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Describe your perfect client. How old are they? What does their family look like? Where do they live? What do they do for fun? etc... *

What is the most urgent, pressing, painful problem in your prospect’s life, right now? *

What keeps your prospect awake at night? What's their worst fear in regards to their situation? *

What are your prospect’s top 3 biggest frustrations on a daily basis? *

What three tasks does your prospect hate to do? *

What would your prospect do in their business if it wasn’t so complicated? *

What’s your prospect’s dream? What is their ideal version of life and business? *

What does your perfect client want more than anything? *

What is keeping them from achieving that? *

What are the three biggest reasons that your prospect hasn’t gotten help with their problem yet? *

What is the BIGGEST mistake that your prospect is making right now? *

What are some words, phrases and slang that your prospect uses? *

How do you want your prospect to FEEL when they come across your marketing? *

What is your perfect client grateful for in their life with their current situation? *

What else is your prospect spending money on right now? Are they happy with the money they’ve spent? *

What else is your prospect spending time on right now? Are they happy with the results of their investment of time? *

What does your perfect client complain about when they’re with their friends or family (i.e. “not enough money,” “not enough time,” “don’t know how to do something,” etc)? *

What do your best clients have in common? Who do you love working with?

Demographics (gender, age, ethnicity, home ownership, business type, employment status, location, etc) *

Psychographics (personality, values, attitudes, interests, lifestyles, sophistication) *

What do your worst clients have in common? Who do you find difficult to sell to?

Demographics *

Psychographics *

Summarizing Qualifications

I work with [target market] who: [qualification] [qualification] [qualification] *

I refuse to work with people who: [disqualification] [disqualification] [disqualification] *

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