If you try to sell to everyone, you’ll end up selling to no one...
So how do you create that perfect persona that represents your target audience?
Keep watching ‘cause I’m going to show you how...
Hey guys, it’s Alex, back at ya with another tutorial to help you create more connection
and conversions with your copywriting.
If you’re new to the crew, click subscribe below to get a new video from me every single
week!
And hit that little bell icon to be notified as soon as my next video goes live!
To everybody else, welcome back!
As you know, in my video last week I shared the 5 stages of market sophistication.
If you haven’t watched that video yet, no worries you can do that right here.
And today we’re continuing on with the second part of this little mini-series on How To
Speak To Your Target Audience.
Obviously an important step in speaking to your target audience is actually knowing WHO
in the heck they are.
Which is why defining and profiling your customer avatar is such a powerful exercise.
Your Customer Avatar is a fictitious character who represents your ideal CUSTOMER.
Your Customer Avatar is not a general audience or target market, it is an INDIVIDUAL.
One person with a clear set of fears, pains, desires and dreams.
You want to give your Customer Avatar a name, age, family, and a story.
And the clearer and more specific you can be about WHO this person is, the more effective
your marketing and messaging will be.
Now whether you’re doing this for the first time, or revisiting your messaging as your
audience evolves, this process will help you better understand what your customers want
from your brand, what motivates them to buy, how they compare and choose products, and
what kind of offer would they find the most compelling.
So in this tutorial, I’m taking you through my super simple 3-step Customer Avatar Exercise,
and at the end of this video, I’ll tell you where you can get my Worksheet that you
download can refer to anytime you need to go through this process with your clients
or businesses.
Step number 1.
Create Your Customer Avatar Profile
The easiest way to narrow down your target audience and gauge their specific goals and
motivations, is to start with their demographic traits.
This is where you identify essential information to locate the “bigger pool” that your
avatar belongs to.
So if you’re copywriting for an existing brand, you want to think about how to make
your messaging appeal to the current target audience you have...
And you should already have access to this demographic information through your audience
analytics.
If you’re writing for a brand new audience, you’ll want to spend some time thinking
about how you can make your messaging attract the ideal target audience.
So, let’s get started with the basics.
For your Customer Avatar, you’ll want to identify...
Age Or age range.
If it helps, you can also go by generation.
I mean, your Baby Z slang aint gonna fly with the Baby Boomer!
Next, you want to identify their Sex Location
Education Level Relationship Status
Occupation.
Here you can choose to pick a generic role, level, or classification that you believe
sums up the kind of career that your avatar would have.
Also, Income.
AND Household Size.
This is important if your product or service targets a customer who is providing for their
family or spouse.
OK, now that you got the demographics nailed down, we can move on to their Psychographic
traits.
These are the traits that help you dig deeper into understanding what drives your customer’s
buying behaviour based on the following questions: What are their interests?
Is it entrepreneurship?
Are they a foodie?
Do they love films, and if so — what kind of films?
What is their lifestyle like?
Do they only eat organic?
Do they have a high-stress job?
Do they work out three times a week?
What are their core values?
Do they care about integrity?
Transparency?
Diversity?
By defining their values, you’re also defining yours.
What are their personal goals?
Is it to be at their healthiest?
To generate more wealth?
To look good naked?
These can be big end-type goals or smaller short term ones.
What causes matter to them?
What movements do they support?
This is a key consideration to understanding what kind of brand messaging would appeal
to your customer avatar.
And, lastly, what brands do they use?
Now, these brands don’t have to include your competition, although it would be beneficial
to know that.
But identifying the kinds of brands that your avatar uses is a great reference point to
guide your marketing.
And of course, you can always expand this step further with more questions and elements
based on your particular product or service.
Okay, next up…
Step number 2.
Illustrate Their Pain Points So before you know how to help your Customer
Avatar, you need to know what they’re struggling with.
So the next step in this exercise is to create a list of 4-5 relatable and believable challenges
that your avatar is likely experiencing…
Based on the profile you just created.
The goal of this step is to help you understand how to tap into your Avatar’s greatest pain
points so you can communicate with empathy and create emotional resonance in your copy…
You can complete this step in the form of a story, common statistics or facts, or actual
feedback from previous customers!
For example: A Customer Avatar for a business like HelloFresh, the meal-kit delivery service,
might have a challenge like this:
“I feel guilty when I don’t have time to cook healthy meals for my family.
I often order takeout because I’m always so exhausted after work.”
Another example would be Glossier, a skincare cosmetics brand that embraces natural beauty
and minimal makeup.
Their Avatar may feel like this...
“I have a difficult time finding beautiful makeup that takes under 10 minutes to put
on.
I head straight to work from spin class and I do not have an hour to spend in the bathroom
”
You get the idea...
Alright, now that you have your Avatar’s pain points and challenges listed down, it’s
time to move on to step 3...
Flip The Script To Juicy Benefits
This final part of the exercise will help you clearly identify the goals and results
your Avatar would likely want to receive from your product or brand so you can communicate
your unique sales proposition in a highly value-driven way.
To do this, imagine the ideal scenario or outcome that is the exact opposite of each
of the challenges you’ve just illustrated.
What would they want to experience instead of those pain points, and how would they want
to feel?
So let’s use the same brand examples that I used earlier.
For HelloFresh, you could flip the script from “I feel guilty and exhausted” to:
”I now have regular quality time with my family over dinner without having to stress
about what to cook or what to buy.”
For Glossier, the script could go from “I have a difficult time finding quick, and beautiful
makeup” to:
“I only need 10 minutes to look fabulous after hitting the gym...”
And there you have it!
You now have your customer avatar profile complete with their pain points and personal
goals.
Alright, now it’s time for my favorite part!
It’s time to give your little baby Customer Avatar a name!
Who did you guys come up with?
Share your Customer Avatar names below just for fun!
And, you can even take it one step further and give your avatar a face!
Since it’s for internal use, there’s really no harm in finding a random photo of someone
online who best represents your avatar.
Or maybe even it’s even someone you know!
This exercise is a great starting point to set you off on your marketing campaigns with
clarity and direction.
And, to get your Customer Avatar Worksheet that walks you through this entire process,
step by step, click the link in the description below and I’ll send it to you right away.
K guys give me a thumbs up below if you found this video helpful!
Here are some videos for you to check out next. I will see you next time...
Until then, have a great week.
Thanks for watching! Ciao for now!