(And no, we’re not talking about the movie here…)
So, you’ve got your amazing product nailed, you’ve got your website ready to go and then you don’t get the customers coming?
Arrrggghhhh I hear you say…
First things first! You need to decide who you are actually targeting?
I hear this all the time, ‘Well everyone right?’…Hmmmm, well no. Ideally, we would target the whole world and everyone would buy from you, but in reality that isn’t how it works.
Remember you can’t please everyone!
Over time you will of course attract other people but who are you REALLY focusing on?
What is the definition of a customer Avatar?
‘A customer avatar (sometimes referred to as a buyer persona, marketing persona, or customer profile) is a representation of your ideal customer—the type of person you want to purchase your products or services’
Or a business way of saying your ideal customer!
When you think of your ideal customer, who is it? If they were to be standing in front of you right now what would you see?
These are my top questions to ask yourself on who you are targeting:
- Are they male / female / non binary / other?
- Are they working?
- Are they single?
- Married?
- In a relationship?
- How old are they?
- Do they have children?
- Where do they shop?
- What is their income level?
- What are their favourite brands?
- What are their hobbies?
- What are they interested in?
- Do they have any pets?
- Do they struggle with anything? Time? Money?
- What are they wearing?
- Is there a big life event happening soon?
Most important one for me is:
- How will your product / service help them?
How do I target my avatars?
- Get a clear picture of them using the above checklist
- Put a real person profile to them – Grab a photo and attach it to the avatar
- Give them a name – I find you relate to them better if you do
- Complete a story about them as if you were them… a short day in the life of…
Remember your ideal avatar may change over time, as you and your business grows.
Example of an ideal Customer Avatar:
‘Meet Josie, Josie works part time as a business consultant and fertility coach. Josie is married to a man with 2 children and lives in a well designed 3 story house with lots of land and breath-taking sea views. Josie loves to look after herself and is devoted to regular self-care. Josie has a good income of £50k per year working part time and is constantly looking for ways to improve her business and customer focus. She is a real people person and is devoted to helping others. Josie has integrity at her core and is a joy to be around. Josie loves spending time with her family, she loves to read and also be at the beach or walking her dog. Josie is a lover of coffee and cake with her friends and also loves good music she can dance or relax to. Josie is approaching her 40’s and loves nothing more than travelling and enjoying other cultures’
Here are my key takeaways for you:
- An avatar is a fictitious character that represents your ideal customer
- You may have more than one avatar depending on what products or services you have on offer
- Be specific about the story of your ideal customer avatar, the more details you have the more you have to play with
- Use your avatar often for brainstorming marketing and events
- Revisit your avatar regularly to check you are on brand
When you’ve nailed the above you will nail your target marketing!
Hit the subscribe button to get the free downloadable checklist that I’ve created for you.
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