A client persona is a profile of your ideal client that helps you focus your decision making. With a client persona (or two or three), it becomes easier to figure out everything from how to decorate your office and which beverages to offer to which marketing channels to focus on, what communication tools to use, and how to approach client meetings.

Creating client personas is an excellent weekend project for a solo or team project for a small firm. For an example and more information, see “Weekend Project: Create Your Ideal Client Personas.”