Your Avatar is your ideal target person.
In marketing, usually, we speak about a target ‘market’. This term suggests your marketing needs to apply to many – that it needs to appeal to a whole group of people in that target market.
Looking at it this way you could say, for example, “we are targeting interior designers in London” – thinking that is enough of a niche for us to work with.
In fact, that is still a broad target to be aiming at. What you should be doing is targeting your ideal type of individual or ‘Avatar’.
You need to identify and define your perfect customer – and then look at your marketing as 1 to 1 but many times. Once you’ve done this, you can base your marketing around that person, or Avatar, and focus your marketing on appealing to that ideal customer.
Your marketing should then be able to attract people like them time and time again.
How do you select an Avatar?
There are 6 Essential steps:
- Easy to Reach
- Receptive to Marketing
- Short Sales Cycle
- Built-in Repeatability
- Good Spend Value
First, your product needs to be relevant to your target person. They should be able to see the benefit of your product. It should be obvious to them that your product or service solves their particular problem.
Second, you need to be able to identify a channel or channels that you can use to reach them. Once you have reached them, are they open to it? Or are they just going to shut you down?
Third, they need to have a relatively short sales cycle, so they are easy and quick to bring on board. If you can bring them in quicker, the sooner you can go back to the start and work on your next prospect!
Lastly, they need to be the sort of customer that will repeat buy and will spend well. It should be your primary product that appeals to them, rather than your smaller add-on products.
For more guidance on optimising your sales process, read our article on ways to help your salespeople improve and reasons why they fail.
The key thing is that you don’t just focus on one or two of these points. It might be easier to focus on people that simply understand your product and have a short sales cycle however you need to make sure you are hitting each and every point when it comes to thinking of your Avatar.
The best point about this is that you don’t need to go back to the drawing board, you can usually discover someone suitable to act as an avatar template amongst your current clients.
Try going through your top clients and once you have a person in mind, who ticks every box, you will have a ready-made example of the kind of Avatar you should be targeting.
How do you appeal to your Avatar?
A few weeks ago we wrote about Value Building, if you didn’t catch that at the time, it is great for helping you to build on your sales process.
First things first, you should identify what your Avatar WANTS vs NEEDS.
A chef needs to bake so he buys his oven – but that’s only their surface-level needs.
What you need to focus on is what they WANT. You’re best placed to understand this about your customers, so sit down and go through why your customers truly buy and how you can recognise that.
This is not about listing a bunch of features of your product, it’s about recognising WHY they appeal to your customer and what your service helps them achieve.
Once you’ve done this, you can apply the same principles to your Avatar.
You should try to be as specific as possible when identifying your Avatar.
- How old are they?
- What are their personality traits?
- What do they do at the weekend?
- What are their hobbies?
- Where do they work?
- Where do they live?
- Who are they interacting with?
Define them as much as possible so you know exactly who you are trying to reach. You should identify a single, ideal person.
Ultimately, once you have worked out what kind of person they are, you can work out how your product or service, appeals to that kind of person.
If you have identified an ideal client but don’t know these things, work out whether you can try to get to know them better. It could be a good opportunity to call your key clients for a catch-up!
I hope you enjoyed this advice on building and understanding your avatar. If you would like to discuss anything mentioned here or to arrange a complimentary strategy review, get in touch below.