So you finally launched the business. Congratulations!
The site’s live, the offer’s built, and now you’re staring at a blank content calendar thinking, “Great, now I just have to… create content for visibility and sales.”
Before you do that, you need an ideal client avatar because selling to “Joe Schmo” is not going to get you seen by those who should be buying from you.
“Who is Joe Schmoe?” You ask.
Well, Joe Schmo means “anybody.” And by the rule of marketing, this means no one in particular.
Let me paint you a picture…
You’re at your favorite coffee shop, and then someone collapses. The owner panics and yells, “Somebody call 911!”
Everyone assumes someone else has it handled. So, nobody moves. Then she looks dead at you — the regular who’s in there every Tuesday — and says, “Brenda, call 911. Now!”
So, you drain the shock out of your head, make your way to your bag, grab your phone, and make the call.
That’s the entire difference between talking to everyone and talking to someone.
And it’s exactly why, before you post a single piece of content, you need to know precisely who you’re calling out to.
In this guide, I’ll tell you who an ideal client avatar is, how to create yours, and how to share conversion-led messaging that connects with this one person.
Without further ado, let’s get into it.
What is an ideal client avatar?
An ideal client avatar — also known as a buyer persona or target client persona or target audience — is a detailed representation of the person you want to sell to.
Let’s say you’re a business coach who wants to help a new business owner hit consistent $5k every month using Instagram.
You can decide to call her “Emma”.
Emma, then, becomes the representation of every new business owner you’re trying to reach.
So, instead of addressing them all (using pronouns and phrases like they, you people, or you guys), which is less effective, you can simply address them as though you were speaking to one person — aka Emma — in your content. And you can be sure your message will resonate with as many who fall into the category.
The whole point of creating an avatar is to help you become specific enough to create relatable content they actually want.
Let’s talk about how you can create the perfect ideal client avatar for your business.
How to create your ideal client avatar
It’s no secret that everyone and their grams are selling something online.
But it’s not about randomly selling something. It’s about knowing who to sell to… who would want what you’re selling.
Here’s how to create an ICA that allows you to cut through the noise and sell to the right people.
Step 1: Know who your ideal client is
You have to figure out their demographics (that is, the practical stuff ) and their psychographics (that is, the inside-their-head stuff).
- What’s their age range?
- What do they do for work?
- Where do they live?
- What’s their income level?
- What do they care about outside of work?
- Where do they actually hang out online?
- What do they believe, deep down, as their core values?
- What kind of personality traits do they have?
Step 2: Know what their struggles are
- What is the main challenge they face (concerning the solution you offer)?
- What pain points are they struggling with as a result of this challenge? That is, the negative effects of this challenge on their lives.
Step 3: Know what they want
- What are their desires and goals?
- What are the things they wish they could have IF the challenge wasn’t in their way?
- What does their version of “sorted” actually look like?
Step 4: Give them a name
- What will you call them? A simple name that you can remember them by.
Quick note: Steps 1 through 3 aren’t something you should guess your way through. The real answers live inside actual conversations with real people in your audience. In the Ideal Client Development Workbook, you get access to the Client Voice Guide that includes step-by-step instructions for knowing who your ideal client is and copy scripts for your research.
How to create content your ideal client wants
Knowing who you want to address matters. But knowing HOW to actually talk to them is what you need to make them notice you, what you do, and how you can help them.
Continuing with our previous ICA example, Emma, here are five ways to make sure your content lands instead of just… something they skim through.
1. Talk about what matters to her
Resist the urge to chase whatever’s currently getting likes for everyone else.
Your job is to speak to what your specific person actually cares about, even if it’s not flashy. That’s how you attract, retain, and convert them.
Stuck on what that is?
- Ask your audience directly — through your emails, Instagram stories, long-form posts
- Run a quick search on a tool (such as AnswerThePublic or Answer Socrates) to see the actual questions real people are typing into Google about your topic.
2. Make your ideal client the hero of your story
Always keep this ONE thing in mind:
You are not the hero in the content you share. Your ideal client IS. Your ideal client should be the star of the stories you write.
Every post should orbit around their specific situation, their dreams, and the transformation they’re inching toward.
Your role is to position yourself as the guide they need to go from their current situation to where they want to be.
3. Use the “YOU” pronoun to address them as one person
The whole point of creating a client avatar IS to speak to one person.
So, don’t address your target audience as “they,” “them,” “you people,” “you guys,” or “all of you.”
It’s ineffective to talk to a crowd because no one will feel like you’re speaking directly to them. Use the “YOU” and “YOUR” pronouns to get them hooked on your message. Speak like it’s just the two of you — you and your ideal client — in the room.
4. Make it conversational
Write like you’re texting your best friend, not presenting to a boardroom.
Nobody wants to feel like they wandered into a lecture room…
OR like they’re on a hot seat…
If a sentence sounds stiff reading it back, loosen it. Picture Emma every time you create a piece of content. The more you do that, the more conversational, helpful, and intriguing your content will be.
5. Be yourself
I know this might sound like some stale BS you’ve heard at least 987,654 times.
But when it comes to selling to people in a world full of saturated markets, the fastest way to be seen and known for what you do is to just BE YOU.
People connect with other people, and while you’re good at what you do, you need to let your vibe and voice shine.
You don’t have to try to be like someone else because they seem to be doing well. At most, you’ll be second to them. But you’ll always be the only YOU there is. So, own your vibe already — and let it call in your ideal client.
Make your ideal client gush over your content
The clearer you are about your target client, the more aligned content you can create, and the more significant growth your business will witness.
If you want the full step-by-step to create your ideal client avatar, that’s exactly what the Ideal Client Development Workbook is for.
Or if you’d rather talk through your content and target client development directly with me, book a strategy session and let’s chat about it.
Or if you’d rather let me take charge of your content (website copy to blog posts, emails, and/or other sales copy assets) so you can focus on other parts of your business, check out my services and inquire here.
