Are Standard Ideal Client Profiles Racist? with India Jackson

<p><span style="font-weight: 400;">Most business owners have been told at some point that they need to have an ideal client profile.</span></p> <p><span style="font-weight: 400;">These profiles are meant to be tools to figure out who we’re marketing to and who we’re selling to. But in practice, they create a Frankenstein of demographics that don’t reflect real people.</span></p> <p><span style="font-weight: 400;">These amalgamations of traits are also heavily rooted in white supremacist structures, ignoring whole humans for what we think are the most desirable pieces.</span></p> <p><span style="font-weight: 400;">India Jackson joins Erica to discuss how these profiles go wrong, and why rooting your marketing in your values allows you to attract the customers, clients, and collaborators you really want.</span></p> <p><strong>In this discussion:</strong></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">How ideal client profiles reinforce stereotypes and biases by forcing us to make assumptions based on demographics</span></li> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">Why ideal client profiles are inherently exclusionary and racist</span></li> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">How using your values to guide your client relationships gives you freedom to evolve</span></li> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">Why values-based ideal clients are better customers and collaborators</span></li> </ul> <p><strong>Ready to dive deeper?</strong></p> <p><span style="font-weight: 400;">If you’re ready to be in action with your values,</span> <a href= "http://www.pauseontheplay.com/community"><span style= "font-weight: 400;">Pause on the Play, The Community</span></a> <span style="font-weight: 400;">is offering an opportunity to dive deeper and question what values really are, and what’s really happening when they’re touted as something you need to have, but you’re not su