Part 3 of 4: Building your Avatar

Now you must build your avatar.

Only when you take the time to map out your exact avatar, should you advance with your product creation and marketing.

Don’t do ANYTHING until you have completed this.

And it makes sense, right?

To market a product or service correctly, the first thing you must do is get clear on WHO your ideal client is, where they are hanging out, what their challenges are.

But the impact of taking the time to create and find your avatar goes beyond just building a good program.

It’s going to stem into every inch of your marketing and sales, which we know is the driving force for improving your income.

You’ll know what blog posts, eBooks, and social media updates to publish that ensure your avatar takes notice.

You’ll learn where your ideal avatar hangs out, how to find them and what targeting options to use to get in front of them.

Your website, blogs, adverts and sales pages will improve because you know who you are writing to and in a way that compels your avatar to take action.

… and that’s just scratching the surface.

Any part of the marketing and sales process that “touches” the client (which is pretty much EVERYTHING) will improve when you get clear on your client avatar.

After all, it’s a person that buys our products and services.

It pays (quite literally) to get clear on the characteristics of that person, so you can find and present them with a message that moves them to action.

So let's freakin' dive in...

The 5 Avatar Components 

There are 5 major components to the client avatar.

Let’s make up an example avatar here together, shall we?

Meet Steve.

Let’s look at each component of the Avatar profile and fill them with our example, Steve.

#1 Goals & Values

You should begin with the goals and values of your ideal client.

Make note of the goals and values that are relevant to the products and services you want to offer.

Steve’s goals are to lose the stone in body fat he gained last year and to get his bench press to its former level of 100kg.

Steve’s values are that family comes first and that he fulfills the role of his job to his best ability. He also see’s himself as a leader and wants to instill that into his ten-year-old son.

#KNOWLEDGEBOMB

Based on this information we know already about Steve, a Facebook advert calling out“men who want to regain control of their body,” would be PERFECT.


That will get Steve’s attention.

#2 Sources of Information

This section is critical to determining the “where” of your client avatar.

You will determine the best places to advertise and the targeting options you’ll use to reach your avatar by listing their sources of information.

At this point it’s important to think about what else your avatar is seeing, hearing, reading and listening to.

Let’s map it out for Steve:

Books: High Performance Living by yours truly {grin}

Magazines: Men’s Health

Websites: Bodybuilding.com

Guru’s: Jamie Alderton 

Are you getting the picture?

#3 Demographic Information

Applying demographic information will bring your client avatar to life.

Demographic information like age, gender and location will give your persona a look and feel.

Let's do it for Steve…

Steve is 40 years old, married with two kids aged 8 and 10 and lives in Manchester, UK. He works as an engineer, in a project management role and earns £45,000 per year. He’s university educated and enjoys fly-fishing on a Sunday.

#4 Challenges & Pain Points

If your program or service can speak directly to your ideal client's pain points, it’s going to get a response, and they will likely take action on it.

For Steve, his challenges are:

#1. losing the body fat he is gaining each month slowly

#2. Finding time to get to the gym

#3. Staying up to date with the best nutrition and training advice to help him

#4. He feels alone in tackling this challenge

For Steve, his pain points are:

#1. His confidence is low because of how he looks

#2. He’s not getting any younger and feels the pressure

#3. He’s fears getting ill from poor health and not being able to support his family

#KNOWLEDGEBOMB

Previously we created an ad for “men who want to regain control of their body.”


Now we can take this a step further…


"Are you tired of gaining weight because you lack time to eat healthily and exercise regularly?


Then check out our Elite Body Program explicitly created for men who want to regain control of their body."


Now we’ve got Steve’s attention because it’s specific to one of his pain points and challenges.

#5 Objections

Why would your client avatar choose NOT to buy your product or service?

These are called “objections,” and they must be addressed in your marketing.

You must also determine your avatar’s role in the purchasing process.

Are they the primary decision maker?

Are they a decision influencer?

Understanding your ideal client's decision-making process is paramount to the success of your future marketing and sales campaigns.

So what would Steve’s objections to the sale be:

#1. Does this give him the flexibility to eat with his family at night

#2. How long will each of the training sessions be and how often

And his role in the purchasing process:

Steve is the decision maker and has the funds to buy an online program when he wants to. He’s not worried about the price point but does seek value from his purchases.

BOOM!

Now, remember back to the start when I stated:

You need to be able to answer the following two questions:

WHO do you want to serve?

HOW do you want to serve them?

We’ve just completed the WHO.

Congrats, nice work.

Next, I’m going to show you the HOW.

SUBTEXT

  • 1
    You must build an avatar to get clear on WHO your ideal client is, where they are hanging out and what their challenges are. 
  • 2
    The "secret sauce" to online marketing only happens once you get clear on your client avatar and start speaking directly to them.
  • 3
    You must not create a website or online program until you have mapped out the 5 avatar components for YOUR ideal client.