The only way you’ll find ‘the one’ is to get inside your potential customer’s head, so you can understand what they want, need, think and feel; and that means digging deep into their drives, fears, dreams and desires.
You can, of course, develop many Customer Avatars - but you must begin with one. So, why not begin with the one that is ready, willing, and able to take up your offer and will absolutely love what you do?
There may be many, many people interested in what you have to offer - but that doesn't mean you should always be trying to tune into everybody's wavelength, to reach the widest possible audience. The truth is, when you attempt to speak to every-man, all of the time, you often end up with diluted messages that speak to no-man (or wo-man) most of the time.
This set of four checklists will give you a clearer idea of where to begin digging, so you're able to visualise a fully rounded, tangible human being you can then get to know, understand and relate to.
And this is how the magic happens. This is how you bring your copy to life in a way that resonates deeply to the extent, that your visitors, readers and leads feel you’re "in their heads" and "speaking their language". This is how you can truly connect, and connection - clickety-click - leads to conversions.
And so... to get yourself on the path to copy that can more effectively connect and convert, here's what you'll need to know...
It’s basic stuff, but it’s stuff that can help turn your Avatar into a tangible person you can then begin to understand and talk to man-to-man, woman-to-woman or any combination in-between.
Occupation | Job Title | Role
Marital Status | Family
Home Status (Rent | Own | Share | Solo)
Digital | Tech | Web Awareness
Info Sources (sites, blogs, magazines, groups, media, influencers)
What makes your Avatar tick, is what makes your Avatar do. Understand this, and you understand what they need. Seek to understand and empathise, so you can connect and communicate in a super-state of symbiosis.
Religion | Spirituality
A favoured quote that helps you understand how your Avatar thinks
So what drives or stops your customer? Same as drives and stops us all: hopes and fears, dreams and desires. But what specifically are their core drivers? The things that dictate what, why and how they do what they do?
The surface stuff is useful, but what lies beneath? Aspirations are at the core of the cores, but are so, so important they get their very own checklist. So, what really motivates these aspirations? It’s about the why, more than the what.
What they lack
What they want to be
Attributes and behaviours they aspire to
The gap between where they are and where they want to be
The person, your customer would most like to emulate
Why they want it; why they need it; why they desire it