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Sam talks about who is your ideal client or customer. First Sam explains why you want to an ideal customers. If you think “anyone” is your client, your messages is bland and doesn’t land with people and so “nobody” listens. While if you have a specific audience in mind when you are writing your content it is much more engaging and interesting for that audience.
So the first thing to do is decide who your ideal client should be. A good place to start is to think about your current clients. Are some of those ideal clients? What makes them ideal? Then try and find out more about them, things like age, gender hobbies, etc. For Sam the two things that makes them ideal clients is that they are profitable and enjoyable to work with. Marcus also points out that the target market needs to be large enough. Marcus says at networking events he always said I work with coaches and motivational speakers. And they are the people he now works with and the people that gets referred to him. Sam points out that there are 120,000 photographers in the UK on Linkedin and many more photographers, so there are lots of them that you need to stand out from and having content targeted to your ideal client helps with that.

There are other things to think about with ideal clients like how easy are thy to reach an connect with. They also need to be definable. They are also a group which you can provide value to. Marcus brings up the idea of having a tribe and Sam points out that’s a big thing in Seth Godin’s books. Marcus says that for him and many businesses their ideal clients are people just like them.
Once you have decided who your target audience is you need to clearly define them with things like age, gender, hobbies, work, family. People then make avatars. So invent people that could be in your target audience. Give them a personality. Then when writing content aim it at one of your avatars. You also need to think where are you going to find this target audience, which social channels or print media.

Marcus says it’s clear that doing this exercise really helps you to get work.

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