Don’t put the cart before the horse

When I got into this marketing game over 20 years ago, they said I needed to create a customer avatar.

Describe your very best client whom you love working with.

How do I describe my ideal client when I didn’t have any clients yet?

They told me to make it up.

Describe who you want to work with in great detail.

How old are they?

What do they do for a living?

How much money do they earn?

Where do they live?

And on and on.

Don’t forget to give your customer avatar a name.

Once you finish the demographic profile, create their psychographic profile.

At the time, I knew absolutely nothing about marketing.

What the hell are demographics and psychographics?

What do they have to do with finding clients for my brand-new coaching practice?

I worked my way through the worksheets I found online (this was back in the day of a 56K modem and almost nothing on the internet).

I came up with the male and female versions of my ideal client.