This last weekend I had an old friend come to visit.  We met the first class of High School.  It was gym.  We were both equally miserable.

He’s been coming to Portland every year for the past few years to attend a film festival down the street from me in the historic Hollywood Theater.  It’s an absolutely breathtaking venue.  The event centers around the writing of H. P. Lovecraft, who was an author in the 1920’s and 30’s.  

A number of the pieces are putting his stories to film.  Some are new, some are old.  

We even saw an old silent film accompanied by the theatre’s organ, vibrating the storyline into my heart. More than just utilizing the pipes, the chimes, drums and other instruments shone through (just like the organ pipes in the picture!)

The weekend was full of movie shorts, feature films, and even a 72 hour film contest.  Matt was published in their annual micro-fiction contest for the second time. I’m super proud of him, especially as I’ve seen his passion for this community grow over the years. 

Folks from around the country have been flocking to this theater, or at least this event, for 30 years!  

There are similar events in Colorado and on the east coast.  Besides the wit and unconventional narratives that are available in these short formats, I also started to think about how this was one of the best examples of understanding an ideal client that I’ve seen.

One of the best pieces of wisdom that I learned from my dad was to make corollaries. In this case, we can see a thriving culture that actively supports each other, much like the best financial planning communities.  

When I talk about examples of advocacy or promotion with an RIA, we always find a unique path to build an effective referral marketing strategy.  I want to do more with my clients than just suggest that they create branded merch for their clients.  

When I make that corollary step,  the real point of it comes into focus.  Especially when I tie in some of what I’ve learned about lateral thinking from Thom Allison, a planner up in the Puget Sound. 

I notice that this is is an embodiment of what we do in our Brand Blueprints and Devoted Client Attraction Method programs in the halls and vendor booths of this festival. 

Folks are walking around with “Miskatonic University” shirts, which doesn’t exist.  There are books, universities and locations that Lovecraft depicted in his works in such a way that folks have walked into libraries to request his non-existent texts.  Part of what this community has done is embody these fictional worlds and make them real.  People make art, cosplay costumes and publish collections of stories and deepen the mythology of H.P. Lovecraft’s universe.

How this Applies to understanding your ideal client

Under the light of the silver screen, I reflected on how this is exactly what I hope people will get out of our upcoming presentation of “Understanding Your Ideal Client’s Driving Motivations” presentation.  To have your ideal client and your brand so well identified that your tools, approach, and insight become embedded into your client’s every day life. 

I’ve seen at least three approaches to how to create your ideal client avatar in the past few weeks.  I’ve also facilitated these sessions more times than I can count.  And the thing I took away most deeply is how your IC needs to be both documented and updated on a regular basis.  

On one level I was resistant, I’ve gone through the process so many times; and then I found some space and took the opportunity to deepen what I already know.

Your ideal client gets older, just like you.  They watch the news and are passionate about the suffering in the world. Their desires and concerns change along with those of your actual clients.   

Don’t let it be like that headshot from 15 years ago.  

That’s why I encourage you to join us for this upcoming session.  

That’s exactly what we’ll cover in our upcoming webinar:

“Understanding Your Ideal Client’s Driving Motivations“
📅 Tuesday, October 1st at 10am PT / 1pm ET
⏰ Qualified for 1 Hour CFP CE Credit

You’ll leave knowing your ideal client better.  You’ll have a growing document about the real value they get out of working with you.  

Worries and frustrations evolve.  

Wants and aspirations are goals to meet, so you can set higher goals.  

I’ve had clients use this session as a way to identify conversations that they want to have with their clients and or create months worth of topics that they want to share with their audience.  

With that, I encourage you to carve an hour into your calendar on October 1st at 10am PT / 1pm ET to put in some time appreciating and deepening your understanding about your ideal clients, why you care about them, and what they really get out of working with you.