Episode 335. The clients I should've said no to (and what an ICP would've told me)
This rebroadcast episode of The Art of Entrepreneurship is for anyone struggling to grow their business because they can't seem to connect with the right audience.
I’m bringing back one of our most popular episodes because the lesson hasn't gotten any less relevant. Ideal customer profiles (ICPs) are a crucial part of every company, and yet so many businesses either run without one or ignore the boundaries it sets.
It’s a lesson I’ve learned the hard way: my agency didn't start growing until we got picky about who our ideal client was, which sounds backward when you're desperate for revenue. Early on, we took almost any business that came our way, including work I knew wasn't the right fit, and it never ended well: those relationships led to hard conversations, and more than once, either I fired the client, or they fired us. That pattern is exactly the case for building an ICP in the first place.
I break down what actually belongs in an ICP, covering demographics, pain points, goals and expectations, and the psychographic traits I think matter most. Then I walk through Accelity's own ICP so you can see the framework applied in real life.
Tune in if you're ready to get selective about who you work with, even when it feels like you can't afford to.
If you like this episode, here are some others you'll enjoy.
Episode 221. Megan Bowen, CEO of Refine Labs – Positioning yourself and building a brand people trust
Episode 276. Stephanie Roland, Accelity Brand & Marketing Director – Finding buyer personas and the “winning zone” that sets you apart
Episode 304. Your prices aren't too high; your perceived value is too low – Why pricing power beats discounting
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