When it comes to finding your ideal client Jonny Cooper thinks of the process like a three legged stool.  You need all three pieces.  Without one of the three, the stool falls over.  

The first one is to identify a type of person for whom we can solve a big expensive problem. This should be someone who's suffering with something really important to them, a life changing challenge we can solve for them.

Next, your ideal client needs to be visible, with identifiable characteristics.  It's no use saying you help stressed out middle-aged women who are feeling a bit stuck because people don't wander around with a badge saying I'm feeling a bit stuck.  That's where demographic criteria can help. 

 The third criteria is the group you identify must be able to pay you.