No, this has nothing to do with the block buster movie avatar and everything to do with your end customer. Your customer or client or patient avatar (depending what profession your in) is a vivid description of who your ideal person is you want to sell your products or services to. You might be thinking, why would I want to limit myself to only one type of person when I could cast a wider net? The reason you want to focus on a specific type of person is congruency. You want to speak their language so they feel an emotional connection towards what you are offering them. In this post I’ll give you some good tips for identifying your customer avatar.
Let’s take a plastic surgeon for example that provides beauty enhancement procedures. We want to reverse engineer the process for best results.
What Is Their End Goal?
The surgeon would want to know not just what their patient wants to look like, but what they want to feel like. Nobody gets plastic surgery to stay at home behind closed doors. They want to be viewed as beautiful and loved by friends, family and strangers that could become relationships. When it really comes down to it…they want to be loved.
What Causes Them Pain and Struggle?
Anyone wanting to improve their face through plastic surgery has some form of emotional pain. Most commonly this is a feeling of inferiority which makes them feel less worthy in comparison to those they admire. This emotional pain is what lead them to considering plastic surgery in the first place. If they feel that the surgeon can relieve this pain they will most likely give them their business.
What is Getting In The Way?
There are many things that block people from making a buying decision, the most common being money and lack of confidence that they will get what they want. As for out surgeon example, displaying lots of before and after images of previous clients is very powerful. By allowing the potential patient to see previous results, they are able internally see them themselves getting the same results. Even if someone says they don’t have the money at first, if they get a strong enough desire for the result they will find a way to come up with the money.
When creating you customer avatar, remember that the desire to be loved is the strongest human desire. Whether we wan’t a better face, teeth, body, house, career or anything else…it all comes down for a desire to be loved. Find out what will make your ideal customer, client or patient feel loved and you will find it much easier to sell to them. For a more in depth worksheet your can check out Digital Marketer and the video below by Eben Pagan is very helpful as well.