Customer avatar, ideal client, blah blah, blah.

We all know we should know who it is but it can be like a unicorn, only coming into view clearly after a couple of wines, to be forgotten again in the haze of the next morning.

In the marketing world, there are all sorts of fancy ways to work out a company’s ideal customer or client (if you care: customers usually purchase products, clients buy services) and this usually involves vast amount of cash being thrown at mega-bucks research companies to justify a team of ten turning up to nine to five worker-bee jobs.  Or it can mean theorising like an Oxford University Professor.  Or nights languishing over serious twenty-page business plans.


Aside – I’ve known people even go as far as creating a life-size cardboard cut-out of their ideal client.  Really, this did happen and the cardboard cut-out client was doused in tinsel every Christmas in a style that would make Clark Griswold proud.

Business planning IS important but it doesn’t have to be dull

Why emulate the corporate world you’ve just left?  Didn’t you become an entrepreneur to be your own boss and do things differently?

Yes, good.  Ok, let’s do this.  Your ideal customer is personal to you and your business.   What’s right for your sister’s beauty therapy business isn’t necessarily right for your back-garden vineyard.  Plus, it may change over time so what’s right for you now, might evolve in three years’ time.

So, you lucky things. Using my years of experience of working with clients – and on my own business – I’ve created an easy way to identify your ideal customer that incorporates all the clever stuff but also feels right.

I’ve read all the theory and the boring business planning documents and distilled it down into five simple steps that guarantees that you will identify your ideal customer – and it will come from the heart.

Because after all, if you don’t love who you work with, why bother working for yourself?

Five simple steps to working out your ideal customer

  1. List 12 people or companies you’d like to work with.

They are not clients you think you *should* work with.  They are the ones your heart desires.  Your ideal customers, in an ideal world so dream BIG.

Next, add a sentence to each one to say why.  Let it come from the heart.

  1. Look for recurring patterns, words that come up more than once.

List the patterns you see in the ‘why’ sentences e.g. ‘family business’, ‘large corporations’. The patterns could be to do with industry, age, size, location, history.  They could be to do with outlook or values.

Get steps 3 to 5

Get the five simple steps AND get a free handy workbook to help you work out YOUR ideal customer. [convertkit form=5018508]

Really, sounds like you just want my email address so you can get me to buy your course/ book/ grandmother? 

No sell. No sh!t. Sign up, take the workbook and then unsubscribe if you like.

I love helping start-ups but don’t always have free time and honestly, it isn’t the most profitable side of my business.

I want to help you with your business.  So, go on, take this from me for free because it might help you promote your business.

[convertkit form=5018508]


Fay · May 7, 2017 at 8:01 am

A really helpful post. I struggle with working out who my ideal client is because I currently help a diverse range of people and I enjoy working with all of them. What you’re suggesting here is a fresh approach that I haven’t encountered before. I am going to give it a try. I’ve signed up to get all of your five steps and am looking forward to learning more.

Katy Pollard · May 8, 2017 at 8:18 am

Thank Fay, that’s great to here. Sometimes we find ourselves working with clients because of legacy issues or because we think we ‘should’ don’t we? I hope the workbook helps you – do let me know how you get on.

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