Having the right message in business is not enough in today’s world. We must ensure that our message connects with the right person. This person is often known as an Avatar, or someone who embodies the qualities & traits of who we ideally want to buy our products & services.
Creating your client avatar can be a challenge in the beginning mostly because you are deciding on who you want to do business with. When a business first starts marketing online, there is the idealistic goal of obtaining as many people as possible as customers. However, as most businesses find out, there are people who love what they do, and others who do not.
The objective of creating an ideal client avatar is to know who you want to direct your marketing message to. Think of it this way, when you message friends on Facebook, you do so differently with each individual depending on the relationship. You wouldn’t talk to all of your friends in the same manner as the relationship is different with each one.
The same holds true for your client avatar, you want to be specific as to who receives your message so it resonates with them. The more it resonates, the greater it’s effectiveness.
So how do you identify who is your client avatar?
First and foremost, start with demographics. Demographics include attributes such as age, gender, location, marital status, etc. Consider these traits viewing your avatar from 50,000 feet. These traits simply narrow down who you are marketing to from the general population.
Secondly, you must identify psychographics. Psychographics will be things such as likes & dislikes, belief systems, political affiliations, etc. These traits help you narrow down your avatar even further.
Next you must identify the root problem your product or services solve. You want to identify the greatest benefit of your product/service. Essentially you want to identify what is keeping your client up at night. For example, someone who is looking to lose weight wants more than to simply lose 20 lbs. They want to fit in a pair of jeans they used to wear 10 years ago. When you can identify the specific emotional struggle your avatar has, your message will resonate with them at the core.
The last component to this process is to create an identity for your avatar. Give your avatar a name as well as a picture that represents them. This is helpful when you communicate with them. Instead of writing to a general broad audience, you are able to write to a specific person, which will be way more powerful than a general message.
Always remember the more specific you are in identifying who your avatar is, the better the potential results will be in your marketing efforts.