Christmas and New Year’s marketing | Chantal Gerardy

Workshopping your client Avatars / Buyer Personas

All about Avatars!

You should have multiple avatars. I’ve got my avatar for people who do my group programs and do online workshops and my online program. And generally, they are start-up businesses that don’t have a massive income to be investing thousands on one on one coaching. And then I have my avatar for those who like one on one coaching, they like accountability, they’ve perhaps been in business for a while they’ve got a bit more money and understand the value of investing money in themselves. And their mindset is at a different level too.

But, within those avatars, there’s a lot of similarities and it’s very important to come up with what those similarities are. That way, when you are pitching, or when you are creating content, that’s the type of stuff that will do well. For me, its people who want to invest in themselves and the ability to do Facebook better. It’s for those who don’t want to gamble away their hard-earned money on Facebook advertising, or,  they don’t have the funds to outsource to somebody else. Or perhaps they’ve got a team in place, who’s arranging the social media, they just don’t have a strategy. So you want to find the general common denominators between all your avatars that you can come up with.

Here is my list of thing to take into account when developing your avatar:
  • Think about your desirable offer. It’s a lot easier if you focus on one offer – and make it something you enjoy doing. Perhaps its a program or package where you make a decent amount of money and that you’re comfortable and happy with and the customer is going to walk away completely satisfied and happy with that offer. If your desirable offer covers those bases then it’s a win-win for both of you.
  • Gender? what is the gender of your ideal client?  I can tell you now that mine is female, and yet look how many Mad Men I have on here today, you will always catch the outsider. The reason I say females is because females are more active on social media. So that’s the other thing you have to think about. Who is the person that is doing the searching? It’s generally a male who owns a company but it’s the female who is generally tasked with the job of doing social media.
  • Age.  I want you to try and knock it down to a 10-year window. So 40 to 50 or 25 to 35. Mine is females between the ages of 40 and 50. 
  • Marital status. Are they married? Are they single?
  • Do they have children? Yes or no? If so, how many children? And what age bracket?
  • Where do they live? Are they location dependent? What area? Remember, you are stronger in a closer demographic or a closer-knit area, then trying to reach everyone.
  • What is their occupation? What is the job title? What is the annual income? Now, this one’s pretty important because I don’t want you to go too big with it. But they have to be able to afford you.  Be realistic. They need to be able to afford you. 
  • Education, what level are they at?
  • Five things that they like?
  • Think of five dislikes?
  • What are their favourite brands?
  • Try and name five things that you think they would be searching for online?
  • Do they look at magazines? if so, what would they be looking at?
  • Three gurus, not your gurus, their gurus, who do they follow or admire? The more specific you can be the better.
  • What do they do on social media? Where do they hang out on social media? How often do you think they’re on there? When do they check? What are they looking at? Do they have their own pages? Do they have their own groups? Are they looking in their own groups? How do they use social media? Do they just use social media to buy? Do they go into marketplace? Do they just go looking in groups or posting in groups? 
  • Jot down what you think their personal goals are? Try and come up with 3 goals.  Is it to lose weight? To have more time?  More time with the family?  To travel more?
  • Their business goals,  what would they be?
  • Family. Are they family people? How does that look? What does that look like? Are they involved with their kids?  Not involved? Do they do things together as a family or do they just wish they did more stuff together as a family? How do you think they would like their family life to look like?
  • What are they interested in?  The common ones are food, wine and dogs.
  • Do they have hobbies? Running, watching sport, scrapbooking etc.
  • What do you think they need?  Keep in mind that what you think they need and what they think they need are two different things. Marketing is about giving them what they think that they need.
  • Are they looking for something?
  • Do they have regrets?
  • Aspirations. What are their aspirations? Their dreams? What are they longing for?
  • Pain. What is their pain? What pains them? What is the biggest problem they face? Pain and problem are really super important. Because usually, the most compelling way to get a to get somebody to buy something is by the pain and the problem that they’re feeling while identifying with it.
  • What are they worried about?  
  • How are they feeling right now? In social media land? On a day to day basis? How do they feel?
  • What do they spend money on?
  • Are they active or non-active? Where they active but not active anymore? Have they let themselves go?  Are they too busy? Are they obsessive?
  • What are they thinking before they buy your product?  When they pick up that phone or book that discovery call, like, what are they thinking?

Now go through the process of jotting down all these things for each of your avatars and then cross-check them to find the common ones and that should help you to come up with the language that you’re going to use to present your desirable offer to them. You know who you are talking to now if you know where they’re hanging out on Facebook, and if you know how to connect with them, and show interest in them then it’s a win-win.

That’s how we get create compelling content that converts.

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