W4 Sheet 1 — ICP & Targeting Card

Section 1 — Demographic Targeting (WHO they are)

Platform fact: age/gender targeting typically reduces waste by 30–40%

Age range

From to

Language

Gender

All genders Mostly male Mostly female Non-binary focused

Locations (cities, countries)

Income bracket (optional)

Section 2 — Psychographic Targeting (WHY they buy)

These are the interests and values that define their identity — not just what they do, but how they see themselves.

Primary interest categories (what would they follow?)

Specific pages / accounts they follow

Values & lifestyle

Pain point they feel most

Section 3 — Behavioural Targeting (WHAT they do)

Behaviour data is the most powerful — it catches people mid-decision.

Purchase behaviour signals

Online shoppers App purchasers SaaS subscribers Business page admins Frequent travellers Other:

Device usage

iPhone Android Desktop-primary

Engagement behaviour

Section 4 — Platform Selection

Where does your ICP spend time?

Instagram / Meta

Best for: emotional, visual, lifestyle products.
Mindset: entertainment & connection

TikTok

Best for: viral potential, younger audience, entertainment-native content.
Mindset: discovery

Best for: B2B, professional tools, high-income decision makers.
Mindset: professional growth

Google Search

Best for: high intent — users searching for your solution.
Mindset: actively looking

Section 5 — Audience Statement

Write your complete audience in one paragraph — as if briefing a media buyer

Be specific enough that a stranger could run the targeting without asking you questions.

Section 6 — Reality Check

Estimated audience size:

Aim for 100k–2M for testing; <50k is too narrow

Key exclusions:

Always exclude people already in your product