How to Create Your Ideal Client Profile
So before we talk about your unique value proposition, what are you doing that's different, unique, special to you, we have to figure out, who you're talking to. So that brings us to where we are right now. I wanna take a second, I wanna talk to you, I wanna introduce you to a friend. We met by way of her business and I found her extraordinarily intriguing. So I came across Elle about two years ago and she talked to me about her business. But first, in order for us to understand her business, we have to back it up a little bit. She talked to me about how she grew up on her father's goat farm in Ojai, California, which is just north of Los Angeles and just south of Santa Barbara. A place that she would say, when you wake up early enough in the mornings and you walk through the fields, if you take in a big whiff, you could smell bits and pieces of the Pacific Ocean. Her father raised goats and then, during her summers, she would run through the fields and she would collect sprigs of lave...
nder and flower and just had a childhood that was extraordinarily picturesque. So when she went to college in Los Angeles, she had a loft in downtown Los Angeles, and there, she started creating her own handmade soap. But it wasn't just any soap. It was goat-smoked soap, harkening from her childhood experience. And then it just wasn't organic, homemade, goat-smoked soap. She would press sprigs of lavender and flowers on the tops of her soap. And that is how she got her business and entrepreneurship off the ground. She met the man of her dreams in college and together, they moved to Manhattan Beach, California, where they have two sons, ages three and six. She's a very involved wife and a very involved mother, but she's also extraordinarily, a very extraord-- she's an extraordinary hustler. Did I say it right? She's a hardworking hustler, that's what she is! She drives around Manhattan Beach in a white Range Rover and she will set up her stall at the Manhattan Beach farmer's market and she also has an Etsy store. It was there at the Manhattan Beach farmer's market, where a buyer from Anthropology stumbled across her soap and said, I love what you do. When your business gets to the point where you could fill large orders, let's chat. The thing and the reason why I talk about Elle, and the reason I find her so intriguing, is because Elle isn't real. Elle is a pretend person that I made up in my mind, so that as I navigate my business, I know precisely who I'm talking to. Elle became real to me and that is the thing. That's the thing we need to take a step back and when your customers become real to you, the way you sell isn't about you. The way you sell talks to, like, what can I do for you? How can I get you where you wanna go? How can I help you sleep better at night? When people often ask me, the resilience to, not resilience, the resistance, what's wrong with me? The resistance to social media is, like, it feels very ego-centric. It feels all about me, I'm tired of talking about me. Well, don't talk about you. Talk about how you can help other people. That is what drives people back. So when you can are thinking, how can I create content? How can I get my business noticed? Well, who are you talking to? Well, I'm going to walk you through, step-by-step, how you are going to create your own ideal client. I'm gonna talk you through how you can actually create a story about your ideal client. I will not leave you high and dry. But here's the thing. I do not want us to progress through this point in this presentation without doing this. I know that the resistance becomes, I don't really need to know the color of my ideal client's eyes. I don't really need to know what she does. I don't really need to know if she's married. Yes, it matters. You wanna know why it matters. It's because I know that Elle's husband is a lawyer and he's financing her job and he's looking at it as a pet project and she wants to define to him, I am strong, I can do this. So that way, when I create content, I am regurgitating the thing that she needs to hear about herself. You are strong, you can do this. You're gonna become a contributing member to your household. And the money that you make is going to take your kids on vacation. How do I know she has kids? I made them up. (audience laughs) But let me tell you something! There is something about the way that I speak to her that attracts other people. Not all of my clients, not all of my tribe is Elle. But the way that I speak to her so specifically, there's something in it that resonates with a multitude of people across genders, across state lines, across demographics. It works, so this is why I feel like it's so important. I'm gonna work you through, I'm gonna talk you through 25 questions that you're going to ask yourself and answer. But before we get there, we need to have a clear-cut marketing strategy. To know who we're talking to, because we don't know who we're talking to, our efforts are going to fall flat. So often times, I hear people who are like, yeah, Jasmine, I'm gonna get there. Once I get my business off the ground, then we can talk about ideal client profiles. I get it. I get that you just wanna make money, but you can't sustain growth without having a plan and without knowing who your audience is. So know your purpose and know who you're talking to. When you know your purpose and when you know who you're talking to, that message becomes tailored to that person. That person feels like you're talking directly to them. Why? Because you're hitting their pressure points. You're talking about what they lay in bed at night worrying about. You're talking about empowerment. You're talking about freedom. And all of a sudden, when people feel like something is tailored, specialized or customized for them, they value it more. They spend more for it, they wait in longer lines. They're the first to buy, they tell your friends about it. Which is why I believe your business will go farther with 20 people than 2,000, because they just get you. They know the message that you're trying to impart. So we know or let me just tell you in case you don't. We know that people interact with people and things and businesses that resonate with them on a personal level. And if we know that, what are we doing to attract those things? So I have dedicated a lot of my marketing and branding efforts on the website, pathtoprofitability.com. And I'm not saying that as a plug, although if it does work, great, I'm not gonna back away from it. But I created the path to profitability based on Elle. That entire website, the aesthetics, the colors, the verbiage, the social media, it's for her. Now, it's going to attract other people, I know that. But because I felt like I was talking to a friend, I became less intimidated writing blog posts. I became less intimidated writing the copy. It's just me and Elle, we're at coffee, we're in Manhattan Beach. What do you need help with, girl? I'm here. Cool. So let's walk through those questions. Now, if you download the guide, the paperwork, I can't go through all of these. There's a lot of questions that are going on. If you download the worksheets, jasminestar.com/creativelive, you're gonna answer all of these. But let's just take through a few. I gave this person a name, Elle. I have this person an age, 31. I know where this person lives. Ojai, downtown L.A., by way of Manhattan Beach. I know her marital status, married to a lawyer. Child count, two, ages three and six. I know what kind of car this person drives. I know how much money this person makes. I know where they wanna vacation. Elle went to Santorini, Greece and she didn't stay in a hotel. One of her good friends from college who came from wealth, who had more money than she did, has a family home in Santorini, and so, her friend rents it out on VRBO. And instead of staying at a hotel, she stayed there. Why am I talking about these things? Because when I'm out on social media and when I'm thinking about where I wanna go on vacation, why not Santorini, Greece? It works, y'all, it becomes a psychology. It works so well that I was shopping in Laguna Beach with a few of our friends, like, we were walking and we're in this, like, cute little boutique store and one of my friends picked up a soap that had lavender impressed on the front. She's like, Elle! (audience laughs) It works, though, it really works. And I'm not doing this for kicks and giggles. I'm doing this to empower you to diminish the fear of sitting in front of a blank screen, not knowing where you business is going. We also talked about Elle's story. I had a conversation with you about how that works. I actually took the time to write a paragraph about who this person was. And sometimes that might sound intimidating now. We're gonna walk you through the process of how to write a very simple paragraph that you're going to add on to over time.