How to define & attract your ideal customer
Remember the 1983 hit, "Every Breath You Take" by The Police? It goes something like this:
Every breath you take.
And every move you make.
Every bond you break.
Every step you take.
I'll be watching you.
Okay, let’s be real—kind of creepy for today’s times, right? But back in the day, it was the love song. And in the world of branding and marketing, that same level of obsession is exactly what you want from your audience.
Because when you’re targeting the right audience, they should feel so connected to your brand that they’re eagerly following your every move, engaging with every post, clicking through every email, and jumping at every offer you put out.
But here’s where most small businesses go wrong: They try to appeal to everyone.
And in doing so? They appeal to no one.
Why Trying to Appeal to Everyone is a Branding Disaster
Let’s imagine two coffee shops:
Shop A: Generic branding, serves everything from cappuccinos to protein shakes, has no clear personality.
Shop B: Specializes in organic, locally sourced coffee, has a cozy ambiance, and markets itself as a haven for creative entrepreneurs.
Which one do you think will attract more loyal customers?
Shop B. Hands down.
Because here’s the deal: when you try to serve everyone, you dilute your message, making it harder for anyone to connect with you on a deep level. And in today’s world—where people crave brands they can trust, relate to, and obsess over—connection is everything.
So, how do you create a brand that speaks directly to the right people, builds a loyal audience, and turns followers into lifelong customers?
Grab your favorite drink, because we’re diving deep into how to define, attract, and convert your ideal audience—without the guesswork.
What is an Ideal Audience? (And Why Does It Matter?)
Your ideal audience (aka your target market) is the specific group of people who are the most likely to buy from you. These are the people who:
✅ Need what you offer
✅ Align with your brand values
✅ Can afford your products/services
✅ Will become loyal customers (and even raving fans)
Defining your ideal audience isn’t just about demographics (age, gender, income). It’s also about psychographics—the deeper stuff, like:
Their values (What matters most to them?)
Their pain points (What keeps them up at night?)
Their aspirations (What do they dream about?)
Their buying behavior (How do they make purchasing decisions?)
The more you understand these things, the easier it is to:
🎯 Create offers that truly resonate
🎯 Write content that speaks directly to them
🎯 Build a brand that they feel deeply connected to
Now, let’s talk about how to identify your ideal audience—without just guessing.
Step 1: Analyze the Data (Your Secret Weapon for Understanding Your Audience)
Before you start creating content or launching offers, take a good look at who’s already engaging with you.
Start with these free tools to gather insights about your current audience:
📊 Social Media Analytics
Instagram Professional Dashboard → Age, gender, location, most active times, and what content they engage with most.
Facebook Audience Insights → Interests, behaviors, and demographics of your followers.
TikTok Analytics → Who’s watching your videos, for how long, and where they’re from.
🔍 Action Step: Check your top-performing posts. What topics, formats, or styles get the most engagement? That’s a clue about what your audience actually wants!
📈 Website & Email Analytics
Google Analytics → Where your traffic comes from, how long people stay on your site, and which pages convert the most.
Email Marketing Platforms (like ConvertKit, Mailchimp, or Flodesk) → Open rates, click rates, and the emails that generate the most responses.
🔍 Action Step: Identify your most popular blog posts or email campaigns—they tell you exactly what your audience cares about.
📊 Market Research Tools
Flick.Social → Helps you find the best hashtags and audience insights for Instagram.
AnswerThePublic → Shows what questions people are asking in your niche.
Ubersuggest → Helps you analyze keyword trends and competitor traffic.
📌 Pro Tip: Look at the exact words your audience uses in comments, emails, or DMs. These words should be in your sales copy, social media captions, and website messaging.
Step 2: Stalk Your (Successful) Competition
No, you shouldn’t copy your competitors—but you should learn from them.
What to Look For:
Who are they targeting?
What’s their messaging style?
Which products/services are bestsellers?
How are they engaging with their audience?
How to Research Competitors:
Follow their social media → Pay attention to their most engaged posts.
Check their reviews → What do customers love or complain about?
Sign up for their email list → How do they nurture leads and convert them?
Visit their website → What words do they use? How do they position themselves?
📌 Pro Tip: Find the gaps. What are customers complaining about in their reviews? Where can you do better?
Step 3: Build Your Ideal Customer Profile (AKA Your “Business BFF”)
Once you’ve gathered all this juicy data, it’s time to create a detailed profile of your ideal audience.
👩💻 Meet Claire (Example Ideal Customer)
Age: 34
Occupation: Small business owner
Income: $75K/year
Struggles With: Branding, marketing, and content creation
Dreams Of: Having a streamlined, successful business with engaged customers
Spends Money On: Courses, coaching, branding tools, and marketing strategies
📌 Why This Matters: When you’re stuck, ask yourself: "Would Claire find this helpful?"
If the answer is no—tweak it!
Step 4: Create Offers That Speak Directly to Your Ideal Audience
Now that you know who you’re serving, create offers that meet them where they are.
💡 Example: The Brand Photography Ladder
$37 DIY Guide → Perfect for business owners just starting out.
$99 Mini Course → Helps them improve their skills.
$500 Custom Shoot → For when they’re ready to invest in pro branding.
By offering solutions at different price points, you nurture customers over time—so when they’re ready for the big investment, they choose you.
How to Create a Brand That Attracts the Right People
✅ Define your ideal audience → Know exactly who they are and what they need.
✅ Analyze your data → Use social media, website, and email analytics to see what works.
✅ Research your competition → Find opportunities to stand out.
✅ Build a customer profile → Give them a name, personality, and struggles.
✅ Create offers that meet them where they are → Provide solutions at every stage.
Your ideal audience may shift over time, so revisit your data regularly. The more you refine, the easier it becomes to build a brand that attracts, converts, and thrives.
Now tell me—who’s YOUR “Claire”? Drop your ideal audience details in the comments! 💬
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