When you are selling a product/service online, you need to connect with your market on a deep emotional level.
How do you connect with your ideal client if you don’t even know who your perfect client is.
Without your ideal client avatar, your whole marketing would be dry and generic; it will be missing that punch.
What this means is you’ll attract fewer clients, won’t get paid what you deserve, your message will be confusing and your business will be unpredictable.
“The Aim of marketing is to know and understand the client so well that the product or service fits him and sells itself.
– Peter Druker
Before approaching a single prospect, you need to know who your perfect client is.
The perfect client – or the client avatar, as some people call it – is an idealized representation of your dream client.
In a perfect scenario, your perfect client approaches you, easily buys your coaching at a fair price, and the whole process is harmonious and enjoyable.
Our goal here is to find out traits of that perfect client.
So you can get your message in front of people with those traits.
The whole idea here is to only work with people who want you/your service on the first place.
Trust me, there are lots of people who need you right now; you just need to know where to look.
The good thing is once you know “Who” you will figure out “Where”.
First, though, you need to know who your perfect client is, and for that, you need to do the exercise in this post.
After doing the exercise, you will understand your clients at a whole new level.
You will connect with them on a deeper emotional level.
Said another way, your marketing message will hit your target market on a deep gut level.
Once you have created your perfect client avatar, it will represent your whole audience.
Every piece of your marketing will be made while keeping your perfect client in mind – your pitch, your email series, your blog post – everything will be speaking directly to him.
When you do this, you will magnetize yourself to your perfect clients while repelling the clients who are not perfect fit for what you are offering.
Now, I hear some of you saying, but I don’t want to repel anybody!
Trust me, not getting paid is not the worst part of being a service based entrepreneur, it is working with the bad client.
Bad clients will suck your blood and leave your soul dry.
It is especially important to have an avatar when you are trying to sell to someone on the Internet because the Internet is a massive impersonal space.
You can’t empathize with a person while reading her email or while reading a forum post if you don’t understand her on a deep emotional level.
By creating an avatar, you will give her a face; you will be able to understand her and read between the lines.
When she says No to buy your program, you will know what might be going on in her mind.
You need to know what her objections, doubts, fears and aspirations are, and design your marketing in a way that calms her negative emotions and evokes positive emotions.
When a client feels that your product/program is made just for her, she is sold.
Creating your perfect client avatar will give you a competitive advantage and will increase your selling ability up to ten times.
I first learned this exercise from the guru of gurus, Eben Pagan.
I later read many more variations of this exercise, and I know that almost every successful entrepreneur is at least subconsciously aware of her perfect client.
So are you ready to craft your client avatar?
Here are all the fields you need to complete to create a perfect client avatar:
Interests and lifestyle:
- What tangible result is she looking for?
- What do you need to say to make her buy?
- What is she afraid of?
- What keeps her up at night?
- What she secretly day dreams of?
- What are her hopes and aspiration?
Finally, find someone who you feel represents your perfect client, attach his/her picture to your Perfect client avatar sheet and give her a name.
Now you need to go into research mode.
Of course some of the fields you fill in will be your guess work; but don’t let that stop you.
Just get it out on the paper.
You can improve it later on.
Go to forums, join facebook groups, focus on conversations happening around you; interview people, observe them, and you should have sufficient info to craft your first draft.
If you already know someone who has these traits, just attach her picture to your perfect client avatar sheet.
When I started blogging I would imagine my friend Nick, and would write only for him.
He had all the traits of my perfect client.
Now suppose your client avatar/perfect client’s name is Bob – every one of your marketing pieces will be written for Bob.
Every time you look for prospects on facebook or linkedin you will look for people who match the traits of Bob, and then talk to them as if you were talking to Bob.
After creating an avatar, you can laser target your message around solving Bob’s biggest problem in the context of what you do.
Remember, your job is not to try to turn non-buyers into buyers – instead find people who need what you have, and sell to them.
I hope this post will help you take your next step towards building a successful online business.