Guide: Ideal Customers and How To Find Them

Its not uncommon to hear, especially from service-based businesses like marketers and business coaches, that what they offer “is suitable for everybody.” This is where so many business owners fall flat; they have such a generic offer that it doesnt strongly capture the attention of anyone. Having a niche is key.

You may argue that this narrows your market and the number of suitable clients, but what it actually does is enable you to appeal to an audience that truly values what you do. The more you come to know your ideal client, the easier it will be for you to create content that speaks directly to them. You become magnetic. When a potential client feels like you “get them,” your offer becomes so much more appealing.

Rather than take a wild guess, take some time to work out the people you currently work with. If there are certain people you dont enjoy working with, exclude them from your list. Take some time to look at their gender, age bracket, industry, location and income level. Ask them what drew them to working with you. This can quickly give you a good overview of “who is your who.”

Digging a little deeper, ask yourself what is it that your ideal client reads. What do they Google? What information are they searching for? Where are they searching for this information? Do they use Android or Apple? Are they always on a mobile device or on a computer? Do they hang out on Facebook or on Linkedin? By knowing where they are and what they are looking for, you are able to reach them with ease.

Knowing what your ideal client aspires to achieve can be key information for putting together suitable marketing content. If, for example, you are a fitness trainer who targets brides-to-be, knowing that your ideal client has a goal of dropping two dress sizes ahead of her big day will instantly appeal to her and have her listening to what you have to say.

People often make a purchase for one of two reasons: They have a desire they would like to be fulfilled or they have a problem that they need to be solved. If you can identify a challenge your ideal client currently faces and “bridge the gap” from their problem to a solution, its likely you will find yourself in high demand. For instance, if you find yourself feeling like you have aches and pains, you are likely to seek the services of a physiotherapist. If you find your vehicle running low on fuel, you would visit a fuel station in order to fill up.

People make purchases in different ways. Some purchase impulsively. Some take the time to research, read reviews and look at alternative options within the market. Its important that you know the purchasing habits of your ideal client so you can ensure they have the right resources there to make a purchase. If, for example, your ideal client purchases impulsively, ensure that you have a website with a card payment facility. If your ideal client likes to research and gain assusurance from other customers before they invest, then ensure you have an online facility where people can leave reviews and feedback. This will be key for your potential clients who are making a purchase decision.

It may seem obvious but if you enjoy working with someone, the process is often much easier and the results obtained are often much better. You need to be excited about who you work with. If it doesnt excite you, then it will make your business unsustainable. If you could work with one demographic every day, who would that be? What would you help them do and what value could you deliver?

If you run a Facebook advert and are targetting everyone the social platform can reach, I can guarantee the return on investment would be poor. If you are selling pushchairs and your advert is showing up on a 24-year-old single males Facebook feed, the likelihood of making a sale is slim. If you already have a product or service, make a list of the reasons why people would need what you offer, including the changes it can provide in someones life as opposed to just listing the features.

What is an ideal consumer?
  • Define your product or service from the customer’s point of view. …
  • Define the ideal customer for what you sell. …
  • Determine the specific benefits your customer is seeking in buying your product. …
  • Determine the location of your exact customer.

Ideal Customer Profile (3 Things You Need to Know About Creating a GREAT ICP)

Qualities of an ideal customer

The following list represents common qualities found in ideal customers:

They love your product or service

An ideal customer is someone who genuinely loves your business offerings. Beyond needing these offerings to fulfill a need, they often appreciate how your product or service makes their lives easier or benefits them in some other way. In some situations, they may also enjoy your product because it does something that your competitors dont. Sometimes their loyalty extends beyond your offerings, and they may enjoy your business because of the excellent customer service or experience you provide to them.

They buy at your price point

When setting prices for your products or services, you want to ensure that they meet your needs while still attracting customers. Even when you feel the price is fair, you may continue to encounter individuals who need additional convincing before making a purchase. An ideal customer represents someone who feels comfortable with your price point and requires little to no convincing because they see your offerings value.

Theyre repeat buyers

When you have many competitors in your market, you can determine your ideal customers by identifying the people who continue shopping with you. For example, these customers may choose to buy your offerings over similar products or services even when the competition offers discounts. This loyalty shows the connection you have built with them, which can help you maintain their business even during difficult periods. These customers genuinely appreciate what you do for them on a more personal level.

Theyre great ambassadors

An ideal customer is someone who enjoys your product or service and shares that enthusiasm with the people they know. This word-of-mouth marketing represents an effective tool for businesses. People are often more willing to try a new product or service when someone they trust recommends it to them. Your ideal customers may describe to their friends and family members how your offerings have benefited their lives, along with the excellent customer service or experience you provide.

They engage with your business

Ideal customers connect with your business in ways beyond buying your products or services. For example, they are willing to communicate with you and provide feedback on what the business does well and how it could improve. This feedback can help prove they have a genuine interest in your business and want to see it succeed. You can use their thoughtful feedback to keep them happy and loyal. You may also use it to improve your processes or offerings to create a better experience for future customers you want to attract and maintain.

What is an ideal customer?

An ideal customer represents a person whose problems get solved by your business. Businesses can use ideal customer profiles to define the markets they want to target for more effective marketing and promotional strategies. Because your services or offerings address their specific needs, theyre customers you can often attract and maintain with less effort. As a result of making them happy, you may also see these customers recommend your services to people they know, helping you grow your business.

How to locate your ideal customers

You can use the following steps to find and connect with ideal customers for your business:

1. Understand your offerings

Having a clear understanding of your products or services can make it easier to define your ideal customers. Again, these individuals often represent customers who want your product because it addresses a need of theirs. To understand the value that your offerings provide, think from the customers perspectives. Identify specific problems they solve, along with other ways they benefit customers lives. For example, you may sell software that makes particular workplace processes more efficient.

You can go even further by comparing yourself to your competitors and thinking about what differentiates you. Perhaps your software has features theirs doesnt, or you sell it at a lower price point. Understanding your competitors can help you craft your marketing and promotional strategies. You may also use this assessment to identify ways to improve your offerings and set yourself apart.

2. Define your customers characteristics

Think about the people who currently buy your products or services or are most likely to do so. To identify your ideal customers, you can define these individuals using demographic information to develop a clear image of them. Depending on your business or its offerings, some of these demographic details may be more important than others. However, the more information you gather, the more defined profile you can build. You can ask yourself questions or use existing data to find the following information about your current and ideal customers:

Beyond demographic data, you can also collect psychographic data to understand your customers interests and behaviors. For example, you may identify their buying habits or how they typically engage with your business. This information may also align with the needs your customers have that your product or service fulfill. Understanding psychographics and demographic data can help you develop marketing strategies that target and reach these individuals more accurately.

3. Analyze your existing customer relationships

Looking at the individuals who currently engage with your business may help you define and identify your ideal customers. If possible, you may use customer relationship management software, loyalty programs or purchase histories to learn more about these individuals and gather demographic or psychographic data. For further analysis, examine feedback you have received, such as comments, reviews or testimonials. Positive feedback can help you understand what your business does well or why these individuals continue making purchases.

Meanwhile, negative feedback can help you develop ways to improve your operations to ensure more loyalty or positive experiences. You can also connect with your customers directly and perform interviews or send out surveys to gather additional feedback from them. For example, you may ask them specific questions about why they chose your business over your competitors. Having this information about existing customers can help you develop your ideal customer and ways to attract and maintain them.

4. Determine your goals

As you assess your existing customers, you may identify goals for your business based on the data collected. These customers may not always represent your ideal customers, so the goals you develop may help you adjust your priorities and target market. For example, you may notice that many of your existing customers do not make return purchases. As a result, you may aim to increase your customer retention rate by identifying and focusing on the individuals who have shown more loyalty.

5. Build a customer profile

Once you have gathered all this information about your current and desired customers, you can begin building an ideal customer profile. Depending on your business, you may need to develop several profiles to meet varying needs. The ideal customer profile serves as a realistic representation of the people you are trying to target and attract, often through marketing and promotional strategies. The profile you build should align with your established goals and outline who your ideal customer is and how they behave.

For example, you may operate a homemade soap business. During this process, you may have discovered that men and women between the ages of 30 to 45 represent ideal customers because they currently buy the most soap from you and make consistent repurchases. Through direct contact or feedback, you may learn additional details, such as that these individuals typically have families and enjoy your product because of its natural ingredients. You can create profiles and market strategies around these details to identify and target your ideal customers.

6. Promote and advertise your business

Once you know what your customers profile looks like, you can promote your business. You can use your existing psychographic data or additional research to determine which advertising methods best align with their behaviors and interests. For example, you may see that your ideal customer spends most of their time on a particular social media platform. You can prioritize this platform in your advertising and marketing strategy to ensure you reach them.


How do you determine your ideal customer?

  1. Look At Your Current Client Base.
  2. Consider Their Current Habits.
  3. Identify Their Goals.
  4. Identify Their Fears.
  5. Identify How They Make Their Buying Decisions.
  6. Ask Yourself Who Would You Like To Work With.
  7. What Do They Need.

What are the characteristics of the ideal customers?

The four primary customer types are:
  • Price buyers. These customers want to buy products and services only at the lowest possible price. …
  • Relationship buyers. …
  • Value buyers. …
  • Poker player buyers.

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