Understanding your audience when you’re crafting marketing and sales materials or developing new products or services is the key to attracting and converting customers.
That way, you can tailor your brand story to speak to their dreams, goals, pain points, and challenges in ways that spark sympathetic or empathetic connections.
Once you have your ideal client interested, they’ll want to know more. And that will move them from interest to engagement and onto the action.
To identify your ideal buyer, you’ll want to create a customer avatar or persona, which is a fictional, composite character that reflects the key attributes of your audience. This task is best accomplished with the help of market research including surveys, data, and interviews.
The good news is that you don’t need a degree in creative writing or even marketing to develop a strong persona profile. In fact, there’s a tried and true formula.
The Benefits of an Avatar
Your business’ personality can be shaped by a number of factors including your founder’s vision, core company values, or simply the idea that you’re selling a product or service people want.
To attract the right buyers, though, it’s not about solely telling your story. It’s about crafting a narrative that revolves around your customers first, with your products or services as the supporting characters that help them get where they need to go.
In other words, your buyers’ motivations write the story — and strategy — not the other way around.
By using an avatar to define your target audience, you can hone in on the people who align with your business ideals and will want your offerings. It’s not everyone, just the people most likely to buy into your story and help make it a success.
This leads to a core marketing principle: you can’t be everything to everyone, so focus on those buyers who most need what you provide.
Now that you have a basic appreciation of what customer avatars are and why they are important, here are five easy steps to generate them.
1) Define the Characteristics of Your Avatar
Each customer avatar should have depth, purpose, and details. After all, the reason to identify your ideal buyer is to discover what motivates them to take action so you can create and deliver powerful messages that convert.
Develop an avatar that goes way beyond basic demographics. You’ll want to take a deep dive into who that person is, including:
2) Examine Your Avatar
While you may have a good idea already about what your ideal customer looks like, your assumptions are just a starting point. There are several ways to conduct your research, depending on whether or not you have existing customers.
If you have existing customers and/or an established business (with a website): Use your resources and data.
If you don’t have existing customers, a website, and/or are in startup mode: Find your target audience from the solutions your product or service provides.
3) Note Your Results
Collate all the commonly themed information you’ve accumulated into a coherent description. To bring personas to life, you’ll then give each one an actual identity, which includes naming him or her (i.e. “Engineer Eddie, “Owner Orenthal”), finding an appropriate stock photograph to represent that person, and developing a backstory that illustrates his or her motivations and perspectives.
4) Consider Defining “Undesirable Personas” Also
As important as it is to know who your ideal customer is, it can also be a worthwhile exercise to identify people you don’t want to attract. Why spend your time, money, and resources marketing to people who will never buy from you?
The Path Forward
In our harried digital world where people no longer wait (or want) to speak to salespeople – and instead eagerly conduct online research to make significant purchasing decisions, it is essential to author a plan to deliver the perfect content, products, and services that answer your customers’ questions and solves their problems.
Your target prospects and existing customers are entrenched in their daily problems and the better that you can speak to their problems, you’ll be better able to capture their attention, keep them engaged and ensure that your business offerings are utilized.
Contact Falcon Project Consultants to grow your business.