What is an avatar? Your avatar is your ideal client, the average person that you offer advice to, who is happy to take your advice, pay for your advice, introduce others to receive your advice – they see you as the perfect person to solve their problem.
They will remain a client, see you as their trusted adviser and happy to spend more money with you over time.
This avatar is the person you should always do business with. However, before you rush into developing marketing collateral and so forth you need to create a story, become a character, deliver relevant up to date information [content] and become their trusted adviser.
To do this, you have to know them.
Who is your ideal client? Grab a pen now and write down a real description about them. Pretend they are sitting across from you now. What do they like? What is their income? How do they make decisions? Who do they trust and why? What job do they have? Where do they take holidays? Kids or no kids?
What is causing them pain? What is their biggest problem?
What do you have that will solve their problem? Is it a system they can follow? Is it a comprehensive plan to take them from A to B?
What are their fears? What frustrates them? How do they perceive financial advice?
Tip – the biggest thing people usually want comes in the form of emotions and experiences – the more you can focus on this, the better your marketing communications will be.
For example, what would happen to them/how would they feel, if they got their deepest desire?
Try filling out the blanks below to see how well you know your ideal client – a great exercise to complete as a business.
Hi, [their name], I know it’s not easy being a [their age] year old [gender] and [their identifying trait] who is trying to [their desired outcome] especially when you’re busy working as a [job]. When you think about [their problem], it can seem overwhelming and out of reach. I would like to take a minute to let you know that your biggest desire can be achieved. Achieving [their greatest desire] isn’t easy for many, but we’ve been able to help people just like you by [state how you solve their problem].
Once you know your avatar, you can start to create relevant information that will matter to them rather than shooting from the hip and hoping your marketing sticks!
If you are looking for help in attracting more of your ideal client, feel free to contact me and learn how I can help you.
rachel@srscc.com.au
