Known interchangeably as your ideal client, customer avatar or target persona, your business success depends on how well you know this imaginary individual! But how do you get started? Is there a recipe for developing the perfect persona? Read on to discover the secret ingredients for an awesome avatar.
Your ideal customer avatar needs to be believable.
Know their secrets like a BFF, understand them like their mother and know their passions like a lover. In fact, the secret to creating the perfect avatar is to know them better than they know themselves!
Here’s the secret ingredients:
When I first started creating avatars I felt at a loss to answer even a handful of those questions!
Want to know how I overcame this mental blank?
The trick is to draw on the people around you! All the information you need is right in front of you; your customers, your friends, your family, your wider network and of course Google! You just have to tune in to the conversations, on and off-line, think about your own experience and build your avatar one step at a time.
Anyone watch West World? Your avatar is like that, only less creepy!
Your avatar is a character you bring to life; you want to know their story, their motivations and their feelings!
Why? Because when we make purchase decisions, a huge range of factors influence our choices and the better you understand those influences the more targeted your marketing can become!
If you know me, you’ll know I love handbags! (And I can always find a way to mention handbags, like in this bio post!)
Think about designer label handbags. Why would you spend your hard earned $$ on a Guess handbag over a K-mart handbag? Before making that purchase you’ve made a series decisions about what you value, how you want to be seen and how that bag will make you feel.
As a business owner who sells handbags, I need to understand the range of emotions you feel when choosing a bag. When I know how you feel, I can find the words to connect with you. I can then find the perfect time and place to engage with you. Ultimately, I can move you from desire to delight with a purchase.
That’s the power of an avatar.
In real life we always want to get to know people before we let them into our lives. Your customer avatar is going to make a massive difference to you life; they’re the person who can make your business a roaring success! Don’t you think it’s worth spending some time getting to know them?
Writing is about connecting to people personally, and that’s only possible if you know who your talking to! As a professional writer I create an avatar before I start writing any copy, that’s an essential part of my process. If your struggling to create a believable avatar then drop me a line and we can chat.
Need help creating your avatar?
Download the BONUS Avatar Worksheet (no opt-in required!)
P.S. Have you been following the website planning blog series? This post is the next instalment, know who your talking to!