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
Once you’re able to check all the items off this list, you’re oh-so close to finding your ‘one and only’ Awesome Avatar. If you’re keen to keep moving, and don’t want to get distracted by Facebook then check out...
Are You Good?
This extended workbook comprises:
The Complete Avatar Process Workbook!
This next exercise invites you to use the information gathered in the first four steps to create a nice little summary story of what your Avatar is thinking, feeling and saying - providing an immediate beeline to their brain, whenever you need it.
Step 5: The Thinks-Feels-Says Story
Steps 1-4 converted to short exercises to help you take immediate action and actually get the data down in black & white right now.
Plus additionally (and crucially):
The Buying Process Story
This is a comprehensive set of exercises to help you 'see' each step of the customers buying journey; understand their decision making and all their thoughts and feelings along the way. Why they needed you; how they found you; and why they bought from you.
And once you have this understanding and insight, you'll always have the right tools ready to communicate the right message, in the right way, at the right time - throughout your Funnel and beyond...
The full checklist set, helps clarify what you need to know about your Customer and where the gaps in your knowledge are.
Step 2: The Answers
Exercises that expand on the checklists, to push you into action, actually fill in the information and flesh out your Avatar's character.
Step 3: The Stories
This final set of exercises are where you'll find the gold that can transform your Average Avatar into an Awesome Avatar, by helping you develop deeper insight into what they think, feel, need and - most importantly - the actions they take. As in...
Once you’re able to tick off most of the items on these lists, you’ll be one big step closer to finding your ‘one and only’ Awesome Avatar. This checklist set is the first of a 3-Step Process, so if procrastination, (or distraction from felines on Facebook), is a problem, then moving forward one steady step at at a time is the solution. Luckily, Part 2 of this process will help you do just that. Introducing...
Short of time, or just not getting round to creating your Avatar? Help is at hand. With our DWY Service, you can book a call and we’ll go through the complete workbook together and then get the completed Avatar back to you quick, sharp. Example.
Want everyone in your business to really appreciate just how awesome your Avatar really is?
Our DFY Design Service will banish that boring, plain old monochrome text doc to the rubbish bin, and replace it with a full colour (almost) living, breathing image rich PDF (or animated slide-show) customised to properly evoke the spirit, thoughts, feelings and desires of your target customer.