There is a wise and seasoned professional colleague of mine . . . named Kyle Hunt.
Kyle’s based in Michigan and he’s the owner of Remodel Your Marketing. He specializes in working exclusively with clients who are in the remodeling business and related trades — painters, carpenters, builders, electricians . . . well, you get the idea.
Kyle is undoubtedly one of THE best marketing advisors to trades people that I know.
Kyle is someone who ‘Walks his Talk’. He practices what he preaches to his clients. And there’s great wisdom in how he does that.
One of the basic marketing objectives is to seek to be attractive . . . to the kind of people you want as clients. And, of course, the corollary to that would be to know the kind of person you do NOT want to attract. That suggests you should have an ‘Ideal Client Profile’.
Your Ideal Client Profile
Often, when we talk about a ‘profile’, we mean the demographic and psychographic factors that correlate highly with the kind of people who can best understand what we do, desire the benefits we offer, afford the fees we must charge and (sooner or later) buy what we offer.
This is NOT that kind of profile.
The profile I want to introduce to you now — and use Kyle’s own profile (below) as an excellent example — is more of a profile that allows your prospects to self-qualify or, self-DISqualify themselves as being viable candidates to work with you.
Knowing WHO you do NOT want to work with is as important as knowing who you do. Effective marketing honors the truth that . . . “You can’t be all things to all people”.
So Kyle brilliantly just ‘puts it out there’ for all to see and use to determine if they’re even QUALIFIED to be one of Kyle’s clients.
It’s not hubris to do this, it’s brilliance!
When you know who you want (or, don’t!) as a client . . . and can communicate that to others . . . you’re far more likely to end up with clients you’ll like!