Now, about that avatar…
Updated: Feb 4
No idea what I’m referring to? Well, listen up, because I’ve got a lot to say…
What I mean by avatar is your customer, client avatar. Specifically…
A customer profile or buying persona, that is your ideal person or business you want to sell your products or services to. Once you - or your copywriter/marketer– have done the research and collected enough information about your market and whom to target, you can begin to think about your perfect customer avatar.
Your ideal customer has habits, questions, challenges, desires and a particular appearance. Figuring out your perfect client is vital in marketing your product or service. You must speak to them and empathize with them, the individual and, in some cases, the business on a very personal level.
The idea that your product or service speaks to everyone is not going to cut it, I’m afraid. This type of marketing never works. You absolutely need to know, specifically, the kind of customer you are talking to. No question about it.
If you try targeting EVERYONE, it’s like Russian Roulette. You throw it out there and see which of them will stick. But that’s not what you want. And that’s not how your brand will thrive. So…
Give them a name and a face. Have the creative team/designers work on the face after everyone’s agreed to whom it is we’re talking about.
The specific questions you need to be finding the answers to are these:
What values or goals does my customer have?
What are their pain points or challenges?
What types of objections might they have?
How old are they?
What is their gender?
Where do they live?
What are their occupations/hobbies?
How much do they earn?
Where do they post about your product or service?
What’s their level of education?
What sources of information do they use?
Now you may be thinking… THAT is a lot of work! Yes, yes it is. And if a company has not established their customer avatar, this is where the copywriter comes in. You see, we copywriters don’t just write words, we strategize and support you with your marketing strategy.
We take the time and ask all the right questions, sometimes with the help of an in-house marketing expert of the client, sometimes on our own. Due diligence and research is critical and takes time and hard work.
This…is the value a copywriter has for any company. I don’t care what kind of product or service you have or what kind of company you are. If you want your brand to stand out, to gain awareness, attract customers and keep them, it is something that you should be investing in at a bare minimum.
Oh, and of course it’s also important to have the entire team involved, the marketing team, the creative director, the strategist, the CEO’s. Everyone should agree on the ideal customer as a team effort. Whether freelance or in-house, the copywriter is going to be a big part of the process.
If you need help with figuring out your specific customer avatar, aka ideal customer, drop me a line at firstname.lastname@example.org and we can discuss.
Have a great weekend. Stay awesome.