Create a Persona or Character Sketch for your Ideal Customer

Just as a novelist will write 3 to 5 pages of back story on each main character before she begins writing, I recommend you write a character sketch for your ideal client.

That means, writing about ONE person. Give her a name. A history. A back story.

What are her motivations? Her fears? (Go beyond the realm of what you think might only be relevant for your business; the idea is to use your imagination and fill in the gaps so that you’ve got a REAL person you can picture in your mind.)

Think about a client or two you’ve had in the past who you might categorize as your “favorite.” Use details about them — their personalities, their lives — as inspiration.

Write out every detail about them that you know (from your research) or can guess at reasonably well.

Demographics are good, yes. But more important are the psychographics: what keeps them up at night? What’s their main motivation for getting up in the morning? What do they in their spare time? What clubs or organizations do they belong to? Be as complete as you can.


The following video was recorded as part of my Digital Dining Room program. We look at a different aspect of your marketing plan (aka storytelling framework) each month. New members are always welcome.

*This assignment is ONLY optional if you’ve never done this before. Feel free to base the remainder of your homework on previously created Ideal Client Profile(s) if they are still valid and relevant.