A few years back the idea of building an avatar of your customer became popular among the DIY marketer crowd. It was presented as new even though mass-marketers such as the automobile and consumer goods companies have been doing it for decades.
It is still a good exercise. You should know who you are selling to, and more important, you should understand the emotional triggers that drive their behavior.
The gooey stuff such as gender, race and age is less important than anyone thinks. It’s trimming on the tree.
But let’s remember marketing is a two-way mirror. They’re looking at you while you’re looking at them. And they are looking for an avatar – something that represents their needs at the same time you are trying to meet theirs.
So the shortcut of satisfying your avatar is to be the avatar that they find satisfying.
What are the qualities they are looking for?
Do they need someone who is consistent, and optimistic and encouraging?
Do they need someone who exudes power and confidence?
While you are trying to trick these people into giving you money you are missing an important, and easy way.
Give more care to thinking about the avatar they are looking for. Make sure you are hitting the numbers or pushing their buttons.
Yes your sales copy and your product should be all that it is supposed to be. But when I am looking for a plumber to repair that broken pipe I don’t give a damn about the headline.
I want him to be reliable, competent, fair priced. I want to know he is not sending a dangerous felon to my home.
The qualities I just mentioned are avatar-like. When I call a guy I am still rolling the dice. But I know the companies in my area and have a short-list of who to call. And I am choosing based on what I perceive them to be – not their sales copy, specials, etc.
I am buying the avatar. And I believe you are too when it comes time to pull the trigger.
Figure out the avatar your avatar wants to do business with and make sure you, or your product, are aligned with that projection.
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