By Maura Joy Lustig

You’ve‌ ‌heard‌ ‌it‌ ‌said,‌ ‌“Less‌ ‌is‌ ‌More”.‌ ‌Ironically,‌ ‌we‌ ‌enjoy‌ ‌our‌ ‌work‌ ‌more,‌ ‌and‌ ‌build‌ ‌our‌ ‌businesses‌ ‌more‌ ‌successfully‌ ‌once‌ ‌we‌ ‌clarify‌ ‌the‌ ‌type‌ ‌of‌ ‌client‌ ‌we‌ ‌are‌ ‌targeting‌ ‌with‌ ‌the‌ ‌services‌ ‌we‌ ‌offer.‌ ‌

Creating‌ ‌your‌ ‌customer‌ ‌avatar‌ ‌is‌ ‌the‌ ‌most‌ ‌important‌ ‌strategy‌ ‌for‌ ‌a‌ ‌successful‌ ‌business.‌ ‌Your‌ ‌avatar‌ ‌is‌ ‌simply‌ ‌a‌ ‌characterization‌ ‌of‌ ‌the‌ ‌ideal‌ ‌customer‌ ‌you‌ ‌want‌ ‌to‌ ‌serve.‌ ‌Your‌ ‌avatar‌ ‌isn’t‌ ‌a‌ ‌real‌ ‌person,‌ ‌but‌ ‌it‌ ‌can‌ ‌help‌ ‌if‌ ‌you‌ ‌imagine‌ ‌your‌ ‌avatar‌ ‌as‌ ‌if‌ ‌they‌ ‌are‌ ‌a‌ ‌living‌ ‌breathing‌ ‌customer.‌ ‌ ‌

I‌ ‌used‌ ‌to‌ ‌chafe‌ ‌at‌ ‌the‌ ‌idea‌ ‌of‌ ‌limiting‌ ‌my‌ ‌business‌ ‌by‌ ‌appealing‌ ‌to‌ ‌a‌ ‌specific‌ ‌group‌ ‌of‌ ‌clients.‌ ‌I‌ ‌thought‌ ‌I‌ ‌would‌ ‌miss‌ ‌out‌ ‌on‌ ‌opportunities …until‌ ‌I‌ ‌realized‌ ‌that‌ ‌my‌ ‌customer‌ ‌avatar‌ ‌is‌ ‌exactly‌ ‌who‌ ‌I‌ ‌want,‌ ‌and‌ ‌deserve‌ ‌to‌ ‌work‌ ‌with‌ ‌and‌ ‌who‌ ‌is‌ ‌looking‌ ‌for‌ ‌me‌ ‌as‌ ‌well :)‌ ‌ ‌

Typically,‌ ‌you‌ ‌are‌ ‌your‌ ‌own‌ ‌avatar.‌ ‌If‌ ‌your‌ ‌dream‌ ‌business‌ ‌matches‌ ‌your‌ ‌WHY‌ ‌and‌ ‌will‌ ‌be‌ ‌built‌ ‌on‌ ‌your‌ ‌passions‌ ‌and‌ ‌interests,‌ ‌you‌ ‌likely‌ ‌have‌ ‌many‌ ‌characteristics‌ ‌of‌ ‌your‌ ‌avatar.‌ ‌So,‌ ‌your‌ ‌own‌ ‌ideals‌ ‌are‌ ‌a‌ ‌good‌ ‌place‌ ‌to‌ ‌start.‌ ‌ ‌

‌Pinpoint‌ ‌your‌ ‌ideal‌ ‌client‌ ‌by‌ ‌identifying‌ ‌three‌ ‌areas:‌ ‌ ‌

Demographic:‌ ‌age,‌ ‌location,‌ ‌income‌ ‌level,‌ ‌business‌ ‌niche,‌ ‌marital/family‌ ‌status‌ ‌

Psychographic:‌ ‌desires,‌ ‌challenges,‌ ‌lifestyles,‌ ‌goals,‌ ‌groups‌ ‌she‌ ‌belongs‌ ‌to‌ ‌

Emotional:‌ ‌confident‌ ‌or‌ ‌insecure?‌ ‌introverted‌ ‌vs.‌ ‌extroverted,‌ ‌ambitious,‌ ‌driven,‌ ‌lone‌ ‌wolf‌ ‌or‌ ‌team‌ ‌player?‌ ‌leader‌ ‌or‌ ‌follower?‌ ‌corporate‌ ‌or‌ ‌entrepreneur?‌ ‌Employer‌ ‌or‌ ‌employee?‌

Who‌ ‌do‌ ‌you‌ ‌resonate‌ ‌with?‌ ‌Who‌ ‌do‌ ‌you‌ ‌enjoy‌ ‌working‌ ‌with?‌ ‌Who‌ ‌do‌ ‌you‌ ‌want‌ ‌most‌ ‌to‌ ‌help?‌ ‌

For‌ ‌example,‌ ‌my‌ ‌ideal‌ ‌client‌ ‌is‌ ‌a‌ ‌purpose‌ ‌driven‌ ‌woman,‌ ‌between‌ ‌the‌ ‌ages‌ ‌of‌ ‌40‌ ‌-‌ ‌65‌ ‌who‌ ‌may‌ ‌be‌ ‌experiencing‌ ‌a‌ ‌crisis‌ ‌in‌ ‌her‌ ‌health,‌ ‌relationships‌ ‌or‌ ‌career.‌ ‌She‌ ‌yearns‌ ‌to‌ ‌create‌ ‌the‌ ‌body‌ ‌she‌ ‌desires‌ ‌and‌ ‌the‌ ‌future‌ ‌she‌ ‌deserves.‌ ‌She‌ ‌wants‌ ‌to‌ ‌break‌ ‌free‌ ‌of‌ ‌the‌ ‌cycle‌ ‌of‌ ‌setting‌ ‌great‌ ‌intentions‌ ‌and‌ ‌failing‌ ‌to‌ ‌see‌ ‌them‌ ‌through,‌ ‌of‌ ‌overwhelm‌ ‌and‌ ‌settling‌ ‌for‌ ‌less…‌ ‌And‌ ‌she’s‌ ‌finally‌ ‌decided‌ ‌to‌ ‌stop‌ ‌tolerating‌ ‌what‌ ‌is,‌ ‌she’s‌ ‌looking‌ ‌for‌ ‌how‌ ‌to‌ ‌make‌ ‌healthy‌ ‌changes‌ ‌and‌ ‌sustain‌ ‌them‌ ‌as‌ ‌a‌ ‌lifestyle.‌ ‌

Establishing‌ ‌who‌ ‌your‌ ‌ideal‌ ‌client‌ ‌is‌ ‌similar‌ ‌to‌ ‌identifying‌ ‌your‌ ‌core‌ ‌values,‌ ‌which‌ ‌act‌ ‌as‌ ‌a‌ ‌compass‌ ‌to‌ ‌steer‌ ‌by.‌ ‌ As‌ ‌Brene‌ ‌Brown‌ ‌explains‌ ‌in‌ ‌her‌ ‌book‌ ‌Dare‌ ‌to‌ ‌Lead:‌ ‌

“The‌ ‌first‌ ‌step‌ ‌of‌ ‌living‌ ‌into‌ ‌our‌ ‌values‌ ‌is‌ ‌divining‌ ‌what’s‌ ‌most‌ ‌important‌ ‌to‌ ‌us.‌ ‌What‌ ‌is‌ ‌our‌ ‌North‌ ‌Star?‌ ‌What‌ ‌values‌ ‌do‌ ‌we‌ ‌hold‌ ‌most‌ ‌sacred?‌ ‌We‌ ‌can’t‌ ‌work‌ ‌to‌ ‌stay‌ ‌aligned‌ ‌with‌ ‌values‌ ‌when‌ ‌we‌ ‌haven’t‌ ‌spent‌ ‌any‌ ‌time‌ ‌getting‌ ‌curious‌ ‌about,‌ ‌or‌ ‌naming,‌ ‌what‌ ‌we‌ ‌care‌ ‌most‌ ‌about.”‌ ‌ ‌

So‌ ‌what‌ ‌are‌ ‌your‌ ‌core‌ ‌values?‌ ‌What‌ ‌are‌ ‌your‌ ‌skills?‌ ‌What‌ ‌is‌ ‌your‌ ‌value‌ ‌$$?‌ ‌

Who‌ ‌needs‌ ‌and‌ ‌deserves‌ ‌your‌ ‌expertise,‌ ‌your‌ ‌heart‌ ‌of‌ ‌service‌ ‌and‌ ‌your‌ ‌loyalty?‌ ‌

The‌ ‌key‌ ‌to‌ ‌attracting‌ ‌great‌ ‌customers,‌ ‌to‌ ‌getting‌ ‌referrals,‌ ‌to‌ ‌claiming‌ ‌the‌ ‌income‌ ‌you‌ ‌deserve‌ ‌begins‌ ‌with‌ ‌identifying‌ ‌your‌ ‌avatar‌ ‌and‌ ‌adding‌ ‌your‌ ‌unique‌ ‌value‌ ‌to‌ ‌their‌ ‌lives.‌

About Maura Joy Lustig

Maura is a Transformational Coach and Artist who helps purpose driven women convert chaos to clarity and build health and confidence with solutions that change their lives. She guides them to look and feel their best, overcome overwhelm, focus and take action to improve their health, their relationships or their career.

Maura uses decades of experience, insights and wisdom to help you gain the clarity and confidence to create the body you desire and the future you deserve. Her training includes the Co-Active Training Institute’s Life Coaching and Leadership programs, plus diverse workshops in Advanced Coaching in Neuroscience, Consciousness and Transformational Coaching, as well as NLP training, Mindful Living and Meditation, plus Mindfulness and Meditation and Visual Art. Her education includes an Honours BA in languages as well as diplomas in Corporate Communication and Financial Planning.