Ideal Client Research Guide
For solo business owners who do their own marketing:
Use real client insights to get clear on who you're talking to so your marketing works better.
Your offer isn't the problem. Your message is too broad for anyone to feel spoken to.
You know who your ideal client is. You can picture someone as you read this. But if I asked you why they’re your ideal client, you’d have to rely on a gut feeling.
If you aren’t able to put into words why someone is your ideal client, it’s probably not coming across in your marketing.
Which means the people you really want to work with… they won’t be able to tell your offer is for them when they read your website, sales pages, and emails. So you keep posting, keep showing up, and nothing happens (or worse, you attract the wrong people).
It’s not because your offer isn’t great. It’s because your ideal clients don’t know it’s for them.
The easiest way to speak to your ideal clients is this…
You have to know your ideal clients well enough that when they read your marketing, they nod along and think it was written with them in mind.
This means using actual research from your ideal clients to inform what you say.
And no, you don’t have to spend hours scouring Facebook groups for a little nugget of information to write your next social media post.
If you’ve been in business for a while, you likely already have most of the information. It’s just getting organized and putting it into action.
Knowing your ideal client is the most important thing you need for copy that converts
It’s the first step I take when I write copy for clients - I hop on calls with their past clients and review surveys and testimonials to truly understand what their ideal clients think, feel and experience. Knowing this level of detail about ideal clients is what brings in more of the right clients.
And I get it – because your offer could help so many people, it’s tempting to not get bogged down in the details. But skipping the details means you end up going too vague and lose the exact people you want to work with.
This research guide helps you tease out the right information, put it all in one place, and turn that information into content that gets the right-fit clients nodding along.
The Ideal Client Research Guide
Make your marketing work better by tuning in to your ideal clients (you know, the people you REALLY want to work with?)
What this guide helps you do:
Understand why your ideal client is actually an ideal client
Start with real people you already know (not an imaginary abstract persona)
Capture how people actually talk about their problems, desires and experiences
And most importantly…
Turn everything you did above into a website, emails, and social content that speak directly to your ideal clients
Hi, I’m Stacy.
I’m a copywriter and educator who helps solo business owners make marketing work better.
For the past four years I’ve been writing and reviewing copy – and when it’s not working – it’s usually because a foundational piece like knowing your ideal client is missing.
Getting clear on your ideal client is hard, and it changes as your business grows. That's why this guide is a living document you can update as you go, so your marketing keeps up with your clients.
Once you know what to look for, you'll see content ideas EVERYWHERE
→ What your client said yesterday on a call turns into a great email.
→ The comment you heard during a sales call turns into a social media post.
→ That new testimonial you just got turns into a sales page headline.
The point is, you already have what you need. You just haven’t had a way to identify it, organize it, and use it.
The Ideal Client Research Guide helps you stop guessing what to say and start writing from what your best clients have already told you. That’s how your website, emails, and content start sounding like they were written for the people you want to work with.
What’s included in your editable Google Doc…
Your Ideal Client Ingredient list: identify specifics that make someone a good fit
Language Bank you can keep as a living document so your copy always stays up to date and relevant
3 things your ideal clients need to see for content to work
4 things to look for in what your ideal clients have already said to you
5 questions I ask clients to pull out copywriting gold
5 real examples of client quotes turned into copy, with the reasoning behind each one so you can do it yourself
These examples look like…
FAQs
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It's an editable Google Doc that walks you through pulling real insight from the clients you already have, then turning it into copy for your website, emails, and content. It includes your Ideal Client Ingredient list, a Language Bank you can keep adding to, and real examples of how to turn what a client says into copy and why it works.
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Yes, if you've had even a few conversations with people you'd love to work with, that’s a great starting point. Even one or two conversations will show you what to look for.
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No, most of what you need is probably already sitting in your inbox, DMs, testimonials, and sales call notes. The guide shows you what to look for in what you already have. If you do want to talk to clients, the 5 questions I ask clients are included.
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You can finish this guide in 1-2 hours, including the time to gather your testimonials and client notes. Your Language Bank keeps growing after that, but the foundation gets built in one sitting.
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Most avatars describe demographics and guess at the rest. This guide starts with real people you've worked with and captures how they actually talk about their problems, so your copy is based on evidence, not an abstract persona.
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Yes, and this is where it helps most. Getting clear on who your ideal client is doesn't mean turning everyone else away. It means your message is specific enough that the right people recognize themselves in it.
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Yes, this guide is meant for solo business owners who do their own marketing and want it to work better. That includes service providers, coaches, and consultants. You could use it to help you sell courses and digital products, too.
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Because the guide is a digital product you get instant access to, all sales are final and I don't offer refunds. If you have any questions first, email me at stacy@stacybragacopy.com and I'm happy to help.
Finally write emails, a website and content that speak to your ideal clients.