“I Want To Build An Avatar. Where Do I Start?”
The two most common questions I receive are:
- Where do I start when building an avatar
- If I target that customer, what about everyone else?
Let tackle the first question: Where do I start when building an avatar
You can start with the easy information, the demographics like:
- Age
- Gender
- Kids and their age range
- Where they live
- What they do
Then you need to get more specific about them
- How do they find out information in their lives?
- What are their challenges, pain and goals in life (not gym based goals)?
- What are their worries and concerns in life?
- You also want to identify details on what they think about their behaviour going to the gym.
If you would like an Avatar Worksheet, click here to grab one.
Now the second question: If I target that customer, what about everyone else?
I would suggest you have between 4 and 10 ideal customer descriptions. You can have and should have multiple avatars you want to market to. One is not enough! This takes work to write and describe the avatars but once they are done, marketing will be simpler!
Marketing Is About You Not Them
This video explains what words you should use in the copy of your website and collateral.
Want to Know More About Avatars?
You may like to check out these blog I wrote:
- If You Market To Everyone, No One Will Respond
- What Is The Difference Between An Avatar & A Buyer Persona
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.