Your ideal customer are the right people who will benefit from and pay for your products and services. Knowing who your ideal customer is changes everything – your product and service offering, marketing strategy, value proposition, pricing, tone of voice, potential partnerships, and more.

I will simplify this as much as I can by having you ask yourself these questions.

-where do they hang out?

-where do they get their information?

-what are their challenges and frustrations?

-what are their goals and priorities right now?

-what brands do they like?

-what is their preferred form of communication?

-what phrases and exact languages do they use?

-what is their budget?

-what does a day in their life look like?

-what makes them happy?

-Knowing where your ideal customers hang out influences:

  • Where you advertise (certain Facebook groups, niche forums, physical locations)
  • Places to listen and learn about customers
  • The best blogs for writing guest posts

-When your customer is in research mode, where do they go? Google? Certain blogs? Books? Magazines? Twitter?

Put the response in a sentence by personifying it e.g. ‘when Angela is curious she goes to google to extract information from her iPhone’.

-Your ideal customer’s challenges and frustrations impact a number of things:

  • Services you offer: The service you are offering has to cure a large enough pain point that your ideal customer will pay you to do it for them instead of doing it themselves.
  • Products you make: Similar to the service you offer, the products you make must solve your ideal customer’s challenges or frustrations to be worth buying.
  • Emotions you speak to: There are a number of emotions behind the challenges and frustrations your ideal customer is experiencing – sadness, anger, fear, hope, a desire for something better. By speaking to what your customer is feeling, you’ll be able to connect with them emotionally on more than just a rational level.
  • Customer stories you tell: The logic here is simple. When your ideal customers see an existing customer who solved their challenges and frustrations with your product/service, then they are more likely to buy your product/service.

-Think of it as selling the dream.

When your products or services help your ideal customer reach their goals,

paint a picture of what life could be like after using your products and services.

-Do they tweet? Text? Chat? Email? Or prefer physical mail? This is a matter of where your audience wants you to communicate with them.

The core principle is to communicate with your customers where they already are.

People are naturally attracted to other people who speak their language, get their sense of humour or have the same point of view. It provides a feeling of belonging and connection that can create loyalty towards your brand. Your goal is for customers to say to themselves “Whoa it’s like they’re talking to me” every time they read your writing.

-The sweet spot is to charge the maximum amount your ideal customer is ready, willing and able to pay. This sentence should guide you when pricing your products and services.

Finally, as emotional beings, people want to interact with brands that makes them feel good about themselves. Inserting happiness into specific customer touchpoints can create a deeper level of emotional connection that grows loyal and raving fans for the long-term.



Attempt to answer all 10 questions for your business model and write out at least 2 to three sentences describing who this customer is.

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