One of the questions we ask every one of our clients is, what is your target customer? Most of the time, they don’t have a clear answer to those questions. Without that, your business will fail. So one exercise every business owner should do is create their customer avatar. What is a customer avatar, and how do you create it?
The target customer avatar of a business is the ideal customer that the company will focus on when creating products, advertisements, and marketing campaigns. This avatar a very focused description of the perfect customer, including demographics, traits, background, and problems that they need to solve.
With this avatar, you have a clear direction for your company.
Why Is Important to Know Your Customer Avatar?
How does the saying go, “You get what you focus on, so focus on what you want.” Creating a customer avatar allows you to define your perfect customer to focus on attracting that customer to your company.
Without a focus, you will be trying to solve everyone problem and appeal to everyone. This approach is a sure way to fail! You’ll try to create too many products, advertise to everyone, can’t segment in email marketing, and please everyone. All of this will waste precious time and money.
When you are focused on that ideal customer avatar, your products, ads, and effort are also focused on one avatar. That’s how you become successful!
How Do You Create A Customer Avatar?
First of all, don’t do this exercise in your head. You need to write it down on paper or type it out in a Word Doc or Google Doc. This will be important to remind you every day to focus on this target audience.
When you are creating your customer avatar, you’ll want to focus on a few areas.
Who Are You Selling To?
Don’t overcomplicate this one. When you sit back and think about who you would love to work with, that’s your answer. Who would make you excited to wake up in the more and help? These are the people that you should be targeting.
What Do You Know About Them?
Start by brainstorming what you really know about your perfect audience, start writing as much as possible (aka brain dump). You can go back and refine it after you list out everything.
- Do you want to work with someone who is driven?
- Are they in shape or out of shape and need your help?
- Do they need help with confidence?
- What’s their financial situation?
- Where do they live?
- What do they do for a living?
Just start listing down everything that you can think of. The more, the better!
Write as Much Detail as Possible
This will probably sound like a contradiction, but you will want to include as much detail as possible, but keep it short. You don’t want it to be longer than a page, so it’s easy and quick to read daily.
But you will want to include enough detail that the description is focused on the exact customer you are looking for.
Include the following details:
- Name of your Avatar – Give your avatar a name and get used to using that name. It helps to have a name to make your customer mission more real.
- Picture of your Avatar – Put a face to the name. This helps you visualize your customer.
- Demographic Information – Dive into the demographics, including gender, location, income, education level, etc.
- Traits (Physical and Psychological) – Similar to demographic, list out their traits. Depending on your product, physical traits may be just as important as psychological traits.
- Overall Story – This doesn’t have to be a long story, but give your avatar a background story to help you know more about your ideal audience.
Is It Ok To Have Multiple Avatars?
Yes, we often create at least two avatars for our clients. Typically, a male and a female avatar.
Some businesses could have more than 10 avatars depending on their products and customers. If you are a new or small business, we recommend that you focus on one or two avatars at first until you have gained traction with that audience.
Once you have mastered what that audience wants, you can add on an additional avatar.
What About A Negative Avatar?
As a business owner, it’s crucial to know your audience, but it’s also important to know the audience that wouldn’t be a good fit.
Creating an avatar image of the customers you don’t want will help you continue to refine your ideal customer and help weed out the bad ones.
To do this, follow the same process you followed to create your customer avatar instead of focusing on the type of person you don’t want to work with.
Customer Avatar Tips
Include a Picture – As they say, a picture speaks a thousand words. I know I mentioned this before, but so many people skip this step. This will help you picture your ideal audience. You can use an existing customer or have clients grab one off of google images, and it works well for them.
Look At It Every Day – Once you write it out and include a picture, hang it where you can look at it every day. If you can remind yourself each day of your target audience, it will help you make decisions and guide your actions throughout the day.
Bullet Points – Write the details of your avatar in bullet points that are easy to read at a glance. You will want to avoid long paragraphs since there is less of a chance that you will want to sit down and read it. So bullet points will make the overall process easier for you.
Summary – Your Perfect Customer Avatar
This is one of the most overlooked steps in building a business and one of the biggest underlying reasons businesses fail. If you are not focused on the right customer, you waste time and money on someone that doesn’t fit your business. Even if you successfully attract and sell to the wrong customer, your business life will be miserable because you won’t be excited to wake up in the morning.
So take the time to work through your ideal customer profile. If you need help with the process, let us know. We have helped many of our clients successfully go through this process, and now they are focused on the right audience.
It’s made such a difference in their business, and they couldn’t be happier!