Published
January 31, 2025
I'm looking for a client in technology, messy product portfolio, $50m+ turnover, US-based.
This week, I was reminded of last year’s viral meme:
“I’m looking for a man in finance, trust fund, 6ft 5in, blue eyes …”
Apparently, finance is out, and most people are now looking for a man or woman in healthcare. Finance was so 2024. [Guardian Quick Notes 28 January; Looking for a man in finance to date? You’re hopelessly behind the times ].
But it got me thinking about the simplicity of defining your ideal client.
Looking for a man? That immediately cuts your audience in half. 6ft 5 and blue eyes? That narrows it even further. These are demographics—important, but just the surface. Finance? Now, it’s more targeted and industry-specific.
The real insight?
“Trust fund.”
That’s psychographics.
It’s not just about who they are but about their deeper motivation, and that’s where connection happens—when you understand not just who your audience is but what drives them.
I have a framework: Needs / Offer / Feeling.
Needs: What problem are they trying to solve? Offer: What can you sell them that meets this need? Feeling: What’s the emotional outcome of this?
For example: "I'm looking for a client in technology, messy product portfolio, $50+ million turnover, US-based."
Demographics: A US-based technology company with a $50+ million turnover.
Needs: Reach new audiences but are held back by a confusing product portfolio.
Offer: Untangle your brand architecture; to organise your products and services.
Feeling: in control and ready to launch new products and services with clarity.
Next time you’re defining your ideal client, be more direct—like @girl_on_couch. She wasn’t just listing traits but maybe looking for stability, security, and a few seconds of fame.
Get clear on what your audience truly wants and how they feel when they get it, and you’ll know precisely how to reach them.
And then, you distil it into just a few words, turn it into a meme, and capture the imagination of 60 million people with countless remixes. (Although I’ve no idea if she found her man).
Enjoy your Quick PINT
Nigel
PS it goes without saying, if you know anyone, introduce me.
Read the Guardian article here>>
Listen to David Guetta x Girl On Couch x Billen Ted - Man In Finance Liv here>>
