How to Identify Your Ideal Client

Education, Photographers

Steps to Identifying Your Ideal Client

If there was one thing that we do and do it well, this is it!

From our Cooney Classrooms to our one-on-one mentoring sessions, this is what we pride ourselves on. How and what exactly you need to do in finding, targeting, and identifying your ideal client.

We have heard it numerous times from numerous sources about identifying and targeting your ideal client, but no-one tells you how to do it. And this can become frustrating because it’s almost as if you are given ingredients to make cookies, but not the recipe. We have been in the same seat that you.

Which is why we tell you HOW to do it!

The first step you and your business need to take is:

 1. Identify Your “Client Why”

This step is done through our “Why Challenge”. It is something that we provide in our Cooney Classroom, and even do it for FREE certain times of the year in our Cooney Classroom Facebook Group. Whether you attend our class, or you participate online, this is the first major step to take in identifying your ideal client.

Join our waitlist to the “FREE 5 Day to Why Challenge”

2. Client Brain Dump

List out three different columns titled “Most Profitable Clients”, “Most Referring Clients”, and “Repeat Customers”. From here using your knowledge and your client management system, list out as many clients you can in each column. Some couples may fall into multiple categories, and that is ok. If you do not have a client management system, that is ok. Now is the time to start collecting this type of data.

3. List out Your Client Profile Traits

Using the couples you listed in Step 2, think about things traits that stand out with these couples. Then answer the following questions as well as any others you think of. Feel free to think outside the box on these answers and your own questions.

  • What do they like to do for fun?
  • Where do they like to shop?
  • What actives do they love?
  • What brands do they like?
  • How did they meet their significant other?
  • What made working with them a dream?
  • What levels of education they have?

4. Create Your Ideal Client Profile

Looking through your list you will now create your ideal client. Think of this as creating your dream significant other! You are going to use the traits and qualities from the list in Step 3 to create this ‘imaginary person’. Because the truth is, your ideal client does not 100% exist. You are creating and identifying an ideal client that will be used to find clients that have the same trait(s).

Now create your ideal client!

Using your imagination and items from your list create their:

  • Name
  • Age
  • Education level
  • Profession

Then write up their story about what makes the couple who they are:

  • How did they meet?
  • How do they spend their time?
  • What places do they shop?
  • Do they drink coffee or tea?
  • Are they dog or cat lovers?
  • Do they drink beer, wine, or cocktails?


You have just created and identified your ideal client!

Now take what you have created here and begin using it within your brand. Tell your clients who your ideal client is. Tell through through your social media and through your voice. Your ideal client will not check every box you have created, but ones that check at least one of those boxes is what you’re looking for. You will learn more about each other and appreciate the things that your brand and their personalities offer.

Remember to be true and authentic to yourself with this.

Attracting someone who does not check off any of your boxes could lead to negative things down the road.


If you would like to join our Cooney Classroom Facebook Group, click HERE! We are always going live with chats and topics you all choose, as well as our “FREE 5 Day to Why Challenge”.

Check out our previous educational blog for photographers on Creating a Weekly Schedule. And SUBSCRIBE to our YouTube channel to get alerts with new videos!


Hugs and lots of love,

Shauna and Jordon

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Ansel Adams

"You don't take a photograph, you make it"