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:

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.

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.

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.

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

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