It might be you have been stuck in the nightmare of defining your “ideal client” or you may have never heard of the concept before.

BUT stacks of people get stuck in the nitty gritty of defining exactly who it is there talking to and I gotta be honest, once upon a time I did too.

When you hear people talking about “ideal client” they often tell you that the work that you do here can really set you free in business and that’s kinda the truth but it’s not the whole rounded view which will help you to develop your business as it can keep you so DARN STUCK.  I often get people coming to me and saying that they think that their ideal client is Cassandra and she is 38 years old, she is an accountant and has 2 children, she lives in the suburbs and loves drinking wine and eating out.  She also has a soft spot for soap operas and trashy reality shows to help her unwind.   Ok, so that’s all well & good but in one hand that’s helping you and in the other hand it’s narrowing your thinking and stifling your creative when it comes to pulling through your ideal client profile into the things that you.

So what is Sandra is looking for exactly what you do but she is a lawyer and has no children and likes vodka and not wine – eeekkk!!

What if Ben is the perfect match for your services but he’s (kinda obvious right) a man – eeeekkkk!!

Now, I am all for getting super clear on who you are talking to in your business and defining your niche so that you are really resonating with your audience and you are making your life much easier in so far as copy is concerned BUT I reckon that these kinda avatars can keep you stuck in 2 ways;

  • you can end up spending FAR TOO LONG procrastinating over the profession, age or recreational activities of your avatar
  • AND/OR you can then feel like you have put yourself into such a tight little box that if people aren’t exactly mirroring your profile then they don’t resonate with what you are talking about.


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? 

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.

p.s. you can get your hands on a FREE mini programme that takes a look at the raving fans notebook concept and helps you develop your crowd building >> click here