When marketing any product or service, one of the first things you should do is develop a customer avatar or an ideal customer that will embody your buyer persona and give you a target to use when developing your marketing efforts. Developing your customer avatar will show you who buys your products and services. Getting clear on the characteristics of that persona will help you find and present them with a message that moves them to action and get you the sales you want sooner.
Your customer avatar will impact virtually every aspect of your sales and marketing process. Any part of the marketing process that the customer touches will improve when you get clear on who your customer is.
There are five major components to the customer avatar. The first thing to do when developing your avatar is to give them a name and gender.
Next, make a note of the GOALS and VALUES that are relevant to the products and services that you offer. Try to come up with three to five goals and values for each avatar. In the creation of your messaging, you’ll use this information to attract an audience with these same goals and values. You’ll also use this information to drive future product creation, copywriting, and content marketing.
Next, look at the “where” of your customer avatar. This section is critical to learning where your customer gets their information and will determine the best places to advertise and the target options you’ll use to reach your avatar by listing their SOURCES OF INFORMATION.
Look at the books, magazines, blogs, and websites they read to get their information. Also, what gurus do they watch? Then add any other information you might have about them–do they have skills, hobbies or sports that they are interested in? All this information can help you define your avatar.
Use the “but no one else would” trick when filling out this section of the worksheet. You’ll simply complete sentences like these;
My ideal customer would read [BOOK], but no one else would.
For instance, my ideal customer would read Content Rules, but no one else would.
My ideal customer would subscribe to [MAGAZINE], but no one else would.
My ideal customer would subscribe to Wired, but no one else would.
My ideal customer would follow [GURU], but no one else would.
My ideal customer would follow Conrad Levinson, but no one else would.
The idea is to find niche books, magazines, blogs, conferences, gurus, etc., your ideal customer is attracted to–but no one else would.
For example, if you are in the golf products market, you wouldn’t want to assign Tiger Woods as a guru. Tiger is someone that golfers are familiar with but so is everyone else. Instead, choose a more niche golfer like Jordan Spieth that will allow you to hone in on your ideal customer and exclude everyone else.
When buying traffic from ad platforms, like Facebook, you’ll often be able to target your audience by focusing on these niche interests, excluding less than ideal prospects.
Next, apply DEMOGRAPHIC INFORMATION that will help bring your customer avatar to life. Include gender, age, marital status, # and age of children, location, occupation and job title, annual income, the level of education, and any other pertinent demographic information you have about your prospective customer.
The demographics are another useful part of the customer avatar when choosing targeting options. And when writing content, email, or live streaming copy, it can be beneficial to write simply as though your avatar were sitting across the table from you. Demographic information like age, gender, and location will give your persona a look and feel.
The next section, CHALLENGES, and PAIN POINTS will drive new product/service development as well as copyright and live streaming creative you’ll use to compel your ideal customer to action.
When marketing to your prospective customer, you would do well to build solutions to his/her challenges or pain points and use language that addresses them in your marketing messages.
Finally, why would your customer avatar NOT buy your products or services? These are called OBJECTIONS and must be addressed in your marketing messages.
You should also determine your avatar’s role in the purchasing decision. Are they purchasing your product or service themselves personally or are they purchasing for their company/client? Are they the primary decision maker or a decision influencer?
Understanding your ideal customer’s decision-making process is paramount to the success of your marketing and sales campaigns.
You may find that you have multiple distinct buyer personas that don’t fit neatly into one character. That’s fine, simply develop a few that will provide you with targets that you can approach with your marketing efforts. Any lucrative market segment with a distinct set of goals, sources of information, pain points, etc., is deserving of a customer avatar.