- Do you want to invest time and money selling your products or services to people who are not the right match for your business?
- Do you want to have to regularly change and develop your products and services to suit new customers who are not your main focus?
- Do you want to spend time and effort selling to customers who are not going to be very profitable?
What is a customer avatar?
Why create a customer Avatar?
- Need your product
- Have the budget to spend on your product
- Be profitable for you
- Be enjoyable and energising to work with
- Benefit from everything your product or service has to offer
As you go further out people have less of a need or they have less money or both.
The temptation is always to try and get your message out to anyone who might ever conceivably buy from you because you don’t want to exclude people on the right of the curve since they might turn out to be a good client. It’s just less likely.
This is the classic “scatter-gun” approach to marketing and if you have a vast budget and a collossal market presence (e.g. if you’re Google or Apple) then go ahead – you will probably reach the right people amongst the clutter.
But if you have a limited budget, like the small businesses I work with, then you need to focus your resources, which means being ultra specific about who you’re selling to.
Let me put it another way…
If you tighten your focus specifically to one avatar,
- It’ll force you to clearly understand the problem
- It’ll help you decide what you need to say about your product and how you need to say it
- It’ll be easier to decide which features to include in your product and which to leave out
To get started creating your customer avatar, download my customer avatar checklist.
Let me know how you get on in the comments below.