So, you’re probably thinking, who is this ginger with the leather jacket & boots? Well! I thought you’d never ask, allow me to introduce myself.
I’m Sarah, the sheriff in town. 

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How to identify and nail your ICA

Image of a wild west film set by Chris Murray from Unsplash

Have you been able to identify and nail your ICA (Ideal Client Avatar) yet? You MUST identify who your ideal customer is, if you don’t have clarity around this first step, you’re going to be stretching yourself thin trying to please everyone and let me tell you now, that does not pay the bills. By knowing WHO you’re talking to you can create your marketing, copy and strategy to really SPEAK to that ideal person.

P.s some of these examples come from straight from my home town in Newcastle and others are from around the world (links included), I wanted to be able to provide you with real examples of places that you could target your marketing or gain an insight into others that are similar to your own home town that you can implement..

Ask these questions when identifying your client avatar:

– Where do they go to find inspiration and information?

– What is their preferred social platform?

– What do they listen to or watch?

– What do they read?

– Where do they hang out offline?

– What are their values and unique characteristics?

As you know I love providing examples specific to your industry so when you scroll through, you’ll find the following:

ICA for the Artist – The Fine Art Collector

ICA for the Photographer – The Alternative Bride

ICA for the Maker – The Artisan Baker

ICA for the Makeup Artist – The Indie Musician

ICA for the Designer – The Wellness Practitioner

ICA for the Videographer – The Creative Executive

Of course, these are only examples and your ICA may be totally different! This is a starting point so you can dive even deeper, begin with these questions so you can craft your messaging and strategy around your ideal dreamy client.

Here we go…

ICA for the Artist – The Fine Art Collector

The Fine Art Collector

Where do they go for inspiration and information?

Online Articles, Journals, The Herald, Hunter Hunter, Art Monthly Australasia, Lime Light, Minted

What is their preferred social platform?

Facebook

What do they listen to or watch?

Documentaries, SBS, Talking with Painters, Talk Art Podcast, Art For Your Ear Podcast, Modern Art Notes Podcast, By The Way Podcast, Art at the end of the world, Artelligence Podcast, In Other Words Podcast, The Art Angle Podcast

What do they read?

Hunter Living Magazine, Australian Ceramics Magazine, Australian Artist Magazine, Art Link, In Touch Magazine, Swell Magazine, Hi-Fructose Magazine, Womankind Magazine, Vault Magazine, Art Almanac Magazine, Artist Profile Magazine, New Philosopher Magazine, Make Shift Magazine, The Art Newspaper, Four and Sons, Cereal Mag, Carla

Where do they hang out offline?

Exhibitions, Galleries, Pottery and Ceramic Classes, Paint and Sip, Wine Tastings, Fine Dining, Home Grown Markets, Farmers Markets, Dark Mofo Festival, Olive Tree Markets, Mona, Morpeth Gallery, Art Gallery NSW, Newcastle Art Gallery, The Owens Collective, The Onwards Studio, CStudios Art Gallery, The Lock Up, Between The Lines Gallery, Maitland Art Gallery, TiNA, The Big Picture Fest

What are their values and unique characteristics?

They value prestige, family and friends. They are eclectic in their taste and go for high quality.

ICA for the Photographer – The Laid Back Bride

The Laid Back Bride

Where do they go for inspiration and information?

Pinterest, Pretty and Punk, Wedding Wire, Un-Wedding, Dancing With Her, Dancing With Them, Less Stuff More Meaning, The Wed Shed, Polka Dot Bride, I Do Drive Thru Weddings, All About Ewe, The Alternative Bride, Wed Stock, Love Cats Wedding Expo, The Wedding Social Co, The Virtual Wedding Fair, Offbeat Bride, Underground Lovers

What is their preferred social platform?

Instagram and Pinterest

What do they listen to or watch?

VICE, BBC, Put a Ring on It Podcast, The One Fab Day Podcast, The Big Wedding Planning Podcast, Bridechilla Podcast, Weddings for Real Podcast, The Secret Life of Weddings, Wedding Ceremony Podcast, Wedding Confessionals

What do they read?

Rock N Roll Bride, Unholy Matrimony, Alternative Wedding Magazine, Hooray Mag, Together Journal, Hello May

Where do they hang out offline?

Live music gigs, thrift shopping, coffee trucks, markets, foodie festivals, vintage resellers, picnics

What are their values and unique characteristics?

They value authenticity, transparency and thrive when they can be their unique self. They look for vendors who have great banter and a laid-back vibe.

ICA for the Maker – The Artisan Baker

The Artisan Baker

Where do they go for inspiration and information?

Huffpost, Buzzfeed, Broadsheet, Creative Review, Time Out, Urban List, Good Food Australia, The Art of Plating, Hunter Hunter, The Splendid Table, Quicksand Food, BBC Good Food, Olive magazine, Baking Business, Bakers Journal, Bake From Scratch, Country Style Magazine (Homes To Love), Delicious

What is their preferred social platform?

Instagram and Facebook

What do they listen to or watch?

TED Talks, SBS Food, Ugly Delicious, Munchies, No Reservations, Nailed It!, Cooking Issues Podcast, Radio Cherry Bomb Podcast, Bon Appetit Podcast, The Unbearable Lightness of Being Hungry Podcast, Chef or Death Podcast, Chef AF Podcast, Chefpreneur Podcast, Milk Street Radio, Speaking Broadly, Preheated Baking Podcast, The Crumb Podcast, FOH Podcast, Pastry Arts Podcast, No Sugar Coat Podcast

What do they read?

Frankie, Swell Mag, Flow, Hello Lunch Lady, Lion Heart, The Courier, Mollie Makes, Breathe Magazine, In The Moment, Peppermint Magazine, Dumbo Feather, Gather Journal, Chickpea Magazine, Ambrosia Magazine, Toothache Magazine, Inside Small Business Magazine, Pastry Arts Magazine, Cake Decoration Magazine, Bake Magazine, Thrive Magazine

Where do they hang out offline?

Trivia, maker markets, wineries, local boutiques, farmers markets, picnics, private tastings, expos

What are their values and unique characteristics?

They love to support local in any way that they can. They value trust and loyalty. They are looking to grow their business and work with people they feel they know and have a genuine connection with.

ICA for the Makeup Artist – The Indie Musician

The Indie Musician

Where do they go for inspiration and information?

Music Bed, Juxtapoz, Music Feeds, Rolling Stone, Consequence of Sound, MTV, Billboard, NME, U Discover Music, Vinyl Me Please, Reverb News, Complex, Buzzfeed, Pedestrian

What is their preferred social platform?

Instagram, YouTube, Patreon and TikTok

What do they listen to or watch?

Triple J, VEVO, Our Vinyl, VICE, The Pitchfork Review Podcast, Punch up the Jam Podcast, Lost Notes Podcast, Sound Opinions Podcast, Questlove Supreme Podcast, Dissect Podcast, Switched On Pop Podcast, Song Exploder Podcast, Popcast, Chasing Tone Podcast, The Party Life Radio, Hit Radio

What do they read?

Yen, LAUD, RUSSH, Creative Boom, Paper Mag, Metal Magazine, As If Magazine, i-D Magazine, YOKO Magazine, Nylon, Dazed Digital, Harpers Bazaar, Wonderland Magazine, Indie Mag, Numero, AnOther, Paste Magazine

Where do they hang out offline?

Splendour in the Grass, Secret Garden Festival, Burning Man, Rainbow Serpent Festival, Live music gigs, thrift shopping, coffee trucks, markets, foodie festivals, vintage resellers, picnics

What are their values and unique characteristics?

They value culture, going against the grain and are always looking for inspiration. They are the igniters and love celebrating unique, alternative and artistic expression.

ICA for the Illustrator/Designer – The Wellness Practitioner

The Wellness Practitioner

Where do they go for inspiration and information?

The Sista Code, The Every Girl, A Girl In Progress,The Restless Network, Healthline, Wellbeing, Good Food, Body and Soul, Delicious, Women’s Health, Goop, Refinery29, Now This News, Pure Wow, The House of Wellness, Psychology Today, Alive, Psychologies, Mind Body Green

What is their preferred social platform?

Instagram and Facebook

What do they listen to or watch?

The Bold Platform, The House of Wellness, Let’s Talk Period Podcast, Happier Podcast, The Wellpreneur Podcast, Dishing Up Nutrition Podcast, The Model Health Show, Hidden Brain, Ted Talks Health, The Business of Becoming Podcast, Earn Your Happy, The Entrepology Podcast, The Heavy Flow Podcast, The Party in my Plants Podcast, The Ultimate Health Podcast, The Rich Roll Podcast, The Wellness Mama Podcast, The Melissa Ambrosini Show, Expanded Podcast, That’s So Retrograde, Let’s Talk Yoga, Nourishing Women Podcast, Feminist Wellness, On Being, Good Life Project

What do they read?

Happiful Magazine, Breathe Magazine, Immersion Surf Magazine, Wellbeing Magazine, Wild Magazine, YOKE Magazine, The Chalk Board Magazine, Verily Magazine, Yoga Journal, EWellness Magazine,

Where do they hang out offline?

Healing Haven Markets, Newcastle Vegan Markets, Home Grown Markets, wellness hubs, retreats, yoga studios, local cafes, big action dinners, book clubs, wellness expos, beach, local boutiques and getaways.

What are their values and unique characteristics?

They value sustainability, longevity and transparency. They want to create an impact wherever they go and thrive when they can help others. They appreciate businesses that are cruelty free, give back, organic and slow/ethically made.

ICA for the Videographer – The Creative Executive

Where do they go for inspiration and information?

YouTube, Pinterest, Master Class, Create Cultivate, Three Birds Renovations, Kelly Wearstler, Karin Bohn, Design Milk, Pop Sugar Home, The World of Interiors, Vogue Living,The Design Files, Habitus Living, Interiors Addict, Est Living, Design Addicts, Get In My Home, We Are Scout, Yellow Trace, House Nerd, Homes To Love, Saturday In Design, Hunting for George, Business Chicks, Domino

What is their preferred social platform?

Instagram, YouTube and LinkedIn

What do they listen to or watch?

House of Style Podcast, Restaurants on Edge, Inside Stylists Podcast, At Home with Lauren Keenan, Business of Design Podcast, Jumbled Podcast, The Great Indoors Podcast

What do they read?

Dwell Magazine, Architectural Digest, Wallpaper Mag, Better Homes and Gardens, Azure Magazine, Real Living, Belle Magazine, Inside Out Mag, Country Style Magazine, Home Beautiful, House and Garden, Houses Magazine, Assemble Papers, Kinfolk, YOKE, Green Magazine

Where do they hang out offline?

Networking, markets, galleries, hiking, distilleries, sailing, surfing, camping, sourcing and expos

What are their values and unique characteristics?

They embrace that inspiration comes from anywhere. They are incredibly creative, coupled with the discipline to run a successful interior design agency. They are meticulous but always looking to showcase their personal brand, collaborate and take on new projects that stretch the creative muscle.

Have you identified your ICA yet? Did this give you more clarity? Let me know in the comments 👇 or DM me on Instagram and let me know! @sarahkcoaching

P.s these ICA’s are real people, so yes, they do exist, you just need to do the research (and let me tell you, even those few points took time to find). Get some inspiration from people you know and start from there, because I guarantee if there’s one, there’s always more.

Pin for later!

How to find your ideal customer avatar?

August 14, 2020

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