How to Identify Your Ideal Customer

Don't spend any time or money on marketing until you do this.

If your marketing feels like shouting into the void, you’re not alone. Most coaches and consultants struggle with one simple but costly mistake — trying to speak to everyone.

The truth? When you try to market to everyone, you connect with no one. Your content becomes generic, your offers land flat, and your best clients — the ones who would gladly pay for your expertise — scroll right past you.

So before you launch another campaign or build a new offer, take a step back. Let’s get crystal clear on who your ideal customer really is.

Step 1: Look at Who You’ve Already Helped

Start with your existing or past clients. Who got the best results from working with you? Who was easiest to work with? Who paid on time — and appreciated your value?

Make a list of those top clients and look for patterns:

What industry are they in?
What stage of business or life are they at?
What specific problem did you solve for them?
What goals were they trying to achieve?

You’re looking for commonalities, not outliers. These patterns form the foundation of your ideal customer profile.

Step 2: Define the Core Problem You Solve

Coaches and consultants often describe what they do instead of what they fix.
People don’t buy coaching — they buy solutions. They buy outcomes.

Ask yourself:

What pain points push people to seek help from me?
What’s at stake if they don’t fix this problem?
What transformation do I deliver?

For example, if you’re a leadership coach, your client isn’t buying “executive coaching sessions.” They’re buying confidence, clarity, and authority — the ability to lead without second-guessing themselves.

Step 3: Understand Their Psychology

Go deeper than demographics. You’re not just looking for age, gender, or job titles. You want to understand the mindset behind the buying decision.

Ask:

What are they frustrated about right now?
What do they desire most?
What keeps them up at night?
What do they believe about success, money, or change?

These insights shape how you talk to them in your marketing — because the best marketing feels like joining a conversation already happening in their head.

Step 4: Identify Where They Spend Time

You can’t reach your ideal clients if you don’t know where they hang out.

Find out:

What social platforms they use regularly
What kind of content they consume (podcasts, blogs, videos)
Which communities or groups they belong to
Who else they follow or learn from

This helps you decide where to show up — and where you’re wasting time.

Step 5: Build Your Ideal Client Profile

Now, bring it all together into a clear picture.
This isn’t a vague “my client is a woman between 25–50” statement. You want a living, breathing person.

Here’s a simple template:

Name: Sarah, 42
Profession: Leadership Coach for Women in Tech
Current Situation: She’s great at what she does but struggles to attract consistent clients.
Main Pain Point: Feels invisible online, unsure how to package and price her services.
Goal: Build a steady stream of high-paying clients who align with her mission.
Values: Growth, authenticity, balance.
Biggest Objection: Worries she’s “not ready” or “not tech-savvy enough.”

Now, when you write content, create offers, or launch a new programme, you’re speaking directly to Sarah.

Step 6: Test and Refine

Your ideal client profile will evolve as your business grows.
Pay attention to who actually converts, who engages most with your content, and who gives the best testimonials.

Every marketing campaign is feedback. Use it. Refine it. Keep your profile current — because when you know your audience, your message becomes magnetic.

Final Thought

You don’t need a big budget to attract clients — you need clarity.
Once you understand exactly who your ideal customer is, you’ll stop guessing and start connecting.

That’s how you build a business that’s both profitable and fulfilling — one client at a time.

Next Step:
Download our free Ideal Customer Workbook to map out your perfect client profile — so your marketing finally lands with the right people.

Categories: : customers, marketing