When it comes to finding your ideal client Jonny Cooper thinks of the process like a three legged stool. You need all three pieces. Without one of the three, the stool falls over.
The first one is to identify a type of person for whom we can solve a big expensive problem. This should be someone who's suffering with something really important to them, a life changing challenge we can solve for them.
Next, your ideal client needs to be visible, with identifiable characteristics. It's no use saying you help stressed out middle-aged women who are feeling a bit stuck because people don't wander around with a badge saying I'm feeling a bit stuck. That's where demographic criteria can help.
The third criteria is the group you identify must be able to pay you.
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