IDEAL CUSTOMER AVATAR

Transcription

1 1 Creating Your Ideal Customer Avatar Creating an Ideal Customer Avatar enables you to really connect with your clients If you follow the Avatar Framework, your prospective clients will feel like your marketing is speaking directly to them and that your products and services have been created specifically for them and will solve their exact problems To create your Avatar Framework, you need to get into the mindset of your prospective clients Your Avatar is a culmination of the relevant commonalities of your clients The Avatar has all the characteristics of your ideal prospective client Ideally, you would survey your clients and answer these questions But if you can t (or you don t have clients yet), use your imagination and answer each question from the point of view of your client Remember: people that become clients are those that are emotionally driven and motivated to find a solution to their specific problem They are people who have begun proactively seeking a solution to their unique problem and they feel they have few or no perceived options to solve their problem If you don t have clients yet, you make it up If you have clients, base it off the commonalities of these factors between your existing clients a) What are the defining characteristics of your ideal customer focus on those that are specifically relevant to your products/services? (ie, age, occupation, are they fulltime or part-time, a parent, gender, location, marital status, social status, education level, what s their self esteem like, income level etc)

2 2 b) Where do they like to hang out? What do they do on weekends? (eg do they prefer a cocktail lounge with friend, going for coffee, going to the beach, rock climbing, seeing a live band in a pub, catching a Sunday sess or going to the latest music festival, going for a walk around the river, going to school sports people often do many different things on the weekend, the more detail you include the better!) c) What are their hobbies/ what exercise do they do/ have any special interests? d) What websites do they look at each day? (ie state the specific websites they like to search, where are they reading blog posts, what kind of news media are they checking out)

3 3 e) What magazines/ newspapers do they read? f) Who do they follow on social media? g) Who are their teachers or what experts do they follow? (ie whose podcasts do they listen to, books they read, people they quote, youtube videos they watch) h) What are their biggest daily frustrations, fears, aspirations challenges and interests? Don t guess ask your existing clients/ people who are motivated to find a solution to their problem 5 x Biggest Dreams (long term dreams your client has)

4 x Biggest Aspirations (short term aspirations that they d love right now) x Biggest Challenges (their biggest challenges right now) 5 x Biggest Fears (long term fears, things that if they don t fix now, will keep them in the same stuck position they re in now) x Biggest Interests (things that really rock their world)

5 5 Describe your avatar from their perspective, as though they re speaking about themselves H e r e s a n e x a m p l e o f a C u s t o m e r A v a t a r s p e e c h t h a t w a s c r e a t e d f o r a c o a c h i n g c o u r s e h e l p i n g p e o p l e g e t o n p u r p o s e A a r o n, 2 6 y e a r s o l d R i g h t n o w, I h a v e a j o b a n d t h e m o n e y s p r e t t y g o o d b u t I m o v e r i t I v e b e e n t h e r e f o r 3 y e a r s a n d I v e s t a y e d t h i s l o n g b e c a u s e i t w a s s a f e, c o m f o r t a b l e b u t n o w I c a n t t a k e i t a n y m o r e - I m r e a d y t o g e t o u t W h e n I w a k e u p i n t h e m o r n i n g, I o f t e n f e e l a s e n s e o f d r e a d a n d a p p r e h e n s i o n a b o u t g o i n g i n t o w o r k A n d w h e n I g e t t h e r e, I f i n d t h a t e n v i r o n m e n t s u c k s, t h e p e o p l e a r o u n d m e d o n t i n s p i r e m e I f i n d i t h a r d t o m o t i v a t e m y s e l f I f e e l l i k e a l o t o f t h e s t u f f I d o d o e s n t r e a l l y m a t t e r, i t s o f t e n r e p e t i t i v e a n d m o n o t o n o u s a n d i t m a k e s m e f e e l k i n d a e m p t y I f e e l s t u c k a n d l o s t a t t h e m o m e n t, a n d I d e s p e r a t e l y w a n t t o f i n d s o m e d i r e c t i o n I k n o w t h a t I w a n t t o w o r k w i t h l i k e - m i n d e d p e o p l e, i n a f a s t p a c e d e n v i r o n m e n t, a n d w i t h s o m e t h i n g t h a t I ' m t r u l y p a s s i o n a t e a b o u t I r e a l l y w a n t t o b e s u c c e s s f u l i n w h a t e v e r I d e c i d e t o p u r s u e I w a n t t o d o w o r k t h a t c h a l l e n g e s m a k e a n d e x c i t e s m e I w a n t t h e a b i l i t y t o b e c r e a t i v e, m a k e o t h e r s h a p p y, a n d m o s t i m p o r t a n t l y b e h a p p y m y s e l f I w a n t t o b e p r o u d o f w h a t I d o e v e r y d a y B u t t o b e h o n e s t, I m a f r a i d t h a t i f I p u r s u e s o m e t h i n g I r e a l l y l o v e, I m i g h t f a i l, r u n o u t o f m o n e y, a n d t h e n I l l b e r e a l l y f u c k e d I t a l s o d o e s n t h e l p t h a t m y f r i e n d s a n d m y f a m i l y m a k e m e f e e l l i k e I m c r a z y a n d u n r e a s o n a b l e w h e n I t e l l t h e m a b o u t m y u n c o n v e n t i o n a l c a r e e r p l a n s T h e r e s a l s o a p a r t o f m e t h a t t e l l s m e I d o n t h a v e e n o u g h e x p e r i e n c e a n d t h e r i g h t c r e d e n t i a l s t o p u r s u e s o m e t h i n g I r e a l l y l o v e I d o n t f e e l l i k e I m g o o d e n o u g h t o m a k e i t i n t h e f i e l d I r e a l l y w a n t t o g o i n a n d i t s s t o p p i n g m e f r o m e v e n t r y i n g D e e p d o w n I m r e a l l y a f r a i d t h a t I m g o i n g t o s t a y s t u c k i n t h i s s i t u a t i o n f o r e v e r t h a t I m g o i n g t o h a v e t o p u t u p w i t h t h i s s h i t f o r t h e n e x t 4 0 y e a r s o f m y l i f e T h a t r e a l l y s c a r e s m e a n d i t m a k e s m e s i c k t o m y s t o m a c h t o e v e n t h i n k a b o u t i t I m l o o k i n g f o r a w a y t o m a k e t h e j u m p b u t I m n o t s u r e h o w

6 6 My Customer Avatar Speech