Customer Avatar – Know your Customer

Marketing is about good conversations. You should be able to make the customer understand your ideas and thoughts in the easiest way. You need to be confident enough while talking to 1000 people as if you are talking with 1 person. 

Keep these points in mind to improve your writing skills:-

1. Use your customer’s first name in emails and Join the conversation going on in your customer’s mind instead of starting a new conversation. For eg., if you know your audience wants to start an online business but they need a helping hand in starting out, so you write an email to them about the steps to start an online business. 
2. Use simple and easy to understand language.
3. Write emails in a friendly tone as if you are writing to a friend.

When you are not good at conversation with 1 person, you cannot converse well with many people at all. Hence you will not be a good marketer. The best way to communicate better is to be authentic. People are tired of fake people. It is very easy to find out if someone is faking it or he/she is a real person. Tell people about your success, failures, imperfections, thoughts in your mind. When we show our real selves, a thought comes in our mind about those people who will not like us or criticize us. I heard somewhere that if people are criticizing you or talking about you behind your back, it means you are growing.  Be carefree of criticism, as you can not make everyone like you. Whatever you do, some people will like you and some won’t. If you are real, some percentage of people will listen to you and trust you and they will become your followers. You only have to care about these people.

Now the question is – Who is your audience or your target customer? If you target anyone and everyone, you will lose your value, as you won’t be able to make a  deeper connection with anyone. Whatever you communicate will be very generic and ineffective as it is meant for everyone.  

Note:That is why Emails and messaging are effective than Social media posts because you are talking to people 1 on 1. 

So in order to be a good marketer, You need to create a Customer Avatar based on demographics and psychographics. You must know their pain points, their aspirations, inspirations, goals, lifestyle, etc. Once you know all these things, you will be able to communicate better with them in a more personalized tone and your audience will feel like you are talking to them specifically. 

So let’s discuss some of the steps to create a customer avatar.

By Demographics:-

• Gender
• Age
• Location
• Education
• Financial Status

By Psychographics:-

• Introvert or extrovert
• What they enjoy doing in free time
• Emotional triggers
• Goals and dreams
• Limitations or pain points

So how do you collect this data about your audience? There are several ways:-

• Surveys
• Interviews
• Educated Guess

Once you qualify your customer based upon the above points, you know your customer and you can talk to them in their language. You can target them on platforms where they hang out the most.

Based on the above-mentioned points, I will describe my customer avatar for my business. I run a video marketing agency and help people grow their brand and business with the power of videos.

So the ideal customer for me would be:-

• Male/Female between the age of 25-40 years living in India. 
• He is a Graduate or Post Graduate and earns between ₹4-₹12 lacs per annum.
• He is upper middle class, has a car. 
• He has a business but hasn’t leveraged the power of video marketing to grow their business.  
• He is an introvert who hasn’t explored the possibility of video marketing. 
• He spends a lot of his time on social media specifically on Facebook and WhatsApp and loves watching funny and prank videos. 
• He knows about online advertising and willing to spend on it to grow his business, but not sure how good the results will be. 
• He is calculative and thinks a lot before investing anywhere. 
• He is unsure how he can take advantage of videos as he has no idea what to speak in front of the camera. 
• As he is an introvert, he thinks that videos are not his thing. In free time, he loves to spend time with his family and prioritize his family over anything else.
  

Hope you have learned something from this article. This article is inspired by the second class of Digital Deepak internship program. How do you find this article? Please leave your feedback in the comments. 

Author’s Bio

I am Ashish Nagpal. I am a Photographer & Cinematographer. I help people to grow their brand and business with the power of videos.