Why You Must Niche Down and Identify Your Dream Client
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I’m sure you’ve heard the expression, “when you aim to please everyone, you please no one,” or some version of that, right?
It couldn’t be more true.
Trying to build a brand that appeals to everyone would be a mistake.
When I’m checking out a business for the first time, and I see that their messaging and images are generic and targeted at everyone.. by “everyone” I mean all ages, genders, and industries.. I am immediately turned off.
I make an instant assumption that this business has not figured out who THEY are.. that they are confused about what their speciality is, they don’t know who they serve.. in trying to attract everyone, they are attracting nobody.
These days, there is a literally a niche for everything.. and one of the best things you can do as a small business owner is to figure out your niche, get super specific on who those Dream Clients are that you want to serve, and keep them front of mind in all your messaging. They become the foundation of all your business decisions, from the names you gives your products or services, to how you market your brand.
Once you’ve defined what your niche is, you can position yourself as an expert in your category.
How can you figure out who your Dream Client is? I bet you already know the answer. Now, close your eyes and envision the person who you spend your days WISHING would slide into your inbox, with his or her credit card ready to purchase your largest offering. That is your Dream Client.
Still not sure? It can be helpful to reflect on your current and past clients. Which ones did you love working with, and which ones would you pass on if they were to reach out again? Make a list of the ones who you really loved working with (and not just because they paid you the most!) Now, see if they have anything in common with one another, in terms of age, gender, location, industry, and income level. This will start to give you some insight on who exactly your Dream Client is.
If there are certain people you don’t enjoy working with, make a note of that too. It’s just as important to keep in mind the type of people you aren’t interested in working with, so you can learn how to see the red flags and politely decline them BEFORE they’ve booked you. Over the years I’ve had a couple clients who were such a nightmare, they couldn’t pay me any amount of money to work with them again. Fortunately almost all of my clients are truly a pleasure to collaborate with, and make my job really fulfilling. Which is why there’s nothing worse than not being able to take on an amazing new client because your calendar is booked with pain in the ass projects from Karen! (For the record, all the actual ‘Karens’ I’ve worked with have been amazing - you know who you are lol.)
Your Dream Client is not “women 25 to 50.” She is ONE SPECIFIC WOMAN and you probably already know exactly who she is. You know what she does for a living, her age, her relationship status, her annual income, her interests, and how she spends her money and her weekends.
My Pinterest Audience Insights:
Chances are, you are already attracting a specific demographic — it is to your advantage to speak directly to those people!
My Dream Client is 34 years old, lives in New York City, is happily married to a finance guy, and they have one young child. They have a full-time live in nanny/personal assistant. She’s self-employed and loves it (she has no plans to stop working). She pays herself a salary of $300,000 a year, and she saves and invests for her future automatically every month. She rents her apartment in Manhattan (because buying real estate in New York City is a joke) but owns two investment properties with her husband, in LA and Austin. She loves wellness, she’s into researching clean/non-toxic home and beauty products. She prioritizes her health, is a non-smoker, and enjoys alcohol socially, she likes rosé and her favorite cocktail is a skinny margarita. She’s fit, she works out 4-5 days a week, she is obsessed with skincare. She’s stylish, and doesn’t mind spending some of her hard earned money on designer / luxury items. Her favorite athleisure brand is Lululemon, and she owns a few pairs of Christian Louboutin heels that she loves showing off on special occasions. Her favorite places to vacation are the South of France and Madrid.
Now how’s THAT for specific!?Your Dream Client avatar should be that specific too!
It doesn’t matter if you make this person up, or use a real person you know (or know of)—a past client who you adore is a great option!
A social media influencer who you feel like you know, and admire the hell out of, is another great idea.
Either way, figure out exactly who this person is and keep them front of mind.
Why?Because all of your messaging, from your About Page to your product names, to your email newsletters to your Instagram posts.. should be speaking directly to this Dream Client.
This way, when your Dream Client finds you online, they will see that you are speaking directly to them.. and they will be sure that you are the perfect and only option for them. It will seem like a damn miracle that they check every single box of the type of person you specialize in serving. It will feel serendipitous and be super exciting for both parties when you begin communicating.
By niching down, you eliminate your competition. People who fit the box of your dream client will see how perfect you are for them and they will only want to work with you. Your pricing becomes a non-factor, because no one else will get them the way you do. Keep in mind there are hundreds if not thousands or even millions of them out there, even if your niche is as specific as mine, which is Established Female Millennial Entrepreneurs.
If you’re worried that this strategy will deter some quality leads, don’t be. As long as your brand is cohesive, your offerings are clear, and your messaging is strong, you will still attract people that don’t fit exactly into the mold of your Dream Client.
Here’s a perfect example. Earlier this year, I was on my first sales call with my (now) client, Katie, who asked me if I would take on her Food Hall branding project, even though it is not technically a women-owned business because it’s her and her husband. Even though the messaging all over my website says I serve “established female millennial entrepreneurs,” she still felt I was the best match for her branding project and I got the account.
My point is.. your audience will read between the lines to see what you’re all about, and identify the value you provide.. even if they don’t check every single box of your target demographic.
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x, gretchen
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Are you sick to death of...
- Feeling like a hamster in a wheel, chasing the latest social media trends?
- Trying (unsuccessfully) to "beat the algorithm" so your social media posts get seen?
- Posting on social media regularly, but not seeing much engagement, or any real increase in profits?
- Knowing you have amazing services and/or products to offer, but struggling to be seen online and getting crickets when you do reach out?
Girl, we need to talk.
Chances are, there's a lot you're doing wrong. I know because I was stuck there for a long time, too. But don't worry, I'm here to help you!
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I’m a Brand Designer and Strategist living in NYC. 9 years ago I quit my job to start this business, and now I’m here to help you do it too! I specialize in helping established female millennial entrepreneurs transform their brands.. to attract Dream Clients and grow their businesses, so that they can make more money, be their own bosses and live the life they deserve!