Copy That Speaks to Your Ideal Customer

Updated: Feb 11

Hey! I'm Ange. Welcome to my blog :)

I'd recommend grabbing a cuppa and getting comfortable, because I'll hopefully be giving you plenty of food for thought in this post! You know what? Grab some biscuits too. It will be fun to see how many are left by the end of this experience.

Ready? Come on then, let's go!

Running Your Business Online, Just Makes Sense

According to Statista, 87% of households in the UK made an online purchase last year. I can believe that. I made several, hehe! But seriously, that's a lot of eyes on products and services, so why shouldn't they be on yours, right?

You may have already jumped on Google and searched out various website platforms, checked out millions of templates, and maybe even have started creating your very own website. There's just one thing you missed there, my love.

Who is it for? Who are you serving?

It's cool that you got as far as picking out colours, matching fonts and perhaps even designing a mock logo; I always admire a proactive person, but did you spend any time figuring out what appeals to your ideal customer? After all, it's them that you're creating content for.

You'll save yourself a whole lot of time later, when you don't end up having to redesign everything you first did. Trust me on this.

Ok, let's jump into the fun part. I recommend grabbing a pen and notepad for this, or device of your choice.

Creating Your Ideal Customer Profile


Once we reach the end of this exercise, you'll have a better idea on how to design your website. If you already have a website, you might be temptto give it a refresh. I'm totally not sorry. We can always do better. Pen - paper - go!

  1. Give your person a name - yes, really

  2. Awesome. Next, give him or her an age

  3. Where do they live in the world?

  4. What about their living situation? What kind of house or flat do they live in? Are they living with parents? Moved out? Living the bachelor(ette) lifestyle? Do they house-share with roomates? Do they live with a family? Are they married? Divorced? Remarried? Are they fortunate enough to have crotch-goblins?

  5. What about education? Are they school dropouts? did they go to college? University? Do they take online courses? Perhaps they're students currently.

  6. What about their job? Are they working part time whilst they study? Have an entry-level role? Are they self-employed? Do they like what they do? Do they change jobs a lot, or did they climb the career ladder in one company? How committed are they? Do they wish they worked elsewhere?

  7. Salary. How much money do they make a year? Is it enough? Do they just about make it through the month, or are they comfortable? Maybe they even have some disposable income and enjoy the finer things in life.

  8. What do they do in their free time? Do they have free time, or do they live at work? What do they do for fun?

  9. Hopes and dreams? What do they want for the future, winning the lottery aside?


Good job! You got to know your customer a little better and now It's time to dig a little deeper into what your customer likes, and why. Stay with me.

  1. What brands do they wear? Why do they like that particular brand? Would they wear other brands if money was no object?

  2. What's on TV? Is the TV on, or banned from the house completely? Are they guilty of binging on Love Island? Do they prefer Netflix or Prime? Why do they watch what they do?

  3. Their online presence. What social media platforms do they use? Do they live solely on Facebook, Insta...Do they follow a blog? Which sites do they hate? Why? Why do they like to platforms they use? Do they try and keep social media to a minimum?

  4. Do they like to travel? Would they hop on a plane or train at any opportunity? Would they rather keep their feet firmly grounded in one place? Have they ever owned a passport?

  5. Do they read? What? Magazines? News websites? Paperback? Online? Are they more into audiobooks than reading? Why?


Here's where we get to jump into the therapy chair and into the feels of our customers to get an understanding of who they are, inside. After our therapy sesh, we'll take another look at designing your website. Let's see how your new ideas compare to your old ideas ;)

  1. What emotions are dominant? Do they get angry a lot? Are they quiet and mysterious? Are the introverted or extraverted? Would you think serial-killer if you worked with them, or are they good at covering up their emotions? Are they happy and bubbly? Nervous? Do they tend to let things go easily or hold grudges? Do they get stressed often?

  2. Hopes and dreams? What are their fears? What do they dream about? What worries them? What do they hope for in the future?

  3. What are they unhappy about? Something in the past or something more recent? How do they feel about it?

  4. Do they like quick answers? Are they more analytical? Do they take time to make decisions? Are they impatient? Do they get overwhelmed with too much choice?


This last section is where we'll start piecing all the bits together and finding out how well your product/service fits with your ideal customer profile.

  1. Now you have your customer profile, would you consider your business to offer a solution to a pain point in their lives, or is your product/service more of a luxury? You can start to build your voice, once you know exactly what it is you are offering to your customer, from their point of view.

  2. What is important about what you offer? By this, I mean how is your product/service important to them? Are they eco-warriors and you happen to use biodegradable packaging? Are they animal-lovers and refuse to buy anything that's been waved within an inch of a sheep's face, let alone tested on one? Are they bothered about any of that? Is price what's really important? Are they happy to buy cheap and buy twice, or would they pay a little more for quality? Is it service that's important? Would they be more likely to but from one company over another? Why? What are your USP's (unique selling points) that benefit your customer? Do they even care about where they buy from, or is it all about your product? Are they just buying because other people own or use?

  3. What will they hesitate for when it comes to buying your product? Do they usually flinch when the price is revealed? Is it a lack of information? What would they need to know in order to be more comfortable, before buying?

  4. If your product or service solves a problem, what would happen if it didn't? Would the world end as we know it? Would the problem get any worse if they don't buy?

  5. Finally, what would turn buying your product or service into an easy, yes? What can you do to overcome the hurdle that stops them from hitting the button?

You made it to the end! Congrats! How many biscuits are left though? Be honest, there's no judgement here.

Cookie Porn


Now, use all the info you have written down to write to your customer directly. Pick out the relevant pieces of information from their profile and write to them, as if you're friends; you know them and what they need. Address them appropriately - women may not appreciate 'hey guys', even if it was meant to address everybody.

If you target a specific city or country, use their language. In East London, you may win them over with some 'cockney' slang in your text. Learn how they talk so you can appeal to them.

You should be able to use the information about your customer likes and basic info to create a brand image. If your audience is young, you may want to use a font that's a bit more fun and brighter colours perhaps. If your customer has roommates, the images you use on marketing materials may include roomies, sitting down to pizza!


If you get really stuck on creating a brand image or style, start creating a mood-board. Visit sites your customer would look at and jot down any similarities you see - colours, layouts, font choices. There are many tools you can use to create a mood-board, but I personally love Canva.

There you have it. I hope you enjoyed getting to know your target audience and learning how to talk to them in a voice they can hear.