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Posts Tagged ‘ideal client’

Who are your peeps?

Wednesday, March 28th, 2018


As you start to build your creative arts business and continue to grow it, one of the keys is getting clear on who your ideal client is. It is pretty important to know about the person who is buying your product or service. If you get right down to it, money comes from people, so it helps to know who they are if you want to ask them to invest with you.

When many people start out, they want to serve everyone, and I mean everyone. I can remember a student, Carol, who was in my “Craft Business Success From Your Creative Passion” class at International Quilt Festival in Chicago one year. The students went through an exercise to help them identify who their ideal customer was. Carol insisted that the entire quilting universe, and perhaps the whole non-quilting universe, was her customer. She was an appliqué artist and was making it her mission to teach appliqué to any and all quilters. It did not matter if the person was not interested in appliqué or already had a specialty, such as painting fabric, Carol was going to turn everyone into a lover of doing appliqué.

What is wrong with this picture of wanting everyone to love appliqué as much as Carol did? It is charming, yet it is unrealistic. It also holds Carol back from making a difference to those people on whom she could really have an impact. She is expending so much energy trying to reach everyone, that she is not able to reach those who could use her brilliance.

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How Do You Treat Your Ideal Customer?

Wednesday, July 15th, 2015


takemehomeLast week I wrote about discovering your ideal customer. I am always delighted when I shop somewhere and see that I am valued as a customer.


One of my favorite shops to visit when I am at my home in St. Michaels, Md., is Take Me Home. It is quite a challenge, and one I cannot meet, to leave without a little something. Recently I picked up some cute cards for my sisters and myself. The cards had our dog breeds on them — a golden retriever, a greyhound, and a havanese.


One of the joys of shopping here is the shopping experience. The owner opened her shop about seven years ago and has an eclectic mix of items with quotes, whimsical designs, soaps and other household gifts and accessories. She puts herself in her customer’s place when she thinks about her merchandise mix. She is always engaging with each person who visits. And she looks for creating an experience for her customer that lasts beyond the visit to the store. One way she does this is in her packaging. It does not matter how much you spend (I spent less than $15); the package is special. My purchase was delivered to me in a nice toile-design paper bag with the store label. The item was wrapped in tissue paper and then two decorative papers were stuffed in the top of the bag and it was finished with a satin bow on one bag handle. It looks so good that I almost did not want to share the gifts!


What are you doing to create an experience for your customers? It could be in the packaging. It could be in the greeting you offer when they come into the shop. It could be the invitation to join you for a cup of tea and a sharing of your customer’s latest quilt. It could be a nice note you tuck into the shipment with your wholesale orders.


If your actions have the same as my favorite little shop, you will have lots of repeat business. I cannot wait to check out what is new each time I am in town, and as I said, I do not leave without a little something.


Please share how you make your customers’ experience special below. You may also leave a comment on the ICAP Facebook or Google+ pages.



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Morna McEver is the founder and CEO of the International Association of Creative Arts Professionals where creative arts entrepreneurs craft business success. Her weekly e-zine offers tips, techniques and inspiration to help you craft business success from your creative arts passion. You can sign up for a FREE subscription at



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