When I started my business, I made two big mistakes in marketing my private practice.
The first: I didn’t narrow my focus down to a particular type of client (or ideal client). This client is the client that you can’t wait to help solve their problems. You get energized and inspired by them! As an entrepreneur, you’re constantly thinking about ways to help this client. You can’t get them out of your mind (in a super not creepy way).
Eventually, that led to the second mistake: I marketed to the WRONG ideal client.
Wait what?? Is there such a thing?
Back in 2017, I was introduced to a concept called the Ideal Client Scale by Dana Malstaff of Boss-Mom.
I used to think my ideal client was someone that needed help in eating disorder recovery and intuitive eating. I got the “subject” down perfect but didn’t think about where they were at in their own journey.
This is sooooo important!!!!
Not only do you have to understand what your ideal client needs, you also have to understand what they don’t need.
Think about a ladder:
>At the bottom are ALL the people who you so badly want to help. They need your help and guidance BUT they’re either not ready for you OR can’t pay you for your awesome work. They just aren’t ready to start climbing the ladder.
Why won’t this client work for you? Trying to get these people through the door is sadly a waste of time and energy.
>At the top of the ladder are the people who’ve been transformed by your awesome work (whether it’s from you or another similar program!) They love your work and believe in what you do. They are already at the very top!
Why won’t this client work? These people don’t have to pay you for your services; they have no problems to solve!
>In the middle are the people who believe in your message and need your help. They’re ready for you and what you have to offer and are willing to pay for your services. They want to climb higher!
Why does this work? It’s the perfect match!
So much of the time we either market to the bottom or the top of the ideal client scale. We want to help everyone in our niche, and we also want to reach the people that really believe in our message and are “talking the talk and walking the walk”. We aren’t really doing anything wrong, but zoning in even more on our ideal client (with problems to solve!) can help us much more in marketing and advertising services.
I encourage you to really think about your ideal client. It’s one of the most important exercises you can do for your business.
P.S. Reply back to me and tell me who is your ideal client!
Pursuing Private Practice offers so many different resources for non-diet dietitians who are starting and growing a business!
- The Dietitian Business Plan Roadmap is the guide that you need to start your private practice. Learn the 10 key steps you need to do in order to start your private practice with confidence. Download your FREE guide and get started today here!
- If you are actively growing a business, check out Marketing Bootcamp to learn how to set up a marketing plan.
- Check out our Self-Care Video Series to learn how to protect your boundaries as a business owner.