Defining your buyer persona or ICA (Ideal Customer Avatar) is a slightly different exercise to defining your broader target audience. For the purpose of this exercise, you want to have one person in mind.

Remember, we're talking about a pretend (or even real) person who is ideal for what you offer. If this person discovered your offer today, they would immediately think "this is exactly what I need right now".

This doesn't mean other people aren't a good fit for your offer. Of course there will be a variety of people who buy your offer. However, having one person in mind helps you to visualise and pretend you're talking to a real person when crafting your offer, branding and content.

It's also recommend having a photo of your ICA. You can use a stock image or even cut out a photo from a magazine. Download the template to get started!