So if you didn’t know, I’m kinda a nerd. So this whole avatar concept was pretty easy for me to grasp.
Having a sales background, I’ve heard this term for years. You may have heard it as an Ideal Client, Dream Client, or any of that. I like to call it an ICA. Short and sweet.
Let me break it down a bit. For what we are going to focus on today is this definition: An avatar is the complete picture of your ideal customer or client.
It’s the characteristics and makeup of the exact type of person you’re trying to reach with your business. It’s the face of your dream client.
When you understand who your avatar is, you can communicate to this person much more effectively.
But the first step is identifying what makes this person tick.
Do you know who your avatar is?
If not, here are some questions to help you get started.
And if you don’t already know the answers to these questions through work with clients, use them for market research – i.e., have potential clients answer them for you.
The answers to these questions are invaluable when you create any kind of copy, because they point the way toward what “language” you need to be speaking in order to reach your ideal clients.
So grab a pen (or your laptop), copy these questions, and then brain dump some answers when you have time:
- What’s the problem that she can’t solve on her own?
The avatar for your business has a problem that’s keeping her awake at night (or at least majorly stressing her out).
Or, maybe the problem is less severe, but it’s enough to grind her gears just enough for her to need help.
What’s that problem?
Why does she need you?
What exactly is she suffering with?
Example: You’re a health coach that focuses on helping people improve their energy. Your avatar’s biggest problem may be that she doesn’t have the time or stamina to do the things she needs and wants to do because she’s dragging ass all the time. This makes her quality of life compromised.
- How does this make her feel?
Ask yourself what your avatar feels because of this problem. Be specific. And don’t write down what you think she feels. Get her to say it in her words.
Using the example above, your avatar’s lack of energy may make her feel depressed, frazzled, stressed out, out of control, and frustrated.
- What else has she tried (and why did she fail?)
You need to ask this question because you have to understand what led her to you (or will lead her there if she’s not a client already).
Has our low-energy girl tried herbal supplements? A coffee addiction? A sleep therapist? A fad diet?
When you know what she’s tried that hasn’t worked, you can rush right in with the solution based on whatever method you teach that you know does work.
- What makes her willing to pay someone else to help her with this problem?
In marketing and copywriting we talk about “pain points.”
They’re the Ouchy, sore spots that motivate people to finally get help.
The big ones are:
- Time(if your product or service will save me time, I might be willing to buy it)
- Money(if your product or service can save – or make – me money, I might be willing to buy it)
- Physical or emotional suffering(if your product or service can ease my suffering, I might be willing to buy it)
- Frustration or confusion(if your product or service can make something in my life easy and simple that is currently overwhelming, I might be willing to buy it)
So which pain points ring true for your avatar? When you know these, use them in your writing. Address, in the right words, the fact that you are the solution to that pain point.
- What are her fears?
Before an avatar decides to work with you, what are her fears?
- That she’ll fail?
- That she won’t get the support she needs?
- That she can’t get a refund?
- That your system or program won’t work for her?
- That it will be too hard/complicating/or time-consuming?
If you know what these fears are, you can also address them in your copy to ease your avatar’s mind.
- What does her success story sound like?
If your avatar would succeed working with you, what exactly would that success look like?
Using the health coach example again, it might mean she:
- Learns how to fuel her body to have all-day, lasting energy
- Has improved sleep
- Feels more calm
- Handles stress better
- Knows how to listen to her body when it’s overworked or tired
Writing the story of success means your avatar has a clear outcome to work toward. Granted, these outcomes might vary slightly from person to person, but the overall result should be similar.
As your business grows, you’ll probably find you have more than one avatar – and that’s great. But you should see common threads in your clients enough to come up with a general, but comprehensive profile, of who your ideal client really is.