Thinking out loud.

Practical thinking on content strategy, brand voice, social media,

and showing up online in a way that reflects you.

Building an ideal
client avatar.

because 'everyone' is not an audience... and working out exactly who is makes everything else easier.

Mockup of the Sheldon Social Ideal Client Avatar Blueprint, shown across a desktop screen, tablet, and printed PDF — covering the five steps to building your ICA including demographics, psychographics, generational marketing, social listening, and application.

© Copyright 2026. Shelly Terry. All Rights Reserved.