WHO Are You Marketing To? Welcome To Your Client Avatar!
Last Update: Feb 23, 2019
You might have asked yourself:
Can I create a business in which I like most of the people I'm doing business with?
The short answer is: Yes.
That's what WA was created for and why Kyle's training goes into depth when it comes to niche selection. That's also why you want to choose a niche that you have at the very least an interest in, or even better you're passionate about.
Kyle covered the "ideal customer" in his training quite a bit, but I would like to take the concept of the client avatar a step further.
The Big Picture
I suggested in my last blog article here at WA to (re-)decide on your own vital few. The question "What Do YOU Want To Go Big On?" was covered in a broad but highly important context of prioritizing your life goals.
We could call it the "strategy" level to be operating at our highest point of contribution in the big picture.
But how would this look like on a more zoomed in, "tactical" level?
Macro Patience & Micro Speed
When it comes to our websites and online projects, it's just too easy to get lost and distracted:
We do our keyword research, we write blog article after blog article and need a lot of patience in the process.
"Most people overestimate what they can do in 1 year and underestimate what they can do in 10 years” - Bill Gates
We hear Gary Vaynerchuk's message of "micro speed & macro patience" and think to ourselves: Easier said than done, but I want to reach my goals so I need to get back to work...
But Let's Stop For A Second Here. Who Are We Actually Trying To Help?
Again, it's easy to get lost and forget for who exactly we are creating our content.
Here are a couple of questions we should answer about the people we're serving with our products and services. This will help us tremendously with our message to our niche market.
- How old are they?
- Relationship status? Family?
- Do they have pets?
- A car? Two cars?
- What's the age of the cars they own?
- Where do they live?
- What's their household income roughly?
- What's their level of education?
- How does their employment situation look like? Occupation? Job title?
- What books do they read?
- What blogs do they read, what podcasts to they listen to?
- Who do they follow online? How do they follow them / which platform?
- What hobbies do they have?
- What's their lifestyle?
- What attitude do they have, what's their outlook on life?
- What keeps them up at night, worrying, staring at the ceiling?
- What worries them, what's their PAIN, what's their FRUSTRATION?
- What are they AFRAID of? What do they FEAR?
- What is their SINGLE BIGGEST PROBLEM that you can solve?
- What are their TOP 3 DAILY FRUSTRATIONS?
- What do they secretly, privately DESIRE the most?
- What is their current situation, what is their desired situation?
Another quick exercise might help as well:
" If I could just __________ then __________ "
And more related to the market and your competition:
- Who else is selling something similar to them, and how?
- Has somebody else tried selling them something similar and why did it fail?
- What is it about your product or service that matters to the person?
- How does it solve a need, make them feel good or ease a pain?
- How can we better their lives with our products and services?
Related to the important factor of timing:
- WHEN are people who fit this client avatar / profile most likely to be influenced by our message?
- WHEN do they really want to hear (more) about our products and services?
As a member of WA you shouldn't be worried too much about the timing aspect, because your content gets very likely to the attention of your potential client in the exact moment he needs it the most, as he just typed in the keyword you're targeting with your article.
That's one of the beauties of search / organic traffic.
I hope this short post helped you get a much better idea of the people you're serving on a daily basis.
PS: To be honest, I didn't write this article with the intention to become super popular but to have a reference that I can simply point to everytime a client has questions regarding this topic and everytime I enter a new niche.
PPS: If you like what you read or have questions or remarks, please comment below! Thank you!
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