Let’s cover your Ideal Customer Profile (ICP) or what we also call your Customer Avatar. I’m going to run you also through a couple of common mistakes that marketers and business owners tend to do. Especially when you begin building your business, it’s the absolute core, to be crystal clear on who you’re gonna market to. What problems you want to solve.
If you try to market to everyone – you’re not going to market to anyone!
Why The Customer Avatar Is The Core Of Your Business
Your Customer Avatar or your Ideal Customer Profile is the core of everything that you do in your business. Around advertising or producing content. If we miss to define that, we’re gonna miss on everything else down the line. Your ads, your tag name, your brand name, your domain, even your website, your landing page, your email, and everything else around that.
Logical Labels Of Your Customer Avatar
A lot of people start off with this. “My Customer Avatar, she is 35 to 45, she’s female, this is her job. These are the activities that she likes doing. This is what engages her, and this is how she socializes. Online, she hangs out on this and that platform.”
Often people stop here. But that’s not enough. It is a good start to look at demographics. Like gender, profession, age, location, household income, parental status and hobbies.
These are all labels! This is a logical view onto those people. This is exactly how your Ideal Customer would define himself or herself.
The Major Problem
There is a major problem with that. We’re touching the surface of what motivates people to take any kind of action. You might have heard of this before. People buy with emotions and then later they justify with logic.
If our Ideal Customer Profile only looks at these logical labels, then we miss out on the emotional aspect! Our marketing message throughout our entire business is looking at these logical aspects. It’s not talking about feelings.
Emotions Motivate Your Customer Avatar To Take Action
How to move people to take action? It’s the emotions and the fears which motivate people to take any action.
Think of it that way: why as we as human beings, want what we want? And why do we desire, what we desire? Because of what reason, do we do, what we actually do? And why do we decide to take any action? It’s because of the feeling that we’ll get as a result of what we have done!
Example: say you wanted to build your own business. Why are you doing that is it because you want to feel demotivated and crap as the end result of it? No, heck no! Of course not! You want it, because at the end of it, you see that you will feel fulfilled. nd do something around your passion. You will have the time freedom, and the flexibility, and also the financial freedom to do it. This is what stands behind your goals and your actions to create an online business.
Remember: everything that we do is based on how we feel.
Why would you book this once in a lifetime, very expensive holiday with your loved one? Is it because you think you will feel unmotivated, and bored, and upset, and scared? Hell no! It’s because you’re looking forward to that amazing time. You think how connected you will feel. That you’re creating these unforgettable memories.
It’s all about how we feel. That’s what motivates human beings. Keep that in mind when you define your own Customer Avatar, based around the feelings.
Your Customer Avatar’s Biggest Emotional Motivator
Talking about feelings. Do you know what’s the biggest motivation for people to move forward? It’s when you move them from a place of discomfort or fear or unhappiness and scarcity. Into a space where they’re comfortable, happy and they experience abundance and positive emotions.
When we look at our own products and services that we offer and the value that they provide, we often look at the solution. But think about your product and service, and from what state of mind it can move a potential customer, into which target state of mind? How does their life look different with your product or service? And what’s the value that it provides to their life? Understand your potential customer by connecting to their fears and pain and problems.
Questions To Be Answered About Your Customer Avatar
Ask yourself questions like: How does their normal day look like? What do they experience every day in their life? Which are their frustrations? What are their pains and what are their problems? And what is it that they look into changing? If they keep on doing what they’re doing, and they had their pain and problem going on – how would their life look like? And is there anyone else affected by them staying in the state where they are? Do they have any potential irrational fears around your product, around the topic, around their pain? What are the implications to all of this?
Meet Them Where They’re At
Get onto this thought in your messaging. Help your potential customer to make this major transition in thinking around their pain and problem. Make them aware of their pain and problem. Enable them to have this epiphany around their pain and their problem. Make them have this WOW effect, where they realize “Oh my god, this is what I get if I keep doing what I’m doing!” You got to connect with them and meet them exactly where they’re at. Because then they will be ready to look at your solution and to look at the value that it provides. Help them change their life, change their situation. Help them change their circumstances.
But keep one thing in mind when you bring in your solution. Think about other solutions they might have looked at before. What were the problems around those other solutions? How is your product and service different to all the competitors? What can you do to move them from a space where they’re unhappy, into a space where they’re happy?
It is by connecting to their pain and problems. Then showing them how you can add value, and what’s the potential solution for them. We want to help them face their fear. Their deepest irrational fears. Once they face their fear, and they take action towards your product, it will help them solve their problem.
That’s the kind of language to inspire and motivate people. This is how you communicate the emotional value behind it, and also the real value for their life.
Your Customer Avatar, your Ideal Customer is defined based on the language of how they feel. They don’t care about labels. They don’t care whether they are 35 or 55, and whether they’re male or female, or something. That’s not the point!
It is by connecting through the language of how they feel. Let’s look again at the solution that your products provide. Ask yourself how would your clients feel. Going from that pain and problem, into a space of value and solution. How would their life look like, after they have gone through the entire transition.
And when you get clear about all that. Who they are, and what are their pains, and their problems, and their fears. You will be able to move them from there, into a whole different state.
Again, Why This Is The Core Of Your Business
This is the core and the foundation about everything else that you do in your business. From your front-end ads, to your landing pages. To your website, to your sales funnel, to your marketing copy. Also to the script of your sales team, if you got a sales team, that connects to your customers one-on-one.
It is through this language of emotion and feelings, how you reach them exactly where they’re at. That’s how you connect to human beings. Inspire them that you are the solution to their problems.
Defining your Customer Avatar and having your Customer Avatar doesn’t mean that you’re only going to be attract those sort of people. What it does is, it ensures a consistent messaging. You have an imaginary person in mind, that you’re talking to. Always coming from the same spot. You meet them exactly where they’re at.
Watch My Video On YouTube: How To Create Your Ideal Customer Profile (ICP) – Customer Avatar Tutorial
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