Get up Close & Personal with Your Ideal Customer

And how to figure out who they really are

If you’re finding it tricky to write captions, pick marketing channels, or talk confidently about your offer—it might be because you don’t really know who you’re speaking to. And that’s ok—many small businesses start here.

But before you worry about posting times, platforms, or even your website design, there’s one thing you absolutely must know: your ideal customer.

Here’s why that matters, and how to figure it out.

Your message depends on who’s listening

Marketing without clarity about your ideal customer is like shouting in a crowded room—sure, people might hear you, but will they actually listen?

When your marketing tries to speak to everyone, it’s vague, forgettable, and hard to trust. But when you speak clearly and directly to a specific person, you make them feel seen, understood, and valued.

Clarity creates connection.

You’ll waste energy trying to please everyone

Without knowing who your ideal customer is, you’ll second-guess everything:

• Should I lower my prices?

• Should my posts sound professional or casual?

• Do I need to be on every social media channel?

Clarity on who you’re serving helps you stay steady and confident in your choices. Instead of trying to please everyone (impossible!), you’ll naturally attract the people who genuinely resonate with you and your offer.

And that makes running your business easier—and more enjoyable.

What happens when you know your ideal customer deeply

Here’s where the magic happens. When you truly understand your ideal customer, you:

• Write as if you’re talking directly to them, and your message lands effortlessly.

• Know exactly what content will resonate (no more content anxiety).

• Understand their hesitations—so you can reassure them before they even voice them.

• Recognise your ideal customers when they show up, allowing you to build deeper, lasting relationships.

Knowing your audience deeply isn’t a nice-to-have—it’s your superpower.

How to figure it out: The Inkie way

This doesn’t have to be complicated. In fact, it’s best done simply and humanly. Start by imagining a real person who represents your ideal customer. Give them a name (yes, seriously!), and ask yourself:

• Who are they? Age, lifestyle, life stage, career.

• What do they do for work or pleasure? What occupies their day?

• Where do they spend time? Both online (Instagram? LinkedIn?) and in the real world.

• What matters to them deeply? Their values, dreams, fears.

• What problems keep them awake at night? Those nagging issues they desperately want solving.

• What’s stopping them from buying from you right now? Budget worries, uncertainty, fear of failure?

• What would help them say yes comfortably? A trial, a free call, a clearer explanation?

You don’t need perfect answers—just start noticing, jotting down insights, and refining them over time.

Why we ask you to do this during onboarding

We know that filling out your ideal customer profile in Inkie’s onboarding might feel a bit like homework—but it’s actually one of the most valuable things you can do for your business.

This part isn’t filler—it’s foundational. Without it, your marketing may still be beautifully crafted, but it risks feeling vague or disconnected. With clarity about your ideal customer, every caption, email, and blog becomes purposeful, clear, and magnetic.

Marketing becomes much simpler the moment you stop guessing who you’re talking to. The deeper you understand your ideal customer, the easier everything else becomes—from what you say, to how you price, to where you show up.

Don’t market to everyone—market to someone. The right people will hear you.