Not everyone will be the right match for your products and services.
This is why it’s important to create an Ideal Customer Profile (ICP)—so you can target the right people.
Even if you had the resources to market to everyone, this is not the best thing to do.
We call it “targeting” for a reason.
Imagine you’re doing target practice with a bow and arrow. You could blindly shoot arrows into the air and if you shoot enough, there’s a good chance you’ll hit the target. But your chances are much better if you choose a good target and take aim.
Your ideal customer profile also helps you forge strong relationships with your audience.
Think of it as a friendship. If you can be friends equally with anyone, what’s the value of this relationship? On the other hand, if two people share common values and ideas and can mutually benefit each other, it’s clear that this will be a strong relationship.
Creating an Ideal Customer Profile and targeting also helps you control who you appeal to.
You need to appeal to the right people.
Imagine you own a coffee shop. Do people visit because they like the quality of the coffee and the unique ambience? Or are they there because it’s just cheap? It’s much better if people visit your shop because they love the unique experience you offer and it’s not just a place with a restroom.
Your Ideal Customer Profile is essential to not only finding customers, but also building relationships and helping your company grow and achieve its goals.
A good way to understand this is the Pareto principle, also known as the 80-20 rule. It says that you get 80% of results from 20% of your customers, so it’s best to identify this 20% and focus your efforts there.
It doesn’t mean the other 80% won’t buy from you, but it helps you understand where to spend your time and money.
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Marketing Strategist & Designer
With 30+ years in marketing, design, websites, and strategy, I’ve seen how easy it is for service-based entrepreneurs to get stuck or overwhelmed. That’s why I blend those services with my Brand Builder Toolkits — to give people like you a smarter, saner way to build. It’s a structured but flexible approach to adjust to your business and life. Let’s build your brand together.
