The Missing Piece in Your Ideal Client Avatar

Why Communication Style Matters (and How to Nail It)

"Define your ideal client avatar before you build and promote any offers."

You've probably heard this seventeen bajillion times, right? Every guru on the block tells you that knowing your audience’s age, gender, job, goals, and pain points is non-negotiable if you want to sell. The better coaches also tell you to dive into your ideal client's identity— who they see themselves as. But there’s one thing that even these 'experts' don’t talk about, and it’s costing you clients.

Understanding your audience’s communication style is just as important as knowing their needs and wants.

Yes, their demographics matter. So do their values, hopes, and dreams. And where they are in their awareness journey. But if you don’t speak to your ideal client in a way that naturally resonates with them, all that work you did on your avatar is going to do sod-all for your conversion rate.

To really make your messaging land, you need to understand how your people like to be communicated with. How they like being spoken to, sold to, delivered to. (Hint: it's NOT the same way you like to be spoken, sold, or delivered to.)

Here’s how to fill that gap using the DiSC assessment — often described as a personality test, but it's really more of a behavior and communication tool. (There are other modalities, including Four Tendencies, Myers-Briggs, Human Design, and more, but I'm most comfortable with DiSC.)

Why Communication Style Matters as Much as Pain Points

Imagine for a second that you’re trying to sell to two very different clients. One loves detailed descriptions, logical explanations, and scientific data to back it all up. The other? They want a quick summary, high energy, and plenty of social proof. You could offer each one a groundbreaking product, but if you take the same messaging approach with both, one of them is going to tune out and scroll right past your offer. If you mix and match the elements each one needs, they'll both end up confused and scroll on by. Not the ideal situation!

Effective copy isn't just about what you say; it’s about how you say it. When you understand your audience's natural communication styles and preferences, you'll craft content that makes them feel seen, heard, understood, and excited to take action. That’s where tools like DiSC can give you a massive edge.

Filling the Gap with DiSC: Learn to Speak to Four Distinct Individuals

The DiSC model is a popular framework that categorizes people based on four primary behavior types: Dominance, Influence, Steadiness, and Conscientiousness. Each type has distinct preferences for how they like to communicate and be communicated with. Here’s a quick breakdown of each, how to shape your messaging to appeal to them, and how you might tailor a headline for the same exact dog training program for each of them.

1. Dominance (D)
   These folks are decisive, goal-oriented, and driven by results. They like straight-to-the-point, confident messaging that shows them what you can help them achieve, quickly and effectively. They see right through BS, and are confident action-takers. They can't abide fluff; they just want to know what’s in it for them and look for time-saving, efficiency, and big results.

   Example: “Transform Your Dog’s Behavior in Just 21 Days—Master Recall, Obedience, and Calmness in Record Time!”

2. Influence (I)
   Influencers are social, energetic, and love to have fun. In fact, if it's not fun they won't do it. They like to be inspired, are chatty and enthusiastic, and looove a group vibe. Show them testimonials, social proof, and anything that puts them center stage.

   Example: “Turn Training into a Bonding Adventure: Join 5,000+ Dog Owners Who’ve Gone from Chaos to Calm!"

3. Steadiness (S)
   Steadiness types crave security, stability, and genuine connections. They appreciate messaging that’s warm, reassuring, and demonstrates trustworthiness. They’re not here for hype; they’re looking for consistency and support. They also won't touch you with a barge pole if they don't see everything the D, I, and C demand first. And if you're a new business, forget it. They won't trust you until you're well-established and can show results over a solid chunk of time.

   Example: “Enjoy Peaceful Walks and a Calmer Home in 30 Days with a Gentle Training Approach That's Worked for 5000+ Dog Owners.”

4. Conscientiousness (C)
   Cs are detail-oriented, analytical, and focused on accuracy. They appreciate data, precision, and well-thought-out explanations. They like step-by-step instructions and need to know they're doing things right. They want to know the “why” behind your process and look for specific, credible insights.

   Example: “Improve Your Dog's Recall by 90% in Just 6 Weeks with Scientifically-Proven Program”

See how this adds so much more dimension to your ideal client avatar? How this actually gives you four distinct personas to address? Yes, each one could have the exact same demographics, desires, pain-points, and needs. An unruly dog in dire need of training as in the examples above. If you try to speak to all four DiSCs at the same time, you're going to get nowhere — even if you have the solution they're looking for. But if you understand how they operate and communicate, and match it, not only is your messaging much more likely to land — they're more likely to get the results you promise too! And when your clients win, YOU win.

Applying DiSC to other elements of your sales funnel

The headline is obviously just the tip of the iceberg. There's also the sales process as a whole. The delivery. The followup. Each DiSC type likes to be spoken to, sold to, and served in very different ways. Here are some additional components of your sales funnel whose success will vary by DiSC:

• lead magnets: some DiSC types prefer webinars and video trainings, while others gravitate to eBooks and downloadables, email mini-courses and drip releases, or checklists, trackers and workbooks

• client onboarding: some want a comprehensive syllabus while others will enjoy either a self-assessment or want to get to work right away on a set of action items

• coaching programs: some DiSC types are more drawn to intensives and VIP days, while others love group cohorts and interactive sessions or self-paced programs with accountabilty checkins

When you understand what motivates each DiSC, you can create more aligned offers, sales processes, and delivery. You'll be able to build a connection with each type of client on their terms—making them feel understood, helping them see their own potential, and moving them closer to conversion.

Bringing It All Together

Developing your client avatar is essential. But it’s only part of the equation. To create truly effective messaging, you need to go a step further and talk to your audience in a way that resonates with them. Tools like DiSC help you meet your clients on their terms, transforming your message from generic to magnetic.

The next time you sit down to write copy for your lead magnet, website, sales page, or email sequence, ask yourself:

• Who am I speaking to?

• Am I connecting with them on their terms?

• Am I targeting the type of client I best serve?

• Is this piece of copy in alignment with the rest of my sales funnel?

Dial in the communication style, and you’ll see how much more powerful your client avatar becomes.

Need help with this? Grab some copy that's not converting and book your Fixer-Upper call today. We'll take a look at who it's speaking to (or not) and tweak it for maximum effect!