Avatar (Client)
You're marketing to "everyone who might need help." Your messaging is vague, your leads are mixed, and you spend a lot of time qualifying or turning down bad-fit clients. A client avatar (or ideal client profile) is a detailed profile of who you're for: demographics, pain points, buying behavior, values, and where they show up. It's not a real person, but a clear picture so your positioning, content, and sales conversations speak to one type of buyer—and filter the rest.
Same service, different target. A strategy consultant who says "I help businesses grow" gets inquiries from solopreneurs, mid-size companies, and enterprises—all with different budgets and needs. One who defines her avatar as "B2B SaaS founders, 10–50 employees, post-seed, struggling with positioning before Series A" can write content and offers that say "this is for you." The avatar sharpens messaging and makes lead qualification easier—you know who you're saying yes to.
One clear picture of who you serve. Everything you say and sell should feel like it's for them.
What to include
Who they are. Role, company stage, industry, size. Enough that you could imagine a shortlist of real people who fit.
What they struggle with. The problem you solve, in their words. What keeps them up at night; what they've already tried.
How they buy. Do they need a long sales cycle or a quick decision? Who's involved? What do they need to see (case studies, referrals, a demo)?
Where they are. Where do they look for help? (LinkedIn, referrals, search, events.) That's where your founder visibility and content should show up.