In this section, we want to look at your Avatar. Let me start by explaining what an Avatar is, because it is not a term you regularly come across and then we can move forward into working out your particular Avatar.
The Avatar is a really detailed description of your target customer. Some people find defining their target customer really difficult and you might be thinking, “I’ve got four or five different groups of customers”. In this instance, you might need four or five Avatars. However, it is important that we try and focus on a specific ideal person. This is because when we sell, we don’t sell to a group, we sell one to one. As you identify that Avatar, it’s not that you’re going to disregard other customers; it’s that you’re going to become quite specific about the people that you are targeting.
Let me give you a simple example. If I wanted to sell Rolex watches, then my Avatar is going to be absolutely different to somebody who wants to buy a £2.99 Casio type watch. Whilst both are looking to purchase a watch, it’s a completely different market and those customers who are likely to buy the Rolex watch are not in the same places as the customers who want to buy the cheap, plastic, digital LCD watch. It’s a different target and really that’s all we’re talking about with Avatars.
In this section, what we want to do is work out where you think your Avatar might be, because when you work that out it builds up a picture. For example, your ideal customer; are they on the budget airlines, or are they on the big National Carriers? Are they going be in Business Class, or are they going to be in economy Class? You’ve got to work these things out.
Look at the sort of brands that are out there. Who do they specifically relate to? Because when you start thinking about who they relate to, you can build up a picture of who they are. Are they looking for fun or are they looking for something very serious and very safe? That’s a different type of person. Each person will fit somewhere on the scale between looking to buy on price or looking for quality. We can start to build up a Quadrant of whether somebody’s looking for a fun product that’s high quality, or whether it’s got to be serious, safe and cheap.
. It may be possible that you can be even more specific with your Avatar, which then ties in with finding your specific Niche. For example, you may find that your Avatar is a Dentist. Well that’s fine, because you could probably find out where Dentists go and what they do. A Dentist or a Lawyer is probably not the same type of person as someone who’s a roadie for a rock band. You can build up your Avatar on “who is this person I’m trying to approach?”
So take some time to work out who your Avatar is. This is quite closely coupled with working out your specific niche, so by all means try and have a look at them together.
Your Avatar is also tied into who your Tribe Members might be. So, this whole section is about identifying who your Target Customer is, and I want you to think of in terms of a customer rather than a market. Who is your exact target customer? As you decide on that, your Marketing Communications, whether they’re online or offline become so much more effective. This is because you have pinpointed the exact person that you’re communicating with.
Build up this picture of your Avatar as part of the Setting Solid Foundations section. It is important that you do it before you start to build anything else up. As you build your Avatar, it will help you work out who you should be talking to on your website, or if it is appropriate to be on Twitter for example. It is important to find the correct Avatar for your particular business.