Have an ideal client in mind

Ayman Al-Abdullah nailed it: building without an ideal client is like writing a love letter addressed “To Whom It May Concern.” For AppSumo, his team focused on one persona — “Marketing Agency Matt” — and built everything with him in mind.

Why “Marketing Agency Matt” worked

• Forces clarity on what problems you actually solve
• Keeps messaging sharp and specific
• Helps decide what features matter most
• Creates emotional resonance that generic marketing never will

Real brands that do this well

• Mailchimp built early features for small biz owners, then scaled to millions
• Airbnb focused first on budget travelers who love connection
• Shopify targeted indie makers before going after big commerce
• HubSpot started with solo marketers before expanding to enterprise

Know your “Matt.” Speak to one, and you’ll win over thousands.