What process can I use to find out who my ideal client is?

1
Shan Mikkelsen , Founder & Director | Launch Marketing Brisbane Industry Expert · Monday, February 25th, 2019

One of the most important and fundamental processes you need to take yourself through is an ‘ideal client framework’.

This will help you identify WHO you actually want to offer your bookkeeping services to and HOW to craft marketing messages that actually resonate with them.

This is something I take my clients through in the first week of working with me.

We dive DEEP into their ideal client’s psychographics, demographics + the way they make business decisions.

We then give each category a score from 1-3 (also called pattern relevancy levels).

Here are the levels:
[1] Things given a score of 1 are absolutely crucial to your targeting and messaging to ensure we get in front of the right prospects most effectively.
Generally, these are highly motivating factors for your ideal client to take action.

[2] Anything given a score of 2 is to be thought of as important considerations. These are usually psychological traits or habits the prospect exhibits, as opposed to motivating factors.

[3] A score of 3 indicates the information is general information including statistics / information around data and demographics. Whilst these aren’t crucial to your ad copy / funnel messaging, they are important to your ad targeting.

Once we’ve given each category a score, we use this to create your Ideal Client Framework which includes:
1. Positive Motivators
2. Negative Motivators
3. Personal Preferences
4. Demographics
5. Why would they choose me?

And that’s that!
We then begin marketing to these people to get you 3-5+ consultations per week.

Overall, growing your bookkeeping business is not about trying to convince everyone that you are the right choice for them…
It’s about knowing you’re the right choice for a certain type of person, and then going all in on that.

Shan Mikkelsen is Founder and Director at Launch Marketing Brisbane, helping firms in the financial industry grow by leveraging the power of social media marketing and social media advertising.