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How to shape your video content to your ideal client

How to shape your video content to your ideal client

Crafting your ideal avatar story will steer your video content in the right direction


When you think about adding video to your marketing mix, it’s not enough to just shoot a video, post it on your site and hope for the best. You need to start the process by really knowing who your ideal client is and what problem you are specifically solving.

Before you turn on the camera, a worthy exercise is to tell your ideal client story in as much detail as possible. Take time to consider every part of the client story – age, gender, profession, hobbies, family unit, activity level, vacation spots –  anything that helps you identify what kind of video he or she may enjoy.

When I am creating programs and offerings for my clients, I keep my avatar top of mind.

I’d like to introduce you to Melissa.

Melissa is almost 40 years old. She built a solid career in the corporate world, but has always felt the pull to do something on her own. She has a bit of a creative flair and loves pop culture as much as she loves discovering new and interesting talent. She is married and has school-age children who are mostly independent.

After more than a decade of commuting and long work days, Melissa was finally given the opportunity to stretch her own wings. She had enough and, with the support of her spouse, took the leap into entrepreneurship.

It was not an easy road at first. Vacations had to be scaled back. Flyers had to be pored over for sales. Entrepreneurship not only meant financial sacrifices, it meant some personal sacrifices as well. Melissa spent countless hours – usually in the wee hours of the night – figuring out her business model. She hired a designer to create a logo and build a website. She started dabbling in social media to see which platform best fit her and her business.

The first year of business was a constant state of flux. Finding the first clients. Re-working the business plan. Making mistakes. Networking. Self-doubt. Struggle.

And then, in year two, it became crystal clear to Melissa in what direction her business was growing. She knows exactly what she has to offer, what her unique selling proposition is, and how to make money. Now in a stage of growth, both personally and professionally, Melissa is ready to up her marketing game and add video to the mix.

Melissa is still on a budget, a bit scared to get in front of the camera, and needs to work with a video marketing specialist who will be invested in the success of her company and is a champion for small business.

By writing the ideal client story, I can identify Melissa’s pain points. I can recognize her strengths and her weaknesses. I’ve given her time to figure out what she offers and to figure out what people seek from her.

5 Steps to crafting your ideal client story

  1. Ask around. Your existing clients are the best tool for determining your avatar story. Ask why they hired you in the first place. Try to discover what it was about you and your business that compelled them to reach out.
  2. Revisit the Why. If you think back to your initial reasons for starting your business, you may discover that your “why” has not changed but your approach has. Sometimes, in the chase for dollars, you can lose sight of the core values that led you to hang your shingle in the first place.
  3. Check your stats. Pay attention to your insights on social media or your website analytics. The data you can dig into will tell you what your ideal client likes on your social media business page, how they navigate through your site and what they share.
  4. Close your eyes. Visualize. Conjuring up an image of your avatar will help you build the story about who they are, where they live, how they dress, what they do for fun. Work your imagination and develop a mash-up avatar using your existing clients.
  5. Write it down. Once you have your ideal client in mind, write the story. Try to be as specific as possible. Remember, this is your image of who would buy from you, so just let loose. If you are struggling, stick to the basic 5 W’s – who, what, where, when why – and add the bonus question of how (how you will market to them, how they will find you).


Writing the ideal client story will help give you clarity in your video marketing, and you will think of your avatar every time you hit record.