Creating a single character, or avatar, of your prospective audience will help you to write better copy. You will be creating a conversation with an individual person, instead of with a mass audience where your voice will be lost.
You can better identify what one person’s fears and frustrations are. Solve their problems, or ease their pain, and they will be more likely to trust and like you.
You’ll stand out.
I mean think about it. You don’t make money solving your own problems. You only make money when you solve someone else’s. So, you better speak their language.
Here’s a simple example. Imagine the avatar you are marketing to is a Franchise owner, someone who has a restaurant or retail chain, that they’ve bought into.
Some of the key problems those franchisees worry about, or feel pain with are:
When you write your copy, your website, your ads, think about how the pain affects their lives. Write it in their
language, terms that will resonate with them, so they can get emotionally involved with your offer.
You need to build a character in your mind of who your target customer is. Just one person. If you think of one
person, you’ll write like you are talking to one person. When someone reads that copy, they will feel they like
they are being spoken to directly.
Let’s start here:
In your head, think about:
Who is your ideal prospect?
What is the world your prospect lives in?
What is the language you’re prospect will listen to?
Now, get out a pen and paper and go through this list. Create your customer avatar, or character,
one step at a time.
Do you now have a picture of this person? It’s who you are going to talk to.
You will continue to tweak your ads, headlines and other copy, but now at least you’ll know
who you are talking to.
Now that you know who you are talking to in your sales letters, email marketing, blog posts, or ads,
continue to get to know your avatars. Find out where they search or what they read.
Where do they hang out online?