Who’s Your Customer Avatar?
It’s not some hush-hush secret that your marketing content, blogs, white papers, and website messaging needs to focus on the audience.
But there’s a problem with the word audience.
It means that there’s more than one person to whom your content caters. And, well, that in and of itself is a good thing.
After all, unless you had one majorly high-paying corporate contract, having only one client would lead to fewer work hours, and fewer dollars, too.
And that, my friends, would be a real bummer.
There’s an important reason why I’ve spent this time dissecting the simple, no-brainer concept of an audience. If you construct your content in a way that’s geared toward more than one person, you’re actually making a big whoopsie.
Even though your blog, website, and overall Internet presence may attract thousands, that crowd will dwindle if your content isn’t specified on the individual level.
Here’s my point: it’s never a good idea to create content for an audience or a crowd. Instead put the focus on only one person. That way, a particular audience member will think, “Hey, this person really gets me.” And when those feelings come about, that’s when contracts get signed.
But, it’s not so easy. If you’ve been doing this whole entrepreneur thing for a little while now, chances are that you’ve collected more than one email on your marketing list. You’ve signed more than one contract, worked on more than one project.
With that fact in tow, how is it even possible that you could whittle your content to fit the needs of only one person?
I’ll answer that question with a question…
Who is your customer avatar?
OK, you’ve probably been there before. There’s a good chance that you’ve written about your target market in your mission statement. Well, that’s fine and dandy, but that’s only one step to figuring out who is this one customer avatar.
Let’s say you run a consulting service for dog trainers who want to grow a client list, and form a business that allows them to teach Rover to sit while getting paid to do so.
But that’s a description of a target market, not a customer avatar. And when it comes to your content marketing, you’ll miss the mark if you create for an audience instead of an individual.
Your customer avatar is actually George.
George grew up in the same town you did. His parents struggled to squeeze into the middle class, even though they always kept their heads above water. George likes to eat tomato sandwiches, drink light roast coffees, and his favorite painter is Claude Monet.
Life isn’t always easy for George. But one thing remains true: his dog is always there for him. When he gets home from his 9-to-5, soul-sucking corporate job, George comes home to a few licks in the face and a game of fetch. It makes all the crap he puts up with worth it.
George has always wanted to make a living hanging out with his canine friends. It’s just that he thought it was impossible, until one day he ran across your website while doing some random Googling.
Your business was George’s saving grace.
You wrote content that showed him how to file his taxes as a small business owner, how to market his lifelong experience with training dogs, and how to communicate with his prospective customer base.
And that’s why George is your customer avatar, which is not even remotely the same thing as a target market. So are you writing content for George, or a group of people?
If you chose the second option, you’re missing out. Just write content for George—or whomever represents your customer avatar—and you’ll find that the content you offer will stretch a whole lot further.
Tell me about your customer avatar in the comments below!