Is my ICP right? The Quiz

Ed Deason
May 30
3 min read

Your ideal customer profile (ICP) sits at the core of your business. When it’s a good match for you and what you offer, things run a lot more smoothly. Your sales calls feel easy, your content resonates with potential clients, and your customers energise you instead of draining you.

But when it’s off, it doesn't matter how good your sales and marketing strategies are, everything feels like a slog!

This quick quiz will help you test whether your ICP is helping or holding you back, and what to do next based on your score.

Take the ICP stress test:

What your result means, and what to do next

🎯 You’re on target (score: 11+)

Your ICP is strong. You’re attracting the right people, they understand your value, and they’re converting.

But don’t let that be a reason to coast.

Action steps:

Raise your floor: Look at your lowest-tier clients. Could you raise your minimum pricing or replace them with higher-quality engagements? (check out my pricing calculator if you want some help).
Systemise what’s working: Document the content, messaging, and lead sources that drive your best-fit clients. Use those as the basis for templates, outreach scripts, or SOPs.
Reinvest strategically: With your messaging nailed, now’s the time to scale visibility, whether that’s SEO, ads, partnerships, or outbound.
Test new tiers: Explore whether you can build out a higher-ticket offer or longer-term engagement model for your best clients (e.g. retainers, advisory days, group options).

This is a great place to be. Use the momentum to make your business easier and more profitable.

⚠️ Some red flags (score: 6–10)

You’re getting there, but the fit’s not quite right. The signs are showing up in inconsistent leads, patchy sales, or offers that don’t land the way they should.

Action steps:

Audit your recent clients: List your last 5–10 clients. Score them on fit, profitability, and ease of delivery. Look for patterns in who works and who doesn’t.
Refine your offer: Are you solving a top-of-mind problem your audience already wants help with? If not, what needs to change in your offer to hit that problem more directly?
Simplify to amplify: If you’re offering 3+ packages, try narrowing focus to 1 or 2 that serve your ideal client best.
Tighten targeting: If your content is generalist, your audience will be too. Be bolder in your positioning. Speak to one type of person, one clear problem, one specific outcome.

These tweaks often lead to more qualified leads, better conversions, and a smoother sales process.

🚨 Major misalignment (score: 0-5)

You’re working hard, but something fundamental isn’t clicking. If you’re constantly justifying your prices, struggling with poor-fit leads, or feeling drained by your clients, it’s a sign your ICP isn’t right.

Action steps:

Rebuild your ICP from scratch: Don’t start with demographics. Start with psychographics. What mindset, ambition, problem, and urgency defines your best-fit client?
Interview ideal clients: Ask past or potential clients what they were Googling, worrying about, or frustrated by before they found you. Their language = your positioning.
Reposition your core offer: Frame it around the before and after. What’s the problem they know they have? What’s the transformation they actually want?
Stop selling to the wrong people: Even if they like you. Even if they’re interested. If they don’t value what you offer or can’t afford it, move on.
Niche down temporarily: You don’t have to commit forever. Pick a high-fit audience segment and build your messaging around them for 30–60 days. Track the difference in engagement, quality, and conversions (I talk in more detail about niching here: Should I Niche?)

Fixing this might mean making some tough calls. But the clarity, confidence and growth it gives you will be more than worth it.

Ready to fix your ICP?

If your score revealed misalignment, don’t ignore it. Your ICP affects everything from your pricing to your pipeline.

I help founders and freelancers get clear on their ideal clients, tighten up their positioning, and build a business that’s not only profitable, but sustainable too.

📩 Want help refining your ICP or offer? Check out my process and pricing page for more information or book a free discovery call and we’ll figure out your next move.