Last week I had a coaching call with my client Darshan and I wish you could have been there.

Like many of us, Darshan was struggling with a common problem. He has a big heart and he wants to help everyone he can.

Unfortunately, he, like many of us, wanted to be all things to all people. He wanted to help companies become profitable, help executives get their lives in balance and help people build stronger relationships with their loved ones. Also he wanted to help people lose weight and curb their addictions. And that’s not all. I won’t tell you all the rest because I’m sure you get the idea.

Sound familiar?

I asked Darshan to describe his ideal client so he could better target them and therefore increase his business.

He repeated that he can help anyone.

So I cut him off.

“Yes, I know you can help everyone. But who do you enjoy working with the most? Who appreciates you the most? Who can pay you most easily? Who can refer you to people who can become your clients?” I asked. (A big thank you to my coach, Christian Mickelson who taught me that technique. )

It was the word “ideal” that hung him up because it meant excluding so many people. So, I replaced the word “ideal” with the phrase, “Who would you enjoy working with the most?”
When I did, it was like a light bulb had gone off in Darshan’s mind and suddenly it clicked.

“Oh, I didn’t hear the word IDEAL,” he said. “I know you said it, but I didn’t hear it. I’ve been in business for 11 years and have never figured out who my ideal client is because anyone who showed even a remote interest, was ideal.”

Also, Darshan said he was not looking at who would make him the happiest to work with.

Armed with this new understanding, he thought for a few seconds and told me about Joe, a C-level executive at a small to medium sized business who is successful in work, but doesn’t have time for his family, is stressed, overworked and doesn’t see a way out and is willing to do whatever it takes to free himself.

We continued to talk for a few minutes more to help him flesh out who Joe really is and what will really motivate him to take action starting now.

Darshan, author of “The 24 Hour Champion” was talking a mile a minute at this point and writing his thoughts down so he could create a great sales letter that really speaks to his “ideal” client.

Do you make this same mistake? If so, paint a picture of your ideal client and you’ll be a lot closer to finding that person!

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Dan Janal helps authors, coaches, consultants and small businesses get publicity so they can sell more products and get more speaking engagements. My clients get terrific results from my coaching, consulting, done-for-you services and do-it-yourself tools. For info, go to or call me at 952-380-1554.