To define your ideal customer, describe the one kind of person who gets the most from your product and is most likely to pay: their situation, the problem keeping them up at night, what they've already tried, what they want instead, the words they use and what stops them buying. Write it on one page and check every sales page, ad and post against it. When you try to speak to everyone, your message gets vague and nobody feels it's for them.
Why "everyone" doesn't work
"My skincare is for all women" sounds bigger, but your ad then has to speak to a 19-year-old student, a 35-year-old banker and a 60-year-old grandmother at once. It ends up speaking to none of them. A specific customer makes every decision easier: words, pictures, price, where to advertise.
You can still sell to others. You just aim at one.
The ideal customer worksheet
Who they are
- Age range, gender (if relevant), city or region
- Work and income range
- Phone and data habits (Android or iPhone, how much data, which apps)
Their situation
- What's happening in their life that makes your product relevant now?
- "Just finished national service, looking for a job, has a CV that isn't getting replies."
The problem
- What exactly is going wrong, in their words?
- What does it cost them (money, time, embarrassment, stress)?
What they've tried
- YouTube, friends' advice, a cheaper product, a competitor
- Why it didn't work
What they want
- The result, specifically: "a job offer within two months", "orders coming in while I'm at work"
What stops them buying
- Price, trust, "will it work for me?", no time, need to ask someone, payment worries
Where they spend time
- TikTok, Instagram, Facebook groups, WhatsApp status, X, YouTube, church, campus, market
Words they use
- Copy exact phrases from DMs and comments. See how to find your messaging.
Example: a CV writing service
Akua, 24, Accra. Finished national service six months ago. Applies for 5–10 jobs a week on LinkedIn and job boards, no replies. Has a CV from a template she found online. Tried asking friends to review it. Wants interviews at banks and telcos. Worried about paying GH₵ 300 and still getting no replies. Spends time on TikTok, LinkedIn and X. Says things like "I'm tired of applying", "my CV isn't standing out" and "do they even read it?"
Now the page writes itself:
- Headline: "Stop applying into silence. A CV banks and telcos actually read."
- Proof: clients who got interviews.
- Offer: CV + LinkedIn profile + cover letter, with a free revision if no interviews in 30 days.
- Where to advertise: TikTok and LinkedIn, aimed at young graduates.
How to find your ideal customer if you've already sold
- List your best 10–20 customers (bought more than once, happiest, easiest to work with).
- What do they have in common?
- Talk to three of them: why did they buy, what almost stopped them, what changed?
Your Paylead customer list shows who bought what and when, which is a good place to start.
If you haven't sold yet
- Talk to five people you think fit. Ask about the problem, not your product.
- Read reviews of competing products.
- Join groups where your buyers ask questions.
Frequently asked questions
Can I have more than one ideal customer?
Yes, as your business grows, but give each its own page or ads. One message for two different people usually fails both.
How often should I update this?
Every few months, or when you notice different people buying.
Read next: marketing angles and how to write a sales page that sells.
