Strategy

Swordfish or small fry! Which customer are you fishing for?

The smartest businesses don’t just acquire customers; they find the right customers. When you work with clients who are the perfect fit, they buy faster, stick around longer, and even recommend you to others. That’s the magic of an Ideal Customer Profile (ICP).

Jim James

15 Aug 2025 — 5 min read

Photo by catrina farrell / Unsplash

There are plenty of fish in the sea, or customers in the market, the question is which one is right for your business?

It makes a difference because you need to bait the sales hook according to the fish you're going after.

Watch the video, then read on...

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Watch the video, then read on...

In my business clarity course I start by defining the Ideal Customer Profile (ICP). [I've included a download to the work book below.]

In my business clarity program I focus at the very beginning on the customer profile.

This article will walk you through how to create your ideal customer profile — so you can stop throwing bait into the sea of the wide open market, and instead prepare for the catch that fits your business boat.

Defining The Ideal Customer Profile

Why the Ideal Customer Profile Matters

Retaining a client costs far less than acquiring a new one — some studies say up to five times less. But not all clients are created equal.
The right customer:

Gets the value of what you offer.
Is easy to sell to.
Brings you healthy profits.
Returns for more (and tells their friends).

They’re not just “a sale” — they’re a relationship.

When you define your ICP, you put yourself in a position to market smarter, close faster, and serve better.

Step-by-Step: Building Your Ideal Customer Profile

The ICP is more than a vague idea of “people with money who need my product.” It’s a detailed portrait of your dream client: who they are, what triggers them to buy, and how they make decisions.

Here’s how to build it.

1. Define Job Description & Industry

Start by identifying the specifics:

Job titles of decision-makers and key users
Their level of responsibility or equity in the business
Educational background
Industry or niche they work in
Where they’re based

Ask: What challenges do these people face that my product or service solves?

2. Understand Purchase Triggers

What’s happening in their world when they start Googling a solution like yours?

Industry changes or new regulations
Operational struggles (e.g., inefficiency, cost overruns)
Company growth or restructuring
Seasonal shifts or market trends

Knowing this lets you show up at the exact moment they need you.

3. Identify Their Success Criteria

What does winning look like for them?

Tangible outcomes: revenue growth, cost reduction, faster workflows
Emotional goals: feeling more in control, boosting their reputation, peace of mind
Whether they’re replacing a current provider or buying for the first time

Your offer should map directly to these success markers.

4. List the Perceived Barriers

Why might they not buy from you?

Past bad experiences with similar products
Misunderstandings about what you do
Fear of change or disruption
Price concerns

When you see these coming, you can address them head-on in your marketing and sales conversations.

5. Clarify Their Decision Criteria

What do they compare when choosing vendors?

Common factors:

Quality, features, and performance
Ease of integration
Service and support
Pricing and payment terms
Reliability and reputation

The earlier you understand these, the more you can emphasise the right benefits.

6. Map the Buyer’s Journey

Every purchase is a series of steps — from research to negotiation to signing the deal. Track:

Who’s involved at each stage
Which influencers sway the decision
How fast they typically move
Where they go for trusted advice

This knowledge lets you deliver the right content at the right time.

7. Align with Their Performance Metrics

Your customers are judged by their own KPIs — hit those targets, and you’re indispensable.

Examples:

Revenue growth or cost savings
Customer satisfaction scores
Speed of delivery or efficiency gains
Industry benchmarks

Show them how your product moves the needle on these measures.

8. Know Their Trusted Resources

Where do they turn for answers and ideas?

Industry influencers or thought leaders
Trade publications and blogs
Webinars, events, or networking groups
Social media communities

If you’re present where they listen, you build credibility before they even reach out.

Bringing It All Together

Once you’ve answered these eight areas, bring your ideal customer to life. Give them a name, an age, a job title, and even a photo or avatar.

Use tools like AvatarMaker to visualise your ICP.

For example:
“Sophie, 42, Operations Director at a mid-sized manufacturing firm in the UK — measured by cost savings and operational efficiency, triggered to buy after regulatory updates, reads Industry Today, and values integration speed over price.”

You can also use Dalle in ChatGPT with the prompt:
Create an ideal customer profile image for me using this description: “Sophie, Asian, 42, Operations Director at a mid-sized manufacturing firm in the UK — measured by cost savings and operational efficiency, triggered to buy after regulatory updates, reads Industry Today, and values integration speed over price. Wears clothes from the high street stores, likes to have interesting reading glasses, goes to the gym 3x a week. ”

Suddenly, you’re not targeting a “demographic” — you’re talking to Sophie. And that changes everything about how you market.

How to Use Your ICP in Real Life

Your Ideal Customer Profile isn’t just a thought exercise. You can:

Tailor your marketing copy to speak their language.
Spot and act on buying signals faster.
Address objections before they’re voiced.
Show measurable results that map to their KPIs.
Focus your limited resources on the highest-value clients.

Final Tip: An ICP is not fixed forever. Revisit it every 6–12 months to reflect market shifts, product changes, and lessons learned from working with real customers.

The more clearly you know who you serve best, the easier everything else becomes — from marketing to sales to delivering jaw-dropping customer experiences.