In this episode, I sat down with Johnny Cooper to tackle a big question: Who is your ideal client? If you’re like most business owners, you’ve probably wrestled with this at some point, worrying about whether narrowing your focus means missing out on other opportunities. Johnny, who runs the popular community Johnny Hates Marketing, had a refreshingly straightforward take on the subject. With his British wit and practical insights, he laid out a simple approach to targeting the right people without overcomplicating things or getting stuck in “what-if” thinking.

Here are the big takeaways from our conversation:

1. The Value of Defining an Ideal Client: Aiming to please everyone dilutes a brand’s appeal. Instead, identifying a specific group with distinct needs creates a stronger, more targeted message.

2. Overcoming Fear of Exclusion: Business owners often fear losing out on clients if they narrow their focus. Defining an ideal client doesn’t exclude others—it simply helps businesses attract the most compatible clients. Adjustments can be made over time if necessary.

3. Johnny’s Three-Legged Stool for Ideal Clients: He outlines three essential traits for an ideal client:

   • They have a pressing, significant problem you can solve.
   • They are visible or identifiable by certain markers, making it easy to connect with them.
   • They have the financial means to invest in your services.

4. Simplicity in Targeting: Take a straightforward approach, avoid over-complication and make adjustments 

If you’ve enjoyed this conversation sign up for a weekly newsletter get links to episodes you might have missed and other resources for your business   https://morethanafewwords.com/avoid-fomo/

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LORRAINE Ball Marketing Strategist

After spending too many years in Corporate America, Lorraine said goodbye to the bureaucracy, glass ceilings and bad coffee to follow her passion to help small business owners succeed

Today, this successful entrepreneur, author, professional speaker, and host of a weekly marketing podcast, More than a Few Words, brings creative ideas, practical tips, and decades of real-world experience to every conversation.

As the founder of the Digital Toolbox Community, she helps business owners use internet marketing to grow. And in her spare time, she loves to travel, and take photos. You can see her photos at lorraineball.com