Specify Your Target Audience

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Instead of keeping your customer avatars up in your head, write them down. This allows you to transfer your knowledge about your customer and keep your business focused on the customers that you actually want to work with. 

We all have had those clients who we never want to work with again. 

When FocusCopy or one of our clients deals with a difficult client, we’ve discovered that 9 times out of 10 it’s because they aren’t our ideal client. If we would have looked back at these profiles, we would have identified that prior to experiencing difficulty. 

Create Customer Profiles


Fill out the following two tables.
Depending on the product or service you offer, one or more of the following fields may not apply. We’ve included descriptions of what we want you to include in these tables.

#1 Pick a Fun Name Here (i.e. Ellie Entrepreneur)


  • Age: 
  • Gender: 
  • Marital Status: 
  • # / Age of Children:
  • Location: 
  • Stage of Life: 
  • Religion: 
  • Politics: 
  • Occupation: 
    • i.e. Doctor
  • Job Title:
    • Different roles have different values. List what type of job this person holds and if they are the user and/or the decision maker.
    • i.e. Cardiothoracic Surgeon
  • Annual Income: 
  • Level of Education: 
  • Personality: 
    • Describe their personality. What are they like generally? How are they unique?

Goals & Values


  • [NAME] wants to…What goals do they have? How do they envision their life to be like?What goals do they have using your products or services?Are there bigger goals they are reaching for that you can help? 


  • [NAME] is committed to…What do they value above all? It could be people, God, material things, time, etc. 

Challenges & Pain Points


[NAME] is challenged with…

  • What are the main challenges this person has that motivates them to buy? Give as much detail as possible.

Pain Points:

[NAME]’s paint points are…

  • What triggers make them want to immediately give over a credit card for a solution? These are often motivators for buying.

Objections & Role In Purchase Process

Objections to Sale:

  • How do they decide what to buy? What factors are involved when deciding whether to buy or not? 

Role in the Purchase Process: 

  • Not all customers are the actual buyers. Where are they in the purchase process? Users but not buyers? Buyers and users? Buyers but not users? 
  • Are they the decision maker? If not, who is the decision maker? Does this individual have weight in the decision making process?

Audience Specific Questions

  • What is the customer asking?
  • What are they searching for?
  • What questions are they asking internally?

Sources of Information

This category is where your customer gets their information; it’s the people they are following and what they are looking at in their free time.

Blogs / Websites:

  • Where do they find information – even if it’s off-topic?


  • What conferences or events do they attend?
HaveWhat do they have? It could be a soft have (i.e. sense of hopelessness) or a hard have (e.g. a vacuum that doesn’t work). What do they have after your product or service? (i.e. sense of purpose or the best vacuum they’ve ever used).
FeelHumans are emotional beings. What feelings do your customers experience? Why do they feel those emotions?What positive feelings do they have now that their life has improved after purchasing your product or service?
Average DayWhat does an average day look like in the life of the customer before or after the product or service? Provide as much detail as possible to show transformation of what their average day could look like. How has their life been transformed?
StatusWhat “status” have they deemed themselves? Or deemed them by others? This may be a status that one makes up in their head. How do they see themselves after? Do they see themselves differently?
Good vs EvilGood vs Evil references to the internal or external battle that a customer faces.Depending on the situation, this may be the same as the before state.