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ICP Questionnaire

Purpose: We’re not targeting just anyone. We’re targeting people who are already thinking, feeling, and behaving in a way that makes them ready for your offer.

This form helps us identify not just who they are—but what they want, what they fear, and how they think.

SECTION 1: SURFACE-LEVEL DEMOGRAPHICS

Who is your ideal client, in plain language?

What stage of life or business are they in?

What kind of work do they typically do—and what industries do they cluster in?

What do they already spend money on related to your offer?

SECTION 2: PSYCHOGRAPHICS — DESIRES, BELIEFS, TENSIONS

What are they actively trying to do when they come across your brand?

What deeper desire or internal tension is really driving that behavior?

What are they secretly afraid of?

What’s one belief they currently hold that is slowing them down or holding them back?

What does your client need to believe in order to say yes to your offer?

What stories do they tell themselves to justify inaction?

What signals do they use to judge if someone is legit?

Whose content, thinking, or brand do they already follow—and why?

What type of content makes them stop scrolling? What kind makes them click away?

When they first come across you, what are they hoping to feel?

Final Reflection: If your ideal client were a real person, describe a day in their life.