Before moving on...

Take a moment and ask yourself:

If you could manifest a single person who would be the typical embodiment of a “classic” customer, what would they be like?

This could be a current customer who you want a thousand (or a million) more of... a combination of attributes from a number of past/current customers... or a totally fictitious person.

If you aren't clear on who your ideal customers are, think about:

1. Who do you make the most money from?
2. Who would benefit the most from what you do/sell?
3. Who do you enjoy working with the most?

It is IMPERATIVE to focus on a SINGLE person while completing this next section. Treat it like a visualisation exercise — the more detailed you are, and the more specific you get with the details, the deeper you'll be able to tap into the true psychology of your ideal customers.

That means, when it comes to age and income, provide single numbers instead of a range (e.g. 30-35). This is purely to help you visualise this person in more detail.

Just because we're focusing on a single person here doesn't mean we're going to deliberately exclude people who don't match your descriptions in your marketing.

And yes, I realise this might get tedious. And some of the questions might seem repetitive. This is done deliberately to get different angles/perspectives on similar answers.

One thing I've observed over and over again:

Businesses that take the time to do this properly are always rewarded with faster, longer-lasting, more profitable results than those who don't.