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/

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