Last month I was invited to be a guest on the Showing Up Solo podcast. It was a great conversation about what it really means to work with people that light you up.

As an entrepreneur and marketer, I’ve spent thousands of hours working with my clients to identify who their ideal niche or customer is.

I’ve also tested and refined my own ideal customer profile over the years to more accurately reflect my business goals and experience.

For many business owners, this critical aspect of growing a successful business can be very challenging to identify and define. Especially if you aren’t approaching it in a heart-centred way.

We can forget that every business is made up of humans. We sometimes overlook the importance of relationship-building as a marketing tool. We can fall into the trap of treating our audience as a target market instead of a community of people we are a part of.

Most traditional marketing exercises focus on superficial data like age, income and lifestyle factors and ignore the real opportunity to connect with people in a deeper, more meaningful way.

Sure, knowing who your ideal niche is important. But the real magic is in defining who you love to work with most as people. Because working with and serving people that you genuinely care about is one of the greatest ways to measure your success.

Watch or listen to the full episode now to learn more about Aligning Your Business Values with Your Ideal Client.