A unicorn client refers to an ideal or dream client that perfectly aligns with your business or professional goals. They are the clients who not only appreciate and value your products or services but also contribute significantly to your success. Unicorn clients are a rare find, often characterised by their high level of engagement, loyalty, and willingness to invest in your offerings.
Have you ever thought about your ideal client? or maybe you don’t know how to identify them. This article will talk you through the simple steps you can take to find and unveil your ideal client.
The easiest way to identify who your unicorn client is often to create them. Sit down with a piece of paper and pen and write out a dating profile or resume for them. Are they male or female? Are they single, or do they have a family? How much do they earn? Are they tech-savvy or do they still use a rotary phone? The more detail, the clearer your picture will become. Create this fictional person in as much detail as you can. Remember, this is your profile of what you are looking for.
Another option is to do the five W’s:
- What category is my unicorn client? Define them as an individual or a business
- Who is my unicorn client? Are you wanting to get your products into the hands of Sally, the stay-at-home Mum or Clive, the workaholic CEO?
- Why are they, my unicorn client? Are they perfect because of their gender, their hours of work or their income?
- Where are they? Are they in this country or state or further abroad? Are they at the local markets, or are they shopping online?
- When are they shopping? Are they shopping online late at night or are they browsing the stores at the local shopping mall?
Once you have the answers to the W questions, you can sit down and ask the H question.
How. How are you helping them? How are you solving a problem that they have?
The answer to this can help you get clearer on your product, and potentially even give you more opportunities for additional products and services you could provide.
Why do this? Once you have identified your unicorn client, it’s essential to break it down further and determine your target audience. At times, you may need to begin by focusing closely on a specific subject before taking a step back to gain a broader perspective. This process allows you to analyse the bigger picture and understand the characteristics, needs, and preferences of your target market. By narrowing your focus and gaining a deeper understanding of your audience, you can tailor your strategies, messaging, and offerings to effectively connect with them. It’s like zooming in to capture the intricate details before zooming out to see how everything fits together. This approach enables you to refine your marketing efforts, maximize your impact, and align your business more precisely with the desires and requirements of your target audience.
For example, if you’re targeting someone who is attending the local markets, there is more value in investing money into local advertising via newspaper, radio or with the markets directly, rather than an advert on Facebook targeted towards people in the area. Yes, the Facebook advert will be seen by some of your target audience, and it absolutely has a place, but in this instance, you may change the percentages of investment across your advertising, or choose to invest additional funds in other areas you previously wouldn’t have.
As an obvious example, if you sell period cups, there is little to no value in creating a social media advert with a targeted segment towards men. Unless you are running a promotion to get men interested in the health and well-being of their female partners, you are much better off targeting an advert towards females within the age bracket of those that would likely have a bleed.
Another great step is to take your perfect profile and compare it with some of your favourite clients. You may start to see a pattern emerge. If you work with mainly females, maybe it’s time to niche and target females more specifically. If you provide services or products that are taken up with those with a lower income, maybe it’s time to invest more money into that segment.
Your unicorn client, the perfect match for your business, is waiting to be discovered. They might already be among your current clients. Gaining clarity about who you’re seeking will not only contribute to growing your sales, audience, community, and business but also help you align your efforts more effectively.
If you’re seeking guidance on identifying your ideal client or need direction on how to target this elusive unicorn, I invite you to book a consultation with Chrissy. She can provide valuable advice and insights tailored to your specific needs. To schedule a consultation, simply send an email to chrissy@creativelittlesoul.com.au. Take this opportunity to unlock the potential of finding and connecting with your unicorn client.