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Posts Tagged ‘ideal client’

How Do You Treat Your Ideal Customer?

Wednesday, July 11th, 2018

 

One of my favorite shops to visit when I am at my home in St. Michaels, Md., is called Take Me Home. It’s in a charming old house and filled with the most wonderful items.

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. I also got the best napkins to use when I host my book club. They have a “wine stain,” and say “My book club can drink your book club under the table.” We are a serious discussion book club, and we do enjoy a glass of wine with our conversation. 

One of the joys of shopping here is the shopping experience.

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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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