A vitally important step for any business owner is to create an ideal customer avatar. Having an avatar helps you to communicate more effectively, sending the right messages at the right time.
Here, I’ll explain what an avatar is, why you need one, and how to create yours.
What is an Avatar?
An avatar is the “persona” of your perfect or ideal customer. One of the secrets to really knowing your ideal customer is to connect with them emotionally, on an individual basis. You need to be able to picture them in your mind, understand how they think, know what keeps them up at night, and what problems they have that you, and only you, can solve effectively.
An avatar is the “persona,” or representation of your ideal customer. One of the secrets to really knowing your ideal customer is to connect with them emotionally, as an individual. You should be able to picture them in your mind, understand how they think, know what keeps them up at night, and what problems they have that you, and only you, can solve effectively.
Knowing your audience is essential for success in business online. You need to know your audience intimately. That can be hard to do if you’re too focused on trying to attract everyone. Your audience is not everyone. It’s not even everyone in the niche you want to target.
Your audience, for example, is not all people who want to improve their health or even all moms who want to improve their health. There are qualifying attributes of your audience that will be revealed in your avatar. Once you’ve created an avatar, you may later identify avatar subsets for whom you’ll refine your marketing messages even more. But for now, let’s focus on your audience of one.
Why You Need to Create Your Ideal Customer Avatar
There’s a myriad of reasons why marketing to an audience of one, your avatar, will increase your reach and revenue over trying to appeal to the masses. Let’s look at some of them:
You’ll Get Rid of Freebie Seekers
These are people out there who just want to get anything for free. They’ll download your freebies, read your blog, join your groups, subscribe to your list, but never share or comment on anything. They just take up digital space. They may be great people, don’t get me wrong, but this costs you a lot of time, money, and effort, and may harm your conversion rates in the long run.
You’ll Save Money on Your Marketing
When you’re crystal clear about who your avatar is, then your ads, content, and even your products will be more effective. Everything will be laser focused on your avatar’s needs and not on some vague audience, in general.
Your Messaging Will Be More Focused to Appeal to Your Ideal Customer
For your message to be truly effective, you need to focus only on your intended audience and not worry if your message doesn’t resonate with everyone else. It never will. It’s not meant to. But your ideal customer will hear you loud and clear because you’ll be speaking their language!
You’ll Save Time
Trying to please everyone all the time, even if they might be on the periphery of your audience, is time-consuming and quite frankly, exhausting.
Imagine that you’re trying to market a wonderful adventure to a specific resort in Mexico. Why would you direct your messaging to anyone but the kind of people who can actually afford that resort? If you’re wishy-washy about the cost, you may get calls or emails from people who can’t afford it, and that’s a waste of your time and theirs.
Your True Avatar Will Share You with Others
The people who are truly satisfied with your offerings (and they’re more likely to be satisfied when targeted well), will become powerful referrals for you. When you spend the time to get to know people and target to the right person, offering them exactly what they want and need at their price point, it’s a no-brainer for them and for you. They’ll be happy to share their experience with everyone they know.
You Can Personalize Better
A market of one is much easier to personalize. Writing to your avatar frees you to write copy for sales letters and pages to “Gen X Women Who Want to Travel Alone to Ecuador,” for example, rather than to all single women who want to travel.
Don’t worry, this won’t lower your reach or your income. In fact, by lasering in on an audience of one, you’ll reach more of the right people and get more of the right traffic. By extension, you’ll also make more money. This kind of targeted messaging jumps off the page when your audience reads it, causing them to say, “This is exactly what I’m looking for!”
Now let’s get started by creating your avatar.
How to Create Your Ideal Customer Avatar
The best way to target your audience is to get clear in your own mind who your ideal customer or client is. The way to do this is to create an avatar that represents your customer’s persona. The avatar represents what they look like, what they do for a living, what their family situation is, what scares them, what gives them joy, and will also reveal to you what you can do for them.
It all starts with the customer. Who are they? What is their main fear? What is their deepest desire?
Creating your ideal customer avatar is important and useful because:
- It helps you send clearer messages
- Your messages will target in on one person
- Creating targeted content will become easier
- Developing effective ads will be simpler
- It will produce little doubt around what products you need to create
The reason this is important is because once you create your customer avatar, nothing you do will ever feel generic again. Your products and services will be targeted in such a way that no one will be confused about who you’re talking to.
In fact, the ability to create a customer avatar is such that if you have trouble doing it, then you might not know, yourself, who you’re meant to serve. But if you can get into the mind of your customer, even feel what they feel, want what they want, need what they need, and fear what they fear, everything you do will feel right in your mind, and will resonate with your ideal customer or client.
You’ll come to your definition of an ideal customer by researching demographics such as age, gender, location, family situation, as well as psychographics, such as what books they read, and what dreams they have for the future.
- Demographics help you recognize who your audience is.
- Psychographics tell you about their behavior and their “why”
A few examples of businesses with clearly defined target customers would be:
- A shopping network that targets working moms over 30
- A career counselor who targets men looking for positions in nurse leadership
- An online store that targets plus-sized teenage girls
- A camping goods supply store that targets visitors to outdoor vacation spots
- A kitchen designer who targets upper middle-class cooking aficionados
Once you’ve identified your ideal customer, create an avatar by breathing life into her, giving her a “persona.” To do this, start by giving her a name. Then, apply specifics to her demographic and psycho-graphic characteristics.
For example, your avatar might be a 47-year old Asian-American woman, Erica. She is married to Sean, her husband of 25 years. They live in Scottsdale, Arizona and have a son and a daughter, both of whom are now in college.
Erica is able to retire early from her administrative nursing position. Now she wants to strike out on her own as a healthcare consultant. She’s nervous about making that transition, however, since she knows little about starting a business. In her free time, Erica enjoys reading mystery novels and working on her embroidery projects.
Creating an avatar gets you out of the trap of generalizing your audience. Your audience isn’t “all single moms.” Nor is it “all people who want to improve their health.”
Your messaging is targeted to a market of one.
And that one person is, in reality, many. And they’re all looking for you.
Want more tips on how to create your ideal customer avatar? Download my free guide, “How to Find Your Ideal Customer Hiding in Plain Sight”: