What do you do? Who do you help, What do you love about it?
Why would customers come to you over your competition? What do you do to stand out? Be specific about your value proposition.
i.e does a customer phone in for a consultation or a quote?
What is your profit of the lifetime of that customer?
What questions do you find yourself answering the most? What are some of the concerns and fears of your ideal client?
What does your ideal customer(s) look like?