The Ideal Client Deep Dive Discovery

A free recorded workshop for professional service business owners who want to stop attracting the wrong clients and start building a business full of the right ones.

Why does your business feel busy but not actually profitable?

You're not short of work. In fact, you might be busier than you've ever been. But if you're honest, not all of that work is worth having. Some clients take up far more time than they're worth. Some barely feel like a good fit at all. You're working long hours, and yet the revenue, the profit and your own take-home from the business aren't growing anywhere near as fast as the hours you're putting in. The busier you get, the further you drift from the business you actually wanted.

This is how founders end up as the bottleneck in their own business. Every new client comes through you. Every referral relies on you being in the room. And the harder you work to keep growing, the less time you have left for the one or two things you actually love doing - the reasons you started the business in the first place.

Left unchecked, this doesn't get better with growth. It gets worse. You become what Charlie Reading calls a "busy fool" - flat out, but working with people who aren't profitable, aren't a good fit, and take longer to serve than the clients who genuinely move your business forward. Meanwhile, in a market increasingly flooded with generic, AI-generated marketing that all sounds the same, businesses that can't clearly say who they help and why simply blend into the noise.

What if you only ever had to talk to the right people?

In this free recorded workshop, Charlie Reading, who built an award-winning financial planning practice generating 50% year-on-year growth while taking three months off every year, walks you through the exact process he used to identify, understand and attract his ideal clients. It's the same process that's since helped business owners across financial planning, web design and interior design build more profitable, more enjoyable businesses.

This isn't a session where you sit and listen. It's a working session, complete with a practical tool you can use straight away to map out exactly who your ideal client is and how to reach them.

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Ideal Client Niche

What You'll Learn In This Free Training

Why "ideal client" isn't a demographic - how to move beyond age, income and location to understand your clients' real concerns, opportunities and identity.

The three stages of business growth: founder-restricted growth, exponential growth and the self-driving business, and why knowing your ideal client is the key to moving through each stage.

How to find your ideal client inside your existing client base, using your best current clients to reveal exactly who you should be targeting next.

The six human needs framework - how understanding what truly drives your clients (certainty, variety, significance, connection, growth and contribution) lets you write marketing that actually resonates.

How to build attraction marketing devices around your ideal client - real examples including a book, a quiz funnel and a dinner or breakfast event, each designed to draw in one specific type of client.

The PAS copywriting method - how to structure marketing copy around your ideal client's problem, agitate it, and present your solution.

A practical Ideal Client Deep Dive tool - a full set of questions (available in both B2C and B2B versions) to help you build a clear, working profile of who you're really trying to attract.

How to turn this clarity into partnerships and referrals - why you can only build strong partnerships with other firms once you can clearly articulate who your ideal client is.

Who This Training Is For

Founders and owners of professional service businesses, such as financial advisers, accountants, solicitors, consultants and similar.

Anyone who feels busy but not profitable, or is attracting clients who aren't the right fit.

Business owners who are the biggest bottleneck in their own growth.

Anyone ready to build a marketing strategy that brings in a constant flow of the right clients, rather than just more clients.

Your Host: Charlie Reading

Charlie Reading is the author of five books, including Entrepreneurial Happiness and The Business of Endurance. He founded Efficient Portfolio, an award-winning financial planning practice later named among the UK's top firms, before building and selling several more businesses. He now runs The Trusted Team, coaching professional service business owners on building scalable businesses that grow without depending entirely on the founder.

A multiple Ironman finisher and host of the Business of Endurance podcast, Charlie brings the same discipline he applies to endurance racing to book production, including using the process to take three months off work every year.

What You'll Come Away With

By the end of this training, you'll have:

A clear, working profile of your ideal client, built using the same tool Charlie uses with his own coaching clients.

An understanding of which of your existing clients are actually worth building your marketing around.

A framework for writing marketing copy that resonates on a genuinely emotional level, not just a demographic one.

Ideas for attraction marketing devices you could build around your own ideal client.

Three actions you could take in the next seven days to start attracting more of the right clients.

How can I sign up for The Trusted Team?

There are two ways that you can sign up for the Trusted Team: via our website contact form or by calling our office.

Once you get in touch via email, we will send you an application form for our services. Upon receipt of the completed form, a member of our team will call you to confirm if your membership has been activated and talk you through some of the features and benefits of being a member. You will also have the opportunity to learn about our upcoming events and ask any questions you may have.

The other way to sign up is to call us on 01572 729 375. A member of our team will then ask you the same questions that you will find on our online form and manually set your membership up for you. You will also then be able to conduct your introductory call at the same time, or at a later date if you prefer.

What is your cancellation policy?

How do your workshops and coaching take place?

As we are a national business, we aim to be as inclusive as possible for all members by offering both in-person and digital services, workshops and events.

Trusted Team will provide services to professionals that include:

Face-to-face coaching (1:many). We look to cap in-person group sizes to 30, so that groups sessions are not over-crowded, and everyone has the opportunity to ask questions and participate. Workshops will be delivered in a hybrid format, so can be done both in person and online, to suit your requirements.
Personal mentorship (1:1). This will be an ongoing support service and may come in the form of a quarterly call or face-to-face meeting depending on who is coaching you and where they are based compared to your location.
High-level networking events in the form of golf days, race days and a 2-day, annual retreat, which will take place in person. There may also be some digital events, such as wine tasting, which will take place in a hybrid format (i.e. face-to-face and via video call).
Online and digital resources, such as books, white papers, blogs and podcasts.

How many workshops are there per year?

Do I need to attend every workshop or event?

The Ideal Client Deep Dive Discovery