Kill the Avatar with Rachel Allen

You sat down. You built a client avatar. You gave them a name, a coffee order, a favorite weekend activity. Congratulations — you made an imaginary friend, not a marketing strategy.

  In this episode of That Will Nevr Work, Maurice sits down with Rachel Allen — founder of Bolt from the Blue Copywriting, fractional CMO, and a 17-year veteran of making words make money for clients in 21-plus countries. Rachel's path to this work was anything but conventional: she dropped out of college, moved to Hong Kong with $200, and discovered almost by accident that people would actually pay her to write — turning a $3.25 first gig into a career writing for some of the biggest names in entrepreneurship, influencers, brick-and-mortar businesses, and nonprofits around the world. Today, Rachel is known for one gloriously unpopular opinion: the client avatar — that staple exercise of nearly every marketing course — is not a strategic tool, it's an imaginary friend, and most businesses are quietly sabotaging their own marketing by building one.

  In this conversation, Rachel and Maurice dig into:

• Why demographics alone tell you nothing about what actually drives a buying decision
• The "sweet spot" framework — where your real best customers actually live
• How to uncover the worries and motivations keeping your customers up at 3 a.m.
• Rachel's transformation story — from a $3.25 writing gig to a global fractional CMO career
• Why positioning is the central cog that makes everything else in marketing work
• How to write the thing that really matters — your book, your podcast, your legacy content — with both purpose and strategy

  This one is for every entrepreneur who has a client avatar sitting in a folder somewhere, gathering dust, doing absolutely nothing for their business.

  🌐 Website: https://www.boltfromthebluecopywriting.com
  🔗 LinkedIn: https://www.linkedin.com/in/rachelallenwrites/

  Subscribe, leave a review, and share this with the entrepreneur in your life who is still talking to their imaginary friend.

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The views and opinions expressed on this podcast are those of the individuals speaking and do not necessarily reflect the views of the host, Chism Group LLC, or its affiliates. This podcast is provided for educational and informational purposes only and should not be considered professional, financial, legal, medical, or other professional advice. References to products, services, businesses, or organizations do not constitute an endorsement unless specifically stated.