The Big Fact & the Big Fiction of the Ideal Client
Having had a few lively discussions recently about the reality of ideal clients – or ideal couples as we call them in the wedding industry – I figured it would be good to write about what I consider the big fact and the big fiction of ideal couples. In my past blog posts, you can read in more detail about the concept of the ideal couple and why they are so important to most of us in the wedding industry, but today, let us focus on some reality.
Which leads me to first state the big fact: Ideal couples are very, very important to the success of any solopreneur or small business owner in the wedding industry who started their business based on pursuing their passion. The important distinction is whether you are building a business where success is based purely on running a business that makes money vs. building a business where success is based on getting to practice your passion while still making a living. If you started your business just to make money, then focusing on the biggest market segment, or multiple market segments, is more important. But in the case of a passion-based business, by creating a certain customer journey, marketing with a certain message, and pricing at a certain level, you are focusing on getting couples whose experience with you and your experience with them matches or exceeds expectations. For a passion-based business, this leads to a more satisfied couple, which leads to a better review, which leads to more referrals of ideal couples, which leads to more satisfied couples, etc… and all this leads to a happier business owner.
Now, the Big Myth: If you create a certain customer journey, market with a certain message, and price at a certain level, all your couples will be ideal. Well, sorry to say, but no matter how hard you try, and no matter how many couples you turn away, not all your couples will be ideal. There will be times when a couple engaging with you gets the impression that they want what you are offering and you get the impression that they are your ideal couple – and yet, we all know that impressions and reality don’t always match, and what you thought was an ideal couple can turn out not to be. Also, some couples may not be ideal but they are somewhat close, they want to book you, and you need the booking, so you take it. There’s absolutely nothing wrong with that, I promise! The key thing, as far as I’m concerned, to aim for is as many ideal couples as possible, and if everything in your business is set up to attract your ideal couple, then even when not ideal, they should still be reasonably close.
I know there are some that will still argue that any couple that wants to pay you is ideal, and to those I say, if what you do is your passion, I hope you are not in this for the long term, as that passion is likely not sustainable working with anyone and everyone, or, I hope that you are just in it for the money (which is fine too, but is a different business driver than passion).