Ideal Customer Profile

So. You haven't ICP or created and forgot about it.

Let's break down how much money you might be losing. Each marketing effort that misses its intended audience, because it's not targeted, is a huge probability of losing money. Because you're shooting blind is basically money down the drain.

And on that point, I usually hear from clients two things. What exactly do I mean when I say Ideal Customer Profile (read What is Ideal Customer Profile or Buying Persona?) And how do I choose criteria for your Ideal Customer Profile, because there are hundreds of options? 

Alright, imagine you throw a huge, epic party but you send out your invites randomly. You end up with a bunch of people who don't jive with your music, hate your choice of snacks, and just stand around awkwardly. That's what happens when you don't have an Ideal Customer Profile (ICP) or if you create one and then ignore it.

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Without an ICP, your business is kind of stumbling around in the dark. You're spending money and effort marketing your products to everyone, even to people who could not care less about what you’re selling. It’s like trying to sell a skateboard to someone who only wants a bicycle. Not only is it a waste of time and super frustrating, but it also burns through cash that could be spent more wisely.

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Now, let's say you do spend time crafting this awesome ICP, understanding exactly who would love your product, but then you just shove it in a drawer and forget about it. That’s just as bad. You’ve got the map to the treasure but refuse to follow it. So, what's the point? You'll likely keep veering off course, and your sales efforts will be as effective as shooting hoops in the dark.

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So, having and using an ICP helps you aim your business efforts like a laser. 

Here are 50 criteria you might consider when developing your ICP:

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1. Gender
2. Location (Country/Region/City)
3. Income level
4. Education level
5. Marital status
6. Occupation
7. Industry
8. Company size
9. Job title
10. Job function
11. Years of experience
12. Type of business
13. Revenue of business
14. Recent purchases
15. Buying authority
16. Buying frequency
17. Preferred communication channel
18. Language spoken
19. Cultural background
20. Hobbies
21. Interests
22. Lifestyle choices
23. Personality traits
24. Behavioral traits
25. Values
26. Beliefs
27. Goals
28. Challenges
29. Pain points
30. Fears
31. Motivations
32. Preferences
33. Technology usage
34. Social media activity
35. Brand loyalty
36. Product/service preferences
37. Decision-making process
38. Stage of life
39. Health concerns
40. Dietary preferences
41. Fitness habits
42. Transportation mode
43. Leisure activities
44. Media consumption
45. News sources
46. Attitudes toward spending
47. Environmental consciousness
48. Community involvement
49. Political orientation

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