Having it very clear in your mind who your ideal client is will prove invaluable in your business. And I want to help you identify your London.
What? Who the heck is London?
London is my personal client avatar, yes she and he (I have two versions) has a full persona, almost like an imaginary friend – but not!
Here’s the deal…
In the excitement of building our businesses, we rarely take time to get to know who our perfect buyer is. And, when I say ‘get to know’, I mean on a deep level. Often our thought process goes a little something like this:
* Wow that’s a really irritating issue that needs to be solved
* Hmm, I’m sure there are loads of people struggling with this same problem (you likely have at some point or another too)
* Well I figured it out/it doesn’t seem that complicated, I can start a business and offer the solution
* BOOM, I can’t believe I’m going to have a wildly successful business
Okay, maybe you gave it a little more thought than that, but you’d really be surprised how many people jump in feet first. For some people (a very small minority) the chips may just fall in all the right places. But for everyone else, everything they do in their business is going to be a struggle. Why? Quite simply because they have no clue who they are trying to reach, engage with, market to and convert.
Why does it matter?
To be an entrepreneur you need to be strategic.
Every strategy I create in my business starts with me thinking about who it is I need to focus my energy on for it to be a worthwhile endeavour. If you don’t believe me, take a look at my workbooks or ask one of my clients because that’s where I start with them too.
There is no worth doing something if it’s not going to yield results and if you want to give yourself the best shot at success you need to be prepared, right?
Let’s look at it this way. You run a wedding planning business and you have decided to run a digital marketing campaign which features paid elements, FB ads for instance. Great, FB has some great targeting features. You’re fairly certain your ideal client is female, living in the UK, engaged, probably earning £40k plus. Good start, but what is she interested in, what are her hobbies, which magazines does she read, what are her guilty pleasures, what keeps her up at night?
You see you can go so much deeper than just the general assumptions. And, having all of this clear in your mind is going to serve you. It’s going to stop you from wasting a shed load of money on paid ads, that are never going to reach the people who actually want your solution.
So how do you create a client avatar?
1. Outline their demographics:
This is a great starting point, but that’s all it is – a starting point. You will need to dive in much deeper than this, otherwise you will be left with a list of statistics that you can’t really do anything with.
Things to consider include:
* Marital Status
* Income (Household)
* Children / No Children
* Employment or Business (Title or Position)
* Own Home / Rent
2. Outline their psychographics:
Now it is time to get to know your client avatar more intimately. In the way you would get to know a great friend.
Things to consider include:
* What do they do in their spare time? (Hobbies, Interests)
* What does their moral compass look like? (what they stand for or against)
* What Blogs/Magazines/YouTube channel/experts or books do they watch, read or follow? What does he/she Google?
* What is their attitude or stance towards life?
* What do they relate to?
* What has been their life experiences(s)?
* What type of personality do they have?
* What are their buying triggers?
* What are their buying objections?
3. Delve into their Motivations/Pain Points
Think about what makes your client avatar tick. This is going to help you create meaningful and targeted content.
Things to consider include:
* What are their secret desires?
* What do they think about?
* What are their guilty pleasures?
* What keeps them up at night?
* What matters most to them?
* What primary emotion or set of emotions do they feel right at that very moment they’re going to buy your product or service?
* What do they dream of…fear…need…. or despise….?
* What would make him/her feel accomplished and successful?
* What do they pay good money for?
* How do you fit into the picture?
* What is their real challenge (that they don’t know about)?
* How do you solve those issues or relieve their pain?
4. Figure out how to reach them
Knowing where to find your client avatar is half of the battle, especially when it comes to marketing.
* Are they hanging out on social media? Which platforms? Which groups?
* Will you find them in person, at a networking event or other?
* How do they like to consume content, i.e. blogs, podcasts, video etc.?
* Who are the other influencers in this space? Can you tap into their audiences?
5. Have a bit of fun and give them a persona
Bring your avatar to life.
* Name your avatar(s)
* Find a picture online that embodies their persona
* Step into the shoes of your avatar and write a diary entry entry touching on some to the earlier points identified.
I alluded to the fact that I have more than one client avatar and it is totally cool to do this. Depending on your business model you may want to segment your products or services and create avatars for each, or you may just want to differentiate avatars by gender. Do whatever works for you, but don’t get carried away. Remember the aim of the game is to know exactly who your audience or ideal client is. Trying to cater to too many people will render your efforts worthless.
If you find yourself struggling to really pin down all of the specific details that shape your client avatar you can carry out surveys or interview people from your ideal market.
Your client avatar(s) will pop up repeatedly in your business, from designing your website through to running successful digital marketing campaigns. It’s for this very reason, you need to be clear from the offset about who your avatar is and who they aren’t. You may even find it helpful to create an avatar that depicts everything you are not looking for in a client, to give you some clarity.
So, why don’t you spend some time crafting your client avatar now? I have even created a workbook to help you with the process. Yippee!
When you’re done, comment below with your client avatar name and one feature from each section.
If you have any questions, hit me up in the comments and I will get right back at you!