woman handing amber pint of beer at brewery in Au Sable Valley

Let’s get a little more in depth about your market

It’s time to return to our client avatar worksheet after last week’s blog about books you should read in 2019. I know you have limited time so let’s jump right back into the sheet. This week we will cover your ideal client’s quote/ mantra, occupation, job title, annual income, level of education.


Quoting Your Ideal Customer

When it comes to figuring out your client’s quote, think about how it relates to the product your selling. Take a moment and think about the last five clients you helped. Is there a common statement that each client made during your interaction with them?

For example, my clients often say “There are not enough hours in the day to get everything done.” Knowing that many of my clients feel the same way- overwhelmed, has helped me plan how I work with my clients. My blogs are designed to be read within 5 minutes, and the onboarding process is broken into daily steps can be completed in 10 minutes or less.

No matter your business, from shoe sales, to web design, you probably hear a common need or desire. Take a moment the next time you work with a client to really pay attention to what they are saying- and figure out how your business can help.

Your Customer's Occupation & Job Title:

The occupation and job title can be defined broadly or somewhat specifically, depending on how your target client views themselves. For example, in my work, some small business owners identify more with their skill or trade, i.e., woodworker, master brewer, or chef. Others identify with being entrepreneurs or small business owners. Whether you focus on your client avatar’s occupation or job title depends on the area you serve.

In many of his books, Seth Godin often talks about focusing on the ‘smallest viable market.’ For example, let’s imagine that you are a farmer who grows hops. You probably won’t focus on people who identify as a small business, as not all small business owners brew beer- so you need to concentrate on home brewers and brewmasters. If you only want to help people in your city, you may not know enough people to have a sustainable business. However, if you service the Northeastern United States, you can focus on selling to home brewers and brewmasters.

field of hops growing in Champlain, NY
two people installing a line of solar panels in Elizabethtown, NY

Your Client's Annual Income & Level of Education:

Does your client make zero dollars, 15,000, 30,000, 50,000, 100,000+? Is their level of education high school graduate/ GED, some college, Bachelors, Masters, Doctorate? Many times (but not always) these two factors go hand in hand, those with higher educations have a higher annual income.

Knowing this information can be helpful, especially if their education and income are ‘pain points’ or things your client wishes they could change. If you are running a non-profit organization trying to connect high school graduates with specialized training in green technologies- education and income may be the most critical factors in targeting your ideal client your marketing campaign.


Your business may not be able to serve absolutely all aspects of your client; it’s important to know as much as possible. After all, your goal is to help your client live a better life with your product or service and not create more problems. Through understanding as much as possible, you can help them win the day while avoiding pitfalls. Next week we will talk about where your client gets their information.

Share on facebook
Share on twitter
Share on linkedin