile

When we pick up the phone at home, we usually speak quite differently with different groups of people: friends, colleagues, doctors, and so on. The adaptation of the tone and the choice of words is common, mostly unconscious human behavior.

This enables your conversation partner to understand you better, which ultimately makes communication more effective. In marketing, we deliberately use the same approach to build a better relationship with our prospects. As part of segmentation, personas are an excellent way to make your customer relationships more efficient.

Depending on the company’s position, business area, or individual decisions, people react to your campaigns differently – and in case of doubt, they don’t react at all. Each person has different information needs, basic knowledge, and goals. So, if you send the same message to a marketing director, a sales representative, and an IT employee, you probably won’t achieve much. It is preferable to address the interested parties and their needs directly and individually.

How to use personas?

You need to define the type of content that will be made available to the interested parties in various stages of the purchase decision. Personas play a crucial role in lead nurturing.

It’s like the development of a character for a novel or a film. However, respective buyers already exist, so it’s a question of defining those who are specifically geared to your offer among existing prospects.

To simplify the development of personas, there are many useful ideal customer profile templates that guide you through the process of creating a buyer persona and help you describe the ideal buyer. You can adjust the complexity of these tools according to your needs.

What points need to be defined in the ideal customer profile template?

Profile overview

Imagine you are telling a friend about some person. Is it a man or a woman? How old are they? What position do they have in the company, and what does their working day look like?

Depending on which product or service you offer, you can also ask about different characteristics. The goal here is to build a solid profile of a person with whom many people can identify themselves.

Key requirements/motivators

What are the issues that are important to this person? What influences their decision making? Always refer to these definitions with a special focus on the topics that relate to your product or service.

Pain points

What are your prospect’s business concerns? What do they want, where do they feel unhappy with your product/service, what should be changed? Where do they need support? Be sure to write your list from the perspective of this prospect.

Effective influences

What content and information is most useful when communicating convincingly with this person? Are there certain types of information they would like to receive? Are they particularly responsive to a particular medium? Will they take advantage of any offers?

Role in the purchase deal

Is this person a decision-maker or someone who has influence? Who could influence this person?

Wrapping it up

Now that you know your ideal client, you can use this info to attract and convert high-quality leads with qualities that match your vision of ideal relations with customers. You can also formulate user personas to help your company further optimize your marketing and lead generation strategies.

Comparing the ideal customer profile to the rest of your clients’ base, existing leads, and new prospects to see if any relevant patterns appear is also a useful practice.

How To Market To Your Dream Customer

When you’re running your own business, there’s one more thing you need to focus on besides having an outclass product/service – your target market.

In other words, your dream clients. While you might start your business by offering your product/service to pretty much anyone who comes your way, there is a slight possibility that they might not be your ‘dream’ customers.

Getting customers and finding your dream customers are two different things. While the former is basically you saying yes to any opportunity you get for earning an income (which is fair enough since you work to pay your dues).

But finding the dream clients for your product/service gives you a different kind of satisfaction.

Many people think they know who their dream customer is. But in many businesses that can be proved wrong by tracking your dream customer’s every move to understand who they are, where they go on the internet, what they like, and more.

In this article, you’ll find out who dream customers are and how you can target them for your business.

Who Are Dream Clients?

A dream client would be the customer who would benefit your business 20 times more than any other client. This benefit could be in the form of increased profits, or in the form of improved business growth.

How To Find Your Dream Clients

You might be wondering… ‘Who are my dream clients and how can I make them my biggest asset?’

Well, you’ll have to strategize your marketing or business approach in a way that would lead your ideal customers to approach you for business.

Here’s what you need to do to find your dream clients:

Analyze your industry and identify the top companies in the market that could be targeting your potential ideal clients.

Identify how your competitors are targeting their audience.

Find out if your target audience lives locally, internationally, or both.

Identify if it’s a large segment or a small section of people.

Find out what their core problem is and how your product/service could help solve their problem.

These are just a few things that you might want to try while looking at potential customers to grow your business.

Feel like you can never get your dream client? Here’s what you need to know..

It is possible to pitch your business strategically to an ideal client.

How? Just keep reading to know exactly how you can change your approach towards your target audience.

For starters, let’s look into your ideal client’s profile and understand what their customer avatar is.

What Is A Customer Avatar?

A customer avatar is basically a detailed analysis of your ideal client’s profile.

The customer avatar helps you to focus just on this one client, highlighting everything that could be labeled as important about them.

You, as a business looking for growth, must make a customer avatar of your ideal clients so that you can find better approaches to pitch them a business proposal.

Bad vs. Good Customer Avatar

Since you are creating a customer avatar, you must research on all the required details about an ideal client to finally judge if they are a good or a bad customer persona.

When you become a business, you don’t just do business with anyone who would be interested.

This means there are chances that when you create a customer avatar for a potential target audience, the avatar might turn out to be bad, instead of a good one. This will lead you to a different client, and a new customer avatar for you to make.

Here are a few important details that must be present in a customer avatar, and depending on the nature of your business, you will judge whether they could be your ideal customer.

Designing a Good Customer Avatar

To design a good customer avatar, you need to ask yourself the following questions:

Where is your ideal customer geographically situated?

What are the income level, living standards, and educational/professional backgrounds?

What languages do they speak and understand?

How old is your target customer?

How does their average day look like?

What are their hobbies, interests, and values?

What is the best channel to communicate with them? Is it phone, email, social media, in-person, or all?

Do they NEED your products/services? Or, do they WANT it?

What are the problems your ideal customers are facing?

Are they looking for solutions to this problem?

What are the solutions that they have found for their pain points?

Using all these details, you can finally design a customer avatar for your ideal customer and analyze how you could attract them towards your product/service.

How To Target Your Dream Avatar

Once your customer avatar is ready, you will arrange all this information in a systematic manner, and analyze your customer’s profile. This is an internally generated profile created by your company, which should remain within the firm’s boundaries.

Step 1: Set up tracking to learn who your current avatars are

The idea here is to study the customer’s profiles thoroughly to understand how you, as a business, can approach them. And how your business could aid them in fulfilling their business needs and wants through your business.

With the help of this avatar that you just created, you not only highlight the possible potential customers, but you also judge your own capabilities, strengths, and how you could achieve your goals of making this dream avatar a regular customer.

Understand their behaviors and prepare counter-strategies to attract them towards your business. The detailed avatar aids your business to know how the potential client would behave in a certain situation, or how impactful their marketing campaigns could be.

This directly makes you understand what your role as a company could be in such a situation.

Step 2: Find ways to collect data about your avatars

Collecting data regarding your ideal customer should not be a problem as you can create easy-to-answer questionnaires for their customers to have an idea about their dealings with their buyers.

A customer is someone who can give you the right feedback about the business, and this could be the perfect idea to grow your business by getting to know your ideal customer better.

When creating a survey or a questionnaire, make sure that the questions are short and direct. Customers or interviewees, in general, find it boring to answer long questionnaires, which would take up a lot of time.

Studies have shown that if the length of a questionnaire is too long, or the questions asked are too complicated, the chances are that the interviewee will answer them with dishonesty just to get rid of the entire piece of paper.

Step 3: Create ways for your audience/avatars to interact with you

The presence of social media platforms has made it a lot easier for businesses to interact with their customers at a more regular rate.

Digital marketing through these forums has been a huge success for a number of businesses. It’s the most common way of reaching out to a larger, digitally connected audience, which would include your ideal customer as well.

You, as a business, need to make sure that your social media presence on Facebook, LinkedIn, and Instagram, etc. is up to date. In addition to this, there should be consistency in these mediums, creating engaging content for your customers to see.

The better the engagement, the more chances that your ideal customer is attracted to your business.

Step 4: Build out extremely detailed buyer personas

Once the required information has been gathered, you need to create a detailed buyer persona.

Below is just an example of how your buyer persona can look like once it is designed strategically, displaying all the details clearly for the reader to analyze. However, this is not the only way to design your buyer persona. You can look into more detailed templates as well, suiting your requirements.

Creating this buyer persona helps you as a business to have a friendlier relation with your clients and their audience.

Step 5: Use the #R3MAT Method to keep your audience coming back for more

You have all the information about your potential client, and you have the buyer personas ready. Now it is your job to send the right message to the right audience at the right time, and this is commonly known as the #R3MAT Method.

To reach your highest potential, the #R3MAT Method plays a very significant role. Because of all the information that has been gathered, you are aware of your target market and know exactly whom to reach out to.

You know the problems being faced by potential clients, and you know exactly what solutions you, as a business, can offer them. Having said that, this could be the right time for you to finally make a move to pitch your ideas.

Keeping a consistent activity to involve old customers, along with attracting a new audience, will increase the customer base for the business.

The daily investments that would be made for keeping this engagement consistent would help make your business more fruitful and productive.


If there’s anything better than leads, then it’s the leads from dream customers. Your dream clients are impeccably ideal potential customers with impeccably ideal potential orders.

But there’s just one problem. Your dream customers perhaps seem like contacts that are impossible to achieve. But let us tell you…your dream customers certainly do exist.

You’ll have to put in hard work to identify them and target them.

It is vital for any business to know their ideal customers better through exhaustive research. Creating customer avatars is a profitable gain for you as a business.

It will not only help you finally have your dream client but will also open doors for other potential clients who could bring greater advantages for your business.

The Importance of Knowing Your Ideal Client

Marketing is a challenge for any business, but especially for small businesses with limited resources. That’s why identifying your ideal client is so important.

When you don’t know who to market to, you end up marketing to everybody, which is a sure recipe for failure. Identifying your ideal client narrows the scope of your marketing efforts and enables you to use your marketing dollars much more effectively.

To identify your ideal client, ask questions like:

Who should buy from us, and why?

Do they have the financial resources to buy from us?

Of this group, which clients will be the easiest to find and sell to?

Which clients are we most likely to develop ongoing relationships with?

Which clients will deliver the most revenue over the life of our relationship with them?

To answer these questions, start by gathering as much demographic information as you can. If you sell to consumers, this will include age, sex, occupation, income level, zip code and other lifestyle information. If your market is B2B, demographics include the industry, sales volume, number of employees, geographic area and other factors.

Next, identify your clients’ “pain points” in relation to your products or services. This is especially important in the B2B arena. What problems, challenges or issues are clients looking to you to solve? How do your products or services solve them? When you solve them, what kinds of benefits does it provide the client? For example, how does it help them to lower costs or operate their business more efficiently? How does it help them solve problems for their clients?

Once you have this data, study your clients’ buying processes. A lot of companies will have a legitimate need for your products or services. But some may buy in a way that doesn’t fit your business model. Others might buy in a way that could make it difficult to obtain your desired margins. This doesn’t mean that you will never do business with them, but they won’t qualify for the “ideal client” category.

If you don’t have the time or resources to conduct a lot of formal research, try this approach: pick your best current client and write down all the characteristics that make them #1. How big are they? How many employees do they have? What do they buy from you? Why do they buy from you? How much do they buy from you? What makes them easy to work with? Do they pay on time? Do they refer you to other clients? Do they suggest ways you could improve your customer service?

Think of everything that makes them a great client. Then create a profile that describes them in detail. These are the kinds of companies you most want to do business with. And these are the kinds of companies that should drive your marketing efforts. This doesn’t mean you shouldn’t do business with anyone that doesn’t fit this profile. But it tells you where to focus the majority of your resources to get the best return on your marketing investment.

When you have a clear picture of your ideal client, marketing your business becomes a lot easier and more cost-effective. Rather than broadcasting your marketing messages to the entire world – an expensive proposition even in today’s Internet/social media world – you can concentrate all your resources on those clients most likely to buy from you.

Quiz to Find Your Niche of the Niche Ideal Client Today!

If you don’t know who your 100%-absolutely perfect-don’t-ever-want-to-stop-working-with ideal client is, you will end up always with so-so or even bad clients. Let’s make sure that doesn’t happen! Take the IDEAL CLIENT Quiz Today!

Get to know your ideal clients with these 10 questions

Want to get to know your ideal clients better? Are you struggling to identify who your dream clients are and how to approach them?

Many new creative businesses struggle to find out who their potential clients could be. But it doesn’t need to be that difficult! Marketing isn’t rocket science and using your common sense can get you very far.

Start to think about who might be using or buying your creative products or services. Ask other people too. Look at where your competitors are selling or talking about their work. That kind of research can give you important clues to who your ideal clients are.

If you are really struggling to identify your potential clients then it’s very likely that you aren’t focused yet or clear on your niche: What do you do best and who are your ideal clients?

It also might help you to know that you don’t have just one ideal client – but probably around 3 – 5 different client types or groups! Don’t try to put them all together because you will be creating a monster that doesn’t resemble your ideal client in the slightest!

Why is it important to get to know your ideal clients?

If you know who your ideal clients are then:

You will find it much easier to design and create the right creative products and collection for them – original, innovative and creative products and services that are actually wanted because you understand their needs and wants better and you have more empathy for your ideal clients. So it will be easier to sell your creative products and less likely that you end up with a lot of unsold stock!

products and services that are actually wanted because you understand their needs and wants better and you have So it will be easier to sell your creative products and You will find it much easier to position yourself in your marketplace and to stand out from the crowd because you will be designing more specific products for specific client’s needs, and you will know how to attract your clients with the right photography and styling, showing at the right events, and appearing in the press that they read. By being focused on serving a specific client group you will become a specialist and it’s easier to become known by your ideal clients because you will know exactly where to show and sell your work.

because you will be designing more specific products for specific client’s needs, and you will know how to attract your clients with the right photography and styling, showing at the right events, and appearing in the press that they read. By being focused on serving a specific client group you will become a specialist and it’s easier to become known by your ideal clients because you will know exactly where to show and sell your work. You will be more focused and effective because you understand your clients at a deeper level, meet them in the right places, know when they are most likely to buy and how to attract them. The whole creative process from designing to launching your products and services will be much easier.

because you understand your clients at a deeper level, meet them in the right places, know when they are most likely to buy and how to attract them. The more you understand who your ideal clients are the more you will understand who you are, what your special talents and strengths are, and that will help you to become braver in your designs and more confident too. You and your clients are not necessarily the same people, but you will have some values and tastes in common.

If you think that everybody is your client, then you will have a lot of disappointment in your business (unless you have got unlimited amounts of money, time and energy to reach them all!).

The reality is that less than 1% of the general public is interested in what you do. If you want to create a successful business then it is YOUR job to find your clients!

Like in the playground you need to start looking at who YOUR ideal clients are. Read the other 6 marketing myths that might stop you from being more successful with your creative business.

Once you have got a bit of an idea who your ideal client groups (both your potential consumers, trade clients, and stockists) are then use the following 10 questions to get to know your dream clients better:

Q1: Who are they?

On a very basic level start to think who your clients are in socio-economic terms e.g. their gender, age, life cycle, income, job, hobbies, etc.

Are you selling your colourful graphic prints cheaply to recent design graduates, a young couple moving to their first flat in Brighton, or to a pregnant yummy mummy in Hackney who wants to put some in the nursery?

Are you selling your bold silver statement rings to a goth for that special event, to an ambitious Marketing Executive who wants to show a bit of oomph at that press conference, or to a woman in her fifties who wants to celebrate her freedom and show her personality? What do they want to express exactly when buying or wearing your big silver rings?

Is your natural linen textile wall hanging appealing to a recently divorced psychedelic lady in her 40’s, a couple of retired lawyers looking for art for their cottage in Devon reminding them of their extensive foreign travels, or for the office of a creatively-inclined dentist in Central London who wants to calm down their client’s nerves?

Understanding your clients at that level will help you to create products that they will love to buy and treasure for a long time.

This kind of socio-economic information used to be enough to do successful marketing, but in the last 15 years or so we have all changed a lot and we all belong to different tribes. ‘Older’ people are harder to stereotype these days, so age or gender alone will not tell you enough to identify your clients. Therefore these next questions will help you to get to know your clients at a deeper level.


Get a piece of paper and start writing down some of your answers to the questions below. Or first read through the entire blog post (it’s a long one, but a good one!) and then return to the start here and answer the questions. Or bookmark this page or print it off.

Q2: What jobs and hobbies do your ideal clients have?

What job do your ideal clients have? Many creative products are bought by people who aspire to be creative but aren’t necessarily creative themselves. Your products or services will make them feel more creative, more themselves and give them some personality! You need to find the people who have an interest in art, design, and creativity as well as the money to purchase it.

Especially if you want to sell to rich people it might be really useful to dig a little deeper into their hobbies as they often spend a lot of money. For example, a wine connoisseur worked together with a furniture designer maker I know for many months to get his wine cellar just exactly right. They both really appreciated their passions and wanted to create the very best and unique space solution.

People working in the press, marketing or law often purchase creative products. Why? Because they want to look good, they often have events where they ‘need’ to look special, and want to surround themselves with beautiful products.


Do you know what your ideal clients do for a living and in their spare time? Start to get inquisitive and find out when you talk to them at events. You will be surprised about the similarities that many of your clients might have.

Or you can deliberately create products for specific hobbies such as special heritage gardening tools for gardeners, spiky and rebellious jewellery for rock-lovers, or simple artisan ceramic plates for bakers to show off their wares.

Connecting with people’s hobbies will tell you a lot about their values and what’s important to them in their life.

Q3: What’s important to your ideal clients? Their values

What matters to your ideal clients? What are their values? Are they interested in ecological issues and limiting waste, or buying handmade or from local independent shops? Or do they just want to purchase a memorable piece of jewellery for their spouse to celebrate their 25th wedding anniversary, but they don’t have a lot of time and want to be really sure that it’s right for their partner?

Trying to persuade somebody who isn’t that interested in you or your work is very hard work. However, it’s very likely that your dream clients share your values!

Are your dream clients looking for a ‘safe’ gift or a more personal gift?

Do they want something affordable or do they want to ‘show off’?

Do they want to know the person who made it and know where it came from, or do they ‘just’ want a bit more of a special gift?

Are they prepared to pay for the highest quality and can they wait to get the very best, or would they prefer good quality but a sooner delivery?

REAL LIFE STORY: A passementerie client (creating very elaborate textile trimmings for interiors) I worked with many years ago worked only with the very best. She was often invited to work with celebrities, ministers and in embassies. She was extremely good at matching the exact colour of traditional interiors with contemporary passementerie, and she loved to work with high-end clients and specialist interior designers, making them feel very cultured and ‘rich’. But what her famous clients really appreciated about her was that she would never tell anybody anything about her clients or what she would see in their homes and especially their bedrooms. She took confidentiality extremely serious.

Understanding what’s important to your clients will help you to connect with them and to reach out to them.


If you don’t know what your dream clients’ values are then start to think about what’s important to you in YOUR life and business. What are you passionate about? Where do you clash with people or when do you feel your boundaries are being pushed?

Knowing yourself will help you to understand your ideal clients. If you are a control freak then it’s good to work with other control freaks, who appreciate your very high eye for detail, rather than people with a laissez-faire attitude!

If you want to sell directly to consumers as well as to retailers then you might like to split them out as they might have slightly different values and motivations. Although they often overlap (consumers will buy in shops they love, and these shop owners are passionate too) the professional buyers will have additional values around making money to ensure that their shop thrives. Or if you are working directly business-to-business (e.g. as a freelance graphic designer) then your professional clients will have values around either making or saving money or saving time.

Split up different client types and their values. What are the differences between consumer and trade, but also within trade or consumer groups? Get curious, do your research, and use your imagination a little to spot the differences and similarities between them? Can you create around 5 different ideal clients and write down their gender, age, jobs, hobbies, values?

Q4: Where do they live?

Where do your ideal clients live? Do they live in big cities or small towns? Which countries do they live in?

But also: What kind of house do they live in? Do they live by themselves, with a spouse or with children? Do they live in a chic, black-marbled penthouse flat overlooking Hyde Park, in a flat in the Barbican, or a Victorian terrace in Bristol?

If you are creating products for the home then you need to start thinking about the style of their homes:

Is it contemporary urban, shabby chic or mid-century modern? Can you create a collage of how your ideal client’s home looks like and what they are trying to express?

What other homeware brands do they surround themselves with? The more specific you can be with their style the better!

How does their living room look like, but also their kitchen, the study, the hallway, children’s rooms and the garden? Different rooms can be used for very different purposes, and some are more private than others. For example, people spend more money on cushions for their bedroom (that can stay more pristine!), than cushions in the living room that will be used more and are more likely to get dirty (especially if they have kids and eat on the sofa!). Start to investigate at that micro level when you are creating products for your ideal client next time!

Many interior products are purchased regularly, but if you create homewares that are once-in-a-life-time-purchases (such as a specially made dining table) then you really need to understand your client. You might have to build trust over many years before they decide to commission you or purchase. Many designer maker furniture designers I have worked with spend considerable time getting to know their clients before designing and creating the perfect table. Read here a story of a furniture designer who asked me how to sell a £15,000 table.

You might also consider what their offices or workplaces look like, especially if you are selling to professional clients, as they might not just purchase for their homes and gardens, but for their workspace too. Would you be able to sell your artwork to a psychiatrist or dentist for example, or what about the boardroom of a local accountancy firm? What do they want to express with their art or decorative objects to their clients and employees?


At this stage, it might help you to create collages of the kind of houses your ideal clients live in or would like to live in.

You can create a mini story and give them a name, gender, age, and job, with a short biog of who they are. And you can add the words that you collected before to your collages too.

These creative exercises can help you to focus on getting clear about your signature style, your branding, and they might give you new and more unique product ideas that you can design in the future. Work that your ideal clients love so much that they are much more likely to purchase them!

Q5: What do they wear?

If you design jewellery, fashion or fashion accessories then you need to work out what type of clothes your ideal clients wear:

How would you describe their fashion style? Classic, long-lasting slow fashion, or do they follow the latest trends? Do they love colours or more natural fabrics?

What other brands are in their wardrobe?

Do they wear very different clothes for their job than for their leisure time? Does their job (see Q 2) require them to wear certain kinds of clothes?

What are they trying to express with their clothes?

Where do they purchase their clothes?

And what do they value? Do they want something that really captures their personality or something that they can wear for a special occasion (at work or home) or when they take the kids to school? Statement pieces and day-to-day-pieces require very different jewellery and fashion accessories!


Create a collage of their clothes, what they wear and when can really help you to create more unique products and also give you ideas about the styling and the photography of your own jewellery or fashion accessories.

And if you make a list of actual shops and online places where they purchase – that’s a great starting point for a database, or a list of brands to follow on social media!

Q6: Why do they buy? How does it make them feel?

Now we are starting to dig beyond the surface of your client’s life and motivations. Are you ready to put your psychology hat on?

Finding out WHY your ideal clients buy your kind of work is one of the most important marketing questions to answer!

Finding the answer(s) to that key question can truly help you with developing better and more unique products, and to help you with writing better product descriptions or emails. Especially if you can identify how they want to feel if they see, touch, purchase, use, wear or gift your products then you will find it much easier to sell your products or services successfully.

REAL LIFE STORY: Recently I overheard a mum and daughter talking about the various wedding photographers they had seen that morning. They weren’t that interested in the technical details or even the style of the different photographers, but the bride-to-be kept saying that ‘he really made me feel good about myself’. (And what’s more important than that on your best day ever?!) Indeed the most important thing when you are a wedding photographer is: How do you get on with the nervous bride and bridegroom and their families and friends. Your people skills and soft negotiation skills will often get you much further than being technically perfect.

Indeed, your customer care is crucial if you want to sell your creative services, but also your creative products – you are selling so much more than just a product! Often, you are selling an experience.

Understanding why your ideal clients are interested, want to buy, own and treasure your creative products is crucial.

There might also be specific occasions that your ideal clients might want to buy – for example as a Christmas present or their 10th wedding anniversary. Being aware of these occasions can help you to plan better for busy times (most of my creative clients sell the vast majority of their products in the 10 weeks before Christmas) but also to write better copy and connect with your clients in your emails, social media, and product descriptions.

Your consumer clients will purchase for more emotional reasons whilst your trade clients want to make sure that your products will sell and make them money.


Add to your collages words that express how your clients would like to feel:

Not just when they purchase or browse for work like yours, but also when they own and use your products or services. Or how they feel when the give your work to somebody as a special gift.

What are the questions or worries they have about your work or about you?

This exercise can really help you to get into your client’s mind and heart. And with that clarity its’ often much easier to write better emails, product descriptions or social media texts that really resonate with your ideal clients.

Q7: When do they buy?

Indeed … WHY they buy is closely related to WHEN they buy!

They might be looking for a gift for Mother’s Day, a wedding present for their niece, or a souvenir for their next door neighbour who looked after their house while they were on holiday.

If there is an important occasion and a good reason then there is far more chance that they will purchase. If it is a special occasion then they are more likely to spend more and will want to have a special, handmade product with a story to tell. Being aware of WHY and WHEN your ideal clients purchase can make all the difference if you want to create a sustainable creative business and turn interest into actual sales and commissions.

WHEN is closely related to their motivation to take action to purchase. Not just to love something, but to actually buy it. This might be related to birthdays, weddings and Christmas, but also to bigger motivations such as moving home, refurbishing their homes, creating a nursery, or downsizing. Especially one-off bigger purchases are closely related to big changes in their lives. So you need to make sure that they know of you and trust you because once they have purchased they might not want to purchase again!

REAL LIFE STORY: A couple of years ago we did our attic up and turned it into a lovely bedroom and bathroom for my husband and I. Years before we got planning permission I started to dream about what this space was going to look like. I started a secret Pinterest board years before our attic was ready! And this is very common … you might have clients who drool over your gorgeous products for many years before they are really ready. Then, when the builders were finished I spent an awful lot of money in a 4-week period on new rugs, new artwork, a new king-size blanket, candles, … That was 5 years ago now, and I haven’t spent that much money on interior products since because I simply don’t need them now.

Get curious about WHEN your clients ‘need’ your products or work. And yes, we all need some luxury products at some point! How can you make your creative products wanted by the people who need them – right now?


Are you promoting your products and services when your clients are most likely to buy from you?

Do you make a connection between WHEN your ideal clients are more likely to buy, and when you promote your work? Your marketing can be much much more effective if you promote yourself at the right time of the year and connect with the potential motivation of your ideal clients!

Q8: Where do they buy?

The more you know who your clients are, what their wardrobe and hallway look like, the easier it is to identify where they buy.

What are the shops, department stores and boutiques they go to? Which craft fairs or trade events (in case of professional buyers) do they go to? Do they go to flea markets in France or check out hidden boutiques in the countryside? Do they use online places such as Etsy, NotOnTheHighStreet or have they found out about Trouva yet?


I challenge you to create a list of at least 30 places where you could show and sell your creative products and services. This is a great starting point for your own database and for boosting your contact list.

Start following these places on social media, get invited to private views, get their newsletters.

Start engaging with the potential places that you might want to show and sell your products and services too.

We have got a great list here with our favourite places to sell design & craft online.

Do you find this difficult? Then check out where your role models or close competitors are showing and selling their creative products and services!

Q9: Which magazines or blogs do they read?

The more you know your ideal clients the easier this question is! It’s not enough for you to say that they are interested in reading ‘home and interior magazines’ … you really need to go deeper! There is a huge difference between readers of Red Magazine and Good Housekeeping, and readers of Mollie Makes and Crafts Magazine.


Identify at least 10 specific magazines or blogs that your ideal clients like to read. And yes, use images of those magazines to create your ideal client collages!

This is also a a great starting point for when you want more press for your creative business and contact specific magazines. Follow journalists on social media too, as this is a more effective way to start networking with them than relying on press releases. Want to get more press for your creative business, then read this article.

Q10: What questions have your ideal clients got? What are their worries and objections?

If you have answered all these questions so far then you have got a pretty good idea who your clients are already and what they want.

But do you know what is stopping your ideal clients from buying from you? If you understand that then it becomes much easier to sell your products and services!

What do your ideal clients worry about? That something is too expensive and too extravagant? Check this blog post about what to do if your clients think you are too expensive. Or are they worried about how your wonderfully decorative but very fragile ceramic vase will be transported to them half-way-around-the-world? Or are they a trade buyer who loves your jewellery but isn’t yet sure if it will actually sell.


Brainstorm a full list of all the objections or worries that your clients might have. Look back over email correspondence or remember ‘difficult’ conversations you had at shows. Make a distinction between trade clients and consumers. as they often worry about different things.

Then start to identify various solutions against any of these worries, and turn them into happy clients?

Can you include an FAQ on your website or tell them how you package your work carefully?

Can you adapt your terms and conditions in a way they understand?

Could you offer Sale or Return to a new retailer who isn’t sure yet about your work?

Can you add better images and product descriptions so you get fewer complaints but also overcome some of these worries and objections?

By being more aware of what your ideal clients worry about you can give them the solution, or a trust-worthy answer. And getting that sale or commission after all!

If you found this article helpful, please Pin it and share it!

Did you find this detailed blog post about how to get to know your ideal clients useful? Did you do the exercises? We would love to hear from you below in the comments box below to see what you learnt, and more importantly what you actually did.

Getting To Know Your Ideal Clients Through A Quiz

Getting in touch with your ideal clients undoubtedly allows you to offer the best that you can without being declined in your offer. One of the great trends being used by many speakers to do this in the current marketplace is a quiz. In this episode, Juliet Clark tackles this tool and discusses its great benefits. Naming it as a lead generation system, she talks about how a quiz helps speakers who are struggling to find clients to talk to. She also details the skills you need when engaging in the enrollment conversation. Get to know your clients’ wants and needs and know how you can help them better in today’s show.

Watch the episode here:

Listen to the podcast here:

Getting To Know Your Ideal Clients Through A Quiz

I want to talk about something we saw out in the marketplace. We have a lot of speakers out using Quiz to Qualify, our platform that captures the room and helps you determine who is ready for sale now, who needs nurturing and who doesn’t. For those of you who don’t know how to work, we have a proprietary assessment platform that sets up success principles and allows your audience to be able to gauge where they’re at in relationship to what success looks like. This has been a big seller for speakers because it allows authors, coaches and speakers to not only get into the finiteness of what their ideal consumer looks like because that consumer is telling them over and over where they’re struggling, who they are and what they’re doing.

It also is a lead generation system because we have questions on there that determine high, medium and low commitment level. This is important for a lot of people out there who are struggling, especially coaches I hear over and over. I talk to people all day long and they can’t afford my system. It helps you determine who you talk to. Because remember when we’re selling, whenever we’re in a position where we’re convincing, we’ve already lost the sale. We have to be able to build a relationship and nurture these people into that sale. What we’ve been seeing in the marketplace with it is we’ve had some very large paid speakers use the platform. One thing that stood out for us was that they got great results. One of them was in a room of 70 people, 61 people took the quiz. Mind you, we use the quiz as a replacement for a lead magnet.

The reason we do that is that old paradigm of a lead magnet does not give us any consumer information. We have for a very long time considered a lead magnet an exchange of information. I’m going to give you my piece of genius, which may be a blueprint or an eBook or a video series in exchange for an email address and your name. Unfortunately, because not as many people are opening the email as they used to. The rates are going down lower and lower. We’re not connecting with those people and building personal relationships. Using the assessment platform in the right way is a replacement because people get to see where they are in relationship to what success looks like. You get patterned information about your consumer as well as lead generation leading to actual conversations to build relationships.

We’re going back to our client who used this system with a lot of success, about 70 people in the room. 61 people took the assessment. It’s a two to three-minute experience. Of those, 48 of those 61 identified themselves as high commitment and struggling and needing help. What that meant was that 80% to 85% of the room that identified themselves as high commitment. That’s a pretty high level. Usually, we see around 30% to 40% identify as high level. From there, fifteen people scheduled that appointment on the spot and then the sales team followed up with the other 33 that were high commitment. We’re able to set up appointments with a significant number of those as well. The whole point of this is to create that shift from calling an email a relationship to starting to have conversations.

I like to liken marketing to dating. Imagine if you were dating and you emailed back and forth for six, seven months or years even or it was the one-sided email. You wouldn’t call it a relationship. However, when you’re having conversations when you’re talking to people and finding out their wants and needs, then a relationship can start. What we noticed from this and two other of the speakers that have terrific results was that they weren’t able to get into the enrollment conversations. We noticed this last year and started teaching it in our course. For these particular speakers, these were done for us who hadn’t gotten into that actual enrollment conversation. I want to talk a little bit about enrollment conversations and why they’re so important and how we put them together in a way that is meaningful for the person on the other end of the line who’s struggling.

I want to start that conversation by getting clear on one of the mistakes that one of our people made. A 30-minute conversation, he spent the first ten minutes establishing his credibility. The truth is he is a very well-known speaker. He’s in the Speaker Hall of Fame with the NSA. For people who signed up, they already saw him speak, they knew was credible. That was something that he didn’t need to spend ten minutes doing. He could go into what I call Triple-A skills. The conversation would look something like welcoming that person to the call, thanking them for their time, you know it’s valuable. Getting into the Triple-A skills. What I called Triple-A skills are active listening, asking powerful questions and then affirming and acknowledging. This is all important.

Unfortunately, with all of the chatter and devices we have out there on our desk on a daily basis, I have an iPad, I have two computers and I have a phone, it’s hard to engage in active listening. Especially if you have people coming through the door too. You have staff as I do. What you want to do with active listening is, first of all, spent 100% of your focus on the prospect. No outside distractions. The second thing you want to do is listen to beyond the words, hearing what they’re saying. A lot of times what is coming out of someone’s mouth is not the underlying problem. That’s where we’re going to get to asking powerful questions. The more you do this, the more you will know exactly what questions to ask because you’ll start to see reoccurring patterns here as well.

There’s almost code for I don’t have money or code for it didn’t work because I wasn’t present to the conversation or wasn’t present to the group. I do want to mention that too. We’ve had a lot of our clients beating themselves up because people pay for their program and then they don’t show up. It’s pretty common and it always shocks me that people pay several thousand dollars to be a part of a program and then not be fully present to what they’re there to learn inside the program. Listen for those words inside of there. Because this is as much in a good enrollment conversation is as much about you choosing them as them choosing you.

You choosing them means that you go from powerless, “I need money,” to powerful, “I’m going to take the right clients. I’m going to take the clients that are enthusiastic. I’m going to take clients that are doers.” It puts you in a much better position to serve your people. As a part of this process, resist the need to comment. Comment as little as you can. We don’t want any judgment here because we want this person as part of the enrollment conversation to feel very supported in this prospect. What this also does when we’re actively listening is it allows the prospect to feel that their feelings are being respected. It gives you a chance to find out what is going on. Why they successful with that last coach or why isn’t what they’re doing working? A lot of times when I talk to people, I can fare it out right away that what they’re doing is task–oriented, it’s not authentic oriented. What I mean by that is they’re not showing up authentically in the world. They’ve read a book that tells them to do A, B, C and D and it’s the way they’re doing it. They’re doing all the right things, but they’re doing them wrong. Looking for love in all the wrong places.

Then be sure that you let them share more. I think this was one of the big mistakes that the person I was talking about that sold himself for the first ten minutes did is there needed to be more sharing on the prospect’s part and less sharing on the business owner’s part. What we’re doing here is threefold. We’re allowing the prospect to stay in their pain a little bit longer. Remember, selling is emotional. We want the prospect to be as emotional as possible. By doing that, we have to allow them to stay in that pain, to sit in it, if you will. We want to be taking active notes because when we’re done letting them stay in their pain for a few minutes, we’re going to reframe the problem back to them. We want to make sure that we heard the right problem when they were speaking.

If we do all this, we want to keep the conversation uncluttered. I know for many of you, you’ve probably just like me, get someone on the phone for an enrollment call and they’re everywhere. Be sure that you keep people on track. Even take a point and take a minute and point out, “We’re going off in many different directions here. Can you succinctly explain this to me?” What are the benefits to the prospect? That’s what I want you to get out of the enrollment conversation. What’s in it for them? We want them to feel heard and understood because somewhere along the line they haven’t been. We want to know from them in their own words what’s working and what’s not working. We want this to be able to deepen the trust and connection with us so it’s a two-way street.

One of my good friends Tina Greenbaum shared with. She called me right after a call. She was so frustrated. She had a 30-minute call with a guy and he literally didn’t listen, didn’t find out what the problem was. Within fifteen minutes he was into his sales pitch and she was just exasperated because he didn’t listen at all. He had a one size fits all solution. He didn’t act like he cared. He almost sounded desperate in that attempt to get in there and sell some something. That’s what we want to avoid. We want to be able to take control of the conversation and lead them back to clarity.

The second part of this is asking powerful questions. I know for a lot of people it’s hard to ask these questions because I think sometimes as entrepreneurs we don’t want to know the answers. That‘s why we don’t ask questions around money because we’re afraid people are going to say no. What we want to do in the ask phase of this is we want to ask powerful questions. We want to be curious. What’s important is we have the assessment in front of us. We want to ask questions around that and refer them back to their answers on the quiz.

As we’re doing all this, when we’re listening to them, we want to be able to uncover as much as we possibly can because what we’re looking for is two-fold. We’re looking for underlying clues about why things aren’t working for a prospect. We want to also be listening to our intuition. Are we getting a line of BS? Are we getting someone who’s truly in pain with their process? Here’s an example of what you could say. “Let’s dive into your assessment. First, I’m curious about,” You said that on your assessment that you are and then go into whatever area there that they weren’t doing so well on there.

You could also say something like, “Looking at the results, I can see that in the area of funnels, you scored yourself low. What are your thoughts about that? Why do you think that hasn’t been working for you?” Give them time to articulate that answer to you. You also can say something like, “If you had some clear steps and support, what would enable you to turn those areas around? What do you think the impact of that would be?” This is a very important question because we want them getting from where they are to where we can take them in their own head. It’s a super important step there. The last step of this is we want to be able to affirm their answer. First of all, it builds self-worth. Remember, when we have this assessment in front of them, we don’t just want to go to those areas where they’re not doing well. We want to congratulate them on the areas where they have done well and where they have lifted themselves up. We want to be able to lift them up as well.

The second part of this is we’re affirming the prospect’s desires to work with you. When we’re able to listen, make them feel seen and heard, this allows some special and unique feelings to develop for them. This is someone who cares about their success. When do we care about someone’s success as a coach or an author or speaker, we can’t care more about their success than they do. I run into that a lot and it is so painful for me because I’m a fixer. I just want to fix everything, but I can’t fix that other person’s desire to not move forward.

That’s what I wanted to talk about. Getting those first steps out there where we’re able to elevate and make people feel like we hear them, we see them and we feel their pain. That’s what we want to do with people because until we can bring the emotion into our marketing and into our sales conversations, we’re not going to be able to move forward. Let’s talk about another piece of this as well. I’m a firm believer in karma. I know I got to woo-woo on you. I’m from California even though I don’t live there anymore, karmas is a thing there. When you are out listening to other people’s sales and enrollment conversations, listen very carefully to what they’re doing.

You can pick up a lot of hints, but even better, be very clear at the end of the call on what your answer is. Because I truly find when I am clear with other people, when I’m not giving excuses, that I start to get those same responses back. Keep that in mind when you’re on an enrollment call where someone’s trying to enroll you. Be clear, be concise and tell them exactly what’s going on for you. If money’s an issue, tell them money’s an issue. If time is an issue, tell them time is an issue. If it’s something you’re truly interested in, give them a timeframe to call you back in. Don’t just give them that timeframe just to be wishy-washy. If you truly think you’ll be ready in four to six months, tell them, “I think I’ll be ready in four to six months. Would you put me on your calendar for a callback?” Be clear on that’s your goal with them.

Thank you so much for stopping by. I love that you guys read. We are picking up the audience all the time. I invite you to go over and take the quiz. We have more and more speakers signing up on a weekly basis who are finding that this is a true lead capture that not only helps them, but it helps the prospect as well. You can go see a sample of it. I’m going to send you two places, www.PromoteProfitPublishQuiz.com or if you want to see one that’s more in alignment with the lead generation piece, go over to www.LeadLogicQuiz.com.

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