Understanding your avatar is an extension of defining your niche. Your avatar, also known as a customer profile, is the specific person who you will market to, within your niche.
You could have the greatest product on earth and occupy the tightest niche, but if you’re trying to sell it to the wrong person then you will be simply wasting your time.
Before you can sell anything effectively, you need to understand…
- Who your ideal customer is. Their pain points.
- What their ‘why’ is.
Think of your customer or client; who is this person? By clearly defining who this person is will help you understand how to reach them and through what channels.
Crucially, it will also arm you with information on how best to communicate. The messaging that you portray, the tone of your copy will be specifically written with your avatar in mind. As will the fonts chosen, the particular colour palette used, and overall style and design of your ads, salespages and website.
When creating a customer profile or avatar, like when defining a niche, the clearer you are on this the better your results will be. Ideally you need to understand at least the following criteria.
- Demographic (gender, age, race, income, education, employment status)
- Geographic location (country, state, city, town)
- Psychographic data (interests, personality, attitudes, lifestyles, opinions,
- and values)
- Spending habits (premium, mid-range, discount, wholesale)
- Challenges & Pain-Points (What are they having particular trouble with?)
There may be more than one ideal customer for your business. If so, create an avatar for each customer type. By having multiple customer avatars, you can make the best use of your digital marketing efforts for all the areas you are targeting.
A good tip when creating a customer avatar is to keep in mind that your are generalising a type of client into one personality profile, albeit as specifically as you can be. Some like to think of this avatar as if they were writing a character in a novel.
To demonstrate, we shall use one of our own customer avatars to show how a profile is put together.
Our very own niche is defined as assisting startup businesses and entrepreneurs in creating and building their websites and marketing campaigns.
So who would make a good customer for us? We have identified four customer avatars by profiling our ideal clients.
- The startup with little or no experience in digital marketing.
- The business owner who is not adept in working with the various technical platforms required to build a website and campaign.
- The entrepreneur who understands digital marketing but lacks the time to implement the creation of such strategies.
- The entrepreneur who had signed up for a course with an online marketer and had no idea how to put their campaign together.
As a result, 4 new “Customer Avatars” were born. Here’s one of them, ‘The business owner who is not adept in working with the various technical platforms required to build a website and campaign’. We shall name her Tracy.
By studying the seven major components which make up the bulk of the customer avatar:
- Demographic Information Goals and Values
- Sources of Information Pain Points and Challenges
We can summarise that Tracy (sex) is aged between 40-60 (age). Her business is new and her startup efforts are supported financially by her savings (income). She is not very tech savvy to put together all of the various platforms and moving parts herself (Pain Points) but is keen to learn (Goals). She is easily overwhelmed by technical jargon and needs to be taught with a soft gradual approach (Values).
In some cases, you’ll need to survey and actually talk with your existing customers to figure out who your customer avatar is and what they need from you. In other cases, like us, you will already be intimately familiar with the characteristics of your ideal customer.
Make a note of the goals and values that are relevant to the products and services you offer and mach these to the pain points and challenges of your avatar. You’ll use this information to help guide you in writing great sales copy, emails and headlines that will really catch your customers.