Before you write a single caption, film a single reel, or send a single pitch email, you need to complete one exercise. Not because it’s required by some marketing rulebook, but because without it, every marketing effort you make is a shot in the dark. This is the ideal client exercise, and it will change how you communicate about your business.
Why This Has to Come Before Marketing
Marketing is simply communication, and good communication requires knowing who you’re talking to. When you know your ideal client deeply, your captions write themselves. Your email subject lines land. Your website copy makes them feel seen. When you don’t, every piece of content you create is trying to speak to everyone and resonating with no one.
Part 1: Demographics
Start with the observable facts about your ideal client. How old are they? Where do they live? What do they do for work? What’s their household income? If you’re focused on weddings, does religion play a role in their event? Are they planning locally or considering a destination celebration?
Be as specific as you can. The more detailed your picture, the more targeted your marketing can be.
Part 2: Psychographics
Now go deeper. What are your ideal client’s values? Their lifestyle? Their hobbies? What do they post on social media? What publications do they read? What podcasts do they listen to?
Most importantly: what do they worry about when it comes to planning their event or wedding? What has made them hesitant to hire a planner before? What is the outcome they’re most desperately hoping for?
Part 3: Decision-Making Style
How does this person make decisions? Do they do extensive research before committing? Do they rely on recommendations from trusted friends? Are they decisive and quick, or do they need time and reassurance?
And who else is involved in the decision? If you’re working with couples, understanding the dynamic between partners matters enormously. If you know upfront that Aunt Betsy has veto power over every decision, you can either set expectations around that or recognize it’s not the right fit.
Part 4: What They Don’t Want
This is the part most planners skip, and it’s gold. What does your ideal client absolutely not want from their event or their planner? Overly formal communication? Generic Pinterest-style decor? Endless vendor meetings? A planner who disappears between milestones?
Knowing what they’re running from tells you just as much about how to market to them as knowing what they’re running toward.
Bring It to Life
Once you’ve answered all of the above, write a one-page narrative describing your ideal client as if they’re a real person. Give them a name. Describe their day. Then use this document as a filter for every marketing decision you make.
— Ready to take the next step? —
Ready to stop waiting and start building?
Join the waitlist at https://coaching.
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WE’D LOVE FOR YOU TO SHARE THIS IN YOUR NEWSLETTER OR WEBSITE BUT PLEASE INCLUDE THE FOLLOWING COMPLETE INFORMATION: Event Producer Strategist, Entrepreneur, Speaker, and Coach, Annette Naif, CEO & Creative Director of Naif Productions
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About Naif Productions:
Naif Productions is a strategic event planning, design and production firm specializing in corporate, live coaching sales events, social, non-profit, and weddings. Based in New York City, we produce events worldwide from Fortune 500 clients and coaches to families and charities. Naif Productions specializes in helping clients attain their goals, realize return on investment, and achieve the most unique, creative experiences.
About Annette Naif:
Since 1986 Annette Naif has been designing and producing custom events, helping clients create their unique style that translates into a memorable and profitable experience. Annette spent 17 years producing events in the motion picture industry where she helped coordinate numerous productions for film and episodic television programs. Since then Annette’s been running her own event production company, coaching other event planners, teaching an event operations and production course at NYU, and now is the CEO & Creative Director of Naif Productions.
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