1. Why ideal clients matter

Working with ideal clients isn't just about making money — now: It's about building a sustainable and scalable business. When you're not working with ideal clients, you'll struggle to grow and miss out on valuable opportunities.

Here's why knowing your ideal clients is crucial:

1. Targeted value: You could have an excellent business full of value, but to the wrong person, it makes no sense. It's like selling umbrellas to people on a sunny day in the park instead of those caught in the rain while wearing their brand-new suede shoes.
2. Long-term business decisions: You can't make the right long-term business decisions when you're not working with ideal clients. Your ideal clients shape the direction of your business.
3. Job satisfaction: Working with ideal clients means doing work you love, day in and day out. It's a win-win for both your business and theirs.
4. Referrals: Ideal clients refer ideal clients. On the flip side, less-than-ideal clients also refer clients, which can create a less-than-ideal business situation.

Remember: Your business thrives when you're serving the right people. Don't be afraid to be selective—it's the key to long-term success.

2. Identifying with your ideal executive clients

Target audience: When we talk about a "target audience," we're really talking about aiming for something specific. Think of it like a bullseye — you want to hit the center every time you network, ask for referrals, or release marketing materials.

Many VAs forget to aim at the target: Instead, they talk to everyone but the one they really should be talking to. And they don't get specific enough.

Here's a way to think about it: If you shout out "Mom!" in a crowded room, all of the moms will turn their heads. But if you shout out "Melissa!" a smaller group of people will turn their heads. Everyone else is just curious — not clients yet.

Don't worry: You won't automatically turn away potential clients who miss the target mark. They're a bonus, not the intended target. Plus, in many cases, you were able to reach them because they want to identify as your target audience.