I get asked this question a lot so, to help you answer it, here are some questions for you:
What is a customer avatar?
A customer avatar (sometimes called an ideal customer persona or audience profile) is a highly specific description of the person who would be a perfect match for your business, its products and services.
Why create a customer Avatar?
Your business needs customers who are going to:
People on the left of this graph are a perfect match for your business: they’re desperate to solve the problem that you solve and they’ve got the money to pay for it – you’ve got a really good chance of selling to these people.
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…
When you market specifically to a target audience you will inevitably catch people just outside that demographic.
If you tighten your focus specifically to one avatar,
To get started creating your customer avatar, download my customer avatar checklist.
Let me know how you get on in the comments below.
Get strategic advice, tips and ideas straight into your inbox every fortnight.