Module 30 — Audience & Niche
Frameworks: Baker The Business of Expertise · Ideal Client Profile (ICP) · Pain / trigger / desired outcome lens
Goal: Make the target audience concrete enough to brief a copywriter or run a paid campaign — not a demographic sketch, but a psychographic and situational portrait of the best client the brand wants more of.
Raw
Who is the ideal client? (describe a specific person, not a segment)
What situation or trigger brings them to look for help?
What have they tried before and why did it fall short?
What does success look like to them? (in their words, not the brand's)
What do they fear or want to avoid?
Worst-fit clients (who the brand doesn't want to work with, and why)
Quotes or stories from real past clients that illustrate the ideal fit
Synthesis
Ideal Client Profile (ICP)
| Dimension | Description |
|---|---|
| Role / title | |
| Organisation type & size | |
| Trigger situation | |
| Primary pain | |
| Desired outcome | |
| Budget signal | |
| Red-flag / disqualifier |