29d • General discussion
Ideal Client Psychology.
I’ve been talking a lot this week about ideal clients because I find most business owners only define the surface-level stuff… and then wonder why their marketing or sales conversations feel harder than they should.
People don’t buy based on logic. They buy from emotion. (Think heart not head).
That’s true whether you’re selling coaching, a renovation project, architectural services, interior design, a course, or a kitchen extension.Humans are humans, the psychology doesn’t change.
Most people only define the first layer: who their ideal client is: their age, role, industry, responsibilities, budget, capacity.Good start… but it won’t drive sales on its own.
Then there’s the second layer: what they’re struggling with right now. The practical problems, the constraints, the frustrations they keep running into.
For example:
• a property investor overwhelmed with refurb decisions
• a homeowner confused by quotes
• a designer’s client stuck on direction
• a founder drowning in admin
• a coaching client battling self-doubt
Different industries, same principle, this is the “pain” that gets them looking for support.
The layer that really changes the game is what they actually want. Not the obvious outcome… the deeper desire behind it.
A client doesn’t just want a garage conversion, she wants more space and less stress at home.
A homeowner doesn’t just want interiors, she wants her house to finally feel like “her.”
A business owner doesn’t just want a strategy, she wants clarity and confidence.
A coaching client doesn’t just want a mindset shift, she wants to feel capable again.
When you understand all three layers?
Your message lands.
Your offers resonate.
Your sales conversations feel easier.
You attract people who are already halfway sold because they feel understood.
This is exactly why I’m spending a few days on this theme of ‘ideal client’.
Once you understand the psychology behind why your client decides to buy, every part of your business becomes simpler, from marketing, to pricing, to delivery, to actually attracting the right people.
If you had to choose ONE emotion your ideal client feels most days, the one influencing their decisions, their hesitations, and what they’re searching for, what would it be?
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Ideal Client Psychology.
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