“Your ideal client.”
It’s a buzz-word — or rather, buzz-phrase — that a lot of people in the business world toss around. And when it gets tossed around? It’s rarely with a smile. More like a groan.
People drive themselves crrrazy trying to figure out every little detail about their “ideal clients.”
What they look like. Where they shop. What they do for fun. Which magazines they subscribe to. Which Greek Goddess or historical figure they most closely resemble. All the intricate little details of their psychology… what makes them tick… and of course, what compels them to BUY.
Me? I keep it pretty simple.
My ideal clients are people who want inspiration and advice on how to get more publicity and sales (… and who want to make running a business actually feel FUN.)
My ideal clients are (also, usually!) people who love celebrity gossip, sexy erotica, amazingly epic TV shows and other guilty pleasures (… because I happen to talk about that kind of stuff. A lot. 🙂
Yup.
That’s who you guys are.
It’s really not that complicated.
But … there is ONE more important test.
My ideal clients ALSO have to be people that I would genuinely consider family. Like… let’s-share-photos-of-our-dogs-level family.
In other words…
My ideal clients have to be people that I’d want to invite over for Sunday Gravy.
I call it: the Sunday Gravy Principle.
If you don’t know what Sunday Gravy is (because you didn’t grow up in South Philly with an Italian mama who loved to cook army-sized portions of pasta) here’s the scoop:
Mom woke up at 6am every Sunday morning to start up a pot of her famous “gravy” — a family recipe passed on through generations. If you’re from Philly — or know anyone who is — you probably have tasted, seen, or known your own version of Sunday Gravy. And (like my mom, and the people in my family) you probably claim your version is “the best.” 🙂
The gravy that I grew up on — and still make today — is filled with tomatoes, garlic, fresh herbs, sausage, meatballs and love. It’s cooked slooooowly over 10 hours… and then served over homemade pasta with crusty Italian bread and a big salad. Yum!
Back in my childhood home, this massive pot of goodness got dished out to anybody who was invited over on a Sunday evening — family, friends, neighbors, out of town visitors.
Getting a helping of mom’s Sunday Gravy meant… you’re part of the inner circle of trust and love.It meant… now, you are mi famiglia.
That’s how I like to think about my clients, customers and online community.
If you’re really my “ideal client,” then you’re the kind of person I would love to break bread with over a huge pot of Sunday Gravy.
So the next time you’re thinking about saying YES to a new client who wants to book you — or a new project, speaking gig, joint-venture opportunity or contract position — think about the people you’re about to partner with, and ask yourself one question:
Would I invite them over for Sunday Gravy… or not?