I was on a call with one of my private coaching clients this week and she was sharing how she had been struggling to update her free report and squeeze page copy so it really speaks to her ideal clients. Now, she KNOWS who her ideal clients are, so she’s definitely NOT struggling because she hasn’t yet identified them.
She went on to share that she had been speaking with a gentleman over the weekend and by everything he was saying she knew he was definitely NOT her ideal client. And she found herself very freely expressing to him the type of people she DOES work with, and subtly letting him know that in his current state he was not a good fit to work with her.
As she was sharing this story with me, she noted that it was very easy for her to talk about the clients she does work with and what they’re motivations are, when she was faced with someone who did NOT fit her ideal client profile.
As we talked further, she began to realize that what would best help her write TO her ideal clients, was to actually focus on what we affectionately coined her “Anti-Client,” because then the words and the message just flowed. As we wrapped up the call, we decided her “homework” was to write up a description of this “Anti-Client” and to think of this gentleman she had met over the weekend, when she sat down to write her marketing copy.
Sometimes it’s easier to focus on what we DON’T want first in order to get clarity about what we DO want. I know when I started my first business back in 1998, it was because I didn’t want to keep working so many hours. I knew what kind of business I wanted to create by first knowing what I DIDN’T want to create.
And I think the same idea applies here. When confronted by a client that she didn’t want, my client was able to very easily distinguish how he was different from her ideal clients, and the clarity and words just flowed effortlessly.
Do whatever works for you to get clear about what you want and who you want to serve. If it works better to focus on your Anti-Client, then so be it. In the end, all that matters is that you’re able to clearly communicate your message so it resonates with those you are trying to attract.