Estimated reading time: 8 minutes
Do you want to know how to create an ideal client avatar for your wedding industry business? You’ve probably heard the term Ideal Client Avatar (or ICA for short) used a time or two. Creating an ideal client avatar is an important step in building your business strategy–and it isn’t as hard as it seems.
Inside this article, I’m breaking down four easy steps to help you create your Ideal Client Avatar (so you can attract those dreamy clients ASAP).
Before I share those steps, let’s talk about what an Ideal Client Avatar really is…
What is an Ideal Client Avatar?
An Ideal Client Avatar is a dynamic and detailed profile of your ideal client. It explores things like their likes, dislikes, and demographics that tell you more about who they are. But more importantly, an Ideal Client Avatar will tell you what worries and problems your customer has, along with what they value and ultimately desire from you.
It will help you attract, sell and serve your ideal customers.
While it’s helpful to know what an Ideal Client avatar is, I think it’s also important to know what an ICA isn’t…
What isn’t an Ideal Client Avatar?
An ICA isn’t a unicorn person who is the perfect customer. No, your customers are not flawless. And it’s when you understand their flaws that you start to discover who they really are.
As you set out to write your Ideal Client Avatar, I want you to keep in mind that you’re NOT writing a dating profile of your customer. You know the kind… where there are no flaws and literally everything about them is perfect. The people you want to work with have flaws, quirks, and personality traits that are not always the best. They’re human! But aside from that, they are *your* people.
They’re the people you want to serve and support in your wedding business because they value what you do, are enjoyable throughout the process, and can pay your bills!
So, you might be thinking hey! I’ve already done this.
When most people set out to write an ICA profile, they come up with something like this…
My ideal customer is between the ages of 25-35 and is female. She’s planning a wedding in the greater (insert your city area). She makes $80K a year and is a professional, has a master’s degree, shops at J.Crew, and drives a mini cooper. She’s hiring a wedding planner because she needs help with her wedding and doesn’t want to be stressed.
Does that sound familiar? Maybe you have this exact profile knocking around in some Google doc or in that original business plan you wrote.
You didn’t do anything wrong. You got started! And for that, I want to give you all the gold stars. But that profile doesn’t tell us anything about how to attract, sell, and serve that customer. We’ve just got a bunch of facts but no real information we can build a strategy from.
Let’s change that, shall we? Here’s how to create an ideal client avatar in four easy steps:
Step One: Identity which clients are *not* your ideal clients
Before you can begin to attract, you have to decide who you *don’t* want to work with. You need to decide who you’ll say goodbye to and stop serving the clients who DON’T serve you. By understanding who you want to repel, you can stop wasting your time in email threads that go on forever, or on consultation calls that go nowhere.
This is the first step to calling in those dreamy, high-end customers you’re dying to work with.
Sayonara, sister!
It’s time for you to repel couples who are the WRONG fit for your business based on their budget and personality. We don’t have time to waste with consultations and leads that go nowhere.
Plus, it’s a lot easier to start off thinking about who you no longer want to work with.
Take Action
- Map out who you no longer want to work with
- Come up with a repelling strategy, so those customers know you’re not the right fit for them
Step Two: Identify who you want to attract
Now that we know who we don’t want to work with anymore, it’s time to decide who we do want to work with. Which couples do you want to call into your wedding business? What’s their budget, style, age range, and current circumstance?
In many cases, to attract higher-end clients who are *dying* to work with you, you’ve gotta niche down a little (because you deserve to be booked out with the best customers)
I’ve got a whole blog post on how to do this too.
Here are some questions you can ask yourself to get started identifying your Ideal Client Avatar:
- Where is my ICA getting married?
- How much money do they have to spend?
- What is their wedding style?
- Where do they live, work, and play?
- How old are they, and what does that say about them?
There are a few more important questions to ask, but I’m saving that for students inside my training, The Client Cocktail – which is my secret recipe for attracting, selling, and serving your ideal clients.
These starter questions give you a good idea of the characteristics and traits you need to explore in order to understand who your Ideal Client is.
Take Action
- Decide whether you need to niche down (such as working at specific venues, catering to different styles or demographics)
- Answer some of the questions about your ICA I’ve provided to begin painting a picture of who they are
- Go a little deeper and instead of just answering the questions, ask: what does this answer tell me about this person? What does this really mean about who they are?
Step Three: Identify your ideal client’s wedding personality type
We started this work in the previous step, but now you need to go deep and think about your ICA’s wedding personality type.
- Where is their wedding taking place?
- What kinds of traditions are they incorporating?
- Are they infusing their culture into their event?
- What colors do they love?
- How do they define their style?
As you dig into these details, you’ll begin to uncover how you can market to this ideal client by sharing content and images that help them to buy with their eye. It’ll also help you position yourself with the right vendors (and in the right venues!) to make referrals from vendors your biggest referral point.
Take Action
- Build your ICA’s wedding personality profiles
- Answer the questions I’ve given you
- If you want more support, check out The Client Cocktail
Step Four: Identify your ideal client avatar’s worries and desires
To serve your customers better and land those sales, you have to understand what they value and desire from you. You also need to know what problems they have and what worries them the most about their wedding.
When you know your ideal client’s desires and worries, it will help us build services, products, and offers that your customers will be begging you to purchase. It’s how you’ll show up and serve your clients better than any competition–and turn them into raving fans.
Sit down with all the work you’ve done so far and ask, what does my ICA..
- Value about what I do?
- Desire from me?
- Worry about when it comes to their wedding?
- Need from me to solve their problems?
These are the final building blocks to understanding your ideal client and what they ultimately need and want from you.
Take Action
- Map out what your ICA values about the work you do
- Understand what it is they ultimately desire for their wedding day
- Know what worries them and what problems they need to be solved
Interested in creating your Ideal Client Avatar with my help? Check out The Client Cocktail, the *secret* recipe for wedding pros who want to book high-end clients in the wedding industry.
The Client Cocktail is a client attraction formula for wedding planners, photographers, and industry creatives who are ready to upgrade their clients (and stop serving the wrong people). In just one day, you can map out your ideal client avatar with my help.
Here’s how to create an ideal client avatar in four easy steps:
- Identify which clients are *not* your ideal clients
Before you decide who you want to attract, get clear on which customers are NOT the right fit for your business. This will give you a boost in understanding who you do want to attract.
- Identify who you want to attract
Now that you know who you don’t want to attract, who is your ideal client? What’s their age range, gender, career, likes, dislikes, and more? And what do those facts say about who they are and what they value?
- Identify your ideal client’s wedding personality type
Focus on characteristics of the wedding including where they’re getting married, what their wedding style is, and how much money they have to spend.
- Identify your ideal client avatar’s worries and desires
To serve your customers better and land those sales, you have to understand what they value and desire from you. You also need to know what problems they have and what worries them the most about their wedding.
Explore More Wedding Industry Resources
- How to Start a Wedding Planning Business
- How To Get Wedding Clients When You’re Just Starting Out
- The #1 Reason Why You’re Not Booking The Right Wedding Clients (And How To Fix It)
- Why You’re Not Attracting The Right Clients and How to Fix It
- 4 Strategies That Will Help You Book MORE Of Your Ideal Clients
- Coping With the Career Stress of Being A Wedding Planner During Wedding Season
- 7 Ways to Use Honeybook as a Wedding Planner
For More Wedding Industry Business Secrets, Follow Me on Instagram
WHAT a week. WHAT a group. WHAT a privilege.
The WPI Spring Retreat 2026 in Barbados is officially in the books and I’m still floating!! Five days of strategy, sun, sisterhood, and entirely too many beautiful conversations with seventeen women who I am wildly, ridiculously lucky to coach.
When you become a coach, nobody tells you that the cup goes both ways.
I poured into them all week, and they poured right back into me.
I learned something from every single one of them. About leadership. About refinement. About what it looks like to build a business and a life on your own terms without flinching.
I am more convinced than ever that this is my purpose. Being a guide for women who are writing their own stories is the work I was made for and I feel SO grateful that I get to do this.
If you’ve been craving a community of women who actually GET what you’re building, come talk to me. WPI is the room I wish I had at every stage of my career, and the door is open.
And if you’re the one building a room for others, please keep building. The women who need you are out there. Make a seat for them.
To my WPI clients: I love you. Thank you for one of the best weeks of my life!
Not pictured: @c10ike, the most amazing friend and our official retreat photographer! 💜💜💜
Tax man loves to see us coming 😂
but seriously, is there nothing better than having a business that affords you the opportunity to travel to new places, experience new things, and meet new people?
Just a few days left until our next mastermind retreat kicks off at my home in Barbados! 🙌🏼
Will we see you at the next one?!
Photography @c10ike
currently unavailable for anything that isn’t this view 😍
photography @c10ike
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