Why a customer avatar is ESSENTIAL for every small business.

If your marketing message is strong, clear and desirable other people will want what you are selling even if they are not the direct target.

So many people in business wrongly put the marketing focus on either them, their company or their product and NOT the customer. But the reasons people buy are much less to do with the product or the company and more to do with how it makes them feel. The customer, therefore, needs to drive every single marketing decision in your company.

So – who is your customer?

Customer Avatar Why a customer avatar is ESSENTIAL for every small business.When asked to describe their typical customer in detail, business owners are often left blank. There is uncertainty about ‘who’ they are actually targeting. “But everyone is a potential customer” is the most commonly used excuse. That may well be the case, but if your marketing is not tailored or focussed it pretty much talks to no one.

The answer is to focus in on one customer who becomes your Avatar - a real person who is either already a customer or actively seeking what you offer. (My next blog will go into more detail about ‘who your avatar should be and getting into your avatar’s mind’)

Tune into your Avatar big time

You need to get deeply tuned in to your avatar’s wants, desires, irrational fantasies and to their fears (even the ones they don’t admit to themselves). With this vital information you can create marketing material that is specific, targetted, clear and has a strong message! Remember – if your marketing message is strong, clear and desirable other people will want what you are selling even if they are not the direct target.

Having an Avatar will also make it easy to decide where to advertise, where to generate leads, what format to use, what vocabulary to use, whether to use video or letters, etc

Live, think and feel like your Avatarhappy customer Why a customer avatar is ESSENTIAL for every small business.

From then on every offer, product or service is designed for and around your avatar – what they really want, not what you think they need or think they will buy. Think entirely and consistently from your avatar’s point of view.

Even if there is only one person in the world who matches your avatar, you’ll be better off than if you had no avatar at all.

I’d love to hear from anyone that has an avatar? Any tips you can share on getting inside their heads?

 

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