More is more when it comes to your ideal client

Sasha is 41 years old.  She’s married, has two young children, a dog, a lovely house in the suburbs and a relationship that’s comfortable.  She runs her own business, formally exercises once a week (but kids herself she’s burning serious calories picking up after the children all day), drinks wine and coffee and then green juices. She usually shops at  Target but has no problem buying $300 shoes. She has heaps to say and can talk underwater but struggles with a pen. She is passionate about her passion and is desperate for it to consume more of her life…if only she could carve out a few extra hours each day.  She’s happy, driven, but not ecstatic – yet.

You know quite a lot about our ideal client don’t you? Because you’ve been told ad infinitum that this is the cornerstone of business marketing.  Every program, every course, every webinar has banged on about it for years. You got the message.

Or did you?

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2017: Your voice matters more than ever

2016 was a very interesting for many of us. I know upon reflection, we can pretty well say that every year, but last year the universe really seemed to rock for many people.  I know little about stars and planetary alliance, but apparently that had something to do with it. Or maybe it was just people pissing each other off.

There were many political and cultural challenges (Trump, immigration, gay marriage, legalisation of cannibis and Syria to name but a few), which prompted outrage, annoyance, confusion and hurt.  And there were many amazing artists and icons lost (Bowie, Ali, Fisher, Cohen, Cole, Lee, Rickman…the list goes on). And whilst we didn’t know them, they entertained us, changed us, made their mark on the world. Why? Because they had the courage to use their own voice. Sometimes it was used well, others inappropriately. Regardless, they had the guts to stand up and be counted.

The year was tough and tricky in many ways, but the tides of change have been fuelled.

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