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Dreaming Big and Finding Your Ideal Client

Writer's picture: Sarah JerniganSarah Jernigan

What I Learned from KT Merry


I just wrapped up a transformative 4-day workshop with the incredible photographer and coach, KT Merry. We dug deep into topics like dreaming big, creating a vision for yourself, and most importantly, identifying your ideal client. You know, the kind of clients that light you up, make the work feel less like work, and remind you why you started your business in the first place.


I get it. We’ve all been there—saying "yes" to the wrong clients for what feel like all the right reasons: just starting out and needing that first win, business is slow and the bills don’t stop coming, or maybe they’re a referral from someone you didn’t click with, but you feel obligated to try again. Maybe you’re still figuring out who your dream client even is. The thing is, when we keep saying "yes" to the wrong clients, we unintentionally close the door to the right ones.


That’s why defining your ideal client is such a game-changer. When you're a business owner, it's not only okay to daydream—it's necessary. You get to imagine that perfect world, the one where your work energizes you every day, where your clients are people you truly want to work with. For me, it’s small businesses—the ones that have that unmistakable spark, but need guidance. They're passionate, scrappy, and driven. They need someone who can be their cheerleader and their strategist all in one. These are the businesses that value quality over quantity, and they have loyal customers who feel the same.


That’s not to say I’d never work with a bigger company, but my heart? It’s with the small but mighty businesses. The ones who know they’ve got something special but just need help making an impact in their industry. That’s where I come in—to help them step up and punch above their weight class.


Now, do I always get to work with my "dream" client? Not always. But the thing is, knowing exactly who that dream client is helps me understand their world: what they value, how they like to communicate, and what kind of content speaks to them. And when you know those things, guess what? You start attracting them. It’s like a two-way street—when you’re clear about who your ideal client is, they’ll find you, too.

Dreaming Big and Finding Your Ideal Client

I always say, "People do business with people they know, like, and feel connected to." That’s especially true for those of us in service-based industries. Whether you’re a photographer, designer, contractor, or anyone working in a competitive space, it’s a partnership. You're not going to be everyone's cup of tea, and that’s okay! What matters is knowing exactly who you *are* for—and building that connection.


So, who’s your ideal client? If you could work with anyone, who would it be? If you’re not sure yet, don’t worry—I wasn’t either when I first started out. But over time, I found the work that excites me, the clients that make me want to give 110%. If you're feeling a little lost or overwhelmed, I’d love to help. I offer brainstorming sessions where we can sit down and dive into your business. Together, we’ll figure out who your ideal client is and how to connect with them in a way that feels authentic and effective.


Dream big. You deserve it, and so does your business.

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