Customer Avatar: PEOPLE-
PRODUCT FIT ANALYSIS.
What product or service are offering?
Who exactly is your market?
Refer to your ideal customer avatar when you are writing content for your
products and services.
Step 1: Choose an Existing Customer
Choice Criteria
1. High customer lifetime value (CLV).
2. More likely to order more in the front end.
3. Customers who are influential.
4. Optional: Customers who are easiest to serve.
5. Competitors target audience.
Step 2: Write Down Their Demographic Information
Focus on the important demographic information that might help you in your targeting
later.
1. Location
2. Age
3. Gender
4. Marital Status
5. Income
6. Occupation
7. Education
8. Race
9. Religion
10. Children
Step 3: Write Down Their Psychographic Information.
It’s important to understand what goes through the mind of the market we’re going after.
1. Brands: What are the well-known brands they tend to follow or trust? You can include brands of
competitors and alternatives here.
Include brands that might not be related to your product or service, but might be
serving the same market.
2. Aspirations: Hope or ambition for achieving something. Usually long term than a “want”.
Ask yourself: If your ideal customer could have anything they want with a wave of
a magic wand, what would they ask for?
3. Hobbies: Things they do in their free time.
4. Ideals/Values: This is a chance to go a little deeper into your customer and what is important to
them.
The idea is to uncover these values and craft content and ads that are aligned with
these values later. For example, if family is an important value for Rebecca (our
customer avatar), we might talk about how one of the benefits of losing weight
naturally using probiotics is to be able to have the energy and vitality to do
enjoyable activities with your family.
Step 4: Write Down Your Ideal Customer’s Goals and Challenges
“We are all driven by pain or pleasure.” Tony Robbins
If you want your target market to respond to your ads, you need to talk about the
pains they’re experiencing or the pleasure they are seeking through your solution.
1. Goals: What your market wants to achieve through your solution
Write down exactly what your market wants to achieve through your solution.
Write down as many goals as possible that relates to your product or service.
Use these goals to come out with more angles that will help you write content.
2. Challenges: The problems they are facing that doesn’t allow them to solve their
problem.
Could include worries, anxieties, frustrations and problems they are
facing that are related to your product or service.
Describe in as much as possible what are the possible pain and
challenges, they might be facing.
Useful in creating interest and desire in your solution.
For Example: Spent her life dieting but never to achieve her weight loss goals.
Excited about latest diet or weight loss program only to “fizz out”
Step 5: Write Down Their Details About Their Day to Day Living Environment Related to Your Product or
Service
Why this is important.
1. It makes it easier for you to relate to the audience by talking about the things they see,
hear or experience on a day to day basis.
2. It makes it easier for your team and yourself to see the world from their point of view,
this helps develop empathy for the customer your targeting and improves the way you
market and communicate.
Describe their typical day.
1.What do they do when they get up?
2.Where do they usually go?
3.What do they experience at work?
4.Who are the people they interact with?
5.What are some of the triggers that might cause them to think about their current pains
Step 6: Write Down the Behaviors They Exhibit Related to Your Product or Service.
Behaviors: Instead of focusing on what’s going on in their Mind, we want to focus on what
they are DOING. This makes it easier for us to find possible interests /keywords we can
target.
BEHAVIOURS TO LOOK AT. The important thing is not to limit yourself to the list you’re
given. You might find more categories of behaviors as you do your research.
1.Products purchased.
2.Shops purchased from.
3.Blogs and Websites they visit often.
4.Places they like to go.
5.Experts they follow.
If you want to look at blog and websites, you can check out Similar Web
(https://www.similarweb.com). You can research on websites of competitors that
target the same audience and find out what other websites they visit.
Step 7: Write Down Quotes and Objections That Might Come Up.
What kind of role does quotes and objections play in developing the customer
avatar?
1. It allows you to actually “hear” what your customers might say or what is
going through their minds when they are considering your product or service.
Address these in your ad copy or content creation.
For example, if I know one of the objections is “Can I Trust this BRAND?”
We can include CREDIBILITY BUILDERS such as Testimonials and
Endorsements in the AD or content or Landing page itself.
2. It allows you to pick up NUANCES in the way they Speak- One of the proven
ways to write compelling advertising copy and content is to write your ads is
to use the same language and speech patterns as your target market. Pick up
quite a few quotes and objections from Facebook groups and forums like
Quora (http://quora.com). Look at the questions they are asking and answers
given by the members in the group or forums. For example, if I’m selling
probiotics and I do a search on Quora, I can see a list of possible questions
your customers might ask about.
If you have an online support ticket or chat, look through the past
tickets and submissions and “copy and paste” the questions into your
website.
OBJECTIONS
1.
2.
3.
4.
5.
6.
Step 8: Verify Your Customer Avatar.
Some of the information might be repetitive and some of it might not
make any sense on your second review.
That’s perfectly fine. There is no such things as a perfect ideal
customer avatar. And chances are, you’ll always be refining the
avatar every few months.
You can have as many customer avatars as possible for different
customer segment.
What’s Next?
REVISE INSIGHTS AND EXECUTION.
Translate the customer avatar information into your content,
advertising strategy and copy.
