Create Your Ideal Customer
Course Details
The main piece of work in Create Your Ideal Customer is a researched customer profile. This is a written picture of the people your products or services are suited to, covering what they need, what matters to them and what influences their choices.
An early profile is a set of ideas to check. Conversations, research and optional surveys help you test those ideas against what people actually say and do. The lessons cover asking useful questions, recording answers and noticing where more evidence is needed.
As the information builds, you’ll look for patterns in people’s circumstances, goals, values, buying habits and concerns. The Customer Profile Builder, Live Interview Tool and Data & Decision Tracker help you keep your observations and conclusions together.
The later lessons put the research to use. Your profile can inform the wording of a product description, where you choose to promote your business or changes to a product or service. You’ll choose one area to work on and plan how to apply what you’ve found.
A scheduled review gives you a chance to check whether the profile still reflects the people you want to serve. The course explains how to revisit it as you gather more information.
Before putting time or money into promoting an idea, use the course to check who it could help and what those people actually need.
Course Content
Module 1: Your Customer Profile
- Lesson 1: Your Primary Target Audience
Module 2: Build Your 5D Ideal Customer Profile (ICP)
- Lesson 1: Gather The Facts
- Lesson 2: Feel Their Pain
- Lesson 3: Explore Their Wants
- Lesson 4: Discover What Matters Most To Them
- Lesson 5: Uncover Their Objections
- Lesson 6: Review Your Data
- Lesson 7: Create Your ICP Backstory
Module 3: Put It All Together
- Lesson 1: Validate Your Answers
- Lesson 2: Analyze Your Data & Refine Your ICP
Module 4: What to Do with Your New ICP
- Lesson 1: What to Do with Your New ICP
Module 5: Conclusion And Next Steps
- Lesson 1: Conclusion And Next Steps
Course Resources
Students enrolled in this course will also gain access to a comprehensive resource package designed to enhance their learning experience and simplify implementation:
- E-Book – Course book: A companion guide to the course lessons and activities, helping you research your audience, build your Ideal Customer Profile and apply what you learn to your marketing.
- Action Guide: Record your answers to the lesson activities, from choosing an audience to researching, reviewing and applying your customer profile.
- Cheat Sheet: Review the main questions and steps for defining an audience, checking your assumptions and applying your customer profile.
- Customer Profile Builder: Bring your research together in a workbook covering customer circumstances, needs, goals, concerns and buying behaviour.
- Live Interview Snapshot Tool: Use the conversation prompts and note spaces to record what people say about their situation, needs and decisions.
- Messaging Translator: Turn phrases from customer research into draft marketing messages, with space to record the need, desired outcome and supporting evidence.
- ICP Data & Decision Tracker: Keep initial ideas, interview findings, optional survey responses and other research in one spreadsheet so you can compare and revise them.
These resources help you organise customer research, refine your Ideal Customer Profile and turn your findings into practical marketing decisions.
Course Benefits
- A clear choice of audience: Define the people you intend to serve and the problem a product or service addresses. These decisions give your research a focus and help you judge whom an offer is suitable for.
- A fuller understanding of customer needs: Explore people’s circumstances, difficulties, goals and values using the course questions. Organise what you learn so you can explain the needs behind a buying decision, with assumptions identified for further research.
- Better questions about hesitation: Investigate the concerns and practical barriers that could make someone hesitate over an offer. You’ll learn what to ask and record, giving you specific questions to address in your explanations.
- Messages grounded in customer language: Use the words and concerns found in your research when explaining an offer. Practise connecting what the product or service does with the needs you have recorded in the customer profile.
- A reason for choosing where to market: Research where the intended audience looks for information and how they approach buying decisions. Use those findings to choose places to share information about an offer and explain your choice.
- A method for testing assumptions: Prepare questions, hold conversations and compare the answers with your initial ideas. The course also covers optional surveys and other research, giving you ways to check and revise what you believe.
- A usable customer profile: Bring repeated needs, behaviours and themes from your research into a customer profile: a written description of the people you intend to serve. Flag gaps so you know what still needs checking.
- Practical decisions and ongoing review: Choose where to apply the profile first, such as an offer or a piece of marketing. Record the changes to make and schedule a review to keep the profile current.
As you complete the research and activities, you’ll build a customer profile that records what you know, what still needs checking and how you intend to use it.