Who It’s For: Entrepreneurs, Senior Business Leaders, Managers, Sales Professionals, Female Leaders, and R&D, Innovation, DEI, and Other Critical Teams
Get Crystal Clear on Who Your Ideal Client is and How to Find Them
Darlene Hawley
Once you figure out exactly who you want to work with and where to find them you'll be able to start attracting clients and grow your brand and business.ients and grow your brand and business.
Get Crystal Clear on Who Your Ideal Client is and How to Find Them
Last month we discussed all about Uncovering Your Niche and today we’re diving into Ideal Client Clarity.
Once you figure out exactly who you want to work with and where to find them you'll be able to start attracting clients and grow your brand and business.
It all starts with YOU.
The best part of your starting your business was getting to create it in a way that feels good to you.
So many clients to come to me after having done ideal client avatars or other types of ideal client work and they are only focused on the client and what they need.
But let’s be real, they type of client you attract is important but mostly because it’s who you want to wake up each morning to help.
So grab out your journal and write out the answer to these two questions.
- Who do you want to work with?
- And who do you not want to work with?
I didn’t do this work in the beginning. I was told by a lot of mentors that it was important and I lightly did the work but never fully dove into it.
Mostly because ideal client clarity is the hard work and I wanted it to be easy.
It felt like it should be easy, but it wasn’t.
When I finally did the work it all changed
Remember you want to work with people you love working with, think of your favorite clients.
You wat to find more of them.
Let’s look at the demographic. Are they men, women, what’s their age, income level, family life, but you also need to go deeper into it and look at the psychographics. What do they desire, what are they struggling with, what keeps them up at night, do they have any special interests or habits.
I know for me the reason I didn’t want to do the ideal client work is that I was afraid I would lose out on making money or helping someone if I excluded anyone or that maybe I would hurt someone’s feeling if they didn’t feel included in the work that I was doing.
But it’s more important that you work with your dream client, the people that you’re meant to make an impact on.
When you’re clear with your messaging you’ll attract the right people and you’ll feel better about the legacy you’re leaving.
The cool thing is that your brand and business will grow with you as you develop and learn more. When I first started I only wanted to work with those just starting a business as it felt really comfortable for me but now as I’ve grown into who I am and who I am supposed to serve. I attract a lot of clients who have had their business for a bit but are not making the money that they want consistently and they are ready to take it to the next level.
Market Research
Once you know who you want to work with it’s time to get them on the phone or in a zoom room for some good old fashion market research.
Reach out to 5-10 past clients, current clients or friends that you know who are you’re perfect match ideal client and ask them if you can have 15 minutes of their time to interview them. Let them know you’re trying to get a better understand of your ideal client and you would appreciate some of their insight.
If you have an online community you could send out a survey in your group or in other groups that you network in. This will allow you to get more surveys completed without having to talk on the phone to as many people.
But and this is a big but. You have to be super clear in your messaging for who you want to complete your survey. When I started out I wanted moms who were working tons of hours in their corporate job and were missing out on taking their kids to sports activities or tucking them in at night and wanted to start a business. So get specific so you get the right kind of market research done.
Spice it up a little with offering them something for their time, like a free gift. It could be a free coaching session, free product, discount code, or a gift card to your favorite coffee shop.
I encourage you to always come back to this step every 90 days as you are always learning and growing and so are your ideal clients.
Now, what do you do with all of the information of who you want to work with and all of the market research interviews you’ve conducted.
You put it all together into your Ideal Client Profile
This is when you get to narrow it all down to 1 single person who you can imagine every time you sit down to create content.
Now you know who they are, where they work, what their name is and can talk to them in all of your marketing efforts.
If you’re ready to get crystal clear on who your ideal client is I encourage you to reach out for a free clarity call. I’ll send you the Ideal Client Profile I use with all of my clients and help you understand exactly how to take your business to the next level.
✨Ready to Own Your Story and Attract Your Dream Clients?✨
If you’re ready to stop second-guessing your message and start using storytelling as a powerful tool to connect, inspire, and sell—then I’d love to invite you to my It’s Time to Own Your Story: Mini-Course.
In this self-paced course, you’ll learn how to:
✔️ Identify the key moments in your story that captivate your audience.
✔️ Share your story in a way that builds trust and positions you as the go-to expert.
✔️ Use storytelling across your website, social media, and sales conversations to attract and convert more clients.
Plus, you’ll get a
step-by-step workbook and
personal feedback on your brand story—so you can start sharing with confidence.
Hey There!
I'm Darlene
As a mother, wife, connector, and dream builder, I’m Darlene Hawley, the founder of DarleneHawley.com and an Executive Leadership & Businesss Coach dedicated to empowering leaders like you.
My passion lies in helping ambitious professionals cultivate their unique leadership style while crafting an authentic and impactful personal brand. Through my coaching, we’ll work together to build a solid foundation that not only inspires your team but also drives results and growth within your organization.
Since 2007, I have been committed to guiding leaders and entrepreneurs in launching and scaling their businesses with confidence and clarity.
Today, I focus on supporting women in reaching their leadership goals and living their dream lives—all while balancing the joys of raising my family and creating meaningful memories each day.
Together, we’ll transform your challenges into opportunities, allowing you to lead with authenticity and inspire those around you.
Welcome back to the Attract & Stand Out podcast! In this episode, I’m chatting with the incredible Michele Risa, CEO of Collaborative Solutions. Michele takes us on a journey—from her early days in the corporate world to launching her own business back in 1991 (before entrepreneurship was even a buzzword!). She opens up about what it really means to follow your heart, trust yourself, and build a business that reflects who you are at your core. We dive into so many powerful topics—why collaboration always wins over competition, the real work behind diversity, equity, and inclusion, and how trust is the true foundation of great leadership. Michele also shares stories from working internationally and offers such grounded wisdom on staying resilient and growing with intention over the long haul. If you're a leader who wants to make an impact by showing up as your full, authentic self—you’re going to love this conversation. Here’s what we cover: 00:30 – Michele’s leap from corporate to entrepreneurship 02:56 – Why collaboration is the future 04:50 – How DEI creates stronger businesses 08:20 – What it takes to lead with authenticity 11:47 – Michele’s biggest lessons from decades in business 18:45 – Navigating challenges with resilience 26:58 – Rapid fire Qs + final takeaways Let’s dive in! Michele Risa, CEO Collaborative Solutions, Inc since 1991, is an Executive Consultant specializing in trust, engagement, and talent optimization. Michele’s most recent project is creating employment for 1 million low-income women in the MENA region- Middle East/North Africa. She is: a renowned speaker at Mastercard, Microsoft, TEDx, and more. Co-author of the award-winning book "Conscious Entrepreneurs: A Radical New Approach to Purpose, Passion & Profit.” Former President of the Manhattan Holistic Chamber of Commerce. Certifications: PTSD, Breathwork, Reiki, Vipassana, and M.A. Columbia University. www.collaborativesolutionsco.com https://www.linkedin.com/in/michelerisa/
Discover how living with an invisible illness taught me the true meaning of self-care. In this personal reflection for Mental Health Awareness Month, I share daily wellness rituals that support mental health and how we can build a stronger foundation for well-being in life and in the workplace.
In this episode of the Attract and Standout podcast, host Darlene Hawley chats with Lisa Raebel, owner and founder of Rebel Girl Marketing. Lisa shares her journey from corporate sales to starting her own marketing firm, emphasizing the importance of authenticity and telling the truth in marketing. They discuss the challenges of marketing oneself as an entrepreneur, the significance of storytelling in marketing, and the essential differences between marketing and sales. Lisa also introduces her latest projects, including a new workbook and training sessions designed to help businesses excel in their marketing strategies. Tune in to learn actionable tips on how to effectively market your business and connect with your ideal clients. 00:27 Lisa's Journey to Entrepreneurship 02:35 Challenges of Marketing Yourself 05:44 The Power of Storytelling in Marketing 11:43 Differentiating Marketing and Sales 17:35 Back to Basics: Effective Marketing Strategies 20:45 Mindset and Persistence in Business 23:25 Upcoming Projects and Personal Insights ----- Lisa is the Founder, Author, Speaker & Chief Storyteller of Rebel Girl Marketing, where she has developed her proprietary RebelMindset approach to help businesses stay in business by utilizing focused, uncompromising marketing strategies. With over thirty years of experience as a successful marketing executive and leading sales professional, Lisa cuts through the noise and breaks down marketing to what makes sense for her clients, creating strategies that are simple, relatable to their target audiences, and result in double-digit sales growth year after year. Lisa is an accomplished speaker and book author, sharing her expertise and insights with audiences around the world. Her approach emphasizes the importance of creating a positive first impression through attention-getting Power Pitches, and she believes that everything is marketing, from how you answer your phone to your final conversation with a customer. Her ability to help professionals make a great first impression sets her apart in the world of marketing, and she is passionate about teaching others the benefits of a RebelMindset. When Lisa is not working, she enjoys spending time with her two children and husband of 30 years. Her passion for inspiration is found in her cooking, paddleboarding in Lake Country, or enjoying long hikes through the numerous trails in southeast Wisconsin. https://rebelgirlmarketing.com/ / lisaraebel / rebelgirlmarketing ----- Hi I'm Darlene Hawley, and I help entrepreneurs and executive leaders find their voice and mastering communication in high-stakes conversations and presentations, whether in the boardroom, on a sales call, or around the dinner table. Grab my 10 Do's and Don't for Effective Daring Conversations: https://mailchi.mp/297e8105e904/commu... Grab my 6 Steps To Attract & Stand Out digital guide, a free roadmap to create a successful business with less hustle and more ease: https://bit.ly/attractandstandoutonline Grab a Chai and let's Connect: https://darlenehawley.com / darlenehawley
After a tough week and a canceled beach day, a spontaneous hike reminded me of the power of rest, movement, and presence. In this personal story, I share how honoring my energy... and my invisible illness... helped shift my mood and perspective. A gentle reminder for women leaders to care for themselves before burnout hits.
Welcome back to the Attract and Standout podcast with Darlene Hawley! Today’s episode 108 features the inspiring story of Leigh Burgess CEO of Bold Industries Group and co-founder of the company with her daughter in 2020. Tune in as Leigh shares her transition from a corporate career to entrepreneurship amidst burnout during the pandemic. Discover how her ‘Be Bold Today’ framework (Believe, Own, Learn, Design) has empowered women in leadership roles, and learn about the unique dynamic of building a business with her daughter. She provides insight into the importance of storytelling, continuous learning, and maintaining a growth mindset. Don't miss practical tips on achieving success, the power of thought leadership, and the significance of sharing authentic stories to connect and inspire others. Whether you're an established entrepreneur or just starting out, Leigh's journey offers valuable lessons in boldly pursuing your dreams. 00:32 Lee Burgess' Journey to Entrepreneurship 01:47 Mother-Daughter Business Dynamics 02:59 Generational Perspectives and Challenges 04:51 Corporate Skills in Entrepreneurship 06:18 The Bold Framework and Its Impact 10:31 Sharing Stories and Building Confidence 15:03 The Importance of Authenticity and Resilience 21:33 Business Growth and Strategic Planning 25:41 Rapid Fire Questions and Personal Insights ----- Leigh Burgess is a thought leader, game-changer and powerhouse connector determined to ignite and support the bold journeys of others. After over twenty years in healthcare, she founded Bold Industries Group, a platform for uniting, inspiring and empowering women that brings together a unique global network via her Bold events, the Bold Leaders Collective membership, The Bold Lounge podcast and through her dynamic speaking, coaching, and consulting engagements. With a focus on the intersection of mindset, strategy and wellness, her Believe-Own-Learn-Design (B.O.L.D.) Framework is your map to the bold life. Leigh’s forthcoming book, Be BOLD Today: Unleash Your Potential, Master Your Mindset, and Achieve Success, which is all about how to apply the framework to your own life, will be distributed by Simon & Schuster in November 2024. LinkedIn: / leighburgess23 Instagram: / theleighaburgess YouTube: / @boldindustriesgroup Pre-Order Her Book, Be BOLD Today: https://www.simonandschuster.com/book... https://leighburgess.com/ ----- Hi I'm Darlene Hawley, and I help heart-centered entrepreneurs and executive women leaders solve the problem of not being seen, heard, or valued in high-stakes conversations, presentations, and marketing, so they can lead with confidence and attract aligned opportunities. Grab my 10 Do's and Don't for Effective Daring Conversations: https://mailchi.mp/297e8105e904/commu... Grab my 6 Steps To Attract & Stand Out digital guide, a free roadmap to create a successful business with less hustle and more ease: https://bit.ly/attractandstandoutonline Grab a Chai and let's Connect: https://darlenehawley.com / darlenehawley
The Day I Learned That Selling Isn’t About Selling Ten years ago, I was on a sales call with someone who I knew would benefit from working with me. I had all my points prepared, I knew the value of my offer, and the moment I started “explaining” the coaching package, I could feel her pulling back. She went quiet. Her energy shifted. You know that moment when you can tell someone is already backing away even though you're still mid-sentence? I paused, smiled and took a deep breath and said, “Can I tell you a quick story?” I shared how I’d once been in her exact shoes... unsure, overwhelmed, and wondering if investing in myself was really the right move. I told her how I’d made that leap anyway… and shared what had changed for me during that process. That’s when she leaned in. She wasn’t sold by my offer. She was moved by the story. And that’s when I realized: Storytelling sells—without the “salesy used car salesman” vibe. Why Storytelling Works So Well in Sales Let’s be honest...no one wants to feel sold to, yet we all love to buy. What people do want is to feel seen, heard and valued. And storytelling does exactly that. In fact, studies show that people remember stories up to 22x more than facts alone. And even more powerful? A story creates emotion... and emotion drives action. If you’re struggling to convert prospects into clients, it’s not that your offer isn’t good. It’s that you might not be telling the right story to make someone feel why it matters. 3 Types of Stories That Sell (Without Feeling Pushy) 1. The “I’ve Been Where You Are” Story This is your empathy bridge. When you share a relatable story from your own experience, your audience sees themselves in you. You’re not just a coach, consultant, or expert.... you’re a human being who gets it. Example: “I used to feel invisible online. I would write a post, hit publish, and hear crickets. It wasn’t until I started sharing my story that people began engaging, reaching out, and eventually becoming a client.” This story builds trust and shows them, “If she figured this out, maybe I can too.” 2. The Client Success Story People like proof, evidence of how it will work. And no, this doesn’t mean sharing stats or results in bullet points. It means telling the transformation journey. Example: “Jackie, a life coach, came to me unsure of what to say in her content. After taking my storytelling course, she started sharing her story in her newsletter and during conversations and landed three new clients within the first month. Why? Because her audience felt connected to her.” It’s not about showing off, it’s about showing what’s possible. 3. The Vision Story Paint the picture of what life could look like for them if they take action. The power of this story lies in aspiration. Example: “Imagine waking up with clarity around your message. You open your laptop, write a post with confidence, and get a message from someone who says, ‘I felt like you were speaking directly to me.’ That’s what happens when your story connects.” When people can see their future selves in the story you tell, they want more of what you have to offer. How to Start Using These Stories in Your Sales Process Now that you’ve got the story types, here’s where to use them: On your website – especially your About page and sales pages In your emails – every time you’re adding value or selling connect with a story On strategy calls – as a way to shift from pressure to connection On social media – to build relationships and nurture your community Tip: Start building a Story Bank. Open a notes tab or a doc and jot down 2–3 small moments from your life or business each day. That way, when it’s time to write content or show up for a launch... you’re never starting from scratch. Selling Through Story Isn’t Manipulative—It’s Meaningful When you tell stories with heart and authenticity, you’re not convincing people to buy, you’re helping them see that they’re not alone. You’re offering a way to move forward. And when you do that? Selling doesn’t feel awkward, It feels like service. One of my mentors, Kendrick Shope, always says: “Selling is helping.” And she’s absolutely right. Because when you sell through storytelling, you’re not pushing, you’re guiding. You’re inviting people into a transformation that you know is possible. When you lead with your heart and with empathy and share your truth, you're not just building a business... you’re building trust What might shift for you if you started weaving more of your story into how you connect with your team, clients and community?
Women leaders with chronic illness face unique challenges in business. Learn how to manage energy, set boundaries, and build sustainable success.
The 3 Biggest Storytelling Mistakes Entrepreneurs & Leaders Make (And How to Fix Them)
Welcome back to the Attract and Stand Out Podcast! In this inspiring episode, host Darlene Hawley chats with her long-time friend Danielle Hawthorne, a compassionate disruptor and truth teller devoted to honoring her worth and supporting others on their journey. Danielle shares her path to founding 'Worthy of Dignity,' a company dedicated to teaching leaders to recognize and elevate their teams based on their core values and holistic well-being. Discover how Danielle's experiences in toxic work environments led her to prioritize health and wellness, reducing burnout, and increasing team morale. Learn actionable insights on how leaders can foster inclusive and compassionate workplaces. Don't miss exciting details about Danielle's upcoming women's conference, 'Enough 2025,' aimed at empowering women to embrace their worth without having to earn it. Tune in for powerful stories, practical tips, and much more! 00:00 Introduction and Guest Welcome 01:16 Danielle's Journey to Worthy of Dignity 03:09 Impact of Leadership and Wellness 05:45 Creating a Culture of Value and Respect 13:23 Leading with Curiosity and Human Connection 16:55 Challenges and Changes in Leadership 17:36 The Power of Sharing Personal Stories 18:48 Self-Reflection and Personal Growth 19:21 The Importance of Rest and Setting Boundaries 21:46 Practical Tips for Slowing Down 25:47 Upcoming Women's Conference: Enough 2025 29:04 Ways to Work with Danielle 30:06 Rapid Fire Questions: Getting to Know Danielle 35:36 Conclusion and Final Thoughts
