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Coaching Avatar

1.  Demographics

• Woman

• 30 - 55

• Highly educated

• Urban

• $100K +

• Professional (eg, law, finance, tech)

• Executive or rising star

2.  Information Resources

• Likes to read: literary fiction and self-help/inspirational

• Not much of a blog reader

• Member of professional organizations

• Professional newsletters

• Linked In, maybe Facebook, no Twitter, no Pinterest

3.  Needs

• She is professionally stuck, stalled, or confused

• Biggest character flaw: people-pleaser, “good girl”

• Motivated by success

• Her perfect solution looks like: moving forward with confidence

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