Creating your Ideal Customer Avatar is one of the most important steps for you to take when starting your own online side hustle. You may ask “What is an ideal customer avatar? (AKA an ICA).

TIP: If you have not read my article The Riches Are In The Niches you should take 5 minutes to do so before reading this one. (There will be a link back here at the end of that post).

Let me ask you a question.

Who the heck are you going to sell your side hustle product or service to?

When the initial excitement of doing your own side hustle morphs into the “How am I going to actually do this?” stage, this should be one of your very first questions.

There is no use going to all of the trouble of creating a side hustle if you aren’t going to be able to sell it! It seems kinda obvious, doesn’t it?

Who Is My Ideal Customer Avatar?

Your ICA is a (usually) fictional perfect customer. Most likely it is the customer that you say, “Boy if I had a couple of hundred like THAT I’d have one heck of a business!”

Children often create “imaginary friends” to play with. You need an imaginary ideal customer to market to. In order to do that you want to create as much detail as you can about your ICA so when you are creating content, you know exactly who you’re talking to. What he looks like, how old he is, hobbies, concerns and pain points are all the sort of things you build into your ICA.

ideal customer avatar

It’s a lot like creating a character in a story or novel you are writing.

Before you even begin selling, creating a website or writing an email you need to determine who your ICA character is.

To effectively market you cannot generalize. You need someone you can mentally connect with and focus on and you must be able to imagine their pain points and hot buttons. Most importantly, try to build a character you like as you want to be able to enjoy working with him or her. Because if you don’t like your ICA you are not going to like your customers!

Let’s talk about how to go about it.


In sales and marketing, you want the highest touch possible.

Of course, face to face selling is ideal. That’s not possible in online marketing. Therefore in your written material, you want your prospect to read your emails or website content and think “He is talking to ME!” 

You want to create an email list of these people who are interested in what you are talking about. They will become what I call your selling garden.

Importantly, this doesn’t mean people outside the definition of your ICA won’t be influenced by your content’s message or sales approaches. I have bought many products being marketed to ICAs that are practically the exact opposite of me. You are NOT limiting your potential market by using this technique.

Still skeptical? One good exercise to convince yourself of this is to analyze a few commercials, print ads or sales letters. Try to guess what the ICA is. Compare that to yourself. I bet you’ll find that you are attracted to many of the products even though you are not the ICA.


A business can have more than one ICA. If you have multiple products you very well should be selling them to different characters.

As an example, say you are selling yoga videos. You have one for beginners, another for more experienced people and still another for older people. Can you see how each would have a separate character (ICA) to create content for? You need a different sales message for each one. Can you understand how much more effective your material would be by creating content for each one versus a generalized approach selling yoga training?

As I said before, think along the lines of creating a character. Is your ICA a man or a woman? How old is he or she? Where does he live, what is her job? What goals and aspirations are there? And what is holding your ICA back?

To help you with this I have created a free resource for you. It will take you step-by-step through the process of developing your own Ideal Customer Avatar character.

Download Your Free ICA Character Creation Guide

How do you feel about this concept? Let me know in the comments below.

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