Most “ideal audience” exercises miss the point. It’s not about age, gender, or their favorite coffee drink—it’s about understanding what really drives their decisions. You can have all the demographic information in the world, but if you’re not clear on where your audience is mentally, emotionally, and practically when they come across your brand, your efforts won’t hit home.
In my recent BORROW MY BRAIN session with Sue, a Durham-based brand designer, we didn’t spend time listing out her audience’s superficial traits. Instead, we dug deep into where her ideal clients are in their lives when they realize they need her services. What pushes them to finally ask for help? What frustrations or dreams are they navigating that lead them to her door?
When you understand the journey your audience is on—not just who they are—you’ll know how to speak directly to their needs. This isn’t about creating another vague, ideal client avatar list. This is about crafting a brand experience that meets your audience where they are, guiding them from confusion to clarity, and building trust along the way.
That’s the goal of this post: To help you ask the right questions about your ideal audience so you can stop guessing and start connecting. Here are 10 questions to get you started on defining the real factors that shape your audience’s decisions and, ultimately, their trust in your brand.
Question 1: Where are they when they realize they need my services?
This is the pivotal question. Forget trying to pinpoint their age or their favorite Instagram filter—what you really need to focus on is the moment your audience realizes they need help. Are they at their wits’ end with a DIY solution that’s only led to more frustration? Are they staring at their screen, overwhelmed by choices and unsure where to turn? Or maybe they’ve seen success but know there’s something holding them back from reaching the next level.
Understanding where your ideal client is when they recognize they need you is key to creating messaging that resonates. In my BORROW MY BRAIN session with Sue, we talked about how her clients often realize their brand no longer reflects who they’ve become or where they want to go. This isn’t just a business decision for them—it’s deeply personal, and they’re usually in a place of transition, ready to take control of their narrative.
Why does this matter? Because if you can identify their mindset in that crucial moment, you can speak directly to it. Your copy won’t just sound helpful—it’ll feel like you’re reading their minds. When someone is feeling frustrated or uncertain, they want to feel understood before they’re ready to trust you. This question helps you align your messaging with exactly how your audience is feeling the moment they land on your website or read your offer.
Question 2: What problem am I solving for them?
Now that you know where your audience is mentally when they realize they need you, it’s time to zero in on the problem they’re facing. And here’s the key: you have to get specific. Sure, they might need a website, a brand refresh, or better copy—but what’s the underlying issue driving that need? Are they struggling with looking unprofessional? Do they feel invisible in a crowded market? Are they burning out from doing everything themselves, or tired of missing out on opportunities because their messaging doesn’t land?
When I worked with Sue in her BORROW MY BRAIN session, we dug into this exact question. Her clients often think they just need a new logo or a website refresh, but the real problem is that their brand no longer reflects who they are or the level of professionalism they’ve reached. The issue isn’t just aesthetic—it’s about credibility, confidence, and connection.
This matters because people don’t buy products or services—they buy solutions to their problems. When you’re crystal clear on the problem you solve, your offer becomes irresistible. Whether you’re a web designer, a brand strategist, or a copywriter, your audience is looking for relief from a specific pain point. Frame your offer as the solution to that problem, and suddenly it’s not about whether they want what you provide—it’s about how quickly they can hire you.
Question 3: What’s going wrong for them right now?
At this point, it’s crucial to get to the heart of what’s really going wrong for your ideal audience. What’s causing the friction, frustration, or anxiety in their day-to-day? Are they drowning in tasks, struggling to keep up with competitors, or dealing with a brand that feels stale and out of touch? Understanding their immediate pain points allows you to meet them exactly where they are—and that’s where the magic happens.
In my BORROW MY BRAIN session with Sue, we identified that many of her clients were feeling stuck and overwhelmed, managing brands that no longer reflected their growth or ambitions. For them, the pain wasn’t just about having a subpar logo or website—it was the deeper frustration of feeling like their brand wasn’t doing them justice. They were losing opportunities and feeling held back by something that was supposed to represent their success.
When you pinpoint what’s going wrong for your audience right now, you can position your offer as the immediate relief they need. You’re not just a service provider; you’re a problem-solver who understands their struggles and has a clear path forward. By speaking directly to their pain, you transform from a “nice-to-have” into the solution they’ve been searching for.
Question 4: What will happen if they don’t solve this problem?
This is a crucial point in the buyer’s journey that you can’t overlook. Often, your audience knows they have a problem, but without clearly understanding the consequences of inaction, they may stay in their comfort zone or keep putting off a decision. By emphasizing the real-world impacts of staying stuck, you help create urgency and motivate them to seek out the solution you provide.
For example, in my session with Sue, we talked about her clients who were running on outdated branding. For them, sticking with the same look and feel wasn’t just about aesthetics—it meant losing out on potential clients, being overlooked in their industry, and missing the chance to elevate their reputation. Sue knew that the longer her clients stayed in this place of discomfort, the harder it would be for them to step into the next phase of their business.
By identifying what will happen if your audience doesn’t solve their problem, you frame your offer as the proactive choice to avoid those negative outcomes. Whether it’s financial loss, missed opportunities, or simply continuing in a cycle of frustration, your offer becomes the key to turning things around.
Question 5: What quick wins or small victories can I provide early on?
Delivering a quick win creates momentum. When Sue and I discussed her branding process, we identified that one of her clients’ small victories was simply gaining clarity on their message—just defining how they wanted to be seen in the marketplace made everything feel more aligned. That’s a powerful, confidence-building moment that makes them excited about the next steps.
For you, it could be anything from delivering a brand audit, a quick strategy session, or offering a valuable template that solves an immediate need. These early wins demonstrate your value and make your audience feel like they’re making progress, even if they’re just starting the journey.
By offering something actionable and immediately beneficial, you’re setting the tone for a longer, more successful relationship. When your audience sees results early on, they’re more likely to trust you with the bigger, more complex problems that need solving.
Question 6: What transformation are they seeking?
When I was working with Sue, one of the things we kept circling back to was the transformation her clients were seeking. Her clients weren’t just looking for a logo or a polished website—they were looking for clarity, confidence, and a brand that truly reflected the business they had grown into. They wanted to step out of the shadows of corporate life and finally create something that was entirely their own.
Understanding this allowed Sue to shift her messaging from “I’ll design your brand” to “I’ll help you create a brand that makes you feel proud, confident, and ready to take on your next chapter.” That’s a transformation worth investing in.
In your own business, you need to identify and articulate that larger transformation. What’s the lasting impact you have on your clients’ lives or businesses? Paint the picture of what success looks like for them after they’ve worked with you. Whether they walk away feeling more confident in their marketing strategy, with a website that actually converts, or with copy that speaks directly to their audience’s soul—the transformation is what matters most.
Question 7: Where do they go for advice or information?
When it comes to making decisions, your audience isn’t operating in a vacuum. They’re likely seeking advice or doing research to figure out the best path forward. To reach them effectively, you need to understand where they’re getting that information. Are they reading blog posts from industry experts? Tuning into certain podcasts? Asking questions in Facebook groups, or turning to mentors and colleagues for guidance?
Sue’s clients, for example, weren’t Googling for a designer—they were leaning on personal referrals from trusted people in their network. By understanding this, Sue was able to focus less on mass online marketing and more on building deeper relationships with her clients and their networks. Knowing where your audience turns for advice can help you focus your own outreach efforts in the right places.
For your business, understanding these sources helps you show up where your audience is already looking for answers. Whether that’s collaborating with a podcast host, guest posting on a popular blog, or simply making sure you’re visible in the spaces where your ideal clients gather, you can position yourself as a trusted resource. This makes your marketing more strategic and targeted, reaching potential clients when they’re actively seeking the solutions you offer.
Question 8: What are their fears or hesitations?
One of the most important things to understand about your audience is what’s holding them back. Is it the fear of making the wrong investment? A lack of trust in your industry? Or maybe it’s their own fear of failure? These hesitations, if left unaddressed, can be major barriers to them taking action.
In meetings leading up to the production of the Barbie movie, Margot Robbie famously asked key stakeholders about their fears and hesitations. She didn’t just want to hear what they were excited about—she wanted to get to the heart of what could go wrong. By putting those fears on the table, she was able to address them proactively and create a sense of security that led to a more confident and unified vision for the film.
You can do the same for your audience. Think about the most common fears they might have around working with you. Are they worried about the cost? Concerned they won’t see results? Unsure if they’ll have the time or expertise to fully implement what you provide? By bringing these fears to the surface and addressing them in your messaging, you’re not only building trust but also showing that you truly understand where they’re coming from. When you acknowledge and alleviate their concerns, you reduce the friction that stands between them and the decision to work with you.
Question 9: What’s their decision-making process like?
Understanding how your audience makes decisions is crucial in shaping how you present your offers. Do they take their time, mulling over every option, or are they more impulsive, ready to act quickly when something feels right? Are they deeply analytical, making decisions based on research and data, or do they rely more on their intuition and emotions?
When you know how your audience approaches decision-making, you can tailor your content to match their style. For instance, if your audience is more analytical, providing case studies, detailed comparisons, and in-depth breakdowns of your services will make them feel confident in choosing you. On the other hand, if they’re more driven by emotion or gut instinct, focusing on testimonials, stories, and the feeling of transformation will resonate more deeply.
Aligning with how they make decisions means you’re not just offering them something; you’re guiding them through a process that feels natural and comfortable. This approach can reduce decision paralysis, and encourage them to move forward when they feel understood and supported.
Question 10: What do they need to hear to say “yes”?
The final question brings everything together: what does your audience need to hear in order to say “yes”? This could be a specific assurance—like knowing there’s a satisfaction guarantee—or it might be highlighting a clear benefit they can’t resist, such as how your offer will save them time, money, or stress. It could also be as simple as helping them visualize the transformation they’ll experience after working with you.
To turn leads into clients, you need to get crystal clear on this point. What’s holding them back from saying “yes,” and what message would tip the scales? Maybe they need to feel secure about the investment, or perhaps they’re waiting for reassurance that you truly understand their problem. If you can address these needs head-on, you’ll be able to shift their hesitations into confidence.
Ultimately, this is about empathy and understanding. You’re not just pushing an offer—you’re offering them exactly what they need to feel secure, seen, and ready to take action. Speak directly to those core concerns, and you’ll watch those “maybes” turn into enthusiastic “yeses.”
Final Thoughts
Understanding your audience goes beyond surface-level details like age, gender, or their favorite drink order. When you truly dive into their mindset, their journey, and the challenges they’re facing, you’re able to create a brand experience that resonates deeply and speaks to their core needs. By asking yourself these ten critical questions, you’re laying the foundation for a business that doesn’t just offer products or services—it offers transformation, connection, and solutions your audience is craving.
Take the time to reflect on these questions. The answers will not only help you understand your audience better but will also guide how you shape your messaging, offerings, and overall brand experience. And if you’re finding it hard to pin down those answers or need a fresh perspective, consider booking a BORROW MY BRAIN session. Together, we can help you get out of your own way, gain clarity, and define exactly who you’re meant to serve—and how to reach them in a way that feels authentic and impactful.
