I’m sure I’m not the first to use the term “dream clients,” but as you can see, I like to use it. A lot.
I use it a lot because the notion of “right people” is central to the work I do with my own right people.
(When working 1:1, I created an entire page profiling my own favorite clients to prove how important that clarity is.)
Dream clients are a pretty big deal to me, and they should be a pretty big deal to you too.
Before you write another word, let me tell you why.
Life’s more fun when you’re in good company. Business is too.
Life is precious. And I bet that like me, you want to spend as much of it as possible with the people you love.
That means that any time you spend away from your family needs to be well worth the return on investment – not just financially, but energetically.
I’ve said it before, and I’ll say it again:
When you work with people you want to work with, it doesn’t feel like work. It feels like fun. For everyone. And that is sweet.
Dream clients love to work with you, and you love to work with them. They’re easy to get along with, they’re thrilled with the value you provide, and they keep coming back for more. (They even refer their friends and write great testimonials!)
In short, dream clients make your business (and ultimately your life) both more fun and more profitable.
You’re the boss, baby.
As an entrepreneur, you get to be the boss. You don’t just get to pick pantsuit vs. pajama pants.
You get to pick your clients.
One of the first things I do when working with a new client is to ask her who she loves to work with.
Quite often I hear something like, “Well I’m currently working with X, but I’d really like to work with Y.” (She may be transitioning in her business – either from one focus to another, or from one particular type of client to another.)
“Perfect!” I say, “Let’s go for Y!”
You see, there’s no legit reason to create copy for people who are NOT your ideal clients.
Sure, if you’re making a shift from plumbing to salsa dancing, you may want to give a little explanation.
During the transition (especially if you’re still offering those services to make ends meet), you can personally speak with the X clients to let them know your new direction. But they don’t need to be the focus of your website.
Decide who you want to work with, and speak to them. (They’ll love it.)
The right words make all the difference.
Every time I say this I feel like I’m pushing the Law of Attraction, but I mean it so literally:
When it comes to dream clients, you’ll attract whatever you put out there.
There’s so much power behind the words we choose.
Sure, we all have unique frames of reference (for example, the word “dog” conjures up a distinct image for each of us).
But behind every word is a generally agreed upon, implied meaning (or several).
As a true word nerd, I love to explore those unspoken meanings.
When helping my dream clients describe their own dream clients, we put a lot of emphasis on adjectives.
“Modern” has a slightly different edge than “professional.” “Young” limits a group that could otherwise be described as “feisty.” “Confident” weeds out anyone who may be dealing with serious insecurity. “Driven” implies intrinsic motivation – people ready to move forward.
Each word you use to describe your ideal clients will speak to a slightly different group of people.
To drive the point home, I’d like to present my fave, most random example:
If you say you help “professional bowlers,” guess who’s going to want to work with you?
That’s right! Professional bowlers.
This is your business. You get to choose who you work with.
The Pep Talk
Deciding who you want to work with is a big deal. It’s actually game-changing.
It can be scary to put yourself out there and OWN it. Publicly proclaiming who you want to work with is a bit like asking someone out on a date. What if she says no?!
But you’re a boss. You’re THE boss. So I encourage you to squash that hypothetical hater in your brain and instead welcome the cool guy. The cool guy asks, “What if she says YES?!”
Friend. She’s going to say yes.
The Action Step
Let’s practice. (I mean seriously. I love talking about dream clients!)
Here in the comments, tell me:
How would you best describe your dream clients – the people you most love to work with?
How (and where) do you incorporate that into your copy?
On that note: If you’d love some HELP reaching your dreamies, click here. I’ve got you covered.