When it comes to marketing, you MUST know everything possible about your target audience.
This is especially true if you are selling a product or service online because you don’t get to interact with customers face to face.
Knowing exactly who it is that you want to market to helps you create marketing that will have a strong impact.
When you don’t know much about your customers, you may be making massive marketing mistakes.
Your product or service may be offering them a solution that doesn’t sound appealing.
You have to make sure that what you say in your marketing makes them feel like it will help them.
This is where the customer avatar comes into play.
When creating a customer avatar, you close your eyes and imagine every detail possible about your customer.
What do they like, want, need, fear, etc.?
Then you have to ask yourself how your service or product can address some or all of these things.
So let’s say you sell sales training advice.
We’ll get creative and actually give our avatar a name, he is very important after all.
In this case, we’ll call him Matt.
We’ll say that Matt is 30 years old, married, and has one or two kids.
Now we get even more detailed…
Matt works Monday through Friday as a sales manager.
He would like to further develop his sales skills so that he can improve both his and his team’s performance.
In the mornings, he drives on average 30 minutes to work, and then 30 minutes back home.
Matt doesn’t have time to attend courses at night because he has a family at home.
He helps his wife feed the kids, bathe them, make sure their homework is done, and put them to sleep.
No way can he go spend time in a classroom and leave his wife alone to do all of these things.
On the weekends, Matt has to run errands that he doesn’t have time for during the week.
Matt values his family time and usually takes them out to dinner, the park, or the movies.
Matt is really motivated and will do anything to become more knowledgeable in sales, but just doesn’t have the time.
He would consider giving up family time on the weekends, but feels guilty and selfish as a father for doing so.
Knowing this, we look at ways to get Matt to educate himself without him having to attend a course.
Here’s what we know about Matt so far:
- spends an hour in his car everyday alone and uninterrupted
- doesn’t work on the weekends
- busy with work and kids during the week
- motivated to learn and seeking a solution to his “no time” situation
- won’t sacrifice family time for sales education
Now we seek times where Matt is actually alone and uninterrupted that allow him to study and learn.
At home, he’s busy with the kids.
At work, he’s busy with employees and customers on the phone.
Apparently, the only alone and uninterrupted time that Matt has is while he’s driving to and from work.
Matt spends a total of an hour driving every day.
That’s five hour a week where he is just driving and listening to the radio.
If we offer Matt a comprehensive audio sales training program that he can listen to while driving, I think we’ll catch his attention.
We’ll teach Matt things like how to build better rapport with customers, how to close a sale, what to offer clients in order to build trust, how to keep existing customers satisfied, and the latest tips and strategies on sales success.
We’ll explain to Matt that all he has to do is press play and he will be well on his way to turning his car into a sales training on wheels.
Last, we’ll offer Matt a great money back guarantee.
We know Matt has a family and is probably conscious with his spending, so we want to make him feel comfortable about purchasing.
How likely do you think Matt is to give your audio program a try?
It’s convenient, informative, and has a money-back guarantee.
It resolves his problem of not having enough time to study and learn at home and work.
Do you see how valuable the customer avatar is?
There are probably millions of sales managers who have the same lifestyle as Matt and would find a product like yours appealing.
When you study and get to know your market well, you can have massive success with your sales.
The more you know, the more attractive your offer will be!