However, the last half of the book was extremely valuable. Chapter 11 starts by looking at “Your Ideal Customer.” One of the key points they mention is that your “ideal” customer is not necessarily the same as your current customer. Demographics are important considerations for your ideal customer, but what really matters is psychographics – the reasons as to WHY your customers are purchasing from you.

Here are a few characteristics of my ideal client:
1. Motivated
2. Not shopping for low cost provider
3. Willing to follow-through on advice
4. Has a high degree of accountability
5. Desire to use business plan as a business tool, not just a means to a loan

What does your ideal client look like?

The other exercises in The Answer include defining your industry’s hot buttons, your elevator pitch, your unique selling position, etc. The last half of the book is full of ideas and tips that any business owner can benefit from. If you read The Secret and are looking for ideas on how to apply the concepts to your business, I recommend The Answer.