WholeLife Matrix: Financial Viability / Marketing
“Good marketers see consumers as complete human beings with all the dimensions real people have.” – Jonah Sachs
Creating a customer avatar for your business is essential. Having an avatar allows you to understand your customer on a deeper level, to speak to them in their voice, and to create specific ads to target them with customized copy and goals. Here are some tips for creating an avatar.
To begin putting together your avatar, make a list of the basic demographics of your ideal customer such as age, gender, marital status, income, education, children and ethnicity. Next, list more detailed demographics such as job title, where they live, the type of car they drive, political views, and hobbies.
2. What they Follow
By identifying what your ideal customer follows, you will get a good idea of what their interests are and where you can find your customers both online and offline. For example, what websites, conferences and organizations do they participate in and what experts do they follow? What type of content do they enjoy reading, watching, or listening to?
3. How they Speak
When you know how your ideal customer speaks, you will be able to write to them in their voice and communicate well with them. For example, a 20 year old customer would probably communicate differently than a 60 year old, so you would communicate with them differently. To find examples of how your customer speaks, you can see how they write on social media and in groups. Watch for the types of words they use and what hashtags they use.
4. What they Desire and Need
What are your ideal customer’s goals and dreams and what is preventing them from achieving their desires? What is their current situation and what do they want to change about it? What are their fears and how will their lives be impacted when they achieve their desires? Identify common stories and words that your ideal customers use to explain their problems and the solutions they are looking for. You will be able to use some of the same language when offering solutions to them.
5. How Your Product or Service Will Help Your Customer
When developing a product or service, ask yourself how your product or service will solve your ideal customer’s problems. Consider the fears or objections your customer may have about buying your product or service and how will you address them. What emotions will your customer feel when they consider buying from you? Emphasize the benefits of your product or service and how it will help your customer achieve their goals.
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