Part 2: 3-Steps to Define Your Dream Client


Hello and welcome back!

This newsletter is the second in a three part series where I'm focusing on developing your dream client. We'll take you through the process we have been refining for the past 3 years to help you create a business you love!

Simple guide to defining your dream client.

Simple guide to defining your dream client.

This is where we’re going to get super specific about your clients. The more specific the better. Don’t be afraid of losing people because you are too specific with your dream clients. People actually engage more with a business that feels more human. So the more your marketing feels like it’s talking to a specific person, the more people will vibe with you. 65% of people that feel an emotional connection to a brand, say it’s because “they care about people like me.” (source) As you know, keeping clients is a big factor in a company’s success, but did you know consumers believe that their loyalty is [gained through] likability (86%) and trust (83%). (source)

So let’s get into it!

  • Define your Dream Client’s tangible characteristics. Define what their occupation is (you’re right!  Chances are not ALL your clients will have the same job, but choose a job that some of your dream clients might have). Married? Kids? Extra-curricular activities? For fun, do they do anything besides Netflix? Where do they shop?

  • Define their intangible characteristics. Think about their values. What is it that drives them? What issues do they deeply care about? Family, success, experiences? What are their thoughts about politics - do they have any at all?  Do they talk about the environment or gun laws? Do they value not talking about those things?

  • Give your dream client a name.

Notes on 1

Do they shop more online or in stores?
What are their favorite brands?
Pro Tip! Knowing your dream clients’ shopping habits is a great tool. If you know what and how they buy, you can emulate those options for your clients.
Are they a droid or apple user?
Where do they grocery shop?

Notes on 2

Do they value being seen as stylish?
Do they spend a lot of their time reading?
If yes, are they reading blogs or books?
What social media app do they automatically open when they aren’t thinking?

Notes on 3

The naming part of this is really important, and it’s something I didn’t do until recently, but it’s already helped me improve my brand positioning. If you don’t give your dream client a name it will make it harder for you to visualize him/her/they. If you are able to visualize your dream client it will make decision making easier as well as writing copy and advertisements, and deciding how to engage on social media. If you’re writing to/designing for/engaging with your specific person, you’ll be able to provide a much better experience for your prospective customers.

In case you feel stuck, here are two dream client avatar examples:

Dream Client Avatar Example 1:

Meet Chrissy. She’s 35, married 3 years, with no children. She’s been a business owner for 3 years. Her business is her pride and joy. She attributes her business success to the fact that she treats her customers like queens. She’s a feminist and she knows that some people call her bossy. She takes that as a compliment. She’s decisive and knows how to delegate, which is another reason she’s been able to grow her business. She has a sassy wit and stays up to date on news, business and

She shops at second-hand boutiques in order to reduce her carbon footprint. She shops quite often and resells her clothes at other gently used second hand stores. She is an apple user but finds it difficult to stay up to date on all the newest technology trends. Her favorite brands include Free People and Anthropology.

She is happy with the growth she saw in the first 3 years of business, but is now seeing a subtle decline in growth. She’s beginning to look for ways to increase the number of clients coming in to help her get booked out. One concrete goal that she has is to be booked out for 5 months. She has reached the challenging point in solopreneurship where she realizes that she needs to work on her business more than in it, but striking a good balance is feeling unattainable.

Dream Client Avatar Example 2:

Say hello to Elizabeth. She is a fierce real estate agent, keen on expanding her business from just her and her assistant to a full 5 person team. She’s an Oregon native and has been selling homes in the greater Portland area for 4 years. She isn’t married, and if you asked her she would say she’s in a long term relationship with her business.

When Elizabeth first started out she was working as a server. She was tired of the kind of hours she had to work in a restaurant and was excited at the prospect of learning how to sell things. She can always be found with a book in her hand, typically of the non-fiction variety. She loves reading biographies and books on business tactics (like selling). She uses Instagram and Facebook for her business, but is trying to figure out a strategy to use Pinterest.

She is very busy, so she uses subscription boxes like Stitch Fix for her shopping. She also has her groceries delivered. She highly values things that make her life easier is wiling to pay more for things that save her time.

I’d love to hear who your Dream Client Avatar is, send it to me

Pro Tip: save this to reference later!


If you have any questions don’t hesitate to reach out!

Next week I’ll teach you how to use that info in your marketing, in your branding and on your website.

Karen Marten