Worried about focusing too much on things that don’t matter instead of creating value for your clients? This slide deck will help you design your ideal client.

1. Designing Your Ideal Client

2. If You’re….
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3. Worried about focusing
too much on things that
don’t matter instead of
creating value for your
clients…
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4. Designing Your Ideal Client04
Scratching your head
wondering why nobody is
buying your product /
service?

5. Designing Your Ideal Client05
Concerned that your
product development
process isn’t more
customer-focused

6. Designing Your Ideal Client06
Let’s
continue…

7. Pains, Gains + Customer Jobs…
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8. Client Gains
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Describes the outcomes your clients want
to achieve or the concrete benefits they
are seeking.

9. Client Pains
Describe the outcomes risks and obstacles
related to customer job.
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10. Client Jobs
Describe what clients are trying to get
done in their work and in their lives.
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11. Designing Your Ideal Client11
Types of Client Jobs
Functional Jobs: Completing a specific task to solve a specific problem

12. Designing a Website
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13. Building Out a Sales Funnel
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14. Types of Client Jobs
Social Jobs: Clients want to look good or gain status
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15. Be Perceived as Expert/Authority
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16. Types of Client Jobs
Personal / Emotional Jobs: Clients seeking emotional state
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17. Hiring The Right Vendor
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18. Designing Your Ideal Client18
Peace of Mind
That The Job
Gets Done Right

19. Designing Your Ideal Client19
What Matters Most?
Level of Importance

20. (+) Important -------------------- (-) Insignificant
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21. Client Pains
Anything that annoys your customers
before, during or after trying to get the job
done.
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22. Types of Customer Pains
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23. Functional Pain
Ex. Sales Funnel not converting
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24. Social Pain
Ex. Looking bad / Embarrassed
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25. Emotional Pain
Ex. Feel bad every time I do this…
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26. Ancillary Pain
Ex. This is SOOO annoying to have to do this!
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27. Designing Your Ideal Client27
Obstacles
Prevents the client from getting started or slows the process down

28. Risks
What could go wrong + have horrible negative consequences
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29. Make Pains
Concrete
Ex: Waiting in line was a waste
of time
Ask: “How long did you wait?”
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30. To Help You Think of Potential Client
Pains
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Questions

31. Designing Your Ideal Client31
How do your clients define “too costly?”

32. Takes Too Much Time
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33. Costs Too Much Money
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34. Requires Substantial Effort
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35. What Makes Customers Feel Bad?
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36. Designing Your Ideal Client36
Frustrations?

37. Annoyances?
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38. Designing Your Ideal Client38
Things That Give Them a Headache?

39. What Are The Main Difficulties /
Challenges Your Clients Encounter?
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40. Designing Your Ideal Client40
Not Sure How Things Work?

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Having Difficulties Getting Certain Tasks
Completed?

42. What Negative Social Consequences Do Your Clients
Encounter Or Fear?
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43. Loss of Face?
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44. Loss of Status?
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45. Designing Your Ideal Client45
Loss of Trust?

46. Designing Your Ideal Client46
What Risks Do Your Clients Fear?

47. Financial Loss?
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48. Popularity Loss?
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49. Technical Risks?
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50. What Barriers Are Keeping Your Clients From
Moving Forward?
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51. Designing Your Ideal Client51
Upfront Cost?

52. Steep Learning Curve?
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53. Types of Customer Gains
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54. Required Gains
Without a solution, it wouldn’t work
Ex. Smartphone = Make a call with it
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55. Designing Your Ideal Client55
Expected Gains
Basic gains we expect from solution
Ex. Iphones = Look Good

56. Desired Gains
Gains that go above + beyond
Ex. Smartphones = Integrating w/ other devices
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57. Gains that go beyond client expectations
Ex. Iphones = Touchscreens
Unexpected Gains
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58. To Help You Think of Potential Client
Gains
Questions
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59. Which savings would make your clients happy?
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60. Time?
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61. Money?
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62. Effort?
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63. What would make your client’s lives easier?
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64. Flatter learning curve?
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65. More services?
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66. Better customer experience?
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67. What are your clients looking for most?
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68. Better design?
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69. More features?
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70. Processes + systems?
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71. How do you clients measure success?
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72. Designing Your Ideal Client72
Ranking Pains,
Gains + Jobs

73. (+) Important (-) Insignificant
 Improve Skillset
 Increase Status
.
 Run Business Well
 Better Decision Making .
 Improve / Grow Business
 Communicate Better w/ Ideal
Clients
 Mitigate Risk
 Design Products/Services People Want
 Collaborate / Partner
 Convince Clients About Preferred
Methods
 Learn New Strategies .
 Stay On Trend
Job Importance
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74. Designing Your Ideal Client74
(+) Extreme
Pain Severity
(-) Moderate
 Getting Stuck / Stunted Growth
 Being Associated w/ Failure
 Going Down The Wrong Path
 Lack Of Budget
 Lack of Knowledge .
 Making Things No One Wants
 Dealing w/ Risk + Uncertainty .
 Lack of Time .
 Wasting Time On Ideas That Don’t Work
 No Clear Path
 Too Much Theory / No Action
 Boring Content / Confusing

75.  Brand Awareness .
 Relevant Value Propositions
 Buy-In from Clients
 Leads To Quick Wins / Results
 Industry Recognition
 Clearer Communication of Value
 Help When They Get Stuck
 Clear KPI’s
 Connecting w/ Like-minded People
 Application w/ Confidence
 Leads To More Sales
 Easy To Understand .
 Concrete Strategy To Mitigate Risk
(+) Essential (-) Nice To Have
Gain Relevance
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76. Step Into Your Customer’s Shoes
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77. Select Client SegmentStep 1: Define WHO you want to serve.
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78. Identity Client JobsStep 2: What tasks are your clients trying to complete?
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79. Identify Client PainsStep 3: What pains are your clients trying to eliminate?
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80. Identify Client GainsStep 4: What outcomes + benefits (solutions) do you clients want?
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81. Prioritize Pains, Gains, JobsStep 5: Identify what matters MOST in each category?
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82. Designing Your Ideal Client82
Now Let’s
Get To
Work!

83. To Book A Branding
Breakthrough
visit:
www.uniquedesignz.net/branding-breakthrough
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84. Follow Me
On Social
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