The Truth about Your Ideal Client (And Why It’s Different from What You’ve Been Taught!)
If you’re reading this, it’s because you’re a smart, savvy entrepreneur who is serious about running a successful business.
Because I know you want to grow your business, I’m going to let you in on a powerful truth that will change the way you look at marketing.
Before I do, though, I want you to open your mind!
As you know, customers are absolutely critical to your success. And how do you attract customers? Through marketing. Not just any marketing, though … you need effective marketing.
If your marketing isn’t working, you’re wasting time and money, and you’re not growing your business the way you want to.
You’ve undoubtedly heard that in order to market effectively, you need to define your ideal customer or client. And you may have done that, focusing on age, gender, income, and other demographics.
If so, chances are you’re going about it all wrong.
The absolute most effective way to market is to market to one specific person: YOUR customer avatar.
A customer avatar is an icon or figure representing a particular person.
I know, it is counterintuitive. If you’re like so many of the business owners I talk to, you’re thinking, “By marketing to just one person, aren’t I neglecting a whole bunch of other people?”
When you market to your customer avatar, your marketing becomes more focused, and therefore more effective. Every marketing piece speaks directly to that avatar, touching on her deepest desires, meeting her where she is, showing her that you can solve a problem that’s important to her … and inspiring her to buy.
Remember, your product exists to serve an audience. You can adjust your product, but you can’t adjust your audience.
Here’s the good news: You CAN create different avatars for different products and services. Many businesses market this way.
So how do you create an avatar?
Your avatar should be someone:
- You know, or know of – not a fictitious character
- You want to help
- You like and respect
- You would stand up for, and be an advocate for
- Who is willing to build a relationship with you
- Who actively seeks to pay you for what you uniquely offer
Once you’ve created your avatar, the next step is getting to know her. I’ll cover that in my next blog post – so stay tuned!
For now, let’s continue the conversation. What are your thoughts about creating an avatar? Have you made the leap from “target market” to avatar? How did it affect your marketing? I’d love to hear from you!