In networking groups, we’re often asked to describe our ideal client so others know who they should refer to us. Marketing advisors tell us to create a persona for our ideal client so we know how to market to them.

For years, I’ve said that our ideal client is a successful businessperson who wants to be a published author but doesn’t have the time to write their own book.

I recently realized that a better description is this:

Our ideal client is a crazy sane entrepreneur.

Let me explain.

As a ghostwriter, my niche is writing business books. As a publishing consultant, we provide book production services (editing, proofing, design) and guide our clients through the process of becoming their own publisher.

We love helping business leaders share their stories so others can learn from how they built their companies, and we do it well. Our clients are smart enough to build successful organizations and savvy enough to assemble a team of people with the skills to help them achieve their goals. That’s the sane part.

Our clients are also incredible visionaries. They know what their market wants and needs before their market does. They love to try things that others scoff at. They have ideas about how to run their companies and treat their people that defy traditional wisdom, but they make it work. That’s the crazy part.

Even as I call them “crazy sane,” I know they’re not really crazy. They might have moments of driving the people who work with them crazy, but they’re really quite shrewd. They’re dreamers. They’re optimists. They’re curious. They embrace failure because they know it’s the best path to success. They accept challenges because they know worthwhile work isn’t easy.

Entrepreneurs who manage to combine crazy and sane are the trailblazers. They’re the ones who do things the rest of us never thought possible. They’re not always in the spotlight, but they’re always doing something amazing. And they’re so much fun to work with and support.

Related:
10 Reasons to Self-Publish Your Book
How to Hire and Work with a Ghostwriter (Part 1)