What is a customer avatar? How do you create one? How important is a customer avatar? If you are looking to find out how to determine your perfect customer avatar to get your products into the hands of the right people, keep reading.
“The 40 foot rule is dead. If you sell to everyone, you end up selling to noone”
Truer words have never been spoken on all of the interwebs.
Selling products and services on the internet is all about knowing who your perfect customer is so that you can get the absolute best products in their hands that meet specific needs.
You accomplish that by knowing exactly who your customer is by setting up what’s known as an avatar. As the merriam webster definition states, an avatar is merely a shell representation of a person.
No, not the tall blue guy from the James Cameron movie. But the best representation of who you are looking to serve in the marketplace.
It doesn’t matter what niche or what industry you are in, you need to have a customer avatar in place.
Key Components of a customer avatar
Goals and Values
Begin with the goals and values of your ideal customer. Make note of the goals and values that are relevant to the products and services you offer. You’ll use this information to drive product creation, copywriting, content marketing and email marketing.
I know that the core group of people that I am serving with my blog is mainly newbie entrepreneurs that are looking to grow a profitable online business. I know that many of them are family oriented, and are looking for a way to build a better lifestyle for themselves and their families.
Some of their goals would be to build a full time income online, quit their job, hit a certain rank in their company, sell a certain amount of products, or make a certain amount of money.
Their values would be to serve their marketplace in the most effective way, teach, train and motivate their team for success, as well as helping achieve certain goals.
So knowing that my ideal customer is looking to rank up in their company, I could draft the email headline of
“Looking to Bust Ranks like the Guru’s Do?”
That would definitely get their attention, don’t you think?
Sources of Information
This section of creating your customer avatar is critical to determining the “where” of your customes. You will determine the best places to advertise and the targeting options you’ll use to reach your avatar by listing their sources of information.
Use the “But no one else would” trick when filling out this section of the customer avatar creation. You’ll simply complete sentences like these…
- My ideal customer would read [BOOK] but no one else would.
- My ideal customer would subscribe to [MAGAZINE] but no one else would.
- My ideal customer would attend [CONFERENCE] but no one else would.
Starting to understand?
I know that my perfect customer that regularly views this blog is someone that interested in growing a full time income online through affiliate marketing or a network marketing business.
I know that they would attend network marketing events when noone else will. I know that they will sit in on webinars talking about how to optimize facebook ad campaigns when noone else will. I know that they probably subscribe to my newsletter when noone else will.
This is where your customer goes from being just an idea, to an actual person.
It gives them life, and makes them more tangible.
In this section you will come up with things like their age, where they live, how much money they make, their favorite quote, their relationship status, whether or not they own their home, how many children they have, and everything else that you can think of about them.
You also want to give them a personality by thinking about what kind of restaurants they would eat at, what kind of stuff they like to do for fun, what kind of organizations are they a part of, etc. Really get inside their head on this one.
This is going to be crucial when running ad campaigns, especially on platforms like facebook that have extremely detailed targeting features.
Knowing more about them is going to help you with your content creation as well. You want to communicate in a way that’s going to resonate with them. Don’t talk just to hear the sound of your own voice, but really come from a place of best serving their needs.
Challenges & Pain Points
This section will drive new product/service development as well as the copywriting and ad creative you’ll use to compel your ideal customer to action.
Knowing that the core of my audience is newbie online entrepreneurs, I know that many of them struggle with getting more traffic, generating leads and closing sales.
I also know that their pain points are the fear of never accomplishing their goals, fear of not being profitable in their business, fear of going into debt, and fear of going unnoticed in the marketplace.
So for my ideal viewer of my personal blog, I know that if I made a product about lead generation, my audience would absolutely eat it up, bc they are afraid that they won’t be able to generate enough leads for their business to become profitable.
For the course, a simple facebook ad campaign targeting people in the area my ideal customer would live, with simple copy targeted towards people struggling with lead generation would drive more revenue for my business, as well as serve my core audience.
It’s a win- win, like Tin-Tin.
Objections and Role in Purchase Process
Why would your customer avatar choose NOT to buy your product or service?
These are called “objections” and they must be addressed in your marketing.
For example, if we know that my ideal customer is concerned with the amount of time his team members will be “out of pocket” to receive the tools and training for their business, I might send an email with a subject line like…
“Get Your Business Up and Running and Turning a Profit In 48 hours for Less Than The Price of Dinner”
You must also determine your avatar’s role in the purchasing process. Are they the primary decision maker? Are they a decision influencer? Understanding your ideal customers decision making process is paramount to the success of your marketing and sales campaigns.
Building Multiple Avatars
Start by building a single avatar. But don’t stop there. Once you get the hang of it, you’ll be churning out multiple avatars representing the different segments of your market. Don’t go overboard, but any lucrative market segment with a distinct set of goals, sources of information, pain points, etc. is deserving of a customer avatar.
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