Hey As an entrepreneur, it is important to nail down who your products and services are for early on. Many will decide on a target market and simply move on. The problem with this is that it can be difficult to sell to an entire market. For example, let’s say your target market is engaged couples ages 20-29 and your business is Pipe and Drape. This means that the majority of your advertisements and marketing campaigns will be centered around weddings of young couples. However, there are lots of details such as color schemes, tones, income, and their personal style that aren’t nailed down by saying “engaged couples ages 20-29”. This is where a client avatar comes to the rescue! A client avatar is a fictional person who emodies your ideal customer. When creating campaigns, new packages, advertisements, etc., you are essentially creating it for that avatar. If you don’t think that this is necessary, check out these top 3 reasons to sit down and create your client avatar.
1. If you market to everyone, no one will listen.
Head A super common mistake made by business owners is to be under the misconception that their product/service is for everyone and therefore they try to market to everyone. Here’s why this is a problem. If you make broad campaigns that are targeted towards everyone on earth, they will not resonate with anyone on earth. For example, let’s say you are creating a makeup ad and decide to use a middle-aged model for your Nickelodeon inspired eye shadow palette. This messy mixing of trends and audiences is a surefire way to waste your money. (A better idea would be to use a younger model to cater to a younger audience.) By creating a client avatar, you avoid casting too wide of a net and in turn make more genuine connections with customers.
2. When a customer feels important, they will be loyal.
It may come as a no-brainer, but a happy customer is a loyal customer. When you create a client avatar, even though not all of your happy customers fit the exact parameters, those who fit some will feel that your brand is made for them. If every aspect of your customer experience is some will feel that your brand is tailored for them. If every aspect of your customer experience is based on your client avatar, customers who are similar to your avatar will be happy every step of the way. Some aspects to tailor to your avatar are your website, packaging, customer service dialogue, email blast, and marketing campaigns.
3. You can streamline your process and stop wasting time.
Even When it comes to having a business, creativity is key. You’ll need to create advertisements, products, services, packages, discounts, etc. If you have a specific client avatar, you can keep them in mind when creating everything. This would automatically ensure that each piece fits together, has the same tone, and targets the same people. If you don’t keep the same customers in mind when creating all of your materials, you’ll waste time and money.
Let’s face it, no matter how amazing your business is…it is not perfect for everyone! By creating a client avatar, you are imagining your perfect customer. Ask yourself who is the ideal candidate that would love everything that your company is about. Get creative! Some companies even name their client avatar and keep their profile pinned on their bulletin board. After making every business decision, consider the input of your new imaginary friend! Would they love the new product you have introduced? Would you avatar be willing to pay your prices now that you have raised them? By using this tool, you will be able to narrow down your marketing campaigns, create loyal customers and streamline your processes.
If you found these tips helpful and would love more tips, tricks and resources, join my private Facebook Group over at The Posh Academy Pipe & drape Learning Community and log in every Wednesday for LIVE videos on my business strategies, Pipe & drape techniques and more.
[…] Reply in a tone similar to how you think your client avatar would speak and/or would want to be spoken to. If you haven’t created a client avatar, click here to learn about why you should! […]