Why You Need to Create Ideal Client Avatars
PROBLEM: You have a stand-out set of services or products, but you don't seem to be reaching the right people with them...
SOLUTION: You need to develop ideal client avatars (ICA) in order to properly communicate your value to a target audience.
You can have the most amazing product or service in the world, but if you’re marketing it to the wrong audience, you’ll never succeed. In this blog, we're going to dial into who your brand needs to be connecting with by developing Ideal Customer Avatars.
What is an ideal client avatar (ICA)?
Before you can successfully sell anything, you need to know WHO you’re selling to. Your ideal client avatar (or ideal customer avatar) represents the perfect buyer of your products or services.
There are two main components to an ideal client avatar: demographics and psychographics.
Demographics depict WHO your audience is by describing them from an outside perspective. Psychographics, on the other hand, explains WHY those people will buy from you, focusing more on their internal motivations than external information.
Demographics
Income
Location
Age
Gender
Marital status
Occupation
Religious views
Political views
Psychographics
Pain points
Interests
Values
Goals
Desires
Motivations
Personality traits
Fears/setbacks
Why are ideal customer avatars important?
ICAs help you craft content that speaks directly to an individual instead of a large group of people.
When you talk to everyone, you say nothing to anyone.
Developing a buyer persona (another term for an ICA) gives you the picture of an individual to keep in mind any time you're creating content or marketing your products/services. Without an ICA, the creative process for your brand identity design is subjective and lacks strategic reasoning.
For instance, let’s say you want your brand to be hot pink. Great, but will this attract the right buyer?
After you work through an ideal client avatar worksheet, you may discover that your audience consists of Millennial females living in CA and working in Silicon Valley who are prestigious and poised; meaning, a hot pink brand identity would be drastically missing the mark.
Every color and font choice for your brand evokes a different emotion and conveys an underlying message to your audience, which is why you need to start with strategy.
Ideal client avatar worksheet
Your brand is less about what you like and more about what will attract the right buyer.
If you don't know who your audience is, where they hang out, and what their pain points are, your brand is likely attracting the wrong people (or no one). Sign up for my irregular newsletter above to access the same Ideal Client Avatar worksheet I use with clients!
