What keeps your ideal customer up at 3am?

We're back with the next instalment of our 7 Steps to 7 Figures checklist breakdown!

If you've been following along, you know we've covered:

• Who you are in Part 1

• Your purpose in Part 2

• Your values in Part 3

• Your brand expression in Part 4

Today, we're diving into something that might seem obvious but trips up SO many business owners and creators: your audience.

I'm talking about getting crystal clear on who you're actually talking to, what they actually care about, and why they should give a damn about what you're doing.

The "everyone" trap

The biggest mistake I see people make?

Trying to speak to everyone.

And when you try to speak to everyone, you end up connecting with no one.

Getting specific (like, really specific)

Instead of broad categories, I want you to get uncomfortably specific about your audience.

Not just "female entrepreneurs" but "female founders of service-based businesses who started as freelancers, have hit the £100K mark, and now feel stuck because they can't clone themselves."

Not just "men interested in fitness" but "busy dads in their 40s who used to be athletic in college, now have a dad bod they're not happy with, but have limited time and zero interest in gym bro culture."

The more specific you get, the easier EVERYTHING else becomes.

The questions you need to answer

Let's work through the checklist questions for this section:

1. Who is your top target audience?

I want you to picture ONE person.

Not a category.

A specific individual who represents your ideal audience.

2. How would you describe them?

Go beyond demographics.

What do they:

• Worry about when they can't sleep?

• Complain about to their friends?

• Secretly want but haven't told anyone?

• Feel proud of accomplishing?

• Scroll past on social media?

The deeper you go, the better you'll understand them.

3. What do you add to their lives?

This is about the transformation you create.

Do you:

• Give them back their time?

• Help them feel confident in areas they're insecure about?

• Solve a problem they've been struggling with for years?

• Help them look good to their peers or boss?

• Remove a burden they've been carrying?

4. What do they find funny? What do they enjoy?

This might seem trivial, but it's CRUCIAL for connection.

Understanding their humour, their interests, and their cultural references helps you speak their language.

If you're targeting Gen Z creators, your references will be completely different than if you're targeting corporate executives in their 50s.

5. What community do you want to build for them?

People don't just buy products or services.

They buy belonging.

What kind of community are you creating that makes your audience feel like "these are my people"?

Is it a space for:

• Ambitious founders who don't want to sacrifice their mental health?

• Creative rebels who don't fit into traditional business models?

• Practical problem-solvers who value results over theory?

6-7. What value would they get from seeing your work? How do you provide that?

This gets to the heart of your content strategy.

Are you:

• Simplifying complex topics so they feel confident making decisions?

• Providing frameworks that save them time figuring things out?

• Showing behind-the-scenes reality so they feel less alone in their struggles?

• Entertaining them while educating so learning doesn't feel like work?

Here's where most go wrong

When I ask these questions in our Power Hours, I often get answers that are:

1. Too broad: "My audience is small business owners" (That's not specific enough to be useful)

2. Too self-centred: "They need my coaching framework to succeed" (This focuses on your solution, not their problem)

3. Too shallow: "They want to make more money" (Yes, but WHY? What's driving that desire?)

4. Too perfect: "They're motivated self-starters who value excellence" (Real people are messy and contradictory)

The goal is to deeply understand the real humans you're trying to reach – contradictions, flaws, and all.

When you get this right, everything gets easier:

• Content creation: You know exactly what topics will resonate

• Messaging: You speak their language, not industry jargon

• Offers: You build solutions for their specific challenges

• Pricing: You understand the true value of solving their problems

• Marketing: You show up where they already are, not everywhere

Your turn!

Grab the checklist and spend some time with questions 18-24.

Try to write your answers as if you were describing a real person you know, not a theoretical "persona."

The more specific and human you make them, the more powerful your strategy becomes.

If you'd like me or people in our community to help work through your answers and give you feedback, then join the Think Like A Creator community. We do weekly Power Hours where we tackle exactly these kinds of strategic questions together, and you'll get direct input from myself and other founders who are on the same journey.

Join us here and you can try it risk-free for 14 days to see if it's right for you.

Our next session is this Thursday :)

Remember, the creator mindset is all you need to grow 🌱

P.S. Just got back from speaking at the the “Ahead of the Game” Business Leaders conference in Malta yesterday. The energy was amazing, and it was fascinating to see how many traditional business leaders are now recognizing the power of the creator mindset. Big thanks to the organisers for having me – and to those of you who sent me messages wishing me luck! If any of you were there in person, reply to this email and let me know!

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