Customer Avatar. What is a client avatar and how to make it? I think you understand very well. In order to save the advertising budget and get it right on target, advertising should be spot.
You need to beat exactly in pain, and immediately offer a solution. And for that you need to know your target audience. I think there’s no need to explain.
The only problem is that the target audience, Yes, is good. I would even say, great. It is much better to make advertising based on the target audience than at random.
But it is even better and more effective to make advertising, taking as an example the avatar of the client. Or, as it is called, a portrait of the client. That is, imagining a particular person.
TARGET AUDIENCE and CUSTOMER AVATAR… WHAT’s the DIFFERENCE?
I venture to suggest that in your head now had two-three questions by type:
1. “Why should I even know the target audience?”
2. “How to define and create it?”
3. “What is the difference between the target audience and the customer Avatar?”.
On the first 2 questions you will find answers in the article “How to determine the target audience“. And here is with the third let us deal.
The Customer Avatar why is it needed?
What is the difference between the target audience and the portrait of the ideal client? Isn’t that the same thing? Yes and no. But I think it is better to explain and explain step by step.
For example, you have a store of musical instruments. Who are your clients? “Well, of course, everyone who loves music or wants to learn how to play,” you answer me. And partly you will be right.
Good. But if you start to understand in detail, it:
1. Professional musicians from 25 to 40 years;
2. Mothers of children who study at music school, aged 30 to 40 years;
3. Young people from 14 to 22 years, just decided to do music.
Attention! These are not avatars of clients, they are target audiences, and that I have just started to paint.
In the case of the Customer Avatar, it will look like this:
1. Jackson. 27 years old. Works as a guitarist in the vocal and instrumental ensemble, which works in the evenings in large restaurants;
2. Olivia. 35 years. Married. Two children. Boy and girl. The boy, David, 6 years old, goes to the sports section (hockey). Daughter, Emily, 9 years old. I wanted to study music, took to a music school for piano class.
3. Samuel. 14 years. I saw enough videos on YouTube, decided to learn to play the guitar. Since it is quite advanced, then decided to study on the Internet, it remains to buy a tool.
I think you understand that in the first case (mothers of children studying in music schools) — this is the target audience.
And here is the client’s avatar (Olivia, 35 years old..) is a detailed study of the target audience. That is a deep, step-by-step description of the representative of any target audience.
That is, you take the selected target audience, select from it the brightest representative and begin to paint.
It turns out that the target audience is a generalized group, and the client’s avatar (or portrait of the ideal client) is one (the brightest) person from this group.
YOUR CUSTOMER AVATAR, FOR EXAMPLE
I propose to see the difference is still almost. And I think we will start with the target audience. We will describe mothers and all the same Olivia.
2. Age from 30 to 40 years;
4. Children studying at a music school or visiting a tutor;
5. The child, as a rule, is not alone in the family;
6. Husband works. His work, as a rule, office (that is not associated with heavy physical labor);
7. Women, work, work is not related to physical labor and often is not an additional income for the family (the main money in the family earns the husband);
8. Very rarely stay at work;
9. Live in his apartment;
10. Themselves versed in music very mediocre, play musical instruments especially do not know how, but believe that it is very cool and will help the child in life;
11. Not too advanced in terms of Internet use, so will only buy in a retail store.
12. The most important task is to buy an inexpensive, but high-quality tool, preferably in a store with experience (without risks) and at the suggestion of the teacher.
1. Olivia; 35 years old;
2. Married. Husband’s name is Anthony, 38 years old;
3. Higher education, accountant;
4. Two children. Boy and girl. The boy, David, 6 years old, goes to the sports section (hockey). Daughter, Emily, 9 years old. She wanted to make music. Olivia naturally approved of this desire, believing that it will develop the creative abilities of the child, and will be useful in the future. Emily was sent to study at a music school for a piano class. As for the girl, according to Olivia-this is the most suitable class and musical instrument;
5. Anthony works as a sales Manager in a small wholesale company selling construction materials;
6. Olivia works as an office Manager;
7. Anthony and Olivia have nothing to do with the music;
8. In decision-making on domestic issues Olivia makes decisions;
9. The family lives in their small apartment;
10. The main task is to buy a piano for Emily, which will meet the requirements and recommendations of the teacher;
11. But at the same time such a tool in addition to the price/quality ratio can be purchased in installments.
The main fear is to buy a tool that can break, and the firm will refuse to fix it. The secondary fear is to buy an instrument, and the daughter will stop making music.
So roughly should be painted target audience and portrait of a potential buyer.
YOU WILL GIVE THIS STUDY
What gives a well-designed avatar of the client?
Thanks to a detailed avatar of your customers, you can make them “the best offer they can’t refuse”. At least because you know the pain that’s eating away at your client.;
Based on this, you can work out the benefits.
1. If you offer Olivia a tool in installments, and even without interest, she will agree. Since this is her main task.
2. Also, the ability to return within 14 days can be a great plus when making a decision in the direction of the store;
3. To understand what psychological triggers and sales of trust you want to use to engage this client.
1. Extended warranty on tool
3. Recommendation by the teacher of this particular store
If you understand that Olivia is not a frequent user of social networks, and she rarely watches TV.
Then one option is to interact with a teacher who will recommend your store on a partnership basis. This will be a key factor in the decision to purchase.
Well, to make the article as useful as possible, here’s a list of questions. Applying that to its represented character. You will get the most detailed portrait of a particular person.
List of questions:
1. Customer name;
2. His/her gender;
4. Marital status;
5. Presence/absence of children;
6. Description of the second half (if any);
7. Place of residence (preferably city, district);
9. Income (personal and family);
10. Social status;
11. Who makes decisions in the family (if there is a family);
13. The biggest dissatisfaction in the life of this customer;
14. The steps he takes to eliminate dissatisfaction;
15. The biggest fear of the client arising at the thought of purchase of your product (it is desirable to paint them as it is possible in more detail);
16. What annoys him, makes him angry and what makes him unhappy;
17. Your customer’s biggest dream;
18. What is valuable and important for him.
Task for a professional: Dream, imagine and describe in detail one day in the life of your client. When he wakes up, he has Breakfast, how he gets to work, where he eats, what he does in the evening.
As detailed and as detailed as possible. Believe me, you will literally re-open your eyes to your target audience.
LIFE HACK: HOW TO MAKE YOUR AVATAR PERFECT
Well, with a description of the avatar level is “Beginner” we understand. Now, on to the more complex.
Description of avatar in strategic vision:
- after purchasing your product;
- if he doesn’t buy your product;
- after some time (month/six months);
2. What problems will go out of the life of your client, and which, on the contrary, will appear;
3. How will this affect the process of buying your items after the first sale (provided that you do not have a disposable item);
It is the last question and should reveal the truth why you need to do it all.
I hope you understand that more or less serious sales are made on regular, loyal customers. And it is this strategic planning of your client’s avatar that will help keep him among your customers for much longer.
I think after reading the article you have all decomposed into shelves and questions that were at the beginning of the article “why?”Why?” — fall away.
Of course, surely there are new questions from the series “how to do it?”and” whether it Should be done in such detail.” But I’m sure you can handle it.
You remember that it’s not just marketing trends in 2019, but a necessity that will always be relevant.
Your detailed client avatar will save your advertising budget and make your advertising much more effective.
If you still think that “it does not matter, wait” and “it’s for big companies”, then be ready to say another phrase “something advertising does not work at all…”.