Module 30 — Audience & Niche

Frameworks: Baker The Business of Expertise · Ideal Client Profile (ICP) · Pain / trigger / desired outcome lens

Goal: Make the target audience concrete enough to brief a copywriter or run a paid campaign — not a demographic sketch, but a psychographic and situational portrait of the best client the brand wants more of.

Raw

Who is the ideal client? (describe a specific person, not a segment)

What situation or trigger brings them to look for help?

What have they tried before and why did it fall short?

What does success look like to them? (in their words, not the brand's)

What do they fear or want to avoid?

Worst-fit clients (who the brand doesn't want to work with, and why)

Quotes or stories from real past clients that illustrate the ideal fit

Synthesis

Ideal Client Profile (ICP)

Dimension	Description
Role / title
Organisation type & size
Trigger situation
Primary pain
Desired outcome
Budget signal
Red-flag / disqualifier

Psychographic portrait (2–3 sentences: how this person thinks, what they value, what they distrust)

Niche hypothesis (the smallest viable market the brand could credibly own)

Audience segments to test (if there is ambiguity about primary vs secondary ICP)

Open questions / threads for Module 20 positioning reconciliation