One of the first things we’ve talked about in the course is creating our client avatar. This is our ideal client, and it’s not just:
“I work with entrepreneurs…”
“I can help anybody who breathes…”
“I work with women entrepreneurs…”
“I work with brick and mortar businesses…”
You get the idea.
The fear is usually that if you narrow down WHO you work with, then other people won’t work with you and you’ll leave people out. That’s not the case at all!
Why is it so important to really, really nail down your client avatar?
It’s important because that’s how you know the person you’re talking to. You put a face and name on this person, and you speak to them through your marketing. Your marketing should be customer centric, not product centric.
Some companies will have multiple client avatars for different products or services they have and that’s a-okay.
What are specifics of this ideal client that you should be looking at? Demographics, hobbies and interests, mood and that person’s biggest pain points. We’ll look at what each one of these categories includes.
- Are they male or female?
- How old are they?
- What’s their name?
- Do they have kids? If so, how many and how old?
- Where do they live?
- What is their income?
- How long have they been in business or in their current job position?
Hobbies and interests:
- What do they enjoy doing in their spare time?
- What blogs do they read?
- What associations and clubs do they belong to?
- What forums are they a part of?
- What magazines and books do they read?
Mood (this is their mood before they work with you):
- Are they happy or sad?
- Are they an introvert or extrovert?
- Are they emotional or logical?
- Are they content or frustrated?
- Are they overwhelmed?
- Are they stressed?
Big pain points:
- Clothes don’t fit.
- Can’t pay their bills.
- Working 16 hours a day, 7 days a week.
- Can’t figure out technology.
Now that you know who your ideal client is, you know how to speak with them. Next time we’ll talk about your own products and services and how that can help your ideal client.
Be sure to share your client avatar in the comments below!