You’ve likely heard that you need to create an “Ideal Customer Avatar” as a foundational part of your marketing efforts. Why is everyone talking about this concept and how can you visualize your ideal customer so that your marketing will actually benefit?
If you’ve had these questions, keep reading! I’m giving you 4 simple steps to determining your ideal customer. I’ll also explain why it’s important (but not as complicated as it seems.)
What is an Ideal Customer Avatar?
In a nutshell, your ideal customer is the person you’re “talking to” in your marketing. He or she is the person that comes to mind when you create any type of content in your business, be it a blog post, podcast episode, Instagram post, Pinterest graphic, whatever.
You can’t be all things to all people and trust me, you don’t want to be! But you do want to be the right thing for the right people. The “right thing” is the thing you’re good at, the thing that makes your customers choose you over the competition. And the “right people” are your ideal customers.
Why do I need to figure out who my ideal customer is?
As with so many things in our businesses, it’s usually best practice to get our thoughts out of our heads and onto paper. Whether you realize it or not, you probably already have a decent idea of who you want to talk to in your marketing, but the act of writing it out will provide you some further clarity and could give you new ideas to make your marketing more effective.
How to Find Your Ideal Customer
Now let’s actually do the work. Here’s how to “Find Your Person” in 4 easy (and fun!) steps:
1. Brain-dump the names of people you would love to work with.
Maybe these are:
- People who’ve bought your products, love them, and keep coming back for more 🎉.
- A past client you really enjoyed working with because you loved working on their project and vibed with them as a person.
- Someone, who if they called you to talk about working together, you would drop everything and actually answer the phone (even though you usually rather die than talk on the phone 😬)
Don’t think about this too much, and don’t forget to dream big!
2. Write by each name what about them made you two a good fit (or would make you a good fit).
Were they fun? Did they respect you and your process? Did they possess a personality trait that you vibed with? Maybe you loved working with someone in their particular industry, or you shared similar personal passions and interests. Maybe they a the budget you thought was ideal and they were excited to pay you what you wanted to charge. You can go kinda crazy here if you want. No answer’s a wrong one.
3. Circle all the traits that you see show up under multiple names.
Look for commonalities among these potential customers and mark them. Then assemble a separate list of all these common traits.
4. Name your Ideal Customer
This step may feel a little silly, but trust me when I say it will benefit you greatly. I want you to give your ideal customer a name. It may be the same name as one of your customers in real life, or it may be a name you made up, but regardless, giving your target customer a name will give you someone specific to talk to in your marketing.
This is especially helpful if your ideal customer is not similar to yourself. It’s natural to create content that we like to consume, but if you’re trying to target customers who are not like you, it will be very beneficial to ask the question, “Would [your named person] like this?”.
A Few Things to Remember:
Your ideal customer will most likely change as your business changes.
As your business grows and changes, your ideal customer will probably change too (and that’s a good thing!) Don’t feel pressured to come up with the perfect, all-inclusive ideal customer right now. Especially if you are just starting out in your business journey, this person will change as you change and as you add in different offerings in your business.
Only include the characteristics that will be helpful for you.
It seems like many people give the advice to write out in detail each and every aspect of your made-up customer’s life and personality. What’s his/her age? ethnicity? religion? eye color? zodiac sign? favorite thing to order at Chik-fil-a 🧡? Just kidding – kinda.
But I would encourage you only to include the characteristics and personality traits that are relevant to what makes you a good fit for them. (If you’re developing a food chain that sells healthy versions of loved chicken sandwich restaurants with amazing customer service, then the last trait might actually be an asset to your marketing!)
Creativity thrives within a context.
Sometimes we get the idea that we can be the most creative when there are no limits placed on us, but setting parameters in your marketing (aka, what your ideal customer wants to hear from you) will actually ensure that your content is effective and reaches the people you want to reach.
Come let me know on Instagram what you thought of this article and if it was helpful! Have questions? Send me a DM and ask away 🙂