In this blog we’re talking about is how to find your perfect customer.
And so the process for you to do this is by creating a client avatar, otherwise referred to as buyer’s persona or your “Slam Dunk” client.
Whatever you call It – It’s about determining who is the absolute best customer you could target – if you had a choice of who walked through the front door of your business.
And so the biggest objection I get to creating a client avatar or trying to focus in on one particular person or type of person is…
“Well, my product sells to lots of different people.”
And it probably does, but the reality is that not all customers are equal. And so we all know that in business, there are those great customers we love dealing with…
They are a pleasure to be around.
They pay us well; they pay us on time.
And they refer us to others.
…they become a brand evangelist for what we do.
And then on the other end, We’ve got those pain in the arse customers who we regret taking on. They suck all our time and energy. They barter us down on cost, and they’re hard work to deal with.
And so what happens without a strategy to target more of the right customers, you end up filling your business with all of the crap customers and then work isn’t fun, your business becomes hard work because you’re just dealing with the wrong people.
So at the end of the day – and this is the big thing…
It costs you as much money, time, effort and energy to attract a great customer into your business as it does a shit one.
If you’re going to spend money and time and effort on getting new business, then doesn’t it make sense that maybe you should target the best possible customers?
And the process we use for finding your PERFECT customer is – creating the client avatar.
But before I start…
When I say that you should focus in on only one person or one type of person, it’s not to say that you ignore everyone else in your marketplace. And so If you imagine your customers on a target and the bull’s eye is 10 (your best customers).
Think about it like this.
If your number 10 is your absolute best customers, then your next ring on the target is your number 9, and the number 8, and number 7 as the rings get further away from the bull’s eye, all the way out to the number 1s (your SHIT customers).
And so let’s say if you’re marketing is targeting the number 10’s,
It’s not to say that you might not miss and get a few 9s and a few 8s and maybe a few 7s.
But what you’ll do is you’re going to confine it into the middle of the target (your best customers) and avoid drifting out here where all the rubbish clients are.
And so even if your target market is females as opposed to males, you will probably still attract some men with your marketing, but you’ll draw a disproportionate amount of the right customers into your business.
Now, yes, you can still have multiple avatars for your business, but I believe it’s imperative to have a hierarchy.
Ensure you acknowledge not all customers are equal and some are better than others, and so rank them in order, your ten, your nine, your eight etc.
And get a little critical on this, and you don’t allow two avatars to sit on the same level, you’ll find one reason or another, one avatar is better than the other.
Ok, So, how do you go about creating an avatar?
First, let me say, it’s the coolest thing in the world when you consistently see your avatar walking into your business.
See, I know as soon as I get a lead or a call, 80% of the time it’s my avatar. It really does work!
However it does take a bit of work, and it’s something that you will build over time, but it’s worth just sitting down and going back to it whenever you get that chance.
What I’ll share with you now is what makes up a customer avatar…
The first thing that you go through is refining the breakdown of who they are.
The easy way to do this is to probably just think about your favourite customers you’ve got in your business right now and visualise them.
Start to think about the qualities they have, what do they look like, how old are they and these sort of demographics.
And so then you start with – how old is your avatar?
And don’t say between 20 and 30 because a 22-year-old and a 29-year-old are entirely different people and so think about it and try to refine it down to a specific age.
Again, if you say that your avatar’s 29, it’s not to say that you won’t get 30-year-olds, 35-year-olds and 40-year-olds but it’s about being laser-focused with who we’re targeting.
Then next, what gender is your avatar?
Typically speaking, there are very few products that appeal equally to males and females. So which one of those is the most powerful person in your business?
Other questions to ask are:
What is their marital status? Are they single, married, de facto?
Do they have kids? If so, how old are the kids? People with newborn children are at a different stage in their life and face different challenges than somebody with say adult children.
Then think about their Location. Where does your customer live?
If you don’t know the specific area, know what type of housing, what kind of area do they live. Start to think about their environment.
Next, you’ve got things like their job title, their occupation and their annual income.
Are they a CEO? Are they a business owner? Are they an employee?
And how much do they earn per year? Are they earning $120,000, $80,000, $50,000? Where is your market financially?
Once we know what they look like,
Then we go through and think about, the big four as far as the buying motives behind your customers.
The first one is – THEIR FEARS.
What is the BIG fear your product helps solve?
What’s the big internal fear, the most common fear, amongst your audience that keeps your audience up at night?
What’s the big fear that they think about before they go to bed each night they are too embarrassed to even tell their loved ones about?
And so when I put my clients through this, and I give them my avatar form, one of the questions I get all the time is – “Can’t I just get my customers to fill this out?”
And look, yes, you can, and feedback’s always good, but the reality is the things that motivate us to do stuff are the things we don’t ever tell people about!
So if you ask somebody to fill in a form, they’ll give you some information, but they won’t strip themselves bare and give you the deep dark secrets they’re harbouring which drive them and motivate them.
So it does take a bit of work, and you’ve got to do a bit of assumptive thinking with this and try and put together your avatar based on what we know about your customer.
Also what you think you know as well, and that’s why it does evolve.
Now it’s time to think about your avatars – FRUSTRATIONS.
What are the frustrations to do with your industry, your product or the problem they have, which you solve?
What are the things which annoy them or bug them which you can do better?
Then we look at their DREAMS & DESIRES.
What’s their big picture or outcome.
With any product, you’ve got features and benefits.
The feature is the product; the benefit is what you get from using the product.
But then I take it to the next level of engagement which is the emotion.
Again, it might not be as obvious, and it might not be something that they’re comfortable to say to another person, but it’s what they actually think.
The next one is NEEDS
This is something that gets missed a lot in marketing. What’re the fundamental things that your customer needs to be able to justify the sale?
Once you’ve put some thought into this, then you look at their interests. This has a two-fold effect because interests are a great way to get an insight into your avatar.
So some interests you should look at are:
What books do they read?
What hobbies they’re into?
Do they have pets? Cats, dogs, what type of pet?
Do they play a sport or do they follow any sporting teams?
Do they read any magazines
Are they into health and fitness?
Do they go to any conferences, events or live music shows? What websites do they hang out on?
What are their favourite brands?
What sort of music do they listen to?
Because if you know what brands they resonate with, the music they listen to, what books and magazines they read or which websites they frequent,
You can look at those brands, those websites and those magazines and you can get an insight into what appeals to your marketplace.
Because these big magazines, websites and brands, spend millions and millions of dollars on their market research.
So it’s a way for you to shortcut the process of dialling in the type of language they use to talk to their audiences, the type of offers they take to your audience, and then you can piggyback on that marketing.
Obviously, you’ll need to retweak it so that it suits your market, your business and brand.
And so the other one I look at is – who are their HEREOS and VILLIANS.
See, the fastest way to know or understand someone’s, core values is to understand the people in this world they look up to and the people that they detest or they look down upon.
And if you understand who the people are that inspire your avatar and who they are against, then you’ll get a quick insight who that person is and what drives them, what motivates.
And as the old saying goes – “The friend of my friend is my friend. And the enemy of my enemy is my friend.”
So if we can put ourselves in a position where we’re associating ourselves in the same vein as the people they look up to and disassociating ourselves from the people they don’t necessarily like, then all of a sudden, we’re going to build instant rapport with your customers.
Now, the next one is obviously objections to sale.
Really think about what their objections to the sale are. Don’t go half-hearted, really dial into what are all the objections.
And again, not the objections that they’re happy to tell you as to why they’re not buying your product.
What are the things your customers are saying in their head that they’re too embarrassed to say out loud to you,
…but it’s the REAL reason they won’t buy your product!
Write all these objections down, and you’ll be a lot closer to making more sales.
The last thing to consider – is what is their role in the purchase process?
Making sure you’re talking to the right person or if we are talking to the right person – do they need to speak to another person before they’re comfortable to make the purchase.
Once you sort of start to put all of this together, you start to get an idea as to who it is you’re targeting.
And so when you sit down and start crafting your marketing messages, it gives you the ability to sort of step into their world and start to understand how to talk to them on their level.
You’ll then know the language and dialogue which will resonate with your perfect target avatar, and you’ll have more of those people wanting to engage with you and go on to become leads and new sales as well.
And for a bit of extra homework,
Really think about what the big solution is you provide.
What’s the pain that they’re running from and what’s the pleasure that you’re providing?
What’s the BIG solution to the BIG problem you’re providing them?
And you can even go a step further by walking a day in the life of your client.
Understand what goes on in their day-to-day life from the minute they wake up to the last thought they have before bed.
Write down every step of the day – the challenges they face, the frustrations they have and take yourself out of your head.
The worst thing you can do as a marketer is to craft copy based on what you think and how you perceive your product or service.
Ultimately, you aren’t your customer. And so it’s essential you have the process and ability like this to be able to take yourself out of your head,
And put yourself in your customer mindset, this way you’re giving yourself the best chance of crafting a compelling marketing message that will resonate with your audience.
Understanding your market and the WHO your selling to is critical to your marketing success. I challenge you to sit down and put together your client avatar.