Understanding Your Ideal Clients

“When you know what it is that motivates somebody to make decisions in life so they can achieve and reach the kind of happiness that is most important to them, then you can really target and pinpoint very specific messages that your brand delivers to them, in the form of a service or a product.”

Today’s guest is sales and copywriting expert, Sam Jacobson, who is helping us dive into understanding our ideal clients and how that understanding can transform our website and our marketing efforts. If you’ve been listening to the podcast for the past few months, you know that client avatars and understanding our ideal clients has been a topic that is top of mind. I think you’ll find that this episode is a really helpful starting point for thinking through your ideal client in a more intentional and thorough way.

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Sam Jacobson is a sales, pricing and copywriting expert who helps wedding pros book more couples at higher prices. He uses approaches grounded in behavioral economics and elevated by 17 years working with weddings.

He and his wife, Katy, have helped 200+ clients create websites that book more ideal clients. They have a team of 8 full-time members that focus on brand strategies and conversion copywriting for websites. 

Prior to starting Ideaction in 2016, Sam sold hundreds of weddings for millions of dollars over eight years at the premier destination venue in the Pacific Northwest, and spent two years directing operations for one of the largest luxury event designers and producers in the South. 

Now, he shares deep knowledge on the science of selling through a weekly newsletter received by over 5,000+ wedding professionals, as well as his weekly 5-star podcast, Own Your Business. 

Sam’s favorite days are spent with his wife and website copywriting expert, Katy, and their two teenagers playing cards and planning their next travel adventures from their home on San Juan Island, WA.

In addition to website and copywriting projects, Sam is available for 1:1 coaching. You can reach him at sam@ideactionconsulting.com.

Find it quickly here (in the podcast):

0:00 Intro
5:51 Can you tell us a little bit about what you do and how you started?
10:41 What did it look like to start the business with your wife?
15:07 What is an ideal client and why is it important to invest in figuring out what drives this person?
17:30 Go to your clients to tackle the psychological triggers
20:01 Do you find that what motivates somebody falls into a few different buckets?
24:12 Can we talk about brand and comp set as well as what is comp set?
32:26 There are some quick fixes you can do to improve your website
36:25 Knowing your ideal client helps structure the website
37:17 How often do you find that businesses fall into multiple categories with different buyer types?
37:52 Pay attention to the primary motivator for your primary buyer
40:19 Marketing and sales should be created by professionals that have this kind of know how
43:03 It’s important to know where the client is in the buyers journey
45:46 Spend more time on having your website target your ideal client

Resources from the podcast:

Ideaction
Ideaction Instagram
Own Your Business Podcast
Till Agency
Eugene Schwartz – Breakthrough Advertising

Related podcast episodes from Sam’s show:

Episode 69: Selling to Dreamer Buyer Types
Episode 68: Selling to Boss Buyer Types
Episode 65: Selling to Analyzer Buyer Types
Episode 64: Selling to Relater Buyer Types
Episode 54: Selling to Different Buyer Types
Episode 32: Design a Website for Your Ideal Client
Episode 31: What Motivates Your Ideal Client