Creating an avatar helps many areas of your marketing and sales.  It helps you market to the right people.  It helps keep you clear in your sales messages. And it helps you make products that your audience actually want.

This follows on from our last topic, where we talked about your niche.  Your Avatar – or ideal customer/market – is a refinement of your niche.  We move from “what part of the market do I want to serve?” to “who are the people in that part of the market?”  Those people form your Avatar.

An avatar is entirely fictitious, but defining your ideal audience is the real objective.  It’s an opportunity to establish some very precise needs or desires of potential customers. In creating a specific outline of our audience, we find valuable insights to use in our sales, advertising, and marketing.

While having an excellent product is necessary, you need an audience in order to generate any interest or sales.

 

Avatars and Nurturing Relationships 

As mentioned above, the avatar is a fictitious character but the story of this individual can help finely tune your message.  Who are you talking with?  What do they need?  What motivates them?

In fact, creating an avatar is so specific that businesses make every attempt to humanize this character. For this reason, avatars are provided with a name and an animated head-shot which are intended to serve as a representative of the overall target market. With this in mind, referring to an avatar is extremely useful. After all, when a business is crafting a product, service or a particular message, rhetorical questions can be posed to these avatars in order to provide more clarity in the decision making process.

For example, “how might Philippa the photographer react to our latest announcement?” or “will Adriana be more likely to want this product in green, or in black?”

With a clear idea of Philippa or Adriana’s characteristics and traits, businesses can anticipate a possible response from an audience.

Importantly, this kind of indication goes far beyond any statistics or historical data. In fact, studying statistics can only determine a probability based on the past, whereas creating an avatar can offer an insight into how an audience might feel in the present moment and current environment.

In short, an Avatar helps by…

The more you understand your avatars, the easier it is to create content for them – be that lead generation content, sales copy, or even a new product line.  Philippa the Professional Photographer probably isn’t going to download “A beginners guide to choosing a camera.”  But she might be interested in “4 underused ways to promote your studio.

 

Identifying Niche and Concentrating Efforts

That being said, the avatar is merely an example and a tool.  The greater objective is to identify your ideal audience. As we know, fine tuning this audience can evoke a much more powerful response from a specific niche, as opposed to an uninspiring reaction from a broader industry.  (We talked about this in recent posts about niching.)

It also helps you to avoid spreading your effort thinly across too many demographics or interests.  There is nothing wrong with targeting more than one avatar, but avoid the temptation to define too many customer profiles.  Don’t go back to “sell everything, to everyone”!

Start with a single, well-defined avatar.  Then add more as needed, if needed.  It’s best to get one clear, rather than have 5 murky avatars.  After all, a murky avatar isn’t an avatar.

Identifying the most relevant niche in a wider target market is an opportunity to increase the likelihood of response from potential customers. It’s also critical to almost every other aspect of the business, not the least of which is marketing, advertising and sales.

 

In our next topic, we’ll look more at the how.  What is the process of identifying your avatar and (figuratively) pinning them down?