Episode
S7|G31 Kill the Avatar with Rachel Allen
- Podcast
- That Will Nevr Work Podcast
- Published
- Jul 10, 2026
- Duration seconds
- 1512
- Processing state
not_requested
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Summary
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.bo…