We want to work with people who want to work with us. I’d argue that we want to work with people who are fans of what we do, who love what we do, and who want us to have a positive impact on their lives. It’s why we need to define our ideal client and create work for the people we want to help and make sure we focus on reaching those people.

If you know who your ideal client is, you know who to target in your copy, your designs, your emails, your brand colours, brand voice, and every aspect of your marketing. You need to know who to target because we can’t be everything to everybody. In fact, we don’t even want to be. Here’s why.