"Instead of speaking to one specific woman with a defined problem and a result she was willing to pay for, my messaging was messy. The projects I took on reflected that. I said yes to clients with journals, novels, poetry, and more. I was booked and busy. I was also unfocused and, ultimately, unsatisfied with the work I was doing."
"When it was my turn, I said, "I help women tell their stories." Someone asked, "Which women?" Essentially, she asked, "Who is your audience?" I could not describe the person in a specific scenario with an urgent problem. If I couldn't, neither could the people deciding whether to hire me."
"During that workshop, I had to answer critical questions. They were not about demographics or broad values, but specifics. What keeps her up at night? How does she like to spend her time outside of work? What outcome would make this investment obvious? These combined questions revealed that I had been building for an idea."
A business owner initially marketed writing services to all women, resulting in unfocused work across diverse projects and client dissatisfaction. Realizing that "women" represents a population rather than a market, she recognized her vague messaging attracted misaligned clients. During a business workshop, she discovered the importance of identifying a specific customer avatar by answering critical questions about pain points, lifestyle preferences, and desired outcomes. This shift from building for an abstract idea to building for a specific person transformed her business messaging, website, and service offerings, ultimately improving focus and revenue.
Read at Inc
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