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  1. Sonia, this is GREAT content. SO much to chew on! I’ve been trying to explain this concept to someone recently giving example after example after example … this is a great single place to layout the whole of it. … I’m forwarding this along!

    • Thanks so much Sam! I’m glad you were able to get some value out of it. This is a concept that a lot of people get tripped up on, which is a shame because its so super important.

  2. Hey Sonia,

    Great post.

    First off, I had to laugh at this comment:

    ” Others would had given a death stare at the suggestion of walking more than a few blocks.” I have people in my family just the same.

    Now I agree. Having one customer type is great in a way that you get to narrow down your focus and cater to those that you not only want, but ultimately wants you as well. There’s one blogger I read who’s brash style isn’t for everyone, but I resonate with her because I’m sorta that way too. And I enjoy her writing. Could is be unprofessional? Sure.

    But she defined her target audience as people who are ok with that type of language and those that aren’t, don’t have to be on her site. And she does great.

    I like the places that you chose to aide in finding your ideal avatar. All of those places are great starting points. I may need to look into modifying my avatar. Make it more defined … more targeted.

    Great job.

    – Andrew

    P.S. That person that didn’t like Joanna’s use of mofo’s, Bob Bly, is an awesome direct marketer/copywriter … but is as old school as it comes. Not surprised he said that.

    • Hey Andrew – thanks for stopping by with your comment.

      In the world of entrepreneurship, I wonder who gets to decide what’s professional and what’s not anyway?

      That’s one of the great things about being an entrepreneur – our business, our rules. And since we get to choose who we serve, it makes total sense to choose the people who are your type of people.

      Good luck with redefining your business’ soul mate! :)

  3. Fabulous article! I love how you talk about not leaving others out by focusing on your business soul mate. The way you describe it really helped me get it! Thanks for the great advice.

    • Thanks Amy! A lot of business owners get hung up on that part. I’m so glad you have clarity now! Thanks so much for stopping by with your comment :)

  4. Hey Sonia,

    Wow this was a great post. A lot of people keep talking about finding g your target audience but yet you barely here about creating your customer profile. What’s great about it us that you can just start off with one and go ftom there.

    When I first heard of this strategy it was pretty difficult for me to think in these terms. I felt like I would be missing out on a lot of traffic, where in fact I was already missing out trying to implement mass marketing.

    I generated leads but they didn’t last too long on my list. So I subtly started chaging the way I did marketing and pin pointed who I really wanted to talk to. I came to the conclusion that those who are quite similar to me is who I wanted to talk to.

    Thanks for sharing Sonia! I definitely will bookmark this! Take care!

    • Hey Sherman – it’s lovely to see you here!

      I’m so glad that you’ve been able to get a better handle on who your perfect customer is, and that you’re seeing positive results from it as well. :)

  5. Sonia,
    What a thorough and thoroughly enjoyable post. I love how you incorporated friends and family-it makes you (and them) seem more real. I’m just getting started in the online world after spending the last 10 years as a private practice psychotherapist. The information you provide here is useable and detailed. I love it! Thanks a lot!

    • Hey Julie – I’m sooooo glad you enjoyed the post, and can use it to help you with your online ventures. :)

      Will you be making a total career change, or just adding an online component to your private practice? Thanks so much for stopping by with your comment!

  6. Sonia, thank you for this post! So helpful. I’ve been working on my ‘niche’, but your detailed description of how to build a true profile is just what I need right now in my own business. I also chuckled at the ‘mofo’ situation. We can’t and should not aim to please everyone all of the time-it truly is impossible!

    • Hey Michelle – Yay! I’m so glad you found this valuable!

      You’re so right – we cannot please everyone – so it’s much better to focus our energy on pleasing “the one.” Let me know if you have any questions as you work on building your customer profile for your business.

  7. I love LOVE how you weaved family stories into this blog post, Sonia. And lovely pictures, too.

    I think a lot of people struggle with deciding who their business soul mate is because it’s so hard to choose, and people are afraid of missing out. They want to be friends with everyone.

    I’ll be sharing this now :-)

    • Thanks so much Henneke – as I was trying to think of the right example to illustrate the point, I realized that those family experiences were perfect :).

      It is hard to choose! That’s one of the hard parts about being a business owner – choosing. But when we do, the results are so much better.

      Thanks for sharing! :)

  8. I don’t even know where to start –

    So much great actionable info woven into a novel of a post. I’ve been dealt a dose of pure genius in your shares ideas and ramblings.
    I smiled, nodded, and ‘yes me too’ so many times during this posts I felt like I’d almost been pulled here to read this by the force!

    I gotta say Sonia, I’m friggin impressed AND I’m going to be back. It’s been a very long time since I loved the style of writing on a virgin blog to me.
    Though I must admit I did hit the ‘speech’ button on the imac as I’m not a fan of reading long epic posts – but I’ll listen to ’em all day ?

    Respect where respect is due Sonia and this morning you earned mine.

    UK Tony.B

    • Tony – thanks so much for your feedback! I’m so glad you enjoyed the post, and got value out of it. :)

      And that’s a good suggestion about listening to long posts. It’s definitely something to consider. Looking forward to seeing you around more, and getting to know you and your business better.

  9. Hi Sonia,

    this is a really great article.

    I love the way you start with telling your personal story that is relevant to the topic. Then you pull lots of good examples.

    I love that you display how John Lee Dumas did his avatar, and then later, you share how you did yours.

    Aiming for ONE customer profile, instead of everyone, will help you to stick out, but more important…

    ATTRACT the right clients.

    People buy from from people they know, like and trust.

    In other words: they will buy from people that CARE and UNDERSTANDS them.

    Creating your avatar is very important in order to be able to understand and care for your customers.

    I am sharing it now :)



    • Hey Tor – thanks so much for stopping by! Yes – the more our customers are able to fee that we care and understand them, the more they will be drawn to us. And we are better able to care for them – when we know them well. And that requires focus.

      So glad you enjoyed the post – and thanks for sharing! :)

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