WHO

ARE YOU SEEKING TO

Not age, sex, salary, but
thoughts, beliefs, fears, values,
frustrations and dreams.

TARGET?
Get really specific. Dig
deeper – keep digging.
Order by priority and WHAT ARE THE MAJOR
remove the lesser ones.
BENEFITS
YOU OFFER?
Think surveys,
testimonials, case
CAN THESE BENEFITS BE studies, research

QUALIFIED and other data.

OR QUANTIFIED?
Yes, yes you do.
What are they?
DO YOU HAVE PRECONCEPTIONS
Who or what is
propagating these? OR MISCONCEPTIONS
TO CORRECT
OR OVERCOME?
Name them, get
WHO IS INFLUENCING YOUR to know them,

IDEAL CLIENT
invite them into
your business.
BEFORE THEY Why you? What do others comment

REACH YOU? on? What do you rant and rave

about? What’s your superpower,
which you likely take for granted?

HOW ARE YOU

DISTINCT AND
DIFFERENT
FROM YOUR COMPETITORS?

www.BrookMcCarthy.com
 WHO
ARE YOU SEEKING TO

TARGET?

Don’t worry about age, sex, salary.

Think instead about beliefs, fears, values, frustrations and dreams.

WHAT ARE THE MAJOR

BENEFITS
YOU OFFER?

Get really specific. Look beyond the obvious to the deeper, more far-reaching benefits.
After you’ve named as many as possible, order by biggest priority and remove the lesser ones.

CAN THESE BENEFITS BE

QUALIFIED
OR QUANTIFIED?

Think surveys, testimonials, client and industry case studies, research and other supporting data.

www.BrookMcCarthy.com
 DO YOU HAVE PRECONCEPTIONS
OR MISCONCEPTIONS
TO CORRECT
OR OVERCOME?

All businesses have to overcome preconceptions and misconceptions. So what are they?
And who or what is propagating these?

WHO IS INFLUENCING YOUR

IDEAL CLIENT
BEFORE THEY
REACH YOU?

Starting with their spouse or partner! Name all individuals, organisations, fashions, etc.
How can you get to know these influencers and invite them into your business?

HOW ARE YOU

DISTINCT AND
DIFFERENT
FROM YOUR COMPETITORS?

Why you ? What do others comment on? What do you personally find yourself -
ranting and raving about? What are your innate talents, which you likely take for granted?

www.BrookMcCarthy.com
 Hi! I'm Brook. I'm a digital marketing trainer and business coach who
specialises in the health and creative sectors, with more than 11 years'
experience in digital communications. I works closely with business
owners to help them magnify their impact online. Because when you
can grow your brand, strengthen your professional reputation and build
sustainable business, you can do your best work.

What next?
If you found this useful, then join me, and a legion of other business
owners, for my free ‘Non-Planner’s Business Plan’ challenge. We’re
not all natural planners, but that doesn’t mean we don’t need a plan.
Business plans help you prioritise, keep you focused, and get you
where you want to go.
The perfect business plan is the one you wrote yourself – which means
it’ll get used – not collect dust in a forgotten drawer. Sign up to receive
12 short-and-sweet lessons over 12 days that help you hone in on
exactly what you want to achieve over the next year.
Go to: www.brookmccarthy.com/nonplan-plan

www.BrookMcCarthy.com