How do you identify your ideal client?

Before you start writing any content for your website it’s super important to know WHO you are writing for.  This person, the person you are writing for is often called your ideal client, avatar or customer.  So how do you identify your ideal client so you can write and create the best content for them?

Here’s a quick overview of how you might try and figure our and discover more about your ideal client:

  1. look at your current audience if you have one – do they have anything common
  2. what are their demographics – age, gender, marital status.
  3. what do they like?
  4. what are their pain points – normally this would be something you help them with
  5. what is their income level
  6. who do you like working with


Once you answer these questions you’ll have a good understanding of the type of person you’ll be marketing to with your business.


Remember that ideal client work isn’t just for those at the start of their business as well – it’s something that I look at at least yearly because times change (especially true since coronavirus hit us), people change and our businesses ourselves change.  What might have been an ideal client at the start of your business might not be so ideal now!


What is an ideal client?

So let’s just take a minute to talk about what an ideal client actually is.

An ideal client is the person you have in mind when you create your products and when you create your business.  It’s a very defined and thought out person.

If you market to everyone you market to no-one

Perhaps you’ve heard this phrase before and it’s completely true – generally if you try and market to everyone out there, you won’t resonate enough with anyone to get them to buy just from you.  Maybe they’ll buy whatever it is that you’re selling from someone who speaks a bit more to who they are and what they like.

For example:

You’re a yoga teacher with online classes.  You are capable of doing classes for anyone from older men and women to mums to be.  So you create amazing classes for absolutely everyone.  But your marketing has to change each time depending on who the class is for so you’re a bit muddled up and not always creating a loyal fan base.

Contrast that with someone who solely creates yoga classes for pregnant women.  Pregnant women are their ideal customer.  They know who to speak to and how.  They can be clear.  They know intimately the problems and pain points their ideal client has because they deal with them so often.


If you were a pregnant mum to be and looking at the options – both might be great yoga teachers but the one that probably will resonate the most is the one that has niched down.  You’ll know that they are an expert on what they are doing, that it fits exactly with what you want.


Now having the ideal client defined helps both sides – the business owner and the client.

For the business owner: they can simplify their marketing and their offerings.  They know who they are attracting and can concentrate solely on them.  It gives them clarity going forward.

For the client: they know what they are getting!



How do you figure out your ideal client?

So in order to figure our what your ideal client looks like we need to look at a few things:

Look at your current audience or client base

If you already have an audience already or a base of clients you’ve worked with and got good results with you have a head start.  Now it doesn’t mean that you’ll find that they are all ideal, but it should give you a bit of a starting point.

Have a think if there are any characteristics that are more prevalent in your audience.  Don’t be afraid to go broad – could be as simple as they are all women!


If you don’t have an audience already and you’re just starting out:

imagine that you’re a year into your biz and you’re talking to a room full of people about the things that your business can help with.  Who are the people you imagine being in the room and being able to get the most out of what you do?


Check their demographics

First of all, when imagining our ideal client we need to figure out the broad demographics first.  Here are a few things you can think about:

  • Sex
  • Age
  • Ethniciity
  • Marital Status
  • Family status – do they have kids, if so how old?
  • Job status


What does your ideal client like?

Knowing your ideal clients likes and dislikes can really help you to market to them well. For example if your ideal client likes more of an edgy and rock lifestyle you probably wouldn’t have a brand that included pretty flowers!

Have a think about:

  • music taste
  • favourite tv shows
  • favourite films
  • magazines they like to read
  • influencers they follow
  • social media sites they frequent


What are their pain points?

Your business probably solves a problem of some sort right?  Whether you provide yoga classes or business coaching it’s a pain point that you solve and that gets people to reach into their pockets and pay you.  So what is that pain point?

What keeps your ideal client awake at night?  What worries do they have that they need help with now?


What is their income level

Knowing your ideal client’s income level will help with a number of things – one of them being that you’ll know whether they can afford what it is that you’re likely to be presenting them in the future.  If you worked with people in debt you might not find that a £5k coaching package will sell too well.

Knowing their income level and whether it comes from jobs, pensions or self employment might also give you an insight into more of their problems too.


Who do you like working with

Finally I want you to think about the types of people that you like working with.  Again if you’re brand new you can do a bit of an imagining and visualisation here to think about the kinds of people you might work best with.

Do you thrive on getting people to take action when they are reluctant?

Do you like working with quiet people or more extroverted?

Do you like highly motivated and ambitious clients?


How to discover your ideal client characteristics

Once you’ve started to think about these questions that I’ve posed above you’ll probably have a bit of an idea of the kinds of people that you’d like to work with and market to.

If you’re really struggling – what are more ways that you can discover ideal client characteristics?


  • Ask people!  Do some market research interviews with people whose pain points you think you could help solve and ask them some of these questions.  Are there things that come up more often?
  • Check out some testimonials on a competitors page!  Here’s a novel idea – if you know someone in a similar space, see if you can find a testimonial from someone they worked with.  You could look up that person and see if it will give you some idea of their demographics.  Stalk their Instagram and see who they follow!
  • Similar to the above, check out a leader in your space.  What kinds of people follow them on social media?
  • Just get curious and start to think about what defines the people that you come into contact regularly – any similarities?




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