“Know Them. Speak to Them. Sell to Them.”
Create a Customer Profile So Clear, It’ll Feel Like You’re Reading Their Mind.
If you try to market to everyone, you’ll reach no one.
The most profitable businesses don’t speak louder—they speak more specifically.
This Ideal Customer Avatar (ICA) Template helps you:
- Clarify exactly who you serve
- Write messages that connect emotionally
- Design offers they want to buy
- Waste less time chasing the wrong audience
ICA WORKSHEET: Define Your Dream Customer
Instructions: Fill in each section using your best customer—or who you’d love to work with most.
- Basic Demographics
- Name (fictional but specific):
- Age:
- Gender identity:
- Location (City, Region, Country):
- Relationship status:
- Occupation/Industry:
- Income Range:
- Lifestyle & Personality
- What do they value?
- How do they spend their time?
- What motivates them?
- What are they most proud of?
- What frustrates or stresses them out?
- Dreams, Desires & Goals
- What are their biggest personal or business goals?
- What would success look like for them?
- What do they really want to feel every day?
- Pain Points & Challenges
- What keeps them up at night?
- What have they tried (and failed) at before?
- What’s blocking them from reaching their goals?
- What’s costing them time, energy, or money?
- Buying Behavior
- Where do they get information (YouTube, blogs, podcasts, social)?
- Who do they follow or trust?
- What objections do they have about hiring/buying from you?
- What would make them say YES right now?
- Your Offer’s Role
How does your product/service improve their life or solve their pain point? What transformation do they get?
_“Before working with me, they feel ______. After working with me, they feel _____.”
EXAMPLES
Example 1: Business Coach Targeting Solopreneurs
- Name: Lisa
- Age: 43
- Status: Married with two teenagers
- Occupation: Life coach with inconsistent income
- Income: ~$3,500/month
- Goals: Wants to build a $10K/month coaching business with a group program
- Pain Points: Marketing overwhelm, DIY fatigue, no consistent client pipeline
- Where She Hangs Out: LinkedIn, listens to podcasts (Amy Porterfield, Jenna Kutcher)
- Objections: “I’ve already spent money on courses that didn’t work.”
- Desired Outcome: Clarity, systems, support to grow confidently
Example 2: E-Commerce Store Targeting New Moms
- Name: Jess
- Age: 29
- Status: Married, new mom to 6-month-old
- Occupation: On maternity leave from teaching
- Income: Family household income $80K
- Values: Safety, quality, eco-consciousness
- Frustration: Doesn’t trust big brands, overwhelmed by options
- Where She Shops: Instagram, Etsy, Facebook Groups
- Objections: “Is this product really non-toxic?” “Will it last?”
- Goal: To feel like a confident, capable mom using safe, stylish products
- Your Product Role: Provides peace of mind + aesthetic she loves
Example 3: Local Service Provider (Auto Detailing)
- Name: Mike
- Age: 38
- Status: Single, lives in suburbs
- Occupation: Sales manager, commutes daily
- Income: ~$75K/year
- Pain Points: No time to wash/detail his car; dealership prices are too high
- Lifestyle: Values convenience, image, fast service
- Where He Hangs Out: Google Search, Facebook, Yelp
- Objections: “Will you scratch my paint?” “Is it worth the price?”
- Buying Trigger: “We come to you” + 5-star reviews = YES
- After Service: Feels proud of his car, impressed with how fast it was
Final Tip
“If you can describe your customer’s problem better than they can, they’ll assume you have the solution.”
Use this template to revisit your marketing copy, emails, landing pages, and offers. Every word should make your ICA feel seen and understood.
