Forget the wonderfully colourful and genetically engineered avatars in the movies and let’s talk about referring to creating avatars or personas that will attract your ideal customers.
When you manage a business, the secret to attracting new email subscribers or customers or to even reconnect with old customers is to connect with them on an emotional level.
And while some people may be uncomfortable with getting all deep and meaningful about complete strangers, this is what it takes to attract new customers like wildfire.
There is a proven methodology to creating your customer avatar. You need to go DEEP and get to the bottom of your customer’s irrational fears and deepest desires.
Why Your Ideal Customer Avatar Is Important
Without your ideal customer avatar your marketing will be generic and ineffective.
For example, the copy on your website and in your emails will be boring with no real purpose or clear message. What this means is you’ll attract less than ideal customers, you’ll confuse your readers and your business will not be fun.
Marie Forleo says most target market talk is rubbish. It’s often way too general like “small business owners” or “stay-at-home moms.” It fails to drill down to one specific person and it rarely goes deep into the psychology of the customer.
This is vital if you want to sell anything.
What Is A Customer Avatar?
A customer avatar is an individual with a name, picture and a specific demographic and other characteristics. An avatar is not a real specific person; it is a composite of characteristics of many real people.
You are describing your target market, the people that you want most as your customers and will most likely to buy from you again and again.
It needs to be specific and focussed. A common mistake many people make is to create a customer avatar that is too broad and general.
Your avatar needs to speak to your ideal customer in a way that when they do come upon your website, it’s almost like you’ve read their mind. You’ve identified their pain points, fears, frustrations, desires and dreams.
As a result of going through this process, you will come up with copy and sales messages that can be used on your website and other marketing material.
Why is this good for more than your pocket?
In my marketing consultancy, I have customers who I love and adore and want to go the extra mile for-and I have those that I am not as keen on. The beauty of defining your customer avatar is that you are not only defining the perfect marketing message for them, but you can get yourself closer to working with more of the customers who you want to work with- meaning you’ll be happier in your business.
Bottom line: if you want your business to succeed, you need to be able to think and feel and behave like your ideal customer.
You need to really take the time to get into their heads.
- Key phrases or quotes
- Experience, expertise
- Social and cultural environments
- Demographics – age, sex, marital status etc
- Hair, eye color, you name it – yes that’s right
If you haven’t already, you need to do this exercise. It doesn’t matter if you started your business last week or 3 years ago.
Be as specific as possible. Don’t be too broad and general.
When customers feel YOU understand them better than they understand themselves, you’ve established a deep level of trust.
And that is the key to building a long-term, sustainable business.
Why not create your customer avatar and share it in the comments below!