Ideal Client Profile Questions
These 25 questions will change your business. That's a big lofty claim, and why I say that is because every time it is time for me to post something on social media, create a new website, or put out my blog, I ask myself, "Will Elle resonate with this? "Will she like it?" And if the answer is yes, I post it. I do not care what other people are saying. I do not care that a couple days ago I posted a birthday picture of my dog, and some people saw it on Instagram or some people saw it on Facebook are like ridiculous. I don't care. You want to know why? Elle cares about the dog. (audience laughing) I know that. I know that. Those questions and those answers help you empower your business decisions. So let's get into thinking like your client is a real person. Yes, let's get some questions.
I'm wondering did you base Elle off of a real client? Like are there pieces of real clients in her. Should we be thinking about people we're already serving?
Great question. Great question, I love t...
he clarity, and the answer is no. I made Elle up out of thin air because you have to understand, and I'm going to be very honest, is I started my business as a photographer, and for a large part of my tribe, I will always and only ever be perceived as a photographer. So as I'm trying to transition and I'm looking for new ways to diversify my business, there will be some people who completely shut that out, and say, "That's not for me. "She's no longer the person who I thought she was." And I have to understand that. So no, do I think that I have a multitude of Elle's, no. I was starting at the bottom, and I said, well, let's just take a minute for a little bit of Drake. You know, started at the bottom, now we're here. (audience laughing) Right, I mean. So, this person was a person I wanted to work with. This is a person who didn't exist and somebody once asked me, "Do you think Elle exists in real life?" Yeah, I have yet to meet her but everybody, the people who I'm attracting, there's a little bit of Elle in you. You might not have two kids, you might not live in Manhattan Beach but there's something about this thing, this proof of concept, this I can do. There's just something about like, you're the person who's gonna just kick my butt to get me where I need to go. There's something about and I believe that the people in this room all possess a little bit of Elle in them. I do, but no it's not based on somebody I've worked with. Not yet, anyway. One day she's gonna come to me. Okay, so, once you know who this person is, you're gonna base your business on catering to their real needs. Okay, so this is where I hear a lot of people immediately like, "No, no, no, no, no, "I'm not gonna build a business "based on one person," like, "You're crazy, one person doesn't pay my mortgage." But this kind of addressed the very question that you asked. I think that when we're working with people, when you're creating content for one person doesn't mean that you're excluding anybody else. You're gonna be all inclusive but it hones the way that you craft your message and I like to think of my marketing efforts like an atom. Okay, so I'm gonna talk about science. I was a home schooler, like all about liberal arts so you just mix everything in and then you call it like an educational day. So, this is an atom and in the center of the atom is a nucleus. Your nucleus is your ideal client. But floating all around the nucleus are protons and neutrons. You are still going to be attracting the protons and the neutrons but you're gonna be talking directly to the nucleus. Often times I talk about this and there was somebody who had said, "Well, who are the protons "and who are the neutrons?" And I was just like and then all of the sudden I had to, on the spot, make my story bigger, right? Because Elle is my nucleus and her protons and neutrons are her sister in Minnesota and her protons and her neutrons are a girl she went to college with, the girl who kind of never got to where Elle is at the moment. The girl who is like still going out, staying out 'til two o'clock in the morning in her short skirts. I mean like, "Elle, why aren't you "coming out with the girls anymore?" And she's like, "I got two kids." But she can say to that friend who's not in the same life space, "Hey, I know you're kind of interested in social media, "check out Jasmine." So the girl in the short skirt who's staying up 'til two o'clock in the morning is not my nucleus but she's definitely, I would call her an electron, right? That girl's still on fire, she gotta get her roots grounded. But that's what I'm saying, my story just got bigger. And now I understand, I am okay attracting a variety of people but I know specifically who they are. So if you want to attract your dream customers, you have to know specifically who you are talking to. You have to see the world the way they see the world, you have to understand their aesthetic and you have to embrace it because at the end of the day, our business isn't about us, our business is facilitating value to our customers. So, in the worksheets is an ideal client ad lib story. So we're talking about how to get to the story. So once you answer those 25 questions, once you have your answers, we're gonna go to the ad libs and we're basically going to fill in the blanks so that when I ask you about your ideal client when we get into, we have a Facebook group, right, we have a Facebook group. When I ask you about your ideal client in the Facebook group you're going to be able to answer with certainty and fortitude who that person is. So let's walk through a few of the ad libs to kind of get you warmed up because I don't wanna do anything that, I don't wanna ask you to do anything that I have not done myself. So, one of the first questions is his or her name is blank and he or she is blank years old. Well, we've already answered the question, her name is Elle and she is 31 years old. Her friends describe her as adjective and adjective. I believe that Elle's friends describe her as fun, loyal, and trustworthy. Why is this important? My social content, my marketing content should facilitate people who are fun, trustworthy, and loyal. I should have an element of fun, quirkiness to the things I'm posting, I should have an element of speaking about loyalty to things that I'm posting, which is why when people question why I talk about my relationship with my father or my husband or my friends, it's to say that this is who I am as a derivative of the thing I want to attract. Now, if I happen to be somebody who was extraordinarily cerebral and aesthetic and moody, perhaps the thing that I was creating, loyalty and talking about trust probably wouldn't be at the top of it, it would probably be like, "I went to a poetry reading, "I felt like this deeper connection to my soul." (audience laughing) I am all of those things. Do I go to poetry readings and have deeper connections with my soul? Yes, I do. Do I talk about it in an online capacity? No, I don't. These are just differences. I'm not saying become somebody you're not, it's highlight the things about your business that will ultimately attract the people you are trying to attract. She dresses in blank and blank clothing and shops at blank store, blank store. Overall, his style or her style would be described as. So she dresses in Bohemian style clothing, she dresses in free-flowing items. She shops at Anthropologie and Free People and overall, her style would be described as Boho Chic. If I know these things, I must then embody stylistically how that parlays, balancing my aesthetic and what I think she's attracted to which is why, if you go to JasmineStar.com you will find me wearing a long, Boho Chic dress. Kid you not. I need to put out the things that I'm ultimately trying to attract. So do I think that you need to dress like it? No. Are there certain nods that you can appeal, like even if I didn't wear a Boho Chic, perhaps I had a dream catcher in like the corner of my website. Perhaps I talked about like an ad libs fill in the blank or perhaps if I felt like astrology would appeal to her, I would have like a little side of my website to be like, here's your astrological, something that was going to resonate with that person without having to physically be that thing. I chose a physical representation but I also have a personal brand. Am I going too fast? Am I losing people? Are we okay? Okay, good. So, we now have the framework. We walked through the 25 questions, we walked through the ad libs, we talked about the importance of why we need to do this and how this is the foundation. So if you've heard me speak about this before, this song and dance has been refined because over the years I talk about it and I want more people to actually follow through.