Here’s how to organizing your messaging as a quick-reference doc! Last updated for clarity December 4, 2024 3:16 PM (EST) (Edited before that October 5, 2025)
🌟 ICP can be for your individual target audiences, for for different people in the buyer journey → whatever works for your specific situation.
| | Description | Target Audience 1 /Step in Buyer Journey | Target Audience 2 /Step in Buyer Journey | Target Audience 3 /Step in Buyer Journey | | --- | --- | --- | --- | --- | | Pain points | What are the explicit pain points that they’re looking to solve with your product | | | | | Underlying problems | What are the implicit reasons that they’re looking for a solution to their problems
These are often tied to their job goals, not the company goals | | | | | Product/Feature Descriptions | What are the specific features of your product matter most to them?
How are they describing those features and the overall product itself? | | | | | Unique words & phrases | What are the words and phrases that this Target Audience used from the interviews/reviews/sales calls that really stood out?
Especially quirky or very direct phrases or things (makes great copy) that exactly line up to SEO-related keywords (reaffirms content marketing strategy) | | | | | Biggest objection(s) | What did they object to in the product? Why did they object to it?
| | | | | Objection handling | What do they need to convince them to take the next step?
What reassures them after they object? | | | | | Stats they need to convert/send up the chain | What concrete proof do they need that this will work for them?
Case Studies? Testimonials? Logos from similar or enterprise companies? Stats? Successful demo with test data?
This defines the next sales-marketing focus | | | | | Next Steps | What do they need to do the moment they agree to give this a shot?
*This is your CTA for website/marketing materials.
In a sales scenario, this is what you ask them to do next in their recap email after the call/in the followup.* | | | |
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Cheers!
Sophia 👩🏽💻 ⚡💜