Let’s get back into our Digital Marketer client avatar worksheet and dive into this week’s blog. In last week’s blog we were able to break down the age, name and gender demographics and how they could intersect with your business or service. This week I will discuss marital status, children, and location. 

door of small business with open sign showing

Considering Your Client's Marital Status

Married, single, divorced, serial monogamist, polyandrous, life partner, roommate, asexual, LGBTQ community? In today’s world, there are a lot of different ways that people build a family or define their relationship(s). 

Let’s imagine that you own a small hardware store that is trying to break into the local market. You love teaching adults about all your great products, especially those that never learned about how to use them as kids. Your city has a growing LGBTQ community, and you decide to offer do-it-yourself classes for this ever-increasing community. You understand that many queer kids didn’t attend shop or building courses because they felt bullied. If the couple is a same-sex couple, both spouses may have a gap in construction and DIY knowledge. You can frame your business as a safe place for people to learn and build their skills, not a hardware store for the local professional contractor.

woman walking with her dog in the adirondacks

Let's talk about kids, baby!

 1, 2, 5, 0, step-children, dog, step-dog, cat. Who is part of your ideal client’s life? It can seem like some questions or aspects of this exercise are irrelevant to your business.  You may be thinking “I’m selling hammers! What do I care about the children of my avatar!?” Trust me, this exercise will pay off.

Is your client building a dog house with that hammer? Maybe they are helping their daughter build a birdhouse?  If you are thinking of purchasing an ad, you could fill the ad with imagery of a happy dog running around its owner building a brand new dog house, which all started with purchasing that hammer from you. 

Change that and think of the afternoon a parent spends helping their child create a birdhouse. How it feels to teach a child a skill they can use for the rest of their life.The parent gathering all the supplies to make a birdhouse with their daughter. Visiting your hardware store, picking up nails and wood and stopping by the tool section, letting her pick out her first hammer- her first tool, a step toward independence. Cut to the parent and child working on a wooden bench, teaching, learning, and laughing together- all because of you.

“teaching, learning, and laughing together- all because of you.”

Where in the world is your ideal client?

When you are thinking of your ideal client’s location be specific. For example, a street, town, county, state, country, continent. The location can also be an indicator of the income and lifestyle of the avatar- I.e., Beverly Hills, CA vs. Malone, NY are very different places.


If you are selling skis, you may want to focus your attention on people living near your local ski shop and between you and the closest mountain or cross-country ski area. Knowing your ideal client’s location can help you frame what visuals you should use in your ad. Selling shoes in a metropolitan area? It’s more likely that your ideal client is running the mean concrete streets and not bucolic trails in the woods. 

We’ve made it through basic information for our client avatar. I find that as I see you fill in this form, your client comes alive, and their stories take shape.  As I was writing about the number of children demographic I imagine the dog as a happy golden retriever, running around a lawn with its long fur flowing as it bounces around the owner constructing its new house.  Take a moment before we jump into next week’s blog, to go a little more in-depth on these basics and see what stories starts to take shape. 

Share on facebook
Share on twitter
Share on linkedin