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Finding Your Ideal Client


For any small business owner, identifying and understanding their ideal client (a.k.a., Specific Audience or Avatar) is a crucial step towards achieving success and sustainable growth. A Specific Audience member is a person – or a group of individuals – who perfectly align with your business’s products, programs, or services, share your values, and have a genuine need for what you offer. By pinpointing and catering to your Specific Audience person, you can build strong and lasting relationships, increase customer loyalty, and maximize your business’s overall profitability. We will explore the significance of determining your Specific Audience member and also some effective strategies to find and connect with them.

Tactics You Can Use

Tailoring Your Marketing Efforts

Identifying your Specific Audience enables you to fine-tune your marketing efforts. Rather than adopting a generic approach, you can create targeted and personalized campaigns that speak directly to the needs and preferences of those people. Understanding their pain points, desires, and interests will allow you to craft compelling messages that resonate with them on a deeper level. This not only increases the effectiveness of your marketing but also saves time and resources by focusing on the right audience instead of being too generic and trying to incorporate people who would not buy from you anyway.

Building Strong Connections

Catering to your Specific Audience fosters a sense of connection and trust. When they feel understood and valued, they are more likely to engage with your business and become loyal customers. Satisfied clients are also more inclined to recommend your products or services to others, becoming brand advocates and contributing to word-of-mouth marketing. Building these genuine relationships can lead to long-term success, as it sets the foundation for a loyal customer base that sticks with you through thick and thin.

Coming Up With Your Tagline and Mission Statement

After you have an idea of who is going to be in your Specific Audience you can then start to work on other important aspects of your business like your tagline and mission statement.  Since these two statements are outward-focused statements, they may start to attract more people in looking at your business and cause them to want to work with you because they will begin to understand your purpose and if they can get behind that purpose they will be more likely to want to work with you.

Enhancing Product/Service Development

Understanding your Specific Audience member’s pain points and requirements can guide you in refining and enhancing your products, programs, or services. Feedback from this core group of customers can be invaluable in making improvements, introducing new features, or even developing entirely new offerings that cater specifically to their needs. By consistently meeting the demands of your clients, you establish your business as a reliable solution provider in your niche.

Increasing Customer Retention and Lifetime Value

It has been said that retaining existing customers is often more cost-effective than acquiring new ones. When you focus on your Specific Audience members and consistently deliver value, they are more likely to stay loyal to your brand. Happy customers tend to make repeat purchases and, in many cases, increase their lifetime value by becoming repeat buyers over an extended period. This increased lifetime value translates to better revenue and stability for your small business.

Niche Domination

In a competitive market, understanding your Specific Audience can give you a competitive edge. By catering to a specific group with unique needs, you can become the go-to expert in that niche. Your expertise and focus on serving this particular segment of the market will make it harder for larger, more generalized businesses to compete directly with you. This niche domination can lead to increased visibility, authority, and market share.

Finding Your Ideal Client

To identify your Specific Audience, start by analyzing your existing customer base. Look for common characteristics such as demographics, interests, pain points, and purchase behavior. Conduct surveys and gather feedback to gain deeper insights into their needs and preferences.

Once you have a clearer picture of your Specific Audience, create buyer personas – fictional representations of your potential clients that encompass their traits and behaviors. Use these personas to guide your marketing, product development, and customer service strategies.

You can use labels like gender, age, nationality, political affiliation, religious beliefs, and many other criteria to determine who you most want to target.


In conclusion, understanding your Specific Audience is vital for small business owners looking to thrive in today’s competitive landscape. Tailoring your marketing, building strong connections, improving your products, and increasing customer retention are just a few of the benefits of knowing and catering to these people. By investing time and effort in this crucial aspect of your business, you lay the foundation for long-term success and sustainability.


Kevin Dunlap (#KevinADunlap) has been a serial entrepreneur since starting his first business in 1999. He has been a teacher, network marketer, stuntman (, real estate consultant, and Realtor. He has authored four books ( and hosted an international podcast (#LifesLittleLessons). He is now a business coach and strategist for #OptimalPerformanceAcademy. You can schedule a complementary 45-minute discovery session to talk about your business at