How to create your ideal client avatar & define your target market
You’ve quit your day job, your business website is live and baby, you’re ready to sell.
Only … it’s not as easy as you thought it would be.
Where are the people you thought would buy from you?
If you’re constantly looking for new clients or customers, attracting the wrong people (repeat after me, it costs that much because that’s the price!) or are hearing crickets from your website and marketing efforts, it’s time to define your ideal client and target market.
As a website copywriter, defining a founder’s ideal client and target market is my first step. Brand clarity should always come before marketing. Why? If your marketing isn’t targeted, you cannot expect to compete with the masses or appeal to the right people. And we both know, there are masses of businesses offering the same thing you do.
The better you know your ideal client and target market, the more you can tailor your copywriting, marketing materials and campaigns, content and services to appeal to them.
In this blog I’ll explain:
- What an ideal client profile is
- Why you need an ideal client profile
- How to create your ideal client profile
- What to do with your ideal client profile when it’s finished
What is an ideal client profile?
An ideal client profile is also called an ideal client persona or ideal client avatar. It describes the person you want to speak to with your brand messaging and marketing.
“You don’t just accept who you find, you choose who you attract.”
Brian Clark, Copyblogger
Why do you need an ideal client profile?
Once you define your target market, the impact can be transformational for your brand.
Defining your ideal client avatar and target market helps you:
- Boost lead generation, traffic and referrals
- Optimize your marketing communications
- Communicate with relevance
- Launch successful campaigns
- Create relevant content
- Reduce new client spend
- Attract and retain the right people
- Build trust, empathy, and connection
- Increase sales and marketing effectiveness
- Inspire action and conversions
- Set yourself apart from the competition
- Articulate your expertise, values and benefit
How to create your ideal client profile
To pinpoint your ideal client, you need to ask the right questions across these 3 areas:
1) Demographics – ideal client demographics are a collection of facts, stats or data, think Census
Demographic data can include things like:
- Age
- Gender
- Ethnicity
- Marital Status
- Location
- Occupation
- Income
- Education level
Be sure to use psychographics and behavioural insights in addition to demographics because …
Ozzy Osbourne and Prince Charles – same same but oh so different!
2) Psychographics – an ideal client psychographic profile includes psychological traits of your ideal client like:
- Values
- Goals
- Mindset
- Attitude
- Personality
- Priorities
- Lifestyle
- Beliefs
- Opinions
- Challenges
- Fears
- Desires
- Social activity
- Favourite platforms
- Who they are influenced by
These are factors that influence people’s motivations for why and how they do, what they do. Psychographics aim to understand a person’s emotions and values. To understand psychographics, you could send out a survey or create a focus group. Don’t guess – ask!
3) Behavioural ideal client profile/behavioural segmentation
The behavioural component of your ideal client profile gives you insight into how they make decisions, and take action in relation to your product or service – here are 3 examples of behavioural demographics:
A) Purchasing behaviour and patterns
How does your ideal client like to purchase?
Are they happy to pay a higher price point and shop less? Do they always wait for a sale? Do they seek proof (reviews, testimonials) to convince them to buy? Tailor your offers, website copywriting and advertising to their key behaviours and patterns.
B) What primary benefit are they looking for?
Understanding the primary benefits people are looking for and the problem they’re trying to solve lets you tailor your brand messaging, copywriting, email funnels, sales pages, paid advertising and other marketing methods.
People often make a purchase for one of two reasons: They have a desire they would like to be fulfilled or they have a problem that they need to be solved.
Forbes
For example, let’s think of someone who wants to buy exercise tights. Are they looking for:
1) Squat proof
2) 4-way stretch
3) Sweat-wicking
4) Fashion
C) Interest
What are the other factors they will consider before purchasing? These could range from the price point, company values, environmental impact, brand reputation – before we buy something, we unconsciously run through a range of decisions before we purchase.
What are your ideal clients interested in when it comes to your thing? How will you personalise their experience to connect and create advocacy? What cross-sell opportunities are there? What information and education can you provide?
How to put your ideal client profile to work
Creating your ideal client profile takes time, tenacity and thought. Please – do not do this work then stick it in the Cloud, never to see the light of day.
Follow these tips on how to use your ideal client profile:
- Put it somewhere you can see it.
- Use it to create and information copywriting on your website
- Create content in line with your ideal client details.
- Connect with people/brands who fit your ideal client profile
- If you’re doing paid marketing or advertising, keep the demographics, psychographics and behavioural details in mind
- When briefing clients, run a checklist to ensure they align with who you’re looking for
Now, go and get the clients and customers who believe in what you do, see your value and can’t wait to make you part of their lives! Any questions? Just ask!
