a Eric Johnson 2 éve
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Create the perfect customer by creating your ideal avatar for your product!
When creating an avatar you can use it multiple ways to influence your marketing.
A few tips to consider:
This can help you build out profiles of the people that you enjoy working with
Create a negative avatar to gain clarity about whom you know you don’t want to serve as a customer and who doesn’t make a good fit.
Stalk your ideal customer by looking at social media site profiles. Fill in your profile with their qualities.
Build and flush out all the details you can with your avatar.
Don’t go overboard, but any lucrative market segment with a distinct set of goals, sources of information, pain points, etc. is deserving of a customer avatar.
Condense your info
Design a dossier: A dossier is a one-page collection of information about your avatar that includes the name, picture, information, and story about your avatar.
Condense down your avatar to a cheat sheet. Use this as a reference when creating your marketing material.
Tell a story from your avatars perspective
Write a story as your ideal customer avatar.
Imagine that you are them, journaling about discovering and using your product.
What did they do before using your...?
What are they thinking while using your...?
What are they really trying to accomplish with your...?
What do they do after your...?
When will they come back to your...?
What were they thinking before they bought your...?
How were they feeling?
Why where they feeling that way?
What were they looking for?
What were they hoping to solve or accomplish?
How did they find you/hear about you?
How did they feel once they purchased your product/service?
Where art thou?
Describe where your avatar was, is, and going to before, during and after they encountered your product/service.
Start to develop a picture of them before they reached you, during the process of buying, using and finishing your product/services.
Drive out benefits and emotions related to them in relationship to what you offer.
What are they already committed to?
Write out a lifestyle summary of how they live.
What goals or desires do they have?
Sum up, in a story like fashion, what goasl, dreams and desires they might have.
One very important aspect is to dwell down on the benefits of their goals....
How does it make them feel during the process, finishing, relapsing...?
What type of pain are they dealing with?
From info about goals, values, success etc...
Write a mini story about what their pain points might be.
What challenges do they face?
Are they physically/mentally/technically challenged?
This is a good area to write a mini story about your avatar. Be detailed and extract emotions out of the challenges that they face.
Who is your avatar?
Applying demographic information will bring your customer avatar to life.
While the usual demographics are critical, the exercise of filling in the ‘Quote’ field can be particularly helpful to “get inside the head” of your ideal customer.
The demographics are another useful part of the Customer Avatar when choosing targeting options in ad platforms like Facebook.
And, when writing content, email or sales copy it can be beneficial to simply write as though your avatar were sitting across the table from you. Demographic information like age, gender and location will give your persona a look and feel.
What make them tick?
Examples of Psychographic traits are: wants a healthy lifestyle, values time with family, doesn’t have much time, uses Pinterest to do home DIY projects.
commitments
Who or what type of commitments might they have?
habit
Habits
What habits doe they currently have?
lifestyle
Lifestyle characteristics
What are some things about their lifestyle?
interests
What hobbies or other interest do they have?
There are many things for people to get involved in. Does your avatar spend time doing other activities?
attitude
What is their outlook?
value
What values may they have?
http://colinhiles.com/wp-content/uploads/2014/10/Extended-list-of-values-ch.pdf
There are many different values to choose from. Use the link above to look at a list of core values written by Colin Hiles.
Make note of the goals and values that are relevant to the products and services you offer.
You’ll use this information to drive Product creation, Copywriting, Content marketing, Email marketing
What else can you add?
Are there any other details that you can add to make this person seem more real?
expand
What can you add about their religious traits?
religion
Does your Avatar practice a particular religion?
These question can help further develop some more of the psychographic data as well as motivators
types of education
What are they educated in?
level of education
What level of education did they reach?
Other things to consider would be if they have continuing education to go through.
annual ncome
How much do they make yearly?
Find comparative figures, relative to their occupation to guide you in their income
Where do they work?
A lot of your avatars lifestyle may be built around work. This is an area worth expanding on and investigating.
occupation
What do they do?
They may have more than one job.
location
Where do they live?
This may tell you alot about their psychographics and motivators.
Things to think about may be if they are happy where they are at, if they are moving anytime soon or in the future.
Or, if they have multiple places where they live and travel...it may indicate a busy life
Name/type
children ages
What are the ages of their children?
As you build them out, realize that children may affect other psychographics and motivators
marital status
What is the marital status of your avatar?
If they happen to be married or divorced, that may influence how you put together other components of their personality or traits
gender
What is the sex of your avatar?
age
What is the age of your avatar?
Consider that your product/service may best utilized by people of specific age brackets...
This may need more research to figure out if the person you are trying to reach can access or use it appropriately to fix their problem
Fictional name
Enter your Avatars name here
When naming your avatar, have fun with it....
You can add in a characteristic or trait of the avatar you are creating to give them more personality
Something like:
Rick the webmaster
Darla the home cooker
Judith the fit mom
Get creative and use it to trigger the personality of the person you are going to write in your marketing
How do they make their decisions?
Their values need to be taken into account here. Also, to consider, are their others involved in some fashion, directly or indirectly, with regards to their decision making process?
What objections might they have?
You must also determine your avatar’s role in the purchasing process.
Why would your customer avatar choose NOT to buy your product or service?
These are called “objections” and they must be addressed in your marketing. 7 common objections are:
This section of the Customer Avatar Worksheet is critical to determining the “where” of your customer avatar.
You will determine the best places to advertise and the targeting options you’ll use to reach your avatar by listing their sources of information.
Use the “But no one else would” trick when filling out this section of the worksheet. You’ll simply complete sentences like these…
My ideal customer would read [BOOK], but no one else would.
My ideal customer would subscribe to [MAGAZINE], but no one else would.
My ideal customer would attend [CONFERENCE], but no one else would.
For example, if you are in the golf products market – you wouldn’t want to assign Tiger Woods as a guru. Tiger is someone that golfers are familiar with… but so is everyone else.
Instead, choosing a more niche golfer like Rory McElroy will allow you to hone in on your ideal customer – and exclude everyone else.
When buying traffic from ad platforms like Facebook, you’ll often be able to laser target your audience by focusing on these niche interests — while excluding less than ideal prospects.
What types of festivities might they engage in?
Are their any cultural engagements that they observe, cherish, or participate in?
Where do they go to engage socially?
Where do they go to...?
The idea is to find the niche books, magazines, blogs, conferences, gurus, etc. your ideal customer would be attracted to – but no one else would.
You are trying to narrow down certain areas where they may be different form others. Try to find ways to separate them from the crowd.
other
Other
Can you add any other details where they might be?
books
What books do the enjoy or don't enjoy?
gurus
Who do they follow?
When they speak about topics who do they quote or trust in the industry they are getting info in?
conferences
Do they attend conferences or lectures?
bolgs
What blogs do they read?
websites
What sites do they visit?
social media
Where do they engage socially online?
This section will drive new product/service development as well as the copywriting and ad creative you’ll use to compel your ideal customer to action.
Build solutions to your avatars challenges and pain points and use language that addresses them.
Quotes
Are there quotes are key phrases they might like?
What do they look like?
Detail out distinguishing features that they carry.
Such as:
relax
Decompress
What activities do they engage in to decrease stress?
home conversations
What are they talking about?
dislikes
Avoidance
What types of places, people, things, activities do they NOT enjoy?
likes
Enjoyment
What types of places, people, things, activities do they enjoy?
what keeps them up
Mental stress
Are there things that keeps your avatar up at night?
What do they worry about?
fears
What do the fear?
Fear is a huge motivator. Flush out things that your avatar may be afraid of...
wants
What goals or dreams might they have?
