Your ICA is the target audience but put into one type of persona.

To figure it out you need to ask yourself these questions:
Who are you selling this product to? what is the problem they have?
What is your solution that will solve this problem and who is the right person to do that with? 

Who is your favorite clients.... x 1000 you could retire! 
Maybe they pay bill on time, make a certain amount of money, male/female, personal lines, do business, sends gifts, have high energy, mom, dad, work in a particular industry, same culture, and language?

Believes in the importance of insurance and is savvy?
What is their geographic location?
now get super specific !

what books do they read? podcasts? TV Shows? 

where do they travel or want to? 

Kids go to this school?

Characteristics:

invest money? own property? value family?

 what is their favorite cocktail or are they nonalcoholics?

are they foodies?

types of vehicles they drive? hobbies?

Where do they shop? brands they like?

any local organizations they are a part of or matter to them? 

what are the pain points they are going through when they deal with your industry, products/services?

Identify their Goals and Values.
Find their Sources of Information.
Fill in their Demographic Info (and NAME them)
Identify Challenges & Pain Points.
List out their Objections & Role in the Purchase Process.

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Cassidy

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