Almost overnight your marketing can go from bland and boring to highly engaging, just by knowing exactly who you’re talking to and why they actually care about what you have to say.
Before I get into exactly how to create a customer avatar, let’s quickly go over why you need one for those of you still not convinced.
The process of creating an avatar helps you define a niche target market. It even goes a step further and identifies the typical person in your niche market that you REALLY want to reach with your message. (This is your Ideal Customer.)
Once you have your Ideal Customer profiled, everything becomes easier:
- You can tailor your brand style to appeal to them.
- You can write blogs about the things you know they care about.
- You can create targeted audiences for your advertising.
- Your sales messaging becomes much more simple because you know them and you know their problems, so you can explain how you can help them to solve those problems.
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Here’s a real life example of how quickly you can turn it around. Earlier this year, a client started coaching with me who had been spending over $1 per like on her Facebook campaign.
She didn’t have an ideal customer because her business had broad appeal. First thing we did was dive straight into her targeting strategy and identify her ideal customer. She created a customer avatar and then changed her messaging, imagery and target audience for her ads.
In just 3 days her cost dropped by 80% per like, and she had a relevance score of 9! She went from thinking Facebook Ads didn’t work for her, to thinking they were the best thing ever!
Got a broad market? You can (and should) create a customer avatar
Many business owners struggle with their marketing because they have a broad range of potential buyers. They find it hard to identify an ideal customer because they don’t want to miss out on anyone in the other segments.
It’s very normal to think about all the possible buyers, after all, you want to sell lots and grow a successful business, right?
But imagine how great it would be if you could sell to the BEST customer every time.
The customers who totally get you, love your brand and get max value from what you offer. The ones that recommend you to others (so you don’t need to do as much marketing).
When you try to appeal to too many different types of people your messaging will become generic and inevitably you’ll focus on features of your service, rather than the specific problem your customer is wishing to solve – which is basically marketing suicide!
To put it bluntly, nobody cares about what you do until they think you can solve a problem they have. So you need to start with them and their problem before you start talking about the stuff you want to sell.
This is why you should start with a single ideal customer to begin with. Build your customer avatar to learn about how to best engage them. Then structure your messaging to talk to them about how you can solve their problem.
You’ll attract 80% of the ones you really want, and 20% will be others.
Right, convinced now? Let’s get onto creating your avatar.
Step 1. Choose your Ideal Customer to base your avatar on
If you’re already operating your business you probably have a good idea who your ideal customer is.
The one you wish you could have 1000 times over. The one that is easy to manage, loves your service and gets a lot of value from what you offer. They also pay on time and know they are getting a lot of value for the price they pay.
If your business is new, you’re going to have to guess about this and review in 6 months time to see if you were right.
Choose the one you think you can help most. The one your business exists for, at its core.
If you find this challenging, then just ask yourself who you most want as a customer?
Step 2. Profile your Ideal Customer
I like to go through a fairly detailed process to profile my ideal customer before creating my avatar. This is so I can deep dive into their goals, needs and buying triggers.
I work out what perceptions they already have, what objections they likely have and where they are on the education quadrant (how informed they are about my service and brand).
To understand how to craft my marketing messages I also identify their personality type so I know whether to talk details, stats and facts, or talk high level strategy and future vision.
You can use my own worksheet with questions covering the 5 key profile areas. Download it (free) below.
Step 3. Build your customer avatar
After you have your ideal customer profiled, you can start on your avatar.
Give them a name and a photo so they become a real person. Then write a short story about them so you can put all your information together into a person and get to know them.
It doesn’t need to be long, one page is a good length and you can pin them up on your wall so you can look at them when you go to write your next email campaign or Facebook post.
That’s it, it’s one of the most simple parts of your marketing strategy but it can be a total game changer for your results.
Once you have your customer avatar, you can base all your campaigns to target them, and build your processes to service them best.