Creating Your Ideal Customer Profile
Many business owners make the mistake of trying to sell to everyone who might possibly benefit from their product or service.
They worry that if they narrow their target market too much, they won't be able to make enough sales.
In reality, the opposite is true.
When you try to appeal to everyone, you end up with:
- Bland sales copy that no one can relate to
- Products and services that never quite fit anyone's needs
- A constant struggle to convert leads to customers
On the flip side, those businesses who take the time to create an in-depth Ideal Customer Profile (ICP) find every decision comes naturally.
They know exactly:
- What to say and what language to use in content and copy
- How to tailor their products and services to their customers' needs
- What new offers their audience will race to purchase
When you have a detailed ICP, you don't have to agonize over every business and marketing decision. All you have to do is think about how your ICP would react.
With this resource, you’ll be walking your students through how to:
- Identify your primary target audience, so that you can market to those people who are the best fit for your products and services
- Create an initial ideal customer profile by tapping your current understanding of your audience
- Validate your customer information, so that you have the most accurate data on which to base your ideal customer profile
- Analyze your data and refine the profile of your ideal customer, so you will be confident in tailoring your marketing to them
- Decide how your detailed ideal customer profile can have the most impact right now, so that you get started using it immediately
- Consolidate and implement your learning and plan future action steps, so that you can continue to refine your ideal customer profile over time
Here's what you'll teach in Create Your Ideal Customer Profile…
There are 5 modules in the course, with individual lessons, an introduction, and a concluding action plan.
Here's an overview of each module's learning outcomes:
You'll start out with an overview of the course and what your students will learn so that everyone is excited to jump in and get going.
Module 1 – Your Primary Target Audience
If you try to market your product or service to an overly general audience, you'll always have a hard time making decisions on things like messaging, sales copy, content, and every other aspect of your business.
In Module 1, you'll help your students identify their primary target audience so that they can make the marketing and business decisions that will drive their success.
Module 2 – Build Your 5D Ideal Customer Profile (ICP)
Now that you have an idea of who you want to serve, it’s time to dig deeper and investigate the details of who that person is. You’d normally think about a person in 3D, but in this module, you’ll be looking into every aspect of your ideal customer’s life from different angles. We call it a 5D ICP to reflect that depth.
In Module 2, you'll show your students how to create an initial ideal customer profile by tapping their current understanding of their audience.
- Lesson 1: Gather the Facts – In Lesson 1, you'll explore the areas of demographics, psychographics and behavioral characteristics with your students, so they can start building their ICP.
- Lesson 2: Feel Their Pain – In Lesson 2, you'll help your students identify some of the main dilemmas that their ideal customer could be facing, so that they can understand their ICP’s challenges better and target the right solution for their needs.
- Lesson 3: Explore Their Wants – In Lesson 3, you'll teach your students how to find out people's dreams and aspirations, so that they can uncover their ICP's true motivators.
- Lesson 4: Discover What Matters Most to Them – In Lesson 4, you'll show your students how these aspirations connect to the core values of their ICP, which influences their choices and buying decisions.
- Lesson 5: Uncover Their Objections – In Lesson 5, you'll explore how your students can get to the root of their ICP's problems and objections, so they can help their ICP see the solution.
- Lesson 6: Review Your Data – In Lesson 6, you'll show your students how to analyze all the information they have gathered, so they can create a narrative for their ICP and get closer to completing a detailed profile.
Module 3 – Put it All Together
Up to now, you’ve been basing your ICP on your current information about your ideal customers.
In Module 3, you'll teach your students how to validate their information, so that they arrive at their detailed ICP.
- Lesson 1: Validate Your Answers – In Lesson 1, you'll show your students ways to validate their customer information, so that they have the most accurate data on which to base their ideal customer profile.
- Lesson 2: Analyze Your Data & Refine Your ICP – In Lesson 2, you'll explain how to analyze their data and refine the profile of their ideal customer, so your students will be confident in tailoring their marketing to their ICP.
Module 4 – What to Do with Your New ICP
Now you have your detailed ICP, you’ll want to start using it right away to benefit your business.
In Module 4, you'll have your students decide where their ideal customer profile can have the most impact right now so that they get started using it immediately to grow their business.
Module 5 – Conclusion and Next Steps
Now that your students have created their ideal customer profile, they can continue to monitor and tweak their ICP to keep up with market and audience changes – without having to start from scratch. They also now have the tools to create new ICPs if they launch a new product or service.
In Module 5, You'll also give your students time to review the course, helping them to consolidate and implement their learning and plan future action steps, so they can achieve the goals they set for this course.
- Course Book (53 pages) – All the content and activity instructions you need to create a comprehensive unit!
- Action Guide (43 pages) – A complete set of worksheets that helps your students take action on what they learn in the Course Book
- 5D Snapshot Template – An additional worksheet for your student to create a high-level summary of their ideal customer that they can refer back to every time they need to make a decision.
- Summary Cheat Sheet (27 pages) which includes the main takeaways, key points, and action steps from the course. You and your students can use it as a quick reference to save time, versus having to refer to the coursebook every time. (TIP: Our customers love using the cheat sheet to identify what they want to customize in the course, and for sales copy snippets.)
- Graphics (23 colorful graphics that are used in the coursebook and slideshow, .pdf, .ppt & .png). These give a snapshot view of concepts, as well as adding some visual zing.
- Course Overview Infographic – A 1-page at-a-glance visual of the course, so your students always know where they are in their progress (.pptx, .pdf & .png).
- Slideshow (141 Slides)
- Speaker Notes (in Slide Notes below slides) – Use the script under the slides (in the .pptx) to guide your presentations and recording. Ready to customize for your language
Free Bonus Materials:
- ICP Questionnaire – (35 pages) Your students can use the questions in this in-depth questionnaire with people in their target market, to help create a detailed description of their ideal customer. In .docx.
- ICP Builder – (67 pages) Use this builder to set up a printable book on Amazon KDP or elsewhere. It makes an ideal accompaniment or alternative to the ICP Questionnaire for defining your Ideal Customer Profile. It's also a great way to drive more leads to your course! (Comes with a cover page, instructions and in both .pptx and .pdf formats.)
- ICP 5D Snapshot – (12 pages) Use this snapshot template as an add-on to the ICP Builder or a hand-out in the course. Once your students have completed their detailed Ideal Customer Profile in the Builder, they can use this template to create a high-level summary of their Ideal Customer. In both .pptx and .pdf formats.
- ICP Guided Journal – (53 pages) Your students can use this journal to record their main findings about their ideal customer from their initial thoughts, conversations, and research. They can then analyze their results by identifying themes, common factors, and trends. When the analysis is completed, they'll have a detailed ICP.