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No matter if you are a personal trainer or web designer, you need to identify your ideal client.

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

Last week’s blog explained why knowing your client avatar, aka your ideal customer is key to any marketing campaign. Today we are going to break down the necessary client information from the Digital Marketing worksheet. Let’s discuss what you should consider as you fill out the age, name, and gender fields. 

Thinking about the age of your ideal client

When you are building in your client avatar, carefully consider the age of your ideal client. Be sure to also think about the avatar’s age when your client will begin thinking about your product/service — for instance, the acne treatment company ‘Proactive’ advertises on Nickelodeon, Disney Channel, and MTV. While the viewers of Nickelodeon and Disney may not have acne yet, the earlier Proactive can get viewers to consider their product, the more likely they will be to have brand familiarity when the time comes. Proactive knows to market to people on the age cusp of their client avatar because it won’t be long until they need acne relief.

Giving your ideal client a name

You know that different generations have different names right? Does it catch you off-guard when someone names their baby “Geraldine”? It may sound strange to many ears because it is a name from another place or generation. When you are thinking of your avatar name, consider the following variables:

  • Names from different generations
  • Geographically specific names
  • Religious names
  • Names among different income brackets

While I’m writing copy I never actually write the name of my client avatar in my work. However, I do think, “Alright, Jamie, how can I help you today.” or “What would Jamie think about this?” Once you define your avatar, give them a name and imagine you are writing every Facebook post and website blog as if you were talking to them.

business owner and tattooer completing a piece in small shop in the Adirondacks

Gone are the days of buying generic ads and proclaiming
“my product is for everyone!”

Make-up artist applying blush to client for a photoshoot for her website

Considering your avatar's gender identity

Does your client identify as male, female, both, other, or something different altogether? While gender seems like a simple answer, it is essential to think about how any of these demographics could identify with your brand. Take a moment to think about how each gender would encounter your brand or product. Some business owners find that they can best serve a niche market by focusing on gender identification. For example, Sephora offers classes for members of the trans community, because many were not taught make-up skills as children.


Can you see the power of defining your avatar yet? We’ve only discussed the first three demographic factors, and it is can already clear how important these factors are in identifying your audience and distilling your message. Next week we will look at marital status, # of children, and location.

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