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Identifying Your Target Market and Ideal Client for Your Practice

April 08, 2012 | Comments: 0 | Views: 89

If you could choose the type of client you would love to work with all the time, who would she or he be? Though you can probably work with a wide range of people, there is a very specific population of people with whom you resonate more, with whom you have more insight and expertise, and with whom you have the most success.

Imagine having a practice full of people with whom you truly love to work. It's possible if you allow yourself to identify exactly who they are.

Many people worry that if they narrow their focus too much, it will cut down on the number of potential clients they can have. But the exact opposite is true. And there's the paradox - and it's a very important one - narrowing down really does help you grow. The more you niche within your practice and communicate this in all your marketing materials, the more the right clients will find you and want to work with you and the more you will be perceived as an expert and the go-to person in this field.

So, with what population or populations do you really want to work? People over the age of 40 who want to stay in good health, women who want to transition from a job to a business, singles who are tired of the dating scene and want to know how to find the right person with whom to settle down, parents of children who have a diagnosis of ADHD, post-menopausal women who struggle with weight gain and fatigue, men who want to remain good parents after their divorce, etc.?

Now that you've identified your target market, go deeper and distill your target market down to one person...the person who would be your ideal client. Create an ideal client profile by describing him or her with as many of the following demographic and psychographic indicators as possible:

  • Gender
  • Age
  • Marital Status
  • Education
  • Profession
  • Income
  • Number of children if any
  • Where the person lives
  • What does this person need?
  • What keeps them up at night?
  • What is his/her problem that you can solve?

Make this person as real as you can. Once you have distilled your target market down to one person, it becomes much easier to design not only your services (and products), but also your marketing messages, your advertising, your promotional items. As you write and design each piece, you will imagine yourself talking to your ideal client. It will make the process of marketing so much simpler.

And, because you have crafted a targeted message, your ideal client will be able to hear your message above all the other marketing chatter that goes on all day every day. She or he will identify and resonate with it and after she or he hears it frequently and consistently enough, will take the next step with you.

As a solo professional, you need answers that will address the challenges of each stage of your practice and that will help you consistently get all the clients you want, create the income you desire and/or get the recognition you deserve. Kate Sanner combines her skills as a coach, teacher and clinician and her marketing and practice building know-how with her passion for empowering women to help women solo professionals create successful, satisfying and profitable practices. Receive you free audio "Your 7 Keys to Creating a Successful and Profitable Practice" by going to Simply enter your name and email address in the box in the upper right hand side of this page.

Source: EzineArticles
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