Ideal Client Profile (ICP)
Defines who the business writes for — pains, desires, objections, language patterns, and buying triggers.
About This File
When to load: Every writing task
The ICP file captures deep audience understanding to prevent generic marketing speak. It includes:
- Primary audience definition and segments
- Core pains and desired outcomes
- Language the audience actually uses (often bilingual)
- Jargon to avoid and plain language alternatives
- Objections and validated rebuttals
- Buying triggers and ideal customer signals