[FUEL] Vantage Point – Your Ideal Client’s Point of View

By Dawn Shuler Some time ago, a former client explained to me what happens when some relationships end. She said it’s like walking with someone along a path. You both can see the same thing because you’re looking at the landscape from the same vantage point. You have a commonality. Then, the two of you come to a river and stop. The paths diverge. You can either cross the river or continue along the river on this side. Your path takes you across the river. The other person, though…. her path is different. She can’t or won’t or doesn’t need to cross the river to the other side. So, there you are… on one side of the river, while your former companion on the journey is on the other side. And she can’t see what you see, because her vantage point is different. The problem is when the person who
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[FUEL] About that ideal client of yours….

By Dawn Shuler I know… you hear ALL the freaking time about how you need to know your ideal client, be specific, blah blah blah. Well, I hate to tell ya, but it’s really true. You MUST be able to specifically describe your ideal client. Here’s the #1 reason why that’s hard: you want to be of service. You have gifts to share. Your genius helps light up the world. From that place, you want to help the world! And so you say, “I can help everyone! Everyone needs my services!” While that may be true to some degree, it’s difficult to market to a generic “everyone.” Your most effective marketing is the one that connects and resonates with the end-user, so much so that she says, “That’s me!!! Wow, you really get me!” You can’t do that if you’re genericizing your marketing in order to not possibly leave anyone
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