One of the most important things to remember in business is WHO we are selling to. We can have the best service, but it’s not enough to focus on its features. When you talk to the right people in the right way with the right content, your sales will increase. The prospect will automatically understand what you are saying and why you are saying it. So, who is your customer avatar?
This is always a tricky question. Deciding on your ideal customer takes time. And it can be hard at first.
You need to know:
- Who they are?
- Where they are?
- What challenges do they face?
What is a Customer Avatar?
It helps to create a fictional person who represents who you want to sell to. In marketing, this is called a customer avatar or customer persona. This will allow you to home in on one specific person. All the content you create can be laser-focused on this one person. The avatar will get you back on track if you veer the wrong way. It will even make your decisions on what to write simpler.
How can we create an Avatar?
Luckily marketers have been doing this for decades. There are many questions and worksheets that you can answer and fill in. Once you have done this, you can prepare the types of content you need to help that customer. All business is in the game of service. Service your customer the best you can.
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There are 4 main areas:
1) Personal Details
This includes Age, Gender, Occupation etc. Give your customer a name. It tends to make them real. What is James’s age again?
2) Goals and Values
If you know the goal of your customer, you can create content that leads them to their goals. Along with their values, you can write it in such a way that they value what you write. In essence, you have the same values as them.
3) Challenges and Pain points
Everyone has challenges and problems they face. It’s the force against us reaching our goals. Sometimes there are internal values that clash keeping us stuck. You can never resonate with everyone, but if you can single out the challenges and problems you can help them help themselves. By speaking to your customer’s challenges and problems, they will resonate with you. Finding those challenges and pain points can take time. You need to dig into online forums. You can scan social media groups for clues. You can even send out questionnaires to find out more.
4) Sources of Information
Find out what your avatar consumes information. This not only gives you great ideas of content to create but helps you understand where your customer is. What is your customer reading to stay up to date in their job? What are they thinking about doing next? It will help you target your ads and content.
Customer Avatar example
You can download my spreadsheet here and create your own. Customer Avatar
Once you have clarity on Who you are talking to, the process is easier. You might not get your customers spot on immediately but adjusting them in time will bring you closer.
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