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Client Avatar Guide and Free Download

Do you want more calls and internet inquiries from qualified customers? Would you like to work with more clients that you love? Can you pinpoint what makes your favorite clients better than the rest?

The first thing you need to do is identify your client avatar and learn how to talk directly to them.

Today’s guide will help you narrow in on your target audience and find new ways to reach them.

Why do I need to know my client avatar?

Gone are the days of buying generic ads and proclaiming, “my product is for everyone!” There are thousands of TV channels in today’s marketplace, over the air radio stations, satellite radio, internet sites, apps, and changing social media platforms. You may be wasting a lot of money on advertising that does not bring you the clients that you want. 

Local newspapers, tv stations, radio stations, and billboards will gladly take your money in the name of “top of mind branding,” but what are good results from this type of advertising, and will you know them when you see them?

The best outcome of advertising is not always receiving a lot of calls and emails for your services. Your advertising should get the right people to call and email your business. While phone calls and emails may seem like a good measure of success, if they don’t convert into sales or clients, your money will not be well spent.

female client avatar with brown hair and green tank top on pink circular background

Simply put, knowing who your ideal client is will:

  • Save time
  • Save money
  • Allow you to develop a clear message.
  • Help develop a deeper understanding of your brand
  • Differentiate you from the competition?

How can I get more clients I like?

Completing the Ideal Client Workbook will walk you through all the steps of creating your client avatar. Once you better understand the different segments of your customer base, you will be able to talk directly to their needs. 

With so much data available to today’s marketers, you can wield your advertising dollars like a surgeon with a scalpel, not a child whacking frantically at a piñata! Once you determine your client avatar, you will better understand how to make a focused strategy to find great customers.

Ready to take your marketing to the next level?

Save time and money by identifying your ideal client avatar.

Download this FREE step by step guide.

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    How do I create a client avatar?

    I don’t know about you, but I feel powerful when I think about only working with fantastic clients. The ones who love doing business with you, and you enjoy doing business with them. Now that you have your target person in mind, I want you to download my Ideal Client Workbook and get to work. 

    This blog post and the workbook will help you create your first client avatar.

    Why do I need to give my ideal a name?

    Eventually, your business is likely to have several different avatars to help guide your marketing campaigns. Giving them a name differentiates them from the rest of the segments, you may direct your marketing.

    It is important to note that a name can carry a lot of significance about your potential client. You know that different generations have different names, right? Does it catch you off-guard when someone names their baby “Geraldine”? It may sound strange to many ears because it is a name from another place or generation. When you are thinking of your avatar name, consider the following variables:

    • Generation specific names
    • Geographically specific names
    • Religious names
    • Names among different income brackets
    • Ethnically diverse names

    While I’m writing a copy, I never actually write the name of my client’s avatar. However, I do think, “Alright, Oliver, how can I help you today.” or “What would Oliver think about this?” Once you define your avatar, give them a name and imagine them whenever you write an ad or social media post.

    Your ideal customer's age

    When you are building in your client avatar, carefully consider the age of your ideal client. Think about when your client will start noticing your product/service.

    For instance, the acne treatment company ‘Proactive’ advertises on Nickelodeon, Disney Channel, and MTV. Proactive knows that viewers of Nickelodeon and Disney may not have acne yet. However, the earlier Proactive can get viewers to consider their product, the more likely teens will have brand familiarity when acne comes.

    Proactive knows that a tween can be an avatar because it won’t be long until they need acne relief.

    Young client avatar person with pony tail and apron
    What's the target age of your avatar?

    Does my ideal client's gender matter?

    While gender seems like a simple answer, it is essential to think about how any of these demographics could identify with your brand. Does your client identify as male, female, both, other, or something different altogether? 

    Take a moment to think about how each gender would encounter your brand or product. Some business owners find that they can best serve a niche market by focusing on gender identification. 

    For example, Sephora offers classes for members of the trans community, because many were not taught make-up skills as children.

    What is your client's marital status

    In today’s world, there are a lot of different ways that people build a family or define their relationship(s). Married, single, divorced, serial monogamist, polyandrous, life partner, roommate, asexual, or a different part of the LGBTQ community- there are more labels for a relationship than ever before.

    Knowing your client’s marital status can help you understand obstacles or need that need to be met before hiring you. For example, married or partnered people often consult with their mate before making a decision.

    Does your best customer have kids?

    1, 2, 5, 0, step-children, dog, step-dog, cat. Who is part of your ideal client’s life? It can seem like some questions or aspects of this exercise are irrelevant to your business. You may be thinking, “I’m selling websites! What do I care about the children of my avatar!?” Trust me; this exercise will pay off.

    Clients who have dependents tend to be more risk-averse. If your product or service comes with a big price tag, it may put a breadwinner at risk and cause them to run the other direction. If your clients are risk-averse to a big lump sum payment might be an excellent time to consider payment plans or installment payments.

    Likewise, those who are marketing to busy parents may have avatars broken down by child, for example, Dana, the mom with a picky eater vs. Jarome, a father that wants to introduce his children to STEM learning early.

    Even if your product or service is not for children, specifically, it is necessary to know how they can impact your customer’s decision making.

    Is your best customer down the street or around the world?

    When you are thinking of your ideal client’s location, be specific—for example, a street, town, county, state, country, continent. The location can also be an indicator of the avatar income and lifestyle- I.e., Beverly Hills, CA vs. Malone, NY are very different places.

    If you are selling skis, you may want to focus your attention on people living near your local ski shop and between you and the closest mountain or cross-country ski area.

    Knowing your ideal client’s location can help you frame what visuals you should use in your ad. Selling shoes in a metropolitan area? It’s more likely that your ideal client is running the mean concrete streets and not rustic trails in the woods.

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    What does it mean to quote my ideal customer?

    Take a moment and think about the last five clients you helped. Is there a standard statement that each client made during your interaction with them?

    For example, my clients often say, “There are not enough hours in the day to get everything done.” Knowing that many of my clients feel the same way- overwhelmed, has helped me plan how I work with my clients.

    No matter your business, from shoe sales, to web design, you probably hear a common need or desire. Take a moment the next time you work with a client to really pay attention to what they are saying- and figure out how your business can help.

    woman handing amber pint of beer at brewery in Au Sable Valley

    What is your customer's occupation & job title?

    Their occupation and job title can be defined broadly or specifically, depending on how your target client views themselves.

    For example, in my work, some small business owners identify more with their skill or trade, i.e., woodworker, master brewer, or chef. Others identify with being entrepreneurs or small business owners. Whether you focus on your client’s avatar’s occupation or job title depends on the area you serve.

    In many of his books, Seth Godin often talks about focusing on the ‘smallest viable market.’ This means that you need to find a big enough group to sustain your business, but small enough that clients feel heard and understood.


    For example, let’s imagine that you are a farmer who grows hops. You probably won’t focus on people who identify as a small business, as not all small business owners brew beer- so you need to concentrate on home brewers and brewmasters.

    If you only want to help people in your city, you may not know enough people to have a sustainable business. That means you may want to increase your service area to the entire state or even the Northeastern United States.


    What is your customer's annual income & level of education?

    Does your client make zero dollars, 15,000, 30,000, 50,000, 100,000+? Is their level of education high school graduate/ GED, some college, Bachelors’s, Master’s, Doctorate? Many times (but not always), these two factors go hand in hand; those with higher educations have a higher annual income.

    Your client’s annual income and education can tell you if they can afford your product or service. It can also guide who needs your product or service the most.

    For example, if you are running a non-profit organization trying to connect high school graduates with specialized training in green technologies- education and income may be the most critical factors in targeting your ideal client, your marketing campaign.

    Ready to take your marketing to the next level?

    Save time and money by identifying your ideal client avatar.

    Download this FREE step by step guide.

      We respect your privacy.

      Screencapture of podcasting app featuring the image of online marketing maven, Amy Porterfield
      My favorite digital marketing influencer is Amy Porterfield

      Why do I need to know what media my client follows?

      Knowing what media your client enjoys can help you better direct your advertising dollars. Do they follow online media or more local paper newspapers? Knowing the answer can help you determine if you should spend on digital marketing or local newsletters.

      Start by asking customers, “have you read any good books lately?” or “I’m looking for some new podcasts and movies, what would you recommend?” Ask your customers the same way you would ask your friend, “Have you watched anything good on Netflix?” It’s just that easy.

      If your customers tend to follow specific celebrities and guru’s, you should follow those individuals on your own social media profiles. The insights that you will gain by following the people your customer follow is invaluable.

      What are the problems & challenges that your business or product solves

      You started your business to help a specific person with a particular problem. Most companies understand the surface problem their client has: an out-of-date website, a flooded basement, or childcare when they go to work. 

      Try to think of the problems and challenges that lie beneath the surface. The business may need a new website to stay in business or grow the business. 

      I’ll share information about one of my avatars, Jamie. Last year, Jamie decided that they can no longer work for someone else. For nearly two decades, Jamie worked hard while someone else became rich. Jamie decided that it’s time to take the risk and put their passion first, so they started their own business.

      Jamie’s challenges are:

      • Managing a small but very dedicated staff
      • Raising enough revenue to keep the lights on at home and work.
      • Covering the expenses of their family of four
      • Finding ways to increase revenue and grow the business

      Your client's pain points

      Pain points are often responsibilities that your client struggles to accomplish. You know what it’s like to have a list of duties- but you’re not sure how to make it all happen.

      The pain point section is the place to write down all of the areas your client could struggle to achieve. To better illustrate what a pain point is, let’s a check-in with my avatar, Jamie.

      Jamie is proud of being a smart and motivated person. Even though they are excited about their business, they do not feel tech-savvy enough to build a website with confidence. Jamie gets frustrated while looking at sites like WordPress, Wix, Weebly, and Squarespace that they close their computer without getting started. It irritates them that they can’t seem to get this project off the back burner.

      To put a cherry on Jamie’s cake of irritation- their ‘jack of all trades’ mentality sometimes saves money- but it eats a lot of time. At the end of a very long day, Jamie is so exhausted that they can’t even help their child with their homework.

      illustration of client avatar taking complaint from another person

      Why won't my client hire me?

      Objections are the barriers that prevent your client from deciding to purchase your product/ service. When you sit down to write a marketing plan, you need to consider purchase objections and how to overcome them. 

      Often, emotions drive your client’s desires, not logic -but you’ll never hear them say that. Let’s go back and visit Jamie.

      Jamie’s objections in hiring me to build them a website are their fierce independence. As an entrepreneur- they pride themselves in being able to take charge and learn new things. 

      Even though Jamie is frustrated- they worry about spending money on something, they could eventually do themselves. Simply put, Jamie will struggle in hiring me because of their do-it-yourself ethos and concerns about frivolous spending.

      Who makes the decisions?

      There are times when you deal directly with the person who decides to buy your product/service. My avatar Jamie is an example of dealing directly with the decision-maker because they own the business. 

       

      Other times you are required to work with a person who needs approval from a supervisor. If your work often needs the consent of a second party, find ways to reach the decision-maker. You can do this by creating comprehensive guides and proposals. 

       

      Create handouts or infographics to help a busy person understand your proposal. Find ways to show that you’ve thought long and hard about what you are offering.

       

      We often rely solely on a verbal conversation- but the person you speak can’t fully recreate your sales pitch. 

      Summary

      There you have it- you now better understand a segment of your best clients. Understanding your target client inside and out is fundamental in any marketing strategy. You need to always keep in mind how you can help your client succeed.

      If you know where they struggle- you’ll know how to help them win the day. If their success ensures your success and improving each other live better lives is what it’s all about.