The ideal client concept or the ideal client avatar can be the bane of many lives.

If you haven’t come across it before it’s the marketing principle of bringing together a profile of who buys from you.  It’s kinda like the police photofit of marketing.  It’s a concept that makes many people panic and it’s one that I’ve seen keep people sooooo soooooo stuck.

It kept me stuck!

How was I supposed to know if my clients shopped at Prada or Primark or whether they read Horse & Hounds, Good Housekeeping or Hello magazine.

I kinda got the principle that this ideal client concept allowed you to speak to your crowd at a deeper and more connected level and I wasn’t resistant to narrowing down my audience.

Before we go any further, if you are feeling resistant to narrowing down your audience and the self talk fairy is starting to chatter on in your ear that if the pie is smaller you are guaranteed to get less pie then please do know that being able to talk directly to less people, for them to engage and feel your message and for them to feel connected to you and your products/services will yield many more sales than if you go out there and just randomly spray that message around.

A smaller crowd of people who are engaged with your message and love what you do is much more preferable to a larger crowd of ambivalent followers.

So YES, narrowing your audience down works, BUT still, the whole ideal client avatar thing kept me stuck.  I decided that I needed to look at this a little differently –


I have been working on this with a number of VIP clients recently as well as within my groups and the thing that set me free was the “Raving Fans Notebook,” and I even taught a live class on me updating mine in one of my groups recently.  It’s been a game changer for so many people.  It’s set them free of this whole “ideal client” stuckness and liberated their thinking, improved their vision and super charged their copy.

So, what’s it all about? 

COMMONALITY – what do you audience have in common.  Rather than getting super stuck on the specifics of height, weight, reading habits, hair colour, number of children and all that jazz, it’s time to look at what they have in common.

It’s about identifying the issues, problems, self talk, stuck places your best fit fans find themselves in.  It’s about celebrating and exploring your perfect fans similarities as well as their differences.

Here are a few of the questions that you can ask yourself in order to get a little clearer on who these people are COLLECTIVELY rather than narrowing your sights to a dead end that leaves you wondering why it’s not working for you;

  • What stories are your fans telling themselves?  Self talk is a massively powerful part of the profiling here.  What yarns are they spinning and believing about their situation right now.
  • Where are they stuck?
  • Where do they want to go? What would be completely, totally and utterly awesome for them?  (once you have identified their stuck place and their awesome place then you will be able to show that you can be the Sally Sat Nav that will take them on the direct route).
  • What words and phrasing are they using to describe themselves and their situation?
  • What information are they likely to be looking for the answers to?
  • What topics can you cover that they will be falling over themselves to find out more about?
  • Who are you best positioned to serve?
  • Who do you love working with?
  • Who can you make the most difference to?

We aren’t going to narrow these people into a tiny little box but we are going to bring together the right amount of information in order to make our copy writing and content strategy MUCH easier AND be in a position to show our audience that we GET them, empathise with their position, understand their struggles and can support them on the road to awesome.

You don’t need to give these people a name or an age.  You don’t need to be talking to that one imaginary person.  You need to identify the people collectively which will help you to speak to them on a deeper level individually.