We begin with the goals and values of your ideal client, so you can introduce and induct them into your tribe.
Make note of the goals and values that are relevant to the products and services you offer.
Think of your ideal client.
The people you love to serve. What do they have in common? List every common trait, both demographic - age, income, gender, marital status, industry, etc. and psychographic - worldview, values, beliefs, lifestyle, hobbies, interests, the stores they show at, the books they read, etc.
Now use those commonalities and create a single representation of your ideal customer with as many specific details as you can. You’ll use this information to drive product creation, copywriting, content marketing and email marketing.
Sources of Information
Use the “But no one else would” trick. You’ll simply complete sentences like these…
My ideal client would read [BOOK] but no one else would.
My ideal client would subscribe to [MAGAZINE] but no one else would.
My ideal client would attend [CONFERENCE] but no one else would.
Are you getting the idea?
The idea is to find the niche books, magazines, blogs, conferences, gurus, etc. your ideal customer would be attracted to – but no one else would.
And, when writing content, email or sales copy it can be beneficial to simply write as though your customer were sitting across the table from you. Demographic information like age, gender and location will give your persona a look and feel.
Objections and Role in Purchase Process
Why would your customer choose NOT to buy your product or service? These are called “objections” and they must be addressed in your marketing. Acknowledge that your passion and purpose are what is most compelling about you, and that by sharing it you will attract your perfect customers.
Some of us resist sharing ourselves authentically in our marketing at first because unless we have been told business is about being professional which essentially means you have to hide your personality and conform. Passion and conformity just don’t go hand in hand.
Another reason some entrepreneurs resist sharing their passion in their marketing is because they are afraid of turning off potential clients. This is a legitimate concern. You will turn some people off. But you do not need to attract everyone. In fact you simply cannot please all the people all of the time.
You’re not talking to everyone in the world.
Only those who are over the moon about your passion are your ideal clients.
It is important to consider that unless you are truly authentic in your marketing, your perfect customers will not recognize you when they find you. If you are trying to be slick or polished or are hiding who you truly are, your perfect customers will pass you by because they are seeking the real you which is hidden. You may attract customers who pay you, but they won’t really get you or connect with you in a deep way.
Now, it’s your turn. Think of your ideal customers.
The people you love to serve. What do they have in common? List every common trait, both demographic - age, income, gender, marital status, industry, etc. and psychographic - worldview, values, beliefs, lifestyle, hobbies, interests, etc.
Create Your Ideal Customer Avatar
Hair Color/Eye Color:
Marital Status/Children (Include Names):
Favorite Books, Music, TV Shows:
What Does She Google (list everything related to your business and her other interests)?
What Conferences or Events Does She Go To?
Now use those commonalities and create a single representation of your Ideal Customer with as many specific details as you can. This is your Ideal Customer Avatar.
Describe this person so well that you can easily step in her shoes. The goal is to know her so well that you can think like her, speak like her, experience her emotions and essentially be her.
What Does She Do in Her Free Time?
What Are Her Guilty Pleasures?
Who Does She Idolize?
What Authors, Teachers or Experts Does She Follow?
What Brands Does She Love (across any industry!)?
Where is Her Fantasy Vacation?
What’s Her Favorite YouTube Video?
Now be your Ideal Customer Avatar. Step into her shoes. Look at life through her eyes.
What primary emotion, or set of emotions, does she feel at the exact moment she’s about to buy your product or service?
What is she saying to herself in her head?
What specific words and phrases is she using?
What story is she telling herself ?
All these insight will help you craft the headlines, call-to-action and authentic words you need to attract the people to your tribe who will absolutely love your product or service you are offering!
If you need more insight, see also my Blog Post Finding your Brand - Who Is Your Ideal Customer?
If you need a deep dive into customer avatars and business development, please see Marie Forloe's B-School, which opens for enrollment once a year.
PS: the feature image is a truth bomb from Danielle LaPorte - Her Programs Fire Starter and Desire Map are fabulous for personal clarity, I highly recommend both programs!