I want you close your eyes for a second and picture for a celebrity you really don't like. 

Maybe it's an author, an influencer, a TV or Radio personality. 

Have someone in mind?

Okay. Now I'm going to tell you something that may seem counterintuitive: 

That person is in a position of influence not despite your strong negative feelings towards them…. but because of them.

That person knows their audience knows so well that they're able to attract those people at the exclusion of everyone else.

This is a concept that women especially struggle with. We want to be liked. We don't like being polarizing or excluding anyone.

While I don't like making sweeping generalizations about gender, science has proven that the average woman is biologically wired to be relationship (not conflict) driven. 

While this tendency can be a tremendous asset in the world of business, it can also be a liability.

Our desire to include not exclude can get in the way of our ability to define our ideal customer. 

While this might seem basic to anyone who isn't new to the world of entrepreneurship, it's a concept that I find myself going back to over and over again with my clients.

My success as a copywriter depends 100% on how well my client knows her audience.

In order to write compelling copy, you have to have a crystal clear image of who you are trying to compel and what you're trying to compel them to do.

In today's show I address:

• The most common objections to having an ideal customer avatar, or ICA
• How to determine the emotional journey your ICA must go through to make a buying decision
• And 3 exercises you can do today to define and refine your ICA

Links mentioned in today's show:

• Tune in to my last episode on Market Research
• Follow my Facebook page 
• Download my free one-liner worksheet 
• Check out my group coaching program: The Secret Sauce Society