Ideal Customer Profile (Template)
Expert brand strategist pulled himself out of homelessness by focusing on serving one person, and now he’s teaching his unique approach to Ideal Customer Profiles to you below. (It’s a method that mega brands like Nike, Facebook, & Taylor Swift have all used to succeed.)
Evan Carmichael
Influencer
“I have to thank Jay for my brand revitalization… Every important business decision I run through J-Ryze as a sounding board, a force for good, great conversations… a big shot of adrenaline, creativity, & wisdom.”
First things first…
Here’s your free ideal customer profile template.
If you’re here ’cause you searched “ideal customer profile template,” congrats… you’ve found exactly what you need!
You’re one step away from accessing a powerful tool that will simplify your customer discovery process, clarify your marketing strategy, and yes, boost your sales.
How to get your ideal customer profile template [Printable PDF]:
To grab your free Ideal Customer Profile Template, simply click the download link below.
That’s it!
No subscription, no endless forms, no hidden charges.
Just freely given, instant access to the template that can massively transform your business…
…but don’t think for a second that since it’s being given to you for free that it’s not insanely valuable.
And don’t leave this page yet, or you’ll (likely) do the template wrong.
Just look at what happened to Jasmine, the networking queen.
She was a fixture at every Sarasota luncheon, her calendar packed with “strategic” coffee dates and “high-level” masterminds.
Jaz spent more on designer notebooks and networking fees than she’d ever made in profit.
When she finally sat down to fill out an Ideal Customer Profile, she rushed it.
It asked her to describe “demographics.” So, she wrote “affluent.” Pain points? Needs more clients. Goals? “Financial freedom, obviously.”
Two years later, she was still the Queen of Networking, but her biz was basically a ghost town.
Her “clients” were just friends she’d met at the country club, and her actual work was a constant, exhausting stream of low-paying, high-drama projects that drained her energy.
Eventually, Jasmine realized her biggest fear wasn’t failure… it was the humiliation of admitting she was busy, but not actually successful.
And it wasn’t necessary. A fleshed-out ICP would’ve kept her on-track and thriving.
Don’t fall into the same trap Jasmine did.
Make sure you fully understand how to create an ideal customer profile before leaving this page.
Why making an Ideal Customer Profile (ICP) results in more leads, prospects, & sales.
Your ICP is your easy, simple, fast, repeatable way of creating an ever-increasing amount of raving fans.
And if you’re used to letting AI do everything for you…
…all good, I’ve got you covered there as well.
You can combine AI and my ICP template together, so that mapping out your ICP becomes faster, smarter, and way easier than ever before.
By the end of this guide, you’ll know all you need.
You’ll walk away with precious gems of wisdom such as…
- Who your dream customer is. Crystal clear (no more guesswork.)
- How to refine your ICP. Step-by-step, easy-peasy.
- How to leverage AI for market research. ‘Cause why not work smarter?
And learn why an ICP leads to a thriving business:
- Better Focus. Forget spray-and-pray marketing, it lets you zero in on the right people.
- Higher ROI. Every ad dollar gets maximized, and every effort feels like a positive step.
- Happier Customers. When you cater to their exact needs, they stick around.
Without an ICP, you’re basically wandering in the dark.
But with one you’re a guided missile.
Sounds good?
Then let’s get into it.
So, what exactly is an Ideal Customer Profile anyway?
Imagine sitting across from your dream customer. They “get” your product, sing your praises, and can’t stop recommending you.
Now imagine building your entire business to delight just them.
That’s my “One Real Person” method in action.
“One Person” is basically an extreme version of an ICP.
It’s like your biz-bullseye, a detailed profile of the person who’s most likely to love, buy, and stay loyal to your brand.
Let’s dig deeper into my “One Real Person” approach to ICPs.
This approach means basing your Ideal Customer Profile on a real person from your life.
Someone specific.
Someone with a name and an address, if necessary.
This helps you create an ICP that focuses on one person.
Your one person.
When you win their attention, loyalty, and love, they naturally bring others like them into your orbit.
And as you can momentum in their tribe, your brand-magnetism expands into other tribes.
So dive in and build the foundation for your next level of success.
Here’s step 1.
Step 1 – Embrace the “One Person” method (of ideal customer profiles.)
Ever notice how the best convos happen when it’s just you and one other person?
It’s ’cause there’s a vibe or a flow where you actually get each other.
And if you manage one customer relationship well, it will lead two. And those two lead to four. And so on.
It’s a game-changer.
This method is how so many brands you look up to succeeded, whether anyone realized it was happening or not.
Nike & Facebook used the “One Person” method to win.
Let’s look at how some big brands crushed it by focusing on one person:
- Nike: Back in the day, they didn’t try to woo every athlete. They zeroed in on Otis Davis, a track star at the University of Oregon. By understanding his needs, Nike created products that resonated with thousands of athletes just like him.
- Facebook: Mark Zuckerberg didn’t set out to build a social network for everyone. He started serving himself, a horny Harvard geek. Then spread it to only Harvard students –his peers– then let the ripple effect spread it to other schools, etc.
- Ring Doorbell: Jame Siminoff didn’t promise security for every home overnight. He started by solving his WIFE’S problem, and eventually it served one neighborhood’s specific safety concerns, which eventually turned into a nationwide buzz.
It’s not just them though.
If you were able to go back and see the early start of any successful brand, you’d find they started by serving One Real Person exceptionally well.
You can see that this approach to an ICP has served the greats, and made growth easy.
But here are more benefits of “One Real Person” thinking.
Here are some benefits of “One Real Person” thinking.
1. It makes for crystal-clear decisions.
Think about buying a gift. It’s way easier when it’s for your friend Sarah, who’s obsessed with vintage cameras, than shopping for “most people.” The same goes for business. When you know your “one person,” every choice…branding, messaging, product features, and more, gets clearer.
2. It sparks high-value authentic connections.
Your favorite coffee shop probably got off the ground by serving one superfan and their friends really well, like college students pulling all-nighters. Their laser focus created an atmosphere others couldn’t resist.
3. It creates natural word-of-mouth growth.
Ever find a product that felt made for you? I bet you raved about it to your friends. The “One Person” approach makes this phenomenon happen constantly. It creates superfans who can’t help but spread the word.
Why the most brilliant founders resist this (and why you shouldn’t).
Let’s be honest…
You’re brilliant.
(Or smart, at least.)
And you have options, so the idea of “committing” to one person feels limiting, like settling for a beige dress when you could have the whole couture collection.
I’ve taught this to multi-millionaires, and I’ve taught it to broke startups, but no matter what stage a founder is at, they’re often hesitant to embrace the One Person method.
“But what about all the other customers I could serve?”
The fear is that you’ll miss out on a better client. The truth is that by trying to serve everyone, you end up serving no one well.
Then you’re stuck chasing low-quality leads who don’t respect your price. Your “One Person” is the filter that protects your energy and ensures you only work with people who match your level.
Apple started with One Person (Paul Terrell of Byte Shop), eventually expanded to a niche (creative professionals) and now they’ve got everyone’s attention.
A One-Person ICP looks slow, but it’s fast. It looks counter-intuitive, but it’s fulfilling.
Don’t let these fears and misbeliefs prevent you from using a time-tested and proven strategy for creating an ideal customer profile.
The ripple effect of serving One Person well.
I’ve already explained that when you serve one person exceptionally well, others like them flock to you.
It’s like throwing a rock into a pond… the ripples go further than you think.
And it’s worth repeating.
Would you rather have 1,000 lukewarm buyers who kinda care, or 100 die-hard fans who buy everything you launch and rave about you to everyone they know?
The “One Person” approach gets you the latter, and it’s what great companies have all built off of.
So… Are you ready to find your “One Person?”
Nike did it. Facebook did it.
And so can you.
Let’s pinpoint the ICP that helps you turn heads, hearts, and wallets.
Step 2 – Pinpoint your “One Person” before crafting your ICP.
“But Jay, how the heck do I commit to just one person?”
I know, it’s sounds crazy, I get it.
And this question pops up every time I introduce the “One Person” approach.
But don’t worry.
It’s not as big a deal as it seems.
Your One Person can change over time, so it’s not like you’re getting married to them forever.
Plus, it’s common to “make a mistake” picking your One Person, and that’s actually good.
It’s all part of the journey.
It’s like getting water in your lungs when learning to swim… it happens to everyone, and there’s no point trying to avoid it.
Your “One Person” doesn’t have to be perfect.
Your One Person doesn’t have to be a millionaire, they just need to have the budget for your offerings.
They don’t need to be famous or high-status, they just need to know, like, and trust you enough to purchase.
They don’t need to be a market of millions, they just need to be enough to spark your business growth.
Let me tell you about Claire.
Claire’s a yoga teacher who was spinning her wheels trying to please everyone (athletes, seniors, pregnant moms… you name it.) Her marketing was a hot mess.
And she was burnt out.
Then Claire zoomed in on her favorite student, Emma, who was a busy mom seeking stress relief.
Claire tailored her classes, marketing, and vibe to Emma’s specific needs.
Guess what happened…
Within months, Claire’s studio was packed with moms just like Emma.
It wasn’t a coincidence.
It’s a proven formula that works across industries.
So let’s find your Emma.
Finding your One Person if you’re already in business:
Your “One Person” might already be in your orbit. Ask yourself:
- Who’s your all-time favorite client? The one you wish you could clone?
- Who’s referred the most business your way?
- Who’s shared a success story that makes you proud?
- Who do you understand on a deep, personal level because their struggles feel familiar?
Your answer is a goldmine.
Finding your One Person if you’re just starting out:
No customers yet?
No sweat.
Your “One Person” could be:
- A friend who constantly asks for your advice in your niche.
- A family member whose struggles hit close to home.
- Someone in your circle you’d love to help succeed.
- Someone you’ve casually helped in the past who got great results.
The secret is to pick someone real.
Not a hypothetical, made-up avatar.
I’m talking about an actual real human with actual real problems.
Why?
Because real people = real feedback.
And real feedback = real growth.
Still unsure who a good “One Person” might be? Try these steps.
If your “One Person” isn’t jumping out at you, dive into these practical tactics:
- Join Some Hangouts:
Find Facebook groups, forums, or events where your potential “One Person” may hang out. If you have hobbies, engage in communities around them. Don’t just lurk, jump in! Help people, ask questions, and notice who vibes with you. - Document Your Journey:
Start journaling. Ask yourself:- What problems have I solved for myself or others?
- What skills do I have that people praise?
- What topics make me come alive in conversation?
- Spot The Patterns:
Who naturally gravitates toward you for advice?
Whose challenges feel effortless for you to tackle?
What kind of person do you genuinely enjoy helping?
That said, you might need to keep looking for your One Person if…
You can’t name specific details about their daily life…
You’re not excited about solving their problems…
You’re choosing them purely for market size or money…
Or you don’t have a clear way to help them succeed.
If you’ve applied all the tips here though, finding your One Person should be doable sooner than later.
Worst case just commit to the best person available and move forward from there.
And if you still need a hand…
Try one or both of these A.I. Prompts in ChatGPT, Gemini, or Claude.
Find your One Person prompt #1 – AI Interviews You:
You’re a world-class market researcher specializing in product-market-fit. You’re especially good at matching entrepreneurs with an ideal customer they’d align well with and fulfillingly serve.Ask me questions about the people in my life to help zero-in on my “Ideal Customer.”
Ask me questions such as:
– What was the first and last name of your first client?
– What was the first and last name of your favorite client?
– What is the first and last name of someone who represents your average client?
– What is the first and last name of your most appealing lead or prospect recently?
– What is the first and last name of a dream celebrity or influencer you’d like to serve or work with?
– What was the first and last name of the person you interact with most?
– What was the first and last name of the person you interact with second-most?
– What was the first and last name of the person who first took a chance on your product/service?
– What clear, burning problems can be seen in the people in my life, that I’m capable of solving?
Lastly, ask me the following:
– Is it possible that you –either the “current you” or “you from the past”– is your ideal client?
Once I’ve given my responses, dive deeper, asking questions that will reveal which of these individuals would fulfill me most as an “Ideal Customer.”
Find your One Person prompt #2 – Brainstorm Candidates:
You’re a world-class market researcher specializing in product-market-fit. You’re especially good at matching entrepreneurs with an ideal customer they’d align well with and fulfillingly serve.
Together we’re going to come up with 10 unique individuals who could qualify as my “Ideal Customer.” They will be people likely to pay for my product/service and become raving fans of what I offer… but before we do, please ask me insightful questions about me, my product/service, and key individuals in my life that I have served fulfillingly, or aspire to serve fulfillingly, inferring any answers I neglect to provide. Include in the questions a question about what celebrity or influencer I’d aspire to work with, as well as a question about the most fulfilling person I’ve helped to date. (Emphasize to me that it’s fine if I want to answer “I don’t know” to certain questions, but please insist I give the people a real name.)
If I fail to provide real names, please repeat the question, emphasizing the importance of using real people with real names to avoid abstraction and remain grounded. As well, use my answers to inspire and guide our brainstorm of potential “Ideal Customers.”
Once I’ve responded with details of individuals in my life, please ask me another round of insightful questions about any individuals I mentioned so that we go into deeper insights, as well as prompting me to indicate which of these people would be my favorite to serve via my offerings.
Once that’s done, create 10 mini-customer-profiles from various walks of life of people I may align well with.
Once that is done, review each profile with me, asking me questions about how well they align with me.
But if you still haven’t found your One Person after all that? It could be a red flag.
Finding “One Real Person” to serve isn’t supposed to be rocket science or brain-surgery.
It’s something businesses have done since the dawn of time.
Finding your One Person is meant to be easy and simple.
It shouldn’t be holding back your biz, even though it sometimes can feel like a big deal.
It doesn’t have to be a headache, so stop overthinking and start doing.
Why it can feel tough.
Committing to one Ideal Customer Profile (ICP) often feels like a high-stakes gamble, but the real “trap” isn’t picking the wrong person.
(Even though it may feel like it.)
The real trap is the paralysis of trying to be perfect or “reaching more.”
Instead of overthinking, treat your ICP like a missile launch…
…Pick a specific target, commit for at least 90 days, and use hard data rather than fleeting feelings to course-correct.
Messy action beats polished brainstorming every time, ’cause you’ll only find your “One Person” by actually serving them, testing what sticks, and refining your aim as you go.
This goes equally for beginners and billionaire-CEOs.
If you’re still struggling to choose and commit to One Person to serve, then in my experience, you’re not ready to create a useful ICP either, and your biz will likely struggle to grow.
When this happens it’s usually due to mental health issues, misbeliefs, mindset blocks, etc. and no template or guide is likely to solve that for you.
That said, I do offer a couple PDF guides aimed specifically at addressing mental blocks in this area:
Grab either one of these for a free leg up.
And speaking of focus…
Focus fuels financial freedom.
Think of it like this:
A magnifying glass focuses sunlight on one spot to start a fire, and your business is the same.
Focus your energy on one person, and watch it ignite growth that radiates outward.
Before diving into the next step, take a moment.
Write down your “One Person’s” name.
Picture their struggles, hopes, and challenges.
That’s your foundation. Your launchpad for everything that follows.
Next, we’ll explore how to understand them so well that helping them feels effortless.
Woohoo!
Step 3 – The heart of the matter (why data alone fails.)
Most business guides push you to crack open a spreadsheet and analyze your existing customers to create your Ideal Customer Profile (ICP).
And while I’m a fan of data, it’s not everything.
So let’s blend it with something infinitely more powerful, truly understanding people.
Ideally, one person.
(Traditional wisdom says to focus on your most valuable people, which is a decent start.)
So look at those who:
- Spend the most money.
- Stick with you the longest.
- Refer you to everyone they know.
- Hardly ever need support.
- Fulfill you the most.
(You can track all this with tools like HubSpot, Salesforce, or even a basic Excel sheet.)
But here’s the twist…
Instead of just crunching numbers, let’s hunt for something deeper, a real connection.
Numbers vs. names: A side-by-side showdown.
Imagine you sell online courses.
A traditional analysis might spit out the ‘left’ column:
| Customer Trait | Traditional Lens | ‘One Person’ Lens |
| Age | “25-34 demographic” | “Sarah, 29 year old mom.” |
| Income | “$50-75k range” | “Makes $65k as a graphic designer” |
| Pain Point | “Wants career growth” | “Frustrated after being passed over for promotion twice” |
| Goal | “Professional development” | “Dreams of running her own design agency” |
| Behavior | “Research-oriented” | “Spends Sunday afternoons planning her week” |
Whereas the One Person approach produces the ‘right’ column.
See the difference?
The first column reads like a dry market report.
The second feels like you’re describing someone you actually know.
Companies like Apple and influencers like Beyoncé eventually developed great data-gathering methods, but they always knew that the secret to fulfilling business growth doesn’t lie in charts and data, but in people.
Would you rather whip up dinner for “males aged 35-44 who enjoy Italian food” or for your bestie Mikayla, who adores your lasagna because it reminds her of her grandma?
That’s the difference between traditional ICPs and the “One Person” method.
One is sterile and lifeless while the other is personal, vivid, and bursting with clarity.
In the next section, we’ll research your target market.
For now, start thinking about the people behind the data points.
Who’s your “Otis?” Your “Sarah?” Your “Mikayla?”
Because understanding their story will give your business an edge no spreadsheet ever could.
Let me hit you with another quick tale.
That’s the difference between staring at a dashboard and having a heart-to-heart.
Here’s what the traditional approach looks like:
- Track industry trends with Google Trends.
- Spy on competitors using Ahrefs or Moz.
- Analyze market reports for forecasts.
- Study competitor messaging to mimic their positioning.
Helpful? A bit.
But it’s surface-level until you truly understand your One Person.
The better way is to tap into what actually matters.
How to really *know* your One Person.
Phase A: Craft Their Story
Skip most generic demographics and instead dive into…
- The challenges they’ve overcome or still struggle with.
- The dreams they’re scared to say out loud.
- The small wins that make their day brighter.
Phase B: Speak Their Language
Listen closely to…
- Phrases they use often.
- The references they casually drop.
- How they frame their struggles in their own words.
Phase C: Map Their Emotional Journey
Understand…
- Their biggest fears (the ones they barely admit, even to themselves).
- Their secret dreams (the ones that spark hope).
- Their daily annoyances and micro-victories.
Phase D: Ask The Right Questions
Go deeper with questions like…
- “Why does this really matter to you?”
- “How would solving this change your life?”
- “What’s held you back from fixing this before?”
Your goal ain’t just to collect data… it’s to “get” them.
Know them so well you can predict their needs before they even realize them.
That’s the magic of deep understanding.
When you master this skill…
- Your marketing feels like a personal conversation because it’s aimed straight at their heart.
- Your product decisions get crystal clear because you know exactly what they need.
- Your brand becomes magnetic because it reflects their values authentically.
Just like great teachers know their students by name and need…
…great brands know their One Person inside and out.
In the next section, we’ll turn all this into a killer Ideal Customer Profile that guides every move you make.
But remember…
The true power isn’t in the profile itself, it’s in the depth of understanding behind it.
That’s what separates brands that thrive from brands that just survive.
Anyway, now that you’ve understood the One Person approach, and understood how to go deeper than surface data, it’s time for…
Step 4 – Actually build your Ideal Customer Profile (the Ryze way)
Creating your Ideal Customer Profile (ICP) is like painting a masterpiece.
You’re not just slapping on broad strokes, you’re crafting every detail with care.
But most traditional methods only give you crayons when what you need is oil paints.
And so most founders stop at the surface.
They fill in a few boxes, then wonder why their marketing falls flat.
If you want to really connect with your One Person, you need to know them as deeply as a novelist knows their protagonist.
So… a good Ideal Customer Profile will dive into their quirks, fears, dreams, and inner monologue.
Enter…
The “One Person” ICP template.
This isn’t your standard worksheet.
It’s your key to creating a living, breathing customer profile that feels real.
Name:
Give your ideal customer a real name. Not “Ideal Client” or “Target Audience.”
Ideally, it’d be their real first and last name that’d be listed in a phone book or contact list.
If you have to make up a name, call them John, Mary, or whatever fits.
Go so far as to include their address and phone number, if you can.
Seems excessive?
Maybe.
But to me, a name, address, and phone number are literally the most basic details you should have if you’re aiming to serve someone deeply and intimately.
These details are provided in most customer lists. They’re the details you’d have for a cold lead, let alone a loyal customer.
So, adding these details solidifies someone as a real person in your mind.
If you’re struggling here, it’s a sign you haven’t truly nailed your One Person yet.
Once that’s done, write down eight personal, private things that matter to your One Person.
Self-Identifier/Title:
How do they describe themselves?
Solopreneur?
Creative hustler?
Work-from-home mom?
Use their words, not yours.
Biggest Fears/Challenges:
What keeps them up at night?
Fear of failure?
Running out of time?
Missing out on their kids’ milestones?
Get specific.
Dreams & Desires:
What lights them up?
What does “success” mean to them?
Is it financial freedom?
Impact?
Recognition?
Motivational Triggers:
What words or ideas hit their heart?
Freedom, security, adventure?
Speak to their core drives.
Main Hangouts:
Where do they spend time?
Is it LinkedIn groups, local coffee shops, or niche Reddit threads?
Go where they are.
Familiar Lingo:
How do they speak?
Formal or casual?
Do they say “game-changer” or “life-changing”?
Mirror their vibe.
Secret, Unspoken Thought:
What’s in their head but never on their lips?
Are they worried they’ll fail?
That they’re not enough?
This is the stuff that makes your messaging resonate.
Hesitations & Objections:
What’s stopping them from pulling the trigger?
Price?
Trust?
Time?
Peer pressure?
Anticipate these and address them head-on.
You’ll also want to make note of the following five deal-breakers…
Problem Awareness:
Do they even know they have a problem?
Or are they just starting to connect the dots?
Tailor your messaging accordingly.
Time To Solve The Problem:
Are they after a quick fix or committed to the long haul?
Knowing this shapes how you position your offer.
Experience Evaluating Solutions:
Are they savvy or clueless?
Tech-forward or old-school?
Your approach needs to meet them where they are.
Budget-Readiness:
Is your One Person ready to commit an appropriate budget to acquire your solution?
Trying to work with people who aren’t comfortable affording your offers is usually a nightmare.
Decision-Making Power:
Does your One Person have the authority to buy your solution, or does their spouse, boss, or child hold all the power?
From Template to Transformation…
Once you fill out these details, you won’t just have an ICP, you’ll have a fully fleshed-out human being who’s practically knocking on your door, ready to buy.
You’ll know exactly what headlines & images to use, what channels to focus on, what hangouts to gather in.
Wanna make this even easier?
Download my free One Person ICP template [ Ideal Customer Template – Ryze PDF ], if you haven’t already.
It’s designed to keep all this vital information on a single page.
Next we’ll apply A.I. to everything we’ve covered here, so if you’ve been struggling to fill in some of the blanks, or if you haven’t yet had the opportunity to interview your One Person, this can be a huge help.
Let’s make your One Person feel so real that they might as well be in your DMs constantly.
Step 5 – Use AI to flesh out your ICP notes into a fully realized person.
You’ve got the framework, the foundation, the skeleton of your Ideal Customer Profile (ICP).
Now it’s time to breathe life into it. Kind of like taking a stick figure and sketching them into a fully painted masterpiece.
AI can help.
So here’s…
Seven AI prompts to bring your ICP to life.
Think of these prompts as the investigative tools in your detective kit.
You’ve got the raw and real insights on your One Person ICP, and these prompts will help you dig deeper, uncovering the motivations, quirks, and nuances that make your ideal customer tick.
(These prompts should work well in ChatGPT, Claude, or Gemini, but you’re welcome to try them elsewhere.)
So get ready to turn your ICP into a fully-realized, relatable “One Person” using these 7 AI-powered prompts. Each step digs deeper into their psyche, helping you tailor your messaging and connect.
Prompt 1: Basic Customer Overview
Prompt: Today you’re a world class copywriter performing market research to better understand your audience. I want you to create the ideal buyer persona profile for [product / service]. The typical buyer is usually [verbose customer description.]
Include psychographics, main challenges, values, and motivations of this buyer persona. Also include their main wants & needs, their main pain points and aspirations, their main objections and hesitations towards buying the product, buzzwords they use often, and what social media platforms they’re most active on.
Include key emotional drivers and powerful, visceral, dimensional language. Give the persona an [adjective, ie: American, Spanish, CEO-style, toddler-style, etc.] real name, and highlight any titles or labels they use to refer to themselves and their identity, so it’s easy for us to refer to going forward.
AI’s Role: Set up a foundation for fleshing out your ICP. Turn them from an abstract concept into someone you’d actually care about, like a character in your favorite Netflix series. (Works with a real person or a fictional avatar.) This prompt should point you in the direction of your ICP’s main goals, wants, and desires.
Prompt 2: Fears & Challenges
Prompt: Great job. Now show me 5 wholly believable challenges, and 5 deepest fears [customer name from prompt #1] has around finding the perfect [product / service], and what dire consequences will happen if they don’t address the problem.
I don’t want surface-level answers, give me the deepest fears that [customer name] likely wouldn’t admit out loud unless nobody else was listening.
What are they afraid of the most? What causes them the most discomfort? What causes them pain or anxiety? What do they worry about? What keeps them up at night?
AI’s Role: AI unearths the emotional currents driving your ICP’s choices… her self-doubt, stress triggers, and aspirations.
Think of this as AI pulling back the curtain on her inner world. This sheds light on your ICP’s biggest fears and challenges.
Prompt 3 (Pt. 1): Journal Entry, 1st-Person View
AI’s Role: This prompt is for extra empathy. AI helps you step into your ICP’s shoes, feel her pain points, and celebrate her small wins. From this you may discern even more of your ICP’s “familiar lingo”, “hesitations & objections,” etc. This is also where you’re most likely to find “secret unspoken thoughts.”
Prompt 3 (Pt. 2): Replace “I” with “You”
AI’s Role: Turn your ICP’s “journal entry” into direct messaging. Tailor your messaging to speak to your ICP, not just about them. This shift turns insights into actionable copy that connects.
Prompt 4: Brainstorm Engaging Content Topics
AI’s Role: Let AI show you magnetic topics that hit your ICP’s sweet spot (e.g. useful for blogs, videos, social posts, flyers, etc. It’s also a great way to spot patterns in what matters to your ICP.)
Prompt 5: Extra Details
Prompt: You’re pretending to be [customer name]. Please answer the following questions with a high degree of accuracy, while deeply in [customer name]‘s voice.
-Where does [customer name] usually hang out?
-Where do they spend their time?
-What motivational triggers and/or buying triggers do they have?
-How problem aware are they?
-Do they have plenty of time to solve their main problem?
-Are they experienced enough with the problem to assess my [product / service]‘s performance?
-Does [customer name] have plenty of budget available for my solution?
-Do they have decision-making power to invest in my solution?
AI’s Role: These questions clean up anything that didn’t get revealed in earlier questions.
Prompt 6: Pre-Buyer Blueprint Questions
Prompt: Now pretend you are [customer name], then answer the following questions in [customer name]’s voice, using raw, real, honest language. Make it emotionally compelling, visceral, and dimensional. I want to see it and feel it. [Customer name] is our customer Avatar. Here are the questions to be answered by them:
- what’s the one thing you struggle with the most when it comes to [goal]?
- why do you think that’s such a challenge?
- can you describe how you feel when facing this challenge?
- what are some of the things that you tried in the past that let you down?
- what are you NOT willing to do in order to achieve this goal?
- how do you know when you’ve achieved the goal? (what will it look and feel like for you)
- how would this success benefit others in your life?
- (picture a day in the near future when you’ve achieved your goal)… can you walk me through how that day may go from the moment you wake up to when you go to bed at night?
- how do you think others will treat you differently after you achieve this goal?
- how will you feel about yourself when you achieve this goal?
AI’s Role: This sets up the foundation for a mock interview with your ICP in the next prompt, and should reveal anything outstanding and help you to fill out the blanks.
Prompt 7: Buyer Blueprint Interview
Prompt: Next use the answers generated to the 10 questions above to fill in the placeholders (denoted by square brackets []) in the template below:
TEMPLATE: I am an expert at communicating with people like [customer name] wanting to [customer’s primary goal].
People like [customer name] struggle the most with [answer to question one], and this is a serious challenge for them because [answer to question two].
This brings about feelings like [answer to question three], and these feelings are just made worse by usual approaches to [primary goal]. These are things like [answer to question four].
These so-called “solutions” have not only let me, [customer name], down, it’s made me assume that [paraphrased answer to question five] is unavoidable. And even if standard approaches work for some people… I, [customer name], need a better solution.
Success has a specific look for [customer name], namely… [avatar’s answer to question six]. And this is critical to our marketing efforts: we must connect our solution to whatever effect success with [the goal] will have on others in [Customer Name]’s life, such as [answers to question seven].
[customer name] sees success beyond just mere numbers. They picture a life that looks very different from their present day experience. They picture [answer to question eight].
And [customer name] also sees others treating them differently, for example, [answer to question nine] creates specific feelings inside, so we need to focus on helping [customer name] feel [answer to question 10]. Ensure the tenses and pronouns match up sensibly and logically.
AI’s Role: This prompt is kind of a doozy.
It requires you to fill in the customer’s name and primary goal fairly often, so that the A.I. doesn’t get confused. Once it’s done, you’ll have a complete mock interview with your ICP.
This mock interview should not be used on it’s own, but can serve as a guide for you, and give you something to compare and contrast with when you interview your ICP for real.
(I got this idea from one of my favorite copywriter’s Jon Benson.)
By playing with these prompts, you’re not just building an ICP… you’re crafting a living, breathing character who feels real enough to invite for coffee. From fears to fables,
AI makes the process intuitive and dynamic.
And if you want deeper dive on any of these prompts, we can totally brainstorm together. Your ICP’s waiting for their story to be told.
Step 6 – Keep growing.
You’ve poured heart and hustle into crafting a killer Ideal Customer Profile (ICP), now it’s time to cash in on that hard work.
Use your ICP as your “North Star.” Let it guide every decision, every campaign, and every dollar you invest in your biz. Or as the cheat code for creating marketing that truly resonates. I’m talking marketing so good that people are buzzing about it.
Keep your ICP alive: Stay fresh, stay relevant.
The market moves fast, and your customers evolve. Let your ICP keep up.
Data-Driven Updates
Review your numbers regularly, but don’t become data-obsessed. Just inform yourself on customer behavior, emerging trends, and competitor moves, cuz they all feed into an updated, razor-sharp ICP.
Listen To Your People
Surveys, DMs, post-sale feedback, etc. are great. There’s always something to learn if you’re willing to listen.
Stay Nimble
“Sarah” today might not be “Sarah” tomorrow. Be ready to pivot, tweak, and refine so you’re always speaking her language.
And remember…
Your ICP is the core of your funnel.
At the top of your funnel, your ICP powers awareness with tailored messaging.
In the middle, it drives targeted campaigns that turn interest into consideration.
And at the bottom, it sharpens sales and product alignment so conversion becomes a practically effortless.
Your ICP is the engine… fueling every stage of your biz with precision.
By living and breathing your ICP, you’re building a growth machine.
You’re serving “Sarah” so well she (and her tribe) become your biggest evangelists.
Your ICP sharpens your marketing, aligns your team, and keeps your strategy agile in a shifting market.
Refine it.
Share it.
Let it lead.
If you do, success is inevitable.
—
And since you’ve made it to the bottom of this guide, you’re now ready to nail your ICP. So grab our free “One Person” Ideal Customer Profile Template linked above, today. Then fill it out using the prompts and tips in this companion guide to help you create a profile so powerful, it’ll practically sell for you.
Frequently Asked Questions
What’s the difference between a buyer persona and an ideal customer profile (ICP)?
The internet says that ‘buyer personas’ and ‘ideal customer profiles’ are different, but as far as I’m concerned, they’re basically the same thing.
I don’t see much value in differentiating them, and I doubt you will either.
That said, here’s what they say:
“An ideal customer profile (ICP) is a description of the perfect company or organization [or customer] that would benefit most from your product or service.
It’s primarily used by B2B companies and focuses on firmographic data such as company size, industry, revenue, and location.
ICPs help identify potential markets, guide sales strategies, and qualify leads at the top of the sales funnel.
In contrast, a buyer persona is a semi-fictional representation of an individual customer, typically used by both B2B and B2C companies.
Buyer personas are more detailed, including demographic information, psychographics, behaviors, motivations, and pain points.
They are used to create targeted marketing campaigns, personalized content, and to understand customers at various stages of the sales funnel.”
The lines blur heavily, but here’s the real takeaway…
…whether you’re crafting Sarah’s story or mapping out your dream industry, what matters most is understanding your audience deeply.
Use the terms however you like—just make sure you’ve done your homework.
How often should I update my Ideal Customer Profile?
Here’s the thing: your Ideal Customer Profile isn’t carved in stone. It’s a living, breathing document that should evolve alongside your business. Here are some wise times to update your ICP.
- At Annual Tune-Ups: Block out time once a year to give your ICP a refresh. Trends change, markets shift, and your audience’s needs evolve—so your profile should too.
- During Market Shifts: If AI disrupts your industry or a hot new trend reshapes how your audience behaves, don’t wait for the annual review. Adjust your ICP immediately.
- In Response To Customer Intel: Listen to your customers like your success depends on it—because it does. Surveys, social media chatter, and feedback loops are gold mines for keeping your ICP sharp.
Can small businesses benefit from an ICP?
Heck yes small businesses can benefit from an Ideal Customer Profile, and arguably more than big players!
- Smart Resource Allocation: When your budget is tighter than your first pair of skinny jeans, every dollar counts. An ICP ensures you focus on the customers most likely to buy, love, and rave about your product.
- Competitive Edge: While bigger businesses cast wide nets, you’re out here being sniper-precise. A dialed-in ICP lets you create products and messaging that hit your niche so perfectly it feels custom-made.
What are some examples of ideal customers?
Every business—no matter how big or small—has an ICP story (whether they realize it or not).
Here are a few examples to inspire you:
- Nike’s Early Days: Their “One Person” was Otis, a college track runner who needed better running shoes. By obsessing over Otis’s needs, they created game-changing footwear and built a global empire.
- Facebook’s Launch: Zuckerberg’s early ICP was as specific as it gets—himself. And by serving himself, it quickly snowballed towards fellow Harvard students. By dominating one small niche, he laid the foundation for a platform that now connects billions.
- The Lemonade Stand: Even a kid selling lemonade benefits from an ICP. Their “One Person”? A thirsty kid named Johnny who’s playing tag in the park on a blazing summer day.
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