1. Examine your clientele and define your ideal client. Of all the customers you've served in the last couple of years, who are the ones you most enjoyed working with and found most profitable? Create a profile of the client characteristics that, for you, define heaven on earth. These characteristics might include income, age, lifestyle, attitudes, motivation, profession, geography, etc. Before going on to step 2, make sure that you've crystallized a single type of client. If you have more than one type, choose one to start with and simply repeat this process later with the other(s).
2. Research
the demographics, interests and hangouts of your ideal clients.
Delve
further into the lives, minds and habits of your ideal clients by
interviewing those customers who best typify those you hope to attract.
Where do they go on vacation? What do they do
in their spare time? What do they read for work? How involved are
they with computers and the Internet? What charities and causes
do they support? How do they decide who to do/not do business with?
3. Define
and differentiate yourself in a way that appeals to ideal clients.
Use your research to create an image and pitch for your business
that ties into the top concerns of the folks you want to attract.
Make certain that you have an answer for the question
"Why should I do business with you rather than your competitors?"
that will make that group nod appreciatively and want to learn more.
Incorporate that image in your web site and all other marketing
materials.
4. Create a "bait piece" and offer it free where it's likely to catch the attention of ideal clients. Write an article, white paper, report, tip sheet or practical tool that will be very tempting and appealing to your ideal clients. (E.g., see how I feature the report, "Charge More & Get It!" on this site.) Then offer the bait piece through press releases to the media, at your web site and through lead-generating ads in publications read by your target market.
5. Penetrate
the organizations that your ideal clients belong to. Whether
that means business organizations, charity groups, reading clubs
or a fitness facility, join those groups. Finagle a speaking engagement
to the group or volunteer for a committee post. Over
time, you become a trusted resource for influential members of those
groups if you are active, visible, helpful and patient. Results
from this step take time.