If you try to sell to everyone, you’ll
end up selling to no one… So how do you create that perfect persona
that represents your target audience? Keep watching ‘cause I’m going to show
you how… Hey guys, it’s Alex, back at ya with another
tutorial to help you create more connection and conversions with your copywriting. If you’re new to the crew, click subscribe
below to get a new video from me every single week! And hit that little bell icon to be notified
as soon as my next video goes live! To everybody else, welcome back! As you know, in my video last week I shared
the 5 stages of market sophistication. If you haven’t watched that video yet, no
worries you can do that right here. And today we’re continuing on with the second
part of this little mini-series on How To Speak To Your Target Audience. Obviously an important step in speaking to
your target audience is actually knowing WHO in the heck they are. Which is why defining and profiling your customer
avatar is such a powerful exercise. Your Customer Avatar is a fictitious character
who represents your ideal CUSTOMER. Your Customer Avatar is not a general audience
or target market, it is an INDIVIDUAL. One person with a clear set of fears, pains,
desires and dreams. You want to give your Customer Avatar a name,
age, family, and a story. And the clearer and more specific you can
be about WHO this person is, the more effective your marketing and messaging will be. Now whether you’re doing this for the first
time, or revisiting your messaging as your audience evolves, this process will help you
better understand what your customers want from your brand, what motivates them to buy,
how they compare and choose products, and what kind of offer would they find the most
compelling. So in this tutorial, I’m taking you through
my super simple 3-step Customer Avatar Exercise, and at the end of this video, I’ll tell
you where you can get my Worksheet that you download can refer to anytime you need to
go through this process with your clients or businesses. Step number 1. Create Your Customer Avatar Profile The easiest way to narrow down your target
audience and gauge their specific goals and motivations, is to start with their demographic
traits. This is where you identify essential information
to locate the “bigger pool” that your avatar belongs to. So if you’re copywriting for an existing
brand, you want to think about how to make your messaging appeal to the current target
audience you have… And you should already have access to this
demographic information through your audience analytics. If you’re writing for a brand new audience,
you’ll want to spend some time thinking about how you can make your messaging attract
the ideal target audience. So, let’s get started with the basics. For your Customer Avatar, you’ll want to
identify… Age Or age range. If it helps, you can also go by generation. I mean, your Baby Z slang aint gonna fly with
the Baby Boomer! Next, you want to identify their Sex
Location Education Level
Relationship Status Occupation. Here you can choose to pick a generic role,
level, or classification that you believe sums up the kind of career that your avatar
would have. Also, Income. AND Household Size. This is important if your product or service
targets a customer who is providing for their family or spouse. OK, now that you got the demographics nailed
down, we can move on to their Psychographic traits. These are the traits that help you dig deeper
into understanding what drives your customer’s buying behaviour based on the following questions:
What are their interests? Is it entrepreneurship? Are they a foodie? Do they love films, and if so — what kind
of films? What is their lifestyle like? Do they only eat organic? Do they have a high-stress job? Do they work out three times a week? What are their core values? Do they care about integrity? Transparency? Diversity? By defining their values, you’re also defining
yours. What are their personal goals? Is it to be at their healthiest? To generate more wealth? To look good naked? These can be big end-type goals or smaller
short term ones. What causes matter to them? What movements do they support? This is a key consideration to understanding
what kind of brand messaging would appeal to your customer avatar. And, lastly, what brands do they use? Now, these brands don’t have to include
your competition, although it would be beneficial to know that. But identifying the kinds of brands that your
avatar uses is a great reference point to guide your marketing. And of course, you can always expand this
step further with more questions and elements based on your particular product or service. Okay, next up… Step number 2. Illustrate Their Pain Points
So before you know how to help your Customer Avatar, you need to know what they’re struggling
with. So the next step in this exercise is to create
a list of 4-5 relatable and believable challenges that your avatar is likely experiencing… Based on the profile you just created. The goal of this step is to help you understand
how to tap into your Avatar’s greatest pain points so you can communicate with empathy
and create emotional resonance in your copy… You can complete this step in the form of
a story, common statistics or facts, or actual feedback from previous customers! For example: A Customer Avatar for a business
like HelloFresh, the meal-kit delivery service, might have a challenge like this: “I feel guilty when I don’t have time
to cook healthy meals for my family. I often order takeout because I’m always
so exhausted after work.” Another example would be Glossier, a skincare
cosmetics brand that embraces natural beauty and minimal makeup. Their Avatar may feel like this… “I have a difficult time finding beautiful
makeup that takes under 10 minutes to put on. I head straight to work from spin class and
I do not have an hour to spend in the bathroom ” You get the idea… Alright, now that you have your Avatar’s
pain points and challenges listed down, it’s time to move on to step 3… Flip The Script To Juicy Benefits This final part of the exercise will help
you clearly identify the goals and results your Avatar would likely want to receive from
your product or brand so you can communicate your unique sales proposition in a highly
value-driven way. To do this, imagine the ideal scenario or
outcome that is the exact opposite of each of the challenges you’ve just illustrated. What would they want to experience instead
of those pain points, and how would they want to feel? So let’s use the same brand examples that
I used earlier. For HelloFresh, you could flip the script
from “I feel guilty and exhausted” to: ”I now have regular quality time with my
family over dinner without having to stress about what to cook or what to buy.” For Glossier, the script could go from “I
have a difficult time finding quick, and beautiful makeup” to: “I only need 10 minutes to look fabulous
after hitting the gym…” And there you have it! You now have your customer avatar profile
complete with their pain points and personal goals. Alright, now it’s time for my favorite part! It’s time to give your little baby Customer
Avatar a name! Who did you guys come up with? Share your Customer Avatar names below just
for fun! And, you can even take it one step further
and give your avatar a face! Since it’s for internal use, there’s really
no harm in finding a random photo of someone online who best represents your avatar. Or maybe even it’s even someone you know! This exercise is a great starting point to
set you off on your marketing campaigns with clarity and direction. And, to get your Customer Avatar Worksheet
that walks you through this entire process, step by step, click the link in the description
below and I’ll send it to you right away. K guys give me a thumbs up below if you found
this video helpful! Here are some videos for you to check out
next. I will see you next time… Until then, have a great week. Thanks for watching! Ciao for now!

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Methew Wade

4 thoughts on “Customer Avatar Exercise: How To Speak To Your Target Market”

  1. Hey, I know that this is a bit strange question.
    But could you possibly give tips/vids on how to find a specific copywriting mentor? Or perhaps how to approach him or her?

  2. i want to start my journey in copywriting can u help, and i wanna know about you who motivate you where and when?

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