You can do this by reading posts in Facebook groups, listening to what people say online, listening to what your clients and customers say when you speak to them or by doing active research such as surveys, polls and question stickers on Facebook/insta etc, reading comments and DM conversations.
Make sure you only research IDEAL clients! there’s no point doing this research with people you wouldn’t want as a client!
Off the back of this, create a little person for different types of client
See my example here, I have used an equine physio therapist and created 2 types of clients she might choose to market her services to
| | Struggles & Beliefs What are the problems, struggles and beliefs? What keeps your ideal client up at night? | Desires & Goals What does your ideal client really want? | Perceived Obstacles What do they THINK is holding them back (Remember this might be different to or the same as what is ACTUALLY holding them back) | Real Obstacles What is REALLY holding them back? They may or may not raise this. | Your promise to your clients | Offers available | | --- | --- | --- | --- | --- | --- | --- | | **Ideal Client Avatar (ICA) 1 EXAMPLE
The Professional rider**
Charlotte, 40 years old, Dressage Rider, Owner of 17hh Warmblood “Dante” **** | EXAMPLE
Charlotte is frustrated because Dante has been tight and resistant in his back for months, affecting his performance in training and competitions. She’s tried saddle fitters, feed adjustments, and rest, but nothing seems to make a lasting difference. She believes she’s doing something wrong and worries that Dante’s issues might become chronic or career-ending. | EXAMPLE
Dante moving freely and comfortably in training and competitions
Improve their scores in dressage tests, aiming for a personal best in the next six months
Reduce the risk of future injuries to keep Dante in consistent work
Build her confidence as a rider by ensuring Dante is happy and pain-free
| EXAMPLE
“It’s just a training issue—I need to ride better to fix it.”
“Physio is too expensive for regular sessions.”
“I don’t have the time to add another professional to his care routine.” | EXAMPLE
Misalignment in Dante’s musculoskeletal system requiring regular physio care
Lack of understanding about how physio complements saddle fit and training adjustments
Fear of spending money without guaranteed results | EXAMPLE
I’ll help Charlotte reach Dante’s full potential with targeted physio care and personalised advice to improve his movement, reduce discomfort, and set him up for long-term success in the arena. | EXAMPLE
Physio session £80
Physio + Sports massage £100
6 Month bodywork package £550 | | **Ideal Client Avatar 2
EXAMPLE
Emma, 32 years old, Leisure Rider, Owner of 15.2hh Cob “Milo” Recovering from a Suspensory Injury** | EXAMPLE
Emma is heartbroken after Milo was diagnosed with a suspensory ligament injury six months ago. He’s been on box rest, and while the vet has given the green light to start rehab, Emma feels completely overwhelmed. She’s unsure how to approach his recovery and terrified of pushing him too hard and causing another setback. She believes she’s not experienced enough to handle this properly and fears Milo may never return to full work. | EXAMPLE
Milo back to full health and able to enjoy hacks and fun rides together again
A clear, step-by-step rehab plan to follow with professional guidance
Confidence that she’s doing the right things for Milo’s recovery
Avoiding future injuries to ensure Milo’s long-term soundness | EXAMPLE
I don’t know enough about physio or rehab exercises to do this myself.”
“I can’t afford regular physio and vet visits at the same time.”
I can’t afford to send Milo to a rehab centre
What if I make things worse? I’m not qualified to do this.
| Example
Lack of understanding of the critical role of physio in structured rehab
Fear and self-doubt about implementing exercises or managing Milo’s progress
Financial strain from ongoing vet bills, making it hard to prioritise physio care | EXAMPLE
I’ll guide you through Milo’s recovery with tailored physio sessions and a personalised rehab plan, giving you the tools and confidence to help him heal and thrive. | EXAMPLE
Rehab Package £1200 (payment plan available)
Physio session £80
Physio + Sports massage £100 | | Ideal Client 3 EXAMPLE | | | | | | £8 | | Ideal client 4 | | | | | | |
| | Offer 1
EXAMPLE Rehab package £1200 (Payment plan available) | **Offer 2
EXAMPLE Physio session £80** | **Offer 3
EXAMPLE Sports massage £45** | **Offer 4
EXAMPLE** Physio + Sports massage £100 | **Offer 5
EXAMPLE** 6 Month bodywork package £550 (6 sessions) | | --- | --- | --- | --- | --- | --- | | Ideal client? | EXAMPLE ICA 2 - EmmA | EXAMPLE ICA 1 or 2 | EXAMPLE ICA 1 | EXAMPLE ICA 1 or 2 | EXAMPLE ICA 1 | | Problem solved | EXAMPLE
Helps rehab Emma's horse after an injury, ensuring proper healing and reducing the risk of reinjury. | EXAMPLE
Addresses tension and discomfort in Sophie’s horse, preventing performance issues. | EXAMPLE
Releases muscular tension to improve performance and comfort in Sophie’s horse. | EXAMPLE
Releases muscular tension to improve performance and comfort in Sophie’s horse. | EXAMPLE
Provides ongoing support for regular maintenance and injury prevention.
| | Desire unlocked | EXAMPLE Emma feels confident her horse is on the right track for recovery. | EXAMPLE
Sophie sees her horse happier, more comfortable, and performing better. | EXAMPLE
Sophie achieves better results in training and competition.
| EXAMPLE
Emma gets reassurance and a tailored plan for her horse’s recovery. | EXAMPLE
Both ICA's horses stay consistently sound and healthy. | | Investment | EXAMPLE £1200 Payment plan available | EXAMPLE
£80 | EXAMPLE
£45 | EXAMPLE
£100 | EXAMPLE
£550 | | Lead attraction method | EXAMPLE Targeted social media ad campaigns focusing on injury rehab success stories and testimonials. | EXAMPLE Social media posts showing tension release benefits, client testimonials. | EXAMPLE
Free short video of stretching tips on Instagram to build trust. | EXAMPLE
Case studies of combined treatment results shared on my website and social platforms. | EXAMPLE
Email marketing campaign targeting existing clients, emphasizing maintenance benefits. | | Promo timeline | EXAMPLE 1st Jan- 31 | EXAMPLE Social media posts 3x a week | EXAMPLE weekly reels/tiktoks/ Youtube demos | EXAMPLE Feb 1st-20th | EXAMPLE 1st March-15th | | Promo Plan | EXAMPLE Host a free webinar on common rehab mistakes for horses, pitching the package at the end. | EXAMPLE | EXAMPLE | EXAMPLE | EXAMPLE | | Post Public Promo plan | EXAMPLE
Follow up with leads via email, offering a free initial assessment.
| EXAMPLE
Instagram carousel posts on the benefits of physio for better horse health. | EXAMPLE
Share videos showing quick tension release techniques. | EXAMPLE
Post before/after videos of horses receiving both physio and sports massage. | EXAMPLE
Send out an exclusive newsletter offer for current clients with an early bird discount. | | Next step offer | EXAMPLE
Monthly maintenance sessions for £550 (6 months) after the rehab program. | EXAMPLE
Sports massage session for continued performance care. | EXAMPLE
Physio package EG 5 sessions for price of 4 | EXAMPLE
Extend the package with additional sessions at a cheaper rate.
| EXAMPLE
Move these clients to an annual bodywork package for £1000. or encourage another 6 month package |