If you’re a business owner who’s struggling with how to create an ideal client avatar, then stick around because this post is for you!
I’ve found that the traditional way we’ve been taught to define our dream client isn’t always the most effective, and can actually cause more harm than good for our business and our audiences.
That’s why, in today’s post, I’ll be sharing constructive ways we can define our ideal clients in a way that actually serves our business.
Writing inclusive copy.
One of the limitations that we face when we use the traditional buyer persona is that we may not be allowing for inclusivity for diverse or marginalized audiences.
I want to acknowledge I am by no means an expert on writing inclusive content or copy, but I am making an intentional effort to learn and hope that this post can be part of that wider conversation.
Writing inclusive copy allows you to reach a broader audience, and allows you to be a better business owner. It’s one of my business goals to be more inclusive in the way I define my dream clients and I encourage you to do the same for your business.
“Less is more” — does it apply to identifying your ideal client?
Most of us have been taught that when we identify our business’s ideal client avatars, we need to get in as much detail as possible. Instead, I encourage you to try to be more inclusive when defining your dream client by only focusing on what’s really important.
The traditional buyer persona — defined by everything from demographics to where they like to shop to how they take their coffee — may work well in the corporate world. But, particularly in the online entrepreneurship space, all those details aren’t necessarily going to help you reach your business goals.
Don’t get me wrong — having a picture in your mind of the dream client for your business is great. There are times where having details about your client is helpful, like when trying to fight writer’s block or trying to bring more voice and personality into your copy.
But many times, defining your dream client based on details like where they live, what they look like, or what they order at Starbucks isn’t actually serving your business goals.
So, this is your permission slip to throw your ICA in the garbage and wave the niche police goodbye!
Note: The use of surface-level details shouldn’t be the main focus of your ideal client avatar, as those facts aren’t actually going to help you write strong copy that converts readers into buyers.
So, how should you define your ideal client avatar?
To break it down into a simplified version, these are the questions you should ask to define your ideal client avatar:
- What is their big overarching problem they’re facing as it relates to your offer?
- How is that problem showing up in their life? (These would be those annoying pain points that the problem is causing them.)
- How is that problem making them feel? What emotions does the problem they are facing bring up?
- What is the outcome they’re looking for? If the problem was remedied, how would their new life look?
Everything else depends — on what you want, and on what your clients want.
These details are questions you should be asking yourself. Identify what details are important to you when it comes to the dream client you want to have.
Does it truly matter what your client’s gender identity is, how many children they have, or whether they live in a city or the suburbs? Does that actually make a difference to the problem you solve or the transformation you deliver? If not, it probably doesn’t belong in your ICA.
If you’re interested in more information on ideal client avatars, be sure to check out my messaging clarity journal where I have a whole section dedicated to this topic.
I also recommend checking out https://www.jennyjay.ca/unlearn for more examples on how you can be more inclusive in your copy and overall business strategy.
I want you to dig deep and think about the client details that are important to you. If you can clearly identify who you don’t want to work with and why, your niche will become super apparent to you.
Remember that these decisions don’t have to be public, but they will naturally influence the wording you choose in your copywriting and marketing.
For today’s exercise, I want you to brain dump all of the different ways that the problem you solve in your business or offer is affecting your ideal client.
From that list, pick out two or three of the most applicable pain points for your audience and talk about them in your next Instagram post.
In this post, be sure to direct them to a call to action that can provide them with information that will help alleviate the pain points they are facing, like a blog post that explores the topic further, or a sales page where they can invest in an offer related to those pain points.
After you post this, take a look into your engagement. See how much you get in comparison to other recent posts and consider whether the pain points you picked out really resonate with your audience.
The Way We Create Ideal Client Avatars Is Broken – Here’s Why: The Bottomline
When it comes to creating an ideal client avatar for your business, I think we can all agree having details can be helpful.
However, we should remember that these definitions can be limiting to our business and our audience if we’re defining our ‘dream client’ based on unimportant details.
When we define our dream client, it should be based on the things that are important to who we serve and how we serve them. Point blank. Anything else simply isn’t helpful.
Instead, we should be attempting to create a more inclusive ideal client avatar. Not only does this better serve our audience and our community, but it can also have a direct impact on the effectiveness of your sales copy.
Thank you for reading!
If you love what you learned, be sure to connect with me over on Instagram and share your biggest takeaways. I’d love to hear from you! See you back here in the next post — and remember, I’m rooting for you, always. You can grab your Membership Sales Page Copy Template here!
For more information about the blog, or other ways you can work with me, check out: www.megantaylor.co
Meet the Host
Welcome! I’m Megan Taylor — copywriter for online entrepreneurs, bookworm, and founder of The Copy Template Shop. I believe that anyone can write strong copy, and I’m here to teach you how to write words that sell your online offers while prioritizing real connection, serving your audience, and simply being who you are.
Grab my free Website Copy Roadmap and learn my five-step process to writing website copy that connects with & converts dream clients.
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