In this week’s marketing strategy, I want to talk about fish!
LOL! Actually, fish is an analogy to represent your perfect, most ideal client.
You see, you need to fish where the fish are. What does that mean?
- You must know who your ideal client is, and
- You must know where you ideal client is “hanging out”
You are not everyone’s healer! You are only supposed to work with those people who are meant to work with you. When you work with less-than-ideal clients, this affects your mindset. You will feel overworked, or undervalued, or just plain unhappy.
That’s why it’s critical to fish where the fish are. Please watch this video to learn more.
Hey, everyone. It’s Jill Celeste from the Celestial Marketing Academy and Jillceleste.com. I teach entrepreneurs all they need to know about marketing so that they can become the directors of marketing for their business.
One of the most important things directors of marketing must know is who is their ideal client. Some folks will come to me and say, “Everyone is my ideal client,” and that is not true. You are not everyone’s healer.
Let me give you a story that I like to share, an analogy, if you will, that I like to share often in my teaching classes and in my webinars. You’ve heard the expression, “Fish where the fish are,” right? Let me give you a marketing example of how that analogy works.
Let’s say you have determined that a female rainbow trout is your ideal client. Woo-hoo, that’s awesome! You get on a boat, and you got some great bait, and you have your fishing pole, and you’re going to go fishing for your female rainbow trout.
The first place you go to is some kind of marina on the Atlantic Ocean. You go, “Great, I’m going to go and bring my boat out there. I’m going to cast my line. I’m going to hook the most beautiful, gorgeous bait in the world,” and you do that. You’re catching fish, absolutely, you’re catching marlins, and you’re catching little baby sharks, and you’re catching tarpon, and all these wonderful fish. But none of them are female rainbow trout.
You feel really disgusted, and you come back to the shore, and you’re thinking, “I caught these other fish, but they’re not ideal for me. I’m still looking for female rainbow trout. I had this gorgeous bait. I had the best fishing pole in the world. Why didn’t I catch female rainbow trout?” The reason why is because you were fishing in the wrong water. You were not fishing where your fish are. Female rainbow trout live in fresh water, while you were just fishing in salt water. I know that’s a really simplistic analogy, but let’s take it one step further.
You go home, and you’re like, “Okay, where are female rainbow trout living?” You do some research, and you determine that if you want to cast your line where tons of those female rainbow trout are, you have to go, maybe to like Yellowstone Park, or Yellowstone River where there are freshwater fish in there.
This is the lesson that I teach, because it brings home the importance of knowing where your ideal clients are. First you need to know who they are, and then you need to know where they’re hanging out. These are the steps you need to take in order to attract them to your company, or to your service.
I want you to do two things. I want you to first write down who your ideal client is. Look at the demographics, and look at the psychographics. I’ll define what both of those are. Your demographics are the characteristics of your ideal client, so that is sex, age, location, income, that kind of stuff. Psychographics are things that they’re thinking. Psycho means mind. What’s keeping them up at night? Where are their struggles? Where are they doing things really well? Document all of that.
Put it into one document, maybe a three or four page thing so that you always know who your ideal client is. Then take that information and research the heck out of where they’re hanging out. I’ve been doing this for years, and I can continuously find new information about my ideal client. The lesson here is you’ll always be learning, but at least you get on the right path to figure out how to attract your ideal clients, and it starts very simply. Who they are, and where they’re hanging out in large, large, large numbers.
That is your assignment for this week. Give this a lot of thought. If you need additional information on how to do this, I recommend downloading my book, which you can do for free. You can go to thatfirstclient.com. In that book, it’s like a workbook, so I have information there on how to determine who your ideal client is. There’s actually assignments in there, so you can download that for free on thatfirstclient.com if you need a little more assistance with this assignment.
I’m wishing you lots of love, and here’s to your marketing success. Have a great day.
Jill Celeste, MA is a bestselling author, marketing teacher and founder of the Celestial Marketing Academy. Jill teaches purpose-driven entrepreneurs everything they need to know about marketing so they can become the Directors of Marketing for their businesses.
Jill is the author of the Amazon Top 25 Bestselling Marketing Book, That First Client, as well as the co-author of the bestseller, Cultivating Joy, and international bestseller, Gratitude and Grace.
Jill graduated with a B.A. in English from Wesleyan College in Macon, Georgia. She obtained her master’s degree in history from the State University of Georgia in Carrollton. Prior to becoming a marketing coach, Jill worked for 14 years in the private sector, and has experience in marketing and public relations in healthcare, IT and small business.
Jill lives near Tampa, Florida, with her husband, two sons, three guinea pigs and a basset hound named Emma.