Attract Your Dream Client with an Audience Avatar
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View Steph’s avatar example, Kate
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What is an audience avatar?
Audience avatar is a fancy way of saying “your dream client”. The purpose of crafting an audience avatar is to identify the one very specific person that your business is designed to serve in the biggest and best way possible.
When you try to talk to the masses, you don’t talk to anyone.
As you build your brand, it is vital that you get crystal clear on who you’re talking to. This allows you to create content, programs, and products specifically designed to serve a problem that your avatar is experiencing.
There are three different indicators you need to look at while creating you audience avatar- demographic, psychographic, and behavioral.
Demographic= what they look like, gender, age, household income, race, etc. This is not the place to get caught up!
Psychographic= This area digs into your avatar’s mindset, their core beliefs, and what they value. You need to know what your avatar values so that you can speak to them with your brand messaging.
Behavioral= What are their behaviors? How do they make purchasing decisions? What does their day-to-day look like? How might this impact their purchasing decisions?
The most important piece of developing your audience avatar is solving the external problem, the internal problem and the philosophical problem.
The external problem is the most basic and the most obvious. We’ll use the example of a postpartum mom needing a new pair of jeans. This is the external problem.
The internal problem is that the mom is feeling frustrated that none of her jeans fit due to her body’s changes during pregnancy. This leaves her feeling unattractive, insecure, and upset.Usually the internal problem has some negative emotion tied to it and we are always motivated to resolve negative emotions. As marketers, we must identify this internal problem for our buyers so that we can solve it.
The philosophical problem is when this new mom feels like it’s too difficult to find a pair of well-fitted jeans without having to go to a dozen stores or without dealing with poor customer service.
How do I know my audience avatar’s pain points?
It’s important to do your research. Survey your customers, do some digging, ask people what they want out of what you’re selling. What transformation are they in need of? What negative emotions do they have?
Often, our audience avatars are a version of ourselves and a problem that we’ve had to solve for ourself. Did you create your product or service because there was a gap in the market that you felt personally and needed to find a solution to? What negative emotions surrounded that journey for you?
From content creation, to a conversation, to a conversion.
Identifying your audience avatar and creating content to serve him/her is going to allow you to connect with your ideal client first with your content that was specifically designed with them in mind. This will then lead to a conversation- perhaps about how you can help them on a deeper level now that you’ve shown them you understand their pain points.
Lastly, and most importantly for your business, having an audience avatar creates more conversions. You are no longer trying to speak to the masses, you’re laser-focused on the one person whom you know your business was designed to serve best and your messaging becomes crystal clear, causing more people to convert into customers.
This blog post was a condensed transcription from the latest episode of The BrandWell Podcast. For all the deets on crafting an audience avatar, tune into Crafting an Audience Avatar to Attract Your Dream Clients.
KEEP BRANDING WELL,
Victoria
