September 14

How to Create a Client Avatar for Your Coaching Business

he clearer and more specific you can get on their desires, the easier it will be to craft just the right story for them. – Kyle Gray


Wondering how to get more clients for your business? Then the first (and most important) thing to do is to create a client avatar. Many new coaches enthusiastically jump into creating content, building funnels, and posting on multiple Facebook groups without taking this foundational step.


You want to craft specific marketing messages that connect with your ideal clients on an emotional level. But, if you don’t know who you’re speaking to, you might just as well be talking to the wall (or a blank Facebook wall). Creating client avatars takes time and can be tedious, but it will influence everything you do with your marketing.


What is a Client Avatar?


It’s a fictitious person that we create based on a set of descriptors that define our ideal client. A blanket statement like “I serve female entrepreneurs” is not enough. As coaches, we have to go deeper than gender, age, and marital status.

So how do we create client avatars? 

Determine Their Characteristics 

Take a moment to really think about who the client is as a person. Start by answering these questions:

  • Name: Give your avatar a name so that when you plan your content, you can talk directly to this avatar.
  • Demographics: Fill in the basic information to bring your avatar to life (age, gender, income level, highest education, marital status, number of kids, pets, where they live and work).
  • Job title: Give a generic title and focus on what they do and the decisions they influence at work.
  • Psychographics: Get into their head and describe their habits, hobbies, values, attitude, and interests.
  • Goals: What are your avatar’s primary goals? What challenges are they experiencing to reach those goals?
  • Pain points: What are their worst fears? What keeps them up at night?
  • Sources of information: Where do they hang out online and where do they find information?

Research Your Avatar 

Once you asked yourself these questions, test out your theories by using tools, or doing extra research:

  • Surveys
  • Contests
  • Split testing
  • Forced choice testing
  • Observing your tribe’s behaviors
  • Study the competition 

Example of a Client Avatar

Tina is a 31-year-old married female, is located in the US, and commutes an hour to work, five days a week. She is bored with her current work assignment and frustrated with the long hours at the office. She started an online business so she can quit her nine-to-five job but struggles to find time to build it up. She does everything herself but prefers to have guidance through online courses, private groups, webinars, and mentoring programs. 

By the end of your client avatar creation process, you’ll have all the info you need to build client-attracting systems. You will see more clicks on your posts, messages in your inbox, and clients queuing to get into your programs.

Need More Help?

This month in the Successful Coaches Business Academy, the Masterclass is focused on creating your client avatar. I have created a detailed workbook you can follow along with and not miss a beat so you can take what you come up with and start reaching your tribe! 

Learn more at and let me know if you have any questions!

To your success,
Coach Cheryl


client avatar, niche, target market

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