What is an ideal customer avatar?

An ideal customer avatar is a detailed profile of the person you want to buy your course.

Your ideal customer avatar should go beyond basic demographics and dig into their goals, challenges, beliefs, and desires.

By understanding your ideal customer avatar, you can create a marketing message that resonates deeply with them, making it easier to connect and ultimately convert them into loyal customers.

Follow along with the prompts in this guide and you'll have an extremely thorough ideal customer avatar.

Demographics of your ideal customer avatar

They're far from their most important traits, but knowing your customer's age, gender, culture, and other key details helps you speak to them in a way that feels relevant and personal.

Age range

The age bracket your ideal customer falls into (i.e. 25-34 or 45-54).

This matters because people of different ages think and act differently. Knowing your customer's age range helps you speak their language and hit the right tone in your marketing.

Example: If your course teaches social media marketing, you might use more slang in your copy for 18-24 year olds, but keep things simpler for 45-54 year olds who are more likely to be out of the loop and not know some of the current terminology.

Prompt

What's the specific age range of your ideal customer? How might that influence the kind of marketing they'd respond well to?

Life stage

The phase of life your customer is in (like starting a career, raising kids, or considering retirement).

Where they are in life changes what they care about. If you know your ideal customer avatar's life stage, you can better connect your messaging to what's on their mind right now. Life stage can correlate with age, but sometimes there's a difference.

Example: If you have a time management course targeting people in their 20s, you'd still market it very differently depending on whether they have kids or not. Age brackets don't tell you everything you need to know.

Prompt

What life stage is your ideal customer in? How might this be relevant to their experience of your course's topic?

Gender identity

The gender your ideal customer identifies with (man, woman, non-binary, etc).

Gender identity can influence preferences, interests, and how people relate to certain messages. It's not always relevant, but considering it can help you avoid assumptions and, in some cases, connect with their experience on a more specific level.

Example: Men and women are likely to have different perspectives when it comes to a weightlifting course. If most of your audience are men, your copy might mention "gaining mass". But that message could be off-putting for some women who've grown up with negative connotations of getting bigger. Instead, you might focus on "building muscle" if you have a mix of genders.

Prompt

How does your ideal customer identify in terms of gender? How might that affect their perspective on your course's topic?

Cultural background

The cultural or ethnic background of your customer, (e.g. black British, Italian American, Irish Catholic).

Culture shapes how people see the world and what resonates with them. It informs practical things like lifestyle, but also internal beliefs and values. Even if it's not obvious, cultural background always affects how people engage with your content and products.

Example: If you're offering a cooking course, you might talk about the same recipes differently depending on your customer's background. For a middle-class British audience, you might highlight how the meals are healthy and easy to cook. For an Italian audience, you might focus on how the recipes are easy to cook in bigger amounts for large family dinners.

Prompt

What's your ideal customer's cultural background? How might this inform what they want and need from a course like yours?

Social identity

Communities they identify with (like LGBTQ+, gamers, conservatives, blue-collar workers, adoptive parents).

Social identity can influence everything from values and priorities to the way people look and speak. If your ideal customer avatar identifies strongly with a specific identity, your marketing will usually be much stronger if it's cognisant of that.

Example: If you're offering your sustainability course to environmentalists, you might focus on the importance of reducing carbon footprints and protecting the planet. But for conservatives, you might focus on the economic benefits of sustainability, like saving money through energy efficiency and reducing waste.

Prompt

What social identities does your ideal customer associate with? How might that shape what they find appealing about your course?

Education level

The highest level of education your ideal customer has completed (e.g. high school, degree, PhD).

Education level can influence how your customer is used to engaging with content. While it's a generalisation (everyone learns differently), it's useful to consider whether your audience might be more used to academic theory or whether they'd prefer practical, hands-on examples.

Example: If you're offering a financial planning course, someone with a PhD might be more used to understanding concepts through detailed explanations and data. Whereas someone who left formal education after high school might prefer straightforward, step-by-step guidance on budgeting and saving. The same course might emphasise these two approaches vary differently in its messaging.

Prompt

What's the highest level of education your ideal customer has completed? How might that influence the way they prefer to learn?

Job title

The formal role your ideal customer currently holds (e.g. software engineer, project manager, retail worker).

For professional courses, your customer's job title can reveal a lot about their daily challenges and what skills they need. Different job titles can mean the same course needs to be marketed from different angles to resonate with different ideal customer avatars.

Example: If you're offering a cybersecurity course, an entry-level employee might be learning new skills to grow in their career. In that case, your copy might focus on their desire to do well in their first role. In contrast, their manager might be learning the same skills so they can lead their team better, so your copy would do better to focus on that if they make up most of the audience.

Prompt

What job title does your ideal customer currently hold? How might this influence the way they engage with your course?

Income

The income bracket your ideal customer falls into (e.g. low income, six-figure earners, high net worth).

Income affects how people view your course price and how much they might need to understand financial ROI before buying. If your course costs $1,000, someone on minimum wage will need a lot of reassurance that it's worth the investment. While someone with a high income might see it as pocket change and buy on impulse.

Example: If you're offering a professional certification, someone in a lower income bracket might need to hear that it will lead to immediate job opportunities and income growth. For higher-income people, you might focus more on the prestige and long-term career benefits, with less focus on the price.

Prompt

What is your ideal customer's annual income? How might that affect how they see your course's price?

Spending power

The amount of disposable income your ideal customer has available for courses and personal development.

Spending power isn't just about income; it's about how much money your customer has left after covering essentials like housing, debt, and other expenses. This can affect how they view your course price because even if the price is low compared to their income, they might not be able to afford upfront payment.

Example: A six-figure earner with a huge mortgage and student debt might still need payment plans to make the cost manageable. While someone with a lower income but no debt and plenty of savings might not need those extra options.

Prompt

How much disposable income does your ideal customer have? How might that influence their decision to buy your course?

Financial priorities

What your ideal customer wants to spend money on (e.g. retirement, kids' college fund, buying a house).

Even high-income earners might hesitate to invest in a course if they're focused on saving for their kids' college fund or paying off their mortgage. People are generally more willing to spend on things like career growth, family, and long-term security. But if your course doesn't directly tie into these priorities, it can feel like an indulgence—making it much harder to sell.

Example: If you’re offering a watercolour course, a mum who's focused on saving for her child's education probably won't see this as a financial priority. But if you can frame your whole message around the benefits of self-care and how improving her own well-being will benefit her family, it'll be an easier decision.

Prompt

What does your ideal customer want to spend their money on? What would they be hesitant to spend money on?

Country or region

The specific country or region where your ideal customer lives (e.g. USA, Ireland, South East Asia).

Where your ideal customer avatar lives affects how they perceive your course. It's not just about language—regional attitudes, economic conditions, and cultural norms all play a role in how your course is seen and valued.

Example: A course that's priced affordably in the USA might feel expensive in another country due to differences in currency value and local cost of living. This means you might need to adjust your pricing strategy or emphasise value differently depending on the region.

Prompt

Where does your ideal customer live? How might their location affect how they perceive your course?

Language and dialect

The main language or dialect your ideal customer speaks (e.g. American English, Québécois, Brummie)

Language is more than just words—it's about making your message feel familiar. The way you phrase things and the local expressions you use can make your content feel like it's meant for them or for someone else.

Example: Marketing a course to an English-speaking audience in the UK versus the US isn't just about changing spelling. The best marketing copy will use always phrases and references that resonate locally, like "boot" instead of "trunk" if you want your copy to resonate with British audiences.

Prompt

What language or dialect does your ideal customer speak? How does that impact the way they talk and think about the topic of your course?

Time zone

The time zone your ideal customer is in (e.g. PST, British Summer Time, Central European Time)

Time zones impact when your customers can attend live sessions or take advantage of limited-time offers. If you choose the wrong time or your ideal customer avatar isn't comfortable converting time zones, they might miss out on important events or offers, impacting the effectiveness of your marketing.

Example: If you're in the UK but targeting customers in the US, ending a sale at "midnight BST" might not be intuitive for them. Instead, you might want to explain that the sale ends at 7pm EST, so they don't need to convert the time difference.

Prompt

What time zone is your ideal customer in? How might that affect how you'll schedule or promote certain events?

Problems for your ideal customer avatar

Understanding the specific challenges your customer faces helps you position your product as the solution they need. Knowing their problems allows you to speak directly to their pain points.

Tangible problems

The clear, real-world challenges your ideal customer faces in relation to your topic.

These are the first things that come to mind when they think about what's holding them back or causing them stress. It's like when you go to the doctor, and they ask, “What’s bothering you?”—your customer knows exactly what the issue is.

• Weight loss course: They're overweight and struggling to shed the pounds no matter what they try.

• Facebook Ads course: They're losing money on ads that get leads but don't ever convert into customers.

• Marriage course: They're constantly arguing with their spouse and can't find a way to get on the same page.

Prompt

What are the specific, immediate problems related to your course topic that your ideal customer faces?

Short-term impacts

The immediate issues these problems cause in your ideal customer's daily life.

These are the frustrations and inconveniences that your ideal customer avatar deals with every day because of their problem. It's what makes their life harder right now and keeps them from moving forward.

• Weight loss course: They feel self-conscious and frustrated every time they look in the mirror.

• Facebook Ads course: They're stressed about wasting their marketing budget on ads that don't work.

• Marriage course: They're stressed every day because of the constant conflicts with their spouse.

Prompt

What daily issues do these problems cause for your ideal customer?

Negative outcomes

The bigger consequences if these problems are left unresolved.

These are the setbacks or failures that your customer will face if they don't take action. It's about what could go wrong in the medium term if the issue is ignored.

• Weight loss course: They might develop a variety of health issues if they stay at their current weight.

• Facebook Ads course: Their business could go under if they don't figure out how to market profitably.

• Marriage course: They might separate or divorce if they can't figure out how to resolve their conflicts.

Prompt

What are the negative outcomes your ideal customer might face if these problems aren't solved?

Situational triggers

The specific situations or contexts that make these problems feel worse.

Situational triggers are the moments or events that make your ideal customer avatar's problems feel even bigger. These triggers might escalate their frustration or make the problem harder to ignore.

• Weight loss course: They might feel self-conscious at social events, pool parties, or when clothes shopping.

• Facebook Ads course: They want to run campaigns around events like Black Friday but they miss out.

• Marriage course: Conflicts flare up around parenting decisions or division of household chores.

Prompt

What specific situations or contexts make your ideal customer's problems feel worse or harder to ignore?

Moment of highest tension

The point when these problems are at their worst and cause the most stress.

The moment of highest tension is when your customer's problems hit their peak. This is when the stress and frustration become overwhelming, and they feel the most pressure to find a solution.

• Weight loss course: When they're putting on their usual clothes and realise they don't fit any more.

• Facebook Ads course: When they check their ad reports at the end of each month and see they're still not profitable.

• Marriage course: When the fight is over for the night but it's not resolved, so they're sleeping alone again.

Prompt

When does your ideal customer's pain hit its peak, with these problems causing the most distress?

Knock-on effects

The ripple effects these problems have on other areas of your customer's life.

Knock-on effects are the additional problems that pop up because the main issue isn't fixed. These secondary challenges make life even harder for your ideal customer avatar and can spill over into other areas.

• Weight loss course: They might avoid some social events or dating opportunities, becoming more isolated.

• Facebook Ads course: They might need to cut back on other expenses like support staff or software.

• Marriage course: The conflicts might cause tension in their parenting, affecting the kids and making home stressful.

Prompt

What are the ripple effects of your ideal customer's main problem, and how do they make life even harder?

Future risks

The potential long-term consequences if these problems are never fully resolved.

These are the lasting impacts that can significantly affect their future, leading to bigger life changes even after the medium-term negative consequences have been felt.

• Weight loss course: If they don't manage their weight, they risk serious health issues like diabetes or heart disease.

• Facebook Ads course: If they don't learn how to advertise profitably, they risk needing to go back to their 9-to-5 job.

• Marriage course: If they don't learn how to resolve conflict, they might repeat the same issues in future relationships.

Prompt

What are the truly long-term risks your ideal customer might face if their problems aren't fully resolved?

Unmet needs

The deeper needs that your ideal customer feels are not being fulfilled.

These are any core needs that remain unfulfilled, driving them to seek out a solution. When these needs aren't met, your ideal customer avatar feels a gap that motivates them to look for something that can fill it.

• Weight loss course: Their need for self-compassion isn’t being met because they constantly feel guilty and ashamed about their weight.

• Facebook Ads course: Their need for independence isn’t being met because they feel reliant on others to make their ads work.

• Marriage course: Their need for connection and understanding isn’t being met because they feel misunderstood and disconnected from their partner.

Prompt

What deeper needs are going unmet for your ideal customer, driving them to seek a solution?

Internal blocks for your ideal customer avatar

These are the mental and emotional barriers that prevent your customer from attempting to fix their problem. Identifying these blocks helps you address them in your messaging, making it easier for them to move forward.

Avoidance

How your customer avoids confronting their problem.

Avoidance is when your customer distracts themselves or finds other ways to ignore the problem. They might focus on other things to avoid facing the issue, or delay dealing with it hoping it will go away or improve on its own.

• Weight loss course: They might avoid weighing themselves or looking in the mirror if they can avoid it.

• Facebook Ads course: They might avoid opening their ad account so they don't see their poor results.

• Marriage course: They might spend more time out with friends to avoid possible conflicts or hard conversations.

Prompt

In what ways might your ideal customer avoid dealing with or confronting their problem?

Minimisation

How your ideal customer might downplay the seriousness of their problem.

Minimisation is when your ideal customer avatar convinces themselves that their problem isn't that serious. They might acknowledge the issue but tell themselves it's manageable or not worth worrying about right now.

• Weight loss course: They might tell themselves they're not obese; it's just a bit of extra weight, so it's not urgent.

• Facebook Ads course: They might focus on the fact that they're getting some sales so it could be much worse; it's just not profitable yet.

• Marriage course: They might tell themselves that every couple argues, so this is normal and will pass with time.

Prompt

What might your ideal customer tell themselves to minimise the problem in their own mind?

Rationalisation

How your ideal customer consciously justifies not dealing with their problem.

Rationalisation happens when your customer finds reasons to explain why it's okay to ignore or delay addressing the issue. These are conscious excuses, either about timing or why change isn't possible, making them feel like action isn't necessary.

• Weight loss course: They might blame their slow metabolism, thinking it's out of their control.

• Facebook Ads course: They might claim they're in a difficult industry, so ad results are naturally hard to achieve.

• Marriage course: They might claim that this conflict style is typical in their culture, and therefore not open to change.

Prompt

What conscious excuses might your ideal customer make to justify not dealing with their problem?

Internalisation

How your ideal customer might blame themselves for the problem.

Internalisation is when your customer believes the problem is entirely their fault. They see it as a personal failure, which makes them feel stuck and less likely to seek outside help.

• Weight loss course: They might think they lack willpower, or believe they're just lazy or greedy.

• Facebook Ads course: They might feel like they're just bad at marketing or even that they have a bad product.

• Marriage course: They might label themselves as demanding, high-maintenance or oversensitive, blaming themselves for all of the relationship conflicts.

Prompt

How might your ideal customer blame themselves for this problem?

Overwhelm

When your ideal customer feels too lost or confused to even start solving their problem.

Overwhelm happens when the problem feels so big that they don't know where to begin. The complexity of the issue makes your ideal customer avatar feel paralysed, so they might avoid taking action altogether.

• Weight loss course: They might feel confused by all the conflicting diet advice and not know where to start.

• Facebook Ads course: They could feel overwhelmed by the complexity of ad platforms and all the technical details.

• Marriage course: They might think their relationship problems are so deeply rooted that they don't know where to start in terms of addressing them.

Prompt

In what ways might your ideal customer feel overwhelmed by the complexity of the problem?

Alternative options for your ideal customer avatar

Your customer has likely tried other solutions. Knowing what they've already done will help you differentiate your product and show why it's the better choice.

Substitutes

Things your ideal customer has tried that solve the problem in a very different way.

Substitutes are like choosing water instead of Coke—they're not the same thing, but they aim to solve a similar underlying need (thirst). These approaches are quite different from what you offer.

• Weight loss course: They might have tried walking more or drinking more water instead of following a structured plan.

• Facebook Ads course: They might have focused on organic social media instead of fixing their paid ads.

• Marriage course: They might have talked to friends and family for advice instead of seeking professional help.

Prompt

What substitutes has your ideal customer tried to solve their problem, and why didn't they work?

Indirect competitors

Other solutions your ideal customer has tried that address a related (but not identical) issue.

These are like choosing fruit juice instead of Coke—it's closer, but still not the same. These are solutions that help with related issues (sweet refreshment) but don't directly target the exact same problem your course addresses.

• Weight loss course: They might have joined gym classes for general fitness, but didn't address their diet.

• Facebook Ads course: They might have hired an ad agency, but there was still a disconnect between the offer and the audience.

• Marriage course: They might have tried solo therapy, but working on themselves didn't solve the relationship issues.

Prompt

What indirect solutions has your ideal customer tried, and why didn't they solve the problem?

Direct competitors

Similar products your ideal customer has tried that focus on the same problem in a very similar way.

This is like choosing Pepsi instead of Coke—same basic idea, but a different brand or slightly different recipe. These are the programs or courses that directly target the same problem with a very similar format or approach to your product.

• Weight loss course: They might have tried Weight Watchers, but it was too restrictive or the weekly meetings didn't fit their preferences or schedule.

• Facebook Ads course: They might have taken AdEspresso University's course, but found it too advanced or not tailored enough to their specific situation.

• Marriage course: They might have tried marriage counselling but felt that the sessions didn't lead to real change or were too expensive.

Prompt

What direct competitors might your ideal customer have tried, and why didn't they work out?

Sticking points for your ideal customer avatar

These are the issues that keep your customer stuck each time they attempt to solve the problem. By addressing these, you show you can help them avoid common pitfalls and get better results.

Common mistakes

Actions they keep taking that prevent them from fixing the problem.

These mistakes often happen because they don't fully understand the right approach or they've been given the wrong information. Sometimes they're just bad habits.

• Weight loss course: They might keep trying fad diets that cause them to lose weight and then gain it back.

• Facebook Ads course: They might run ads straight to their main offer without first warming up their audience.

• Marriage course: They might avoid tough conversations or conflict triggers, so the issues never get resolved.

Prompt

What mistakes might your ideal customer keep making that prevent them from solving their problem?

Limiting beliefs

Negative thoughts or beliefs that make your ideal customer feel like they can't succeed.

These beliefs act like mental roadblocks that stop your ideal customer avatar from taking the right action. Often, they're beliefs about how possible it is for them to resolve their problem at all.

• Weight loss course: They might think they have bad genes, so no matter what they do, they won’t lose weight.

• Facebook Ads course: They might believe their niche is too tough, so Facebook Ads won’t work for them.

• Marriage course: They might feel like their partner won’t change, so there’s no point in trying to fix things.

Prompt

What limiting beliefs might be holding your ideal customer back from tackling their problem?

Misinformation

False information or wrong ideas that lead your ideal customer in the wrong direction.

Myths and misunderstandings are the incorrect ideas your customer has that keep them from finding the right solution. These misconceptions send them down the wrong path.

• Weight loss course: They might believe that exercise the way to lose weight, but it increases their appetite.

• Facebook Ads course: They might think you need a big budget to make it work, but strategy matters most.

• Marriage course: They might think happy couples shouldn't argue, not realising healthy conflict can be good.

Prompt

What myths or misunderstandings might be leading your ideal customer in the wrong direction?

Validation

Acknowledging your customer's frustrations and skepticism builds trust. By validating their feelings, you show that you understand their experience and also reassure them that their current situation isn't their fault—and can be fixed.

Misplaced blame

Why this problem isn't entirely your ideal customer's fault.

They might feel like it's all their fault, but that's not always the case. Often, the problem is caused or continues due to things beyond their control. Letting them know that can make them feel less alone and more understood.

• Weight loss course: They might blame themselves for not losing weight, but the truth is that fad diets and confusing advice make it really hard to succeed.

• Facebook Ads course: They might think they’re just not good at it, but Facebook's changing rules and algorithms make it tough for anyone to keep up.

• Marriage course: They might feel like they're the reason for all the arguments, but it could be that they've never learned healthy ways to communicate, making it hard to fix things.

Prompt

In what ways might your ideal customer blame themselves for a problem that's actually caused by things outside their control?

Petty annoyances

Small frustrations about common things they're tired of seeing or experiencing.

They're probably fed up with certain things that keep bothering them around this issue. When you show you get what's bugging your ideal customer avatar, it helps build a connection and shows you're on their side.

• Weight loss course: They might be tired of seeing unrealistic before/after photos of people who weren't particularly that overweight to begin with.

• Facebook Ads course: They might be frustrated with how confusing the Facebook Ads Manager is to navigate.

• Marriage course: They might be tired of hearing trite advice like "don’t go to bed angry", which doesn't help.

Prompt

What small frustrations or annoyances might your ideal customer be tired of dealing with?

Being let down

How conventional solutions or the status quo are failing your ideal customer.

Traditional solutions often promise a lot but fail to deliver. When you point out how these approaches are letting them down, you validate their feelings of disappointment and highlight the need for a different solution.

• Weight loss course: They might feel let down by diets that promise results but end up being impossible to stick to.

• Facebook Ads course: They might be disappointed with ad strategies that worked in the past but no longer get the same results because of algorithm changes.

• Marriage course: They might feel let down by couples therapy that focuses on surface-level issues without addressing the root causes of their conflicts.

Prompt

In what ways might your ideal customer feel let down by traditional solutions or the status quo?

Valid skepticism

Why your ideal customer is right to be skeptical about products in this niche.

It’s normal for your customer to have doubts, especially if they’ve been let down before. By showing that you understand their skepticism, you build trust.

• Weight loss course: They're right to be skeptical because there are too many a lot of diets that work for a while, but don't give you sustainable results.

• Facebook Ads course: They're right to be skeptical because most people making big claims about their ad results are usually advertising in "make money" niches.

• Marriage course: They're right to be skeptical because there’s a lot of bad relationship advice out there.

Prompt

In what ways might your ideal customer be right to be skeptical about products in your niche?

Common enemies

Challenges and obstacles you and your ideal customer are both fighting against.

This doesn't need to be a person or business, but identifying any conceptual challenges you both face shows that you’re in this together. It creates a sense of partnership with your ideal customer avatar, with you both working to overcome the same obstacles.

• Weight loss course: The common enemy might be health gurus who promote fad diets that don't word long-term.

• Facebook Ads course: The common enemy might be the constantly-changing rules and algorithms on social media that make it hard to keep up.

• Marriage course: The common enemy could be the unrealistic expectations set by movies and social media about what a "perfect" relationship should look like.

Prompt

What common enemies do you and your ideal customer share that you can stand against together?

Motivations of your ideal customer avatar

Your customer is driven by both positive goals and negative fears. Understanding what motivates them helps you craft messages that tap into their strongest desires.

Positive drivers

The pull towards something positive that your ideal customer wants to achieve.

Think of this like a magnet pulling them towards something they want. They're motivated by the idea of getting something better or different in their life—what is it?

• Weight loss course: They want to feel confident in their body and improve their health.

• Facebook Ads course: They want to grow their business with profitable ads that can scale.

• Marriage course: They want to have a happy marriage and family life, and reconnect with their partner.

Prompt

What positive outcome is pulling your ideal customer towards taking action? How do they phrase it in their head?

Negative drivers

The push away from something negative that your ideal customer wants to stop.

This is like a magnet repelling your ideal customer avatar away from something they don't want. They’re driven by the need to escape a problem or prevent a bad situation from getting worse.

• Weight loss course: They don’t want to be overweight anymore and feel uncomfortable in their own body.

• Facebook Ads course: They don’t want to keep wasting money on ads that don’t work and hurt their business.

• Marriage course: They want the arguments and conflicts to stop because they’re tired of all the stress and upset.

Prompt

What negative situation is pushing your ideal customer to act? What are they trying to get away from?

Goal orientation

Whether they're more focused on moving toward a positive goal or away from a negative outcome.

This reflects how they articulate their goal—are they aiming to achieve something good, or are they trying to avoid something bad? Different people in the same situation might have different focuses, so you need to hone in on your audience.

• Weight loss course: They want to lose weight and avoid health issues (i.e. avoidance orientation).

• Facebook Ads course: They want profitable ads that help them grow their business (i.e. approach orientation).

• Marriage course: They want to get back to how their relationship used to be (i.e. approach orientation).

Prompt

Is your ideal customer more focused on achieving something positive or avoiding something negative?

Success definition

How your ideal customer measures success in this area.

Success can be defined in different ways: improving relative to others (aiming to rank as a top-10 tennis player), improving relative to themselves (aiming to play better than last year), or improving in an absolute sense (aiming to become a great tennis player). Knowing how your customer defines success helps you write copy that resonates with how they think about the desired outcomes.

• Weight loss course: They define success as losing weight relative to where they are now (i.e. self-defined success).

• Facebook Ads course: They define success as running profitable ads regardless of how their ads are performing now or how others perform (i.e. absolute success).

• Marriage course: They define success as having a better relationship than they do now, with better communication and connection (i.e. self-defined success).

Prompt

Is your ideal customer trying to beat other people, improve relative to themselves, or achieve absolute success?

Emotional triggers

The specific feelings that drive your ideal customer to take action.

Emotional triggers are the intense feelings that push your ideal customer avatar to finally make a decision. These triggers often tap into deeper fears, desires, or frustrations, compelling them to seek a solution.

• Weight loss course: They’re driven to act by feelings of shame and fear, especially when they struggle to fit into their clothes or worry about their health.

• Facebook Ads course: They’re driven to act by frustration and anxiety, particularly when they see their ads have lost money for yet another month.

• Marriage course: They’re driven to act by feelings of hopelessness and disconnection, especially after repeated arguments or a particularly intense fight.

Prompt

Which emotions would be the ones to finally trigger your ideal customer to take action in this area?

Aspirational identity

The transformation at an identity level that your ideal customer wants to experience.

This goes beyond just achieving a goal—it’s about becoming a different, better version of themselves. Your customer wants to transform who they are and how they see themselves, so you need to be able to articulate that desired transformation.

• Weight loss course: They want to go from being unhappy and self-conscious in their own skin, to someone who is body confident and proud of their appearance.

• Facebook Ads course: They want to transform from a struggling entrepreneur, to a successful business owner who has full control of their marketing and can scale.

• Marriage course: They want to transform from two people in a troubled marriage, to a happy couple who are in love and ready to tackle life's challenges together.

Prompt

What kind of person does your ideal customer want to become by solving this problem? What transformation do they want to go through?

Underlying values

The core beliefs and values that influence your ideal customer's decision to act.

These are the deep-rooted principles that guide their choices and motivate their actions. Understanding their values helps you connect with them on a deeper level and align your messaging with what matters most to them.

• Weight loss course: They value health and longevity because they want to be there for their family for as long as possible—they don't just want to look good in a swimsuit

• Facebook Ads course: They value entrepreneurship and independence because they want to succeed on their own terms and build something they can be proud of.

• Marriage course: They value commitment and connection—working through challenges as a partnership instead of giving up when the going gets tough.

Prompt

What core values will drive your ideal customer to finally make a change in this area? (Go deeper than what they say they want.)

Expectations of your ideal customer avatar

Your customer has certain expectations when they sign up for your course. Knowing what outcomes your ideal customer avatar expects will help you help you create copy that resonates clearly with their goals.

Instant tangible benefits

The immediate, concrete benefits your ideal customer expects right after signing up.

When your customer signs up, they want to see instant results or receive something that gives them immediate value. These are the quick wins that make them feel good about their decision to join your course or use your product.

• Weight loss course: They might expect to receive a personalized meal plan or access to easy-to-follow workout videos.

• Facebook Ads course: They might expect immediate access to a checklist or template that helps them set up their first ad quickly.

• Marriage course: They might expect to get communication tips that they can start using right away to reduce tension.

Prompt

What instant tangible benefits does your ideal customer expect as soon as they sign up for your course?

Instant emotional benefits

The immediate feelings your ideal customer hopes to experience after signing up.

Beyond tangible results, your customer wants to feel something positive right away. This could be relief, excitement, or a sense of optimism about solving their problem.

• Weight Loss course: They want to feel hopeful and motivated that they’ve finally found something that will work for them.

• Facebook Ads course: They want to feel confident that they’re taking the right steps to improve their ad performance.

• Marriage course: They want to feel reassured that they’re on the path to fixing their relationship.

Prompt

What instant emotional benefits does your ideal customer hope to feel immediately after signing up?

Short-term tangible progress

The concrete progress your ideal customer expects to see within the first few months.

In the short term, your customer wants to see measurable results that show they're on the right track. These are the milestones that keep your ideal customer avatar engaged and motivated to continue.

• Weight loss course: They might expect to lose a noticeable amount of weight and see improvements in their fitness levels.

• Facebook Ads course: They might expect to start seeing their ads generate more leads or sales within the first few months.

• Marriage course: They might expect to have fewer arguments and notice a more positive tone in their communication.

Prompt

What short-term tangible progress does your ideal customer expect to see within the first few months of using your product?

Short-term emotional progress

The emotional improvements your ideal customer expects to feel in the first few months.

As they start making progress, your customer also wants to feel emotionally better about their situation. This could be a growing sense of relief, confidence, or happiness as they begin to see things improve.

• Weight loss course: They might start feeling more self-confident and less anxious about their appearance.

• Facebook Ads course: They might feel more in control of their marketing and less stressed about their ad spend.

• Marriage course: They might feel more connected to their partner and more optimistic about their relationship.

Prompt

What short-term emotional progress does your ideal customer expect to feel within the first few months?

Long-term tangible outcomes

The major, lasting changes your ideal customer wants to see within a year or so.

In the long term, your customer is looking for significant, sustainable results. These are the big wins that prove the course or product was worth the investment.

• Weight loss course: They want to reach their target weight and maintain it consistently.

• Facebook Ads course: They want their ads to consistently generate a high return on investment (ROI) and help scale their business.

• Marriage course: They want to have a strong, loving relationship where communication is open and effective.

Prompt

What long-term tangible outcomes does your ideal customer want to achieve within a year or so?

Long-term emotional outcomes

The lasting emotional benefits your ideal customer hopes to feel in the long run.

Beyond the tangible results, your customer is also seeking long-term emotional satisfaction. This could include feelings of security, happiness, and fulfillment that come from knowing they've truly solved their problem.

• Weight loss course: They want to feel proud of their body and confident in maintaining their healthy lifestyle.

• Facebook Ads course: They want to feel empowered and secure in their ability to grow their business independently.

• Marriage course: They want to feel deeply connected to their partner and secure in the future of their relationship.

Prompt

What long-term emotional outcomes does your ideal customer hope to feel within a year or so?

No-brainer decision

The ultimate outcome your ideal customer would sign up for if they knew it was guaranteed.

There must be a result that (if guaranteed) would make your course an absolute no-brainer for your ideal customer. This is the one thing they desperately want to achieve and would commit to without hesitation if they believed it was 100% guaranteed.

• Weight loss course: This would be a no-brainer decision if they're guaranteed a way to reach their goal weight and maintain it without intense exercise or feeling deprived.

• Facebook Ads course: This would be a no-brainer decision if they're guaranteed that their ads will become profitable provided there’s a market for this product.

• Marriage course: This would be a no-brainer decision if they're guaranteed they can get back on the same page as their partner and communicate without conflict

Prompt

What is the one result your ideal customer would sign up for without hesitation if they knew it was certain?

Moonshot wishes

The unspoken or unexpected outcomes your ideal customer secretly hopes for.

These are the outcomes your customer might not openly express or even consciously expect, but deep down, they would love to achieve. Highlighting these in your messaging can create a powerful connection.

• Weight loss course: They might secretly wish to inspire others in their life to start their own weight loss journey.

• Facebook Ads course: They might hope to achieve recognition as an expert in their field due to their success.

• Marriage course: They might secretly wish to rekindle the romance and excitement they felt at the start of their relationship, feeling like that young new couple again.

Prompt

What secret or unexpected outcomes might your ideal customer hope for, even if they don’t say it out loud?

Hesitations for your ideal customer avatar

Your customer might have doubts or concerns that hold them back from buying. Addressing these hesitations head-on helps you reassure them and move them closer to making a purchase.

Financial concerns

Worries about cost and justifying the expense.

Your ideal customer might be worried about cash flow, whether they can justify spending the money, or how quickly they'll see a return on that investment. You'll need to handle these concerns in your copy.

• Weight loss course: They might hesitate on any price because there's so much free content available online.

• Facebook Ads course: They might worry about budgeting for the course price on top of any increased ad spend.

• Marriage course: They might not have much disposable income or money in savings, so might need to spread the cost over several months.

Prompt

What financial concerns might your ideal customer have about investing in your course?

Time constraints

Concerns about finding time and the length of time before they see results.

People have busy lives. They might worry about how much time they'll need to dedicate to the course, how quickly they’ll see results, and whether it's worth the time commitment. Knowing this means you can handle any concerns in your copy.

• Weight loss course: They might wonder if they’ll have to prepare different meals from the rest of the family, or how to fit in any meal prep and exercise.

• Facebook Ads course: They might be concerned about how long it will take to see results if they're already losing money on ads. They don't have an unlimited run-rate.

• Marriage course: They might worry about finding time to go through the course with their partner, especially if they've got young children and complicated schedules.

Prompt

What time constraints might your ideal customer face when considering your course? What might they be concerned about?

Special situations

Doubts about how relevant the course is for their specific situation.

In some case, your customer might wonder if the course will work for their specific needs. This might be concerns about whether the content applies to their niche, industry, personal challenges, or unique situation.

• Weight loss course: They might worry whether the course is suitable for vegetarians or if they're lactose intolerant.

• Facebook Ads course: They might wonder if the strategies in the course will work for their investing business, given the extra advertising limitations in their industry.

• Marriage course: They might wonder if the course is appropriate for same-sex couples with unique challenges in their relationship around their sexuality.

Prompt

What special situations might make your ideal customer doubt the relevance of your course?

Confidence issues

Doubts about their own ability to succeed, which could prevent them from taking action.

Even if they believe in the course, your customer might doubt their own ability. These confidence issues might include general self-doubt, imposter syndrome, or feeling overwhelmed by the idea of starting to tackle such a big problem.

• Weight loss course: They might doubt their own self-discipline and worry they won't stick to the program.

• Facebook Ads course: They might have some level of imposter syndrome and wonder if they can really scale their business, or whether their product is good enough.

• Marriage course: They might feel overwhelmed at the thought of starting the course, worrying it could make things worse with their partner if it goes wrong.

Prompt

In what ways might your ideal customer be scared to make this decision or doubt their own ability to make it a success?

Commitment issues

Reasons your ideal customer might worry about committing to your course.

They might worry about taking a leap too far outside of their comfort zone to be able to maintain it. In some situations, they might also worry about what would happen if their situation changes after they've decided to enroll. Your copy will need to handle these to reassure your ideal customer avatar in the right ways.

• Weight loss course: They might worry about committing because they think it will be hard and they'll feel deprived—so they delay the decision to change.

• Facebook Ads course: They might be thinking about what happens if their wider business strategy changes, if they don't need to be running Facebook Ads any more.

• Marriage course: They might worry about what happens if their partner doesn't stay engaged, leading to more conflict and wasted money on top of everything else.

Prompt

Why might your ideal customer worry about committing to this decision to buy your course?