Tutorials

Creating a Customer Avatar

This is a highly useful tutorial, because we are going to define exactly who your customer is and what their interests, hopes and fears are.

Why we need to do this …

We do this for a number of good reasons:

  • It’s essential to have an image of who we are talking to when we design our products and marketing messages.
  • Knowing their interests helps us find and target them more cost effectively

How we are going to do this …

  • We divide our target market into segments. We can do this in a number of ways:
    • How good/skilled/experienced they are
    • What their appetite and budget is 
    • What their desired outcome is
  • For each one, create an avatar using the questions below. 

Section 1: Demographics

  • Name:
  • Age:
  • Gender:
  • Marital status:
  • Age and # of children:
  • Location:
  • Field of occupation:
  • Job title:
  • Annual income:
  • Education level:

Section 2: Challenges & Pain Points

  • What are this customer’s top 3 challenges?
  • What are this customer’s top 3 pain points?
  • What is your customer not good at?
  • What is your customer uncertain about?
  • What does your customer no longer want to experience?
  • What does your customer no longer want to feel?
  • What does your customer have bad dreams about?

Section 3: Goals, Desires and Values

  • What are this customer’s top 3 goals?
  • What are this customer’s top values?
  • What are they committed to? What do they believe in?
  • What they want to get better at?
  • What do they want to experience?
  • What do they want to feel?
  • What does your customer have pleasant / daydreams about?

Section 4: Sources of Information

  • What books does your customer read (which other people would be unlikely to)?
  • What magazines does your customer subscribe to (which other people would be unlikely to)?
  • What blogs and websites does your customer visit (which other people would be unlikely to)?
  • Which conferences and events as your customer attend (which other people would be unlikely to)?
  • What experts does your customer follow (which other people would be unlikely to)?
  • What other interests or activities as your customer have or do (which other people would be unlikely to)?

Section 5: Buying Behaviour

  • What objections would your customer be likely to have?
  • What role does the customer have in the purchase process?
  • Who else would be likely to influence the customer in terms of buying?
  • How comfortable is the customer likely to be at buying online versus face-to-face or over the phone?

Section 6: Outcomes & Alternatives

  • What transformation is the customer looking for (from and to what):
  • How would they visualise that transformation? (Where would they be and what would they be doing?)
  • What alternatives do they have to our solution, and why don’t they give the same result?

Section 7: Context of Problem or Need

  • How or when do they discover they have a need?
  • Who do they first discuss solving this problem with?
  • Where do they usually do their research to solve this problem?
  • Where do they look to find companies to solve this problem?

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