How to attract your dream clients this year
The start of a new year (we can still say “start of the new year” at the end of January, right?) is a great time to think about the type of clients you want to work with in the coming year.
Why identifying your dream clients matters
It can be very easy to think that any client who pays you is a dream client. And yeah, at the start of your career, you’re totally justified for thinking that way. But as your business evolves you’ll start to experience clients who stand out because you enjoy working with them. They’re the ones who make you hop out of bed with a spring in your step, excited to get on with your workday (the way my dog is excited to get on with our morning walk).
You’ll also notice the opposite, clients who make you want to stay in bed and binge-watch reality TV all the while wondering why your clients are meaner to you than the Real Housewives are to each other after a glass of wine.
When you’re clear on your dream clients you can:
Market with intention by focusing your messaging and energy on the people you want to work with.
Set boundaries confidently by saying no to work that doesn’t align with your goals, values, or vision.
Price your services strategically by focusing on attracting only the clients you want to work with.
Build long-term relationships because dream clients are often repeat clients and collaborators (and even referral sources).
Here are some strategies to help you identify and attract your dream clients.
1. Define who your dream clients are and who they aren’t
We often start with industry, business size, and similar demographics but then fail to go deeper when we identify our dream clients. Think of the clients you’ve enjoyed working with the most. What characteristics did they have in common? What did you like about them? How did you feel working with them?
Next, think of the clients you enjoyed the least. What did they have in common? What didn’t you like about them? How did you feel working with them?
My dream clients have a great sense of humour, value content, give specific, actionable feedback, and aren’t overly formal. The work feels fun and collaborative. They’ll ask for my opinion and listen when I share it. They trust me to do the work I need to do and they’re quick to respond to my questions. They don’t micromanage. While I can’t always determine these qualities before a project begins, I do set up my marketing and my meetings to appeal to this type of person.
2. Showcase your value while letting your personality shine
Use your website, social media, and portfolio to highlight your work and personality. If you don’t want to work with overly formal people, don’t use overly formal language in your marketing (and of course, if you do want to work with overly formal people, use very formal language like “thusly” and “heretofore”). If you want to work with people who have a sense of humour, use humour when you market yourself. Your voice and tone will help you attract and connect with like-minded clients.
3. Network intentionally
Remember those clients you loved working with? Maybe they know other clients who are like them and need your help. Don’t be afraid to ask your happy clients for testimonials, referrals, or introductions. And hang out where they hang out. If your favourite clients are on LinkedIn, be there. If they go to industry events, find out if you can, too.
4. Say no when you can
This one’s tough, especially when you’re starting out, but it is important. Saying no to clients who don’t fit your ideal profile makes space for those who do. There’s nothing wrong with working with someone you don’t think will be a perfect fit—especially if your client roster isn’t full and you’re worried about paying bills. But if you’re already overworked or want to be intentional, follow your dream client checklist when deciding who to work with.
And remember, if warning bells and red flags are going off everywhere, it’s almost always in your best interest to walk away.
Start the year with confidence
Attracting your dream clients goes a long way to having a happy freelancing business. The more focused you are on who you want to work with, the easier it becomes to make decisions that move your business in that direction.
Special note for Happy Freelancing free subscribers: If you’re looking to start your freelance business (or are just at the start of it), check out my guide Freelance with Confidence: How to Transition from 9-to-5 to Working for Yourself. It’s packed with nearly 20 years of freelancing experience to help you refine your services and set up your business for success.
It’s on sale right now for just $14.99 CAD (it will go up to $24.99 in a few weeks).
Here’s to your ongoing freelance success,
Heidi